Figure 1: UK Market Share (Single Marketing Ltd, 2009)
SUPERMARKET SHARE
Tesco: 30.6%
Asda: 16.6%
Sainsbury's: 16.3%
Morrison's: 11.1%
Summerfield: 5.4%
Waitrose: 3.7%
Iceland: 1.8%
Source: TNS
Figure 2: Supermarket Share (TNS, 2008)
Figure 3: Oligopoly kinked demand (Peoi, 2002)
There are some advantages for consumers to buy in an oligopoly supermarket. The price is always similar among firms, supermarkets will not change price frequently, as well as homogenous products to purchase.
Firstly, supermarkets have to sell price in similar prices or even the same price. Since the firms are