The environment of business has been changing rapidly because of developments in Information Technology. In such an environment, enterprises and retailers are paying more attention to customer satisfaction as a key factor in formulating a business strategy. In this research, we focused on a sundries retailer located in the city of Higashi-Hiroshima, and try to find out the factors that are likely to improve customer satisfaction. There are five factors that have been extracted from our survey, namely, "store atmosphere", "service", "amenities", "depth and width of assortment", and "price". By testing how these factors contribute to customer satisfaction at different ages, we found that, the "service" factor was significant, but the "price" factor was not. On the other hand, considering the purpose of shopping, and the properties of goods in a sundries store, it suggests that most customers tend to decide on a purchase without any definite purpose at first. The results implied that a sundries store is required to serve not just as a distributor, but also a place where customers can meet and communicate with each other.