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Case Studies in Marketing by Jaydeep Mukherjee, Kanwal Nayan Kapil

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9

Consumer and Ambience

BACKGROUND

Meerut is a big city in Uttar Pradesh, located 56 km. northeast of Delhi, and is part of the Delhi National Capital Region (NCR). Due to its proximity to the captial, it is greatly influenced by metro culture. One can say that one lives in Meerut and at the same enjoys the benefits of a metro city.

It is a large and ancient city, and also culturally and economically rich. Like every old city, it has a local, congested market which even now the hub of shopping for the citizens of Meerut. There are two popular, main markets—Sadar Bazaar and Abu Lane—as well as small markets in different parts of the city. The last five years have seen a rapid development of malls in Meerut. There are five malls in Meerut: PVS, ...

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