We base our analysis on data from the BehaviorScan
single-source panel. This retailing panel represents
5,668 households that purchased coffee at least once in
a supermarket or discount store between January 2005
and June 2007. A transaction characterizes the purchase
of one stock-keeping unit (SKU) per day and
per household. In 166,945 transactions involving at
least one package of ground coffee, the households
purchased 8,431 of which contained FT coffee. The
choice to purchase FT coffee depends on personal
characteristics as well as the purchase context (e.g.,