Chapter No.

Content:-

1.1 Introduction
1.2 Types Of Merchandising
1.3 History Of Visual Merchandising
1.4 Company Profile

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 CHAPTER – 1: INTRODUCTION

A. INTRODUCTION TO RETAILING

Retail is the sale of goods to end users, not for resale, but for use and consumption by the
purchaser.

Retail involves the sale of merchandise from a single point of purchase directly to a
customer who intends to use that product. The single point of purchase could be a brick-
and-mortar retail store, an Internet shopping website, a catalog, or even a mobile phone.

The retail transaction is at the end of the chain.

Manufacturers sell large quantities of products to retailers, and retailers attempt to sell
those same quantities of products to consumers.

Importance of Retailing

Retailers are the final link in the supply chain between manufacturers and consumers.
Retailing is important because it allows manufacturers to focus on producing goods
without having to be distracted by the enormous amount of effort that it takes to interact
with the end-user customers who want to purchase those goods.

Retailers should make the purchase of goods easy for the consumer. That's why retail
stores have salespeople, why Internet shopping websites have customer service instant
chat popup, and why catalogs have descriptions, photos, and toll-free phone numbers.

Retailing is about displaying products, describing the features and benefits of products,
stocking products, processing payments and doing whatever it takes to get the right
products at the right price to the right customers at the right time.

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Some retailers offer additional services to the retail transaction like personal shopping
consultations, and gift wrapping to add something extra to the retail customer experience
and exceed the retail customer experience.

Difference between Retail and Wholesale

Wholesalers sell in large bulk quantities, without worrying about many of the aspects of
retailing that consumers expect like visual merchandising.

Wholesalers do not want to deal with a large number of end-user customers. Rather, their
goal is to sell large quantities to a small number of retailing companies.

It is rare for a wholesaler to sell goods directly to consumers. The exception to that would
be membership warehouse clubs like Costco, Sam's and Bj's wholesale. These members-
only retail stores are a hybrid of wholesaling and retailing in that they sell directly to
consumers, but they sell in large quantities, which often allow them to sell at prices that
are lower than other retailers that sell in small quantities from impeccably merchandised
stores in high-rent shopping districts.

The big difference between wholesale and retail is in the price. The retail price is always
more than the wholesale price. The reason for this is because the added cost of selling
merchandise to end-user customers - labor, rent, advertising, etc. - is factored into the
pricing of the merchandise. The wholesaler doesn’t have to deal with such expenses,
which allows him to sell goods at a lower cost.

How Does The Retail Supply Chain Work?

The retail supply chain consists of manufacturers, wholesalers, retailers and the consumer
(end user). The wholesaler is directly connected to the manufacturer, while the retailer is
connected to the wholesaler, and not to the manufacturer.

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Here are the roles of the key players in a typical retail supply chain:

 Manufacturers: Produce the goods, using machines, raw materials, and labor.
 Wholesalers: Purchase finished goods from the manufacturers and sell those
goods to retailers in large bulk quantities.
 Retailers: Sell the goods in small quantities to the end-user at a higher price,
theoretically at the MSRP (Manufacturer’s Suggested Retail Price).
 Consumer: End-user who buys the goods (or “shops”) from the retailer for
personal use.

There are exceptions to this traditional supply chain, however. Some of the world's
largest retail companies like Walmart, and Amazon.com, for example, are large enough
to deal directly with manufacturers, without the need for a wholesaler in the middle of the
transaction.

Characteristics of Retailing

Retailing can be distinguished in various ways from other business activities. It has
following characteristics:

 There is a direct end-user interaction in retailing.

 It is the only point in the value chain to provide platform for promotions.  Sales at the
retail level are generally in small unit sizes.

 Location is a critical factor in retail business.

 In most retail business, services are as important at core products.

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 There are a larger number of retail units compared to other members of the value chain.
This occurs primarily to meet the requirements of geographical coverage and population
density.

A retailer is a person, agent, agency, company, or organization, which is instrumental in

reaching the goods, merchandise, or services to the ultimate consumer. They are the final
business in a distribution channel that links manufacturer to consumers. Retailers perform
specific activities such as anticipating consumers’ wants, developing assortments of
products, acquiring market information, and financing. A retailer performs certain
value creating functions as:

1. Providing an assortment of products and services

All retailers offer assortment of products, but they specialize in the assortments they
offer. Supermarkets provide assortments of food, health and beauty care, and household
products, while Abercrombie & Fitch provides assortments of clothing and accessories.
Supermarkets typically carry 20,000 to 30,000 different items made by over 500
companies. Offering an assortment enables their customers choose from a wide selection
of brands, designs, sizes, colors, and prices at one location.

2. Breaking Bulk

Breaking bulk means physical repackaging of the products by retailers in small unit sizes
according to customers’ convenience and stocking requirements. Normally retailers
receive large quantities of sacks and cases of merchandise from suppliers to reduce their
transportation costs. In order to meet customer requirements retailers have to break or
arrange the bulk into convenient units. The entire function adds value to the offerings not
only for the end consumers but also for the suppliers in the value chain.

3. Holding Inventory

To ensure the regular availability of their offerings, retailers maintain appropriate levels
of inventory. Consumers normally depend on the retailers directly to replenish their stock

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at home. Therefore, retailers on periodic basis, maintain the required level of inventory to
meet the regular or seasonal fluctuations in demand. They need to maintain equilibrium
between the range, and variety carried and sales which it gives rise to.

4. Extending services

Retailers provide multiple services to immediate customers and other members of value
chain. They offer credit so customer can have a product now and pay for it later. They
display products so consumers can see and test them before buying. Some retailers have
sales people in the store or use their websites to answer questions and provide additional
information about products.

Different Types of Retail Stores

Here are some examples of the different types of brick-and-mortar retail stores where
consumers can purchase products for immediate use or consumption.

1. Department Stores: Sell a wide range of merchandise that is arranged by

category into different sections of the physical retail space. Some department
store categories include shoes, clothing, beauty products, jewelry, housewares,
etc. Examples of department store retailers include Macy's, Nordstrom, and JC
Penney, to name just a few.
2. Grocery Stores and Supermarkets: Sell all types of food and beverage
products, and sometimes also home products, clothing, and consumer electronics
as well.
3. Warehouse Retailers: Large no-frills warehouse-type facilities stocked with a
large variety of products packaged in large quantities and sold at lower-than-retail
prices.
4. Specialty Retailers: Specialize in a specific category of products. Toys ‘R’ Us,
Victoria's Secret, and Nike are examples of specialty retailers.

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5. Convenience Retailer: Usually part of a retail location which sells gasoline
primarily, but also sells a limited range of grocery merchandise and auto care
products at a premium "convenience" price from a brick-and-mortar store.
6. Discount Retailer: Sell a wide variety of products are often private labeled or
generic brands at below-retail prices. Discount retailers like Family Dollar, Dollar
General, and Big Lots will often source closeout and discontinued merchandise at
lower-than-wholesale prices and pass the savings onto their customers.
7. Mobile Retailer: Uses a Smartphone platform to process retail transactions and
then ships the products that were purchased directly to the customer.
8. Internet E-tailer: Sells from an Internet shopping website and ship the purchases
directly to customers at their homes or workplaces and without all the expenses of
a traditional brick-and-mortar retailer, usually sell merchandise for a lower-than-
retail price

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B. MERCHANDISING

In the broadest sense, merchandising is any practice which contributes to the sale of
products to a retail consumer. At a retail in-store level, merchandising refers to the
variety of products available for sale and the display of those products in such a way that
it stimulates interest and entices customers to make a purchase.

In retail commerce, visual display merchandising means merchandise sales using product
design, selection, packaging, pricing, and display that stimulates consumers to spend
more. This includes disciplines and discounting, physical presentation of products and
displays, and the decisions about which products should be presented to which customers
at what time.

Merchandising helps to understand the ordinary dating notation for the terms of payment
of an invoice. Codified discounting solves pricing problems including markups and
markdowns. It helps to find the net price of an item after single or multiple trade
discounts and can calculate a single discount rate that is equivalent to a series of multiple
discounts. Further, it helps to calculate the amount of cash discount for which a payment
qualifies.

Establishing the right merchandising strategy can depend on a variety of factors, such as
sector, product qualities, available space, and whether the retailer is displaying in a

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physical or digital store. Additionally, there are various schools of thought on which
types of merchandising are most effective in particular industries and departments.

The history of merchandising is as vast as the history of trade itself—even the

ancient Ebla tablets (dated ca. 2500 BC to ca. 2250 BC) are predominately about the
trade and commerce of the time.

In order to sell goods efficiently a business must be familiar with merchandising.

Effective merchandising allows products to be displayed in an appealing manner,
strengthens brand messages, and makes stores easy to shop. Merchandising can be seen
in product displays, packaging, good in-store signage programs, and even when
employees of a business stack products in an appealing manner.

