The significance of the per kg price comparison on TV was that in order to
compare prices between different shops, the price/kg is the easiest way to
do it because it is displayed/quoted consistently. Practically all the
supermarkets will quote price/kg on the internet for example but only some
will give the price/lb equivalent.
And that's what it's all about. People want good value for money and a fair
market. Very few people are likely to alter their purchasing decisions or
deliberately shop at a store because of the units they use, regardless of
who is cheaper or better value. It's only enthusiasts like us that might do
that. If people are influenced at all it will be because price/lb looks
cheaper than price/kg, which is why Tesco do imperial pricing in their
promotions. Tesco have also been known to show price reductions per kg for
the same reason.
Phil Hall
----- Original Message -----
From: "Stephen Humphreys" <[EMAIL PROTECTED]>
To: "U.S. Metric Association" <[email protected]>
Sent: Thursday, June 02, 2005 11:06 AM
Subject: [USMA:33056] RE: Tesco
My regional TV news this evening featured an item about the price of meat
in various supermarkets, including Tesco.
All prices quoted were per kg only.
What is on a regional TV news feature and what is actually displayed in a
real Tesco could be 2 very different things!
If a news item said "a stretch of road 20km long" would that mean the
signs on the road are in km?
I suggest you write to the supermakets Mr Humphreys and tell them your
little secret. Let them know why you don't shop there anymore. All they
would have to do is put a few imperial prices around the place and bingo,
their fortunes will be revived.
1) I can't be bothered to write to organisations telling them to appeal to
the customer
2) In this case, the customer tends to "come last" anyway - hence a
massive market share held by Tesco. You must know about their "grey area"
jean sales too - they ignored the EU on that one too (but I think they
were eventually forced to put their prices up, or something).
Interesting to note that where people have obviously complained about lack
of informtaion changes have been made to supply impierial - "Betterware"
is one example that springs to mind.
