The following matrix captures monthly buying behavior of a panel of customers for identically priced detergent brands codenamed A, B, and O.  

1. Based on the matrix, what is the loyalty rate for Brand A? 

2. Based on the matrix, what is the loyalty rate for Brand B? 

3. Based on the matrix, what is the market share for Brand B? 

4. Based on the matrix, what is the share of wallet of Customer 2 for Brand O?

5. Based on the matrix, what is the share of wallet of Customer 3 for their preferred brand?

Month # Customer # 1 Customer # 2 Customer #3 Customer # 4 Customer # 5 1 A B A B O 2 O O A A A 3 A B A O O A 4 A O A B O 5 A B A O B 6 B B A B O Customer's Stated Preferred Brand A B A B O