Research findings

Standard product size or larger?

Coca-Cola, smartphone and blanket in standard size or larger?

In June 2023 299 Austrians were surveyed on behalf of the “Im-Fokus” report for m.core/WU Vienna. This time the survey was about the topic of product sizes. What would the respondents choose if a product comes in two different sizes?

With 63.5%, the majority of the participants would choose the standard size of 0.5 litres for a Coca-Cola bottle. 36.5% would choose the 2-litre version.

In the product category “smartphone”, slightly more than half (52.2%) would choose the standard size (iPhone Pro) – 47.8%, on the other hand, would go for the larger version (iPhone Pro Max).

In contrast to the Coca-Cola bottle and smartphone, the respondents would rather choose the larger item for a blanket (55.2%).

Does body size influence the decision?

Yes, participants who chose the 2 litre Coca-Cola bottle and the iPhone Pro Max also tend to be taller (2 litre Coca-Cola bottle: 1.75m & iPhone Pro Max: 1.74m) than participants who chose the standard size products (0.5 litre Coca-Cola bottle & iPhone Pro: 1.71m).

The respondents were further asked how often they buy something that is a little difficult for them to handle (either because it is relatively large and heavy or because it is too small). 8% said they never buy items that are difficult for them to handle. 32.1%, on the other hand, said it happens once in a while.

The survey was answered by 299 participants (49.2% female, 50,5% male, 1 person diverse), with an average age of 42.5 years (standard deviation 13.1).

Find the full study in German here!


published: 21.07.2023