The idea
Compare pack price with the income and cash-flow pattern of the segment buying it. National average income can conceal affordability problems for lower-income customers. A monthly benchmark can also miss the cash constraint of a customer paid daily. Use dated income estimates, state the working-day assumption where relevant, and investigate changes in small-pack purchases before assigning a cause.
Use it thoughtfully
- Calculate price as a share of income for each segment.
- Protect entry packs when the share rises.
- Recheck every quarter as wages and prices move.
An example
ILLUSTRATIVE EXAMPLE: A team finds 1 GB now costs 2.4% of a low-income segment's monthly income and adds a smaller weekly pack for that segment.
A question to try
What share of monthly income does 1 GB cost for your lowest-income segment?
A useful framework is a starting point, not a guarantee. Effects vary with the audience, product and situation. Use truthful evidence, respect customer choice, and test the result.