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Kritika Malhotra
,
Abstract

The Global retail industry is progressing by leaps and bounds. Some of the factors like rising GDP growth, rapidly increasing population, greater disposable income, and increase in consumer spending are combining to drive the Global Retail industry. The retail market is forecast to reach an estimated $20,002 billion in 2017 with a CAGR of 3.9% over the next six years (2012–2017).The Indian retail industry is escalating at a marvelous rate with an assortment of industry players ingoing the market as they anticipate an increase in the retail sector.

Organized retail is a new phenomenon in India and despite the current downturn in the market, the Great Indian Bazaar report (2015) says that “the market is growing exponentially, and as economic growth lifts more of India’s people into consuming class and organized retail lures more and more existing shoppers. By 2015, organized retail will have a 14-18% share of total retail and estimates are that in the year 2020 the organized retail segment is expected to rise to 30%”. This paper presents the different marketing strategies of organized retailers in apparel sector in the city Lucknow which is mounting in the stages of development with increase in infrastructure, investment and fashion. The study aims to understand the marketing strategies of organized retailers in apparel sector by employing a descriptive study. The population is the store managers of apparel retail outlets located in the malls in Lucknow. Primary data was collected by conducting interviews and questionnaires. Correlation analysis was used for data analysis and findings suggest the pricing, promotion and retention strategies were mostly pursued by the retailers. 

KEYWORDS: strategies, organized retail, apparel, customer satisfaction.

Keywords:
Journal Name :
EPRA International Journal of Economic and Business Review(JEBR)

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Vol : 5
Issue : 9
Month : September
Year : 2017
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