CUSTOMER SATISFACTION TOWARDS AMAZON FRESH

 
CONTENT
 
 
Chapte Title of the Content Page No
r
LIST OF TABLES
LIST OF CHARTS
I INTRODUCTION AND DESIGN OF THE STUDY
II REVIEW OF LITERATURE
III PROFILE OF THE STUDY
IV ANALYSIS AND INTERPRETATION
V FINDINGS, SUGGESTIONS, CONCLUSION
REFERENCES AND BIBLIOGRAPHY
ANNEXURE
 
 
 
 
 
 
 

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 CUSTOMER SATISFACTION TOWARDS AMAZON FRESH
 
CHAPTER-I 
I.INTRODUCTION
 
 
1.1. Introduction:
Amazon leads in customer satisfaction among online grocery shoppers, while traditional
supermarkets have seen the biggest gain in online shopping use versus a year ago, according to
the 2020 U.S. Online & In-Store Grocery Shopping Study from Retail Feedback Group . 
Customers shopping Amazon Fresh will find a wide assortment of national brands and
high-quality produce, meat, and seafood. Plus, amazon culinary team offers customers a range
of delicious prepared foods made fresh in store every day.
They have also introduced new ways to make grocery shopping more convenient,
including the Amazon Dash Cart, which enables customers to skip the checkout line, and new
Alexa features to help customers manage their shopping lists and better navigate our aisles.
At Amazon Fresh, nothing is more important than the health and safety of our employees
and customers. People at Whole Foods Market have done a fantastic job implementing
comprehensive safety measures for their team members and customers,
receiving recognition as a top retailer for their COVID-19 response. They have taken leanings
from them and applied the same safety measures in Amazon Fresh; requiring daily temperature
checks for all employees, requiring face coverings for all employees and customers entering
the store, offering free disposable masks for any customer who wants one, and operating the
store at 50 percent capacity.
Through the pandemic, our hundreds of Amazon Fresh store associates have supported the
Woodland Hills community by offering online grocery delivery out of the Amazon Fresh store,
adhering to Amazon’s safety measures throughout.
1.2. Seamless in-store and online shopping
       The Amazon Fresh store is located in the heart of the Woodland Hills community, offering
same-day delivery and pickup direct from our store. Customers can pick up their orders by

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visiting our service counter or by pulling up to a dedicated pick-up parking spot. Amazon
Fresh also offers Amazon.com package pick-up and free package-less product returns.
1.3. Consistently low prices:
They have taken our decades of operations experience to deliver consistently low prices
for all, and FREE same-day delivery for Prime members. When customers visit the store, they
can shop low prices across a range of national brands, quality produce, meat, and seafood. For
example, Fresh brand Natural Whole Chicken with no added hormones for 99 cents/lb, a 3 lb
bag of onions for $1.69, and 10 count of Quaker Oatmeal (all flavors) for $2.50.
Additionally, customers will earn 5 percent back at Amazon Fresh when they use their
Amazon Prime Rewards Visa Signature Card or Amazon Prime Store Card at checkout.
1.4. Delicious Food:
Customers can shop a wide assortment of conventional produce, meat, and seafood, and
we proudly offer 365 by Whole Foods Market organics. Plus, Amazon Fresh offers national
brands like Coca-Cola and Kraft Mac and Cheese, local brands like Rocken wagner Bakery
and Ground works Coffee, regional favorites not typically found in LA like Dukes Mayo and
Ellenos Yogurt, and new Amazon exclusive brands like Fresh and Cursive.
1.5.New ways to make grocery shopping more convenient
Customers simply place their bags in the cart, sign in using their Fresh QR code in the
Amazon app, shop, and exit through the Dash Cart lane to automatically complete their
payment. The cart uses a combination of computer vision algorithms and sensor fusion to
identify items put in the cart. 
Customers can find items in the store more quickly by using Alexa and Alexa shopping
lists. When customers arrive in store, they can access their Alexa shopping list through the
Amazon app or on the Amazon Dash Cart, enabling them to quickly navigate aisles and check
off items as they shop. Throughout the store we have Amazon Echo Show devices available to
ask Alexa for help—simply say, "Alexa, where can I find the hot sauce?"
 
