Abstract Customer satisfaction has been an important area for retailing practitioners due to various developments in the increasing competitive environment. The objective of the current study is to identify the role of perceived value of the store brand in relationship between product variety and customer satisfaction. A self-administered survey was used to collect data (n=418) from customers both pre-determined number of male and female visiting hypermarkets such as Tesco, Aeon Big, Mydin and Giants in metropolitan Kuala Lumpur, Malaysia. Structural Equation Modeling is employed to analyse the data. The result demonstrate that product variety has a direct effect on customer perceived value as well as on their satisfaction with the store brand. The product variety which is also amplified by gender factor has an indirect effect on customer satisfaction via customers perceived value of the store brand. The study recommends hypermarkets to understand customers perception towards their brand in order to develop better marketing strategy which can enable them to differentiate themselves from competitors.

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c) Explain a suitable Multi-stage sampling technique for this research with justification.