Customer Perception towards the Marketing Practices of Organized Retail Outlets

Abstract

Organized retailing is one of the fast growing sectors in India. Enormous competition in this sector is making the retailers to execute different strategies to attract the customers. Global player’s entry has created the emergence of different marketing strategies by the existing players.  Customer’s interest towards shopping in this new retail format has been increasing. Because of the wide range of outlets getting established and offering new services which the customers have not experienced it before. It is important for these retailers to retain customers as attracting new customers is becoming expensive. In this scenario every strategy implemented needs to be studied. The current study focal points on the impact of different marketing strategies on the customer which has been implemented by the select outlets and the perception of customers towards these practices has been studied.