Unit prices on retail shelf labels: An assessment of information prominence Article

Miyazaki, AD, Sprott, DE, Manning, KC. (2000). Unit prices on retail shelf labels: An assessment of information prominence . JOURNAL OF RETAILING, 76(1), 93-112. 10.1016/S0022-4359(99)00022-6

cited authors

  • Miyazaki, AD; Sprott, DE; Manning, KC

authors

abstract

  • Although unit prices have been provided to consumers for nearly 30 years, the format in which this information is presented has been largely ignored. An examination of major grocery retailers found considerable differences in how prominently unit prices are presented to shoppers on shelf labels. Two methodological approaches are then used to examine the prominence of unit prices in a grocery-shopping context. The results of a field study support expectations that, among consumers who are relatively low in price consciousness, the prominence of unit price information has a positive effect on awareness and usage of such information. In a second study, a controlled experiment shows that increasing the prominence of unit price information affects consumers' shopping behaviors by shifting purchases toward lower unit priced items and ultimately reducing grocery expenditures. Suggestions for future research and implications for retailers and policymakers are discussed. © 2000 New York University.

publication date

  • January 1, 2000

published in

Digital Object Identifier (DOI)

start page

  • 93

end page

  • 112

volume

  • 76

issue

  • 1