Switching Behavior Analysis: Concept of Push Pull Mooring (PPM) Theory

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.