STUDY OF STUDENTS PERCEPTION TOWARDS WINDOW SHOPPING

MAJOR RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTERS IN BUSINESS ADMINISTRATION

Research Guide:

Submitted By:

Students Declaration
I Nitin Garg hereby declare that the Project Work titled A study of students perception towards window shopping, is the original work done by me and submitted to DAVV, Indore in partial fulfillment of requirements for the award of Master of Business Administration under the supervision of Dr. Gupta of Indore.

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Further I hereby declare that the work done by me can be used for academic purposes.

Roll No: 09160334

Date:

Signature of the Student

CERTIFICATE

This to certify that the report of the project submitted is the outcome of the project work entitled Study of Students Perception Towards Window Shopping carried out by Nitin
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Garg carried by under my guidance and supervision for the award of Degree in Master of Business Administration of Devi Ahilya Vishwavidhyalya Indore (MP). To the best of the my knowledge the report i) ii) Has duly been completed, Fulfils the requirement of the ordinance relating to the MBA degree of the University and iii) Is up to the desired standard for the purpose of which is submitted.

Dr. Gupta

ACKNOWLEDGEMENT

It gives me immense pleasure to acknowledge and thank all those who have given consistent guidance, advice and encouragement in our endeavor. I would also like to thank all those persons who have spent their valuable time to contribute the required information to me and
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gave me support while preparing this report.

I gratefully acknowledge our sincere gratitude to Dr. Gupta for his kind guidance and helpful suggestions in every stage of the preparation of this report.

TABLE OF CONTENTS Chapter-1: Abstract Chapter -2: Introduction

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Chapter-3: Aim and Objective Chapter -4: Theoretical Framework Chapter -5: Literature Review Chapter-6: Methodology Chapter-7: Analysis and Interpretation Chapter-8: Finding and Conclusions Chapter-9: Limitations Chapter-10: Bibliography

APPENDIX

LIST OF FIGURES AND TABLES

Serial. No 1

Title Table no. 1 & fig no.1.1

Page No. Page no.29

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2 3 4 5 6 7 8 9 10 11 12 13

Table no. 2 & fig no.1.2 Table no. 3 & fig no.1.3 Table no. 4 & fig no.1.4 Table no. 5 & fig no.1.5 Table no. 6 & fig no.1.6 Table no. 7 & fig no.1.7 Table no. 8 & fig no.1.8 Table no. 9 & fig no.1.9 Table no. 10 & fig no.1.2.1 Table no. 11 & fig no.1.2.2 Table no.12 & fig No. 1.2.3 Table no.12 & fig No. 1.2.3

Page no.30 Page no.31 Page no.32 Page no.33 Page no.34 Page no.35 Page no.36 Page no.37 Page no.38 Page no.39 Page no.40 Page no.41

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Chapter 1 ABSTRACT

Abstract

This research describes students perception towards window shopping; It has been primarily responsible, through its innovative practices.

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This paper draws various lessons that would be useful to cooperatives globally as well as firms that are interested in doing business in large emerging markets like India and China.

In this research efforts are put to understand the perception of students towards window shopping. In this report, a brief review about retailing industry sector as a whole is given. Then the findings of the research that has been conducted is mentioned. Research methodology i.e., the sample unit, sample size, sampling region, sampling procedure is described. Then Analysis of data collected by Questionnaire is done. Then findings of the survey are stated. Then suggestions & recommendations regarding the topic is given. The study involved a survey in city of Indore in few colleges and coaching institutes. Various kinds of perceptions of students on window shopping is involved in this survey. All the respondents were students of undergraduate and post graduate level. The sample size for the survey is 100. The inputs were analyzed using Charts, graphs, pie charts etc to record perception and analyze the data.

This study lead to successfully find out students perception about Merchandising, Point of Sale, Lighting system

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Successfully find out differences in perception about Merchandising, Point of Sale, Lighting between male and female.

Successfully find out differences in perception about Merchandising, Point of Sale, and Lighting between UG and PG Students.

