Brand Switching Behaviour Of Consumers Research Articles

Factors Influencing Consumer Brand Switching Behavior in Telecommunication Industry: an Empirical Study

India has emerged as the fastest-growing mobile phone market in the world. The mobile phone was hyped as a revolutionary gadget in the twenty-first century. With the advent of advanced technologies like GSM, CDMA, WLL, 4G, and 5G technology and a growing number of service providers, the competition has increased substantially. Day by day, both the public and private players are putting in their resources and efforts to improve their services to give the maximum to their customers. Hyper competition in the telecommunication industry, availability of a number of subscriber options for consumers, and diverse tariff rates offered by each player influence consumers to switch services providers. This study focuses on identifying factors behind consumer brand-switching behavior in the telecommunication industry. On the basis of questionnaires administered to consumers in the telecommunication industry, the study reveals that by providing value-added services and effective pricing strategies; telecom service providers can control consumer brand-switching behavior and can retain customers.

Muslim consumers’ brand-switching behavior in Lahore and Kuala Lumpur: a qualitative comparative case study

PurposeThe purpose of this qualitative comparative study was to explore the brand-switching behavior of Muslim consumers in selected cities from Pakistan and Malaysia.Design/methodology/approachData were collected through interviews which were conducted with 30 participants including universities (5), shopping malls (5) and restaurant locations (5) of each country. The constant comparative analysis was used to analyze the data.FindingsResults revealed that a demonstration of awareness of American brands, their image and perceived quality causes Muslim consumers to switch away from American brands to non-American brands. In addition, this study also showed that the certain reasons compel consumers to stay with American brands.Practical implicationsThe findings are helpful for American brands in reconsidering their strategies while segmenting the Muslim consumers as target market.Originality/valueThis is the first paper of its kind to explore Muslim consumer brand-switching behavior by using a qualitative method.

Model Perilaku Brand Switching Konsumen Dalam Pembelian Produk Otomotif di Kota Medan

This study aims to determine how the Consumer Brand Switching Behavior Model in Purchasing Automotive Products in Medan City. This research is basic research. The population in this study were consumers of car owners in Medan City. The sampling technique is a non-probability sampling technique. The criteria used in the sampling are that the respondents of this study are consumers who own cars, have changed car brands in the last 3 years, and reside in Medan, while the sample is set at 145 people. Data collection techniques used were interviews (Interview) and a list of questions (Questionaire). The data analysis method used in this research is the Structural Equation Model method. The results showed that Brand Image has a positive and significant effect on satisfaction. Brand Image has a negative and significant effect on Brand Switching. Product quality has a positive and significant effect on satisfaction. Product quality has a negative and significant effect on Brand Switching. Satisfaction has a negative and significant effect on Brand Switching. Satisfaction can negatively mediate the effect of Brand Image on Brand Switching and Satisfaction can negatively mediate the effect of Product Quality on Brand Switching .

Pengaruh Technical Criteria, Economic Criteria dan Legalistic Criteria terhadap Perilaku Brand Switching Konsumen pada Pembelian Sepeda Motor Honda Vario di Pekalongan Lampung Timur

To survive in the competition for means of transportation, Honda companies always strive to provide the best quality and service to consumers, by providing products that are of good quality, always innovative, in accordance with the times, at affordable prices in order to build a deep emotional relationship between Honda products and consumer. It is important for Honda companies to understand between emotional branding and brand switching so that the company can create a product that suits consumer needs, especially motorbikes and can provide a high emotional feeling between consumers and products so that they do not brand switching to other brands. The purpose of this study was to find out if Technical Criteria, Economic Criteria and Legalistic Criteria effect simultanneously on Consumer Brand Switching Behavior in Purchasing a Honda Vario Motorcycle. In this study using primary data and secondary data, the research method used is judgment sampling which is one type of purposive sampling, where the researcher chooses a sample based on certain characteristics, namely Honda Vario motorcycle consumers in Pekalongan, East Lampung, with a total sample of 60 people. The data analysis technique used is validity test, reliability test, normality test, linearity test and homogeneity test. Testing the analysis model in this study using multiple linear regression analysis, T test, F test and R determination. Based on the results of research using the T test, it is found that the technical criteria do not have a significant effect on consumer brand switching for Honda Vario motorcycle purchases, Economic criteria have a positive and significant effect on consumer brand switching for Honda Vario motorcycle purchases and Legalistic criteria have a positive and significant effect on brand switching consumers on the purchase of a Honda Vario motorcycle. From the F test, technical criteria, economic criteria and legalistic criteria together have a positive and significant effect on consumer brand switching for purchasing a Honda Vario motorcycle.

Corporate brand image and switching behavior: case of mobile telecommunications customers in Zimbabwe

Mobile telecommunication service providers in Zimbabwe are using a brand image to market their products and minimize brand switching, resulting from increased market competition. A cross-sectional survey was conducted among a convenience sample of 385 participants in Zimbabwe. The sample size was determined using Rao software sample size calculator to extract an acceptable sample from apopulation of 1,973,906 inhabitants. Data were collected using a five-point Likert scale questionnaire and were also tested for reliability and validity using SPSS version 20. It was ascertained that 70% of the respondents’ switched SIM cards, 20% never switched, and 10% were indifferent to the different providers. Structural Equation Modeling (SEM) showed that mobile network service providers’ brand image positively affects customer satisfaction, a positive relationship exists between mobile network service providers’ brand image and consumer brand switching behavior, customer satisfaction positively affects their loyalty. Corporate brand image indirectly affects customer loyalty through customer satisfaction. The researchers recommend marketers to consider the findings when designing strategies for marketing mobile network services. AcknowledgmentsThe authors of this paper greatly appreciate the support and cooperation they received from the Postal and Telecommunications Authority of Zimbabwe (POTRAZ) and research participants during the survey.

