Roche Bros. Targets Secondary Customers

LAS VEGAS — A more disciplined approach to pricing by Roche Bros. Markets — as part of a concerted effort to lower its high-price image — enabled the chain to convince its primary customers it had lowered prices, but was not quite as effective at convincing secondary shoppers, a chain executive said here Monday.

LAS VEGAS — A more disciplined approach to pricing by Roche Bros. Markets — as part of a concerted effort to lower its high-price image — enabled the chain to convince its primary customers it had lowered prices, but was not quite as effective at convincing secondary shoppers, a chain executive said here Monday.

Speaking at a workshop session at the National Grocers Association annual

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