Friday 25 August 2000
Consumers have had enough of confusing pricing policies and misleading value claims, says on-line electrical retailer value-direct.co.uk. In a new report issued today - 'Clarity begins@home, a call for clarity of pricing on the high street and on the web', value-direct.co.uk is calling for clarity of pricing both on the high street and on the net and value-direct.co.uk is urging the government to take a closer look at how prices are displayed both on and off-line.
Just 18% of the British public questioned by MORI Technology on behalf of value-direct.co.uk trust most shops to be honest about their prices. 48% found it annoying that delivery was extra on items such as fridge freezers that they could not get home themselves, whereas 61% of Internet users felt prices on the Internet should always be quoted inclusive of delivery before you decide to purchase. 57% felt that prices quoted should always include VAT.
Ian Bland, Joint Managing Director of value-direct.co.uk, an e-tailer offering a choice of over 5,500 electrical appliances, feels that it is time for the market to be treated, and regulated as one.
"It is in consumers' interest for prices to be advertised and displayed in a consistent way. 52% of Internet shoppers tell us that they tend to compare Internet and in-store prices which is why we are making a call for clarity and transparency of prices across the market."
41% of those questioned felt Government should encourage retailers to price goods honestly with just one in ten saying that industry is best left to regulate itself and be left free to set its own prices.
value-direct.co.uk will be using the report findings to launch a Crystal Clear Pricing Campaign. It will be presenting its research findings to government and is encouraging consumers who feel they have been misled on price by a high street or an on-line retailer to contact their local trading standards office. Alternatively, they can contact the Crystal Clear Pricing Campaign at P.O. Box 271, London, WC2B 5LS
Technical details
MORI Omnibus. Nationally representative sample of British adults aged 15+, face-to-face interviews carried out between 6-11 July (2,001) and 3-7 August (2,254) 2000. Results are weighted to reflect national population profile.