Marketing Strategies of Retail Stores: An Evaluation of Grocery Shops of Dhaka City

The marketing strategy and behaviors of the retailers vary due to the differences in locations. There is a general assumption that people of different income levels live in different areas. Based on this assumption this study was conducted to identify the differences in the grocery shop owners’ marketing strategy due to the differences in locations or residential areas. For the study grocery shop owners of different locations of Dhaka City were considered. Based on the different income group people’s dwelling area the locations were selected. The locations i.e. Gulshan/Bonani/Baridhara and Dhanmondi/Mohammadpur were considered as higher income group people’s living area. On the other hand Malibagh/Mogbazar and Old Dhaka were considered for middle and lower-middle income group people. The study found that keeping branded products, credit sells, promotion, building customer relations, etc. do not vary due to the differences in location. It is also found that the way of expressing the quality to customers, measurement of quality, price fixation, etc. differ due to the variations in locations.