Podgorica, (MINA-BUSINESS) – According to the Institute of Economic Science, the anchored price concept is a key step towards building trust between consumers and retailers through the principle of full transparency, as well as a path toward consumer protection and a fairer marketplace.

Its representative Jovo Rabrenovic stated that, in a climate of growing inflation and continuous increases in the prices of essential goods, Montenegro faces the imperative of strengthening market transparency.

“The current economic situation directly affects the purchasing power of citizens, creating the need for effective mechanisms to ensure fair market practices. One such proven tool, established in EU practice, is the anchored price concept,” RabrenoviC stated in a press release.

He noted that its implementation was a critical step in fostering trust between consumers and retailers by ensuring full access to price information.

“An anchored price is defined as a reference value, i.e., the lowest regular price of a particular product, set on a predetermined date,” Rabrenovic explained.

According to him, publicly displaying this reference price alongside the current sale price gives consumers a clear view of how prices have changed over time. This mechanism reduces information asymmetry and enables informed decision-making based on actual pricing, which is the foundation of fair market practices.

“The effectiveness of this tool lies in its simplicity, as well as its ability to systematically inform consumers, thereby addressing the issue of non-transparent price increases,” Rabrenovic added.