SYNOPSIS OF CAPSTONE PROJECT-MGT-738EFFECT OF VISUAL MERCHANDISING ON RETAIL SECTOR

INTRODUCTIONSUPER MARKET INDUSTRY IN INDIA STARTED IN 1980. GROWING STAGE OF PRODUCT LIFE CYCLE. Visual merchandising is a art of displaying merchandise in a manner that it appeals to the customers. Objective is to convert the window shoppers into prospects and ultimately buyers of the product

IMPORTANCE

The interior design within store can maintain customer interest, encourage customers to lower their psychological defenses and easy to make purchasing decisions

NEED AND SCOPEVisual merchandising is main element of store choice behavior. Most of supermarkets use visual merchandising as point of sales promotions within their supermarket premises.

RESEARCH PROBLEM AND OBJECTIVEMany of the marketers today reasonably assume that a considerable influence can be made on buying decisions of consumers through visual merchandising. The problem centered in this study is to measure the extent to which visual merchandising of Indian supermarket affects the customers store choice decisions

OBJECTIVE

To find out the influence made by Product Displays to encourage customers buying decisions To examine the impact made by Design Layouts on consumer store preference

RESEARCH METHODOLOGY

DATA COLLECTIONy y y y y

10 RETAIL OUTLETS IN AND AROUND JALANDHAR THROUGH QUESTIONAIRRES PERSONAL INTERVIEWS OBSERVATIONS

RESEARCH METHODOLOGY CONTD.

DATA ANALYSIS PROCEDUREDESCRIPTIVE STATISTICS. y Descriptive tools such as frequency counts, mean scores, percentages and standard deviation . y Correlation Would be used to determine the relationship between customers attitudes regarding visual merchandizing variables and customers store choice behavior.y

PUT STORE WHERE I LIVE, WORK &PLAY

NO PROBLEM NAVIGATING THIS STORE

NEIGHBOUROOD MARKET- FRESH STOCK

RAINFOREST CAF PROVIDES AWILD DINING EXPERIENCE

DIFFERENTIAITING STORE ELEMENTS & VISUAL MERCHANDISING

HIGH VISUAL IMPACT WITH COLOUR

VISUALLY ATTRACTIVE BREADS AT THE MORE STORE IN JALANDHAR

VISUAL MERCHANDISING AT RELIANCE FRESH JALANDHAR

SPECIAL STAND BY NAIL TREND AT RELIANCE FRESH JALANDHAR

SEPARATE SPACE TAKEN BY PEDIGREE AT THE MORE TO VISUALLY ATTRACT CUSTOMERS.

QuestionnaireDear Sir/Madam, I am student of LPU (Lovely Professional University) Jalandhar and as part of our curriculum I am conducting a market research on Effect of visual merchandising on the consumer behavior in the retail sector. Disclaimer:-I would like your cooperation, with an assurance that all the information, which youll give, will remain confidential. Respondent personal profile: (1)Age (In years) A) 18-25 C) 35-44 b) Gender : A) Male c) What is your occupation? A) Self Employed C) Pvt. Service B) Govt. Service D) Student e) Others

B) 26-34 D) 45 and above B) Female

d) What is your annual income? A) Less than 2 Lacs C) 5 Lacs - 8 Lacs B) 2 Lacs - 5 Lacs D) 8 Lacs and above

1.How often do you go to any retail store for your shopping? a) Always b) Often c) Sometimes d) Rarely e) Never

3. Please state your agreement on the following Questions ( 5 for Strongly Agree and 1 for Strongly Disagree)

S.no.

Statement

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Placing o f produ ct in sto re gain s my attention and h elps in decision making. Product Assort ment in fluence you r bu ying beh avior Emotional attachment with product i s a m o t i v a t i o n a l f a c t o r to buy product Popularity of p roduct in creases recal l value and h elps in impulse buying. Changing trend in so ciety is a major factor in Buying behavior. The person with whom you are goi ng f o r s h o p p i n g influences your buying behavior Attractive price of product affects my impulse buying behavior. Discount offers regarding product attracts me. Various schemes like (buy 1 get 1 free) affects my buying behavior positively. Availability of discounted products motivates me to buy. Advertisement of product in print and visual media attracts me to buy Hording and pamphlets of product help me in impulse buying. Any event organized by organization affects my buying behavior Display of product in store attracts my attention.

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