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The Effect of Unit-Pricing on Choices of Brand and Size in Economic Shopping

Michael J. Houston
Journal of Marketing
Vol. 36, No. 3 (Jul., 1972), pp. 51-54
DOI: 10.2307/1251040
Stable URL: http://www.jstor.org/stable/1251040
Page Count: 4
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
The Effect of Unit-Pricing on Choices of Brand and Size in Economic Shopping
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Abstract

Unit-pricing, as a retail price-reporting policy, is intended to aid the economy-minded shopper. This article presents a field experiment which investigated the potential value of a unit-pricing system to such a consumer.

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