An Empirical Study On The Determinants Of Loyalty On Brand Switching Tobacco Consumer

It is an important way of building up the consumer loyalty to pursue the advantages in market competition for modern company. A high-grade cigarette as a special Luxury and FMCG, which has its unique attributes and characteristics, is leading the tobacco market. The influence on consumer psychology and behavior cannot be ignored.Recently, high-grade cigarettes market facing the situation that many brands involving the fierce competition, inadequate control of the market, and consumer loyalty is not high. To enterprises, the current consumers of their brands are a large part of the consumers who switched from other brands. In order to retaining this switching consumers, and develop them to become the loyal customer is an important issue worth considering. To have a deep analysis and research on the factors which effect building brand loyalty of these switchers is a way to solve the problem.Based on the lack of practical and theoretical research of Chinese tobacco industry, we analyses the effect of switching type, consuming experience and demographics on brand loyalty. Besides, we design a model on the basis of the Theory of Involvement, Brand Loyalty, Consumer Satisfaction and Perceived value. This paper tries to cause a heuristic argument exploring the determinants of brand loyalty within the framework in two dimensions of attitude loyalty and behavior loyalty. Then it develops the local scale, which is suitable for use under the background of Chinese tobacco industry. Besides that, a survey has been carried out in eight different cities such as Beijing, and Guangzhou. In this way, this paper pool 162 samples and further the study in data analyzing.The empirical study shows that the self-developed scale has a good reliability and validity. The finding also illustrates that the involvement not only directly affects the attitude brand loyalty, but also influence the behavior brand loyalty. And besides that, it can also indirectly influence the attitude brand loyalty through the media variables of perceived value and consumer satisfaction. However, it is found that the perceived value and consumer satisfaction have no direct effect on behavior loyalty, though they have significant effect on attitude brand behavior. At the same time, the causality among the multi-dimensional loyalty is supported by the findings of the empirical study, which further interprets the complicate causality chain of the variables.