Annexure - Part I -Questionnaires

The annexure contains the questionnaires used for the research, for each of
the following groups:

• Retailers
• Dealers
• Visual merchandisers
• Consumers.
Information given to the respondent at the beginning of every
Questionnaire.
Respected Sir / Madam,

I Mrs. Harmeet Kaur Bhasin from St. Andrew's College, Bandra

(west) am pursuing PhD. From S.N.D.T University under the guidance of Dr. Vidya
Hattangadi. The title of my research is "Study of Visual Merchandising Practices in Retail
Industry in Mumbai with special reference to Cosmetics & Perfumes."

I request you to fill in the enclosed questionnaire for generating

primary data on the same topic. Your responses and suggestions will go a long way in
enhancing the quality of research and will contribute to the further development of the
concept of Visual Merchandising.

I assure you that the information supplied by you would be kept in

strict confidence & would be purely used for the purpose of establishing the hypothesis of the
research.

392
Annexure -1 -Questionnaire for Retailers:
Name of the Retail Firm/Co.
Name of the Respondent
Designation
Category (if any)
No. of Years in Retail Field
Male /Female
Qualification
Signature of the Respondent
Contact No. and Email Id.
Date of Interview

Please put a right mark in the block for yes responses

Qi) As a Retailer how would you explain Visual Merchandising as?
a) Displaying Merchandise

b) Attracting Customer

c) Planning & Displaying

d) Creating Magic to Increase Footfalls

e) Any Other
Q2) Which Parameter of Visual Merchandising is the most important as per you?
a. Space Management

b. Assortment Planning
c. Use of Music, Colour, Light and Perfume

d. Simplifying Customers buying process

e. Theme Displays
f. Mannequins' & Fixtures Planning

g. Windows and POP Displays

h. Any other Specify

Q3) How seriously is Visual Merchandising taken by Indian Retailers?
a) Not taken seriously
b) Little Seriously
c) Seriously
d) Very Seriously

Q.4) What as per you is the most important element of Current Visual
Merchandising Scenario in India & especially in Mumbai?
 a) Attracting young generation I

b) Creating right and stress free ambience I

c) Creating Visual Clutter I

d) Attaining International Standards

e) Helps or Simplifies consumer buying process

f) More creative than International features

g) Any other

Q5) What are the common flaws you see in Visual Merchandising in the Indian Retail
Outlet?
a) Complicated Presentations I
b) Excessive use of props I

c) Cramped up windows
d) Use of too loud colors

e) Unplanned fixtures
f) Unscientific lighting
g) Any other

Q6) Which is the most important requirement of Indian Retailers to strengthen and build
effective Visual Merchandising strategies? (Any one)
a) Use of sensory Retailing

b) Use of props
c) Use of theme Displays

d) Use of advance and creative fixtures

e) Use of creative graphics & signage

f) Keeping the merchandising in line with the store image

g) Any other
Q7) What must be the objective of a good Visual Merchandising
strategy?(Rank them)
a) Attracting more Customers
b) Attracting young generations
c) Simplifying Customers buying process
d) Creating stress relieving ambience

394
 e) Increasing sales per Square foot

f) Increasing footfalls

g) Making product accessible to customers

h) Giving an International look and feel to customers

i) Any other

Q8) What do you think is the future of Visual Merchandising in India?

Q9) How much do you think Indian Retailers should allocate budget for Visual
Merchandising activities?
a) Less than 1% of Sales
b) More than 1% of Sales

c) More that 2.5% of Sales I

d) No Budget I

e) Budget as per retailers wish

(I.e No specific amount any year)

f) Any other

Q10) How do you quantify results of Visual Merchandising activities?

a) Increase in Sales turnover

b) Increase in Footfalls

c) Increase in Store Image

d) Decrease in early Mark Downs I

e) Increase in Sales per Sq.ft |

f) Increase in Customer satisfaction & Repeat Purchase

g) Increase in Premium pricing strategy

h) Decrease in Cost on front end staff

i) Attracting more vendors I

Qll) Which aspect of Visual Merchandising is appreciated the most by the Mumbai
Customer? I .
a) Graphics |
b) Window Display I

c) Sensory Retailing
d) Mall ambience

e) Broad Aisles

f) More space I

Q12) How important is Visual Merchandising for Cosmetics and Perfumes Category?
a) Not Important I
b) Little Important I
c) Very Important I
d) Highly Important I
Q13) What changes would you like to see in way projects for cosmetics &
perfumes category are rolled out in India? (Rank them)
a) Better Window Display I
b) Use of advance fixtures
c) Better counters

d) Use of larger than life windows i

e) More trial counter & demonstration i

f) Use of better lighting

g) Any other '

Q14) How much do you think as a retailer the customers buying decision gets influenced by
Visual merchandising.
a) Very high

b) High I
c) Medium
d) Low
e) No influence i

396
Q15) What is Visual Merchandising for you as a retailer.
a) Additional Cost

b) Compulsion

c) Aid to Business

d) Aid to increase sales

e) Aid to attract customers

State Yes or No.

YES NO

Elegant Counters with Visual Merchandising Strategies help to sell r r

16.
the product faster.

Cosmetics and Perfumes are the products which need good backup of r r
17.
lighting and fixtures to attract the customers.
There is a need of bringing in creativity in the fixtures used for r r
18.
Cosmetics and Perfume in Mumbai retail outlets.

