2min chapter

Planet Money cover image

What's with all the tiny soda cans? And other grocery store mysteries, solved.

Planet Money

CHAPTER

Unpacking Price Pack Architecture and Consumer Behavior

This chapter explores price pack architecture as a strategic method for companies to tailor packaging and pricing to attract diverse consumer segments. It highlights the significance of this approach in the consumer goods industry and hints at the implications of shrinkflation on grocery shopping behaviors.

00:00
Speaker 1
OBPPC. It stands for occasion, brand, price, package, and channel. Those are all supposed to be different ways for you to segment your market. But OBPPC is obviously a mouthful. So pretty soon, people in the industry, they're just calling it price pack architecture. Like
Speaker 2
a company won't just have one package at one price. They'll build an entire architecture, a whole portfolio of packages and prices aimed at different consumers and their desires. And price pack architecture quickly becomes one of the hottest ideas in the world of consumer goods.
Speaker 1
After the break, we're going back to the grocery store with Ellen, and she's going to share some of the secrets of how companies use package sizes to get us to all buy more stuff. And we figure out where shrinkflation fits into all of this.
Speaker 4
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Speaker 2
the campaigns to the conventions from now through Election Day and beyond, the NPR Politics Podcast has you covered.

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