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BRAND
SWITCHING BEHAVIOR OF CONSUMERS IN THE HAIR CARE SERVICE
ABSTRACT
Thisproject
work was an attempt to investigation the brand switching behaviour of consumer
in the Hair Care Service Market in Enugu Metropolis. The main objectives were:
Establish the impact of the marketing mix on the brand switching behaviour of
Hair Care Service Consumer. Determine the factor or variable that promotes
brand switching among hair care service market consumer. Based on the
objectives above, four hypothesis were formulated. The populations of the study were drawn from
the consumer (users) of hair care service in Enugu Metropolis. Top man’s formular methods were used to
determine the sample size. Questionnaire
and personal interview were use to elicit information from respondents simple
table and percentage were sued to analyzed data collected. Based on the analysis, the following findings
were made: it was observe that consumers
will probably switch away from their brands because of increase of price. The researcher observed that the major
variable that influences consumers in switching from one brand to another
include differences and change in prices, availability and unavailability of
hair care service brands and the desire for new experience to taste something
different. Therefore, the researcher
made the following recommendations. Manufactures should embark on our expensive
and critical house assessment of their distributional strength, scope and
efficiency in all their requires of operations this will identify their
weakness and will also locate area for improvement. An intensive and comprehensive and continuous
consumer and market research should initiated and sustained to minor
consumption pattern and trends of consumers.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Brand
switching is perhaps one of the most ignored and undiscussed issues underling
branding decision which are regularly encountered by manufacturers and products
of brand products. This situation may exist due to the nature of produces or
brand owner’s goals of objectives. One of which usually Is to generalize a
positive and sustained brand preference and loyalty.
Mc Carthy
and Perrault (1990:235), defined branding as the use of a name, term, symbol or
design or a combination of these to identify a product it includes the use of
brand names, trade-marks and practically all other means of product identification.
The advent of branding in the middle ages was according to them as a result of
medieval guide efforts to require crafts people to put trade work on their
products to protect them and their customers from inferior quality. Today,
branding is such a strong force that hardly anything goes unbranded. In
developing marketing strategies for products branding has become a major
products strategy facing manufacturers and markers of hair care services market
in Enugu metropolis.
Semenik and
Bamossy 1993, as noted earlier, the most Obvious aim of manufacturers and
owners of Hair care services in Enugu metropolis from branding their products
has been to develop brand loyalty or positive brand associations which to a
great extent explain the influence on a consumer to repeatedly choose a
particular company’s product over competing products. In building loyalty Hair
care services manufacturers, over the years have emphasized products benefits
attributes through advertising messages sales promotional activities integrated
marketing communication and efforts coupled with recent effort at applying the
social marketing concept. All these are aimed at applying the social market
concept. All these are aimed at getting the consumer past the point of brand
non-recognition, product test or trial to the points of brand adoption. The
consumer testing a particular brand and consequently adopting it, most probably
makes a conscious decisions to test and use the new brand and thus abandons or
discards the previous brand. By so doing the consumer exhibits a behaviours
that is crucial and is the subject matter of this study and that behaviour is
brand switching. Consumer brand switching behaviour should be as important as
their brand preference to Hair care service manufacturers because any overt
promotional appeal or overture aimed at generating brand preference among
existing consumers inadvertently produce brand switching tendencies on
response, within the same group of consumers. Therefore, it should be clear to
brand owners that if their brand is not generating brand loyalty then it is
attracting little loyalty and thus provides a high tendency for consumers to
switch to other brands. An inquiry into the nature of causative factors that
give rise of brand switching among consumers or users of Hair care services
will provide an opportunity to manufacturers to guard against vulnerability to
brand loyalty-encouraging activities of competitors so it is the task of this
study to reveal the factors and variables which, directly or indirectly gave
rise to brand switching among consumers of Hair care services with emphasis on.
1.2 STATEMENT OF THE PROBLEM
Studies of
consumer behaviour revealed that consumers generally exhibit three different
kinds of purchase behaviour. They include expensive problem solving, limited
problem solving, routine problem solving and these buying behaviour have
important marketing implications. The routine problem solving or habitual
purchase behaviour connotes a situation where a consumer does not devote much
attention to his purchase task, often refered to as low involvement behaviour.
According to Howard (1998). This behaviour gives rise to states of decisions
repeat purchase and brand loyalty. This is a desirable position for most if not
all hair care services manufacturers in Nigeria.
Conversely,
in deciding to try a new brand other than a current brand or respond to
emotional appeal or environmental appeal as point of purchase display, the
consumers is placed with limited problem solving. This situation according to
Hawkins et al (1992) gives rise to consumer-exhibtion of brand switching
behaviour. The response of the consumer to another marketing mix stimuli such
as pricing of different brands, distributional strategy impact and effort,
product design and quality interplay may also give rise to brand switching
behaviour.
1.3 OBJECTIVE OF THE STUDY
With the
discovery and identification of the twin consequences of short, medium and long
term marketing strategy overtures towards the consumer namely; brand loyalty
and brand disloyalty (switching), it therefore becomes the prime purpose of
this study to:
1. Establish the impact of the marketing mix on
the brand switching behaviour of hair care services consumers.
2. Determine the factors or variables that
promote brand switching among hair care service market consumers.
3. Discover the relative strengths of the
various brands enumerated for this study with a specified market.
4. Ascertain the effort of brand switching by
consumers on the rate of consumption of different brands within the market
under survey.
1.4 RESEARCH QUESTIONS
The following
research questions were formulated for the purpose of this research work.
1. How many hair care services manufacturers do
we have in Enugu Metropolis
2. How many hair care services market is there
in Enugu Metropolis?
3. What is the marketing communication mix
variable mostly used in reaching the consumers.
4. How often do hair care services consumers
switch to other brands.
5. Is hair care service market segmented?
1.5 RESEARCH HYPOTHESIS
For the
purpose of a clear result the following hypothesis have been drawn and will be
tested.
Ho: Consumer
switching of hair care service is not
significantly
influenced by price differences.
Hi: Consumer
switching of hair care service is significantly
influenced
by price differences .
H0:
Availability of hair care service (distributional
efficiency)
does not constitute major factor inn consumers of hair care service brand
switching .
H2: Availability
of hair care service (distributional
efficiency)
constitute major factor in consumers of hair care service brand switching.
H0: Low
brand loyalty, among consumers of hair care
service does
not exist.
H3: Low
brand loyalty, among consumers of hair care
service exist.
H0:
Ownership of hair care service market does not
inhibits
effective marketing effort of executives.
H4:
Ownership of hair care service market inhibits
effective
marketing effort of executives.
1.6 SIGNIFICANCE OF THE STUDY
It is
believed that the findings of this study will be of immense help to hair care
service manufacturers and marketers in the following ways.
1. It will enable the producers to identify the
factors that will give rise to brand switching among consumers.
2. It will expose the importance of continuous
consumers research and market monitoring in an expanding and increasingly
competitive consumer market.
3. The study will also help brand owners to
develop marketing strategies which will enable them reduce the impact of brand
switching by repositioning their products to attain loyalty, it is also the
hope of the research that the study would be relevant to other consumers goods
manufacturers engaged in competition with producers of close substitutes a
similar goods such as cosmetics and beverages.
Finally, the
findings of this study should also be helpful to retailers, particularly in
articulating and remodeling their purchase and merchandise policies so as to
stock in relative depth and breath, different goods and their close
substitutes.
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