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Submitted by: SURENDHAR.D, II yr. MBA, Rai Business school Chennai.
STUDY ON IMPACT OF VISUAL MERCHANDISING IN RETAIL MAKETING PRACTICED AT BIG BAZAAR
(PART OF FUTURE RETAIL GROUP) PONDY BAZAAR, CHENNAI
SUBMITTED BY SURENDHAR DHANDAPANI II yr., MBA
OF RAI BUSINESS SCHOOL, TEYNAMPET, CHENNAI.
A PROJECT REPORT SUBMITTED TO THE FACULTY OF BUSINESS ADMINISTRATION In partial fulfillment of the requirements of the program For the award of the internal marks.
Space for Bonafide certificate
I D. Surendhar, a student of MBA, Rai Business School, Teynampet, Chennai. hereby, declare that the project work titled “A STUDY ON IMPACT OF VISUAL MERCHANDISING WITH REFERENCE To BIG BAZAAR”, Submitted to the Rai Business School in partial fulfillment of the requirement for the award of the degree of Master of Business Administration is a record of Bonafide research carried out by me under the guidance of Mrs. Vinitha Prasad, Senior Lecturer, Rai Business School and no part of it has been submitted for any other degree or diploma.
Place: CHENNAI Date:
Future Value Retail Ltd. SHENBAGARAJAN. Chennai for giving me permission to do the project in the organization and his support and guidance to complete this project. for providing me full support to complete my internship. Secondly. Firstly I thank the Almighty who has been with me from the beginning of this project. Vinita. I would also like to thank Mrs. Chennai. Academics and Mr. I take this opportunity to express my gratitude and appreciation to all of them. Ilango Manager Placement division of Rai Business School. I would like to thank all my faculties at RAI business school for their encouragement and arousing the management skill in me to certain level which opened up an opportunity for internship which of course part of my course. I am deeply indebted to express my heartfelt thanks to Mr. Chennai who guided me in the successful completion of the project. Head. Senior Executive (HR). My family and friends also supported me with the study and encouraged me a lot and I am thankful for it. Venkatesan.STUDY ON IMPACT OF VISUAL MERCHANDISING ACKNOWLEDGEMENT An endeavor over a long period can be successful only with the advice and support of many well . my project mentor at the Rai business school.wishers. I would also like to thank Prof. Acknowledgements Page 1 .
STUDY ON IMPACT OF VISUAL MERCHANDISING D. MBA Acknowledgements Page 2 .SURENDHAR II yr.
This project report has got two sections. «««««»»»»» PROJECT REPORT Page 2 . The first section deals with the overall view of Indian retail industry and the company profile for future group along with their vision & mission statement The second section has the details about study on the impact of visual merchandising in influencing the consumer’s buying behavior.STUDY ON IMPACT OF VISUAL MERCHANDISING ABSTRACT This 5 days of mini project was organized by the college and put the students directly to the fields of market is mainly aimed for evaluating the knowledge of the student and to give him a chance to self-evaluate himself and to improve him in the areas needed. Also gives the chance to test practically with concepts learned by the student from books. Also provides opportunity for the student to understand the industry in which they are going to work after their graduation.
1 INTRODUCTION 1.2 SECONDARY OBJECTIVE 3.1 RESEARCH DESIGN & DATA COLLECTION 4.2 VISUAL MERCHANDISING STRATEGIES FOLLOWING AT BIG BAZAAR 3.II STATEMENT OF OBJECTIVES 2 2.5 DATA ANALYSIS AND INTERPRETATION PROJECT REPORT Page 3 .STUDY ON IMPACT OF VISUAL MERCHANDISING CONTENTS CHAPTER NO PARTICULARS SECTION – I PAGE NO 05 06 07 09 11 17 18 18 18 19 21 23 24 24 24 25 25 26 1 1.2 DATA ANALYSIS PROCEDURE 4.1 REVIEW OF LITERATURE 3 3.3 LIMITATIONS OF THE STUDY 4.3 INDIA RETAIL INDUSTRY – OVER VIEW 1.2 NEED AND IMPORTANCE FOR THE STUDY 1.4 METHOD ADOPTED FOR THE EXPERIMENT 4.1 PRIMARY OBJECTIVE 2.3 CONCEPTUALIZATION RESEARCH METDOLOGY 4 4.4 COMPANY PROFILE SECTION .
