ABSTRACT
Thisproject work was an attempt to investigation the brand switching behaviour of consumer in the Hair Care Service Market in Enugu Metropolis. The main objectives were: Establish the impact of the marketing mix on the brand switching behaviour of Hair Care Service Consumer. Determine the factor or variable that promotes brand switching among hair care service market consumer. Based on the objectives above, four hypothesis were formulated. The populations of the study were drawn from the consumer (users) of hair care service in Enugu Metropolis. Top man’s formular methods were used to determine the sample size. Questionnaire and personal interview were use to elicit information from respondents simple table and percentage were sued to analyzed data collected. Based on the analysis, the following findings were made: it was observe that consumers will probably switch away from their brands because of increase of price. The researcher observed that the major variable that influences consumers in switching from one brand to another include differences and change in prices, availability and unavailability of hair care service brands and the desire for new experience to taste something different. Therefore, the researcher made the following recommendations. Manufactures should embark on our expensive and critical house assessment of their distributional strength, scope and efficiency in all their requires of operations this will identify their weakness and will also locate area for improvement. An intensive and comprehensive and continuous consumer and market research should initiated and sustained to minor consumption pattern and trends of consumers.
TABLE OF CONTENTS
Abstract
CHAPTER ONE
1.0 Introduction
1.1 Background of Study
1.2 Statement of Problems
1.3 Research Objectives
1.4 Research Question
1.5 Research Hypothesis
1.6 Scope of Study
1.7 Significance of study
1.8 Limitation of study
1.9 Definition of terms
CHAPTER TWO
2.0 Literature Review
CHAPTER THREE
3.0 Research methodology
3.1 Research Design
3.2 Population of study
3.3 Sampling Design and Procedure
3.4 Data Collection Instrument
3.5 Administration of Data Collection Instrument
3.6 Methods of data analysis
CHAPTER FOUR
4.0 Data Presentation and Analysis
4.1 Data Presentation
4.2 Test of Hypothesis
CHAPTER FIVE
5.0 Summary, Conclusion and Recommendation
5.1 Summary
5.2 Conclusion
5.3 Recommendation
References
Questionnaire
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