Retailers don't mind spending money or keeping a good budget for

19. Visual Merchandising as it gives good result in terms of increase r r
sales per square foot.
The Target Customers for Cosmetics and Perfumes are generally
20 from elite group of society who likes to shop in an elegant retail r r
format.
Music and Fragrance in the Retail Outlet plays an important role in r r
21.
increasing the sales of cosmetics and perfumes.
As a Retailer you believe that Graphics and Design in Window
22. display and at the counters are the important aspects with which r r
customers associate themselves and make a buying decision.
-T Display of cosmetics and perfumes with the help of Props plays a r r
' wonderful role in increasing sale.
Displaying the best range of Cosmetics and Perfumnes in a
24. systematic and beautiful manner simplifies the buying procedure of r r
customers.
Interior and Exterior Signage makes the customers buying more r r
25.
convenient.

Visual Merchandising in Mumbai is touching the international r r

26.
standards.
As per the retailer it is very important to hire a Visual merchandiser r r
27.
today to increase brand equity, brand loyalty and brand image.

397
 Techniques' of visual Merchandising makes the customers feel
28, happy and stress free and it also helps in increasing sales per square *"* <""
foot.
9 Q Techniques' of Visual merchandising helps in building up store
image

30, What according to you are the social and ethical responsibilities of a retailer and a visual
merchandiser towards the customer, consumer, shoppers and general public?

31 , How far do you think that visual merchandising is cost effective?

Annexure -2 -Questionnaire for Dealers:
Name of Respondent :
Designation :
Male /Female :
Company/Brand :

Product
A) Cosmetics
B) Perfumes
C) Cosmetics and Perfumes
Qualification
Signature of the Respondent
Contact No. And Email Id,
Date of Interview

Q3) Mention Few Prime Outlets where Your Cosmetics and Perfumes Brands are
available in Mumbai.
Product Brand Outlet in Price Mention Turnover
Mumbai the ml per
month
(Rs.)

Please put a right mark in the block for yes responses

Ql) How would you explain Visual Merchandising as?

a) Displaying Merchandise
b) attracting Customer
c) Planning & Displaying
d) Creating Magic to Increase Footfalls I
e) Any Other

399
Q2) Which Parameter of Visual Merchandising is the most important as per you?

a) Space Management

b) Assortment Planning

c) Use of Music, Color, Light and Perfume

d) Simplifying Customers buying process

e) Theme Displays

f) Mannequins' & Fixtures Planning

g) Windows and POP Displays

h) Any other Specify
Q3) How seriously is Visual Merchandising taken by Indian Retailers?

a) Not taken seriously i

b) Little Seriously I

c) Seriously I

d) Very Seriously l
Q.4) What as per you is the most important element of Current Visual
Merchandising Scenario in India & especially in Mumbai?
a) Attracting young generation I
b) Creating right and stress free ambience I

c) Creating Visual Clutter

d) Attaining International Standards

e) Helps or Simplifies consumer buying process

f) More creative than International features

g) Any other

Q5) What are the common flaws you see in Visual Merchandising in the Indian Retail
Outlet?
a) Complicated Presentation I
b) Excessive use of props
c) Cramped up windows
d) Use of too loud colors
e) Unplanned fixtures

400
 f) Unscientific lighting
g) Any other

Q6) Which is the most important strategy of Indian Visual Merchandisers to strengthen
and build effective Brand Image? (Any 1)
a) Use of sensory Retailing . .
b) Use of props

c) Use of theme Displays

d) Use of advance and creative fixtures

e) Use of creative graphics & signage

f) Keeping the merchandising in line with the store image
g) Any other
Q7) What must be the objective of a good Visual Merchandising
strategy?(Rank them)
a) Attracting more Customers
b) Attracting young generations
c) Simplifying Customers buying process
d) Creating stress relieving ambience
e) Increasing sales per Square foot
f) Increasing footfalls
g) Making product accessible to customers
h) Giving an International look and feel to customers
i) Any other
Q8) What do you think is the future of Visual Merchandising in India?

401
Q9) As a dealer how much do you think should be the budget of Visual Merchandising
activities?
a) Less thanl% of Sales

b) More than 1 % of Sales I

c) More that 2.5% of Sales I

d) No Budget I

e) Budget as per retailers wish

(I.e No specific amount any year)

f) Any other

Q10) How do you quantify results of Visual Merchandising activities?

a) Increase in Sales turnover

b) Increase in Footfalls

c) Increase in Store Image

d) Decrease in early Mark Downs I

e) Increase in Sales per Sq.ft |

f) Increase in Customer satisfaction & Repeat Purchase

g) Increase in Premium pricing strategy

h) Decrease in Cost on front end staff

i) Attracting more vendors I

j) Any other

Qll) Which aspect of Visual Merchandising is appreciated the most by the Mumbai
Customer? (Any 1)
a) Graphics

b) Window Display
c) Sensory Retailing
d) Mall ambience
e) Broad Aisles
f) More space

402
Q12) How important is Visual Merchandising for Cosmetics and Perfumes Category?
a) Not Important I

b) Little Important

c) Very Important

d) Highly Important I
Q13) What changes would you like to see in way projects for cosmetics &
perfumes category are rolled out in India? (Rank them)
a) Better Window Display I

b) Use of advance fixtures

c) Better counters
d) Use of larger than life windows
e) More trial counter & demonstration

f) Use of better lighting

g) Any other
Q14) How much do you think the customers buying decision gets influenced by Visual
merchandising. . .
a) Very high

b) High I
c) Medium
d) Low

e) No influence

Ql 5) What is Visual Merchandising for you as a Dealer.

a) Additional Cost I
b) Compulsion
c) Aid to Business
d) Aid to increase sales
e) Aid to attract customers i

403
State Yes or No.
YES NO

. , Elegant Counters with Visual Merchandising Strategies help to sell r r

" the product faster.