7 RECOMMENDATIONS 28 30 32 33 5 6 CONCLUSION BIBLIOGRAPHY PROJECT REPORT Page 4 .6 FINDINGS 4.STUDY ON IMPACT OF VISUAL MERCHANDISING 4.
STUDY ON IMPACT OF VISUAL MERCHANDISING SECTION .I PROJECT REPORT Page 5 .
a unit of FUTURE GROUP is one of the most well-known Retail firms in India. I found Retail business appropriate for the topic as this is the only business which gives importance for visual merchandising and future group is one such firm a leading player in the industry and also encourages students like me to conduct this this kind of studies in their outlets and providing proper support and assistance PROJECT REPORT Page 6 .STUDY ON IMPACT OF VISUAL MERCHANDISING Introduction I chose BIG BAZAAR at Pondy bazaar in Chennai to do my project under the topic “A STUDY ON IMPACT OF VISUAL MERCHANDISING.
‘Stickiness’ in retail formats is also ensured by the imaginative use of colors. Loyal customers have often been known to anxiously wait for the next display. Consumer behavior studies have confirmed that the lure of a beautifully done up show window and a tastefully decorated facade. After all. more often than not. It also ensures exclusivity since no two stores should look alike. prove irresistible as they walk in to check out what is on offer. Besides. Once customers walk in. The logical arrangement of counters. Rather than getting lost in the big space that most large stores are. the customer feels more in control. furniture and visual elements with regard to in-store displays. Space is allocated to various product categories taking into account the number of SKUs stocked and shelves/counter space requirements are worked out accordingly.STUDY ON IMPACT OF VISUAL MERCHANDISING Need and importance of visual merchandising Visual merchandising today forms a critical element of retailing. it makes certain that the store remains top of mind. there is also in-store decor that is designed to enhance the customer’s comfort and convenience while shopping and overall. it is but imperative to ensure that they enjoy their first encounter with the store. with clear passageways allows for easy access to merchandise. Besides the facade and windows. when the mood and theme of such displays change at regular intervals. lighting. which are clearly done up with an objective to attract passer-bys and induce walk-ins. repeat visits will only happen if a customer’s first visit is a memorable one. space. offer a superior shopping experience. PROJECT REPORT Page 7 .
which require touch and feel. stores that are brightly lit.STUDY ON IMPACT OF VISUAL MERCHANDISING Clear passages are provided for products. A great deal of research has been undertaken on the impact of lighting on a customer’s purchase behavior. Also. more sales. from rear left of the room to right rear. Results clearly indicate that in general.e. followed by front left of the room to front right. and as such. Care should be taken to do up the rear left end of the room in an appealing manner so as to guide the direction of vision and keep a shopper visually interested. PROJECT REPORT Page 8 . i. it has been observed that when a person enters a room. the human eye moves in a Z pattern. with the lights cleverly blending with the interiors lead to higher customer comfort. All impulse purchase driven products are also clearly displayed so that the customers can reach them without any hindrance.
Moreover.5 per cent. This is a consequence of India's dramatic. changing lifestyles. there will also be opportunities in India's tier II and III cities.18 billion by 2014. The greater availability of personal credit and a growing vehicle population to improve mobility also contribute to a trend towards annual retail sales growth of 11. an increase of 88.2 billion by 2014.28 billion. forecasts that the total retail sales will grow from US$ 353 billion in 2010 to US$ 543.4 per cent. with over the counter (OTC) pharmaceutical sales at US$ 3. and favorable demographic patterns. rapid shift from small independent retailers to large. modern outlets.29 billion by 2014. Retail industry in India is expected to rise 25% yearly being driven by strong income growth. for the 4th time in five years.86 billion in 2010. with an employment of around 8% and contributing to over 10% of the country's GDP. BMI forecasts consumer electronic sales at US$ 29.STUDY ON IMPACT OF VISUAL MERCHANDISING INDIAN RETAIL INDUSTRY – AN OVERVIEW India retail industry is the largest industry in India. The BMI India Retail Report for the third-quarter of 2010. BMI further predicts that sales through MGR outlets will increase by 154 per cent to reach US$ 15. The latter is predicted to be the fastest growing retail sub-sector and BMI forecasts that sales will reach US$ 6. With the expanding middle and upper class consumer base. India has been ranked as the most attractive nation for retail investment among 30 emerging markets by the US-based global management consulting firm. A T Kearney in its 8th annual Global Retail PROJECT REPORT Page 9 . Mass grocery retail (MGR) sales in India are forecast to undergo enormous growth over the forecast period.
