PART - 1

TITLE OF THE STUDY

HOW VISUAL MERCHANDISING EFFECT PURCHASE OF

MENS APPAREL

Introduction
Definition: The display of products which makes them appealing, attractive, accessible, engaging, and enticing to shoppers in a retail store. Visual merchandising utilizes displays, color, lighting, smells, sounds, digital technology and interactive elements to catch customers' attention and persuade them to make purchases. Visual merchandising helps convey the image of the brand and reflects the personality of the target markets that the retail store wants to attract. Visual merchandising is the activity and profession of developing the floor plans and threedimensional displays in order to maximise sales. Both goods or services can be displayed to highlight their features and benefits. The purpose of such visual merchandising is to attract, engage and motivate the customer towards making a purchase. My study is based on a survey done on customers of a hypermarket named lifestyle store. lifestyle is a new type of market which came into existence in India since 1994. It is a type of market where various kinds of products are available under one roof. My study is on

determining the Visual merchandising in lifestyle store. My study will find out the current status of lifestyle store and determine where it stands in the current market

This market field survey will help in knowing the present customers tastes and preferences. It will help me in estimating the customers future needs , wants & demands.

WHAT IS RETAIL?
Retail is the sale of goods and services from individuals or businesses to the end-user. Retailers are part of an integrated system called the supply chain. A retailer purchases goods or products in large quantities from manufacturers directly or through a wholesale, and then sells smaller quantities to the consumer for a profit. Retailing can be done in either fixed locations like stores or markets, door-to-door or by delivery. Retailing includes subordinated services, such as delivery. The term "retailer" is also applied where a service provider services the needs of a large number of individuals, such as for the public. Shops may be on residential streets, streets with few or no houses or in a shopping mall. Shopping streets may be for pedestrians only. Sometimes a shopping street has a partial or full roof to protect customers from precipitation. Online retailing, a type of electronic commerce used for business-to-consumer (B2C) transactions and mail order, are forms of non-shop retailing.

Shopping generally refers to the act of buying products. Sometimes this is done to obtain necessities such as food and clothing; sometimes it is done as a recreational activity. Recreational shopping often involves window shopping (just looking, not buying) and browsing and does not always result in a purchase.

DEFINITION OF SHOPPING MALL

A shopping center, shopping mall, or shopping plaza, is the modern adaptation of the historical market place. The mall is a collection of independent retail stores, services, and a parking area, which is conceived, constructed and maintained by a separate management firm as a unit. They may also contain restaurants, banks, professional offices, services stations etc.

ADVANTAGES OF SHOPPING MALLS:

There are several reasons as to why one would prefer to shop in a shopping mall rather than individual shops. Shopping malls are advantageous in the following ways: One-stop-shop or convenience:

Brand proliferation, traffic congestion and busy lifestyles are trends that make shopping malls offerings appealing to the consumer. These shopping malls give the consumer better choices, as they are normally multi-branded outlets. Ambience or experience:

With the increasing competition and restricted time limit, the customers want to combine their shopping with entertainment. The shopping malls have very attractive and relaxing ambience that serves both the purposes to the customers.

Price:

The shopping malls offer its customers value -added incentives such as a pleasant shopping experience, etc at the same price that the small shops offer. Service:

The shopping malls provide its customers with a lot of services such as alterations, guarantees for certain products etc. The customers are also offered various incentives such as membership cards on which the customers get certain amount of points on every purchase and they could redeem these points after a certain period.

INDIAN SCENARIO

The Indian consumer initially accepted everything that was offered to them. But form the 90s the trend changed and the market became more consumer driven Consumers became more specific about what they wanted and did not pick up anything and everything that was given to them .In short, they became very choosy and needed alternatives to choose from .These in turn made the Indian consumers more knowledgeable about the products and facilities and have now become tough critics, savvy purchasers, value driven spenders and practical thinkers when it comes to shopping. The demand for their time at work and home has made the consumers extremely selective about how they would spend their limited time on shopping.

Due to the increasing demand of consumers for variety and convenience,

under one single

roof and the concept of shopping malls started taking shape in India. Though the concept of shopping malls came from the west, when it was introduced in India, it was according to Indian tastes and preferences. Shoppers stop was the 1 st shopping mall to start in India. It was promoted by Mr .K .Raheja, a prominent Mumbai- based builder ,opened the 1 st outlet in Andheri ,Mumbai in 1991.Initially it undergo a fair share of growing pains ,but slowly it caught on and has now been very well accepted by the masses.

In Bangalore ,the first shopping mall which was started was called Little Woods International .Later it was taken over by the Tata Group and was renamed Westside. The second shopping mall to have started in Bangalore was Shoppers Stop and Lifestyle followed this trend. Though Westside was the first of its king to start operating in Bangalore, it took time to establish itself and be accepted by the masses. There are many reasons that could justify this:

Westside started a new trend in shopping and people were not used to such kind of concept in shopping.

There were a lot of false perceptions in the minds of the people about shopping in

these shopping malls. Shoppers Stop was the 2nd shopping mall to start operating in Bangalore. It had already established itself in Mumbai and Delhi before venturing into Bangalore .It had good marketing strategy and was accepted by the customers in a relatively short span of time. Bombay Store is another shopping mall that started in the city. The Mumbai based store, with two branches in Mumbai and Pune, is now spreading its branches southwards.

RETAILING IN INDIA
Retailing in India is one of the pillars of its economy and accounts for 14 to 15 percent of its GDP. The Indian retail market is estimated to be US$ 450 billion and one of the top five retail markets in the world by economic value. India is one of the fastest growing retail markets in the world, with 1.2 billion people.

As of 2013, India's retailing industry was essentially owner manned small shops. In 2010, larger format convenience stores and supermarkets accounted for about 4 percent of the industry, and these were present only in large urban centers. India's retail and logistics industry employs about 40 million Indians (3.3% of Indian population).

Until 2011, Indian central government denied foreign direct investment (FDI) in multi-brand retail, forbidding foreign groups from any ownership in supermarkets, convenience stores or any retail outlets. Even single-brand retail was limited to 51% ownership and a bureaucratic process.

In November 2011, India's central government announced retail reforms for both multi-brand stores and single-brand stores. These market reforms paved the way for retail innovation and competition with multi-brand retailers such as Walmart, Carrefour and Tesco, as well single brand majors such as IKEA, Nike, and Apple. The announcement sparked intense activism, both in opposition and in support of the reforms. In December 2011, under pressure from the opposition, Indian government placed the retail reforms on hold till it reaches a consensus.

In January 2012, India approved reforms for single-brand stores welcoming anyone in the world to innovate in Indian retail market with 100% ownership, but imposed the requirement that the single brand retailer source 30 percent of its goods from India. Indian government continues the hold on retail reforms for multi-brand stores.
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In June 2012, IKEA announced it had applied for permission to invest $1.9 billion in India and set up 25 retail stores. An analyst from Fitch Group stated that the 30 percent requirement was likely to significantly delay if not prevent most single brand majors from Europe, USA and Japan from opening stores and creating associated jobs in India.

On 14 September 2012, the government of India announced the opening of FDI in multibrand retail, subject to approvals by individual states. This decision wa welcomed by economists and the markets, but caused protests and an upheaval in India's central government's political coalition structure. On 20 September 2012, the Government of India formally notified the FDI reforms for single and multi brand retail, thereby making it effective under Indian law.

On 7 December 2012, the Federal Government of India allowed 51% FDI in multi-brand retail in India. The government managed to get the approval of multi-brand retail in the parliament despite heavy uproar from the opposition. Some states will allow foreign supermarkets like Walmart, Tesco and Carrefour to open while other states will not.

LOCAL TERMS Organized retailing, in India, refers to trading activities undertaken by licensed retailers, that is, those who are registered for sales tax, income tax, etc. These include the publicly traded supermarkets, corporate-backed hypermarkets and retail chains, and also the privately owned large retail businesses.

Unorganized retailing, on the other hand, refers to the traditional formats of low-cost retailing, for example, the local corner shops, owner manned general stores, paan/beedi shops, convenience stores, hand cart and pavement vendors, etc.

BACKGROUND Most Indian shopping takes place in open markets or millions of small, independent grocery and retail shops. Shoppers typically stand outside the retail shop, ask for what they want, and can not pick or examine a product from the shelf. Access to the shelf or product storage area is limited. Once the shopper requests the food staple or household product they are looking for, the shopkeeper goes to the container or shelf or to the back of the store, brings it out and offers it for sale to the shopper. Often the shopkeeper may substitute the product, claiming that it is similar or equivalent to the product the consumer is asking for. The product typically has no price label in these small retail shops; although some products do have a manufactured suggested retail price (MSRP) pre-printed on the packaging. The shopkeeper prices the food staple and household products arbitrarily, and two consumers may pay different prices for the same product on the same day. Price is sometimes negotiated between the shopper and shopkeeper. The shoppers do not have time to examine the product label, and do not have a choice to make an informed decision between competitive products.

India's retail and logistics industry, organized and unorganized in combination, employs about 40 million Indians (3.3% of Indian population). The typical Indian retail shops are very small. Over 14 million outlets operate in the country and only 4% of them being larger than 500 sq ft (46 m2) in size. India has about 11 shop outlets for every 1000 people. Vast majority of the unorganized retail shops in India employ family members, do not have the scale to procure or transport products at high volume wholesale level, have limited to no quality control or fake-versus-authentic product screening technology and have no training on safe and hygienic storage, packaging or logistics. The unorganized retail shops source their products from a chain of middlemen who mark up the product as it moves from farmer or producer to the consumer. The unorganized retail shops typically offer no after-sales support

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or service. Finally, most transactions at unorganized retail shops are done with cash, with all sales being final. Until the 1990s, regulations prevented innovation and entrepreneurship in Indian retailing. Some retails faced complying with over thirty regulations such as "signboard licenses" and "anti-hoarding measures" before they could open doors. There are taxes for moving goods to states, from states, and even within states in some cases. Farmers and producers had to go through middlemen monopolies. The logistics and infrastructure was very poor, with losses exceeding 30 percent.

