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The paper's main objective is to analyze the relationship of integration of supply chain functions and customer satisfaction. The paper also focuses on the importance of strategic fit of supply chain in the Pakistan's environment. This kind of research has not been done in Pakistani market. In today's consumer products environment, consumers rule over the market. If they do not find a product from one store, they will buy it from another mall or internet at their desirable price. The explosion of consumer demand has created the complexity and increased cost into the supply chain. Data collected through questionnaire suggested that most of the big stores had the capability to manage demand forecast in time through their supply chains thus bringing customer satisfaction.

The necessity of establishing a strategic fit between consumer demand and supply chain