Danish Khan

M.M.S (2014-2016) 27
Marketing
Brand Switching in Telecom Industry
Enclosures1) Table of Contents
2) Research Plan

Table of Contents
1. Telecom Industry in India................................................................................................
2. Major players in Telecom Industry in India

3. Issues and challenges faced by Telecom Industry in India

4. Brand Switching in Telecom Industry............................................................................
5. Research Methodology....................................................................................................
5.1. Title of the project....................................................................................................
5.2. Need and significance..............................................................................................
5.3. Project objective.......................................................................................................
5.4. Research objective...................................................................................................
5.5. Sample plan...............................................................................................................
5.5.1.

Sample design................................................................................................

5.5.2.

Sampling breakup.......................................................................................

5.5.3.

Sample justification................................................................................

5.6. Data collection..........................................................................................................

5.7. Research hypothesis.................................................................................................
5.8. Data analysis..............................................................................................................
5.9. Scope and limitation.................................................................................................
6. Findings..............................................................................................................................
7. Suggestions and recommendations................................................................................
8. Conclusion.........................................................................................................................

Bibliography...........................................................................................................................

Chapter 5
Research Plan
5.1 Title - Brand Switching in Telecom Industry
5.2 NEED AND SIGNIFICANCE
This study is conducted to understand the customers switching behavior in telecommunication
industry of India. To understand the reason behind customer switching from one network to
another is very vital to make customer loyal in future.
India has emerged as the fastest growing mobile phone market in the world. Mobile phone was
hyped as a revolutionary gadget in the twentieth century. With the advent of advanced
technologies like GSM, CDMA, WLL, 3G and 4G technology and growing number of service
providers, the competition has increased substantially. India is currently the worlds secondlargest Telecommunications market and has registered strong growth in the past decade and half.
Day by day, both the public players and the private players are putting in their resources and
efforts to improve their services so as to give the maximum to their customers. Hyper
competition in the telecommunication industry, availability of number of subscriber options for
consumers, diverse tariff rates offered by each player influence consumers to switch the services
providers.
Hyper competition, availability of number of subscriber options for consumers, diverse tariff
rates offered by each player, led consumers to switch the services providers. In todays era,
people are exposed to advanced technologies like accessing mails, social networking sites,
whatsapp, video conferencing, gaming, video blogging, music on demand etc through mobile
phones. This has led to increase in the demand of hi-tech mobile services and so the
telecommunication service providers are putting on their best to satisfy their customers needs.
The increase and retention of loyal customers has become a key factor for long-term success of
the telecommunication companies. Nowadays, the companies emphasize not only on winning
new customers but also on retaining the existing ones.
The growth and development in information technology and mobile devices has made the Indian
mobile phone service market highly competitive. Indian mobile market is one of the fastest

growing markets in the world. In the last decade, India has seen a number of companies coming
up in this sector with all-time low tariff rates.
In the telecommunication sector there are a number of critical costs that must be considered
when switching. These includes the costs of informing others of the change (friends, colleagues
and business associates), the cost of acquiring new lines, cost associated with breaking long
standing relationships with a service provider, cost of learning any new procedures in dealing
with the new service provider and cost of finding new service provider with comparable or
higher value than the existing firm.
The purpose of this project is to evaluate the factors that influence customers to switch over
other mobile service providers. Factors specific to brand switching in telecommunication market
are evaluated. The research will also be helpful to find out critical factors that enhance customer
loyalty and to prevent customers to switch over other service providers.

5.3 Project Objectives

1) To study the evolution of telecom industry
2) To study the current scenario, challenges and major issues faced by telecom industry in
India
3) To understand the concept of brand switching
4) To understand about brand switching in telecom industry
5) To undertake research for brand switching in telecom industry

5.4 Research Objectives

1) To study the customer awareness towards different telecom brands
2) To analyze the buying motives of customer for subscribing a particular telecom brand
3) To study the impact of dual sim phones on brand switching in telecom industry
4) To study the switching cost associated with brand switching in telecom industry
5) To study the factors that negatively affect brand image in the minds of customer in
telecom industry
6) To understand the impact of customer relationship management in reducing cognitive
dissonance in telecom industry
7) To study the factors influencing brand switching in telecom industry
8) To study the factors that helps to retain customer with the existing brand they are using

5.5 Sample Plan

5.5.1 Sample Design
Location: Mumbai

5.5.2 Sample Breakup

Sample size

100

Gender

Male,
Female
18-30,
31-50

St
ud
ent
s

W
or
kin
g
pr
ofe
ssi
on
als

Age(In years)
Demographics

Sample Distribution

Bu
sin
ess
me
n
Gender
Male
Female

Age Group
(18-30)
30
30

Age Group
(31-50)
25
15

5.5.3 Sampling Justification

Age Group (18-30, 31-50)
The sample size has been divided into two age groups from 18-30 and from 31-50. It has
been seen that the young people switch to different service provider more often than adults.
Therefore to examine the behavior of both the age group is necessary.
Respondents (55- Male 45- Female)
There will be 55 male respondents out of 100 respondents because according to Digital
Empowerment report, there are 349 million male mobile users in India, which is more than the
female users. According to the same report the female user base of mobile users in India is 225.
So, male respondents is more than the female respondents.
Anyone in the above age group can be the respondent.

5.6 Data Collection Method:

Primary: Data collected by the researcher with the help of the structured questionnaire.

Secondary: Data collected from Research papers, Books, Internet, etc.

5.7 Hypothesis
H.1 Service quality is negatively associated with Brand Switching
H.2 There is a relationship between Brand Switching and price
H.3 Brand Loyalty has a negative impact on Brand switching

5.8 Data Analysis

Quantitative technique

Qualitative technique

5.9 Scope and Limitations:

Study based on the responses of 100 respondents.

The research is restricted to Mumbai and may not show a pattern applicable to the
country.

It is assumed whatever information is given by the consumer in the questionnaire holds

true and correct.

One customer may be using service of more than one service provider