Joshika G, Dr. P. Kannan
Department of Commerce, Dr. N.G.P Arts and Science College, Coimbatore-48
Alike IT industry, retail industry is also a blooming industry in India. SPAR is the world’s leading voluntary food retail chain. It is now famous across the world as a symbol of quality and value. One of spars key strategy is it became expert in operating a highly efficient distribution channel, for 50 years of experience in wholesale distribution. This research is conducted to understand the buyers contendness towards SPAR hypermarket in Coimbatore city. The objective of the study is to understand the buying behaviour and satisfaction towards various products offered by SPAR and also to analyse the level of satisfaction while shopping at SPAR hypermarket. SPAR is a big retail giant which provides various kinds of products line for its buyers. This research study is conducted mainly to understand the buyers contendness and the marketing strategy opt by the SPAR to be successful in this industry. Research methodology adopted in this research study is descriptive in nature and random sampling method is used with a sample size of 115 respondents through structured questionnaire directly with the respondents. The findings and suggestions are based on the outcome of the study.
Keywords: buyers contendness, marketing strategy, buying behaviour, SPAR.
Journal Name :
EPRA International Journal of Research & Development (IJRD)

Published on : 2023-09-16

Vol : 8
Issue : 9
Month : September
Year : 2023
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