Brand switching for three sarong brands in Maruthamunai: a use of theory of stochastic process

Abstract

Brand switching occurs in consumer products since they can be substituted for each other. Most of the people in Maruthamunai wear sarongs specially, three brands such as white brand, normal colour brand and full colour brand. Previous studies witness that switching behaviour of consumer products have been analysed in different setting. However, studies in Srilankan context are limited to researchers' search. Thus, there is a need to study about switching behaviour in different industries. Objectives of this study are to know brand insistence for selected three brands; to know the switching rate i.e. switching behavior for Selected three brands and to know the brand loyalty of selected three brands. This study used 385 sarong users in Maruthamunai. They were selected on the basis of random sample selection. Research instrument was a questionnaire. This study used stockastic matrix, Markov Chains and notations of Markovian Model. Results revealed that there is high brand insistency for white brand. Moderate brand insistency exists for normal colour brand. Low brand insistency exists for full colour brands. Findings revealed that the highest switching rate would happen in white brand. Switching rate would be moderate for normal colour brand. The lowest switching rate would happen in full- colour brands. Further, it was found that the highest brand loyalty exists for white brands than normal colour brand and full colour brand. It concluded that of the three brands, white brand has the highest brand insistence, brand switching and brand loyalty, Normal colour brand has the moderate in all these three aspects. Full colour has the lowest in all these three aspects. This study has the implication for the producers of all three brands.