The mixed coffee consumption segment serves to
increase traditional coffee consumption levels. During
the limited period of time we study, mixed
customers buy much more traditional coffee than do
exclusive traditional customers: 0.232 versus 0.205,
or a difference of 13.1%. Despite their weak lifespans,
mixed customers represent heavy purchasers
during their consumption periods. As observed by de Cannie`re et al. (2009), general trends among
customers often hide opposing trends