From this you can see that 80% of the additional sales on the average promotion are due to brand switchers.

Members of this group are the ones who, in marketing terms, are the "brand switchers."

Instead of joining the rush to create and sustain brand switchers, how about building sales to consumers who don't want to buy anything else?

If your promotion makes less than normal sales, and the additional sales were primarily brand switchers - you have invested in consumers who cannot be owned - they are simply not worth investing in.

The shifts underscore the tumultuous nature of the beer market from Alabama to Austria to Australia, as sales growth slows and consumers metamorphose from lifelong brand loyalists into finicky brand switchers.

NEW SMOKERS AND BRAND SWITCHERS.