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CASE 12 Retailing in India: The Impact of Hypermarkets
Synopsis: The shift from local mom-and-pop stores to more organized retail outlets is happening
very quickly in India. It is embraced by many consumers despite the cultural and legal
considerations associated with hypermarkets. The challenge lies in understanding what
those consumers want and how to get it to them.
Uses:
Chapter 1 Example of the retail industry evolving globally
Discussion Questions
1. How might a hypermarket located in India appeal to consumers and orient them to
shopping in larger stores?
– It will be hard initially for a large retailer to initially attract consumers who have shopped in
mom-and-pop stores their entire lives in India due to traditions of not living beyond their
means.
all Indian consumer needs.
2. Is the Indian gov
infrastructure good news for international retailers? Why or why not?
– If the Indian government is willing to spend so much money to improve the capabilities of
the country, they are expressing their commitment to hypermarkets and organized retailing
in general.
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3. Identify the main changes that mark Indian consumers. How can international retailers
youthful demographic?
– Indian consumers are becoming more concerned with style and quality as opposed to price.
– As the incomes of Indian consumers increase, purchases of non-food related items increases,
which is good news for international retailers.