IMPACT OF PROMOTION MIX ON FOOTFALLS AND SALES: A COMPARATIVE STUDY OF ORGANIZED AND TRADITIONAL RETAIL
This thesis focuses on studying the impact of promotion mix elements on footfalls and sales in a retail sector. The study is being carried out in FMCG, personal care and grocery product category. Indian Retail industry is among one of the strongest pillars of the Indian economy. Indian retail sector, even in the phase of recession, is facing a boom in the form of super markets, hyper markets and shopping malls, usually called as Organized Retailing. According to 8th Annual Global Retail Development Index (GRDI) of AT Kearney, the Indian retail industry is the fifth largest industry in the world, comprising of organized and unorganized sectors. It is one of the fastest growing industries in India, especially over the last few years. Though the retail industry in India is mostly unorganized, with the change of tastes and preferences of the consumers, the industry is getting more popular these days and getting organized as well.
The present book covers the Indian Retail Scenario in Traditional and Organization formats and various forms of retailing existing in India, promotion mix elements used by both the formats. The book covers various studies on different elements of retailing and promotion mix through Review of Literature. Findings and Analysis covers the outcomes of the tests based on the objectives of study. Suggestions and Recommendations are drawn on the basis of conclusions of the study.