Changing Dynamics of Brand Loyalty: Determinants of Mobile Phone Buying Behavior among Youngsters

Abstract

Purpose: Purpose: The concept of brand loyalty holds huge importance to the
organizations. Most successful organizations were able to create one or more
successful brands under their umbrella which provides them brand equity and a
loyal customer base, which acts as a competitive edge for a brand over others. In
recent times, especially the mobile phone market saw revolutionary changes in
terms of technology, foreign investments and new players coming and giving a
plethora of options to the buyers. The ultimate gainer is the final buyer, but the
phenomenon of brand loyalty has undergone a change among Indians. There is
a scuffle among many existing and new players for gaining market share in India
and the trend shows an alarming situation for marketers and brand managers. If
proven true, it can change the entire trend of traditional branding. The trend of
buying of mobile phones among University students, who are the heavy users of
smartphones has changed in a peculiar pattern. Hence the research attempts to
study the buying behaviour of university students determine the factors influencing
brand loyalty among youngsters

Methodology: The study followed a descriptive research design. A questionnaire
is devised on Google Forms and administered to the sample elements chosen by
convenience sampling method. Hypothesis are tested through SPSS.

Conclusion: Awareness of features and higher risk appetite of youngsters have
prompted them to try newer options with superior feature. It has been found
that the overall brand loyalty of consumers, in terms of mobile phone buying
has reduced considerably and they have become more of value seekers. Quality,
servicing and looks. Gender, level of education and peer group were not found to
play any role in the brand selection.