SUMMER INTERNSHIP PROJECT REPORT

ON

“A STUDY ON RETAIL STORE DESIGN AND LAYOUT; AND IT’S IMPACT TOWARDS
CONSUMERS PERCEPTION.”
This project report is prepared as a partial fulfilment of the PGDM program
(2018-2020)
At

DN REGALIA MALL,BHUBANESWAR

Submitted by:
SANGEETA DASH
(Regd no. BIM1318BM003)

Under Guidance Of

Faculty Guide: External Guide:

Prof. Sushree Sangita Mohanty Mr. Madhab Patangi
(ADM)

BHUBANESWAR KENDRA

Bhavan’s Centre for Communication and Management (BCCM)

9, Kharavela Nagar, Unit – III
Bhubaneswar -751001, Odisha.
 DECLARATION

I hereby declare that this project report entitled “A STUDY ON RETAIL STORE
DESIGN AND LAYOUT; AND IT’S IMPACT ON CONSUMERS PERCEPTION”
submitted in the partial fulfilment of Summer Internship Trainee of PGDM Programmed
of Bhavan’s centre for communication and management (BCCM), Bhubaneswar is
based on primary data through survey process in BIG BAZAAR by me in under guidance
of Prof. Sushree sangita Mohanty.

SANGEETA DASH
 ACKNOWLEDGEMENT

It gives me immense pleasure, having done a project on an interesting and knowledgeable

topic like “A STUDY ON RETAIL STORE DESIGN AND LAYOUT; AND IT’S
IMPACT ON CONSUMERS PERCEPTION”.

This project has not only widened my horizon as far as academics are concerned but also
helped me to enlarge my knowledge bank. There are many people associated with this
project without which this project would not have been made possible.

I am heartily thankful to Mr. Pradip Kumar Jena (store manager), “BIG BAZAAR,
BHUBANESWAR” For giving me this opportunity to work in their esteemed
organisation. Mr. Santanu kumar kar(HR Big bazzar) who provided me this great
opportunity to work and learn at big bazaar. Mr. Madhab patangi (DM) who guided me
throughout the research and giving me his valuable guidance for preparing this report. He
has been an exceptional mentor during these two months of training. It has been a great
learning experience of being a trainee under him.

I would also like to thank my internal Project guide Prof. Sushree sangita mohanty
(BCCM, BBSR) whose patience, able guidance and support was instrumental in
accomplishing this project.

I wish to express my gratitude to all those who may have contributed to this project, even
though anonymously.

SANGEETA DASH
 TABLE OF CONTENTS
 Executive Summary
CHAPTER 1
INTRODUCTION

 Statement of the problem

 Introduction of topic
 Objective of the study
CHAPTER 2
ORGANISATION STUDY

 Company profile
 Organisational structure
 Product profile
 Swot analysis
CHAPTER 3
RESEARCH METHODOLOGY

 Review of literature
 Type of research
 Data collection
CHAPTER 4
PRESENTATION AND ANALYSIS OF DATA

 Presentation of data
 Conclusion from analysis
CHAPTER 5
CONCLUSION AND SUMMARY

 Findings
 Recommendation
 Conclusion of the research
ANNEXURE

 Questionnaire
 Bibliography
 EXECUTIVE SUMMARY

Indian retail sector is witnessing one of the most hectic Marketing Activities
of all times. The companies are fighting to win the hearts of customer who is
God said by the business tycoons. There is always a “first mover advantage”
in an upcoming sector. In India, that advantage goes to “Big bazaar”. It has
brought about many changes in the buying habits of people. It has created
formats, which provide all times under one roof at low rates, or so it claims. In
this project, we will study its marketing strategies and promotional activities.

The research titled

“A STUDY ON RETAIL STORE DESIGN AND LAYOUT; AND IT’S IMPACT
TOWARDS CONSUMERS PERCEPTION” helps us to understand the effect of
customer service which is responsible for attracting customer towards big
bazaar. This study helpful to top level management to improve the present
things of big bazaar. The report deals with the impact of customer preference
which attracting customer towards big bazaar.

