Supermarket satisfaction survey review

How we survey

We ask shoppers to rate the supermarket(s) where they shop against 19 different criteria (see below) on a 7-point scale ranging from ‘excellent’ to ‘terrible’, and then we convert these numbers to a percentage score. We also ask them to rate their overall shopping experience in their supermarket(s) and we report this as the overall score for customer satisfaction. The scores for individual criteria aren’t incorporated in the overall score. Additionally we ask if they’d recommend their supermarket(s). 

We only include results for supermarket chains that have a minimum 30 completed surveys specific to that chain. We don’t include responses from people who shop in-store in a supermarket less often than once a month. 

A total of 3182 Voice Your Choice members across Australia took part in this survey, which we conducted in February and March 2021.

We asked survey respondents to rate their supermarket for:

• Range of products and brands available 
• Availability of locally produced food products 
• Quality of supermarket’s own brand products 
• Quality of fresh produce 
• Value for money 
• Amount and availability of specials and discounts 
• Stock turnover (food products are within use by and best before dates) 
• Product availability (shelves are stocked with items as labelled) 
• Opening hours 
• Ease of parking 
• Ease of locating items you want 
• Availability of staff when you need assistance 
• Helpfulness of staff (e.g. checkout, refund/exchange, assistance) 
• Ease of use of shopping trolleys/baskets 
• Speed of checkout 
• Availability of your preferred type of checkout (self-service, staff assisted)
• Ease of using self service checkout
• Store appearance and layout 
• Clarity of unit-pricing signage (i.e. price of a product per 100g)