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A Study of Consumer Switching Behaviour for FMCG Products

Literature Review

 (Bhatt, 2018) In their Research Paper “AN EMPIRICAL STUDY ON BRAND

Viral Bhatt and Prof. Maaz Sayed proposed that brand 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Outdated Technology, Marketing Communications, Brand Fatigue. Fast Moving Consumer
Goods are products that are sold quickly and at relatively low cost. It has been concluded
from the research paper that consumers' buying behaviour is not only influenced by the
social factors, the personal factors and the psychological factors but also marketing mix
such as the price, product and promotion. It is also being seen that dissatisfaction from the
previous brand and product quality are the key factors which lead to brand switching.

 (Anand, 2014) In the research Paper “A COMPARATIVE STUDY OF CONSUMER

MARKET” by Ekta Anand stated that Buying behaviour is very much influenced by
experience of their own and of neighbour consumers and the family. Above all, the quality
of the product and its easy availability were the primary and the vital determinants of
buying behaviour. The study shows that every consumer in the market has their own
preferences for Branded/Unbranded goods. Consumers will be looking for certain attributes
before purchasing the products. The analysis and interpretation shows the collected
information from sample respondents, which provide the clear understanding of the
respondent’s attitudes regarding various aspect of consumer behaviour about Fast Moving
Consumer Goods (FMCGs) or non-durable goods - purchase and their consumption.

 (Rashmi, 2016) In her research paper “An Empirical Analysis for Observing
Consumer’s Switching Behaviour” by Dr. Rashmi investigates the switching behaviour
of consumers for FMCG product by using Legit model to examine the data and the reasons
for switching are analysed. The study analyse that the switching behaviour of the
consumers is because of impressive advertisement of brands and their demographic features
so as to frame the appropriate marketing strategies. Marketing managers can use the
knowledge gained to develop appropriate marketing strategy to target the appropriate
segment according to their distinctive behaviour and consumers can increase their value
chain without shifting loyalties.

 (Kumar, 2005) In his Journal “Factors Affecting Brand Loyalty: A study in an

emerging market on fast moving consumer goods” by Ramesh Kumar says that in
consumer products, typically fast moving consumer goods (FMCG), there are a host of
complexities, that affect brand loyalty. The very concept of loyalty seems to have become
a dynamic one with the marketing literature presenting different aspects of the concept.
This study examines the combined effects of brand benefits, brand symbolism, brand trust,
genetic influence and price consciousness of consumers. Results suggest that marketers
would have to balance the traditional axiomatic views of brand loyalty with the emerging
dimensions of brand migration in a competitive context. This research paper explores
factors closely related to the management of brand loyalty and could offer insights to
practitioners of marketing. It also offers a framework, that reflects the implications of the
study to marketing practice with regard to management of brand loyalty.