Brand Switching: Purpose
In some markets, brand loyalty is almost nonexistent. If the product is a commodity in the eyes of the consumer, or if there is very little differentiation between brands, then there is no reason to remain true to one brand or another. In this case, the marketer will probably spend minimal resources on building and maintaining a brand image.
Sometimes it is worth the effort to investigate how to prevent consumers leaving your brand to purchase another. In the markets that are highly competitive, perhaps margins are attractive and consumers can and do build loyal buying habits. All these are indicators to complete the investigation as to why and how switching behavior occurs.
Brand Switching: ...
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