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AN EMPIRICAL STUDY ON BRAND SWITCHING BEHAVIOR OF CONSUMERS IN

THE FMCG INDUSTRY W.R.T AHMEDABAD

Conference Paper · February 2018

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 Vol.2 Special Issue 2 February 2018 ISSN: 2456-5571

AN EMPIRICAL STUDY ON BRAND SWITCHING BEHAVIOR OF

CONSUMERS IN THE FMCG INDUSTRY W.R.T AHMEDABAD

Dr.Viral Bhatt
Director, Sal Institute of Management, Ahmedabad

Prof.Maaz Saiyed
Research Scholar, Gujarat Technological University, Ahmedabad

Date of Receipt: 20.01.2017 Date of Review: 22.09.2017 Date of Acceptance: 19.11.2017

Abstract
A brand is any name, design, style, words or symbols used singularly or in combination that distinguish one product from another
in the eyes of the customer. Brand switching is the consumer’s decision to purchase a product of a brand different from that previously
or usually purchasedBrand switching is when a consumer or group of consumers switches their allegiance from one brand of a certain
type of product to another. This brand switching may be temporary, or it may be long lasting. It is also known as brand jumping.
Reasons: Value for money, Marketing mix, Improper Service, Outdated Technology, Marketing Communications, Brand Fatigue / “I
want to try that new product”Fast Moving Consumer Goods are products that are sold quickly and at relatively low cost. Examples
include goods such as soft drinks, toiletries, OTC drugs, processed foods and many other consumables. Food product is the leading
segment, accounting for 43 per cent of the overall market. Personal care (22 per cent) and fabric care (12 per cent) come next in terms
of market share.This paper seeks to identify and analyse the brand switching behaviour of consumers.Descriptive Research is used to
describe characteristics of a population or phenomenon being studied.With sample of 400 respondents, Convenient Sampling method
is used for the study. With the help of Primary Data is collected using structured Questionnaire. And Secondary Data is collected using
catalogue of the company product range book of the company & some articles with reference to web-sites, Magazines, Newspapers,
Literature reviews, Case studies and Internet.
Keywords: Brand Switching, Brand, FMCG, Behaviour, OTC, Marketing Mixetc.

Introduction switching is the consumer’s decision to purchase a

A brand is any name, design, style, words or product of a brand different from that previously or usually
symbols used singularly or in combination that distinguish purchased. More and more brands and products are
one product from another in the eyes of the customer.. being launched every day. In the traditional retail mix,
(Blum, J. (2010) Marketing Notes - Core Concepts, moden retailers like Walmart have started launching their
[Online]) Branding is a set of marketing and own unique products. On top of that, Walmart has even
communication methods that help to distinguish a tougher competition from E commerce companies. (Chiu,
company from competitors and create a lasting H.-C., Hsieh, Y.-C., Li, Y.-C. and Lee, M. (2005)
impression in the minds of customers..(Bhasin, H. (2010) 'Relationship marketing and consumer switching
Factors Affecting Consumer Buying Behavior)Brand behavior', Journal of Business Research,vol. 58, no. 12)

Value for money PAKISTAN [International Journal of Multidisciplinary Sciences and Engineering vol. 6, No.
7, July 2015 by Zahra Zahid, Hira Javaid and Iqra Zahid [ISSN: 2045-7057]
Marketing mix [Prestige e-Journal of Management and Research Volume 1,(April 2014) ISSN 2350-1316
by Khushboo Makwana, Nidhi Sharma and Swaranjeet Arora]Improper Service [MANASH
PRATIM KASHYAP and DIBYOJYOTI BHATTACHARJEE]
Outdated Technology [Kelaniya Journal of Management, Vol. 3 No. 2, S. G. W. K .
Jayawickramarathna]Marketing Communications [Vikalp Journal Volume 35, JANUARY -
MARCH 2010 by Arvind Sahay and Nivedita Sharma]
Brand Fatigue / “I Want to Try that New Product”
[NATIONAL MONTHLY REFEREED JOURNAL OF REASEARCH IN COMMERCE &
MANAGEMENT, VOLUME NO.1, ISSUE NO.9, ISSN 2277-1166, Anju Thapa, and
University of Jammu]

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 Vol.2 Special Issue 2 February 2018 ISSN: 2456-5571

