Swiss hardly know the prices in the retail trade

 Although price is an important criterion when making purchases and the price-performance ratio is closely examined, Swiss consumers do not seem to know the prices of everyday goods. This is shown by the study "Do Swiss consumers know the prices?" conducted by the Swiss retail trade. Just under a quarter of the respondents were able to name the prices with a deviation of +/- 10 percent. Only just four percent knew exactly what the prices were. Price knowledge of individual products in the retail trade varies. Bread and toothpaste are cited as extreme examples: Around 80 percent of respondents estimated the price of bread to be 20 percent or more higher than it actually is. The reverse is true for toothpaste - here, a majority rated the product significantly cheaper than it really is.It is also interesting to compare the survey with 1997: the same survey was conducted then. The conclusion: ten years ago, consumers knew the prices much better. Whereas only 40 percent did not know what a liter of milk cost back then, 71 percent do today. According to the study, the situation is similar with other products such as sugar or beer.