In recent years, there has been a shift from national brand towards retailer's brand. This the study support past study in the developed nations whereby there exist significant relations phenomenon is very obvious in developed nations, while growing increasingly in developing nations, such as India. This study attempts to identifythe customers’ shopping preferences, and their service, loyalty towards the store players an important role in influencing customer satisfaction. The literature review was conducted to compile research results conducted. Based on this literature review, a research model was proposed that comprises customer satisfaction, on service attributes like waaranties,home delivery and soon, . Using the simple random sample approach at the Malls, sample size of 30 was used in this study. The results of between customers’ satisfaction and the other four factors. All the four factors identified by past study also have significant influence on customers’ satisfaction with the retailers’ retailer's brand products at Vijayawada.Customer service like personal assistance is the key attribute to customers while making his purchase decisions. From the descpritive analysis, it is found that there exists a significant difference between expected and actual service levels in the stores.Corelation Analysis proved that loyalty of customers is highly dependent on customer satisfaction level in the store. Online Shopping outlets like Big basket became competitors and scope for customer to reduce to step in retail outlet may reduce.Hence the retail uoutlets may introduce E-Trade to sustain in market. The retailer strategized to provide many other services such as easy payment options, returns and claims, free shipping and delivery, easy ordering and tracking points, rest rooms, salesperson assistance, store ambience, parking, etc. to increase satisfaction levels. By taking some measures the retailer can help in increasing customer satisfaction level.