Overview Market 7057]: The telecommunication industry of Pakistan is

FMCG are the goods that are traded very frequently facing strict competition ahead. Results of this study show
leading to high volume, low price because of repeated that factors i.e., lower call and SMS rate, service quality,
purchases and are fastest to leave the supermarket or value added services, special offers, network coverage
hypermarket shelves. Food product is the leading and service reliability significantly affect the switching
segment, accounting for 43 per cent of the overall market. behaviors of the respondents.
Personal care (22 per cent) and fabric care (12 per cent) Consumer Switching Behaviour: A Study of Shampoo
come next in terms of market share. Growing awareness, Brands [National Monthly Refereed Journal of Reasearch
easier access, and changing lifestyles have been the key In Commerce & Management, Volume No.1, Issue No.9,
growth drivers for the sector.(www.cia.gov) Issn 2277-1166, Anju Thapa, University of Jammu] For
satisfying the consumers, one has to know about what
Review of Literature consumer buy, why they buy it, when they buy it, how and
Factors Influencing Consumer Brand how often they buy it and what made them to switch to
Switching Behavior In Telecommunication Industry:An other brands. The present paper is an attempt to study the
Empirical Study [Prestige e-Journal of Management and shampoo buying patterns among the individuals. The study
Research Volume 1,(April 2014) ISSN 2350-1316 by also examines the various factors which influence the
Khushboo Makwana, Nidhi Sharma and Swaranjeet consumers to buy a shampoo of particular brand and
Arora]: This study focuses on identifying factors reasons for their switching to other brands.
influencing consumer switching behavior in Factors Affecting Brand Switching in
telecommunication industry. On the basis of Telecommunication - A Case Study of Sahiwal District,
questionnaires administered to consumers in Pakistan [World Applied Sciences Journal ISSN 1818-
telecommunication industry, the study reveals that by 4952 - Rashid Saeed, Rab Nawaz Lodhi, Muhammad
providing value added services and effective pricing Saad Saeed, Zeeshan Fareed, Amna Sami, Fareha
strategies; telecom service providers can control Dustgeer, Zahid Mahmood and Moeed Ahmad]: The aim of
consumer brand switching behavior and can retain the the study is to check the factors behind brand switching in
customers. Telecom industry of Pakistan. After analysis of data we
An Empirical Comparison Of Brand Switching infer that Inconvenience and price of Call, SMS, GPRS is
Behaviour Of Rural And Urban Consumer: A the reason behind brand switching but service failure is not
MARKOVIAN APPROACH [International Conference on that much affect brand switching. Mobile service providers
Frontiers in Mathematics 2015 March 26-28, 2015, can control this factor to make mobile subscribers loyal
Gauhati University, Guwahati, Assam, India by MANASH and to retain them on their network.
PRATIM KASHYAP and DIBYOJYOTI Customer loyalty and switching behavior of customer
BHATTACHARJEE ISSN: 978-81-928118-9- 5]: The main for Pepsi in Pakistan [Journal of Public Administration and
purpose of this study is to measure the brand switching Governance, 2014, Vol. 4, No. 2 ISSN 2161-7104, Khadim
behaviour of rural and urban consumer. The study focus Hussain, Muhammad Rizwan] : Intention to switch from
that for the product edible oil, urban consumer has a one service provider to another, leads to switching
tendency to stay with the most popular brand and the behaviour, which results in the decrease of profits of the
consumers of other brands generally switches to the most company. Our study results provide a better understanding
popular brand than the rural consumer. For the product about the role played by each factor in the development
tea, first two consecutive purchase occasions, the customer loyalty and highlights the key role played by
consumer of rural and urban consumer has tendency to affective factors.
move towards the most popular brand. The heterogeneity Customer switching behavior in the New Zealand
index executed that the urban consumer are more banking industry [Michael D. Clemes, Christopher Gan, Li
homogeneous in buying the same brand than the rural Yan Zheng, Volume 2, Issue 4, 2007]: Global deregulation
consumer. of the banking industry that began in the early 1980s has
Factors Behind Brand Switching: Evidences From contributed to increased customer switching. The logistic
Pakistan [International Journal of Multidisciplinary regression resultsconfirm that customer commitment,
service quality, reputation, customer satisfaction, young-
Sciences and Engineering vol. 6, No. 7, July 2015 by
age, and low educational level are the most likely factors
Zahra Zahid, Hira Javaid and Iqra Zahid [ISSN: 2045- that contribute to customers’ switching banks.
129 Roots International Journal of Multidisciplinary Researches
 Vol.2 Special Issue 2 February 2018 ISSN: 2456-5571

