Successive conversions to electronic price tags in food retail have fueled discussions about “dynamic pricing”. The current IHaM analysis shows in a hypothetical scenario what consumers think of “dynamic pricing” in food retailing. The results of the study were presented and discussed by Institute Director Prof. Dr. Christoph Teller and Dr. Ernst Gittenberger on ServusTV (“Servus um 2” from October 15).

In general, 70% of consumers (aged 16-74) reject the rapid changing of product prices (based on digital price labels) in food retail. As customers get older, their skepticism towards dynamic pricing increases. A more differentiated view shows that the dynamic adjustment of prices to current customer demand would be considered unfair by 68% of consumers. For 67%, this would be confusing and for 66% it would make shopping more difficult.

“Although already common practice for online flight and hotel bookings, for example, dynamic pricing would meet with very low customer acceptance when it comes to grocery shopping, meaning that it is unlikely to be introduced in stationary food retail”, summarizes Head of the Institute Prof. Dr. Christoph Teller.