CHANGING PATTERN OF PROMOTION IN INDIAN ORGANISED RETAIL – A REVIEW

Retail industry is incessantly going through dynamic changes due to liberalization, globalization and consumer preferences. Retailing involves all actions that are engrossed in selling goods, services and ideas to the final consumer to satisfy customers' needs. The existing retail houses are also gearing up to face the emerging competition from the organized sector and the changing outlook of the consumers. This has led to the transformation of promotion strategies of the retail organization. The proposed paper is an attempt to review the changing nature of promotion especially in organized retail sector.