Switchers are individuals who change their preferences or loyalties from one brand or product to another. This behavior often occurs when consumers seek better quality, price, or features that better meet their needs. For example, a person might switch from one smartphone brand to another if they find a model with superior camera capabilities or a more user-friendly interface. In the business world, understanding switchers is crucial for companies. They often analyze consumer behavior to identify why customers leave their brand and what attracts them to competitors. By addressing these factors, businesses can improve their offerings and retain customers, ultimately enhancing their market position against rivals like Apple or Samsung.