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IMPACT OF
VISUAL
MERCHANDSI
NG IN RETAIL
MARKETING
[PROJECT REPORT]
Submitted by: SURENDHAR.D, II yr. MBA, Rai Business school Lucknow.
SUBMITTED BY
SURENDHAR DHANDAPANI
II yr., MBA
OF
RAI BUSINESS SCHOOL,
TEYNAMPET, LUCKNOW.
DECLARATION
I D. Surendhar, a student of MBA, Rai Business School, Teynampet,
Lucknow. hereby, declare that the project work titled A STUDY ON IMPACT
OF VISUAL MERCHANDISING WITH REFERENCE To BIG BAZAAR,
Submitted to the Rai Business School in partial fulfillment of the requirement
for the award of the degree of Master of Business Administration is a record
of Bonafide research carried out by me under the guidance of Mrs. Vinitha
Prasad, Senior Lecturer, Rai Business School and no part of it has been
submitted for any other degree or diploma.
Place: CHENNAI
Date:
D.SURENDHAR
ACKNOWLEDGEMENT
An
Acknowledgements
Page 1
Acknowledgements
Page 2
ABSTRACT
This
5 days of mini
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CONTENTS
CHAPTER
PARTICULARS
NO
SECTION I
05
1.1 INTRODUCTION
06
PAGE NO
07
09
11
SECTION - II
17
STATEMENT OF OBJECTIVES
18
18
18
19
21
23
3.3 CONCEPTUALIZATION
RESEARCH METDOLOGY
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24
24
24
25
Page
25
26
4.6 FINDINGS
28
4.7 RECOMMENDATIONS
30
CONCLUSION
32
BIBLIOGRAPHY
33
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SECTION I
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outlets
and
providing
proper
support
and
assistance
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while
shopping
and
overall,
offer
Page
account
the
number
of
SKUs
stocked
and
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of
vision
and
keep
shopper
visually
interested.
A great deal of research has been undertaken on the
impact of lighting on a customers purchase behavior.
Results clearly indicate that in general, stores that are
brightly lit, with the lights cleverly blending with the
interiors lead to higher customer comfort, and as such,
more sales.
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in
2010,
with
over
the
counter
(OTC)
as
the
most
attractive
nation
for
retail
investment among 30 emerging markets by the USbased global management consulting firm, A T Kearney
in its 8th annual Global Retail Development Index
(GRDI) 2009. India remains among the leaders in the
2010 GRDI and presents major retail opportunities.
India's retail market is expected to be worth about US$
410 billion, with 5 per cent of sales through organized
retail, meaning that the opportunity in India remains
immense. Retail should continue to grow rapidlyup to
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brands,
the
report
added.
Bharti
Retail
by
introducing
innovative
store
formats.
according
to
report
titled
'India
Page
Lucknow,
Hyderabad
and
Pune.
Besides,
about
US$
21.83
million
for
opening
50
Page
Source: http://www.ibef.org/industry/retail.aspx
COMPANY PROFILE
FUTURE GROUP
The field of study was conducted at Big bazaar a unit of
Pantaloons Retail (India) Limited. Pantaloon Retail
(India) Limited, is Indias leading retailer that operates
multiple retail formats in both the value and lifestyle
segment
of
the
Indian
consumer
market.
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Future Group
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multiple
consumption
businesses
space.
While
spanning
retail
across
forms
the
the
core
Page
Sports
entertainment
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Bar
and
centres,
Bowling
F123.
Co.
Through
and
its
family
partner
Page
and
food
courts
through
brands
like
Vision
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Mission
They share the vision and belief that our customers and
stakeholders shall be served only by creating and
executing future scenarios in the consumption space
leading to economic development.
They will be the trendsetters in evolving delivery
formats, creating retail realty, making consumption
affordable for all customer segments for classes and
for masses.
They shall infuse Indian brands with confidence and
renewed ambition.
They shall be efficient, cost- conscious and committed
to quality in whatever we do.
They shall ensure that our positive attitude, sincerity,
humility and united determination shall be the driving
force to make us successful.
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Core values
Indianness: confidence in ourselves.
Leadership: to be a leader, both in thought and
business.
Respect & Humility: to respect every individual and be
humble in our conduct.
Introspection: leading to purposeful thinking.
Openness: to be open and receptive to new ideas,
knowledge and information.
Valuing and Nurturing Relationships: to build long term
relationships.
Simplicity & Positivity: Simplicity and positivity in our
thought, business and action.
Adaptability: to be flexible and adaptable, to meet
challenges.
Flow: to respect and understand the universal laws of
nature.
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Retail.
Sets
up
Indias
first
real
estate
Town,
home
building
and
improvement
Future
Group
enters
into
joint
venture
Page
Big Bazaar
Page
Cash department
Appliances
Footwear
Depot
Home Linen
Furniture
Apparels
Visual merchandise
Human Resource
Administration
Maintenance
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SECTION II
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STATEMENT OF OBJECTIVES
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This
includes
combining
products,
architects,
merchandising
managers,
displays,
including
color,
lighting,
space,
more
comfortable,
convenient
and
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creative
medium
to
present
Page
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of
stores
to
have
the
same
merchandise
Page
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Page
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between
merchandising
behavior
key
(independent
(dependent
variables
i.e.,
visual
variable)
and
buying
variable).
According
to
the
Product Display
Cleanliness
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the
study.
Additionally,
secondary
data
for
other
purposes
were
also
utilized
through
Page
method
was
used
in
presenting
and
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sunflower oil
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DATA INTERPRETATION
Impact of visual merchandising on consumer
buying behavior across the age groups
AGE GROUP
20-30
30-40
40-50
50-60
IMPACT
OF VM
FREQUENCY
168
599
135
98
1000
PERCENTAG
16.8
59.9
13.5
9.8
100
Impact of visual merchandising on consumer buying behavior across the age groups
700
600
500
400
FREQUENCY
300
200
100
0
20-30
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30-40
40-50
50-60
Page
TOTAL
PERCENTA
GE
0-5 sec
05-10
10-15
sec
sec
SIGNAGES
31
55
108
194
19.4
POSTER
174
47
84
305
30.5
THEMED PRODUCT
251
50
10
310
31
15
56
120
191
19.1
DISPLAYS
INSHOP
PROMOTIONS
Grand Total
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1000
100
Page
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shows
that
31%
influence
emerged
from
visual
is
highly
attracted
towards
VM.
It
was
visual
merchandising
consists
of
four
displays
majority
themed
displays
in
Page
The
smallest
value
equal
to
19
that
of
the
customers
mentioned
that
in-shop
Page
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merchandising
is
the
most
important
It
can
significantly
influence
on
The
lighting,
Design
layout,
themed
and
10.00a.m.
To
8.00p.m.
During
special
attention
to
make
attractive
Page
customer
relaxation,
convenience
to
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system
that
creates
satisfaction
of
background
music
will
also
encourage
encourage
customers
to
make
impulse
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Conclusion
From the study it is clearly understood that the
arrangement of the displays in an attractive manner
initiates new interest about the products in the minds
of the customer. By designing a proper themes and
activating changes frequently one can thus be a
proactive retailer.
With
globalization
and
the
retail
boom,
visual
including
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buying
behavior
of
consumers,
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