INSTITUTE - USB

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

Introduction to Retail management 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

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Retailing
According to
William J Stantons, “
A Retailer or Retail
store is a business
enterprise which
sells primarily to
the ultimate
consumers for non • https://www.123rf.com/photo_6181731_word-cloud-concept-illustrat
ion-of-retailing-retail.html
business use.”

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 Retailing
• The meaning of retailing is to sell goods from a fixed location such as from departmental stores.
Goods are sold to consumers in small portions so that consumers can consume them
• According to Cundiff and Still, “Retailing consist of those activities involved in the selling directly to
ultimate consumers. ”
• According to Mc. Carthy. “ Retailing is selling to final consumer products to households.”
• Retailing may be understood as the final step in the distribution of merchandise for consumption
by the end consumers.
• Retailing is responsible for matching final consumer demand with supplies of different marketers.
• Retailing is high intensity competition industry, The reasons for its popularity lie in its ability to
provide easier access to variety of products, freedom of choice and many services to consumers.
• The Indian retail is dotted by traditionally market place called bazaars or haats comprises of
numerous small and large shops, selling different or similar merchandise

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 Importance of retailing
• Services to Wholesalers and Producers.
• Advertisement of new products.
• Arrangement to sell the goods.
• Information about consumer habits, tastes and needs.
• Sharing of Risks.
• Services to consumers.
• Selection.
• Variety of goods.
• Demand creation.
• Distribution.
• Credit Facility.

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 Functions of Retailing
• Sorting
• Breaking Bulk
• Holding Stock
• Additional Services
• Channel of Communication
• Transport and Advertising Functions

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 Formats of Retailing
• Department Stores: A departmental store may be described as a large retail organisation having number of
departments in the same building under centralised control.
• Super Markets: Sale-service stores that sell a wide range of food as well as non-food products.
supermarkets have at least four basic departments such as self-service grocery, dairy produce,
meat, and household department
• Chain Stores or Multiple Shops: A chain store consists of four or more stores sell the same kind
of merchandises and are owned and managed by a single owner. The supplies are stocked in chain
stores are provided by one or more warehouses owned by the chain store owner.
• Discount Houses: It is a type of retail format which operates at low cost and almost no
customer’s service.

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• Direct Selling: Direct selling is when customer and seller have direct contact with each other
away from the store. direct selling is also referred to as home selling.
• Telemarketing: Telemarketing is also known as telephone selling. In telemarketing, a salesperson
initiates a sale over the phone to a prospect and close it over the phone only. It consists of cold
canvassing from a phone directory.
• Online Retailing: Online retailing is when a firm offers products on their website and people and
organizations from this company. In this way, both entities engage in the online transaction also
known as internet marketing or electronic transactions.
• Automatic Vending: The idea behind selling through automatic vending is to provide convenient
purchase. Products from well-known brands and those have great turn-over are usually sold
through automatic vending machines. Most of the selling from automatic vending comes from “4
Cs”: Coffee, Cold Drinks, Cigarettes, and candies. A vending machine is an appropriate way to
expand business by reaching customers to such locations where there are no stores nearby or
when they can’t come to a store.
• Direct Marketing: Direct marketing consists of all Non-store retail formats except telemarketing,
direct selling, online retailing, and automatic vending. Direct marketing is a way of contacting
customers through broadcasting or print media.
• Franchising: In this retail format, a businessman who owns the business (known as a franchise)
and a company who offers business (known as franchiser). A businessman can use the name of
already well-established business’s name to run their business under a certain condition set up
franchiser.

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• Mom and Pop stores: Mom and Pop stores are types of retail format which is a small,
independent, family-owned business. This type of stores usually faces tough competition from big
well-established businesses who can lure customers to buy more with their heavy advertising and
marketing methods. Mom and Pop stores can be different types of establishments such as
bookstores, restaurants, insurance agencies, and automotive repair shops, etc. nowadays, mom
and pop businesses have a high scope of success because more and more people demand
personalized products and services.
• Specialty Stores: Specialty stores are small in size and they generally offer limited products
categories but provides a high level of service. (Drug stores)

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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

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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

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References
• Retail Management by Suja R. Nair.
• The Shopping Revolution: How Successful Retailers Win Customers in an Era of Endless Disruption by Barbara E. Kahn
• https://erply.com/what-is-retail/

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THANK YOU