Brick-and-mortar retailers need to understand the importance of overall store image, overall store price image, target consumer group, and its implications on the overall store profitability and consumer perceptions. Such assumptions and misconceptions have resulted in increasing challenges with respect to maintaining the retailer's original and principal price-positioning across different cities in India which could possibly put consumers into a quandary. Majority of brick-and-mortar retailers in India assume that (a) price/product/brand assortment must be differentiated among stores located in a different type of cities, (b) consumers cannot afford to purchase high-priced products/brands in tier-2 and tier-3 cities, (c) it is easier to sell high-priced products/brands to consumers in tier-1 cities.
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