A case for unit pricing?

Unit pricing has been strongly opposed by most parties involved in the packaged grocery trade. A study recently completed by UMIST set out to examine it from four perspectives, and this article describes these approaches. Firstly, a review was undertaken of evidence emerging from the United States; secondly, an audit of prices and sizes was conducted in five grocery outlets in this country. Thirdly, the views of major grocery retailers were sought; and finally, a survey of customers was undertaken at a Sainsbury outlet to judge reactions to the unit price information that they provide in a few product areas.