Retail sales promotion and consumer behavior: An Indian perspectiveDe (autor) Das Gopal
en Limba Engleză Carte Paperback – 18 Mar 2013
The adoption of a liberalized retail trade policy for rapid economic development by the Indian government has brought about dramatic prosperity in the Indian organized retail industry. This development in Indian retail environment attracts both domestic as well as international retail players to invest in India. As a result, the Indian retail market is becoming competitive. With the objectives to arrest more footfalls, increase scale figures and market share, retailers are developing and implementing new and innovative sales promotional tools. This book tries to investigate how retail sales promotion influences retail sales figure and Indian consumer behavior.
Dr. Gopal Das is Assistant Professor of Marketing at the International Management Institute - Kolkata. He received his Ph.D (Management) from IIT Kharagpur. He has more than six years of teaching, research and consulting experience in marketing and data analytics in India and abroad. His research papers have appeared in several leading journals.