Through the 1990s, India introduced widespread free market reforms, including some related to retail. Between 2000 to 2010, consumers in select Indian cities have gradually begun to experience the quality, choice, convenience and benefits of organized retail industry.

GROWTH Growth over 1997-2010

India in 1997 allowed foreign direct investment (FDI) in cash and carry wholesale. Then, it required government approval. The approval requirement was relaxed, and automatic permission was granted in 2006. Between 2000 to 2010, Indian retail attracted about $1.8 billion in foreign direct investment, representing a very small 1.5% of total investment flow into India.

Single brand retailing attracted 94 proposals between 2006 and 2010, of which 57 were approved and implemented. For a country of 1.2 billion people, this is a very small number. Some claim one of the primary restraint inhibiting better participation was that India required single brand retailers to limit their ownership in Indian outlets to 51%. China in contrast

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allows 100% ownership by foreign companies in both single brand and multi-brand retail presence.

Indian retail has experienced limited growth, and its spoilage of food harvest is amongst the highest in the world, because of very limited integrated cold-chain and other infrastructure. India has only 5386 stand-alone cold storages, having a total capacity of 23.6 million metric tons. However, 80 percent of this storage is used only for potatoes. The remaining infrastructure capacity is less than 1% of the annual farm output of India, and grossly inadequate during peak harvest seasons. This leads to about 30% losses in certain perishable agricultural output in India, on average, every year.

Indian laws already allow foreign direct investment in cold-chain infrastructure to the extent of 100 percent. There has been no interest in foreign direct investment in cold storage infrastructure build out. Experts claim that cold storage infrastructure will become economically viable only when there is strong and contractually binding demand from organized retail. The risk of cold storing perishable food, without an assured way to move and sell it, puts the economic viability of expensive cold storage in doubt. In the absence of organized retail competition and with a ban on foreign direct investment in multi-brand retailers, foreign direct investments are unlikely to begin in cold storage and farm logistics infrastructure.

Until 2010, intermediaries and middlemen in India have dominated the value chain. Due to a number of intermediaries involved in the traditional Indian retail chain, norms are flouted and pricing lacks transparency. Small Indian farmers realize only 1/3rd of the total price paid by the final Indian consumer, as against 2/3rd by farmers in nations with a higher share of organized retail. The 60%+ margins for middlemen and traditional retail shops have limited growth and prevented innovation in Indian retail industry.
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India has had years of debate and discussions on the risks and prudence of allowing innovation and competition within its retail industry. Numerous economists repeatedly recommended to the Government of India that legal restrictions on organized retail must be removed, and the retail industry in India must be opened to competition. For example, in an invited address to the Indian parliament in December 2010, Jagdish Bhagwati, Professor of Economics and Law at the Columbia University analysed the relationship between growth and poverty reduction, then urged the Indian parliament to extend economic reforms by freeing up of the retail sector, further liberalization of trade in all sectors, and introducing labor market reforms. Such reforms Professor Bhagwati argued will accelerate economic growth and make a sustainable difference in the life of India's poorest.

A 2007 report noted that an increasing number of people in India are turning to the services sector for employment due to the relative low compensation offered by the traditional agriculture and manufacturing sectors. The organized retail market is growing at 35 percent annually while growth of unorganized retail sector is pegged at 6 percent.

The Retail Business in India is currently at the point of inflection. As of 2008, rapid change with investments to the tune of US $ 25 billion were being planned by several Indian and multinational companies in the next 5 years. It is a huge industry in terms of size and according to India Brand Equity Foundation (IBEF), it is valued at about US$ 395.96 billion. Organised retail is expected to garner about 16-18 percent of the total retail market (US $ 6575 billion) in the next 5 years. India has topped the A.T. Kearneys annual Global Retail Development Index (GRDI) for the third consecutive year, maintaining its position as the most attractive market for retail investment. The Indian economy has registered a growth of 8% for 2007. The predictions for 2008 is 7.9%.[23] The enormous growth of the retail industry has created a huge demand for
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real estate. Property developers are creating retail real estate at an aggressive pace and by 2010, 300 malls are estimated to be operational in the country.

Growth after 2011

Before 2011, India had prevented innovation and organized competition in its consumer retail industry. Several studies claim that the lack of infrastructure and competitive retail industry is a key cause of India's persistently high inflation. Furthermore, because of unorganized retail, in a nation where malnutrition remains a serious problem, food waste is rife. Well over 30% of food staples and perishable goods produced in India spoils because poor infrastructure and small retail outlets prevent hygienic storage and movement of the goods from the farmer to the consumer.,

One report estimates the 2011 Indian retail market as generating sales of about $470 billion a year, of which a minuscule $27 billion comes from organized retail such as supermarkets, chain stores with centralized operations and shops in malls. The opening of retail industry to free market competition, some claim will enable rapid growth in retail sector of Indian economy. Others believe the growth of Indian retail industry will take time, with organized retail possibly needing a decade to grow to a 25% share. A 25% market share, given the expected growth of Indian retail industry through 2021, is estimated to be over $250 billion a year: a revenue equal to the 2009 revenue share from Japan for the world's 250 largest retailers.,

The Economist forecasts that Indian retail will nearly double in economic value, expanding by about $400 billion by 2020. The projected increase alone is equivalent to the current retail market size of France.

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In 2011, food accounted for 70% of Indian retail, but was under-represented by organized retail. A.T. Kearney estimates India's organized retail had a 31% share in clothing and apparel, while the home supplies retail was growing between 20% to 30% per year. These data correspond to retail prospects prior to November announcement of the retail reform. The Indian market offers endless possibilities for investors.

It might be true that India has the largest number of shops per inhabitant. However we (locatus) have detailed figures for Belgium, the Netherlands and Luxemburg. In Belgium, the number of outlets is approximately 8 per 1,000 and in the Netherlands it is 6. So the Indian number must be far higher.

INDIAN RETAIL REFORMS

Until 2011, Indian central government denied foreign direct investment (FDI) in multi-brand Indian retail, forbidding foreign groups from any ownership in supermarkets, convenience stores or any retail outlets, to sell multiple products from different brands directly to Indian consumers..

The government of Manmohan Singh, prime minister, announced on 24 November 2011 the following:

India will allow foreign groups to own up to 51 per cent in "multi-brand retailers", as supermarkets are known in India, in the most radical pro-liberalisation reform passed by an Indian cabinet in years;

single brand retailers, such as Apple and Ikea, can own 100 percent of their Indian stores, up from the previous cap of 51 percent;

both multi-brand and single brand stores in India will have to source nearly a third of their goods from small and medium-sized Indian suppliers;
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all multi-brand and single brand stores in India must confine their operations to 53odd cities with a population over one million, out of some 7935 towns and cities in India. It is expected that these stores will now have full access to over 200 million urban consumers in India;

multi-brand retailers must have a minimum investment of US$100 million with at least half of the amount invested in back end infrastructure, including cold chains, refrigeration, transportation, packing, sorting and processing to considerably reduce the post harvest losses and bring remunerative prices to farmers;

the opening of retail competition will be within India's federal structure of government. In other words, the policy is an enabling legal framework for India. The states of India have the prerogative to accept it and implement it, or they can decide to not implement it if they so choose. Actual implementation of policy will be within the parameters of state laws and regulations.

The opening of retail industry to global competition is expected to spur a retail rush to India. It has the potential to transform not only the retailing landscape but also the nation's ailing infrastructure.,

A Wall Street Journal article claims that fresh investments in Indian organized retail will generate 10 million new jobs between 20122014, and about five to six million of them in logistics alone; even though the retail market is being opened to just 53 cities out of about 8000 towns and cities in India.

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Indian retail reforms on hold

According to Bloomberg, on 3 December 2011, the Chief Minister of the Indian state of West Bengal, Mamata Banerjee, who is against the policy and whose Trinamool Congress brings 19 votes to the ruling Congress party-led coalition, claimed that Indias government may put the FDI retail reforms on hold until it reaches consensus within the ruling coalition. Reuters reports that this risked a possible dilution of the policy rather than a change of heart.

India Today claimed that the resistance to Indian retail reforms is primarily because it has been badly sold, even though it can help fix the exploitation of Indian farmers by the decades-old "arhtiya" and "mandi" monopoly system. India Today claims the policy is good for the small Indian farmer and the Indian consumer.

Pratap Mehta, president of the Centre for Policy Research, claimed any U-turn or postponement of retail reforms will cause an immense loss of face to the Congress-led central government of Manmohan Singh. The mom-and-pop farmers of India support these reforms. The consumers of India want the reforms. The government has already annoyed those who oppose change and innovation in retail. By putting retail reforms on hold, the government will additionally alienate much larger segment of India's population supporting FDI. So they will now have the worst of both worlds, claims Mehta.

Deepak Parekh, Ashok Ganguly and other economic policy leaders of India, on 4 December 2011, called placing investment and innovation in retail on hold for the sake of vested interests as unfair and detrimental to vast majority in India. They urged farmers, consumers and the common people to raise their voice against this false drama of apprehension against investment and modernising trade in organised retailing. They called upon Indians to come

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out and strongly support progressive measures and reforms with the same spirit and gusto with which we take the liberties to criticize policies or issues we do not appreciate.

Several newspapers claimed on 6 December 2011 that India parliament is expected to shelve retail reforms while the ruling Congress party seeks consensus from the opposition and the Congress party's own coalition partners. Suspension of retail reforms on 7 December 2011 would be, the reports claimed, an embarrassing defeat for the Indian government, suggesting it is weak and ineffective in implementing its ideas.

