Why Would a Discount Store Have Lower Gross Margins Than

Why would a discount store have lower gross margins than a jewellery store?

A) Discounters are only beginning to explore gross margin in pricing decisions
B) Discounters have a lower priced merchandise strategy
C) Discounters traditionally do not profit as well as jewellery stores
D) Jewellery stores cannot offer the variety that a discounter offers
E) All of these are false statements