Types of Merchandising:

A. Product merchandising involves all promotional activities used to sell a product.

Product merchandising can refer both to in-store or online products.Although often
incorrectly used as a synonym for service merchandising (the promotional activities used
to sell services), product merchandising can also refer to either physical or digital
products.

B. Retail merchandising refers to all promotional and marketing activities that in some
way contribute to selling products to customers in a physical retail store.The definition
here is limited to the physical, but it can be applied to a variety of merchandising
venues—from traditional brick-and-mortar malls to annual pop-up events.

C. Visual merchandising in the retail industry refers to all of the display techniques used
to highlight the appearance and benefits of the products and services being sold. Visual
merchandising can include elements of spacing, lighting, and design, and is a term that
can be applied both to in-store merchandising and online merchandising. In regards to the
in-store retail experience; visual merchandising includes aspects such as floor plan

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layout, color palette selection, three-dimensional displays, and product and banner
alignment.

D. Digital merchandising involves all promotional activities used to sell a product

online. Often referred to as E-Commerce or online merchandising, digital merchandising
can include everything from site performance and digital product displays to digital
marketing and email marketing initiatives. Unlike terms such as retail merchandising,
which were originally used to describe the in-store experience but are now expanding in
their definition, digital merchandising is rooted 100% in the digital retail experience. That
said, as the in-store and digital experiences continue to merge, the digital experience may
also occur in physical stores.

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C. VISUAL MERCHANDISING – MEANING

Visual Merchandising (VM) is the activity of promoting the sale of goods, especially by
their presentation in retail outlets. This includes combining product, environment, and
space into a stimulating and engaging display to encourage the sale of a product or
service. It has become an important element in retailing that is a team effort involving
senior management, architects, merchandising managers, buyers, the visual
merchandising director, designers, and staff. Visual merchandising starts with the store
building itself. The management decides on the store design to reflect the products the
store is going to sell and how to create a warm, friendly, and approachable atmosphere for its
potential customers.

In other words, Visual Merchandising is the art of displaying merchandise in a manner

that is appealing to the eyes of the customer. It includes everything that a customer sees
from the time he walks up to, into and through a retail environment. This is also called
Point of Purchase Display. Visual Merchandising is very important to create a lasting first
impression in the minds of the consumers. Customers entering the store are greatly
influenced by the information they gather in the first few seconds after entering a retail
outlet. A successful retailing business requires that a distinct and consistent image be
created in the customer’s mind that permeates all product and service offerings. Visual
merchandising can help create that positive customer image that leads to successful sales.

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It not only communicates the store’s image, but also reinforces the stores advertising
efforts and encourages impulse buying by the customer.

Many elements can be used by visual merchandisers in creating displays, including

colour, lighting, space, product information, sensory inputs such as smell, touch, and
sound as well as technologies such as digital displays and interactive installations.

Visual merchandising is not a science; there are no absolute rules. Visual merchandising
is one of the final stages in trying to set out a store in a way that customers will find
attractive and appealing and it should follow and reflect the principles that underpin the
store’s image. Visual merchandising is the way one displays 'goods for sale' in the most
attractive manner with the end purpose of making a sale.

Visual merchandising is the art of implementing effective design ideas to increase store
traffic and sales volume. Visual merchandising is an art and science of displaying
merchandise to enable maximum sale. This is a tool to achieve sales and targets, a tool to
enhance merchandise on the floor, and a mechanism to communicate to a customer and
influence his decision to buy. Visual merchandising uses season based displays to
introduce new arrivals to customers, and thus increase conversions through a planned and
systematic approach by displaying stocks available. Recently visual merchandising has
gained in importance as a quick and cost effective way to revamp retail stores.

Visual merchandising is the art and science of displaying and presenting product on the
sales floor and in the windows with the purpose to increase store traffic and sales volume.
Along with the store design, it is a key component of store’s unique identity and best
form of advertising.

Visual merchandising can be defined as everything the customer sees, both exterior and
interior, that creates a positive image of a business and results in attention, interest, desire
and action on the part of the customer. It includes the presentation of merchandise as well
as other important, features that create the store’s overall atmosphere. Eighty percent of

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impressions are created by sight; that is why one picture is worth a thousand words. Each
customer has a mental image of a store and its merchandise. A store should have an
inviting appearance that makes the customer feel comfortable and yet eager to buy.
Visual merchandising is directly involved in two-third of the entire process of converting
a mere visitor into a buyer. Visual merchandising plays a very important role in attracting
customers of different sections to buy the goods. The basic objective for visual
merchandising is a desire to attract customers to a place of business in order to sell the
merchandise. Visual merchandising is offered to the customer through exterior and
interior presentation.

Each should be coordinated with the other using the store’s overall theme. Creating and
maintaining a store’s visual merchandising plan, however, is not a simple task. It is
necessary to continually determine what the customer sees. This evaluation from the
customer’s perspective should start on the exterior and work completely through the
interior of the store. Through visual merchandising it is able to communicate to target
customer brand’s identity, and what is unique and special about the offering and what
makes this store better than other stores.

The 70% Rule –

Seventy per cent of the purchase decisions happen on the store floor according to the
study conducted in the US in 1995 study initiated by the Point-of- Purchase Advertising
Institute. In addition to its conclusion that “more than seventy percent of brand decisions
are made in store,” It was also advanced that “POP (point-of purchase displays) are a
significant decision Influencer.”

The study found that “more than seventy percent of brand purchase decisions are made
in-store at supermarkets, and more than seventy four percent are made in-store at mass
merchandisers.” This study was large in scope; encompassing data from a nationwide

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field intercept study of four thousand two hundred consumers across fourteen cities.
Visual merchandising has taken retailing by storm. Stemming from Neural marketing, an
intriguing marriage of marketing and science is the window to human mind. It is the key
to unlock the subconscious thoughts, feelings and desires that drive the purchasing
decisions that we make in everyday lives.

HISTORY VISUAL MERCHANDISING

Visual Merchandising has been around since the dawn of civilization, since humans
started selling merchandise to a customer. When a vendor arranged his goods to be more
attractive for a customer, or when a farmer put the biggest and ripest apples on top of the
basket for consumers to see and touch, that is visual merchandising. Sarah Marie (2008)
lays down the history of visual merchandising in her article “A history of visual
merchandising in retail stores” as per her “In our current, consumer oriented culture,
people do not shop merely to obtain items they need, but also to satisfy their wants.
Frequently, shopping does not even involve making a purchase. For consumers, window-
shopping has become a popular pastime. Visual merchandisers create "miniature worlds"
for merchandise in an effort to attract the attention of consumers, draw them into the store
and keep them coming back in the future. Despite the advanced techniques seen in visual
displays, visual merchandising is not a new concept or art. As early as the 18th century,
merchandise was staged in interesting and unique arrangements to attract consumers”.

The reason Visual Merchandisers exists today has to do with the “invention” of the
Department Store, and not the little general merchandise store. Visual Merchandising
exists because one man had the foresight to take all the general merchandise and stick it
under one roof. Aristide Boucicaut came up with the idea of creating a store that sold all
sorts of merchandise, attracted crowds, and would allow people to wander freely about;
“a town within a town”. In 1838 he opened Le Bon Marché, in Paris – but it became the
world’s first department store because of his innovation with distribution of goods in
1852.

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It wasn’t long before this idea caught on overseas and others followed in soon:
9. Macy’s, New York in 1858
10. Marshall Fields, Chicago in 1865

11. Bloomingdale’s, New York in 1872

12. Wanamaker, Philadelphia in 1876

Aristide Boucicaut may have come up with the “town within a town” idea, but it was
American entrepreneur Gordon Selfridge who revolutionized it! Gordon Selfridge took
what he had learned from working at Marshall Fields and applied it to his own store
which he opened in London, a place where the department store concept had not yet
caught on; Selfridges opened on March 15, 1909 for $700,000. He is credited with
coming up with the phrase “Only shopping days until Christmas”, leaving the lights in
the store window on at night, and adding a soda fountain.

Firstly, the early department stores made the techniques of visual display introduced by
the World Expositions a normal part of shopping. Although incredible, the World
Expositions were irregular events, only occurring every few years in a handful of major
metropolises across Europe and later in the United States. In contrast, the grand
emporiums operated virtually every day of the year, only stopping for religious holidays.
Following the evolution of the early department stores, consumers experienced the
sensory delights found in the exposition every time they went shopping. While still
remaining a fabulous and astonishing experience, shopping in the fantastic world created
by the early department stores became the normal form of consumption for many people
in the 19th century. Secondly, the early department stores used incredible and luxurious
store interiors that exceeded those of even the most opulent arcade. Like the arcades
before them, the 19th-century department stores created an extraordinary consumption
site by experimenting with glass roofing, creating unusual effects with natural light, and
incorporating the ‘outdoors in the indoors128.’

