Attempt all the questions.
Section-A
Question1) Explain atmospherics and its significance in retail marketing mix?
Question2) Write a detailed note on customer psychology of the Indian consumer, with special reference to housewives who are key decision makers for daily items at home?
Question3) Describe why retail design is the strategic issue for organizations operating in mature retail markets.
Question4) What is visual merchandising? How could it be used by the retailer to differentiate the retail offer?
Section-B
Case Study
Women in India Trust Print Media
Magazine and newspaper advertisements carry the most amount of influence for female consumers in India, according to results from latest research `What Women Want’ by Images. Of the 891working women covered in the study, 62.6% said they were influenced by ads in print media that they often viewed as more trustworthy when compared to other media. 13.1% said print ads influenced them, and only 22.2% thought they were never influenced. Results from extensive survey can have far reaching impact on the market presently opening up to foreign direct investment from publishers. Point of purchase (PoP) ads were said to be next biggest influence, with 26.3% of India’s female workforce citing them as influential and 8.1% saying they were often influenced. Electronic media was considered to be next most influential followed by outdoor advertising. Surprisingly, TV was said to have the least influence, with more than 60% of respondents saying they never took any notice of broadcast commercials.
Case Question
Question1) “Women being the most important consumer, in Indian market on which organized retail is banking a lot for its success, prefer print media as compared to any other media of advertising.” Could print media be successful for every kind of product, as product nature demand media to be selected. Express your views how retailers must carefully select the media of advertising.