Customer Satisfaction towards Buying Food Products in Omani Supermarkets

Abstract

The main goal of the study is to evaluate how satisfied customers are with the purchase of food items found in supermarkets in Oman, with an emphasis on how different aspects such as merchandise, price, quality, services and physical aspects affect consumers' opinions and purchasing choices. Data from a wide sample of grocery patrons was gathered for the study using a survey-based quantitative research design across five major supermarkets in Muscat Governorate. The main conclusions show that price is the main factor that customers consider while visiting the supermarkets followed by the merchandise that is available. Quality and physical layout were the next set of factors that were equally important for them followed by the store services as the last one. All these factors had a significant impact on the satisfaction level of the customers.