The smartphone market has grown rapidly and has become highly competitive with the presence of major brands such as Apple, Samsung, Xiaomi, OnePlus, and Vivo. Consumers today have many choices when purchasing smartphones, which makes brand loyalty and brand switching behaviour important areas of study. Brand loyalty refers to the tendency of customers to repeatedly purchase and prefer a particular brand due to satisfaction, trust, and positive experience. On the other hand, brand switching behaviour occurs when consumers change from one brand to another due to factors such as price differences, innovative features, promotional offers, peer influence, and dissatisfaction with the current brand. This study aims to examine the factors that influence brand loyalty and the reasons behind brand switching behaviour among smartphone users. The research focuses on various elements such as product quality, price, brand image, technological features, and after-sales service that affect consumer purchasing decisions. The study is based on primary data collected from respondents using a structured questionnaire, and the responses are analyzed using simple statistical tools to understand consumer preferences and behaviour in the smartphone market. The findings of the study help identify the major factors that influence customer loyalty as well as the reasons that encourage consumers to switch smartphone brands. The results of the study will be useful for smartphone companies and marketers in developing effective strategies to improve customer satisfaction, strengthen brand loyalty, and reduce brand switching in the competitive smartphone market.