Factors Affecting Consumer Switching Behavior: Mobile Phone Market in Manchester- United Kingdom

The consumer behavior is always remaining under influence of factors, which simulates the behavior of consumers towards either remain loyal with existing brand or switch towards other brands. This research study is aimed to analyze the switching behavior of mobile users in Manchester, UK, whose behavior is affected toward switching from exiting mobile phones towards new mobile phone. The focus of research study has been set to analyze the relationship between influencing factors (affecting consumer behavior) and switching intentions of consumers regarding their mobile phones. The other focus of the research study is to identify the factors, which de-motivates the behavior of consumers from switching towards other mobile phones. The methodology, adopted for this research study employs the interpretivism philosophy, deductive approach of, qualitative research design for conducting research. The sample of 150 people has been selected to include in research, selected randomly and filling the survey questionnaire for collecting data about their switching and non-switching intentions. The results of empirical research, based upon research findings, data analysis and matching with previous research studies of literature review, are confirming the influence of factors, which are affecting the switching behavior of mobile users in Manchester. The findings of this research study are confirming the impact of need based and opportunity based behavior, the impact of technology, innovations, changing demographics, brand image, perception, behaviors, attitudes, loyalty, advertising and other factors, which have the significant effect towards stimulating and de-motivating the behavior of mobile users regarding keeping loyal with existing brand or switch towards another brand.