A sizeable majority of consumers (90%) say they pay attention to price match signs on display in supermarkets, according to the latest Consumer Intelligence report from Empathy Research.
The survey of 1,010 people found that marginally more females (93%) were aware of price match signs on display in supermarkets compared to males (87%).
Almost half of those surveyed (48%) said that they would be 'more inclined' to visit a supermarket if it was running a price match campaign. Younger age groups are more likely to shop in a supermarket that promises its customers that they will not have to pay more than they would at another named supermarket. Over half (57%) of 18-24 year olds say they would choose to shop in a supermarket running a price match campaign, which is marginally higher than across other age groups; 25-34 (50%), 35-44 (46%) and 45+ (45%).
Over half (58%) of 18-24 year olds say they would tend to purchase products that are part of a price match campaign. This is slightly higher than all other age groups; 25-34 (55%), 35-44 (50%) and 45+ (51%).
In addition, over three quarters of participants think supermarkets should try to match their prices acoss a wider range of products. Significantly more females (82%) were of this opinion compared to males (73%). The majority (85%) of participants aged 25-34 think supermarkets should try to match their prices across a wider range of products. This is marginally higher than participants aged 18-24 (81%) and over 45s (79%), and significantly higher than those aged 35-44 (72%). This was also more prevalent among participants that have children (81%) than those without children (77%).Click here to see more data from Empathy Research.