The experiments in glass and iron construction created a truly amazing consumption
space, as Miller described in the case of Paris’ Bon Marche, 11‘the iron columns and
expanse of glass provided a sense of space, openness and light. Immense gallery opened

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upon immense gallery, and along the upper floors ran balconies from which one could
view, as a spectator the crowds and activity below.’ Huge chandeliers hung from the
ceiling, while marble tiles or oriental carpets often covered the floor.

A. ELEMENTS OF VISUAL MERCHANDISING

The goal of visual merchandising is to capture the attention of your customers, draw them
to your displays and turn them into active buyers. Effective merchandising will result in
increased sales. It will help you better understand your customers buying motives and
allow you to further tailor displays to match and satisfy your customers’ senses. Do your
displays speak to your customer? Are you maximizing the sales potential from every
square inch of the selling space? Be the influencer and guide them through the buying
process. Elements of visual merchandising need to be consider are as follows –

1. Exterior Presentation
The quality of a store front is a major determinant for a customer and the store
appearance should never be compromised. The exterior appearance silently announces
what customers can expect inside. Good exterior visual merchandising attracts attention,
creates interest and invites the customer into business. Generally the exterior presentation
should be progressive, lavish or discount image to the customer. The important point to
be noted is that how a store visually welcomes a customer has to do a lot, whether they
enter or not.

2. Exterior Signs
An effective sign is a silent sales person. A sign must attract attention of customers in
less than ten seconds and should convey what the business is and what it has to sell. The

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size of the letter used in signs should be large enough to be read from a distant place.
Elegant design and expensive sign material will convey a business of luxury goods and
services. A design of the sign conveys a great deal about the business. Signs can also be
used to target a specific market segment such as youth, women, singles etc. Logo is also
very important and plays a major role in attracting customers. They should be unique and
noticeable. To put it in simple words simple brief, well designed, well lettered and easy to
read signs will attract more customers and convey a feeling of welcome to the customers.
A stores signs is its identity. It is with the sign that the public recognize the store. Hence
it should create an image that can be consistently carried out as an identity of the store.

3. Banners
Banners are economical but colourful and eye catching means of promotion. They can be
changed frequently to create different appearances which will in turn attract customers to
the store. It will be more effective when the colour scheme and design concept used in
the banners are the same as what is used in the store, on promotional materials and
newspaper ads

4. Entrance & Aisles

Most of the first time customers remember the store entrance. This goes on with the quote
first impression is the best impression‟. Giving the best impression to the customer’s
right at the entrance is mandatory for any store. Cluttered aisles makes the shoppers feel
uncomfortable and hence leave to a bad shopping experience. Entrances that allow
shopping to come into a store without being aware of their entering are also becoming
very popular.

5. Window Displays
The display at shop windows is becoming increasingly popular as far as visual
merchandising stands. Changing window displays to suit themes and moods and seasons
is gaining popularity. Special emphasis has to be placed on a stores window displays
because they are the information link to the potential customer. It is reckoned that as
many as one in every four sales could be the result of a good window display. Window

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display should attract attention, create interest and invite people into the store to purchase
goods. The average amount of time an individual spends looking at a window display is
about eleven seconds, and that is the maximum time available to achieve this. Too much
of merchandise must not be crowded at a window, as customers find it difficult to
determine the message and what items are being promoted.

B. PURPOSE OF VISUAL MERCHANDISING

The basic objective for visual merchandising is a desire to attract customers to a place of
business in order to sell the merchandise. Visual merchandising is offered to the customer
through exterior and interior presentation. Each should be coordinated with the other
using the store’s overall theme. Creating and maintaining stores visual merchandising
plan, however, is not a simple task. It is necessary to continually determine what the
customer sees. This evaluation from the customer’s perspective starts on the exterior and
works through the interior of the store. Each customer has a mental image of a store and
its merchandise. A store should have an inviting appearance that makes the customer feel
comfortable and yet eager to buy. The purpose of visual merchandising can be
summarized below:

1. Informing the customer about the various products creatively and effectively.

2. Adding value to the store ambience and enhancing the selling process from
browsing to buying.

3. Creating an atmosphere conducive to buying.

4. Offering a distinct identity to a retail outlet vis-à-vis competitors.

5. Linking fashion, product design and marketing keeping the product in prime
focus.

6. Routing Traffic into and within the store.

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 7. Promoting the sale of merchandise.

8. Catching attention and enticing entry into the store.

9. Creating awareness about the type of merchandise available in the store.

10. Enhancing quick product identification.

11. Attracting attention to stimulate impulsive buying.

C. TECHNIQUES OF VISUAL MERCHANDISING

a) Idea oriented Presentation:

It is a method of presenting merchandise base on the idea or an image of a store.

Individual items are grouped to show customers how the items could be used and
combined. This approach encourages customer to make multiple complementary
purchases.

b) Style/Item presentation:

All discount stores, grocery stores, hardware stores and drugstores employ this method
for nearly every category of merchandise. For e.g. in a departmental store, when
customers look for specific merchandise, like trousers, they expect to find all items in the
same location.

c) Colour presentation:

A colour symbolizing a specific theme is used by displaying the same colour apparels
throughout the store in a specific period.

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d) Price lining:

A price conscious customer is taken care of, by the price lining type of merchandise
presentation technique, wherein customer can easily find an item at a price he wants to
pay. All SKU‟s of a product are arranged in such a way that it gives the flexibility to the
customers in terms of selection.

e) Vertical merchandising:

This technique uses a simple fact of eye movement of a customer, after entering and
during searching for the specific item. Arranging national brands at eye level and store
brands on lower shelves can be said to be a part of vertical merchandising as customers
scan from eye level down.

f) Tonnage Merchandising:

Huge quantities of merchandise is displayed together to perceive the items as “low price
“items as customer always-associate large quantity to the less price. The “price image “of
the store is portrayed by using Tonnage Merchandising presentation technique.

g) Frontage presentation:

The product is exposed to the customer to the maximum possible extent in frontage
presentation technique.
For e.g. - In Crossword bookstores, the “New arrival “category of books is so arranged as
to see the entire front cover.

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D. VARIOUS COMPONENTS OF VISUAL MERCHANDISING

Visual Merchandising can be carried out in various ways; however, a proportionate mixture
of an assortment of components is essential to creating the desirable impact on the
prospective buyers. These components can be listed as below:

1. Architecture/ Facades
2. Decorative and props
3. Fixtures
4. Flooring
5. Furniture
6. Lighting
7. Mannequins
8. Ceilings
9. Wall coverings
10. Store windows

Various Components of Visual merchandising can be categorized as below:

1. Addressing the Senses:

Music, lighting, smell etc come under addressing the senses. These components create the
right store atmosphere for a customer to shop in the outlet. This means creating a sensual
experience in the store by paying attention not only to sight, but also to smell, touch and
sound. Sound/Music is an essential element in any store. It helps accentuate and build your
atmosphere. It can also add texture to the environment. Customers tend to stay longer in
environments with appropriate music and if they stay longer, they typically buy more.

2. Housekeeping Standards:

Housekeeping standards are also critical for maintaining a proper atmosphere within a
retail outlet. Housekeeping standards enhance the image of the store and provide the right
ambience.

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3. Store Windows:

The storefront windows are an ideal opportunity to attract customers‟ attention and drag
them into the store. Store windows can be used for sales promotion, seasonal changes,
new arrivals or high demand items to facilitate higher stock turnover.

4. Creative Displays:

Creative displays portray the image of the store. Creativity plays very vital or important
for effective merchandising

5. Signage:
Majority of sales for low involvement products are generated at point of purchase by
signage, displays and events within the store. Signage is the "silent salesperson" for the
retailer and must reflect the image. Signage can be of following types:

• Promotional signs: For off-price events or specials.

• Location signs: For direction to specific departments.

• Institutional signs: For store policies, charitable events.

• Informational signs: For product related features/benefits/prices.

Retailers try to make the most profitable use of every square foot of space in the store and
in the warehouse. Since this space is so costly, retailers take a strategic approach to its
use. Floor patterns, location of merchandise, levels of inventory and appropriate displays
are all key factors in the proper use of space. It is very important for every store to create
a suitable atmosphere and appealing visual presentations in order to trigger the
consumer's buying decision. In a world where one can find identical merchandise in more
than one store, presentation of merchandise becomes the key differentiating factor.

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I. VISUAL MERCHANDISING IN INDIAN RETAIL

Visual merchandising is given a high priority in Western countries. But the Indian
Industry understanding and practice of this concept is still in its growth stage. This
concept was first used in a scientific and organized way in the Indian textile Industry to
project the uniqueness of each product in an innovative way to attract consumers. For
most retailers, this concept was unknown and hence not adopted in a strategic manner.
For them, it jus meant dressing up a window and cluttering it with all the available
products.

As seasons change, the merchandise collections too change in a retail store. When such
changes take place the store too undergoes a transformation in decor and visual
presentation to appeal to the consumers while announcing new arrivals in merchandise
collection. This phenomenon of transformation of visual presentations and displays of
merchandise accompanied by relevant thematic props is still very new in India.