The research was carried out as per the steps of marketing research. The well
supportive objectives were set for the study. To meet the objectives primary
research was undertaken. The data collection approach adopted was
experimental research and survey research. The instrument used for the data
collection was observation and questionnaire. The target respondents were the
visitors of big bazaar, with the sample size of 100 for the study of sales and
service management of the company. Tables and charts were used to translate
responses into meaningful information to get the most out of the collected
data. Based on those the inferences have been drawn with peer supportive
data.
 CHAPTER 1
INTRODUCTION

 Statement of the problem

 Introduction of topic
 Objective of the study
 INTRODUCTION
Customer relationship management is really a call to action. By understanding
the service formation components and the service expectations evaluations by
group or segment of customers, companies can design response strategies that
are truly responsive to vital customer expectations and that differentiate in the
market place.Indian retail sector is witnessing one of the most hectic
Marketing Activities of all times. The companies are fighting to win the hearts
of customer who is God said by the business tycoons. There is always a “first
mover advantage” in an upcoming sector. In India, that advantage goes to
“Big bazaar”. It has brought about many changes in the buying habits of
people. It has created formats, which provide all times under one roof at low
rates, or so it claims. In this project, we will study its marketing strategies and
promotional activities.

The research titled

“A STUDY ON RETAIL STORE DESIGN AND LAYOUT; AND its IMPACT
TOWARDS CONSUMERS PERCEPTION” helps us to understand the effect of
customer service which is responsible for attracting customer towards big
bazaar. This study helpful to top level management to improve the present
things of big bazaar. The report deals with the impact of customer preference
which attracting customer towards big bazaar.

The research was carried out as per the steps of marketing research. The well
supportive objectives were set for the study. To meet the objectives primary
research was undertaken. The data collection approach adopted was
experimental research and survey research. The instrument used for the data
collection was observation and questionnaire. The target respondents were the
visitors of big bazaar, with the sample size of 100 for the study of sales and
service management of the company. Tables and charts were used to translate
responses into meaningful information to get the most out of the collected
data. Based on those the inferences have been drawn with peer supportive
data.
 OBJECTIVES OF RESEARCH

To determine the essential characteristics of layout of convenience store.

To investigate the consumer’s satisfaction level.
To study how store layout and design promote the performance of store.
 “Shopper found dead in local store; cause of death –
boredom” boredom”
No other variable in the retailing mix influences the consumer’s initial
perceptions of a bricks & mortar retailer as much as the store itself.
The store is “where the action is” and includes such minor details as the
placement of the merchandise.

Store Front Design

Storefronts must:
–Clearly identify the name and general nature of the store
–Give some hint as to the merchandise inside
–Give some hint as to the merchandise inside
–Includes all exterior signage
–In many cases includes store windows
–an advertising medium for the store
–window displays should be changed often, be fun/exciting, and reflect
merchandise offered inside
 Objectives of Good Store Design
Design should:
–be consistent with image and strategy
–Positively influence consumer behaviour
–consider costs versus value
–be flexible
–Recognize the needs of the disabled –The Americans with Disabilities Act

Retail Store Design & Visual Merchandising

•Store design and layout tells a customer what the store is all about and it is
very strong tool in the hands of the retailer for communicating and creating
the image of the store in the mind of the customers.
•The design and layout of the store is a means of communicating the image of
the retail store.
•The environment which it creates in the retail store, is a combination of the
•the environment which it creates in the retail store, is a combination of the
exterior look of the store, the store interiors, the atmosphere in the store and
the events, promotions and the themes.
•The overall look of a store and the series of mental pictures and feelings it
evokes within the beholder.
•For the retailer, developing a powerful image provides the opportunity to
embody a single message, stand out from the competition and be remembered.
 Exterior and Interior Store Design
Exterior
•Location
•Parking
•Ease of access
•The building architecture
•Health and safety standards
•Health and safety standards
•Store windows, lighting
Interior
•Fixtures
•Flooring & Ceilings
•Lighting
•Graphics &Signage’s
•Atmospherics

Introduction to Store Layout Management

•Store Images the overall perception the customer has of the store’s
environment.
•Space Productivity represents how effectively the retailer utilizes its space
and is usually LO 1 the retailer utilizes its space and is usually measured by
sales per square foot of selling space or gross margin dollars per square foot
of selling space.
 Store Image
•By incorporating a café as an integral part of Barnes & Noble bookstores, a
Noble bookstores, a very relaxing and casual ambiance is created.

Retailing Truism
•The more merchandise customers are exposed to, the more they tend to buy.

