Page 25 - IMDR - Journal of Management Development and Research - March2019-20

the Consumers, the industry is getting more popular these days and getting organized

as Well. With growing market demand, the industry is expected to grow at a pace of
25 30% annually. Retail industry in India is one of the largest and the fastest growing

industries in the global Economy. Retailing industry in India has been present through
history. It is only in the recent past that it has witnessed so much dynamism. It is

slowly giving way to International formats of retailing. According to IBEF report
(2017), retail sector in India Accounts for about 10% of countries GDP and is the

world’s 5th largest global Destination in the retail space. India’s retail sector is

experiencing exponential growth, with retail development taking place not just in
major cities and metros, but also in Tier II and Tier-III cities. It is expected to grow to

US$ 1,100 trillion by 2020 from US$ 672 Billion in 2017 as per IBEF Report.

Importance of Retail Marketing
The retail landscape is in a constant state of change. As retail marketing is one of the

most dynamic and exciting areas of growth in the global economy so, to beat the
Competition, stand out in a saturated marketplace and succeed despite tightening

Margins, savvy retailers are focusing on customer-centric service, personalization and
Loyalty programs to attract and retain customers.

OBJECTIVE OF THE STUDY
1. To study the essence of Retail Marketing in Indian context.

2. To analyze the customer satisfaction with special reference to the Retail Outlets
i.e., D-Mart & Big Bazaar at Vapi City.

3. To identify the reasons of dissatisfaction among customer at Retail Outlets.
4. To present a comparative analysis upon customer satisfaction with respect to the

customers visiting at D-Mart & Big Bazaar outlets situated at Vapi City.

LITERATURE REVIEW

A literature review is a description of the literature relevant to a field or topic.

Literature covers everything relevant that is written on a topic: books, journal articles,
newspaper articles, historical records, government reports, theses and dissertations,

etc. literature review gives an overview of the field of inquiry: what the key writers
have already said on the topic.

Human being is with full of curiosity and this draws them towards finding the facts.
Knowing the facts requires the researcher to understand and get in-depth knowledge

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