A Project Report on

“TO STUDY THE IMPACT OF VISUAL MERCHANDISING

TOWARDS CONSUMER BUYING BEHAVIOUR”

With special reference to AMBIENCE MALL BIG BAZAAR Store .

Undertaken at AMBIENCE MALL BIG BAZAAR Store

Submitted in partial fulfillment of the

POST GRADUATE DIPLOMA IN MANAGEMENT

Awarded by

BALAJI INSTITUTE OF MANAGEMENT AND HUMAN RESOURCE

DEVELOPMENT

(Academic Batch 2018-2020)

Submitted By:

NIDHEESH U

(HRD1815388)

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 2. DECLARATION

I, hereby declare that the report entitled “TO STUDY THE IMPACT OF VISUAL
MERCHANDISING TOWARDS CONSUMER BUYING BEHAVIOUR” is based on
my learning.

I further declare that this project report is submitted as per the requirement of PGDM
curriculum, is my original work and based on the findings during the project.

I further declare that the personal data and information received from any respondent during
survey has not been shared with any one and is used for academic purpose only.

This project report would not be submitted in any other institute for any award of any other
degree, diploma, fellowship or other similar title or prices.

This project report would not be submitted in any other degree in future and no other person
will be allowed to copy from this project in any other form.

If I am found to be guilty of not fulfilling the above promises, my submission can be declared
invalid and college has the right to reject this report.

Nidheesh u

Delhi

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 3. ACKNOWLEDGEMENT

A successful project can never be prepared by the single effort or the person to whom project
is assigned, but it also demands the help and guardianship of some conversant person who
helps in the undersigned actively or passively in the completion of successful project.

I acknowledge my deep sense of gratitude to Ms. KIRAN JAHA for providing me his
valuable guidance and constant co-operation at every step of the project. This project was
indeed the outcome of his clear vision and helpful attitude. Without his support and
encouragement, the successful completion of this project would not have been possible.

I would like to express my special regards and thank wholeheartedly to Dr promod

goel & Dr vaibhav patelfor his support throughout the tenure of our internship.

I convey my gratitude to all the staff of Big Bazaar for their kind co-operation throughout
my project.

I am indebted to valuable customers who took out their precious time to respond to my
questionnaire.

Finally, I would like to thank my friends and family members for giving me constant support
and encouragement.

Nidheesh U

Delhi

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 Table of contents

CHAPTER TOPIC PAGE NO

1 Executive Summary 5
2 Contextual Background
a. Brief Company 6 -21
b. Role in the company
c. Industry Scenario
d. Market Scenario
e. Competitor Analysis
f. Product overview

3 Literature Review 22-24

4 Research problem 25
5 Objectives 25
6 Hypothesis 26
7 Research Methodology 27-28

7.1 Research Type

7.2 Sample size
7.3 Sampling Method
7.4Data Collection Method

8 Data Analysis 29-51

9 Findings & Interpretations 52-53
10 Recommendations 54
11 Limitations 55
12 Future Scope of Topic 56
13 Conclusion 57
14 References/Sources 58
15 Appendix 58 -63

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 Chapter-1

Executive Summary

The project focuses on determining the impact of visual merchandising on consumer buying
behavoiur and also to analyse whether technological advancement will have an impact in the
buying behaviour of consumers

The India Retail Industry is the largest among all the industries, accounting for over ten per
cent of the countrys GDP and around eight per cent of the employment. The Retail Industry
in India has come forth as one of the most dynamic and fast paced industries with several
players entering the market.

This project has been done in Big Bazaar, Ambience mall Vasanth kunj

It is important to notice that Visual merchandising is involved in getting more visitors to

stores; it is of immense importance which attracts customers towards impulsive buying in the
store.

The main aim of the project is given below:

 To analyse the impact of visual merchandising on consumer buying behaviour

 To understand whether technological advancement will create an impact on buying
behaviour of consumers
 To analyse the visual merchandising factors effecting buying decision
 To know the overall satisfaction level of consumers in the store

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 Chapter 2

Contextual Background

2.1.1. Brief introduction

Shopping has transformed from the age of necessity to an age of adventure. It is more of an
experience & opportunities for celebration. Now shopping is a welcome break from hectic
schedules. Retail giants like Big Bazaars rule hearts with “Is se sastha aur acha kahin nahi”
Central with motto of “Shop Eat and Celebrate”. The double conversion theory talks about
visitors converting into buyers.

At this juncture it is important to notice that visual merchandising, which deals with the
display of products and creating an ambience. A good display makes people walk into the
store and also helps in making them feel like taking a look around.

A successful retailing business requires that a distinct and consistent image be created in the
customers mind that permeates all product and service offerings. Visual merchandising can
help create that positive customer image that leads to successful sales

It not only communicates the stores image, but also reinforces the stores advertising efforts
and encourages impulse buying by the customer. Visual merchandising is a major factor often
overlooked in the success or failure of a retail store.

Visual merchandising is the art and science of displaying and presenting product on the sales
floor and in the windows with the purpose to increase store traffic and sales volume. Along
with the store design, it is a key component of stores unique identity and best form of
advertising..

Visual merchandising plays a very important role in attracting customers of different sections
to buy the goods. The basic objective for visual merchandising is a desire to attract customers
to a place of business in order to sell the merchandise. Visual merchandising is offered to the
customer through exterior and interior presentation. Each should be coordinated with the
other using the stores overall theme. Creating and maintaining a stores visual merchandising
plan, however, is not a simple task. It is necessary to continually determine what the customer
sees. This evaluation from the customers perspective should start on the exterior and work
completely through the interior of the store.

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Through visual merchandising it is able to communicate to target customer brands identity,
and what is unique and special about the offering and what makes this store better than other
stores.

2.1.2. Brief company

Future Retail Ltd was incorporated in the year 1987 under the name of Manz Wear Private
Ltd. The company changed its name to Pantaloon Fashions (India) Limited in 1991. Further it
has changed its name to Future Retail Ltd in 2013. Bharti Retail Ltd joined hand with the
company in 2016. Subsequently name of Bharti Retail Ltd is changed to Future Retail Ltd.
Future Retail Ltd is the flagship company of Future Group India's retail pioneer catering to
the entire Indian consumption space. Through multiple retail formats the company connects a
diverse and passionate community of Indian buyers sellers and businesses. The collective
impact on business is staggering: Over 500 million customers walk into its stores each year
and choose products and services supplied by over 30000 small medium and large
entrepreneurs and manufacturers from across India. Future Retail operates multiple retail
formats in both the hypermarket supermarket and home segments of the Indian consumer
smarket.

Future Retail Limited is an India-based company, which is engaged in the business of

retailing a range of household and consumer products through departmental store facilities
under various formats. The company is primarily engaged in the business of multi-brand
retail trade. The company has access to approximately 20 compact hypermarket easyday
stores and over 210 supermarket easyday stores. Its retail formats primarily consists of value
business and home business. In its value business, the company formats include Big Bazaar, a
hypermarket format; Food Bazaar, a supermarket; fbb, a fashion destination; Foodhall, a
supermarket, and easyday convenient stores. In its home business, the company operates
Home Town, a one-shop destination for home improvement, and eZone, a consumer durable
and electronics chain.

