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<p>The basic objective of research paper is to understand the Communication mix strategies adopted by organized retail sector specially related with advertising as a communication tool, and to identify and analyze communication gap between the views of retailer and customer regarding the usage of advertising media as communication tool. Retail advertising is advertising given by the retailers unswervingly to the consumers. Researcher conduct the study of advertising media which includes Cable Television, Newspaper, radio, Hoardings/Billboards, Leaflets/flyers, Magazine, Website / Internet, E-mail. While deciding the sample size of retailers, researcher used disproportionate stratified sampling techniques. The actual survey was conducted amongst store managers of supermarkets, department stores and hypermarket in Pune and PCMC area. Along-with, the primary data was collected amongst customers also. Total 63 store managers and 200 customers were covered for this study. Researcher found out that organized retailers commonly used newspaper, hoardings, leaflets, internet and e-mail to communicate with the customers. In this study, researcher also found out positive & negative communication gap between the views of retailer and customer.</p

Evaluation of Retailers’ vs Customers’ Views on the Usage of Advertising as Communication Tool