This white paper examines brand switching in the cellular service industry. It aims to understand the current status of brand switching and factors that contribute to it, as well as opportunities and challenges it presents. The paper hypothesizes that high prices, malpractices, competition, and service inconveniences lead to brand switching. A survey of 100 cellular users was conducted to understand their usage patterns, awareness of brands, reasons for switching, and ratings of service providers. The findings suggest that pricing, service failures, location inconvenience, and competition most influence customers' decisions to switch brands. The conclusion recommends that service providers differentiate their offerings and focus on brand building to attract and retain customers in this competitive industry.

1. MARKET RESEARCH WHITE PAPER PRESENTATION BRAND SWITCHING IN CELLULAR SERVICE INDUSTRY BY: BHAVIK FADIA (16)

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