Objectives of the Store Environment

•Get customers into the store (store image)
–Serves a critical role in the store selection process
–Important criteria include cleanliness, labelled prices, accurate and pleasant
checkout clerks, and well-stocked shelves
–The store itself makes the most significant and last impression
•Once they are inside the store, convert them into customers
buying merchandise (space productivity)
–The more merchandise customers are exposed to that is presented in an
orderly manner, the more they tend to buy
–Retailers focusing more attention on in-store marketing
–marketing dollars spent in the store, in the form of store design,
merchandise presentation, visual displays, and in-store promotions, should
lead to greater sales and profits (bottom line: it is easier to get a consumer in
your store to buy more merchandise than planned than to get a new consumer
to come into your store)
 Objectives of the Store Environment
Shrinkage
Represents merchandise that cannot be accounted for due to theft, loss, or
damage.

Store Design, Layout, Visual Merchandising

•Opportunity for competitive advantage and increased sales.
•Store as a “good story”
–a beginning, middle, end Entrance sets up the story.
–creates expectations, contains.
• Entrance sets up the story.
–creates expectations, contains promises, entices, hints, teases.
•Inside the store is the middle of the story.
•should start slow (uncluttered) to allow consumers to orient themselves.
•should lead customers on a journey of discovery, using layout, lighting,
visuals, other atmospherics.
•Checkout area is the store’s climactic ending.
 Five Major Store Design Objectives
•Consistent with retailer’s image, positioning, strategy
•Positive influence on purchase behaviour
•Cost effective
–space productivity
•Sales-per-square-foot (most common, racetrack and boutique layout)
boutique layout)
–Sales-per-linear-foot (e.g., supermarkets, drug stores, etc. with long gondolas
in grid layout)
–Sales-per-cubic-foot (e.g., wholesale clubs with multiple layers of
merchandise)
•Flexible

Positively influencing purchase behaviour

•Allow a transition zone

•Place high-margin merchandise to the right of the entrance
•Make merchandise accessible
•Make merchandise accessible
•Use signs, fixtures, displays to draw customers
•Vary the tempo of music to achieve goals
•Arrange shelved merchandise strategically
 Trade-offs in Store Design
1. Ease of locating merchandise for planned purchases
2. Aesthetics, space to shop comfortably
3. Relaxed environment
4. Exploration of store, impulse purchases
5. Productivity of space
6. Energy, excitement

Store Planning
•Allocating Space
•Circulation
•Shrinkage Prevention

Store Planning
•Floor Planes a schematic that shows where merchandise and customer
service departments are located, how customers circulate through the store,
and how much space is dedicated to each department. Space is dedicated to
each department.
•Stack-Outstare pallets of merchandise set out on the floor in front of the main
shelves.

Types of Floor Space in Store

•Back Room
–receiving area, stockroom
–Department stores (50%)
 –Small specialty and convenience stores (10%)
–General merchandise stores (15-20%)

•Offices and Other Functional Space

–employee break room, store offices, cash office, restrooms store offices,
cash office, restrooms
•Aisles, Service Areas and Other Non-Selling Areas
–Moving shoppers through the store, dressing rooms, layaway areas, service
desks, customer service facilities
•Merchandise Space
–Floor
–Wall

Allocating Space
•Warehouse clubs are able to take advantage not only of the width and depth
of the store, but also the height, by using large “warehouse racks” that carry
reachable inventory at lower levels with large pallets or cartons of excess
inventory at higher levels.

Space Allocation Planning

•Improving Space Productivity in Existing Stores •Space Productivity
Indexes a ratio that compares the percentage of the store’s total gross margin
that a particular merchandise LO 2 gross margin that a particular
merchandise category generates to its percentage of total store selling space
used.
•Space Allocations for a New Store
 Store Layout (and Traffic Flow)
•Conflicting objectives:
–Ease of finding merchandise versus varied and interesting layout
–Giving customers adequate space to shop versus use expensive space
productively

Free Flow Layout

•Free-Flow Layout is a type of store layout in which fixtures and merchandise
are grouped into free-flowing patterns on the sales floor.

Advantages
–Allowance for browsing and wandering freely
–Increased impulse purchases
–Visual appeal
–Flexibility
Disadvantages
-Loitering encouraged
-Possible confusion
-Waste of floor space
-Cost
-Difficulty of cleaning
 The Disney Store’s Effective Use of the Free-Flow Design

•Approximately 250 million consumers visit Disney’s entertainment retail

outlets each year.
•New store designs showcase merchandise in an engaging and merchandise in
an engaging and contemporary fashion, keeping pace with evolving retail
trends.
•Technological elements -including a front-of-store media wall that engages
guests with Disney programming, and interactive kiosks-setting the stage for
the Disney Store in the 21st century.

