A Study On Brand Switching Factors of Millennial Customers On Toiletries

A Study on Brand switching factors of millennial
customers on Toiletries
Chapter 1
1.1 INTRODUCTION
Toiletries product play an important role in our daily lives. Individual people are pretty
much conscious to up their standards of living in some ways. Nowadays, with respect to this
awareness, Toiletries product has already become nearly essential wants for individuals.
Currently, over fifty five products are made covering a good vary of categories like skin care,
hair care, oral hygiene, child care, body care and man care by numerous makers. Considering the
importance of this study, I have attempted to explore the factors that influence consumer when
shopping for Toiletries product from totally different marketers. This analysis tries to explore the
factors that have an effect on individual customers in selecting their own Toiletries merchandise.
This analysis additionally tries to explore to spot the whole change factors that have an effect on
individual customers in deciding their Toiletries product.
1.2 OBJECTIVE
1. To study the demographic factors of the customers.
2. To know the purchasing behavior of the customers.
3. To Investigate the influence level of peers, family members on buying products.
4. To investigate the brand switching factors of the customers.
1.3 SCOPE OF THE STUDY

The research work concentrated on the analysis of consumer brand switching
behavior of mobile phones. The scope of this study will cover the millennial customers, 100
people cannot be representative of the entire population but for maximum precision to be
attained in this study, the customers of all age group who consumes toiletries would be
studied.
However, the findings of this study could be applied in the marketing of toiletries.
1.4 LIMITATIONS OF THE STUDY:
The main limitation for this study will be the respondent’s range, this study only focusing
the millennial customers who using the toiletry products, rest of the other customers were
excluded. Another limitation will be the sample size, this study uses 100 respondents and so we
cannot come to a conclusion with this small sample size.
1.5 BRAND
“Brand is a name, term, sign, symbol or design, or a combination of them intended to identify the
goods and services of one seller or group of sellers and to differentiate them from those of other
sellers”
When people needed to sell their products, their products were reliable and that they
required convincing people so that they produce an idea known as "branding", a reputation or
trademark referring to product or service. Brands became a lot of vital elements of culture and
economics, which are currently described as "cultural elements and individual philosophies". A
brand is engaged in making or experiencing expectations behind the brand expertise, making a
brand that's related to a product or service that has distinctive or distinctive properties or
attributes.
The brand is one in every of the foremost vital elements of an advertisement, since the brand
owner displays on the market. Branding a brand within the market ought to establish the brand
with the brand possession connected with it. The brand's approach to your expertise ends up in
brand loyalty. The brand's individuation reflects the loyal behavior of the brand for people, and
as a result the brand moves towards itself. Brand loyalty relies on brand preference, selecting a
specific brand within the presence of a consumer competitive brands and accepts the alternatives
if the brand isn't out there.
1.5.1 BRAND PREFERENCES:

People begin to form priorities at a really young age. below any kind of product, most
customers have completely different brands that embrace their own most well-liked choices.
once creating priorities, the primary goal of getting consumer priority teams is to extend the
consumer preference to the group isn't a simple job to try and do. The definitions of name
choices are "The Company chooses the brand rather than the product; the consumer doesn't need
another brand." In every product class, customers have a lot of choices, extra information and
better expectations than previously. To move customers on the road to priority, brands should
gift their worth. While not a correct brand management strategy and goes down even at this
level. Price, promotion and products convenience can greatly have an effect on our whole
position within the vary of client decisions. If all matters are equal, customers ought to provide
importance to a specific company quite the competitors. Brands are only possible by up the
identity and importance of the marketplace for customers.
The same whole activities that increase awareness can change priorities. though awareness
doesn't support the priorities alone, it improves the flexibility of seals to create and maintain
untimely.
A great history and adequate investment and awareness are often achieved quickly. However,
branding choices need your time and constant review. To realize the whole loyalty obtaining and
sustaining preference is that the key purpose. Customers given a specific brand to come up with
bigger revenues and to win the next share of the market and win the competition. though current
literatures of name preferences are exempting the model of personal changes from the model,
several selling scholars acknowledge the consumer's importance in personal and chosen brand
choices. McEnally and DeChernatony (1999) conclude that "integrating the brand's individual
characteristics makes customers a lot of attractive, and that they are a lot of likely to join brands
with desirable people."
Access and maintenance of priorities is a vital step in achieving brand loyalty. the flexibility to
come up with higher returns, gain a lot of market share and win the competition may be a reward
for a shopper a specific whole. The literature of name priorities typically depends on the model's
temperament variables, and plenty of advertisers have the importance of brand selection and
shopper domination within the choice of brand. McEnally and DeChernatony (1999) "Integrating
a brand personal attributes that create customers a lot of attractive to join the brands with the
desired roles".
Brand switching:
Brand switching occurs when the brand loyalty gets affected. Brand loyalty is nothing but when
customers stick to a particular brand for years and he/she won’t use other brands instead of their
brand.
There are some factors that affect the brand loyalty:

