Datuk Seri Ismail Sabri Yaakob, Minister of Internal Trade, Co-operatives and Consumerism today launched Bintulu legs of nationwide “Everyday Low Prices” campaigns to enable rural consumers to buy goods at lower prices as enjoyed by those in urban areas.

Datuk Seri Ismail Sabri Yaakob center, checking prices of goods display at New World Mart, while Keith Pointer (New World Mart CEO) looks on and Bintulu MP Tiong partially hidden behind Keith.

Datuk Seri Ismail Sabri Yaakob center, checking prices of goods display at New World Mart, while Keith Pointer (New World Mart CEO) looks on and Bintulu MP Tiong partially hidden behind Keith.

The price reduction campaign introduced in October 2008 is an on-going effort by the government to encourage participating outlets to reduce their prices and also to check price hikes. Sabri said without the campaigns rural consumers would not be able to enjoy cheaper goods.

“In Kuala Lumpur there is no need for price reduction campaigns as supermarkets and hypermarkets would automatically reduce their prices due to stiff competition,” he said when launching New World Mart “Everyday Low Prices” campaign at ParkCity Mall, Bintulu.

However, in rural areas, that’s often not the case. Due to the lack of competition many shop-owners often reluctance to lower their prices. This is partly the reason “Everyday Low Prices” campaigns are being targeted at rural and small town areas,” Sabri explained.

“Take for example here (Bintulu), there is only one big supermarket – New World Mart,” Sabri said. “Imagine if there is no price reduction campaign”.

Meanwhile, only two outlets (New World Mart and Famous Mama Cafe) were participating in the prices reduction campaigns, for the Bintulu leg.

Keith Pointer, New World Mart Sdn. Bhd. CEO, said, their “Everyday Low Prices” campaign will see substantial discount on whole ranges of products, including perishables, dairy products, soft drinks, and noodles.

Datuk Seri Ismail Sabri said he hoped more outlets would participate in the campaigns in future.

“My ministry will continue to talks to rural entrepreneurs to encourage them to lower their prices,” he said.

To another question “if his Ministry ever received any complaints of cheating by participating outlets during its price reduction campaigns, Sabri said “no”.

“If there is cheating cases, consumers can report such cases to the ministry at toll free no 1800 886 800 or visit http://e-aduan.kpdnhep.gov.my,” he said.

“Another option is to sms the ministry by typing adu and send to 32255”.