1. Mohammad Emran
ID: 11807051
Customer Behavioral Intentions: “A
Cumilla Study”
Introduction
Several scholars and practitioners have noted the emergence of customer brand
flipping. Customers are progressively switching brands as a result of this problem,
which is getting worse by the day. We compare and contrast the effects of switching
brands on the likelihood of repeating the new brand purchase in this study. According to
numerous studies, beginning a sales promotion campaign almost always results in an
immediate increase in switch brand sales. (Mazursky, 1987)
This study is structured as follows. The problem of customers switching brands is
stated in the following section. As a result, the difference in purchase intentions
between the old and new brands is a good indicator of brand switching from the old to
the new. We'll talk about literary reviews in part three. That indicates that many
researchers have already discovered some information on this topic; we will discuss it
and strive to uncover information that they have not yet discovered but is crucial. The
goal of this study will be discussed in section 4. Then, in section 5, we'll talk about the
methodology of this study, such as what kind of research we did for it, what techniques
we used, and so on. Finally, in section 7, we'll talk about the study's limitations, such as
what problems we ran into while doing it. Finally, in this study, we discuss the study's
conclusions.

2. Statement of the Problem
The bulk of companies nowadays are perplexed as to why customers switch brands or
purchase products from competitors. Despite the fact that many organizations are
aware of them, they are unable to fix them, which is why this study was carried out.
In conclusion, a greater understanding of consumers is required, as well as a structured
strategy to recognizing and modeling to ensure that customers do not transfer brands
and that business plans are more effective. The following research questions, in
particular, must be addressed:
1. What are the most common reasons for customers changing brands?
2. How should the switching cause be classified in order to solve this problem and keep
the customer?
3. What are current industrial methods and research breakthroughs in predicting and
resolving switching problems?
Literature Review
The process by which a consumer moves from one product category to another is
known as brand switching. 2013, (Sarwat Afzal). (Sarwat Afzal). Customers go from one
brand to another in our daily lives, whether or not they are completely satisfied. Brand
loyalty, which is affected by characteristics such as price, quality, features, trust,
behavioral approach, and availability, determines customers' desire to transfer brands.
According to (KOPP, 2019), brand loyalty is the positive relationship consumers have
with a specific product or brand. Brand loyalty is a strong commitment to buy the same
brand in the future, despite marketing initiatives by potential competitors, due to the
superiority of the product.
Objective of the Study
The research's long-term goal is to figure out why people switch brands and offer a
solution to businesses. Brand switching is described as a buyer changing their buying
patterns by purposefully purchasing a different brand than their normal preference. The
current study's goal is to provide a complete evaluation of literatures and industry
practices in relation to brand switching and to define a conceptual framework for brand
switching. The study has the following sub-objectives in particular:

3.  Determine whether operating elements of the consumer purchase decision
process cause them to switch brands by analyzing customer switching behavior.
 To learn more about the types of customers who transfer brands.
 To determine when customers switch brands.
 To determine what a company should do when customers move brands.
Research Methodology
A pre-test with a sample of 26 clients will be conducted prior to data collection. Their comments
will be accepted and incorporated into the questionnaire to improve clarity. To obtain primary
data that can justify the links between the many variables included in the research hypothesis, a
survey research approach will be used. (Badawi,2019).
Data Collection Method: To collect primary data, a survey questionnaire will be employed, and
data will be collected using a convenience sample technique. Data will be recorded and
computed using SPSS. (Manzoor, 2020). After receiving the data, regression, correlation,
frequency distribution, mean, and median will be used to evaluate the information using SPSS
version 25 software.
Sample Size: The total sample size will near about 300 participants. The sample size will
calculate with the help of Bangladesh perspective.
Sample Technique: A convenience sampling technique will be used. This study will conduct in
different places in Cumilla, especially in kandirpar, Kotbari, Lakhsham, Nangalkut, Debiddar
etc. I will use convenient sampling methods due to time limitation and cost involved with other
sampling techniques that contribute to that effect. (Manzoor, 2020)
Respondent Characteristics: Because the study is being conducted in the country, the target
respondent will be over the age of 18. Both male and female genders are represented. Although a
basic degree of education is required, such as primary knowledge of items and their satisfaction,
it will be ignored here.
Theoretical Framework Model: The theoretical framework will demonstrate the influence of
variables such as price, quality, product features, availability, and promotion offer on brand
switching to other brands.

4. Hypothesis:
H1: There indeed a link between price and changing brand
H2: There still a relationship between quality and brand loyalty.
H3: There is a relationship between products and switching brand.
H4: There also a link between special Offers and brand switching.
H5: There is a relationship between product offering and shifting brand.
Price
Quality
Features
Special Offers
Availability
Changing Brand
prproProducSwitching
Independent Variables Dependent Variables
Figure: Theoretical Framework