 Corporate image
 Trust
 Quality
 Switching cost
Image: Branding is directly connected to the brand image, the brand image is the perception of
the brand in the mindset of the customer, it can be perceived differently from one customer to
another. It is easy to introduce a new product when a brand has a good image among the
customers in the market. And it helps the marketer and customer relationship.
Trust: Trust is one of the important assets a company can gain in a business, it is a difficult task
to develop a trust among the people and maintain the same trust for long time. It reflects the
customer’s expectation over the company to deliver a good product.
Quality: It is a difficult task to develop and maintain a trust among the customer in the market,
for that a company should produce the product with high quality because the customer will look
for is whether the product or service is worth full for the amount they’ve spent.
Switching cost: It is the cost that a customer should face when they decide to switch from one
brand to another. If the switching cost is low then the chances of customer switching from one
brand to another is high but when the switching cost is high then the customer will re think the
idea of switching from one brand to another.
Also there are some influencing factors that are available for the customers switching the brand
from one to another, they are:
 Cultural
 Social
 Personal
 Psychological
Cultural: It is one of important factor that influence customers the most, the culture is the belief
of the customers and they will consider values, traditions and ethics the most. people can be
influenced by subculture factors like religion groups, racial groups and geographical groups.
Social: There are some sub-factors are there is social factor they are:
1. Reference groups: It a small group of people that influence the people by their opinions.
2. Family: It is the family members who influence the people most in purchasing.
3. Role and status: people who are in different groups maintain some status and that may
also influence people to buy.
4. Advertisements: Another important factor of influencing people is the ads that are
released by the companies it influences the customer the most than any other factors.
Personal: The economic condition of the customer is an important influencing factor because
the money plays a vital role in purchasing a product, lifestyle of the customer is an important
factor in influencing the customer, age and family situations also acts as an influencing factors.
Psychological: The customer’s attitude toward a brand is also an important factor in influencing
customers and also the past experience of customers also acts as an influencing factor in
purchasing a product or service.
CHAPTER 2
Review of literature:
1. Alhedhaif, Sheroog; Lele, Upendra; Kaifi, Belal A (2016)
“Brand Loyalty and Factors Affecting Cosmetics Buying Behavior of Saudi Female Consumers”
examined the brand preferences of Saudi consumers for various cosmetics and cosmetics such as
skin care products, make-up products, hair care products, perfumes, body care products, enamel
nails or similar products. This study also attempts to identify the factors that affect the purchase
of cosmetics and the impact of brands on purchasing behavior. The results show that all the
above factors have a significant impact on the consumer's purchasing decisions. It was also
observed that around 12% to 20% of consumers were "brand neutral" in their purchases of
cosmetics; other consumers expressed their loyalty to one or more brands.
2. (Ullah, G M Shafavet: Prince, Panuel Rozario 2012)
“Factors Influencing the Bangladeshi Consumers' Purchase Decision Regarding Fast Moving
Consumer Goods: An Exploratory Study”
The goal of the project is to identify the key factors that affect consumers' behavior in
order to purchase FMCG products in Bangladesh. These factors are sales promotion, lack of
brand, term, TVC in the store, varied search behavior, product characteristics, offer at the end of
the aisle and product convenience. This study recommends concentrating on three important
factors: sales promotion, time constraints and brand unavailability to facilitate the progress of the
FMCG industry in Bangladesh. The FMCG industry will find better development opportunities if
the results of this study are used as strategic decision-making information.
3. (Rieg, Denise Luciana ; Scramim, Fernando Cezar Leandro ; da Silva, Elaine Paola ; Rufino,
Fabiana Alves 2018)
“The Influence of the Seller's Performance on the Consumer Purchase Of Clothes and Personal
Care, Toiletries and Cosmetics Products “
The goal of the project is to point out that, in both sectors, most respondents go to
specific stores to make their own purchases. Price, seller performance, elegance and brands are
the main factors that influence consumers' decision on which store to buy. They also found that
the decision-making process and customer loyalty are influenced by the seller's performance.
The aspects of credibility, attention to customer needs, product knowledge, courtesy and
attention were aspects of the supplier's performance that respondents considered most important
in both sectors.
4. (Guthrie, Michelle; Hye-Shin, Kim; Jung, Jaehee 2008)
“The effects of facial image and cosmetic usage on perceptions of brand personality”
This study found that a variety of personality traits of the brand influenced the brand position of
each brand of cosmetics. By studying how to identify the facial image and use the perceptions of
the cosmetic brand, companies can improve their marketing strategies to improve customer
satisfaction and increase their customer base. In addition, by identifying the brand values that
attract consumers, companies can illustrate the characteristics that customers are looking for in a
product, which in turn can be used to enhance the brand image. Additional research on different
age groups and cultures needs to be done to better understand consumers of cosmetics.
5. ( Rajagopal 2007)
“Buying decisions towards organic products: an analysis of customer value and brand drivers”
The results of this research and statistical data show that OCT's advertising and
promotion strategies have helped its clients to revise their preferences according to artificial
cosmetics and cosmetics. The study also found that OCT companies need to estimate their
profitability in terms of attractiveness of products, volume of purchases and market share when
delivering new products in a market environment. The measurement framework for customer
values analyzed in this study provides analytical dimensions for establishing a relationship with
the customer and the company to improve their level of benefits by obtaining a competitive
advantage.
6. (Srivastava, Neha; Dash, Satya Bhushan; Mookerjee, Amit 2015)
“Antecedents and moderators of brand trust in the context of baby care toiletries”
The goal of the project is to discover that the ability to predict brand and brand
innovations are a precedent for brand cognitive confidence, while brand intimacy is a factor that
drives brand emotional confidence. The study confirms that empathy positively modifies the
relationship between brand intimacy and brand emotional trust, while positive awareness
modifies the relationship between brand predictability and brand awareness.
7. (senthilkumar, K 2018)
“The Influence of Emotional Factors in the Purchase of Children Products and Brands”
This study was conducted in the Coimbatore area to find out the factors that affect the
purchase and found that when the age of customers increases with the age of purchase decisions.
People with moderate incomes are more rational in decisions about buying children's products.
Overall, the results showed that emotional factors have a greater influence than rational factors in
the decision to buy children's products and brands. This means that the buyer must be aware of
the impact of emotional factors to reduce wise decision making when buying products and
brands.
8. (Latuszynska, Malgorzata; Furaiji, Fatimah; Wawrzyniak, Agata.2012)
“An Empirical Study of the Factors Influencing Consumer Behaviour in the Electric Appliances
Market”
The purpose of this study is to determine the factors that affect consumer preferences in the
appliance market. As well as analyzing the factor that affects consumer decision-making
processes. In general, a set of independent variables is associated with the dependent variable in
one form or another. A detailed analysis found that factors such as social factors, physical
factors, and elements of the marketing mix were closely related to customer buying behavior.
These results allow the determination of the decision-making rules of the consumer.
9. (Sudhakar, A; Rani, T Suchitra 2013)
“Empirical Investigation of Demographic Determinants in Consumers' Preference of Personal

