Analysis of strategy to gain market share between supermarkets versus local stores: a case study of reliance-fresh supermarket India
This research will discuss about the changing preference of consumer towards the Supermarkets against the Local stores, which existed since many years. The business strategies by both are discussed in this chapter along with the consumer buying behavior process. The data collection is obtained by distributing questionnaires to 100 respondents in Narayanpura area of New Delhi. The variables are measured by using likert scale to find out the agreement level of consumers towards the statements in the questionnaires. nThe SPSS version 17 is used to do reliability and validity tests on collected questionnaires and the AMOS version 16.0 is used to find out how much influence each element of business strategy of Reliance Fresh Limited influences in gaining the market share. The Company's annual reports are also analyzed to obtain necessary results for the present research.nBased on the research analysis, the elements of business strategies influences in gaining the market share for Reliance Fresh Supermarket. The key functional strategies of reliance influence the most in gaining the market share whereas the collaborative partnerships and strategic alliances having the least influence in gaining the market share.
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