Strategising for Traditional retailers to gain a competitive advantage

Abstract

India has the largest population of Youths were the current trend and change in economy are by them and for them. Also in today’s fast growing economy, the Indian online retailing has pushed the traditional Brick& mortar retailing aside. The purpose of this thesis is to gain in depth knowledge about the shopping preferences of Indian youth over the category of Apparels and the kind of change they would like to experience in the online and offline retail market. So, the study focuses on the Indian youth and their preference over their shopping based on the current economic trend. In order to gain in depth knowledge required for the thesis case study 130 members were surveyed to gain knowledge over the customers shopping preference through online & offline and also to know about their feedback and suggestions. The questionnaire was based on the reasons they are attracted towards either (Online & Offline) the shopping models and the changes they would like to have in the market to have charm in shopping over traditional retail store. This would help the apparel market to have a clear idea about reaching their right customer according to their shopping preference and also will help the success run of business for the traditional brick& mortar store.