New World Te Rapa has apologised, but denies that it used racial profiling.

A Hamilton man has been left humiliated after he claims he was racially profiled and kicked out of a supermarket.

Motel owner David Chang was shopping at New World Te Rapa on Wednesday when he was approached near the checkout by a staff member and asked to leave.

He said he felt profiled and discriminated against, believing New World staff thought he was a dairy owner or trade customer.

"When I proceeded to checkout, the supervisor came straight at me and said: 'You're not a normal shopper. You have bought everything on special, I cannot serve you,' so she asked me to leave straight away," Chang said.

Chang, who migrated from Taiwan more than 20 years ago, moved to Hamilton in the last three years.

It was his first time at the Te Rapa store.

When he walked in, he saw specials on toilet rolls, so put the limit of six packets into his trolley. Then he grabbed four packets of laundry detergent - on special - a dozen boxes of tissue paper and cleaning products, all for personal use and not his motel.

"I didn't intentionally shop for everything on special," Chang said.

"I've got 23 units here. If I was buying for the motel, I would be buying in bulk. Six packets of toilet rolls won't last me for one day."

New World Te Rapa management apologised to Chang's Facebook complaint and spoke to him over the phone.

He's accepted the apology but wants to highlight the problem so it doesn't happen again.

"He was very apologetic and said it should never happen. I just hope that other people don't feel what I felt because I was really embarrassed."

New World Te Rapa owner-operator Chris Grace personally apologised to Chang but said he does not accept racial profiling was involved.

"In the past, trade customers have purchased most of our of stock that is on promotion. This is not fair on our everyday customers," Grace said.

"This incident occurred because my staff know that we don't sell to trade customers. We want to ensure that we have sufficient stock for our everyday customers."

Grace has been business owner in Hamilton for more than 20 years. He said he has a diverse staff, customers and community.

"I have now clarified the correct procedure with my staff," he said. "A supervisor must politely take a customer aside who we know has been buying large quantities on a regular basis and explain our policy.

"We reserve the right not to sell to them, if they are buying products in large quantities to on-sell."