FACTORS EFFECTING BRAND SWITCHING IN FAST MOVING CONSUMER GOODS INDUSTRY OF PAKISTAN

Abstract

PURPOSE: The purpose of this research is to study the factors affecting brand switching in fast moving consumer goods industry of Pakistan. METHADOLOGY: This study involved use of questionnaires filled by students, bankers & company personnel’s with the sample size of 350.To analyze the data correlation analysis and multiple regression analysis has been applied through SPSS. The analysis of descriptive data is done by interpreting the responses in general words for the easy understanding FINDINGS: The Fast moving consumer goods industry of Pakistan has been growing with the adoption of modem technology along with facing globalization. However, with its growth there are certain factors that limit the customer to become loyal to a single Fast moving consumer goods brand especially in Pakistan. The price has been the significant factor in decision of consumers regarding brand switching in Fast moving consumer goods sector. The results reveal that the majority of consumers make a brand switch due to changes in price. Conversely, the Fast moving consumer good brands, which offer low price products, were successful in retaining their customers to switch brands. PRACTICAL IMPLICATION: The outcomes of the research also help the organization in understanding the brand switching in fast moving consumer goods industry. The discussion about the different factors is crucial to the practical implication of brand switching in order to get the competitive advantage in Fast moving consumer goods industry.