The Impact of Price Presentation Formats on Brand Switching Behavior

In the highly competitive Fast-Moving Consumer Goods (FMCG) and retail sectors, pricing serves as a direct psychological language communicating value to consumers. The specific format in which a price is presented—such as a percentage discount, bundle offer, or absolute cash reduction—significantly influences product evaluation and brand choice. A quantitative, descriptive research design was used in this study. Stratified random sampling was used to ensure representative diversity in the primary data collection process, which involved distributing structured online surveys to consumers in urban and semi-urban areas who were at least 18 years old. Young, independent contractors and freelancers between the ages of 21 and 26 made up the majority of the sample, which represented a very practical customer base. According to 47.3% of respondents, “Buy 1 Get 1 Free” (BOGO) is the most appealing format, indicating a strong consumer preference for volume-based promotions. Additionally, 45.5% of respondents acknowledged that they relied on the visual cues of percentage discount signs rather than computing the final unit price, demonstrating a “math-lazy” paradox. Customers are willing to pay a higher total price to obtain a free item, prioritizing product volume over instant cash savings. Restrictive formats like forced bulk bundles and membership pricing actively discourage brand switching, with 42.1% rejecting bundle deals, while transparent comparative pricing fosters trust (favored by 41.1%). In the end, small discounts don’t work; a significant threshold of 26% to 50% is needed to effectively cause brand switching.