BRAND SWITCHING BEHAVIOUR OF CONSUMERS AND CUSTOMERS’ LOYALTY

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 decide to switch brands. Brand image is consumer’s opinion of the firm’s brand and products. This study examined brand switching behaviour 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 behaviour 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. The data collected were analysed descriptively using frequency distribution, descriptive statistics, regression analysis, and ANOVA. The major findings of the study revealed that consumers’ loyalty and decision to not switch hair care service firm is significantly influenced by Service Quality, Price, Promotion and Location as well as gender, age, academic qualification and preferred brand of hair care service firms while switching behavior have insignificant influence on customers loyalty with Consumers decisions to switch brands or remain loyal to a brand. Therefore, the study recommends that Service Quality, Price, Promotion and locations should be maintained while significant efforts should be made in the areas of switching behaviors in order to enhance customers loyalty in the hair care service firms in Benin city.