• In the period Jan 01– Dec 02 (period I + period II) coffee in Real was purchased by 20,6% of households in Poland.
• Analysis of shoppers’ structure showed that Real lost more coffee shoppers (29,4%) than it gained (19,7%).
• The new shoppers were more intensive than the lost ones. 19,7% of the new shoppers was responsible for 5% of value, while bigger group (29,4%) of lost ones was responsible also for 5% of value).
• The repeat shoppers were the most important group with regard to value generated. 50,9% of these shoppers was responsible for 90% of the brand value.
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