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Even though this may cause higher expenditure on switching channels and marketing, the greater sales opportunity would lead Natureview to higher sales and compensate for the spending. In addition, almost half of organic food consumers (46%) shopped at supermarkets; thus, switching form the health foods channel to supermarkets would not necessarily cause a loss of sales. Considering the health food stores only retained 25% of organic food shoppers, if the company can manage the channel well, marketing through supermarkets will have a higher possibility of increased sales and greater brand awareness...
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