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A STUDY ON THE DETERMINANTS

OF CONSUMER SWITCHING
BEHAVIOUR WITH RESPECT TO
FMCG in Kottayam
OBJECTIVES
• To evaluate the impact of the marketing mix on
the brand switching behavior of consumers of FMCG
products.
• To determine the factors that promotes brand
switching among FMCG consumers.
• To study the consumer behaviour towards purchase
decision towards fast moving consumer goods.
• To study the consumer pre- purchase behaviour
towards fast moving consumer goods.
• To examine the consumer behaviour at the time of
purchase towards fast moving consumer goods.
• To analyze the factors influencing post- purchase
behaviour and brand loyalty among the population
• PROBLEM STATEMENT
1. What are the factors that are highly influences
the consumer behavior in the purchase decision
of FMCGs products
2. What are factors for the level of awareness,
knowledge and loyalty of consumer regarding
FMCGs
3. What are factors highly influences the consumer
prepurchase behavior and post- purchase behavior
RESEARCH METHODOLOGY
To identify the factors affecting Brand Switching ,The
Descriptive Research was used as Sources of Data
The study is based on both primary and secondary
data.

DATA COLLECTION METHODS


Primary Data: The primary data will be collected
directly from the sample consumers through a
welldesigned questionnaire.

Sampling Elements: Consumers Using Fmcg Products


Sampling Frame: Consumers Using Fmcg Products In
Kottayam
Data Collection Instrument: Questionnaire
• Dependent variable –The overall reasons for brand
switching is dependent variable
• Independent variable - Overall price consciousness,
advertising effect towards the consumers,
promotional effect and customers’ attitude are
considered as an independent variable.
• The study is related with how different variables
create impact on the consumers’ decisions of brand
• The brand switching decisions occur because of
these independent variables
• LITERATURE REVIEW
FMCG products are low-involvement products, which are
purchased frequently and with minimal thought and effort.
Since the financial, psychological, and social risks of FMCG
purchases are relatively low, it can be argued that consumers
would tend not to be very selective about the brand being
purchased, and would be eager to receive incentives to switch
brands. On the contrary, Howard and Sheth (1969) stated that
frequently purchased product categories, especially low-
priced categories, households are prone to routinize their
brand purchases by repeated use of the same brand over
time. This would mean that the brand being used currently
has a higher probability of being chosen in the future, in
comparison to other brands. Iwasaki and Havitz (1998)
suggested that product involvement, particularly for high-
involvement products, plays a critical role in establishing
brand loyalty.