Abstract :
Like any other business retail sector cannot deny importance of
promotion. Retail promotion is simply the way that retailers communicate
with their target customers. The prime objective of the Retail promotions is to
generate more retail sales. Retailers usually design the store promotions by
employing a combination of advertising, sales promotion, personal selling
and publicity. Nature of product, market profile, availability of recourses and,
more particularly, the objective of retail store decide the degree and nature of
usage of each of the promotion method. A well designed promotion will include
both long-term and short-term strategies for attracting the customers to the
store. Thus, to survive and make profit in the rapidly changing environments,
a store needs to concentrate on retail promotion strategies. In this paper we
have tried to discuss different promotional strategies adopted by Indian retailers.
The paper has also tried to thrash out the effectiveness of these promotional
techniques. This study also investigates motivation behind retail promotion
activities by examining consumer behaviour
Keyword :
Retail, Promotions, Advertisement, Publicity, Sales promotion, Retail Loyalty, Indian Apparel Industry