An Empirical Comparison of Brand Switching Objectives

Behaviour of Rural and Urban Consumer: A Markovian It is quiet unfortunate that no marketer can afford to
Approach [March 26-28, 2015, Gauhati University, stay relaxed when its products are losing its market share
Guwahati,MANASH PRATIM KASHYAP, DIBYOJYOTI to competitors especially in a free market economy like
BHATTACHARJEE]: The recency effect of the consumer is ours. Given this, the prime objective of this study therefore
also evaluated using recency index. The staple good viz. is to:
Edible oil and Tea are considered to observe the brand  To evaluate the impact of the marketing mix on
switching behavior of rural and urban consumer. The study the brand switching behavior of consumers of
focus that for the product edible oil, urban consumer has a FMCG products.
tendency to stay with the most popular brand and the  To determine the factors that promotes brand
consumers of other brands generally switches to the most switching among FMCG consumers.
popular brand than the rural consumer. For the product  To study the consumer behaviour towards
tea, first two consecutive purchase occasions, the purchase decision towards fast moving consumer
consumer of rural and urban consumer has tendency to goods.
move towards the most popular brand. The heterogeneity  To study the consumer pre- purchase behaviour
index executed that the urban consumer are more towards fast moving consumer goods.
homogeneous in buying the same brand than the rural  To examine the consumer behaviour at the time
consumer. of purchase towards fast moving consumer goods.
Dynamic Pricing: When To Entice Brand Switching  To analyze the factors influencing post- purchase
And When To Reward Consumer Loyalty [Yongmin Chen, behaviour and brand loyalty among the population.
Jason Pearcy, Vol. 41, No. 4, RAND Journal of
Economics]: This article develops a theory of dynamic Research Methodology
pricing in which firms may offer separate prices to different Research Design
consumers based on their past purchases. Brand In order to identify the factors affecting Brand
preferences over two periods are described by a copula Switching w.r.t Ahmedabad The Descriptive Research
admitting various degrees of positive dependence. When was used as. (Berg, Bruce L., 2009, Qualitative Research
commitment to future prices is infeasible, each firm offers Methods for the Social Sciences)
lower prices to its rival's customers. When firms can
commit to future prices, consumer loyalty is rewarded if Sources of Data
preference dependence is low, but enticing brand The study is based on both primary and secondary
switching occurs if preference dependence is high. Our data. DATA COLLECTION METHODS:
theory provides a unified treatment of the two pricing  Primary Data: The primary data will be collected
policies, and sheds light on observed practices across directly from the sample consumers through a well-
industries. designed questionnaire. Incomplete and inaccurate
responses will be dropped out, upon the respondents
Problem Statement having select three fast moving consumer goods.
In order fulfill their expectation to know the consumer  (Howell, K. E. (2013) Introduction to the Philosophy of
behavior in the purchase decision in the FMCGs products. Methodology. London: Sage Publications)
In this backdrop it is identified that there is a need for
research work in the field of consumer behavior of FMCG Sample Size: 400
in Ahmedabad. The research deals with questions like: Sampling Method: Convenience Sampling
1. What are the factors that are highly influences Sampling Elements: Consumers Using Fmcg Products
the consumer behavior in the purchase decision of Sampling Frame: Consumers Using Fmcg Products In
FMCGs products? Ahmadabad City
2. What are factors for the level of awareness, Data Collection Instrument: Questionnaire
knowledge and loyalty of consumer regarding
FMCGs?
3. What are factors highly influences the consumer pre-
purchase behavior and post- purchase behavior?

