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Erschienen in:
2023 | OriginalPaper | Buchkapitel
Effective Utilization of Marketing Strategies by Independent Textile Retailers in Post Pandemic Scenario
verfasst von : N. Kavitha, S. Udhaya, M. Esther Krupa, S. Gokilavani
Erschienen in: Digitalisation: Opportunities and Challenges for Business
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Abstract
Retailing is a process of selling merchandise or some sort of service directly to large set of customers. Retailers enable the customers to purchase products of their choice in shops located in close proximity and assume a prominent role in the distribution channel. Small scale retailers are those retailers who have lesser scale of operation and restricted to a small segment of the market. Stocking large variety of customary stuff in small quantities is the operational mode of a small scale retailer. Retailing occupies an important role in the economic growth of any country. The Indian retail sector is characterized by small retailers who are mostly unorganized. This sector is a mix up of opportunities and obstacles. The success of the small stores more depend on their relationship with the customers and the adoption of suitable marketing strategies.