Can You Reduce Your Package Size Without Damaging Sales?
Long Range Planning, Vol. 24, No. 4, August 1991
Posted: 18 Apr 2006
Reducing the package size is a common and increasingly frequent practice. However, little published work has examined "downsizing" as part of a pricing strategy. This article reports the results of an exploratory study. Interviews with industry executives and store managers, and secondary data sources, provided information on 25 recent cases. The objectives of the study were: to investigate the impact of downsizing; to discover the reasons for the impact on sales; to recommend strategies for making downsizing more effective and minimizing its disadvantages; and to assess other implications for marketing strategy.
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