The author, in order to complete the report studied several texts with regards to marketing and consumer ethics. The author also researched many useful websites with regards to Sainsbury's. The information studied can be found in the bibliography section found at the closing part the report.

According to Jobber et al (1998) the marketing mix is ` the tactical `toolkit' of product, place/distribution, promotion and price that an organisation can control in order to facilitate satisfying exchange'. The following is Sainsbury's current marketing mix strategy.

Product

Sainsbury's is committed to the continuous improvement and development of its products, as it understands quality is of paramount importance to customers. It is apparent that economy range products can target the price conscious customers. Sainsbury's Supermarkets always try to provide high-quality products, value of money. In addition to a wide range of quality food and grocery products, many stores offer bread...