• REENA T.S
• Dr. SUSEELA.B.,MENON

ABSTRACT Retail industry, being the fifth largest in the world, is one of the sunrise sectors with huge growth potential and accounts for 14-16% of GDP. Comprising of organised and unorganised sectors, Indian retail industry is one of the fastest growing industries in India, especially over the last few years. In recent years the Indian retail market has seen considerable growth in the organized segment. For example companies like Reliance, Tata, Adani group have been investing considerably in the booming retail sector of India. Indian retail sector is highly fragmented and the unorganized sector has around 13 billion retail outlets that account for around 95-96% of the total retail sector of India. The growth of the retail trade in Kerala is associated with the growth in Kerala economy. At the beginning stage of organized retailing the government of Kerala as well as traders in the unorganized sector were against their entry in to the market. The Kerala government has introduced a bill namely ‘The Kerala state essential commodities act 2007’ in the legislature assembly and the act came in to effect. The organized retailers are used various marketing strategies for promote their trade as well as increase the profit. This paper focused on the perception of retailers regarding various marketing strategies.

retail sector, organized retailing, marketing strategies

"MARKETING STRATEGIES OF PUBLIC AND PRIVATE ORGANISED RETAILERS IN KERALA - A COMPARATIVE STUDY ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 3, page no.404-410, March-2019, Available :http://www.jetir.org/papers/JETIR1903356.pdf

"MARKETING STRATEGIES OF PUBLIC AND PRIVATE ORGANISED RETAILERS IN KERALA - A COMPARATIVE STUDY ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 3, page no. pp404-410, March-2019, Available at : http://www.jetir.org/papers/JETIR1903356.pdf