DOI: 10.36347/sjebm.2015.v02i03.003

Pages: 230-233

Retailing is very motivating as well as profitable if the retail store is able to attract maximum number of customers for its products. The retailers use all kinds of available strategies to Retailers pursue different kinds of strategies to attract customers towards their outlets. However, only some retailers can be successful in having a strong pull for its customers. The present paper aims at identifying the factors responsible in contributing to the better performance of some FMCG stores, especially the unorganized FMCG stores. The variables chosen for the study are the outcome of an initial pilot study, where the customers were asked open-ended questions to gather reasons for their patronage towards the retail stores. These variables have been subjected to factor analysis and the resultant factors have been termed as the strategies adopted by the successful FMCG retail stores. Gwalior city is selected to carry this study.