PLUMMETING CONSUMERS' BRAND SWITCHING BEHAVIOUR USING A HOLISTIC PRODUCT STRATEGY IN THE ZIMBABWEAN COLA INDUSTRY

Abstract

The study was driven by the need to elevate consumers’ switching costs so as to minimise consumer churning behaviour. The purpose of this study was to examine the effect of the product strategy on consumers’ brand switching intention behaviour. A marketing orientation of managing a product from a holistic approach was adopted and that was informed by previous theoretical modelling. The study followed a quantitative approach in the cola industry in Zimbabwe. Data was collected using questionnaires from a sample size of 432 respondents. Structural Equation Modeling (SEM) - Amos Graphics was used to analyse data. The study confirmed that a holistic approach to product strategy is statistically significant in minimising churning behaviour of customers. Product availability and product quality were inversely influencing behavioural intention to switch brands whilst product price recorded a significant positive impact. Product range had an insignificant association with consumer attrition. The study concluded that consumers’ switching behaviour can be managed through a well implemented product strategy. To plummet brand switching behaviour, the study recommends effective product pricing, effective product distribution and improvements in product quality.