Why consumers under-use food quantity indicators
Recent UK research suggests that the majority of consumers fail to utilize unit prices or quantity indications when purchasing pre-packaged foodstuffs. This failure reduces their ability to identify optimal purchases and to protect themselves against oversized packaging, product downsizing and quantity surcharges. Previous work on quantity has been non-UK based (e.g. Wansink 1996), suffered from methodological flaws and/ or lacked specific focus on quantity.This research investigates why quantity indications are not utilized and adopts a more comprehensive multi-method approach using accompanied shopping interviews, simulated tasks (n = 230) and an in-store questionnaire (n = 1000). The results show consumers are: generally unaware of quantity indicators; confused because they are overloaded with product information; unable to process the volume and diversity of the quantity information generated by large numbers of products and brands; unwilling to make the effort to make comparisons; do not understand different measurement systems, quantity terms and expressions; do not care about small quantity differences; use package size or tactile weight instead; believe that the law protects them sufficiently; do not have time to make comparisons; are unable to locate and assimilate unclear quantity information. The results raise important consumer education issues and implications for retailers relating to clearer and more consistent quantity indicators.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
Document Type: Research Article
Publication date: 2001-04-01