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Visual aesthetics in store

Presented By: Nitish Taneja 191038 Rahul Singh 191047 Amit Gandhi 191068 Anirban Sammadar 191070

It includes the perception of customers towards the visual cues.   Buying behavior means how customers react to the visual cues outside and inside the store. accessory.+ Objectives  Our aim to look at where the visual aesthetics of a store will affect the buying behavior of any consumer. . shoes and restaurants. The stores will be restricted to clothes store.   Also the change in buying pattern regarding the same.

+ Literature Review  We have looked at the following research paper for guidance for our project.324 . Journal of Consumer Behavior Sep/Oct 2010 Published online in Wiley Online Library www.wileyonlinelibrary.com Doi:10.1002/cb.

.3605. We have used Chi-Square to prove the hypothesis.6163. The mean for visual aesthetic comes out as 0. The mean for visual aesthetic comes out as 0. The mean for visual aesthetic comes out as 0. level of discount.5233.6628. location and service and locality are all equal in selecting a store. Result :: Null hypothesis rejected.+ Hypothesis 1  Null Hypothesis::Visual aesthetics. The mean for visual aesthetic comes out as 0.

The value is significant at 0. We have used Anova to prove the hypothesis.03. Important Observation: People perceive the stores at malls to be more decorated.45. This can be explained by the fact that there is more competition for stores at malls.+ Hypothesis 2  Hi-Street or malls have same level of visual aesthetics. Hypothesis rejected. The F-value is 33. .

Observation: It was clear that if we are sure which brand we have to buy.+ Hypothesis 3  People who are sure about which brand to buy are not affected by visual aesthetics. then the visual cues of the store will not attract the customer towards the store. We performed Cross-Tabulation for the same. . We could not reject the null hypothesis.

04 and F-value of 3.( significant value of . . The hypothesis was rejected.825 ) Important Marketing Implication: Shoppers who shop frequently are likely to be attracted by the visual cues.+ Hypothesis 4  Shoppers who shop frequently are not attracted by the visual cues. We performed Anova to test the hypothesis.

The hypothesis could not be rejected. .(F-value of 0. Important marketing implication: Heavy shoppers are likely to go to the preferable brands only(money is an not a constraint) and may fail to notice visual cues until they are getting what they want.782).246 and significant value of 0.+ Hypothesis 5  Customers who spend more on shopping will not notice the visual cues at store.

Lighting 3. odor. abstract art etc.joints etc. 6.+ Hypothesis 6  Visual aesthetics is directly related to the following six factors: 1. Presentation of mannequins at clothes store. Hygiene. . picture and ingredients in menu at food. 5. Themes for new year. Decoration for special occasions like Diwali 4. etc. 2. Use of art form like modern arts.

749) and 6(0.851) and 4 (0. .870 of the total effect.+ Hypothesis 6 contd.829) and 3(0. Rotated Component matrix result were: 5(0.832) and 1(.   We performed factor analysis. 2 (0.758).816) Together the new model still explained 79.

Results: The new three variable were able to explain 63.+ Hypothesis 6 contd. Also.816*(response of variable 3).275% of change in the dependent variable. the importance of aesthetics in impromptu selection of store.829*(response of variable 1)+0. . For each respondent.0. only factor 1 and 3 were significant. Similarly for the remaining two factors. new variable becomes.  Then we used the factors(using the eigen values) to develop three new variable.

 Marketing implication: Mannequins and decorations draw customers towards stores. . Maybe because these things are noticed once you are already in the stores. But. Theming stores and modern Arts are also a big draw. lighting and hygiene are not that important.+ Hypothesis 6 contd.

especially in malls. lighting and art work. we look at it. So shopkeepers must focus on the three aspects while adding visual cues to the store. Since cluster 1 is the biggest. We divided them on to three clusters. Cluster 1 people favored Mannequins. 14 and 5.+ Other important finding:  We used cluster sampling on the six dimensions of visual aesthetics for customers who go to malls(55 out of the 86 sample). which came out of size 36. lighting and artwork. .  Marketing implication: Most customers give high importance to mannequins.

Generally. people who are brand loyal are not easily swayed by the visual cues.   Generally.+ Conclusion  Visual aesthetics along with discounts are the major draw towards any store impromptu. the visual cues in a store located in malls are more visible than the stores in hi-streets. Customers who are frequent shoppers are likely to pay more attention to the visual cues.  .

the in house decoration and theming for special occasions like new year.+ Conclusion contd.  The heavy spenders are most likely to not notice the visual cues. The most important elements of visual cues are how stores cloth their mannequin.  .

 .+ Recommendations  Stores must spend well in giving their stores a distinctive and good look and feel.   Stores must give schemes for regular customers so that the frequent customers do not go for other attractions. The lighting and mannequin arrangements are important since they are visible from outside and help attract customers. It becomes more important for malls to improve on its look since they face more competition than other hi street stores.

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