Sainsbury's was founded in 1869 by John Adam Sainsbury and his better half Mary Ann Sainsbury. The name came from the surname John Adam. Today the company has grown to be one of the greatest supermarkets in UK and performs about 1, 000 stores, including 440 convenience stores and has a work force of about 150, 000 folks. The company`s business strategies and aims are based on their strong ideals and ethnicities. Their main purpose include providing great food, persuasive general products and clothing, expanding complementary programs and services, producing new business and finally growing space and creating property principles. From these aims and strategies we will later see how the company has segmented its market. According to Turban et al.