What's the first thing you look for on a label before putting food in your shopping cart? The date of manufacture, an expiry date, some nutritional facts? Or just the price tag? Or nothing at all?
If nothing is your answer, you are likely to be the in majority of Thai consumers. Perhaps label reading is not in our culture just yet, although I have begun to see people reading food labels or comparing the price per unit between brands at the supermarket. But if you are one of the few who do read, you still need to do it with care. Most shoppers tend not to question the information provided.
I was shopping at a UK-based hypermarket in Bangkok when a promotional set of fabric softener grabbed my attention. The sign on the shelf suggested that two packs of the liquid, 700ml each, were being sold at a special price, but a close look at the product revealed it was 600ml. I believe most shoppers would have grabbed the items without checking what they were really getting.
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