This survey is statistically inaccurate because of the low number polled and because the readers surveyed, who are all Which subscribers, are not truly representative of UK shoppers. Our own factual research based on regular interviews with 2800 shoppers of varied age, class, region and shopping habits tells us that we lead in all these fields.
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A Tesco spokesman said:
“This survey is flawed. Our own independent research and customer feedback confirms that we are the best on price, service, quality and range. Ten million customers each week know this and that is why they stick with us”.
Notes:
Value and price: independent analysis of actual product prices shows that Tesco are on a par with Asda and significantly ahead of all other competitors (Sainsburys are 8% more expensive; Somerfield 9%; Safeway 13% and Waitrose 11%).
Quality and range: the Which survey does not take into account differences in store size which is essential for an accurate comparison. Tesco offers customers many different shopping formats from Express and Metro stores on the high street to superstores and Extra stores. Asda and Waitrose do not offer such a varied store format which means that the survey is comparing their larger stores with some of our smaller stores where we do not stock as full a range of products. Tesco is clearly number one on both quality and range when comparing like for like stores.
Queuing: accurate measurements taken in the field confirm that we have the best queuing time of the top five supermarkets.
