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Asda Padded Prices Before New Year's Discount Promo To Make Them Seem Cheaper, Study Shows

January 27, 2014: 12:00 AM EST
Walmart’s UK unit Asda raised prices on more than 100 products before lowering them to 50p as part of its New Year price campaign, according to independent researchers. Results of the study conducted by retail analysts at BrandView.com and published in the trade magazine “The Grocer” revealed Asda reduced the price of 246 product lines to 50p on January 1, 2014, to promote its “offer more value than ever” campaign. Despite this promise of low prices, the average price of 155 products in the same categories with those sold by rivals Tesco and Sainsbury’s actually rose by an average of 46 percent during the same time. Other retailers have been using similar strategies as a means of attracting customers who are looking for ways to stretch their shopping budget.
Sean Poulter, "Asda put prices up on 100 products so they could slash them to just 50p in New Year price war", Daily Mail, January 27, 2014, © Associated Newspapers Ltd
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