BRAND SWITCHING BEHAVIOR OF CONSUMERS IN THE HAIR CARE SERVICE

BRAND SWITCHING BEHAVIOR OF CONSUMERS IN THE HAIR CARE SERVICE

ABSTRACT

This project 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.

TABLE OF CONTENTS

Abstract

Table of Contents

CHAPTER ONE

INTRODUCTION

1.1        Background of the study

1.2        Statement of the Problem

1.3        Objectives of the study

1.4        Research Hypothesis

1.5        Research Hypothesis

1.6        Significance of the study

1.7        Scope of the Study

1.8        Limitation of the Study

1.9        Definition of Terms

CHAPTER TWO

Review of related literature    

2.1        Introduction

2.2        Consumer Behavour Analysis

2.3        Factors Affecting Consumer Behaviour

2.4        The Role of Motivation in Buying

2.5        Consumer Response to Branding Decision

2.6        Nature of Brand Switching

2.7        Hair Care Service Brand Switching in Nigeria

CHAPTER THREE

RESEARCH DESIGN AND METHODOLOGY

3.1        Source of Data

3.2        Population of the Study

3.3        Questionnaire Design

3.4        Sample Size Determination

3.5        Sample Techniques

3.6        Administration of Research Instrument

3.7        Validity of Research Instrument

3.8        Method of Data Analysis

CHAPTER FOUR

Presentation, analysis, and interpretation

4.1        Presentation, Analysis, and Interpretation

4.2        Test of Hypothesis

CHAPTER FIVE

5.1    Summary of Findings

5.2        Recommendations

5.3        Conclusion

Bibliography

Questionnaire

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.

BRAND SWITCHING BEHAVIOR OF CONSUMERS IN THE HAIR CARE SERVICE