Future Retail operates some of India’s most popular retail chains that inspires trust through
innovative offerings, quality products and affordable prices that help customers achieve a
better quality of life every day. We serve millions of customers in more than 400 cities in
every state of the country through digital platforms and over 2000 stores that cover over 16
milion square feet of retail space

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The future retail umbrella includes:

The hypermarket and supermarket business is led by Big Bazaar, fbb, Food Bazaar Easyday,
Foodhall and Hypercity. The company operates more than 900 stores in over 290 cities across
the country

Big Bazar

Big bazaar is not just another hypermarket. It caters to every need of your family. Where Big
Bazaar scores over other stores is its value for money proposition for the Indian customers.
At Big Bazaar, you will definitely get the best products at the best prices - that’s what they
guarantee. With the ever increasing array of private labels, it has opened the doors into the
world of fashion and general merchandise including home furnishings, utensils, crockery,
cutlery, sports goods and much more at prices that will surprise you. And this is just the
beginning. Big Bazaar plans to add much more to complete their customers shopping
experience. Big Bazaar’s all over India attract a few thousand customers on any regular day,
and a lot more if they are offering something extra on each buy, which they normally are!
And the sales force at Big Bazaar along with the executives is prepared for them.

Easyday club

Easyday is a convenient neighborhood store that offers refreshing shopping experience to its
customers to shop their daily household essentials. It is designed on a simple principle, of
being a “ Pados ki Dukaan”, that understands shoppers and their needs. Not only it ensure
good shopping experience but also helps customers save money while they shop. Store size
ranges from 2,500 sqft to 5,000 sq ft. and offers thousands of products that include groceries,
personal care, household essentials, toiletries and more. The neatly organized product
shelves, hygienic ambience, transparent pricing , well appointed staff and quick billing makes
everyday shopping experience a lot more fun and interesting. Easyday became part of Future
Group portfolio after the strategic partnership that took place between Future Group and
Bharti Retail in May 2015.

Fashion at Big bazaar (FBB)

Fashion at Big Bazaar, India’s style hub is redefining affordable fashion since 2008. From
elegant office wear to daily essentials, from versatile ethnics comfortable home wear to
stylish new range iof atheleisure , fbb curates exclusive designs for its audience under it's

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own private labels. With its mission to make India Thoda aur stylish, fbb is a popular
youthful brand that offers refreshing fashion trends at pocket friendly prices. The brand has
strong presence across all 7the metro cities, mini metros and also penetrates well in tier II
cities.

Food hall

Food hall, a premium lifestyle food superstore, Future Group’s ambitious venture, is a pure
gastronomical delight. Latching on to the love for global cuisines, Food hall is an answer to
every foodie’s inner epicure. Launched in May 2011, Food hall is a one-stop destination for a
well travelled urban consumer who understands the nuances of gourmet cooking. An eye-
appealing exotic store captures the novel concepts from around the world on one platter. With
an aesthetic mix of Indian flavors with the west, this specialty store is a den of discovery - of
the finest global foods and ingredients. It has an extensive global variety in every category –
the offerings range from Tomatillo (Green Tomatoes of Mexico) to gluten-free breads and
various food delights including a variety of Indian foods. Currently Foodhall is present in
Mumbai, Bengaluru, New Delhi and Gurgaon.

Heritage Fresh

Heritage fresh is a reimagined neighbourhood food and grocery store that is driven by local
communities and serves a modern, personal and Indian shopping experience to its members.
It is designed to create an engaging experience for the consumers and to cater to their
everyday requirements, while delighting them with great value propositions. Heritage Fresh
offers a wide range of fresh fruits and vegetables, besides having an impressive assortment of
staples, household items, daily groceries and more. Store sizes range from 1800 sq. ft. to
2800 sq. ft. Heritage Fresh became part of Future Group in November 2016.

WH Smith

WH Smith, recently acquired by Future Group, is UK'S most popular stationer, bookseller,
and newsagent. WH Smith stores focus on true convenience and providing something for
every customer. Stores are designed to accommodate a range of shopping patterns &
behaviours; from someone who wants to get in and out as quickly as possible, to someone
who wants to take the time to browse our extensive range of products. WH Smith are located
at the IGI airport, universities, corporate parks and the Delhi Metro.

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2.2 Role in the company

The roles which I had undertaken were as a Sales Person, Assistant Visual Merchandise,
Customer Service Desk Executive

Worked As Sales Person

 Meeting the needs of customers

 Awaring them about promotions
 Racking the products properly

Worked As Assistant Visual Merchandise

 Table presentation
 Mannequin presentation
 Browser placement & presentation
 Wall presentation

Worked As Customer Service Desk Executive

 Reprinting Bill
 Redemption of credit note
 Exchange of products
 Issue of profit club card
 Gift wrapping
 Customer Handling

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2.3 Industry Scenario

Introduction
The Indian retail industry has emerged as one of the most dynamic and fast-paced industries
due to the entry of several new players. Total consumption expenditure is expected to reach
nearly US$ 3,600 billion by 2020 from US$ 1,824 billion in 2017. It accounts for over 10 per
cent of the country’s Gross Domestic Product (GDP) and around 8 per cent of the
employment. India is the world’s fifth-largest global destination in the retail space.
Market Size
India's retail market is expected to increase by 60 per cent to reach US$ 1.1 trillion by 2020,
on the back of factors like rising incomes and lifestyle changes by middle class and increased
digital connectivity. Online retail sales are forecasted to grow at the rate of 31 per cent year-
on-year to reach US$ 32.70 billion in 2018.
India is expected to become the world’s fastest growing e-commerce market, driven by robust
investment in the sector and rapid increase in the number of internet users. Various agencies
have high expectations about growth of Indian e-commerce markets.
Luxury market of India is expected to grow to US$ 30 billion by the end of 2018 from US$
23.8 billion 2017 supported by growing exposure of international brands amongst Indian
youth and higher purchasing power of the upper class in tier 2 and 3 cities, according to
Assocham.
Investment Scenario
The Indian retail trading has received Foreign Direct Investment (FDI) equity inflows
totalling US$ 1.59 billion during April 2000–December 2018, according to the Department
for Promotion of Industry and Internal Trade (DPIIT).
With the rising need for consumer goods in different sectors including consumer electronics
and home appliances, many companies have invested in the Indian retail space in the past few
months.
Beccos, a South Korean designer brand is set to enter the Indian market with an investment of
about Rs 1.00 billion (US$ 14.25 million) and open 50 stores by June 2019.
Walmart Investments Cooperative U.A has invested Rs 2.75 billion (US$ 37.68 million) in
Wal-Mart India Pvt Ltd.
Government Initiatives
The Government of India has taken various initiatives to improve the retail industry in India.
Some of them are listed below:

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  The Government of India may change the Foreign Direct Investment (FDI) rules in
food processing, in a bid to permit e-commerce companies and foreign retailers to sell
Made in India consumer products.
 Government of India has allowed 100 per cent Foreign Direct Investment (FDI) in
online retail of goods and services through the automatic route, thereby providing
clarity on the existing businesses of e-commerce companies operating in India.

