Lmportance of price tags
For every product that one buys, there is always a psychological process that occurs.
There are many factors that influence a consumer’s buying decision.
Consumers may consider the quality of the goods, customer service, or the supplier’s return or compensation policy; but price remains the major determinant factor for buying a product. The Consumer Protection Act, Section 26, states that no supplier shall display any goods or services for sale without displaying a price for those goods or services.
The following points are crucial:
The price should be written, printed, stamped or located upon, or otherwise applied to the goods or to any band, ticket, covering , label, package, reel, shelf or any other thing used in connection with the goods or on which the goods or services are mounted for display or exposed for sale; or
Published in relation to the goods or services in a catalogue, brochure, circular or similar form of publication available to the consumer, or to the public generally, where time and date are specified in the catalogue, brochure, circular or similar form of publication as the time and date after which the goods and services may not be sold at that price, and that time and date has not yet passed.
This implies that the date is very important on a catalogue - an undated catalogue or brochure is only intended to mislead consumers.Subsection 5 further states that no supplier shall require a consumer to pay a price for any goods or services higher than the advertised or displayed price, provided that the advertised or displayed price includes all taxes or levies charged on the goods or services.
Where more than one price is advertised or displayed, the lowest shall be considered as the price of the goods or services.
Businesses are urged to ensure that the price at the till point tallies with the price at the shelf. Any disparity should not disadvantage the consumer.
The Consumer Council of Zimbabwe continues to urge businesses to align their operations to the provisions of the Consumer Protection Act.
Any contravention of Section 26 of the Consumer Protection Act attracts a fine not exceeding Level Five or imprisonment for a period not exceeding three months or to both. Businesses are encouraged to display prices in the currency used in the country, written clearly for consumers to see.
For information contact Masamvu B 0712 785 866, Zisengwe R 0772 659 405