...Journal of Social Sciences Vol. 2. No. 1. January 2012. Pp. 54 - 73 Predicting Brand Loyalty and Product Involvement Behavior of Indian Teenagers Incorporating the Moderating Effect of Brand Influence Score. *Debasis Bhattacharya, ** Dipak Saha and ***Shuvendu Dey Creating and maintaining strong brand and a band wagon of loyal customers have become increasingly difficult in today's competitive environment due to proliferation of numerous brands in a generic product category. Brand loyalty has been shown to be associated with higher rates of return on investment due to increase in the market share. Past studies in this area reveal the dependence of researchers to administer the scale developed by Kapferer and Laurent as well as the scale developed by Zaichkowsky to capture product involvement facet. Studies reveal that teenagers in India spend more than Rs 66000 million in a year only on clothing items. Astonishingly, very few studies have been undertaken to relate the brand loyalty and product involvement behavior of teenagers. The data for this study is gathered from a cross section of teenagers drawn from different socioeconomic backgrounds from the major metros of Indi during the third quarter of 2010. In this paper apart including only involvement from including product involvement brand influence scores, brand trust and the size of the consideration set have been incorporated to predict brand loyalty of teens. The findings of the study reveal that multi-dimensional measure...
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...nd swFactors behind the brand switching in telecom industry The issue of Customer’s switching to other service providers have been the cause of intensive research from many years now and have given rise to many theories.Due to the increased competition in the telecommunication industry it has become extremely important for the companies to pay attention towards retaining of the customers.This research study particularly investigated the causes of customer switching behavior.A prolific way to gain the knowledge about the switching behavior of customers is basically to examine the various factors that play imtegral role in switching behavior. This qualitative research study has offered new insights by defining and identifying the customer’s rationale to switch from one service provider to another. The model is estimated using the data set on the number of switching behavior. A total of 100 respondents were surveyed to identify the factors that have a greater effect on the customer satisfaction.The data were analyzed by the Optimal Scaling (Categorical Regression)to test the hypothesis. The model identified that… CHAPTER ONE: INTRODUCTION This research tried to find out the underlying factors that made the customer to switchover to another service provider in telecom industry. The telecommunication industry is one of the most important industries of the world. In order to gain competitive advantage as competition is getting more and more intense, the companies are compelled to...
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...SYNOPSIS 1. TITLE: “Factors responsible for Brand switching from Samsung to Nokia in smartphones in Indore region ”. 2. BRIEF OVERVIEW: 15 years ago, having a mobile phone was considered a luxury, but now it is a very common commodity. Just look around and you will see someone talking on a mobile phone. This device has become an integral part of our life. It is very interesting to see how the mobile handset market has evolved from ten years before to what it is now. What is even more interesting is how competition plays a very important role in determining the market condition today and tomorrow. Initially when Motorola introduced the mobile handset it was said that this device had a huge potential and that prediction has come true. For 14 years Nokia has held the top position of the global mobile phone market, however according to a Reuters poll of analysts, Samsung Electronics is outselling the Finnish mobile giant, but now we can see that people are switching their brands from nokia to other brands so we here want to find and study the factors in our research report that are responsible for the sudden change in the preference of the customers who previously used to buy the Nokia Cellphones but now prefer Samsung over Nokia. 3. BRIEF LITERATURE REVIEW: Following Researches have been conducted on Brand switching: * Consumers Propensity to Switch: A STUDY ON Mobile phone Industry * SWITCHING TENDENCIES OF CONSUMERS OF MOBILE PHONE SERVICES IN PUNJAB...
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...Estimating Switching Costs in the Mobile Telecommunications Industry in the UK∗ Lukasz Grzybowski Center for Information and Network Economics Munich Graduate School of Economics September 2004 Preliminary version, Comments are welcome Abstract In this paper I estimate the magnitude of switching costs in the UK mobile industry. Using a survey data with individual choices of network operators in two consecutive years I find a presence of very strong average switching costs, which make the majority of consumers reluctant to switch networks. The size of average switching costs differs significantly across networks and the observed switching may be due to heterogeneous switching costs across consumers. The willingness to switch networks depends to some extend on consumer’s characteristics. Keywords: mobile telephony, switching costs, discrete choice. JEL Classification: C25, D12, L96 ∗ I would like to thank Volkswagen Stiftung and Munich Graduate School of Economics for the generous financial support which made this research possible. All errors are mine. 1 1 Introduction The presence of switching costs has a critical impact on the consumers’ behavior and firms’ strategies in many industries. The anticompetitive effects of switching costs are of major concern for the regulators. Therefore, the identification and measurement of the magnitude of switching costs should provide important information for the regulators. In particular, the mobile telephony may be subject...