A cross-cultural comparison of Muslim religious commitment on US brand switching behaviour

The literature on religion in consumer behaviour research reveals that it is treated as a segmentation variable. However, so far there is a missing link between the comparisons of consumers of the same religion. Therefore, this comparative study is intended to examine differences in religious commitments and the influence of religious commitment on the brand-switching behaviour of millennial Muslim consumers. Data has been collected from 550 millennial Muslim consumers from Pakistan and Malaysia, and structural equation modelling (SEM) has been applied for the analysis. This study demonstrates that the religious commitment is significantly different between two countries and influences the brand switching behaviour of millennial Muslim consumers. This study shows how religious commitments are different, and moreover the effect of religious commitment is also different in the brand-switching behaviour of consumers while practising the same religion. It is hoped that this study will be of interest to business researchers involved in religion and consumer behaviour research.

Empirical Research on the Influence of Negative Electronic Word-of-Mouth on Brand Switching Behavior

Virtual community produces a new social model and consumption actions, which greatly affect an individual's network consumption behavior. This research investigated electronic word-of-mouth (EWOM) in virtual communities and examined the influence of negative EWOM on the switching behavior of consumers. Based on the analysis of the extant theory, we proposed the elements of virtual community involvement, negative EWOM’s strength, consumer brand switching behavior, and complaint reaction. Subsequently, we postulated hypotheses. To explore the specific relationship between the variables further, we conducted an empirical test of the assumptions and the model using a questionnaire survey. Contrary to prior research findings, we found that virtual relationships cannot improve the reliability of negative EWOM, and that negative EWOM retransmission has no correlation with brand switching behavior.

Impact of services quality on customer satisfaction and repeat purchase attributes in hospitality industry

The hotel industry is globally experiencing the difficult task of managing changing demand governed by the brand switching behaviour of consumers. Under this competitive environment, hotels have two basic ways of achieving a sustainable competitive advantage within their product-line including low price, high quality and enhanced customer value. This study examines the relationships between customer satisfaction and repeat buying behaviour of consumers in regard to hotel services in Mexico. Authors argue that customer loyalty can be achieved by meticulously understanding customers' expectations, defining strategies to meet those expectations and continuously evaluating the performance to redefine the competitive strategies periodically.

Evaluating the Effect of Consumer Sales Promotions on Brand Loyal and Brand Switching Segments

Sales promotions are generally looked at as tools that undermines the brand; yet a tool that is necessarily meant to speed up sales. Consumer sales promotion take up a large share of the total marketing expenditure despite which it remains an area that still attracts attention as an essential component of the promotion mix meant to increase short term sales. It is therefore not surprising that most of the marketers resort to sales promotions to attract the competitor's market share. The present paper reports the results of the effects of consumer sales promotions on 427 consumers. This study has attempted to explore the effect of consumer sales promotions on loyal and non-loyal consumers in two Fast Moving Consumer Goods- washing powders and shampoos. Consumers were classified into two categories by their degree of loyalty towards the brand: brand loyal consumers and non-loyal consumers (also known as brand switchers). The study found that consumer sales promotions have more influence on the brand switchers as compared to the loyal consumers. Also, among the various forms of consumer sales promotions, free gifts have more influence on the brand switching behaviour of consumers. Further, it was found that economic status was not a defining factor effecting consumer's brand loyalty.

An Empirical Investigation of the Dynamic Effect of Marlboro's Permanent Pricing Shift

The strategy Philip Morris adopted in 1993 featured a one-time, permanent, publicly announced price cut, an event referred to as Marlboro Friday. Little is known about the impact of permanent and publicly announced price cuts on consumer brand switching behaviors for an addictive product. In the context of Marlboro Friday, we investigate (1) how consumers' brand choices are affected by a permanent price cut, (2) whether differential and dynamic effects of permanent price cuts occur for different types of consumers, and (3) the implications of publicly announced permanent price cuts on consumer brand switching behavior in the long run. We develop a dynamic structural brand choice model that allows for consumer forward-looking behavior, learning, and addiction, and investigate how consumers adjusted their brand choice behaviors before and after this permanent price cut. Using unique consumer panel data pertaining to cigarette purchases before and after the event, we provide behavioral explanations of whether and how the drastic and permanent price cut represented an effective step to encourage brand switching for an addictive product and a necessary step for Philip Morris to combat the growing market share of generic brands.

Some tests for suitability of brand switching model

In the context of strategic marketing and market commitment models, modeling of brand switching behaviour of consumers is of extreme use in determining the performance potential of the existing players. This paper revisits the static models of Ehrenberg and Hendry and introduces a dynamic model of brand switching based on market shares. In terms of a χ2 measure of closeness, these three models have been compared to ascertain their modeling performances. A case study has been carried out for the field of sanitary napkin to give some further insight into this problem. Studies have also been included for a few FMCG items. In all the cases, the proposed model gives a better description of the actual situation than the existing static models.

An empirical test of the Causative Markov model of consumer behavior

This paper examines an extension of the Markov model of consumer brand switching behavior, which captures the nonstationarity in the consumer decision processes over time. The extended model has been labeled as the Causative Matrix model. The model is put to test on empirical data, and compared with the stationary version of the model. The Causative Matrix model is shown to be a better forecasting tool. Its ability to yield additional insights into consumer brand choice processes is also discussed.