It's only becoming obvious by the day that people are no longer loyal to a particular brand as they were, say, even five years back. While working on our Shoppers' Special story this month, this realisation stood out loud while we prepared the list of popular gadgets across categories. This is in continuation of the trend we have witnessed during the past several months. So, what's the reason behind this tectonic shift? Well, not one but many reasons could be attributed for the change in consumer behaviour. Ecommerce stores have indeed played a big role in providing a level playing field to smaller brands. They have helped in both marketing and distribution of their products. Prior to the entry of etailers, the noise around the 'lesser known' brands was still there but seldom heard. Add to this, most didn't have the resources to match the grand marketing glitz being practised by the established brands, and it only got shriller during the festive seasons.
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