Price is important in nearly every buying decision. However, when it comes to groceries, a new study shows consumers place more value on quality and service than price alone. The doctoral research by Ken Wicker through Capella University’s School of Business is titled, “A study of customer value and loyalty in the supermarket industry.” Wicker, currently vice president for a southeastern U.S. supermarket chain, surveyed shoppers in Atlanta, Ga., with a demographic scaled to provide results applicable nationwide....
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