With the increase of product cost, some marketers such as food and groceries manufacturers have shrunk their products' size but still selling the same price (Horton 2017). For example, the Toblerone company has reduced the weight of their chocolate bars from 170grams to 150 grams while the packaging size and price stays the same (Kottasova 2016). The reduction in the portion is to ensure that the consumers can afford to buy the products, explained by the manufacturer. However, this explanation is not accepted by the consumers. Due to the downsized of the Toblerone chocolates, it made the loyal fans reacted fiercely on social media as they need pay the same price but getting roughly 10% less chocolate (Kattosova 2016)." The above is an example of what concept in Consumer Behaviour? With your understanding of consumer comprehension and learning, do you think this is fair for businesses to do to consumers? Is it understandable that customers are upset? Use case studies or examples from your own experiences to support your