A recent Concentric survey of primary shoppers who spent at least $100 during a given trip to the supermarket found that only 46 percent visited the frozen section. What’s keeping the rest away?

For starters, answers Bob Shaw, president of Concentric Marketing, the department is cold, both literally and figuratively. While retailers can’t do much about the temperature, they sure don’t need to emphasize it with penguins and snowflakes either.

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