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- Publisher
- SAGE
- Copyright
- © 1994 American Marketing Association
- ISSN
- 0022-2429
- eISSN
- 1547-7185
- DOI
- 10.1177/002224299405800202
- Publisher site
- See Article on Publisher Site
Abstract
The author empirically examines the efficiency of scanner checkout systems by calculating the rates of underrings and overrings occurring in stores employing scanner systems. Actual purchases were used to calculate error rates across three shopping trips to each of 15 stores. The results reveal that both underring and overring rates are significantly higher than retailers’ expectations. Though these rates are equivalent across regular-priced purchases, they systematically favor the retailer for purchases of advertised specials and items on end-of-aisle displays. The author discusses the implications of these findings for retailers, consumers, researchers, and public policymakers.
Journal
Journal of Marketing – SAGE
Published: Apr 1, 1994