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Chapter 2 INTRODUCTION

B. Main Body 1. Introduction Perception:

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Perception is the process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment. However, what we perceive can be substantially different from objective reality. Perception is the process by which people select, organize, interpret and respond to information to the world around them. This information is gathered from the five senses- sight, hearing, touch, taste and smell. It represents the psychological process whereby people take information from the environment and make sense of their world. Perception can be defined as the process of receiving, selecting, organizing, interpreting, checking and reacting to sensory stimuli and data. Perception is an important mediating cognitive process through which persons make interpretations of the stimulus or situation they are faced with. Perception is the psychological process of creating an internal picture of the external picture. It is the way that we organize information about people and things, the attribution of properties to them on the basis of the information and the way we make cause/effect attributions about them. It is the process of interpreting what information our senses provide to us as to give meaning to the environment we are in. Perception, as described by Schermerhorn, Hunt, and Osborn (2000), is the process by which people select, organize, interpret, retrieve, and respond to information from the world around them). Perception allows people to formulate impressions about themselves and others. Many factors influence perception, and perceptual responses differ from person to person.

"Window shopping" is an activity that shoppers engage in by browsing shops with no intent to purchase, possibly just to pass the time between other activities, or to plan a later purchase. True window shopping is an activity that is never hurried. In order to receive the full benefit, it is important to pursue windows shopping at a leisurely pace. The typical window shopper is not concerned with how many window displays are observed or how much time is spent enjoying each of the displays. Instead, the focus is on enjoying the wares displayed in the windows, as

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well as making note of the way each shop owner chooses to display all the items included in the presentation. One of the greatest attractions of window shopping is that the activity does not cost anything. This means that anyone, regardless of current financial status, can go on

a window shopping expedition. The activity is generally considered to be safer, in that people on limited budgets are much less likely to make impulse buys if they remain outside the store. window shopping primarily involves observations leading to intelligent choices---selected topics on relationships, travel, beliefs, music, culture, home deals, science, books, TV programs, films and a lot more. The process involves walking through a shopping district or mall with the express purpose of looking at the window displays for each retail store in the area. People may choose to window shop as a way to pass the time, get ideas for displays that can be used at home, or to collect some inspiration for future gift giving. Retailers are sprucing up their store window displays in a bid to stand out from the crowd. Mall culture in India and especially in metro cities has grown with an incredible pace. Just a few years back, people had to make a choice among shopping, movies or hanging out on a holiday but thanks to our malls, all these jobs can be performed at the same time, under the same roof and that too with a wonderful experience. And it is basically the experience and not the intention that counts when it comes to malls. People find these malls to be the best place to shop or hang out in summer heat as they offer free entry to a completely air conditioned complex with good music playing all around and loads of window shopping opportunity which is appreciated by one and all.

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Chapter 3 AIMS & OBJECTIVES

Aim:
 To know the perception of students towards window shopping.

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Objective:

The main objectives of the study are:-

 To find out students perception about Merchandising, Point of Sale, Lighting system  To find out differences in perception about Merchandising, Point of Sale, Lighting between male and female.  To find out differences in perception about Merchandising, Point of Sale, Lighting between UG and PG Students.

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Chapter 4 THEORETICAL FRAMEWORK

Theoretical frame work Merchandising

Merchandising is the methods, practices, and operations used to promote and sustain certain categories of commercial activity. In the broadest sense, merchandising is any practice which contributes to the sale of products to a retail consumer. At a retail in-store level, merchandising
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refers to the variety of products available for sale and the display of those products in such a way that it stimulates interest and entices customers to make a purchase. In retail commerce, visual display merchandising means maximizing merchandise sales using product design, selection, packaging, pricing, and display that stimulates consumers to spend more. This includes disciplines in pricing and discounting, physical presentation of products and displays, and the decisions about which products should be presented to which customers at what time.

Point of sales
A point-of-sale display (POS) is a specialized form of sales promotion that is found near, on, or next to a checkout counter (the "point of sale"). They are intended to draw the customers' attention to products, which may be new products, or on special offer, and are also used to promote special events, e.g. seasonal or holiday-time sales. POS displays can include shelf edging, dummy packs, display packs, display stands, mobiles, posters, and banners. POS can also refer to systems used to record transactions between the customer and the commerce.

Lighting system
Lighting or illumination is the deliberate application of light to achieve some aesthetic or practical effect. Lighting includes use of both artificial light sources such as lamps and natural illumination of interiors from daylight. Day lighting (through windows, skylights, etc.) is often used as the main source of light during daytime in buildings given its high quality and low cost.

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Artificial lighting represents a major component of energy consumption, accounting for a significant part of all energy consumed worldwide. Artificial lighting is most commonly provided today by electric lights, but gas lighting, candles, or oil lamps were used in the past, and still are used in certain situations. Proper lighting can enhance task performance or aesthetics, while there can be energy wastage and adverse health effects of poorly designed lighting. Indoor lighting is a form of fixture or furnishing, and a key part of interior design. Lighting can also be an intrinsic component of landscaping.