According to the Global Retail Development Index 2009, by the management consulting
firm A.T. Kearney, India has retained its topmost position in the annual study of retail
investment attractiveness among 30 emerging markets. With the fast emerging trend of
retail, the lifestyle of people has undergone various changes. Promotion of the store and
its products has become essential. Customers are driven by glamour and trends. Hence,
many retailers have started considering this concept and adopting it in the design of the
retail outlet. Many international design trends are also being adopted in the Indian
market. As the concept of large retail stores gains ground in India, the practice and
concept of VM is likely to grow exponentially.

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E. PRINCIPLES FOR VISUAL MERCHANDISING

1. Interior Presentation
Selling space is the most important part of a store and therefore, efforts to utilize each
square foot will help to maximize sales. When planning interior displays, it should be
kept in mind that the theme and image presented on the exterior must be carried
throughout the interior of the store to provide consistency for the customer. The purpose
of interior display is to develop desire for the merchandise, show what is available, and
encourage both impulse and planned buying. Three major goals of a store should be to
motivate the customer to spend money, project the image of the store and keep expenses
to a minimum. Well-designed displays and in-store promotions are essentials for a
consistent theme and to help the customer find advertised items. Although the percentage
of in-store purchase decisions may vary by type of store and product, this is a critical
selling point. Information provided by the Point of Purchase Advertising Institute
(POPAI) indicates that nothing influences the consumer’s purchase decisions more than
advertising used where the sale is actually made the point of purchase.

2. Impulse buying - The trick of Visual Merchandising

A research conducted in US suggests that 64.8 per cent of all purchases decisions were
made inside a supermarket. This included impulse purchase along with substitutions and
generally planned buys where the shopper had an item in mind, but no brand. Most
people indicated they purchased the item because they saw it displayed. Displays or
advertising alone may not increase product sales substantially. However, combining
advertising and display into an integrated promotional campaign will usually be more
effective. Some effective displays are created by suppliers or brand-name manufacturers,
while others are developed from scratch. The main principles of design used in display
are balance, emphasis, proportion, rhythm, colour, lighting and harmony. These
principles apply to all displays, window and interior.

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3. Display Design
An effective way of attracting customers to a store is by having good displays, both
exterior and interior. A customer will be attracted to a display within three to eight
seconds, which is the time a customer spends to determine interest in a product. Every
display should be planned and must have a theme. Good design makes a visual
presentation come together. This means the design attracts attention in a way that
strengthens the store image, as well as introducing merchandise to the customer. Sale or
promotional good in front of the store should be placed for short period of time only. If
the sale or promotion lasts for several weeks, merchandise should be moved to the rear of
the store. The customer should always get to see new exciting and creative merchandise
with display at the front of the store.

F. MERCHANDISE DISPLAY PLANNING

Shelving - flexible and easy to maintain.

Hanging- Suspending merchandise from hangers.

Pegging – small rods inserted into walls.

Folding – For soft lines that can be folded and stacked on shelves or tables – creates high
fashion image.

Stacking – For large hard lines that can be stacked on shelves, base desks of gondolas or
flats – easy to maintain and show an image of high volume and low price. Stacking
cushions is one such practice. Soft materials stacked are seen in the figure.

Dumping – Large quantities of small merchandise can be dumped into baskets or bins –
highly effective for soft lines (socks, washcloths) or hard lines(batteries candy, grocery
products) – creates high volume, low cost image.

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G. CONSUMER BEHAVIOUR

Meaning of Consumer Behavior

Consumer is the most important person in business. His likes and dislikes, attitude,
behavior, needs and reactions play an important role in regard to marketing plans and
policies of companies. The consumer is no longer king – he is emperor. He is playing a
deciding role more than ever before. Marketing campaigns are changed on the basis of
public sentiment. A brand or an ad campaign is analyzed from a personal point of view
on a public platform e.g., the blog. Buying behaviour means the way, in which consumers
act and the process involved in making a purchase decision. Companies study the
behaviour of consumers constantly and minutely for their benefits. Consumer behaviour
is comparatively new area within the scope of business management. The purpose of
consumer behaviour study is to understand human actions and reactions (consumer
behaviour) in the best possible manner. Business enterprises have to study the behaviour
of customers in order to adjust their marketing policies or marketing mix accordingly.
This is necessary in order to win the confidence of consumers in the present consumer-
oriented marketing system.

Study of consumer behaviour is essential due to growing importance of consumers

in purchasing/marketing, consumer legislation and consumerism. This consumer
behaviour is the cornerstone of marketing strategy. He is the focal point of all the
marketing activities. Naturally, his behaviour (psychological, social and physical) needs
to be noted clearly by the marketers. Marketing is becoming more complicated in recent
years. This is because understanding of consumer buying behaviour is constantly
improving and thereby forcing marketers to refine their marketing efforts.

The study of consumer behaviour is essential because success in marketing largely

depends on the ability to anticipate what the buyers will do or how they will react.
Consumer buying behaviour is closely related to consumer buying decision making

26
process. The study of buyer behaviour (consumers or industrial buyers) is important as it
is an integral part of market opportunity analysis. Consumer behaviour tries to answer the
following Six W’s:

1. Who – Who is the customer?

2. Why – Why does the customer want to buy?
3. What – What does the customer want to buy?
4. When – When does the customer want to buy?
5. Where – Where does the customer want to buy?
6. How – What are the procedure and circumstances under which the customer
wants to buy?

H. IMPORTANCE OF CONSUMER BEHAVIOUR

The modern marketing management tries to solve the basic problems of consumers in the
area of consumption. To survive in the market, a firm has to be constantly innovating and
understand the latest consumer needs and tastes. It will be extremely useful in exploiting
marketing opportunities and in meeting the challenges that the Indian market offers. It is
important for the marketers to understand the buyer behaviour due to the following
reasons.

❖ The study of consumer behaviour for any product is of vital importance to marketers
in shaping the fortunes of their organizations.

❖ It is significant for regulating consumption of goods and thereby maintaining

economic stability.

❖ It is useful in developing ways for the more efficient utilization of resources of

marketing. It also helps in solving marketing management problems in more
effective manner.

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 ❖ Today consumers give more importance on environment friendly products. They are
concerned about health, hygiene and fitness. They prefer natural products. Hence
detailed study on upcoming groups of consumers is essential for any firm.

❖ The growth of consumer protection movement has created an urgent need to

understand how consumers make their consumption and buying decision.

❖ Consumers’ tastes and preferences are ever changing. Study of consumer behaviour
gives information regarding colour, design, size etc. which consumers want. In
short, consumer behaviour helps in formulating of production policy.

I. FACTORS AFFECTING CONSUMER BEHAVIOUR

1. Income Level:
Normally, higher the income level, higher is the level of spending and vice-versa. But
this may not be always the case in developing countries, especially in the rural areas.

2. Time Factor:
Customers may make different decisions based on when they purchase – the hour of the
day, the day of the week, or the season of the year. For instance, a consumer who has
received a pay cheque on a particular day may shop more items, than at the end of the
month when he is short of funds.

3. Cultural Factors:
It influences consumer behaviour to a great extent. Cultural values and elements are
passed from one generation to another through family, educational institutions, religious
bodies, social environment, etc. Cultural diversity influences food habits, clothing,
customs and traditions, etc. For instance, consuming alcohol and meat in certain religious
communities is not restricted, but in certain communities, consumption of alcohol and
meat is prohibited.

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4. Perception:
It is the impression, which one forms about a certain situation or object. A motivated
person is ready to act. But the way or the manner in which he acts is influenced by his/her
perception of the situation. For instance, a student may perceive examinations as an
important event, and therefore, he/she would make every possible effort including
purchase of new stationery like pens, whereas, another student may be casual about the
examinations, and therefore, would not make extra efforts.

5. Reference Groups: A reference group is a small group of people such as colleagues at

work place, club members, friends circle, neighbours, family members, and so on.
Reference groups influence its members as follows:
❖ They influence members’ values and attitudes.
❖ They expose members to new behaviours and lifestyles.
❖ They create pressure to choose certain products or brands.

6. Environmental and Ethical Factors:

Someone with concerns about the exploitation of workers in developing countries might
think twice about buying from some budget clothing stores. A shopper opposed to animal
cruelty may choose not to buy products that have been tested on animals.

7. Personal Factors:
A teenager might feel comfortable ordering a CD online whereas an older consumer
might prefer to buy from a high street music store.
One person may love high-waisted flared jeans and their friend may hate them and prefer
skinny jeans.

8. Physiological Factors:
People with coeliac disease would need to be choosy about where they eat out and what
they order to ensure its gluten free. Someone who is trying to lose weight may decide to
avoid fast food and high sugar snacks.

