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UK Supermarkets Tricking 20 Percent Of Shoppers Into Buying Own-Label Products, Survey Shows

April 12, 2013: 12:00 AM EST
Supermarkets in the United Kingdom are misleading too many shoppers into buying private-label products by copying the packaging of leading brands, according to Which?, a consumer protection group. Results of a survey by Which? revealed 20 percent of respondents said they had accidentally bought a supermarket version of a favorite brand at least once. Survey results, however, also showed 18 percent of respondents willingly purchased an own-brand product because it looked like the branded equivalent. Also, 60 percent said they bought the store's own-brand version because it was cheaper.
Tara Evans, "Supermarkets accused of tricking shoppers into buying own-brand products by copying household names - but would you buy an alternative if it was cheaper?", This is Money, April 12, 2013, © Associated Newspapers Limited
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