An Empirical Study on the Importance of Retail Supply Chain Management in the New Business Environment of India

India has witnessed tremendous changes in its social, economical and technological front during the last few years, which have increased the level of competition among all enterprises. In such a scenario, a close relationship between customers and suppliers has enhanced the possibility of technological improvement and innovation. The suppliers are expected to deliver products and services at much faster phase by using direct communication and reliable services. Now, implementation of better marketing strategies plays an important role in increasing sales, profitability and consumer’s satisfaction. Understanding the weaknesses at each level of supply chain helps in not only reducing the cost component leading to profitability but better customer service also. This study aims to analyze the consumer perception towards the strategies which are responsible for influencing the perceptions of unorganized retailers with respect to consumer durables. A sample of 300 retailers from different locations in National Capital Region of Delhi has been selected and studied with reference to various strategies. Factor analysis technique has been applied for the analysis of perceptions of the sample retailers. The results of factor analysis show that product strategies are the most important factor followed by price, place/supply and promotion strategies. The study also focused on whether the importance given to different factors vary across location of retailers. The t- test has been employed to analyze the data. The study reveals that there is no difference between the strategies of the retailers and location but found a little difference in place and supply strategies