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    Literature Review

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    Vijay Sharma
    This literature review summarizes 4 research papers on consumer switching behavior for fast-moving consumer goods (FMCG). The papers found that brand switching can be temporary or long-lasting, and is influenced by factors like value, marketing, service, technology, communications and fatigue. Dissatisfaction and product quality are key factors leading to switching. Consumer behavior is influenced by social factors, personal experience, family, product quality and availability. Marketers can develop strategies to target consumer segments based on their switching behaviors and demographic characteristics. Managing brand loyalty requires balancing traditional views with emerging dimensions like brand migration in competitive contexts.

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    Literature Review

    Uploaded by

    Vijay Sharma
    271 views2 pages
    This literature review summarizes 4 research papers on consumer switching behavior for fast-moving consumer goods (FMCG). The papers found that brand switching can be temporary or long-lasting, and is influenced by factors like value, marketing, service, technology, communications and fatigue. Dissatisfaction and product quality are key factors leading to switching. Consumer behavior is influenced by social factors, personal experience, family, product quality and availability. Marketers can develop strategies to target consumer segments based on their switching behaviors and demographic characteristics. Managing brand loyalty requires balancing traditional views with emerging dimensions like brand migration in competitive contexts.

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    This literature review summarizes 4 research papers on consumer switching behavior for fast-moving consumer goods (FMCG). The papers found that brand switching can be temporary or long-lasting, and is influenced by factors like value, marketing, service, technology, communications and fatigue. Dissatisfaction and product quality are key factors leading to switching. Consumer behavior is influenced by social factors, personal experience, family, product quality and availability. Marketers can develop strategies to target consumer segments based on their switching behaviors and demographic characteristics. Managing brand loyalty requires balancing traditional views with emerging dimensions like brand migration in competitive contexts.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    271 views2 pages

    Literature Review

    Uploaded by

    Vijay Sharma
    This literature review summarizes 4 research papers on consumer switching behavior for fast-moving consumer goods (FMCG). The papers found that brand switching can be temporary or long-lasting, and is influenced by factors like value, marketing, service, technology, communications and fatigue. Dissatisfaction and product quality are key factors leading to switching. Consumer behavior is influenced by social factors, personal experience, family, product quality and availability. Marketers can develop strategies to target consumer segments based on their switching behaviors and demographic characteristics. Managing brand loyalty requires balancing traditional views with emerging dimensions like brand migration in competitive contexts.

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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


    SWITCHING BEHAVIOR OF CONSUMERS IN THE FMCG INDUSTRY” by Dr.
    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


    BEHAVIOUR WITH REGARD TO FMCG PRODUCTS IN RURAL AND URBAN
    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.

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