An empirical study on customer-retailer relationship in rural market

Customer satisfaction depends to a great etfent on the closeness between buyer and seller and concern and anxiousness of the seller about the requirements of their buyers. This study is an attempt to measure the depth and sustainability of relationship between customer and retailer in rural market, which u.It,mate y decides about the level of satisfaction of the customers. Factors like availability of assortment, quality of goods, prices charged and other service factors; credit facility to buyers, merchandise return, weighing and measuring, retailers' behavior, working hours, etc., which are most important in rural marketing context; have been considered for measuring the satisfaction level. A sample size of 228 was selected from rural areas of Haryana. It was found that most of the lower income group respondents are not satisfied from the retailer's practices in comparison to the higher income group who are hardly purchasing any goods from local retailers.