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Sainsbury’s supermarkets share with Tesco the leading position in food and drink sales in Britain. Both have about 12% of the market, but they have very different images. Sainsbury’s has a middle-class image and suggests good food and wine. Most of the supermarkets and Homebase stores, which sell Do-It-Your-self goods, are in the richest part of the country, the South-East and the Midlands. There are no Sainsbury’s stores in Scotland, Wales or large areas of the North. In the mid-1970-s Sainsbury’s started to built very big supermarkets, ‘hypermarkets’, on the edge of towns. This reflects social change, where more affluent people have cars and only want to shop once a week. Like the introduction of the first self-service store in 1950, the idea is American. The architecture of the hypermarkets is interesting. They often look like small communities of houses set around a church tower, something like an old English village. Inside is a single space which contains all the old type of shops under one roof- the butcher, baker, grocer, fishmonger – in an impersonal, modern setting. The first Sainsbury’s was a diary which opened in Drury Lane, London in 1869. The Sainsbury family still has the controlling interest in the company today.
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Sainsbury’s has a middle-class image and _______.