Sposoby przekazywania informacji o cenach i ich percepcja we współczesnym handlu detalicznym
Methods of providing information on prices and their perception in contemporary retail trade

Summary/Abstract: The paper presents various ways of communicating information about prices and their perception in the context of many determinants - psychological, economic and socio-cultural. Buyers’ knowledge about prices depends largely on how to communicate information about prices and no seller is able to provide accurate information about their prices. The barrier is the limited capacity of both communication channels and the cost of such operation. The results of numerous studies have shown that the level of knowledge of prices by buyers purchasing in retail stores is low and their knowledge about prices is a very complicated process and not just the result of a simple memory. It may be coded in various forms which may end up in various dimensions of human memory, each of a different degree of difficulty to recover. Therefore for the perception of information of great importance are the methods of its transmission

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