Effectiveness of Retail Marketing-Mix on Consumer Patronage: A Performance Assessment of Selected Supermarkets
Amir Hafizullah Khan1, Mohammad Bilal Sheikh2, Mayank Vinod Agrawal3
1Amir H Khan, Department of Management Technology, Shri Ramdeobaba College of Engineering and Management, Nagpur, India.
2Mohammad Bilal, Department of Management Technology, Shri Ramdeobaba College of Engineering and Management, Nagpur, India.
3Mayank V Agrawal, Department of Management Technology, Shri Ramdeobaba College of Engineering and Management, Nagpur, India.
Manuscript received on November 12, 2019. | Revised Manuscript received on November 23, 2019. | Manuscript published on 30 November, 2019. | PP: 8349-8353 | Volume-8 Issue-4, November 2019. | Retrieval Number: D8777118419/2019©BEIESP | DOI: 10.35940/ijrte.D9038.118419
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Retail market in India is becoming bigger with the multinational and national brands making rapid changes in order to survive in the highly competitive environment. The changes are not limited to the type of retail format but include all the factors which can improve consumer buying experience. Therefore, the current study seeks to develop a conceptual framework for analyzing the impact of retail marketing mix such as product, services offered, brand, customer perception, customer attitude, promotional measure of the selected mall on its customer satisfaction, patronage intention, patronage behavior and word of mouth using primary data in Nagpur city. The study measure the performance of selected malls and retail outlets situated in Nagpur city. The nature of research is descriptive. A structured questionnaire was designed and distributed among 200 respondents, who have made recent purchases from supermarket operated in Nagpur through convenience sampling. Data was collected by visiting supermarkets multiple times on different timings incorporating more and less crowded situations. Cross tabulation, ANOVA, regression and correlation tests are applied to know the statistical significant relationship among variables.
Keywords: Statistical Significant Relationship Among Variables.
Scope of the Article: Measurement & Performance Analysis