Factors Influencing Consumer Brand Switching Behavior Case Study at Phuc Long Tea and Coffee Company

Abstract

The purpose of this thesis is to analyze the factors that influence customer of other coffee switch to Phuc Long brand. Which factors have more influence on customer switching behavior? The thesis intends to identify and analyze the characteristics of Phuc Long customers. Throughout, the thesis focus on investigating and understanding the switching behavior of Phuc Long's customer by analyzing and understanding the factors, which affect most customer switching behavior.