Ethnic Market
Pacific Business Review International
Volume 5 Issue 5 (November 2012)
1
Ethnicity Store Format: A Revolutionary Retail Move
Towards Indian Legacy
PROF. RAJNIKANT P. PATEL*, PRANETI SHAH**
With mounting western influence and focus on revival of traditional Indian fashion elements, diversity in India sees many faces. To maintain the dignity of the culture and to provide a platform to small Indian brands, future group initiated ethnocentrism concept by opening ethnicity store in Ahmedabad, Gujarat. This initiative has provided new format insights to organized retailers to expand their horizons in highly volatile
Indian consumer oriented market.
A new format has always been a challenge to any retailer to sustain into the market.
In the changing face of market, to regain preference of consumers towards nationalized brands, can be looked from a confronting angle. This created an anxiety in the mind of researchers and inspired them to undergo the research to understand the ethnicity concept.
Ethnicity format is studied based on the first ethnicity store set up in the city of
Ahmedabad, Gujarat and glimpses are taken from the second and third store set up in Mumbai and Pune respectively. Research is secondary followed by primary in nature. This paper gives insights into the overall set up of ethnicity format that includes differentiating Criteria 's of ethnicity in comparison to regular retail formats based on observation at the store. Questionnaire based survey is also performed to get opinion on ethnicity store and paper gives insights into preferential category for purchase for future developments
Consumers have given a very good response to the new concept. Along with shopping, experiences of consumers ' with the format have given a lasting impact on their mind-set. Further Raja market, Rani Market, Thoda aur market are found attractive to consumers and have gained good preference of consumers followed by Sona-chandi market Chota India and Ghar aangan market. The
Volume 5 Issue 5 (November 2012)
1
Ethnicity Store Format: A Revolutionary Retail Move
Towards Indian Legacy
PROF. RAJNIKANT P. PATEL*, PRANETI SHAH**
With mounting western influence and focus on revival of traditional Indian fashion elements, diversity in India sees many faces. To maintain the dignity of the culture and to provide a platform to small Indian brands, future group initiated ethnocentrism concept by opening ethnicity store in Ahmedabad, Gujarat. This initiative has provided new format insights to organized retailers to expand their horizons in highly volatile
Indian consumer oriented market.
A new format has always been a challenge to any retailer to sustain into the market.
In the changing face of market, to regain preference of consumers towards nationalized brands, can be looked from a confronting angle. This created an anxiety in the mind of researchers and inspired them to undergo the research to understand the ethnicity concept.
Ethnicity format is studied based on the first ethnicity store set up in the city of
Ahmedabad, Gujarat and glimpses are taken from the second and third store set up in Mumbai and Pune respectively. Research is secondary followed by primary in nature. This paper gives insights into the overall set up of ethnicity format that includes differentiating Criteria 's of ethnicity in comparison to regular retail formats based on observation at the store. Questionnaire based survey is also performed to get opinion on ethnicity store and paper gives insights into preferential category for purchase for future developments
Consumers have given a very good response to the new concept. Along with shopping, experiences of consumers ' with the format have given a lasting impact on their mind-set. Further Raja market, Rani Market, Thoda aur market are found attractive to consumers and have gained good preference of consumers followed by Sona-chandi market Chota India and Ghar aangan market. The
References: Crysdale and Bettie, 1973, Retrieved from, http:// www.manifolddatamining.com /html /products/ koregaonparkplaza, pune (2011) retrieved from http:// w w w 02/2012 Runul Vashistha, (2009) retrieved from http:// Pooja nair, (2009). retrieved from http://ahmedabad. Shailesh Shah, (2012). Ethnicity: Towards organising ethnic retail, retrieved from http: // (2009),"Marketing Research- A South Asian Perspective", India Edition, Delhi: Cencage