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How Food and Beverage Brands Handle Choice, Change and Amazon

Cover of  by Richard Shotton

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.

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