'Pay for the price you see’

Price display does not only help consumers, it fuels competition. Generally, display of prices on commodities and services breed dynamic competitive process between firms. When rivals see the price of their competitors, it incentivises firms to improve quality, new services and most importantly lower prices to maintain competitive streak, particularly incumbent firms. From supplier point of view, price displays play an important role as they inform the customer about the value of the product and more importantly they play a key promotional role. Price displayed by a business ought to be clear, accurate/precise and not misleading to consumers.

It should be noted that it is illegal for a business to make claims to customers about its goods or services, including claims about price that are incorrect or likely to create a false impression.