. 7 Cosmetics and Perfumes are the products which need good backup r r
of lighting and fixtures to attract the customers.
. „ There is a need of bringing in creativity in the fixtures used for r r
' Cosmetics and Perfume in Mumbai retail outlets.

Manufacturers and Dealers don't mind spending money or keeping a

19. good budget for Visual Merchandising as it gives good result in r r
terms of increase sales per square foot.
The Target Customers for Cosmetics and Perfumes are generally
20 from elite group of society who likes to shop in an elegant retail r r
format.
7 . Music and Fragrance in the Retail Outlet plays an important role in r r
' increasing the sales of cosmetics and perfumes.
Graphics and Design in Window display and at the counters are the
22. new trend with which customers associate themselves and make a r r
buying decision.
- - Display of cosmetics and perfumes with the help of Props plays a r r
' wonderful role in increasing sale.

9 . Displaying the best range of Cosmetics and Perfumes in a systematic r r

' and beautiful manner simplifies the buying procedure of customers.

?i. Visual Merchandising saves the product from early mark downs and r r
' helps the Dealer to locate and clear slow moving products.

« , Exterior and interior signage makes the customers buying more r r

' convenient.

~_ Visual Merchandising in Mumbai is touching the international r r

' standards.

9„ The Malls owners and Retailers generally co-operate in handling r r

" your visual merchandising projects
9 Q Being the vendor dealing in fashion products, you are able to get a r r
' prime position in the malls.
,„ It is very important to hire a visual merchandiser today to increase r r
brand equity, brand loyalty and brand image.
VM makes the customers feel happy and stress free and it also helps r
' in increasing sales per square foot.
„ Techniques' of Visual merchandising helps in building up store
ELM
image

404
Annexure -3 -Questionnaire for Visual Merchandisers:
Ql) For Visual Merchandisers

Name :

Designation :

Category :

Company/Brand :

No. of Years in V.M Field :

Male/Female :

Marital Status :

Qualification :

Annual Income /Income per project :

Signature and Date :

Contact No. :

Email Id. :

02) For the Visual Merchandising / Retail Design Firms:

Name of the firm :

Name of the respondent :

Designation of the respondent :

Qualification :

International Clients :

Indian Clients :

Fees per Project :

Annual Income of the firm :

Best Indian Project :

Signature of the respondent/seal

Please put a right tick in the block for Yes responses

Q3) To you what Visual Merchandising is all about

a) Displaying Merchandise

b) Attracting Customer

c) Planning & Displaying

d) Creating Magic to Increase Footfalls

e) Any Other

Q4) Which Parameter of Visual Merchandising fascinates you the most?

a) Space Management

b) Assortment Planning

c) Use of Music, Color, Light and Perfume

d) Simplifying Customers buying process

e) Theme Displays

f) Mannequins' & Fixtures Planning

g) Windows and POP Displays

h) Any other
Specify

Q5) How seriously is Visual Merchandising taken by Indian Retailers?

a) Not taken seriously

b) Little Seriously

c) Seriously

d) Very Seriously
Q.6) What do you think about Current Visual Merchandising Scenario in India & especially
in Mumbai?

a) Attracting young generation I

b) Creating Stress free ambience I

c) Creating Visual Clutter |

d) Attaining International Standards I I

e) Helps or Simplifies consumer buying process I 1

f) More creative than International features I I

g) Any other

Q7) What are the common flaws you see in Visual Merchandising in the Indian Retail
Outlet?

a) Complicated Presentations

b) Excessive use of props i 1

c) Cramped up windows I I

d) Use of too loud colors | |

e) Unplanned fixtures I I

f) Unscientific lighting | |

g) Anyother

Q8) What should Indian Retailers do to strengthen and build effective Visual Merchandising
strategies?

a) Use of sensory Retailing

b) Use of props I

c) Use of theme Displays

d) Use of advance and creative fixtures

e) Use of creative graphics & signage

f) Keeping the merchandising in line with the store image

g) Any other

407
Q9) What must be the objective while creating a Visual Merchandising strategy?

a) Attracting more Customers

b) Attracting young generations

c) Simplifying Customers buying process

d) Creating stress relieving ambience

e) Increasing sales per Square foot

f) Increasing footfalls

g) Making product accessible to customers

h) Giving an International look and feel to customers

i) Any other

10) What do you think is the future of Visual Merchandising in India?

Ql 1) What are the challenges & pressures Visual Merchandising face in planning and
delivering projects?

a) Small budget

b) Less space

c) Less time

d) Competitors strategy

e) Competing International features

f) Dealing with private labels

g) Malls rules, limitations & procedure

h) Social ethics

i) Political Constrains

j) Increasing pressure to lower cost per Sq.ft.

