The Joint Influence of Brand, Package Size, and Price on Consumer Decision Behavior

Summary

Experienced American grocery shoppers (N = 48) were presented with choices among typical consumer items which differed systematically in brand (national or store), container size (small, medium, or large) and price (0%, 15%, or 30% discount). Within each item category appearing on their shopping lists, these consumers were requested to select the “best bargain” from the shelves of a simulated convenience store. A previous scaling study established based prices and the best buy was operationally defined as that item having the lowest unit price within each product category. The results showed that consumers preferred nationally advertised brands regardless of container size when price discounts were moderate and avoided private labels more with large containers than with smaller when the discount was substantial. The findings can be explained in terms of prevailing consumer behavior theory involving the reduction in perceived risk.