British Shoppers Least Price Aware In Europe
According to the results of a recent survey undertaken by strategic consultancy OC&C, consumers in the United Kingdom are amongst the least price aware shoppers in Europe.
The survey polled shoppers on how much deviation in cost they felt that a basket of goods from certain stores would be from the market average and found that the results were off the mark by 10 per cent.
Sainsbury’s was perceived to be more expensive than it really is, whilst Primark and Matalan, despite their value image and extremely low prices did not benefit from consumer awareness about how low their prices really are.
British shoppers were even less aware when it came to fashion retailing the survey suggests, with the margin of error coming in at 22 per cent.
The consultancy says that retailers who effectively communicate their prices to customers were most likely to emerge as long term winners, as investment in price cutting eventually filters into consumer perception of the store.
Please Note - All Prices Quoted Are Correct at Time of Posting
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