RETAIL MARKETING: CONNECTING BUSINESS WITH CUSTOMER

Authors

  • Dr. Vandana Thakur Guest Faculty, Department of Commerce, Barkatullah University, Bhopal (M.P.)

Keywords:

Retail marketing, customer behaviour, economic, promotion

Abstract

The retail industry in India, which includes both the organised and the unorganised sectors, is the country's biggest. Traditional formats like Kirana stores and hawkers are examples of unorganised retailing, whereas organised retailing refers to commercial operations carried out by licenced merchants. It comprises 95% of the total. More than a third of the country's 1.3 billion people live in more than 5,000 cities and towns around the country. An investigation is made on the role of retail marketing in promoting economic development and customer satisfaction. A total of 114 people took part in the study, which was conducted using primary data sources. The hypothesis testing showed no significant impact of retail marketing over consumer behaviour but it was found that consumer behaviour and retail business development are significantly correlated.

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Published

30-06-2022

How to Cite

Dr. Vandana Thakur. (2022). RETAIL MARKETING: CONNECTING BUSINESS WITH CUSTOMER. International Journal for Research Publication and Seminar, 13(2), 59–68. Retrieved from https://jrps.shodhsagar.com/index.php/j/article/view/570

Issue

Vol. 13 No. 2 (2022): Volume 13 | Issue 2 | 2022

Section

Original Research Article

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