Roche Bros. Boosts Price Image Among Top Shoppers

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, a company executive said at the National Grocers Association Convention here this month. The initiative was not quite as effective at convincing secondary shoppers, however, Arthur Ackles, director

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, a company executive said at the National Grocers Association Convention here this month.

The initiative was not quite as effective at convincing secondary shoppers, however, Arthur Ackles, director of marketing for the 18-store chain, said at the conference. The compan

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