ABSTRACT

 The study assessed the incidence of brand switching among customers of cosmetic products in Abia State. The Specific objectives of the study includes; to determine the effects of price differences on brand switching of cosmetic products, to measure the relationship between product quality and brand switching, to examine the effects ofproduct availability on brand switching of cosmetic products and to ascertain the effects of promotion on brand switching of cosmetic products. To achieve the objectives of the study, survey research design was adopted. The researcher adopted primary data and used questionnaire as a tool in getting the required information. In testing the hypotheses, multiple regression analysis was used. The findings showed that Price differences, product availability product quality, and promotion have a significant effect on brand switching. The researcher recommended that manufacturers should embark on an expansive and critical in house assessment oftheir distribution strength, scope and efficiency in all their regions of operations. This will identify their weaknesses and will also locate areas for improvement. Also, manufacturers should employ all the marketing strategies available to them such as no different package sizes, contents, bottle design, pricing, persuasive advertising, promotional campaigns, novel brand introductions and the extension to exploit and develop the enormous talent demand and potential market which characterized the Nigeria market with a view to increasing consumption levels and invariably their output.