A study on the customer satisfaction towards the retail marketing mix offered by the select organised multi brand retail outlets with special reference to Coimbatore city

India, the land of retailers is experiencing newer dimensions in the retail strategies. Recent policies of the Government with regards to FDI on retail induce the big retail players in India to equip them by all means to meet global competition. Retailers should design the marketing mix effectively to create and sustain competititve advantage in addition to customer satisfaction. The retail marketing mix is composed of 7Ps of marketing such as product, price, place, promotion, people, process, physical evidence. The present study focuses on the retail marketing mix offered by the organised multi brand retail outlets with special reference to Coimbatore City, India. The multi brand retail outlets included for the study are the select hypermarkets, super markets and departmental stores in Coimbatore. The stores were selected randomly based on the convenience of the researcher. The study focuses on the customers’ satisfaction levels with regards to the elements of retail marketing mix. The study makes a profound analysis on the different sections of the organised multi brand retail outlets and also the customers’ shopping preference in the same. The study also emphasizes on the customers’ expectation in the components of marketing mix delivered by the organised multi brand retail outlets.