Unit price information in supermarkets
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Unit price information printed on supermarket shelf labels (price tickets) illustrates the quantity of product by a unit of measure (price per 100 g, price per 100 ml).
Unit pricing was originally designed as a device to enable customers to make comparisons between grocery products of different sizes and brand, hence enabling informed purchase decisions. The provision of prescribed product quantities enable supermarket shoppers to discriminate intelligently between competing goods of different shapes and sizes.[1]
There remains debate about the extent of consumer awareness, understanding and adoption of this information. It is argued that as a measure of a consumer's understanding of unit pricing, comprehension is richer in content and thus reveals more information compared to awareness.[2] Although higher levels of awareness is self reported, only 56% of shoppers could provide satisfactory descriptions of how to use unit price information.[2] The difference between reported awareness and comprehension is often large.[1][2][3][4]
Unit pricing was implemented into
As products have become qualitatively diverse, comprising various ply constructions, densities and concentrations, consumer awareness and usage of unit price information continues to hold academic interest.[1][11](Jarratt 2007; Kachersky 2011; Diaz 2011).
The benefits of unit pricing have been widely reported in the literature. It has been argued that unit pricing reduces time spent comparing brands, eliminates confusion relating to price calculations and ultimately allows shoppers to save money at the register.[1][11][12] Unit pricing enables the consumers to rationally evaluate the most economic package size and brand.[8] Accordingly, the time spent determining the most economic purchase is condensed substantially,[1] errors in product price comparisons are significantly reduced,[13] and importantly, lower grocery shopping expenditure is attained.[11] In Australia, despite having unit pricing legislation, there were no adequate education programs to enable consumers to take advantage of unit pricing.[14]
Research indicates that when consumers are educated about unit pricing they can show around 17-18% savings in shopping expenditure, but that this can often drop back somewhat across time [15]
Further reading
- Mortimer, Gary & Clarke, Peter (2011) Supermarket consumers and gender differences relating to their perceived importance levels of store characteristics. Journal of Retailing and Consumer Services, 18(6), pp. 575–585. http://eprints.qut.edu.au/46344/
- Mortimer, Gary & Weeks, Clinton (2011) Grocery product pricing and Australian supermarket consumers : gender differences in perceived importance levels. The International Review of Retail Distribution and Consumer Research, 21(4), pp. 361–373. http://eprints.qut.edu.au/46337/
- Mortimer, Gary (2011) The emergent male shopper : an identification of male supermarket shopper types. In Proceedings of the Academy of Marketing Conference 2011: Marketing Fields Forever, University of Liverpool, Liverpool. http://eprints.qut.edu.au/46374/
- Mortimer, Gary & Clarke, Peter (2010) Gender differences and store characteristics : a study of Australian supermarket consumers. In Ballantine, Paul & Finsterwalder, Jorg (Eds.) Proceedings of ANZMAC 2010, University of Canterbury, New Zealand, University of Canterbury, Christchurch, pp. 1–5. http://eprints.qut.edu.au/41588/
References
- ^ S2CID 153323897.)
{{cite journal}}: CS1 maint: multiple names: authors list (link - ^ .
- JSTOR 1251035.
- doi:10.1108/eb018195.
- JSTOR 1251040.
- JSTOR 3149695.
- JSTOR 3151296.
- ^ doi:10.1108/eum0000000005144.)
{{cite journal}}: CS1 maint: multiple names: authors list (link - ^ McCullough, D. T. & D. I. Padberg. (January 1971). "Unit Pricing in Supermarkets: Alternatives, Costs and Consumer Reactions". Search Agriculture. 1: 1–22.
- ^ Price, C. C. (1978). "Consumer Awareness and Use of Unit Pricing". U.S. Department of Agriculture.
- ^ doi:10.1016/s0022-4359(99)00022-6.)
{{cite journal}}: CS1 maint: multiple names: authors list (link - JSTOR 1250110.)
{{cite journal}}: CS1 maint: multiple names: authors list (link - JSTOR 1250110.)
{{cite journal}}: CS1 maint: multiple names: authors list (link - ^ [1] "Shoppers Being Ripped Off Through Poor Unit Pricing Education", Finance Friend, September 13, 2014, Retrieved January 19, 2016.
- .
- Aaker, D. A. & G. T. Ford (1983). "Unit Pricing Ten Years Later: A Replication". Journal of Marketing. 47 (Winter): 118–122. JSTOR 3203433.
- Carman, J. M. (1973). "A Summary of Empirical Research in Unit Pricing". Journal of Retailing. 48 (Winter): 63–72.
- McElroy, B. F. & D. A. Aaker. (1979). "Unit Pricing Six Years After Introduction". Journal of Retailing. 3 (Fall): 44–57.
- Russo, E. J. (May 1977). "The Value of Unit Price Information". Journal of Marketing Research. 14 (2): 193–201. JSTOR 3150469.
- Yoa, J., H. Oppewal and Y. He. eds. (2010). "Effects of unit pricing on consumer grocery shopping behaviour". Australian and New Zealand Marketing Academy Conference, Christchurch. Christchurch: University of Canterbury.
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