Kroger, Others Grapple With Pricing Strategies

CINCINNATI Kroger Co. here is beginning to balance its emphasis on low pricing with a variety of non-price elements at the same time other supermarket operators are emphasizing lower prices to draw customers. Speaking with analysts last week, Kroger executives made it clear that, while price will remain a primary element of the chain's strategy, it plans to invest more proportionately in other areas

CINCINNATI — Kroger Co. here is beginning to balance its emphasis on low pricing with a variety of non-price elements — at the same time other supermarket operators are emphasizing lower prices to draw customers.

Speaking with analysts last week, Kroger executives made it clear that, while price will remain a primary element of the chain's strategy, it plans to invest more proportionately in other areas as well, including the overall shopping experience, the quality and variety

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