I have long been aware that the supermarket chains are taking the consumer for a ride. Just a few days ago this subject was the focus of one of the breakfast TV shows.
When ever I go shopping and spot an apparent bargain I have to perform the arithmetic equivalent of the olympics to work out exactly what I am paying for. On occasions that 4 pack of baked beans actually works out more expensive per tin than if you bought the individual tins. My wife hates going shopping with me because I take so long. Dawdling she says, but I am not. I am calculating the real value of the items we are buying, making sure we aren’t being ripped off.
Mike Harrington obviously does the same thing.
Mick, 66, of Fort Fareham Road in Fareham, spotted a 200g jar of Nescafe coffee on the shelf of his local Asda for £3.
But right below it and priced at £4 was a 300g jar of the same coffee marked ‘50 per cent free’.
Mick realised that the second jar should cost the same as the first if it really did contain 50 per cent ‘free’.
My theory is that the supermarkets work on the basis that you are inundated with so much information that you miss these little tricks that they pull. Trouble is that Mick and the folks of my generation were taught mental arithmatic at school, we were taught how to calculate on the fly and to “guestimate” so we have an idea of what the proper value should be.
Just look at the crass response Mick received from Asda ….
The pensioner contacted the supermarket’s headquarters. He said: ‘They were putting the blame on Nescafe, saying they set the prices. But I didn’t buy it from Nescafe, I bought it from Asda.
Consumer rights expert Richard Thomson said: ‘This isn’t that unusual. It’s very annoying for shoppers to find an obvious swizz is being run on them.
‘You rarely get a week that goes past where you won’t find there’s been a mistake like this with the prices somewhere, and it’s not just with Asda.
‘There are trading regulations in place which make it an offence to put misleading prices out like that, but the regulatory authorities have tended to let them get away with it as they will say they deal with so many prices a week and it’s not done intentionally.’
And what did Asda say ?
Unfortunately, despite our best intentions, with over 35,000 individually priced products in our stores, honest mistakes can sometimes happen.