Larger chains have felt the impact of discount retailers, with some customers switching from larger supermarket retailers for everyday necessities. To entice customers into their stores from larger supermarket chains, Poundland advertise familiar brands at competitive prices, with the hope customers may then be inclined to impulse buy other products such as own-brand that they otherwise wouldn't have purchased. Asda reduced some branded product prices such as Colgate toothpaste to £1 in January 2009, in competition with Poundland who offered the same products at the £1 price; in response, Poundland introduced multi-buy offers to provide a larger quantity of the products for the same price. However, research conducted by "The Grocer" magazine in August 2009 found that of the 1300-odd supposedly discounted ASDA products, a third were the same price as in March 2008 and 173 products had been selling for less than £1 during Spring 2009.