Published Paper Details:

The aim of any FMCG company is to make the daily life of consumers simple and worth living. With multiple products that the FMCG companies produce, each of them has a different value proposition, but they all are an alternative to one another since they carry the same objective. Hence, consumers have multiple options to choose from and there exist the easiness to switch to another brand. Thus, it becomes the job of the Marketing Manager to drive consumers' attention to their brand's product. Brand switching can be termed as the attitude of the consumers when they decide to purchase a similar product from another brand. With this switch, their brand loyalty towards a brand they have been buying for so long, terminates. Marketing Managers usually classify their consumers into loyalists, neutral and switchers on the basis of their brand affiliation towards the Marketing Manager's brand. For any Marketing Manager, their objective is to have maximum brand loyalists and their day-to-day task is to convert the switchers to stick to their brand. For an FMCG Marketing Manager, there exists a major challenge. FMCG products are usually viewed as low-risk investment since they are used for a shorter duration as compared to other products such as consumer durables