Abstract:
The shopkeeper is the main operator of the market in an economic center in Sri Lanka.
In order to maintain the functioning of the market well, it was identified as a problem that
needs to be focused on which factors affect the satisfaction of the shopkeeper regarding
the market activities. Accordingly, the research problem of study is what factors affect on
the satisfaction of shopkeepers regarding the market activities. The study population is
all shopkeepers of the economic centers in Sri Lanka. Shopkeepers in Dambulla
Economic Center were selected as the sample using cluster sampling technique. Data
were gathered using an interviewer administered questionnaire and interview method.
Quantitative data were analyzed using independent two-sample t-test, one-way analysis
of variance and structural equation modeling. The simple index was constructed to
identify the levels of satisfaction. Findings of the study revealed that the average
satisfaction of the shopkeepers regarding the market activities was identified as 55.4%.
Among the demographic factors that have an effect on satisfaction, it was confirmed that
the age factor and the profit earned through the economic center show a relationship on
satisfaction. In taking into consideration the physical facilities of the economic center,
existing relationship with manufacturers and the existing relationship between
wholesalers, it could be identified that only the existing relationship with manufacturers
has an effect on satisfaction. According to the findings of the study it can be concluded
that the Dambulla Economic Center operates on the commission system, the producer's
ability to bargain on the selling price of agricultural products has an effect on the
satisfaction of the market activities
