SHELF and CASH REGISTER PRICE MISMATCH: A RESEARCH towards INVESTIGATION of CONSUMER ATTITUDES

Abstract

Aim: In this study, it is aimed to examine consumer attitudes towards shelf and cash register price mismatch, which is one of the unethical and illegal business practices. In addition, the importance of consumers' behavior in the face of the relevant situation and the service adequacy of the employees in this process has been tried to be revealed by measuring the awareness of the legislation of the consumers.Method: In the study, questionnaire method, which is one of the quantitative data collection methods, was used by benefiting from the convenience sampling. Only participants who have experienced at least one shelf and cash register price mismatch in food stores before were included in the scope of the research. A total of 391 questionnaires were analyzed with the SPSS 20 program.Findings: It has been found that more than half of the participants are still far from a certain awareness and seeking rights. Food products lead the way with a total of 73.2% among the products that are subject to shelf and cash register price mismatch. Consumers who are aware of the legislation regarding shelf and cash register price mismatch are more adversely affected by this process than those who do not. Results:It is concluded that consumers still have a serious deficiency in awareness of shelf and cash register price mismatch. In particular, trying to create an impulse buying in consumers by deliberately displaying the high-priced products' shelf prices low makes this situation even more unethical and illegal.