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9. Psychological Factors:
A person might avoid busy shopping malls because the environment makes them feel
uncomfortable and disorientated. Some shops play music designed to make customers
feel good, stay longer and buy more.

10. Social Factors:

Some consumers are influenced by trends and will want the latest ‘must-have’ toys,
fashion items or technology.

11. Competitors:
All businesses face competition. Even if you're the only restaurant in town you must
compete with cinemas, bars and other businesses where your customers will spend their
money instead of with you. With increased use of the Internet to buy goods and services
and to find places to go, you are no longer just competing with your immediate
neighbours. Indeed, you could find yourself competing with businesses from other
countries.
The competitor could be a new business offering a substitute or similar product that
makes your own redundant.

12. Branding:
Brand is the "name, term, design, symbol, or any other feature that identifies one seller's
product distinct from those of other sellers."Brands are used in business, marketing, and
advertising. Initially, livestock branding was adopted to differentiate one person's cattle
from another's by means of a distinctive symbol burned into the animal's skin with a hot
branding iron. A modern example of a brand is Coca-Cola which belongs to the Coca-
Cola Company.
In accounting, a brand defined as an intangible asset is often the most valuable asset on a
corporation's balance sheet.

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 COMPANY PROFILE

A.COMPANY PROFILE – BIG BAZAAR

Big Bazaar is an Indian retail store that operates as a chain of hypermarkets, discount
department stores, and grocery stores. The retail chain was founded by Kishore
Biyani under his parent organisation Future Group, which is known for having a
significant prominence in Indian retail and fashion sectors. Big Bazaar is also the parent
chain of Food Bazaar, Fashion at Big Bazaar](abbreviated as fbb) and eZone where at
locations it houses all under one roof, while it is sister chain of retail outlets like Brand
Factory, Home Town, Central, eZone, etc.

Founded in 2001, Big Bazaar is one of the oldest and largest hypermarkets chains of
India, housing about 250+ stores in over 120 cities and towns across the country.

Type - Private
Industry - Retail
Founded - 2001
Founder - Kishore Biyani
Area Served – India
Headquarters - Mumbai, Maharashtra, India
Number of Locations - 256 stores nationwide (August 2017)
Key people - Kishore Laxminarayan Biyani (Founder)
Sadashiv Nayak (President and CEO)
Rakesh Biyani (Director)

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Parent - Future Group

Products - Home furnishings, utensils, crockery, cutlery, sports goods, electronics, toys,
footwear, men's and women's apparel, accessories such as sunglasses, watches, and
handbags, luggage, fruits, vegetables, and stationary products etc.

Website – bigbazaar.com

Big Bazaar offers a wide range of products which range from apparels, food, farm
products, furniture, child care, toys, etc. Products of all the major brands are available at
Big Bazaar. Also, there are many in house brands promoted by Big Bazaar. Big Bazaar
sold over 3 lakhs pairs of jeans, 50,000 DVD-players and Main objective of the store
layout is to maximize the interface between customers and merchandise.

It provides easy accessibility to the customers to view the offerings of the store. Layout
of the store has been strategically designed in order to make effective use of merchandise
and passage to draw customers’ attention on store’s offerings Big Bazaar has a wide
range of merchandise they have both branded and unbranded products like –

 Home lien items: Like bed sheets, pillow covers, carpets to kitchen utility items like
steel utensils and crockery and other minor utility items required in a house.

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 Electronic items: Like refrigerator, T.V, vacuum cleaner, music system, vacuum
cleaner, washing machine. Etc.

 Mobile Zone: A wide range of mobile phones and accessories is available at lowest
possible price.

 Furniture: All kind of furniture is available that one may require decorating the house.

 Star Sitara: In this section all kinds of cosmetic items are made available.

 Opticians: In this section all brands and types fashion glasses are available.
 Men Ladies and kids wear: This section includes fashion and casual wear for men
ladies and kids both branded and unbranded.

 Foot wear: In this section footwear for men women and kids is made available.

 Music: A wide collection of CDs DVDs is made available.

 Toys: All kinds of toys for children are available.

 Stationary: All kind of office stationery and stationery for school going kids is
available.

About Future Group:

Big Bazaar is part of the retail network of Future Group. Future Group operates some of
India’s most popular retail chains including Pantaloons, Central, Big Bazaar, Food
Bazaar, Home Town and eZone and also has allied businesses in consumer finance, life
and non-life insurance, logistics infrastructure and supply chain and brand development.

33
The group operates over 17 million square feet of retail space in over 90 cities and towns
and 60 rural locations across India. The group’s retail formats connect over 300 million
customers to over 30,000 small, medium and large enterprises that supply products and
services to its retail chains. Future Group believes in developing strong insights on Indian
consumers and building businesses based on Indian ideas, as espoused in the group’s core
value of Indianess.‟ The group’s corporate credo is, Rewrite rules, Retain values.

Different Retail Marketing Schemes Offered By Big Bazaar:

 Exchange offer: A new offer came in from Big Bazaar, to Exchange your old
goods for coupons which one can reimburse with goods.

 Sabse Sasta Din: On the ‘Republic Day’ and ‘Independent Day’ have special
offer for ordinary Indians with Big Bazaar’s mega sales festival, ‘Sabsa Sasta
Din’. No event before had influenced a day’s routine of thousands of people in
different parts of the country like this sales festival.
 Wednesday Bazaar: Big Bazaar has introduced a ‘Wednesday Bazaar’ concept
called “Hafte Ka Sabse Sasta Din”. The aim, according to the chain, is to give
homemakers the power to save the most and even the stores in the city don a fresh
look to make customers feel that it is their day. The Wednesday Bazaar also offers
clothes, accessories and fashion jewellery and personal care products.

 Monthly Bachat Bazaar: Big bazaar has scheme of ‘Monthly Bachat Bazaar’ at
the starting of every month, its start from date 1 to 8, it’s the time when most of
the working people get their salaries, so big bazaar take good advantage of
grabbing these salary by giving this scheme. This offer is on food and beverages.
Most of working people buys food and beverages for whole month during these
days.

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  Special offer before college or school start: Big Bazaar provide special offer
when there is time of starting schools, give special offer or discount on stationery
items and for college going students provide special offer on apparel like jeans, t-
shirt etc., on foot ware, bags, etc., In Big bazaar in store offer on different product
is going on the whole year.

 Sampling of new product: Big Bazaar arranges a sampling stall for a new
product coming into market to introduce. Customers can test those new items on
free of cost and if they like it then make purchase of it. In short customers can
trail a new product. Big bazaar has tie up with those products so that this can be
possible. Big Bazaar has provided sampling for Nescafe, nimbooz, 7 up a new
product of PepsiCo, act to popcorn etc.

 B. HISTORY OF BIG BAZAAR

Big Bazaar journey began in October 2001, when the young, first generation entrepreneur
Kishore Biyani opened the country’s first hypermarket retail outlet in Kolkata (then
Calcutta). In the same month, two more stores were added one each in Hyderabad and
Mumbai, thus starting on a successful sojourn which began the chapter of organized
retailing in India.

1987 Company incorporated as ‘Manz Wear Private Limited’. Launch of Pantaloons

trouser, India’s first formal trouser brand.

1991 Launch of BARE, the Indian jeans brand.

1992 Initial public offer (IPO) was made in the month of May.

1994 The Pantaloon Shoppe – exclusive menswear store in franchisee format launched
across the nation. The company starts the distribution of branded garments through multi-
brand retail outlets across the nation.

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1995 John Miller – Formal shirt brand launched.

1997 Company enters modern retail with the launch of the first 8000 square feet store,
Pantaloons in Kolkata.

2001 Three Big Bazaar stores launched within a span of 22 days in Kolkata, Bangalore
and Hyderabad.

2002 Food Bazaar, the supermarket chain is launched.

2004 Central - India’s first seamless mall is launched in Bangalore.

2005 Group moves beyond retail, acquires stakes in Galaxy Entertainment, Indus League
Clothing and Planet Retail. Sets up India’s first real estate investment fund Kshitij to
build a chain of shopping malls.

2006 Future Capital Holdings, the company’s financial is formed to manage over $1.5
billion in real estate, private equity and retail infrastructure funds. Plans forays into
retailing of consumer finance products. Home Town, a home building and improvement
products retail chain is launched along with consumer durables format, Ezone and
furniture chain, Furniture Bazaar. Future Group enters into joint venture agreements to
launch insurance products with Italian insurance major, Generali. Forms joint ventures
with US office stationery retailer, Staples.

2007 Future Group crosses $1 billion turnover mark. Specialised companies in retail
media, logistics, IPR and brand development and retail-led technology services become
operational. Pantaloon Retail wins the ‘International Retailer of the Year’ at US based
National Retail Federation convention in New York and ‘Emerging Retailer’ of the Year
conceptualizing the hypermarket idea Mr. Kishore Biyani said, “we initially decided to
name the format as Bazaar because we had designed the store keeping the Indian mandi
style in mind”. Since the size of the hypermarket was big than an average mandis, the
thought came to name it as Big Bazaar. However, Big Bazaar had freeze on the punch
line ‘Isse Se Sasta Aur Achha Kahi Nahi’ much before Big Bazaar met the creative
agency to design the final logo of Big Bazaar.