Anand Sharma, India's Commerce and Industry Minister, after a meeting of all political parties on 7 December 2011 said, "The decision to allow foreign direct investment in retail is suspended till consensus is reached with all stakeholders."

On 19 Feb, 2013 Tamil Nadu became the first state in the country to stoutly resist MNC invasion into the domestic re tail sector. In Chennai, Tamil Nadu CMDA authorities placed a seal on the massive warehouse spreading across 7 acres that had reportedly been built for one of the worlds leading multinat ional retail giants, Wal-mart.

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MAJOR INDIAN RETAILERS

The low-intensity entry of the diversified Mahindra Group into retail is unique because it plans to focus on lifestyle products. The Mahindra group is the fourth large Indian business group to enter the business of retail after Reliance Industries Ltd, the Aditya Birla Group, and Bharti Enterprises Ltd. The other three groups are focusing either on perishables and groceries, or a range of products, or both. RPG Retail-Formats: Music World, Books & Beyond, Spencers Hyper, Spencers Super, Daily & Fresh Pantaloon Retail-Formats: Big Bazaar, Food Bazaar, Pantaloons, Central, Fashion Station, Brand Factory, Depot, aLL, E-Zone etc. The Tata Group-Formats: Westside, Star India Bazaar, Steel junction, Landmark, and Titan Industries with World of Titans showrooms, Tanishq outlets, Chroma. K Raheja Corp Group-Formats: Shoppers Stop, Crossword, Hyper City, In orbit Lifestyle International-Lifestyle, Home Centre, Max, Fun City and International Franchise brand stores. Pyramid Retail-Formats: Pyramid Megastore, TruMart Nilgiris-Formats: Nilgiri's supermarket chain Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom discount chain. Trinethra- Formats: Fabmall supermarket chain and Fabcity hypermarket chain Vishal Retail Group-Formats: Vishal Mega Mart

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BPCL-Formats: In & Out Reliance Retail-Formats: Reliance Fresh Reliance ADAG Retail-Format: Reliance World German Metro Cash & Carry Shoprite Holdings-Formats: Shoprite Hyper

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ORGANIZATION

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Introduction
It is part of the prestigious USD 3.2 billion Landmark Group (Dubai). It has expanded into a chain of over 80 stores across the Middle East, offering an incredible range of products across all departments Spread over 1.1 million square feet. Lifestyle & max India began operations in 1998 with its first store in Chennai in 1999. 27 outlet across the country and is planning to spread its wing with futuristic expansion plan to meet challenges of retail industries International and domestic brand across to categories such as apparels ,accessories ,cosmetics home and kitchen ware as also its own exclusive brand The Group has also introduced Home Centre, a one stop destination for affordable furniture. Lifestyle stores in Southern states contributed about 50 per cent of the company's business.

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Most Respected Company in the Retail Sector by Business World IMRB in 2003 and 2004.

ICICI KSA Technopak Award for Retail Excellence in 2005 Lycra Images Fashion Awards for the Most Admired Large Format Retailer of the Year in 2006.

Reid and Taylor Retailer of the Year award for the year 2006 Most Admired Retailer of the Year Department Store from Images Retail in 2008. Most Admired Retailer of the year award in Home & Interiors Category for Home Centre by Lifestyle from Images Retail in 2009

The Landmark Group, founded in 1973 with a single shop in Bahrain has grown into one of the largest retail.

Mickey Jagtiani was the founder of landmark group was a taxi driver. Founding store was Baby Shop in Bahrain.

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Retail Presence across 10 countries: Bahrain, India, Jordan, Kingdom of Saudi Arabia, Kuwait, Oman, Qatar, UAE, Pakistan & Egypt

About Landmark Group

Founded in 1973 in Bahrain, the Landmark Group has successfully grown into one of the largest and most successful retail organizations in the Middle East and India. An international, diversified retail and hospitality conglomerate that encourages entrepreneurship to consistently deliver exceptional value, the Group operates over 1500 outlets encompassing over 20 million square feet across the GCC, India, Egypt, Turkey, Jordan, Lebanon, Yemen, Sudan, Kenya, Libya, Nigeria, Tanzania, Pakistan and Uganda. The Group employs over 40,000 people.

Key Facts
Founded in 1973 Presence in 19 countries 20 million Sq. Ft. of retail space Over 40,000 employees Over 20 home grown and over 30 franchise brands

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Chairman's message
"At Landmark Group, our statement of purpose is 'Creating exceptional value for all lives we touch'. This is as true today as it was in 1973, when we started with Baby shop in Bahrain. The cornerstone of our philosophy is listening, adapting, and delivering exceptional value. What sets us apart at Landmark Group is a strong and dynamic culture of entrepreneurship."

Our businesses
Landmark Group provides value-driven products for the entire family through a diverse portfolio of core retail brands:

Fashion

Sports

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Home & Electronics

IN INDIA

Statement of Purpose
Creating exceptional value for all lives we touch.

Core values
Passion for excellence Integrity in everything we do Empowering people to strive and deliver Adapting to changing market and consumer needs

Key strengths
The Landmark Group has grown consistently in every market condition displaying stability of performance and high value for our customers across the globe. Our strengths lie on the four pillars of strategic business, efficient operations, logistics and the people who drive our success as a group.

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Management team
The Landmark Group is a people - driven organisation with a high value on innovation and a passion for excellence. Our core values are reflected in our leadership, fostering growth in the varied sectors into which Landmark has entered successfully over nearly three decades.

Social Responsibility
Environment Initiatives

Responsibility towards the environment

The Group realizes that the environment is very important and in urgent need of attention. In an effort to do its bit, Landmark Group has adopted various eco-friendly initiatives at its stores and offices, to face the growing challenges to protect the environment in the retail industry. Some of its notable contributions include: Adoption of eco-friendly recycled paper for stationery requirements Implementation of stringent health and safety measures across all warehouse facilities Use of non-polluting equipments and proper maintenance of assets at the supply chain

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Effective waste collection drive Ongoing recycling initiatives The Groups central logistics and re-distribution center has reduced its water and electricity consumption by 5% and took steps to earn the ISO 14001 for the environment The Landmark Group has also embarked on an exercise to measure the carbon footprint of all its 5 facilities at the Jebel Ali Free Zone, Dubai.

Health Initiatives

Beat Diabetes
Diabetes is fast proving to be the one of biggest ailments around the world. Over 300 million people worldwide are living with Diabetes The number of people living with diabetes is predicted to reach 430 million by 2025. Sedentary lifestyle, unhealthy eating habits, lack of exercise, are some of the reasons, why the incidence of diabetes is extremely high in the Middle East & India Keeping in mind the seriousness of the issue, Landmark Group adopted Diabetes as part of its CSR initiative. Through the 'Beat Diabetes' initiative, the Group aims create awareness & educate people about the condition. The initiative was launched in 2009 in the UAE, and has extended into five new countries in 2010, namely Kuwait, Oman, Qatar, Bahrain and India. Walkathons were held across all 6

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countries with over 25,000 people participating. The Group also conducted free blood glucose tests for over 30,000 people. In 2011, the campaign will be launched in KSA The Group has also partnered with several organizations to spread awareness about Juvenile Diabetes in schools.

Community Initiatives

Responsibility towards the community

As a responsible social citizen, the Group seeks to actively support initiatives of noteworthy organizations within the community. Constantly exploring new means to contribute to the society, the Landmark Group has tied up with various organizations through its wide retail network, to make a difference to the society. Some notable community initiatives, which the Group participated in; Building an auditorium for Rashid Pediatric Therapy Centre Green Abu Dhabi project.

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Ongoing initiatives:
Promoting local talent through Art Olympiad held in Kuwait Participation in Dubai Cares - School Feeding Campaign Funding education for deserving children at the Al Ihsan Charity Spreading awareness for the safety of our future generation through Babyshop's, Child Safety First Campaign Blood Donation Campaign with Dubai Health Authority for Thalassemia patients

LIFE

Landmark International Foundation for Empowerment

LIFE Trust, founded in 2000, is an NGO that works in collaboration with the Government to introduce various programs at the school and pre-school level in order to improve the quality and accountability of the education system for the underprivileged children. It believes that every child should have the right to explore his talents and chase his dreams, and he can only do so if he is provided a platform for growth. The Vision for LIFE is: "Empowerment of the underprivileged through creative education" Since its inception, LIFE Trust has been able to affect the lives of over 50,000 children annually in Mumbai, Chennai and Bangalore in India.
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LIFE's mission of 'education' translates into the following programs: Skills Development & Women Empowerment School Development program Integrated Child Development Scheme (ICDS) LIFE Centre for Learning Disabilities Vocational Training Training center for Youth-Career skills for under-privileged youth

Loyalty programme of Landmark Group

The Inner Circle

The Inner Circle (TIC) is an exclusive customer loyalty programme offered by the Landmark Group in India. The Inner Circle members are segmented under different tiers - Silver, Gold and Platinum. The programme offers its members reward points on every purchase, special periodic offers and discounts. Members also regularly receive personalized updates and information on instore promotions, marketing events, new arrivals, launch of merchandise and products in addition to various offers from restaurants, pubs, discothques, health clubs, theme parks, hotels and more. In the premium tiers the members are given exclusive offers on their birthdays and other special occasions.
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HISTORY OF LIFESTYLE
lifestyle is part of the Landmark Group, a Dubai-based retail chain. With over 30 years' experience in retailing, the Group has become one of the foremost retailers in the Gulf. Positioned as a trendy, youthful and vibrant brand that offers customers a wide variety of merchandise at an exceptional value for money, Lifestyle India began operations in 1999 with its first store in Chennai. Currently there are 15 Lifestyle stores and 8 Home Centre stores across Ahmedabad, Chennai, Bangalore, Hyderabad, Mumbai, Pune, Jaipur, New Delhi, Noida and Gurgaon

Positioned as a youthful, stylish and a vibrant brand, Lifestyle Departmental stores offers its customers not just the ease of shopping but also an enjoyable shopping experience. Each Lifestyle store brings together five concepts under one roof Apparel, Footwear, Childrens Wear & Toys, Furniture & Home Furnishings, Beauty & Fashion Accessories - offering a convenience of a one-stop shop and a wide choice of national & international brands.