Established retailers are tapping into the growing retail market by introducing innovative store formats. demanding higher quality shopping environments and stronger brands. Foreign direct investment (FDI) inflows between April 2000 and April 2010. Bharti Retail strengthened its position in northern India by opening 59 stores. to 95 million sq. with 5 per cent of sales through organized retail. ft. between 2010 and 2012.18 per cent of the total retail market and reach US$ 450 billion by 2015. ft. stood at US$ 194. India continues to be among the most attractive countries for global retailers. Bharti WalMart is expected to open 10 to 15 wholesale locations in the next three years. national capital region (NCR). Besides. According to a McKinsey & Company report titled 'The Great Indian Bazaar: Organized Retail Comes of Age in India'. reflecting a fast-growing middle class. the report added. according to the Department of Industrial Policy and Promotion (DIPP). Furthermore. More (owned by Aditya Birla Group) and Shoppers Stop (owned by K Raheja Group) already plan to expand. in single-brand retail trading. Kolkata. with 10 per cent coming from organized retail. Retail should continue to grow rapidly—up to US$ 535 billion in 2013. India's retail market is expected to be worth about US$ 410 billion.) of retail space will be ready in Mumbai. organized retail in India is expected to increase from 5 per cent of the total market in 2008 to 14 .69 million. the organized retail real estate stock will grow from the existing 41 million sq. published by Knight Frank India in May 2010 during 2010-12. around 55 million square feet (sq.STUDY ON IMPACT OF VISUAL MERCHANDISING Development Index (GRDI) 2009. according to a report titled 'India Organized Retail Market 2010'. Spencer's Retail. meaning that the opportunity in India remains immense. and Marks & Spencer is considering plans to open additional outlets in the next few years. Bengaluru. India remains among the leaders in the 2010 GRDI and presents major retail opportunities. PROJECT REPORT Page 10 . Hyderabad and Pune. ft. Chennai.
Pantaloon Retail (India) Limited.83 million for opening 50 premiums watch outlets Helios in next five years to attain a sales target of US$ 87. a chain of fashion outlets. Kolkata. M&S currently operates 17 stores in India through a joint venture (JV) with Reliance Retail. Food Bazaar.org/industry/retail.STUDY ON IMPACT OF VISUAL MERCHANDISING Leading watchmaker Titan Industries Limited plans to invest about US$ 21. blends the look. Source: http://www. "We are looking to open Helios outlets in Mumbai. a uniquely Indian hypermarket chain. Hyderabad.000 people. owner of Easy Day store—supermarkets and hyper marts—plans to invest about US$ 2. according to a company spokesperson. has over 1000 stores across 71 cities in India and employs over 30. Pune.aspx COMPANY PROFILE FUTURE GROUP The field of study was conducted at Big bazaar a unit of Pantaloons Retail (India) Limited. Bharti Retail. convenience and quality and Central.ibef. Delhi. Ahmedabad etc. the company operates over 12 million square feet of retail space. in next 12 months. Headquartered in Mumbai (Bombay). The company’s leading formats include Pantaloons." said Ajoy Chawla. a chain of seamless PROJECT REPORT Page 11 . British high street retailer.5 billion over the next five years to add about 10 million sq.31 million. is India’s leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. Marks and Spencer (M&S) plans to significantly increase its retail presence in India. Big Bazaar. ft. targeting 50 stores in the next three years. Chennai. Vice President (Retail). a supermarket chain. touch and feel of Indian bazaars with aspects of modern retail like choice. Titan. of retail space in the country by then.
