“IMPACT OF VISUAL MERCHANDISING ON CUSTOMER FOOTFALL & THEIR BUYING BEHAVIOR IN BHARTI RETAIL LTD. (EASY DAY MARKET)” Summer project submitted in Partial Fulfilment of the Requirements for the Award of Post Graduate Diploma in Management (Recognized by AICTE, Ministry of HRD, Govt. of India) By Varun S Nath PG 09 116 INMANTEC Integrated Academy of Management and Technology Ghaziabad Month, Year “IMPACT OF VISUAL MERCHANDISING ON CUSTOMER FOOTFALL & THEIR BUYING BEHAVIOR IN BHARTI RETAIL LTD. (EASY DAY MARKET)” By Varun S Nath PG 09 116 Under the guidance of Prof.
Deepa Agnihotri INMANTEC, Ghaziabad INMANTEC Integrated Academy of Management and Technology Ghaziabad Month, Year ACKNOWLEDGEMENT I owe a great many thanks to a great many people who helped and supported me during this project. My deepest thanks to Prof. Deepa Agnihotri the Guide of the project for guiding and correcting various documents of mine with attention and care. He has taken pain to go through the project and make necessary correction as and when needed. I express my thanks to the Executive Director, Pankaj Gupta of, Inmantec Business School, for extending his support.
My deep sense of gratitude to Mr. Vivek Bucha (Training Department) of Easyday Market-Bharti Retail Ltd. for his support and guidance. Thanks and appreciation to the helpful people at Easyday Market-Bharti Retail Ltd. , for their support. I would also thank to the Oyster Learning for their kind and supportive help in completion of my project. I also thank my Institution and my faculty members without whom this project would have been a distant reality. I also extend my heartfelt thanks to my family and well wishers. TABLE OF CONTENT
Sr no. particulars pg. no. 1. Introduction a) Introduction of the topic 8 b) Introduction to the industry 9 c) Introduction to the company 14 2. Rationale of the study 17 3.
Scope of the study 19 4. Objectives of the study 21 5. Research methodology 23 6. Literature review 25 7. Data analysis & interpretations 41 8. Findings 61 9.
Recommendations 63 10. Conclusion 65 11. Questionnaire 67 INTRODUCTION 1. INTRODUCTION:- ————————————————- “SHOPPER FOUND DEAD IN LOCAL STORE, CAUSE OF DEATH-BOREDOM” Today’s fierce competition and the similarity of merchandise force each segment of the retail industry to utilize visual merchandising to improve the desirability of Products.
Visual merchandising is defined as “the presentation of a store/brand and its merchandise to the customer through the teamwork of the store’s advertising, display, special events, fashion coordination, and merchandising departments in order to sell the goods and services offered by the store/company” (Mills, Paul, & Moorman, 1995). Visual Merchandise is the art of presentation, which puts the merchandise in focus. It educates the customers, creates desire and finally augments the selling.
Visual Merchandising is the means to communicate a store’s fashion, value, products, and quality message to prospective customers so as to entice them to buy from the store on a sustainable basis. . . Gini Frings COMPONENTS OF VISUAL MERCHANDISING:- * Signage * Store Interior * Marquees * Banners * Store Exterior * Displays * Mannequins Kerfoot, Davis and Ward (2003) found that Visual merchandising is main element of store choice behavior. Visual merchandising focuses on various aspects of consumers, which include sensory pleasure, affective pleasure and cognitive pleasure (Fiore, Yah and Yoh) 1. 1 EFFECT OF VISUAL MERCHANDISING ON CUSTOMER:-
The interior design within store can maintain customer interest, encourage customers to lower their psychological defenses and easy to make purchasing decisions. Therefore, Marketers have recognized that point of visual merchandising in retailing makes significant effect on consumer buying decisions. Visual merchandising is defined as the “activity which coordinates effective merchandising selection with effective merchandising display”. Visual merchandising is therefore concerned with both how the product and/ or brand are visually communicated to the customer and also whether this message is decoded “appropriately”.
