Introduction:
Retailing consists of those business activities
involved in the sale of goods and services to consumers for their personal,
family or household use. It is the final stage in a channel of distribution,
which comprises all of the businesses and people involved in the physical movement
and transfer of ownership of goods and services from producer to consumer.
Retailing differs from marketing in the sense that it refers to only those activities,
which are related to marketing goods and/or services to final consumers for
personal, family or household use.
Whereas marketing, according to American Marketing Association, refers to ‘the
process of planning and executing the conception, pricing, promotion and distribution
of ideas, goods and services to create exchanges that satisfy individual and
organizational objectives.”
Organizational buyers purchase in order to perform a task or sell a product
effectively, efficiently and at a profit. They could be industrial buyers or
intermediary buyers. Industrial buyers are those who purchase goods and services
to be used in or to aid manufacturing process. Intermediary buyers are those
(i.e. wholesalers and retailers) who buy merchandise for resale. Retailers include
street vendors, local supermarkets, department stores, restaurants, hotels.
barbershops, airlines and even bike and car showrooms.
Still retailing may or may not involve the use of a physical location. Mail
and telephone orders, direct selling to consumers in their homes and offices
and vending machines - all fall within the preview of retailing.
In addition to it, retailing mayor may not involve a “retailer.’ Manufacturers,
importers, non-profit firms and wholesalers are acting as retailers when they
sell goods and/or services to final consumers.
Whatever the form of retailing, a retail marketing strategy defines the execution
of the marketing process and facilitation of customer satisfaction.
This retail marketing strategy involves selecting a retail target market (i.e.
the carefully/exactly identified group of final consumers that a retailer seeks
to satisfy) and then implementing the corresponding retail marketing mix (i.e.
a combination of product. price, promotion and distribution strategies that
will satisfy the retail target market).
The elements of the marketing mix encompass the facets shown in the table below.
The table depicts consumer service as the crux of the whole activity.
Number of Pages of Project Report: 82
Package Includes: Project Report
Project Format: Document (.doc)
Table of Contents of Project Report:
1. Introduction to Retailing
2. Importance to Retailing
3. Objectives of the Retailing
4. The Industry Structure
5. Industry Players
6. Drivers of the Industry
7. Environmental Analysis of Retail Industry
8. Guideline for Establishing a New Retail Business
9. Managing a Retail Store/Chain
10. Challenges Ahead for Retailing
11. Research Methodology
12. Finding of the Survey
13.Analysis of Data Collected
14 Shoppers Stop-Analysis Operation in India