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Interview in Marketing
- Publisher
- SAGE
- Copyright
- © 1977 American Marketing Association
- ISSN
- 0022-2437
- eISSN
- 1547-7193
- DOI
- 10.1177/002224377701400207
- Publisher site
- See Article on Publisher Site
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.
Journal
Journal of Marketing Research – SAGE
Published: May 1, 1977