Beschreibung
This research was conducted to understand the impact of various promotional tools on brand switching in telecommunication sector of Pakistan. There are five major players in the industry and an intensive competition is going on among these. Companies are offering more and more new products at competitive prices. The study explores different responses of the customers, generated as a result of advertising and sales promotion, to know their impact on brand switching.The study can provide an insight on how to build the strategies for multiple loyalty programs and thus will help different organizations in Pakistan to understand that how they can manage their promotional tools for not only attracting new customers but also for retaining their loyal customers. In addition to this, different demographic variables were also studied in relation to advertising and sales promotion to know their impact.
Autorenporträt
Ms. Shamaila Gull is lecturer at Institute of Business and Information Technology, University of the Punjab. Her specialization is in Marketing. She has several publications in different international journals. The second author, Mr. Zubair Khalil completed his master level thesis under the supervision of Ms. Shamaila Gull.
