A price war in supermarkets is at hand. This is what Laurens Sloot, professor of Retail Marketing at the University of Groningen, concludes now that supermarket chains have lowered their prices in only a couple of days. Sloot was interviewed in today’s
The question is what market leader Albert Heijn will do now’, says Sloot on
. This will probably become clear soon. ‘I suspect that Albert Heijn first wants to see if consumers will respond, in other words if Jumbo’s market share will increase at Albert Heijn’s expense. If so, I expect Albert Heijn to take action.’
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