Rural Retailer and Competitive Strategies

The Journal of Innovative Thinkers, Vol. 1, No. 2, August 2011- February 2012

9 Pages Posted: 21 Jun 2018

See all articles by Meenal Bhargava

Meenal Bhargava

Shri Jairambhai Patel Institute of Business Management and Computer Applications

Dr. Indra Meghrajani

Narayana Business School

Date Written: February 8, 2012

Abstract

The Indian rural market has a vast size and lately a very immense demand. Thus it offers great opportunities to marketers. The objective of the study was to study the competitive strategies adopted by rural retailers, strategies which are more useful for customer retention and the role played by the retailer in buying behaviour of the customer.

A survey was conducted of 200 retailers in 19 villages having population of more than 5000 around Ahmedabad and Gandhinagar districts of Gujarat. The findings show that product variety, incentives to customers, services, the low prices, the size of the store and proper layout affect the buying behavior of the customer. Through this survey, the researchers suggest that retailers should carry variety of goods with respect to pricing and bundling of certain goods. Giving them low prices than usual would be advantageous. Having knowledge of competitors would help them know their own weaknesses. Giving cash discounts on bulk purchase would attract customers who make cash payment. Retailers should give more importance to quality goods as customers nowadays are well aware of the quality goods. Retailers should encourage the customers, if they have any complaint or suggestions regarding some products.

Keywords: rural retailer, competitive strategies, bundling

Suggested Citation

Bhargava, Meenal and Meghrajani, Indra, Rural Retailer and Competitive Strategies (February 8, 2012). The Journal of Innovative Thinkers, Vol. 1, No. 2, August 2011- February 2012, Available at SSRN: https://ssrn.com/abstract=3192756

Meenal Bhargava

Shri Jairambhai Patel Institute of Business Management and Computer Applications

Gandhinagar, Gujarat
India

Indra Meghrajani (Contact Author)

Narayana Business School ( email )

Do you have negative results from your research you’d like to share?

Paper statistics

Downloads
102
Abstract Views
428
Rank
473,049
PlumX Metrics