Major Supermarkets Research Articles

Emulsifiers in ultra-processed foods in the UK food supply.

Ultra-processed foods (UPF), including those containing food additive emulsifiers, have received research attention due to evidence implicating them in the pathogenesis of certain diseases. The aims of this research were to develop a large-scale, brand-level database of UPF in the UK food supply and to characterise the occurrence and co-occurrence of food additive emulsifiers. A database was compiled sampling all products from the food categories contributing to energy intake from UPF in the UK from the National Diet and Nutrition Survey (2008-2014). Every food in these categories were identified from online supermarket provision from the 'big four' supermarkets that dominate the market share in the UK, comprising Tesco, Sainsbury's, Asda and Morrisons. Major supermarkets in the UK. A total of 32 719 food products in the UK supermarket food supply were returned in searches. Of these, 12 844 products were eligible and manually reviewed for the presence of emulsifiers. Emulsifiers were present in 6642 (51·7 %) food products. Emulsifiers were contained in 95·0 % of 'Pastries, buns and cakes', 81·9 % of 'Milk-based drinks', 81·0 % of 'Industrial desserts' and 77·5 % of 'Confectionary'. Fifty-one per cent of all emulsifier-containing foods contained multiple emulsifiers. Across emulsifier-containing foods, there were a median of two emulsifiers (IQR 2) per product. The five most common emulsifiers were lecithin (23·4 % of all products), mono- and diglycerides of fatty acids (14·5 %), diphosphates (11·6 %), and xanthan gum and pectin (8·0 %). Findings from this study are the first to demonstrate the widespread occurrence and co-occurrence of emulsifiers in UPF in the UK food supply.

Phagotrophic protists preserve antibiotic-resistant opportunistic human pathogens in the vegetable phyllosphere

Food safety of leafy greens is an emerging public health issue as they can harbor opportunistic human pathogens (OHPs) and expose OHPs to consumers. Protists are an integral part of phyllosphere microbial ecosystems. However, our understanding of protist-pathogen associations in the phyllosphere and their consequences on public health remains poor. Here, we examined phyllosphere protists, human pathogen marker genes (HPMGs), and protist endosymbionts from four species of leafy greens from major supermarkets in Xiamen, China. Our results showed that Staphylococcus aureus and Klebsiella pneumoniae were the dominant human pathogens in the vegetable phyllosphere. The distribution of HPMGs and protistan communities differed between vegetable species, of which Chinese chive possessed the most diverse protists and highest abundance of HPMGs. HPMGs abundance positively correlated with the diversity and relative abundance of phagotrophic protists. Whole genome sequencing further uncovered that most isolated phyllosphere protists harbored multiple OHPs which carried antibiotic resistance genes, virulence factors, and metal resistance genes and had the potential to HGT. Colpoda were identified as key phagotrophic protists which positively linked to OHPs and carried diverse resistance and virulence potential endosymbiont OHPs including Pseudomonas nitroreducens, Achromobacter xylosoxidans, and Stenotrophomonas maltophilia. We highlight that phyllosphere protists contribute to the transmission of resistant OHPs through internalization and thus pose risks to the food safety of leafy greens and human health. Our study provides insights into the protist-OHP interactions in the phyllosphere, which will help in food safety surveillance and human health.

Listeria monocytogenes in ready to eat meat products from Zambia: phenotypical and genomic characterization of isolates.

