Retailing: An Art to Persuade Consumer Behaviour Through Promotional Strategies
Molly Chaturvedi1, Kishore Babu2
1Molly Chaturvedi*, Management department, K.L. University, Vijayawada, India.
2Dr. M. Kishore Babu, Director, International Relations, KL University, Vijayawada, Andhra Pradesh, India.
Manuscript received on November 12, 2019. | Revised Manuscript received on November 15, 2019. | Manuscript published on November 15, 2019. | PP: 31-38 | Volume-4 Issue-3, November 2019. | Retrieval Number: C0409114319/2019©BEIESP | DOI: 10.35940/ijmh.C0409.114319
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© The Authors. Published By: Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Retail industry in India has risen as the most encouraging with quickest developing businesses, in ongoing time. Globally it is the fifth largest destination in retail space. The consistently changing way of life of the buyers has contributed hugely to the development of this industry. It makes and produces enormous work openings, and have contributed to the GDP of the economy. In the present competitive circumstance where firms are getting by on edges and spending enormous sum on the investigation of shoppers fulfillment and devotion, this exploration paper is a little exertion to comprehend the key drivers that are in charge of retail outlets decision , and its impact on the customer satisfaction. The objective of this article is to understand and analyze the consumer behavior towards retailing in special reference with promotional strategies adopted by the select retail store .This paper aims at determining the variables which plays a significant role in the customer satisfaction ,for this study primary data is collected in the urban part of Hyderabad city ,the target group was individuals with different income,education,occupational and age groups .Data was collected through structured questionnaire.
Keywords: Retail, Customer Satisfaction, Promotional strategies, competitive industry, Consumer Behavior.