Evaluation of the Smartphones Characteristics Affecting the Brand Switching: Applied on the Egyptian Consumers

Abstract:

Purpose – Nowadays Egypt’s is becoming a growing market for the business of smartphone so, complex competition is growing and increasing to attract more consumers. Smartphones companies are now initiating brand new prototypes with modern technologies to end-users who are continuously seeking to update features in the smartphones presented. So, smartphone manufacturers are challenged to capture more users to heighten their selling units and satisfy consumers needs and wants.

This research focused on analyzing the switching behavior of smartphone end-users in Egypt, consumers whose behavior is influenced to switch from existing smart phones toward brand-new ones. The focal point of the research was to inspect the connection between influencing characteristics (affecting consumer behavior) and switching intentions of customers concerning their smartphones.

In this study, the strive is to investigate the characteristics that may affect brand switching behavior for smartphones in Egypt and to acknowledge the relation between brand switching behavior and the different characteristics of smartphones. This paper helps in determining the reasons behind switching from one brand to another.

Design/methodology/approach – This research is designed to be descriptive and quantitative. By the E-Questionnaire method, Google format assembled the primary data which was filled out by 300 different responders. Hypotheses were tested using the statistical package for social sciences (SPSS V26) for basic descriptive statistics, and (Smart PLS 3.2.7) for SEM-PLS modelling.