Coles beats Woolies on perception of low prices

NEARLY half of Coles customers believe the supermarket has low prices, a likely result of the grocery chain's Down Down campaign.

Research by Roy Morgan has found Coles surpassed Woolworths on consumer perceptions of price during the past five years.

The research found advertising campaigns by both retail chains had focussed on price in the past five years, reflected in consumers' associations with low prices.

From 2009 to the start of 2012, the proportion of Coles customers who said it had low prices humped from one in three to one in two.

That was above Woolworths' 40% figure, while ALDI remained the chain with the strongest association with low prices.