Home Centre by Lifestyle is a one stop destination for Furniture, Home Dcor and Soft Furnishings that truly represent style, comfort and individuality. Home Centre uses a unique Concept Room display model to give customers a practical idea of how each piece of furniture would look in a particular room. In keeping with the Groups tradition of making every shopping experience rewarding and memorable, The Inner Circle Landmark Groups Loyalty program allows me mbers, to enjoy exclusive benefits and privileges such as reward points and exciting offers. The Inner Circle is today recognized amongst the leading Loyalty Program in the country with an ever increasing base of customers. The card is accepted across all Landmark Group Stores in India including Lifestyle, Home Centre by Lifestyle, Max Fashion, Bossini, Spar Hypermarket,
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Polynation Food Court & Gloria Jeans Coffees.Lifestyle and Home Centre offer a truly international shopping experience, a fact borne by numerous accolades:

Lifestyle International Pvt Ltd recognized amongst India's Best Companies To Work For (42nd position) by The Economic Times and The Great Place To Work Institute 2013

Lifestyle receives Most Admired Fashion Retail Destination of the Year at the Images Fashion Awards for two consecutive years 2011 & 2012

Lifestyle awarded Most Admired Retailer of the Year, Department Store Category at the Images Retail Awards 2012, 2011 & 2008

Images Most Admired Beauty Products Retailer of the Year: Department Store Chain at Images Beauty & Wellness Awards 2013 Retail Supply Chain Excellence Award Express Logistics & Supply Chain Conclave & Awards 2012

Home Centre awarded Most Admired Retailer of the Year, Home and Interiors Category at the Images Retail Awards 2009 & 2010 Reid and Taylor Retailer of the Year award for the year 2006 for Lifestyle. Lycra Images Fashion Awards for the Most Admired Large Format Retailer of the Year in 2006 for Lifestyle ICICI KSA Technopak Award for Retail Excellence in 2005 for Lifestyle Most Respected Company in the Retail Sector by Business World IMRB in 2003 and 2004 for Lifestyle.

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It's all about you

Well-defined concept store Lifestyle offers a wide range of exclusive products from home dcor, furnishing, lighting and bath dcor to makeup, perfumes, fashion accessories, bags, spa products and teen gifts.

Since its inception in 1998, Lifestyle has expanded into a chain of over 100 stores across the Middle East, offering an incredible range of products across all departments. Its dedication to offer a wide range of leading international brands in individual departments has complemented Lifestyle's own brand 'Adore', which delivers value products across most departments. With more than 1,000 dedicated staff supporting and servicing more than 720, 991sq ft of retail space, Lifestyle continues to grow rapidly across the region.

35

Letest news
Lifestyle Opens 100th StoreJune 23, 2011 Lifestyle introduces Fiorelli summer 2011 collection into storesJune 23, 2011 Lifestyle Exclusively Launches Wax Lyrical's 'Timeless' CollectionJune 23, 2011 Lifestyle Launches Flagship at The Dubai MallFebruary 5, 2011 Jennifer Lopez's JLo collection launches at LifestyleFebruary 4, 2011 Renowned Spa Brand, Caren Original, Comes to the UAEFebruary 3, 2011 Celeb's Favourite, US Handbag Brand Nicole Lee Arrives in the UAEFebruary 2, 2011 Fall for Fiorelli's New Autumn Collection at LifestyleFebruary 1, 2011 Lifestyle Achieves Super Brand Status in UAEJune 16, 2010 Suzy Smith Creates Sizzling Summer CollectionMay 14, 2010 Welcome to Ancient Egypt at LifestyleMay 10, 2010 Bed, Bath and BlissMay 10, 2010 Lifestyle launches latest home fragrance brand Wax LyricalApril 12, 2010 Have a Beachy Time!April 12, 2010 Rosemoore Launches Perfect Summer Home FragrancesApril 12, 2010 Award winning Styli-Style draws a defining line in the cosmetics arenaNovember 17, 2009 Lifestyle's bag collection just got bigger and sexier!November 1, 2009 UK's largest home fragrance brand exclusively launches in LifestyleOctober 21, 2009 Kama Ayurveda Creates a Natural Presence in LifestyleOctober 2, 2009

36

Store

Lifestyle Stores is one of the leading retail stores in India. Lifestyle Stores began by operating a chain of department stores under the name Lifestyle Retail Pvt Ltd. in India. Lifestyle Stores has 75 stores across the country.Lifestyle Stores retails a range of branded apparel and private label under the following categories of apparel, footwear, fashion jewellery, leather products, accessories and home products.

These are complemented by cafe, food, entertainment, personal care and various beauty related services.

Products
Lifestyle Stores products of domestic and international brands such as Louis Philippe, Pepe, Arrow, BIBA, Gini& Jony, Carbon, Corelle, Magppie Nike, Reebok, LEGO, and Mattel. The company also licensees for Austin Reed (London), an international brand, whos men's and women's outerwear are retailed in India exclusively through the chain.

37

Corporate structure
Lifestyle International is headed by Micky Jagtiani who Chairman & CEO of the company as well as Chairman & CEO of the its parent group Landmark Group which is based in Dubai.Life stores headquarters are based in Andheri, Mumbai.As of 2012 it has 29,000 employees and has 75 stores across 17 Cities all across the India.

Vision: To be global retailer in India & maintain a no.1 position in retail market. Mission YOUR STYLE , YOUR STORE

Leading brands

38

Home centre Stores

Home centre stores is an part of Lifestyle stores which has products such as furniture and home Decorative.Home centre Stores is spread on a totall area of over 3 million sq. ft. of retail space as of 2012.

Planning to open there stores in tire-2 cities Planning to open 45 stores in 22 cities. Turnover of last fiscal is 1070 crores and looking at 60 per cent growth this year all new stores will be on leased property

In-houseBrands
code UCLA fame forever Forca Kappa Malange gingerforce

39

It is currently present in Ahmedabad, Bangalore, Mangalore, Jalandhar, Chennai, Delhi, Hyderabad, Jaipur, Noida, Gurgaon, Mumbai, Pune and Kanpur

Launched in UAE in May 2004 know as CITYMAX. Max is a fashion and footwear retailer in the Value segment. Max retails its own label clothing for men, women and children, as well as footwear and house ware.

94 stores in 11 countries USP is POCKET FRIENDLY PRICES

40

March 27, 06 launched Max Retail in India with the slogan LOOK GOOD FEEL GOOD

The first two Max stores are operational in Indore and Ahmadabad. Max is a division of Lifestyle International Pvt. Ltd., which is a part of US $ 3.5 billion Landmark Group. Max Retail Stores (India) Ltd. offers clothes, footwear and accessories

The retail chain has recently launched its 27th store in Mylapore, Chennai in the state of Tamil Nadu on franchisee model.

The retail chain aims to raise the count of its stores to 53 by March 2011, currently, has 16 outlets in the metros and few in tier-II cities, and has around 120 vendors across the country.

Growth target for the year is 25%

41

Company Overview of Life Style

Type Industry Founded Headquarters Area served Key people Products Revenue Net income Total assets Employees Parent Website Date of Establishment Address

Private company Retail 1999 Mumbai, Maharashtra India Micky Jagtiani, Chairman & CEO Department store 30.10 billion (US$520 million) , March 2012 09.50 billion (US$160 million) , March 2012 24.75 billion (US$430 million) , March 2012 19,000, March 2012 Landmark Group, Dubai Official Website 1998

Sigma Soft Tech Park, 7th & 8th Floor, Delta Tower, #7 Whitefield Main Road, Bangalore - 560066, India

42

Branches

Chennai, Hyderabad, Bangalore, Gurgaon, Delhi, Mumbai and Ahmedabad

Overview

It is a part of the Dubai-based retail chain, Landmark Group. It is recognized as a fashionable, youthful and vibrant brand that offers customers a wide variety of merchandise at exceptional value for money. It has 12 lifestyle stores, 5 home centres and 1 baby shop store across India. Lifestyle has been rated as the Most Respected Company in the Retail Sector in 2003 and 2004 by Business World-IMRB. It is also a proud recipient of ICICI-KSA Technopak Award for Retail Excellence in 2005. It received the Reid & Taylor Retailer Award in 2006 and the Lycra Images Fashion Award as the Most Admired Large Format Retailer in 2006.