The contamination of ready to eat foods (RTE) products due to Listeria monocytogenes could compromise the products safety becoming a great risk for the consumers. The high presence of L. monocytogenes in RTE products has been described worldwide, but few data are available about these products from African countries. The aims of this study were to report the presence of L. monocytogenes in Zambian RTE products, providing genomic characterization and data on similarity with African circulating strains using whole genome sequencing (WGS). A total of 304 RTE products, produced by different Zambian manufacturers, were purchased at retail, from major supermarkets located in Lusaka, Zambia, comprising 130 dairy and 174 meat products. L. monocytogenes was detected only in 18 (10.3%) RTE meat products of the 174 samples tested. The MLST analysis grouped the 18 L. monocytogenes isolates in 7 clonal complexes (CCs): CC1 (n = 5), CC2 (n = 4), CC9 (n = 4), CC5 (n = 2), CC121 (n = 1), CC155 (n = 1), and CC3 (n = 1). According to the cgMLST results, several clusters were detected, in particular belonging to hyper-virulent clones CC1 and CC2. Regarding the virulence factors, a complete L. monocytogenes Pathogenicity Island 3 (LIPI-3) was present both in the CC1 and CC3, in addition to LIPI-1. Several resistance genes and mobile genetic elements were detected, including Stress Islands, the bcrABC cassette and Tn6188_qac transposon, plasmids and intact prophages. Despite being a first preliminary work with a limited number of samples and isolates, this study helped to increase existing knowledge on contaminated RTE products in Zambia, confirming the presence of hyper-virulent L. monocytogenes CCs, which could play an important role in human diseases, posing a public health concern for consumers.

Product promotions in online supermarkets: prevalence of 'High Fat Sugar Salt' (HFSS) products and labelling characteristics.

To evaluate the prevalence of 'High Fat Sugar Salt' (HFSS) products and front-of-pack nutrition labelling (FOPNL) characteristics across promoted products in UK online supermarkets. A cross-sectional survey conducted (December 2021-January 2022) on promoted products. Data on ingredients, nutritional composition and display of FOPNL were collected from product webpages. The UK's Nutrient Profiling Model and Multiple Traffic Light criteria were used to determine HFSS status and possession of inherent red traffic lights (iRTL), respectively. Data analysis determined the prevalence (i.e. percentage of products of the total number of products sampled) of HFSS; FOPNL and possession of iRTL. Chi-squared tests explored associations between these. Three major UK online supermarket retailer websites. Product 'multibuy' and 'entrance' promotions, from selected product categories. Among the sampled 625 promoted products, the prevalence of HFSS was greater in entrance (73 %) compared with multibuy (41 %) promotions (χ2 (1) = 34, P < 0·05), with variations in the former across retailers (49-92 %). The prevalence of HFSS products in multibuy promotions offered by two retailers varied by category (i.e. Confectionery 94-97 %, Yogurts 20-20 %, Soft Drinks 16-33 %, Ready Meals 1·4-18 %). Not all promoted products displayed FOPNL on webpages (70 %) or images (52 %). A number of iRTL were found to be possessed by both HFSS and non-HFSS-promoted products. Prior to the 2022 implementation of Regulations restricting these, HFSS products were promoted in online supermarkets with varying display of FOPNL and possession of iRTL. Findings support future policy evaluation and mandatory digital FOPNL.

Consumer worldviews and perspectives on environmental sustainability initiatives in the South African supermarket sector

The major South African supermarket chains are important players in the retail sector in Sub-Saharan Africa, which represents one of the fastest growing consumer markets globally. These companies are critical in promoting environmental sustainability initiatives in supply chains, as a means of enhancing the sustainability of production and consumption. However, there is a significant research gap on the visibility and acceptability of environmental sustainability initiatives among consumers in the retail sector in Sub-Saharan Africa. The aim of this study is to elicit the perspectives of South African consumers on environmental sustainability initiatives in the supermarket sector, and understand how their environmental worldviews could influence the perceptions of these activities and ultimately purchasing decisions. Data was collected from consumer surveys in major supermarket chains in South Africa, and the New Ecological Paradigm (NEP) scale was used to elicit respondents’ environmental worldviews. Findings show that respondents are aware and supportive of a variety of environmental sustainability strategies in their preferred supermarket stores. Recycling activities were the most observed strategy and decreased packaging activities the least. Although most respondents exhibit pro-ecological worldviews, this is not always translated into better visibility of these initiatives or sustainable purchasing behaviour. We suggest that supermarkets should be nudged to become more active agents of social and environmental change. For this it would be necessary to better understand and influence consumer environmental worldviews, as a means of enhancing the visibility and performance of their environmental sustainability initiatives. Our findings can assist researchers and sustainability managers in better understanding consumer perspectives in emerging economies, and their responses to green initiatives in supermarkets, and the retail sector more broadly.

