Switching Behavior Analysis: Concept of Push Pull Mooring (PPM) Theory
CONCEPTUAL FRAMEWORK
Abstract
The scope of marketing is large enough, one of the main discuss of the study to be conducted
which spesifically related to consumer behavior. This literature review aims to conduct a
journal review by comparing and synthesizing the results of research that have been done
previously by the marketing researchers of main focus on consumer migration. The articles that
will be reviewed that has been published in the top five international journals in the field of
marketing. Consumers always trying to fill their needs and wants by maximizing satisfaction.
Therefore, consumers usually do experience in multiple brands in the same category of product
or service. This behavior is an analog as “migration” behavior. Nevertheless, before consumers
do this behavior, they will pass the phase of change point of behavior (switching behavior) as
push, pull and mooring effects. The migration of their choices that reflected from one brand to
another, will impact on the firms performance indirectly. The methodology of this paper is
qualitative approach. The main purpose of this paper is to identify and critique the literature
about consumer migration. As for the findings from the results of this paper known that
different factors take a part in affect consumer to do switch on each context. We provide an
integrative framework to understanding switching behavior and identify knowledge gaps to
suggest interesting research opportunity through different context, methodology, and market
conditions.
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