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Chapter 5 LITERATURE REVIEW

Review of Related Literature Window Shopping: Fashioning a Scholarship of Interdisciplinary Teaching and Learning (Colleen M. Tremonte) [1] Tremonte proposes the practice of window shopping, systematically switching between various modes of inquiry to understand and evaluate evidence of student learning in interdisciplinary courses. Because interdisciplinary by nature is epistemologically flexible and often yields fluid
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subject matter content, it can complicate (and dissuade) scholars from undertaking SoTL(Scholarship of Interdisciplinary Teaching and Learning). This essay addresses this problem, particularly in respect to the issue of novice-stry. In addition, it offers window shopping as a practice that can support instructors grappling with what constitutes actual data of substantive interdisciplinary learning intimately connected to local contexts and pedagogic reasoning. Eventually the practice of window shopping gives way to the critical shopper: a scholar adapt and rehearsed in identifying, documenting and publically disseminating evidence of interdisciplinary learning and understanding across contexts. Before then, however, window shopping makes available to those of us who may feel constrained by our (inter)disciplinary expertiseand who fear novice-strythe means by which we can approach and undertake SoTL. Window shopping, thus, is not an act of cavalierly embracing multiple disciplinary or interdisciplinary methods in the study of practice; rather it is a practice for systematically.

Window shopping and browsing opportunities in cyberspace (Jennifer Rowley,) [2] Professor Rowley reviews in his article that the integral nature of browsing to the shopping experience and then explores the different types of browsing and searching that are supported in the online environment. Browsing contexts and episodes occur when consumers use browsers, URLs, search engines, menu categories and shopping bots to identify merchants and products. Browsing may be both intentional and unintentional, from the consumer's perspective, and controlled or uncontrolled, on the merchant's part. A matrix proposes four different categories of searching: partnership, consumer owned, merchant owned, and no-one's land

Interactive window shopping: enchantment in a rationalized world(Julie Marshall) [3]: In a world mediated by technology, interactive window shopping is the key keeping enchantment alive within cathedrals of consumption. Tower Records, Borders, and the Apple store all embody the magic, fantasy, and mystery found in traditional cathedrals of consumption but with the rise of technology and a more efficient means of consumption consumers are now more likely to visit treat these locations as an interactive advertisement a playground for adults. These cathedrals of consumption create enticing experiences that the consumer cannot resist. Tower Records
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symbolizes an oasis of consumption, and closely resembles a traditional location of consumption where the consumption of goods is expected. Tower Records expects people consumers to purchase their products however, technology creates new locations of consumption that are more efficient.

Shop til they drop- An insight into shopping basket abandonment (Karen Renaud & Tunde Cockshott) [4] Karen Renaud concluded that customers become more savvy online, navigating easily around a variety of online stores, it seems inevitable that all customers will eventually abandon. But abandonment rates should not be held as a primary indicator of an online stores success rate. Online retailers should be developing a deeper understanding of their customers motivations, creating methods of identifying them in order to implement tools and techniques specifically for their behavior model to dissuade abandonment. While the technology to target consumers with product choices is developing, online retailers should be looking at the psychology of shoppers rather than just relying on technology related to behavioral targeting. This should take the form of online user surveys, ethnographic observational research and the application of insights gained from traditional psychology. While window shoppers will remain a fact of life in the real and virtual world, its now more important than ever that online retailers focus on human psychology rather than analytics if they are to get their share of the online consumers wallet.

Segmenting Internet shoppers based on their web-usage-related lifestyle: a cross-cultural validation. (Brengman, Maggie Geuens, Bert Weijters, S. M. Smithand R. Swinyard )
[5]

Online surveys in the US and Belgium were conducted to cross-culturally validate the Internet shopper lifestyle scale (Smith and Swinyard, 2001). Special attention was devoted to sample, construct and measurement equivalence. In both countries, the same six basic dimensions were found to underlie the scale: Internet convenience, perceived self-inefficacy, Internet logistics, Internet distrust, Internet offer, and Internet window-shopping. Except from having the same basic meaning and structure in Belgium as in the US, the Web-usage-related-lifestyle scale also
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led to the same segments in both countries. Four online shopping segments (Tentative Shoppers, Suspicious Learners, Shopping Lovers and Business Users) and four online non shopping segments (Fearful Browsers, Positive Technology Muddlers, Negative Technology Muddlers and Adventurous Browsers) are profiled with regard to their Web-usage-related lifestyle, themes of Internet Usage, Internet attitude, psychographic and demographic characteristics

