The purpose of this study is to investigate the factors contributing to brand switching and how product quality can help maintain a brands competitive position in the market. The direct relationship of brand quality with brand switching was measured through the mediators of customer satisfaction and brand image. The data was collected from 300 top-tier consumer brands. Findings show that brand availability and perception are intrinsically tied to the brand service or product quality. The results demonstrate the role of product quality in influencing customer loyalty and brand image; leading to less brand switching. The novelty of this research lies in that previous relevant research studies focus on the telecommunication and smartphone sector. Our study is the first application of the framework on the fast moving consumer goods industry. In addition, this paper also makes a novel theoretical contribution by applying the Theory of planned behaviour and the Push and Pull theory to a new area of behavioural research. It provides practical implications to the decision makers on engaging the consumers with multiple marketing techniques, increasing the business productivity.

One of the key challenges faced by manufacturing concerns in Pakistan is maintaining (or preferably increasing) the profitability level of their operations. For the purpose of this descriptive study, the dairy sector of Pakistan has been selected as a sample industry. The literature review explains why the dairy sector has been selected for this research, the key cost components and why cost minimization is necessary for companies manufacturing dairy products in Pakistan. A primary survey has been conducted with managers in top dairy companies of Pakistan and the findings have been discussed in detail. The findings include identification of cost components and their impact, cost minimization techniques and their impact on profitability as well as suggestions for new cost reduction measures. This research article is the first one conducted on this topic in Pakistan and can also open new avenues for further research in this area.

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This research study aims to investigate the impact of functional and emotional benefit positioning on purchase intention with the mediating role of brand attitude and moderating role of subjective norms. The study has been conducted on high end clothing brands catering to the female target audience. Data was gathered from a sample of 200 female users of these brands and analysis was done using Process macro by Hayes moderated mediation model 14 in SPSS. Results of the analysis supported five of the proposed hypotheses showing that functional benefit has the strongest relationship with purchase intention, followed by emotional benefits. The moderator subjective norms and mediator brand attitude did not have a significant impact which implies that choice of selecting clothing brands is mainly influenced by the quality, design, functional attributes and qualities. Furthermore, consumers value those emotional benefits which satisfy their social expression needs. Consumers buy their favorite, well known brands mainly on the basis of brand performance as compared to influence by subjective norms, i.e., opinion of family or friends. Our research provides a theoretical contribution by applying the renowned Theory of reasoned action to a new avenue of study. It also widens the range of factors that can help brands in adopting positioning strategies. It enhances knowledge and understanding of the variables and their relationships which can help in devising actionable strategies that can be used by brands.