Looking to build a powerful, customer-retaining brand? Brand Switch by Jagdeep Kapoor offers expert strategies for attracting, converting, and keeping customers loyal. Learn how perceived value impacts buying decisions, discover proven methods for market expansion, and explore successful case studies from top brands. Perfect for brand managers, marketers, and business owners who want to stay ahead in a competitive landscape.

As we enter 2010-2011 and look back at 2009-2010, we see that a number of changes have taken place. Some brands have lost market share, while others have gained due to their perceived value being present.

On television, the channel Colors has gained rapidly in terms of its market share; it has already reached the No. 2 position behind Star Plus and is vying for the top slot. A very young airline brand, Kingfisher, has moved toward a leadership position and is now competing strongly with other airlines.

The winds of change in the Indian marketplace in recent times have brought about a clear shift in consumer behavior. For many years, product and service marketers believed that their customers would stay with them for life, and they started taking brand loyalty for granted. However, with the transformation in the Indian market, consumers today are loyal to perceived value and not necessarily to brands.

Due to intense competition and a wider choice of brands, the Indian consumer is now equipped with what I like to call “an imaginary remote control,” which they use to explore various brands only momentarily before evaluating them based on the perceived value they receive.

Thus, each brand gets very little time to project itself before the consumer moves on to evaluate the next option. Only those brands that are able to provide regular, sustainable, and consistently high perceived value can attract and retain customers.

Customer with the Imaginary Remote Control

This trend is driven by competition and rising consumer expectations. Many brands historically benefited from a monopoly or habitual purchasing, but today’s consumers have more options and are willing to switch.

This does not mean brand loyalty is dead, but rather that perceived value loyalty now takes precedence. Consumers no longer stick with a brand by default—they evaluate quality, pricing, and experience before committing.

Price wars alone do not work in the long run. While they may generate temporary buzz, they do not lead to sustained profitability.

Consumers focus on perceived value, which is a mix of quality, price, brand image, and emotional connection. Successful brands recognize that their battle is not just on price but on creating a strong, emotional and rational appeal in the consumer’s mind and heart.

Case Studies on Brand Switching Due to Perceived Value

1. FMCG Industry: Detergents

Recently, Hindustan Unilever and Procter & Gamble reduced the prices of Wheel, Ariel, and Tide to regain market share from Ghadi detergent. This price adjustment was a clear indication of Brand Switch.

They also adjusted sachet-to-bottle ratios to increase consumption. Consumers used their imaginary remote control and switched to brands offering a better perceived value.

2. Electronics & Retail: Television Brands

Consumers frequently switch television brands based on features, service, and financing options rather than just price.

Many brands have lost customer loyalty due to lack of differentiation. To prevent switching, companies must focus on positioning, experience, and emotional appeal rather than just discounts.

3. Entertainment Industry: Television Channels

Television market shares fluctuate constantly, especially between Star Plus, Colors, Zee, and Sony.

For instance, Indian Idol on Sony captured a huge audience in 2010, while Balika Vadhu and Uttaran on Colors built loyal viewership. Even SAB TV gained popularity with Taarak Mehta Ka Ooltah Chashmah.

Key Takeaways: Perceived Value vs. Price Wars

• Consumers switch brands based on perceived value, not just price.
• Brand loyalty is evolving—it depends on consistent quality and relevance.
• Price wars may create short-term gains but rarely lead to long-term success.
• Brands must focus on differentiation and engagement to build loyalty.

Conclusion

The era of Brand Switch is here. Consumers are now informed, analytical, and ready to switch in search of higher perceived value.

Only brands that continuously innovate, offer real value, and build emotional connections will thrive in this competitive landscape.

Get your copy of Brand Switch by Jagdeep Kapoor and discover the reasons behind shifts in consumer preferences to make your brand more appealing to attract, convert and retain customers.