SUMMER INTERNSHIP PROJECT

“Marketing Of Britania Pvt Ltd.”

Submitted to:

Jhulelal Institute of Technology, Nagpur

Submitted by:
Mr. Ayush Shelke

Company
Guide: Mr. Ashfaq Ahmad

Faculty Guide:
Prof. Swati Rahate

2023
 CERTIFICATE
This is to certify that the investigation described in this report titled “Marketing

Of Britania Pvt Ltd” has been carried out by Mr Ayush Shelke during the

summer internship project. The study was done in the organisation, SIP Britania

Industries Limited, in partial fulfillment of the requirement for the degree of

Master of Business Administration of R. T. M. Nagpur University, Nagpur. This

work is the own work of the candidate, completed in all respects and is of

sufficiently high standard to warrant its submission to the said degree. The

assistance and resources used for this work are duly acknowledged.

Dr. Swati Rahate

(HOD MBA)
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CERTIFICATE OF INTERNSHIP

This Is To Certify That MR. AYUSH SHELKE D/O DAMODAR

SHELKE, Student of Jhulelal Institute of Technology, Nagpur has
Successfully completed him Internship in our firm at Nagpur
From 15 July 2023 to 31 August 2023.

During him Internship, he Was acquainted to Various Activities

in field of Marketing Executive.

We found him Hardworking & association with us was beneficial

to our organization.

Place : Nagpur FOR BRITANNIA INDUSTRIES LTD

Date : 25/11/2023
 ACKNOWLEDGEMENT

It is a matter of pride and privilege for me to have done a summer internship project
in “Britania Industries Ltd” and I am sincerely thankful to them for providing
this opportunity to me.

I am thankful to “Mr. Ashraf Ahmad” for guiding me through this project and
continuously encouraging me. It would not have been possible to complete this
project without his / her support.

I am also thankful to all the faculty members of Jhulelal Institute of Technology,

Nagpur and particularly my guide “ Prof.Swati Rahate” for helping me during
the project.

Finally, I am grateful to my family and friends for their unending support.

(Name: Ayush Shelke)

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CONTENTS

CERTIFICATE………………………………………………………………………... i
DECLARATION……………………………………………………………………… ii
ACKNOWLEDGEMENT…………………………………………………………….. iii
ABSTRACT…………………………………………………………………………... iv
CONTENTS…………………………………………………………………………... v
LIST OF TABLES……………………………………………………………………. vii
LIST OF CHARTS…………………………………………………………………… viii
LIST OF ABBREVIATIONS………………………………………………………… ix

CHAPTER 1
INTRODUCTION…………………………………………………………………… (1-2)
1.1 INTODUCTION………………………………………………………………….. 2
CHAPTER 2
LITERATURE REVIEW…………………………………………………………... (3-5)
2.1 LITERATURE REVIEW………………………………………………………… 4
CHAPTER 3
COMPANY PROFILE……………………………………………………………… (6-8)
3.1 INTROCTION……………………………………………………………………. 7
3.2 BISCUITS………………………………………………………………………… 7
3.3 DAIRY PRODUCTS……………………………………………………………... 8
3.4 JOINT VENTURE………………………………………………………………... 8
CHAPTER 4
PROBLEM, SCOPE & MOTIVATION…………………………………………… (9-10)
4.1 PROBLEM STATEMENT……………………………………………………….. 10
4.2 OBJECTIVES…………………………………………………………………….. 10
4.3 SCOPE OF THE STUDY………………………………………………………… 10
4.4 SCOPE OF THE INDUSTRY……………………………………………………. 10
4.5 MOTIVATION…………………………………………………………………… 10
CHAPTER 5
RESEARCH METHEDOLOGY…………………………………………………… (11-14)
5.1 RESEARCH DESIGN……………………………………………………………. 12
5.2 SELECTION OF VARIABLES………………………………………………….. 12
5.3 PERIOD OF STUDY & SOURCE OF DATA…………………………………... 12
5.4 METHOD OF DATA COLLECTION…………………………………………… 13
5.5 HYPOTHESES…………………………………………………………………… 13

