Asking for 'Bulgarian' Cheese at Deli Costs Up to 70% More
Translated & summarized from Maariv by baba
Customers asking for specific cheeses like "Bulgarian" at deli counters may pay up to 70% more due to delegating pricing decisions to staff. This "default effect" can lead to significant price hikes, such as paying 2.7 times more for a Gouda cheese with a minor fat percentage difference. Price comparison across Israeli supermarkets shows Rami Levy and Yohananof as often the cheapest, while Stopmarket and Shufersal Deal are frequently the most expensive for certain items.
The story in 5 lines · by baba
- Asking for "Bulgarian" cheese at a deli can increase the price by up to 70%.
- The "default effect" in consumer behavior leads customers to accept deli worker recommendations, impacting price.
- A semi-hard Gouda cheese with a 2% higher fat content cost 2.7 times more.
- Rami Levy was the cheapest for 33 out of 93 cheeses compared.
- Stopmarket was the most expensive for 31 out of 93 cheeses compared.
When customers ask for a specific type of cheese, like "Bulgarian," at a deli counter, they may end up paying up to 70% more than expected, according to Dr. Hezi Gur Mizrahi. This price discrepancy can be even higher, reaching 117% for a single cheese and exceeding 70% across five different cheeses. The issue arises when consumers delegate the pricing decision to the deli worker by simply requesting a type of cheese, such as "Bulgarian," without specifying the brand, version, or exact price.
Research indicates that while price is the primary consideration for most cheese buyers, those who opt for the deli counter often prioritize getting the exact quantity and cut they desire. However, the deli worker's recommendation, influenced by factors like wanting to sell a pre-opened wheel, pushing a specific product for the chain, or personal preference, can significantly impact the final cost. This dynamic shifts the decision-making power from the consumer to the representative.
Consumer behavior studies identify this as the "default effect," where people tend to accept what is offered rather than seeking alternatives when choices are open-ended. At the deli, the default is often the first wheel the worker selects. For example, a semi-hard Gouda with 27%-29% fat content was priced at 48 shekels per kilogram, while a nearly identical Gouda with 30%-32% fat content cost 130 shekels per kilogram. This difference, driven by a slight variation in fat percentage, can lead to paying 2.7 times more.
A price comparison across supermarket chains revealed significant variations. Rami Levy was the cheapest for 33 out of 93 cheeses, and Yohananof for 21. Stopmarket was the most expensive for 31 cheeses, and Shufersal Deal for 23. However, no single chain was the cheapest for all items, with each of the seven chains found to be the least expensive for at least five different cheeses.