Marketing Mix and Retail Practices Aimed for Demographics of Customers of Selected Retail Stores

Abstract

India is a land of increasing retail opportunities. Retailing has bright prospects, propelled by the changes taking place among the demographics of customers. In this relevance, the retailers marketing strategy takes into consideration, factors like pricing, location, brands and retail practices. The present study attempts to identify the marketing mix and to score the retail practices of selected retail stores offered to the identified set of demographics of customers.