LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

KP 31

B.Com. DEGREE EXAMINATION – COMMERCE

SIXTH SEMESTER – April 2009

CO 6603 – RETAIL MARKETING

 

 

 

Date & Time: 25/04/2009 / 9:00 – 12:00       Dept. No.                                                       Max. : 100 Marks

 

 

SECTION – A

Answer ALL the questions.                                                                                    (10×2=20)

 

1. What is ‘retail business’?
2. Give the meaning of merchandise management.
3. Mention any two benefits of online retailing.
4. Who form the ‘reference group’?
5. What is an ‘impulse purchase’?
6. State any four popular retail business outlets in Chennai.
7. What is a ‘Merchandise Kiosk’?
8. State the meaning of a ‘service gap’.
9. Who is a mystery shopper?
10. Distinguish between brand loyalty and story loyalty.

 

 

SECTION – B

Answer any FIVE questions.                                                                                                    (5×8=40)

 

11. Explain the various types of retailers.
12. What are the factors essential for building store loyalty among customers?
13. Discuss the different stages in buying decision process.
14. Discuss the uses of technology in the growth of retailing.
15. Enumerate the factors that influence retailer’s choice of location.
16. How can visual merchandising be used to influence customer behaviour?
17. Explain the factors that affect retail pricing.
18. Write a note on GAPS model.

 

SECTION – C

Answer any TWO questions.                                                                                    (2×20=40)

 

19. What are the challenges faced by retailers in India? Suggest measures to overcome them.
20. How do customers assess the quality of service in a retail organization? Highlight the characteristics of retail organizations offering good service quality.
21. Explain in detail the pricing strategies available for a retailer.

 

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