Abstract:
I as a researcher thought this topic would be the best to work on, because I can very well understand the limitations one has in his/her student-life. Since there are very limited resources in which a student has to fulfil all the needs and requirements, including study material, transport costs, leisure costs as well as mobile costs.
And this is one of the main reasons why a student cannot become loyal to only and only one brand. A student will always be in favour of the company / brand offering the best package and sms package services. That is why the students will immediately switch over to that particular brand offering cheaper services without thinking of the previous brand they have been using.
This is a favour to a student but at the same time creates allot of competition in the market. A price war begins when one brand offers cheaper rates than others in the market because this leads more students to buy that particular brand more than any other brand present in the market. This leads to lesser or no brand loyalty at all and this is the main aim of the researcher to tackle this problem of Brand Loyalty for which this research has been carried out.
In a progressive and competitive market like Pakistan, it is near to impossible to assume that students will remain loyal to only one brand. And in this respect the researcher has given a number of suggestions and recommendations for a better understanding and guidance for students so that the selection becomes easier further providing incentives to the brands to introduce cheaper and student-friendly packages.
