How does the consumer react to price differentials when faced with different size packs of ‘naughty but nice’ products?
Research shows that when faced with products that we perceive as poor health choices, we are prepared to pay much more for the small sizes. We pay more to exercise self-control at the point of purchase knowing that we will fail to exercise the same control at the point of consumption.
We reject that large packet of crisps, although cheaper on a £ per gram basis, in favour of buying multiple small packs that are much more expensive.
If we contrast this with virtuous or utilitarian products, such as salads or dishwasher tablets, then the opposite is true. There we buy on the cheapest £ per volume basis influenced only slightly by the convenience of the pack size.
Pricing gem:
If you are selling ‘naughty but nice’ products, the consumer will pay for help in controlling their appetite.
