Bariéry přechodu z iPhone na Google Pixel: Kvalitativní Studie

The research study maps out the main barriers of switching from iPhone to Google Pixel faced by Millennial iPhone users. Based on four focus groups with iPhone users conducted before and after using Pixel for two weeks the author identified that iPhone users are satisfied with iPhone but they are on daily basis dealing with several issues, such as lack of internal storage. Although the experience of using Pixel exceeded users’ expectations, it was not strong enough to convince them to consider switching to Pixel. The main barriers of switching revealed by the research are: a brand loyalty, risk aversion, synchronisation of iOS ecosystem, and a design of the hardware. The research showed multiple differences between the switching barriers faced by female and male iPhone users, such as the size of the device. In the end, managerial recommendations for marketing strategy of Pixel were provided.