capital. Top 10 and Star and Sitara. In the value segment. is one of India’s leading business houses with multiple businesses spanning across the consumption space. Pantaloon Retail is the flagship company of Future Group. PROJECT REPORT Page 12 . its marquee brand. the group operates over 12 million square feet of retail space in 71 cities and towns and 65 rural locations across India. Blue Sky. Pantaloon Retail. operates Home Town. a large-format home solutions store. In the lifestyle segment. a chain of seamless malls. Pantaloon Retail employs around 30. led by its founder and Group CEO. touch and feel of Indian bazaars with the choice and convenience of modern retail.000 people and is listed on the Indian stock exchanges. Headquartered in Mumbai (Bombay). Collection i.com. group subsidiaries are present in consumer finance. Kishore Biyani. The company follows a multi-format retail strategy that captures almost the entire consumption basket of Indian customers. retail media and logistics led by its flagship enterprise. Big Bazaar is a hypermarket format that combines the look. The company also operates an online portal. Some of its other formats include Brand Factory.STUDY ON IMPACT OF VISUAL MERCHANDISING destination malls. insurance. Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by the US-based National Retail Federation (NRF) and the Emerging Market Retailer of the Year 2007 at the World Retail Congress held in Barcelona. a business group catering to the entire Indian consumption space. leisure and entertainment. A subsidiary company. Home Solutions Retail (India) Limited. While retail forms the core business activity of Future Group. selling home furniture products and eZone focused on catering to the consumer electronics segment. brand development. Mr. the group operates Pantaloons. all. futurebazaar. a fashion retail chain and Central. retail real estate development. Future Group Future Group.
The group’s flagship company. Planet Sports.STUDY ON IMPACT OF VISUAL MERCHANDISING In 2008. hotels and logistics. The first set of Big Bazaar stores opened in 2001 in Kolkata. by the US-based National Retail Federation. a retail media initiative. Home Town and rural retail chain. Future Capital Holdings. Galaxy leading leisure chains. among others. PROJECT REPORT Page 13 . F123. Future Group’s joint venture partners include. Big Bazaar opened its 100th store. Other group companies include. futurebazaar. the group’s financial arm provides investment advisory to assets worth over $1 billion that are being invested in consumer brands and companies. Ezone. It also operates popular shopping portal. Future Logistics. Staples and Middle East-based Axiom Communications. Future Brands. It also operates a consumer finance arm with branches in 150 locations. real estate. providing logistics and distribution solutions to group companies and business partners and Future Media. Through its partner company. Copper Chimney and Gelato. electronics retailer. Hyderabad and Bangalore. books and music chain. Blue Foods the group operates around 100 restaurants and food courts through brands like Bombay Blues. Spaghetti Kitchen. and family entertainment centres. Future General. Mumbai-based listed company Galaxy Entertainment Limited. the group’s insurance venture in partnership with Italy’s General Group. Noodle Bar. Aadhar. sportswear retailer. Depot. Pantaloon Retail was awarded the International Retailer of the Year 2007. Sports Bar and Bowling Co. home improvement chain. US-based stationery products retailer. The group’s specialty retail formats include. a brand development and IPR company. marking the fastest ever organic expansion of a hypermarket.com. the largest retail trade association and the Emerging Market Retailer of the Year 2007 at the World Retail Congress in Barcelona. The group’s presence in Leisure & Entertainment segment is led through. The Spoon.
conscious and committed to quality in whatever we do. creating retail realty. They will be the trendsetters in evolving delivery formats. ‘Rewrite rules.STUDY ON IMPACT OF VISUAL MERCHANDISING Future Group believes in developing strong insights on Indian consumers and building businesses based on Indian ideas. They shall infuse Indian brands with confidence and renewed ambition. Everywhere.’ Vision Future Group shall deliver Everything.’ The group’s corporate credo is. Retain values. humility and united determination shall be the driving force to make us successful. PROJECT REPORT Page 14 . Mission They share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development. They shall be efficient. Every time for Every Indian Consumer in the most profitable manner. making consumption affordable for all customer segments – for classes and for masses. Core values Indianness: confidence in ourselves. sincerity. They shall ensure that our positive attitude. cost. as espoused in the group’s core value of ‘Indianness.
acquires stakes in Galaxy Entertainment. Ezone PROJECT REPORT Page 15 .Central . business and action. Nurturing Relationships: to build long term Simplicity & Positivity: Simplicity and positivity in our thought.STUDY ON IMPACT OF VISUAL MERCHANDISING Leadership: to be a leader. 2002. Sets up India’s first real estate investment fund Kshitij to build a chain of shopping malls.Food Bazaar. 2006. private equity and retail infrastructure funds. Openness: to be open and receptive to new ideas.Future Capital Holdings. 2004. Adaptability: to be flexible and adaptable. 2005.Three Big Bazaar stores launched within a span of 22 days in Kolkata.Group moves beyond retail.5 billion in real estate. Respect & Humility: to respect every individual and be humble in our conduct. the supermarket chain is launched. a home building and improvement products retail chain is launched along with consumer durables format.India’s first seamless mall is launched in Bangalore. the company’s financial is formed to manage over $1. Indus League Clothing and Planet Retail. Plans forays into retailing of consumer finance products. Valuing and relationships. Home Town. both in thought and business. Flow: to respect and understand the universal laws of nature. to meet challenges. Bangalore and Hyderabad. knowledge and information. Introspection: leading to purposeful thinking. Major Milestones 2001.
