Customer satisfaction in retail business: A comparative study of organised and unorganised retail outlets in Delhi and NCR

Abstract

The retail industry in India has evolved significantly with the rise of organized retail outlets alongside traditional unorganized stores. This study investigates customer satisfaction levels in both segments within Delhi and NCR. A sample size of 400 respondents was surveyed using primary and secondary data collection methods. Statistical tools such as t-test and chi-square test were applied to analyze the differences between organized and unorganized retail in terms of customer service, pricing, product variety, and overall experience. Findings suggest notable differences, highlighting the strengths and weaknesses of both formats. The study offers valuable insights for retailers, policymakers, and marketers to improve customer satisfaction strategies in a competitive landscape.