Marketing Strategies of Retail: Empirical Study of Departmental Stores

Retailing in India is one of the pillars of its economy and accounts for 14 to 15 percent of its GDP. India is one of the fastest growing retail markets in the world, with 1.2 billion people. India's retail and logistics industry, organized and unorganized in combination, employs about 40 million Indians (3.3% of Indian population). Retailing in India has remained in the unorganized sector and largely untouched by corporates. Shopping malls and new format stores are invariably becoming the visible face of Indian retail growth. International as well as national brands are available in these malls. Customers are becoming more brand and price conscious. With the emergence of upper middle class, the purchasing parity of consumers is changing. This class wants the good quality goods but with some price considerations. Private labeled goods meet this demand in a very good manner. Therefore malls also offer private branded or in-house branded goods, which are good in quality and less in price than national brands. In this book, I have discussed marketing strategies applied in retail sector. Authored by: Hardeep Singh Assistant Professor R/O Amritsar - The Holy City (Punjab) INDIA.