Utensils and Crockery Appliances Footwear New Business Developments Depot Page 16 PROJECT REPORT . Total operational retail space crosses 10 million square feet mark. 2008. BIG BAZAAR Big bazaar.Future Group crosses $1 billion turnover mark. This also brings a lot of competition for the store. General Forms joint ventures with US office stationery retailer. Pondy Bazaar was the second store to make an impact in the minds of the customer. Big Bazaar crosses the 100-store mark. Pondy bazaar is among the few areas in Chennai that is full of activities with shopping malls. It was opened in the month of June. restaurants etc. IPR and brand development and retail-led technology services become operational. Future Group acquires rural retail chain. 2008. Furniture Bazaar.STUDY ON IMPACT OF VISUAL MERCHANDISING and furniture chain. Situated in the midst of an IT hub. Future Group enters into joint venture agreements to launch insurance products with Italian insurance major. it welcomes customers with exciting offers and discounts. logistics. Measures are taken to retain the customers by training the employees to be polite and vigilant.Future Capital Holdings becomes the second group company to make a successful Initial Public Offering in the Indian capital markets. The various departments in the store are as follows: • • • • • • • Food bazaar department Cash department Plastics. marking one of the fastest ever expansion of a hypermarket format anywhere in the world. 2007. Aadhar present in 65 rural locations. Staples. Specialized companies in retail media. eat out joints.
STUDY ON IMPACT OF VISUAL MERCHANDISING • • • • • • • • • Home Linen Furniture Apparels Visual merchandise Human Resource Administration Ware house / Logistics Maintenance Customer Service Department «««««»»»»» PROJECT REPORT Page 17 .
II PROJECT REPORT Page 18 .STUDY ON IMPACT OF VISUAL MERCHANDISING SECTION .
product display and cleanliness) in consumers’ buying decision.. SECONDARY OBJECTIVES OF THE STUDY Though the primary objective of the study is to study the impact of visual merchandising in relation to consumer buying decision the secondary objective of the study is to acquire the knowledge on over all function of Indian retail industry and its operations by observing a retail outlet – BIG BAZAAR. design layout preference. posters etc.) along with the traditional visual merchandising strategies (Lighting .STUDY ON IMPACT OF VISUAL MERCHANDISING STATEMENT OF OBJECTIVES PRIMARY OBJECTIVES OF THE STUDY A study on impact of merchandising products on the consumers’ buying choice with reference to big bazaar • To identify the impact made by the modern promotional techniques (signage’. PROJECT REPORT Page 19 . Chennai. Pondy Bazaar Branch.
touch.STUDY ON IMPACT OF VISUAL MERCHANDISING LITERATURE REVIEW VISUAL MERCHANDISING – AN OVER VIEW Visual merchandising is the activity of promoting the sale of goods. • PROJECT REPORT Page 20 . • Informing about the latest fashion trends by highlighting them at the strategic locations. and staff is needed. convenient and customer friendly by: • Making it easier for the shopper to locate the desired category of products and merchandise. VM helps in: • Educating the customers about the product/service in an effective and creative manner. Many elements can be used by visual merchandisers in creating displays. designers. and sound as well as technologies such as digital displays and interactive installations. Purpose Retail professionals display to make the shopping experience more comfortable. thereby enabling long lasting impact and recall value. merchandising managers. sensory inputs such as smell. the visual merchandising director. lighting. space. • • Making it possible for the shopper to co-ordinate & accessorize. environments. including color. especially by their presentation in retail outlets. architects. and spaces into a stimulating and engaging display to encourage the sale of a product or service. product information. buyers. This includes combining products. It has become such an important element in retailing that a team effort involving the senior management. Establishing a creative medium to present merchandise in 3D environment. Making it easier for the shopper to handpick the products.
