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1. Dear students get fully solved assignments
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ASSIGNMENT
Course Code : MS - 612
Course Title : Retail Management
Assignment Code : MS-612/TMA/SEM - II/2015
Coverage : All Blocks
Note : Attempt all the questions and submit this assignment on or before 31st October, 2015 to
the coordinator of your study centre.
Q. 1. a) Distinguish a retailer from retail business in the Indian context. Explain why the
neighborhood small retailers still continue to be favored by the customer.
Answer:RetailinginIndiaisone of the pillarsof itseconomyandaccounts for about 22 percent of its
GDP. The Indian retail market is estimated to be US$ 500 billion and one of the top five retail
markets in the world by economic value. India is one of the fastest growing retail markets in the
world, with 1.2 billion people. As of 2013, India's retailing industry was essentially owner manned
small shops. In 2010, larger format convenience stores and supermarkets accounted for about 4
percent of the industry, and these were present only in large urban centers. India's retail and
logistics industry employs about 40 million Indians (3.3% of Indian population).
b) Discuss the major factors which lead to unprecedented growth of retailing in the Indian
scenario.
Answer:The retail real estate sectorisa significantcontributortoIndia’seconomicactivity.Thougha
quantitative measurement of the retail sector is difficult to derive through the Government
statistics, the trade, hotels and restaurant sectors come close to giving an estimate of its
contribution.
That component,inwhichretail (bothorganisedandunorganised) isthe dominantactivity,accounts
for around 18% of India’s GDP. Within the services
Q. 2. a) Distinguish traditional retail formats from modern retail formats with suitable
illustrations.

2. Answer:Retailing as a concept is not new in India. In fact, it Dates back to the period of hard-core
traditional formats of retailing that prevailed in the form of Haats, Shandis, Painth, Weekly Bazaar
and the famous kirana or BaniyakiDukan.It is only during recent past that Indian retail sector is
witnessingaProcessof Change and ispoisedtoundergodynamic Transformation. RPG group forays
intoorganizedretailingwithnewandimprovedformats.India is now developing into a retail power
where both organized and unorganized retail sector compete with each other.
b) What do you understand by the term “Atmospherics” in retail business? What are the key
components of atmospherics that retailer should consider for increased foot falls.
Answer:Retail atmosphericsinvolvesall detailsof astore's physical environment and the effects on
customers.Youwant shopperstofeel 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.
Features: The number of features in an analysis
Q. 3. a) Critically evaluate the significance of Locational Decisions in retail business . What are the
factors that the following retail businesses should consider before finalizing the site for their
respective store.
i) chain of chemist stores
ii) leading two wheeler motorcycle dealership
iii) private brand grocery retailer
Answer:Locationisthe mostimportantingredientforanybusinessthatreliesoncustomers.Itisalso
one of the most difficult to plan for completely. Location decisions can be complex, costs can be
quite high, there is often little flexibility once a location has been chosen and the attributes of
location have a strong impact on a retailer’s overall strategy. In India, most retailers prefer to own
the property rather than avail of the desired
b) Define Merchandizing. Discuss the major objectives of merchandising in retail business and
elaborate on the role and responsibilities of a merchandizing Manager in achieving the firms
merchandise objectives.
Answer:In the broadest sense, merchandising is any practice which contributes to the sale of
products to a retail consumer. At a retail in-store level, merchandising refers to the variety of
productsavailable forsale andthe displayof those productsinsucha way that it stimulates interest
and enticescustomerstomake apurchase. In retail commerce,visual displaymerchandising means
merchandise sales using product design, selection, packaging, pricing, and display that stimulates
consumers to spend more. This includes disciplines and discounting, physical presentation of
products and displays, and the decisions about

3. Q. 4. a) Discuss and distinguish transactional marketing from relationship marketing with suitable
examples. Taking any retail business of your choice suggest ways to establish customer loyalty.
Answer:While all marketingfocusesongainingclientsandincreasingprofits,relationship marketing
and transactional marketingtake differentviewsof the role of the client.The transactional approach
viewsthe clientsolelyasavehicle forsales,while relationship marketing establishes a relationship
with the person behind the sale.
Transactional Marketing: Transactional marketing is
b) What are the major growth drivers of Non-Store retail business in India? Discuss the challenges
for their sustenance.
Answer:Retailing is a distribution channel function, where one organisation buys products from
supplying firms or manufactures products themselves, and then sells these directly to consumers.
In majority of retail situations, the organisation, from whom a consumer buys, is a reseller of
products obtained from others, and not the product manufacturer. However, some manufacturers
do operate their own retail outlets in a corporate channel arrangement.
Dear students get fully solved assignments
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