In this context, it will be affecting to a positive psychological or behavioral outcome, ultimately leading to purchase. The atmosphere of the shopping environment can influence customer attitudes and their perceptions in relation to the overall quality of the store in terms of the uniqueness of the product, service levels, the purchase price & the purchase volume. VISUAL MERCHANDISING HELPS IN:- * Educating the customers about the product/service in an effective and creative way. * Establishing a creative medium to present merchandise in store environment, thereby enabling long lasting impact and recall value. Setting the company apart in an exclusive position. * Establishing linkage between fashions, product design and marketing by keeping the product in prime focus. * Combining the creative, technical and operational aspects of a product and the business. * Drawing the attention of the customer to enable him to take purchase decision within shortest possible time, and thus augmenting the selling process. 1. 2 INTRODUCTION OF RETAIL INDUSTRY:- WHAT IS RETAIL:- The word ‘retail’ is derived from the French word ‘retaillier’ meaning ‘to ut a piece off’ or ‘to break bulk’. In simple terms it involves activities whereby product or services are sold to final consumers in small quantities. RETAIL INDUSTRY IN INDIA:- The Indian retail industry is divided into organized and unorganized sectors. Organized retailing refers to trading activities undertaken by licensed retailers, that is, those who are registered for sales tax, income tax, etc. These include the corporate-backed hypermarkets and retail chains, and also the privately owned large retail businesses.
Unorganized retailing, on the other hand, refers to the traditional formats of low-cost retailing, for example, the local kirana shops, owner manned general stores, pan/beedi shops, convenience stores, hand cart and pavement vendors, etc. India’s retail sector is wearing new clothes and with a three-year compounded annual growth rate of 46. 64 per cent, retail is the fastest growing sector in the Indian economy. Traditional markets are making way for new formats such as departmental stores, hypermarkets, supermarkets and specialty stores.
Western-style malls have begun appearing in metros and second-rung cities alike, introducing the Indian consumer to an unparalleled shopping experience. The Indian retail sector is highly fragmented with 97 per cent of its business being run by the unorganized retailers like the traditional family run stores and corner stores. The organized retail however is at a very nascent stage though attempts are being made to increase its proportion to 9-10 per cent by the year 2010 bringing in a huge opportunity for prospective new players.
The sector is the largest source of employment after agriculture, and has deep penetration into rural India generating more than 10 per cent of India’s GDP. Unorganized retail stores Organized retail stores RETAIL FORMATS: Hypermarket It is the largest format in Indian retail so far is a one stop shop for the modern Indian shopper. * Merchandise: food grocery to clothing to spots goods to books to stationery. * Space occupied: 50000 Sq . ft. and above. * SKUs: 20000-30000. * Example: Pantaloon retail’s Big Bazaar, RPG’s Spencer (Giant). Supermarket: A subdued version of a hypermarket. Merchandise: Almost similar to that of a hypermarket but in relatively smaller proposition. * Space occupied: 5000 Sq. ft. or more. * SKUs: Around 10000. * Example: Nilgiris, Apna Bazaar, Trinethra. Convenience store: A subdued version of a supermarket. * Merchandise: Groceries are predominantly sold. * Space occupied: Around 500 Sq. ft. to 3000 Sq. ft. * Example: stores located at the corners of the streets, Reliance Retail’s fresh and select. Department store: A retail establishment which specializes in selling a wide range of products Without a single prominent merchandise line and is usually a part of a retail chain. Merchandise: Apparel, household accessories, cosmetics, gifts etc. * Space occupied: Around 10000 Sq. ft. – 30000 Sq. ft. * Example: Landmark Group’s Lifestyle, Trent India Ltd. ’s Westside. Discount store: Standard merchandise sold at lower prices with lower margins and higher volumes. * Merchandise: A variety of perishable/ non perishable goods. * Example: Viswapriya Group’s Subiksha, Piramal’s TruMart. Specialty store: It consists of a narrow product line with deep assortment. * Merchandise: Depends on the stores * Example: Bata store deals only with footwear, RPG’s Music World, Crossword. MBO’s:
Multi Brand outlets, also known as Category Killers. These usually do well in busy Market places and Metros. * Merchandise: Offers several brads across a single product category. Kirana stores: The smallest retail format which are the highest in number (15 million approx) in India. * Merchandise: Mostly food and groceries. * Space occupied: 50 sq ft and even smaller ones exist. Malls: The largest form of organized retailing today. Located mainly in metro cities, in proximity to urban outskirts. * Merchandise: They lend an ideal shopping experience with an amalgamation of product, service and entertainment, all under a common roof. Space occupied: Ranges from 60,000 sq ft to 7, 00,000 sq ft. * Example: Pantaloon Retail’s Central, Mumbai’s Iorbit. The percentage of organized retail per sector wise is very miniscule and this does not mean that there is stagnation of growth because if we look at the following table we can clearly observe the burgeoning pace of growth happening in all the sectors of Indian retailing. The organized retail industry is growing at 25- 30 percentage and is expected to reach the mark of 1, 00,000 crore INR by 2010 from the present figure of 35,000 crore INR approx.
