Journal Press India®
Role of Promotions in Success of Organized Retail in Jharkhand- An Empirical Study
Vol 2 , Issue 2 , July - December 2013 | Pages: 84-91 | Research Paper
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
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