September 18, 2003

Brand Loyalty Among Mobile Phone Users

According to a study from the European Society for Opinion and Market Research publish in 2002 by WARC these are the main drivers found against switching brands:
a) The importance of the relationship with the operator;
b) The price of a new handset;
c) The habit of using and the perception of adequacy of the current brand;
d) The compatibility with accessories;
e) Other products and services and the effort to change.

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