Attitude of people towards retention and switching: A study based on Nestle brand in Pakistan

Abstract

Intention to change from a product/service to a different ends up in change behaviour .This behaviour may end up in a very major decrease within the sales revenue that successively can end in a large decrease in profits. The aim of this study is to visualize the change intention of the people because of totally different multiple factors. The character of this analysis is descriptive. All variables have important impact on change intention. The result shows that client satisfaction and client loyalty have negative impact on switching intention. And every factor has positive impact on switching intention. The results show that as loyalty and satisfaction of client will increase the intention to switching decreases. On the opposite hand increase in worth, company name, trust and word of mouth lead to a rise in change intention. The study was focused primarily in a city and therefore the respondents were primarily below the age of thirty.