Documente Academic
Documente Profesional
Documente Cultură
OF CONSUMER SWITCHING
BEHAVIOUR WITH RESPECT TO
FMCG in Kottayam
OBJECTIVES
• To evaluate the impact of the marketing mix on
the brand switching behavior of consumers of FMCG
products.
• To determine the factors that promotes brand
switching among FMCG consumers.
• To study the consumer behaviour towards purchase
decision towards fast moving consumer goods.
• To study the consumer pre- purchase behaviour
towards fast moving consumer goods.
• To examine the consumer behaviour at the time of
purchase towards fast moving consumer goods.
• To analyze the factors influencing post- purchase
behaviour and brand loyalty among the population
• PROBLEM STATEMENT
1. What are the factors that are highly influences
the consumer behavior in the purchase decision
of FMCGs products
2. What are factors for the level of awareness,
knowledge and loyalty of consumer regarding
FMCGs
3. What are factors highly influences the consumer
prepurchase behavior and post- purchase behavior
RESEARCH METHODOLOGY
To identify the factors affecting Brand Switching ,The
Descriptive Research was used as Sources of Data
The study is based on both primary and secondary
data.