Essentials of Brick and Mortar Retail

Organized retail in India is growing at a fast pace. Many new organized retail stores are coming up every year. With more stores, the competition too is becoming intense. In order to attract customers, organized retailers are using various marketing strategies. But do these strategies go well with the customers? Are they successful in attracting the customers? The present study deals with these questions and tries to find right answer. The main aim of this research is to find whether their exists any gap between the marketing strategies that are used by the organized retailers and that perceived by the customers with reference to organized retail stores in Pune city. Sample size of 500 customers and 50 store managers was taken for the research and questionnaire method was used to collect the data. The data was analyzed by using weighted average method. The research concluded that, there exist a gap between the marketing strategies used by the organized retailers and that perceived by the customers. The research also provides suggestion which would help retailers to minimize the gap that exists.

Autorentext

Dr. Harshvardhan is a doctorate (PhD) in Marketing and has earned his Master's degree in Business Administration (MBA) with marketing specialization from PUMBA, Pune.