Pricing
Tactic
Downsize Features Besides Price
You can change prices without changing the numerals.
Overview
Some markets are highly price sensitive.
In these scenarios, you might need to adjust a less noticeable feature, like size. Lower costs will increase your margins without alerting people to a negative change.
If you downsize physical size, reduce all three dimensions: height, width, length. Changing a single dimension is more noticeable (Chandon & Ordabayeva, 2009).
But obviously, be transparent and use your judgment. Don’t take advantage of customers.
- Chandon, P., & Ordabayeva, N. (2009). Supersize in one dimension, downsize in three dimensions: Effects of spatial dimensionality on size perceptions and preferences. Journal of Marketing Research, 46(6), 739-753.