With such a mouth watering figures the organized retailing has been attracting many players and even persuading the existing retailers to expand and experiment with newer formats. . 1. 3 INTRODUCTION OF EASY DAY MARKET:- Bharti Retail is a wholly owned subsidiary of Bharti Enterprises. Bharti Retail operates a chain of multiple format stores that offer consumers affordable prices, great quality and wider choice. The company’s neighbourhood format stores operate under the “Easyday” brand and the compact hypermarket format under the “Easyday market” brand.
Sunil Bharti Mittal is the owner of Bharti retail. In 1984, he started assembling push-button phones in India under the brand name Beetel replacing the old fashioned, bulky rotary phones that were in use in the country then. By the early 1990s, Mittal was making fax machines, cordless phones and other telecom gear. In 1995, when Bharti Cellular Limited (BCL) was formed to offer cellular services under the brand name AirTel. In Ludhiana, Bharti Retail Ltd opened here its first retail store called Easy Day.
The store would sell products of daily usage, ranging from personal care products, stationery, household articles, hosiery items, daily-need groceries including staples, processed foods, bakery, dairy products, meat, poultry and fresh produce. Bharti Retail had also entered into a joint venture with US retailer Wal-Mart, for wholesale cash and carry operations, a segment where India allows 100 percent foreign direct investment. In Amritsar, Bharti Wal-Mart private limited the joint venture between Bharti enterprises and Wal-Mart had opened its first cash-and-carry store.
The opening of Wal-Mart’s first outlet in Amritsar city was a high stake one for the U. S. retailer, which has been expanding internationally to boost its revenues. The Best Price Modern Wholesale is offer 6,000 food and non-food items at competitive wholesale prices. Best Price is not exactly meant for retail shoppers rather it will serve small stores, fruit and vegetable sellers, restaurants, hotels and other business outlets. Following foreign investment rules and restrictions, foreign groups like Wal-Mart can only be wholesalers and must partner with domestic companies to enter the retail market, which is valued at 400 billion dollars.
Wholesale retailing too has wide scope in India and retailers are thrilled to do purchasing from organized wholesale store. Best Price Modern Wholesale is giving retailing a new definition in Punjab. According to Rajan Bharti Mittal, vice chairman and managing director of Bharti Enterprises, concrete plans to invest Rs. 12,500 crore (Rs. 125 billion/$2. 5 billion) in the retail venture by the end of 2015. Wal-Mart has entered into a technical agreement with Bharti for its retail stores, where it provides assistance and technical know-how to Bharti on how to operate and manage retail stores.
Mike Duke, vice-chairman, Wal-Mart Inc, had already hinted that the retail store would not sport the Wal-Mart tag. He said that nearly three fourth’s of Wal-Mart international’s retail operations are under 52 different local brands, since the company wants to be seen as a local retailer in any area operates rather than a retail behemoth. In its first phase of operations, Bharti Retail has opened 59 Easy Day stores in Punjab, Haryana, Rajasthan, Uttar Pradesh and New Delhi. In addition, it also has launched three compact hyper stores called Easy Day Market in Punjab.
The company has deliberately focused on north India in its first phase of operations in an effort to consolidate presence in one market, before expanding to another region. The Easy Day stores source fresh fruits and vegetables from Bharti-Walmart. In an interesting HR innovation the stores plan to tap workforce from the likes of cart vendors, housewives and retired personnel, by offering flexi-hour work schedules. Such groups of persons will also be enrolled for structured training modules at the Bharti Retail Academy. . RATIONALE OF THE STUDY 1. RATIONALE OF THE STUDY:-
The reasons as to why I choose to do project on visual merchandising were:- * Visual merchandising is one of the most important factor in the retail sector. * To have an in depth understanding of factors which are related to visual merchandising. * To know whether visual merchandising has an effect on consumer buying behavior and increases sales. * Understand the psychology used in visual merchandising to influence customers to purchase goods SCOPE OF THE STUDY ` 3. SCOPE OF THE STUDY:- The scope of the project can be subdivided to two perspectives i. e. for me as an individual and for the organization as well.
