International Research Journal of Education and Technology

The study titled "A Study on Consumer Preference for JioFiber vs. Airtel Xstream: The Impact of Brand Perception on Broadband Choices in Navi Mumbai" explores how brand perception influences consumer decision-making in selecting broadband services. The research, based on responses from 104 participants, examines key factors such as brand reputation, service quality, trust, and customer satisfaction, determining their impact on consumer loyalty and recommendations. The findings reveal that consumers in Navi Mumbai prioritize speed, reliability, and brand trust over pricing and customer service when choosing between JioFiber and Airtel Xstream. The study offers valuable insights for service providers to enhance their brand strategies, improve customer experience, and strengthen market positioning.

KEYWORDS

Brand Perception, Broadband Services, JioFiber, Airtel Xstream, Consumer Preference, Brand Loyalty, Customer Satisfaction, Navi Mumbai.