Q12) What has been the effect of the recession in past on V.M. projects?

a) Small budget

b) Decrease in sales

c) Increase in Cost

d) High Discount and schemes cost

e) Less importance to Retail Design

f) Early Markdowns '

g) Any other

Q13) How much do you think Indian Retailers allocate budget for Visual Merchandising
activities?

a) 5% of Sales [^

b) 10% of Sales

c) 20% of Sales

d) No Budget '

e) Budget as per retailers wish

(I.e. No specific amount any year)

f) Any other

Q14) How do you quantify results of Visual Merchandising activities?

a) Increase in Sales turnover

b) Increase in Footfalls i—

c) Increase in Store Image |

d) Decrease in early Mark Downs I

e) Increase in Sales per Sq.ft —

f) Increase in Customer satisfaction & Repeat Purchase

g) Increase in Premium pricing strategy

h) Decrease in Cost on front end staff

 i) Attracting more vendors \~

j) Any other

Q15) With regards to creating Visual Merchandising, What is your favourite Product
category to work on & why?
a) Apparels

b) Consumer electronics

c) Entertainment Retail

d) Food & Grocery Retail

e) Home & Office Furniture

f) Jewellery Retail

g) Time Wear Retail

h) Footwear

i) Sports

j) Health & Pharmaceutical

k) Toys

1) Cosmetics & Perfumes

m) Paints

n) Photographic Equipments

o) Any other

Q16) What is your USP or strength of style which keeps customer happy?

Q17) Which aspect of Visual Merchandising are appreciated by the Mumbai Customer?

a) Graphics

b) Window Display

c) Sensory Retailing

d) Mall ambience

410
 e) Broad Aisles

f) More space

Ql 8) Do you think Visual Merchandising is for elite outlet & elite target customers only?

Yes No

Q19) How important is Visual Merchandising for Cosmetics and Perfumes Category?

a) Not Important

b) Little Important

c) Very Important

d) Highly Important

Q20) What changes would you like to see in way projects for cosmetics & perfumes category
are rolled out in India?

a) Better Window Display

b) Use of advance fixtures

c) Better counters

d) Use of larger than life windows

e) More trial counter & demonstration

f) Use of better lighting

g) Any other

Q21) What according to you are the social and ethical responsibilities of a retailer and a
visual merchandiser towards the customer, consumer, shoppers and general public?

411
An acknowledgement was taken from all the retailers, dealers and visual merchandisers in the
below stated format.

To whomsoever it May Concern

This is to confirm the visit of Professor Harmeet Kaur Bhasin to our office on
for the purpose of pursuing her PhD. titled

"Study of Visual Merchandising practices in Retail Industry in Mumbai with special

reference to Cosmetics and Perfumes".

We had a detailed discussion based on the questionnaire designed by her. We wish her all the
best for her Endeavour and request her to share her findings with us for the benefit of the
industry.

Name:

Designation:

Name of the Retail firm/Co. /Dealers Co. /Design firm

412
Annexure -4 -Questionnaire for Consumers:
Name
Age:
a) 16-20
b) 21-35
c) 36 and above

Gender:
a) Male
b) Female

Occupation:
a) Employed
b) Business/others
c) Professional
d) Unemployed

Marital Status:
a) Married
b) Single

Qualification:
a) Undergraduate
b) Graduate
c) Post Graduate
d) Professional

Income: (Individual Income Per month)

a) 10,000-25,000
b) 26,000- 50,000
c) 51,000 and above
d) Dependent on parents/others income
State Yes or No
YES NO
1. A product being placed like a mess means that they are cheap.
r r
Your interest towards a product can be raised if you can see it clearly
2, with the help of proper lighting and fixtures and helps you to make a
right choice.
r r
The colorful assortments of fast fashion products including cosmetics
3 and perfumes in the window display could arouse your awareness and r r
increase your interest to go into the store
The tone of color and range of color of a fashion product including
4. cosmetics and perfumes could affect your preference or buying r r
decision.
- The more shades, styles and variety are offered for you to choose from, r r
the more likely you are going to buy the product.
The use of lights in different brightness to decorate the store would
6. stimulate your preference towards product items and attracts your r r
attention and also increases the possibility of making purchase.
7 You generally pick up styles and color which are put up on mannequins r r
or are wore by the models in the visual display.
8 You would like to buy the products in an environment which allows r r
you to touch and check the product.
Q Mood generated by music, fragrance in the store puts you at ease and r r
stimulate your buying intentions especially for Cosmetics and Perfumes
Mood generated by using dimmed lights increase your interest of
10. shopping and gives a pleasant shopping atmosphere to concentrate on r r
products
•- Product arranged according to their shades, color, design and size r r
attracts your attention and helps you in making a right choice.
.~ You don't mind picking up your fashion item you like the most even r r
from a mess.
Products on sales gathered at one place during EOSS (end of season
13. sale) can stimulate your buying intentions and reduce your shopping r r
efforts.
When you are waiting for payment, you would pay attention to product
14. items placed at the counter which helps you in buying the missed out r r
products.
15. Size of the shop would affect your preference towards the products. r r
1 ,
Shop with music whispering can let you feel relaxing and helps to r r
make a right decision while shopping
. - Scents and fragrance in the store enlivens your mood ,catch your
' attention and you buy more than what you have planned r r
Females enjoy shopping for cosmetics and fragrance with good music
18. and fragrance and the mood of shopping helps them to make a right r r
choice of product.