Considering Organizations Effectiveness in Business Plans: An Approach for Human Resources Performance Evaluation (Dimitrios Georgakellos) [6] According to Georgakellos, Turkish consumers who score on this factor enjoy shopping and perceive shopping as recreational activity. Window shopping is very common. In Turkey most stores are small and people enjoy doing window shopping. They might feel the pressure of overcrowding but at the same time enjoy shopping. In the challenging and rapidly changing economic environment, where firms and organizations are trying to gain a competitive advantage and to succeed in global markets, nothing is more important than planning and specifically developing a business plan. A business plan is an integral part of strategically managing businesses, helping them in building and sustaining competitive advantages. On the other hand, in many successful firms, the most valuable strategic advantages may not involve technology or marketing strategy, but may be directly linked to their human resource policies and practices. In other words, the role of all levels employees in organizations effectiveness is apparent. In this context, and since human resources issues is a very significant section in every business plan, the present work aims to provide an approach for the appraisal of human resources performance that could be deployed in business plans development. This approach, which is a relative one, has been developed according to the ranking principle, presenting the basic features of this kind of techniques: it is based on general factors with few specifics, an overall score is available, it is inexpensive to be developed and to be applied, while it is usually consistent.

According to Internet and Mobile Association of India (IAMAI)

" Window shoppers

demonstrate how widespread this phenomenon is: while 55% of the 3,099 respondents we surveyed had indeed bought something online, 45% visited online shopping sites without buying anything. It's only a matter of time before they begin to buy online following their online
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research. It's also an opportunity for online advertisers. The window shoppers enjoy shopping offline, but have spent as much time online as shoppers who have already purchased something via the Net. The extent to which cyber window shopping has become commonplace is clearly revealed by this report where more than 69% of consumers would like to shop online". According to Uma Avantsa (Business Writer), generally there are two types of consumers who visit malls focused buyers and impulse buyers. The time spent by focused buyers inside the mall is relatively lower as compared with impulse buyers who spend a lot of time window shopping. Malls which have entertainment zones and/ or promotional activities have larger foot falls and more percentage of impulse buyers.

A. Statement of the Problem

The key objective of the research study is to know what are the prospects which turns window shopping into real transaction. The behavior of students towards window shopping was analyzed with the help of three variables i.e. Merchandising, Point of Sale and Lightning System.

B. Purpose
The purpose of this study is to identify factors which help to turn window shopping purposeful into purchase of goods. The other thing which is important to know how window shopping can be beneficial for students. This research framework is helpful in providing insight into window shopping with students perception.

C. Statement of Hypothesis

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Ho: - There is no significant difference in perception towards merchandising between male and female students Ho: - There is no significant difference between perception about merchandising in male & female Ho: - There is no significant difference between perception about Point of sale in male & female Ho: - There is no significant difference between perception about lighting system in male & female. Ho: - There is no significant difference between perception about merchandising in UG and PG. Ho: - There is no significant difference between perception about Point of sale in UG and PG. Ho: - There is no significant difference between perception about lighting system in UG and PG.

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Chapter - 6 RESEARCH METHODOLOGY

3. Design of the Study

The Study
The research in common parlance refers to a search for knowledge. One can also define research as scientific and systematic search for pertinent information on a specific topic. In fact research is an art of scientific investigation. It is based on some given principles, method or concepts. It
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mainly involves collection, describing and analyzing the facts related to the study. As such there are various types of research viz: Descriptive vs. Analytical research Applied vs. Fundamental research Quantitative vs. Qualitative research Conceptual vs. Empirical research The study undertaken provides insights into and an understanding of students perception towards Window Shopping. The study will be mainly based upon the primary data collection.

The Design was descriptive in nature and an attempt was made to analyze how students perceive the Window Shopping. Also, in this research it was proposed to evaluate the students perception towards Window Shopping. Further, the research identified and study the factors which influences to buy products while Window Shopping. The questionnaire was designed to know the opinion of students towards Window Shopping. Finally it was lead to find out the prospects of turning window shopping into real transactions to meet the above mentioned objectives. Two variables X (Independent Variable) and Y (dependent Variable) were taken, where X Stands for Students (Male/Female, and UG/PG students) Y stands for perception about window shopping (Merchandising, Point of sale, lighting system)

The questionnaire was filled up by students of different institutes, coaching centers and the data was filled in excel sheet on different criterion and was analyzed using pie charts graphs etc

B Sources of Data
The responses were taken up by students of Indore in few colleges and coaching institutes. All the respondents were students of undergraduate and post graduate level. These responses were taken up by personally meeting them and convinced them to fill up the questionnaire made.