Grid Layout
Grid Layouts a type of store layout in which counters and fixtures are placed
in long rows or “runs,” usually at right angles, throughout the store.
•Efficient use of space
•Simple and predictable to navigate
•Focal points at aisle ends

Advantages
•Low cost
•Customer familiarity
•Merchandise exposure
•Ease of cleaning
 •Simplified security
•Possibility of self-service

Disadvantages
•Plain and uninteresting
•Limited browsing
•Stimulation of rushed shopping behaviour
•Limited creativity in décor

Grid (Straight) Design

•Best used in retail environments in which majority of customers shop the
entire store
•Can be confusing and frustrating because it is difficult to see over the fixtures
to other merchandise
•Should be employed carefully; forcing customers to back of large store may
frustrate and cause them to look elsewhere
•Most familiar examples for supermarkets
 Loop Layout

• Loop Layout is a type of store layout in which a major customer aisle

begins at the entrance, loops through the store, usually in the shape of a
circle, square, are rectangle, and then 37 returns the customer the front of
the store.
Advantages
• Exposes customers to the greatest amount of merchandise

Racetrack Layout
• Draws customers around the store.
• Provide different site lines and encourage exploration ,impulse buying
• Used in department stores
Freeform Layout
• Inefficient use of space
• Allowance for browsing and wandering freely
 Visual Merchandising and Store Layout

• Consider the following questions:

– Is your store layout successful?
– Does it create interest and allow your customers to move through your store
in a manner that is natural, comfortable and intuitive?
– Does it foster longer shop times and encourage browsing?
– Does it pull customers through the store?
– Does the store layout introduce your shoppers to large quantities of your
featured merchandise?
– Do the lines of sight increase your customers’ perception of your store’s
size?
• Communication is the essence of retail.
• For example, you communicate your offering, you communicate your
pricing, and you communicate a certain level of customer service.
• But successful store layout takes communication to a whole other level.
• A successful store layout communicates that you are customer friendly.
• A store layout can communicate that you want your customer’s to linger
longer in your store.
• A successful store layout can communicate that your store is senior friendly.
• Can you think of more issues which are communicated?
 The PDQ System
• Discover Based Retail uses a system called Penetration and Dispersion
Quotient.
• PDQ is a study of how people move through your store.
• It can tell you how effectively you are managing your floor space.
• Consider this: if yours is an 8,000 square meter sale space and for any reason
shoppers avoid even 1,000 meters of it, then your sales space is not as
productive as it can be.
• A successful store layout enhances the production of the entire area.
• The PDG is a great system to help you determine how effectively you are
using the space.
• Once that determination is made then you have to begin to look for the
culprits that are causing infectivity.
• The answers may lie in lighting, product adjacencies, location of your key
driving departments, locations of your customer service area, cash wraps and
more.

On Store Layout
• How would you define a successful store layout?
• Is it one that looks good?
• Is it one that by virtue of its design pulls customers into all the zones of the
store?
• Is it one that appeals to an ideal customer and based upon this fact
encourages that ideal customer to linger longer in the shopping environment?
A successful store layout is not by accident.
• Before a sales space is designed, the designer has to have accumulated
extensive knowledge of whom his design is ultimately targeted to appeal to.
• This is an elemental step that many designers fail to consider.

CHAPTER 2
ORGANISATION STUDY
 Company profile
 Organisational structure
 Product profile
 Swot analysis
 OVERVIEW OF THE INDUSTRY AS WHOLE

The Indian retail industry is now beginning to evolve in the line with the transformation
that has swept other large economies. The liberalization of the consumer goods industry
initiated in the mid-80 and accelerated through the 90’s has begun to impact the
structure and conduct of the retail industry.
The concept retail which includes the shopkeeper to customer interaction, has taken
many forms and dimensions, from the traditional retail outlet and street local market
shops to upscale multi brand outlets, especially stores or departmental stores
The objective being to assess the various parameters that influences a buyer to visit or
shop at departmental store thereby contributing to its turnover (in terms of sales and
profits) hence leading to its overall success.
The extensive research brought me to conclude that departmental stores are soon
emerging on the top priority lists, amongst the shopping spree in Delhi and NCR, as
they seem to derive immense pleasure of convenience and exposure to variety under
one roof, in their extremely busy lives, when they don’t have time for things.
Though some of the customers perceive departmental stores to be expensive and only
high-income category’s cup of tea, the stores make constant efforts to induce them to at
least visit the store at once during the same period, or discount offers.
 COMPANY PROFILE:

 Big Bazaar is a part of Future Group founded in 2001 with the opening of
its first four stores in Kolkata, Indore, Bangalore and Hyderabad in 22 days.
 It was started by Kishore Biyani, the CEO of Future Group.
 Big Bazaar is a chain of Hypermarket in India.
 There are 256+ stores Nationwide, Out of which 5 stores are in
Bhubaneswar.
 Big Bazaar offers a wide range of merchandise including fashion and
apparels, food products, Kitchen Products, Electronic Products, Educational
Products and Toys.