5.6 CONCEPTUAL DIAGRAM……………………………………………………... 14

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CHAPTER 6
EXPLORATORY RESEARCH……………………………………………………... (15-18)
61 FREQUENCY OF SALES…………………………………………………………. 16
62 CONSUMER BRAND PREFERENCE……………………………………………. 17
CHAPTER 7
RESULTS AND DISCUSSIONS…………………………………………………….. (19-30)
71 PACKAGING………………………………………………………………………. 20
72 SWITCHING BEHAVIOUR DUE TO PACKAGING……………………………. 21
73 PRICE………………………………………………………………………………. 22
74 QUALITY…………………………………………………………………………... 24
75 SWITCHING BEHAVIOUR DUE TO QUALITY………………………………... 26
76 COMPARING PRICE AND QUALITY…............................................................... 27
77 PRIORITY TOWARDS MILKSHAKE…………………………………………… 28
78 BRAND AWARNESS……………………………………………………………... 29
CHAPTER 8
CONCLUSION……………………………………………………………………….. (31-32)
81 CONCLUSION…………………………………………………………………….. 32
CHAPTER 9
SUGGESTIONS TO THE COMPANY…………………………………………….. (33-34)
91 SUGGESTIONS TO THE COMPANY…………………………………………… 34
CHAPTER 10
REFERENCE………………………………………………………………………… (35-36)
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CHAPTER 1

1.1 INTRODUCTION

In today’s highly competitive market, businesses are increasingly getting customer-oriented,

realizing the fact that it is necessary to keep their customers with them for a long term to sustain
in the market. Though customer retention very important, it’s equally important to identify and
analyze the factors that causing customer switching behavior.

Consumer switching behavior is a phenomenon where customers of a product or service

leavetheir regular brand and switch to a new brand they have encountered due to various
reasons of dissatisfaction.

In the past there has been many attempts made to study about consumer switching behavior
in many different context. However, many theories has been developed in recent times in
consumer switching behavior literature. This paper attempts to give a more current view of
existing market phenomena and the causes for such phenomena. It also measures the impact
that each cause has over the consumer switching behavior of flavoured milk consumers.

In 2016, 43% newly introduced products in the ready to drink category in India were
flavoured milk, according to Mintel research agency’s study. In 2015, Indian consumers of
flavoured milk have drank about 73 million litres of flavoured milk. This may be because of
the fact that The Mintel research agency’s research results has revealed a result that says
that 64% of diary drink consumers of ready to drink flavoured milk products think that those
products are healthier than fresh milk and some think that convenient and hygienic choice.
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CHAPTER 2

LITERATURE REVIEW

“Consumer Switching Costs: A Typology, Antecedents, and Consequences”, Burnham, Thomas A,

(2003)

This study identifies three major switching costs that is experienced by customers while they switch brands.
First one is the waste of effort and time. Second, financial cost involved while switching. Third one is the
emotional and psychological loss due to breaking of bonds.

“A Study on Consumer Switching Behavior in Cellular Service Provider”, M.Sathish ,

K.Santhosh Kumar , (2011)

This study was conducted in Chennai for the diversified and well mixed population of Tamil Nadu which
would give a normal distribution for their sample of 112. The variables chosen for this study are consumer
satisfaction with their regular brand and consumer demographics.

“An Empirical Study of Consumer Switching from Traditional to Electronic Channels”, Gupta, Alok,
(2004)

The researcher of this paper has studied about the relation between consumer switching behaviour and
purchase intention. This study has a sample size of 337 consumers of electronic equipment. They also insist
that demographics may not be the basis of segmentation.

“The Service Provider Switching Model (SPSM): A Model of Consumer Switching

Behaviour in the Services Industry”, Harvir S. Bansal, Shirley F. Taylor, (1999)

This is an empirical study done using structural equation with the data collected from customers using
mortgage service of different Canadian financial institutes. Factors influencing switching behaviour and
switching intention were examined and measured for analysis.

“The contribution of emotional satisfaction to consumer loyalty”, Dean, Alison, Yu, Yi‐
Ting, (2001)
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This study explores the role that emotions play in customer satisfaction and then compares the
affective and cognitive elements of satisfaction. Regression analysis is used to analyse the variables.

“Behavioral responses to customer satisfaction: an empirical study”, Gounares, Spyros,

Athanassopoulos, Antreas, (2005)

This paper investigates the consequences of customer satisfaction over customer behaviour. More
specifically the author investigates the impact satisfaction of customers over their behavioiur.

“Measuring Switching Costs and the Determinants of Customer Retention in Internet- Enabled
Businesses”, Pei-Yu Chen, Lorin M. Hitt (2002)

In this paper they have developed and implicated a method for measuring the amount of impact of the
magnitude of each switching cost and brand loyalty of customers using online service providers.

