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Whole Foods Lowers Prices: Will It Work?
- Supermarket News, Monday, October 6, 2014 9:41 AM
Whole Foods Market has lowered pricing in the perishable sections of its five Austin, TX, stores as part of an effort to improve its value image. They said it could take up to two years to change consumer perceptions if and when the program is rolled out chainwide. According to Kate Wendt, senior analyst with Wells Fargo Securities, “Price is still a significant barrier in the way people look at Whole Foods, and it will take awhile to change the ‘Whole Paycheck’ perception the company has."