LOCATION:

 The store of Big Bazaar, which we have visited, is situated in DN

REGALIA.
 DN REGALIA is established in between the city Bhubaneswar and
Khorda.
 In DN REGALIA, Big Bazaar is present on the Lower ground floor.
VISION:
To Deliver Everything, Everywhere, Every time, to Every Indian Customer
in the most profitable manner.

MISSION:
 Share the vision and believe that the customers and stakeholders shall be
served only by creating and executing the future scenarios in the
consumption space leading to economic development.
 Be the trendsetters in evolving delivery formats.
 Creating Retail reality.
 Making consumption affordable for all customer segments for classes and
for masses.
STRATEGY:
1. Wednesday Bazaar
 Big Bazaar introduced the Wednesday Bazaar concept and promoted it as
“Hafte Ka Sabse Sasta Din”.
 It was mainly draw customers to the store on Wednesday, when least
number of customer is observed.
 The aim of the concept is to give homemakers the power to save the most
and even the stores in the city do a fresh look to make customers feel that it
is their day.
2. Maha Bachat
 It is a single day campaign with attractive promotional offers across all Big
Bazaar stores.
 It has attractive offers in all its value formats such as Food Bazaar,
Electronic Bazaar and Fashion Bazaar.
3. The Great Exchange Offer
 Big Bazaar launched “The Great Exchange Offer”, through with the
customer can exchange their old goods in for Big Bazaar coupons.
 Later, Consumers can redeem these coupons for brand new goods across
the nation.

PRICING STRATEGY:
1. Value Pricing (Every Day Low Price)
2. Promotional Pricing
 Low Interest Financing
 Psychological Discounting
3. Bundling (Offering several products for sale as one combined product)
4. Differentiated Pricing (Special Event Pricing)

SERVICE MIX:
1. People
 Well trained staff at stores to help people with their purchases.
 Well-dressed staff improves the overall appearance of store.
 Multiple counters for payment, staff at store to keep baggage and security
guards at every gate, makes for a customer friendly atmosphere.
2. Process
 Big Bazaar places a lot of importance on the process right from the
purchase to the delivery of goods.
 It also provides delivery of products over purchases of ₹1000.
3. Physical Evidence
 Products in Big Bazaar are properly stacked in appropriate racks.
 There are different departments in the store which display similar kind of
products.
 There are boards put up above the products which give information about
the products, its price and offers.
 Big Bazaar stores are normally ‘U Shaped’ and well planned & designed.

TARGET CUSTOMER:
 It targets Higher and Upper Middle Class Customers.
 The large and growing young working population is a preferred customer
segment.
 Targets working women and Home makers who are the primary decision
makers.

COMPETITORS:
The main competitors of Big Bazaar are –
1. Vishal Mega Mart
2. Reliance retail
3. Shoppers Stop
4. D mart

SWOT ANALYSIS:

STRENGTHS:
 Big bazaar is known as the “Indian Wal-Mart”.
 Everyday Low Price, which attract customers.
 It offers a Family Shopping Experience, Where entire family can visit
together under one roof.

WEAKNESSES:
 General Perception:” Low Price=Low quality”.
 Branded products are still missing from Big Bazaar.
 Big Bazaar is not known globally and restricted to the Indian market only.

OPPORTUNITIES:
 Big Bazaar can plan to expand globally by tie-ups.
 Increased rural penetration can also benefit Big Bazaar.

