Unit Pricing

With a series of experiments,
Lena Himbert highlights the
influence of the unit price’s unit of measure on the consumer’s price-level
perception and quality perception. Furthermore, this thesis shows that the unit
price availability and prominence influences the consumer’s store price image. When
shopping for pre-packaged products, consumers are offered a variety of product
and price information at the point of purchase. The unit price represents price
information given to the consumer for which the factor package size is removed
and thereby lowers the information load for consumers in the shopping
situation. However, retailers have considerable leeway concerning the unit
price format. Aspects that can be varied are for example the unit of measure
(e.g., price per kg vs price per 100 g) or font size. There is little to no
previous research that gives advice to retailers how they should indicate the
unit price on the price label.