Behaviour of brand switching of milk product for young children aged 1-3 years in consumers of middle to lower socioeconomic class in urban communities in malang

Abstract

A total of 56.7% of Indonesia’s population today is concentrated in urban areas. More than 80% of Indonesians belong to the middle and lower socioeconomic class and this segment is the biggest consumer of milk products for young children aged 1-3 years called growing-up milk (GUM). Understanding the brand and customer behaviour is significantly important. This study aimed to examine the behavior of GUM brand switching on middle to lower socioeconomic class consumers in urban communities. The research was conducted in Malang Municipality, East Java Province, using guided interviews with questionnaires. The research respondents were 102 consumers of GUM that were selected by proportional random method in all five sub-districts. The data were processed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results showed that the prior experience in purchasing variables had a highly significantly negative effect and the consumer dissatisfaction had a significantly positive effect on the process of brand switching for consumers of GUM products. Empty product stock in the store is one of the real examples of bad prior experience as well as dissatisfaction of the consumers that trigger them to change the old brand to new brand. The GUM companies have to maintain product suppliability.

Assessing brand switching level and behaviour of growing-up milk products in Java: A structural equation modeling and multigroup analysis

“…The decision to switch from one brand to another is a dynamic and multifaceted process involving several behavioral factors [ 41 ]. A consumer's reluctance to switch brands as a result of positive prior brand-purchasing experiences [ 19 ]. Without adequate product attributes, consumers may switch brands [ 42 ].…”

“…[ 47 , 48 ] revealed that when previous purchases produced negative results, consumers switched to other brands of products. Furthermore [ [17] , [18] , [19] ], discovered that bad previous purchasing experiences will drive consumers to switch brands. However, according to Ref.…”

“…Numerous studies have examined the variables that influence brand switching behavior. The variable of bad previous experiences stimulates switching of product brands [ [17] , [18] , [19] ]. Inadequate product attributes, such as packaging, price, quality, and service, induce brand switching [ [19] , [20] , [21] , [22] , [23] , [24] ].…”

“…The variable of bad previous experiences stimulates switching of product brands [ [17] , [18] , [19] ]. Inadequate product attributes, such as packaging, price, quality, and service, induce brand switching [ [19] , [20] , [21] , [22] , [23] , [24] ]. Consumer dissatisfaction is a circumstance in which consumers' expectations are not met or exceeded by marketers' performance.…”

“…It is a spontaneous purchase made by customers with the intention of trying different brands of a product. In this scenario, buyers frequently switch brands to seek diversity [ 19 , 26 , 28 , [31] , [32] , [33] , [34] ]. There is no one model that adequately explains why consumers switch brands in various industries and for various products.…”