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Indian retailing milieu has undergone a significant transformation in the past one decade through various retail formats—super markets, discount stores, hyper markets, and non-store formats such as e-tailing, direct selling and television shopping. Coimbatore, being a center of retailing, has attracted many worldwide retailers-Spar, Big Bazaar, Nilgiris, Reliance Smart and others. Each hypermarket adopts peculiar and innovative policies to win the hearts of its valuable consumers’. The study covers in particular, the consumers’ perception towards 4P’s of Marketing Strategies Adopted by Hypermarkets. This study is descriptive in nature, examining the perception towards 4P’s of Marketing Strategies in select hypermarkets in Coimbatore city and the sample size of the study is 465. The study reveals that the 4Ps of marketing are strongly interconnected, influencing consumer satisfaction in hypermarkets. Occupation and income levels significantly impact pricing perceptions, prominence the need for targeted pricing strategies. A well-integrated marketing approach is essential to enrich consumer experience and loyalty.

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Consumers’ Perception Towards 4P’s of Marketing Strategies Adopted by Hypermarkets

  • 章节

  • 发表日期：

    2026年

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  • R. Jayasathya,
  • R. Sangeetha,
  • A. Meenakshi,
  • Nithya Ramadass,
  • Deenu Nadayil

摘要

Indian retailing milieu has undergone a significant transformation in the past one decade through various retail formats—super markets, discount stores, hyper markets, and non-store formats such as e-tailing, direct selling and television shopping. Coimbatore, being a center of retailing, has attracted many worldwide retailers-Spar, Big Bazaar, Nilgiris, Reliance Smart and others. Each hypermarket adopts peculiar and innovative policies to win the hearts of its valuable consumers’. The study covers in particular, the consumers’ perception towards 4P’s of Marketing Strategies Adopted by Hypermarkets. This study is descriptive in nature, examining the perception towards 4P’s of Marketing Strategies in select hypermarkets in Coimbatore city and the sample size of the study is 465. The study reveals that the 4Ps of marketing are strongly interconnected, influencing consumer satisfaction in hypermarkets. Occupation and income levels significantly impact pricing perceptions, prominence the need for targeted pricing strategies. A well-integrated marketing approach is essential to enrich consumer experience and loyalty.