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| Author: | Mitchell, V.-W. Lennard, D. McGoldrick, P. |
| Title: | Consumer Awareness, Understanding and Usage of Unit Pricing |
| Journal: | British Journal of Management
2003 : JUN, VOL. 14:2, p. 173-187 |
| Index terms: | UNIT PRICING CONSUMER BEHAVIOUR CONSUMERS |
| Language: | eng |
| Abstract: | The research investigated why consumers do not use unit- price information and found: some consumers do not possess the cognitive ability to process the information and feel unit pricing is too complicated to use; some products are not comparable, which makes unit prices misleading; many shops do not provide unit-price information; unit-price information was felt unnecessary when evaluating products with few or no alternative sizes or brands; unit-price comparisons take too much time; consumers use simpler strategies for getting value for money, e.g. volume discount heuristic, own brands, special offers, % free, reward points, etc. The paper explores policy and retailer implications for unit pricing and examines recommendations for government. |
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