With a series of experiments,Lena Himbert highlights theinfluence of the unit price’s unit of measure on the consumer’s price-levelperception and quality perception. Furthermore, this thesis shows that the unitprice availability and prominence influences the consumer’s store price image. Whenshopping for pre-packaged products, consumers are offered a variety of productand price information at the point of purchase. The unit price represents priceinformation given to the consumer for which the factor package size is removedand thereby lowers the information load for consumers in the shoppingsituation. However, retailers have considerable leeway concerning the unitprice format. Aspects that can be varied are for example the unit of measure(e.g., price per kg vs price per 100 g) or font size. There is little to noprevious research that gives advice to retailers how they should indicate theunit price on the price label.