Academic journal article IUP Journal of Marketing Management

Focus

Academic journal article IUP Journal of Marketing Management

Focus

Article excerpt

The Indian retail sector has become much more competitive after the Indian government decided to allow FDI up to 51% in both single brand and multiband retailing. Owing to the huge Indian middle-class population and their increasing purchasing power, many of the foreign retailers are eyeing the Indian retail market. The first paper, "An Evaluation of In-Store Services to Enhance Customer Satisfaction", by V V Devi Prasad Kotni, focuses on retail services provided by the retailers to ensure maximum customer convenience while the customers are shopping inside the outlets. In the present competitive scenario, it is very important for every retailer to know the instore services expected by their target customers. In this study, an attempt has been made to organize a specific market research that identifies especially the in-store services that enhance customer satisfaction by listening to the voice of the customer. Data collected was analyzed using factor analysis technique. In this study, the socioeconomic profile of target customers is studied to better understand the customer needs and wants. The researcher also focuses on the shopping behavior of their target market for attracting and retaining the customers.

The medium of Internet as an attractive channel for shopping is gaining popularity: E-tailing has leapfrogged and is expected to soon be a multi-billion dollar industry in India. The second paper, "Behavioral Intention of Online Patronage: An Empirical Study of Determinants at Greater Noida", by Bishwa Ranjan Kumar and Nishakant Ojha, focuses on the determinants of shopper behavior such as convenience, customer service, perceived ease of use, perceived usefulness, social networking and website attributes. …

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