Assessing Customer Satisfaction of Supermarket Interiors at Basaveshwara Nagar, Bengaluru, Karnataka

https://doi.org/10.46610/JoRAAS.2026.v011i02.003

Abstract

The interior design of supermarkets ignores factors affecting customer satisfaction, comfort, and the shopping experience. The purpose of the current research is to identify how aspects of interior design like lighting, layout, merchandise display, highlighting zones, and movement routes affect customer satisfaction and behaviour in supermarkets. The research employed a mixed-method approach, including observations in supermarkets and the use of pre-structured questionnaires. The data were obtained from 40 customers, 7 employees, and owners of 3 supermarkets of small, medium, and large size in Basaveshwara Nagar, Bengaluru, and Karnataka. Evaluating customer satisfaction with aspects of the layout, lighting, signage, and spatial organization of interior design created satisfaction levels. On average, 65% of customers in each store considered that the visibility of the product was satisfactory, while 35% of them complained of aisle congestion and space limitations. The comparison showed that Big Day Hypermart had the greatest level of customer satisfaction of 70.7% due to effective promotional areas, layering of lighting, and easier navigation. Daily Mart Hypermarket also showed decent scores in terms of customer satisfaction but had navigation and way-finding problems, as shown by 50% of owners/managers who reported poor circulation as the main design error. Yemkay Trading Co scored relatively low as only 32.6% of customers found their products easily, while 40.5% discovered their layout to be messy. These shops are generally between 400 and 1,000 m² in size. The research reveals how good design, better lighting, good signage, and spatial plans can lead to customer satisfaction and usability.