Road Ahead
E-commerce is expanding steadily in the country. Customers have the ever increasing choice
of products at the lowest rates. E-commerce is probably creating the biggest revolution in the
retail industry, and this trend would continue in the years to come. India's e-commerce
industry is forecasted to reach US$ 53 billion by 2018. Retailers should leverage the digital
retail channels (e-commerce), which would enable them to spend less money on real estate
while reaching out to more customers in tier-2 and tier-3 cities.
It is projected that by 2021 traditional retail will hold a major share of 75 per cent, organised
retail share will reach 18 per cent and e-commerce retail share will reach 7 per cent of the
total retail market.
Nevertheless, the long-term outlook for the industry is positive, supported by rising incomes,
favourable demographics, entry of foreign players, and increasing urbanisation.
Exchange Rate Used: INR 1 = US$ 0.0139 as on Q3 FY19.
References: Media Reports, Press Releases, Deloitte report, Department of Industrial Policy
and Promotion website, Union Budget 2017–18, Consumer Leads report by FICCI and
Deloitte - October 2018

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2.4 Market Scenario

Global Market Scenario of Retail Industry

Retail has played a major role world over in increasing productivity across a wide range of
consumer goods and services .The impact can be best seen in countries like U.S.A., U.K.,
Mexico, Thailand and more recently China. Economies of countries like Singapore,
Malaysia, Hong Kong, Sri Lanka and Dubai are also heavily assisted by the retail sector.
Retail is the second-largest industry in the United States both in number of establishments
and number of employees. It is also one of the largest worldwide. The retail industry employs
more than 22 million Americans and generates more than $3 trillion in retail sale annually.
Retailing is a U.S. $7 trillion sector. Wal-Mart is the world’s largest retailer. Already the
world’s largest employer with over 1million associates .Wal-Mart has become the most
successful retail brand in the world due its ability to leverage size, market clout, and
efficiency to create market dominance. Wal-Mart heads Fortune magazine list of top 500
companies in the world. Forbes Annual List of Billionaires has the largest number (45/497)
from the retail business.
Different Forms of Retailing : Emergence of new formats of retailing in
India
Popular Formats
• Hyper marts
• Large supermarkets
• Mini supermarkets
• Convenience store
• Discount/shopping list grocer
• Traditional retailers trying to reinvent by introducing self-service formats as well as
value-added services such as credit, free home delivery etc.
The Indian retail sector can be broadly classified into:
a) FOOD RETAILERS
There are large number and variety of retailers in the food-retailing sector. Traditional types
of retailers, who operate small single-outlet businesses mainly using family labour, dominate
this sector .In comparison, super markets account for a small proportion of food sales in
India. However the growth rate of super market sales has being significant in recent years

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because greater numbers of higher income Indians prefer to shop at super markets due to
higher standards of hygiene and attractive ambience.
b) HEALTH & BEAUTY PRODUCTS
With growth in income levels, Indians have started spending more on health and beauty
products .Here also small, single-outlet retailers dominate the market .However in recent
years, a few retail chains specializing in these products have come into the market. Although
these retail chains account for only a small share of the total market , their business is
expected to grow significantly in the future due to the growing quality consciousness of
buyers for these products .
c) CLOTHING & FOOTWEAR
Numerous clothing and footwear shops in shopping centers and markets operate all over
India. Traditional outlets stock a limited range of cheap and popular items; in contrast,
modern clothing and footwear stores have modern products and attractive displays to lure
customers. However, with rapid urbanization, and changing patterns of consumer tastes and
preferences, it is unlikely that the traditional outlets will survive the test of time.
d) HOME FURNITURE & HOUSEHOLD GOODS
Small retailers again dominate this sector. Despite the large size of this market, very few
large and modern retailers have established specialized stores for these products. However
there is considerable potential for the entry or expansion of specialized retail chains in the
country.
e) DURABLE GOODS
The Indian durable goods sector has seen the entry of a large number of foreign companies
during the post liberalization period. A greater variety of consumer electronic items and
household appliances became available to the Indian customer. Intense competition among
companies to sell their brands provided a strong impetus to the growth for retailers doing
business in this sector.
f) LEISURE & PERSONAL GOODS
Increasing household incomes due to better economic opportunities have encouraged
consumer expenditure on leisure and personal goods in the country. There are specialized
retailers for each category of products (books, music products, etc.) in this sector. Another
prominent feature of this sector is popularity of franchising agreements between established
manufacturers and retailers

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Market Scenario of Future Retail in Delhi Ncr

Delhi-NCR (National Capital Region) is emerging as a large advertising market as a result of its
evolution as a large consumer and retail market over the years. According to a recent report by
consultancy Knight Frank and the Retailers Association of India, India's NCR’s total retail market
size stands at Rs 1.21 lakh crore While the NCR total retail market size will touch Rs 1.91 lakh
crore by 2019, it is the rate of growth which makes the picture clear as to where the retail
potential truly lies. NCR's total retail market rate of growth is 58 per cent over two years .If
modern retail alone is taken into account NCR has the highest penetration of modern retail in
India at 26 per cent In terms of market size, total modern retail size in NCR currently stands at Rs
31,900 crore. By 2019, NCR will touch Rs 63,000 crore versus in terms of its modern retail size.

Apparel, lifestyle and F&B drive retail demand

Brands like Lifestyle, Shoppers Stop, Louis Vuitton, Arrow, Meena Bazaar, Sabhyata, and
Manyavar leased spaces in malls during Q1 2019. F&B, fitness and apparel brands like
Haldiram’s, CultFit, and FBB expanded their retail footprint in main street spaces in Delhi
and Gurugram. International retailers like Bath & Body Works, Chanel, Love Moschino,
Miniso and Antony Morato continued to expand their retail presence with stores in prominent
malls of South Delhi, Noida and Gurugram, indicating the strong push in physical retail
growth driven by India’s consumption fundamentals and Delhi NCR being the retail gateway
for most brands entering the country. The year 2018 also marked the entry of international
retailers like Onitsuka Tiger, Bath & Body Works in the city. Fashion e-tailer, Craftsvilla and
Taneira (Titan's ethnic wear brand) are among retailers with plans to set up stores in the city
in subsequent quarters.

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2.5 Competitor Analysis

2.5.1 Avenue Supermarts Ltd :-

Avenue Supermarts Ltd., incorporated in the year 2000, is a Large Cap company
(having a market cap of Rs 81277.64 Crore) operating in Retail sector. Avenue
Supermarts Ltd. key Products/Revenue Segments include Income from Retailing which
contributed Rs 14974.65 Crore to Sales Value (99.77 % of Total Sales) and Other
Operating Revenue which contributed Rs 34.24 Crore to Sales Value (0.22 % of Total
Sales)for the year ending 31-Mar-2018. For the quarter ended 31-03-2019, the company
has reported a Standalone sales of Rs 5033.37 Crore, down -7.66 % from last quarter
Sales of Rs 5450.94 Crore and up 32.11 % from last year same quarter Sales of Rs
3809.96 Crore Company has reported net profit after tax of Rs 202.89 Crore in latest
quarter.
The company’s top management includes Mr.Chandrashekhar Bhave, Mr.Elvin
Machado, Mr.Ignatius Navil Noronha, Mr.Ramakant Baheti, Mr.Ramesh Damani,
Mrs.Manjri Chandak, Ms.Kalpana Unadkat. Company has S R B C & Co. LLP as its
auditoRs As on 31-03-2019, the company has a total of 624,084,486 shares outstanding.

2.5.2 Aditya Birla Fashion and Retail Ltd.

Aditya Birla Fashion and Retail Ltd., incorporated in the year 2007, is a Mid Cap
company (having a market cap of Rs 16595.49 Crore) operating in Retail sector. Aditya
Birla Fashion and Retail Ltd. key Products/Revenue Segments include Apparels,
Homemart & Accessories which contributed Rs 7155.55 Crore to Sales Value (99.63 %
of Total Sales), Export Incentives which contributed Rs 11.41 Crore to Sales Value
(0.15 % of Total Sales), Other Operating Revenue which contributed Rs 5.10 Crore to
Sales Value (0.07 % of Total Sales), Scrap which contributed Rs 4.67 Crore to Sales
Value (0.06 % of Total Sales), Commission which contributed Rs 2.39 Crore to Sales
Value (0.03 % of Total Sales) and Other Services which contributed Rs 2.29 Crore to
Sales Value (0.03 % of Total Sales)for the year ending 31-Mar-2018. For the quarter
ended 31-03-2019, the company has reported a Standalone sales of Rs 1915.31 Crore,
down -16.05 % from last quarter Sales of Rs 2281.55 Crore and up 9.22 % from last
year same quarter Sales of Rs 1753.59 Crore Company has reported net profit after tax
of Rs 202.64 Crore in latest quarter.

