stdClass Object ( [id] => 8455 [paper_index] => EW201702-01-001619 [title] => FACTORS INFLUENCING THE YOUTH IN BRAND SWITCHING OF SMART PHONES –RESEARCH PAPER [description] =>
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[author] => Dr. Hannah Frederick [googlescholar] => https://scholar.google.co.in/citations?view_op=view_citation&hl=en&user=KeqZGcIAAAAJ&imq=EPRA+International+Journal+of+Economic+and+Business+Review&citation_for_view=KeqZGcIAAAAJ:VLnqNzywnoUC [doi] => [year] => 2017 [month] => February [volume] => 5 [issue] => 2 [file] => eprapub/EW201702-01-001619.pdf [abstract] =>

Smart phones are commonly used by the youth today. They have the habit of switching over from one smart phone to another due to a lot of innovations and various brands available in the market. This brand switching is due to the influence of various factors such as personal factors, sales promotion factors, internet factors and product factors. The results show that product factors influence frequent switchers, moderate switchers and rare switchers alike. Majority of rare switchers are influenced by sales promotion, personal and internet factors. Hence to attract customers the sellers must concentrate on product factors which include product features such camera, appearance, guarantee/ warrantee, battery life, easy usage, apps facility, brand name, accessories, security features, after sales service, and eco friendly product. The results also show that brand switching of smart phones can be discouraged by making the brand of smart phone popular and also by making the customers feel their brand as useful to them.

KEYWORDS: smart phone, brand, switching, influence, personal factors, sales promotion factors, internet factors,  product factors

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