Product promotional strategies in supermarkets and their effects on sales: A case study of breakfast cereals and drinks in New Zealand.

To examine the frequency of promotions on breakfast cereals and drinks in a major New Zealand supermarket chain, determine the healthiness of promoted versus non-promoted products, and quantify the effects of promotions on sales. Weekly data on product promotions and sales were collected in six Auckland supermarkets for 198 breakfast products over 12 weeks. The healthiness of products was determined using the Health Star Rating system, and the effect of promotions on sales was estimated using linear mixed models. On average, 47% of breakfast products in a given week were promoted using on-shelf tickets, 12% in weekly mailers, and 9% via promotional displays. The healthiness of promoted and non-promoted breakfast products was comparable. In relation to weekly sales of non-promoted products, all three promotional strategies had substantial (2 to 2.5 times higher sales) and statistically significant (P < 0.001) effects on product sales. Promotions are frequently used and effective at increasing sales. Marketing strategies focusing solely on promoting healthier products could be an important nudging strategy to improve the healthiness of supermarket food purchases.

Commercially available foods for young children (

To assess the nutritional composition of commercially available foods (CAFs) for infants and toddlers sold in Australia to determine whether they meet World Health Organization (WHO) Europe's proposed standards for nutritionally appropriate foods for children <36 months. A cross-sectional retail audit of infant (n=177) and toddler (n=73) foods found in-store and online at three major Victorian supermarkets was conducted in August/September 2019. Products were grouped according to WHO Europe's food categories and their nutrient content assessed against specific composition standards applicable to their category. The presence of added sugar in each product was also recorded. Most infant products (71%) were soft-wet spoon-able, ready-to-eat foods whereas the most prevalent category for toddler products was dry finger foods and snacks (71%). Overall, just one-third of CAFs met all the nutrient recommendations for their category, with infant foods more likely to be compliant than toddler foods (43% vs. 10%; P < .001). Around 9 in 10 infant (93%) and toddler (89%) CAFs contained added sugar according to the Public Health England definition of 'free' sugars. There is considerable scope to improve the nutritional composition of Australian CAFs for both infants and toddlers, to reduce harmful sugars in these foods and to improve the energy density of them. For CAFs marketed as suitable for toddlers there is also considerable scope to reduce the sodium content. SO WHAT?: These findings support the need for stronger regulation of CAFs for infants and toddlers to better promote healthy eating patterns and taste preferences in young children.

An empirical analysis of evaluating the operational and economic efficiency of retail stores under an adverse operating environment

AbstractThis paper evaluates the relative efficiency of 83 food retail stores of a major Greek Supermarket network using monthly panel data that relates to an extended period of deep economic recession (2012–2013). We highlight the importance of the comparative analysis of operational and economic perspectives of the retail stores' efficiency, as they fully capture the real conditions in very competitive and dynamic recessionary environments given that retail stores are interested in minimizing costs while maximizing sales and profits. Efficiency measurements and comparisons led to the identification of benchmark stores and problematic ones thus leading to a series of management actions.

Influence Fruits Packaging on Chinese Female Consumers’ Purchase Decisions

This research aims to have better understanding on how Chinese women shoppers make decisions, specifically how they decide selecting fruits for their families, and how this affects their attitudes and behaviours towards domestic and foreign brands. It is important to have a clear understanding of consumer preferences will help the businesses and marketers in attracting and maintaining their primary customer group. This research using focus groups and able to obtain the opinions and insights of twenty respondents about their experiences purchasing fresh fruits. Data was collected in the Henan city in Hunan Province through structured interviews with consumers who have experience purchasing at major supermarkets and fruit stores. Data were analysed using thematic analysis. The findings shows that positive views about the organic label, attention to fruit safety, and the impression of the significance of fruit features are the most influential determinants on intention to pay a higher price. In addition, consumers are more likely to be willing to pay a premium for fresh fruits if they are packaged in appealing transparent containers. This study shows that the packaging composition of freshness of fruits provides an effective marketing strategy for local manufacturers and 'traditional' marketplaces. We also found that customers place a higher value on green packaging's functionality, such as its portability, reusability, and safety features, than it does on its pricing or aesthetics.

