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TABLE OF CONTENT:
CHAPTER ONE
INTRODUCTION
1.1
Background of the Study
1.2
Statement of the Research Problem
1.3
Objectives of the Study
1.4
Significance of the Study
1.5
Research Questions
1.6
Research Hypothesis
1.7
Conceptual and Operational Definition
1.8
Assumptions
1.9
Limitations of the Study
CHAPTER TWO
LITERATURE REVIEW
2.1
Sources of Literature
2.2
The Review
2.3
Summary of Literature Review
CHAPTER THREE
RESEARCH
METHODOLOGY
3.1
Research Method
3.2
Research Design
3.3
Research Sample
3.4
Measuring Instrument
3.5
Data Collection
3.6
Data Analysis
3.7
Expected Result
CHAPTER FOUR
DATA ANALYSIS AND
RESULTS
4.1
Data Analysis
4.2
Results
4.3
Discussion
CHAPTER FIVE
SUMMARY AND
RECOMMENDATIONS
5.1
Summary
5.2
Recommendations for Further Study
Bibliography
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CHAPTER
ONE
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INTRODUCTION
BACKGROUND
OF THE STUDY
Brand switching is
perhaps one of the most ignored and undiscussed issues underling branding
decision which are regularly encountered by manufacturers and products of
brand products. This situation may exist due to the nature of produces or
brand owner’s goals of objectives. One of which usually Is to generalize a
positive and sustained brand preference and loyalty.
McCarthy and
Perrault (1990:235), defined branding as the use of a name, term, symbol or
design or a combination of these to identify a product it includes the use of
brand names, trade-marks and practically all other means of product
identification. The advent of branding in the middle ages was according to
them as a result of medieval guide efforts to require crafts people to put
trade work on their products to protect them and their customers from
inferior quality. Today, branding is such a strong force that hardly anything
goes unbranded. In developing marketing strategies for products branding has
become a major products strategy facing manufacturers and markers of hair
care services market in Enugu metropolis.
Semenik and Bamossy
1993, as noted earlier, the most Obvious aim of manufacturers and owners of
Hair care services in Enugu metropolis from branding their products has been
to develop brand loyalty or positive brand associations which to a great
extent explain the influence on a consumer to repeatedly choose a particular
company’s product over competing products. In building loyalty Hair care
services manufacturers, over the years have emphasized products benefits
attributes through advertising messages sales promotional activities
integrated marketing communication and efforts coupled with recent effort at
applying the social marketing concept. All these are aimed at applying the
social market concept. All these are aimed at getting the consumer past the
point of brand non-recognition, product test or trial to the points of brand
adoption. The consumer testing a particular brand and consequently adopting
it, most probably makes a conscious decisions to test and use the new brand
and thus abandons or discards the previous brand. By so doing the consumer
exhibits a behaviours that is crucial and is the subject matter of this study
and that behaviour is brand switching. Consumer brand switching behaviour
should be as important as their brand preference to Hair care service
manufacturers because any overt promotional appeal or overture aimed at
generating brand preference among existing consumers inadvertently produce
brand switching tendencies on response, within the same group of consumers.
Therefore, it should be clear to brand owners that if their brand is not
generating brand loyalty then it is attracting little loyalty and thus
provides a high tendency for consumers to switch to other brands. An inquiry
into the nature of causative factors that give rise of brand switching among
consumers or users of Hair care services will provide an opportunity to
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 which, directly or indirectly gave rise to brand
switching among consumers of Hair care services with emphasis on.
STATEMENT
OF THE PROBLEM
Studies of consumer
behaviour revealed that consumers generally exhibit three different kinds of
purchase behaviour. They include expensive problem solving, limited problem
solving, routine problem solving and these buying behaviour have important
marketing implications. The routine problem solving or habitual purchase
behaviour connotes a situation where a consumer does not devote much
attention to his purchase task, often refered to as low involvement
behaviour. According to Howard (1998). This behaviour gives rise to states of
decisions repeat purchase and brand loyalty. This is a desirable position for
most if not all hair care services manufacturers in Nigeria.
Conversely,
in deciding to try a new brand other than a current brand or respond to
emotional appeal or environmental appeal as point of purchase display, the
consumers is placed with limited problem solving. This situation according to
Hawkins et al (1992) gives rise to consumer-exhibtion of brand switching
behaviour. The response of the consumer to another marketing mix stimuli such
as pricing of different brands, distributional strategy impact and effort,
product design and quality interplay may also give rise to brand switching
behaviour.
OBJECTIVE
OF THE STUDY
With the discovery
and identification of the twin consequences of short, medium and long term
marketing strategy overtures towards the consumer namely; brand loyalty and
brand disloyalty (switching), it therefore becomes the prime purpose of this
study to:
1.
Establish the impact of the marketing
mix on the brand switching behaviour of hair care services consumers.
2.
Determine the factors or variables
that promote brand switching among hair care service market consumers.
3.
Discover the relative strengths of
the various brands enumerated for this study with a specified market.
4.
Ascertain the effort of brand
switching by consumers on the rate of consumption of different brands within
the market under survey.
RESEARCH
QUESTIONS
The following
research questions were formulated for the purpose of this research work.
1.
How many hair care services
manufacturers do we have in Enugu Metropolis
2.
How many hair care services market is
there in Enugu Metropolis?
3.
What is the marketing communication
mix variable mostly used in reaching the consumers.
4.
How often do hair care services
consumers switch to other brands.
5.
Is hair care service market
segmented?
RESEARCH
HYPOTHESIS
For the purpose of
a clear result the following hypothesis have been drawn and will be tested.
Ho:
Consumer switching of hair care service is not
significantly
influenced by price differences.
Hi:
Consumer switching of hair care service is significantly
influenced
by price differences .
H0:
Availability of hair care service (distributional
efficiency)
does not constitute major factor inn consumers of hair care service brand
switching .
H2:
Availability of hair care service (distributional
efficiency)
constitute major factor in consumers of hair care service brand switching.
H0:
Low brand loyalty, among consumers of hair care
service
does not exist.
H3:
Low brand loyalty, among consumers of hair care
service exist.
H0:
Ownership of hair care service market does not
inhibits
effective marketing effort of executives.
H4:
Ownership of hair care service market inhibits
effective
marketing effort of executives.
SIGNIFICANCE
OF THE STUDY
It is believed that
the findings of this study will be of immense help to hair care service
manufacturers and marketers in the following ways.
1.
It will enable the producers to
identify the factors that will give rise to brand switching among consumers.
2.
It will expose the importance of
continuous consumers research and market monitoring in an expanding and
increasingly competitive consumer market.
3.
The study will also help brand owners
to develop marketing strategies which will enable them reduce the impact of
brand switching by repositioning their products to attain loyalty, it is also
the hope of the research that the study would be relevant to other consumers
goods manufacturers engaged in competition with producers of close
substitutes a similar goods such as cosmetics and beverages.
Finally, the
findings of this study should also be helpful to retailers, particularly in
articulating and remodeling their purchase and merchandise policies so as to
stock in relative depth and breath, different goods and their close
substitutes.
SCOPE
OF THE STUDY
The scope of this
study covers the areas in Enugu Metropolis: Uwani, Achara Layout, Ogui, New
haven, Trans-Ekulu, G.R.A. Abakpa, Gariki, Independence Layout, Ogbete.
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