Paying the price : a comparison of pricing in a capital and regional city

There is an increasing divide between capital cities and region [sic] centres throughout Australia. None the less the major retailers are attempting to set a national price for grocery lines claiming it makes product management easier. This paper examines a study for a major fresh fruit and vegetable supplier that set a price point for a range of fresh cut and packaged fruit. The study shows that the market perceived the value of the product differently in a regional centre compared to a capital city. In maximising their returns for new products and reducing wastage in fresh food products this study has important implications for managing a new product launch.