Fundamentals of Retail Management

Paper Code: 
MRM 321
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

The purpose of paper is to give students an in-depth knowledge of Retail Management.

12.00
Unit I: 
Introduction

Meaning, social and economic significance of retiling, opportunities in retailing, characteristics of retailing. Historical perspective and current scenario of retail in India.

12.00
Unit II: 
Theories of retail development

Environmental theory, cyclical theory, conflict theory. Service retailing. Types of retailers, retail change drivers in India, evolution of retail formats.

12.00
Unit III: 
Retail strategy

Strategy-retail perspective, international expansion- a growth strategy, retail value chain, ethics in retailing

12.00
Unit IV: 
Understanding the retail consumer

need for studying consumer behavior, factors influencing the retail shopper, customer decision making process, market research.

12.00
Unit V: 
Servicing the retail consumer

concept of consumer service, importance in retail, customer service as a part of the retail strategy, measuring the gaps in service, concept of CRM in retail, personal selling and retail selling process.

Essential Readings: 

• Gibson G. Vedmani, Retail Management, Jaico Publishing House
• Barry Berman, Joel R. Evans, Retail Management, Pearson Education

References: 

• Chetan Bajaj, Rajnish Tuli, Nidhi V. Srivatava, Retail Management, Oxford University Press
• Swapna Pradhan, Retail Management, Tata McGraw Hill

Academic Year: 
2017-2018
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