Consumer Learning Curve – Package Sizes

Do consumers learn  from experience about package resizing? How steep is the learning curve? Once they find that they paid the same for a smaller amount or when they served themselves much more than they intended into a short and wide container, do they apply the lessons learned next time they purchase the same product? Do their learning carry over to other similar purchasing scenarios?

To answer these questions we need to do experiments on the same group of customers and see whether their buying pattern changes after the customers learn about size of the packages.

I talked about the use of short and wide containers and self serve model at a frozen yogurt chain and how it leads to over serving. I made a claim that was purely based on the consumer comments in the Yelp. Most consumers commented that they were shocked and warned about over serving. But those comments really indicate their attitude and not the actual behavior.

If we want to measure consumer learning we should follow a group of consumers and measure the mean amount of frozen yogurt they served themselves, the first, second, third fourth fifth … times. Only if we find statistically significant difference can we claim that learning occurred.

So I retract my claim that this method of price realization  will not work. The question should not be whether customers served themselves less amount the next time rather whether the fact that they paid a high price will lead the customer to avoid the store altogether.