'

I] -

Types of Retailina

■ Introduction
Retailing can be classified according t.o different TE'tailing
adivities. Retailing includes diverse activities like buying,
advertising, data processing and mawtaioing · inventory. External
· ·forces like socio-economic, political, legal, changing patterns of
·eonsumers' shopping benaviours and technology upgradation rnaJre
retailing a complex -~vity.
In India, · there are different retail outlets or stores of different
forms. These retail outlets range from traditional kirana stores to
ultra modern maUs; shopping ~ntres, t.ipeieiaJty stores, vending
rnacbioes and ,-etai1iog through Internet. ·
'1bere are many ways retailing activities can be cat.egorir.ed
depending on the specific characteristics being evaluated. Here all
retailing activities have·~ -classlfied on the -basis of different factors
~ related to DUtjor marketing decisions in. ~iling.

■ Dtffereat ])pes al Retafffng

-L Cla,._jfication on the basis of Target Market
S. ~ m · the basis of Product or-M~andiee-<;>fferuw
a. CbtflfUficaticm onthe
basis. of.Pricing
.4. · Classification on the basis of Promotion
I. CleHificatioil ·on the basis of Distribution
 .......~ ~,.. m~,rmf!2f· ,~·;·" ,: . . .
_ _.
\
, ,.,. ..- ~ ----·· ...... ~---·-- --··--·- ·--·--·-•·::.. -:·'."~-'· . ..
Basics of Retail ing
·----
. --
] 6. Class ificati on on the basis of Servi ce ~v~l
7. Class ificati on on tpe basis of Owne rship Stf\lc t.u re .· ..
. .These .group s are not mutu ally exclusive. In som.e. ways
retailina' activi ties can be includ ed in each categoiy. .. .
all
_ _.

j
. . ·. .i
J. Cla# lflca lion on tlu! btuh of Targ et Mai-lNt ( ~~
): I
'Jbe first classification looks at the type of market.a f! retllil
. intends t;o targe t. Retai ling activities can be classified int()_
er I
thrJ'8 focus
. areas: Mass- Market, Specialty Mark et and Exclusive Market.
t~ (a) Mass mark et retai ling
.
lJp/\~ Mass- mark.et retail ing focuses on the 4u'gest market possi
ble
I e,~• by sellin g produ cts of inter est to almo st all trle buy~ . ~
mass
1 S market retailing has to attra ct cµstomers from such.. h~
.§..
j~? m~e ts the competition amon gst !11em is ve;Y high. · ).
~ (b) Spec ialty mark et ret.ai1iug ( S1·v-r {• ~ f 01 C
,,e.
lJ.w.
This cat.egoiy of retail ing inclu des focus ing on speci
alty
mark ets. Spec ialty mark ets cater to buye rs who are looki
ng for
"" l).l -
1 produ cts with featu res that are beyond those in mass mark
et.
~ - These custo mers . are looking for speci al or adva nced
products.
r. ~ ~t Here a highe r level of custo mer · servi
ce is also . expected.
~S Although ., pot as large as the
mass mark et,
retail ers also targe t a sizea ble mark et.
speci alty the
(c) Exel usive mar ket retai ling
yT,. The num ber of ref:ailing activ ities cater ing to exclu sive mark
et
-<,..:'J . ~ a ~ • locat ion is gene rally ~ q the tazget mark
et
·;,t'1' \ l JS ~ - The. buye rs in~re sted in. exclusive _mark.et pro d~
i\~ are ~ to pay _a prermulli for umque featu res and for bigh]y
I ·~ }. personalized ~ce s. ~e !~
of such bu~ is U81:1811Y . .
=
: I
I ~- . snla ll
. .
(~;) ,v. t I: rJ,..~ ~ 1t
V ~
. , . W)D v
V
w~
rowt '\A
~~
~~ () ~ u ~<
I •
!. Clauificalion on the btuiB of Prod uct or •Jtm han dii,e 1....·'
II 0/re rinj
I
.
Under this classification, the retamng is ela_ssmed according ~ the
i. l widt.h and depth of the products they off'.er. Width referS .to the 1mmber
of d$1Fenmt product lines and· depth refers to the ·nU11lber
QC products .
I.I (v~ )- in each product line where the retail activities are focus
ed:
(a) General mer ehan disfn
. g ref.ailing · ·

f
•·.
. '

The general ·mercbiuidising .·retaiJing offers vario µs .product

· lines. However~ the niunber or' di1rez:8Dt items in each product
line ii less and colisuinerS select out .'of limited range •~ l~
 . . ·· - 1·
1~
Types of Retailing _____ __:: __ ,.
i•

,~- - ... - ·-. -· ·--·- - - 6-.3.

. .. _- ~ · For exan\ple, .retailers -s elling all types of general products but
~ ~<>~c.,l. ,,_ · very limited,-variety in every product covers in this categoty.
. (b) Multlple line specialty merchandising retaflhlg
Retailing classified under this category offers a limit.ed number
of P~~~- But. ·here, ret.ailing offers an extendedsefectfon in
eicli product. Retailers have a greater selection than the
· general merchandisers. For example, consumer electroniGL
.· retailing activities allowing wide range of selections fall in this 1,
cat.egory. ''

. (c) Single line specialty merchandising ~tai1ing

Here retailers offer just one product line. Sometimes in this
single product line they offer a single product. An example here
can be a small website selling a ·single product like computer
gammg softwSlre. Only. Another example may be a small store
---~-_-.
that only handles ....watches.
__.. .,;