36
Though, Big Bazaar was started purely as a fashion format including apparel, cosmetics,
accessory and general merchandise, the first Food Bazaar format was added as Shop-In-
Shop within Big Bazaar in the year 2002. Today, Big Bazaar, with its wide range of
products and service offering, reflects the aspirations of millions of Indians.

The journey of Big Bazaar can be divided into two phases one pre and the other post
January 26th, 2005, when the company rewrote the retail chapter in India, with the
introduction of a never-before sales campaign Sasbe Sasta Din. In just one day, almost
the whole of India descended at various Big Bazaar stores in the country to shop at their
favourite shopping destination.

Further, what followed was the time and again rewriting of the Indian Retail experience,
wherein understanding of the Indian consumers reflected in the products and services
offered, creating innovative deals, expanding in the tier II and tier III towns, tying up
with branded merchandise to offer exclusive products and services to its customers.

Big Bazaar is present today in 59 cities and occupying over 5 million sq.ft. Retail space
and driving over 110 million footfalls into its stores. The format is expecting the number
of footfall in the stores to increase by over 140 million by this financial year. Over the
years, Mr. Biyani for his vision and leadership, and Big Bazaar for its unique proposition
to its customers, have received every prestigious consumer awards both nationally and
internationally.

Says Rajan Malhotra, President, Strategy & Convergence, Big Bazaar, What is important
in our journey is not the number of stores, but the customer’s faith in us. It’s the India and
the Indians, which have helped us, reach this feat in such a short time span and today our
country is creating a history in the World organized Retail.

Rajan Malhotra, who is also the first employee of Big Bazaar, joining the organization in
early 2001 adds, Since beginning, we have kept Big Bazaar as a soft brand, which reflects

37
the India and the Indianess. We believed in growing with the society, participating and
celebrating all regional and local community festivals, giving customers preferences
above everything else.

C. LOGO OF BIG BAZAAR

On March 13, 2014 the hindustanline.com in their article stated - Shedding its “sabse
sasta” image, hypermarket chain Big Bazaar has launched its biggest marketing campaign
to “democratise” fashion with tagline “Making India Beautiful”

Madhukar Kamath, Group CEO & Managing Director, DDB Mudra Group said “It is a
unique, never done before and a brave campaign which can only come from a leader like
Big Bazaar."The brand has been at the forefront of innovation and leading change. This
campaign redefines the step-change that Big Bazaar is making in its relationship with its
current and prospective shoppers"."It will further establish Big Bazaar as a company that
sells products which enable and inspire every Indian to make their world look beautiful
on the outside, as well as on the inside.”

With a 52-week long marketing campaign, the company launched 52 advertisements, one
each week, on 52 insights from the lives of the common Indian. It reflect the changes
38
happening in Indian society, said Biyani, adding that the campaign represent how Big
Bazaar helps people add newness to their lives. Big Bazaar is a hypermarket chain owned
by the Future Group.

Future Group has changed its brand identity several times. "The world is changing very
fast and so should a company's brand image," says Biyani. "A company should change its
brand image every five years," he told journalists at the launch event on Thursday, where
a few of the initial advertisements were shown.
The campaign, executed by DDB Mudra Group, features a different product in every
advertisement. All these products are being sold at the 230 plus Big Bazaar stores in 95
Indian cities across different categories such as apparel, home and kitchen ware, along
with various fast moving consumer goods (FMCG). DDB Mudra Group's head Madhukar
Kamath and its chairman and chief creative officer Sonal Dabral are working together
with a team at Big Bazaar to create the campaign.

The hypermarket operator has set aside a budget of over Rs 100 crore for the initiative.
Biyani also said the company would tie up with various regional publications to promote
the campaigns on a weekly basis.

D.VISION AND MISSION

Vision: “To Deliver Everything, Everywhere, Every time, to Every Indian Customer in
the most profitable manner.”
One of the core values at Future Group is, ‘Indianess’ and its corporate credo is –
“Rewrite rules, Retain values.”

Mission: We 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.

39
 Core Values:

 Indianess: 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 work.
 Adaptability: to be flexible and adaptable, to meet new challenges.
 Flow: to respect and understand the universal laws of nature.

E. AWARDS WON BY BIG BAZAAR

Following are awards won by Big Bazaar 2010- 2018

2018
 The Desi Atta Company - The Golden Spoon Award for Images Most Admired Food
Innovation of the Year – Ingredients, Products & Processes

2017
 Big Bazaar wins Best Search Marketing Campaign for Big Bazaar- Smart Search at
CMO Asia.

40
 fbb wins Social Media campaign of the Year for fbb – World Shorts Day at CMO Asia.

 fbb wins GOLD award for 'India did the Denim Dance campaign at The Exchange 4
Media Awards 2017.

 Big Bazaar wins SILVER award for 'Pujo Activation' – Shera Pada at The Exchange 4
Media Awards 2017.

2016
 Fbb was awarded the Guinness World Record for the world's largest photo book. The
book, with a height of 18 feet and width of 27 feet, contained photographs of people in
their denim-dance avatar.

2015
 Big Bazaar won the 'Images Most Admired Food & Grocery Retailer of the Year in Food
& Grocery category.

2014
 Big Bazaar was awarded with 'Power To The People' and 'From Grocery to Gift' at the
esteemed EFFIE Awards.

 Big Bazaar Direct Retail store of the year honored with E-Retailer of the Year 2014

 Big Bazaar Direct, our E-Retailing format awarded with Disruptive Retailer of the Year
2014.

2012
 Most Admired Food and Grocery Retailer of the Year for its Private Labels in Big
Bazaar – Future Group.

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 2011

 CNBC AWAAZ Consumer Awards 2011- Most Recommended Modern Retail Brand
of the Year in the Popular Choice category- Big Bazaar.

 Most Trusted Retailer - Big Bazaar.

 Most Admired Food & Grocery Retailer of the Year: Private Labels – Food Bazaar

 Most Admired Retail Professional in Food & Grocery category – Mr. Damodar Mall,
Head, Integrated Food Strategy. Best Food

 Franchise India Expo 2011-

Best Food and Grocery Chain of 2011 - Food Bazaar.
Best Value Retailer of 2011 - Big Bazaar.

2010
 Coca-Cola Golden Spoon Awards -
Most Admired Retailer in Hypermarket Category - Big Bazaar
Most Admired Retailer in Food Category - Food Bazaar

 Most Preferred Multi Brand Food & Beverage Chain - Big Bazaar.

 Most Preferred Multi Brand Retail Outlet- Big Bazaar.

 Most Preferred Multi Brand One Stop Shop- Big Bazaar.

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F. INNOVATIVE MANAGEMENT PRACTICES OF BIG BAZAAR:

Big retail chains such as Future Group have set up their own mall management divisions
that operate as their subsidiary companies. Big Bazaars are focused the following areas
under the innovative management practices.

 Infrastructure Management: Infrastructure management refers to the

management of facilities provided to the tenants within the mall. This includes
provision of adequate power supply, safety issues in case of emergency and
miscellaneous issues related to signage, water supply, sanitation, etc. These form
an integral part of mall management as they are the basic amenities that any
tenant would look for in a mall. Infrastructure management also includes risk
management issues such as essential safety measure asset liability and
environmental audits as well as emergency and evacuation training. It also means
optimal utilization of resources to meet organizational needs.

 Ambience Management: The overall shopping experience provided for

consumers becomes an important factor for the success of any mall. Ambience
management includes management of parks, fountains and overall look of the
mall. A mall is not just a place for shopping but is also a place where people
spend their leisure time. In favourable, lush green landscaping with seating
facilities and the presence of food and beverage inside or outside the mall can
increase foot traffic.

 Traffic Management: Traffic management includes managing foot traffic into

the mall and parking facilities. Foot traffic management involves crowd
management inside the operational area of a mall. The flow of people is related to
the design of the mall and the spatial distribution of its tenants. For example, a

43
 star-shaped mall tends to have a problem of crowding in the centre of the mall, as
everyone has to pass through the centre while moving from one side to the other.
Circular malls, on the other hand, would not have this problem. They tend to have
better pedestrian flow and less congestion. Managing parking facilities includes
provision of ample parking and maneuverings of cars in the parking lot. Big
Bazaar is an example of a successful mall led by good facility management
practices.

 Finance Management: Professional financial management of a mall as a

business venture is a must. Mall management also covers financial management,
which involves monitoring and controlling of various issues such as: cash receipts
and collection of income including rentals, service charges, car park receipts,
electricity and other utility income developing accounting systems to track the
ageing of debts, payment delay patterns, bad debts and payment of all invoices
and expenses developing standard financial templates so that a detailed annual
property budget is prepared at times, organizing resources to deliver an efficient
and effective annual external audit.

