Under what condition are buyers positioned to exert strong bargaining power?

Buyers have strong bargaining power primarily when their costs to switch products are low. This means that they can easily find alternative products or suppliers, which makes suppliers more vulnerable to competitive pressures. When buyers can switch easily, they can negotiate better prices, higher quality, or additional services since sellers must work harder to retain them. This scenario creates an environment where buyers can leverage their options to influence suppliers and seek favorable terms.

While the concept of having few significant buyers may intuitively seem like a powerful position for buyers, it underscores the idea that in a market dominated by a few customers, those customers can dictate terms due to their purchasing influence. However, the most critical factor in determining buyer power is the ability to switch products with ease, which specifically enhances their negotiation leverage.