Branding Imperatives in the Wheel of Retailing Indian Perspective

Abstract

In the world of retailing, one concept in the name of 'Wheel of Retailing' de cribes the stages through which new retailers start with a low price till they become vulnerable in the market place with high prices in the later stages. Several studies have made significant contributions in this regard on several dimensions of retailing like merchandise, price, branding and so on. The theory is not only applicable in the global phenomena several issues have already leading Indian retailers in this a pect also. In India particularly, this theory needs to be well understood by the retailers in the sense that different phases the Wheel of Retailing provides the retailer an insight to make trategic changes when and where required before getting outdated from the marketplace.