Can You Reduce Your Package Size Without Damaging Sales?

Long Range Planning, Vol. 24, No. 4, August 1991

Posted: 18 Apr 2006

See all articles by Anthony Adams

Anthony Adams

University of Pennsylvania - Marketing Department

Anthony Di Benedetto

Temple University

Raj Chandran

Temple University - Dean's Office; Temple University - Department of Marketing and Supply Chain Management

Abstract

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.

Suggested Citation

Adams, Anthony and Di Benedetto, Anthony and Chandran, Raj, Can You Reduce Your Package Size Without Damaging Sales?. Available at SSRN: https://ssrn.com/abstract=895970

Anthony Adams

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States

Raj Chandran

Temple University - Dean's Office ( email )

Philadelphia, PA 19122
United States

Temple University - Department of Marketing and Supply Chain Management ( email )

Philadelphia, PA 19122
United States

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