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Press Release

'Customers aren't stupid' - OFT pricing study reaction

2 December 2010

A record number of promotional deals at a time when household budgets are feeling the squeeze demonstrates the value consumers get from special offers. The latest figures show 37 per cent of fast-moving consumer goods are on some sort of promotion or discount at the moment – an all-time high.

In response to the publication of an Office of Fair Trading market study into the advertising of prices, the British Retail Consortium (BRC) says consumers benefit from the competition, which keeps prices down. Customers expect to find special offers and discounts when doing their shopping, and are good judges of the best deals.

Tom Ironside, BRC Director of Business and Regulation, said:

“Customers aren’t stupid. They make sophisticated judgements about prices and value within stores, between stores and over time and have all the information they need to do that.

“Discounts and promotions are part of our highly competitive retail market and customers benefit from them.

“BRC members abide by the rules and regulations governing price advertising. They want satisfied customers who come back again and again. They would have nothing to gain from attempts to mislead and any extra legislation or over enforcement on this issue would therefore be pointless. Enforcement activity should be directed at those who deliberately set out to mislead.”



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British Retail Consortium

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