The Retail industry is at its boom in India. The corporates have turned towards retail business a... more The Retail industry is at its boom in India. The corporates have turned towards retail business adopted in rural areas. The role of media has played its major role in creating awareness to customers even in remote rural areas of India. The consumers have started to turn towards fashion, it is a right pace to study the customers’ perception on the strategies adopted by rural retailers. This article is aimed to analyzing the gap between the customers’ perception and strategies adopted in terms of marketing mix by retailers. It also brings out the major issues faced by the customers. The researcher has adopted descriptive research design using convenience sampling technique to seek out 120 samples from the customers of rural India, confining the study in Coimbatore district.
Retailing in India is at its boom period. The government policy of FDI opens the gates of big box... more Retailing in India is at its boom period. The government policy of FDI opens the gates of big boxes to the industries. The entry of big corporate create huge competition not only in urban but also in rural areas of India. Retailers seek new opportunities while safeguarding their own territories. The retailers have to work on with new competitive strategies to find a place in the existing retail market. This article is a study on the competitive advantage strategies adopted by rural retailers in Coimbatore district. Samples of 50 rural retailers are selected using simple random sampling method. An interview schedule was designed and primary data was collected from the respondents. Statistical tools such as Percentage Analysis, Chi-Square Analysis and Henry Garrett Ranking technique are used to analyse the data. The various competitive advantage strategies such as quality product, personalized customer services, low-cost products, location, latest equipments, sales employees, vendor relationship and customer base are used in the study. The retailers " perception of competition level prevailing in the retail industries is also analysed. This study reveals that the rural retailers are using personalised customer service and quality of products as the major competitive advantage strategy to defend their competitors. This article also creates awareness to the need of competitive edge for a retailer to maintain a good position in the market.
Retailing in India is at its boom period. The government policy of FDI opens the gates of big box... more Retailing in India is at its boom period. The government policy of FDI opens the gates of big boxes to the industries. The entry of big corporate create huge competition not only in urban but also in rural areas of India. Retailers seek new opportunities while safeguarding their own territories. The retailers have to work on with new competitive strategies to find a place in the existing retail market. This article is a study on the competitive advantage strategies adopted by rural retailers in Coimbatore district. Samples of 50 rural retailers are selected using simple random sampling method. An interview schedule was designed and primary data was collected from the respondents. Statistical tools such as Percentage Analysis, Chi-Square Analysis and Henry Garrett Ranking technique are used to analyse the data. The various competitive advantage strategies such as quality product, personalized customer services, low-cost products, location, latest equipments, sales employees, vendor relationship and customer base are used in the study. The retailers " perception of competition level prevailing in the retail industries is also analysed. This study reveals that the rural retailers are using personalised customer service and quality of products as the major competitive advantage strategy to defend their competitors. This article also creates awareness to the need of competitive edge for a retailer to maintain a good position in the market.
The Retail industry is at its boom in India. The corporates have turned towards retail business a... more The Retail industry is at its boom in India. The corporates have turned towards retail business adopted in rural areas. The role of media has played its major role in creating awareness to customers even in remote rural areas of India. The consumers have started to turn towards fashion, it is a right pace to study the customers’ perception on the strategies adopted by rural retailers. This article is aimed to analyzing the gap between the customers’ perception and strategies adopted in terms of marketing mix by retailers. It also brings out the major issues faced by the customers. The researcher has adopted descriptive research design using convenience sampling technique to seek out 120 samples from the customers of rural India, confining the study in Coimbatore district.
Retailing in India is at its boom period. The government policy of FDI opens the gates of big box... more Retailing in India is at its boom period. The government policy of FDI opens the gates of big boxes to the industries. The entry of big corporate create huge competition not only in urban but also in rural areas of India. Retailers seek new opportunities while safeguarding their own territories. The retailers have to work on with new competitive strategies to find a place in the existing retail market. This article is a study on the competitive advantage strategies adopted by rural retailers in Coimbatore district. Samples of 50 rural retailers are selected using simple random sampling method. An interview schedule was designed and primary data was collected from the respondents. Statistical tools such as Percentage Analysis, Chi-Square Analysis and Henry Garrett Ranking technique are used to analyse the data. The various competitive advantage strategies such as quality product, personalized customer services, low-cost products, location, latest equipments, sales employees, vendor relationship and customer base are used in the study. The retailers " perception of competition level prevailing in the retail industries is also analysed. This study reveals that the rural retailers are using personalised customer service and quality of products as the major competitive advantage strategy to defend their competitors. This article also creates awareness to the need of competitive edge for a retailer to maintain a good position in the market.
Retailing in India is at its boom period. The government policy of FDI opens the gates of big box... more Retailing in India is at its boom period. The government policy of FDI opens the gates of big boxes to the industries. The entry of big corporate create huge competition not only in urban but also in rural areas of India. Retailers seek new opportunities while safeguarding their own territories. The retailers have to work on with new competitive strategies to find a place in the existing retail market. This article is a study on the competitive advantage strategies adopted by rural retailers in Coimbatore district. Samples of 50 rural retailers are selected using simple random sampling method. An interview schedule was designed and primary data was collected from the respondents. Statistical tools such as Percentage Analysis, Chi-Square Analysis and Henry Garrett Ranking technique are used to analyse the data. The various competitive advantage strategies such as quality product, personalized customer services, low-cost products, location, latest equipments, sales employees, vendor relationship and customer base are used in the study. The retailers " perception of competition level prevailing in the retail industries is also analysed. This study reveals that the rural retailers are using personalised customer service and quality of products as the major competitive advantage strategy to defend their competitors. This article also creates awareness to the need of competitive edge for a retailer to maintain a good position in the market.
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