• In the period Jan 00–Dec 01 (period I + period II) Pacific brand attracted 23,4 % of Hungarian households.
• Analysis of buyers’ structure showed that Pacific gained more buyers (43%) than it lost (32%). Gains came mainly from non-category buyers (28%) in period I. Only 15% originated from competitive brands.
• The new buyers are more intensive than the lost ones. 43% was responsible for 31% of volume, while 32% of lost ones was responsible for 16% of volume.
• The repeat buyers represented 25% brand buyers and they were the most important group with regard to volume generated. They were responsible for more than half (53%) of the brand’s volume.
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