• In the period January 03 – December O3, brand Chipi Chips was purchased at least once by 15,9% of households in Bulgaria. The analysis revealed that trialists, who bought the brand only once, were the biggest group of brand buyers (over 50% of all buyers). Trialists were responsible for 20,5% of brand volume. The second biggest group was 2x buyers who generated 13,1% of brand volume.
• The group of 5-7x buyers, who represent only 8% of all buyers, were very intensive, they were responsible for 18,6% brand’s volume.
• Buyers purchased on average 97 grams and spent 2,72 Lv per single purchase act. The average buying frequency was at the level of 2,6 purchase acts in the analysed period.
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