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MARKETING STRATEGIES ON 7Ps OF SHOPPING MALLS IN INDIA - A STUDY WITH REFERENCE TO BENGALURU CITY

  • Unique Paper ID: 165418
  • Volume: 11
  • Issue: 1
  • PageNo: 1386-1403
  • Abstract:
  • The retail environment is changing more rapidly than ever before. It is characterized by intensifying competition from both domestic, and foreign companies, a spate of mergers and acquisitions, and more sophisticated and demanding retail shoppers who have greater expectations related to their consumption experiences. There is a general agreement that a basic retailing strategy for creating competitive advantage of the delivery of high service quality. Based on the various sources, the model proposes that retail shoppers can evaluate the retail marketing mix in shopping malls by using the 7Ps such as, Product, Price, Place, Promotion, People, Physical Evidence and Process. The main aim of the research is to study the marketing strategies on 7Ps of shopping malls in Bengaluru city in Karnataka State in India. The specific objectives of the research carried out are to find out the shopper's expectations on 7Ps of marketing offered by shopping malls, to analyze the shopper’s perception of 7Ps of marketing offered by the shopping malls and to offer marketing strategies for improvement in all the 7Ps of marketing to improve satisfaction of shoppers in malls so as to retain them with the malls. It is concluded that this study compared customer’s expectations and perception towards 7Ps on different attributes and categorized the mix into satisfied attributes, indifferent attributes and dissatisfied attributes. In Bengaluru shopping mall attributes, the current retailing marketing faces challenges in two major areas: a. Creating marketing strategy in the store and b. Converting browsers into buyers. The store brand is built on such parameters as merchandise category, price / quality, specific attributes of benefits, and lifestyle activity, etc.
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Cite This Article

  • ISSN: 2349-6002
  • Volume: 11
  • Issue: 1
  • PageNo: 1386-1403

MARKETING STRATEGIES ON 7Ps OF SHOPPING MALLS IN INDIA - A STUDY WITH REFERENCE TO BENGALURU CITY

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