FOR ME AS AN INDIVIDUAL:- It was a great opportunity for me as an individual to do this project. Visual merchandising is a developing concept and yet not fully explored. I get to know various concepts of visual merchandising. I talked with 200 customers and get to know what they feel about different components of visual merchandising in a store. I get to know whether it really affects to consumer or it’s a waste of money. Also visual merchandising line has good future opportunities. FOR THE ORGANISATION:- The ultimate goal of any retailer is to sell more and more with better services to customers.
Visual merchandising acts a silent salesman for the organization. It’s one of the marketing tool used by marketers. It’s found in previous researches that 80% of the buyers are influenced to buy by the 3 feet experience they had in the store. The scope of this project for the organization is that good visual merchandising helps it in influencing its customer and stay longer into the store. Longer stay of customers in the store resulting in more purchase. This project helps it to know which component of visual merchandising influence the customers more or not influence and to improve that.
OBJECTIVES OF THE STUDY 4. OBJECTIVES O F THE STUDY:- To know the impact of visual of visual merchandising on customer footfall and their Buying behavior. SPECIFIC OBJECTIVES:- * To explore how the visual merchandising elements are being used by bharti retail ltd. (Easy day market) * To recognize the relative importance of the visual merchandising elements used in the retail store by shoppers. * To identify which visual merchandising element is most preferred by shoppers. RESEARCH METHODOLOGY 5. RESEARCH METHODOLOGY:- 6. SAMPLING PLAN:- The statics regarding sampling plan are as follows:- * Population:- The population from which we selected our sample size is the customers who come to shop in the Bharti Retail Ltd. (Easy day market) * Sample Design:- The simple random sampling is chosen for the data collection. * Sample Size:- The sample size is of 200, which represents the customers of Bharti retail ltd. (Easy day market) 6. 2 THE RESEARCH TOOLS:- The research tools for data collection are as follows:- * Primary Data:- * The primary data is collected from Questionnaire. Appropriate care was taken about the structure and format of the Questionnaire. * The Questionnaire is designed containing questions of multiple choice and likert scale. * Secondary Data:- * Research papers on visual merchandising * E-books on visual merchandising * Various retailers web-site * Google. com 6. 3 CONTACT METHOD:- Face to face interview with the help of a well framed Questionnaire with 200 customers. 6. 4 RESULT AND DATA ANALYSIS:- It is concerned with the evaluation of each Question individually. Responses of each and every respondent are compiled in this section for nalysis data is processed through * Pie Chart * Bar chart The data is finally explained with the help of the above mentioned tools so that findings are integrated and recommendation can be made. LITERATURE REVIEW 6. LITERATURE REVIEW:- 6. 1. SIGNAGE:- To provide basic and significant information to customers. It displays positive aspects of store Information and is usually short and informative. Key words like Price off, Discounts, & free are often found on a signage. Signage should be clear, bold and reflect the point of difference of your business.
There are four different types of signs: 1) Promotional signs: For off-price events or specials. 2) Location signs: For direction to specific departments. 3) Institutional signs: For store policies, charitable Events. 4) Informational signs: For product related features/ Benefits/prices. 6. 2 Store interiors:- It is the psychological persuasion at the point of purchase designed to trigger a buying reaction from the customer. The creative display of merchandise inside a store. A customer must be transported to a different world once he or she enters a store.
The key of a good internal presentation is that every space. Should be properly utilized for the display of merchandise available in the store. Interior presentation includes: •Signages •Themes •Props •Color and •Lighting Themes:- Idea of product display in the store. Add to the aesthetics of product displays within a store with changing season, festivals to make shopping fun-filled. Theme setting display depicts a product offering in a thematic manner. Retailers often vary their display to reflect seasons or special events. Seek to attract attention, making shopping more fun. In easy various themes are used like for rashan mandi mela the huts are prepared. * Then in children section * Various other themes also followed in easy day like t-shirt fest doing with t-shirt posters hanging from the ceilings. * Also can apply themes on the basis of festive and season etc. Props:- It is integral part of display used to clarify the function of the product being sold. Highlights the salable product. Adds visual excitement to the surrounding area. Lighting:- An often overlooked and underestimated tool available to retailers is store lighting.