THREATS:
 Competitors.
 Most people still prefer to visit local convenient stores for daily purchases.
 Changing Government Policies.
 CHAPTER 3
RESEARCH METHODOLOGY
 Review of literature
 Type of research
 Data collection

REVIEW OF LITERATURE
Sirohi N., Mclaughlin E.W. and Wittnik D. R. (1998)A Model of Consumer
Perceptions and Store Loyalty Intentions for a Supermarket Retailer.
Sharma A. and Stafford T.F. (2000) the Effect of Retail Atmospherics on
Customers’ Perceptions of Salespeople and Customer Persuasion: An
Empirical Investigation.
Banerjee A. and Divakar S. (2001)Price Thresholds in a Promotion Intensive
Retail Environment: Implications on Consumer Purchase Behavior and
Managerial Insights,
Sinha P.K, Banerjee A and Uniyal D.P. (2002) Deciding Where to Buy: Store
Choice Behavior of Indian Shoppers.
Ganesh J. & Reynolds K. E. & Luckett M. (2007)Retail patronage behavior and
shopper typologies: a replication and extension using a multi-format.
Gupta C.P. Agarwal R. and Sinha M. (2008) Consumers are highly
appreciating the availability of the variety of products/services at the
organized retailers” and are positively inclined towards the new form of
retailing.
Rigopoulos Irini D. et al (2008) Shopping orientation defined segments based
on store-choice criteria and satisfaction: an empirical investigation.
Sinha R. (2009) Consumers' Perceptions, Preferences and Patronage Behavior
for Retail Formats.
Molina A. et al (2009) Consumer service and loyalty in Spanish grocery store
retailing: An empirical study.
Johnson J. and Raveendran P.T. (2009) Retail Patronage behavior and
Shopper segmentation: A study among shoppers of organized retailers.
Yadav R. (2009) Customers’ attitude and perception towards the study
revealed that customer attitude towards shopping malls is shopping malls: A
study in Ghaziabad and Noida.

RESEARCH AND METHODOLOGY

TYPES OF RESEARCH:
Descriptive and Exploratory typesof research.
SAMPLING TECHNIQUES:
The Sampling technique used by the researcher was Convenience
Sampling.

SAMPLE SIZE:
Sample size of 100 individuals.
COLLECTION OF DATA:
Primary data
DATA COLLECTION TOOL:
Questionnaire
TOOLS USED IN ANALYSIS:
MS Excel, MS Word, Tables, Piecharts
SAMPLE DESCRIPTION:
The sample consists of 100 respondents, the respondents are of different
demographic factors like age group, both male and female, as well as from
different back ground.
 CHAPTER 4
PRESENTATION AND ANALYSIS OF DATA
 Data Analysis
 Interpretation

TABLE SHOWING DISTRIBUTION OF GENDER

 44

56

male femaile

INTERPRETATION: Out of 100 questionnaire that I have asked, there were

56 male respondents and 44 female respondents.

FREQUENCY OF SHOPPING
INTERPRETATION:
There were 14 respondents who visit big bazaar once a week, 40
respondents twice a week and 46 respondents more than twice a week.
ADEQUACY OF PRODUCT ASSORTMENT AT CONVENIENCES
STORES

2
strongly
20 disagree
25 uncertain

agree

53 strongly
agree

INTERPRETATION:
Out of 100 samples, 53% of respondents agree that there is adequacy of
product assortment.
ENCOUNTERING PROBLEMS WITH MERCHANDISE DISPLAY
IN STORE

Strongly disagree 65

Uncertain 17

Agree 10

Strongly agree 8

8%
10%
strongly disagree
17%
65% uncertain
agree
strongly agree

INTERPRETATION:
Most of the respondents said that they don’t have any problem with
merchandise display.
ADEQUACY OF THE AISLE WIDTH

Strongly disagree 4

Uncertain 10

Agree 28

Strongly agree 58

Chart Title

4 10

58 28

strongly disagree uncertain

agree strongly agree

INTERPRETATION:
More than 50% of respondents said that there is adequate aisle space in the
store.
 ADEQUACY OF FLOOR SPACE

Strongly disagree 03

Uncertain 10

Agree 41

Strongly agree 46

Chart Title

3%10%
strongly disagree
uncertain
46% agree
strongly agree
41%

INTERPRETATION:
Most of the respondents said that there is enough floor space in the store.
LEVEL OF SATISFACTION ABOUT STORE VENTILATION
SYSTEM

Strongly disagree 2

Uncertain 16

Agree 50

Strongly agree 32

Chart Title

2%16% strongly disagree

uncertain
32% agree
strongly agree

50%

INTERPRETATION:
50% of respondents said that there is enough store ventilation in big
bazar.
STAFF KNOWLEDGE ABOUT MERCHANDISE ASSORTMENT
AND DISPLAY

