The long and short of it
BEING extremely short won’t help you at the theatre, the footy or on a basketball court, but it just might save you money at the supermarket.
Tall people, too, can save at the shops thanks to the retailers’ mantra of “eye level is buy level”, that puts their most profitable products right in front of consumers’ faces.
Looking high or low on the shelves can be a good way to grab cheaper groceries, say shopping specialists, but they warn that other factors also come into play.
MyBudget founder and director Tammy Barton said there was nothing accidental about how supermarkets were designed.
“There’s a whole field of research dedicated to supermarket merchandising and taking advantage of consumer behaviour,” she said.
“Cheaper products are rarely at eye level – you need to be willing to bend your knees or crane your neck, which is where you’ll often find bulk items that have a lower unit cost.”
Ms Barton said her favourite place to shop was at home. “I do my grocery shopping online where I can set the items to display by unit price. By doing that, I’ve discovered cheaper brands that I can’t remember seeing on the shelves,” she said.
The word “special” can be a trap at eye level, as retailers may only offer a tiny discount on expensive products.
Consumer psychologist and Deakin University senior must be good,” he said. “When they see the word ‘special’, what tends to happen is the emotional part of the brain – the less-controlled part – tends to respond first, as opposed to the rational brain.” Dr Harrison said shoppers did not need to try to find the biggest bargain for every item. “One person’s bargain is another person’s cheap product,” he said.