I
3. Claaification on the basis of Pricing
Retailing can be classified based on general pncmg strat.egy.
i
Retailers must decide whether their approach is to use price as a I
competitive advantage or to seek competitive advantage in non-price
ways•
. (a) Diacount pricing retaiUng
Under this type of·retailing, usually low priced goods are ·sold
at discounts.· Retailers' p~fit margin_is l~~ Jhat is price minus
cost. They usually sell in high__v.olUJJl~ to Jnake profit. In such
retailing, efforts ~ made to low overhead costs by controlling
apenses ·on.things like real estat.e, websit.e design; store layout
and offer fewer services to customers.
rk (b) Competitive pricing r--taiUng
Such retailers operat.e in specialty markets. They use other
·:elements of the marketing mix like high quality products,
beautiful st.ore decoration,etc·t o creat.e higher value for money.
· 'lbe custmners are thereby lured into paying more.
<c> FaJi-pr1ce pricing ~ t.aiJtng
Here, additional value is .~ded through i n ~ operatiGDal ;
~diture (like expensiv:e .store location, more-·services) which.
juatifiee · b.ighe.r prices. : ~
T he retailers targeting exclusive
markets sell in volumtM,i~, leu than those of diacount or
· ·competitive market ret.aii.era. However, the profit margin in
· each. product iii. quit.e ~
 Basics of Retailing_
5.4
4 C .., ificatwn oft the
---
w i•
''°
of ~r otM .•· ~ by the ret ail ers
• ~' tech iqu es to
&!veral promotion~ are etnp oy . oti na
catch the customers intere n Ou t of the var iou s prom . 0 l
techniques some retailers use . st. method as the ir prtmarY
one
promotional approach.
(a) Ad"1°tlmll
. al me
Advertisin a is a mass promotion ,.......,• tho d wh ich is em plo yed
..ue <;r-- -1- H The use · -of · n~ - ~
by a -1lll"R8 number 01 reu we rs.. ...... r - --~
c'··-· - an d
. .-:. .t...ods sti ll be ing used.
television are tra. dit10
' nal promotional mew.
d
Foc online retaile~, internet a rtis ing is the pr ef. _
-
_J

ve . en ~
option.
(b) Di rec t ma il .
Various retailers use direct ma. .il . mo tio n technique.
as then' pro ed through posta l
A bulk of the customer ma rke t can
mails and postcards. Ca ta !~ ~ reachrim aril bu lk
ret ail ers p y use _loc al
mail to distribute the ir material.
- A4>art: from them sm all
retailers also use postcards for pro
motion.
(c) Pe no na l sel lin g
·
Personal selling is person _to per
son contact wi th th~ buYeJ"B.
The buyers expect . such service.
Th ou gh m an y .~ als o
employ· oth er pro mo tio nal techn
iques ·l ike ad' 1er tism g, ~
selling is the bes t alternative in bu
ild ing cus tom er rel ati on shi p.
' 6. Qa nif ica tio n on the baaia
\. of Di str ibu tio n
. Retailers sell iD D!,~~,:..2tff~!8D-t
r..(. ' 1
t b r o ~hysical location for ma ts. Some ret ail ers sell goods
, I s -called st.ores, while .-o the rs sell
·.customers in non st.ore formats. It to
l
should be no ted tha t ma ny ret ail
are . not tied to a single distributi ers
mw tip lem eth od s. on method bu t ma y operate us ing
. . -
(A) . Store-Bued Se11ing
I . ~. .. t . .
Almost all bu yer s phyaically vis
it .a ret ail ou tle t to obtain
..•,.
{
products · of the ir need. This · is
·the most traditional an d
.• predominant method. These store
outlets can be fur the r sub -
divided int o different. ,e&tegori8$
based on fea tur es ·like if the
etc. is a stand-
store alon~· or ph ys i~ y ~niiect.ed. to
.· ·. stores
. . ., . · ' ., . oth er
i
(a) St an d~ oil ~ . i . •
~ stores do not have oth ,'
it, -a s the na me suggests. . er ret ail .o utl ets connected to . ,
,,
-For ua mp le, in ~ of ph arm acy ind
ustry, these stores are .
very popular. These stores are
. located , ne ar . residential .·
.:

j
 5.5
O
, Retailing -- · to~ offer' home delivery 'rh
rype__s · d
areas an . . me of. the~dls _ •nd upper class custoin~rg ~
80 . nUd e .,.... .
target custoroets tire .

Strip-- sboppl nl centte t is of two or more ~ outlet.a

'•
(b)
Here the store
physically conn ~
~ge:;ch other and sharin g physi ~
parkinB lot).

I ~ (c) Shop~
reeouroes (e.g. common

area . like ~a city shoppi ng distric t. where

A shopping area 18 pera.,_ These outlets may not be
retail outlets o ~- ~ . · •
~ ected but are at close proXllD lty, It 18 a huge
physically co~ . "th large numbe r of retailers
retail shoppmg area WI
operating indepe ndently but with thell' ·
ou
tlets · cl
m oae
prosimity. .
, (d) Regional shopp ing mall . . . .
. It is a huge self-contained shopping area with vanou a
· connected outlets.
(B) Non-Store Selling
For ·the benetit of the shop~ rs retaile rs &-e fast adopti ng a
new ·style of marketing their product. The custom ers do not
need to physically visit a retail store ·to buy a produc t but can
do t.be same
sitting in their home. Differe nt metho ds of
retaiJfog here are:
(8;) Online ·••ling ) .
'Ibe retailer sells his produc ts over i4e Intern et. This is a
fut ~ .retail method where the delive ry of the
. product 1S usually band.led by a third .party. . ·
(b) Direct marketing . ; .
~~ are .basically retailers seUing mainly
:., .- ~ : : m~._They have one location where thev
Q., ·. recei~~ . . but 1t does not receive customers ~
f.
i- • (~
~ · _·.:· ~
=
ph)'lically Vl81t and buy. Orders are •received 'through

or maa
. . Vending machines are :included . this .·. ·· .
.
t . .. -~. .. _though ~ CUstomer ~ t.o be m . .c a ~ even
~- ~ ~ e to b · Thia:•
" ··. J'.: : •· ··are macb,n . physic ally . ptesen t at .
not ..· located~y. t ...the18 because-~e vendin g operations
business~ · . a · · :. v~din g company's place of
 5.6
__ _____ _ _ _ _ ··-·-- - ·-Basics of Retailing ·
6. Cla ssif ica tion Oil the btu is of SenJke Levei
. i_\part from proVidih g des irab le pro du~
reta iler · also f<Jcuses on providing the CtiS
at price, re~.na~le the .
toin~r . With 8et'Vices tha t·
_enh ~ce -~e P~ as e exp erie nce . .The re
retail serv tce, whi ch are : at leas t thre e levels of are
(a) Sel f-se rvi ce
Her e the con sum er perf orm s alm ost · all
the serric'es. Some
· cus tom ers enjo y _such sho ppin g exp erie nce
the m mo re froodom whi le oth ers find
service pro vide s self-selection services suc
ven din g mac hin e pur cha ses.
s and believe it giv'es
it both erso me. Self-
h as on1me and l.r
(b) Ass ort ed ser vic e
The reta iler s pro vide · vari ous kin ds of
eerviees to the ir
cus tom ers. The se include assistance at the
poin t-of- purcha se,
help ing the cus tom er whi le sele ctin g the
pro duc t, explain ing ·
and arra ngi ng pay men t plan s, pro duc t deli
very. etc. Som e level
of serv ice is alw ays provided t.o the buyer.
(c) Ful l ser vic e
As the nam e suggest.s alm ost·all kin ds of
services 11vailable are
pro vid ed to the customer. The cu.stomer just
.need:$ to select the
pro duc t and ·the res t looked afte r ·by
who pro vid e full serv ice to thei r -eos iom ers
isretailer. Retailers-· the
fio this as· a ftb ie•
add itio n to the cus tom er's buy ing.:experie
nce.. :..
7. Cla m(i cat ion on the baa ~ of_ Ou ,~l
- . . i.ip ~ . -
· ~ Ret aili ng can also be cate gor ized on
. .

