A Study on the Impact of Customer purchase Experience in organized supermarkets on Customer Loyalty in Ahmedabad

Abstract

This study looks at the shopping experience of customers in organized supermarkets in Ahmedabad. It focuses on different parts of the shopping visit like product availability, prices, cleanliness and product arrangement. It also includes staff behaviour, billing process and the overall shopping experience. The data for the study was collected through a questionnaire from 180 respondents.

From the responses, it can be seen that the overall purchase experience is around an average level. Customers were more satisfied with the product arrangement and finding products in the store. However, some customers faced problems with product availability and some products were not available when they needed them. Billing was also one of the areas where customers faced more difficulty because of waiting time. Customers also gave mixed responses about pricing, cleanliness, staff behaviour and overall convenience.

The results also show that purchase experience is different among different age groups. However, other factors did not show much difference in the responses. Gender, occupation and shopping frequency did not show any significant difference in purchase experience. Based on these findings, supermarkets should focus on better stock availability, faster billing, reasonable pricing, cleanliness and better customer service.

Overall, organized supermarkets in Ahmedabad are performing okay in some areas, especially in product arrangement. But there is still scope for improvement in different parts of the shopping experience. The study could not properly test the relationship between purchase experience and customer loyalty because separate customer loyalty questions were not included in the final survey response sheet.