A Research on Brand Switching Factors of Millennial Customers on Toiletries

Abstract

Nowadays toiletries products became essential needs for individuals and there are almost 55 products come under toiletries with variety of categories like skin care, hair care, child care and body care. This study is to investigate the socioeconomic factors of the respondents, buying behavior of customer about toiletries and to investigate the factors that influence the customers when buying toiletries products and also to study the factors that make the millennial customers to switch from one brand to another brand in toiletries products. This study is conducted by survey method, over 100 millennial respondents were surveyed and various tests like percentage analysis, kruskal-wallis test and Friedman test were done. 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.