43

Award
2012
Winner of Most Admired Fashion Retail Destination of the Year at the Images Fashion Awards

2011
Winner of Most Admired Fashion Retail Destination of the Year at the Images Fashion Awards Awarded Most Admired Retailer of the Year, Department Store Category at the Images Retail Awards

MEDIA
Press Releases in 2009 07/12/2009: Kabir Lumba Appointed As Managing Director - Lifestyle International (P) Ltd. 15/10/2009: Lifestyle Launches 2nd Lifestyle & 2nd Exclusive Home Centre In Hyderabad 09/10/2009: Bossinis Crackling Diwali Celebrations 09/10/2009: Bossini Launches Second Store In Chennai 23/09/2009: Lifestyle celebrates its 10th Anniversary in India 23/09/2009: Lifestyle celebrates christmas carnival! 08/09/2009: Lifestyle presents COLOURS by Lakme

44

Press Releases in 2010

19/11/2010: LIFESTYLE launches its 1st store in Ghaziabad 18/11/2010: Vasant Kunj gets its 1st Home Centre by Lifestyle 08/11/2010: LIFESTYLE launches its 1st store in Ludhiana 20/10/2010: Lifestyle launches the P&Q of Mens Fashion! 08/10/2010: Lifestyle launches its 1st store in Nagpur 03/10/2010: Home Centre wins Images Retail Award 2010 20/09/2010: Colors by Lifestyle 12/08/2010: Experience joys of Gifting this Raksha Bandhan with Lifestyle 22/07/2010: LIFESTYLE launches its 2nd store in Delhi

Press Releases in 2011

14/10/2011: Get the Look of a stunning Diva@ Lifestyle 29/09/2011: Lifestyle in association with Standard Chartered launches co-branded Credit Card 30/08/2011: LIFESTYLE launches its 1st store in Surat 15/07/2011: End of Season Sale at Lifestyle & Home Centre by Lifestyle 05/07/2011: Fashion ticks @ Lifestyle this season! 13/06/2011: Welcome this Monsoon with Babyshop by Lifestyle 05/06/2011: The absolute kitchen must haves from Home Centre by Lifestyle
45

05/04/2011: Lifestyle presents What Women Want a Shopping Extravaganza 10/03/2011: Lifestyle bags Most Admired Fashion Retail Destination Award at IMAGES Fashion Awards 2011

Press Releases in 2012

17/10/2012: Lifestyle wins IMAGES Most Admired Retailer of the Year: Department Store for second year in a row 12/07/2012: Lifestyle and Home Center announces Off Sale 15/04/2012: Juniors by Lifestyle unveils latest SS12 collection 11/04/2012: Lifestyle launches Get the Look Edition 2 09/04/2012: Lifestyle announces Lifestyle Sunglasses Carnival by Opium 01/03/2012: Lifestyle recognized as Most Admired Fashion Retail Destination at the prestigious Images Fashion Awards 2012 06/02/2012: LIFESTYLE launches its 4th store in Bangalore 13/01/2012: Bring out the romantic in you! Shop @ Lifestyle & Home Centre this Valentines 05/01/2012: Lifestyle and Home Centre Announce OFF SALE

Press Releases in 2013

25/03/2013: Lifestyle wins Most Admired Fashion Retail Destination Award at IMAGES Fashion Awards 2013 for third consecutive year

46

PART - 2

47

Literature review
Retailers are facing a keen competitive market place and as a consequence of that they find many difficulties to differentiate their stores on the basis of product, place, people, price and promotion. Retail store elements such as colour, lighting and visual merchandising have always been considered as having immediate effects on the buying decision making process. The emphasis has moved away from in-store product displays, towards elements that excite the senses of shoppers such as flat screen videos or graphics, music, smells, lighting and flooring that tend to capture the brand image or personality and help to create an unique environment and shopping experience (McGoldrick, 1990; Marsh, 1999). The physical in store environment has been examined in relation to various elements, for example: orienting factors (Davies and Ward, 2002); signage (Bitner, 1992); Spatial factors and ambient conditions (Davies and Ward, 2002), which Kotler termed atmospherics. The work regarding physicality of in-store environment focuses on the communication of elements through cues and stimuli that the consumer digests through a number of sensory modalities (visual, aural, olfactory, haptic and taste). Therefore, all literature commonly recognized as in-store environment depends on visual merchandising and other in store promotions. Visual simulation and communication have long been considered important aspect of retailing by practitioners and academic alike (McGoldrick, 1990,2002). This interest in the visual has at one level within the retail context coalesced to from the practices of visual merchandising. This is defined as the activity, which coordinates effective merchandising selection with effective merchandising display (Wolters and White, 1987, p.238). Visual merchandising is therefore concerned with both how the product and/ or brand are visually communicated to the customer and also whether
48

this message is decoded appropriately. In this context, it will be affe cting to a positive psychological or behavioral outcome, ultimately leading to purchase. In a study of store choice behavior among audio equipment shoppers, Dash et al. (1976) found that the level of pre-purchase information regarding the brand determined the type of store chosen. Shoppers who had higher levels of pre-purchase information generally shopped at the specialty store, whereas shoppers with low prepurchase information bought at departmental stores. This is mainly attributed to customers adopting a risk reduction policy with regard to their impending purchase. Kenhove et al. (1999) found that store choice is differentiated by the nature of the task. They studied the store choice decision across various tasks as described by the respondents, such as urgent purchase, large quantities, difficult job, regular purchase and get ideas. The chosen stores differed in their salience rating depending on the task the shopper intended to perform. The salience of the stores has also been found to be affected by situational factors. In a study conducted by Mattson (1982), was found that situational attributes, such as time pressure and gift-versus self-shopping, can influence store choice and attribute salience. It is also indicated that the situational influence needs to be evaluated for every visit and hence some shoppers may change their choice because of situation specific drivers. These situational influences may be classified as the competitive setting, the individuals situational set and the shopping occas ion. The atmosphere of the shopping environment can influence customer attitudes and their perceptions in relation to the overall quality of the store in terms of the uniqueness of the product, service levels (Baker, Grewal and Parasraman, 1994), the purchase price (Areni and Kim, 1993) and purchase volume (Milliman, 1982). The role of ambience in store choice has also been found significant. Kotler (1974) has proposed atmospherics as an important part of

49

retail marketing strategy. It is also found that the shoppers determine the value of the merchandise based on monetary as well as non-monetary costs (Zeithaml, 1988). It was found that recreation (a non-monetary value) was the major driver for visiting a regional shopping centre (Treblanche, 1999). The shopping experience, as created by the store environment, has been found to play an important role in building store patronage. Along with the merchandise, it triggered affective reaction among shoppers (Baker et al., 1992). It also contributes to creating store patronage intentions (Baker et al., 2002)

50

Research methodology
Technology, customers tastes and preferences play a vital role in todays generation. Research Methodology is a set of various methods to be followed to find out various informations regarding market strata of different products. Research Methodology is required in every industry for acquiring knowledge of their products.

OBJECTIVES OF THE STUDY

List of different categories in the Visual merchandising budget Describe the elements placed on mannequin design today with that of year past. Briefly discuss the lighting change that have taken place in the industry. To identify main competitors of lifestyle story. To study the shopping habits of the consumers. To study the reasons for preferring Lifestyle.

SCOPE OF THE STUDY

The scope of this research is to identify the HOW VISUAL MERCHANDISING EFFECT PURCHASE OF MENS APPAREL LIFESTYLE in Ahmadabad area. This research is based on primary data and secondary data. Due to time constraint only limited number of persons contacted. This study only focuses on urban customers attraction towards sales promotion in lifestyle because the research conducted in Ahmadabad area. The scope of research is limited for Ahmadabad area. It provides help to further the research for organized

51

retail sector in Ahmadabad area. It aim to understand the skill of the company in the area like technological advancement, competition in management.

FIELD OF THE STUDY

This study has done in the AHMEDABAD city. The study has done at the LIFE STYLE over a period of two month. The materials are collected from the customers in the organisation on the request for it. The data is collected from the customers in the form of questioner. The respondent are highly educated and living in urban area in city.

RESEARCH INSTRUMENTS
The study undertaken involves the collection of consumer opinion. This calls for a systematic collection of consumer opinions or data which makes the survey method. The most ideal for this reason study of market was done by survey method. All the studies need primary and secondary data. So, sufficient amount of these two data was collected.

DATA COLLECTION
Primary data was the data collected for a specific purpose or for a specific research projects. Primary data can be collected in fine ways, observation focus groups, surveys, behavioral data and experiments. The primary data was collected through field survey using a questionnaire. A questionnaire consists of a set of questions based on the needed information, presented to respondents for their answers. The answers collected in the orderly manner will form the primary data.

52

Research usually, their investigations is done by examining secondary data to see whether their problems can be partly or wholly solved without collecting costly data. Secondary data are data that were collected for another purpose and already exist somewhere.

The help of literature survey, journals and periodicals, newspapers etc were taken to collect data regarding the topic.
.

Area of study
The study is exclusively done in the area of marketing. It is a process requiring care, sophistication, experience, business judgment, and imagination for which there can be no visua mechanical substitutes.

Research Design
Descriptive Research.

SAMPLING METHODSS
Sampling draws an inference about population. The values obtain from the study of samples or collected parameters.

METHODS OF SAMPLING
The various methods of sampling design can be grouped as under: 1. Random sampling method 2. Non random sampling methods

53

SAMPLE SIZE
A sample of 100 respondents was taken as sample respondents for the purpose of study. The respondents were selected at random.

SOURCE OF DATA
Collection of facts and figures about a phenomenon is one of the most important steps for any study whether it is related to business, management economic or natural sciences. Collection of data refers to systematic recording of results either by counting or by enumeration. The entire structure of statistical analysis for any enquiry is based on systematic collection of data. Broadly speaking there are two types of data.

Primary Data Secondary Data

Secondary data consist of information that already consists; some were having been collected for another product.

PRIMARY DATA
A mix of questionnaire and direct interview method was used as a tool for gathered primary data. Direct personal interview

54

ADVANTAGES OF PRIMARY DATA

Provides highly accurate and reliable data. It makes available to investigators supplementary information, which helps in the interpretation of results.

SECONDARY DATA

Secondary Data is form of compilation of existing or already published data. It is collected from source of internet.

55

HYPOTHESIS
1. H0. There is no relationship between aye catching window display and gender H1. There is relationship between aye catching window display and gender 2. H0. There is no relationship between aye catching window display and age H1. There is relationship between aye catching window display and age 3. H0. There is no relationship between aye catching window display and occupation H1. There is relationship between aye catching window display and occupation 4. H0. There is no relationship between aye catching window display and income H1. There is relationship between aye catching window display and income 5. H0. There is no relationship between lighting and music enhances your purchasing and gender H1. There is relationship between lighting and music enhances your purchasing and gender 6. H0. There is no relationship between lighting and music enhances your purchasing and occupation H1. There is relationship between lighting and music enhances your purchasing and occupation 7. H0. There is no relationship between lighting and music enhances your purchasing and age H1. There is relationship between lighting and music enhances your purchasing and age

56

8.

