A Study on the Factors Influence on Switching Behaviour of Consumer in Trincomalee District

Special Reference to Carbonated Soft Drinks

Abstract

Customer switching behaviour damages market share and profitability of service firms yet has remained virtually un-explored in the marketing literature (Susan M. Keaveney, Apr 1995). Meanwhile customers expect the marketers to be aware on their newly emerging needs and wants. Therefore, there is a need for marketers to address the switching behaviour of customers. But, in Sri Lankan context it remains unclear of whether customer switching behaviour is actually acting in customers’ mind on selection of any product and services. This is a problem for contemporary marketers in meeting the growing customer expectations for switching issues. This problem is analyzed in this study. This study is carried out in the Carbonated Soft Drink Market with special reference to Trincomalee District. Further, this research seems to be important to the public, business people, professionals and academics and researchers. Researcher applies quantitative methodology, and questionnaires would be used for data collection.