Brand Switching Behavior of Nepalese Consumers on Smartphones

Santosh Pokharel, Lecturer Central Department of Management, Tribhuvan University, Kirtipur
Bhavuk Raj Neupane, Lecturer Nepal Commerce Campus, Tribhuvan University, Faculty of Economics, TU, Nepal.
Madan Kumar Luitel, Lecturer Nepal Commerce Campus, Tribhuvan University. PhD Scholar, Faculty of Management TU, Nepal
Jaladi Ravi, Professor Department of Commerce and Management studies, Andhra, University, Visakhapatnam, India

Keywords: Brand switching behavior, income, price, promotional tools, technology.

The study intends to find the factors that affect the switching behavior of Nepalese consumers toward

smartphones. The study collected the opinions of 389 consumers to analyze their perceptions and intentions.

The work has covered consumers of the Kathmandu Valley and the eastern part of Nepal. A convenience

method of sampling has been employed to select a sample for research. A five-point Likert scale was the

means of obtaining the perceptual information of respondents. Both descriptive and inferential analyses

have been used to draw the description and inference. The findings of the study have been directed toward

understanding and implementing some facts related to the reasons for brand-switching behavior among

consumers, and they have managerial implications in the field of marketing. Reliability analysis of

instruments was performed before the main analysis. The mean values indicate that consumers have positive

opinions about the variables being studied. The value of correlation has shown that all independent variables

(price, income, technology, and promotional tools) are positively and significantly associated with the

brand-switching behavior. Additionally, the result of regression analysis has revealed that price plays a more

vital role in switching brands compared to income, technology, and promotional tools. An independent

sample t-test found the mean difference between the genders towards switching behavior at a 5% level of

significance. At the 1% level of significance, it was also found that the opinion of consumers of different age

groups varied on switching behavior. Push-Pull-Mooring (PPM) theory has been the main idea behind the

investigation.