Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: FRIDAY, May 27, 1994                   TAG: 9405270094
SECTION: BUSINESS                    PAGE: A7   EDITION: METRO 
SOURCE: ERIKA BOLSTAD STAFF WRITER
DATELINE:                                 LENGTH: Medium

ROANOKE WAL-MARTS DEFEND PRICE CLAIMS

Managers still say they have the lowest prices anywhere, no matter what the corporate slogan states. Arkansas-based Wal-Mart Stores Inc., the nation's largest retailer, agreed this week that its slogan, suggesting it always has the lowest price, could be misleading to consumers.

``I don't think [the change in slogans] will affect our stores in any way,'' Don Defeo, manager of the Wal-Mart at Hunting Hills Plaza in Roanoke, said Thursday.

Brian Tickle, manager of the Salem Wal-Mart, agreed.

``I think our customers know what's going on; they shop around,'' he said. ``They know we have the lowest prices.''

Even if area shoppers do know where to look for a bargain, sometimes they say Wal-Mart isn't the place.

Judy Galvanni said she shops at Wal-Mart frequently, but also shops at other stores.

``I just saw shirts in [Wal-Mart] that are three or four dollars cheaper at Rose's in Rocky Mount. In fact, I bought one at Rose's,'' she said as she stood outside the Hunting Hills Wal-Mart on Thursday afternoon.

Zelda Woodson, who said she shops at Wal-Mart about once a week, compares Wal-Mart's prices with other stores, especially K mart.

``Wal-Mart's prices are not always lower. You have to watch them,'' Woodson said. ``I compare their prices. I used to shop K mart, but their prices went up.''

Frank Regnier, who manages a small grocery store in Roanoke, said he shops at Wal-Mart because the big chain's prices are low, sometimes lower than where he works. Also, his wife works at Wal-Mart and his family gets an employee discount.

``I think that their prices overall are low, but it's difficult for you to say that you have the lowest prices,'' Regnier said. ``Somebody's going to beat you. Their prices are not always going to be the lowest.''

Both Regnier and Woodson said they're opposed to the company's expansion plans in the area, specifically to building a proposed Wal-Mart superstore near Valley View Mall.

``I don't think we need a Wal-Mart superstore,'' Woodson said.

Regnier agreed, adding that Wal-Mart took business away from smaller specialty stores in the area.

``I think they have an effect on everybody, even our small, independent grocery store,'' Regnier said. ``There's only so much of a pie to split up.''