Fundamentals of Retail Management

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

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

12.00
Unit I: 
Introduction:

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

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:

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

12.00
Unit IV: 
Understanding the retail consumer:

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:

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.
Case studies related to entire topics are to be taught.

Essential Readings: 

Books Recommended:
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: 
2019-2020
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