Customer-Centric Retail Strategy - A New Milestone for Supermarket Retailers in India

Global business issues ejournal

12 Pages Posted: 19 Mar 2012 Last revised: 1 Nov 2021

See all articles by Seema Shenoy

Seema Shenoy

Sri Dharmasthala Manjunatheswara Post Graduate Centre

Aloysius H. Sequeira

National Institute of Technology Karnataka (NITK), Surathkal

K. Devaraj

Sri Dharmasthala Manjunatheswara Post Graduate Centre

Date Written: March 17, 2012

Abstract

Retailing has today become the new buzzword and a way of life for people in India, with millions of retail outlets sprawling up throughout the length and breadth of the country in different retail formats. Of them, supermarket format has emerged as the most sought after retail format for both Indian as well as foreign players; intensifying the competition amongst supermarket retailers and saturating the markets. This has given rise to the need for ascertaining competitive advantage among the players. For the purpose of research, competitive advantage is defined as the significant edge over one’s rivals in the industry achieved from the use of effective retail strategy. Though competitor-centric retail strategy has always been at the heart of firms operating in the increasingly competitive retail environment, it is slowly getting over-simplified in the context of supermarket retailers. In view of the same, this research paper attempts to device a conceptual framework on customer-centric retail strategy for enabling supermarket retailers attain competitive advantage. In addition to this, other factors that have added to the need for attaining competitive advantage like accelerated growth in the Indian economy, changing buying behavior of the customer, increase in disposable income of middle class, entry of women into workforce, evolution of mall culture, entry of foreign players have also been considered in strategizing for attainment of competitive advantage. The performance indicators that could be generated by the customer-centric retail strategy have also been detailed.

Suggested Citation

Shenoy, Seema and Sequeira, Aloysius Henry and Devaraj, K., Customer-Centric Retail Strategy - A New Milestone for Supermarket Retailers in India (March 17, 2012). Global business issues ejournal, Available at SSRN: https://ssrn.com/abstract=2025459 or http://dx.doi.org/10.2139/ssrn.2025459

Seema Shenoy

Sri Dharmasthala Manjunatheswara Post Graduate Centre ( email )

Mangalore, Karnataka 575003
India

Aloysius Henry Sequeira (Contact Author)

National Institute of Technology Karnataka (NITK), Surathkal ( email )

School of Management
Surathkal
Mangalore, Karnataka 575025
India
0824 2474000 (Phone)

HOME PAGE: http://som.nitk.ac.in/faculty/aloysius-henry-sequeira

K. Devaraj

Sri Dharmasthala Manjunatheswara Post Graduate Centre ( email )

Mangalore, Karnataka 575003
India

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