The data presented suggest that poor, uneducated (innumerate) populations of consumers try to find most of what they need at one store and do not calculate pric

The data presented suggest that poor, uneducated (innumerate) populations of consumers try to find most of what they need at one store and do not calculate price per unit (PPU). Or if the poor are aware of PPU disadvantages, they have a sense that shopping elsewhere isn't worth spending more time and energy. So the $DiscountFranchise just needs to be able to locate itself as close as possible to the socioeconomic-target population.