A Study on Factors Influencing Customer Satisfaction & their Satisfaction Level in Supermarkets in Ahmedabad City

The retail industry of India is growing at fastest pace and it stands fourth in world retail industry. The Indian Retail Industry is slowly & gradually inching its way towards becoming the next largest and booming industry across the world. At this point in time the Indian retail market is constantly increasing; on the ground that purchasing power of middle class families is rising. Having increased total income and changes in tastes and preferences towards modern retail markets, the purchasing power of customer has increased to large extent. The results of the study reveals that the customers perceive
reasonable satisfaction with supermarkets and having low satisfaction with facilities like children play area, adequate dressing rooms, parking facility and also charge reasonable price and exchange of products. Hence, the retailer should understand the various factors influencing customers’ satisfaction for converting the impulse buying to compulsive buying.