Strongly disagree 4

Uncertain 16

Agree 50

Strongly agree 30

Column1

30 4 16

50

strongly disagree uncertain

strongly agree agree

INTERPRETATION:
50% of respondents said that there is enough store ventilation in big bazar.
 STAFF ATTITUDE TOWARDS SHOPPER

Strongly disagree 4

Uncertain 10

Agree 44

Strongly agree 42

Column1
4
10

42

44

strongly disagree uncertain

agree strongly agree

INTERPRETATION:
Most of the respondents said that staff attitude towards shoppers is better.
PERCEPTION ABOUT STORE LIGHTING

Strongly disagree 2

Uncertain 10

Agree 48

Strongly agree 40

Column1
2 10

40

48

strongly disagree uncertain

agree strongly agree

INTERPRETATION:
Most of the respondents said that there enough store lighting.
STORE CROWD DENSITY

Strongly disagree 2

Uncertain 16

Agree 40

Strongly agree 42

Column1

2
20
34

44

strongly disagree uncertain agree

strongly agree

INTERPRETATION:
There is more crowd in Wednesday, Saturday and Sunday, according to the
respondents.
DIRECTION SIGNS TO MERCHANDISE

Strongly disagree 2

Uncertain 16

Agree 40

Strongly agree 42

Column1

2
16
42

40

strongly disagree uncertain agree

strongly agree

INTERPRETATION:
According to respondents, there is proper direction signs to all the
merchandise.
MERCHANDISE OF RELATED PRODUCTS SHELFED TOGETHER

Strongly disagree 2

Uncertain 20

Agree 44

Strongly agree 34

Column1

2
20
34

44

strongly disagree uncertain agree

strongly agree

INTERPRETATION:
Most respondents said that all products are shelfed together.
STORE IS ON BADLY DESIGNED

Strongly disagree 78

Uncertain 12

Agree 5

Strongly agree 5

Chart Title

55

42
78

strongly disagree uncertain

agree strongly agree

INTERPRETATION:
Most respondents said that store is properly designed.
BEST COMPONENTS OF A GOOD LAYOUT
Easy accessibility 16

Store appearance 28

Good merchandise 54
display

Good store entrances 2

Column1
2 16

54 28

easy accessiblity store appearance

good merchandise display good store entrances

INTERPRETATION:
Most respondents agreed that good merchandise display is the best
component.
 CHAPTER 4
CONCLUSION AND SUMMARY

 Findings
 Recommendation
 Conclusion
 FINDINGS:

 To determine the essential characteristics of layout of convenience stores

has researched literature and provided an understanding of the essential
characteristics and components of store layout. Therefore, the first objective
has been achieved.
 To establish if problems are encountered by consumers with regard to
different store settings while shopping at independent convenience stores.
 The research was able to establish problems encountered by consumers
with regard to different store settings while shopping at independent
convenience stores.
 The problems were with floor space, store lighting, direction signs to
merchandise, shelving of merchandise, service quality, product assortment,
merchandise display and aisle width. Therefore, this objective has been
achieved.
 To investigate whether consumers are satisfied with the level of service
they get from convenience stores in terms of accessibility, quality of
merchandise and general appearance.
 Both service and merchandise quality exert significant influence on store
performance, measured by sales growth and 113 customer growth, and their
impact is mediated by customer satisfaction. Therefore, this objective has
been achieved.
 To make recommendations to improve store layout at independent
convenience stores. In the latter part of chapter five, the recommendations on
how to improve store layout are drawn and, therefore, this objective has also
been achieved.
 RECOMMENDATION:

 Sample – Geographical Region In this study, respondents were selected

from the local area only. It will be beneficial to extend the study to other
convenience stores and also to other provinces in order to assess the
impact of store layout on purchasing behaviours of these respondents in
further studies.

 Sampling Technique In this study, convenience sampling was used. It

would be advisable to use the stratified sampling technique in future
studies.

 Floor space- It is recommended that convenience stores at big bazaar

improve their floor space, as findings indicate that consumers do
encounter problems with floor space.

 Store appearance and image- Findings show that convenience stores at

big bazaar do not have good store appearance and image.

 Merchandise display and assortment- It is also recommended that

convenience stores should take into consideration the seriousness of
merchandise display and assortment as findings indicated that consumers
do encounter problems of locating merchandise while shopping.

 Store ventilation system- From the results, it appears that most

consumers are not satisfied with the ventilation systems of convenience
stores in big bazaar.

