FACTORS INFLUENCING BRAND PREFERENCE OF CONSUMERS IN INDIAN MOBILE TELECOMMUNICATIONS SERVICES

Abstract

This research paper aims to analyze the factors influencing brand preference of consumers in context of Indian mobile telecommunication industry. Brand Preference signifies preference that consumers have over other brands under basic assumption of brand availability and price equality. Brand Preference plays an important role in telecommunication sector as this sector in India is growing at a rapid rate and competition is getting tough every day. Questionnaire was floated to gather responses for attitude of consumers towards their brand preference in Indian mobile telecommunication industry. The questionnaire was in English language and was floated to students and working professional in Information technology industry. After getting a total of 280 responses, data was analyzed in SPSS and exploratory factor analysis was used to understand brand preference of consumers in Indian mobile telecommunication Industry. EFA identified four important factors namely brand awareness, service value attributes, customer value attributes and consumers attribute. Service value attributes turned out to be most important factor in influencing brand preference of consumers. This study will help the market players to improve their strategy so that more consumers prefer their brand over their competitors.