. s \. the basis ,of the structure_of

the ir business owners. ~
.

(a) Ind ivid ual ly ow ned and ope nlte

d. . .
l . ,. In this kin d of ownersJrip s~~ ~e ~
I
l
.l
·, -' .~-·. entity owns and .
, ' . . . outlets. Mostly ' all
a.,
a cor pcn te
opera~
or very. ~ ,iu rn~ of
snuill .retail '~
s,., or.
are ~p ies of single
·,.... ~.ownershi~~ .·
! , •
-{"'
. .
\ (b) Re tail cha in . ·
..
. A. ch in of retail stores
. 8 ·. • ·jJ· ·
owned and ope ra~ by: a sinp enti~,. ...·. ·.
. -~:y••a.we
. . ., ·.. all ~ .:..: 8 ,..._4 ~ _ • - DO med ·
. ·. I'"'-',. ...,onm. ng· SD'1'-4'r
..__:1
i:-ewau -"'~ ., • ... ·,,. . .v. _..,
, ,tl.-.. .
make -. a reta il .
>....~~
·
QUf fl
~ . .. +n
.
.
1.-
4 •

-•ft y·
~ ·."'r' """ ' -
.. ,

retaili • .

O'f,l "IID · · ,
RtiOD ~ tbf,.t more
,
".,,:
or .
.
~- •·/~J
nqi l.oµ tlet , w~ ~ ~ '.
•.• r• ·•~ . five
ch..,n, .but .t.b.e •~:O:.a
,.
t.t . '
by • ~ngle ~ti ty ·· .
~
. :.~·..
. . . .Ol8 b a ~a ~ cha in. . . . : . . '
. ..
,.
- - -T-yp
_ e_s_o_f_R_e-ta-i;;~~ .. ... . . . . ..• - --·- --···•·-----···--····- --·--·- ..___- - ··- ····:,;_ I
- ·------..··- ··-•--·-- ·-~---·· · · -··· - ·- ..... .... ___, . 5 7
(c) Corporate Structure 1
· Corporate-s tructure in~ludes large retailers who fall in the Il.O.n:._
-~~...~~ ~~ory; :They 1nch1de onlill£._~euiilers, cat.a}ogue and
v~dmg. · ·· ··
.{d) Franchisin g
In this form of ownership structure, the retail outlet operator
is not the -outright owner of the business. There is a legal
contract between the store owner and the marketer. The retail j
{

outlet owner is allowed to borrow the marketer's business i

-concept in return for some percentage of revenue. Exa.mple of i
1
. this form of. ownership is seen in retail franchising of J
l
McDonald's.

Conclusion
Ret.aiJing f!8l1 be .classified in different ways. It may be on the basis
of target ·market served, product mix, services · offering, and
distribution methods and even on the basis of pricing policy of the
ret.ailers. Dynamism in retail environmen t and diversity of functions
performed by retailers, make the ~k of the classification very
difficult.

,~"i
~ -, ' >,,,~,,
C,.• ::2-·
!
t z~ :~•
f):~~~ ~~ pJ,~ i--~~stmes
: , -.- ~ tc .. ''pl •·of-~aliiy ~ w,ull;llg

. I
!
1
Take Away
While retai1ing is- present for centuries, it is only in the recent
times that it has witnessed so much dynamism and attention.
Types of Retailing
· Here -all retailing . activities have been clasaified on the basis of
cWferent factors directly related t.o .· ID&Jor marketing decisiona:
·· -These groups are nQt mutually exclusive. In some ways ·all
retailing. activities can be included in each category. · '
•
.
I

1. Cla..lflt,atu m .on the .bcuu of Target Jlarlu!t

(a) Mau market·retailing
 •'

--...._.,_J

·-·.-Retailing Stores : Classified by

Owners and Merchandising
Categories

■ Stores Classified by Owners

Jndia is popularly )mown as 'a .nation of shopkeepers'. Thia
. description has its roots in the huge number of retail ent.erprises
preseiitly operational in India. ·
- · Owners need to evaluate various options in terms of investments;
· cost savings .relat.ed to economies.of scale and pot.ential demand and
apect.ed pl'Qfit.s before t:aking a decision to .open a retail store in any
area. Every store owned by any owner has its own charact.eristi~- ~-
. market conditions and incentive areas.
~;. V Retail st.ore, may be independently owned, parts of a retail cbein,
,· · ,...operat.ed as a franchisee, leased department.&, owned by manumctu- I
J
1'81"8 or wholesalers, consumers owned or co-operative society. A
5
: Jmapity of retail s1mes in India can· be classified on the basis of 1
i
:~ p s.
..
..Oa the buia of (>Wnenhipa, ~ storea or retail flnu may be
-~~ u '°llowins ts;• :: . . . . .
1. ·Indepeqdent St.ores
2. · Retail Chaim
 Basics of Retailing

l
l
i
6 .2
3. Franchisees
4 . Consumer Cooperatives
5. Leased Departments or · Shops-in-Shops
1. r,u:kpemknt Store•
t·
The nearby general store, chemist outlet, shop, kiranawala, sweet
paanwala ·etc. are the independent retailers. They also include the
bigpr stores like Ramchandra Krishan Chandra, Jagdish Store,
Home Sazz and many more. These formats are managed by the
proprietor himself or with the help of two-three workers. The most
important feature of these stores is that they operat.e from generation
to generation and even recognize the consumers by name.
Such stores have following special features:
• One retail unit - Generally independent owners operate one
outlet and offers personalized service, a convenient location
and close customer contact.
• Independents have independence - Stores owners cum
· operators are totally _in,dependent in t.aking any decision.
• Easy to start - Here retaiJing is easy and "it requD't!!ll low
investment and little t.ecbnical knowledge. But it obviously
results in a high degree of competition.
• Small size - These stores are
genenilly of·small sizes and have
very little or no scope of bargaining power.
• Flexibility - There is a great d ~ of tl~bility in .choosing
-the retail format and location. ·
• Value added services - These stores provide the consumers
.' value added services like telephone order, free ·home ·delivery,
-credit for short period :and i;nany more. - -
• • • I • • : • ' • •

