11_chapter 1_2.pdf - Chapter 1: Introduction: Concept of...

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Chapter1:Introduction:ConceptofRetail,OrganizedandUnorganizedRetailFormatsandConsumerBehaviorinRetail1.1IntroductiontotheConcept-Retail1.2RetailConceptualizationasanIndustry-PhasesofEvolution1.3ConceptofOrganizedRetailandUnorganizedRetail1.4ConceptofRetailConsumer,ConsumerBehaviorinRetailandConsumerpreferences1.5VitalRoleofConsumersinRetailBusiness1.6LinkagebetweenConsumer BehaviorandIndianRetail
IntroductionChapter1CHAPTERONEINTRODUCTIONRetailingasanactivitycanbetracedbacktothetimeswhenhumanbeingsstoppedproducingalltheir requirementsbythemselvesandtradingcameintoexistence.OriginofwordRetail:ThewordretailisderivedfromtheFrenchwordRetaillier,whichmeanstocutofapieceortobreakbulk.Thereforearetailermaybedefinedasadealerortraderwhosellsgoodsinsmallquantities.Insimpletermsthismeansafirsthandtransactionwiththeconsumer.Retailingthusmightbeunderstoodasthefinalstepinthedistributionofmerchandiseforconsumptionbytheendconsumers.Itconsistsofallactivitiesinvolvedinthemarketingofgoodsandservicesdirectlytotheconsumersfortheirpersonal,familyorhouseholduse.Retailinginvolvesadirectinterfacewiththeconsumerandthecoordinationofbusinessactivitiesfromendtoend-rightfromtheconceptordesignstageofaproductoroffering,toitsdeliveryandpost-deliveryservicetotheconsumer.RetailingformsanintegralpartoftheMarketingMix.InRetailMarketingMixPlacereferstothedistributionandavailabilityoftheproductsatthevariouslocations.Consumersarefirstintroducedtotheproductthroughtheretailstores.Organizationsselltheirproductsandservicesthroughthesestoresandalsosimultaneouslygetafeedbackontheperformanceoftheproductandtheconsumersexpectationsfromtheproduct.Retailstoresalsoserveasthecommunicationhuboftheconsumer.
IntroductionChapter1Retailisthefinalstageofanyeconomicactivity.Byvirtueofthisfact,retailhasoccupiedanimportantplaceintheworldofeconomy.Theretailtransactionisattheendofthesupplychain.Manufacturersselllargequantitiesofproductstoretailers,andretailersattempttosellthosesamequantitiesofproductstoconsumers.Itisalsoknownasretailing,retailsale,retailtransaction,retailbusiness,retailtrade,retailindustry.AccordingtoPhilipkotler,Retailingincludesalltheactivitiesinvolvedinsellinggoodsorservicestothefinalconsumersforpersonal,non-businessuse.Aretailerorretailstoreisanybusinessenterprisewhosesalevolumecomesprimarilyfromretailing.AccordingtoNorthAmericanIndustryClassificationSystem(NAICS),theretailtradesectorcomprisesestablishmentsprimarilyengagedinretailingmerchandiseandrenderingservicesincidentalto thesaleofmerchandise.

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Term
Fall
Professor
devlina
Tags
Human Resource Management, Consumer, Shopping mall

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