CONSUMER BRAND SWITCHING BEHAVIOUR IN FMCG SECTOR COIMBATORE CITY.

The FMCG sector experiences intense competition and frequent brand switching due to low switching costs. This study examines factors influencing consumer brand switching in Coimbatore using data from 123 respondents. Statistical analysis reveals that family income does not significantly impact product preference, while promotional offers and price changes strongly influence brand switching, particularly across age groups. Personal care products emerge as the most frequently purchased FMCG category. Overall, price sensitivity and promotional strategies are the key drivers of brand switching behavior rather than income level.