Consumers’ trust on multinational brand (A quantitative research on Microsoft products in Sahiwal, Pakistan)

The purpose of the study is to check the effect of the Microsoft’s brands’ competitive features and best data protection policy on consumer trust and attachment. The main dimensions of the study were used to measure consumers’ level of trust are that up to what extents users are attached to the Microsoft brand, how consumers perceive the privacy and personal data protection practice, how much competitive features of Microsoft products effect on consumer trust. Design/methodology/approach: Quantitative method was adopted for the study and the research was conducted in different sectors (government and private) with the sample of 130 participants from different organizations (educational institutes and working segment). An explanatory research was conducted to find out the relationship between consumer trust on (Microsoft’s brand) competitive features and best data protection policies in (Sahiwal) Pakistan. A formal research design was used to test the hypothesis of this study. A survey was directed through self-administrated questionnaire to get responses from participants. Time dimension of this study was cross-sectional. According to topical scope the study was statistical because we tested hypotheses quantitatively. To check the relationship between the variables correlation and regression was used. Findings: The findings of study showed that there is a positive and significant relationship between Privacy & Protection Policy and consumer trust. There is also positive and significant relationship between competitive features of Microsoft brand and consumer trust. Research limitations/implications: This study also can be conducted in more large geographical regions to check the effect of the Microsoft’s offerings on consumers’ trust and preference for this brand. The sample size of the study is too short and this study can be replicated with the large sample size. Originality/value: To make the consumers more committed to the Microsoft brand should offer more competitive features and benefits to consumers. Innovations should bring and more reliability should be ensured in terms of data security and accuracy.