What's in a commercial meal kit? Structured review of Australian meal kits.

The aim of this project is to review the products and recipes contained within popular subscription meal kits to determine if they are suitable for wider use among people who are food insecure. Across the 6-week period, weekly meal kits from both HelloFresh and Markey Spoon were purchased, resulting in thirty-six individual meals that were prepared and assessed. Meals were assessed based on the content included in the meal kit compared with the recipe card and the nutrition panel, the costs of the individual foods if purchased at one of two major supermarkets and the ease of preparation. Australia. Households were comprised of two, 2-person households who were provided with 2 meals each week, and two, single-person households who were provided with one meal each week. The findings of this research suggest that while the meal kits are convenient and, in general, the recipes are easy to follow, and the meals would be made again, the high levels of salt and fat may preclude these kits from regular inclusion in a healthy diet. The meal kits were also found to be more costly than the same ingredients if purchased from a major supermarket. However, the convenience of having most of the foods needed to prepare a full meal with little to no wastage may counterbalance this cost. Meal kits may be a useful component of a healthy diet, that can increase meals prepared and consumed in the home, and thanks to the clear instructions and pre-portioned ingredients, may reduce stress related to food preparation.

The nutritional profile of plant-based meat analogues available for sale in Australia.

To assess the nutritional quality of plant-based meat analogues in Australia, compared to equivalent meat products, and to assess levels of micronutrient fortification in meat analogues. This cross-sectional study used nutrition composition data for products collected in 2021 from major supermarkets in Australia. Nutritional quality was assessed using the Health Star Rating, energy (kJ), protein (g), saturated fat (g), sodium (mg), total sugars (g), and fibre content (g) per 100 g, and level of food processing using the NOVA classification. Proportion of products fortified with iron, vitamin B12 and zinc were reported. Differences in health star rating and nutrients between food categories were assessed using independent t-tests. Seven hundred ninety products (n=132 plant-based and n=658 meat) across eight food categories were analysed. Meat analogues had a higher health star rating (mean 1.2 stars, [95% CI: 1.0-1.4 stars], p < 0.001), lower mean saturated fat (-2.4g/100 g, [-2.9 to -1.8g/100 g], p < 0.001) and sodium content (-132 mg/100 g, [-186 to -79 mg/100 g], p < 0.001), but higher total sugar content (0.7g/100 g, [0.4-1.1g/100 g], p < 0.001). Meat analogues and meat products had a similar proportion of ultra-processed products (84% and 89%, respectively). 12.1% of meat analogues were fortified with iron, vitamin B12 and zinc. Meat analogues generally had a higher health star rating compared with meat equivalents, however, the nutrient content varied. Most meat analogues were also ultra-processed and few are fortified with key micronutrients found in meat. More research is needed to understand the health impact of these foods.

Influence of light and color of advertising photography on consumers’ purchase intention

