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A Study on Factors Influencing Customer Satisfaction and Brand Preference in the Retail Sector - A Study of Mysore City

  • Unique Paper ID: 167289
  • Volume: 9
  • Issue: 10
  • PageNo: 1051-1056
  • Abstract:
  • For many decades, understanding consumer preferences and perceptions in the retail sector, along with the availability of various brands, has significantly influenced customer satisfaction levels. Customers tend to prefer repetitive purchases at the same retail stores. This study aims to identify the significant relationships between independent and dependent variables to determine their impact on customer preferences for selecting particular retail stores. Research Methodology: The study employs a conclusive research design and is descriptive in nature. Primary data was gathered using a structured questionnaire comprising 30 questions, which included all major factors of the variables and the demographics of individual respondents. Sampling and Data Collection: A total of 100 individual customers of retail stores were chosen as respondents using the convenient sampling technique. Results: The major finding of this study is that consumers prefer choosing their own retail stores due to loyalty. This loyalty is significantly related to independent variables such as brand awareness, perceived quality, brand image, attitude, and brand loyalty, which influence individuals to prefer the same retail stores.
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Cite This Article

  • ISSN: 2349-6002
  • Volume: 9
  • Issue: 10
  • PageNo: 1051-1056

A Study on Factors Influencing Customer Satisfaction and Brand Preference in the Retail Sector - A Study of Mysore City

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