A super market is a large retailing business unit selling mainly food and household items on the basis of high turnover, wide variety and assortment, self-services with much emphasis on merchandise appeal. In order to stimulate store traffic, the supermarket typically promotes its low prices through aggressive advertising, mass product displays, readily accessible reserve stocks, adequate checkout counters and parking lot.
Super markets are self-service outlets with a minimum selling area of 2000 square feet, having three or more checkout points and offering a full range of foodstuffs and household items under one roof, e.g. frozen foods, dairy products, groceries.
Features of Super Market
- Use of price tags: In super markets, goods are well displaced and price tags are placed on them.
- Operates self services system: Super markets operate self service systems which enable customers to buy goods of their choice.
- Stock wide variety of goods: A wide variety and assorted goods are stocked in supermarket.
- Huge capital requirement: A huge amount of capital is required to set up and operate a super market.
- Located around residential areas: Super markets are usually located around residential areas and cities.
- Impulse buying: The goods in super markets are beautifully displayed to encourage impulse buying.
- Deals mainly on household goods: Super market deals mostly on household goods and groceries.
- Availability of large facilities: Large facilities are made available for shopping comfort.
- Bulk purchase: In super markets, the purchases are made in bulk and sold in small units.
- Use of baskets and trolleys: In super markets, the use of baskets and trolleys are permitted to ease the carrying of goods by customers.
Advantages of Super Market
- It ensures self service: Super market ensures self service which enables customers to pick goods of their choice.
- Low prices of goods: Super market buys goods in bulk and sells in small unit and this help to reduce the prices of goods.
- Encouragement of impulse buying: Impulse buying is encouraged in super markets due to beautiful display of goods.
- Uses of price tags: Super market ensures the use of price tags which promote smooth operations.
- It ensures convenience: Super market ensures convenience as a customer can make all his purchase from a place.
- Provide wide variety of goods: Super market ensures that a wide range of variety of goods are provided for customers.
- Making of right choice: Customers in super market can make their right choices without being influenced by attendants.
- Less labour cost: There is less labour cost as few attendants are employed.
- Constant supply of goods: Super markets because of the bulk purchase and large storage facilities ensure regular supply of goods from reserved stock.
Disadvantages of Super Market
- High rate of pilfery: As a result of self service, goods in supermarkets are prone to high level of pilfery by customers.
- Less personal attention: The nature of supermarket which allows self service and price tags lead to less personal attention given to customers.
- No credit facilities: Customers are not allowed to have credit facilities in this type of retail business.
- High cost of operation: Extra running cost will be incurred for trolleys and baskets.
- Inability to bargain: All the goods in super market carry price tags and this makes it impossible to bargain or price the cost of these goods.
- Restricted only to urban centres: Super markets are restricted only to urban areas thereby denying the rural dwellers goods at cheaper prices.
Hypermarkets are large supermarkets usually with a minimum of 25 checkout points with at least 50,000 square feet of selling space all on a single level. Hypermarkets offer a very wide range of products with self-service and free car parking lot. They are general merchandise warehouse retailers selling food items, drink, clothing and furniture. Goods are displayed in wire baskets, metal racks and wooden bins. Hypermarkets are usually situated outside the town and are common in America and some European countries.
Features of Hyper market
- Bulk purchase: Hypermarket do buy goods in bulk or large quantities from the manufacturer.
- Locations are outskirt of town: Hypermarket because of the large space they occupy are visually located at outskirt of town or city.
- Uses self services: The design and layout of hypermarket ensure the use of self service by customers.
- Low prices of goods: Hypermarket do purchase goods in bulk and this eventually results to lower prices of goods to customers.
- Require large spaces: Large spaces for shopping, parking, etc are required by hypermarkets.
- High level of operation: Hypermarket, as a result of the large size are usually involve in high level of operation far higher than supermarkets.
Advantages of Hypermarkets
- Wide variety of goods: Hypermarket do stock a wide variety of goods in their store.
- Low prices of goods: Hypermarket do purchase goods in bulk or in large quantities and this leads to lower prices of goods.
- Uses self services: The use of self service ensures smooth operation of hypermarket.
- Convenience in shopping: Many facilities are provided in hypermarket and this makes shopping more convenient and interesting.
- Easy accessibility: Hypermarkets are usually located on the outskirt of town as such facilities are provided to make accessibility possible.
Disadvantages of Hypermarket
- Reduction in sales: Hypermarket may experience low sales as a result of its location i.e. long distance from customers.
- Less personal attention: The nature of hypermarket which allows self service and price tags do lead to less personal attention given to customers.
- Huge capital requirement: A huge amount of capital is required to set up hypermarket business.
- High cost of operation: Extra running cost will be incurred in running hypermarket due to its large size and mode of operation.
Differences between Super markets and Hypermarkets
- Prices of goods are higher.
- They operate in a single floor buildings.
- They occupy small spaces.
- They specialize in the selling of consumer goods e.g. food items.
- They are located in strategic shopping centres.
- They may operate without parking spaces for their customers.
- Prices of goods are lower.
- They operate in a complex of a building.
- They occupy large spaces.
- They sell variety of goods including durable goods like hard wares, kitchen equipment, etc.
- They are located at outskirt of town due to the large area they occupy.
- They must provide parking spaces for their customers.