Brand loyalty and brand switching behaviour of the consumers are evergreen issues of research and strategic importance to the marketers and academic researchers. Due to the globalisation and privatisation, tremendous growth has been witnessed in the recent years and the market is flooded with MNC brands to Indian/private labels brands in all product categories, right from packaged atta/flour to mobile phones. The current research aims to address the significance of product attributes in brand switching behaviour through multi-dimensional scaling and results suggest that a set of product attributes trigger the intention to switch the current brand.
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