Methodology Used for Kroger Ad Study
- John Vanderlippe

During the 4 weeks prior to the introduction of the 'Kroger Plus' card I recorded the advertised price of every item in the advertising circular that is available in the newspaper or at the store, with the exception of items from the photo shop, flower shop, fragrances and beer and wine. Items that were 'buy one get one free', advertised at a certain percentage off, or advertised as a certain dollar amount off were not included in any aspect of this survey due to the impossibility of ascertaining the exact monetary savings for the majority of the items.

The following tables show the price of items after the inception of the card compared with the price before the inception of the card, as well as the difference in price. Any items occurring in more than one week pre card, were averaged to get the listed result. Prices in parenthesis are for those items if purchased without a card (when applicable). If there was a similar item in both pre and post advertising, but there was a discrepancy that might skew the results, that is denoted by a letter in the table, with an explanation at the end. If an item appeared similar, but I could not verify with 100% accuracy it was the same (as in a pre card advertisement for 'Boneless Pork Steak' and a post card advertisement for "Pork Steak") it was not included.

Week 1 (See notes a and b) price
pre-card		 price
with card 		difference
Pork chops, per lb. .99 .97(1.39) (-.02)
1/2 Gallon Milk (c) .99 .79 (-.20)
Boneless Chicken Breasts, per lb. 1.99 1.87 (1.99) (-.12)
Grapes, per lb. .98 .79 (1.39) (-.19)
Kellog's Cereal (d) 2.00 2.50 +.50
Better Choice Ground Beef, per lb. 1.79 1.79 -0-
Plumrose Bacon, 1 lb. package 2.39 2.79 +.40
Eckrich Smoked Sausage, 1 lb. package 2.29 2.29 -0-
Oscar Mayer Wieners, 1 lb. package 1.99 2.00 +.01
Tilapia fillets, per lb. 4.99 4.99 -0-
Anjou Pears, per lb. .79 .79 -0-
All Pepsi Products, 1 case of 24-12 oz. cans 5.49 5.49 -0-
Catfish Fillets, per lb. 3.99 3.99 -0-
Purnell Sausage Patties, 3 lb box 6.99 6.99 -0-
Boneless Beef Sirloin Tip, per lb. 1.79 1.49 (-.30)
Dole Greener Selection Salad mix, package 1.50 1.50 -0-
Asparagus, per lb 1.99 .99 (-1.00)
Boneless Beef Center Cut Round Steak, per lb. 1.29 1.99 +.70
Country Style Spare Ribs, per lb .99 1.19 +.20
Totals 45.22 45.20 (-.02)


Week 2 price
pre-card		 price
with card		 difference
T-Bone Steak, per lb. 5.99 3.99(4.99) (-2.00)
Porterhouse Steak, per lb. 6.19 4.19 (-2.00)
Gorton's Crunchy fish sticks,
18-23.5 oz. box 		3.99 2.99 (-1.00)
Roma Tomatoes, per lb. .79 .79 -0-
Ground Chuck, per lb. .99 .88(1.19) (-.10)
Tombstone 12" pizza, 19-23.6 oz 3.33 3.33 -0-
Country Club Ice Cream, half gallon 1.50 1.50 -0-
Kroger Ultra Comfort Diapers
36-80 count 		7.99 5.99(11.59) (-2.00)
Tyson drumsticks and thighs, per lb. .59 .59 -0-
Boneless Beef Shoulder Roast, per lb. 1.99 1.99 -0-
Tennessee Pride Sausage, 1 lb. roll 1.79 1.99 +.20
8 lb's Sunkist Oranges 2.99 2.99 -0-
Post Cereal (e) 2.50 2.69 +.19
Catfish Nuggets 1.49 .99(1.49) (-.50)
41/50 count cooked shrimp(f) 6.49 5.99 (-.50)
Tyson Pix of Chix chicken, per lb. 1.19 1.09 (-.10)
Boneless pork chops 2.99 2.99 -0-
Kroger Shredded cheese (g) 4.99 3.99 (-1.00)
Pepsi products, 6 pack-20oz. bottles 2.99 2.99 -0-
Beef London Broil, per lb. 1.99 1.99 -0-
Ocean Perch 3.99 2.99 (-1.00)
Kroger Training Pants 8.49 8.49 -0-
Hickory Hill Whole Boneless Ham, per lb. 1.49 1.49 -0-
Kroger Sliced Bacon, 1 lb package 2.49 2.50 +.01
Doritos (h) 2.19 2.69 +.50
Kroger Mini Carrots, 1 lb package 1.50 1.50 -0-
Roma Tomatoes, per lb .79 .79 -0-
Dole Salad Blends, per package 2.00 2.00 -0-
Totals 85.70 76.39 (-9.31)


