BRAND SWITCHING BEHAVIOUR OF CONSUMERS IN THE HAIR CARE SERVICE
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BRAND SWITCHING BEHAVIOUR OF CONSUMERS IN THE HAIR CARE SERVICE
Chapter one
INTRODUCTION
1.1 Background of the Study
Brand flipping is one of the most overlooked and underappreciated aspects of branding decision-making, which is frequently confronted by makers and consumers of brand products.
This circumstance may exist due to the nature of the products or the brand owner’s ambitions and objectives. One of the most common is to generalise positive and long-term brand preference and loyalty.
Mc Carthy and Perrault (1990:235) described branding as the use of a name, word, symbol, or design, or a combination of these, to identify a product. This covers the use of brand names, trade-marks, and almost every other method of product identification.
According to them, the birth of branding in the Middle Ages was caused by mediaeval guiding efforts to encourage craftspeople to include trade work on their products in order to protect themselves and their clients from lower quality.
Today, branding is such a powerful force that almost nothing remains unbranded. In designing marketing strategies for items, branding has emerged as a prominent product strategy for hair care service makers and marketers in the Enugu metropolitan.
Semnik and Bamossy As previously stated, the most obvious goal of manufacturers and owners of hair care services in Enugu metropolis when branding their products has been to develop brand loyalty or positive brand associations,
which to a large extent explain the influence on a consumer to repeatedly choose a specific company’s product over competing products.
In order to promote loyalty, hair care service producers have emphasised product benefits and qualities through advertising messaging, sales promotions, integrated marketing communication, and newer initiatives to apply the social marketing concept. All of these are aimed at implementing the social market concept.
All of these are designed to move the consumer from brand non-recognition, product testing, or trial to brand acceptance. When a consumer tests and adopts a new brand, he or she most likely takes a conscious decision to test and use the new brand, abandoning or discarding the old one.
By doing so, the consumer demonstrates a critical behaviour that is the subject of this study, namely brand switching. Consumer brand switching behaviour should be as important to hair care service manufacturers as brand preference,
because any overt promotional appeal or overture aimed at generating brand preference among existing consumers inadvertently produces brand switching tendencies in response, within the same group of consumers.
As a result, brand owners should be aware that if their brand does not generate brand loyalty, it will garner minimal loyalty, increasing the likelihood of consumers switching to rival brands.
An investigation into the nature of causative factors that cause brand switching among consumers or users of hair care services will provide an opportunity for manufacturers to guard against vulnerability to brand loyalty-encouraging activities of competitors,
so it is the task of this study to reveal the factors and variables that, directly or indirectly, gave rise to brand switching among consumers of hair care services, with emphasis on.
1.2 Statement of the Problem
Consumer behaviour studies have found that consumers often engage in three types of purchasing activity. They include expensive problem solving, limited problem solving, and routine issue solving, and these purchasing patterns have significant marketing ramifications.
Routine issue solving or habitual buy behaviour refers to a circumstance in which a consumer does not pay close attention to his purchase task, also known as low participation conduct. According to Howard (1998).
This activity leads to states of decision-making, repeat purchases, and brand loyalty. This is an ideal position for the most, if not all, hair care service manufacturers in Nigeria.
In contrast, whether selecting to try a new brand other than a current brand, or to respond to emotional or environmental attraction as a point of purchase display, consumers face limited problem solving opportunities.
According to Hawkins et al. (1992), this circumstance encourages consumers to exhibit brand switching behaviour. Consumer responses to various marketing mix stimuli such as brand pricing, distributional strategy impact and effort, product design, and quality interplay may all contribute to brand switching behaviour.
1.3 Object of the Study
With the discovery and identification of the dual repercussions of short, medium, and long-term marketing strategy overtures towards the consumer, namely, brand loyalty and brand disloyalty (switching), it becomes the primary purpose of this study to
1. Determine the effect of the marketing mix on the brand switching behaviour of hair care service users.
2. Identify the elements or variables that encourage brand switching among hair care service users.
3. Determine the relative strengths of the various brands listed in this study in a certain market.
4. Determine the impact of customer brand switching on the rate of consumption of various brands in the market under survey.
1.4 RESEARCH QUESTIONS.
The following research questions were developed for the purpose of this study.
1. How many hair care service producers do we have in Enugu Metropolis?
2. How many hair care service markets exist in Enugu Metropolis?
3. What is the most commonly employed marketing communication mix variable for reaching consumers?
4. How frequently do hair care service users move to different brands?
5. Is the hair care services market segmented?
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