Okay, so a friend brought this up the other day. I thought it was an interesting question because we all shove so much cash into the pockets of the big supermarkets.
I try and avoid both Tesco and Asda because as far as evil multinational corporations go, they are right up there. Sainsbury's is unavoidable for me because it's by far my local shop - although I do deplore knowing part of my hard-earned is going into keeping Jamie 'pukka'.
So it may not be the best on paper, but I side with good old Morrisons. I'm sure the management have their faults but Ken Morrison seems like a jolly kind of fellow. A couple of friends of mine have worked for the company and after visiting he bought the staff Fish & Chips. Nice touch that you wouldn't see in any other of the big 4.
Anyway, extremely odd subject, but does any kind of judgement beyond price, quality & selection come into play when you shop?