Wednesday, 31 October 2012

Brand switching

Brand switching is when a consumer or group of consumers switches their preferences from one brand of a certain type of product to another. This brand switching may be temporary, (example: if Pepsi be not available at the shop a consumer may buy Coke as his next preference) or it may be longer lasting, perhaps for example in the case of products that last longer or from which switching away is harder.

Sometimes Brand switching is known  as Brand jumping,  is the process of choosing to switch from routine use of one product or brand to steady usage of a different but similar product. Much of the advertising process is aimed at encouraging brand switching among consumers.

Convincing consumers to switch brands is sometimes a difficult task. It is not unusual for customers to build up a great deal of brand loyalty due to such factors as quality, price, and availability. To encourage switching brands, advertisers will often target these three areas as part of the strategy of encouraging brand switching.

Price is often an important factor to consumers who are tight budgets. For this reason, advertisers will often use a price comparison model to entice long time users of one brand to try a new one. The idea is to convince the end user that it is possible to purchase the same amount of product while spending less money.

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