Combining the creative. Drawing the attention of the customer to enable him to take purchase decision within shortest possible time. and thus augmenting the selling process. technical and operational aspects of a product and the business. Establishing linkage between fashions. product design and marketing by keeping the product in prime focus. • • PROJECT REPORT Page 21 .STUDY ON IMPACT OF VISUAL MERCHANDISING • • Setting the company apart in an exclusive position.
etc. GIVING MERCHANDISE THE FOCAL POINT At big bazaar they showcased the major fast moving products within the overall display area in a way that no prospective consumer will miss a product that they were looking for. It also enables a chain of stores to have the same merchandise displayed in a coherent and similar manner across the chain. At big bazaar they used the proper combination of each of these elements to support ease of applicability to the consumer and also increasing selection & enhancing the merchandise display in a neat and organized manner. And in the entry stage itself they displayed a proper map of the shop stating the brief description of products available in each floor along with information for rest room and customer desk areas. This helps in educating the consumer about the detailed products and saves their time from unwanted enquiries also helps them to engage more on their shopping activity PROJECT REPORT Page 22 .STUDY ON IMPACT OF VISUAL MERCHANDISING VISUAL MERCHANDISING STRATEGIES FOLLOWED AT BIG BAZAAR A Planogram allows planning of the arrangement of merchandise on a given fixture configuration to support sales through proper placement of merchandise by Style. Price points. Option. Size.
PROJECT REPORT Page 23 . special occasions and gender. It is a visual perceptual property. DISPLAYTHEMES TO APPROPRIATELY SUPPORT THE PRODUCT: I did this project at Big Bazaar during their big day sales or Mahabachat which will happen every year during republic day and Independence Day. CLEANLINESS: Neat and clean arrangement is the foundation of an inviting a successful visual display. Colors can be associated with emotions. During my project period I was put up in food bazaar.STUDY ON IMPACT OF VISUAL MERCHANDISING USING THE RIGHT CHOICE OF COLORS Color is one of the most powerful tools in the Visual Merchandising segment. This helps in grabbing the attention of the customer and holding it for minimum of 5-10 seconds and also helps them for effective scanning between the products across the shelves without straining the eyes much. In big bazaar I noticed that they took enormous effort in cleaning the floor and followed an effective cleaning schedule of showcases and display fixtures. A beautiful display can be ruined by a cracked sign holder or an unclean display environment. At big bazaar they utilized the major advantage of this factor and used it in the entire store for the arrangement of products. presenting them in a way that would convert the window shoppers into prospects and ultimately buyers of the product. There I noticed that in all the shelves they arranged the packs based on color of the packs so that they formed color gradients giving emphasize to strong color packs and slightly saturating to the lighter shade packs. It sets the context in an aesthetically pleasing fashion. For these 5 days they decorated the store with themed displays of offers available during these Mahabachat sales throughout the store and windows. It attracts attention and pulls more customers into the store. The sale lasts for 5 days.
STUDY ON IMPACT OF VISUAL MERCHANDISING «««««»»»»» PROJECT REPORT Page 24 .
I have attempted to build relationship between key variables i. It is also necessary to examine the relationship between two key variables and other variables influenced on dependent variable.. According to the literature review. I came to know that lighting.e. product display and cleanliness are the main variables of visual merchandizing. This would enable me to interpret the findings in a more comprehensive manner. the Hong Kong polytechnic university – Hong Kong.STUDY ON IMPACT OF VISUAL MERCHANDISING CONCEPTUALIZATION In conceptualizing the study. PROJECT REPORT Page 25 . design layout. visual merchandising (independent variable) and buying behavior (dependent variable). The conceptual model that has been developed indicating their relationship is given below Conceptual Model Lighting Design Layout Product Display Cleanliness Visual Merchandizing Buying decision Behavio r Courtesy: Visual merchandising and consumer decision process for intimate apparel by Derry Law and Joanne yip – institute of textile and clothing.
20-30. 40-50. as far as possible attempt was made to gather primary data.STUDY ON IMPACT OF VISUAL MERCHANDISING RESEARCH METHODOLOGY DATA COLLECTION The nature of research design chosen by me is almost a descriptive one. Descriptive tools such as frequency counts and percentages calculated for the statements on the criterion form in order to determine the impact of in store promotions on buying decisions. facilitating the observations process. There were no any rejected forms due to field investigation and personally filled criterion forms with observation. LIMITATIONS OF THE STUDY: Apart from visual merchandising there is the influence of other mediums like television. Since i chose the busy retail out let like BIG BAZAAR and that too during the period of big day sales its bit tough for me to do the observations in a detailed manner. Data were collected through observations from 1000 consumers from four different age groups i. In that context. 30-40. Chennai. 50-60 who walked in to the store at the time of study. So. PROJECT REPORT Page 26 . a detailed observation criterion was administrated. newspaper and radio used for communicating the mahabachat sale at BIG BAZAAR – this has got the strong influence in buying decision. DATA ANALYSIS PROCEDURE Descriptive method was used in presenting and analyzing the data.e. Additionally. Most of the data pertaining to this study have been collected from customer sample drawn from randomly. And information was collected from customers who were purchasing products from the supermarket at the time of the study. The primary research was carried out in BIG BAZAAR – T-Nagar branch. secondary data for conceptualization and operationalization of the matters and other purposes were also utilized through textbooks and web sites etc.
