Antiperspirant Roll-on
An affordable price and sweat protection stand out as two distinct priorities. Alongside those inclined to use the tested product, a substantial group prefers another deodorant in the daily-use scenario.
32 people are unwilling at every tested price; these responses are excluded from the average.
Price and protection are distinct priorities for roll-on.
Willingness to pay is higher among those prioritizing sweat protection. It may be useful to test price-focused offers and protection-focused communication separately.
Priorities and willingness to pay
The comparison shows averages for two groups choosing different options in the same panel.
Based on the feature considered most important when choosing the product.
- Prioritizing sweat protection63/68 responses with a WTP value
- 278 TL
- Prioritizing price66/86 responses with a WTP value
- 205 TL
Expectations behind the choice
Most important feature when choosing an antiperspirant roll-on
Single choice · 200 responses
- Affordable price43% · 86 people
- Sweat protection34% · 68 people
- Lasting throughout the day10.5% · 21 people
- Pleasant scent7% · 14 people
- Trust in the brand5.5% · 11 people
- Feeling gentle on skin0% · 0 people
Usage preference for a day of work, school and social activities
Single choice · 200 responses
- Would prefer another deodorant39.5% · 79 people
- Would probably use it34% · 68 people
- Would prefer not to use a roll-on16.5% · 33 people
- Would use it only if I had no alternative8% · 16 people
- Would definitely use it2% · 4 people
Explore acceptance rates by price
The chart shows the share accepting each price. Those accepting a higher price are also counted at lower prices.
Percentages are based on all 200 people in the study.
- 84%119 TL
- 77.5%169 TL
- 61%219 TL
- 50.5%269 TL
- 28%319 TL
Show results as numbers
| Price | People accepting | Share of the panel |
|---|---|---|
| 119 TL | 168 / 200 | 84% |
| 169 TL | 155 / 200 | 77.5% |
| 219 TL | 122 / 200 | 61% |
| 269 TL | 101 / 200 | 50.5% |
| 319 TL | 56 / 200 | 28% |
Those accepting the highest price may be willing to pay more; prices above this level were not tested.
How should the results be read?
Study scope
The same people in a panel of 200 synthetic consumers answered the preference questions and price test. The panel contains female and male profiles. Brand and persona names are anonymized.
Shares and averages
Preference percentages use the panel of 200 as their base. WTP averages use only responses with a WTP value; other responses were not treated as zero. Each group average shows responses with a WTP value / total group size.
How should the price results be read?
Those accepting a price are also counted at lower prices. Percentages are based on everyone in the panel. The highest tested price may not be the most someone is willing to pay.
Limits of the findings
Results represent this product’s synthetic panel and are not a forecast of actual sales. Differences between groups do not prove that a preference increases willingness to pay.