Care Products”
The objective of this study is to understand the demographic factors that influence the
buying behavior of personal hygiene products. The different demographic factors taken in this
study are age, occupation, income, schooling and location of the interviewees. Age groups
ranging from 26 to 50, consisting mainly of graduates or graduate students, were found to work
as employees and earn an income of Rs. 20,000 to 39,999 customers were popular or
intermediate categories of personal care products. This means that middle-class consumers have
been the most important target group for all marketers in the personal care industry.
10. (Shukla, Paurav 2009)
“Impact of contextual factors, brand loyalty and brand switching on purchase decisions”
The study participated in the methodology of qualitative and quantitative research. The
results indicate that contextual factors have a stronger impact on purchasing decisions. In
addition, contextual factors influence brand loyalty and exchange behavior. Operational Impacts
- The results provide important insight into the factors professionals should focus on to better
tailor their content and methods. Originality / Value - The study offers unique learning for
managers and researchers, conceptualizing and subsequently verifying the issue of purchase
decision, brand loyalty and transformation in relation to contextual factors.
11. (Babayev, Najaf. 2011)
“Emotion-based marketing and its impact on consumer decision making”
The need for this study is to study and understand emotion-based marketing and its
impact on consumer decision-making. The first part of this study describes the concept of
customer decision making. The following section represents the customer's decision-making
process. In the third part of the article, there are some factors that influence the decision making
process. Part V will describe the factors based on emotion that affect the decision-making
process. The last part provides information on the theoretical part and the client-based emotional
decision model.
12. (Tomko, Paul R 2012)
“Understanding the factors affecting the influence of children on their parents' total purchases”
This study was conducted to determine if special demographic factors play a vital role in the
impact of children on weekly purchases from their parents. The demographic factors tested for the study
included (a) the social and economic status of the parents, (b) the parents' level of education, (c) religion,
(d) the child's gender, and (e) the child's age. For this purpose, a non-experimental quantitative study was
designed using multi-variance linear regression and analysis of variance to test hypotheses and answer the
research question. The results showed a relationship between the total weekly purchases affected and the
demographic factors. In addition, socioeconomic status, parental educational levels, gender, and the age
of the child affect to what extent children influence the purchase of their parents.
13. (Paul, Justin; Sankaranarayanan, Koloth G; Mekoth, Nandakumar. 2015)
“Consumer satisfaction in retail stores: theory and implications”
The purpose of this study is to determine the determinants of customer satisfaction in small and
large retail stores in a nearby market, with a sample from India. The analysis revealed that six
factors (social desire, team homogeneity, shopping economy, shopping environment, family
shopping, and attitude) were key indicators of consumer satisfaction, and factors such as social
desire and sympathy indicate that many consumers prefer these small features typical of stores.
In turn, the possible coexistence of small forms of retail, despite the entry and dissemination of
large retailers from different countries.
14. (Vanaja Menon 2012)
“Multi-culture consumer behaviour in the Abu Dhabi markets”
The objective of the study is to focus on the purchasing behavior and level of consumer
satisfaction of different regions, with the objective of studying the level of influence of
multicultural consumers on shopping behavior in the permanent and nonpermanent performance
of the Abu Dhabi market. The results show that in cases where about 80% of consumers are
expatriates and prefer traditional consumer commitment to their behavior, a breakthrough in
global culture in culturally diverse societies is likely to be a slow process. To understand this
phenomenon, marketers need to learn the context of product use by each cultural segment.
Therefore, developing a marketing mix tailored to meet the different demands of consumers from
different cultures, such as Abu Dhabi, is the challenge in the Arab markets.
15. ( Vaishnavi, G; Ganesh, S K G; Thomas, Charlie V. 2014)
“Environmental Behavior of Consumers vis-à-vis Customer Relationship, Trust and Loyalty:

Some Research Reflections and Organisational Practices”
The study aims to verify the factors that affect customer loyalty and trust. The results
indicate that studies of environmental consumer behavior were conducted in industries such as
education, consumer goods, construction, telecommunications, etc. Researchers have dealt with
products such as cosmetics and toiletries. But other sectors, such as hospitality, logistics, health,
transportation, tourism, banks, etc., have received little attention from consumer researchers who
focus on environmental behavior. Future research may focus on industry sectors and many other
diverse products that were not covered by early researchers. The service sector, in particular,
received only sporadic attention in the context of consumers' environmental behavior”.
CHAPTER 3
RESEARCH METHODOLOGY
It is the process of collecting data or information to make business decision. The

methodology is the general research strategy outlining the way research is to be undertaken and,
among other things, identifying the methods to be used in it.Redman and Mary outline research
as a “systematized effort to advantage new understanding”. Some people do not forget research
as a motion, a movement from the recognized to the unknown.
3.1 TYPE OF RESEARCH

