Volume : VII, Issue : V, May - 2018

A Conceptual Framework on Consumer Based In-Store Brand Equity Measurement Model

Dr. Raj K. Mishra

Abstract :

Retail sector is one among the emerging sector of Indian economy. It is categorized as organized and unorganized segment with larger share in the markets of Indian economy. When compared to unorganized segment, organized retail sector in long–term stance, has positive approach, supporting by rising income, favorable demographic factors with increasing urbanization and entry of foreign players too. Among overall in–store and’s market share, food and groceries category are the dominating one. Simultaneously when we compare private with national ands, they have sharp upward incline in both online and offline and impelling in resources to forte their growth. Reason behind the strength of private ands is they have complete control over design, size, variety, price, and stocking, distribution channel. Objective of this study is to develop and assess the customer based store and equity model.

Article: Download PDF    DOI : https://www.doi.org/10.36106/paripex  

Cite This Article:

Dr. Raj K. Mishra, A Conceptual Framework on Consumer Based In-Store Brand Equity Measurement Model, PARIPEX‾INDIAN JOURNAL OF RESEARCH : Volume-7 | Issue-5 | May-2018

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