Consumer Behavior Consumer Behavior, Role of Family, Reference Groups, Opinion Leaders in Consumer Behavior, Consumer Perception, Consumer

Attitude, Market Segmentation: Different Basis for Segmentation, Consumer Motivation , Self Motivation and family motivation. Consumer as a learner. Service Marketing Service Concept, Differences between goods and services. Classification of services: classification of services on different basis. Factors affecting growth of service sectors: Social changes, economical changes, demographic changes, political and legal changes, Technical changes. Characteristics of services: Intangibility, Heterogeneity, Inseparability and Perishability. Managing Distribution: Structure and nature of Distribution channels.

Retail Management Retailing concept: Role of retailer in a business cycle. Classification of Retailers: Store based and Non store Based. Consumer buying behavior in retailing, Selecting a store Location, Wheel of Retailing, Strategic planning in Retailing: Need and Process of Strategic planning in retail management, Strategic planning process: developing the mission, establishing objectives, situational analysis, identifying strategic alternatives, selecting the target markets, obtaining resources needed to complete, developing positioning strategy, implementation, evaluation and controlling. Financial Strategy: Strategic profit model-overview, income Statement: sales cost of goods sold, gross margins, expanses, net profit. Forms of retail organizations: levels of organization, retail organization structure: independent store organizational structure, department store organizational structure, chain store organizational structure- legal forms of retail organization: sole proprietorship, partnership, corporation, Merchandise Management,