1.6. STATEMENT OF PROBLEM:
         We all know that the resources in the land are limited and the wants of human beings
will be unlimited. It is important to utilize the resources efficiently without any waste. There is
a lack of awareness for the people towards grocery products. People have using most of the
products which are not environmentally safe. The reason for purchasing that kind of product is
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 that is cheaper in cost. This study helps to study about customer satisfaction towards amazon
Grocery shopping.
1.7. Objectives:-
To determine factors affecting online shopping experience of amazon fresh.
 To know the price level issued by the amazon.
 To study about customer satisfaction towards amazon Grocery shopping.

1.8. SCOPE OF THE STUDY:

This study is mainly based on the analyses of consumer awareness towards grocery
products. It also examines the consumer perception towards purchase of grocery products and
also the willingness of consumers to pay more for grocery products.
1.9. RESEARCH METHODOLOGY:
Research Methodology is the specific procedures or techniques used to identify, select,
process and analyze information about the topic.

1.10. AREA OF THE STUDY:

The researcher has taken the city of Coimbatore for his study towards the awareness of
Amazon Fresh.

1.11. SAMPLE SIZE/ DESIGN:

A Research Design is simply a plan or Framework for a study that is used in collecting
and analyzing the data. This research is descriptive research as this research includes surveys
and fact finding inquiries. Descriptive Research helps in knowing about particular items or
group of items. The statistical tool used here is the convenience sampling. As the exact number
of respondents is unknown convenience sampling is used. The sample size of this research is
150 respondents.

1.12. SOURCES OF DATA:

DATA COLLECTION:
The data collected in the research is both primary and secondary data.
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 PRIMARY DATA:
Primary data is collected directly from the respondents through a structured
questionnaire.
SECONDARY DATA:
Secondary data is collected from the internet, journals, websites etc.

1.13. STATISTICAL TOOLS USED:

The following tool is to be applied for the study
 Simple Percentage analysis

Percentage refers to a simple kind of ratio. It is used to make comparison between two or
more series of data. They can be used to compare the relative items, the distribution of two or
more series of data since the percentage reduce everything as common base and allow the
meaningful comparisons to be made. Percentage Analysis has been used to find out the portion
of the respondents who are catered to a particular choice of option given in the questionnaires.
Percentage (%) = No. of Responses × 100

Total Number of Respondents

1.14. LIMITATIONS OF THE STUDY:

        The study is restricted only to the people of Coimbatore city so the result may not be
applicable to other cities. A majority of the respondents show lack of cooperation and are
biased towards their opinions.

1.15. CHAPTER SCHEME:

Chapter 1

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              Chapter 1 consists of introduction about Amazon Fresh, Problem Statement of
customer satisfaction towards amazon Grocery shopping. . It also contains the objectives of the
present study, scope and limitations of the study.
Chapter 2

             Chapter 2 comprises of review of literature of various studies. Several studies

regarding Green Marketing has been analysed in order to have a clear and empirical view on
the topic.

Chapter 3

           Chapter 3 consists of the clear profile of the study.

Chapter 4

         Chapter 4 deals with the analysis and interpretation part which includes percentage
analysis and Chi-square test.

Chapter 5

        Chapter 5 contains the major findings, suggestions and conclusion of the project.

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 Chapter-II 
REVIEW OF LITERATURE

2.1. Emmanouilides and Hammond, 2000

Internet usage history and intensity also affect online shopping potential. Consumers
with longer histories of Internet usage, educated and equipped with better skills and
perceptions of the Web environment have significantly higher intensities of
online shopping experiences and are better candidates to be captured in the well-known
concept of flow in the cyber world (Sisk, 2000; Hoffman and Novak, 1996; Liao and Cheung,
2001). Those consumers using the Internet for a longer time from various locations and for a
higher variety of ser-vices are considered to be more active users 

2.1.2.As Bellman et al. (1999) mention, demographics are not so important in determining
online purchasing potential. Whether the consumer has a wired lifestyle and the time
constraints the person has are much more influential. Risk taking propensity is also a powerful
factor. 
2.1.3. Kwak et al., (2002); Miyazaki and Fernandez, (2001) E-shoppers have higher risk
taking tendencies. Consumers with high levels of privacy and security concerns have lower
purchasing rates in online markets but they balance this characteristic with their quest for
making use of the information advantage of the environment. 

