Multi Brand Loyalty??

While I am still struggling to get into the depths of the "Brand" concept, here is another thing to know, which is amazingly simpler and contrary to the traditional "Brand Loyalty" concept.

"Multi Brand Loyalty" is the phenomenon where people are loyal to multiple brands (for a product category). So, there is a set of brands, which the customer buys alternatively.
For example - coffee. A customer would mostly buy either brand x or y out of the dozens of options available, but not prefer to go for any other brand.

This concept is applicable where the customer has a wide range of verity available to experiment with, and also, the cost of the product is not very high...