Lighting your displays properly can make the difference between a display that makes people yawn, or makes them stop and look. Lighting highlights the focus of the display and creates the ambience required for a well dressed window. Our eyes will always focus on the brightest spot within a space, therefore good lighting can lead the customers’ eye to the product we want them to see. Color:- Color of the wall and fixtures are very carefully chosen keeping in mind the target customers it wants to serve. It immediately creates the mood of the customer.
Different colors represent different things. * Warm Colors: * Red, yellow, orange * Aggressive, spirited, advancing * Cool Colors: * Blues, greens, purples * Receding colors * Neutrals * White, black, brown * Can be warm or cool * Warm colors increase blood pressure, respiratory rate and other physiological responses – attract customers and gain attention but can also be distracting * Cool colors are relaxing, peaceful, calm and pleasant – effective for retailers selling anxiety-causing products Music:- Music builds atmosphere. Customers tend to stay longer in environments with ppropriate music and if they stay longer, they typically buy more. A relaxed and fun work place will also increase the productivity and morale levels of your employees. Be sure that the music you choose fits the store and the customers. Stores attracting teens should play the lively, modern music, while nature-oriented retailers should use natural, calming sounds blended with classical themes. Avoid radio stations as commercials and newsbreaks are unappealing. CD systems are inexpensive and allow the music to play continuously without the risk of sudden silence.
Marquees:- * A special type of sign is used to display the name of the store. * An effective marquee must stand out from the other businesses to attract customers. * It can be used to announce a change in season, sale, a special event or a promotion. Banners:- * These are used increasingly as an inexpensive but colorful , eye-catching means of promotion. * Banners can be hung from flagpoles, projected from the building or hung flat against the exteriors. * Where many signs compete for customer’s attention, design and logo become more important.
They should be unique, noticeable and readable. Store exterior:- * Good exterior visual merchandising attracts attention, creates interest, and invites the customer into the business. * The exterior appearance of a store silently announces what customers can expect inside. Displays:- * A display is an arrangement of merchandise designed to get attention and thus promote sales. Types of apparel display fixtures:- Four way rounder Mannequins:- DATA ANALYSIS AND INTERPRETATION 7. DATA ANALYSIS AND INTERPRETATION:- 1.
What is the first thing that catches your attention when you entered this store? INTERPRETATION:- * Here 18% of the respondents say that they first notice lightings. * 40% of the respondents say they first notice discount offer boards. * 22% of the respondents first notice the signages. * And rest 20% of the respondents say that they first notice product placed in front of the gate i. e. Pepsi, Whole wheat atta, kahchi ghani oil, etc. 2. How will you rank the following factors on a scale of 1 to 5? 1 being the factor that influences your decision most about shopping from the store.
INTERPRETATION:- * Here we can see 60 out of 200 respondents give 1st rank to physical ambience. * 31 out of 200 respondents give 1st rank to display. * 48 out of 200 respondents to signage and 33 respondents give 1st rank to lighting. * And rest 26 out of 200 respondents give 1st rank to color. * So we can interprete that most of the consumers give more importance to physical ambience. So should be given more care. 3. Which thing attract you most to enter into a store? INTERPRETATION:- * 15% of the respondents enter into a by getting attracted by signages of easy day market. 16% of the respondents are entering into the store after get attracted by lights at the entry gate of easy day market. * 12% of the respondents enter into store because of window display. * 31% of the respondents enter into a store enter because of marquees. * 26% of the respondents enter into easy day market because they are attracted by hoardings. 4. 1) Always pay attention to things covered with strong lighting. INTERPRETATION:- * Here we can see in the pie chart that 60% of the respondents out of 200, agree with the statement. * And 22 % of the respondents out of 200 strongly agree.
And 12% of the respondents neither agree nor disagree. * Only 6% of the respondents either disagree or strongly disagree with the statement. * That shows that Easy Day needs to be much careful while using strong lighting to highlight some product. * That product needs to be highlighted which it wants to attract customers. * The product which is least required by customers, if covered with strong lighting will not create much attention of customer and that will be a waste. 4. 2) Lights in different colors to decorate the store increases your possibility of making purchase.
