Factors Affecting U.A.E Consumer’s Attitude towards Brand Switching: A Comparative Investigation of Black Berry& Android Phones

Salma Bibi


Form the recent past there is ongoing issue of the slump of BlackBerry in the Smartphone industry. So the purpose of this study was to investigate the variables that affect the brad switching among the BlackBerry smart phone users in UAE. For data collection focus group and in depth interview was held and self-administered survey was also conducted from sample of 100 respondents at convenience. Findings from the qualitative and survey results reveal that low brand loyalty and loss of exclusive features in BlackBerry are major reasons to switch the customers to other smart phones. However the changing perceptions and decreasing brand aspiration are also motives to switch the brands.

Keywords: Customer Loyalty, Brand Awareness, Reference Groups, Brand Switching

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