Unit price information in supermarkets

The provision of prescribed product quantities enable supermarket shoppers to discriminate intelligently between competing goods of different shapes and sizes.

It is argued that as a measure of a consumer's understanding of unit pricing, comprehension is richer in content and thus reveals more information compared to awareness.

[10] As products have become qualitatively diverse, comprising various ply constructions, densities and concentrations, consumer awareness and usage of unit price information continues to hold academic interest.

[8] Accordingly, the time spent determining the most economic purchase is condensed substantially,[1] errors in product price comparisons are significantly reduced,[13] and importantly, lower grocery shopping expenditure is attained.

[14] Research indicates that when consumers are educated about unit pricing they can show around 17-18% savings in shopping expenditure, but that this can often drop back somewhat across time [15]