• In 2002 average price of shampoo 200-250 ml in Poland amounted to 6,55 PLN per piece (28,6 PLN per l). 31,2% of category volume was generated by purchases for a price between 5,50 and 6,99 PLN per piece.
• Both Brand A and Brand B were positioned in the segment with the price lower than average for the category (4,94 PLN per piece for Brand A and 6,18 PLN per piece for Brand B). 92,2% of brand A volume fell in price cluster 3,50 - 5,99 PLN per piece, while 76,2% of Brand B volume originated from price cluster 5,00 – 6,99 PLN per piece.
• In Region 1 and Region 2 the shampoo category had a different average price. In Region 1 shampoo products were more expensive with an average price of 11% higher than in Region 2, and 3% higher than the average shampoo price in Poland.
• Remarkably, the prices of Brands A offered in Region 1 and 2 differed significantly. The average price of Brand A in Region 1 was almost 14% higher than in Region 2 (5,35 vs 4,61 PLN per piece). On the contrary, the difference in average price of Brand B offered in two Regions was insignificant (5,82 vs 5,89 PLN per piece).
• In case of both Regions, lowest price clusters of Brand A were the main volume drivers.
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