Reason for Shifting to Other Brand

General purpose of this article is discuss on reason for shifting to other brand. There are several reason for shifting or buying different brand of cosmetics in different times. The study attempted to identify the reasons provided by consumers for changing their existing product over the periods. Marketing literature shows a variety of reason for shifting brand in different product and service categories. However most of the work done is industry specific making difficult. Also, some studies cite conflicting reasons given by customers for their switching.