To provide a system capable of realizing an automatic price change according to the expiration date of a commodity.

A radio IC tag 40 storing a unique ID code is attached to each commodity 38 in a store 12. A customer guidance system 10 comprises a radio reader 30 for communicating with each radio IC tag 40 to read the ID code; a display terminal 16 for displaying the price of each commodity; a commodity DB 56 for storing the attribute information and state of the commodity 38 in association with the ID code; a price change setting DB 60 in which conditions and changing ranges of price change are set; a means for periodically detecting the ID code of each commodity through the radio reader 30 to confirm the presence/absence of the commodity; a means for determining necessity of a discount, with reference to the price change setting DB 60, when the residual time of each commodity to its expiration date is below a set value, and specifying the discount amount; a means for recording the discounted price in the commodity DB 56; and a means for displaying the price on the display terminal 16.

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