INTERPRETATION:- * Here 66% of the respondents out of 200, agree with the statement that lights in different color to decorate the store increases their possibility of making purchase. * And 16% of respondents strongly agree with the statement. * Only 10% neither agree nor disagree and 8% disagree with the statement. * In easy day except youth zone all other sections are of the same light * Lights in different color should always be used to attract customers. * Easy day boards are having blue lights to show its quality big. * Different colors represent different things. Lights in different color should be used according to the merchandise and the customer segment it wants to attract. 4. 3) Dimmed lights increase your mood for shopping. INTERPRETATION:- * Only 6% of the respondents strongly agree and 33% of the respondents agree with the statement that dimmed light increase their mood for shopping. * Rest 40% of the respondents neither agree nor disagree with the statement. * And rest 21% denied of having any influence of dimmed light on their purchase. * The age group which favored the statement are the youngsters. And also many of the youngsters also denied of having any influence of dimmed light. Most of the respondents who are in favor of statement are couples who want somewhat privacy in the mall. So dimmed light increases their mood and compels them to stay more in the store. * And longer stay in the store leads to more purchase. * So not all sections but only that sections which are frequently visited by youngsters or couples should follow dimmed light. 4. 4) You don’t mind spending your time on finding the product which you want if its place is changed. INTERPRETATION:- * Here only 4% strongly agree and 28% agree that they will find the product which they want if its place is changed. Rest 45% of the respondents neither agree nor disagree with the statement. * And 19% disagree and 4% strongly disagree saying that they will instead go without purchasing the product if its place is changed. * Retailers regularly change the place of their merchandise. Because changing the place of the merchandise cause their customers to move around the store to find that product. * Meanwhile they have a look of different products which they rather not plan to purchase but they purchase either because of good offer or they like that product or its display, resulting into impulse purchase. But as here in our respondents, majority of the respondents denied of spending time and like to go without product. So we need to change the place of only that product which is of utmost importance for the customers. Means that product which is worth spending time. 4. 5) Products being placed in a heap mean that they are cheap. INTERPRETATION:- * Here 29% of the respondents strongly agree and 60% of the respondents agree with the statement that product placed like a heap means that they are cheap. * And only 11% neither agree nor disagree with the statement. That means the product should be properly displayed in their fixtures. Otherwise even the high quality product will not be able to attract the mind of customer if its not properly placed. 4. 6) Your interest towards a product can be raised if you can see it clearly. INTERPRETATION:- * Here 24% of the respondents strongly agree and 60% of the respondents agree that their interest towards a product will be raised if they can see it clearly. * Only 16% of the respondents neither agree nor disagree with the statement. * So it can be interpreted that products should be placed so the customer can see it clearly.
It should not be hidden behind each other. * Product should not be displayed like a mess. 4. 7) If the item you like appears in the window display, your desire of buying it will be stimulated. INTERPRETATION:- * Here 15% of the respondents strongly agree and 71% of the respondents agree to the statement that their desire for buying will be stimulated if the item they like appears in the window display. * Rest 10% of the respondents neither agree nor disagree with the statement and 4% of the respondents disagree with the statement. This implicates that the window display should contain only that merchandise which is of customer liking and which they want to buy. * If that merchandise which customers didn’t like is in window display it will affect the perception of the customers about the store and rest of the products also. Which will lead to decreased sales. 4. 8) I get an idea of what I want to buy after looking through instore form/mannequin display. INTERPRETATION:- * Here only 3% of the respondents strongly agree and only 17% of the respondents agree with the statement that they get an idea of what to buy from instore form/mannequin display. 24% of the respondents neither agree nor disagree with the statement. * And 41% of the respondents disagree and rests 15% of the respondents strongly disagree. * This does not mean that mannequin should be removed. * Instead of this response of customers, what I had observed that though they do not buy what mannequin display but they mannequin is successful in grabbing their attention * The customers first get a look of mannequin and attracted and then enter that department. * Mannequin helps in unique presentation of the merchandise and needs to be regularly updated.
