Copyright © 2025 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{186417,
        author = {Ashwini Prabhakar Khale and Amruta Muchhala},
        title = {Navigating Consumer Preference and Market Shifts: Strategies for Success in the Retail Sector},
        journal = {International Journal of Innovative Research in Technology},
        year = {},
        volume = {12},
        number = {no},
        pages = {15-18},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=186417},
        abstract = {This research investigates strategies for retailers to navigate shifting consumer preferences and market trends.  Its aim is to enhance sustainability and competitiveness in the retail sector. The study explores key drivers of changing consumer behaviour and market shifts. Effective strategic responses for retailers are identified and evaluated. The research contributes to understanding the retail sector’s transformation. Informing data-driven decision for retailers is the ultimate goal. Data was gathered from various primary and secondary sources, including research papers, journals, websites, and surveys. A structured questionnaire was designed to collect primary data from respondents.},
        keywords = {Retail sector, consumer preferences, retail strategies, Omni channel retailing.},
        month = {},
        }