Madam, - Whilst realising the importance of surveys such as the recent one comparing grocery prices at large retail multiples and local shops, we cannot be allowed to be confused with regard to the real value of shopping locally.
The inference from this survey, that shopping "around" equals best value is misleading.
Consumers are being misled if they are asked to believe that the lowest price is best value.
An average commute to and from the major multiples adds costs in terms of time, fuel, traffic, vehicle/road degradation and environment.
A more local commute adds value to the community in terms of jobs, preserving amenities and local spirit and that most special of 21st century "values, time.
A true reflection of best value can only be quantified with the inclusion of these costs and our race to the bottom with regard to price has the effect of teasing the customer into an expectation of best value, where in fact we may be adding to the cost of our shopping basket. - Yours, etc,
BRIAN TURVEY,
Offington Park,
Sutton,
Dublin 13.