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Questionnaire consisting of scales on students and their perception towards merchandising, point of sale, lighting system variables was created for collecting the primary data to conduct this research. The respondents were asked to fill some necessary personal information also and the results will be obtained by using standardized likert scales for the measurement which have high reliability and validity.

C. Sampling Procedures
The focus group for this study was student of different colleges/coaching institutes from Indore region only. An effort was made in this research to analyze the perception of students on Window Shopping. The total sample size of this research was 200 from Indore region only.

The Sample Size:y The sample consists of 100 graduating students.

Sampling Technique  Sampling is the process of systematically selecting that which will be examined during the course of a study. Use of Convenience sampling will be done to select the Sample Units.

In convenience sampling, the selection of units from the population is based on easy availability and/or accessibility. It is a sampling method in which units are selected based on easy access/availability. The disadvantage of convenience sampling is that the units that are easiest to obtain may not be representative of the population. For example products on top of a box of parts may be a different quality from those at the bottom, people who are at home when the market researcher calls may not be representative of the entire population. It is also called as Accidental Sampling.

For achieving the objectives of study, survey was conducted. For survey, questionnaires were filled by the engineering students. It was selected as the mode of survey to make the study more meaningful & so that maximum information could be collected. The questionnaire was structured with open ended and close ended questions.

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Convenience sampling (sometimes known as grab or opportunity sampling) is a type of non probability sampling which involves the sample being drawn from that part of the population which is close to hand. That is, a sample population selected because it is readily available and convenient. It may be through meeting the person or including a person in the sample when one meets them or chosen by finding them through technological means such as the internet or through phone. The researcher using such a sample cannot scientifically make generalizations about the total population from this sample because it would not be representative enough.

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CHAPTER 7

ANALYSIS AND INTERPRETATION

GRADUATION STATUS RESPONSES

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UG PG

37 63

4. Analysis of data

Q.1:- I am UG Or PG? TABLE NO.1

No. of responses Fig. 1. 1

y y y y

Most of the respondents are falling in 18-28 years. Maximum number of youth visits malls. Sample was selected in a way that there were no respondents in above 30yrs category. Students were either pursuing their UG or PG / were just passed out.

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Q.2 :- I am MALE or FEMALE? TABLE . NO. 2

GENDER RESPONSES % RESPONSES MALE 67 67 % FEMALE 33 33%

No. of respondents Fig. 1. 2

y y y

Major portion of respondents are males. There were only 33 female respondents out of 100. So, results will be guided by this factor.

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Q. 3.:-How many times in a month you go to shopping mall??

Fig. 1. 3

TABLE . NO. 3
No. of visits to mall RESPONSES % RESPONSES ONCE 17 % 17 TWICE 24% 24 THRICE 10% 10 MORE THAN THREE TIMES 49 49%

This question is being added to know the frequency of students going to shopping in a months time.

y y y

Almost 50% of respondents go out for shopping thrice a month at least. Personnel interaction with respondents stated that it is usually on weekends. 24 % go twice in a month and 17% ones in a month.

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Q.4 ( a):-Please tick the level of attraction of following features of the mall Discount TABLE . NO. 4

Scale 1. Very High 2.High 3. Neutral 4. Low 5. very low

Responses 28 19 35 8 10

% Responses 28 19% 35% 8% 10%

Fig. 1. 4

Its important to understand what kind of promotion attracts maximum number of people into retail stores.

35 % respondents are neutral towards discount. This shows they are fully fashion conscious , discounts generally doesnt affect their buying decision

y y

28 % of students have high affinity to discounts. Only 10 % need a very low discount

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Q.4 (b):-Please tick the level of attraction of following features of the mall variety of goods TABLE . NO. 5
Scale 1. Very High 2. High 3. Neutral 4. Low 5. very low Responses 39 25 14 16 6 % Responses 39 % 25% 14% 16% 6%

Fig. 1. 5

Its important to understand what kind variety of goods attracts maximum number of people into retail stores.

39 % of students say they are attracted to that stores which have large range of variety of goods.

y y

Although 25 % students have affinity to very high range of variety of goods. 14 % are neutral to this feature.

