The Value of Brand Loyalty

I wouldn't say that I'm loyal or disloyal like I like what I like but price actually is more important to me so if I see something on the shelf that's like fine and cheaper than something I might normally opt for like I will buy that. CPG companies have had a strategy for a long time to build a brand constellation where even in the same category they might have a half a dozen different brands that are showing up on the shelf. So you know just kind of be there and occupying the mind share in the buyer moment is important in all venues. It really does depend on the product category it depends a lot on also the buyer path.