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Data Analysis and Interpretation As per statistical criteria for any variable if the value of
Reliability Testing Cronbach’s Alpha is 0.5 then it is acceptable and if the
Cronbach’s value is 0.7 then it is desirable. If we look at our data, it
Parameters
Alpha Value can be seen that our data is both acceptable and
Parameters of price consciousness desirable.
0.917
affecting brand switching behaviour
Effect of advertisements making Univariate Analysis of Variance
0.909
people aware, try or buy the brands  H0: There is no significant difference amongst the
Customer’s attitude towards various income groups with respect to the overall
0.556
advertising content reasons for brand switching.
Factors of sales promotion influencing  H1: There is a significant difference amongst the
0.869
the brand switching behaviour various income groups with respect to the overall
Parameters affecting customer reasons for brand switching.
satisfaction to prevent them from 0.949
brand switching

Income (J) Income Mean 95% Confidence Interval

(per annum) (per annum) Difference Std. Error Sig.
Lower Bound Upper Bound
(in rupees) (in rupees) (I-J)

200001 – 400000 -.3452 .39055 .978 -1.6514 .9609

400001 – 700000 .1647 .39507 .999 -1.1565 1.4860
less than 200000
700001 - 1000000 1.4961 .47443 .079 -.0905 3.0827
1000001 and
-8.2770* 1.16967 .000 -12.1887 -4.3652
above

less than 200000 .3452 .39055 .978 -.9609 1.6514

400001 - 700000 .5099 .43931 .930 -.9593 1.9791
200001 – 400000
700001 - 1000000 1.8413* .51185 .026 .1295 3.5531
1000001 and
-7.9317* 1.18534 .000 -11.8959 -3.9676
above

less than 200000 -.1647 .39507 .999 -1.4860 1.1565

200001 - 400000 -.5099 .43931 .930 -1.9791 .9593
400001 – 700000
700001 - 1000000 1.3314 .51531 .248 -.3920 3.0548
1000001 and
-8.4417* 1.18684 .000 -12.4108 -4.4725
above

less than 200000 -1.4961 .47443 .079 -3.0827 .0905

200001 - 400000 -1.8413* .51185 .026 -3.5531 -.1295
700001 – 1000000
400001 - 700000 -1.3314 .51531 .248 -3.0548 .3920
1000001 and
-9.7730* 1.21556 .000 -13.8383 -5.7078
above

less than 200000 8.2770* 1.16967 .000 4.3652 12.1887

1000001 and
200001 - 400000 7.9317* 1.18534 .000 3.9676 11.8959
above
400001 - 700000 8.4417* 1.18684 .000 4.4725 12.4108
700001 - 1000000 9.7730* 1.21556 .000 5.7078 13.8383

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Univariate Analysis of Variance H1 is accepted and the H0 is rejected. It means that

Source
Type III Sum
df
Mean
F Sig. there is a significant difference amongst the various
of Squares Square income groups with respect to the overall reasons for
Corrected
Model
730.359a 5 146.072 18.580 .000 brand switching.
Intercept 39172.344 1 39172.344 4982.571 .000 Post Hoc Tests: Income (per annum)
Q4_income 730.359 5 146.072 18.580 .000 Multiple Comparisons Dependent Variable:
Error 3097.578 394 7.862 overall_reasonforbs Scheffe Based on observed means.
Total 95183.000 400 The error term is Mean Square (Error) = 7.862.
Corrected
3827.938 399
Total

Interpretation
Interpretation
Income (per annum) (in Rs.) Income (per annum) (in Rs.) Sig. Value Different Identical
0 .000 Yes
200001 – 400000 .998 Yes
less than 200000 400001 – 700000 .046
700001 – 1000000 .000 Yes
1000001 and above .000 Yes
200001 – 400000 0
0 .001 Yes
less than 200000 .998 Yes
200001 – 400000 400001 – 700000 .246 Yes
700001 – 1000000 .000 Yes
1000001 and above .000 Yes
0 .389 Yes
less than 200000 .046 Yes
400001 – 700000 200001 – 400000 .246 Yes
700001 – 1000000 .218 Yes
1000001 and above .004 Yes
0 1.000 Yes
less than 200000 .000 Yes
700001 – 1000000 200001 – 400000 .000 Yes
400001 – 700000 .218 Yes
1000001 and above 0.126 Yes
0 .088 Yes
less than 200000 .000 Yes
1000001 and above 200001 – 400000 .000 Yes
400001 – 700000 .004 Yes
700001 – 1000000 .126 Yes

Correlation participants and derived their summated value of various

After the testing of hypothesis, another important area continuous variables like overall brand switching, price
of research analysis is to understand inter relationship consciousness, advertising effect, customers’ attitude
amongst the continuous variables. Researcher is towards advertisement, promotional effects and overall
concerned; Researcher has collected the responses of 400 customer satisfaction.

