The main fuel powering battery sales these days is price, say most retailers and wholesalers. Yet the higher-priced, supercharged batteries, marketed with labels like Advanced Formula, Maximum, Plus and Ultra, are driving category dollar volume up. For the 52 weeks ended March 28, 1999, battery dollar volume advanced to $2.3 billion, up 11.2%, as units rose 3.7% to 568 million, according to data from Information Resources Inc., Chicago. At $1.1 billion, up 15%, mass-market retailers ...
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