A Study on Customer Experience in Retail Marketing at Rr Trading, Puducherry

Customer experience has become a critical factor influencing success in the competitive retail marketing environment. This study examines customer experience in the retail sector with specific reference to RR Trading, a retail firm specializing in glass fabrication and interior products in Pondicherry. The research aims to understand customer perceptions related to product quality, service efficiency, pricing transparency, staff professionalism, and overall satisfaction. Primary data were collected through a structured questionnaire administered to 110 customers using simple random sampling. Secondary data were obtained from company records, journals, and relevant literature. The collected data were analyzed using statistical tools such as percentage analysis, Chi-square test, ANOVA, and correlation analysis with the support of SPSS software. The findings reveal that product quality, durability, and service support play a dominant role in shaping customer satisfaction and purchase decisions. Most respondents expressed satisfaction with product quality, installation services, and staff guidance, while pricing transparency and post-purchase services showed scope for improvement. The study highlights that positive customer experience significantly contributes to repeat purchases and recommendations. The research concludes that strengthening customer-centric strategies, improving communication clarity, and enhancing after-sales services can further improve customer loyalty and competitive advantage in retail marketing.