Service quality is considered a critical determinant of competitiveness. Quality in a service is a measure of the extent to which a delivered service meets the customer’s expectations. The main objective of the study is to determine the average level of satisfaction regarding service quality of super markets in Gujarat State. Purposive sampling method is used to collect data. 400 respondents visiting Big Bazaar, D-Mart, Pick-N-Pay, Star Bazaar and Vishal mega-mart in Gujarat were taken to study their perception and selection of Super Markets in Gujarat State. It was inferred that the level of satisfaction regarding overall service quality in Vishal-Mega mart and Big-Bazaar is less than D-mart, Star-Bazaar and Pick-N-pay. Majority of the respondents prefer to shop for garments and grocery and footware in super markets. According to Garrett’s Ranking Technique, good quality of products, along with fair price of the products followed by accurate and speedy transactions and staff performance were the top four priorities in selection of super markets by respondents in Gujarat.