Week 3 price
pre-card		 price
with card		 difference
Angelsoft Bath Tissue, 4 pack .99 .99 -0-
Coke, 24 pack 12-oz. cans 5.49 5.49 -0-
Jimmy Dean Sausage, 1 lb. roll 1.99 2.39 +.40
Eckrich Bologna, 1 lb. package 1.69 1.69 -0-
Kroger Dinner Links 2.50 2.50 -0-
Whole Catfish, per lb. 2.99 2.99 -0-
Idaho Potatoes, 10 lbs. 1.99 1.59 (-.40)
Yellow Onions, 3 lbs .99 .99 -0-
N. Y. Strip Steak (i) 3.99 3.99 -0-
Crest toothpaste, 6.4 oz. 1.67 1.49(2.49) (-.18)
Whole Boneless Pork Tenderloin, per lb. 3.99 3.99 -0-
Corn Kin Bacon, 1 lb package 2.19 2.39 +.20
Bone in Pork Steak, per lb. 1.49 .99(2.39) (-.50)
Red Delicious Apples, 8 lbs 2.99 2.99 -0-
Kroger Premium Deli Meats 4.99 4.99 -0-
Center Cut Round Stead 1.29 1.29(1.49) -0-
Live Maine Lobster 5.99 6.99 +1.00
Boneless Beef Rolled Rump Roast, per lb. 1.99 1.99 -0-
Cabbage .25 .19 (-.06)
Kroger Deli Pies (j) 3.99 4.99 +1.00
Deli Bagels .25 .40 +.15
Pepsi 2 Liter .59 .99 +.40
Whole Boneless Sirloin Tip, per lb. 1.79 1.79 -0-
Stayfree Pads, per package 2.00 2.00 -0-
Totals 58.08 60.09 +2.01


Week 4 price
pre-card		 price
with card		 difference
Red, White, or Blue seedless grapes .98 1.29 +.31
Red Baron Pizza, 21.8-23.5 oz. 3.33 3.33 -0-
Shrimp to go platter 4.99 4.99 -0-
Ocean Spray Cranberry Juice, 64 oz. 1.99 1.99 -0-
Pepsi 6 20 oz bottles 2.99 2.50 (-.49)
T-Bone Steak, per lb. (k) 5.99 5.99 -0-
Porterhouse Steak, per lb. (k) 6.19 6.19 -0-
Anjou Pears, per lb .79 .79 -0-
Sunkist Oranges, per each (m) .14 .20 +.06
Pepsi products
24 count case of 12 oz. cans 		5.49 5.49 -0-
Tuna Steaks, per lb. 5.99 5.99 -0-
Catfish Fillets, per lb. 3.99 3.99 -0-
Florida Strawberries, per pint 1.99 .79 (-1.20)
Whole Boneless Center Cut
Pork Loin, per lb. 		1.88 1.99 +.11
Luv's Diapers, mega pack-68-84 count 15.00 14.99 (-.01)
Tyson Boneless Chicken Breasts,
2.5 lb package 		6.99 5.99 (-1.00)
Sarah Lee Premium Deli Meats, per lb. (l) 4.99 5.49 +.50
Ground Beef, per lb. .88 .88 -0-
Pork Spare ribs, per lb. 1.69 1.69 -0-
Boneless Chuck Roast, per lb. 1.99 1.99 -0-
Tyson Chicken Tenders, per lb. 2.99 2.99 -0-
Kroger Wieners, 1 lb package 1.50 1.50 -0-
Big K soda, 12 pack 1.99 1.99 -0-
Corn on the cob, per ear .19 .25 +.06
Totals 84.94 83.28 (-1.66)


Week 5 price
pre-card		 price
with card		 difference
Red, Blue or White grapes, per lb. .99 1.29 +.30
Country Style Spare Ribs, per lb. .99 1.49 +.50
Better Choice Ground Beef 1.79 1.79 -0-
Center Rib Pork chops, per lb. 1.79 1.99 +.20
Oscar Meyer Wieners, per 1 lb package 1.99 2.00 +.01
Russer Ham, per lb. 3.99 3.99 -0-
Pepsi, 24 12 oz cans 5.49 5.49 -0-
Kotex Maxi pads, 14-24 count 2.00 2.00 -0-
Salon Selectives Shampoo 1.99 1.69 (-.30)
Corn King Bacon 2.19 2.39 +.20
Hillshire Smoked Sausage
14-16 oz. package 		2.19 2.19 -0-
Florida Strawberries 1.99 .99 (-1.00)
Kroger Premium Deli Meats, per lb. 4.99 4.99 -0-
Catfish Nuggets, per lb. 1.49 1.99 +.50
Boneless Beef NY strip 3.99 5.99 +2.00
Oscar Mayer Bologna, 1 lb. package .79 .79 -0-
Tyson Split Chicken Breast w/ribs, per lb. .99 .99 -0-
Ocean Perch, per lb. 3.99 2.99 (-1.00)
Boneless Chuck Roast, per lb. 1.99 1.29 (-70)
Kroger Mini Carrots, per package 1.50 1.50 -0-
Assorted Pork Chops, per lb. .99 1.19 +.20
Totals 48.11 49.02 +.91


