The Grocery Shopper and Food Specials: A Case of Subjective Deception?

Abstract

Advertised food specials may be deceptive to consumers who mistake the advertised prices as reduced prices. Of all the advertised food specials examined in this research, at least 13 percent and as many as 25 percent of those advertised in newspapers were not reduced in price.

Misperceptions of Grocery Advertising

“…Content analyses of Canada Safeway's grocery advertising during the survey period indicate that almost all regularly carried advertised items (97.6 percent) were reduced in price. This finding contrasts sharply to previous analyses reported in Wilkinson and Mason (1974) and Mason and Wilkinson (1976; on grocery advertising in the 1970s by U.S. stores. They found that 25 percent to 48 percent of products featured in national chain grocery advertisements were not actually reduced in price.…”

“…Miscellaneous grocery products included canned and dried fruit, canned vegetables, frozen food, and prepared food. This breakdown of food groups is far more extensive than the three groups (meats, poultry, and fish; fresh fruits and vegetables; and other) used by Wilkinson and Mason (1974). By expanding the number of food groups to ten, consumers can be more articulate as to their perceptions about advertising.…”

“…Because a food item is advertised does not mean it is reduced in price. Research by Wilkinson and Mason (1974) found between 13 and 15 percent of items advertised at any one time were not reduced in price. Mason and Wilkinson (1978) reported that 48 percent of all grocery items advertised over a ten-week period were at the regular price.Other research by Wilkinson, Mason, and Paksoy (1982) found that consumers are reluctant to respond to advertised food specials.…”

Estimating Consumer Losses From Unavailable Advertised Grocery Specials

“…One estimate by the United States Department of Agriculture suggests that consumers can save 10 percent or more on their total food bill by taking advantage of advertised specials in only 2 different supermarkets [19, p. 261. Another study in a Southeastern urban area found that percentage markdowns on advertised food items ranged between 16 and 23 percent for 3 supermarket chains [21]. Clearly, however, many items are advertised without being reduced in price.…”