Consumers are just as likely to buy vitamins in supermarkets as they are in drug stores and mass merchant outlets, but the chances of attracting vitamin shoppers increase if the products are competitively priced. 0 consumers polled by telephone, all three channels pulled about the same number of vitamin shoppers, with 22% going to supermarkets, 23% going to discount stores and another 23% shopping at drug outlets. Of the remainder, 14% said they purchased their vitamins through other ...

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