Do Shoppers Really Look at Unit Prices on Shelf Tags?

They’re one of the more modest members of the entire retail scene:

Unit price labels.

You know, the small, easily overlooked “cost per ounce,” “cost per pound,” cost per...whatever…designations printed on shelf tags.

Unit prices are required by law in some states, but, whether mandated or not, the real question is: Do shoppers look at unit prices?

An Ounce of Truth

As a company specializing in mobile audits and research, including in-store price checks, we recently conducted a study of 500 shoppers to determine the answer to this question.

In all, 76% of shoppers in our survey have referred to
unit prices when making shopping decisions.

Additionally, we presented shoppers with 16 different product categories, from bug spray to frozen food, and asked: “For which of these…do you regularly look at the unit price information on the product's price tag?”

With non-food merchandise especially, it can be hit-and-miss whether stores even disclose unit prices on shelf tags.

Yet, as the results below suggest, many shoppers say they regularly examine unit prices on items like laundry detergent (49%), dish detergent (41%), paper products (41%), and household cleaners (37%)

For which of these product categories do you REGULARLY look at the "unit price" information on the product's price tag? [GRAPH]

 

It appears unit prices, as understated as they are, play an important role in the shopping habits of many. 

The Price is Right?

Wondering whether shoppers are seeing the right prices on your products? Incorrect prices—whether too high or low—can damage your brand's image and drag down sales. 

Mobile Audits take you inside stores anywhere, anytime to verify pricing information. Don’t wonder about prices…when you can know.

Download the infographic, “Bridging the Knowledge Gap,” to learn more about Mobile Audits.

Download the Mobile Audits Infographic