For many years, product and service marketers felt customers were there with them for life, and started taking brand loyalty for granted. But recent times have seen a transformation in the Indian market and consumers are now shifting brands depending on the 'perceived value' of the product.

Due to intense competition and a wide choice of brands, every Indian consumer today is equipped with what the author calls 'an imaginary remote control'. With this imaginary remote control, the consumer explores various brands only momentarily and evaluates them according to the' perceived value' he/she is getting. Only if the product delivers the desired `perceived value' will the consumer continue with it. So, surely, brand loyalty is declining and the `perceived value loyalty' is emerging rapidly.

The author cites the example of the Star network to drive home the point. In the last few years, the network has shaken the brand loyal TV consumers and has aggressively increased its market share. This again is the result of the Indian viewer taking out his imaginary remote control (as well as the real one) and surfing channels in search of 'perceived value'. Right from programmes like Kyunki Saas Bhi Kabhi Bahu Thi and Kahani Ghar Ghar Ki on Star, to Jassi Jaisi Koi Nahi on Sony consumers are lured to Brand Switch their programmes to better ones. These brand switches were possible due to changes in consumer behaviour.

The author has recommended a unique way to gain, retain and regain consumers through his Brand Switch Module TM. The model recommends strategies to convert, attract, increase, retain and reconvert customers leading to increased sales, market share and profits.