The inflated prices due to the free market economy have now made citizens like detectives. From basic food products to cleaning products, the price difference of up to five times for the same brand of the same product is making people rebel. Since the price difference has reached ridiculous proportions, citizens are now examining each product one by one. After toothpaste, which attracted attention on social media with its three different prices the other day, we have also closely marked many products. We were shocked by the price difference between the same brand products of the same size, from detergent to paper towels, from cheese to cereals and snacks. The price difference is two to three times for domestic brand products. This difference is almost five times for imported brand products.
TWICE THE DIFFERENCE IN THE SAME PRODUCT
According to the news in the morning, while a paper towel is 100 TL in one virtual market, the same product is 185 TL in another virtual market. While 800 grams of white cheese is 169 TL in a chain market, it is 332 TL in another chain market. While 5 liters of pet sunflower oil is 234 TL in a large chain’s virtual market, it is sold for 625 TL in another market, with a price increase of almost three times. While 500 ml of extra virgin fruity olive oil is 59 TL in one market, it is 238 TL in another market. While 393 gr of 3-pack Burçak biscuits are sold for 29 TL in one market, this price goes up to 42.50 TL in another market.
PRICE INCREASES 5 TIMES IN IMPORTS
The price difference between the same product can be up to 4-5 times, especially in imported brands. For example, the price of a 100-tablet dishwasher detergent varies between 380 TL and 1,359 TL. A 12-kilogram laundry detergent is 397 TL on an online platform site, while it is 710 TL in a chain store and 720 TL in another virtual store. While 2,600 ml of liquid dishwashing detergent is 99 TL in one store, the same product is sold for 468 TL in another virtual store.
WHILE IT REDUCES THE PRICE OF ONE PRODUCT, IT INCREASES THE PRICE OF THE OTHER
Experts who say that market discounts are a marketing strategy say, “For example, you reduce the price of toothpaste compared to your competitors. However, you increase the price of the toothbrush on the same shelf. These two products are usually purchased together. The consumer buys that product because there is a discount, but does not pay attention to the high price of the other product. Again, you make a 50 percent discount on white cheese in the breakfast section, but increase the prices of other products such as olives, salami, sausages, and eggs. The person thinks they are buying a discounted product.”
THERE IS A PRICE DIFFERENCE EVEN BETWEEN BRANCHES IN THE SAME MARKET
The obvious price difference between products of the same brand and the same size is not only between different markets, but also between branches of the same market. Some branches give discounts on the same product, but not others. Markets explain this situation by saying that the stock of the product has increased, and that special discounts are given to that branch to clear the stock. However, experts point out that such a situation is unethical.
AVERAGE DIFFERENCE CAN BE ENTITLED TO EXORBITANT PRICE APPLICATION
The President of the Consumer Application Center, Lawyer İbrahim Güllü, stated that there should be a price difference between markets in a free market economy and said, “However, if this difference increases by 3-4 times, there is an exorbitant price practice here. This situation is considered exorbitant pricing and the consumer can complain to the Ministry of Trade and Cimer about this issue.” Güllü, who explained that the consumer’s price perception has been lost recently, noted that for this reason it is difficult to distinguish between cheap and expensive, and therefore the demand for sites that offer price comparison has increased.
Güllü, who stated that the Ministry of Trade made changes to the retail regulation on December 7, 2022 in order to prevent such unreasonable price games, explained the following: “Article 12/Ç was added to the regulation on the principles and rules to be applied in retail trade, which was issued based on the Retail Trade Regulation Law No. 6585. Accordingly, a new rule was introduced for chain markets.
According to the decision, chain stores with more than 200 branches will be obliged to transfer the data regarding the products they offer for sale and their branches to the system determined by the ministry (Ministry of Trade). This data can be shared with institutions, organizations and the public. The decision will pave the way for consumers to make price comparisons. When this regulation is fully implemented, there will be no such obvious price differences.
