Journal Press India^®

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Purpose: The present research attempts to analyze brand loyalty sensitivity due to price changes. Design/Methodology/Approach: The methodological approach of this research study is a questionnaire. Questionnaire developed based on last brand bought and limited to detergent consumption. Findings: The analysis shows that the Consumers switch brand when the price rises. The tendencies will be greater when the price level change from 1 per cent to 2 per cent, 4 per cent to 5 per cent, 5 per cent to 6 per cent, and from 9 per cent to 10 per cent. The significance of brand switching due to price level fluctuation is very strong. Research Limitations: The main limitation of the study was that the data was collected from limited sample. Managerial Implications: This research implies any rise in price, even a smaller one, will result in brand switching. It’s concluded that there is difference in brand loyalty among different brands. Originality/Value: This study showcased the original work of the authors to analyze brand extension, relationship between price and quality perception, etc

Keywords

Price Changing, Brand Switching, Intention

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