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Abstract This research has been conducted to determine the changes of consumers switching between brand of Shampoo and make predictions of consumer migration opportunities of each brand Shampoo among customer in the future. The data used in this study is primary data colleted through a questionnaire on the 100 customer of Hypermart swalayan Manado Town Square on July to September 2013. Data were analyzed by Markov Chains analysis. Base on Markov Chains analysis, it is found that Sunsilk consumen as a large percentage of consumen in early and even in later years with a value 25%. On the second level brand Pantene reach a value 16% and the lowest level brand Lifeboy, Clear and other brand only able to reach 4%. Keywords : Brand Switching, Consumen, Markov Chains Abstrak Telah dilakukan penelitian untuk mengetahui peluang perpindahan konsumen merek shampoo ke merek shampoo lainnya serta membuat prediksi peluang perpindahan konsumen merek shampoo pada pelanggan Hypermart Swalayan Manado Town Square dimasa yang akan datang. Data yang digunakan adalah data primer yang dikumpulkan melalui penyebaran kuesioner pada 100 orang pelanggan Hypermart Swalayan Manado Town Square pada bulan Juli sampai September 2013. Data yang diperoleh dianalisis dengan rantai Markov. Berdasarkan hasil analisis Rantai Markov, diperoleh pengguna merek shampoo Sunsilk memiliki presentasi terbanyak dan bahkan untuk tahun-tahun berikutnya yaitu 25%. Pada urutan kedua merek shampoo Pantene dengan presentasi 16% dan urutan yang terendah adalah merek shampoo Lifeboy, Clear dan merek shampoo lainnya dengan presentasi 4%. Kata kunci : Pengguna Shampoo, Perpindahan Merek, Rantai Markov
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