The effects of framing and displaying congruency of unit price on consumer price perceptions and choice decisions

In grocery (food) retailing, unit pricing refers to the displaying of the price per unit of measure, such as the price per 100 grams on an item’s price tag. This project aims to investigate the effects of framing and displaying unit price on consumer behaviours. The research will fill the knowledge gap of how units of measure such as millilitres versus litres, and currency units, such as dollars versus cents, when framing unit prices and retail prices (in)congruently, would impact consumers’ purchase decisions of groceries (food). By providing evidence-based findings, the research will contribute to informing policy makers and retailers on the improvement of unit pricing provision and practice to warrant consumer wellbeing in general.