CONSUMER BEHAVIOUR TOWARDS ORGANIZED RETAILING–A STUDY OF PRODUCT AND PRICE IN THE MARKETING MIX

N. Vemanna; Prof. V. Narasimha Rao

Volume : IV, Issue : X, October - 2015

CONSUMER BEHAVIOUR TOWARDS ORGANIZED RETAILING–A STUDY OF PRODUCT AND PRICE IN THE MARKETING MIX

N. Vemanna, Prof. V. Narasimha Rao

Abstract :

In India organized retailers are trying out a variety of formats, ranging from supermarkets, discount stores to hypermarkets and cash–and–carry. Retail is India�s largest industry, accounting for over 10 per cent of the country�s GDP and around 8 per cent of the employment. Retailing in India is gradually inching its way toward becoming the next boom industry. Organised retailing refers to trading activities undertaken by licensed retailers, that is, those who are registered for sales tax, income tax, etc. An attempt is made in this paper to examine Consumer behaviour in organized retailing with special reference to product and price issues. Modern retail has been facing the challenge of retaining customer allegiance. Consumer�s level of education seems to be the significant predicator for choice of retail outlet. Product and price promotions are an important marketing activity which would act as a stimulus to increase their business.