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Q.4 (C):-Please tick the level of attraction of following features of the mall outside displays TABLE . NO. 6
Scale 1.VeryHigh 2. High 3. Neutral 4. Low 5. very low Responses 16 33 26 14 11 % Responses 16 33 26 14 11

] Fig 1.6

Its important to know that how outside displays in malls attracts students i.e. the level of attraction by outside display.

This question was designed to know the perception of students towards outside displays in the shopping mall.

Maximum respondents i.e. 33 % of the respondents have maximum affinity to outside displays. They have a high attraction by outside displays.

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Q.4(d):-Please tick the level of attraction of following features of the mall staff service TABLE . NO. 7
Scale 1. Very High 2. High 3. Neutral 4. Low 5. very low Responses 9 33 39 14 5 % Responses 9% 33% 39% 14% 5%

FIG. 1.7 y y This questions talks about how staff service plays an important role in making actual sales. Most of the consumers go to these stores because they believe in quality provided by these store in The form of products and services. y y Price is not a matter for those who go to these branded stores. Maximum no. of respondents are neutral to this respect they are hardly attracted by this feature Of the shopping mall y However 33% of the respondents says they are highly attracted by staff service.

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Q.5:-Do u find your product easily accessible you are looking for? TABLE . NO. 8
Scale Strongly disagree Disagree Neutral Agree Strongly agree Responses 4 10 35 44 7

Fig. 1.8

y y y

This question was designed to check whether the product which the customer is looking for is easily accessible to him or not 44% Of respondents says they agree to the statement However 35 % are neutral to this statement

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Q.6:-Window displays attract me to enter the store TABLE 9

Scale Strongly disagree Disagree Neutral Agree Strongly agree Responses 6 6 23 55 7

Fig. 1. 9

Its important to understand how displays outside showrooms attract maximum number of people into retail stores.

This question was designed to understand the perception of students towards outside displays.

y y

55 % students agree to the fact that the outside displays attract them to enter the store. Only a few % disagree this hard fact.

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Q.7:-I get proper knowledge of the product by seeing point of purchase advertisement
TABLE 10 Scale Strongly disagree Disagree Neutral Agree Strongly agree Responses 1 19 39 35 6

Fig. 1. 10

Point of purchase advertisements are the advertisement where the product is palced and where actual sales takes place

The question was designed to know about students perception that he / she gets the proper knowledge of the product or not by seeing pop advertisements.

y y y

Maximum students i.e. 39 % of the total respondents are neutral to this respect 35 % agree that they get the proper knowledge buy seeing pos advertisement. Only very few amongst all respondents disagree to this.

Q.8:-Good lighting in the store attracts me to enter the showroom

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TABLE 11
Scale Strongly disagree Disagree Neutral Agree Strongly agree Responses 4 26 30 28 12

Fig. 1. 2.1 y This question was designed to know about how the lighting system affects the students in a shopping mall.

30 % of the total respondents are neutral to lighting. by personal questioning it has been found out that sometimes it affects but the frequency is very low.

26 % of the total respondents disagree in this regard

However 28 % agrees that lighting attracts them.

Q.9:-I get quality products when there are special discount at stores TABLE 12
Scale Responses
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Strongly disagree Disagree Neutral Agree Strongly agree

6 21 39 30 4

Fig. 1. 22 This question was designed to know students perception that they get quality products during discounts or at discounted stores or not 39 % respondents are neutral to this question However 30 % students agree to this.

y y y

Q.10:- Displays motivate me to go for unplanned purchase?

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TABLE 13 Scale Strongly disagree Disagree Neutral Agree Strongly agree Responses 3 15 24 43 15

Fig. 1. 2.3

This question was designed to know the perception of the students that how displays affects their mind to go for unplanned purchase.

From the responses it has been found that 43 % of the total respondents agrees that the displays attract them to go for unplanned purchase

24 % amongst them are neutral in this regard

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Hypothesis testing procedure and analysis

For testing all the stated hypothesis ,SPSS software was used in which the variables

1. INDEPENDENT VARIABLE
GENDER = (MALE, FEMALE) defined in Nominal Scale. EDUCATION = (UG, PG ) defined in Nominal scale.

2. DEPENDENT VARIABLE
MERCHANDISING defined in ordinal scale. POINT OF SALE defined in Ordinal Scale. LIGHTING SYSTEM defined in ordinal scale.

