Abstract
This research undertakes a comparative analysis of customer perceptions towards different supermarkets, aiming to discern the factors that influence consumer preferences in the retail sector. Employing a mixed-methods research design that includes surveys and in-depth interviews, the study explores key elements such as service quality, product assortment, pricing strategies, and overall shopping experiences that contribute to customer satisfaction and loyalty. The research seeks to identify patterns and variations in customer perceptions across diverse supermarkets, taking into account factors like location, brand reputation, and demographic considerations. Additionally, it aims to uncover the relative importance of specific attributes in shaping customer preferences and loyalty in the highly competitive supermarket industry. The findings of this study are anticipated to provide valuable insights for supermarkets to enhance their strategies, improve customer satisfaction, and remain competitive in the dynamic retail landscape.
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