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Effect of product usage, satisfaction and involvement on brand switching behaviour

Paurav Shukla (Senior Lecturer – Marketing Area, University of Brighton, UK E‐mail:

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 1 December 2004



The study addresses the effect of product usage, satisfaction derived out of the same and the brand switching behaviour in several product categories while looking at the product involvement level in the Indian marketplace. A fair amount of work has been done in the area of customer satisfaction and loyalty and many customer satisfaction indexes are available in the market using different variables and characteristics. The study attempts to understand the brand switching behaviour of the customers and its relation not with just satisfaction derived out of the product but also connects to the usage pattern of the customers and product involvement. Five categories (vehicles, television, soap, hair oil, and ice cream), involving varying levels of involvement were chosen. Cluster analysis was used to understand the grouping of the characteristics across the categories and their effect on brand switching behaviour in correlation with satisfaction and involvement level. It was observed that product usage and related level of satisfaction fail to explain the brand switching behaviour. Product involvement was found to have moderate impact on readiness to switch. The study emphasises that marketers will have to keep a constant eye to understand the usage pattern associated with their products and the satisfaction derived out of it and also at how customers involve themselves with the product to lessen the brand switching behaviour among their customers.



Shukla, P. (2004), "Effect of product usage, satisfaction and involvement on brand switching behaviour", Asia Pacific Journal of Marketing and Logistics, Vol. 16 No. 4, pp. 82-104.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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