On the Price Consciousness of Consumers

The authors report on an enquiry they carried out in Nottingham, to determine the extent to which housewives are conscious of the price of an article at the time of its purchase. They find that for many of the fifteen grocery products covered, a high proportion of housewives were aware of the prices, although the proportion varied somewhat between the products. The results of the enquiry are analysed in several ways and their implications discussed.