This study compared the static model (Hendry's and SBS model) and dynamic model (DBS) of brand switching for predicting the future market shares ; also, it ascertained the consumer behavior of brand switching with regard to different demographic factors, identified the factors for brand switching among the different brands of packaged tea that are available in the market, and examined the relative importance of the factors on an overall satisfaction level of consumers and their repurchase intention. The methodologies used for the study are : chi square, exploratory factor analysis, and structural equation modeling. The research work found static nature of market for packaged tea, where DBS model was found to be the best for predicting the future market share. Functional benefit, brand reputation, and marketing efforts emerged as factors which positively influenced satisfaction ; whereas, heightened satisfaction level increased repurchase intention for the brands.

1. Allenby, G. M. (1989). A unified approach to identifying, estimating and testing demand structures with aggregate scanner data. Marketing Science, 8 (3), 265-280.
2. Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103 (3), 411-423.
3. Butler, D.H., & Butler, B. F., (1972). Hendrodynamics. New York : Hendry Corp., Corton-on-Hudson.
4. Byrne, B. M. (2001). Structural equation modeling with AMOS: Basic concepts, applications and programming. Mahwah, NJ : Lawrence Erlbaum Associates.
5. Cadogen, J. W., & Foster, B. D. (2000). Relationship selling and customer loyalty: An empirical investigation. Marketing Intelligence and Planning, 18 (4), 185-199.
6. Carmines, E.G., & Zeller, R. A. (1988). Reliability and validity assessment. Beverly Hills, CA : Sage.
7. Caruana, A., Ewing, M. T., & Ramaseshan, B. (2000). Assessment of the three-column format SERVQUAL: An experimental approach. Journal of Business Research, 49 (1), 57-65.
8. Deighton, J., Henderson, C. M., & Neslin, S. A. (1994). The effects of advertising on brand switching and repeat purchasing. Journal of Marketing Research, 31(1), 28-43.
9. Deng, Z., Lu, Y., Wei, K. K., & Zhang, J. (2010). Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International Journal of Information Management, 30(4), 289-300.
10. Ehrenberg, A.S.C. (1964). Estimating the proportion of loyal buyers. Journal of Marketing Research, 1(1), 56-59.
11. Ehrenberg, A.S.C. (1965). An appraisal of Markov brand switching models. Journal of Marketing Research, 2 (4), 347-362.
12. Ehrenberg, A.S.C. (1972). Repeat buying. Amsterdam : North Holland.
13. Evans, M., Moutinho, L., & Raaij, W.F.V. (1996). Applied consumer behaviour. Harlow; Reading, Mass : Addison-Wesley Pub. Co.
14. Flint, D. J., Blocker, C. P., & Boutin, P. J. (2011). Customer value anticipation, customer satisfaction and loyalty: An empirical examination. Industrial Marketing Management, 40 (2), 219-230.
15. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18 (1), 39-50.
16. Gould, G. (1995). Comment : Why it is customer loyalty that counts (and how to measure it). Managing Service Quality, 5 (1), 15-19.
17. Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior (Vol. 14). New York: Wiley.
18. Jana, A., & Chandra, B. (2016). Role of brand image and switching cost on customer satisfaction-loyalty dyadic in the mid-market hotel sector. Indian Journal of Marketing, 46(9), 35-52. doi:10.17010/ijom/2016/v46/i9/101040
19. Kamakura, W. A., & Srivastava, R. K. (1986). An ideal-point probabilistic choice model for heterogeneous preferences. Marketing Science, 5 (3), 199-218.
20. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 57 (1), 1-22.
21. Kotler, P. (2000). Marketing management : Analysis planning and control (millennium edition). New Delhi : Prentice-Hall. (originally published in 1967)
22. Kuehn, A. A. (1962). Consumer brand choice-A learning process ? Journal of Advertising Research, 2 (4), 10-17.
23. Lau, M. M., Man, T. C., Ka, L. M., & Wing, S. L. (2006). The brand loyalty of sportswear in Hong Kong. Journal of Textile Technology and Management, 5 (1), 1-13.
24. Lilien, G. L., Kotler, P., & Moorthy, P. S. (2005). Marketing models. New Delhi : Prentice Hall of India Private Limited.
25. Lilien, G. L., Kotler, P., & Moorthy, P.S. (2006). Marketing models. New Delhi : Prentice Hall.
26. Lin, C., Wu, W. Y., & Wang, Z. F. (2000). A study of market structure: Brand loyalty and brand switching behaviour for durable household appliances. International Journal of Marketing Research, 42 (3), 277-364.
27. Markmanellis. (2014, April 21). Tea, the second most widely consumed drink, after water. Tea in Eighteenth-century Britain. Retrieved from <a href=https://qmhistoryoftea.wordpress.com/2014/04/21/tea-the-second-most-widely-consumed-drink-after-water-a-meme/ target="_blank">https://qmhistoryoftea.wordpress.com/2014/04/21/tea-the-second-most-widely-consumed-drink-after-water-a-meme/</a>
28. Michaelidou, N., Dibb, S., & Arnott, D. (2005). Brand switching in clothing as a manifestation of variety-seeking behavior. In, Y.-U. Ha & Y. Yi (eds.), AP- Asia Pacific advances in consumer research (Vol. 6, pp. 79-85). Duluth, MN : Association for Consumer Research.
29. Mise, J. K., Nair, C., Odera, O., & Ogutu, M. (2013). Factors influencing brand loyalty of soft drink consumers in Kenya and India. International Journal of Business Management & Economic Research, 4 (2), 706-713.
30. Nagar, K. (2009). Evaluating the effect of consumer sales promotions on brand loyal and brand switching segments. Vision : The Journal of Business Perspective, 13 (4), 35-48.
31. Orel, F. D., & Kara, A. (2014). Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer Services, 21 (2), 118-129.
32. Pett, M. A., Lackey, N. R., & Sullivan, J. J. (2003). Making sense of factor analysis: The use of factor analysis for instrument development in health care research. Sage : United States of America.
33. Romaniuk, J., & Sharp, B. (2003). Measuring brand perceptions: Testing quantity and quality. Journal of Targeting, Measurement and Analysis for Marketing, 11 (3), 218-229.
34. Roy, D., & Lahiri, E. (2004). Some tests for suitability of brand switching model. European Journal of Marketing, 38 (5/6), 524-536.
35. Roy, D., Tiwari, R., & Tiwari, A. (2009). The learning effects of brands: Determined through Markovian analysis of brand switching. International Journal of Marketing Research, 1 (2), 1-13.
36. Saleem, M. A., Wasaya, A., & Zahra, S. (2017). Determinants of frozen food purchase intentions: Insights from a developing country. Indian Journal of Marketing, 47(7), 47-59. doi:10.17010/ijom/2017/v47/i7/116476
37. Shocker, A.D., & Srinivasan, V. (1979). Multiattribute approaches for product concept evaluation and generation: A critical review. Journal of Management Research, 16 (2), 159-180.
38. Shukla, P. (2009). Impact of contextual factors, brand loyalty and brand switching on purchase decisions. Journal of Consumer Marketing, 26 (5), 348-357.
39. Stewart, K. (1998). The customer exit process-a review and research agenda. Journal of Marketing Management, 14 (4), 235-250.
40. Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52 (1), 1-14.