2.1.4. Rao et al., (1998) These educated individuals, as more confident decision makers, are
much more demanding and have greater control over the purchasing process from initiation to
completion 

2.1.5. Liao and Cheung, (2001)  Identifying pre-purchase intentions of consumers is the
key to understand why they ultimately do or do not shop from the Web market. One stream of
research under online consumer behavior consists of studies that handle the variables
influencing these intentions. 
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 2.1.6. Saeed et al., (2003) A compilation of some of the determinants researchers have
examined are: transaction security, vendor quality, price considerations, information and
service quality, system quality, privacy and security risks, trust, shopping enjoyment, valence
of online shopping experience, and perceived product quality.

2.1.7. Miyazaki and Fernandez, 2001; Chen and Dubinsky, (2003 )The lists of factors
having a positive or negative impact on consumers' propensity to shop do not seem to be very
different from the considerations encountered in offline environments. However, the
sensitivities individuals display for each variable might be very different in online
marketplaces. 
2.1.8. Andrews and Currim, (2004) Factors like price sensitivity, importance attributed
to brands or the choice sets considered in online and offline environments can be significantly
different from each other. 
2.1.9. Teo et al., (2004) Uncertainties about products and shopping processes,
trustworthiness of the online seller, or the convenience and economic utility they wish to
derive from electronic shopping determine the costs versus the benefits of this environment for
consumers . Further studies aiming to complete the full set of factors influencing consumers'
prepurchase intentions are still much awaited.

2.1.10.Simon Rigby , Head of Direct Channels at Comet, says, "Our challenge is to meet
the needs of the greatest number of shoppers. By undertaking research on a regular basis, we
learn more about our customers' shopping needs and styles. This helps us to deliver all the
necessary eassurances, product ranges and services. We conducted this survey during our peak
selling period as we are in the process of developing our range of online interactive services,
such as Live Chat and CometTV.co.uk. Powerful multimedia sales tools will soon become
standard in the online shopping arena. In three years, you'll be just as likely to click and watch
a product related video of your intended purchase on your computer before you buy - as you
are to have an email address today.

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 Chapter-III
Profile of the Company
Amazon Fresh is a subsidiary of the American e-
commerce company Amazon.com in Seattle, Washington. It is a grocery delivery service
currently available in most major U.S. cities, as well as some international cities, such as
Berlin, Hamburg, London, Milan, Munich, Rome, Tokyo, and some other locations in
Singapore and India. In 2020, Amazon Fresh opened several physical store locations in the
United States. The first six stores opened in the Los Angeles area with additional locations in
the Chicago, Philadelphia, Seattle, and Washington, D.C. areas.
3.1. History and business model
       Amazon Fresh has rolled out its services gradually, targeting specific parts of various
metropolitan areas and partnering with local specialty stores for delivery of local items. The
Amazon Fresh website allows potential customers to check availability by ZIP code. 
Under its former name, Amazon Grocery, it sponsored the PBS Kids series Curious George.
In March 2017, Amazon announced the beta launch, on March 29, 2017, of Amazon Fresh
Pickup, a drive-in-type grocery store for Amazon Prime subscribers. It is a delivery service
that lets users shop online, reserve times to pick up the groceries, and have them loaded into
their cars at the store. 
        In Germany, the product range is 85,000 product lines. By comparison,
the REWE supermarket chain's home delivery service has 9,000 product lines.  In the United
Kingdom, Amazon signed a deal with the British Super Market chain Morrisons to provide
supplies for Amazon Prime Pantry and Prime Fresh. In July 2017, it was reported that Amazon
Fresh was selling meal kits. 
On November 2, 2017, Amazon announced it was discontinuing its Fresh service to some
smaller towns and cities in California, Delaware, Maryland, New Jersey, New York, and
Pennsylvania. On December 13, 2019, Amazon announced its Fresh service will provide one
and two hour delivery of meat, seafood, eggs, and produce in Tampa, Florida.
 
