Category Data
BYLN:
BRANDS BOUGHT
% buying
Nescafé48
Any own-label27
Nescafé Gold Blend12
Maxwell House9
Sainsbury’s9
Kenco Instant7
Birds Mellow2
Red Mountain2
REASONS FOR PURCHASE
% total sample
It is the one I always buy79
It was cheaper than the others30
I wanted to try something new or different21
It caught my eye in the shop19
Someone I know told me it was good17
Television advertisement16
I had a free sample to try7
SPONTANEOUS AD RECALL
% of sample
Nescafé43
Nescafé Gold Blend29
Kenco Instant15
Maxwell House14
Birds Mellow5
Red Mountain2
None34
ADVERTISING EXPENDITURE 000s
BrandMarch 95Annual spend
Nestlé Gold Blend-6910
Nescafé4276336
Maxwell House173797
Kenco Instant443245
Birds Mellow-1285
Other Nescafé-812
Red Mountain-475
RANK ORDERS
PurchaseAdAnnual
penetrationrecallspend
Nescafé112
Any own-label2–
Nescafé Gold Blend321
Maxwell House443
Sainsbury’s4–
Kenco Instant634
Birds Mellow755
Red Mountain767