 Customer service- Findings have shown that customer service from staff
at convenience stores is one of the crucial factors which has to be
improved.
CONCLUSION:

 This study has highlighted the impact of store layout and purchasing
behaviours of consumers at convenience stores in big bazaar. Issues
relating to store layout and purchasing behaviour were discussed. It is
believed that the importance of store layout is at an all-time high in major
convenience stores.
 In today’s volatile economy, providing 118 excellent store layout can be
the critical difference in any company’s success. With ever-changing store
layouts in the retail industry, retailers face the ongoing challenge of
gaining competitive advantage from creating added customer value. In
order to accomplish this value, retailers have to constantly review their
store layout strategies.
 The empirical data used during this study were based on questionnaires
that were administered amongst customers of convenience stores at big
bazaar.
 The recommendations and conclusions discussed in this chapter represent
some of the actions that could possibly be taken at convenience stores in
big bazaar to improve store layout.
 There is no doubt that other recommendations can be used successfully to
enhance store layout. This study will have an impact on the service quality
which will assist store owners to increase customer satisfaction at
convenience stores in big bazaar.
 ANNEXURE

 QUESTIONNAIRE
 BIBLIOGRAPHY
 QUESTIONNAIRE:
1. Age of respondents:
18-29 year 30-40 year
56-65 year and above
2. Gender of respondents:
(a) Male (b) female
3. Educational of respondents:
(a) Matric (b) post matric
4. Frequency of shopping:
(a) Once a week (b) twice a week (c) twice and more a week
5. Adequacy of product assortment at conveniences store:
(a) Strongly disagree (b) disagree (c) uncertain (d) agree (e) strongly agree
6. Encountering problems with merchandise display in store:
(a) Strongly disagree (b) disagree (c) uncertain (d) agree (e) strongly agree
7. Adequacy of the aisle width:
(a) Strongly disagree (b) disagree (c) uncertain (d) agree (e) strongly agree
8. Adequacy of the floor space:
(a) Strongly disagree (b) disagree (c) uncertain (d) agree (e) strongly agree
9. Level of satisfaction about store ventilation system:
(a) Strongly disagree (b) disagree (c) uncertain (d) agree (e) strongly agree
10. Staff knowledge about merchandise assortment and display:
(a) Strongly disagree (b) disagree (c) uncertain (d) agree (e) strongly agree
11. Staff attitude towards shoppers:
(a) Strongly disagree (b) disagree (c) uncertain (d) agree (e) strongly agree
12. Perception about store lighting:
(a) Strongly disagree (b) disagree (c) uncertain (d) agree (e) strongly agree
13. Store crow density:
(a) Strongly disagree (b) disagree (c) uncertain (d) agree (e) strongly agree

14. Direction signs to merchandise:

(a)Strongly disagree (b) disagree (c) uncertain (d) agree (e) strongly agree
15. Merchandise of related products shelfed together:
(a) Strongly disagree (b) disagree (c) uncertain (d) agree (e) strongly agree
16.store is/an badly designed:
(a) Strongly disagree (b) disagree (c) uncertain (d) agree (e) strongly agree
17. Shopping again at convenience store:
(a) Strongly disagree (b) disagree (c) uncertain (d) agree (e) strongly agree
18. Best components of a good layout:
(a) Easy accessibility (b) store appearance (c) Good merchandise display
(d) Good store entrances
BIBLIOGRAPHY:

Aaker, D.A., Kumar, V. and Day, G.S. 2003. Marketing Research (8th end).
New York: John Wiley & Sons. ACNielsen. 2006. Forecourts and
convenience stores are changing traditional approaches to shopping
[online]. Available at:
http://www.bizcommunity.com/Article/196/19/8941.html [Accessed 3
February 2009].
Aghazadeh, S.M. 2005. Layout strategies for retail operations: A case
study. Management Research News, 28 (10): 31 – 46.
Amine, A. and Cadenat, S. 2003. Efficient retailer assortment: a consumer
choice evaluation perspective. International Journal of Retail & Distribution
Management, 31 (10): 486 – 497.
Anonymous. 2007. Glossary: research and training. Community Eye
Health Journal, 20 (61): 17.
Anonymous. 2007. Marketing Communications: Store Layout, Design and
Visual Merchandising [online]. Available at:
http://www.icmrindia.org/courseware/Retail%20Management/Retail
%20ManagementDS14.htm [Accessed 9 December 2008].
Anonymous. 2007. Marketing Communications [online]. Available at:
http://www.icmrindia.org/courseware/Retail%20Management/Retail
%20ManagementDS14.htm [Accessed 11 December 2008].