• · CJals'J.ication - These stores can be classified as single-line

stores (grc,cery. st.ore): P,neral .star.es (like rniso,J1aneous dry
goods and· _rations) .or speciaq.ty -~ : ( lib. stores aeDiDI ;
sport.a goods). . . . . , .. . . . . . }
.~ .-. ~ . . ·.,. ·, ; r
•
1
Riak _of failure - Chances of failure . h,igh because of are
eue of entry, poor management skills and mad.""'"'~
,• ,
resources.
. ) . • ' ' J • . •

.·'• Moat popular fil lndut ~ 'Ib.e.: ~ -!- - ~ ~-hi Inclia - _

.manaied and nm independents,. mci~ding '~
by sho' .
drycleaners; furniture stores, bookshops,· LPG· Gas :Agenci .
·.· ·and neighbourhood stores. 'Ihese stores . are ~ popular-··_·
mdia. ~-~ -
lf
 sn d Me rch 1m dls ing Ca
R~ailing Sto res : Cla ss,·,:e dbY 0 wn e's ge tor ies
, 6
. ~
·_
- .. /lf dd l-l Cladl.,.... ta "l un ite wi th di ffe re nt
Re tai l cbainS ar e the re 1 va rie tie s of g00c1,
of an ind ivi du al ma nu f~
11 ies e sto re s ar e alAo ca
~u re ba in st.ores. Th es e lle d mu lti 1hopa
chain store8 en d mu ltt p sto re
~ cbrand na me , efficient s ge ne ra lly
sto re Ol)erations,
hav;
8trODI corporat.e i ~
com.moo shop fronts, ou . -st or e atm oe ph er e et c. Th es e at.o
• 1D fi'-_,J retail sector. r. -
ve ry common in food an d no n ou u
Th is typ e of st.ores ar ul ar in de ve lo pe d co un
. e ve ry po p tie s ~
USA. 1b ea e chains ar e ~ ul ar in th e fo rm ats .of d-11:Jf'-.. .._ __ .-1
CIL& ~...- a .............
and discount de pa rtm en sto re s On . th e ot he r ..., ..., .,

· ha nd sta tio ne ry,

t,e au ty sa lon s an d ot he r ali
form of pe rso n zed se rv ice s ar e no t po pn la,
un de r th is fo rm at.
Such at.ores ha ve following
fe atu re s:
• M ul tip le ou tle ts _ Re
tai l ch~in3 in vo lv e m ul tip
· outlets un de r common ow le UDita or
ne rsh ip .
• Pr od uc t _ Ea ch re ta il
ch ai n de al s in th e sa m e
manufactured by on e m an ty pe of prodocta
uf ac tu re r. _ .
• Lo w pr ic es - Pr ice s _·
ar e lo w as th er e is no m
id dl em en .
• Ce nt ra liz at io n. of de
ci si on - In su ch un its ,
an d decision m ak in g ar e th e pu rc ba s:i ng
ce nt ra liz ed un de r on e rn
anagement
• Be pu ta tio n - Ch ai ns
of ten re ly on sp ec ial iza
za tio n and elaborat.e co nt tio n,
ro l sy ste m s. Co ns eq ue ntl ~ -
ab le to se rv e a ·lar ge di sp y cb am s are
er se d ta rg et m ar ke t an
well kn ow n ~ pa ny_na d rnainbiin a
m e.
. • Ec on om ie s of acaie
- Ch ai n st.ores have been succ
rnainly because th ey ha ve th e op po rtu ni
ty to ta ke
essful,
economies of sc ale in ad va nt ag e t:A.
bu yi ng · an d se Ui og go
m ain ta in th ei r pr ice s, od s. They. ca n
th us
·,: can cu t prices an d at tra ct in cr ea si ng ~ in ar gi na or th ey
-~ te
t~· • U • of ~o tm at io n Tecbno
r sa le s volume.
J.oay · - Unlike ·
ss er financial means, · thsmaller ·
in de pe nd ent . re ta ile rs w ith le
alao t.a b advantage of such too ey can
t« ho ol og y. -
la u com pu ters and in fo rm ati on
.
~ -• Limitati0.118 of ~ 8t
ore8 ~--Low flexibility, de
~ and poor. delegation of laYed deci.sioo .
•181··'"·' limit.ationl of t.hese sto au th or ity to m an ag er s
. res. are '118
.
[ j : : ·• Lea.- popula .
r ;in, In di a :._ ·such ~ - ar e
.
not
In dj a u, compared to ~ 80 common in
er lc a ~ Europe·. ·
 . '

Basics
- of Retailing .. :
~ ---------- . .. . . .. ··-··----·-·--- -··· _,._._- - -
---- . .

Examples of retail chains in India ate Food Worl«( Big.Bazaar,:

Subhiksha, Shoppers' Stop; Westside ahd IOC - convenience stores at
select petrol filling· stations. .
s. Fra,ttcltiM!t?• .
. 1bii i1 the most emerging formats of retailing in India.
franchisin g is a ·legal agreemen t under which ~ s e r pet.ll'litl the ·
- {rallchisee to sell its products and serviCfi!s under defined set of rules,
t.o use trade mark and to call upon the marketing and operating help
of the franchiser. ·

Such stores have following features:

• Contract ual arrangem ent - It is a contractua l arrangem ent
between a 'franchise r' (which may be a manufacturer~
wholesaler, or
a service sponsorer) and a 'fnmcbisee '. ·The
contract allows the franchisee to conduct a cert.sin form of -
business under an establishe d name and according t.o. specific
set of rules.
• Controlle d by franchise r - The franchise agreement gives
the franchiser much discretion in controlling the operations of
franchisee s.
· • Payment by franchise e - In exchange for fees, royalties or a
share of the profits is received from the francbiSee ·
• Help by the franchise r ~ •The franchiser -offers assisht~
and very often supplies goods as well.
• Nature of products · - Franchising generally exist.a in such
products such as 69ft drink.c;, automobil es, spare parts, vending._
operations etc. · · ! · ·

_• Populari ty in India ""'." These stores are very J>OP1,Ilar in Iridia.