As in easy day the apparels of mannequin are regularly changed and decorated with different accessories. 4. 9) Shop with music whispering can let you feel relaxing. INTERPRETATION:- * Here 24% of the respondents strongly agree and 61% of the respondents agree to the statement that shop with music whispering can let them feel relaxing. * Only 5% neither agree nor disagree and 7% disagree and 3% strongly disagree with the statement. * Here the respondents which denied of this statement are the aged persons for whom the music in shop is a nuisance. Music in a store should always be according to the customers mood. Soft music is preferred more by the retailers to get their customers feel relaxing and not to distract their mind from shopping. * Loud music is generally played when there is rush in a store. but loud music many times distracts the customers from the product they want to shop. 4. 10) Loud music encourages you to make impulse purchase. INTERPRETATION:- * Only 17% of the respondents agree with the statement that loud music encourages them to make impulse purchase. * 35% of the respondents neither agree nor disagree with the statement. And 36% of the respondents disagree with the statement and 12% of the respondents strongly disagree. * This means that loud music for most of the consumers is a nuisance and serves no purpose for store. 4. 11) Scents always catch your attention. INTERPRETATION:- * Here 26% of the respondents strongly agree with the statement and 61% of the respondents agree with the statement that scents always catch their attention. * And 12% of the respondents neither agree nor disagree and only 1% of the respondents disagree with the statement. This means that proper room sprays should be used in easy day market to attract the customers. * And scents are most needed in the food and vegetable section and meet section to prevent bad odour. 4. 12) You always pay attention to signs. INTERPRETATION:- * 14% of the respondents strongly agree and 58% of the respondents agree with the statement that they always pay attention to signs. * Only 27% of the respondents neither agree nor disagree with the statement and only 1% disagree. * So signs must be attractive to catch the attention of the customer. . 13) Signage increases your awareness towards highlighted products. INTERPRETATION:- * Here 20% of the respondents strongly agree with the statement and 55% of the respondents agree with the statement that signage increase their awareness towards the highlighted products. * And 24% of the respondents neither agree nor disagree with the statement and only 1% of the respondent disagrees. * So signage can be used to make the customers aware of the new product also. * Signage should be easily seen to the customers. 4. 4) While billing, you pay attention to products placed nearly. INTERPRETATION:- * 18% of the respondents strongly agree with the statement and 49% of the respondents agree with the statement that while billing they pay attention to the products placed nearly. * 21% of the respondents neither agree nor disagree with the statement and 11% of the respondents disagree and only 1% of the respondents strongly disagree. * So near the billing counter that things must be placed which customers generally don’t think before buying. * Products of less than 100 rs.
Cost like chocolate, Pepsi, ice-cream etc. 4. 15) Promotion offer backed by theme influences you more. INTERPRETATION:- * 4% of the respondents strongly agree with the statement and 31% of the respondents agree with the statement that promotion offer backed by theme influences them more. * 28% of the respondents neither agree nor disagree with the statement and 31% of the respondents disagree with the statement and rest 6% strongly disagree. * The offers should be backed by appropriate theme. Like in easy day rashan mandi is backed by hut in grocery section.
Then in child section it is decorated according to Childs with different colorful strips. * Here our most of the customers are either neutral or disagree with statement may be because the themes in the easy day market are not that appropriate. 4. Rank the display of different stores according to your preference. INTERPRETATION:- * Here 72 out of 200 respondents rank 1st and 57 rank 2nd to the big bazaar. * 58 out of 200 respondents rank 1st and 73 rank 2nd to the easy day market. * 23out of 200 rank vishal mega mart 1st and majority i. e. 78 rank it 5th. 12 out of 200 rank more 1st and majority i. e. 81 rank it 5th. * 35 out of 200 respondents rank Spencer 1st. * This interprets that easy day market has been successful in attracting its customers through its decor though its new in competition. * But still sometimes the merchandise lie here ; there on the floor and also in disorder which needs to be properly placed. FINDINGS FINDINGS:- * From the survey we found that discount offer boards plays very important role in Catching the attention of customers when they are entering in the store. Physical ambience of the store has been found to be the most important factor in influencing their decision of shopping. * 31% of the respondents enter into a store enter because of marquees. * Visual merchandising elements play important role in influencing the customers as 60% of the respondents agree with the statement that strong lighting influence their buying decision. And 66% of the respondents agree with the statement that lights in different color to decorate the store increases their possibility of making purchase. * Its important that the customers can see the product clearly.
As 24% of the respondents strongly agree and 60% of the respondents agree that their interest towards a product will be raised if they can see it clearly. * Music whispering plays an important role in making customers feel relax as 24% of the respondents strongly agree and 61% of the respondents agree to the statement that shop with music whispering can let them feel relaxing. But loud music is not making any impulse purchases from customers’ side. * 14% of the respondents strongly agree and 58% of the respondents agree with the tatement that they always pay attention to signs. * 18% of the respondents strongly agree with the statement and 49% of the respondents agree with the statement that while billing they pay attention to the products placed nearly. * In decoration of store display big bazaar is on 1st rank as 72 out of 200 respondents rank big bazaar 1st and easy day is on 2nd rank with 58 respondents giving it 1st rank. RECOMMENDATIONS RECOMMENDATIONS:- * There should be a visual balance. Dark colors appear heavier than light ones and large objects appear heavier than small ones.
