01
Client context
Price checks showed the chain was competitive, but shoppers still described it as expensive.
02
Business challenge
Broad price cuts were costly, and management needed to know where price investment would change perceptions.
03
Research objective & questions
Identify the key value items that drive price image and recommend where to invest in price.
- How do shoppers rate our prices versus competitors?
- Which products do shoppers use to judge prices?
- Which promotions are noticed and valued?
- Where can we hold prices without harming price image?
04
Methodology & approach
- Price perception survey
- Shoppers of the chain and of competitors.
- Key value item research
- Products shoppers know the price of and compare.
- Competitor price monitoring
- Regular price checks across a basket.
- Promotion recall test
- Which offers shoppers remember and act on.
05
Sample & geography
- ~1,500 shopper survey responses
- ~300-item price basket
- Geography — India (metro cities)
06
Key findings
- A small set of staples and dairy products shaped overall price image.
- The chain was priced higher on several of these key items.
- Multi-buy offers were less noticed than simple price cuts.
- Shoppers accepted higher prices on fresh and premium ranges.
07
Business implications
- Invest in price on key value items only.
- Shift promotions toward simple, visible price cuts.
- Hold prices on fresh and premium ranges.
08
Outcome
The chain received a key value item list, a price image scorecard and a targeted pricing plan.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.