414
 You always pay attention to different window displays which gives you
19. the idea and information about the merchandise available which in-turn r r
helps you to start your buying process.
Frequent changes of the window display arouse your interest towards
20. products of that store and also help you to learn about new merchandise r r
arrivals.
Back-lighted signs are usually more outstanding at a cosmetic or
21. perfume counters which helps to get the clear information to pick up r r
the right product.
Signage in form of tags increases awareness and offers you more
22. information about the product (e.g. Price, material) and attracts your r r
attention and navigates you towards the merchandise
?, The more information you have got about the product through display r r
along with signage the more likely you will buy it.
_. You prefer to shop only in those retail outlets which has good space to r r
move in with broad aisles and proper layout
You tend to buy more (impulse buying) when your product is placed
25. with another related product. (Cross merchandising) especially r r
perfumes counter near the cosmetics counter.
You spend more number of hours of shopping than actually required in
26. a well-organized, well arranged, self-servicing retail outlet with good r r
ambience.
„_ A good ambience with sensory retailing relieves stress, makes your day r r
happy and makes you a fun shopper.
Good ambience which results from Visual Merchandising strategies is
„s needed for helping consumers make buying decisions for cosmetics and r r
perfumes.

9Q A well-arranged display counter is very necessary for cosmetics and r r

perfumes stores to help consumers pick up the right merchandise.
A well planned store with proper layout simplifies your shopping r r
30.
procedure for cosmetics and perfumes.
Thank You

Acknowledgement format of customers:

To whomsoever it may Concern

This is to confirm the meeting of Professor Harmeet Kaur Bhasin with me on

of the purpose of pursuing her PhD. title "Study of Visual Merchandising practices in
Retail Industry in Mumbai with special reference to Cosmetics and Perfumes". We had
a detailed discussion based on the questionnaire designed by her. We wish her all the best.

Signature:

415
ANNEXURE-Partll
A) Academic achievements

Degree University Percentage and Class

B.Com Mumbai 64%
M.Com Mumbai 65%
B.Ed. Mumbai 69%
S.E.T Maharashtra
Teaching 17 years in 3 Years - P.D.Lions College (Malad)
experience Degree college 14 Years - St. Andrews college
(Bandra) -1999- Till date

B) List of Workshops attended for Research Methodology (2009-2013)

Sr.No. Particulars speaker Enclosed
1. Attended a one day UGC sponsored National Dr. s Certificate
th
level workshop on 20 February, 2010 on Kevin
Statistical application in commerce and and D.P.
Humanities" Organized by the Department of Singh
Mathematics and Statistics
2. Attended a Two day Workshop 14-15 April Speaker schedule
2012 on Research Methodology for Social
sciences at GNIMS. Sarvotan
Kulkarni

C) List of Publications (2009-2013)

Sr.No. Particulars Published in Enclosure
1. Published an article " BRICK OR Volume 2, Cover
CLICK- THE BRAND FUTURE December page and
CONVERSATION , Published in 2012, ISSN: article
SANSMARAN Research Journal on E- 2278-7801. page
Commerce,

2. Published a Paper Title: VISUAL IJMR, Cover

MERCHANDISING AND RETAIL Volume 1, page and
DESIGN - A SCIENCE OF issue 10(1) article
MASTERING RETAIL AND Jan 2013/ page
DEVELOPING CUSTOMER ISSN: 2277-
LOYALTY. 9302

3. Published a Paper Title: Entrepreneurs - ISBN 978- Certificate

DESIGNING FROM THE HEART - 81-910922-7- of
THE BUSINESS OF DESIGN. 1. publication

416
D) List of presentations (2009-2013)
Sr.No. Particulars Enclosed
1. Presented a paper for International Commerce and Certificate
Management Conference, Organized by University of
Department of Mumbai on Thursday, 17th and 18th presentation
December 2009. Paper Title: GLOBAL RECESSION :
MANAGEMENT & STRATEGIES FOR RETAIL
REVIVAL IN CONTEXT TO INDIA,"
2. Presented a paper for International symposium on Certificate
Management, Commerce and Social sciences (IRSMTES of
Jan 7th& 8th -2013) Organized by Department of presentation
Commerce, Burhani College of Commerce and Arts,
Burhani Institute of Management Studies and Research,
Mumbai In Association with Choice Institute of
Management Studies and Research, Pune, Paper Title:
VISUAL MERCHANDISING AND RETAIL DESIGN
- A SCIENCE OF MASTERING RETAIL AND
DEVELOPING CUSTOMER LOYALTY.
3. Presented a paper for International Commerce and Certificate
Management Conference (Jan 10th& 11th -2013) On of
"Re-inventing Trade, Commerce and Management in Presentation
Global scenario; Challenges and Opportunities"
Organised by The University Department of Commerce,
University of Mumbai. Jointly with Mahatma Education
Society's Pillai Group of Institutions, Paper Title:
GLOBAL LOCALISATION OF VISUAL
MERCHANDISING AND RETAIL DESIGN
INTERNATIONAL PERSPECTIVE. INDIAN
CONTEXT.

4.. Presented a Paper for A Paper for National Seminar Certificate

(19th Jan 2013) on Entrepreneurship - Emerging of
Challenges and Opportunities in the small and medium Presentation
Enterprise Sectors in India. Organised by Guru Nanak
Institute of Management Studies. Paper Title:
Entrepreneurs - DESIGNING FROM THE HEART -
THE BUSINESS OF DESIGN.

