This study examines the impact of price sensitivity on customer satisfaction in retail sector. A total of 282 customers of Retail customers of Jammu city were interviewed on census technique basis for the above purpose. Tools like Exploratory factor analysis. Inter-Correlation, Analysis of variance, Multiple Regression analysis was carried out. The result revealed that there is a significant association found between all the price sensitivity factors and the customer satisfaction. While

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... g the antecedents of Customer satisfaction, factors like honesty and fairness are significantly influenced