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RETAIL SHOPPERS ’ BEHAVIOUR

 TOPIC: RETAIL SHOPPERS ’ BEHAVIOUR

COURSE DURATION: 2 MONTHS

TOTAL NUMBER OF HOURS: 60 HRS.

OBJECTIVES OF THE COURSE: The students opting for this course should preferably have an inclination towards marketing. However any student having a flair for selling or interest in understanding behaviour of consumers, in particular retail shoppers can opt for this course. It briefly outlines the nuances of retail sector in India, types and formats of retail currently popular in India. Factors that influence and shape the psyche, attitudes, perception, motivation and finally the behaviour of a shopper when he/she enters a retail store. This course will equip the student in understanding the differences among various types of shoppers and develop technical skills to handle them.

Table of Contents

S. No. CHAPTER DETAILS
1 Introduction to Retail
2 Introduction to Shoppers ’ behaviour
3 Environmental factors influencing buying behaviour
4 Personal factors influencing buying behaviour
5 Types of retail shoppers
6 Role of retapil sales erson
7 Role of Visual merchandising in attracting shoppers
8 Online shoppers ’ behaviour
9 Case Studies

ASSESMENT CRITERIA: After completion of the program students are awarded certificate after clearing an MCQ based examination (online).

EXAMINATION PATTERN: The exam will be of 50 marks 1.5 hrs duration and there will be three levels of questions: a) 0.5 marks- 20 questions, b) 1 marks- 20 questions, c) 2 marks-10 marks. Two written assignments each carrying 25 marks will be submitted online by the students. Assignment 1 will carry questions from first four units and Assignment 2 will carry questions from remaining four units. The student will be given a score out of 100 (50 marks exam & 50 marks assignment).

IMPORTANT DATES: Ist Assignment to be submitted after completion of first four units i.e after one month. IInd assignment to be submitted after completion of last four units i.e. After IInd month. Exam will be conducted 15 days after course completion.