Woolworths-owned MVC has had a pop at its bigger rival HMV, claiming to be up to 20 per cent cheaper on a basket of goods.
MVC head of marketing Cormac Loughran said that on a basket of eight typical products - comprising two chart CDs, two back-catalogue CDs, two CDs on promotion, a game and a DVD - MVC would be 16 to 20 per cent cheaper than the music and entertainment market leader.
Loughran admitted that on certain individual lines HMV might beat MVC on price, but insisted that on a basket the latter would come out on top.
He said: 'MVC, from its origins, has always been about effective pricing. We price competitively in the market. HMV is a premium-priced retailer. That's what they do.'
However, an insider at HMV countered that MVC's claims were 'mischievous'.
An HMV spokesman said: 'HMV does not comment on other retailers or their claims, but I would say one thing, which is that it is always possible to present information selectively to try to support an argument.
'The fact is that HMV seeks to be price-competitive wherever possible, which we do while also carrying a comprehensive range and offering high-quality service in vibrant store environments.
'With all due respect, I don't think any other music and entertainment retailer comes close to offering such value to customers.'
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