With the rapid progress of information technology, short video advertising has flourished, and the performance of advertising images can stimulate consumers’ purchase behavior through short video platforms. Drawing on stimulus-organization-response (S-O-R) theory, this study explored the moderating role of short video platforms on the relationship between light and color of advertising photography and brand image and the mediating role of brand image between light and color and consumers’ purchase intention. The data were collected using a questionnaire focusing on consumers who purchased detergent products in major supermarkets in East China. The survey covered 200 respondents from different industries, genders, and education levels in various provinces and cities in East China. Collected data were analyzed using regression analysis. It was found that the light and color of advertising photography have a facilitating effect on consumers’ purchase intention. Furthermore, brand image mediates the relationship between light and color and consumers’ purchase intention. Finally, short video platforms can moderate the relationship between light and color and brand image. This study will encourage scholars to use the S-O-R model in academic research to investigate how advertising affects consumers’ purchase intention and guide companies to use short video platforms to advertise and increase product sales. AcknowledgmentThis paper is part of the Doctor of Philosophy Program in Management, Chakrabongse Bhuvanarth International Institute for Interdisciplinary Studies (CBIS), Rajamangala University of Technology Tawan-OK, Thailand. The researchers would like to thank all cited experts that contributed to this study.

HMR의 구매행태와 구매 채널을 고려한 중국 소비자의 유형화

This work sets out to investigate purchase behavior of Chinese customers with respect to HMR(Home meal replacement) products and categorize them. In this study the main stress falls on multichannel selection according to their purchase behavior and demographic characteristics. And it mainly focuses on the question of what kind of factors influence on purchasing the HMR and how to classify the customer groups based on the consideration attributes. We surveyed 170 Chinese customers who had used HMR products for the past twelve months, ranging from 20 to 69 years old. In order to characterize the customers, 22 factors were selected by earlier studies and brainstorming. The result was organized by factor score from K-mean clustering method, Chinese consumers were clustered into four groups. They are listed here as follows; (1)group focusing on major supermarkets, (2)group focusing on online stores, (3)group focusing on many different types of offline stores, and (4)group for cross-channel shopper. Customers who had purchased HMR products and obtained the related information mainly from major supermarkets were classified as Group 1. Customers who had evaluated various factors for buying the products and mainly used online stores were classified as Group 2. And customers of Group 3 were purchased the products by many types of offline stores, contrary to the Group 1. Lastly, in Group 4, customers had trend of purchasing based on cross-channel shopping for various purposes. They were especially sensitive to price changes to select a purchase channel.

An analysis of the influence of socioeconomic and demographic factors on financial inclusion in underdeveloped regions

One of the most important concerns facing the world today is financial inclusion. Organizations, financial institutions, and people in positions of responsibility are all demonstrating an interest in learning more about this. Several industrialized and emerging nations have recognized financial exclusion as a major socio-economic problem that needs to be addressed. This paper aims to examine the factors influencing smallholder farmers' financial inclusion in Zimbabwe. Using the logistic regression analysis, the results of the study pointed out that there was a considerable correlation between a household's size, off-farm income, agricultural extension service, distance, and transaction costs in a logit model, which was used to determine whether it had access to financial services. Government and financial service providers should strive to make it easier for people to get to their nearest banking institutions by establishing access points close to their residences. Filling stations and major supermarkets are examples of places where these access points could be positioned. As a result of greater access to formal financial services, small-scale farmers may benefit. Financial service providers must perform regular charge reviews as one of the factors that may deter families from utilizing financial services.

Impact on purchasing behaviour of implementing 'junk free checkouts': A pre-post study.

In 2015, Tesco Express convenience stores implemented a healthy checkouts initiative; products high in fat, salt or sugar were removed from in-queue areas. We compare purchasing of less healthy foods before and after its introduction. Tesco provided store-level sales data (n= 1151) for Express stores in England over two 8-week periods, May-July 2014 and 2015. Paired t-tests examined if spending on less healthy foods (biscuits, cakes, crisps and confectionery), as a proportion of total spend, changed between 2015 and 2014. Analyses were repeated for the quantity of less healthy products sold. Compliance was measured through unannounced store visits (n= 41). Complete sales data were available for 1101 stores (96%). Mean overall spend increased in 2015 compared with 2014 (£666 079.70 [SD 406 385.00] vs. £653 786.59 [SD 447 580.77]; p< 0.001). The proportion of total spend from less healthy foods decreased in 2015 versus 2014 (8.03% [SD 2.07] vs. 8.21% [SD 2.17]; p< 0.001). Confectionery accounted for the largest proportion of less healthy product spend, showing the biggest reduction (3.91% [SD 1.16] in 2015 vs. 4.12% [SD 1.24] in 2014; p< 0.001). Results were similar for quantity of less healthy products sold. Like-for-like sales data from major supermarkets revealed spend on less healthy products rose across the UK over this period. Thirty-nine per cent of stores were fully compliant. In conclusion, following implementation of Tesco's healthier checkouts initiative, there was a small reduction in sales of less healthy foods, largely accounted for by confectionery products. These findings suggest that removal of less healthy products from checkouts might lead to healthier purchasing behaviour. However, store compliance was poor, suggesting scope for improvement.