pills burry atta and 5 liters gold winner refined sunflower oil Rs. aashirvad atta and 5 liters gold winner refined sunflower oil • Rs.625 – 5 kgs of hello royal basmati rice. tilde long grain rice and 5 liters fortune refined sunflower oil • Rs.444 – 5 kgs of sugar. So my team leader decided to add up extra visual merchandise to make the customer available of those packs. So we decided two place one close to the customer bag zone there we displayed all the combi packs in a decorated table along with the signage displaying the offers in an attractive way and the second place was quite close to customer service desk the entry for the customers to the shop we adopted the same method as earlier.575 – 5 kgs of sugar.STUDY ON IMPACT OF VISUAL MERCHANDISING How strong a marketer/ promoter is trying to promote the product if it is not needed for the customer then the customer won’t be a prospective customer for that marketer METHOD ADOPTED FOR THE EXPERIMENT At big bazaar during the Mahabachat sale our aim was to sell the maximum combi packs of provisions. rice and golden harvest atta • Rs. • For the first 3 days we didn’t adopt any systems for the promotion. we sold average of 200 combi packs. The following were the combi packs bundle they made: • Rs.649 – 5 kgs of aashivad atta. PROJECT REPORT Page 27 . daawat devya basmati rice and 5 liters gold winner refined sunflower oil. For the fourth and fifth day we were given targets for the sale of combi packs. tilda long grain rice and 5 liters Gemini refined sunflower oil • Rs.589 – 5 kgs of sugar.555 – 5 kgs of pills burry atta.
STUDY ON IMPACT OF VISUAL MERCHANDISING I’ve enclosed the details for one hour of the study as it was very tough to record the actual data for over a period of time. DATA INTERPRETATION Impact of visual merchandising on consumer buying behavior across the age groups AGE GROUP FREQUENCY PERCENTAGE 20-30 168 16.9 40-50 135 13.5 50-60 98 9. For the fourth day we were given target of 300 combi packs and we sold around 320 packs and for the closing day we got the target of 400 and sold close to 447 packs. But the end result was we achieved the targets for all these days.8 IMPACT OF VM 1000 100 PROJECT REPORT Page 28 .8 30-40 599 59. Over all the method worked very well and played a vital role in achieving the targets.
STUDY ON IMPACT OF VISUAL MERCHANDISING Factors involved in Visual Merchandsing – based on time spent TIME SPENT FACTOR SIGNAGES POSTER THEMED PRODUCT DISPLAYS INSHOP PROMOTIONS 0-5 sec 31 174 251 15 05-10 sec 55 47 50 56 Grand Total 10-15 sec 108 84 10 120 TOTAL 194 305 310 191 1000 PERCENTAG E 19.5 31 19.1 100 PROJECT REPORT Page 29 .4 30.
The findings show that 30% of respondents have indicated that posters are strongly influencing their store buying behavior. Most of the PROJECT REPORT Page 30 . The smallest value equal to 19 that represents the moderately influenced score category.5) mentioned that posters and product displays majority themed displays in supermarkets outlets strongly influence on their buying decisions. The main objective of this study was to examine the influence emerged from visual merchandizing and the usage of new medias into the VM such as postages.STUDY ON IMPACT OF VISUAL MERCHANDISING VISUAL MERCHANDIZING AND CONSUMER’S BUYING BEHAVIOR. The finding shows that influence emerged from visual merchandising on consumer’s buying decisions is strong. visual merchandising consists of four variables such as lighting. Moreover. product display and cleanliness. It is more close to the higher level of strongly influenced score category. 30% of respondents have indicated that product display strongly influence on their buying decisions. In the same time. the frequency of product display is 310. The majority of respondents (31 & 30. have considerable influence in selecting specific supermarket outlet. signage’s themed displays for influencing consumer’s buying decisions. design layout. This study focused on the visual merchandizing and consumer buying decisions. all of those variables.9 from the age group of 30 -40 shows that people belonging to this group is highly attracted towards VM. However. The usage of new mediums in a unique way has a strong influence in buying decision. It was represented in strongly influenced score category. From this it is clearly shown that highest mean value of visual merchandising is 59.
