Products in fast moving consumer goods categories come as different variants such as pack-sizes, pack-types, flavours, forms, formulae, etc. These variants are functionally highly differentiated from each other, often each based on a specific attribute. This research study empirically examined whether these functional differences affect customer loyalty for the variants of products. A number of market performance measures were used to assess the impact of market shares size on levels of loyalty. This book is useful tool for understanding a robust method of examining patterns of...