ROGE - Pune 2011 - The Academy of Business and Retail ...

International Conference on the Restructuring of the Global Economy, PUNE 1-2 February, 2011
VI.
Environment Factors Impact on Retail Sector –An Overview
B.V.Raghavendar-Prabhala P.G. College for Women, Guntur, A.P, India
B. Sambasiva Rao, Acharya Nagarjuna University, Guntur, A.P, India
P.Kishore, Prabhala P.G. College for Women, Guntur, A.P, India
Abstract
A retail marketing environment consists of the external actors and forces that
affect the retailers ability to develop and maintain successful transactions and
relationships with its target customers. The macro environment consists of legal,
social, economic and technological forces and The micro environment consists of the
actors in the retailer’s immediate achievement that affect its ability to serve its markets:
Suppliers, intermediaries, customers, competitors and publics. The main objective of
this paper is to analyze the various factors impact on retail sector in Business
Environment. Every retailers’ primary goal is to profitably serve and satisfy specific
needs of chosen target markets. To carry out this task, the retailer links himself with a
set of suppliers and a set of intermediaries to reach its target customers. The suppliers
or intermediaries or customers chain comprise the core marketing system of the
retailer. A retailer must keep four basic dimensions in mind, which can be called Four
C’s of market positioning. He must consider the nature of the customers, channels,
competition and his own characteristics as an organisation. Successful retailing is a
matter of achieving an effective alignment of the organisation with customers,
channels, and competitors, need to work closely with research and development
people to encourage more consumer oriented research. The retail marketers must be
alert to the negative aspects of any innovation that might harm the users and create
consumer distrust and opposition.
VII.
The Effects of Retail sector on Consumer Satisfaction and Local Economy (Local Grocer)-The
Case Study in Mysore City
Navitha Thimmaiah and Ashwini. K.J –University of Mysore, Manasagangotri,
India
Abstract
In recent days Retail scenario has grown rapidly and is reaching its zenith.
Retailing in India is becoming increasingly important and organized retailing is poised
to grow at an exponential rate. Consumers are now enjoying a wide verity of products
and services to choose from retailers. Retailers provide genuine value to consumer so
that they will be able to establish themselves in the long run. Consumers are emerging
as the emperors of retailing in India with their discerning buying attitudes and their
ever increasing purchasing power. The present paper is an attempt to know about
consumer satisfaction in retail sector through their preference for retail sector, choice
for various commodities, price advantages, displays, quality of products, offers and
discounts and services provided in retail sector etc and the effect of the establishment
of the organized retail sector local grocery or local economy. Through suitable
statistical and econometric techniques like correlation, regression analysis, chi-square
test and pie chart have been made use of for data analysis. It was found that 80
percentages of the customers are satisfied and most of the local grocers feel that they
are facing tough competition in terms of loosing customer base; many are not even
able to face the competition forcing them to almost think of shutting down.