• In 2000, 27,9% of Ukrainian households purchased Fort coffee at least once.
• Distribution of Fort buyers into intensity classes revealed that there were significant differences in terms of their intensity of purchases. Low buyers that purchased up to 0,4 kg of Fort coffee over year constituted the biggest group of buyers (almost 60%), however their intensity of brand purchases was low, which was reflected in low volume generated by this group (14,7%). Fort had 28,6% of medium buyers that purchased between 0,4 and 1,5 kg of Fort coffee, contributing to 29,1% of brand’s volume. Heavy buyers with purchases exceeding 1,5 kg were the smallest group (11,9%), however they were responsible for more than half of brand’s volume (56,3%).
• Heavy buyers of Fort purchased on average 8x more Fort coffee than medium buyers and 19 x more than low buyers, respectively 3,267 kg, 0,700 kg and 0,170 kg. Heavy buyers of Fort were also more intensive category buyers – they bought on average 3,771 kg per year compared to 1,329 purchased by medium buyers and 0,481 kg by low buyers.
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