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 The company’s top management includes Mr.Arun Thiagarajan, Mr.Ashish Dikshit,
Mr.Bharat Patel, Mr.Pranab Barua, Mr.Sanjeeb Chaudhuri, Mr.Sushil Agarwal,
Ms.Sukanya Kripalu. Company has S R B C & Co. LLP as its auditoRs As on 31-03-
2019, the company has a total of 773,481,460 shares outstanding.

2.5.3 Futurelife

FUTURELIFE® began in 2007 primarily as a social project to help improve the lives of
malnourished and disadvantaged people in Sub-Saharan Africa. Our aim was to create
the most nutritional product possible at the lowest cost and with total convenience. Paul
Saad, CEO of FUTURELIFE®, challenged a multi-disciplinary team of food scientists
and technologist, medical professionals and dieticians to create a smart food product
that was instant, great tasting, immune boosting, nutritionally balanced and that could
be mixed with water. The success of this smart food product inspired Paul to develop
and launch the FUTURELIFE® range of Smart food cereals in 2009.

More than ten years later and still, only FUTURELIFE ® uses and leverages the
knowledge, expertise and experience of a multi-disciplinary team of science and
nutritional experts together with a proprietary manufacturing process and a unique
combination of essential nutrients and ingredients, including Smart Maize and
MODUCARE®, in a specially formulated recipe to manufacture its range of
nutritionally superior smart food products (cereal, drinks, snacks etc.) that deliver
“Smart Nutrition” to South African families.

2.5.4 Trent Ltd.

Trent Ltd., incorporated in the year 1952, is a Mid Cap company (having a market cap
of Rs 13144.79 Crore) operating in Retail sector. Trent Ltd. key Products/Revenue
Segments include Readymade Garments which contributed Rs 2217.61 Crore to Sales
Value (98.68 % of Total Sales), Other Operating Revenue which contributed Rs 19.29
Crore to Sales Value (0.85 % of Total Sales) and Rent which contributed Rs 10.37
Crore to Sales Value (0.46 % of Total Sales)for the year ending 31-Mar-2018.

For the quarter ended 31-03-2019, the company has reported a Standalone sales of Rs
668.67 Crore, up 1.86 % from last quarter Sales of Rs 656.47 Crore and up 26.47 %

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 from last year same quarter Sales of Rs 528.72 Crore Company has reported net profit
after tax of Rs 15.95 Crore in latest quarter.
The company’s top management includes Mr.A Sen, Mr.B Bhat, Mr.B N Vakil, Mr.H
Bhat, Mr.N N Tata, Mr.P Auld, Mr.P Venkatesalu, Mr.S N Tata, Mr.S Susman, Mr.Z S
Dubash, Ms.S Singh. Company has Deloitte Haskins & Sells LLP as its auditoRs As on
31-03-2019, the company has a total of 332,316,730 shares outstanding.

2.5.5 Shoppers Stop Ltd.

Shoppers Stop Ltd., incorporated in the year 1997, is a Mid Cap company (having a
market cap of Rs 4247.27 Crore) operating in Retail sector. Shoppers Stop Ltd. key
Products/Revenue Segments include Income from Retailing which contributed Rs
3540.93 Crore to Sales Value (98.59 % of Total Sales) and Other Operating Revenue
which contributed Rs 50.56 Crore to Sales Value (1.40 % of Total Sales)for the year
ending 31-Mar-2018. For the quarter ended 31-03-2019, the company has reported a
Standalone sales of Rs 791.06 Crore, down -20.83 % from last quarter Sales of Rs
999.15 Crore and down -6.89 % from last year same quarter Sales of Rs 849.61 Crore
Company has reported net profit after tax of Rs 11.45 Crore in latest quarter.

The company’s top management includes Mr.B S Nagesh, Mr.Deepak Ghaisas,

Mr.Manish Chokhani, Mr.Neel C Raheja, Mr.Nirvik Singh, Mr.Rajiv Suri, Mr.Ravi C
Raheja, Mr.Robert Bready, Ms.Ameera Shah, Prof.Nitin Sanghavi. Company has SRBC
& Co LLP as its auditoRs As on 31-03-2019, the company has a total of 87,989,928
shares outstanding.

2.5.6 V Mart Retail Ltd.

V Mart Retail Ltd., incorporated in the year 2002, is a Mid Cap company (having a market cap
of Rs 3955.72 Crore) operating in Retail sector. V Mart Retail Ltd. key Products/Revenue
Segments include Departmental/Chain Stores which contributed Rs 1220.97 Crore to Sales
Value (99.88 % of Total Sales) and Other Operating Revenue which contributed Rs 1.40 Crore
to Sales Value (0.11 % of Total Sales)for the year ending 31-Mar-2018. For the quarter ended
31-03-2019, the company has reported a Standalone sales of Rs 344.53 Crore, down -26.04 %
from last quarter Sales of Rs 465.82 Crore and up 15.86 % from last year same quarter Sales of
Rs 297.36 Crore Company has reported net profit after tax of Rs -.90 Crore in latest quarter.

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2.6 Product overview

2.6.1 BIG BAZAAR

Big Bazaar offers range of products in various categories that fulfill your everyday needs at
best prices. Big Bazaar is a one stop shop for all your needs. Its products categories are

HOME NEEDS:-
Home needs comprises of products such as Cookware,
Detergents, Electricals, Festive Decoratives, Kitchen & Dining,
Kitchen Appliances, Kitchenware, OTC, Other Accessories,
Paper & Disposables,Plastic Ware, Pooja Needs,Repellents and
Fresheners, Shoe Care,Stationery,Toilet$ Floor and Other,
Cleaners,TraveCleaning Accessories,l Accessories, Utensil
Cleaners,Utilities

GROCERY STAPLES AND MORE

Grocery staples and more comprises of products such as

Biscuits and Snacks, Bread and Baked Goods, Cereals &
Grains, Dry Fruits, Flours$ Atta and Others, Health Drinks,
Masala & Spices, Oil & Ghee, Premix & Instant Food, Salt
Sugar & Jaggery, Sauces Jams and More

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FRUITS AND VEGETABLES

Fruits and vegetables comprises of products such as Exotic

Vegetables, Fruits, Imported Fruits, Vegetables

BEVERAGES

Beverages comprises of products such as Health Drinks Juices

and Energy Drinks Mineral Water/Soft Drinks Tea and coffee

BREAD DIARY AND EGGS

Beverages comprises of products such as Assorted Dairy

Bread and Baked Goods Cheese Milk

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 PERSONAL CARE

Personal care comprises of products such as Baby Care ,

Cosmetics ,Deos & Perfumes Fashion Accessories , Hair
Care, Oral Care ,Personal Hygiene ,Sanitary Needs,
Shaving Needs, Skin Care

KIDS UTILITIES

Personal care comprises of products such as School

Supplies, Toys & Games

2.6.2 FBB

Fbb’s designers make sure that global trends are in link with desi fashion.
Merchandise is also sold under private labels of Hey, Morpankh, DJ&C, Buffalo,
Srishti, Knighthood, Spunk, Pink & Blue and DJnC kids. A special line of Lee
Cooper Original fashion exclusive to fbb and Disney merchandise for kids is also
available.