Descriptive research
Descriptive studies include surveys and truth-locating enquiries of different types. In

social technology and business studies we quite frequently use the time period the most
important function of this technique is that the researcher has no manipulate over the variables;
he can handiest file what has happened or what's going on. The methodology may include
publication research, interviews, surveys and other research methods, and may include both
current and historical information.
3.2 DATA COLLECTION

The data is collected from the primary source. Data is collected on the topic of A Study on Brand
switching factors of millennial customers on Toiletries.
3.2.1 Primary data
Primary information is original statistics that we acquire ourselves. Primary facts

collection can be finished together by undertaking private interviews (by using phone, mail or
face-to-face), by means of conducting experiments, by inviting consciousness businesses, and so
on
3.2.2 Secondary data
Secondary data resources are commonly posted sources, which can be been accrued
initially for a few other reason they may be not collected mainly to acquire the objectives of
precise studies mission at band but already assembled.
3.3 SAMPLING SIZE AND DESIGN
3.3.1 NON PROBABILITY SAMPLING
Non-sampling sampling is the method of sampling where the researcher selects the
samples based on the researcher's autonomy instead of random selection. The sample is not a
proportion of the population
3.3.2 DESIGN
A sample of a hundred respondents became the primary source of data. For the
determination of the current study, a relevant model of the population was a selection of on the
basis of "convenient sampling", where the data is collected to the known group of people.
3.4 METHODS USED

Table3.1: Research methodology
Research design Descriptive Research

Method of sampling Non Probability
Sample Design Convenient sampling
Sampling Size 100
Sample frame Millennial customers
Data collection Primary and secondary
Data Analysis Kruskal wallis, percentage analysis, friedman test
CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
4.1.1 Percentage Analysis of Age of the Respondents:
Frequency Percent Valid Percent Cumulative Percent

22-26 80 80.0 80.0 80.0
26-30 13 13.0 13.0 93.0
31-34 7 7.0 7.0 100.0
Total 100 100.0 100.0
Table 4.1.1 Age of the Respondents
Chart 4.1.1 Age of the respondents
Interpretation:
The table 4.1.1 and chart 4.1.1 explains that, out of the total 100 respondents, majority 80 % of
respondents were aged from 22 to 26 and 13 % respondents were aged from 26 to 30 and 7 % of
respondents were aged from 31-34.
Educational Qualification of the respondents
Frequency Percent Valid Percent Cumulative

Percent
SSLC 1 1.0 1.0 1.0
HSC 2 2.0 2.0 3.0
Valid UG 19 19.0 19.0 22.0
PG 78 78.0 78.0 100.0
Total 100 100.0 100.0
Table 4.2 Educational Qualification of the respondents
Chart 4.2 Educational Qualification of the respondents

Interpretation:
The table 4.2 and chart 4.2 explains that, out of the total 100 respondents, majority 78% of
respondents were studying Postgraduate and 17% of respondents studied Under Graduate and
2% of respondents studied HSC and 1% of the respondents studied SSLC.
Family size of the Respondents
Percent
Joint Family 12 12.0 12.0 12.0
Nuclear Family 59 59.0 59.0 71.0
Valid Single parent Family 17 17.0 17.0 88.0
Extended family 12 12.0 12.0 100.0
Total 100 100.0 100.0
Table 4.3 Family size of the Respondents
Chart 4.3 Family size of the Respondents

Interpretation:
respondents were from nuclear family and 19 % of respondents were from single parent family
and 12 percent of respondents were from joint family and 12 % of respondents were from
extended family.
Income of the Respondents

Percent
less than 1 Lakh 3 3.0 3.0 3.0
1-2 lakh 9 9.0 9.0 12.0
Valid 2-4 lakh 39 39.0 39.0 51.0
Above 4 lakh 49 49.0 49.0 100.0
Total 100 100.0 100.0
Table 4.4 Income of the Respondents
Chart 4.4 Incomes of the Respondents

Interpretation:
respondent’s annual income was from above 4 lakh and 39% percent of respondent’s annual
income was from 2 to 4 lakh and 9% of respondent’s annual income was from 1 to 2 lakhs and
remaining 3% of respondent’s annual income was less than 1 lakh.
Products Purchased by the Respondents
Frequency Percent Valid Cumulative
Percent Percent
Soap, Shampoo, Conditioner,
Toothpaste, Toothbrush, 24 24.0 24.0 24.0
perfume, comb, Blades
soap, shampoo, toothbrush,
36 36.0 36.0 60.0
toothpaste, perfume, razor
soap, shampoo, conditioner,
Valid
toothpaste, toothbrush, 23 23.0 23.0 83.0
deodorants, comb, blades
soap, shampoo, toothpaste,
toothbrush, perfume, floss, 17 17.0 17.0 100.0
blades
Total 100 100.0 100.0
Table 4.5 Products Purchased by the Respondents
Chart 4.5 Products Purchased by the Respondents

Interpretation:
respondents used to buy the products like soap, shampoo, toothpaste, toothbrush, perfume,
razor.
Buying frequency of the Respondents

