Shopping Comparison Reveals Market Basket Prices Play Into Customer Loyalty

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BOSTON (CBS) – A team from WBZ NewsRadio 1030 did some comparison shopping Monday night to try to gauge how much of the customer support of the Market Basket employee revolt is based on prices.

Purchases of the same 10 items at a Market Basket and four other local supermarket chains reveal some eye-popping evidence that bottom-line difference on prices is likely a factor driving shopper loyalty to Market Basket.

For the same 10 items, the total bill at a Market Basket in Chelsea came to $31.82 and when Market Basket’s automatic 4-percent discount kicked in that total dropped to $30.54, the lowest among the five supermarkets by almost 20 percent.

The total cost for the 10 items at the four other supermarkets – Roche Bros. in Westwood, Stop & Shop in Revere, Star’s/Shaw’s in Allston, and Hannaford in Saugus – ranged from a high of $42.41 at Star’s/Shaw’s to $34.42 at Hannaford.

The Market Basket had the lowest price on four of the items and the second-lowest price on five of the items.

Store brand whole milk was priced at $1.69 at the Market Basket while no other supermarket sold it for less than $2.09.

WBZ NewsRadio 1030’s Anthony Silva reports

Shopping Comparison Reveals Market Basket Prices Play Into Customer Loyalty

market basket Shopping Comparison Reveals Market Basket Prices Play Into Customer Loyalty
WBZ NewsRadio 1030

WBZ NewsRadio 1030’s Business News Editor Anthony Silva noted that the shopping comparison is just a snapshot of prices at one time for 10 items, but it certainly offers some support for claims that Market Basket prices encourage customer loyalty.

He added that a family that spends $200 a week at the supermarket could save $2,000 over the course of a year from the savings found in the WBZ shopping comparison.

Here are the complete results of the WBZ snapshot price survey:

PRODUCT: Roche Bros Stop-Shop Star-Shaws Market Basket Hannaford
30 oz. Goldfish Crackers 8.99 8.99 8.99 6.99 6.99
Store Brand Half Gallon Milk 2.29 2.49 2.59 1.69 2.09
Cheerios 12 oz. 3.99 3.49 3.99 3.69 2.79
Progresso Chicken Soup 2.99 2.59 2.99 2.00 1.89
Colgate 4.2 oz. Toothpaste 2.99 3.29 3.79 2.00 3.19
Canada Dry 2 Liter 1.89 1.79 1.79 1.50 1.25
Chobani Yogurt 1.49 0.88 1.50 1.00 1.29
Windex 26 oz. 4.19 2.99 3.99 2.47 3.69
Brawny Paper Towels 7.49 8.59 8.99 7.98 8.25
Nutri-Grain Bars 3.89 2.49 3.79 2.50 2.99
TOTAL COST: $40.20 $37.59 $42.41 $30.54 $34.42


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