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🗞️Survey Reveals Confusion Over Supermarket Discounts

🗞️Survey Reveals Confusion Over Supermarket Discounts

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The variety of terms used to characterise what seems to be a sale, such as "down, down," "low price," "super savers," and "prices dropped," can make it difficult to determine whether a discount is truly being offered. Australian shoppers appear to be confused, according to new survey data from CHOICE. Experts claim that it's either careless advertising or a case of purposeful consumer confusion. While most people agree that greater clarity is needed, the big supermarkets contest that there is a problem.

A nationally representative survey of more than one thousand people was carried out by Choice in February 2024 to learn more about the public's comprehension of the labels, tags, and jargon used by Woolworths, Coles, and Aldi in supermarkets.

Additionally, questions about shoppers' ability to quickly and easily determine whether tags indicated a discount were asked of them. Choice has voiced the need for stricter regulations regarding price display in its submission to the Australian Competition and Consumer Commission's supermarket enquiry.

“We have had hundreds of people share examples of potentially misleading pricing practices at the major supermarkets, with many being confused about whether a product is discounted or value for money,” Choice director of campaigns Rosie Thomas said on Monday.

“People are sick of feeling like they are being tricked by the supermarkets each time they head in store or online.”

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A Cole Spokesman said ,“At Coles, we know customers are on the lookout for great value, and our specials and promotions are just one way we can help deliver this.

We have several specials mechanisms which customers can look for in store and online to help them spot great value, from thousands of weekly specials offering short-term discounts on everyday items, to Down Down promotional campaigns which provide customers certainty prices will remain at a lower price for up to 13 weeks. While Stocks Last tickets also offer customers the chance to buy items which are only available at Coles for a short time, and which are unlikely to be restocked once the products are sold through.

Customer feedback is important to us. Our goal is to always be as clear as possible and we are taking steps to update this ticket over the coming months.”

Woolworths claims to define every term they use and to "clearly and accurately" explain their prices to customers.

"We strive to clearly and simply signpost the ways that our customers can find value and spend less every time they shop with us – we offer everyday low prices, member offers, as well as specials and longer-term stable price drops," a spokesperson for Woolworths states.

The Evening Post AU also contacted Woolworths to comment and spokesperson said :

We work hard to ensure we comply with all Australian consumer laws and communicate our prices clearly and accurately through our catalogue, in store and online.

We know many Australian families are doing it tough and looking for relief at the checkout.

We strive to clearly and simply sign post the ways that our customers can find value and spend less every time they shop with us.

We know that the majority of our customers are buying products on special or on an everyday low price offer to help them save.

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🗞️Survey Reveals Confusion Over Supermarket Discounts

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