2013•Asian Journal of Research in Business Economics and ManagementRequires access
Indian Multi-Brand Retail Industry and Consumer Perceptions
Pulidindi Venugopal, Amul Garg
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Abstract
The India multi-brand retail industry is a flourishing industry both in terms of profit and employment generation. Several Indian players have entered the market. In December 2012, the Government of India cleared the way for Foreign Direct Investment (FDI) in this Industry. This paper is an attempt to study consumers’ perceptions of multi-brand retail, FDI and the marketing process used by key players in the industry.