Factors Affecting Consumers' Utilization of Unit Pricing

Maurine Bingham, Utah State University


Characteristics of consumers who used unit pricing were compared to consumers who did not use unit pricing. A numerical rating was developed to aid the researcher in classifying consumers into to extreme groups, "usually" and "seldom". The sample consisted of 50 shoppers who usually and 50 shoppers who seldom used unit pricing. Data was collected at a local supermarket where unit pricing is provided.

Of the variables tested, annual family income was not significant (.861); number of individuals shopped for was relatively significant (.283); and age of consumer (.028), occupation of consumer (.067), employment pattern of consumer (.031), education of consumer (.00014), occupation of spouse (.00001), and shopping frequency (.026) were significant.