417
E) List of acknowledgements and appreciations
Sr.No. Company Letter issued by Enclosed
1. Shoppers Stop GopalAsthana- CCA Acknowledgement
and Business Head and appreciation letter
2. Lifestyle - Landmark Nimish Shah- COO Acknowledgement
group and appreciation letter
3. Gitanjali Lifestyle Ajay Nihalani- Acknowledgement
Limited President and appreciation letter
4. Intercraft Trading Pvt. Anthony Rodrigues- Acknowledgement
Ltd. Business Head and and appreciation letter
Head Visual
Merchandiser
5. Texpert India Pvt. Ltd. YatishPandey - Acknowledgement
Chairman and and appreciation letter
Managing Director
6. Fruit of the Loom India Abhishek Mitra- Acknowledgement
Pvt. Ltd. Head Key Accounts and appreciation letter
and Retail

418
 Two days Workshop on Research Methodology for Social Sciences
Dale Day 1

Time 10-00 to 17-00

Venue

Technical Session I: Basic Concepts in Research Methodology

i. Meaning
ii. Purpose
iii. Goals
iv. Methods
v. Defining a Research Problem
vi. Workshop Exercises
Tea Break 11.30 to 12.00
Technical Session II Preparation of a Research Plan

i. Choice of the topic

ii. Determination of the objectives of Study
iii. Developing Statements of Hypotheses
iv. Identifying data needs
v. Type of Research method to be adopted
vi. Sources of topic selection
vii. Review of related literature
viii. Workshop Exercises
Lunch Break 13.30 to 14.00

Technical Session III: Research Design 14.00 to 15.30 and 15.45 to 17.00

i. Meaning and need

ii. Stages in the Process of Research
iii. Sample Design
iv. Types of Sampling
v. Appropriate Size of the Sample Units
vi. Workshop Exercises
 Two days Workshop on Research Methodology for Social Sciences
Date Day 2

Time 10-00 to 17-00

Venue

Technical Session I: Action Plan of a Research Project

i. Collection of Data
ii. Different methods for collecting primary and Secondary data
iii. Converting raw data into information
iv. Tabulation of Data: Manual and computerised
v. Analysis of data; drawing inferences
vi. Revising the chapter scheme given in the research Plan
Tea Break 11.30 to 12.00

Technical Session II Writing of Research Report

i. The scheme of Chapterisation

ii. Use of appropriate language in research report
iii. Planning the structure of Research Report
a) Elementary pages
b) Main body of the thesis
c) Documentation part
i v. Use of proper referencing system
v. Getting feedback from the respondents on research findings

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model which is very successfully surging in the
market.
For eg.
Jabong.com, flipkart.com, juglee.com,
yebi.com, qvc.com, myntra.com, olx.com,
ebay.com.etc.
On the other hand Shoppers feel most secure
making purchases at brick-and-mortar stores,
and very insecure about buying products on their
smartphone or doing an online shopping and
making payments .
33
Nielsen survey
Angela vest (2012),
American Shoppers Prefer Convenience of Online
Purchasing, Neilsen Reports, retrieved from
http://www.pcworld.com/article/257182/
american_shoppers_ prefer_convenience_
of_online_purchasing_neilsen_reports.html :
states that People love online shopping, but they
don't like to shop using their smartphones. The
graphical presentation of the Nielsen survey
shows the comparison between in-store
purchase, online pc purchase and mobile purchase
which is yet developing in India.
The retailers of the brick and mortar have to
face this transition in retail and work accordingly.
In future the model which gives better customer
service and more loyalty will be successful. So
whether the consumers prefer the brick over
click or the click over brick will be decided by
shopping experience they will have and the
advantages and the disadvantages of both. As
both have their own pros and cons.
(Endnotes)
1
Jeremy Schloberg , "People shoponline for
convenience, not for price, retrieved from
http://www.medialifemagazine.com:80807
news2000/may00/news50512.html
2
What percentage of people shop online
verses offline?
http://www.ivegas.com/ivegasforum/info/
what-percentage-of-people-shop-online-verses-
offline-_157.html
By Prof. Harmeet Kaur Bhasin
Commerce Department
St. Andrews College
Research Journal SANSMARAN | 43
 ISSN: 2277-9302

„
bl. I, Issue 10 (I), January 2013

International Journal or
Multiaisciplinary Re sear en

Jai Hind Education Society

B -13, Karan Gharonda, Sainikwadi, Wadagaon Sheri, Pune -14.
International Journal of Multidisciplinary Research (IJMR) ISSN: 2277-9302

VISUAL MERCHANDISING AND RETAIL DESIGN -

A SCIENCE OF MASTERING RETAIL AND DEVELOPING CUSTOMER LOYALTY

Ms. Harmeet Kaur Bhasin

Commerce Department
St. Andrews College, Bandra
Email id- harman2311@yahoo.com
Contact no. 9821440105

More than two-thirds of shopping decisions are made at the point of sale. (Jim Dion)
Consumer's choice of a store is influenced by the physical attractiveness of a store (Darden)
The initial step to getting customers to purchase is getting them in the door. (Jiyeon Kim)

Introduction:

Retail is a competitive business. Even if the product is completely unique, the retailer still has competition. There is
always another store down the road or online that is also aiming for same customer. The days of running a traditional
family business lacking any real commercial sophistication are almost over. How the retailer present the store is a very
strategic aspect of his business. In a world where one can find identical merchandise in multiple stores, layout and
presentation have become key differentiating factors. Going the extra distance with the displays and merchandising can
not only impact immediate sales, but can also help the retailer create a unique identity and ambiance that will
contribute to building a loyal clientele.

Visual Merchandising plays a very important role in Brand loyalty for stores and brands in general. Visual Merchandising
plays an important role in the store interior & exterior. If retailers want to project the best side of their company in the
minds of the customers and in turn make them brand loyal for the stores, they have to make sure their visual display
should be pleasing to the customers. Visual Merchandising is a powerful tool in shaping consumers final decision inside
a store. Satisfaction plays a very important role in developing brand loyalty of a customer. Companies use visual
Merchandising to carefully manage the 'look and feel' of the brand in store and for presenting products in the most
effective ways. It means investing in expertise and resources for the use of 'best practice' Visual merchandising
techniques to gain maximum control of selling process.