H0. There is no relationship between lighting and music enhances your purchasing and income H1. There is relationship between lighting and music enhances your purchasing and income

9.

H0. There is no relationship between mannequin display and gender H1. There is relationship between mannequin display and gender

10.

H0. There is no relationship between mannequin display and age H1. There is relationship between mannequin display and age

11.

H0. There is no relationship between mannequin display and occupation H1. There is relationship between mannequin display and occupation

12.

H0. there is no relationship between clothing a new style and gender H1. there is relationship between clothing a new style and gender

13.

H0. there is no relationship between clothing a new style and age H1. there is relationship between clothing a new style and age

14.

H0. there is no relationship between clothing a new style and occupation H1. there is relationship between clothing a new style and occupation

15.

H0. there is no relationship between clothing a new style and income H1. there is relationship between clothing a new style and income

57

HYPOTHESIS TESTING
H0. There is no relationship between aye catching window display and gender H1. There is relationship between aye catching window display and gender

Group Statistics gender male attractedstore female 53 2.8302 1.29698 .17815 N 47 Mean 3.0426 Std. Deviation 1.33445 Std. Error Mean .19465

Independent Samples Test Levene's Test for Equality of Variances F Sig. t df Sig. (2tailed) Mean Difference Std. Error Differenc e Equal variances Attracted assumed store Equal variances not assumed .000 .986 .806 98 95.84 8 .422 .21236 .26341 95% Confidence Interval of the Difference Lower .31037 .31142 Upper .73510 t-test for Equality of Means

.805

.423

.21236

.26387

.73615

Significances value of independent sample t-test is 0.986 is greater than 0.05 so we can accept this as null hypothesis. There is no difference between aye catching window display and
gender.

58

H0. There is no relationship between aye catching window display and age H1. There is relationship between aye catching window display and age

ANOVA Attractedstore Sum of Squares Between Groups Within Groups Total 6.479 164.031 170.510 df 4 95 99 Mean Square 1.620 1.727 F .938 Sig. .445

Significances value of ANOVA is 0.445 is less than 0.05 so we can accept this as null hypothesis. There is no difference between aye catching window display and age.
H0. There is no relationship between aye catching window display and occupation H1. There is relationship between aye catching window display and occupation

ANOVA Attractedstore Sum of Squares Between Groups Within Groups Total 2.780 167.730 170.510 df 4 95 99 Mean Square .695 1.766 F .394 Sig. .813

Significances value of ANOVA is 0.813 is less than 0.05 so we can accept this as null hypothesis. There is no difference between aye catching window display and occupation.

59

H0. There is no relationship between aye catching window display and income H1. There is relationship between aye catching window display and income

ANOVA Attractedstore Sum of Squares Between Groups Within Groups Total 4.380 166.130 170.510 df 5 94 99 Mean Square .876 1.767 F .496 Sig. .779

Significances value of ANOVA is 0.779 is less than 0.05 so we can accept this as null hypothesis. There is no difference between aye catching window display and income.

60

H0. There is no relationship between lighting and music enhances your purchasing and gender H1. There is relationship between lighting and music enhances your purchasing and gender

Group Statistics gender male Lightingmusic female 53 2.5849 1.18377 .16260 N 47 Mean 2.7234 Std. Deviation 1.22833 Std. Error Mean .17917

Independent Samples Test Levene's Test for Equality of Variances F Sig. t Df Sig. (2tailed) Mean Differen ce Std. Error Difference 95% Confidence Interval of the Difference Lowe r Equal variances assumed Lightingmusic Equal variances not assumed .572 95.606 .568 .13850 .24195 .3418 0 .61880 .274 .602 .574 98 .567 .13850 .24141 .3405 8 .61757 Upper t-test for Equality of Means

Significances value of independent sample t-test is 0.602 is greater than 0.05 so we can accept this as null hypothesis. There is no difference between lighting and music enhances your
purchasing and gender

61

H0. There is no relationship between lighting and music enhances your purchasing and age H1. There is relationship between lighting and music enhances your purchasing and age

ANOVA Lightingmusic Sum of Squares Between Groups Within Groups Total 4.382 138.368 142.750 df 4 95 99 Mean Square 1.096 1.457 F .752 Sig. .559

Significances value of ANOVA is 0.559 is less than 0.05 so we can accept this as null hypothesis. There is no difference between lighting and music enhances your purchasing and age

H0. There is no relationship between lighting and music enhances your purchasing and occupation H1. There is relationship between lighting and music enhances your purchasing and occupation

ANOVA Lightingmusic Sum of Squares Between Groups Within Groups Total 3.024 139.726 142.750 df 4 95 99 Mean Square .756 1.471 F .514 Sig. .726

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Significances value of ANOVA is 0.726 is less than 0.05 so we can accept this as null hypothesis. There is no difference between lighting and music enhances your purchasing and
occupation

H0. There is no relationship between lighting and music enhances your purchasing and income H1. There is relationship between lighting and music enhances your purchasing and income

ANOVA Lightingmusic Sum of Squares Between Groups Within Groups Total 5.313 137.437 142.750 df 5 94 99 Mean Square 1.063 1.462 F .727 Sig. .605

Significances value of ANOVA is 0.605 is less than 0.05 so we can accept this as null hypothesis. There is no difference between lighting and music enhances your purchasing and
income

63

H0. There is no relationship between mannequin display and gender H1. There is relationship between mannequin display and gender

Group Statistics gender male mannequin female 53 2.4717 1.15365 .15847 N 47 Mean 2.4043 Std. Deviation 1.20974 Std. Error Mean .17646

Independent Samples Test Levene's Test for Equality of Variances F Sig. t df Sig. (2tailed) Mean Std. Error 95% Confidence Interval of the Difference Lower Equal variances assumed mannequin Equal variances not assumed -.284 95.289 .777 -.06744 .23717 -.53826 .40338 .375 .542 -.285 98 .776 -.06744 .23649 Upper t-test for Equality of Means

Difference Difference

-.53675 .40186

Significances value of independent sample t-test is 0.542 is greater than 0.05 so we can accept this as null hypothesis. There is no difference between between mannequin display and
gender

64

H0. There is no relationship between mannequin display and age H1. There is relationship between mannequin display and age

ANOVA Mannequin Sum of Squares Between Groups Within Groups Total .445 136.195 136.640 df 4 95 99 Mean Square .111 1.434 F .078 Sig. .989

Significances value of ANOVA is 0.605 is less than 0.05 so we can accept this as null hypothesis. There is no difference between mannequin display and age

H0. There is no relationship between mannequin display and occupation H1. There is relationship between mannequin display and occupation

ANOVA Mannequin Sum of Squares Between Groups Within Groups Total 2.057 134.583 136.640 Df 4 95 99 Mean Square .514 1.417 F .363 Sig. .834

Significances value of ANOVA is 0.834 is less than 0.05 so we can accept this as null hypothesis. There is no difference between mannequin display and occupation

65

H0. There is no relationship between mannequin display and income H1. There is relationship between mannequin display and income

ANOVA Mannequin Sum of Squares Between Groups Within Groups Total 2.301 134.339 136.640 Df 5 94 99 Mean Square .460 1.429 F .322 Sig. .899

Significances value of ANOVA is 0.899 is less than 0.05 so we can accept this as null hypothesis. There is no difference between mannequin display and income

66

H0. there is no relationship between clothing a new style and gender H1. there is relationship between clothing a new style and gender

Group Statistics gender male clothingdisplay female 53 2.7358 1.22711 .16856 N 47 Mean 2.6809 Std. Deviation 1.10545 Std. Error Mean .16125

Independent Samples Test Levene's Test for Equality of Variances F Sig. t Df Sig. (2tailed) Mean Differenc e Std. Error Differenc e Equal variances Clothingdispla y assumed Equal variances not assumed 2.446 .121 -.234 98 .815 -.05500 .23474 95% Confidence Interval of the Difference Lower Upper t-test for Equality of Means

-.52083 .41083

-.236 97.972

.814

-.05500

.23326

-.51790 .40791

Significances value of independent sample t-test is 0.121 is greater than 0.05 so we can accept this as null hypothesis. There is no difference between between clothing a new style and gender

67

H0. there is no relationship between clothing a new style and age H1. there is relationship between clothing a new style and age

ANOVA Clothingdisplay Sum of Squares Between Groups Within Groups Total 6.001 128.589 134.590 df 4 95 99 Mean Square 1.500 1.354 F 1.108 Sig. .357

Significances value of ANOVA is 0.357 is less than 0.05 so we can accept this as null hypothesis. There is no difference between clothing a new style and age.

H0. there is no relationship between clothing a new style and occupation H1. there is relationship between clothing a new style and occupation

ANOVA Clothingdisplay Sum of Squares Between Groups Within Groups Total 5.364 129.226 134.590 Df 4 95 99 Mean Square 1.341 1.360 F .986 Sig. .419

68

Significances value of ANOVA is 0.419 is less than 0.05 so we can accept this as null hypothesis. There is no difference between clothing a new style and occupation

H0. there is no relationship between clothing a new style and income

H1. there is relationship between clothing a new style and income

ANOVA Clothingdisplay Sum of Squares Between Groups Within Groups Total 1.144 133.446 134.590 df 5 94 99 Mean Square .229 1.420 F .161 Sig. .976

Significances value of ANOVA is 0.976 is less than 0.05 so we can accept this as null hypothesis. There is no difference between clothing a new style and income

69

DATA ANALISIS
1. How many times do you go in shopping?
Shopping Frequency Percent Valid Percent Cumulative Percent 2 or 3 days once in a week Valid twice in a month once in a month Total 24 28 30 18 100 24.0 28.0 30.0 18.0 100.0 24.0 28.0 30.0 18.0 100.0 24.0 52.0 82.0 100.0

35
30 25 20 15 10 5 0 2 or 3 days once in a week twice in a month once in a month Series1

Analysis
The above table clearly states that 24.1% of the respondents rated that they are going for shopping in 2 or 3 days, while 28% rated that they visit once in a week, 30% of the respondents rated that they are going for shopping twice in a month and 18% respondents visit for shopping in once in a month.