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...Brand Loyalty Jacoby (1971) suggests that Brand loyalty is the purchase response of an individual or consumer for one or more alternative brands over a time period deciding from a set of alternative Brands. Importance of Brand Loyalty Aaker (1991)and Reichheld (1996)suggest that brand loyalty is become very much important factor for marketers and consumer researchers. Study suggests that an organization which is having so many loyal customers will lead them to greater share and high profit (Buzzellet al., 1975),(Raj,1985), and Jensen and Hansen, 2006). Dick and Basu (1994)suggest that brand loyal customers will engage in positive word of mouth for company and even do not accept the marketing strategies of competitors. Price According to Kotler and Armstrong (2010)price is one the important factor which plays a vital role in brand switching, price is that amount which consumer pays for any product or service, while purchasing or using of that product or service. If service providers charge price sensible and give the better services than it will create customer satisfaction and very less consumer will switch to another brand, because price fairness is an extremely significant concern that leads toward satisfaction (Martinet al., 2007). That’s mean price has a positive impact on brand switching. If service provider charge high price than more consumers will switch to another brand (Herrmannet al., 2007).Service Quality Service quality is defined as approach which can...
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...BRAND SWITCHING INTRODUCTION Sometimes known as brand jumping, brand switching is the process of choosing to switch from routine use of one product or brand to steady usage of a different but similar product. Much of the advertising process is aimed at encouraging brand switching among consumers, thus helping to grow market share for a given brand or set of brands. Brand loyalty is when consumers become committed to your brand and make repeat purchases over time. It is a result of consumer behavior and is affected by a person's preferences. Loyal customers will consistently purchase products from their preferred brands, regardless of convenience or price. Companies will often use different marketing strategies to cultivate loyal customers, be it is through loyalty programs (i.e. rewards programs) or trials and incentives (ex. samples and free gifts). | | Convincing consumers to switch brands is sometimes a difficult task. It is not unusual for customers to build up a great deal of brand loyalty due to such factors as quality, price, and availability. To encourage switching brands, advertisers will often target these three areas as part of the strategy of encouraging brand switching.Price is often an important factor to consumers who are tight budgets. For this reason, advertisers will often use a price comparison model to entice long time users of one brand to try a new one. The idea is to convince the end user that it is possible to purchase the same amount of product...
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...additional services such as SMS for text messaging, email, packet switching for access to the Internet, and MMS for sending and receiving photos and video. Most current mobile phones connect to a cellular network of base stations (cell sites), which is in turn interconnected to the public switched telephone network (PSTN) (the exception is satellite phones. Cellular telephone is also defined as a type of short-wave analog or digital telecommunication in which a subscriber has a wireless connection from a mobile telephone to a relatively nearby transmitter. The transmitter's span of coverage is called a cell. Generally, cellular telephone service is available in urban areas and along major highways. As the cellular telephone user moves from one cell or area of coverage to another, the telephone is effectively passed on to the local cell transmitter. A cellular telephone is not to be confused with a cordless telephone (which is simply a phone with a very short wireless connection to a local phone outlet). A newer service similar to cellular is personal communications services (PCS). The Global Cellular Mobile Industry: The global mobile phone industry is based on many different manufacturers and operators. The industry is based on advanced technology and many of the manufacturers are operating in different industries, where they use their technological skills, distribution network, market knowledge and brand name. Four large manufacturers of mobile phones are today dominating...
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...additional services such as SMS for text messaging, email, packet switching for access to the Internet, and MMS for sending and receiving photos and video. Most current mobile phones connect to a cellular network of base stations (cell sites), which is in turn interconnected to the public switched telephone network (PSTN) (the exception is satellite phones. Cellular telephone is also defined as a type of short-wave analog or digital telecommunication in which a subscriber has a wireless connection from a mobile telephone to a relatively nearby transmitter. The transmitter's span of coverage is called a cell. Generally, cellular telephone service is available in urban areas and along major highways. As the cellular telephone user moves from one cell or area of coverage to another, the telephone is effectively passed on to the local cell transmitter. A cellular telephone is not to be confused with a cordless telephone (which is simply a phone with a very short wireless connection to a local phone outlet). A newer service similar to cellular is personal communications services (PCS). The Global Cellular Mobile Industry: The global mobile phone industry is based on many different manufacturers and operators. The industry is based on advanced technology and many of the manufacturers are operating in different industries, where they use their technological skills, distribution network, market knowledge and brand name. Four large manufacturers of mobile phones are today dominating...
