When shopping for pre-packaged products, consumers are offered a variety of product and price information at the point of purchase. To name only a few, consumers have the opportunity to evaluate product alternatives based on the brand, the product’s country of origin, the packaging design, nutrition facts listed on a packaging, the package size, as well as the product price. Oftentimes consumers are not able to consider all the information when making a decision for a product, because of time restrictions or cognitive constraints. In order to ease the product evaluation process for the consumer, the unit price was introduced.
KeywordsPurchase Intention Unit Price Quality Perception Package Size Font Size
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