EFFECT OF PRODUCT ASSORTMENT AND VARIETY IN SUPERMARKETS ON CUSTOMER SATISFACTION

Abstract

Purpose of the study- The purpose of this study is to understand the effect of product assortment, product variety and ease of buying on customer satisfaction in supermarkets. Research method/sampling - A deductive approach was followed. Questionnaire was based on a five point Likert scale and quantitative data was collected through it. The questionnaires were sent online and 260 responses were received. The data of these questionnaires was analyzed using SPSS. Pearson correlation and ANOVA tests were used. Findings of the research - The findings state that selected three factors have a significant relationship with customer satisfaction. Among all these factors, greater variety at supermarkets have the highest and strong positive impact on customer satisfaction. Larger assortments comparatively has a moderate positive effect on customer satisfaction. Ease of buying [including store layout and time] has a weak positive effect on customer satisfaction. Practical implications of the research - The findings of this research can be helpful for the supermarkets as they can learn which factors are more positively affecting the customer satisfaction so that they can modify their strategies and retail format more effectively and efficiently. This can serve as a future reference for similar researches regarding customer satisfaction and loyalty at supermarkets. Other satisfaction factors can also be included. Limitations of the research - This study is only limited to the citizens of Karachi. Only 3 factors of customer satisfaction are used.