Title: Switching Behavior of Mobile Phone Buyers in Surabaya: A Consideration-Set Model

Authors: VERONlKA RACHMAWATI

Item Type : Thesis (Thesis)

Affiliations: Master of Management Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

Abstract

The variety of products, both goods and services offered by various brands by companies recently, has increased consumers' desire to try these products in various brands. One of these products is mobile phones. The variety of mobile phone brands today has also made consumers have a desire to switch to other brands. This study is a replication of research conducted by Sambandan & Lord (1995) entitled Switching Behavior in Automobile Markets: A Consideration-Sets Model. Therefore, this study also uses the same model as Sambandam & Lord's research, namely the Consideration-Sets Model. In detail, this study has four main questions. First, how do Prior Experience, Product Knowledge and Media Search influence consumers' Consideration Sets in purchasing mobile phones? Second, how does consumer satisfaction influence consumers' brand switching behavior in purchasing mobile phones? Third, how does the consideration set influence consumers' brand switching behavior in purchasing mobile phones? And fourth, how does retailer search influence consumers' brand switching behavior in purchasing mobile phones. The main objective of this study is to analyze consumers' brand switching behavior in purchasing mobile phones in Surabaya. Limited funding and time for the study prompted the researcher to limit the research area to Surabaya, the area where the researcher resides. In this study, all primary data were analyzed using path analysis with the help of AMOS 4.0 software. The results are indicated by 7 goodness of fit indices. Although two indices (α2 and CMIN/DF) did not fit, it can still be said that the model fits the observed data, because 5 indices met the goodness of fit requirements. Testing the eleven research hypotheses used the significance of each relationship depicted in the model (path coefficient). Of the eleven hypotheses proposed, four were insignificant, as listed in table 5.23 (p. 88). The research instruments were taken from several research instruments by Sambandam & Lord (1995) which were adapted to the conditions of mobile phone respondents in Surabaya. As a result, there were differences in the research results. These differences may be limitations to the results obtained in this study. This research model did not include factors such as desire to have a new cellular phone, a desire to try other brands (variety seeking), and boredom of the owned cellular phone, which may influence consumers in switching behavior. In addition to considering factors that have not been studied, for future research it would be better to increase the number of respondents, so that the data can be more normally distributed

Keywords: Switching Behavior, Consideration Set, Prior Experience, and Product Knowledge

Sources: http://repository.unair.ac.id/35467/