Week 6 price
pre-card		 price
with card		 difference
Boneless Chicken Breasts, per lb. 1.99 1.99 -0-
T-Bone steak, per lb. 5.99 5.99 -0-
Plumrose Bacon. 1 lb package 2.39 2.59 +.20
Ekrich Smoked sausage, 1 lb package 2.29 2.29 -0-
Chung's Eggrolls, 1 lb package 1.99 1.99 -0-
Sunkist Oranges, per each (m) .14 .20 +.06
Whole Boneless Pork Tenderloin, per lb. 3.99 3.99 -0-
Catfish Fillets, per lb. 3.99 3.99 -0-
Kroger Premium Deli Meats, per lb. 4.99 4.99 -0-
Center Cut Round Steak, per lb. 1.29 1.29 -0-
Boneless Beef Rolled Rump Roast, per lb. 1.99 1.99 -0-
Kroger Deli Pies (h) 3.99 4.99 +1.00
Pepsi 2 liter .59 .99 +.40
Broccoli, per bunch .99 .88 (-.11)
Slicing Tomatoes, per lb. .88 .88 -0-
Coke, case 12 oz. cans 5.49 5.49 -0-
Doritos, various sizes (h) 2.19 2.69 +.50
Louis Rich Turkey, 1 lb package .99 .99 -0-
Dole Salad Blends 2.00 2.00 -0-
Kroger Wieners, 1 lb package 1.50 1.50 -0-
Totals 49.66 51.71 +2.05



This survey does not take into consideration seasonal items. The pre-card prices began the last week of January, when fresh Florida produce was relatively unavailable. Items such as Florida Strawberries were just coming into season then and had a 1.99 price. Two of the post card surveys also had strawberries, both at .99, but these prices were both from mid-March. Asparagus was similar, with a pre-card price of 1.99 and a post-card price of .99. The seasonality of items would work in Kroger's favor, since the post-card prices were collected in a time when fresh produce would be more likely to be available, thus post-card prices might be expected to be lower.

The totals only reflect the purchase of one item or one pound of the item. On some items, such as oranges or bagels, the average consumer is going to make multiple purchases, often in a group of 6 or 12. This is going to make a greater effect on the total bill of the average consumer than the price reflects here.

(a) Butterball premium deli meats were NOT included in the above comparison because there was a one dollar coupon in the pre-card price making it 3.99, and none during this week with a sale price of 4.99.

(b) Boneless Beef Sirloin tip was also advertised in both this week and the pre-card comparison weeks but due to inconsistencies in the information it was not included here.

(c) Sale price in pre-card advertisement was milk only, sale in post card advertisement was milk, orange juice, and apple juice.

(d) Slight variation in the particular item offered, but both contained 4 products and two were the same in both.

(e) Same as item d above.

(f) Average price for pre-card. Once offered at 5.99, once offered at 6.99.

(g) Pre-card price was shredded cheese only, post card also included block cheese.

(h) Pre-card price was actually for a LARGER sized product. Pre-card sizes were 14.5 - 15 oz, post card size was 12.5-14.5 oz.

(i) Averaged pre-card price. Once offered at 2.99, once offered at 4.99.

(j) Pre-card price for either apple or cherry, post card price for any variety.

(k) This price is identical to one from 8 weeks earlier, however the price during week two of the card was substantially lower, $2.00 lower for each item, a primary cause for the large savings that week.

(l) Each advertised offer included a $1.00 manufacturers coupon included in the flyer. The price reflects the price with that coupon for both pre and post card.

(m) Sunkist Oranges for the pre card price were averaged. They were offered once at .17 and once at .10.

Please note that I am not a professional researcher, and while I did make every attempt to ensure accuracy, this is the work of a single, fallible human being, and errors may have gotten past me. All images and data are assumed to be the exclusive property of the Kroger Company and reproduced here under fair use copyright laws, 47 U.S.C. §107.
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