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RICE and overstoring, two significant factors in the home center industry today, were identified as pressing questions by John W. Hechinger, Jr., president and chief operating officer, Hechinger Co., in his keynote address before the 1986 National Hardware Show.

"Retailers and manufacturers simply cannot exist, thrive or even, for that matter, survive by selling their products or services on the merits of price and price alone,' ' Hechinger said.

Customers want more than price. It is only one piece of the marketing puzzle, he explained. Choice, quality, compelling presentation, information and ideas, service and, most of all, value are customer priorities in his opinion.

"First, every shred ofevidence tells us that the d-i-y consumer not only wants, but increasingly expects more than price. And second, price cannot be the only tool in your marketing thrust. Long-term growth and survival have to be built around a cohesive marketing plan."

Citing discounters from the 1960s and the 190s who are no longer in existence, Hechinger said "Whole segments of the