Retail Management — DU B.Com. (Hons.) Previous Year Question Papers

Type of the Paper : VIll Instruction for Candidates (b) Discuss the Retail Accordion Theory. Illustrate with relevant examples from the Indian retail context. (c) Examine the growth of organized retailing in India. What are the major drivers and barriers to its expansion in tier-2 and tier-3 cities? (a) What is retail market segmentation? Discuss the different bases of segmentation used by retailers and explain how it helps in targeting and positioning. (c) Discuss the role of atmospherics and store design in influencing consumer behavior and creating a distinctive retail experience. (d) Examine the significance of category management in retail. How does it help retailers optimize shelf space, improve product assortment, and enhance profitability? 3x6 (a) Merchandise planning and open-to-buy budgeting in retail (b) Retail communication mix and advertising strategies (c) Shrinkage, shoplifting, and retail security management (d) Customer service standards and service quality in retailing (e) Role of private label brands in modern retailing (a) Analyse the recruitment, training, and performance appraisal processes in retail organizations. How do these practices contribute to building an effective retail workforce? (b) Discuss the significance of sales staff motivation and compensation systems in retailing. Examine the different incentive structures used to enhance employee performance. (c) What is retail analytics? Explain how data-driven decision-making through CRM systems can help retailers improve customer retention and personalize the shopping experience. Q5 Case Study FreshMart is a supermarket chain operating across major Indian cities, with 25 stores in metro and tier- 1 locations. It offers fresh produce, packaged food, personal care products, and household essentials. FreshMart positions itself as a value-for-money retailer targeting middle-income urban families. and quick-commerce platforms. While the company maintains a loyalty programme with over two Over the past 18 months, FreshMart has been losing market share to both organized grocery retailers lakh registered members, fewer than 20% actively redeem rewards, and the programme has failed to drive repeat purchases meaningfully. Store-level challenges include inconsistent product availability, particularly for fresh produce, where issue, affecting product quality and customer satisfaction. wastage levels are high due to poor demand forecasting. Cold chain management has been a persistent Fresh Mart's pricing strategy relies on weekly newspaper inserts and end-of-aisle promotions, with limited use of digital marketing. The company has recently launched a mobile app, but app adoption is slow. Competitor chains have been leveraging personalized push notifications, dynamic pricing, and click-and-collect services to attract tech-savvy consumers.