Impact of COVID-19 food supply chain: Comparing the use of IoT in three South African supermarkets

This study aims to understand the impact of the COVID-19 pandemic by comparing the performance of three major supermarkets in South Africa and addressing the following questions. 1) What is the impact of a supply chain disruption on the food system? 2) What interventions (short and long-term) are taken by the food supply chain to mitigate disruption? 3) What does the post-pandemic picture look like for the food retail sector? This study adopts a comparative research approach and investigates direct strategies adopted by various food supply chain actors to mitigate the impact of covid-19. This study compares how retailers Checkers, Woolworths, and Pick n Pay have adapted their business models to remain resilient during COVID-19 lockdown. The results show that the food supply chain remained resilient even with demand management challenges at the lockdown. Food supply chain issues came under a spotlight as borders and production plants were shut down or restricted to contain the spread of the virus. This study establishes that the food shortage is primarily caused by panic buying at the beginning of lockdown, causing shock in the supply chain cadence. The other aspect of food security issue is attributed to food availability and socioeconomic problems resulting from loss of income. On sustainability, there are fears that control measures such as packaging (increased use of plastic), cleaning chemicals, waste and sanitisation of space to maintain hygiene as required for covid-19 can undermine the gains towards preserving the environment.

Packaged foods containing non-nutritive sweeteners also have high added sugar content: A Brazilian survey

This study investigated the use of added sugars and non-nutritive sweeteners (NNS) in 4805 packaged foods (including non-alcoholic beverages) sold in a major supermarket in Brazil. The ingredient lists of all products were searched for the presence of added sugars and NNS. The added sugar content was estimated and compared between products containing added sugar, with and without NNS. Using criteria set by the new Brazilian food label rules, we determined whether foods with added sugars and NNS were classified as “high in added sugar”. Most products (66.7%) contained at least one type of sweetener (added sugars or NNS). Of the products containing NNS (n = 597), 81.5% also contained added sugar. Products containing both NNS and added sugar ingredients showed a lower overall added sugar content than products containing added sugars only. However, for a few food categories (chocolates, dairy and non-dairy dessert mixes and candies), the added sugar content did not differ significantly between products with and without NNS. Sixty-three percent of products containing both added sugar and NNS were classified as “high in added sugar”.

Supermarket resilience in Zimbabwe’s volatile macroeconomic environment

ABSTRACT The paper describes sources of resilience in Zimbabwe’s supermarket value chains and the strategies for building resilience. Although Zimbabwe has witnessed a steady growth in the number of supermarkets, that growth has been disrupted by the volatile operating environment. Data was collected from an online survey of supermarket managers, websites and secondary sources. The study found that franchising, extensive branch networks, mergers and acquisitions and multiple store formats have provided major supermarkets such as OK, TM/Pick n Pay and Spar with an adaptive capacity that has enabled them to operate for several decades in Zimbabwe’s volatile food retail sector. These findings have implications for improving government policy making and supermarket managers’ knowledge on developing resilient food systems under a turbulent macroeconomic environment. Further, the study provides key insights on strategies that are indispensable for building the necessary resilience ingredients required by supermarkets to absorb shocks and recover in a timely way.

