Retail Management

Paper Code: 
ABF 502
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

With retail sector already gaining grounds, this course has been introduced to fill in for the opportunities available in the retail sector by imparting the empirical knowledge of the functioning of retail formats.

9.00
Unit I: 
Introduction to Retail Management

Introduction to Retail Management:

Retailing: Meaning, Retail format, types of retailers (store, non-store retailing), Indian retailing scenario, Functions performed by retailers.

9.00
Unit II: 
Retail Consumer behavior and communication mix

Retail Consumer behavior and communication mix

Types of buying decisions, Retail buying process, Factors influencing retail buying decisions.

Retail communication mix: Meaning, methods, Retail communication process.

9.00
Unit III: 
Retailing strategy

Retailing strategy:

Definition, strategic retail planning process

Financial strategy: Strategic profit model

Location & site analysis: Types of retail locations, factors affecting Trade area demand, factors affecting attractiveness of a site.

9.00
Unit IV: 
Retail operations

Retail operations:

Supply chain management: Meaning, process, importance, retail logistics.

Customer Relationship Management: Meaning, Importance, Customer Relationship Management process (customer data collection, data analysis, target customer identification, Development of Customer Relationship Management program implementation)

Retail Pricing: Pricing strategies (Every Day Low Price, High Low Price), Price adjustments (Mark downs, coupons, Rebates, Price bundling, multiple-unit pricing, variable pricing, online pricing)

9.00
Unit V: 
Store management

Store management

Functions of store manager

Layout and Visual merchandising: Types of store layout designs, planograms, Merchandise presentation techniques.

Customer service: Importance, SERVQUAL gaps model.

Essential Readings: 

Levy, Michael and Weitz, Barton A., Retailing Management, Tata McGraw-Hill Publishing Company Ltd., New Delhi, 2003
Vedamani, Gibson G., Retail Management, Jaico Publishing House, Mumbai
Pradhan, Swapna, Retailing Management: Text and Cases, Tata McGraw-Hill Publishing Company, New Delhi, 2nd ed.

References: 

Dunne & Lusch, Retailing, South-Western Educational Publishing, 2004, 5th Edition
Retail Management, ICFAI Centre forManagement Research, Hyderabad, May, 2003.

Academic Year: 
2017-2018
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