It is through retailing that products and services are made organized and available on a large scale and customers are able to benefit from the supply of such products and services on a relatively small scale (Kotni, 2011). The retail service does not only seek to produce products and services but it is also designed to enhance the level of customer satisfaction (Kotni, 2011). Retailers use various strategic plans in order to make sure that their customers are satisfied with what they produce. However, the concept of competition frequently makes strategic and operating differences among retailers unclear and challenging (Sharma, 2008). In retail management, there is a need to understand the complexities and interrelationships of the retailers and the customers in order for the former to acquire more opportunities of gain and profit offered in the market.
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However, the dispositional r... ... middle of paper ... ...ew York: McGraw-Hill/Irwin. Piderit, S. (2000). Rethinking resistance and recognizing ambivalence: A multidimensional view of attitudes toward an organizational change. Academy of Management Review, 25(4), 783-794. Retrieved from Business Source Elite database.
Marketing management is a significant tool of companies striving to succeed by satisfying the most desirable needs of a consumer. It is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value (Kotler & Keller, 2012). Though people tend to primarily think about themselves and how to achieve the highest possible outcome according to the basic microeconomic theory, marketing suggests that consumer needs should be taken into consideration in order for the company to prosper. Firms use different kinds of measures to attract the customers and sell their products at reasonable prices. However, the producers often put too much effort into advertising and presenting their goods thus selling them to people who do not actually require that particular kind of commodity this way artificially creating a need for the customer.
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