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Consumer Brand Switching Behaviour in Fmcg Sector Coimbatore City.

Year: 2026

Type: article

Abstract: The FMCG sector experiences intense competition and frequent brand switching due to low switching costs. This study examines factors influencing consumer brand switching in Coimbatore using data from 123 respondents. Statistical analysis reveals that family income does not significantly impact product preference, while promotional offers and price changes strongly influence brand switching, particularly across age groups. Personal care products emerge as the most frequently purchased FMCG category. Overall, price sensitivity and promotional strategies are the key drivers of brand switching behavior rather than income level.

Source: International Journal of Versatile Research and Analysis

DOI: 10.56975/ijvra.v4i2.700460

Authors: Mr.Mahibalan C, Dr.P.Selvi. Dr.P.Selvi.

Institution: Sri Ramakrishna College of Arts and Science

Language: English

Topic: Consumer Market Behavior and Pricing

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W7128170389

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