The dependent variable scale was on Five Point Ordinal Scale which is

1. Disagree 2. Strongly disagree 3. Neutral 4. Agree 5. Strongly agree

The variables were defined in SPSS software and the responses recorded earlier were converted according to the defined scale . Now the whole data was entered and put to compare means of independent sample t test The following comparison was given by the software for all individual hypotheses.
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HYPOTHESIS 1 Ho: - There is no significant difference in perception towards merchandising between male and female students

T-TEST GROUPS=GENDER ('MALE' 'FEMALE') VARIABLE=MERCHENDISING

Group Statistics GENDER MERCHANDISING MALE FEMALE N 67 33 Mean 3.57 3.61 Std. Deviation .988 .998 Std. Error Mean .121 .174

From the comparison of means by t test it has been found that the standard deviation of males and females for the dependent variable, merchandising is similar i.e. no hardly any difference So the above hypothesis is accepted.

HYPOTHESIS 2 Ho: - There is no significant difference between perception about merchandising in UG and PG. T-TEST GROUPS=EDUCATION ('UG' 'PG') VARIABLE=MERCHENDISING
Group Statistics EDUCA TION MERCHENDISING UG PG N 37 63 Mean 3.59 3.57 Std. Deviation 1.166 .875 Std. Error Mean .192 .110

From the comparison of means by t test it has been found that the standard deviation of UG and PG Students for the dependent variable Merchandising is similar i.e. no hardly any difference So the above hypothesis is accepted.
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HYPOTHESIS 3 Ho: - There is no significant difference between perception about Point of sale in male & female

T-TEST GROUPS=GENDER('MALE' 'FEMALE') VARIABLE=POS

Group Statistics GENDER POS MALE FEMALE N 67 33 Mean 3.25 3.30 Std. Deviation .975 .728 Std. Error Mean .119 .127

From the comparison of means by t test it has been found that the standard deviation of males and females for the dependent variable Point of sale is similar i.e. there is some difference but it can be considered as no difference So the above hypothesis is accepted.

HYPOTHESIS 4 Ho: - There is no significant difference between perception about Point of sale in UG and PG.

T-TEST GROUPS=EDUCATION ('UG' 'PG') VARIABLE=POS

Group Statistics EDUCA TION POS UG PG N 37 63 Mean 3.19 3.32 Std. Deviation .967 .858 Std. Error Mean .159 .108

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From the comparison of means by t test it has been found that the standard deviation of UG and PG students for the dependent variable Point of sale is similar i.e. there is some difference but it can be considered as no difference So the above hypothesis is accepted.

HYPOTHESIS 5 Ho: - There is no significant difference between perception about lighting system in male & female.

T-TEST GROUPS=GENDER('MALE' 'FEMALE') VARIABLE=LIGHTING

Group Statistics GENDER LIGHTING MALE FEMALE N 67 33 Mean 3.18 3.09 Std. Deviation 1.114 .947 Std. Error Mean .136 .165

From the comparison of means by t test it has been found that the standard deviation of males and females for the dependent variable lighting system is similar i.e. no hardly any difference So the above hypothesis is accepted.

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HYPOTHESIS 6 Ho: - There is no significant difference between perception about lighting system in UG and PG.

T-TEST GROUPS=EDUCATION ('UG' 'PG') VARIABLE=LIGHTING

Group Statistics EDUCA TION LIGHTING UG PG N 37 63 Mean 3.08 3.19 Std. Deviation 1.090 1.045 Std. Error Mean .179 .132

From the comparison of means by t test it has been found that the standard deviation of UG and PG Students for the dependent variable lighting system is similar i.e. no hardly any difference So the above hypothesis is accepted.

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CHAPTER 8

FINDINGS AND CONCLUSION

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FINDINGS
y y y Almost 50% of respondents go out for shopping thrice a month at least. Personnel interaction with respondents stated that it is usually on weekends. Its important to understand what kind variety of goods attracts maximum number of people into retail stores. y 39 % of students say they are attracted to that stores which have large range of variety of goods. y Maximum respondents i.e. 33 % of the respondents have maximum affinity to outside displays. They have a high attraction by outside displays. y Most of the consumers go to these stores because they believe in quality provided by these store in y Price is not a matter for those who go to these branded stores. 35 % respondents are neutral towards discount. This shows they are fully fashion conscious , discounts generally doesnt affect their buying decision y y 35 % agree that they get the proper knowledge buy seeing pos advertisement 55 % students agree to the fact that the outside displays attract them to enter the store

