Abstract
Supermarkets are becoming more competitive due to the increased amount of buying needs of customers. They try their best to attract customers by researching market demand, re-creating their marketing strategy and identifying their marketing positioning to satisfy their customers. A marketer has to consider every single problem related to the market which is a complicated task. Understanding customer behavior is extremely challenging as it influences the marketing strategy that needs to be implemented. Thus, organizations try to understand more about their customers in order to meet their organizational target. For the supermarkets, customer is their biggest revenue spinner and it is vital for them to improve their product base and services. In the supermarket business, most of them are willing to cover every needs of customer or in other words they try to offer low price products, middling and expensive products which match different customer groups. Waitrose focuses on the high quality products, which means the price is quite expensive to be compared with other competitors.
