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Organisational Behaviour

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Best and worst supermarkets: Supermarkets compared
Waitrose has claimed the top spot in our in-store supermarkets survey for the second year in a row, increasing its lead over its rivals in the process.
Second-placed Aldi and Marks & Spencer both scored 69%, so Waitrose’s score of 75% made it the clear front-runner, according to the thousands of shoppers we surveyed.
Waitrose customers say shopping in store is ‘a pleasure’, thanks to its helpful staff and tidy shops. No other supermarket rated excellent in the categories relating to customer service or store environment, but
Waitrose received top marks in all of them.
‘It has well lit, pleasantly decorated and well laid-out stores,’ said one customer. Shop assistants are ‘well-trained and knowledgeable’, and ‘they nearly always go that extra mile’. It all adds up to ‘a relaxed atmosphere that makes shopping more pleasant,’ or for some, even ‘a joy’.
Click on each supermarket's name in the table to discover more about what its shoppers thought of it, and find out which own-label products from that supermarket have achieved our Which? Best Buy recommendation.
Top supermarkets for shopping in store In-store supermarkets | Supermarket | Range of products | Quality of own-label products | Quality of fresh products | Value | Staff helpfulness | Customer score (%) | Waitrose (640) | | | | | | 75 | Aldi (638) | | | | | | 69 | Marks & Spencer (641) | | | | | | 69 | Lidl (638) | | | | | | 67 | Iceland (640) | | | | | | 66 | Sainsbury's (637) | | | | | | 63 | Asda (642) | | | | | | 61 | Morrisons (639) | | | | | | 60 | Tesco (641) | | | | | | 59 | Co-op (641) | | | | | | 57 | Overall sample size 6,590 | |
Using the table
Star ratings: These range from one to five – the more stars the better.
Customer score: This is based on a

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