Wedny Gordon’s (1994) research work contends that brands satisfy consumer needs in a specific context, which she calls need-states. Consumers’ use of brands is both need-specific and situation-specific. A housewife may have changing need-states while using coffee.She can serve special Nescafe Gold to her husband’s colleagues. In day-to-day use, she depends on coffee-beans, being ground at home to prepare coffee for the breakfast. When her husband has to hasten to the attend the urgent office work, she uses Nescafe Classic instant coffee.She may like to give chicory-mixed coffee to her group of friends to economise. During travels, she uses coffee sachets which prepare a single cup within no time. In tropical summers, she prefers cold coffee.During her outings, she visits coffee outlets like Cafe Coffee Day or Starbucks, and opts for cappuccino.This example awakens us to the reality that brand loyalty has to be re-considered. A consumer has a repertoire of brands in a particular product category and keeps on switching amongst these brands. Such consumers are not disloyal  as such.Instead, it shows their discernment. They choose brands to satisfy their need-states. Most consumers manifest such behaviour. There could be more differences between one consumer buying on two different occasions than between two consumers buying a brand on the same occasion.