Aldi and Dollar General stores have been expanding their footprint across the United States, opening new locations and competing against traditional discount and grocery store chains, such as Walmart, Target, Kmart, Kroger, Jewel Osco, and Schnucks. Both Aldi and Dollar General hope to capture a large proportion of the dollars consumers spend on grocery and general merchandise items and have responded to consumer desires for value and convenience of a smaller store. What type of pricing objective are these stores utilizing?
A) Market share
B) Return on investment
C) Profit
D) Survival

Question

Quizplus · Accepted Answer

Aldi and Dollar General are both utilizing a market share pricing objective as they focus on capturing a large proportion of the dollars consumers spend on grocery and general merchandise items. They are aiming to gain a larger share of the retail market by offering low prices and convenience in a smaller store format.

Aldi and Dollar General Stores Have Been Expanding Their Footprint