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Authors: Mr. J.W. Abarajithan Mrs. V.R.


Switching Behavior Loyalty Marketing Mix

Process of Customer Switching Behavior Switching Behavior in the customers of carbonated soft drinks This behavior is operational zed as:
Marketers Product Mix Pricing Strategies Distributional Strategies Prmotional Strategies

SPSS v.11.0.0 Descriptive Analysis for Data Coleection Marketers, Promotional, Distributional & Product Mix are highly motivating customers while Pricing Strategeies are low moderators Coca Cola holds 47.30% Pepsi Co. holds 21.50% Ceylon Cold Store holds 21%

Drucker (1999) stated that basic function of marketing is to attract and retain customers at a profit Dekimpe et al., (1997) stated that firm success is depend on the capability to retain the customers Customer switching behaviour can be seen as serious risk to the wealth and profitability of the firm Customers have become more mobile and better informed than ever before The marketing environment has become more competitive the manufactures implement many strategies to create and retain customers for their product in the competitive marketing environment Customer switching behaviour has become popular among the general public, business people, professionals and academic; and has gain universal recognition

To examine whether there is customer switching behaviour in carbonated soft drink market; To find out the level of influence which driven from marketers Product Mix, Pricing Strategies, Distributional Strategies, and Promotional Strategies influence on customer switching behaviour

Susan M. Keaveney (Apr 1995) claimed that customer switching behavior damages market share and profitability of service firms Aitzaz Saeed et al., (2007) defined the concept of customer switching behavior as a negative out come of the buyer decision-making process and the then implementation of the decision in regard with a specific product or service selection most purchase is followed by product use, even if postpurchase dissonances are present During and after use, the purchase process and the product are evaluated by the customers The result of all these processes is a final level of satisfaction, which in turn can result in loyal, committed customer, one who is willing to repurchase, or a customer who switches brands or discontinues using the product category

Marketing Mix = Marketing consists of individual and organizational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion, and pricing of goods, services, and ideas Product = Anything that is offered to a market for attention, acquisition, use or consumption and that might satisfy a want or need, products include more than just tangible goods (Kotler and Armstrong, 2007) Price = The amount of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of having or using the product or service. (Kotler, Wong, Saunders and Armstrong, 2005) Place = A channel of distribution comprises a set of institutions, which perform all of the activities used to move a product and its title from production to consumption. (Bucklin, 1966) Promotion = A companys total marketing communications mix (Kotler, Wong, Saunders and Armstrong, 2005)

Customer switching behavior was measured by using 25 items which are representing 4 variable designed to tap the following Customer Switching Behaviour facets in a Carbonated soft-drink market such as Product Mix (11 items), Pricing Strategies (4 items), Distributional Strategies (6 items), and Promotional Strategies (4 items) Two hundred questionnaires were issued to the families in Manmunai -North Divisional secretariat area on a stratified random sampling method Targeted Population for this research is 22,774 families the sample of 200 families selected from all villages according to their contribution for total population in Manmunai-North divisional secretariat area