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...The 5 W’s of Manifestation Often times, we do not understand how we ended up where we are and with the things and situations we have, especially when we aren’t where we want to be or have what we truly desire. Although it is a universal truth that we have what we have and are where we are because of the choices we’ve made – still – it can easily escape us as to how it all happened. Have you ever asked yourself, how did I get here? Or, what have I done to deserve this? You should be nodding right now because I’m willing to bet that we all have at one point or another. Manifestation is a key element of personal growth and development as well as in your overall success. It goes to the heart of how you arrive where you are and with what you have. Truly successful individuals are masters at applying manifestation techniques to their daily life; it is simply a part of their DNA and they practice it relentlessly. It may even get to the point where it takes no effort at all, especially in the areas of life where they are most excel. The goal of this article is to raise your awareness to the incredible powers of manifestation and how to effectively apply it to your life. It will help you understand the 5 key elements of manifestation – the ones that all successful individuals understand and use regularly to improve on their personal growth and success. First and foremost, let’s understand what manifestation is. Manifestation is the act of materializing and/or expressing that which...
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...1 | P a g e State of the Mobile Nation Switching Attitudes and Behaviours of Mobile Phone Service Providers in Australia Final Report Dr David Gray Dr Steven D’Alessandro Dr Leanne Carter Macquarie University Department of Marketing and Management. March, 20122 | P a g e Table of Contents Executive Summary...........................................................................................6 (i) Introduction ..........................................................................................6 (ii) Objectives of the research ....................................................................6 (iii) Methodology ........................................................................................6 (iv) Key findings .........................................................................................6 (a) The performance of the mobile phone services market..........6 (b) Switching behaviour and savings achieved.............................7 (c) Consumer satisfaction with mobile carriers .............................7 (d) Major reasons for switching carriers.........................................7 (e) Switching costs..........................................................................8 (f) The role of inertia in limiting switching......................................8 (g) The reasons for not switching...................................................8 (h) Bill shock....................................................................
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...THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT, AHMEDABAD THESIS TOPIC “Critically analyze the customer preference and satisfaction measurement in Indian Telecom Industry” SUBMITTED BY Naman Shah PGP/SS/06-08 ALUMNI REFERENCE ID: SS/06-08/AHD/MKTG/2 SUMISSION DATE: 27th August, 2008 GUIDED BY Prof. Pabitra Ranjan Chakravorty Senior Research Associate (Marketing) IIPM, Ahmedabad. I LETTER OF CONSENT IIPM Ahmedabad 19, Inquilab Society, Gulbai Tekra, Ahmedabad-380015 To, The Dean, IIPM-Ahmedabad Date: November 6, 2007 Respected Sir, Subject: Letter of Consent I, Prof. Pabitra Ranjan Chakravorty, a faculty of Marketing Management of IIPM-Ahmedabad, expressing my interest in guiding for a thesis on “To critically analyze the customer preference and satisfaction measurement in Indian Telecom Industry” to Mr. Naman Shah, a student of PGP/SS/06-08. This is to inform that I shall support him as a guide for his thesis on the above mentioned topic and extend my knowledge and help in all ways possible. Thank You. Yours faithfully, Prof. Pabitra Ranjan Chakravorty. II LETTER OF APPROVAL III PREFACE The customers are very important and play a crucial role in any process of marketing. Today, customers are the kings of the market because the customer loyalty and customer preference are built by the products and the services offered to the customers and they seek for the more benefits and money’s worth for the amount they spend. That is where the...
