It's no secret that price plays a significant role in consumer decision-making when it comes to buying groceries. Food store operators from Aldi to Whole Foods are in one way or another pitching savings to capture a greater share of consumer purchases.
It might come as little surprise, therefore, that some consumers are up-in-arms over Kroger's decision to end double coupons in its Mid-Atlantic region, even after the company announced it was lowering prices on thousands of items as part of its everyday low price strategy.
Consumers, according to the News & Observer, "flooded" Kroger's Facebook page this weekend to protest the end of double coupons. Several likened Kroger's action to J.C. Penney's ill-fated decision to end coupons and sales under former CEO Ron Johnson.
"There's only so many customers that coupon or double coupon," Carl York, a Kroger spokesperson told the Charleston Daily Mail, "but lower prices across the store help out many more customers."
"I think customers are really going to see their bills go down," Mr. York added.