“Customer Switching Behaviour in Service Industries: An Exploratory Study.

Journal of Marketing”, Keaveney, S. (1995)

This study says that customer dissatisfaction leads to customer switching behaviour and that damages the
market share and profitability of the service industry. But still it remains unexplored in literature of
marketing.

“An empirical study of consumer switching behaviour towards mobile shopping: a Push–
Pull–Mooring model”, Jung-Yu Lai, Sutappa Debarmma, (2008)

The unit of analysis used for this study is the customers who do mobile shopping and investigates the
factors affecting the customer switching behaviour. The findings of this research conveys that the forces
such as trust, privacy and security have a stronger effect on switching behaviour.

"A Longitudinal Assessment of Consumer Satisfaction/Dissatisfaction", LaBarbera, Priscilla A., and

David Mazursky. (1993)

This is a model proposed to assess the aspects of customer satisfaction and dissatisfaction in their
consecutive purchases. This attempt to determine the repurchase behaviour on the base of cognitive
variables.
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CHAPTER 3

INTRODUCTION

Britannia Industries Limited is an Indian food-products corporation headquartered in

Bengaluru, Karnataka. It sells its Britannia and Tiger brands of biscuit throughout India.
Britannia has an estimated market share of 38%.

The company's principal activity is the manufacture and sale of biscuits, bread, rusk, cakes
and dairy products.

The company was established in 1892, with an investment of ₹265. Initially, biscuits were
manufactured in a small house in central Kolkata. Later, the enterprise was acquired by the
Gupta brothers mainly Nalin Chandra Gupta, an attorney, and operated under V.K Brothers."
In 1918, C.H. Holmes, an English businessman in Kolkata, was taken on as a partner and The
Britannia Biscuit Company Limited was launched. The Mumbai factory was set up in 1924
and Peek Freans UK, acquired a controlling interest in BBCo. Biscuits were in high demand
during World War II, which gave a boost to the company’s sales. The company name was
changed to the current "Britannia Industries Limited" in 1979. In 1982 the American company
Nabisco Brands, Inc. acquired the parent of Peek Freans and became a major foreign
shareholder.

BISCUITS

The company's factories have an annual capacity of 433,000 tonnes. The brand names of
biscuits include VitaMarieGold, Tiger, Nutrichoice Junior, Good day, 50 50, Treat, Pure
Magic, Milk Bikis, Good Morning, Bourbon, Thin Arrowroot, Nice, Little Hearts among
others.

Tiger, the mass market brand, realised $150.75 million in sales including exports to countries
including the U.S. and Australia, or 20% of Britannia revenues in 2006.

In a separate dispute from the shareholder matters, the company alleged in 2006 that Danone
had violated its intellectual property rights in the Tiger brand by registering and using Tiger
in several countries without its consent. Britannia claimed the company found out that
Danone had launched the Tiger brand in Indonesia in 1998, and later in Malaysia, Singapore,
Pakistan and Egypt, when it attempted to register the Tiger trademark in some of
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these countries in 2004. Whilst it was initially reported in December 2006 that agreement had
been reached. It was reported in September 2007 that a solution remained elusive. In the
meantime since Danone's biscuit business has been taken over by Kraft, the Tiger brand of
biscuits in Malaysia was renamed Kraft Tiger Biscuits in September 2008.

Britannia initiated legal action against Danone in Singapore in September 2007. The dispute
was resolved in 2009 with Britannia securing rights to the Tiger brand worldwide, and
Danone paying Rs220 million to utilise the brand.

DAIRY PRODUCTS

Dairy products contribute close to 10% to Britannia's revenue. Britannia trades and markets
dairy products and its dairy portfolio grew to 47% in 2000-01 and by 30% in 2001-02.
Britannia holds an equity stake in Dynamix Dairy and outsources the bulk of its dairy
products from its associate. Its main competitors are Nestlé India, the National Dairy
Development Board (NDDB), and Amul (GCMMF).

JOINT VENTURE

On 27 October 2001, Britannia announced a joint venture with Fonterra Co-operative Group
of New Zealand, an integrated dairy company from procurement of milk to making value-
added products such as cheese and buttermilk. Britannia planned to source most of the
products from New Zealand, which they would market in India. The joint venture will allow
technology transfer to Britannia. Britannia and New Zealand Dairy each hold 49% of the JV,
and the remaining 2 percent will be held by a strategic investor. Britannia has also tentatively
announced that its dairy business would be transferred and run by the joint venture.

