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ABSTRACT
The image projected by a brand is of importance to both consumers and the organization as it has been found to have an impact on why consumers’ decision to switch brands. Brand image is consumer’s opinion of the firm’s brand and products. This study examined brand switching behavior of consumers and customers loyalty in the hair care service firm in Benin city. It specifically investigated the impact of Service Quality, price, promotion, location and switching behavior of consumers Decisions to switch brands. The demographic attributes and consumers’ preferred brand were also analysed to ascertain their impact on brand switching and customers loyalty decisions. The population of interest to the researcher includes the consumers of Hair care service firms in Benin City, Edo state. A sample size of 180 was estimated based on the convenience sampling method. The study is a survey research design which required the use of a structured questionnaire.
