Sainsbury's is regarded as one of the 'classier' supermarkets in the UK. A little below Waitrose and Marks & Spencer, but above Tesco and Asda, and well above the so called 'Discounters' Aldi and Lidl. Sainsbury's undoubtedly provides a pleasant shopping environment, but there's no way it can justify the premium prices it charges, IMO. The value available at Aldi is simply unbeatable, if one is not concerned about snobbery and can deal with some reduction in choice of goods (though not in quality).
I've always thought of Morrison's as being a very similar shopping experience to Sainsbury's, but it seems to be perceived as somewhat inferior, perhaps because of its Northern roots.
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On a mountain range
I'm Doctor Strange