Brand Perception
BACKGROUNDS OF THE PROBLEM & FINDINGS:-
RETAILING:
Retail is a very dynamic field. Retailing is the set of business activities that adds values to the products and services sold to the customers. Retailers are the final business in a distribution channel that links manufacturers to consumers. Retailers organize the availability of merchandise on a large scale and supply them to consumers. In the process, they provide the accessibility of location, convenience of timing, information support.
Retailing has always played an integral part in economic development. Strong retail activity has brought in great economic and social progress to several nations. Retail activity provides a clear picture of the spending pattern of the customers of a country. The Indian retail sector is highly fragmented with more than 90 per cent of its business being carried out by traditional family run small stores. This provides immense opportunity for large scale retailers to set-up their operations – a slew of organized retail formats like departmental stores, hypermarkets, supermarkets and specialty stores are swiftly replacing the traditional formats dramatically altering the retailing landscape in India. Different retail formats are present in the market. Brands or retailers decide the formats based on their products. Brands generally consider three types of retail formats: Exclusive brand outlet, large format store, Multi brand outlet.
India is the third-most attractive retail market for global retailers among the 30 largest emerging markets, according to US consulting group AT Kearney’s report published in June 2010. Some of the benefits of having a striving retail sector are: Access to products, Better merchandise, not having to settle for a second or third choice when shopping, Greater consumer satisfaction and higher levels of service.
Retailing symbolises consumerism. Retail scenario keeps changing continuously. The changes in the retail scenario are due to the •
RETAILING:
Retail is a very dynamic field. Retailing is the set of business activities that adds values to the products and services sold to the customers. Retailers are the final business in a distribution channel that links manufacturers to consumers. Retailers organize the availability of merchandise on a large scale and supply them to consumers. In the process, they provide the accessibility of location, convenience of timing, information support.
Retailing has always played an integral part in economic development. Strong retail activity has brought in great economic and social progress to several nations. Retail activity provides a clear picture of the spending pattern of the customers of a country. The Indian retail sector is highly fragmented with more than 90 per cent of its business being carried out by traditional family run small stores. This provides immense opportunity for large scale retailers to set-up their operations – a slew of organized retail formats like departmental stores, hypermarkets, supermarkets and specialty stores are swiftly replacing the traditional formats dramatically altering the retailing landscape in India. Different retail formats are present in the market. Brands or retailers decide the formats based on their products. Brands generally consider three types of retail formats: Exclusive brand outlet, large format store, Multi brand outlet.
India is the third-most attractive retail market for global retailers among the 30 largest emerging markets, according to US consulting group AT Kearney’s report published in June 2010. Some of the benefits of having a striving retail sector are: Access to products, Better merchandise, not having to settle for a second or third choice when shopping, Greater consumer satisfaction and higher levels of service.
Retailing symbolises consumerism. Retail scenario keeps changing continuously. The changes in the retail scenario are due to the •