Competition between supermarkets is very strong. The image of Morrisons is low price, a wide range of food, and friendly staff.
Tesco, the number one supermarket, has small shops in towns and big shops outside towns. It also has a healthy eating range of food and a loyalty card for regular customers. Tesco sells non-food products too such as TVs, washing machines. Sainsbury has an expensive image and more people shop there now. It has many green and fair-trade products too. The quality is very important.