SHRI RAMSWAROOP MEMORIAL UNIVERSITY

PROBLEM SET – IV
Session : 2019-20 (Even Semester) Semester : VI
Course : BBA/B.Com (H) Subject Code : BMG 6001-MK
Branch : Management Subject Name : Retailing
Group : 61,62,63,64 Name of Faculty Member :Dr. Mohit Verma
Unit : IV Topic Covered : Customer Buying
Decision Process

1. Who is a ‘Consumer’? Why consumer is important to a retailer?

2. List down the factors that affect the buying behavior of a retail shopper.
3. What is the consumer buying process? Does this process vary for convenience
products and for high priced, high involvement products?
4. How has the Indian consumer changed in the past two decades? Discuss the
challenges that the new consumer poses for the retailer.
5. What do you meant by ‘Retail Price’? Discuss the various factors affecting retail
pricing.
6. Why do some retailers opt for markdowns only at the end of the season? Discuss.
7. What do you understand by the term ‘Retail Image’? Does a good retail image
necessarily mean a strong Brand Value? Explain.
8. What is the significance of Branding in retail? Give Indian examples to support
your answer.
9. Is the concept of Integrated Marketing Communication (IMC) relevant to a
retailer? Explain in detail.
10. Identify and explain some of the innovations in the use of IT that the retail
industry has pioneered.
Supplementary Questions:

1. Discuss the applicability of some of the newer applications of IT such as ‘RFID’ in the
Indian retail market place.

2. Explain the components of Retail Communication Mix. How would the

communication mix vary for a supermarket and for a department store?
TEXT BOOKS:
T1. Burmans, Evans & Mathur, Retail Management: A Strategic Approach, Pearson 11th Edition
T2. Srinivasan & Singh, Mall Management: Operating in the Indian Retail Space, Tata McGraw Hill
(2012)

REFERENCE BOOKS:
R1. Swapna Pradhan, Retail Management: Text & Cases, McGraw Hill (2012) 4th Edition
R2. Srinivasan Singh, Strategic Retail Management, Dreamtech 1st Edition
R3. Gilbert, Retail Marketing Management, Pearson 2006
R4. Abhijit Das, Mall Management with Case Studies, Taxmann Publicaiton

(Signature of the Faculty Member with date )

(Signature of the Dean with date )