Percent
Twice in a month 4 4.0 4.0 4.0
Once in a month 23 23.0 23.0 27.0
Valid As per need 63 63.0 63.0 90.0
Occasionally 10 10.0 10.0 100.0
Total 100 100.0 100.0
Table 4.6 Buying frequency of the Respondents
Chart 4.6 Buying frequency of the Respondents

Interpretation:
respondents buy the product as per need and 23% of respondents buy the products once in a
month and 10% of respondents buy the products occasionally and remaining 4% of respondents
buy the products twice in a month.
Amount spent by the Respondents

Percent
Below 1000 Rs 9 9.0 9.0 9.0
1000-2000 Rs 68 68.0 68.0 77.0
Valid
2000-5000 Rs 23 23.0 23.0 100.0
Total 100 100.0 100.0
Table 4.7 Amount spent by the Respondents
Chart 4.7 Amount spent by the Respondents

Interpretation:
respondents spends 1000 to 2000 in buying products and 23 % of respondents spends 2000 to
5000 in buying products and remaining 9% of respondents spends below 1000 in buying
products.
New trials of the Respondents

Percent
Always 2 2.0 2.0 2.0
Often 15 15.0 15.0 17.0
Valid Sometimes 75 75.0 75.0 92.0
Never 8 8.0 8.0 100.0
Total 100 100.0 100.0
Table 4.8 New trials of the Respondents
Chart 4.8 New trials of the Respondents

Interpretation:
respondents tried new products sometimes and 15% of the respondents tried often and 8% of the
respondents never tried new products and 2% of the respondents always tried new products
Factor that make respondents to buy

Percent
Quality 36 36.0 36.0 36.0
Quantity 52 52.0 52.0 88.0
Valid Price 11 11.0 11.0 99.0
Look 1 1.0 1.0 100.0
Total 100 100.0 100.0
Table 4.9 Factor that make respondents to buy
Interpretation:
respondents looks for quantity while purchasing and 36% of respondents looks for quality while
purchasing and 11% of respondents looks for price while purchasing.
Mode of purchasing the products of the Respondents
Frequency Percent Valid Cumulative
Percent Percent
Online 51 51.0 51.0 51.0
Valid Retail stores 49 49.0 49.0 100.0
Total 100 100.0 100.0
Table 4.10 Mode of purchasing the products of the Respondents
Chart 4.10 Mode of purchasing the products of the Respondents
Interpretation:
respondents used online method to make the purchase and remaining 49 % of respondents used
the retail stores to make the purchase.
Respondents influenced by others
Percent
Strongly Agree 35 35.0 35.0 35.0
Agree 60 60.0 60.0 95.0
Valid Neutral 4 4.0 4.0 99.0
Disagree 1 1.0 1.0 100.0
Total 100 100.0 100.0
Table 4.11 Respondents influenced by others
Chart 4.11 Respondents influenced by others
Interpretation:
respondents agreed the statement and 35% of respondents strongly agreed the statement and 4%
of respondents stayed neutral to the respondents.
Respondents influenced by advertisements
Percent
Agree 47 47.0 47.0 76.0
Valid Neutral 21 21.0 21.0 97.0
Disagree 3 3.0 3.0 100.0
Total 100 100.0 100.0
Table 4.12 Respondents influenced by advertisements
Interpretation:
of respondents stayed neutral the statement and 3% of respondents disagreed the statement.
Respondents influenced by the money
Percent
Agree 40 40.0 40.0 76.0
Valid Neutral 20 20.0 20.0 96.0
Disagree 4 4.0 4.0 100.0
Total 100 100.0 100.0
Table 4.13 Respondents influenced by the money
Chart 4.13 Respondents influenced by the money
Interpretation:
of respondents stayed neutral the statement and 4% of respondents disagreed the statement.
Respondents influenced by the Promotional offers
Percent
Agree 28 28.0 28.0 58.0
Neutral 27 27.0 27.0 85.0
Valid
Disagree 7 7.0 7.0 92.0
Strongly disagree 8 8.0 8.0 100.0
Total 100 100.0 100.0
Table 4.14 Respondents influenced by the Promotional offers
Interpretation:
respondents strongly agreed the statement and 28% of respondents agreed the statement and 27%
of respondents stayed neutral to the statement and 7% of respondents disagreed the statement and
8% of respondents strongly disagreed the statement.
Who influencing respondents the most
Percent
Family 18 18.0 18.0 18.0
Friends 24 24.0 24.0 42.0
Valid Relatives 52 52.0 52.0 94.0
Peers 6 6.0 6.0 100.0
Total 100 100.0 100.0
Table 4.15 Who influencing respondents the most
Interpretation:
The table 4.15 and chart 4.15explains that, out of the total 100 respondents, majority 52% of
respondents were influenced by relatives and 24% of respondents were influenced by friends and
18% of respondents were influenced by family and 6% of respondents were influenced by peers.
What media influence the respondents the most
Percent
TV ads 46 46.0 46.0 46.0
Social media 39 39.0 39.0 85.0
Valid Paper media 14 14.0 14.0 99.0
Radio ads 1 1.0 1.0 100.0
Total 100 100.0 100.0
Table 4.16 What media influence the respondents the most
Chart 4.16 What media influence the respondents the most
Interpretation:
respondents were influenced by TV Advertisements and 39% of respondents were influenced by
social media and 14% of respondents were influenced by Paper Advertisements and 1% of
respondents were influenced by Radio Advertisements.
What promotional offers influence the respondents
Percent
Free gifts 33 33.0 33.0 33.0
Free Samples 37 37.0 37.0 70.0
Valid Discounted prices 25 25.0 25.0 95.0
Vouchers and coupons 5 5.0 5.0 100.0
Total 100 100.0 100.0
Table 4.17 What promotional offers influence the respondents
Chart 4.17 What promotional offers influence the respondents

