Switching Barriers Free Essay, Term Paper and Book Report
Switching is the process of discontinuing the regular use of a product or brand and using another product or brand that is similar. Switching is encouraged to increase the market share of products/brands. Brands are usually compared based on quality, price, and performance. When consumers encounter several problems over time, they tend to gradually switch brands. Prior to the switch consumers tend to complaint on numerous occasions.
When switching is discussed, brand loyalty is the topic that comes to mind. Brand loyalty is the commitment of consumers to repurchase a specific brand. It is challenged by the consumer dissatisfaction from one or more of the brand's salient attributes. This is when switching is the solution to this dissatisfaction. An example of switching is when brand loyal consumers are dissatisfied from the service of a car brand (ex. Mercedes C class) and the availability of its spare parts and several complaints don't yield any attention from the management or improvement in the service. This is when consumers will think of switching to another similar brand (ex. B......
Word Count: 5246
Page Count: 20.9 (250 words a page / double spaced)
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