Consumer Attitude Towards

Visual Merchandising
Sample Statistic
Sample size: 150 students
Sample frame: IMT-Ghaziabad
Sampling method: Random
Sample study: The attitude of people towards
VM especially in terms of its
tool when they are shopping.

Questionaire
NAME:
 OCCUPATION
 CONTACT NUMBER
 EMAIL-ID

1. How often have you preferred to not to go your favorite shop just because other shop in vicinity
have better and attractive lighting and banners?
2. How much does the shop ambience matter to you on a scale of 1-5?
3. How often have you chosen some other brand than your favorite one because of the shop’s
ambience lightning effect?
4. Where do you often prefer to go for shopping?
5. How often, after buying a product, have you felt that the product is not as good as it appeared to
be in the shop?
6. How often do you go to a shop with the primary aim of having a good shopping experience?
7. How often do you buy the products kept just near the billing counter at the time of billing?
8. How often do you buy a substitute product as it is more visible while searching than the actual
product?
9. Which feature in malls or showrooms attracts you the most? [Offer banners] [direction][lighting]
[fragrance][fanciful display][music][air condition][mannequins]
How often have you preferred to not to go your favorite shop just because other shop in vicinity have better and attractive lighting and banners, offers, etc

Frequency

Particulars Frequency

Very often 30
Very often
often often 50

sometimes
sometimes 40
rarely
very rarely rarely 20

very rarely 10

INFERENCE:
So it is quite visible that many people are attracted by the lighting, banners, offers
and other parameters of VM clearly showing that VM tools can definitely help
merchandiser pull people towards their store. It is a great technique of pulling your
customer.
So marketers should put enough focus on 1st point of non verbal contact with their
customers.
Where do you often prefer to go for shopping?
Frequency
Particulars Frequency
Exclusive
Showrooms Exclusive Showrooms 30
Malls
Departmenta Malls 50
l store
Road side Departmental store 50
store
Wholesale Road side store 20
market
Wholesale market 0

INFERENCE:
Maximum people want to go to malls and departmental store for shopping
because they can avail diversity and better choice at one places and they get
better discounts, offers and added benefits. Very few people prefer roadside and
whole sale market because of the shop ambience and lack of attraction.
How much does the shop ambience matter to you on a scale of 1-5?

frequency particulars frequency

1 10
1
2 2 10
3
3 30
4
5 4 50

5 50

INFERENCE:
Almost 67% of the people stated that shop ambience is of great concern for
them. People are ready to pay a bit more but they want a good shopping
experience So they prefer going to malls and departmental store (stated in the
last question) as they focus more on their shop structure, look, ambience,
banners, lighting, Fragrance, direction, mannequins, colors, etc
How often do you buy a substitute product/brand as it is more
visible while searching than the actual product/brand?
Frequency particulars Frequency

very often 30
very often
often often 50
sometimes
rarely sometimes 30
never
rarely 20

never 20

INFERENCE:
Almost 60% of the people feels that they actually end up in purchasing than what
they have earlier decided for. The end result can be positive or negative but what is
more significance is the fact the display of the merchandise in the shelf, racks, i.e.,
forms of display a very major role in making the purchase. Consumer tends to buy
product which are more visible and more attractive due to color, packaging, lighting
and shelf display
 How often do you buy the products kept just near the
billing counter at the time of billing?
frequency pariculars frequency

very often 40
very often
often often 50
sometimes
sometimes 30
rarely
never rarely 20

never 10

INFERENCE:
60% of the people end up often taking items kept near the billing counter. These are
generally low value items like chocolates, chewing gums, key chains, balls, chips, socks,
handkerchief, biscuits, etc. This again shows that the display of the product in the store is
a very important factor. People otherwise would not have taken the product. But now the
visibility and attraction has increased due to display of such products resulting in more
sale. Mainly departmental stores, archies, landmark, others are using this technique of
promotion
How often, after buying a product, have you felt that the product
is not as good as it appeared to be in the shop?

frequency particulars frequency

very often 30
very often
often often 50
sometimes
sometimes 20
rarely
never rarely 30

never 20

INFERENCE:
Lot number of people agrees that there is actually a difference in the appearance
of the product when you see at the shop and at their home. Now the credit goes
again to VM. Though it is negative marketing but actually the marketers deceives
their customers by using various VM tools like lighting, display, color, to make
their merchandise look more attractive. So VM can definitely helps in increasing
the sales
Overall Result from the Sample study
1) VM definitely plays an important role for consumers
of urban market(especially middle class and high) in
making their purchases
2) We surveyed people individually for various tools like
direction, lighting, forms, display, music, etc and it was
not shocking to see that each tools play an important
role for consumers and attracts them in some way or the
other.
3) consumers focus more on comfort and want to have a
good shopping experience.
4) Price though relevant is not a very important factor
for urban consumers.