An Evaluation of Retail Marketing Strategies in Select Supermarkets of Mysore City

Abstract

Indian retail sector is undergoing a significant transformation, driven by changing consumer preferences, technological advancements, and increasing urbanization. This transformation is not only reshaping the market landscape but also presenting both challenges and opportunities for businesses operating in the sector. Retailers who adapt to these changing dynamics, invest in channel strategies, and cater to the evolving needs of India’s growing middle class and young, tech-savvy population are likely to emerge as leaders in this rapidly expanding market. In this connection this study aims to assess the socio-economic background of the employees working in selected super markets and to analyze the retail marketing strategies implemented by the selected supermarkets. In this study the primary data was collected through issuing of questionnaire from 100 employees working in ten branches of super markets. Lastly this was designed to know that the dimensions of retail marketing strategies that have significant effect on customer satisfaction and this study results that majority of the employees opinioned that pricing strategies, product strategies and promotion strategies positively impact towards increasing the sales volume of the super markets at Mysore City.