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Consumer usage of unit pricing
Author(s) -
BOYA UNAL O.
Publication year - 1987
Publication title -
journal of consumer studies and home economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 0309-3891
DOI - 10.1111/j.1470-6431.1987.tb00140.x
Subject(s) - unit (ring theory) , unit price , advertising , marketing , business , economics , psychology , microeconomics , mathematics education
The aim of this study was to investigate the degree to which shoppers use unit price as a conventional piece of information to compare sizes and/or brands in supermarkets. Three‐hundred and seventy‐five shoppers were interviewed in a Kroger supermarket in Tuscaloosa, Alabama. About two‐thirds of all respondents said they used the unit price information while shopping. Slightly over 84% of those who understand how the unit price information can be used to make more economical choices said they used it. Shoppers with lower levels of education used unit price less than those with higher levels of education. The same pattern was observed between low‐income and high‐income shoppers as well as between blacks and whites. The number of shoppers who recalled using unit price to compare sizes was about the same as the number of people who recalled using it to compare brands.