Visual Merchandising is the art of presentation whereby Visual merchandisers conceptualize designs and implements
windows and in-store displays for retail stores. The global trends of Visual Merchandising and Retail Design do impact
the Indian market in a positive way which we can see through the shift in them understanding the importance of Visual
Merchandising and Retail Design in building brands and Store image.Warm services are of importance in the Indian
retail space as compared to an unassisted environment. Today visual merchandisers are trying to understand the local
consumers and their needs by providing local solutions, rather than simply following western guidelines in
implementing their projects.

Developing customers Loyalty towards a store

It is very difficult to develop customer's loyalty towards a retail store Customers are getting ready to see abundance of
retail and more so they prefer high values, high designs and specialty stores. Today large Indian customer base is
generally aspirational middle class who first look at value and then class. Therefore all those formats who keep in mind
such ideology of local customers have better potentials to developing customer loyalty towards it.
There are seven factors of brand loyalty and they are brand name, product quality, product display, price, style, and
service quality and store environment. It is mentioned that a store having a good product display can gain loyalty from
the customers.
Visual merchandising is the art of implementing effective design ideas to increase store traffic and sales volume(Jim
Dion). Along with the store design, it is a key component of the store's unique identity and the best form of advertising.
Through it the retailer is able to communicate to target customer its brand's identity, what is unique and special about
the offering and what makes the retail brand better than other stores.

Vol. I, Issue 10 (I), January 2013 21

 twiMta r •
onims
\J SGPC's
4 ^ BS EN ISO 9001 2008
^ J Certified by L R Q A

Guru Nanak Institute of Management Studies

(Approved by AICTE & Affiliated to University of Mumbai)

National Seminar on

Av** January 19" 2013 ^Jjfi

V* Vfi
 Entrepreneurs - Designing from the heart -
the Business of Design
Harmeet Kaur Bhasin
(Commerce Dept, St. Andrews College, Mumbai)
Abstract
It takes an entrepreneurial fire in the belly to start a business and make it succeed, a caliber
possessed by just a few. Renowned American designer Charles Eames once quoted "who
said that pleasure wasn't functional?' Going along with this thought, many designers in
India believed that design should have the ability to bring happiness and a smile on every
person's face. Many designers noticed a scenario wherein stores ended up looking similar
to each other. This is where this talented lot spotted a huge gap; an opportunity which begin
as the business of design and with a vision to make it big and creating a bench mark for
them started making profit by design.
Key words
Visual Merchandisers & retail designers
Case 1
In the year 2002, three friends, Avenish Jain, Ashish Jain and Manish Jain gave up their
steady day-jobs in some of the biggest advertising agencies of the country to start their own
venture. Shark design was born. Avenish who had a background in management turned out
to be the brains behind the design. Today just about eight years later Shark Design is one of
the largest independent design studios in India and one of the few that have fully equipped
manufacturing facilities as well. Their business policy is "Design by delight". According to
them designing is all about giving the customer a great shopping experience and enticing
them towards the retail brand. These three knew the future of Retail and the importance of
Visual merchandising in Retail and so they focused their attention on creativity and started
their business of visual merchandising and retail design
Case 2
Eccentric and innovative, Ajay shah graduated in designfromthe National Institute of design,
has always loved the freedom that the world of design offers not restricting himself to one
area of design. Ajay is today associated with furniture design, retail design, graphics, display
systems and the list goes on. The firm Ajay shah studio is associated today with prestigious
projects. He says that his design philosophy keeps evolving through time; He always worked
like an industrial designer rattier than interior architect. According to him the mantra of
success of the business is that good retail design must be synergistic in nature. It must
understand the value of the brand and communicate it in the most interesting fashion. Visual
Merchandising is far more an 'art' than a 'science', is what Aditi M. Kotak and Kumpal M.
Vaid the Co- Founders of Purple Backyard deem. Their design studio aims at being a multi-
disciplinary agency providing end to end solutions with inventive thinking. Aditi who had

50 National Seminar on Enterpreneurship

 SHOPPERS S T O P

Date: 30/1/2013

To

Prof Harmeet Kaur Bhasin,

St. Andrews College,
Bandra,
Mumbai.

Sub : Study of Visual Merchandising Practices in Retail Industry for

Cosmetics & Perfumes.

Dear Harmeet,

It was a pleasure responding to your questionnaire and interacting with you

on the above mentioned topic. I am sure the points that we discussed in
detail would help you in your research. The efforts taken by you to collect
information about some of the leading retailers and dealers would help the
retail industry as a whole.

Best Wishes,
for Shoppers Stop Ltd,

Gopal Asthana.
CCA and Business Head.

Shoppers Stop Limited

Registered & Service Office - Eureka Towers, B-Wing, 9th Floor, Mindspace, Link Road, Malad West, Mumbai (4000614
T + 022 ((2it97000, F + 022 28808877. E-mail us at customercare@shoppersstop.com
Customer Helpline T + 022 66(48661*8. Toll Free No.: T + 1 800 209 66(48 (9 am to 9 pm)
 LANDMARK
GROUP

13th December 2012

To,

Prof Harmeet Kaur Bhasin,

St. Andrews College. Bandra , Mumbai.