Classie examples . of franchisin g are : McDonalds, Pizza Hut,
·Arcbies Gallery, Nirulas. Subway, Holiday Inn, Vunal etc. Recently
_d;evel9ped concept of 'Study ~ntres' of v~o\1$ .famous deem,! and
stat.e owned universitie s ·is also based on fnmcbise formats of
. I~ • • • • . • . . •

~
,-_ .
4. Cormuner Cooperative•
.I
I
':, •· ,-These. st.ores are also known as consumer co-operatives. Such G0-
'10l)erative st.ores or outl$ are .-generally owned and- manapd by co- .: ·
Ol)eratiye · societies. They aim at p~viding. essential ~editie a at._·-
'· "'~ab le~-. ~ ro~ts._~ v~ -~ ~ ~ -~ :~
~ and cont;roll~ by ·tbe1r memben fen,- the protec_tion of .
the--l· .
. lDteri,et of common co~ers. _c . . .
 -• . ... '

. ·: : R~taifing Stores ';· ·:Cfassifiet:l by Owner$ and Merch;,,·; :~~-~-g- C ·-----.--...:--"-----;,~

•· - . ~------ •- ____t,getortes 6 .5 ,
Such stores have the following features: . .·- ·- -----·-·· 1\
•. .Group
· · · of 'f ·lnde
' d, ·.pendent
· -
retallen
.
_ A reta1·1· c·o·opera t·1ve lS
.
a
Il
_. group . o ~11 .ependent re~len who have c9tt1bined t.heir .l
finan.mal resourt.es and their ~xpertise in order to eff~• l I
control their business needs. wr. Y j
• · Grou'i> ~ecllii~iu, - ~~9;il CO()perative stores share purchaset., ',
· storage, shop1nng facilities, advertising planning and other '
functions with each other.
• Independent status - The individual retaile1'8 retain their
independence, but agree on broad common policies.
• Large stores - Large cooperative stores are run by
professional managers. They bave also other paid ltaif \i
including accountants and salemen. tf

• Low. pri~ - Prices are very low in these stores.

• Quality of goods - Goods are of average quality in these\
stores. ·
• Popularity in India - These stores are wery popular in India.
Co-operative outlets are generally owned and managed by co-
operative societies. In this context the ·example are : Super Banar,
CSD cant.een (Discount store for defence personnel), Kendriya
B~dar, Apna Bazar, Sabkari. Bhandar, Mother Dairy and NAFED.
I

5. Leased Departments or Shops-in-Shops

\I
\
· Leased departments are also popularly known u ahopa in
shops. It refers t.o department in a retail store that are rented to an
out.side party. Usually this is done in case of department and specialty
st.ores and also at times~ in discount stores. In China,-.most important
~ are 100% leased departments or shops-in-shops.
speclai features of these types of stores are as under:
• Royalty contract - Here leased department (lessee) pays
royalty to the lessor. .
• This format is used by existing store baaed retail.en -
· Generally such types of &4ops or departments are used by the
-existing retaile~. to increase their business. ·
·•· One stop customers' shoppina ~ By tbest, ,formats, the
· ~ is ·enlarged by providing one stop custo!Xlers' shopping
experience. .
~

;d~
I I
,
i
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.,
r-

t Bas ics of Ret ailin g

I 6 .6
I sto re - The act ual ow ner get s
Be nef its to the ow ner of the
I
• the lea sed or ren ted sto re
a per cen tag e of pro fits ear ned from
ope rati ons . t
f: ·
ps are ver y pop ula r spe cia lly in \
' • Po pu lar ity - Thi s typ e of sho
tog rap hic stu dio s, jew elle ry,
•· fiel d of salo ns, ban ks, pho
cos me tics , wa tch rep air and sho e
als o gai nin g pop ula rity in the sho
rep air dep artm ent s. Th ey are
ppi ng cen tre foo d cou rts.
I
pan y ado ptin g thi s for ma t is
Th e mo st pop ula r exa mp le ·or com iary of the US based wa tch
Tim ex Wa tch es Ltd ., the Ind ian sub sid t
d on the sho p-i n-s hop ret ail for ma
com pan y. Th e com pan y has foc use The
into the Ind ian ret ail ma rke ts.
in dep art me nt sto res for ent eri ng
out lets in me tro s as we ll as in
com pan y has ope ned mo re tha n 100
sm all citi es of Ind ia.
■ Sto res Cla ssi fie d by Me
rch an dis ing Ca teg ori etJ
com mo dity , pro duc t, ite m or
Th e wo rd me rch and ise me ans any
On e of the mo st imp ort ant wa ys
to
goo ds for sal e by the ·ret aile r.
th and dep th of me rch and ise· ~
cla ssif y sto res is on the bas is of wid .
all the pro duc ts a ret ail er carries
A me rch and ise mix is com pos ed of ts offered,
m sto re. Th e wid th refice ers to the ran ge of dif fer ent pro duc
wh ile dep th is the cho wit hin-eac h pro duc t cat ego ry.
g wa y in Ind ia sin ce the day s
Re tail me rch and isin g has com e a lon
cked eve ryt hin g fro m gro cer ies ·to
I :
· wh en gen era l sto res (ki ran a) tha t sto ts
I. If sol d lim ited var ieti es of pro duc
sta tio ner y and sm aU sho ps tha t No w the
ine s etc.) rei gne d sup rem e.
i (su ch as clo the s, fur nit ure , me dic
i ent sto res ·for dif fer ent nee ds and
con sum ers can cho ose am ong dif fer
·.· for .d,u fer ent p~ uc ts. Th ere. are
many typ es of ~ta il stores ~meInd ia
nta l
ets, hyp erm ark et.a , dep art
lik e con ven ien ce sto res , sup erm ark
res etc . in an org ani zed retail set
. up.
. sto res , bra nd ·sto res , .cli sco ~t sto
rcb 8J" dis ing cat .eg orie s mi x can
Stores cla ssif ied on the bas is.of me · · ·
be cla ssif ied lik e thi s : ·

