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.
Farlex Financial Dictionary. © 2012 Farlex, Inc. All Rights Reserved
brand switchingthe 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.
Collins Dictionary of Business, 3rd ed. © 2002, 2005 C Pass, B Lowes, A Pendleton, L Chadwick, D O’Reilly and M Afferson
brand switchingthe 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.
Collins Dictionary of Economics, 4th ed. © C. Pass, B. Lowes, L. Davies 2005