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Chapter No. 2

RESEARCH METHODOLOGY

Contents :-

2.1 Objectives

2.2 Limitations of the study

2.3 Significance of the study

2.4 Scope of the study

2.5 Selection of the problem

2.6 Sample size

2.7 Data collection

2.7.1 Primary data

2.7.2 Secondary data

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CHAPTER 2: RESEARCH METHODOLOGY

2.1.OBJECTIVES OF THE STUDY

 Aim of the study is to analyze the impact of visual merchandising on youth

buying behaviour with reference to Big Bazaar in Thane city.
 To comprehend the determinants of customer satisfaction.
 To know about the growth prospective with respect to analysis.
 To study of availability of offers and services.
 To know availability of varieties of products.
 To know about affordable price for everyone.
 To know the customer satisfaction level.
 To study of quality of products.
 To learn more about Visual Merchandising in detail.
 To learn how visual merchandising have impact on youth buying behaviour.

2.2. LIMITATIONS OF THE STUDY:-

Aim of the study is to learn the impact of visual merchandising on youth buying
behaviour with reference to Big Bazaar in Thane city. But there are certain factors which
are being affected in this study they are as follow:.

 It is primarily directed to the general public but was done only in Thane city
 Since the sampling procedure was judgmental, the sample selected may not be
true representative of the population
 Challenges with respect to human resources.
 Margin Pressure.
 Consumer preference , behaviour loyalty towards visual merchandising.

46
 2.3 .SIGNIFICANCE OF THE STUDY:

Visual Merchandising (VM) is the activity of promoting the sale of goods, especially by
their presentation in retail outlets. This includes combining product, environment, and
space into a stimulating and engaging display to encourage the sale of a product or
service.

A successful retailing business requires that a distinct and consistent image be created in
the customer’s mind that permeates all product and service offerings. Visual
merchandising can help create that positive customer image that leads to successful sales.
It not only communicates the store’s image, but also reinforces the stores advertising
efforts and encourages impulse buying by the customer.

Visual merchandising is emerging so as the retail business in India and as the Future
Group’s Big Bazaar is one of the leading Retail Businesses in India it is so important to
study visual merchandising carried out by big bazaar to attract and induce customers of
various backgrounds towards Big Bazaar.

Consumer Behaviour is dynamic in nature and can change affecting due to various
factors therefore so as to attract consumer retailers has create soothing experience during
shopping and make them available the product there are looking in a proper way with
suitable signs images information and so on.

This study is very important as today growth in middle class consumers and their
incomes this consumer moving towards a place where they can get all the necessary
things under one roof due to lack of time for shopping.

47
2.4. SCOPE OF THE STUDY:

The scope of the study basically means all those things that will be covered in
the research project. Scope of this study is:-

 Study is limited to resident of Thane city only.

 Number of the responses –60.

 Area Selected – Thane city.

 Study on impact of visual merchandising on youth buying behavior with reference

to Big Bazaar in Thane city.

2.5. Selection of the Problem:-

 It is very important for a visual merchandised to understand the changing needs

and wants, If its customer in order to survive.
 I have selected this project to understand the needs of customers in the market and
to help the visual merchandised to understand the changing needs of the
customers.

48
2.6 .SAMPLE SIZE:

Sample size measures the number of individual samples measured or observations

used in a survey or experiment. Sample size is the number of observations in
a sample.

Sample size of this study:

Through questionnaire (Google forms) – 60

2.7. DATA COLLECTION:

Contents the data has been collected from both primary as well as secondary sources.

2.7.1. PRIMARY DATA:-

Primary Data is data that has not been previously published, i.e. the data is derived from a
new or original research study and collected at the source, e.g., in marketing, it
is information that is obtained directly from first-hand sources by means of surveys,
observation or experimentation.

The methods that have been used to collect the primary data are:-
Questionnaire (through Google forms).

49
2.7.2.SECONDARY DATA:-

Secondary data refers to data that was collected by someone other than the user. Common
sources of secondary data for social science include censuses, information collected by
government departments, organisational records and data that was originally collected for
other research purposes [Wikipedia].

The various sources of secondary data used for this study are:-
 Website of the company.
 Various reports.
 Online news media.

50
Chapter No. 3

LITERATURE REVIEW

Contents

3.1.K.Santoshkumar (2009
3.2.Alireza Karbasivar, (2011)
3.3.Gibson G. Vedamani
3.4.Andrew J. Newmen and Peter Cutter (2007)
3.5.Dalal. M (2009)
3.6.Wolters and White (1987)
3.8.Kerfoot, Shone; Davies, Barry; Ward, Philippa (2003)
3.9.Santosh Nair (2011)
3.10.Choudhary (2008)
3.11.Le – Greenwood, Gaynor (1998)
3.12.Dr. Alireza Miremadi, Rahil Khoei (2013)
3.13.Dr. Alireza Miremadi, Rahil Khoei (2013)
3.14.Kaur Amandeep (2013)
3.15.Yolande Hefer, Michael. C. Cant (2013)
3.16.Jiyeon Kim (2012)
3.17.Derry Law, Christina Wong, Joanne Yip, (2012),
3.18.C.Selvarj, Dr. M Swaminathan (2011),
3.19.Kim Jiyeon (2003)
3.20.Aniruddha Akarte, Dr. Bharat Meghe, Dr. Amishi Arora (2012)
3.21.Sonali Bannerjee, Sunetra Saha, (2012),
3.22.Dr. Tauseef Ahmad, (2011),
3.23.(Kotler, 2000)
3.24.Muhammad Ali Tirmizi, Kashif-ul-Rehman, M.Iqbal saif (2009),
3.25.Johan Anselmsson (2006)

51
3.26.Rajagopal (2008)
3.27.(Brakus et al., 2009).
3.28.Mills, Paul, & Moorman, 1995, p. 2).. Kotler (1973)
3.29.(Swati Bhalla and Anurag 2009).
3.30.(Matthysz, 2003)
3.31.Gibson G. Vedamani
3.32Andrew J Newman and Peter Cullen

52
  CHAPTER 3: REVIEW OF LITERATURE

3.1) KEYWORDS: quality , price ,time, management

K.Santoshkumar (2009) in the article ‘Fashion retailing-the link between manufacturing
and consuming’, describes the concept of Fashion retailing. He mentioned that Indian
brands are quite complicated to compete with international brands. He further states that
retailers need to gear themselves up and widen the range of products and improve the
quality and make everything available on demand. He concluded by stating that the
buying trends of the consumers has change drastically as besides quality, pricing and time
management, less stressful shopping with good space and other amenitiesare needed by
the consumers.

3.2)keywords: cash ,discount, free product

Alireza Karbasivar, (2011),
”Evaluating Effective Factors on Consumer Impulse Buying Behaviour”, a study to
examine the effect of four external cues (window display, credit card, promotional
activities (cash discount, free product)) on consumer impulse buying behaviour. The four
external variables discussed test indicated that in-store form (window display) has
strongest effect on buying behaviour of consumers' and the other factors have weaker
effect, also free products and ATM facility in the shop was recommended.

3.3)KEYWORDS : colour, texture, light, music

Beretto Anton, in his article “Tricks of the Trade”, stated that the vital elements that
are to be taken into consideration while preparing a visual display are colour, texture,
light, music which are important to enhance the visual appeal of the store, and attracts
customers.

53
3.4)Keywords: display, customer loyalty,
Gibson G. Vedamani, in his book on retail management stated that in today retail
industry, visual merchandising is very important as it is related to the visual presentation
of the products that promote the sales and gain highest margin. It creates an image of the
product in the view of a customer which in turn customer loyalty is increased. He
also stated three challenges faced by visual merchandisers. The first challenge is keeping
the atmosphere of the store consistently with its image; the second challenge is
influencing the decisions of customer buying through layout and atmosphere of the store
and finally third challenge is to monitor and control the budget for every display
to get higher sales and profits. He also explained some of the important duties of a visual
merchandiser like proper planning of visual merchandising themes and creating displays;
arranging display props; fixtures and lighting; analysing floor plans and requirements;
training the staff to explain the display to customers and finally organizing
merchandise on racks etc.

3.5) Keywords: customer satisfaction,

Andrew J. Newmen and Peter Cutter (2007) in their book ‘Retail Environment and
Operation’ defined a merchandiser as an individual who focuses on right people with
appropriate merchandise at a right time in the right place. Here, the right people refers to
customer’ needs and wants, right place refers to sufficient space in the store to display the
products which involves planning, sourcing, purchasing, arranging, displaying and space
management of goods services. The coordination of these functions make a retail
business successful.

