Investigating the Factors Influencing Consumer’s Brand Switching” (Applied on GLO)

Abstract

Purpose: The purpose of this study is to test investigating the Factors influencing consumer’s brand switching and we applied it on GLO. Methodology: In order to conduct this research, the researchers used primary and secondary data collection tools for studying and measuring the relationship between the study’s dependent and independent variables. The researchers distributed 210 questionnaires among participants for collecting data and information. They used the statistical package for social sciences (SPSS) and Smart Partial Least Squares (PLS) for analyzing the collected data. Findings: The results revealed that there is a positive statistical relationship between the price and customers’ brand switching, the service quality and customers’ brand switching, the brand loyalty and customers’ brand switching, and finally the there is a negative statistical relationship between the brand image and customers’ brand switching. Implications: The implications of this research shed light on the factors that influence consumer brand switching behavior, specifically in the context of GLO electronic cigarettes. Understanding these factors is crucial for marketers and businesses in developing effective strategies to retain their customers and prevent brand switching. The research provides valuable insights into consumer perceptions, preferences, and motivations that drive brand switching, including the role of product quality, price, health concerns, and the attractiveness of alternative brands. By identifying these factors, businesses can tailor their marketing efforts and brand management tactics to enhance customer loyalty, and improve product offerings. Additionally, the study highlights the significance of customer satisfaction, brand awareness, and word-of-mouth communication in influencing brand switching behavior.