Determining the Impact of Artificial Intelligence on ‘Developing Marketing Strategies’ in Organized Retail Sector of West Bengal, India
Arunangshu Giri1, Satakshi Chatterjee2, Pradip Paul3, Smita Chakraborty4
1Dr. Arunangshu Giri, Associate Professor, School of Management & Social Science, Haldia Institute of Technology, MAKAUT, West Bengal.
2Satakshi Chatterjee, Assistant Professor, Department of Pharmaceutical Management, Haldia Institute of Management, MAKAUT, West Bengal.
3Dr. Pradip Paul, Senior Manager (Retail Sales), Haldia Divisional Office, Indian Oil Corporation Ltd., Haldia, West Bengal, India.
4Smita Chakraborty, Assistant Professor, Hospital Management Department, Haldia Institute of Health Sciences, West Bengal.
Manuscript received on August 03, 2019. | Revised Manuscript received on August 22, 2019. | Manuscript published on August 30, 2019. | PP: 3031-3036 | Volume-8 Issue-6, August 2019. | Retrieval Number: F9030088619/2019©BEIESP | DOI: 10.35940/ijeat.F9030.088619
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: In this age of digitization, technology is evolving rapidly. Organizations are trying their best to match up with this evolution so that they are ready to face the competition in the market. Artificial Intelligence is the name of one such technology which is getting attention across the world because of its many advantages. Organized retail stores are one of the first sectors to successfully implement this technology in order to meet the demands of the customers. This technology also plays a crucial role in gathering the data as well as analyzing it. The results are useful for the development of new marketing strategies which might be adopted by the company in the future. This study aims to identify the factors which have a direct impact on the development of marketing strategies by the use of Artificial Intelligence. The study is limited to West Bengal, India. The target population was the employees who work in the retail outlets. Reliability as well as validity study along with Multiple Regression Analysis was implemented in this study. Some crucial factors were identified which were helpful in the designing of the effective and efficient marketing strategies of the retail sector firms through the extensive use of Artificial Intelligence.
Keywords: Artificial Intelligence, Organized Retail Sector, Marketing Strategies, Multiple-Regression Analysis.