Kleen is dead on here - the bigger dosing is the way to go here. In human studies groups were administered 300, 600, 900, & 1200mg of TUDCA/day. With each increasing dose up through 900, greater effect was noticed. The 1200mg group was found to be experiencing diminishing returns compared to the 900mg/day group. 900 is the sweet spot.
If you go 200mg pills, I have to eat 5 caps/day. I don't care how many pills you put in that bottle, if I'm on a long, heavy oral cycle I'm already eating plenty of pills already all day long and 5 more isn't as appealing as just buying bulk powder. 250mg is the minimum here - that's your competitor's capped standard. 300 is the way to go though IMHO, for all the reasons Kleen mentioned.
120ct bottle is the way to go here as well - people will be willing to pay for it as long as the overall price/g is competitive. And you & the retailer make a slightly larger sale with each purchase that way to boot. But anyone buying TUDCA is already sold on it, so they won't mind buying larger amounts.
I appreciate you guys doing this one for your customers - people pay attention to that stuff, & it builds loyalty.