An Overview of the Literature on Retail Stores in India and Their Marketing Strategy
Author : Dyanel D Costa and Dr. V Basil Hans
Abstract :
Purpose: The goal of investigating Indian retail establishments and their marketing approaches is to obtain a thorough understanding of the ever-changing market environment. The purpose of this study is to comprehend how consumer behaviour is changing, spot market trends, and examine the tactics used by retailers to draw in and keep consumers.
Design/Methodology/Approach: This exploratory study was conducted using secondary data from peer-reviewed academic articles and journals published. The study uses a descriptive research design, which is determined by the goals of the investigation. This method of research is used to increase the depth and accuracy of the investigation. Secondary sources were heavily utilized in the research. A variety of sources, such as books and scholarly research articles, are used to gather data.
Findings: The changing consumer landscape has shaped dynamic marketing strategies, according to investigations of retail stores in India. A significant discovery is the growing dependence on digital platforms, as more and more retailers use social media and e-commerce sites to reach a larger customer base. Personalized marketing initiatives, which use data analytics to comprehend and address unique customer preferences, are a complement to this change. In order to create seamless Omni channel experiences and blur the distinction between online and offline retail, retailers are making investments in technology. According to the research, effective marketing tactics in Indian retail not only take advantage of technology to make things easier but also take cultural quirks and moral issues into account, giving consumers a more fulfilling and meaningful shopping experience.
Originality/Value: Retail establishments in India frequently use a combination of strong core values and cultural originality in their advertising approaches in an effort to appeal to a wide range of customers.
Keywords :
Retail establishments, Omni channel, Customer preferences, marketing campaigns, shopping experience.
