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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
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251040
Page Count: 4
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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.
Journal of Marketing © 1972 American Marketing Association