The primary objective of research is to analytically examine how retailing ethics influence buyer experience or fulfilment within the retail industry at Western Maharashtra Zone. An analysis of existing literature reveals an absence of prior studies exploring this specific relationship, thereby highlighting a significant research gap. To address this gap, data were collected from 500 customers using a systematically designed survey schedule, applying systematic random sampling in major cities from West Maharasthra. Together exploratory and confirmatory factor analyses were employed to validate the scales gauging retailing ethics and customer experience as satisfaction. Subsequently, SEM (Structural Equation Modeling) was utilized to test the hypothesized relationship between the two constructs. The outcomes demonstrate which ethical retailing practices exert a significant and positive effect on customer satisfaction. Nonetheless, the scope of study scope is limited to traditional small-scale retailers operating in the convenience goods segment within Western Maharashtra. Despite this limitation, the findings provide valuable insights for academicians, retail practitioners, consumers, policymakers, and regulatory authorities in understanding and promoting ethical conduct in retail operations
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