Relationship between Brand Switching Behaviour & Customer Satisfaction: A Case of Cosmetic Industry of Karachi

Abstract

This study is about the relation between customer satisfaction and brand switching behaviour. Factors affecting customer satisfaction is of worth importance in order to know the reason or the factors which are responsible to create satisfaction among customers for a particular brand. Customer satisfaction is established when brand fulfills the needs and desires of customers. In this research study I targeted cosmetic industry. This research is conducted in Karachi where people purchase products according to their affordability. In Karachi customers do no compromise on price and quality of product hence it depends on customer's affordability either she is satisfied with the price or with the quality. To identify the influence of price of product, service quality of product and customer loyalty towards brand 200 questionnaires were distributed to the females of age group 15-35. The result showed that customer satisfaction has great influence on brand switching behaviour. But comparatively price and quality of product also has impact on customer's loyalty. Hence it is proved in this research study through findings that customer is influenced to use the brand which satisfied customer the most. Therefore brand switching occurs in order to achieve satisfaction.