Sustainable Strategies And Retail Marketing Practices For UnOrganised Kirana Stores in India

Abstract

Through an analysis of the retail marketing methods and long-term strategy used by India's  unorganized kirana firms, the purpose of this research is to enhance the efficiency of such  businesses. Kirana stores are an important source of access for those living in rural regions to the  essentials of daily life. However, in today's retail industry, enterprises of this kind confront  challenges that were not there in the past. The primary objectives of the research are to identify  obstacles to environmental sustainability, evaluate successful retail marketing strategies, and  analyze the influence of technology on environmental sustainability. This research analyzes  customer preferences, responses to marketing methods, and the factors that play a role in  decision-making by conducting in-depth interviews and distributing questionnaires to a variety  of consumer groups. A statistical study reveals that there are significant disparities between  traditional kirana shops and contemporary shopping malls. This demonstrates the need of  endurance and proper preparation in any endeavor. The results highlight the need of retailers  adjusting their marketing approach to the specific requirements of different demographic  subgroups, such as gender and age.