70

2. When you are attracted by an eye catching window display, you tend to enter that apparel store.

Attractedstore Frequency Percent Valid Percent Cumulative Percent strongly agree agree neutral Valid disagree highly disagree Total 19 15 100 19.0 15.0 100.0 19.0 15.0 100.0 85.0 100.0 18 20 28 18.0 20.0 28.0 18.0 20.0 28.0 18.0 38.0 66.0

30
25 20 15 10 5 0 strongly agree agree neutral disagree highly disagree Series1

Analysis
The above table clearly shows that 18% of the people are strongly agree to attracted by an eye catching window display, 20% rated that it is agree to catching window display, 28% rated that it is neutral important, 19% people are disagree to catching display, 15% rated that it is highly disagree.

71

3. In store lighting and music enhances your purchasing?

Lightingmusic Frequency Percent Valid Percent Cumulative Percent strongly agree agree neutral Valid disagree highly disagree Total 16 8 100 16.0 8.0 100.0 16.0 8.0 100.0 92.0 100.0 20 27 29 20.0 27.0 29.0 20.0 27.0 29.0 20.0 47.0 76.0

35 30 25 20 15 10 5 0 strongly agree agree neutral disagree highly disagree Series1

Analysis
The above table clearly shows that 20% of the people strongly agree to lighting & music enhances to purchasing, The remaining 27.0% are agree to this affecting purchase, 29.0% of the people fell neutral, 16% people are disagree, 8.0% rated that it is highly disagree.

72

4. In store merchandise and mannequin display is very attraction?

Mannequin Frequency Percent Valid Percent Cumulative Percent strongly agree agree neutral Valid disagree 5.00 Total 15 5 100 15.0 5.0 100.0 15.0 5.0 100.0 95.0 100.0 26 29 25 26.0 29.0 25.0 26.0 29.0 25.0 26.0 55.0 80.0

35
30 25 20 15 10 5 0 strongly agree agree neutral disagree 5.00 Series1

Analysis
The above table clearly shows that 26% of the people strongly agree to merchandise and mannequin display is very attraction, The remaining 29% are agree to this affecting purchase 25.0% of the people fell neutral, 15% people are disagree, 5.0% rated that it is highly disagree.

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5. When you see clothing featuring a new style or design on display, you buy it.

Clothingdisplay Frequency Percent Valid Percent Cumulative Percent strongly agree agree neutral Valid disagree highly disagree Total 20 7 100 20.0 7.0 100.0 20.0 7.0 100.0 93.0 100.0 16 31 26 16.0 31.0 26.0 16.0 31.0 26.0 16.0 47.0 73.0

35
30 25 20 15 10 5 0 strongly agree agree neutral disagree highly disagree Series1

Analysis
The above table clearly shows that 16% strongly agree to clothing featuring a new style or design we like to purchase cloths, The remaining 31.0% are agree, Remaining 26% rated neutral to like to purchase, 20.0% customer are disagree, 7.0% people is highly disagree to like to purchase.

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6. Clearance Signage attracts you to look through the clothing?

Signageattracts Frequency Percent Valid Percent Cumulative Percent strongly agree agree neutral Valid disagree highly disagree Total 14 1 100 14.0 1.0 100.0 14.0 1.0 100.0 99.0 100.0 23 30 32 23.0 30.0 32.0 23.0 30.0 32.0 23.0 53.0 85.0

35 30 25 20 15 Series1

10
5 0 strongly agree agree neutral disagree highly disagree

Analysis
23% people are strongly agree to look signage attracts through the clothing, The above table clearly states that 30% of the LIFESTYLE customers are agree, 32.0% find neutral, 14% people are totally disagree to attracts customer, 1.0% are highly disagree.

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7. Do you notice price standee near merchandise window while entering the store?

Pricestandee Frequency Percent Valid Percent Cumulative Percent strongly agree agree neutral Valid disagree highly disagree Total 22 4 100 22.0 4.0 100.0 22.0 4.0 100.0 96.0 100.0 17 32 25 17.0 32.0 25.0 17.0 32.0 25.0 17.0 49.0 74.0

35 30 25 20 15 10 5 0 strongly agree agree neutral disagree highly disagree Series1

Analysis
The above table clearly states that 17% of the respondents price standee feel that window while entering the store a strongly agree role while shopping, 32% feel that it is agree, 25% find neutral, 22% people are totally disagree, 4.0% are highly disagree.

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8. When you see a special promotional signage, you have a look at the clothing?
Promotionalsignage Frequency Percent Valid Percent Cumulative Percent strongly agree Agree neutral Valid disagree highly disagree Total 11 4 100 11.0 4.0 100.0 11.0 4.0 100.0 96.0 100.0 21 32 32 21.0 32.0 32.0 21.0 32.0 32.0 21.0 53.0 85.0

35 30 25 20 15 10 5 0 strongly agree agree neutral disagree highly disagree Series1

Analysis
The above table clearly states that 21% of the customers in LIFESTYLE strongly agree that special promotional signage customers have look at the cloth, 32 % are agree, 32.0% neutral to special promotional signage, 11% people are disagree, 4.0% are highly disagree.

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9. Which strongest impact on you purchase decision?

Strongestimpact Frequency Percent Valid Percent Cumulative Percent store exterior graphics and signage window display kind of merchandise on display brand name and logo promotional offering Valid point sale display ceilingsuspended props and talkers display table floor vinyl and in store well graphics lighting,music and store space Total 5 12 11 14 13 11 10 11 8 5.0 12.0 11.0 14.0 13.0 11.0 10.0 11.0 8.0 5.0 12.0 11.0 14.0 13.0 11.0 10.0 11.0 8.0 5.0 17.0 28.0 42.0 55.0 66.0 76.0 87.0 95.0

5 100

5.0 100.0

5.0 100.0

100.0

16 14 12 10 8 6 4 2 0

Series1

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Analysis The above table clearly states that strongest impact on purchase decision for customers are brand name and logo and promotional offering which is 14% and 13% and second thing is window display which is 12% customer, above table strongest impact on purchase decision for customers are kind of merchandise on display, point sale display, display table which is 11.0%, in above diagram ceiling suspended props and talkers, floor vinyl and in store well graphics which is 10.0% and 8.0%, in this table clearly states store exterior graphics and signage, lighting,music and store space which is 5.0%.

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10. Do you think in store communication enhance merchandise display is shopping?

Storecommunication Frequency Percent Valid Percent Cumulative Percent strongly agree agree nautral Valid disagree highly disagree Total 29 8 100 29.0 8.0 100.0 29.0 8.0 100.0 92.0 100.0 12 25 26 12.0 25.0 26.0 12.0 25.0 26.0 12.0 37.0 63.0

35 30 25 20 15 10 5 0 Series1

strongly agree

agree

nautral

disagree

highly disagree

Analysis
The 12% of the customers of LIFESTYLE strongly agree store communication enhance merchandise display is shopping, 25% people are agree to this point, 25% people are nautral, 29.0% customer are disagree communication are effect of shopping, 8% of customers feel a dull effect while entering in to LIFESTYLE store communication.

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11. Do you consider visual merchandising to be a creative expression or selling strategy?

Creativeexpression Frequency Percent Valid Percent Cumulative Percent strongly agree agree neutral Valid disagree highly disagree Total 17 6 100 17.0 6.0 100.0 17.0 6.0 100.0 94.0 100.0 19 29 29 19.0 29.0 29.0 19.0 29.0 29.0 19.0 48.0 77.0

35 30 25 20 15 10 5 0 strongly agree agree neutral disagree highly disagree Series1

Analysis
The above table clearly states that 19.o% of the customers in LIFESTYLE strongly agree that visual merchandising to be a creative expression or selling strategy, 29 % are agree, 29% neutral to visual merchandising to be a creative expression, 17% people are disagree, 6.0% customer are highly disagree.

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12. Size of the mans department would affect your preference towards the products

Sizeofmensdepartment Frequency Percent Valid Percent Cumulative Percent strongly agree agree neutral Valid disagree highly disagree Total 13 8 100 13.0 8.0 100.0 13.0 8.0 100.0 92.0 100.0 27 29 23 27.0 29.0 23.0 27.0 29.0 23.0 27.0 56.0 79.0

35 30 25 20 15 10 5 0 strongly agree agree neutral disagree highly disagree Series1

Analysis
27% people are strongly agree Size of the mans department would affect are product selling, The 29% of the customers are agree of department size are very effective, 23% of customers feel neutral of department size, 13.0% of customers feel disagree, 8% people are feel is not department size is not important.

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13. You always pay attention to signs?

attentiontosigns Frequency Percent Valid Percent Cumulative Percent yes Valid no Total 64 36 100 64.0 36.0 100.0 64.0 36.0 100.0 64.0 100.0

70 60 50 40 30 Series1

20
10 0 yes no

Analysis
The above table clearly states that 64% of the customers in LIFESTYLE always pay attention to signs, 36% of the customers in LIFESTYLE didnt get pay attention to signs

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14. When you are waiting for payment, you would pay attention to product items placed nearly.

