Answer:
Defection rate, or costumer defection rate is one of the major factors due to which a company can hit rock bottom. The costumer defection rate can be defined as the rate at which the existing costumers of a certain company leave a brand, to switch over a competitor, or stop using that certain type of product all together. If the marketers are considering the defection rate of a market segment, it means that they are considering the rate at which costumers are leaving a brand to join another, or leaving that market all together.