Price‐Size Relationships and Customer Reactions to a Limited Unit‐Pricing Programme

Abstract

Notes that, in the UK, the introduction of unit pricing has been met with fierce opposition. Reveals the empirical results from interviews which were conducted with managers in major grocery retail companies. Also provides data from a price/size audit carried out in five major grocery stores. Concludes that results from both of these indicate that a widespread unit pricing programme would be considered an asset by a significant number of shoppers if this was to be explained adequately.

Citation

McGoldrick, P.J. and Marks, H.J. (1985), "Price‐Size Relationships and Customer Reactions to a Limited Unit‐Pricing Programme", European Journal of Marketing, Vol. 19 No. 1, pp. 47-64. https://doi.org/10.1108/EUM0000000004761