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 Chapter 3

Literature Review

H Wanniachchi, N & Kumara, Varuna. (2016). This paper presents a study conducted to
identify the impact of visual merchandising elements, on consumer buying behaviour, to
identify the most appealing visual merchandising elements. In this study, visual
merchandising elements are categorised into two sections, exterior and interior elements for
analysis and conclusions. To study the impact of those elements, four leading clothing retail
shops are identified in the areas of Kohuwala, Piliyandala, and greater Colombo. Two from
those four retail stores are branded stores and other two are departmental stores. From the
study, it was found that window display and mannequins are the highly influencing elements
and also colour combinations, lighting, use of music and creative display also has a great
influence over consumer buying.

JAMES HUSSAIN(2017) The basic purpose of the study was to know the significance of
relationship between the each visual merchandising variable viz lighting, Colour of display,
Fixture, Mannequin, window display and consumer buying behaviour. This study was based
on primary data which was collected through the questionnaire. We found that lighting,
fixture, mannequin and window display variables are a positive relationship with the
consumer buying behaviour. However colour of display is negatively related to consumer
Buying behaviour

Jain, Vinamra & Sharma, Ashok & Narwal, Pradeep. (2012). Impact of Visual
Merchandising on Consumer Behaviour towards Women's Apparel. This paper explores"
women’s decision making behavior towards apparel’s based on how they are displayed in
windows and in stores on mannequins or in form. Specifically it offers empirical results on
the relationship between women’s impulse buying, product decision making and visual
appeal of apparel displays. A questionnaire survey was employed as the tool to collect
primary data and was administered to 150 ladies in the Delhi/NCR region of India. The result
shows that apparel displayed on mannequins inside the store and in show windows has a
significant impact on the purchase decision of women.

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Mr. Ajay Jamnani & Mr. Prasad Daddikar (August 2015) This paper mainly focuses in
knowing the customers insights on visual merchandise and its effect on customers buying
decision while shopping. An empirical approach has been adopted with 202 as respondents at
INMARK retail store. A structured questionnaire was used for the same followed by data
analysis and interpretation using SPSS. Results do reveal that visual merchandising plays a
significant role in apparel purchase decision of the customers.

Sathyanarayana S , Harshini C.S, Sudhindra Gargesa(2017) This paper tried to

investigate the major determinants of visual merchandising on the impulse buying behaviour.
In order to realise the stated objectives the researchers have identified five major
determinants of visual merchandising. They are Attractive product display, Ambiance inside
the store, new product arrival in the store, Offers for the day and Floor merchandising. The
data has been collected from a structured questionnaire from 260 respondents. The validity of
the questionnaire was adjudged, using Cronbach's coefficient (α) was calculated to test the
reliability and internal consistency of the responses and found a significant relationship of
Age, Gender, Marital status, Occupation, Family Size and Monthly Household income with
impulsive buying behaviour of the respondents. Regression results show that the major
determinant’s that influence the respondents were Attractive product display, Ambiance
inside the store, new product arrival in the store and Offers for the day.

Neha Mehta & Pawan K. Chugan(June 2014) This study is undertaken to study which
dimensions have an impact on purchase behavior of consumers. By analyzing the impact of
various dimensions of merchandising display such as window display, store front,
merchandise presentation, store layout and organization, creative style and trend co-
ordination, signages/graphics and store environment, it is found that window display, store
front, store layout and organization (shelf display) and creative style and trend co-ordination
have impact on purchase behavior of consumers.

Saini, C., Gupta R., Khurana I. (2015) have studied the effect of Visual Merchandising on
consumers’ impulse buying behaviour and found out the key elements of Visual
Merchandising contributing the most for impulse buying. The study found that visual
merchandising practices certainly influence customers’ buying behaviour and leads to
Impulse buying as well. The results suggest that the themes that linked most strongly to

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purchase intention were: merchandise colours, presentation style, awareness of fixtures,
pathfinding, sensory qualities of materials and lighting.

Kaur, A. (2013) Proved that there was a relationship between customers’ buying behaviour
and in-store form/mannequin display, promotional signage and window display. The study
also provided insights about types of visual merchandising that can influence customers’
buying behaviours. Three most important factors of visual merchandising namely
attractiveness of window display, innovative assortments and cleanliness and neatness of
store/ store environment have been identified. The conclusion of his research is that the visual
merchandising has a direct relation with the sales performance. Customers get attracted,
hence increasing the store's footfall, which ultimately has a positive impact on the sales
figures.

Jadhav R.A., Chaudhary P.V. (2014) research study was focused on determining the
important factors of visual merchandising which influence consumers' perceptual process,
buying behaviour and in-store promotion activities. Various visual merchandising techniques
had been considered and studied their impact on the buying behaviour of the customers and
also tried to understand and explain the relationship between impulse buying and visual
merchandising. Visual merchandising served as a significant influence on the retail
experience and the shoppers’ decision-making process. It provides a competitive advantage
and helps in building the overall image of the store

Madhavi, S., Leelavati T.S (2013) presented the results of an initial investigation on “visual
merchandising” and its effects on purchasing behaviour. The scope of the study was to study
the influence of visual merchandising, especially the one related to the shop-windows, on
consumer buying behaviour according to store attributes most valued by consumers. The
themes that linked most strongly to purchase intention were: merchandise colours,
presentation style, awareness of fixtures, path finding, sensory qualities of materials and
lighting. The study proved sufficient evidence that retailers can utilise visual merchandising
to increase the desirability of products A to help customers to be aware of the products as
well as to create favourable attitudes.

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 Chapter 4

Research Problem

The company wants to identify whether visual merchandising elements like layout
mannequin displays etc impact the buying decision of customers or not.

Chapter 5

Objectives of the Study

Primary Objective

 To study the impact of visual merchandising on the buying behaviour and the buying
decisions of the customers.

Secondary Objective

 To explore the impact of layout in a retail store on customer buying behaviour.

 To analyze the impact of technological advancement in visual merchandising on
consumer behaviour
 To know the satisfaction level of consumers who comes to the store

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 Chapter 6

Hypothesis

Hypothesis on the basis of objective:-

1 Visual Merchandising Factor Influencing Buying Behaviour

Null Hypothesis (H0):- There is no significant relationship between visual merchandising

displays and buying behaviour of customers

Alternate Hypothesis (H1):- There is significant relationship between visual merchandising

displays and buying behaviour of customers

2 Technological Advancement Influencing Buying Behaviour

Null Hypothesis (H0):- There is no significant relationship between technological

advancement in buying behaviour of customers

Alternate Hypothesis (H1):- There is significant relationship between technological

advancement in buying behaviour of customers

3 Satisfaction level and frequency of visit

Null Hypothesis (H0):- There is no significant relationship satisfaction level and frequency
of visit of customers

Alternate Hypothesis (H1):- There is significant relationship satisfaction level and

frequency of visit of customers

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 Chapter 7

Research Methodology

This chapter will present detailed idea about the research. This includes the purpose, research
approach, research strategy, sample selection methods, data collection methods and data
analysis methods.

7.1 Research Type

The main aim of this survey is to find the impact of visual merchandising on buying
behaviour and buying decision of customers. Therefore, this research is descriptive, which
draws a picture of the topic and describes characteristics of a phenomenon or situation in its
current state

There are three ways a researcher can go about doing descriptive research and they are:

 Observational, characterized as a technique for survey and recording the participant

 Case study, characterized in depth study on individual or group of individuals
 Survey, characterized as a brief meeting or discourse with a person around a particular
subject

7.2 Sample Size

A sample size of 150 respondents was chosen, though small in numbers, the sample consists
of varied type of respondents so as to overcome any error at the time of generalization of
result

Sampling area: Future Retail store at ambience mall Vansant kunj Delhi was my survey
area. Survey was conducted in the month of MAY- JUNE 2019

Contact Method: Questionnaire method was used to establish direct contact with
respondents.

