NTCC PROJECT

Submitted by:
Madhur Attri
BBA+MBA
A3923016004
Semester 9
 INTRODUCTION

■ Visual merchandising can be defined as a technique to attract more and more customers
towards the retail store. It is tool to convert the potential customer into the actual
buyers.
■ For that many brands hire many professional marketers so that can help the companies
to build their brand so attractive
■ Manyavar is Men’s ethnic wear brand connected to the name groom. It was started by
an entrepreneur Ravi Modi under his company name Vedant Fashions.
 SWOT ANALYSIS
■ Strength:
■ The basic strength of this company is that they make fine quality, high grade and high standard
products.
■ Manyavar is the oldest ethnic organized retail. They not only focus on Men’s ethnic but also
women and kids.
■ The company has the ability to adapt itself according to the changing environment and tries to
adapt the new technology.

■ Weakness:
■ There is less margin for the retailers so because of it their sales get hampered.
■ The company has low production in off season.
■ Opportunities:
■ They have the consistent growth over the years.
■ They have large and growing markets.
■ They are emerging in International markets.
■ Available online.

■ Threats:
■ Since many Indian markets deals in same products it becomes a threat for the company as they
have to provide more high quality and fine products.
■ The company has a major threat from western culture, again India is adopting western culture,
so many people offen prefer coat, pant, shirts.
■ People only prefer Manyavar during festive seasons.
Research Methodology
■ This research is exploratory research study. It is defined as a research used to investigate
a problem which is not clearly defined.
■ Primary as well as secondary research
■ Primary research was done through questionnaire
■ The data analysis is based on 87 respondents
 OBJECTIVES OF REPORT

■ To study the influence of visual merchandising over the consumer buying behaviour
over famous retail store Manyavar.
■ To study about the most prominent elements of visual merchandising that has a direct
influence on the customers.
■ Analyzing what all elements whether exterior or interior of a store more influences the
customers toward the store.
 Recommendation
■ The highly influential or effective visual merchandising elements are window display, mannequins,
Display of discounts and offers, Neatness and cleanliness and Store layout.
■ Some creative window displays are arranged without using dummies. It is a quite different as customer
attention is directly taken only to the clothing but the dummies.
■ Digital Screens are considered as one of the most effective methods used in internationally mostly in
major cities for effective communication with potential customers.
■ It is evident that most customers can be inspired with the creative lighting arrangement. Some of the
decorative lightings used in international stores shown in the picture, which has reflection property.
■ In any of the past papers, it has never been proved that location of the store also attracts the customers,
so the retailers must highly focus on the location, it is not one of the elements of the visual
merchandising but still according to the research, location must be a part of Visual Merchandising.
■ If the location of the store will be in a crowded, down market or any kind of untidy place, or if there is
no parking facility, so it will not attract more and more customers, in fact customers will not even
facilitate word of mouth.
■ Plus the retailers must focus on small things like the fragrance, music, neatness, focal points, these are
the basic elements, that can either attract the customers or they can lose their customers as well.
 CONCLUSION OF REPORT
■ Majority of the sample agreed that the products in the store are presentable and
well arranged.
■ It could be analyzed that floor merchandizing (the way products are arranges in
shelves, etc) along with the displays on window had a direct relation with the
buying behavior of consumers.
■ The footfall in the store tends to be increased with the influence of visual
■ merchandising and significantly impacts the buying pattern.
■ Through the data collected from this research, it was analyzed that the level of
brightness was does not seem to be important for retaining customers at the
store. When it comes to music, many of the customers have been neutral
towards the presence of music and very few of them did not enjoy it.
THANK YOU