Interpretation:
The table 4.17and chart 4.17explains that, out of the total 100 respondents, majority 37% of
respondents were influenced by the free samples and 33% of respondents were influenced by the
free gifts and 25% of respondents were influenced by the discounted prices and 5% of
respondents were influenced by the vouchers and coupons.
Price is the factor for brand switching
Percent
Agree 50 50.0 50.0 95.0
Valid
Neutral 5 5.0 5.0 100.0
Total 100 100.0 100.0
Table 4.18 Price is the factor for brand switching
Chart 4.18 Price is the factor for brand switching
Interpretation:
of respondents stayed neutral to the statement.
Quality is the reason for brand switching
Percent
Agree 36 36.0 36.0 85.0
Valid Neutral 14 14.0 14.0 99.0
Disagree 1 1.0 1.0 100.0
Total 100 100.0 100.0
Table 4.19 Quality is the reason for brand switching
Chart 4.19 Quality is the reason for brand switching
Interpretation:
of respondents strongly disagreed the statement and 1% of respondents stayed neutral to the
statement.
Image is the reason for brand switching
Percent
Agree 45 45.0 45.0 83.0
Valid Neutral 13 13.0 13.0 96.0
Disagree 4 4.0 4.0 100.0
Total 100 100.0 100.0
Table 4.20 Image is the reason for brand switching
Chart 4.20 Image is the reason for brand switching
Interpretation:
of respondents stayed neutral to the statement and 4% of respondents disagreed the statement.
Satisfaction level is the reason for brand switching
Percent
Agree 18 18.0 18.0 72.0
Neutral 17 17.0 17.0 89.0
Valid
Disagree 2 2.0 2.0 91.0
Strongly Disagree 9 9.0 9.0 100.0
Total 100 100.0 100.0
Table 4.21 Satisfaction level is the reason for brand switching
Chart 4.21 Satisfaction level is the reason for brand switching

Interpretation:
of respondents agreed the statement and 17% of respondents stayed neutral to the statement and
9% of respondents strongly disagreed the statement and 2% of respondents disagree the
statement.
Overall satisfaction of the respondents
Percent
Agree 57 57.0 57.0 79.0
Valid Neutral 19 19.0 19.0 98.0
Disagree 2 2.0 2.0 100.0
Total 100 100.0 100.0
Table 4.22 Overall satisfactions of the respondents
Chart 4.22 Overall satisfactions of the respondents
Interpretation:
of respondents stayed neutral to the statement and2% of respondents disagreed the statement.
Respondents suggest the products to others

Percent
Agree 49 49.0 49.0 56.0
Valid Neutral 42 42.0 42.0 98.0
Disagree 2 2.0 2.0 100.0
Total 100 100.0 100.0
Table 4.23 Respondents suggest the products to others
Chart 4.23 Respondents suggest the products to others

Interpretation:
respondents stayed neutral to the statement and 26% of respondents agreed the statement and 9%
of respondents disagreed the statement and 8 % of respondents strongly disagreed the statement
and 1% of respondents strongly disagreed the statement.
Availability of the products is adequate

Percent
Agree 26 26.0 26.0 34.0
Neutral 56 56.0 56.0 90.0
Valid
Disagree 9 9.0 9.0 99.0
Total 100 100.0 100.0
Table 4.24 Availability of the products is adequate
Chart 4.23 Availability of the products is adequate

Interpretation:
respondents stayed neutral to the statement and 26% of respondents agreed the statement and 9%
of respondents disagreed the statement and 8% of respondents strongly agreed the statement and
1% of respondents strongly disagreed the statement.
Experience of the respondents

Percent
Agree 21 21.0 21.0 25.0
Neutral 10 10.0 10.0 35.0
Valid
Disagree 58 58.0 58.0 93.0
Total 100 100.0 100.0
Table 4.25 Experience of the respondents
Chart 4.25 Experience of the respondents

Interpretation:
respondents disagreed the statement and 21% of respondents agreed the statement and 10 % of
respondents stayed neutral to the statement and 7% of respondents strongly disagreed the
statement and 4% of respondents strongly agree the statement.
4.2: Kruskal wallis test:
Hypothesis:
H0 : There is no significant difference among the age group of the respondents
H1: There is significant difference among the age group of the respondents
Ranks
Age of the Respondents N Mean Rank
22-26 80 47.35
Sum 26-30 13 44.85
Total 93
Test Statisticsa,b
Sum
Chi-Square .097
Df 1
Asymp. Sig. .756
a. Kruskal Wallis Test

b. Grouping Variable: Age
of the Respondents
Interpretation:
From the table 4.2.1 , the asymptotic significant value across various age group using kruskal
wallis test .756 which is greater than 0.05. Thus as per the decision rule accept null hypothesis so
there is There is no significant difference among the age group of the respondents.
4.3 Fried man test:

