Shops still make pricing errors - survey

Supermarkets have not cleaned up their act, despite disclosures of overcharging and the successful prosecution of a leading supermarket chain by the Director of Consumer Affairs, Ms Carmel Foley.

The results of a recent MRBI survey, commissioned by the European Consumer Centre (ECC), confirm that pricing errors occur regularly.

In-depth interviews were conducted in November with more than 500 consumers across the State regarding their confidence in the grocery trade in relation to pricing and to establish the level of awareness among consumers of their statutory rights.

"While it is encouraging to note from the survey that shoppers have become more discerning, even greater vigilance is needed," says ECC manager, Ms Tina Leonard.

Three out of four consumers assume that the price they pay at the till is correct and less than half check prices. This is worrying given the high level of price discrepancies found in the survey, says ECC. However, more than 30 per cent of consumers have recently started checking their till receipts.

Consumer confidence in supermarkets has increased in the past year and the vast majority of consumers have a high level of loyalty to the store where they do their weekly shopping.

Yet, almost one in three consumers have noticed discrepancies between prices displayed in stores and what they were actually charged at the checkout, says the ECC.

Under existing legislation, prices have to be displayed on or near their goods in supermarkets and the price displayed should be the price charged at the till.

The survey revealed that where price discrepancies were recognised, consumers did not hesitate to complain directly to staff or management.

Last July, Tesco was fined a total of £3,800 (€4,825) for five offences of overcharging and two of not displaying prices properly.

Following the judgment, the Director of Consumer Affairs said the decision "will send a signal to the trade about the importance of meeting their legal obligations". The director is continuing to monitor the situation.

Consumers are encouraged to contact the Office of the Director of Consumer Affairs if they encounter difficulties with supermarket pricing or violation of their statutory rights at 4 Harcourt Road, Dublin 2, telephone: (01) 402 5555/ lo-call: 1890 220229, email: odca@entemp.irlgov.ie