Customers also have significant bargaining power in markets where it is easy for them to transfer between different products without suffering any transfer costs. A good example of this is the washing powder market, which without brand loyalty has no financial impact if you swap between products. This power decreases if the customer has to spend more time or effort in switching between products or services. - See more at: http://www.free-management-ebooks.com/faqst/porter-06.htm#sthash.uy7MQCJd.dpuf