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In the highly competitive retail environment, the success of retail companies deeply depends on their achieved levels of customer satisfaction. In order to create superior value and competitive advantages in the marketplace, retailers must understand the customers' desires, needs and behavior, and at the same time satisfy them more efficiently than the competition. Therefore, measuring consumer preferences, as well as determining the factors that drive them, is crucial for retail strategydoi:10.5897/ajbm11.535 fatcat:n7u2y4dp4fd2royje42qy5wa3m