The Value of Unit Price Information
Open Access
- 1 May 1977
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 14 (2) , 193-201
- https://doi.org/10.1177/002224377701400207
Abstract
When unit prices were posted on separate shelf tags in a supermarket, consumer expenditures decreased by 1%. When unit prices were displayed also on an organized list, consumer savings were 3%. In addition, the list format caused a 5% increase in the market shares of store brands. The benefits to both consumers and retailers justify the cost of providing unit price information on a widespread basis.Keywords
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