The authorities' approval to the joint venture obliged the company to start manufacturing
facilities of its own. It would not be allowed to trade, except at the wholesale level, thus
pitching it in competition with Danone, which had recently established its own dairy business.
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CHAPTER 4

PROBLEM STATEMENT

Very less sales of Britannia’s new flavoured milk brand – Winkin Cow. Since this is an already
existing market and consumers of flavoured milk are hesitating to switch to Winkin cow from their
regular brands. So, here arises a need to identify and analyse the factors affecting switching behaviour
flavoured milk consumers to help the company realise were to change their strategy in order to increase
the sales of their flavoured milk category products.

OBJECTIVES

• To identify the major factors influencing consumer switching behaviour on flavoured milk
products

• To find the amount of impact that each variable has on consumer switching behaviour • To
analyse the data and make a suggestion report to the company

SCOPE OF THE STUDY

This research will help the company understand how product factors are affecting the sales of their
flavoured milk product – Winkin Cow. By referring to this study, company can make changes in their
strategy to boost up the sales.

SCOPE OF THE INDUSTRY

Flavoured milk industry booms at the past five years in India. According to Mintel research agency’s
study consumers of ready to drink products in urban India are attracted towards packaged flavoured milk
especially for its health benefits and convenience.

MOTIVATION

Despite of such huge market for flavoured milk products in India, the flavoured milk brand of Britannia
has the least share among its own brands as well as among other companies in flavoured milk market.

Having my core elective as marketing, I am curious to find the causes for this issue and measure the
impact of different causes over the consumers switching behaviour in flavoured milk market.
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CHAPTER 5

RESEARCH DESIGN
Objective 1: To identify the product category with the least consumer preference
Design: Exploratory
Sampling technique: Non probabilistic judgmental sampling
Sample Size: 24
Coverage: Chennai
Objective 2: To find the magnitude of impact each variable has on consumer switching behaviour
Design: Causal
Sampling technique: Non probabilistic random sampling
Sample Size: 62
Coverage: Chennai

Selection of variables

The chosen outcome variable for this study is consumer switching behaviour and among many of the
variables affecting consumer switching behaviour this study focused on four major variables viz.
Price, Packaging, Brand awareness, Product quality which are the independent variables.

Period of study and source of data

The period of study was from July 2023 – August 2023 and the data used for this study were collected
by personal interview technique from the respondents’ viz. sales associates and customers of 35
organizedretail outlets in Chennai.
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METHOD OF DATA COLLECTION

The data collection for the exploratory research was done through both survey method as well
as personal interview method. The survey was used to collect data about consumer preference
for brands under Britannia from the sales associates in organised retail stores who were
assigned to the products of Britannia. The data were collect through personal interview from
the professionals working in Britannia for prolong period and have an immense knowledge
about the company and all its brands.

The primary data collected for the causal research was only by survey method. The unit of analysis
were customers of organised retail stores and specifically the consumers of flavoured milk
products. The sampling size for this study was 62.

HYPOTHESES

The following hypotheses are developed by testing the relationship between consumer switching
behaviour and factors.

H1: Price has a significant impact on consumer switching behaviour

H2: Packaging has a significant impact on consumer switching behaviour

H3: Product quality has a significant impact on consumer switching behaviour

H4: Brand awareness has a significant impact on consumer switching behaviour

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CONCEPTUAL DIAGRAM

PRICE

H1

PACKAGING
H2
SWITCHING
BEHAVIOUR

H3

PRODUCT
QUALITY
H4

BRAND
AWARNESS
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CHAPTER 6

FREQUENCY OF SALES

The chart below is the visual representation of data collected from 35 organized retail outlets.
The unit of analysis where the sales associates assigned to the respective product category.
This survey was conducted to examine the frequency of sales of various Britannia products.
The purpose of this survey was to identify the product category which has the least
acceptance among consumers and to future search for the causes responsible for the
phenomena.

Frequency of Sales
6

Average Rating

The survey result shows that the Winkin Cow product which falls under the flavoured milk
category has the least frequency of sales which is the direct effect of consumer purchase intention
and also has an indirect effect on retailer preference.
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This least contribution of the flavoured milk product among other products of Britannia may
not mean that consumers do not prefer purchasing flavoured milk products. So, further
survey was conducted to address this question of consumer brand preference. Unit of analysis
for this survey were consumers of flavoured milk products with a sample size of 62
customers.