Position larger, darker items near the bottom of a display, with lighter items at the top to avoid a top heavy appearance. Should not keep to many items or heavy looking items on one side. * There must be a display of variety of seemingly unrelated products together which can create a comprehensive visual story. This type of merchandising communicates breadth of product and educates your customer about merchandise they may be unaware that you carry. * You can use larger items within your product lines as props for smaller items, and showcase impulse products with demand items.
Be sure to place displays featuring cross-mixed products in high traffic areas. * Use general light to illuminate both the merchandise and the traffic path in a store. Use accent lighting to highlight focal displays or other areas of prime selling space. * Point your lights where you want your customers to look. If your walls are supposed to show off your products, then flood them with “wall washing” light. * Make the front of your store “glow”. A bright storefront is more attractive and is far more likely to be noticed and remembered. * Displays need to be change frequently to give the store a fresh look every time.
Also focus on best sellers/hot items. * Customers make a point of coming to your store to get demand merchandise, and they will hunt for it. Put it in less valuable spaces and make them walk by your more impulse-related items. * The new department or line of merchandise should be given best possible chance to succeed by placing it in a prime selling area. * Proper fixtures and display techniques will often require less stock on them to look full. This can increase the stock turn rate – the number of times you replace your inventory – by reducing your average inventory level requirements. Step arrangements lead the eye in a direct line; they begin at a low point on one side of a display area and progress directly to a higher point on the opposite side of that area. We can also get our merchandise to decorate it in zigzag form. CONCLUSION CONCLUSION:- By doing this project I got to conclude that visual merchandising components got to play an important role in influencing the buying decision of a customer. Visual merchandising is still at its nascent stage with the path to go away very long. Easyday market needs to use visual merchandise in careful manner and keeping in mind the target customers.
QUESTIONNAIRE:- QUESTIONNAIRE:- I am a student of MBA doing my project on “Effect of visual merchandising on customer footfall and their buying behavior. Kindly provide your valuable opinion to fill this questionnaire 1. What is the first thing that catches your attention when you entered this store? a) lighting b) discount offer boards c) signages d) product placed 2. How will you rank the following factors on a scale of 1 to 5? 1 being the factor that influences your decision most about shopping from the store. | 1| 2| 3 | 4| 5| Physical ambience| | | | | |
Display| | | | | | Signage| | | | | | Lighting| | | | | | Color| | | | | | 3. Which things attract you most to enter into a store a) Signage b) Lights c) Window display d) Marquees e) Hoardings 4. Mark the following1. Strongly agree 2. Agree 3. Neither agree nor disagree 4. Disagree 5. Strongly disagree | 1| 2| 3| 4| 5| Always pay attention to things covered with strong lighting| | | | | | Lights in different colors to decorate the store Increases your possibility of making purchase| | | | | | Dimmed lights increase your mood for shopping. | | | | | You do not mind spending your time on finding the product which you want if its place is change| | | | | | Products being placed like a mess mean that they are cheap. | | | | | | Your interest towards a product can be raised if you can see it clearly. | | | | | | If the item you like appears in the window display, your desire of buying it will be stimulated| | | | | | I get an idea of what I want to buy after looking through in-store form/mannequin displays| | | | | | Shop with music whispering can let you feel relaxing. | | | | | Loud music encourages you to make impulse purchase. | | | | | | Scents always catch your attention| | | | | | You always pay attention to signs| | | | | | Signage increases your awareness towards highlighted products| | | | | | When I see a good offer, I tend to buy more than that I intended to Buy| | | | | | While billing, you pay attention to product placed nearly| | | | | | Promotion offer backed by theme influences you more| | | | | | 5.
Rank the Display of different store according to your preference a) Big bazaar ……………………. b) Easy day ……………………. c) Vishal Mega Mart ……………………. d) More ……………………. e) Spencer Name:| Gender: Male Female| City:| Phone Number:| Age:; 20 Yrs 20 – 25 Yrs 26 – 40 Yrs;40 Yrs THANK YOU…….