3.2. Amazon Fresh grocery store in Warrington, Pennsylvania

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 In 2020, Amazon announced that they are using the name "Amazon Fresh" for their new
chain of physical grocery stores in the Los Angeles and Chicago areas. The first Amazon Fresh
grocery store opened to the public on September 17, 2020, in the Woodland
Hills neighborhood of Los Angeles.[13][14] On December 10, 2020, Amazon Fresh opened its
fifth store and first location outside of California in the Chicago suburb of Naperville.[15]
On March 4, 2021, the first Amazon Fresh store in Europe was opened, in the Ealing
Broadway Centre shopping mall in Ealing, West London.The site previously had been
occupied by the clothing retailer Monsoon Accessorize. 
Amazon Fresh opened their first grocery store in the Washington, D.C. area on May 27,
2021, in the suburb of Franconia, Virginia. On June 17, 2021, Amazon Fresh opened a location
in the Seattle suburb of Bellevue that features the "Just Walk Out" technology which allows
customers to skip the checkout line when purchasing their groceries. Amazon Fresh opened
their first location in Washington, D.C. in the Logan Circle neighborhood on July 22, 2021;
this location features the "Just Walk Out" technology. On August 5, 2021, the first Amazon
Fresh grocery store in Pennsylvania opened in the Philadelphia suburb of Warrington. Two
more in Bensalem & Broomall will follow.
 
3.3. Product lines
 Amazon Fresh offers grocery items for sale, as well as a subset of items from the main
Amazon.com storefront. Items ordered through Amazon Fresh are available for home delivery
on the same day or the next day, depending on the time of the order and the availability of
delivery slots.
Amazon Fresh operates independently of Whole Foods, which is also owned by Amazon.
They have separate facilities and separate inventories that they sell. Market research from
Amazon shows that customers at Amazon Fresh tend to have lower incomes and are more
likely to be Hispanic or particularly Asian than customers of Whole Foods.

3.4. Locations
In the United States, Amazon Fresh currently has 23 locations in the states
of California, Illinois, Pennsylvania, Virginia, Maryland, and Washington along
with Washington, D.C.[5] Amazon Fresh also has 17 locations in London in the United
Kingdom.
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3.5. Cashier less retail
Dash Carts are shopping carts with a touchscreen, barcode scanner, cameras, and various
sensors to automatically count items placed and remove from the cart, allowing customers to
skip conventional checkouts. The customer scans a QR code from their Amazon app to link
their Amazon account so their purchase can be billed through the payment method linked in
their Amazon account. The cart also has a weight sensor to weigh produce priced by weight. 
Some Amazon Fresh stores use "grab and go" technology similar to that in Amazon
Go stores, which tracks what customers take and place back. It allows customers to skip
conventional checkouts while also eliminating the need to use Dash Carts. Currently, there are
no Amazon Fresh stores that feature both "grab and go" and Dash Carts. 
Due to criticism regarding Amazon Go stores not accepting cash, Amazon Fresh stores also
have checkout lanes for customers who want to pay with cash or don't have an Amazon
account.

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 CHAPTER- IV
ANALYSIS AND INTERPRETATION
 

4.1.DATA ANALYSIS

Data collection is the systematic recording of information; data analysis involves working to
uncover patterns and trends in data sets; data interpretation involves explaining those patterns
and trends.
Analyzing survey data is an important and exciting step in the survey process. It is the time
that you may reveal important facts about your customers, uncover trends that you might not
otherwise have known existed, or provide irrefutable facts to support your plans. By doing in-
depth data comparisons, you can begin to identify relationships between various data that will
help you understand more about your respondents, and guide you towards better decisions.
Here data collected on the basis of questionnaire survey on customer satisfaction on organized
retail outlets is on Reliance in New Delhi.
Walter H De vries, Zeithaml and Berryand Cronin and Taylor (2001). They conducted a study
on Quality of services by considering its various dimensions like reliability, availability,
performance, serviceability, reputation, competent staff, responsiveness and courtesy, technical
facilities, operational facilities, technical procedure and communication. In contrast “Universal
dimensions determining” the quality of services as received by customers is tangibility,
responsiveness, assurance and empathy
Cronin and Taylor (1992) the conceptualization of service quality as a gap between
expectations and performance is inadequate. The research points out the confusion is
pertaining literature over the relationship between service quality and customer satisfaction.
According to that research, the concept of service quality should be customer’s attitude towards
the service, since the concept of satisfaction is defined as a gap between expectations and
performance or disconfirmations of expectations.

Table 4.1 Age of respondents

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 Age Group No of respondents Percentage

18-25 37
24.7 %
25-30 12
8.0 %
30-45 58
38.7 %
Above 45 28
18.7 %
> 45 15
10.0 %
Total 150 100%

Age of respondent

ANALYSIS

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From the above graph and table presented above it is evident that majority of the respondents
are of age in between 30-45 years.
INFERENCE

The above figure shows that most of respondents belong to age group between 30-45years.

