Supermarkets and Hypermarkets, since they appeared, have played an important role in food distribution. This distribution model was widely accepted by both companies and consumers. The evolution of these stores in recent years has been quite dynamic on the basis of their good combination of supply, proximity and service.

Supermarkets and hypermarkets are increasingly valued by consumers, compared to other commercial formats, which triggers the gradual disappearance of traditional markets.

The purpose of the thesis is getting a better comprehension of the strategies that super and hypermarkets use to attract attention of consumers and to increase their sales. To achieve that goal, different techniques implemented by stores are analyzed. Other objective of this research is to discover if supermarkets and hypermarkets apply these strategies in the same ways, which are their differences and similarities. The research question of this thesis is: How are marketing strategies applied by Supermarkets and Hypermarkets inside their establishments?