PRICES, NOT CLAIMS, CHARGE BATTERIES: RETAILERS

The two leading battery manufacturers are duking it out over long-lasting superiority claims this fourth quarter. Yet supermarkets say it's not product longevity that counts for shoppers but price.The latest heated battle over the longest-lasting alkaline battery began this spring when Duracell, Bethel, Conn., began running national television spots pitting its battery's performance against Eveready's

The two leading battery manufacturers are duking it out over long-lasting superiority claims this fourth quarter. Yet supermarkets say it's not product longevity that counts for shoppers but price.

The latest heated battle over the longest-lasting alkaline battery began this spring when Duracell, Bethel, Conn., began running national television spots pitting its battery's performance against Eveready's Energizer brand.

So far Energizer has been unsuccessful in challenging the

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