Tools Used for Analysis The software used for the analysis is IBM SPSS Version 18 and MS
Excel. . SPSS is capable of handling large amounts of data and can perform all of the analysis
covered in the text and do much more. SPSS is commonly used in the social sciences and in

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the business world, so using this program should serve the research project well in various
analyses.

7.3 Sampling Method

Convenience sampling was chosen for my research. ‘Convenience sampling’ is used to

obtain information quickly and inexpensively. The only criterion for selecting sampling units
in this scheme is the convenience of the researcher or the investigator. Mostly the
convenience samples are neighbours, friends, colleagues, ‘passers-by’ and customers coming
out of different competitor stores. So, the customers who walked in for shopping were
interviewed and questionnaire was given to them to respond which I felt convenient to
approach.

7.4 Data Collection Method

Primary Data:-It is unique, issue or venture particular and gathered for filling a specific
need. Its credibility or significance is sensibly high. To gather the essential information the
most ideal route is to associate with individuals specifically or it can be through direct
meetings and polls. Both these techniques have utilized for gathering of essential
information.

Secondary Data:- It is not topical or research particular. It can be monetarily and

immediately gathered by the chief in a limited capacity to focus time. It has been gathered
and arranged by some specialist or investigative body. Auxiliary information is gathered
from organization sites and different Literature audits. This information already exists and
needs to be analyzed.

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 Chapter 8
Data analysis and interpretations

8.1 Gender:

Gender Frequency Percent Cumulative percent

Male 28 28 28
Female 72 72 100
Total 100 100

Male Female

28%

72%

Figure1 Gender

Interpretation:

Out of 100 respondents, 72 are Females and 28 are Males. This also tells that a female does
shopping more in big bazaar

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8.2 Age

Age Frequency Percentage Cumulative

Frequency
18-25 31 31 31
26-40 40 40 71
40-55 15 15 86
Above 55 14 14 100
Total 100 100

18-20 26-40 40-55 Above 55

14%

31%

15%

40%

Figure2 Age

Interpretation:

Out of 100 respondents, 31 respondents are between age group 18-25, 40 respondents are
between age group 26-40, 15 respondents are between age group 40-55, 14 respondents are
above 55

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8.3 Family Income:

Family income Frequency Percenatge Cumilative

frequency
Rs 2-4 lacs - - -
Rs 4-6 lacs - - -
Rs 6-8 lacs 7 7 7
Rs 8-10 lacs 51 51 58
Above 10 lacs 42 42 100
Total 100 100

2 to 4 4 to 6 6 to 8 8 to 10 Above 10

7%

42%

51%

Figure3 family income

Interpretation:

Out of 100 respondents, 7 of them are between 6-8lacks, 51 of them are between 8-10 lacks,
42 of them are above 10 lacks

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8.4 Frequency of visit

Frequency of visit Frequency Percent Cumulative percent

More than once in a week 38 38 38
Once in a week 26 26 64
Once in a month 19 19 83
Offer days 17 17 100
Rarely - -
Total 100 100

More than Once in a week Once in a week Once in a month Offer Days

17%

38%

19%

26%

Figure4 frequency of visit

Interpretation:

Out of 100 respondents, 38 of them visit more than once in a week, 20 of them visit once in a
week, 19 of them visit more than once in a month, 17 of them on offer days

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8.5 New product arrival

Know about new frequency percentage Cumulative

product arrival percentage
Through display of 36 36 36
the product
Through offers 30 30 66
Through - - 66
announcements
By enquiring sales 16 16 82
person
Search by your own 18 18 100
Total 100 100

Through display Through offers Through announcements

Enquiring salesperson Search by own

18%

36%

16%

30%

Figure5 new product arrival

Interpretation:

Out of 100 respondents, 36 of them know about new product arrival through display of the
product, 30 of them about new product arrival through offers, 16 of them about new product
arrival by enquiring sales persons, 18 of them search new product arrival by their own

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8.6 Product arrangement and display attraction

Product arrangement Frequency Percent Cumulative Percent

and display attraction
Always 47 47 47
Mostly 26 26 73
Sometimes 12 12 85
Rarely 15 15 100
Never - -
Total 100 100

Always Mostly Sometimes Rarely

15%

12% 47%

26%

Figure 6 product arrangement and display attraction

Interpretation:

Out of 100 respondents, 47 respondents says product arrangement and display always
influence their buying behaviour, 26 says product arrangement and display mostly influence
their buying behaviour , 12 says product arrangement and display sometimes influence their
buying behaviour, 15 says product arrangement and display rarely influence their buying
behaviour

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8.7 Following displays and layout to find a product

Following displays Frequency Percentage Cumilative

and layout to find a Percentage
product
Strongly Agree 60 60 60
agree 40 40 100
Neither agree nor - - -
disagree
disagree - - -
Strongly disagree - - -
Total 100 - -

Strongly Agree Agree Neither agree nor disagree Disagree Strongly disagree

40%

60%

Figure 7 following display and layout to find a product

Interpretation:

Out of 100 respondents, 60 of them Strongly agree that they follow displays and layout to
find a product, 40 of them Agree that they follow displays and layout to find a product

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8.8 Action after entering the store
Action after entering frequency percentage Cumulative
the store Percentage
I go straight to the 30 30 30
product which I want
I wank through the 35 35 65
store as it leads me
I do not follow any 27 27 92
pattern, I just walk
randomly and pick up
product
I seek the help of 8 8 100
salesperson to
navigate in the store
Total 100 100

Go straight to products Walk through stores

Do not follow any pattern Seek help of salesperson

8%

30%
27%

35%

Figure8 action after entering the store

Interpretation:

Out of 100 respondents, 30 of them go straight to the product which they want, 35 of them
walk through the store as it leads them, 27 don’t follow any pattern, and 8 respondent seek
the help of sales persons

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8.9 Most relevant activity regarding shopping
Most relevant activity Frequency Percent Cumulative
regarding shopping Frequency
Bought what I came to buy 3 3 3

Bought a little more 58 58 61

Bought lot more 32 32 93

Bought everything that 7 7 100

attracted
Did not find what I needed - -

Total 100 100

Bought what came to buy Bought a little more Bought a lot more
Bought everything Did not find anything

3%

7%

32%

58%

Figure 9 most relevant activity regarding shopping

Interpretation:

Out of 100 respondents, 3 of them bought what they came to buy, 58 of them bought a little
more than what they came to buy, 32 of them bought a lot more what they came to buy, 7 of
them bought everything that attracted, and 3 of them did not find what they needed
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8.10factors affecting buying behaviour

Frequency Percent Cumulative frequency

Attractive display of product 27 27 27
Good product 24 24 51
Information provided by 21 21 72
salesperson
Good deal 17 17 89
No specific reason 11 11 100
Did not buy anything 27 27
Total 100 100

Attractive display of product Good product

Information given by sales person When I see good deal
No specific reason Did not buy anything

11%
27%
17%

21% 24%

Figure 10 factors affecting buying behaviour

Interpretation:

Out of 100 respondents, 27buy products by attractive display of product, 24 buy as it is good
product, 21 buys according to the information provided by the sales persons,17 buy as it is a
good deal, 11 have no specific reason and 27 did not buy anything more

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8.11 (a) impulse buying behaviour

impulse buying Frequency Percent Cumulative frequency

behaviour
Yes 100 100 100

No - -

Total 100 100

Yes No

100%

Figure 11impulse buying behaviour

Interpretation:

Out of 100 respondents,100 respondents faced impulse buying behaviour in the store

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8.11 (b) factor influencing impulse buying behaviour