Table 4.2 Gender of the Respondents (Gender ratio)

Gender No of Respondents Percentage

Male 68 68%
Female 32 32%
Total 100 100%

Gender Ratio

No of respondents

No of respondent
Percentage
MaleFemale

Gender

INFERENCE

From the table and bar graph presented above, the distribution of the shoppers is evident. This
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question was aimed to identify the distribution between the two genders. It can be deducted
that male respondents are more as compared to female respondents.

15
Table 4.3 Income of respondents

Income Ratio No of Respondents Percentage

< 10,000 34
22.7 %
10000-20000 50
33.3 %
21000-30000 38
25.3 %
>30000 28
18.7 %
Total 150 100%
No of respondents

INFERENCE

From the above graph it is evident that most of respondents are having income level in
between 10000-20000.

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Table 4.4 Level Of Education

Level Of Education No of Respondents Percentage

School 28
18.7 %
College 50
33.3 %
Master-level degree 38
25.3 %
Doctrate-level degree 34
22.7 %
Total 150 100%

60

50

40

30 Level Of Education
Percentage
20

10

0
1 2 3 4

INFERENCE

From the above graph it is evident that most of respondents are having level of
Education in College. 17
Table 4.5.My employment status

Employment Status No of Respondents Percentage

Not employed 0
0
Self employed 50
33.3 %
Employed for a wage 38
25.3 %
Employed for a salary 34
22.7 %
Student 28
18.7 %
Total 150 100%

Percentage
0.35
0.3
0.25
0.2
0.15
Percentage
0.1
0.05
0
ed ed ag
e ry nt
loy loy w sala ude
m
p p ra ra St
te em fo fo
le f d
No S e
ye
d
oy
pl p lo
Em Em

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INFERENCE
From the above graph it is evident that most of respondents are having self-employed.
Table 4.6 Shopping frequency

Particulars No of Respondents Percentage

Daily 15 10%

Weekly 60 40%

Monthly 66 44%

Occasionally 9 6%

Total 100 100%

Frequency of Shopping

6% 10%
Daily
Weekly
Monthly Occasionall
40%

ANALYSIS

From the above graph frequency of shopping is evident. Of the 100 respondents it shows
that 10% of the respondents do shopping daily, 40% of the respondents do shopping
weekly, 44% of the respondents do shopping monthly and 6% of the respondents shop
occasionally.
INFERENCE

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The above figure shows that most of the respondents do shopping weekly and monthly.
It can be deduced that people who visit once a month and weekly are those people
who visits various stores for their regular needs and also may be because of the benefits
by the stores such as discounts and offers.

Table 4.7. Online Shopping Services Do You Prefer

Online Respondents percent
Shopping age
Services Do
You Prefer
Amazon.com 60.0
90
Ebay.com 21 14.0
Walmart.com 36 24.0
Buy.com 3 2.0
Total 100 100.0

percentage
60

50

40 percentage
30

20

10

0
Amazon.com Ebay.com Walmart.com Buy.com

INFERENCE

In the above table we know that, 60% of the respondent are using Amazon.com, 14%of
the respondents are using E aby.com, 24% of the respondents are using Walmart.com
and the remaining 2% are using Buy.com. It is found that the majority of respondents
(60%) prefer Nivea products. Therefore, it says that most of the respondents prefers
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Amazon.com.
Table 4.8. Most Important To You When Shopping Online
Factors No. of respondents Percentage

Speed 11 %
16
Ease of use 4%
6
Reliability 42%
63
Price 27 %
41
Free Shipping 16 %
24
Total 150 100%

ANALYSIS

From the table and graph presented above the effect of media towards the purchase of
products is evident. Of the 150 respondents 11% of the respondents are speed, 4% of the
respondents are influenced by Ease of use, 42% of the respondents are influenced by
Reliability, 27% of the respondents are influenced by price and 16% of the respondents
are influenced by Free shipping.
INFERENCE

Most Important to You When Shopping Online is mainly influenced by reliability.

