BAGWE, POOJA (2009) IMPACT OF RECESSION ON RETAIL INDUSTRY IN INDIA. [Dissertation (University of Nottingham only)] (Unpublished)

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The intent of this study is to present a general overview about the current economic situation and various marketing activities undertaken by the retail industry during recessionary phase in India. Marketing plays a significant role in the retail sector and contributes a lot to the country. Thus, the aim of the study is to analyze the various marketing strategies employed by retail professionals during recession. The research presented here aims to find out the impact of Recession on the Indian retail sector and how this industry is dealing in such state of affairs.

Research question-

• Impact of recession on the Indian retail environment.

• Strengths and weaknesses of 7P’s of Marketing mix in the retail environment.

• How retail can adapt to come out of the downturn?

• How can the Indian retail industry counter this recession?

• Industry insights.

Concerns/ statement of the problem-

In dealing with any large system such as Retail sector, there are benefits to be gained from starting with the simple and working towards the more complex. The initial objective of this dissertation is the study of retail sector as a whole with the great quantity of readily available secondary data/existing literature. The purpose is to study the marketing attempts/tactics and various retail activities adopted by the retail sector during recession phase in India. The analysis emphasizes on what the data reveal about retail sector in India over the past years.

This is the era of swiftly changing market trends. India is a giant nation and has seen a considerable pace in the field of Retail sector. During this development phase, in order to sustain in the market during the economic downturn and to prove the company’s stupendous performance, successful marketing strategies reaching potential customers need to be altered and implemented at the right time.

Compared to other economies, India is facing lesser impact of recession so does the retail sector. But the concern is how well they operate and it is easy to conclude that things aren’t working as well as they might. If not why are there so many retail failures? Certainly no one can charge that retail sector in India has failed, the system seems to work. At least in the peacetime most retail needs can be readily satisfied under conditions which seem acceptable to the average person. But beyond this how well does the system really work? And, even more important how could it operate even better? It is with these two questions that this dissertation is primarily concerned.


The research is mainly exploratory in nature. Both primary as well as secondary research was undertaken. In Primary research, semi structured interview were conducted with organized retailers as well as unorganized retailers through short questionnaire. In Secondary research all the existing literature pertaining to the research subject available at that time were browsed. Data were drawn from industry sources which included national and international published sources.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 04 Feb 2010 09:12
Last Modified: 03 Feb 2018 15:02

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