Abstract: Retail is the fastest growing sector in the Indian economy. Traditional markets are making way for new formats such as departmental stores, hypermarkets, supermarkets and specialty stores.The study is mainly concerned with changing satisfaction level of customers from organised and unorganised retail in Punjab area specifically in Jalandhar and Ludhiana.To identify the significant factors which affect the satisfaction level of consumers.a scale has been developed comprising of thirty statements. These statements are measured on 5-point likert scale i.e., very dissatisfied (1), dissatisfied (2), neutral(3), satisfied (4), very satisfied (5). On the basis of responses from consumers, factor analysis has been done to extract the factors from observed variables which affect the satisfaction level of consumers of organised and unorganised retail.

Keywords:  Retail; buying behavior, organized retail and unorganised retail.