1. ·D ep art me nta l Slorea

se st.o res are _
larg e sca le ret aili ng business un its·wh ich ··ha ndl e . :
is sai d tha t -a dep art me nta l store ·
· · . 'lbe
a wid e _var iet y of.s hop pin g goods. It Pla ne' . · · .
. n to "
:ranging fro m 'Pi
ia. a. . .pla.ce w)l. ere one. ~. ~ -~
I )
! . .
;•

t
..
~ ,' ,.
: •

..
•· ;'lbese sto res have following fea tur es:
r.
h
e
• Di ffe ren t d~~«m:~~- Q
sto les mp uu r«t-m to .aevenal ~ .t
e ~ t .ioies.are lug e retail .
s . . . • ~.......... ·: · · ~
!
'

nly pa rt of·any .l"etail cba iu . .·

•· · • .Retail cb •h1 • .:.. Tli ey are commo
• ymety...; Th ey off er a wid e var iet y of products. _:.
 ers and Merchsndisin g C
Basics of Retailing Retailing Stor,,s : Classified b y Own -~
k

rang e of P"od·- . ~
. .

The actu al own er gets • Spe cial ty - Bec ause of wid e looks like a ; ~ , eac~ •
e
dep artm ent in a dep artm ents .I stor
leased or rent ed st.ore ty stor~.
I t mix may includ
• Typ e• of po ds - The pro duc
r' appliancee, gifts, grocery, clothing
, furn ishi ng e coarnetiCI
~ ·.
, popular spedaQy in er sepaJ'.ate departm ents . and
stud ios, jew elle ry.
household goods und
locat.ed within th
~ t& 'lhe y are • Location - The y are generally par king space. e P~
mtr e fiJocf cour18. sho ppin g centres and offer huge
l stores follow nice la:
,ting this format is • Good am bie nce - All departmenta ~oiit
te US hued watdt pat tern s. .
1-shop reCaiJ hm at has is is given on di-i .:
~ marhts. The
• Merchandl8e dis pla y - A lot of emp . - ..~
of merchandise.
!tros as well as in
artmental stores ~
• De cen tral ize d sell ing - Dep
decentralized selling.
• Hig h prices - They charge hig
her pric es because or the
.... ._. ., item er e var iety they offer ~
services they provide and the larg
lp(r tan t ... . to consumers.
nerchandise·mix.
• Qu alit y of goo ds - They focu
s at the fashionable 11111 '
• - - - carries. expensive brands.
products da td,
.,,. ction pha se and they
In India, these stores are still at the introduhi, Cbenoai, G\1?gl(ll i •
mbai, Del
are mai nly locat.ed in cities like Mu
a lin cet hed ays departmental stores are - j :
and Bengaluru. Some examples of leading
nm em wie s ·to bus, Life Style and .Westside. . :,
Ebony, Pantaloons, Shoppers' Stop, Glo
•pmm•P •••
e. N. ..tb e A departmental store only for kids is
Kids Kemp. .I
1

·1
nmt . . . ad 2.m .»u nlS ton !B
the variety
- - BJ India
t clepmt.1MeU1=8J
These st.ores are
similar to departmental stores as per
difference is while departmental
of goods and choice of selection. The
d ..a ae t·ap. able and expensive brands the
st.ores focus . on high quality fashion
less fashion orientation aDl
pr iel mixean discount st.ores store the usual brands of
·1eas expensive.
c features:
. . These stores have the fo ll~ specifi
• DHl'erent types of duc oun ts - Discou
nt stores offer different
dilcountl like brand. wise discount: category wise discowit,
~
bulk purcba,e discount, general discount, _loyalty
ati va l discount, st«k .'clear ance dilcount and med amount .
diac:ount. . .7

lf ~ ~ IiJDited
e lm pn mJ .. • Sell Nr ric e - 'lbese stores are generaDy se
~~
I

·~·· . • ~ They . offer a,d

UIC>rlment.s.
r/--~-=~ =-~-~-'-- -~--=~=-~-------·-·: •·;;..;::,~:~;~;-, ·- --
• Lo w qu alj ty -Qf go od s
• - They ·offer g··ood · ·r . ~ ·.: ·: 1'· ·
· so
• Lo w ·pr iC M - Pr ice s are 1nienor qu a 1ty.
very low. .
• .Lo ca tio n ...... They pre fer
sto re location . ~t ·low ren t are
as. · · ...
• ~ • pr of it mll11Jln - 'Ib
high sa les tur no ve r. ey ea rn lower ma rgi ns and i
pu sh for
: . . . • ·. . . ·
• .U Na l br an ds - Th ey foc
us on the UBUal brands th at
. . ..i
fas hio n ori en ted . are les s
. _. . . . . .
·, •
Th e be st kn ow n c.lliJcount sto
s.Kumar's, S M ar t Di sco un re in the worid is W al- M art . In In dia
t Ch ain , Su hb iks ha an d
Fa rid ab ad are so me of th e
po pu lar ly kn ow n discount
Coupens in
stores.
s. S-.permarleet•
Th ey ar e on e of th e em erg
ing format.a of ret ail ing in
is-no un ive rsa lly accepted wa India. Th ere
y to define su pe rm ark ets . Ve
in su pe rm ark ets ar e ca lle d su ry big stores ·
perstores. ·These market.a ha
features: ve following
• Na tu re - Th es e sto res are
lar ge de pa rtm erd :a1 i• sto
' . • Fo od an d no n fo od ite res. · ·
m s - Th ey offer food and .~
d
'

I
I
l
ite ms .
• Lo w pr ice - Pr ice s he
·
re ar e ve ry low. ·
food

i\ • Qu an tit y of sa le - Qu an
tit y of sa le.is large~ .
!I
• I • ·Se lf se rv ice - Su pe rm ark
I ets ar e se lf service retail sto
.! res.
• Po pu la r pr od uc ts - Po
pu lar products inc lud e cann
. dairy pr od uc ts, fro7.en pro du cts ed ~
ut.ensils, co sm eti cs, t.oiletries , toys, magazines, small kitchen
: '
an d ev en dru gs et.c. ·
• Ta rg et COD.811Dlef11 -
l\ People
ambience wi th competitive : who ·· want convenience and
\
cu sto me rs.
low pri ce s are th e target

\ Due t.o th e gr ow th of o ~
retailing in India, tl large nu
rl medium an d lar ge siz e re mber
~e rs ar e converting th eir ~t
·st.ores to ~ su pe rm ar ke io na l
ts ~f va rio us sizes. Some we
.operatives ha ve ma na ge d ll ~ co-
so me su pe rm ark ets- in In
;•Ba:r.aar in De lhi , Ap na dia li b Su pe r
Bazaar~ Sabkari. Bb an da r etc.

