Perceptions on Marketing Mix Strategies Practised by The Employees of Organised Retailers

Retailing is clearly the sector that is poised to show the highest growth in the next five years. The sector is set for a revolution, as both the present players and new entrants are gearing up to explore the market. Marketing is an underlying philosophy that guides business activities, hence, the retailers need to follow the guidelines in order to achieve success in the selling and promoting the products and services of retail companies.. At the core of any retail marketing plan is the mix consisting of the four Ps (Product, Price, Place and Promotion) of marketing. On the floor, it is the employee who directly interacts with the customer and provides the information and facilitates the customers to shop more conveniently. Employees of retailers who translate the objectives of the marketing mix designed and see that it gets implemented and plotted in the minds of customers effectively. Hence through this paper the efforts are made to identify the perception of employees who is implementing the marketing mix of the retailers at the store level.