brand switching

Brand Switching

A customer's act of buying a product different than one of the same kind that he/she previously purchased. For example, a customer may buy Coke on Wednesday and Pepsi on Friday. Any number of factors may cause brand switching, including but not limited to a lower price, a negative experience with the first product, or simply better placement on a shelf at the store. However, it is most common when a consumer does not believe that one product is qualitatively different from another; that is, it happens when there is little brand awareness.

brand switching

the decision by consumers to substitute alternative BRANDS for the ones they currently consume. This may be a response to dissatisfaction with their existing brand, the attractions of newly-available brands or consumers' search for variety Brand switching may be induced by ADVERTISING and SALES PROMOTION designed to overcome BRAND LOYALTY to existing brands.

brand switching

the decision by consumers to substitute an alternative BRAND for the one they currently consume. Brand switching may be induced by ADVERTISING designed to overcome BRAND LOYALTY to existing brands.
References in periodicals archive ?
3, 2015 /PRNewswire/ -- In a recent survey of US-based rheumatologists (n=97), Spherix Global Insights observed a high rate of brand switching between biologic brands among patients with RA and PsA.
Companies typically respond by offering deals and price discounts, which lead to increased brand switching, lower margins, and more volatile revenue streams.
This increases overall basket size for grocers, while also providing an easy yet comprehensive marketing tool for recommended brand switching, product promotions, and upselling specific products.
A company that advertises usually strives to achieve one of four advertising objectives: trial, brand recall, continuity, brand switching.
Consumers are shopping 'tactically' with coupons, loyalty cards, lists, lowered standards, brand switching, store switching, rethinking convenience items and bulk packaging," said Mr.
The second factor loads heavily towards: lower price to more price sensitive customers, inducing brand switching, getting retail push and tapping new customers.
And Andy Misell, policy officer for Alcohol Concern Wales said: "The drinks industry has consistently claimed that advertising is aimed at promoting brand switching rather than increasing consumption.
It's competing with other products, rather than straight brand switching, and taking share away from hot meat products such as ready meals, meat balls, hot dogs and stewed steak.
There is a wealth of evidence to suggest advertising and sponsorship encourages brand switching, influencing the type of drinks adults will buy.
David Poley, chief executive of the drinks industry social responsibility body, the Portman Group, said: "The BMA is ignoring all the evidence that advertising causes brand switching, not harmful drinking.
Some regional differences in brand loyalty were observed, but the study showed little evidence of brand switching.
In most cases, lapses signal the customer's brand switching behavior: moving from one insurer/company to another indicates the customer's defection to the competitor in a customer-side market analysis.