What happens when a product becomes easy to compare?

When a product becomes easy to compare, price sensitivity generally increases. This occurs because consumers can more readily assess the differences between various products, particularly in terms of price and value. When options are clearly laid out, shoppers can easily see which alternatives offer the best benefits for the price. As a result, they become more likely to switch to lower-priced options or negotiate better deals, which heightens their sensitivity to price changes.

This increased transparency may result in consumers feeling more empowered to make purchasing decisions based solely on price, leading to heightened competition among brands and potentially forcing them to adjust their pricing strategies. By facilitating easier comparison, consumers can critically evaluate their options, making price a more significant factor in their purchasing decisions.