Shopkeeper pronouncedly less refined (6)

I believe the answer is:

grocer

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'shopkeeper' is the definition.
(I know that grocer is a type of shopkeeper)

I don't understand the rest of the clue.

(Other definitions for grocer that I've seen before include "Retailer of foodstuffs" , "Shopkeeper who sells food and household stores" , "Food shop" , "Market trader" , "Retail merchant" .)

I've seen this clue in The Telegraph, The Globe and Mail and The Guardian.

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