Yes yoiu can - some pull cords have to be changed from inside the switch housing (you have to take the cover off so isolate the power first) and others have a screw fitting just below the switch (much easier).
A DIY store or outdoor shop will sell you replacement cord - take a sample with you. And you can buy a new gizmo to go on the end too.
It's a very easy job but you'll have to stand on a chair.
Take care...
Peccavi, March 2009