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OVERALL_RE PRICE_CONSCIOU ADV_EFF CUST_ PROM_EFF CUST_SA

ASON FORBS SNESS ECT ATT ECT TIS
Pearson
1 -.011 .191** .532** .118* .156**
Correlation
OVERALL_
Sig. (2-
REASONFORBS .819 .000 .000 .019 .002
tailed)
N 400 400 400 400 400 400
Pearson
-.011 1 .209** -.234** .703** -.015
PRICE_ Correlation
CONSCIOUSNE Sig. (2-
.819 .000 .000 .000 .762
SS tailed)
N 400 400 400 400 400 400
Pearson
.191** .209** 1 .309** .246** -.257**
Correlation
ADV_EFFECT Sig. (2-
.000 .000 .000 .000 .000
tailed)
N 400 400 400 400 400 400
Pearson
.532** -.234** .309** 1 -.077 -.089
Correlation
CUST_ATT Sig. (2-
.000 .000 .000 .122 .074
tailed)
N 400 400 400 400 400 400
Pearson
.118* .703** .246** -.077 1 -.153**
Correlation
PROM_EFFECT Sig. (2-
.019 .000 .000 .122 .002
tailed)
N 400 400 400 400 400 400
Pearson
.156** -.015 -.257** -.089 -.153** 1
Correlation
CUST_SATIS Sig. (2-
.002 .762 .000 .074 .002
tailed)
N 400 400 400 400 400 400
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).

Interpretation 3. Overall reasons for brand switching and

1. Overall reasons for brand switching and price customers’ attitude towards advertising:
consciousness: H0: There is no significant relationship between overall
H0: There is no significant relationship between overall brand switching and customers’ attitude towards
brand switching and price consciousness. advertising.
H1: There is a significant relationship between overall H1: There is a significant relationship between overall
brand switching and price consciousness. brand switching and customers’ attitude towards
advertising.
H0 is accepted.
H1 is accepted.
2. Overall reasons for brand switching and
4. Overall reasons for brand switching and effect of
advertising effect:
promotions on customers:
H0: There is no significant relationship between overall
H0: There is no significant relationship between overall
brand switching and advertising effect. reasons for brand switching and effect of promotions on
H1: There is a significant relationship between overall customers
brand switching and advertising effect. H1: There is a significant relationship between overall
H0 is accepted. reasons for brand switching and effect of promotions on
customers
H1 is accepted.
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5. Overall reasons for brand switching and H1: There is a significant relationship between effect of
customers’ satisfaction: advertisement and promotional effect
H0: There is no significant relationship between overall H1 is accepted.
reasons for brand switching and customers’ satisfaction 12. Effect of advertisement and customers’
H1: There is a significant relationship between overall satisfaction:
reasons for brand switching and customers’ satisfaction. H0: There is no significant relationship between effect of
H1 is accepted. advertisement and customers’ satisfaction
6. Price consciousness and advertisement effect: H1: There is a significant relationship between effect of
H0: There is no significant relationship between price advertisement and customers’ satisfaction
consciousness and advertisement effect H1 is accepted
H1: There is a significant relationship between price 13. Customers’ attitude and promotional effect:
consciousness and advertisement effect. H0: There is no significant relationship between customers’
H1 is accepted. attitude and promotional effect
7. Price consciousness and customers’ attitude: H1: There is a significant relationship between customers’
H0: There is no significant relationship between price attitude and promotional effect
consciousness and customers’ attitude H0 is accepted.
H1: There is a significant relationship between price 14. Customers’ attitude and customers’ satisfaction:
consciousness and customers’ attitude H0: There is no significant relationship between customers’
H1 is accepted. attitude and customers’ satisfaction
8. Price consciousness and effect of promotion: H1: There is a significant relationship between customers’
H0: There is no significant relationship between price attitude and customers’ satisfaction
consciousness and effect of promotion H0 is accepted..
H1: There is a significant relationship between price 15. Promotional effect and customers’ satisfaction:
consciousness and effect of H0: There is no significant relationship between
H1 is accepted. promotional effect and customers’ satisfaction
9. Price consciousness and customers’ satisfaction: H1: There is a significant relationship between promotional
H0: There is no significant relationship between price effect and customers’ satisfaction
consciousness and customers’ satisfaction H0 is accepted.
H1: There is a significant relationship between price
consciousness and customers’ satisfaction. Regression
H0 is accepted. Variables Entered/Removeda
10. Effect of advertisement and customers’ attitude: Variables
Model Variables Entered Method
H0: There is no significant relationship between effect of Removed
advertisement and customers’ attitude prom_effect, cust_att,
H1: There is a significant relationship between effect of 1 adv_effect, . Enter
advertisement and customers’ attitude price_consciousness b

