MARKETING PRACTICES IN RETAIL IN INDIA

It’s a pleasure to bring out a book on the theme “Marketing Practices in Retail in India”. This book focuses on overview of retail in India, growth story of retail in India, India’s service sector in Retail, different formats of retail in India, current trends in marketing in Retail, customer satisfaction in retail sector, the changing customer taste, changing scenario in retail sector and the literature reviewed by different authors in the field of retail sector etc. This book also explores the retailing strategy, store location, retail marketing segmentation, strategic planning in Retail, and financial strategy of
Retail Industry in India. The each chapter of the book emphasizes a consumer-led approach so as to reflect the key marketing issues facing today’s retail market place.

This book is a compilation of the empirical research conducted on the two major Retail sector players of India i.e Pantaloons and Spencer’s. For this, the whole data is collected from various cities like Agra, Lucknow, Kanpur, Bareilly, Ghaziabad, Faridabad, Gurgaon, Noida, East Delhi, West Delhi, North Delhi, South Delhi etc. In addition, retailing is becoming much more international and there is a need to understand the complexity of the process of deciding on international expansion given the number of pitfall that can occur.