Other than in their behavior, the consumer segments
differ significantly in terms of income as we
show in Appendix 2 but not in terms of household
size and average age. The traditional coffee
customers have the lowest income: the exclusive-
FT-customer income is 8% higher and the mixedcustomer
is 21% higher. However, there does not
seem to be any link between the evolution of coffee
transactions and income. The highest income segment
shows the same evolution of the traditional
coffee purchases as the lowest income segment.
However, this highest income segment exhibits a
smaller decrease in FT coffee consumption than the
medium income segment. The difference in terms of
income has no clear implication on coffee consumption.