Main Article Content
Abstract
The study examines the consumer loyalty towards the branded Mobile phones. How much a consumer of urban and rural Punjab is aware about the branded mobile phones and how much he/she is loyal for that product? This paper also studies the reasons behind the shift from one brand to another brand. The findings of the study stated that respondents are more inclined towards smart phones as compared to non-smart phones. The inclination towards qwerty and keypad phones also came out to be very minimal among the respondents. The reasons behind the loyalty shift were found to be lesser price of mobile phones as well as exciting and worthy features endorsed by the competitive brands.