Consumers Urged To Know The Facts Before Deciding To Buy

New research released today by on-line electrical retailer value-direct.co.uk urges consumers to approach comparative pricing sites with caution as they may not necessarily be receiving the value for money they think they are.

value-direct.co.uk, the on-line electrical retailer with a portfolio of over 5,500 electrical items, commissioned research company MORI Technology to investigate the issue of on and off-line pricing. In the report, 'Clarity begins@home, a call for clarity of pricing on the high street and on the web', 87% of consumers were unaware that Internet web sites that search for lowest prices usually only search sites which pay them a commission. 42% of Internet users felt that such sites should tell the consumer how much commission they make on every item sold.

value-direct.co.uk feels this practice is not in consumers' interest and is launching a campaign for clarity and transparency of pricing claims both on and off-line. Ian Bland, Joint Managing Director of value-direct.co.uk says:

"Prices are displayed in different ways from site to site and from retailer to retailer. For example, some prices displayed do not include delivery yet 61% of Internet users tell us that prices on the Internet should always be quoted inclusive of delivery before you decide to buy. How can sites that claim to search for the lowest price do so when the pricing information is incomplete? There needs to be consistency in order for it to be a level playing field".

In the report, consumers also question the practice of high street retailers excluding Internet prices and delivery within 'unbeatable value' claims. 48% found it annoying that delivery was extra on items such as fridge freezers, bought either in-store or on-line, that they could not get home themselves and over half of web users felt it was unfair for high street retailers to make price or special offer claims if in fact they sell the same item for less on their own web site.

value-direct.co.uk will be presenting its research findings to Government as 41% of those questioned said Government should encourage retailers to price goods honestly and fairly.

In the first instance, consumers who feel they have been misled on price by a high street or an on-line retailer should contact their local trading standards office. Alternatively, they can contact the Crystal Clear Pricing Campaign Office at: P.O. Box 271, London, WC2B 5LS

• Price Is Not The Key Factor In Consumers' Interpretation Of Value For Money
• Retailers Told - Sort Out Your Pricing Claims

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.