Purchasewhiledoingpayment Frequency Percent Valid Percent Cumulative Percent strongly agree agree neutral Valid disagree highly disagree Total 13 6 100 13.0 6.0 100.0 13.0 6.0 100.0 94.0 100.0 24 30 27 24.0 30.0 27.0 24.0 30.0 27.0 24.0 54.0 81.0

35 30 25 20 15 10 5 0 strongly agree agree neutral disagree highly disagree Series1

Analysis
The above table clearly states that 24% of the customers in LIFESTYLE strongly agree t hat purchase while doing payment, 30 % are agree, 27% neutral to doing payment purchase, 13% people are disagree, 6% are highly disagree.

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15. You always pay attention to things covered with strong lighting.

Thingscovertostronglighting Frequency Percent Valid Percent Cumulative Percent strongly agree agree neutral Valid disagree highly disagree Total 18 6 100 18.0 6.0 100.0 18.0 6.0 100.0 94.0 100.0 14 33 29 14.0 33.0 29.0 14.0 33.0 29.0 14.0 47.0 76.0

35 30 25 20 15 10 5 0 strongly agree agree neutral disagree highly disagree Series1

Analysis
The above table clearly shows that 14% of the respondents are highly agree with things covered with strong lighting in LIFESTYLE. 33% of the respondents are agree with the things covered with strong lighting in LIFESTYLE. 29.0% of the neutrel respondents, 18.0% of the respondents are dissatisfied with the strong lighting, 6% people are highly disagree.

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16. What do you think should be improved in mans department?

Improvedinmensdepartment Frequency Percent Valid Percent Cumulative Percent mannequin styling apparel display technique denim display area Valid selling style space Total 22 11 100 22.0 11.0 100.0 22.0 11.0 100.0 89.0 100.0 17 23 27 17.0 23.0 27.0 17.0 23.0 27.0 17.0 40.0 67.0

30 25 20 15 10 5 Series1

0
mannequin styling apparel denim selling style display display area technique space

Analysis
The above table clearly states that 17% of the respondents said that In mens department denim display area should be improved, 23% of the respondents said that apparel display should be improved.27% of the respondents said that selling style should be improved, 22% of the respondents said that mannequin styling should be improved by the LIFESTYLE store and remaining 11% of the respondents said that space should be increased or improved.

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17. How do you rate lifestyle mans department?

Rateoflifestylemensdepartment Frequency Percent Valid Percent Cumulative Percent excellent good Valid can be improved Total 13 100 13.0 100.0 13.0 100.0 100.0 42 45 42.0 45.0 42.0 45.0 42.0 87.0

50 45 40 35 30 25 20 15 10 5 0 excellent good can be improved Series1

Analysis
The above table clearly states that 42% of the customers feel excellent shopping in mans department, 45.0 % are fell good shopping experience, 13% are telling can be improved on mans department.

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18. Gender

gender Frequency Percent Valid Percent Cumulative Percent Male Valid Female Total 47 53 100 47.0 53.0 100.0 47.0 53.0 100.0 47.0 100.0

54 53 52 51 50 49 48 47 46 45 44 male female Series1

Analysis
From the above chart we can see that they are 47% of male respondent and 53% of the female respondents are there out of some costumer.

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19. Age

age Frequency Percent Valid Percent Cumulative Percent below 18 19-29 30-39 Valid 40-49 above 50 Total 26 15 100 26.0 15.0 100.0 26.0 15.0 100.0 85.0 100.0 21 15 23 21.0 15.0 23.0 21.0 15.0 23.0 21.0 36.0 59.0

30 25 20 15 Series1 10 5 0 below 18 19-29 30-39 40-49 above 50

Analysis
21% below 18 customer are respond to survey, above chart 15% people are 19-29 are fillips the questionnaire, The above table clearly states that 23% of the respondents rated that 3039, while 26% rated that it is 40-49, 15% of the respondents rated that the above 50.

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20. Occupation

occupation Frequency Percent Valid Percent Cumulative Percent student business job Valid other 5.00 Total 19 1 100 19.0 1.0 100.0 19.0 1.0 100.0 99.0 100.0 13 33 34 13.0 33.0 34.0 13.0 33.0 34.0 13.0 46.0 80.0

40 35

30
25 20 Series1 15 10 5 0 student business job other

Analysis
13% student are respondents, 33% rated that is business man, 34% rated that is working on some place, 19% rated that is depend on other work.

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21. Monthly Income

Monthlyincome Frequency Percent Valid Percent Cumulative Percent less then 10000 rs 10001-19999 rs 20000-29999 rs Valid 30000-39999 40000-49999 below 50000 Total 10 14 16 23 22 15 100 10.0 14.0 16.0 23.0 22.0 15.0 100.0 10.0 14.0 16.0 23.0 22.0 15.0 100.0 10.0 24.0 40.0 63.0 85.0 100.0

25 20 15 10 5 0 Series1

Analysis
When 10% people income is less then 10000. 14% monthly income is 10001-19999, 16% respondents monthly income 20000-29999, 23 % people monthly income is 30000-39999, in the above diagram 40000-49999 income people is income. 22%.below 50000 15% monthly

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FINDING
1. 30% of the respondents frequently visit twice in month. 2. 28% of the respondents are attracted an eye catching window display. 3. 29% member of respondent says that in store light and music effects on purchasing power. 4. Maximum no. of respondents said that in store merchandise and mannequin display is very attracted. 5. Maximum no. of people are agree that new style or design on display they like to porches. 6. Maximum no. of respondents said that they have seen the signage of the discount products. 7. Maximum no. of respondents are agree that the price standee near merchandise window while entering the store. 8. Maximum no. of respondents out of 100 respondent said that they see a special promotional signage you have a look at the clothing. 9. Maximum respondent are brand name and logo that very strongest impact to purchase decision. 10. Maximum no. of respondents said that they store communication enache merchandise display is shopping. 11. 29% people are agree consider visual merchandising to be creating expression or selling strategy. 12. Maximum no. of respondents said that mans department would affect your product selling are agree. 13. Maximum no of people said yes that thay pay attention to signs. 14. Maximum no. of respondent are strongly agree that the Purchas wild on payment.
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15. Max no.of respondents said that things covered with strong lighting. 16. Max no. of respondent are saying denim display area are should be improved in mans department. 17. Max no. of customers said that their overall experience in lifestyle in on good.

In maximum of respondent are females, more than males. the maximum no. of respondent are between they age 40-49 years the maximum of respondents occupation are job. The maximum no. monthly income is between RS. 30,000 to 39,999.

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CONCLUSION
Lifestyle store is one of the leading store. Lifestyle is only for upper middle class and high class customers. Many of customers get attracted by window displays and by visual merchandising. Customers get attracted by different type of mannequin. Different types of themes are displayed according to season for attract the customers and increase the sales of the store. Whatever offer are going on, on that different visuals are displayed for customers to attract them. Mens department or any department should be properly arranged and signs should be displayed properly to attract the male customers. Lights and music should be properly done to attract the customers and increase the sales. Customers overall experience will be nice if the visuals are done attractively.

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BIBLIOGRAPHY
REFERENCE BOOK: Arif I. Sheikh, DR. Kaneez Fatima RETAIL MANAGEMENT
McGoldrick, 1990; Marsh, 1999, Wolters and White, 1987, p.238

Web:
en.wikipedia.org/wiki/landmarkgroup en.wikipedia.org/wiki/lifestylestore
http://www.scribd.com/ http://www.gobookee.net/visual-merchandising/

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QUESTIONARIE
TOPIC: - HOW VISUAL MERCHANDISING EFFECT PURCHASE OF MENS APPAREL
22. How many times do you go in shopping? 2 or 3 days twice in a month Once in a week Once in a month

23. When you are attracted by an eye catching window display, you tend to enter that apparel store. Strongly agree Disagree agree Highly disagree Neutral

24. In store lighting and music enhances your purchasing? Strongly agree Disagree agree Highly disagree Neutral

25. In store merchandise and mannequin display is very attraction? Strongly agree Disagree agree Highly disagree Neutral

26. When you see clothing featuring a new style or design on display, you buy it. Strongly agree Disagree agree Highly disagree Neutral

27. Clearance Signage attracts you to look through the clothing? Strongly agree Disagree agree Highly disagree Neutral

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28. Do you notice price standee near merchandise window while entering the store? Strongly agree Disagree agree Highly disagree Neutral

29. When you see a special promotional signage, you have a look at the clothing? Strongly agree Disagree agree Highly disagree Neutral

30. Which strongest impact on you purchase decision? Store exterior graphics and signage Window display Kind of merchandise on display Brand name and logo Promotional offering Point of sale display Ceiling suspended props and talkers Display table Floor vinyl and in store wall graphics Lighting, music and store space 31. Do you think in store communication enhance merchandise display is shopping? Strongly agree Disagree agree Highly disagree Neutral

32. Do you consider visual merchandising to be a creative expression or selling strategy? 1 2 3 4 agree 5 6 Neutral 7 8 Disagree 9 10 Highly disagree

Strongly agree

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33. Size of the mans department would affect your preference towards the products. Strongly agree Disagree 34. You always pay attention to signs? Yes No agree Highly disagree Neutral

35. When you are waiting for payment, you would pay attention to product items placed nearly. Strongly agree Disagree agree Highly disagree Neutral

36. You always pay attention to things covered with strong lighting. 1 2 3 4 agree 5 6 Neutral 7 8 Disagree 9 10 Highly disagree

Strongly agree

37. What do you think should be improved in mans department? Mannequin styling Apparel display technique Denim display area Selling style Space 38. How do you rate lifestyle mans department?

Excellent

good

can be improved

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PERSONAL INFORMATION
Gender Male Female

Age Below 18 40 49 19 -29 Above 50 30 39

Occupation Student Other Business Job

Income Less than Rs. 10,000 30,000 to Rs. 39,999 Rs.10,001 to Rs. 19,999 Rs. 40,000 to Rs. 49,999 Rs. 20,000 to Rs. 29,999Rs. above Rs. 50,000

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