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Table 4.9. Are you more inclined to buy an item you normally wouldn't consider
buying if it is on sale?
Preference No of Respondents % Respondents

Yes 86 %
129
No 14 %
21
Total 150 100%

Preference

14%

86% Yes
No

86%

ANALYSIS
From the above table and graph the expectation of respondents is evident. Of the 150
respondents it shows that 86% of the respondents are more inclined to buy an item you
normally wouldn't consider buying if it is on sale and 14% of the respondents are not
more inclined to buy an item you normally wouldn't consider buying if it is on sale.
INFERENCE

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Majority of shoppers expect free gifts and discounts from the retail outlets. It can be
deduced that free gifts and discounts attracts a greater number of customers.
4.10. What is most important to you when subscribing to a service
most important to No of Respondents Percentage
you when
subscribing to a
service
A variety of 27 %
options
41
Getting your 16 %
money's worth
24
Receiving more 42%
personal customer
service 63
Peace of mind 11 %
16
I do not use 4%
subscription
services 6
Total 150 100%

Percentage
40%
30%
20%
10%
0%
Percentage

ANALYSIS

From the above table and graph the level of respondents is evident with respect to most
important to you when subscribing to a service. Of the 150 respondents 27% of the
respondents are A variety of options . 16% of the
23 respondents agreed with Getting your
money's worth . 42% of the respondents agreed with Receiving more personal customer
service , 4% of the respondents are I do not use subscription services and 11% of the
respondents agreed with Peace of mind
.
INFERENCE

From the responses it can be inferred that most of the respondents are happy with
Receiving more personal customer service.

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 CHAPTER-V
FINDING, SUGGESTIONS & CONCLUSION

5.1.Findings:

In the survey, interviews and study conducted above, I came across many factors that
influence the consumers’ satisfaction on organized Reliance Fresh retail store and their
subsequent shopping and buying decisions. Here, I present the findings gathered and the
suggestions I offer to companies based on the data gathered and analyzed.

 The above figure shows that most of respondents belong to age group between 30-
45years.
 It can be deducted that male respondents are more as compared to female respondents.
 most of respondents are having income level in between 10000-20000.
 most of respondents are having level of Education in College.
 most of respondents are having self-employed.
 44% of the respondents do shopping monthly
 60% of the respondent are using Amazon.com
 42% of the respondents are influenced by Reliability
 86% of the respondents are more inclined to buy an item you normally wouldn't
consider buying if it is on sale
 42% of the respondents agreed with Receiving more personal customer service.

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 5.2.SUGGESTIONS
 Create awareness & manage home delivery services properly
 There should be proper assortment of various product categories
 Cleanliness and hygiene should be maintained regularly
 Proper training should be provided to sales person so that they can deal with the
customer efficiently and demonstrate about the products
 Various schemes and festival offer, cash discounts on bulk purchase can be provided to
attract new customers
 Providing credit facility to loyal customers it increases sales volume.
 Most of the customers are expecting gifts, discounts, offers so Reliance Fresh has to
introduce special benefits on huge purchase
 Amazon Fresh has to improve promotion strategy.

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5.3.CONCLUSION:
The study is an attempt to measure customer’s satisfaction at Amazon Fresh outlets in
Mumbai. The customers are the main asset for any organization, without satisfying them
no organization can be run well. Customer satisfaction towards retail stores is affected by
various factors. This survey was meant to identify the customer satisfaction level towards
Reliance Fresh retail stores. Findings of this research suggest that the level of customer
satisfaction is highly affected by the quality and price of the products, wide range of
products and location and conveyance are more attracting customers to visit the retail
outlet.
It is found that most of the customers of Amazon Fresh retail store Mumbai are satisfied
by the quality of service, convenience, complaint handling, and employee’s behavior
availability of products, branded products. But the customers are not satisfied with the
credit facility, high price and lesser number of outlets. The analysis shows that Reliance
Fresh outlets have been fairly successful with their marketing strategies and customer
retention, but they still have to upgrade services like more efficient billing, better parking
facilities and wider range of product availability to meet the competition.
To conclude it can be said that most of the Amazon Fresh customers are happy with the
service received. More, Nilgiris, Total, Smart, Big Bazaar are tough competitors of
Amazon even though Amazon is trying hard to attract the customers by introducing new
offers schemes etc. to capture the market share. According to customer there is huge
potential for increasing market share of supermarket. Findings of this research suggest
that the level of customer satisfaction is highly dependent on various parameters such as
price, brand, customer service, quality and variety of the products. Hence it is very much
important for the retail stores to consider all those parameters to enhance the level of
customer satisfaction.

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