H1 is accepted. a. Dependent Variable: overall_reasonforbs

11. Effect of advertisement and promotional effect: b. All requested variables entered.
H0: There is no significant relationship between effect of
advertisement and promotional effect

Model Summaryb
Change Statistics
R Adjusted R Std. Error of the
Model R R Square F Sig. F
Square Square Estimate df1 df2
Change Change Change
1 .556a .309 .302 2.58791 .309 44.142 4 395 .000
a. Predictors: (Constant), prom_effect, cust_att, adv_effect, price_consciousness
b. Dependent Variable: overall_reasonforbs

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In this research researcher has considered the overall switching. It is one of the most important analyses of this
reasons for brand switching as a dependent variable while study and to derive the impact of each factor we have
overall price consciousness, advertising effect towards the applied regression analysis.
consumers, promotional effect and customers’ attitude are In the first phase, Researcher wants to evaluate that
considered as an independent variable. We want to derive the regression model we have derived is significant or not.
impact of all the independent variables on the dependent H0: the multiple regression model of independent variable
variables. on dependent variable is not significant
In entire study is related with how different variables H1: the multiple regression model of independent variable
create impact on the consumers’ decisions of brand on dependent variable is significant

Model Summaryb
Std. Error Change Statistics
R Adjusted
Model R of the R Square F Sig. F
Square R Square df1 df2
Estimate Change Change Change
1 .556a .309 .302 2.58791 .309 44.142 4 395 .000
a. Predictors: (Constant), prom_effect, cust_att, adv_effect, price_consciousness
b. Dependent Variable: overall_reasonforbs

The brand switching decisions occur because of H0: The independent variable do not show any significant
these independent variables. impact on dependent variables
H0 is rejected.The multiple regression models of H1: The independent variable shows significant impact on
independent variables on dependent variables are dependent variables
significant. Another important area derived in this table is ANOVAa
the value of R and coefficient of determination.Here, we Sum of Mean
Model Df F Sig.
Squares Square
considered R square as the coefficient of determination Regression 1182.517 4 295.629 44.142 .000b
because our sample size 400 is acceptable and justified 1 Residual 2645.420 395 6.697
with Ahmedabad population. The value of R is 0.55 and Total 3827.937 399
the value of coefficient of determination is 0.309. It a. Dependent Variable: overall_reasonforbs
indicates that approximately 31% of brand switching b. Predictors: prom_effect, cust_att, adv_effect, price_consciousness
decisions occur because of these independent variables. Null hypothesis cannot be accepted and alternative
hypothesis is accepted. This means that the independent
ANOVA variable shows significant impact on dependent variable.
Now, Researcher wants to test whether our Therefore we have derived the tolerance value and value
independent variable creates significant impact on influenced factor (VIF) in our data analysis.
dependent variables or not.

Coefficientsa
Unstandardized Standardized Collinearity
Correlations
Coefficients Coefficients Statistics
Model t Sig.
Std. Zero-
B Beta Partial Part Tolerance VIF
Error order
(Constant) 9.167 .661 13.876 .000
price_consciousness .008 .041 .012 .201 .008 -.011 .010 .008 .462 2.162
-
1 adv_effect .360 .077 .220 .472 .000 .191 .024 .812 1.232
.020
cust_att .397 .033 .554 11.889 .000 .532 .513 .497 .806 1.241
prom_effect .090 .034 .157 2.638 .009 .118 .132 .110 .492 2.030
a. Dependent Variable: overall_reasonforbs

