Consumer Awareness, Understanding and Usage of Unit Pricing

The debate continues over whether prescribed quantities or unit pricing offers the best method to enable consumers to make value-for-money comparisons. In theory, the 'informed' consumer should benefit from being given unit-price information to identify optimum purchases; in practice, however, it would appear that many consumers do not use the data. Although unit pricing can reduce the level of confusion caused by large product ranges and large numbers of unique size–price combinations, results of a survey of over 1000 people showed that: 31% of the sample did not understand how unit pricing was meant to help them compare products; 35% could not be bothered to look at unit prices and 28% stated that unit pricing was too difficult to use. Those least likely to look at unit prices are women, the least educated and consumers aged 18–34. The research investigated why consumers do not use unit-price information and found: some consumers do not possess the cognitive ability to process the information and feel unit pricing is too complicated to use; some products are not comparable, which makes unit prices misleading; many shops do not provide unit-price information; unit-price information was felt unnecessary when evaluating products with few or no alternative sizes or brands; unit-price comparisons take too much time; consumers use simpler strategies for getting value for money, e.g. volume discount heuristic, own brands, special offers, x% free, reward points, etc. The paper explores policy and retailer implications for unit pricing and examines recommendations for government.