The Inscrutable Price: The impact of price in India

This research explores the impact of price on consumer behaviours in India, including price elasticity and the price-value equation as perceived by shoppers on a category by category basis.
  • Recalled price range impacts consumer choices more than exact prices.
  • Consumers often use the absolute price difference between brands to navigate quality and value - higher price does not necessarily mean higher quality but consumers understand that a brand priced substantially higher is likely to offer additional value.
  • Price cuts and raises in F&B space are seldom a function of brand proposition and consumers unable to comprehend the additional value of a higher priced brand - consequently, F&B categories with higher brand price differential are more susceptible to price led brand switch outs.
  • Creating 'value' based price...

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