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| Article Name : | | | Scrambled Merchandising: A Modus Operandi For Survival & Growth | | Author Name : | | | R. G. Phadtare And A. M. Mule | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | GRT-3048 | | Article URL : | |  | Author Profile View PDF In browser | | Abstract : | | | t:India is a country with largest number of retailers. India economy is showing growing trends owing to a number of reasons and raising income of middle class consumers is prominent one. India is one of the fastest growing economies in the world and one of the largest in terms of purchasing power parity. It has been called a nation of retailers since centuries. The contribution of retail-sector in the total Gross Domestic Product is 14 percent and near about 3Cr people derives their income from retail treading activities. Retailing has been a family's source of revenue, with their shop in the front and house at the back, while they run the retail business. More than 99 per cent retailer's have a space less than 500 square feet of shops. These small traders now will have to face competition due to increasing number of retailers everywhere. As competition begins to grow, owing to entry of growing number of firms, it becomes uneasy for each individual retail owner to attract and retain enough number of consumers. This may lead to deterioration in sales and profits. With the intention and hope of attracting prospective buyers, retailers often add different product categories which in reality don't seem relevant to the original business. This may further lead to a firm or a store having different product categories- scrambled merchandise. Thus researcher is interested to study why and how small retailers turn into an establishment that carries a wide variety of product lines. Do retailers want to offer one-stop shopping experience? Do they want to increase the number of walk-ins? What is the potential bearing on consumers? Do scrambled merchandisers induce buyers to make unplanned purchases? Hence, researchers are interested to seek answers to these kinds of questions in this proposed study. | | Keywords : | | |
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