CONSUMER ATTITUDES TOWARDS SUPERMARLET. ABSTRACTA supermarket can be defined as any self serving store which offers quite a variety of merchandize which may range from household perishables, electronics, pharmacy, pet products among others. Supermarkets are larger than the traditional grocery store but nevertheless smaller than a hypermarket. This paper tries to explore how multiple stores have been long standing part of the United Kingdoms retail landscape and consumers have constantly been properly making use of them for more than a century (Jane et al, 2008) with the ownerships of the supermarkets mattering less and only their service offering which plays a role in determining whether consumers are satisfied or not.
Consumers shopping habit is not only determined by the variety of goods on offer but by social and cultural factors which may include class gender and ethnicity. This requires a range of goods and services that directly reflects the social and cultural background of the consumers in order to ensure that their needs are fully satisfied. This calls for policy makers to look beyond ownership and size and concentrate on effective retail management that can foster social interaction for the shoppers in a diversity of retail spaces. INTRODUCTIONAccording to ethical consumer (2009) the modern supermarket stocks up to 40,000 different products, with world class supply chains that reaches every corner of the earth.
Some years back, supermarkets only concentrated on stocking organic or eco friendly products but today their stocking choices and decisions are based on a previous client’s response which is not a very easy decision for them to defend. This calls for the supermarkets to apply ethical standards across their entire supply chain. However, contrary to that, when a survey of workers conducted at an Aldi supplier in Indonesia which supplies to some of the U. Ks supermarket, shocking statistics were revealed.
90% of the workers employed stated that their wages were insufficient to meet their daily statistics. 55% claimed they had no written contract40% had reported trade union repression. With hawk eyed ethical consumers & media around, these stores suffered severe criticism that their market share dropped. With 32 million people shopping in U. K supermarkets on a weekly basis and over 7 sterling pounds out of 10 being spent there on groceries in U. K which finds its way into the supermarket tills.
For instance Tesco one of the U. Ks most reputable supermarkets had to use courts to bully its critics which led it together with some other similar organizations to receive the “Consumers International Bad Company Award 2008” (Ethical Consumer, 2009). According to a report published by action aid in 2007 entitled “who pays” which dwelled into ways supermarkets operate in order to reduce their in store prices, abuse their purchasing power in order to squeeze on their suppliers who are later on forced to pass this down their supply chains which eventually trickles down to the factories and farm workers. Among the offenders mentioned were Tesco, Sainsbury, Marks & Spencer’s and Asda.
This led to assumptions on consumers mind that cheap supermarkets aren’t the best.