DLSU students\u27 network service mobile provider preferences: Reasons for switching or loyalty

The study aims to understand how consumer behavior on brand switching exists among patrons. Thus, the study will present the most influential factors that affect consumers of network service mobile providers. The consumer is influenced externally when he responds to the social environment. In contrast, when the consumer\u27s self affects his decision making, he is influenced internally. In order to find this out, a total sample of 250 students was asked to participate in the study, which sought to identify the psychological reason for brand switching among satisfied DLSU students. Using non-probabilistic quota sampling design, the researcher asked 50 students from various colleges, 25 female and 25 male to answer the survey questionnaire. Some of the items in the survey ask the students to rate the given factors according to what they most and least desired. The survey also contained close-ended questions in order that the students may be guided. The most frequent answers were listed and categorized. Results showed that although the students were satisfied with the current network service mobile provider that they were at, they would consider on switching to another. The most influential factor that would trigger them to do so is when they are offered with cheaper service fees that suit the function of lifestyle. Gended did not present any difference in assessing brand switching. As supplementary knowledge, further study regarding the complexity of decision making among consumers is recommended to be done by future researchers