Impact of category management practices on customer satisfaction-Findings from Kuwaiti grocery retail sector

Abstract

The article offers an insight into category management (CM) practices and their relative impact on customer satisfaction within Kuwaiti grocery retail market. A Category Management Key Variables Model incorporating six variables (that is, product assortment, product pricing, product presentation, product promotion, product availability and customer service) was tested in a Kuwaiti category managed superstore. Descriptive research approach based on quantitative research design involving questionnaire-based survey was used to collect data from 309 Kuwaiti customers. Findings indicated that customer satisfaction was largely driven by product assortment, product availability and excellence in customer service. Other CM variables (that is, product price, product presentation and product promotion) had insignificant impact on customer satisfaction. © 2012 Macmillan Publishers Ltd.