Exploring Factors Behind Brand Switching Amongst Youngsters in Singapore: the case of smartphones

This chapter focuses on the factors behind the intention to switch smartphone brands amongst youngsters in Singapore. A focus group discussion was conducted to identify factors that affect the intentions to switch, followed by a survey among students at a private university in Singapore. Findings from the focus group discussions indicated that 'Where I Live' and 'Social Circle' emerged as factors that have not previously been discussed in the current literature. The survey findings demonstrated that 'Intention to Switch' is influenced by 'Where I Live', 'Customer Innate Innovativeness' and 'Satisfaction'. As customers' satisfaction was the most significant factor of brand switching among other variables, four antecedent variables of satisfaction were also identified. These are customer innate innovativeness, residential location, attachment and social circle. The study findings are usefull to provide strategic implementation for marketers so that they are able to increase resistance of brand switching intentions among their young customers