The present study attempts to measure the links between attribute perceptions and consumer satisfaction, and between consumer satisfaction and sales performance, in the food retail sector of India. The study relies upon an extensive data set of consumer
satisfaction and sales information from approximately 180 consumers. Hypothesis constructed addresses the inherent nonlinearities and asymmetries in these links. Further, an example of how firms can use the estimated linkages to develop satisfaction policies that are predicted to increase store revenues has been presented. First, nonlinearities and asymmetries in the satisfaction-sales performance have been examined. Second, the study advances the measurement of behavioral links between consumer satisfaction and performance in the food retail sector with firm-specific data. Third, the study shows how firms can employ such results to develop appropriate consumer satisfaction policies.