Value Offering through In-Store Marketing: Revitalising the Indian Retail Babu S. Ramesh*, Dr. Narayana M S**, Rao M V A L Narasimha* *Assistant Professor, K L U Business School (KLUBS), K L University, Vaddeswaram (V), Guntur **Professor & Head, Department of MBA, Narasaraopet Engineering College, Narasaraopet, Guntur Online published on 15 April, 2014. Abstract Retailing in India comprises of two sectors viz. the organized and the unorganized sectors. The percentage penetration witnessed by organized retail in India is negligible, compared to some of its Asian counterparts like Thailand, Malaysia, China and Indonesia. Since the turn of the 21st century, there have been certain factors that have contributed to the steady growth of organized retailing in India across all product categories and it is going to take a new shape with the entry of multinational giants facilitated by government policy of leveraging foreign direct investment (FDI) to allow 51 percent in multi-brand retail and enhanced cap to 100 percent in single brand retail. In view of these the corporate chains in Indian retail have to revive the strategies for sustainability through value offerings. The present study is focused on exploring the consumer perception of in-store marketing, store environment and staff role in buying situations at organized retail outlets in Vijayawada (tier-II) city, Andhra Pradesh. Top Keywords Retailing, In-store marketing, Sustainability, Foreign Direct Investment (FDI). Top |