Consumer Satisfaction of Core and Scrambled Merchandising Practices in Utensil Retailing in Gurugram District

Payal Gupta

Research Scholar, Department of Manegement and Commerce

Baba Mastnath University, Rohtak

Dr. Jaspreet Dahiya

Professor, Department of Manegement and Commerce

Baba Mastnath University, Rohtak

ABSTRACT

This study examines a comparative study on consumer satisfaction with core retailing and scrambled merchandising practices in utensil markets across Gurugram District. A total of 200 respondents were surveyed, comprising 100 consumers of core retail outlets and 100 consumers of scrambled merchandising stores. Data was collected through structured questionnaires focusing on satisfaction determinants such as product quality, assortment, pricing, service, and overall shopping experience. Statistical analysis was conducted using descriptive measures and independent sample t-tests to compare satisfaction levels between the two formats. The results indicate that while core retailing scores higher on trust, specialization, and service quality, scrambled merchandising performs better on variety and price competitiveness. Comparative findings provide empirical insights into consumer preferences and highlight the need for retailers to balance structured retailing with innovative merchandising strategies to enhance satisfaction in Gurugram’s utensil sector.

Keywords: Consumer Satisfaction, Core Retailing, Scrambled Merchandising, Utensil Retailing, t-test Analysis etc.