Role of Promotions in Success of Organized Retail in Jharkhand- An Empirical Study

Mr. Abhaya Ranjan Srivastava; Dr. Saumya Singh

doi:https://doi.org/10.51976/gla.prastuti.v2i2.221309

Submit Manuscript Login / Register Subscribe

Home Page

Editorial Board Members

Mission, Aims & Scope

Current Issue

Role of Promotions in Success of Organized Retail in Jharkhand- An Empirical Study

Abhaya Ranjan Srivastava, Saumya Singh

https://doi.org/10.51976/gla.prastuti.v2i2.221309

Published Online: January 17, 2014

Author Details ( * ) denotes Corresponding author

1. * Abhaya Ranjan Srivastava, Assistant Professor, Department of Management, Birla Institute of Technology, Ranchi, Jharkhand, India (abhayaranjan@gmail.com)

2. Saumya Singh, Asso. Prof, Department of Management Studies, Indian School of Mines, Dhanbad, Jharkhand, India (saumya.ism@gmail.com)

Retailing encompasses business activities in selling directly to customers. Retailing is gaining momentum globally as it is one of the largest sector worldwide. India is also witnessing a sea change in the retail sector. The preference of consumers in India is moving away from traditional retailing to organised retail. This changing scenario in retailing in India is witnessed due to the changing lifestyle of consumers. Consumers today are looking for comfort and pleasant experience in their shopping apart from better and attractive offers. Organised retailers are providing facilities which are distinctive as compared to the traditional retailers. To name a few of these facilities – attractive offers, comfort, convenience, air conditioning, food courts, parking, etc.

Organised retailing is spreading its legs in Jharkhand and has also gained acceptance among the consumers. Although Jharkhand being one of the less developed state a significant change in the mindset of consumers is quite visible. So it would be interesting to study these changing patterns in retailing. This also indicates a high potential for organised retailers in Jharkhand.

This study tries to examine the role and importance of promotions in the success of organised retail in Jharkhand. Three sub elements have been considered in the study. These sub elements are- I was attracted by advertisements various discounts offers attract me, membership cards offer additional benefits, they inform in advance about new schemes through SMS &/or email.

Keywords

Blank

Evans Joel R., Berman Barry, Retail Management - A strategic Approach, Pearson Education, 2007.
Kotler Philip, Keller Kevin Lane, Koshy Abraham, Jha Mithileshwar, Marketing Management, Pearson Prentice Hall, 2009.
Pradhan Swapna, Retailing Management, Tata McGraw Hill, 2011.
Daymond Jay, Pintel Gerald, Retail Buying, Pearson Education, 2008.
Sify Finance (2010), Battle Ahead for Government in Allowing Foreign Retailers. 29th August.
National Policy on Regulation of Organized Retail Sector in Retail Trade: A Proposal. People Democracy. XXXI, 23, 10 June 2007.
Ramanathan V. and Hari K. (2011), A Study on Consumer Perception about Organised Vs Unorganised Retailers at Kanchipuram, Tamil Nadu. Indian Journal of Marketing. December, 11-23.
Banerjee A. And Banerjee B. (2000), Effective Retail Promotion Management: Use of Point of Sales Information Resources. Vikalpa. 25,4, 51-59.
Kincade D.D., Woodard G.A. and Park H. (2002), International Journal of Consumer Studies. 26,4, 294-302.
Yuping L. (2007), The Long Term Impact of Loyalty Programs on Consumer Purchase Behaviour and Loyalty. Journal of Marketing. 71,4, 19-35.
Neilson A.D. (1996). Small Store Success Strategies. University of Minnesota, Extension Service, Benton County. MN. 1-22.
Retail FDI: The Battle Hots Up. The Hindustan Times. 30 August, 2010.
Chattopadhyaa S. and Singh S. (2012), Exploring the significance of Physical Resources in B-School Selection Decision in West Bengal, Journal of Management Research in Emerging Economies. 2,1, 66-87.
Lahiri I. and Somanta P. K. (2010), Factors Influencing Purchase of Apparels from Organised Retail outlets. The IUP Journal of Marketing Management. IX, 1 & 2, 73-87.
Gupta M. J. and Hiremath C.V. (2011), Apparel Retail outlet Selection: Influence of Service Levels in Goa. Indian Journal of Marketing. November, 4- 14.
Kaushal S K and Medhavi Sanjay (2011), To identify the Prominent Factors of Shopping Mall Behaviour: A Factor Analysis Approach. Indian Journal of Marketing. May, 53-64.
Biswas S. (2010), FDI Inflows in Indian Retailing - Growth Model and Challanges. Indian Journal Of Marketing. December, 19-28.
Agarwal V. and Mishra S. (2008), Role of Retailers in reducing Inventory and Improving Customer Satisfaction: An Empirical Study of Consumer Durables. Indian Journal Of Marketing. September, 36-43.
Banerjee M. and Dasgupta R (2010), Changing Pattern of Consumer Behaviour in Kolkata with Advent of Large Format Retail Outlets. The IUP Journal of Marketing Management. IX, 4.
Mishra D., Deb M., Guin K. K. and Sinha G. (2007), Customer Relationship Management (CRM) in Context of Food Marketing - A Fuzzy Logic approach. Indian Journal Of Marketing. January, 16-25.
Malik R. (2012), To Build a Model for the Determination of Factors that Result in the Success of Organised Retail Sector in India and Analysing its Relative Importance (With Reference to Fast Food Chains and Grocery and Vegetable Outlets). Indian Journal of Marketing. February, 40-50.
Khurana S. (2008), Customer Expectation and Perception: A Study of Retail Sector of Haryana State. ICFAI University Journal of Consumer Behaviour. 3, 3, 47-58.
Prakash N. (2007), Retailing Revolution in India-An Overview. The Management Accountant. 42, 10, 764-66.
Egan J. (2000), Drivers to Relational Strategies in Retailing. International Journal of Retail & Distribution Management. 28, 8, 379-386.
Senthil M., Chandrashekhar K.S. and Selvabaskar S. (2012), “Experiential Retailing” as a Strategic Tool for Retail Store Differentiation and Brand Association - A Conceptual Approach. SIES Journal of Management. March, 8, 1, 92-102.
Brazil Tops A.T. Kearney Global Retail Development Index for the Second Year http://www.atkearn ey.com/news-media/news-releases/news-release/- /asset_publisher/00OIL7Jc67KL/content/id/303437 accessed on 12th January, 2013. 27. http://www.grdi.atkearney.com/ accessed on 13th January 2013.