Unit pricing: a positive response to consumerism

Lawrence Lamont (University of Colorado, Boulder, USA)
James Rothe (University of Colorado, Boulder, USA)
Charles Slater (University of Colorado, Boulder, USA)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 April 1972


Examines unit pricing of grocery products, a recent business response to the forces of consumerism in the USA, and its effects on the consumer, the retailer and the manufacturer. States that, as a pricing device, unit pricing is not entirely new, as products such as meats, dairy products and many fresh fruits and vegetables have been unit priced for years. Concludes that, before the full impact of unit pricing can be assessed, additional research questions need to be answered.



Lamont, L., Rothe, J. and Slater, C. (1972), "Unit pricing: a positive response to consumerism", European Journal of Marketing, Vol. 6 No. 4, pp. 223-233. https://doi.org/10.1108/EUM0000000005144

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Copyright © 1972, MCB UP Limited

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