Reference table
Three causes of a private label switch
Three different reasons a shopper moves from a national brand to a store brand, what each predicts about switching back, and the interview that recovers it. Value switches are sticky, forced substitutions reverse once availability is fixed, and category indifference is permanent. Split your sample by switch type before you average anything.
Where this appears
What's in this reference table
| Switch type | What happened | What it predicts | How to recover it |
|---|---|---|---|
| Deliberate value switch | Shopper compared, judged the gap not worth it | Sticky. Reverses only on a quality failure | Interview on the comparison moment |
| Forced substitution | Your pack was out of stock, the wrong size or delisted | Very reversible, if you know it happened | Interview on the specific trip |
| Category indifference | The brand was habit, not preference | Permanent at any price | Interview on category involvement |
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Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/private-label-switch-types-table"><img src="https://www.koji.so/visuals/private-label-switch-types-table/private-label-switch-types-table.png" alt="Table of three types of private label switch: deliberate value switch, forced substitution and category indifference, with what each predicts." width="1200" height="637" /></a>
<p>Source: <a href="https://www.koji.so/visuals/private-label-switch-types-table">Three causes of a private label switch</a>, Koji</p>