CONSUMER BRAND PREFERENCE

BRAND No. of consumers

Amul kool 23
Cavin's 34
Hershey's 3
Britannia 0
Others 2

Which flavoured milk brand do you buy?

0

3 2

Amul kool
23 Cavin's Hershey's Britanni a
Others

34

The above chart shows the consumer brand preference for flavoured milk product.
Britannia’s flavoured milk product (Winkin Cow) has the least consumer preference and this
has a direct effect over its share in flavoured milk category.

Despite of such huge market for flavoured milk products in India, the flavoured milk product
of Britannia has the least share among its own products as well as among other companies in
flavoured milk industry.
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According to Ansoff’s matrix this is an existing market with an existing product, therefore
market penetration strategy has to be implemented. Market penetration refers to the
successful selling of a product or the extent to which a product is recognized and bought by
customers in a specific market. It is measured by the amount of sales volume of an existing
product compared to the total target market for that product.

Since there is a huge existing consumer base for flavoured milk products we now just need
the existing consumers to switch from their usual brand to Britannia’s flavoured milk (Winkin
Cow). For this we need to identify and examine the factors influencing consumer switching
behaviour. The magnitude of impact of each factor over the consumer switching behaviour
will help in changing the strategy to increase the sales volume.
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CHAPTER 7

PACKAGING
Does packaging of a product influence your purchase decision?
Yes 29
No 7
Sometimes 25
Does packaging of a product influence your purchase decision?

48%

Yes No
11% Sometimes

Only 11% of the consumers have said that packaging do not affect their purchase
intention. This is because packaged milkshakes are impulse products and
packaging plays a major role in consumer purchase behaviour while making an
impulse purchase.
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SWITHCHING BEHAVIOUR DUE TO PACKAGING

Will the design of the product wrapper inspire you to switch to another brand?
Yes 15
No 22
Sometimes 0
He design of the product wrapper inspire you to switch to another bran

0%

41%

Yes No
Sometimes

Even though packaging influences purchase intention, consumers are not ready
to leave their regular brand for the reason of better packaging of another brand.
Consumers may be associated with their regular brand due to other stronger
factors such as Price, Quality and Trust.
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PRICE
What is the price on your brand?
20 16
25 27
30 14
35 and above 2

What is the price on your brand?

20
25
30
35 and above

From the above chart we can infer that packaged milkshakes in India have an
ideal pricing range between Rs.20-30 and most of them are priced Rs.25 and
also an acceptable price by customers. Products priced 35 and above have a
very limited number of customers who price insensitive minority upper class
people.
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I compare prices with other brands?

Yes 40
No 10
Sometimes 12

I compare prices with other brands?

Y
es No
Somewhat

98% of the consumers have said that they compare prices of alternative brand
before making a purchase. This proves that pricing of a impulse product has an
immense effect on its sales. We can also infer that consumers are highly sensitive
to price and they are constantly looking for a better deal; this factor may have a
greater impact over consumer switching behavior.
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QUALITY

Have you ever compared the quality of your

brand with other brands?
Yes 47
No 14

You ever compared the quality of your brand with other brands?

23%

77% Yes
No

Are you satisfied with the quality of the

brand?
Yes 43
No 1
Somewhat 17
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Are you satisfied with the quality of the

brand?

28%

2%
70% Yes No
Somewhat

Over 77% of the consumers admit that they compare quality of different brands,
which can be done only post purchase. Which means that consumers are ready
make experiments by trying a new brand in search for better quality. But the
fact is, almost 98% of the consumers are satisfied with their regular brand or
maybe they quickly find their good quality brand with simple comparisons.
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SWITCHING BEHAVIOUR DUE TO QUALITY

Will you switch brand if quality is better than
your regular brand?
Yes 53
No 3
Maybe 6
I you switch brand if quality is better than your regular brand?

10%
5%

Yes No
Maybe
85%

Over 85% of the respondents have said that if they encounter a brand with a
better quality than their regular brand, they will or may switch to the better
quality brand. 95% of consumers switch brands for better quality. This shows that
quality has an important role to play while it comes to switching behaviour over
impulse goods.
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SWITHCHING BEHAVIOUR WHEN COMPARING PRICE

AND QUALITY

If the price of the better quality brand is Rs. 40 and

above, will you still switch?

Yes 23
No 14
Maybe 23

If the price of the better quality brand is

Rs. 40 and above, will you still switch?

