Analysis of Propensity to Switch from Manufacturer Brand to Retail Brand: Study of Ratail Brand Indomaret

• Main Authors: , Fitri Dwi Astuti, , Dra. Yulia Arisnani Widyaningsih, M.B.A., Ph.D.
• 格式: Theses and Dissertations NonPeerReviewed
• 出版: [Yogyakarta] : Universitas Gadjah Mada 2013
• 主題: ETD
• 在線閱讀: https://repository.ugm.ac.id/119113/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=59105

Customers� propensity to switch brand they currently used from manufacturer brand to retail brand is becoming phenomenon in marketing. This behavior does benefit retail brand as it can boost not only sales of retail brand products but also loyalty toward retail brand. Therefore, it is important to understand factors influencing this behavior in order to be able to encourage it. Previous researcher defines that brand loyalty (manufacturer brand and retail brand) and attitude toward store brands influence customers� propensity to switch the brand from manufacturer brand to retail brand. Adopted from previous research conducted by Broyles et al. (2011), this study aims at examining the influence of brand loyalty (manufacturer and retail) on customers� propensity to switch to retail brand. This study also examines the influence of attitude toward store brands as a mediator variable on customers� propensity to switch to retail brand. This research object is bottled drinking water. To collect the data, researcher uses questionnaires distributed to 250 respondents. The data is then analyzed by employing multiple regression analysis after validity and reliability test is conducted. The findings show that manufacturer brand loyalty has negative influence on attitude toward store brands and also has negative influence on customers� propensity to switch to retail brand. This study also shows that retail brand loyalty has positive influence on attitude toward store brands and also has positive influence on customers� propensity to switch to retail brand. Moreover, attitude toward store brands has positive influence on customers� propensity to switch to retail brand and does not mediates brand loyalty to customers� propensity to switch to retail brand. The findings are almost similar with previous study even though with different research scope. At the end, this study provides some recommendations for marketers and some suggestions for next researchers who are interested in this topic. Some limitations are also revealed.