An experimental investigation of recognition as a measure of price awareness

Abstract

Consumer awareness of prices was investigated through the use of recognition and recall tests. The objective of this research was to determine more precisely whether buyers are aware of prices they pay for grocery items. Using theories of information processing and memory led to the thesis that a recognition memory test would be more appropriate for measuring price awareness.

The research method used was a combination questionnaire/ interview. Shoppers were followed and the prices of three products picked up for purchase were recorded. The subject was then approached and given either a recall or recognition test to determine whether they were aware of the prices for the products. The responses to the tests were timed and several questions concerning confidence in the answers given and frequency of product purchase were also asked.

The conclusions from this research tend to support the use of recognition as an appropriate measure for tapping memory and determining consumer price awareness. That is, more buyers could correctly recognize prices than could recall prices.