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...Strategy & Technology Pg 69-77 Major sources of competitive advantage Brand Scale Switching Costs & Data Differentiation Network Effects Distribution Channels Brand A firm’s brand is the symbolic embodiment of all the information connected with a product or service. A strong brand proxies quality and inspires trust Viral Marketing (consumer promotes product or service if a firm performs well) Brands Amazon eBay Google Viral Marketing Google Hotmail Skype eBay Facebook YouTube Scale Business benefit from economies of scale when the cost of an investment can be spread across increasing units of production or in serving a growing customer base. A growing firm may also gain bargaining power with its suppliers or buyers. Scale of technology of investment can also act as a barrier to entry, discouraging new, smaller competitors. Economies of scale BlueNile (sold as many diamonds in 1 year with one location as a traditional jeweler would with 116 stores.) Bargaining power with suppliers or buyers Dell (make concessions) eBay (raise auction fees) Scale of technology Intel (pioneer in cutting edge technologies) Google (runs on an estimated 450,000 to 1 Mio servers) Switching costs & data Switching costs exist when consumers incur an expense to move from one product to another. Data can be a particularly strong switching cost for firms leveraging technology. In order to win customers from an established incumbent, a late-entering rival must offer a product...
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... Introduction ASOS ( As Seen On Screen) is one of the leading fashion and beauty store for both men and women in the UK. It specialises in selling affordable versions of outfits worn by celebrities. ASOS was launched in June 2000 by Nick Robertson. Asos.com has 9000 products available, with 500 new products added every week. This includes women’s fashion, menswear, accessories, jewellery and beauty products. According to Hit wise, it is the second most visited online fashion store in the UK, behind Next. It attracts3.30 million unique shoppers every month and has about 1.8 million registered users. Asos’s 70%of sales are still on label, and they are also selling nearly 250 brands, including luxury labels such as As a consultant at ‘Ure, Avin, Alaaf. I have been commissioned to extensively research and analyse the development opportunities of fashion retailing. This report will main focus will be Asos.com and its position as a E-commerce retailing store. I will briefly describe how ASOS.com has developed a competitive edge in fashion retailing through the value chain concept. Further, a reflection on the main opportunities and threats likely to affect the business in the next five years. This report will analyse the Value chain Explain how ASOS.com have developed a competitive edge in fashion retailing. Apply the concept of the ‘Value Chain’ to illustrate your...
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... Pn. Nor Pujawati Md. Said Dr. Ali Boerhannueddin Abstract Service quality, switching barriers, and brand image are the major antecedents of customer loyalty, and loyal customers may buy more, accept higher prices and have a positive word-of-mouth effect. Also we know that the cost of selling to new customers is much higher than the cost of selling to existing customers, also the cost of attract new customers is much higher than the cost protect existing customers ten times. Although this fact is apparent to everyone, many companies are still losing customers at a formidable rate. In this context the main aim of this research is to examine the relationships between these factors and customer loyalty in the Universiti Utara Malaysia sector. Based on the theoretical model, a comprehensive set of hypotheses were formulated and a methodology for testing them was outlined. These hypotheses were tested empirically by questionnaires to demonstrate the applicability of the theoretical model. The results indicate that service quality, switching barriers, and brand image are separate constructs that combine to determine the loyalty, with service quality and switching barriers exerting a stronger influence than brand image. Finally hypotheses H1, H2 were supported, while hypothesis H3 was rejected. Keywords: Customer Loyalty, Brand Image, Switching Barriers, Service Quality, Mobile Telecommunication Introduction Attract customers...
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...its competitor and compare switching cost or prices. Buyer Power: Increase in buyer’s power, product differentiation of RIM, buyer’s incentive. Barriers to entry: Government policy, entrance of new firms with old technology, access to distribution, Brand Identity. Threat of Substitute: switching costs, Supplier Power: Discuss the differences between processors used by RIM and its competitor and compare switching cost or prices. Buyer Power: Increase in buyer’s power, product differentiation of RIM, buyer’s incentive. Barriers to entry: Government policy, entrance of new firms with old technology, access to distribution, Brand Identity. Threat of Substitute: switching costs, Supplier Power: Discuss the differences between processors used by RIM and its competitor and compare switching cost or prices. Buyer Power: Increase in buyer’s power, product differentiation of RIM, buyer’s incentive. Barriers to entry: Government policy, entrance of new firms with old technology, access to distribution, Brand Identity. Threat of Substitute: switching costs, Supplier Power: Discuss the differences between processors used by RIM and its competitor and compare switching cost or prices. Buyer Power: Increase in buyer’s power, product differentiation of RIM, buyer’s incentive. Barriers to entry: Government policy, entrance of new firms with old technology, access to distribution, Brand Identity. Threat of Substitute: switching costs, Supplier Power:...
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