Last but not least: The price is hot

 The price war between the two retailers Coop and Migros has been particularly intense in recent weeks. The orange giant Migros promises on posters that over 300 products cannot be found cheaper anywhere else - no wonder, as the advertised products belong to its own brand M-Budget, which is actually not available anywhere else. Coop, on the other hand, never tires of emphasizing in advertisements and the in-house Coop newspaper that it is not actually more expensive. Now the company has gone one better and given the Sonntagszeitung an in-depth insight into the study that market researcher Nielsen has been conducting since the end of last year. The study compares the prices of 2,000 items at Migros and Coop every month. It is not entirely clear what spectacular things the study reveals - but the Sonntagszeitung was probably delighted: because Coop offers everything from cheap lines to organic ranges, the price differentiation is perfect: the retailer demands exactly the price that each customer wants to pay. "That's good for Coop, and customers don't want it any other way," concludes the SoZ enthusiastically. After all, Coop also expects that the difference in price image compared to Migros will have disappeared in five years' time. Hopefully this will actually result in lower prices for consumers - after all, the whole advertising and PR battle has to be paid for.