Creative Pricing at Supermarkets
SacTV.com "Video of the Day" review by
Alex Cosper on July 8, 2012
"Creative pricing" is a technique I coined for schemes used by vendors to either paint perceptions on pricing
or simply rip off customers when they aren't paying attention. When people speak up, I call this
"radical disruption." I only use radical disruption in a peaceful and intelligent way and when it's necessary. I call it radical because for
some reason people who are smart and want peace are called radicals. Today I used radical disruption to counter
creative pricing and it worked. At a grocery store in the north area of Sacramento (owned locally) I saw a half melon
priced at $1.29 that said on the label "fresh" and "no preservatives." The label also said the half melon came from
"Fresh Garden Highway" packaged by Renaissance Foods Group, LLC in Rancho Cordova. It seemed like a great deal so I took
it to the counter where the clerk rang it up and said "$5.49."
When I told the clerk the sign said "$1.29" he responded that it was "per pound." After I said that the sign did
not say "per pound" he took me to over to check the price and I was right. So then he hollered at one of his employees the sign was misleading and
told me he would sell it to me for $1.29. I was happy about that, but at the same time I wondered if it were a marketing
trick designed to take advantage of the people who don't speak up. This event launched a new investigation that I will
be conducting over the summer regarding "creative pricing." What I want to learn from this investigation is an answer to
the question: to what degree is creative pricing a form of false advertising?"
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