CONCLUSION
The process of Window Shopping involves walking through a shopping district or mall with the

purpose of looking at the window displays for each retail store in the area. People may choose to window shop as a way to pass the time, get ideas for displays that can be used at home, or to collect some inspiration for future gift giving. Retailers are sprucing up their store window displays in a bid to stand out from the crowd. In this study the perception of students on window shopping is evaluated whether window displays attracts customers to go for spontaneous purchase or not.
In this study, we have built on current knowledge and outlined a series of research proposition that can move us towards a more comprehensive understanding of students view on window shopping. The research framework is one of the very first studies incorporates direct variables i.e. lightning system,

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merchandising and point of sales; helps initiate to analyzed and evaluate students view on window shopping.

The results about students purpose on going for window shopping are they get proper knowledge about products and get variety of goods at one place. 43% of respondents attracted towards store window display, lightning system, point of sales and merchandising which make them to go for unplanned purchase. To conclude all, research study states that discount attracts only few i.e. 30% respondents; quality of product and outside displays matters to customer which is possible with proper lightning system, merchandising and point of sales.

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CHAPTER 9

LIMITATIONS

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Limitations of the study

Being a management research the study is not free from limitations. The coverage of the study has been limited to the students of few colleges and coaching institutes of Indore. However all efforts have been made to present an unbiased report on the study and it is hoped that this study will contribute albeit its limitations, to undertake the study of students' perception on window shopping.

y y y y

Sample size was very small. Only 100 students were taken. Focuses only about the perception of UG and PG students. Only few colleges were taken. It was conducted in Indore only.

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Chapter 10

Bibliography

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REFERENCES
1. Colleen M. Tremonte, Vol. 5, No. 1 (January 2011) ISSN 1931-4744 @ Georgia Southern

University, Window Shopping: Fashioning a Scholarship of Interdisciplinary Teaching and Learning

2. Professor Jennifer Rowley, Journal of Consumer Behaviour, Volume 1, Issue 4, pages

369378, June 2002, Window shopping and browsing opportunities in cyberspace.

3. Julie Marshall, Electronic Journal of Sociology (2006), ISSN: 1198 3655, Interactive

window shopping: enchantment in a rationalized world

4. Karen Renaud & Tunde Cockshott, The research paper was conducted as a joint project

with Karen Renaud from the Department of Computing Science, University of Glasgow.

5. M. Brengman, Maggie Geuens, Bert Weijters, S. M. Smithand R. Swinyard, Journal of

Business Research, 58 (1), 2008, 79-88, Segmenting Internet shoppers based on their webusage-related lifestyle: a cross-cultural validation

6. Dimitrios Georgakellos, European Journal of Economics, Finance and Administrative

Sciences, ISSN 1450-2887 Issue 9 (2007), Considering Organizations Effectiveness in Business Plans: An Approach for Human Resources Performance Evaluation
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Webliography

http://blogs.nyu.edu/projects/materialworld/2010/12/practising_display_window_shop.html

http://www.iamai.in/Research.aspx?Fileid=r4_home.htm&rid=4

http://th.nielsen.com/news/20061009.shtml

www.wikipedia.com

www.google.com

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Appendix
QUESTIONNAIRE
Dear Respondents, For the partial fulfillment of my MBA (Marketing & Operations) Full Time degree program I am conducting a research on Students Perception towards window shopping. For the sake of successfully completing out this research I am hoping your generous support.

UG

PG

MALE

FEMALE

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How many times in a month you go to shopping mall?

ONCE TWICE THRICE MORE THAN THREE TIMES

Please tick the level of attraction of the following features of mall? 1. Very High 2. High 3. Neutral 1 A) Discount B) Variety of goods C) Outside display D) Staff service Do you find your product easily accessible you are looking for? Strongly disagree. Disagree Neutral Agree Strongly agree 2 4. Very Low 3 4 5. Low 5

Window display attracts me to enter the store? Strongly disagree. Disagree Neutral Agree Strongly agree

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I get proper knowledge about the product by seeing point of purchase advertisement? Strongly disagree. Disagree Neutral Agree Strongly agree

Good lighting in the store attracts me to enter the showroom? Strongly disagree. Disagree Neutral Agree Strongly agree

I get quality products when there are special discount at stores? Strongly disagree. Disagree Neutral Agree Strongly agree

Displays motivate me to go for unplanned purchase? Strongly disagree. Disagree Neutral Agree Strongly agree

NAME:COLLEGE:COURCE: CONTACT NO.:-

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