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This study aims to understand the factors affecting the switching behaviour of young consumers in the cellular service industry of Pakistan. The present study has identified the significant (price and social influence) and insignificant (network coverage and promotion) factors that provoke consumers to switch their cellular service provider. This research used a quantitative research design, and data were collected using the questionnaire technique. Through random sampling, undergraduate students of private universities of engineering, computer science, and management sciences departments in Karachi, Pakistan, were selected and administered 270 questionnaires. However, 184 respondents provided their useful feedback with a response rate of 68%. The present study has identified that price and social factors play a significant role in influencing consumers switching behaviour. In contrast, promotion and network coverage do not impact young adults switching behaviour in the cellular service sector of Pakistan. Since the research has targeted the telecom industry of Pakistan, it contributes to the literature on marketing and consumer behaviour by identifying and comprehending the theoretical framework and dimensions associated with consumer switching behaviour.

Background: The constituents of Lavandula stoechas L. possess antioxidant properties that help in protecting the mucosal cells from oxidative damage and speed up the healing process however, its role in the treatment of ethanol-induced peptic ulcers is not clear. Objectives: We aimed to evaluate the pharmacological potential of Lavandula stoechas L. extracts for anti-ulcer activity, and compare with the standard drugs and to explore novel treatment for peptic ulcer. Methods: We evaluated anti-ulcer potential of plant extract in ethanol-induced ulcer model in rats. Omeprazole and ranitidine were standard drugs. After 5 h of disease induction, animals were sacrificed to get tissues for histological evaluation and ulcer index was measured. While the antimicrobial potential of Lavandula stoechas L. aqueous and methanolic extracts was evaluated against different bacterial stains using standard antibiotic discs. Qualitative phytochemical and GCMS analysis were performed to identify novel constituents. Results: The methanolic extract of Lavandula stoechas L. showed antimicrobial activity against Proteus Mirabilis while the GCMS based analysis revealed the presence of 10 phytochemicals including camphor (antimicrobial agent). The aqueous extract showed significant anti-ulcer activity in ethanol-induced gastric (P < 0.001) and duodenal (P < 0.01) ulcers when compared with controls. Aqueous and methanolic Lavandula stoechas L. extracts showed strong free radical scavenging activity. Conclusion: Lavandula stoechas L. extract possess antimicrobial and anti-ulcer activity in alcohol-induced ulcer model in experimental animals.