Retailers have discovered a clever new strategy to extract more money from shoppers, turning a long-trusted consumer assumption on its head. While customers have grown accustomed to bulk purchases offering better value, this rule of thumb is increasingly becoming obsolete.
A striking example can be found at an Albert supermarket in Prague’s Vinohrady district, where Milka chocolate presents an intriguing price disparity. A 90-gram bar costs 30 crowns, while its 270-gram counterpart commands 179 crowns. The math reveals a startling truth: buying three smaller bars would save customers 89 crowns compared to the larger version.
“Customers instinctively assume bigger packages offer better value, and many shop without scrutinizing prices,” explains marketing expert Robert Le Veneur. “Testing has shown that when retailers increase the unit price for larger packages, most customers simply accept it”.
The pricing jungle extends beyond chocolate. Premium products are particularly susceptible to this practice. For instance, a recent case showed eight-pack beer bottles priced significantly higher per unit than individual purchases. Even instant coffee displays similar patterns, with some smaller packages mysteriously costing more than double their larger counterparts.
Consumer protection advocates urge shoppers to remain vigilant. “Retailers strategically position larger packages to appear more economical, even when they’re not,” warns Ondřej Zelenka from the Consumer Protection Association. The solution? Always check the unit price, which retailers are required to display on nearly all packaged products.