Less than 5 % urbun consumers look at MRPs before buying

New Delhi, Dec 13 (UNI) The country's urban populace, estimated at about 35 crore, is seldom aware about maximum retail price (MRP) of food, groceries, toiletries, cosmetics etc, before buying them, says a study.

Rapidly increasing income, besides lack of time was found to be the primary reason for not looking at MRPs by the consumers, reveals a study conducted by Industry body Assocham.

Releasing the study here today, Assocham President Venugopal N Dhoot said, ''ninety five per cent of urban population hardly look at MRPs as they have developed a practice to handover their demand list and pick up products, make payment and walk away. At times shopkeepers take order on phone and supply the products at the residents of their customers without extra charges.'' Urban consumer, who is supposed to be conscious buyer, is more often than not satisfied with the brand and also looks for quality and therefore assumes that the retailers are charging him or her a fair price, added Mr Dhoot.

The study pointed out that as liberalisation process is reaching its transitions and competition getting stiffer and stiffer, customers are developing greater faith on shop owners because they believe that in an age of competitive economy, the shopkeepers and sales persons engaged by mall owners can hardly afford to charge higher price for all items.

On the contrary, the study found that majority of rural consumers, estimated at 65 crore, still prefer to bargain for a fair price and said this practice would continue untill their income level go up.

UNI