The Impact Of Supply Chain Management On Retail Marketing: A Study In The Context Of Jharkhand

Abstract

In today's competitive business environment, effective supply chain management (SCM) has emerged as a critical enabler of success in the retail sector. This study investigates the impact of SCM practices on retail marketing performance, with a particular focus on the regional context of Jharkhand, India. Drawing upon key dimensions such as inventory management, transportation efficiency, supplier relationship management, and technology adoption, the research evaluates their influence on retail outcomes including sales growth, brand reputation, market share, and customer satisfaction.

Primary data is collected through structured surveys administered to retailers across urban and semi-urban areas of Jharkhand. Statistical techniques such as regression analysis, ANOVA and Process Macro (Model 4) were used to analyze the relationships among the variables.

Findings reveal that effective SCM practices significantly enhance both retail marketing performance and customer satisfaction. Moreover, operational efficiency serves as a partial mediator in these relationships, highlighting its strategic importance in bridging SCM implementation and marketing outcomes. The study offers practical recommendations for retailers, policymakers, and supply chain professionals seeking to enhance marketing effectiveness through optimized supply chain strategies in emerging markets.