Harmeet,

It was a wonderful experience responding to your questionnaire which made us

rationally think over the importance of Visual Merchandising in Retail business.

The questionnaire was very logical and aptly related to your topic of study. We
wish you all the best for your research and we are sure that your conclusions will
be of great help to us in future.

NirrriSh shah

Lifestyle International Pvt.Ltd.

2nd Floor, Parekh Prints Building,
Italian Compound,

lifestyle
Goregaon - Mulund Link Road,
Goregaon (E), Mumbai - 400 063, India.
Phone:+91 (22)40450450
Fax:+ 91 (22)40450400
www.lifestylestores.com

igd. Office: 3icl, 7th & 8th Floor. Delta Tower, Sigma Soft Tech Park No.7 Whitefield Main Road, Bangalore 560 066, India. Phone : 4 (80) 41 796565 Fax: i 91 (80) 41528349
Showrooms: Mulund Malad • Lowei Parel Goregoan • Ghatkopar Ahmedabad Pune - Nagpur Surat Kuila.
 <;i i \ \ i \ u
20 December, 2012

lo,
I'rol 1 larmeel kaur Hhasin
St \ndrews Colleee.

I li I l.umeei.

I liked sour efforts of collecting information towards your subject ol study. I can
see with vour questionnaires and your data collection techniques that your research
work would be of great help to the new upcoming retailers, li would be o! ureal
help to the Visual Merchandisers.

Youi efforts of collecting response of such a targe consumers sample would bring
in an appropriate conclusion towards research findings.

All the best.

Aja\ \ihalani
President,
\l s (Jitanjali I ilest\ le I .'united

G i l a n j a l i Lifestyle Liniited.
Iraiisnussion House. Plot N o 6/19. Marol Co. Op Industrial Estate Limited. Near Maiol Bluvao
Marol.Andhen (E). Murnbai 400 059 India.T 022 42094100/01/02 F 022 42094104
www.gitanjaligroup.com

Rcgd. O f f k e : Laxmi lowei. Office No 6. B" Wing. I jt Floor, G ' Block. Bandi a Kurla Complex.
Bandi a (East). Murnbai 400 0b I India Board Line + 91 22-4010 2 120 / 01 • F: * 9 I 22-4010 200}
 Intercraft
TRADING PVT. LTD.
Date: 6* Jan 2012.
To,

Prof HarmeetKaurBhasin,
St. Andrews College.

Dear Harmeet,
I am happy that your study is focused on the importance of Visual Merchandising
in retail in Mumbai. Your research would be an eye opener for many who
underestimate the importance of Visual Merchandising. Your logical questionnaire
and itsfindingswould bring great contribution in this field.
I personally feel that this is such an important aspect for the category of cosmetics
and perfumes. It is nice to see that your study is focused for this category.
I wish you all the best for your research.

/'P^e
/ * - (AJL-J

ithony Rodrigues
(Business Head)

NISHUVI, 75, Dr. Annie Besant Road, Worli, Mumbai - 400 018.
Tel.: 022 - 24922400 / 43600600 Fax: 022 - 24942400 E-mail: itl@interciaft.oig
 TE/PERTS

Date: 4, April 2012.

To,

Prof Harmeet Kaur Bhasin,

St. Andrews College, Muinbai.

Dear Harmeet,

I am immensely happy that you are doing a research on Retail Industry in Visual
Merchandising. The aspect of Visual Merchandising is veiy close to my heart and
it is great to see that it is holding interest in die academic field.

I am acknowledging you after responding your well designed questionnaire, and

am happy to answer the questions which are so relevantly related to the need of the
research.

I am very much sure that the findings of your research in Visual merchandising
would definitely bring in great contribution to this upcoming profession of Visual
Merchandising. There are very few retailers who take this aspect seriously and
your research contribution would definitely bring in some more retailers to realize
the importance of techniques of Visual Merchandising.

Wishing you all the best.

A* Mr. Yatish Pandey

Chairman and Managing Director

TEXPERTS INDIA PRIVATE LIMITED

Corporate Office : 504-506, ECO House, Vishweshwar Colony.Otf Aarey Road, Goregaon (E), Mumbai - 400 063. INDIA
Tel.: +91 22 40777333 • Fax : +91 22 40777300 • E-mail: texperts@thetexperts.com
Regd. Office : 3, Commerce Centre, Gujarat Industries Compound, Vishweshwar Nagar Road, Off Aarey Road, Goregaon (E), Mumbai - 400063. INDIA
Website : www.thetexperts.com
FRUITS LOOM.

Date: 21, May 2012.

To,
Prof Harmeet Kaur Bhasin,
St. Andrews College, Mumbai.

Hello Harmeet,
1 liked your interest towards this field of Visual Merchandising. This is really an
upcoming career in retail industry and your research timing is absolutely correct.
The Retailers itself are trying to understand the gravity of need of the VM in retail
and your research inputs will definitely give them a correct and right direction and
help them to increase their business.

Your interactions with so many Visual Merchandisers, Retailers and Dealers would
definitely throw light in this field. I was very pleased with the type of
questionnaire and your efforts towards collecting information for the same. I also
like your efforts of finding out the current techniques of Visual Merchandising
being practiced in Mumbai today.

Your consumer sample size is so very appropriate that we can rely on the
conclusions of your research.
Harmeet I wish you all the best with your research and also thank you for bringing
in an insight in this field with the help of your quality work.

Abhishek Mitra
Key Accounts and Retail