Author(s) :

Reshma Madan Bhakta.

Volume/Issue :

Abstract :

Self-position merchandise represents a critical yet understudied dimension of retail strategy in the Indian FMCG (Fast-Moving Consumer Goods) sector. This research paper examines the influence of product positioning, shelf placement, and consumer-driven merchandising strategies on purchasing decisions, brand visibility, and market competitiveness within India's dynamic retail environment. Through a comprehensive analysis of empirical data, case studies, and theoretical frameworks, this study demonstrates that strategic self-position merchandising directly correlates with increased market share, consumer engagement, and retail efficiency.

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