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As it is indicated in the table first column of  Mode shows the responses which are repeated the
unstandardized coefficient that shows the impact of each most:
factor on the dependent variable called brand switching.  Freebies – Agree
1. Here the constant value is 9.167  Various sizes – Agree
2. Price consciousness is not sig factor which is directly  Heavily on price – Agree
affected to the brand switching.  Sachets – Agree
3. Advertisement shows very sig impact on brand  Extra Quantity – Agree
switching.  Effect of advertisements:
4. Customers’ attitude impact on brand switching.
 In the parameter of effect of advertisements all the
5. Promotion shows significant impact on brand
customers have agreed upon that they are influenced
switching.
by the advertisements which make them aware, try
and buy the products. People these days have started
Findings
watching advertisements and this has been
 Researcher has done one way ANOVA to find out and
influencing them to ultimately buy the product.
compare the means of different samples. Researcher
has compared the overall reasons for brand switching Customers Attitude towards Advertising Content
and the different parameters of Price consciousness, From the analysis of the data we have found out that
Effect of advertisements, Consumers attitude towards 50% of the people agree to that certification and the quality
advertising content, and Effect of promotional tools. of the product is an important factor for choosing a brand.
We have found that the there is a significant
 Researcher has compared the gender and the
difference between the reasons for brand switching of
different parameter in which Researcher hasfound out
consumers and its parameters because the sig value
gender does not play a role in the parameters
is .00 which is less than .05.
regarding brand switching.
 By the research made by Researcher it was found out
 Price consciousness: There is no particular gender is
that sales promotion plays the most important role in
price conscious.
switching to other brand of shampoo as compared to
 Effect of Promotional Tools: Females get easily
the other factors like advertising, peer influence,
influenced by the offers shown to them rather than to
difference in the prices and the availability of the
males.
shampoos in the stores. This is because now-a-days
people are more attracted to the offers that the
Conclusions
company provides. (Like 1+1, discounts, vouchers,
 From the survey, we have realized that the
etc…)
consumers' buying behaviour is not only influenced by
 From Research, Researcher has found out that,
the social factors, the personal factors and the
people tend to switch to different brands of shampoos
psychological factors but also marketing mix such as
the most, followed by toothpaste and bath soaps. This
the price, product and promotion.
happens because shampoos have different varieties
 In shampoo category, there are many changes which
and the companies come up with attractive
marketers have to notice in the market place,
advertisements and innovations.
especially increased competition and customers’ new
 Overall reasons for brand switching:
preferences.
 word of mouth from other consumers regarding a  Marketers and researchers are more and more
new product. concerned about the severe competition resulted from
 value for money and the reasonable price are an product similarity and large numbers of competitive
important brands in the same market. The growing intensity of
Price consciousness: competition pushes companies to study their
 Researcher has found out that the average people competitors, and most important, to understand their
agree that they are very much pricing conscious while customers including both existing and potential
switching to other brands. buyers.
 It signifies that people are price conscious but they
are not greedy.
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 Vol.2 Special Issue 2 February 2018 ISSN: 2456-5571

 Finding out the key factors which influence brand try the shampoo, this happens in the case of the
switching is important for companies to improve brand switching segment.
customer satisfaction and maintain existing  Effective promotional tools should be adopted by
customers. Especially in shampoo category, where marketing strategists such as freebies, which tend to
customer loyalty is relatively low to some extent due attract the brand switching segment of people. Free
to the similarity of products and services and low level sachets accompanying electricity bills and
of risk involved in switching. newspapers make consumers to try a particular
 The result shows that there is a strong relationship product free of cost, and in future, the consumer
between brand-switching and customers’ price purchases the product if he/she is satisfied by its
sensitivity in case of shampoo category. initial performance.
 It is been seen that dissatisfaction from the previous  Strategists should emphasize on building good brand
brand and product quality are the key factors which image.
lead to brand switching.  Roping in renowned celebrities as brand endorsers
 Brand switchers who are high in price consciousness can be made secondary, good packaging is also not
tend to prefer free gift, price discount. It means that necessary for increasing sales as these factors clearly
high price consciousness customers are more likely to do not affect the sample studied.
switch to other brands when they are attracted by
these promotional tools which are not the case with References
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