CINCINNATI - Kroger Co. here said yesterday it will continue to invest more in initiatives such as improving the overall shopping experience and product quality rather than emphasizing low prices as heavily as it has been. "When we originally started down this path, nearly 100% of what we were investing in was price, and we gradually added other elements," Rodney McMullen, vice chairman, told analysts in a conference call to review financial results for the third quarter that ended Nov. 4. ...

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