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1. Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
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or
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ASSIGNMENT
Course Code : MS - 612
Course Title :
Retail Management
Assignment Code :
MS-612/TMA/SEM - II/2014
Coverage : All Blocks
Note : Attempt all the questions and submit this assignment on or before 31st October, 2014 to the
coordinator of your study centre.
Q. 1. (a) What do you understand by the term Retailing? Discuss the scope and challenges of Retail
Business in an emerging economy like India.
(b) Explain briefly the various retail formats in India with the merits and demerits associated with
each of them.
Answer:(a)Term Retailing: The term retailing applies not only to the selling of tangible products like
loaves of bread or pairs of shoes, but also to the selling of service products. Companies who provide
meals, haircuts and aromatherapy sessions are all essentially retailers, as they sell to the final consumer,
and yet customers do not take goods away from these retailers in a carrier bag. The consumption of the
service offering coincides with the retailing activity itself.

2. Retailing is a distribution channel function, where one organi sation buys products from supplying firms
or manufactures products themselves, and then sells these directly to consumers.
Scope and challenges of Retail Business in an emerging economy like India
The retail industry in India is highly fragmented and unorganised. Earlier on retailing in India was mostly
done through family-owned small stores with limited merchandise, popularly known as kirana or mom-and-
pop stores. In those times, food and grocery were shopped from clusters of open kiosks and stalls
called mandis. There were also occasional fairs and festivals where people went to shop. In the
twentieth century, infusion of western
Q. 2. (a) Outline the importance of Service retailing and explain what needs to be done to explain and
exploit the full potential India.
(b) Discuss the significant issues pertaining to locational decisions in the Indian context with two
suitable examples of your choice where location of the outlet has played a key role in the success of
the business.
Answer:(a)Firms which offer large range of goods, provide advice and the required information is called
Service Retailing. In retail environments, the atmosphere communicates to consumers through
non‐verbal channels, impacting on their beliefs about a product, a service or the way in which a service
is provided. The current paper explores the bar environment, and the use of atmospherics by managers
as well as responses to atmosphere by consumers.
Service Retailing refers to all the transactions which involve sale of goods or services to the ultimate
consumers. A retailer is a middleman who procures goods from the wholesalers and sell it to the final
consumers. They form a vital link in the channel of
(b)Units concerning both manufacturing as well as the assembling of the products are on a very large
scale affected by the decisions involving the location of the plant. Location of the plant itself becomes a
very important factor concerning service facilities, as the plant location decisions are strategic and long-term
in nature.
Plant location decisions need detailed analysis because:

3. 1. Wrong plant location generally affects cost parameters i.e. poor location can act as a continuous
stimulus of higher cost. Marketing, transportation, quality, customer satisfaction are some of the other
factors which are greatly influenced by the plant location decisions – hence these decisions require in-depth
analysis.
2. Once a plant is set up at a location which is not much suitable, it is a very disturbing as well as very
expensive process to shift works of a company to some other place, as it would largely affect the cycle of
production.
Q. 3. (a) “Merchandise Sourcing is at the core of every retail business”. Elaborate the abovestatement
and outline the importance of sourcing activity as a strategic functions in relation to also retail
functions.
(b) What is the role and relevance of atmospherics in Retail Business? Discuss the keycomponents of
retail atmospherics.
Answer:(a) Merchandising is an activity of promoting the sale of goods at retail. Merchandising
activities may include display techniques, free samples, on-the-spot demonstration, pricing, shelf
talkers, special offers, and other point-of-sale methods. According to American Marketing Association,
merchandising encompasses "planning involved in marketing the right merchandise or service at the
right place, at the right time, in the right quantities, and at the right price."
Strategic sourcing is a supply management tool that delivers significant cost reductions and other
benefits. More specifically, it's a periodic event that includes the identification and selection of initial
commercial arrangements with a selected supplier
(b) Retail atmospherics involves all details of a store's physical environment and the effects on
customers. You want shoppers to feel comfortable browsing your store and for the environment to be
conducive to making a purchase. An analysis of retail atmospherics can point the way to identifying your
store's best physical features and areas that could use improvement.
Retail Atmospherics is a term used to describe the manipulation of elements such as colour, light levels,
sound, scents and design within your store to influence the buying habits of your customers. The
atmospherics of any store can establish positive feelings of excitement, curiosity, and comfort.
Atmospheric changes to a stores environment will influence the customers mood or feeling for that
retailer. Atmospherics is used to create environments

4. Q. 4. (a) Discuss the concept of relationship marketing. Outline the key aspects of emphasis forloyalty
programme with a suitable example of your choice.
(b) What are the major reasons for the growth of non-store retailing in India. Discuss.
Answer: (a) Relationship marketing is changing the way marketers use traditional media channels to
build brand image and awareness. Marketers are not just re-allocating ad budget between existing
media products, they are taking advantage of whole new set of media choices. The aim is to build
relationship instead of a one-time sale, which is termed as a transaction.Relationship marketing is
designed to develop strong connections with customers by providing them with information directly
suited to their needs and interests and by promoting open communication. This approach often results
in increased word-of-mouth activity, repeat business and a willingness on the customer’s part to provide
information to the organization.
(b) Nonstore retailing is a form of retailing in which sales are made to consumers without using physical
stores. The non-store retailers are known by medium they use to communicate with their customers,
such as direct marketing, direct selling and vending machines or e-tailing. Non store retailing is
patronised to time conscious consumers and consumers who can't easily go to stores, or compulsive
buyers. Most non-store retailers offer consumers the convenience of buying 24 hours a day seven days a
week and delivery at location and time of their
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
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or
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(Prefer mailing. Call in emergency