How Food and Beverage Brands Handle Choice, Change and Amazon

Research described by Richard Shotton, in his book, The Choice Factory, shows that, on average, only 8% of customers willingly switch brands. But, when there is a significant life event (e.g. marriage, buying a house, an international crisis, etc.), 21% of customers are likely to switch brands. That number will go even higher as brands struggle to keep up with demand.