Frequency Percent Cumulative frequency

Influence product 12 12 12
arrangement
Placing of product 53 53 65
Influence promotional 18 18 83
signage
Excitement in trying 10 10 93
new products
Influence of 7 7 100
mannequin display
Total 100 100

Influence product arrangement Placing of product

Influence of promotional signage Excitement in trying new products
Influence of mannequin display

7% 12%
10%

18%

53%

Figure 11 factors influencing impulse buying behaviour

Interpretation:

Out of 100 respondents, 12 are influenced by the product arrangement,53 are influenced by
the placing of product,18 are influenced by promotional signages,10 are influenced by the
excitement in trying new product and 7 are influenced by mannequin displays in the store

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8.12 Perception about product arrangement

Frequency Percent Cumulative

frequency
Excellent 68 68 68
Very good 32 32 100
Good - -
Average - -
Poor - -
Total 100 100

Excellent very good good Average poor

32%

68%

Figure 9 product arrangement perception

Interpretation:

Out of 100 respondents, 68 said that there is excellent product arrangement in the store and
32 of them said product arrangement is very good

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8.13 influence of visual displays and presentation affecting buying decision

Frequency Percent Cumulative Percent

Strongly Agree 34 34 34
Agree 35 35 69
Neither agree nor disagree 6 6 75
Disagree 25 25 100
Strongly Disagree - -
Total 100 100

Strongly Agree Agree Neither agree nor disagree Disagree

25%
34%

6%

35%

Figure 13 visual displays and presentation affecting buying decision

Interpretation:

Out of 100 respondents, 34 of them strongly agree that visual display and presentation affect
buying decision and 35 of them agree that visual display and presentation affect buying
decision, 6 of them neither agree nor disagree that visual display and presentation affect
buying decision, 25 of them disagree that visual display and presentation affect buying
decision

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8.14 influence of visual displays

Factors Frequency

Locating Products 48

Lighting 42

Colors 31

Music 29

Fragrance 15

Fragrance 15

Music 29

Colours 31

Lightning 42

Locating 48

0 10 20 30 40 50 60

Figure 14 visual

INTERPRETATION

Out of 100 respondents, 48 of them were saying the main factor influencing them is location
of the product, 42 of them were saying the main factor influencing them is lightning, 31 of
them were saying the main factor influencing them is colors, 29 of them were saying the
main factor influencing them is music, 15 of them were saying the main factor influencing
them is fragrance.

The respondents were asked to mark multiple factors that are affecting buying decision with
respect to these visual merchandising variables. The majority of the respondents were
affected by factors location of the products and lighting.

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8.15 Technological impacts in buying decision

Technological impacts in Frequency Percent Cumulative percent

buying decision
Strongly Agree 59 59 59
Agree 27 27 86
Neither agree nor disagree 10 10 96
Disagree 4 4 100
Strongly Disagree - -
Total 100 100

Strongly Agree Agree Neither agree nor disagree Disagree

4%
10%

27%
59%

Figure 14 Technological impacts in buying decision

Interpretation:

Out of 100 respondents, 59 of them strongly agreed that virtual reality in visual
merchandising will have a greater impact on my future purchase behaviour, 27 of them
agreed that virtual reality in visual merchandising will have a greater impact on my future
purchase behaviour,10 of them neither agree nor disagree that virtual reality in visual
merchandising will have a greater impact on my future purchase behaviour, 4 of them
disagree that virtual reality in visual merchandising will have a greater impact on my future
purchase behaviour

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8.16 Overall shopping experience

Frequency Percent Cumulative Frequency

Highly Satisfied 57 57 57
Satisfied 32 32 89
Neither satisfied nor 5 5 94
dissatisfied
Dissatisfied 6 6 100
Highly dissatisfied - -
Total 100 100

Highly Satisfied Satisfied Neither Satisfied nor dissatisfied Dissatisfied

6%
5%

32%
57%

Figure 16 overall shopping experiences

Interpretation:

Out of 100 respondents, 57 are highly satisfied with the overall shopping experience in the
store and 32 of them are satisfied with the overall shopping experience, 5 of them are neither
satisfied nor dissatisfied with the overall shopping experience ,and 6 of them are dissatisfied
with the overall shoppimg experience

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 Analysis using SPSS:

Objective 1: To explore the impact of visual display in a retail store on customer buying
behaviour

 Visual display (big bazaar) * Buying behaviour

Null Hypothesis (H0): There is no significant relationship between visual display and buying
behaviour of consumers

Alternative Hypothesis (H1): There is no significant relationship between visual display and
buying behaviour of consumers

Acceptance criteria: A significance of 95% is assumed. If the null hypothesis is to be

disapproved, it will be so with 95% confidence

.Decision criteria: In order to reject null hypothesis, our score must be greater than the
critical value at the .05 level of significance...

Influence of visual display * influence of product arrangement in buying behaviour Cross

tabulation
Count
influence of product arrangement in Total
buying behaviour
Always Mostly Someti Rarely
mes
Influence of visual Strongly Agree 18 5 2 9 34
display Agree 13 11 8 3 35
Neither agree nor 2 2 2 0 6
disagree
Disagree 14 8 0 3 25
Total 47 26 12 15 100

Table-1

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 Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 18.954a 9 .026
Likelihood Ratio 21.558 9 .010
N of Valid Cases 100

Table-2

Interpretation:

Here the value is 18.954 & asymptotic significance is 0.026

N=100, since p<0.05 hence we reject null hypothesis. Hence it can be concluded that there is
significant relationship between visual display and buying behaviour of consumers

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Objective 2: To analyze the impact of technological advancement in visual
merchandising on consumer behaviour

 Technological advancement * Consumer buying behaviour

Null Hypothesis (H0): There is no significant relationship between technological

advancement in buying behaviour of customers

Alternate Hypothesis (H1): There is significant relationship between technological

advancement in buying behaviour of customers

Acceptance criteria: A significance of 95% is assumed. If the null hypothesis is to be

disapproved, it will be so with 95% confidence.

Decision criteria: In order to reject null hypothesis, our score must be greater than the
critical value at the .05 level of significance.

Technological advancement * influence of technological advancement in buying behaviour

Crosstabulation
Count
influence of technological advancement in Total
buying behaviour
Always Mostly Someti Rarely
mes
technological Strongly Agree 32 11 8 8 59
advancement Agree 4 15 4 4 27
Neither agree nor 8 0 0 2 10
disagree
Disagree 3 0 0 1 4
Total 47 26 12 15 100

Chi-Square Tests
Value df Asymp. Sig. (2-
sided)

Pearson Chi-Square 26.025a 9 .002

Likelihood Ratio 30.804 9 .000

N of Valid Cases 100

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Interpretation:

Here the value is 26.025 & asymptotic significance is 0.002

N=100, since p<0.05 hence we reject null hypothesis. Hence it can be concluded that there is
significant relationship between technological advancement in buying behaviour of
customers

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 Objective 3: To analyze the satisfaction level of consumers

 Satisfaction level * frequency of visit

Null Hypothesis (H0):- There is no significant relationship satisfaction level and frequency
of visit of customers

Alternate Hypothesis (H1):- There is significant relationship between satisfaction level and
frequency of visit of customers

Acceptance criteria: A significance of 95% is assumed. If the null hypothesis is to be

disapproved, it will be so with 95% confidence.

