Caltex - Shocking comment made by shop assistant

I wanted to purchase an Item displayed in the isle by the till. When the item was scanned there was no price on it, I was told that they have to remove the item. I said but I want it and they should then give it to me for the price displayed. They called some person from the office and he had 20 excuses(not sven introducing himself)…he then said no we can’t give it at that price, its on the wrong shelf, barcodes doesn’t ring up blah blah blah…I then told him that I want it but there is no price it doesn’t scan, the shop assistant then told me that they will remove, I can’t have it and I must know that the customer is *NOT ALWAYS RIGHT* How do you say that to a paying customer??I am a regular customer, that wanted to purchase an Item that was not priced and displayed on the wrong shelf, they refused to help me by getting a price so I am asking you…who is wrong and who is right?They should have been able to assist, and not tell the customer that they are not always right!Im shocked!!!