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. | Changing pattern of promotion in Indian organised retail a review International Journal of Management IJM Volume 9 Issue 3 May June 2018 pp. 55 64 Article ID IJM_09_03_006 Available online at http ijm JType IJM amp VType 9 amp IType 3 Journal Impact Factor 2016 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication CHANGING PATTERN OF PROMOTION IN INDIAN ORGANISED RETAIL A REVIEW Sukanya Sharma Research Scholar Department of Management Studies IIT-ISM Dhanbad Jharkhand India Fedric Kujur Research Scholar Department of Management Studies IIT-ISM Dhanbad Jharkhand India Saumya Singh Associate Professor Department of Management Studies IIT-ISM Dhanbad Jharkhand India Gairik Das Department of Management IISWBM Kolkata ABSTRACT 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. Key words Promotion Retail Sector Consumer Communication Tools. Cite this Article Sukanya Sharma Fedric Kujur Saumya Singh and Gairik Das Changing Pattern of Promotion In Indian Organised Retail A Review International Journal of Management 9 3 2018 pp. 55 64. http ijm JType IJM amp VType 9 amp IType 3 1. INTRODUCTION In India retail industry is the second largest employer after agricultural sector. The Indian retail market has been substantially growing for the last few years in the organized segment. Indian Retail sector contributes 14 to the .
