වෙළෙඳ පොළ කටයුතු පිළිබඳ වෙළෙඳ සැල් හිමියන්ගේ තෘප්තිමත් භාවය කෙරෙහි බලපාන සාධක හදුනාගැනීම (දඹුල්ල විශේෂිත ආර්ථික මධ්‍යස්ථානය ඇසුරින්)

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.