If some coffee drinkers continue to buy Ricoffy even when Nescafé coffee is on sale and cheaper, it may be a result of

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The fact that some coffee drinkers continue to buy Ricoffy even when Nescafé coffee is on sale and cheaper suggests brand loyalty. The consumers have developed a preference for Ricoffy and may value its taste or other attributes more than the lower price of Nescafé. This is a common reason why consumers stick to certain brands even when other options are available at lower prices.

If Some Coffee Drinkers Continue to Buy Ricoffy Even When