This content requires Adobe Flash Player version
or later.
Either you do not have Adobe Flash Player installed,
or your version is too old,
or there is a problem with your Flash installation and we were unable to detect it.
The South African cellular market is characterised by fierce competition between cell phone brands. With greater access to a variety of cell phone brands, it is becoming easier for cell phone users to switch between brands. Creating brand loyalty should therefore be a primary objective for cell phone brands if they want to retain existing customers. Drafting marketing strategies targeted at different genders is commonplace and can be effective as males and females are thought to exert different attitudinal and behavioural orientations in their product purchasing decisions. The purpose of this study was to determine the brand loyalty of males and females towards their current cell phone brands. Three-hundred-and-seventy-one respondents participated in the study. Results indicate fairly low overall levels of brand loyalty amongst respondents. However, female respondents have been using their current cell phone brand for longer and are significantly more brand loyal than males.