Abstract:
Consumer satisfaction is the measure of how the needs and responses are
collaborated and delivered to the consumer's expectations. The present study
aims at determining the factors constituting consumer satisfaction in retail
shops in Addalaichenai divisional secretariat division. To achieve this aim, it
has some sub-objectives such as identifying the relative importance of the
factors which determined consumer satisfaction; identifying the correlation
between these factors which determined consumer satisfaction; and finding
out the problems which were faced by the consumers. Accordingly, 100
samples were selected by a random sampling method for this study.
Furthermore, primary data were collected from consumers of retail shops in
the Addalaichenai DS division using a seven-point Likert scale questionnaire.
The data was analyzed descriptively using SPSS software. According to the
research conclusion, descriptive analysis revealed that sales promotion
schemes, store image, goods return facility, store location, staff friendliness,
price, and availability of goods are the major determinants of consumer
satisfaction. According to the correlation analysis, store location is very
strongly correlated with consumer satisfaction, while staff friendliness is
weakly correlated. This study finds adulteration, incorrect measurements, no
self-service, lack of employees, and a poor money-back guarantee policy as
problems faced by consumers in retail shops. Therefore, this research
recommended that try to increase the number of employees, avoid
adulteration, ensure the money-back guarantee policy, and weigh the goods in
front of the consumers. The government should register all retail shops,
consumer authorities should give separate time for each and every retail shop;
Sri Lankan labelling regulations should be revised; and consumer authorities
should possess a comprehensive list of items subject to price control. These
are the policy implementations of this study.
