When price comparisons go wrong (except for the customer)

6 April 2009

There's nothing to stop a company naming the competition in price comparison advertising; most tend not to do it because it means spending their time (and not inconsiderable amounts of money) promoting another company's product instead of their own.

But if you're going to do it, then try not to be too much of a dozy twat about it. For example, don't commit to spending thousands on packaging for a self-branded product to stock in your own store, that insists the customer compares it to another product, which you then stock at a lower price. Because that's just seven kinds of stupid, isn't it?


TOPICS:   Consumer Advice


  • dave
    haha tubes
  • Confused C.
    Is it just me, or are they not comparing price? I find it hard to read the text but it seems to say "Compare to Ziplocs Sandwich Bags". To me that says "compare the quality" not "compare the price".
  • Alex
    It's a common practice in the US for own-brand products to say "Compare to" - it's basically just to assist those shoppers who can't quite work out what the product is without a brand name. Or "idiots" if you want to give them another name. That the "store-brand" is cheaper than the "name-brand" is assumed.
  • David G.
    If it said 'Cheaper than', you might have a point, and we could have a laugh about it. But it doesn't. Article should be re-written as "When understanding what a price comparison is goes wrong."
  • oliverreed
    Duane Dibbly more like.
  • Mike H.
    I'd buy the Seal 'N' Loc ones any day as they have a blue zip thing as opposed to red, pfffft, red...

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