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Aggarwal, Rashmi (2016)
Publisher: Journal Of Business Management & Social Sciences Research
Journal: Journal Of Business Management & Social Sciences Research
Languages: English
Types: Article
Subjects: Busiess Management, switching, demographic segmentation, logit model, consumers, toothpaste.
This study investigates the switching behaviour of consumers for FMCG product category namely toothpaste. Logit model is used to examine the data and the reasons for switching are analysed. Further the data is divided into various demographic segments to determine the switching probability of distinctive segments in order to assist the marketing managers in framing appropriate marketing strategies.
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