Consumer response to package downsizing: : evidence from the chicago ice cream market.

• Autores: Metin Çakir, Joseph V. Balagtas
• Localización: Journal of retailing, ISSN 0022-4359, Vol. 90, Nº 1, 2014, págs. 1-12
• Idioma: inglés
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• Resumen

  • Highlights: [�] We examine managerial implications of package downsizing. [�] We perform analysis on bulk ice cream purchases for a panel of households. [�] Consumers� differential sensitivity to price and package size is significant. [�] Consumers are about four times as sensitive to price as they are to package size. [�] Downsizing as a hidden price increase can maintain or increase profitability.