VIT Business School, VIT University, Vellore, India
Online published on 4 October, 2013.
The India multi-brand retail industry is a flourishing industry both in terms of profit and employment generation. Several Indian players have entered the market. In December 2012, the Government of India cleared the way for Foreign Direct Investment (FDI) in this Industry. This paper is an attempt to study consumers’ perceptions of multi-brand retail, FDI and the marketing process used by key players in the industry.
Multi-brand retail, FDI, consumers, traditional Indian shopping, survey, Big Bazaar
