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A Study of Customer Satisfaction in Shopping Malls: An Empirical Study

Author Affiliations

  • 1 Marketing, Prestige Institute of Management and Research Sech no. 54, Near Bombay Hospital, Indore, INDIA

Res. J. Management Sci., Volume 4, Issue (11), Pages 10-18, December,6 (2015)


Retailing is a one of the function of marketing and also it’s continues process, in which the retailer purchase the products from different sources and then directly sell to the target customers. India is on the growing stage of organized retailing. The growth is continuously increasing in this field and it has increased up to 40 % annually till 2015. Indian retailing sector is on boom and under this sector selling and buying process of goods and services give so much impact on every decision. Customer satisfaction is the process in which number of customers who have purchased the products and given the feedback to the organization of their satisfaction level. Customer satisfaction is more complex and even more important for retailers today than in past. The objectives of this study were to investigate the effects of sales promotion mix and marketing mix on customer satisfaction in shopping malls of Ujjain city and also study the variation of demographic variable. Study has conducted and visited on different malls and collected the data of sales promotion mix and marketing mix for customer satisfaction in Ujjain city. In the present study 200 samples collected with the help of self made questionnaire of 5 point likert scale in the form of two sections; in the first section got four factors and in the second section got eleven factors, which are related to sales promotion mix and marketing mix. Study will be helpful for retailers to understand the level of satisfaction of the customer before deciding any type of sales promotion mix. With the help of this study they can also make some good marketing and promotional strategies. Also study will be helpful the understand the buyer’s choice on the basis of gender.


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