Mark Wiltamuth

Pricing studies conducted by Morgan Stanley's Mark Wiltamuth indicate that many consumers no longer think Wal-Mart has the lowest prices. But studies from Wiltamuth's peers repeatedly show Wal-Mart’s prices are the lowest in market basket comparisons. Unfortunately, the gap while in double digits with most competitors other than Target, isn’t enough to earn the company clear distinction as the overwhelming low price leader.