:::::;:-are
~
· , 4.
l
combination ·of fea bu ea for _
-~ k e t s an d wa ,re ho mn cli8!XJ!m<~
··~ these format.a are a l snaosto res un de r _one roof. I>ue to 8:9 huge
~ ·as 'malls without ·ioalla
.' ·
 .: .·. .-R~t;;j/i;~-Sto;;i:··i;ias:;ified by Owners and °M(" -h---:·~---.. --::-:::::::::-~--~---
nd stn
----- --- - -------....;. -~re a , g_ Cag_etories 6.9 --
-ij
;1

ty. These stores have following features: - --~----· ..... .

. :• Special . nature - Hypermarkets I i:1

·
· · ro b • t' h- • are apecia kind of
m ma iOn . stores w 1ch integrate eC()nomy supermarkets
i:
'i
with discount department st.ores. 1
or . .
• Sheer aize -· The _average size of hypen1.1arkete are Supposed
t.o be more than 50,000 &q. ft.
·l
·j
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~
• ·~ewe...a.ee of tacilities like banks - Thetfe stores 80metimes •,
t have presence of ATM, banks, bakery and beauty salOOD8.
a l • Purchase system - These st.ores deal with manufacturers
11 directly through centralized purchase system.
l • Popular products - The merchandise mix include groce1y

I products, prescription drugs, clothes, jewellry, sports g.oods;

hardware, home appliances and furniture et.c.
· - • Low prices - Prices are low in these stores.
• Good ambience - Hypermarkets generally have ambience
which attract the family as whole~
• Space for car parking - Because of huge size of stores, car
parking facilities are provided .t.o cust.omers.
• Use of technology - Technology is used for different systems,
food preservation equipments, better shop floor rnaD&gP.ment
practices and for attractm{ ~mer loyalty programmes etc.
Pantaloon Retail India Ltd. (PRIL) through its h ~ 'Big
Bazaar' offers products at prices which are 25% - .30% lower tlian the
market price.

S. Special.ty Stores
These st.ores focus on very special and selective products with wide
range of selections and nature of complementary merchandiae
cat.egoriee. St.ores like 'Wedding Malls' st.ock the complet.e ~ of
wedding needs from apparel to jewellery and cosmetics.
Features of such stores are as under:
.e ·Lifestyle products - Sqch stores deal iq lifestyle ~ucta Ii : :
Ii
lib watches, apparels, music equipment.a, jewellery, beauty ll :
If '.
and health care. et:c. ~ ·
• Complementary ~erclumdiae - Theee ~ focus on the
..ie cit ~plementary iilerchandue. · . J:j
i
i1 .• . ~ ~ ·c ustomen .looking for the special v~eti. J a i!
,.
·1.
/'J

tj . particular product are thep- client.a. ·· . .,

!• .

· 1,_1

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. !
,
.
.
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t:
 Basics o f Retai
6 ., o g lin
. __ --
Good la y o u t - Co . . are n o t confron te d w it h ra c k s
of
• ® re la te d mer n su
chandise
m
g se e ll e n t q u a li ty
er

o
. t,ayo:; -
s t f goods is

f p ro d
sm ar t.
Products a re o f
ex ce ll en t
• q\ialltie& in
these st
\
- - ...,. - The ores.
• F le sf u a e . se stores ch an g th ei r p ro d u ct s v e ry fa st
ke ep in g in V1. ew th e ch an g in g p a tt
market•
e
e rn
a n d fa sh io n in
th e \
• Bilh prlcea - . h ig h be ca U & e
available.
• P o p u la rity -
Prices . a re
u1ar in upper h ig
o f th e varietie&
\
S u ch formats a h c1888
re pop
cu st,omera.
Examples ar e K
. . te r to needs o f
\
tast.es of th e yo un h ad i P la za w h i~ - th e c h a n g in g
g consumers a
n
Malls b y the G
G ovt. u ja ra t

.' .. 6 . C a te g o r, K il le n o r Categ
ory S p e c ia li st .
'lbese stores ar
th e discount st e called category kill
ores an d d ep e rs a s th e y nA A P- a th
r-- re a t fo r
towards th es e st ar
o re s because o f
tm en t st o re s. C u st o m er s g ttracted
~ t y product. e t a_ _
Some specific fe s a t lo w er p n c
atures ar e a s· fo e s. .
llows:
• category killers
- T h ey k il l a ca
other retailers. te g or y o f m e rc
h a n d is e fo r
• A n o th er nam .
·
e - These st o re s a re -
stores'. b as ic al ly 's p ec ia . .
.
lt y d is c o u n t
• One area o f m
e rc h a n d is e - T
o f merchandise hese stores dom:in
. goods ·or pet fobd~ c h a s bath.room ti le s, at,e o n e _a re a
them. :m su ch h u g e volum tile ad :> to.e ts,·e i ~
~ . i '
es \h a t th ey can then aell
• -~ ~ -7These \
art.o~ ~~ ~ ~ ~ I
I

\
• L ow aerv ~ -at-low _p r ~ _
the cutamicereas. - These stores give n~ inlport
amce to ~ -to ·
•·<Ham.- . .·-
.
.. ~
..
.
.
;
'I b es e _:are th' e g
.
. '. ' ..-.. •'i \
.. ~ :i n :balk - 'r ia n t atonits . · ··.. ·
quantity. . hes e stm es r . ~ -pU
·
?Chase -~ bu11t
_,.,._ ~ orth1·, c a ~
'
. ' .
\
ia
·;:,'al ~ : E~~mp~ea t b q ~ t o t ~:o r ~ -
,
_
~
~ ~ u d e .~
Mar t ~ ~ t y,. ~ for ,e l~ n i~ ~
-llepot, ·Tower ·~
and 'Vlllhal Mrdegs,a ··
 6"I DY uwners llflU 1v,r:1c;11a11u~0>111~ '-'O~~
S ·res · CISSSlflvw · <v,,c.,
(!!!ailing to · . ~

