Vocal to local as effective retail marketing strategies for small retailing business in India 2021

The primary research objective is to determine the influence of Vocal to Local strategy on retail sector in India. The setting for this study was the retail industries of Maharastra. Qualitative semi-structured in-depth interviews were conducted with seven retailer industry of Maharsastra The result of study shows retail industry had experienced the impact of Vocal to Local strategy on buying behavior of customers, customer satisfaction and customer retention. This study concludes that Vocal to Local strategy has a positive impact on retail industry.