A Comparative Study of Consumer Preference for Packaged and Loose Grocery Items at DMart, Amaravati

ABSTRACT: A key element of retail store performance is customer satisfaction, which has an impact on brand loyalty and customer retention. This study looks at customer satisfaction at D-Mart in Amravati City, focusing on key factors such as product availability, pricing, store atmosphere, personnel behavior, and overall shopping experience. A survey was conducted with 100 respondents using the convenience sampling technique to gather the views and expectations of the customers. The findings indicate that customer satisfaction is significantly impacted by discounts, product variety, and affordability. Nonetheless, there is potential for improvement in areas such as billing efficiency and customer service. The study makes recommendations for enhancing the customer experience to ensure long-term loyalty and business growth. KEYWORDS: Customer satisfaction, shopping experience, loyalty, product variety, store atmosphere, customer service, quality of service