The Friedman test is non-parametric alternative to the unilateral ANOVA with repeated
measurements. It is used to test differences between groups when the dependent variable is
ordinal. It can also be used for continuous data that has violated the assumptions necessary to run
a one way ANOVA with repeated measurements.
Hypothesis:
H0: There is no significant difference among various factors (respondents influenced by others,
respondents influenced by advertisements, respondents influenced by the money, respondent
influenced by the Promotional offers) used in interpretation of Influencing factors of the
respondents.
H1: There is significant difference among various factors (respondents influenced by others,
respondents influenced by advertisements, respondents influenced by the money, respondent
influenced by the Promotional offers) used in interpretation of Influencing factors of the
respondents.
Ranks
Mean Rank
respondents influenced by
2.30
others
2.53
advertisements
2.40
the money
2.79
the Promotional offers
Table 4.3.1: Ranks of influencing factors
Test Statisticsa
N 100
Chi-Square 11.103
Df 3
Asymp. Sig. .011
a. Friedman Test
Table 4.3.2: Test statistics of Influencing factors.
Interpretation:
Since the asymptotic value for the influencing factors using Friedman test – K related samples
shows a value of .011 which is greater than 0.05.thus as per the decision rule accept the null
hypothesis. There is no significant difference among the various influencing factors. Thus the
various influencing factors are respondents influenced by the Promotional offers (2.79),
respondents influenced by advertisements (2.53), respondents influenced by the money (2.40),
respondents influenced by others (2.30).
4.3.2
Hypothesis:
H0: There is no significant difference among various factors (Price is the factor for brand
switching, Quality is the reason for brand switching, Image is the reason for brand switching,
Satisfaction level is the reason for brand switching) used in interpretation of Brand switching
factors of the respondents.
H1: There is significant difference among various factors (Price is the factor for brand switching,
Quality is the reason for brand switching, Image is the reason for brand switching, Satisfaction
level is the reason for brand switching) used in interpretation of brand switching factors of the
respondents.
Ranks
Mean Rank
Price is the factor for brand

2.45
switching
Quality is the reason for
2.44
brand switching
Image is the reason for
2.58
brand switching
Satisfaction level is the
2.53
reason for brand switching
Table 4.3.3: Rank of Brand switching factors.
Test Statisticsa
N 100
Chi-Square 1.172
Df 3
Asymp. Sig. .760
a. Friedman Test
Table 4.3.4: Test statistics of Brand switching factors.
Interpretation:
shows a value of .760 which is greater than 0.05 thus, as per the decision rule accept the null
hypothesis. There is no significant difference among the various brand switching factors. Thus
the various influencing factors are respondents influenced by the Image is the reason for brand
switching (2.58), respondents Satisfaction level is the reason for rand switching(2.53), Price is
the factor for brand switching(2.45), Quality is the reason for brand switching(2.44).
Hypothesis:
H0: There is no significant difference among various factors (Overall satisfaction of the
respondents, Respondents suggest the products to others, Availability of the products is
adequate, Experience of the respondents) used in interpretation of satisfaction factors of the
respondents.
H1: There is a significant difference among various factors (Overall satisfaction of the
respondents, Respondents suggest the products to others, Availability of the products is
adequate, Experience of the respondents) used in interpretation of satisfaction factors of the
respondents.
Ranks
Mean Rank
Overall satisfaction of the

1.80
respondents
Respondents suggest the
2.22
products to others
Availability of the products
2.65
is adequate
Experience of the
3.34
respondents
Table 4.3.5 Rank table of Satisfaction factors
Test Statisticsa
N 100
Chi-Square 96.291
Df 3
Asymp. Sig. .000
a. Friedman Test
Table 4.3.6 Test statistics of satisfaction factors
Interpretation:
shows a value of .000 which is lesser than 0.05 thus, as per the decision rule accept the alternate
hypothesis. There is a significant difference among the various satisfaction factors. Thus the
various satisfaction factors are Experience of the respondents (3.34), Availability of the products
is adequate (2.65), and Respondents suggest the products to others (2.45), Overall satisfaction of
the respondents (1.80).
CHAPTER 5
FINDINGS, SUGGESTION AND CONCLUSION
5.1 Findings:
1. Out of the total 100 respondents, 80 % of respondents were aged from 22 to 26.
2. Out of the total 100 respondents, 78% of respondents were studying Postgraduate.
3. Out of the total 100 respondents, 59% of respondents were from nuclear family.
4. Out of the total 100 respondents, 49% of respondent’s annual income was from above 4
lakh.
5. Out of the total 100 respondents, 36% of respondents used to buy the products like soap,
shampoo, toothpaste, toothbrush, perfume, razor.
6. Out of the total 100 respondents, 63% of respondents buy the product as per need
7. Out of the total 100 respondents, 68% of respondents spends 1000 to 2000 in buying
products.
8. Out of the total 100 respondents, 75% of respondents tried new products sometimes.
9. out of the total 100 respondents, 52% of respondents looks for quantity while purchasing
10. Out of the total 100 respondents, 51% of respondents used online method to make the
purchase.
11. Out of the total 100 respondents, 60% of respondents agreed the statement of respondents
were influence by other people.
were influenced by the advertisements.
were influenced by the money factor.
14. Out of the total 100 respondents, 30% of respondents strongly agreed the statement of
respondents were influenced by the promotional offers.
15. Out of the total 100 respondents, 52% of respondents were influenced by relatives.
16. Out of the total 100 respondents, 46% of respondents were influenced by TV
Advertisements.
17. Out of the total 100 respondents, 37% of respondents were influenced by the free
samples.
18. Out of the total 100 respondents, 50% of respondents agreed the statement that price is
the factor for brand switching.
19. Out of the total 100 respondents, 49% of respondents strongly agreed the statement that
quality is the factor for brand switching.
20. Out of the total 100 respondents, 45% of respondents agreed the statement that brand
image is the factor for brand switching.
21. Out of the total 100 respondents, 54% of respondents strongly agreed the statement that
satisfaction level of the respondents was the factor of brand switching.
22. Out of the total 100 respondents, 57% of respondents agreed the statement that the
respondents were satisfied by the products they using.
23. Out of the total 100 respondents, 49% of respondents neither agreed nor disagreed to the
statement that they will suggest their products to others.
24. Out of the total 100 respondents, 56% of respondents neither agreed nor disagreed to the
statement that the availability of their products was adequate.
25. Out of the total 100 respondents, 58% of respondents didn’t face any bad experiences.
26. The kruskal Wallis test results reveals that there is no significance difference between the
responses of the respondent’s age group.
27. The Friedman test results reveals that there is no significant difference among the various
influencing factors and the factor promotional offers influence the respondents the most.
28. The Friedman test results reveals that there is no significant difference among the various
brand switching factors and the brand image is the highest among these factors.
29. The Friedman test result reveals that there is a significant difference among the various
satisfaction factors.
5.2 Suggestions:
According to suggestions collected from the respondents, it would suggest that further
research could focus on a particular product and the study can be done not only for the millennial
customers and also for all age groups because it would be easy to the marketers to take decisions
and also easy for the respondents to give their responses.
5.3 Conclusion:
This study is conducted to investigate whether the influencing factors influence the
customers to make a purchase and also to check what brand switching factor influence the
customers to make a purchase. And the results derived says that the influencing factors like
price, quality, advertisements plays an vital role in influencing the customers and also the
respondents were influenced by the family members, friends and peers.
It is also found that the respondents will be loyal to the brand when the brand meets the
satisfaction level of the respondents. And when it happens the respondents were ready to suggest
the brand to others and influence them to try the brand.