Decision criteria: In order to reject null hypothesis, our score must be greater than the
critical value at the .05 level of significance.

satisfaction level of consumers * frequency of visit to the store Crosstabulation

Count
frequency of visit to the store Total
More once a once a on offer
than once week month days
in a week
satisfaction level Highly satisfied 18 12 15 12 57
of consumers Satisfied 11 13 4 4 32
Neither satisfied 4 1 0 0 5
nor dissatisfied
Dissatisfied 5 0 0 1 6
Total 38 26 19 17 100
Table-5

Chi-Square Tests
Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 17.283a 9 .044

Likelihood Ratio 20.006 9 .018
N of Valid Cases 100

Table-6

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Interpretation:

Here the value is 17.283 & asymptotic significance is 0.44

N=100, since p<0.05 hence we reject null hypothesis. Hence it can be concluded that there is
significant relationship between satisfaction level and frequency of visit of customers

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 Chapter-9

Findings & Interpretation

Objective 1- To explore the impact of visual display in a retail store on customer buying
behaviour

 From Table 1& 2 it is clear that there is significance relation between visual displays
and buying behaviour of consumers

 Majority of the respondents responded that visual displays have a larger impact on
consumer buying behaviour

Objective 2 - To analyze the impact of technological advancement in visual merchandising

on consumer behaviour

 From table 3&4 it is clear that technological advancement will have a greater impact
in consumer buying behaviour

 From the secondary analysis it was understood that these technological advancements
like virtual reality and augmented reality when introduced in the retail sector will
increase the footfall in the store and will have a greater impact on buying behaviour of
consumers

Objective 3 - To analyze the satisfaction level of consumers.

 From table 5 we can see than those who are highly satisfied and satisfies comes to the
store more than once in a week or once in a week
 So there is a significant relationship between satisfaction level and frequency of visit
 Out of 100 respondents, 57 are highly satisfied with the overall shopping experience
in the store and 32 of them are satisfied with the overall shopping experience.

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 Majority of the respondents says that major factor influencing them in the store
locating the products through display and lighting in the store

 Most of the respondents faced impulse buying behaviour in the store and the factor
which influenced more is placement of the products

 Majority of the respondents follow display and layout to find a product thus can be
said that the store have an effective visual presentations

 Most of the consumers bought a little more than what they came to buy

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 Chapter 10

Recommendations

 Company can look for technological advancement in the store

 Preserve those factors that leads customers enter the store and create one
stop shopping nature at store

 Offers should be displayed in such a way that it never creates confusion

in minds of customers

 Products kept in the store should be properly inspected

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 Chapter 11

Limitations

LIMITATIONS OF THE STUDY

 The study consisted of only 100 respondents due to the time constraint.

 Certain customers were not interested to participate in my survey and therefore better
age ratio could not be maintained

 Language barrier was also major limitation

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 Chapter-12

Future scope of Topic

This research study covers big bazaar ambience mall store, so the overall consumer
satisfaction of big bazaar store whole over Delhi ncr or all over India cannot be taken

The factors that affect consumer buying behaviour of one store can be completely different
than the factors that affect in the other store

This basically happens because of the different preference of the people living in different
cities and states and also it may differ from one store to another due to various factors like
place, area etc

Hence, it should be noted that this project covers only future retail big bazaar store in
ambience mall vasanth kunj and the results so obtained cannot be generalized elsewhere.

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 Chapter 13

Conclusion

It evolved out of my study that although the importance of VM is growing, there are no real
metrics for measuring its effectiveness. “There is no right or wrong as far as retailing and
Visual merchandising are concerned. There is no way to find out what worked. It is just trying
out new things. Some things work, some things do not”
I feel that a Dosage test can be employed in this regard. When product promotions remain
constant, increasing levels of visual merchandising efforts can be employed to see the
response of customers. Periodically monitoring increase in sales during times of dramatic VM
implementations can also be a way to determine if the VM efforts paid off.

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 Chapter 13

Reference/resources

References

Loganathan, D. (2009). Indian Retail Industry – An Exploratory Study. Retrieved

March 11,2010, from retailnetworks
http://www.retailnetworks.org/index.php?option=com_content&task=view&id=14
25&Itemid=302

Arora ,V.P.S., Sharma, Shivani, and K. Singh, Nirdesh. (2007). Nature and
Functioning of Visual Merchandising in Organized Food Retailing. Retrieved August
11, 2010, from
Ageconsearch http://ageconsearch.umn.edu/bitstream/47438/2/3-VPS-Arora

Electronic References: Electronic Media and URLs (2003). Retrieved August 11,
2010, from Retail Franchise India online, Retail franchise India website:
http://retail.franchiseindia.com/articles/Retail-Store-Operations/VM-and-
Design/Sensoryexperience-must-in-retail-design-163

www.rai.net.in

www.pantaloon.com

www.retailyatra.com

www.futurebazaar.com

www.futuregroup.com

www.Retailerslideshare.net

www.supplychaintoday.com/info007.html

www.scribd.com

www.retailchoice.com

www.theretailbulletin.com

www.globalretailbusiness.com

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 Chapter-15

Appendix

QUESTIONNAIRE

1. Gender
o Male
o Female

2. Age
o 18-25
o 26-40
o 40-55
o Above 55

3. Family Income
o 2-4 lacs
o 4-6 lacs
o 6-8 lacs
o 8-10 lacs
o Above 10 lacs

4. How often do you visit this store?

o More than once in a week
o Once a week
o Once a month
o Only on offer days (Big days, Wednesday bazaar)
o Very rarely

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5. How do you come to know about new product arrival in the store?
o Through Display of the product
o Through offers
o Through announcements
o By enquiring salesperson
o You will search by your own

6. Do the way of product arrangement & display in the store attract you?
o Always
o Mostly
o Sometimes
o Rarely
o Never

7. Generally I follow the displays and layout to find a product.

o Strongly Agree.
o Agree
o Neither agree nor disagree
o Disagree
o Strongly Disagree

8. When I enter the store....

o I go straight to the products which I want
o I walk through the store as it leads me
o I do not follow any pattern. I just walk randomly and pick up
products
o I seek the help of salesperson to navigate in the store
o Others (Please specify) _______________________________

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9. Which of these is most relevant with regard to your shopping?
o I bought what I came to buy. Nothing More.
o I bought a little more than what I came for.
o I bought lot more than what I came for.
o I bought everything that attracted me.
o I did not find what I needed. So I did not buy anything.

10. If you have bought some products other than what you came to buy,
which of the following factors made you buy more?
(Tick as many as applies)
o Attractive display of the product
o Good Product
o Information provided by salesperson
o When I see a good deal, I tend to buy more than that I intended to
buy.
o No specific reason, I just bought because I liked the Product
o I did not buy anything out of list

11. Have you ever experienced instant/unplanned buying in store ?

o Yes
o No

If “yes”, which factor influenced you more to take instant/unplanned

buying decision?

o Influence Product arrangement

o Placing of the product
o Influence of Promotional Signage
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 o Excitement in trying a new product
o Influence of mannequin display

12. What do you feel about the product arrangement in the store?
o Excellent
o very good
o Good
o Average
o Poor

13. Visual display/Presentation of products influences my buying decision in

the store.
o Strongly Agree.
o Agree
o Neither agree nor disagree
o Disagree
o Strongly Disagree

14. How do you feel that the following factors influence your buying
decisions in a store?
Rate the following from 1-5.
o [ ] Locating products through signs, graphics etc
o [ ] Lighting
o [ ] Music
o [ ] Fragrance
o [ ] Colours

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15. Virtual reality in visual merchandising will have greater influence on my
future purchase behaviour
o Strongly Agree.
o Agree
o Neither agree nor disagree
o Disagree
o Strongly Disagree

16. On the whole how was your shopping experience with Big Bazaar?
o Highly satisfied
o Satisfied
o Neither satisfied nor dissatisfied
o Dissatisfied
o Highly dissatisfied

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