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.