A Study On Brand Switching Factors of Millennial Customers On Toiletries

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

A Study On Brand Switching Factors of Millennial Customers On Toiletries

Uploaded by

Copyright:

Available Formats

A Study on Brand switching factors of millennial

2. To know the purchasing behavior of the customers.

3. To Investigate the influence level of peers, family members on buying products.

4. To investigate the brand switching factors of the customers.

1.3 SCOPE OF THE STUDY

1.5.1 BRAND PREFERENCES:

There are some factors that affect the brand loyalty:

1. Alhedhaif, Sheroog; Lele, Upendra; Kaifi, Belal A (2016)

2. (Ullah, G M Shafavet: Prince, Panuel Rozario 2012)

6. (Srivastava, Neha; Dash, Satya Bhushan; Mookerjee, Amit 2015)

8. (Latuszynska, Malgorzata; Furaiji, Fatimah; Wawrzyniak, Agata.2012)

9. (Sudhakar, A; Rani, T Suchitra 2013)

“Empirical Investigation of Demographic Determinants in Consumers' Preference of Personal

11. (Babayev, Najaf. 2011)

“Emotion-based marketing and its impact on consumer decision making”

12. (Tomko, Paul R 2012)

“Consumer satisfaction in retail stores: theory and implications”

14. (Vanaja Menon 2012)

“Multi-culture consumer behaviour in the Abu Dhabi markets”

15. ( Vaishnavi, G; Ganesh, S K G; Thomas, Charlie V. 2014)

“Environmental Behavior of Consumers vis-à-vis Customer Relationship, Trust and Loyalty:

It is the process of collecting data or information to make business decision. The

3.1 TYPE OF RESEARCH

Descriptive studies include surveys and truth-locating enquiries of different types. In

3.2 DATA COLLECTION

3.2.1 Primary data

Primary information is original statistics that we acquire ourselves. Primary facts

3.2.2 Secondary data

3.3.1 NON PROBABILITY SAMPLING

3.4 METHODS USED

Research design Descriptive Research

DATA ANALYSIS AND INTERPRETATION

4.1.1 Percentage Analysis of Age of the Respondents:

Frequency Percent Valid Percent Cumulative Percent

Chart 4.1.1 Age of the respondents

Frequency Percent Valid Percent Cumulative

Chart 4.2 Educational Qualification of the respondents

Chart 4.3 Family size of the Respondents

Income of the Respondents

Chart 4.4 Incomes of the Respondents

Chart 4.5 Products Purchased by the Respondents

Buying frequency of the Respondents

Chart 4.6 Buying frequency of the Respondents

Amount spent by the Respondents

Chart 4.7 Amount spent by the Respondents

New trials of the Respondents

Chart 4.8 New trials of the Respondents

Factor that make respondents to buy

Table 4.10 Mode of purchasing the products of the Respondents

Chart 4.10 Mode of purchasing the products of the Respondents

Chart 4.11 Respondents influenced by others

Table 4.13 Respondents influenced by the money

Chart 4.13 Respondents influenced by the money

Chart 4.16 What media influence the respondents the most

Chart 4.17 What promotional offers influence the respondents

Chart 4.18 Price is the factor for brand switching

Chart 4.19 Quality is the reason for brand switching

Chart 4.20 Image is the reason for brand switching

Chart 4.21 Satisfaction level is the reason for brand switching

Chart 4.22 Overall satisfactions of the respondents

Respondents suggest the products to others

Chart 4.23 Respondents suggest the products to others

Availability of the products is adequate