Strategic Alliances and Firm Competitiveness: A Survey of Supermarkets in Nairobi-Kenya

This study sought to examine the effect of strategic alliances on competitiveness of supermarkets in Nairobi. The study’s objectives were to establish the effects of innovation, financing, and distribution strategic alliances on the competitiveness of supermarkets in Nairobi. The study used case study research design. The population of the study was 95 branch managers of the 7 major supermarkets in Nairobi. Both stratified and simple random sampling were used to pick a sample of 77 branch managers. Questionnaire was used to collect data. Data was analyzed using descriptive statistics, Pearson correlation and multiple regression analyses. Diagnostic tests were also used to test reliability of regression model. The study found that innovation alliances (? = 0.790, p &lt; 0.05); distribution alliance (? = 0.009, p &lt; 0.05) and financing strategic alliances (? = 0.920, p &lt; 0.01) had a significant effect on the competitiveness of supermarkets. However, challenges such as lack of top management commitment derailed competitiveness. The study concluded that innovation strategy had a positive significant relationship with the competitiveness of the supermarkets. It concludes that, by entering into financing strategy, an increase in the competitiveness of the supermarkets was realized. Furthermore, it concluded that distribution strategic alliance had a positive significant relationship with the competitiveness of the supermarkets. The study concludes that despite formation of strategic alliances, various supermarkets were still exposed to a myriad of top management challenges. The study recommends that the supermarkets should ensure that innovation strategy with various partners is improved. This can be achieved through engagement with partners that have embraced modern technologies such as ‘electronic point of sale’ (EPOS). It is suggested that financing alliances should also be improved by engaging with partners that have stable capital. Through formation of financial strategic alliance with firms with good financial muscles, exposure to financial risks can be minimized. This research proposes that all the supermarkets should ensure that measures are put in place to improve distribution strategic alliances to minimize business differences with partners. Measures such as, knowing how partners operate, how they make certain distribution decisions, and how they allocate resources during distribution could go a long way in enhancing product distribution. Finally, it recommends that the top management should be able to offer timely financial and administrative support to realize the dream of engaging in strategic alliances. The organizations should also be able to streamline legal and regulatory operational policies with partners so as to benefit from the formed strategic alliances. Keywords: Innovation Strategic Alliances, Financing Strategic Alliances, Distribution Strategic Alliances, Top Management Support &amp; Competitiveness

An Exploratory Study on the Role of Feasibility Study on Sustainability of Business in Kenya: A Case of Supermarkets in Nairobi County

Organizational strategic feasibility studies are critical in mitigating uncertainty in the business environment and enhancing growth and performance. This study sought to ascertain the role of feasibility studies in the sustainability of supermarkets in Nairobi County, Kenya. The study's specific objectives were to determine the impact of technical feasibility, economic feasibility, operational feasibility, and legal feasibility on the sustainability of supermarkets in Nairobi County, Kenya. A descriptive research design was used for the study. The study's target population was seven major supermarkets: Naivas, QuickMart, Cleanshelf, The Game Store, Chandarana, Eastmatt, and Carrefour. A questionnaire was used to collect primary data. Findings indicated that technical feasibility is positively and significantly related to the business sustainability of supermarkets in Nairobi County. The findings also revealed that economic feasibility is positively and significantly related to the business sustainability of supermarkets in Nairobi County. The findings revealed a positive and significant relationship between operational feasibility and business sustainability of supermarkets in Nairobi County. Finally, the findings revealed that the legal feasibility and business sustainability of Nairobi County supermarkets are positively and significantly related. The study concluded that technical feasibility, economic feasibility, operational feasibility, and legal feasibility all have a positive impact on supermarket business sustainability. The study recommends that supermarkets should become acquainted with the technical technology that is available on the market and evaluate those that are appropriate for their needs. Managers of Nairobi County supermarkets increase the level of internal and external benchmarking in their supermarkets for economic benefit assessments. Keywords: Technical Feasibility, Economic Feasibility, Operational Feasibility, Legal Feasibility, Sustainability &amp; Supermarkets.