Yes No
Maybe

Almost 77% of the consumers have said that they will or may switch brand if
the new brand has a better quality even though its priced above Rs.40. However
18% of the consumers who said yes to the previous question have said no due to
the raise in price with better quality. This means that business may lose a
considerable amount of sales by increasing their product price 35 or above.
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CONSUMER PRIORITY TOWARDS MILKSHAKE PRODUCTS

Which of the following do you consider as the most
important factor a milkshake?
Affordable 2

Healthy 23

Taste 36

The following do you consider as the most important factor a

Milkshake.

3%

38%

Affordable Healthy
Tas te

59% of the consumers purchase packaged milkshakes for taste and 38% are
health conscious people. So from this its clear that taste is a very important
factor affecting consumer preference.
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How familiar are you with

britannia Milkshakes?

5%3%

50% I've never heard of them

42%
I've heard of them, but
never bought one
I buy it

occasionally I buy

it often

From the above two charts its very clear that Brand awareness of Britannia’s
milkshake brand is very low among consumers and it is the first most
requirement for a consumer to try a brand for at least the first time.

42% of the consumers have said that they were aware of the product but never
bought one, this may be due to the pricing factor which is above the threshold
level of Rs.35 and which would have affected the purchase intention of
consumers while they happen to compare price with other brands because
previously we have seen that over 985 of the consumers compare price with
other brands for a better deal and another reason facilitates this behaviour is that
in organised retail stores all brands under similar category are placed together in
the same shelf, which eventually tempts consumers to compare price.
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CHAPTER 8

CONCLUSION

There are four major factors affecting consumer switching behaviour when it comes to the
flavoured milk market. The four factors are Price, Quality, Package and Brand awareness.
According to the current strategy implemented by Britannia for their flavoured milk brand –
Winkin Cow, Price, Packaging and Brand awareness has a negative impact over consumer
switching behaviour. These three variables act as barriers which prevent customers from
making a purchase. The quality of the product has a positive impact over consumer switching
behaviour because consumers feel that Winkin Cow’s Quality is one of the best among top milk
shake brands.

When customers make a simple value calculation before they do a purchase they feel that one
positive and three negative factors make a negative value and hence hesitate to switch from
their regular brand. The company can use their positive factor to penetrate into the market
and also make some changes in those three negative factors to increase customer purchase
intention by triggering a switching behaviour by giving better value than the competitor. This
can be done using the following suggetions.
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CHAPTER 9

SUGGESTIONS TO THE COMPANY

1. The company can implement an innovative and eco-friendly packaging to grab

customer’s attention
2. I would suggest the company to bring down their MRP from Rs.40 to somewhere
between Rs.20-30
3. They should improve their promotional activities by promoting through television
and news paper
4. The strength of the Winkin Cow brand is its Quality, so this can be used for
promotional purpose by giving free sampling
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CHAPTER 10

REFERENCE

• Burnham, Thomas A, (2003), “Consumer Switching Costs: A Typology, Antecedents, and

Consequences”

• M.Sathish , K.Santhosh Kumar , (2011), “A Study on Consumer Switching Behaviour in

Cellular Service Provider: A Study with reference to Chennai”

• Gupta, Alok, (2004), “An Empirical Study of Consumer Switching from Traditional to
Electronic Channels: A Purchase-Decision Process Perspective”

• Harvir S. Bansal, Shirley F. Taylor, (1999), “The Service Provider Switching Model
(SPSM):A Model of Consumer Switching Behaviour in the Services Industry”

• Dean, Alison, Yu, Yi‐Ting, (2001), “The contribution of emotional satisfaction to consumer
loyalty”

• Gounaris, Spiros, Athanassopoulos, Antreas, (2005),

“Behavioural responses to customer satisfaction: an empirical study”

• Pei-Yu Chen, Lorin M. Hitt (2002), “Measuring Switching Costs and the
Determinants of Customer Retention in Internet-Enabled Businesses: A Study of the Online
Brokerage Industry”

• Keaveney, S. (1995). “Customer Switching Behavior in Service Industries: An Exploratory

Study. Journal of Marketing”

• Jung-Yu Lai, Sutappa Debarmma, (2008), “An empirical study of consumer switching
behaviour towards mobile shopping: a Push–Pull– Mooring model”

• LaBarbera, Priscilla A., and David Mazursky. (1993) "A Longitudinal

Assessment of Consumer Satisfaction/Dissatisfaction: The Dynamic Aspect of the
Cognitive Process."