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Abstract


Consumers are valuable assets for any organization. It is the final destination of any product or service. Marketers are most interested in retaining existing consumers. It is well known that acquiring a new consumer is more costly than retaining existing one. Therefore, it makes sense for organizations to focus on their loyal consumers to prevent them from switching over to another brand. Brand switching is a situation where consumers change their buying habits. They deliberately purchase another brand instead of their usual choice.  Brand switching behavior is affected by many factors. In the present paper an attempt has been made to study the brand switching behavior of consumers for toiletries products.


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