This book has been brought out to make the students aware of the basic concepts of Retail Merchandising as well as the functional requirements and techniques of the subject. At the same time, this book is intended to be a comprehensive ready reckoner and a handy reference manual for practicing merchandisers as well.

For ease of study, each chapter has been made inclusive and self-contained. Duplications have been avoided for the sake of brevity and fluency of the text. However, students are advised to refer to other chapters, as and when required, for a better and clearer understanding of the subject.

The language has been kept simple and explanatory. Unnecessary research data and statistics have been avoided to make a user-friendly text aimed at a thorough and basic understanding of the subject. Efforts have been made to sustain interest and involvement of the readers. I hope this book will induce an urge of further exploration of the subject among the readers.