Can Package Size Accelerate Usage Volume
Journal of Marketing, Vol. 60:3 (July 1996), 1-14
39 Pages Posted: 16 Jan 2016
Date Written: September 30, 1995
Both managers of consumer packaged goods and public policy officials have questioned whether a package’s size influences usage volume. Although often assumed, it has never been supported. Four laboratory studies and a field study show circumstances in which larger package sizes encourage greater use than smaller package sizes. Interestingly, perceived unit costs is one factor that mediates this relationship. We note moderating factors, and we then discuss the relevance of these findings for decisions regarding package size portfolios, sales promotions, and public policy.
Keywords: package size, product usage, consumer behavior, marketing, usage volume
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