The cosmetics industry have grown quickly from past many year’s because more people are paying attention to personal care and beauty products, nowadays the customers have many cosmetic brands to choose from, which makes it easier for them to switch from one brand to the another brand depending upon their needs, preferences, and experiences. This study aims to understand the main reasons behind the brand switching behaviour among cosmetic product users. It mainly focuses on four important factors, namely price, product quality, brand image, and packaging, and examines how these factors influence the customers when choosing a different brand. The information or the for the study was collected from 126 respondents through a questionnaire, and various statistical methods were used to analyse the responses and understand consumer behaviour. The findings show that customers think or thought about the several factors before changing their cosmetic brands. product quality, affordable price, brand reputation, and packaging all plays a vital role in influencing customers decisions. among all the factors packaging have a wide impact on the Brand switching behaviour. The study also reveals that customers are more likely to continue using a brand when they are satisfied with the product and believe that it offers good value for money. The results of this study can help cosmetics companies gain a better understanding of the customer preferences and expectations. It can also assist marketers in developing effective strategies to improve customer satisfaction, reduce brand switching, and build long term customer loyalty.
