A COMPARATIVE STUDY ON CONSUMER SATISFACTION AND EFFECTIVENESS OF RETAIL MARKETING STRATEGIES AT RELIANCE TRENDS AND WESTSIDE
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 8, Pages 5810-5819
AbstractThe purpose of this paper is to examine that how the retailing strategies like advertising, store layout, sales promotion, and merchandising affect the customer satisfaction. Retail marketing strategies of two fashion retail stores Reliance Trends and Westside have been examined through 200 responses collected from customers visiting the stores to check the relationship between retailing strategies, customer satisfaction and brand preference. Findings of the study reveals that the retail strategies of the selected fashion retail stores positively influence the customer satisfaction. However, the differences between the strategies of the two selected stores were found to be insignificant. The present study is a valuable insight to understand the effectiveness of retail marketing strategies and how they can be useful in increasing customer satisfaction, boosting sales, and retaining old & attracting new customers.
Keywords: Retail Marketing, Advertising, Sales Promotion, Store Layout, Merchandising, Customer Satisfaction
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