Retailers, consumers and prices
Not very surprisingly, it found that consumers are becoming more value conscious and will likely favor retailers with sharp pricing.
So who is the sharpest of them all?
“An overwhelming 72 percent of customers surveyed said that Wal-Mart had the lowest prices. Among the top three traditional supermarkets, Kroger was perceived by more consumers to be the lowest priced,” the Citi note stated.
Citi conducted its online survey in two markets, Texas and Washington, because it said those are two states are where Kroger, Safeway, Supervalu, Target and Wal-Mart – the five grocery retailers in its coverage universe – compete.