INSTITUTE - USB

DEPARTMENT - BBA
Bachelor of Business Administration
Retail Management
21BAT-374

Retail Consumer DISCOVER . LEARN .

EMPOWER 1
 Introduction to Retail
Management
CO1 To describe the concepts, functions, types and importance of Retail
Industry in India.

CO2 To interpret and analyze the requirements of Store Design and Visual
Merchandising in Retail Stores.

CO3 To classify the factors influencing the Retail consumer, consumer behavior
and decision making process

CO4 To evaluate Merchandise Management through retail operation and pricing

http://p2plogistics.co.uk/

CO5 To formulate Customer Relationship strategies by Personalization, Special

Treatment Benefits, Communication Benefits, Rewards and Loyalty
Programs

2
Understanding the retail Customer
To be able to satisfy the
customer, it is necessary to
understand them, their needs
and how they respond to
various marketing efforts done
by the retail organisation.
Factors influencing the retail shopper
• Understanding the reason for consumers choosing a store is important for the retailer
The factors which influence the decision making process are:
• Range of Merchandise
The range of merchandise is perhaps the most important reason for customers to patronise a
particular outlet.
The initial curiosity of the store may draw a consumer to a retail store,but converting him into a
buyer and retaining him over a period of time is largely dependent on the quality and range of
merchandise.
• Convenience of shopping at a particular outlet
The element of convenience is fast gaining prominence in the world of organised retail.
This is especially true in case of items like grocery/fruits and chemists.
For Example: While buying medicines, most patients would prefer to buy from the chemist near
the doctor’s clinic or near the hospital.
Factors influencing the retail shopper
• Socio –Economic Factors
The life expectancy has been increased.
Literacy rate has improved over the years.
Basic amenities like drinking water and electricity are also likely to be commonly
available.
With the basic necessities being taken care of, there is a good chance that the demand
for other products and services may increase.
• The stage of the family
The stage of the family life cycle the customer belong to ,also largely influences his
needs.
The retailer needs to be clear about the target market that he is catering to, as he
cannot sell everything to everybody.
Factors influencing the retail shopper
• Time to travel
The time required to reach a particular retail location is again fast
becoming critical.
This is especially true in case of Metros like Mumbai, where the travel
time is high.
This has resulted in many local areas developing in terms of shopping
to facilitate buying.
ASSESSMENT PATTERN
Theory

Components Continuous Internal Assessment (CAE) Semester End Examination (SEE)

Marks 40 60

Total Marks 100

Sr. No. Type of Assessment Weightage of actual conduct

1 Assignment 10 per assignment

2 Exam 20 per MST

3 Quiz/Test 4 each quiz

4 Surprise Test 12 each test

5 Attendance and class performance 2

7
APPLICATIONS
• Concept of Retail Management

• Concept and importance of retail layouts and retail design

• Importance and scope of retailing

• Understanding of various formats of retail management

8
 References
1. Levy and Weitz, Retailing Management, 6th Edition Tata McGraw Hill
2. Bajaj, Tuli, Srivastava “Retail Management” 2nd Edition Oxford University Press
3. Gibson “Retail Management “4th Edition Jaico Publication House
4. Dunne Patrick M, Lusch Robert F, Griffith David A, Retailing, (5th Ed.), Thomson
South Western.
5. https://www.creativedisplaysnow.com/types-retail-store-layouts/#what-is-retail-
layout
6.https://www.indeed.com/career-advice/finding-a-job/what-is-visual-
merchandising

9
THANK YOU