and customer service and parking facilities etc. «««««»»»»» PROJECT REPORT Page 31 . Therefore. Though signage has low impact actually it helps in gaining the passer-by attraction and from results it is also clearly shows that in-shop promotions and product displays holds the consumers for a long time results to the buying decision. Second and third largest amount of customers mentioned price of goods and location of the outlets. the quantitative figures show that visual merchandising has significant impact in buying decisions In addition to the in-store variables. location. most of consumers consider price of goods. According to the findings. When customers are ranking the relative importance of factors affecting to the buying decisions.STUDY ON IMPACT OF VISUAL MERCHANDISING customers mentioned that in-shop promotions are one of the most important factors of attractive in-store environment of supermarket outlets. most of customers have given first and second priority to visual merchandising as it conveys them clearly what the product is and whom it is meant for also at the same time it also informs the consumers about the offerings and discounts associated with that product. 191 respondents have indicated in-shop promotions will affect in a strong and moderate way respectively on their buying decisions.
It can significantly Therefore. height of roof are key variables of design layout that helps to make customer relaxation. height of shells.00p. Supermarket managers should pay special attention on category layout. visual merchandisers can pay special attention to make attractive environment in the supermarket premises and make action to control the rush condition. of Gondola. number of impulse counters.00p. no. 4. To 8. influence application on of consumer’s more buying choice. study recommends Visual merchandising is the most important variable in instore environment among the tested variables. 2. Therefore. To 9. sanitary facilities.00p.STUDY ON IMPACT OF VISUAL MERCHANDISING RECOMMENDATIONS The research findings of present study have more practical orientation following. The lighting. Most of customers are willing to purchase products from super markets from 6. Design layout. 1. During weekends. Hence.m.m. reduce average waiting time and encourage the impulse purchasing etc. themed displays and cleanliness are the key elements of visual merchandizing programs.00a. visual attractive merchandising materials in their promotions will help to obtain better results. In weekdays and 10. and which is important the for the marketers in the supermarkets sector. cashier counters layouts. When designing the product display. convenience to selection of products.m. Spaces between shells (Passage). canola PROJECT REPORT Page 32 .m. 3.
And also customers will consider the shopping in such a supermarket is one of entertaining exercise. However. 5. «««««»»»»» PROJECT REPORT Page 33 . category name of product shells. it has low significance relative to the other elements of in-store environment.STUDY ON IMPACT OF VISUAL MERCHANDISING (Light ceiling). Damaged items on the shells and dust will make bad image towards the supermarket outlets and design of floor tiles can make significance influence to feeling of pleasure at shopping time. color separation. They specially mentioned that lighting helps to select correct products. When planning for themed displays for special offers or for festive seasons. The background music will also encourage customers to spend extra time in supermarkets. It will help to encourage customers to make impulse purchasing decisions in supermarkets. The soft and classic music are highly recommended than other type of music. 8. can select appropriate lighting Therefore managers that creates system satisfaction of psychological needs of customers. Majority of customers respond to the lighting more positively. the theme of the display and creativity should match the offer for example when planning for valentine special it’s very important that pick color should be used for the display 6. lighting box. reduce the time wasted and feel relaxation during the shopping tours. 7.
STUDY ON IMPACT OF VISUAL MERCHANDISING PROJECT REPORT Page 34 .
visual merchandising is growing in leaps and bounds. I once thank mi institute and also future group for providing training of this kind.. With globalization and the retail boom. «««««»»»»» PROJECT REPORT Page 35 .STUDY ON IMPACT OF VISUAL MERCHANDISING Conclusion From the study it is clearly understood that the arrangement of the displays in an attractive manner initiates new interest about the products in the minds of the customer. It is not simply concerned about decorating a store beautifully. By doing this project am not only learned about the impact of visual merchandising but also it opened the door for me to learn about many aspects in sales and retail including buying behavior of consumers. but must also symbolize the brand keeping the target audience in mind. By designing a proper themes and activating changes frequently one can thus be a proactive retailer. salesmanship etc.
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