7. Conveniertee Store• . _. .
.. . . con~ntional etoreB in neighborhood . areas. The .
'nieee are. 1 dia These stores have the followmg feature : are
very populatr m n · . . s.
• Location _ 'niey are located at very convenient locati0ns ~
the point of view of cust,otners. , . . . .
• Food and non-food items - These stores eell limited l"ange Of
food and non-food items. ·
• Timings _ These formats open till late hOUl'I with no prOVision
of weekly off.
• Popular products in India - Th~ are ~~ for food iteoJa
like bread, jam, milk, cold ~ , blSCUlts and daily
consumable perishable goods.
Some renowned st.ores are - In & Out convenience store, HP
Speedmart and IOC's (Indian Oil Cooperation in India) comeuio ete.
8. Factory Outlet. or Stores
These stores are owned and operated by manufaeturen and
normally carry their surplus, old, unsold, seconds, def'ected or
irregular·goods in addition to the fresh goods. Through factory outlets,
manufacturers can control the sale of their discounted merchandise
and can dispose of their stock clearances.
I
Some special features are as follows:
• Owners - Fact.ory outlets are owned .b y the manufacturers .
• Types of product ,~Id ~ These st.ores sell 1D8D•Ifacturer .
closeouts, discontinued merchandise, irregulars, canrelled
orders, and sometimes, first quality merebandise during season
time. .
·· • Low operating costs - There is no middlemen, therefore
coats are low. · .
• Control of manufactures -- Manufacturers have full control .
· .en .decisions about store ambience, promotion .policies etc.
• 'Poor atore man&gelllent - Generally these ·outlets ·a re poorly
managed 81 regards display of products are concerned
• u,cation - These stores prefer lower rent ·
:. outakirta of the cl~. areas Dl&Ql as
.:__1.

~
, ;:
_. •!•,
j,,•

• ~_..., - ~el of service ia a e l f ~ or ~ lair .

• _a ..,'pricee off - Factory·outlet.I sell
.: iM) .7() J)81'Cent leu than t.o .
. .
. • goods ~t JJll')CeS. up t.o
profita. · cus ~ retail prices._and still ~
r
,
/~i~~ opul~r
· .
~~~~:~-::~·;-;=-- Bas;csofRetsH;ng -
popular in footwear and apparel i~d:st:;ese store~ a,r:e very
Ex.s.mpl~s of su~ branded factory . stores . i ' .. . . . ..
o--bak. Nike, Adidas, Allen Solly Va . H n India: are . - Levi's,
.o--'"'
Mahipaipur . sou t hwest Delhi' is fin- eusen • C4rrtab'l
mark et 111 1 .
The
at rock bottom prices. . am?us fo.r branded apparel .

• · Sl.n8k Price Store11

As is d ear from name, these stores sell a1J theu-
· . lated
· le .4ix
at one smg ·
. pnce. · unre
. .. products
Some features are as follows:
• Unrelated merchandise - · The~ .·_out~ets · sell ~lated
merchandise at a single fix price.
• Single fix price - All goods are sold at one fix price.
• Lower class customers ·- Customers. of such stores ~ .
generally from low income group. : · · . ·. · · · ·
• No service - The service level 'is ·absent.
• Low ambience - These stores· have a .very. low ambience~
• Popularity - Such stores . are·popular lll -low ~ ~mers.
Examples are : One dollar or · One pound st.ores, every item in
Rs. Fifty or like that. . .
10. Sin.Ile Une Specialty Merchandising Stores
These are very specific kind of stores which focus on one·branded
product only. ·
Special features are:
• .One type of merchandise - These stores concentrate on one
type of merchandise.
•• Special brand imagP. ....: .T hese st.ores· offer their product in a
manner· that makes ·the ;product special. Some-are very high
brand ;image like LV-Lo_ µis _Vuitt.on, ~eri~-1\rrister. ~ -
• High service level ··:...£ These ·.s_t.ores .provide high, level of
CQl)JlJ1ffler8' services. .I i · , •·• •

• Successful stra~es - Many ~ch st.ores are so ·sµccessful

1

that department sto~s ·have started to i'o~ow tbeir buying,

marketing and merchandise display strat.egies.
• ·Location - Generally they are -locat.ed in shopping m!:Ua., ·
• Popularity - Such stores are ·popular in their -~ • l target
CUstomers.

j
ng
··!!._etailing Stores :.:~qassifitld py Owners and _Mercha'!!!jsi_!}_q_Caf;_~t<?'.!e~ .. 6 . 13
ry
e: Future .,.:grow.th . - Industry experts predict growth in this
·. ~egmeat,,· partiru.Jarly _in home furnishings and home
s,
• improvement, and it seems to attract many of the best and
,e brightest in retail.
!
~l
I · Example ·· mdudes Crate & Barrel, the Body Shop, and Victoria's
i Secret and many more.
I
: ■ Conoluaion
..
\l
)
- · From posit.ioniug and operating perspectives, each ownership
[ format senres a marketplace niche and haB specific features. Retailers'
vision regardihg the size and nature of business, the level of control
•i
'.

I they wish to have, - the tax implications of

the different ownership .
I structures and level of e ~ profits will decide the seiection of any
specific store classified by owners.
J
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·.·.., . ·. :~Y=i
·~·• •·
,, .- a ' .. > .; .· .< ; .· . •;.c; ef''~ ~ ~'#{~~ ::.::
I ·•
Take Away
I
Stores Classified by Owners
Retail store may be independently owned, parts of a retail chain,
operated : as ·a · franchisee, leased departments; owned _by
manufacturers or wholesalers, consumers owned or co-operative
• society. A majority of .retail stores · in India can be classified on the
basis of ownerships.
1. Independent Stores - Nearby general store, chemist outlet,
bookshop, LPG Gas Agency and kiranawala etc
2. . Retail· c ·b ains ~ Food W~rld, Big Bazaar1 Subbiksba,
Shoppers'·.Stop_, ~est.side and IOC- convenience sto!'es etc
3. Franehiaees - · McDonalds, Pizza Hut, Arcbies Gallery,
NiruLl's, Subway, Holiday Inn, Vimals etc.
4. Connmer : Cooperati'~e• · - : Super Bazaar. CSD canteen
(Discount st;ore for . .defen~ personnel), Kendriya ·Bhandar,
. Apna Bazar, Sabkari Bhan~ar, Moth~ Dairy and .~A.FED-
. 5. Leuecl Departments or Shops- in- Sbopa - Timex Watches
of
Lt.cl._, the Indian subsidiary the us based wa~ company.

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