3.6)Keywords: offer, price, quantity

Dalal. M (2009) in his article ‘Managing merchandising’ defined the process of
merchandising as a group of activities which are formulated to offer right goods at the
right time through an appropriate medium for a reasonable
price in the right quantity mix from an appropriate medium for a reasonable price in the
right quantity mix from an appropriate source according to business requirement. He also

54
described retail merchandising as a continuous process of sales in different retail outlets,
comparing them with sales expected and performs suitable actions.

3.7) Keywords: window display, effectively purchasing power

Wolters and White (1987) defined visual merchandising as an activity that relates the
selection of effective merchandise with its display effectively which effects the
psychological and behavioural aspects of the customers that lead to purchase. Andrew J.
Newman and Peter Cullen, in their book ‘ retail environment and operations’ stated visual
merchandising as a display in order to enhance the interest and desire to purchase a
product among a consumer. Fixtures, decorations, signs and samples of products are
included in this activity of creating window and floor displays. He stated that visual
merchandising enables a retailer to divide entire store space into different categories for
men, women, kids etc. and finally concluded that the products displayed for visual
displays are not for sale but they contribute for sale.

3.8)Keywords: promote the sale, welcome through a season new product

Kerfoot, Shone; Davies, Barry; Ward, Philippa (2003) in their journal of retail and
distribution management, focused on the coordination between visual merchandising and
retail communication. This states that these two aspects are noted as important elements
in retiling. He stated that visual merchandising is related with the way of visual
communication of products to the customer and also the process of decoding the message
appropriately which has a high impact of buying process of a customer. Waters S. in her
article ‘Attractive displays’ suggested some tips in order to form an attractive and
appropriate window display by using the tool box and the concept of visual
merchandising. She opined that an attractive display of product can draw the attention of
a customer, promote the sales, and welcome a season through new products. She also
explained many ways of creating effective visual displays by using colour, focal point,
and size of objectives, lighting, simplicity and sinages. She finally concluded that little
skill is required to create these displays.

55
3.9) Keywords: communication, marketing and advertising ,mass media
Santosh Nair (2011) in his article ‘ Inspired by passion’ said that visual merchandising is
losing the attention of retailer as the mass media is increasing no a days for marketing a
product. But slowly they realized that it is better to present a product in an attractive way
rather than using different forms of communications for marketing and advertising. She
suggested that awareness is required to be an effective visual merchandiser.

3.10) Keywords: technique, silent sales man

Choudhary (2008) in his article ‘Trends in visual merchandising in India’ described the
macro visual merchandising trends that exist in huge formats. He stated that the technique
of presenting merchandise in a fashionable way which is attractive and also convey a
story is known as a display. He also stated that displays include the use of mannequins
and many other props which make the displays look more attractive and effective too. He
also stated that the music also plays a vital role in making a customer relaxed. He finally
concluded with a word that visual merchandising is stated as a technique known as
‘Silent Sales man’ which is frequently used in the market to enhance the sales by
attracting the customers.

3.11) Keywords: retail and distribution ,promotional ,television, cinemas and magazines.
Le – Greenwood, Gaynor (1998) in the international journal of ‘Retail and Distribution
management’ combined visual merchandising with promotional management. He stated
that visual merchandising was originated and also related with skills from the television,
cinemas and magazines. The retailer should take care of the quantity of merchandise
before displaying which means the displayed product should meet the demand.
International Journal of Management Studies ISSN.

3.12)Keywords: store image among customer

Young Ha Kwon Wi – Suk – and Lenon Sharron in their journal of fashion marketing and
management stated that visual merchandising acts as a strategic tool in fashion marketing
through which the consumers can be attracted. Harris (1998) stated that visual

56
merchandising is considered as very essential as its elements are completely responsible
for the store’s image among customers.

3.13) Keywords- more importance to visual communication, staff management.

Dr. Alireza Miremadi, Rahil Khoei (2013)In their study understood from mentioned test
that Iranian shoppers give more importance to visual communication, visual
merchandising, and staff management.

3.14) keywords : visual merchandising customer, retail store, apparel.

Kaur Amandeep (2013) came up with an important finding that the store derives as much
of its identity, character and gravity rom its physical contours, as from the products it
houses and the individuals who manages the operations in the store. Also, visual
merchandising practices certainly influence customers ‟buying behaviour.

3.15) keywords : product choice, personal preferences ,retail store ,apparel.

Yolande Hefer, Michael. C. Cant (2013) found that consumer behaviour is influenced
only to a limited extent by visual merchandising displays. Visual merchandising guide
consumers in the direction of the products and also helps in making product choice.
Personal preferences and the quality of displays can influence the consumer behaviour.

3.16) keywords : mannequin display, promotional signage, window display

Jiyeon Kim (2012) found a significant relationship between college student’s impulse
buying behaviour and in- store form / mannequin display and promotional signage. Even
though it is seen that college student’s impulse buying behaviour is not affected by floor
merchandising and window display, but the results of the study still suggested that these
variables and student’s impulse buying behaviour are significantly correlated. Study also
argued that all four types of visual merchandising (window display, in-store form /
mannequin display, floor merchandising, and promotional signage) are significantly
interrelated and relationship in them have influences on consumers' impulse
buying behaviour.

57
3.17) keywords: visual merchandising elements ,consumer effective response, utilitarian
and aesthetic concerns
Derry Law, Christina Wong, Joanne Yip, (2012),
An intimate apparel experience", is to investigate the relationship between visual
merchandising elements and consumer affective response by focusing on a function-
oriented product – intimate apparel. The result indicates that when products entail both
utilitarian and aesthetic concerns, social and local values should also be addressed as they
can affect consumer shopping mood, approach response and purchase decision.

3.18)keywords: quality and value of money

C.Selvarj, Dr. M Swaminathan (2011),
“Brunt of visual merchandise on retail store penchant”. The likely importance of quality
and value for money as choice criteria was reinforced by strength of their relationship
with satisfaction, variables like widow displays, various signage’s, size differentiation,
colour and brightness generally believed to be one of the most important in determining
store patronization and re patronization. He concludes that widow displays, various
signage’s, size differentiation, colour and brightness are important factors of visual
merchandise.

3.19) keywords : store form/mannequin display and promotional signage.

Kim Jiyeon (2003)
said due to increasing competition and the similarity of merchandise, retailers utilize
visual merchandising to differentiate their offerings from others’ as well as to improve
the desirability of products. The purpose of this research is to examine the relationship
between college students’ apparel impulse buying behaviours and visual merchandising.
The result of the present study proves that there is a pivotal relationship between college
students’ impulse buying behaviours and two types of visual merchandising practices: in
store form/mannequin display and promotional signage.

58
3.20) keywords : socio cultural determinants and perceived values associated with the
product
Aniruddha Akarte, Dr. Bharat Meghe, Dr. Amishi Arora (2012)
“study of consumer buying behaviour in organized retail apparel sector (with reference to
men’s wear)”,understanding of Male consumer buying behaviour related to Indian
environment and highlights the factors that highly influence consumer involvement in
fashion clothing. Major factors that affect shopping stimulation among fashion shoppers
are simulation/trial facilities, brand reputation, personalization possibilities and store
attractiveness in reference to products and services, brand value, and price. The
discussions in the paper emphasize major factors affecting purchase intentions of
consumer towards fashion apparel in reference to socio cultural determinants and
perceived values associated with the product. The study had shown that when fashion
cycles were shorter, the brand image and loyalty turned fragile.

3.21) keywords : buying behaviour of customer, unplanned purchases product

Sonali Bannerjee, Sunetra Saha, (2012),
”Impulse buying behaviour in retail stores”, study was to evaluate the stimuli that, trigger
impulse buying and the effect of sensory cues in impulse buying behaviour. Sensory cues
play a crucial role in predicting the impulse buying behaviour of the customers. They are
successful in enticing the customers to make unplanned purchases which the customers
don’t even come to know of. It can be said with some degree of confidence that the visual
merchandising as well as other sight cues prove to be fairly successful in determining the
consumer buying behaviour. The attitude and perception of customers towards impulse
buying is largely shaped by the factors of visual merchandising and sensory cues of
“sight‟. Olfactory cues have only limited contribution to consumer buying behaviour.
Sound and touch also play significant role in determining the amount of time a customer
spends in a store and the result of increased time spent on the intention to purchase.

59
3.22) keywords : effective price strategy , sales and promotions, placement
Dr. Tauseef Ahmad, (2011),
”The Impulse Buying Behaviour of Consumes For The FMCG Products In Jodhpur”. The
impact of various impulse buying factors like sales and promotions, placement of
products, window merchandising, effective price strategy etc on customer impulse buying
behaviour has been analysed. This research that consumers purchasing products in
the area of Jodhpur plan their purchases, having shopping lifestyle related to planned
purchases and their post- decisions are also not guilty. The pre-decision stage of the
purchasing associate these buyers with unplanned or impulse buying because these days
stores are full of variety of products and a buyer can easily get interested in purchasing a
product which appeals him or her while shopping the planned list of products and here
pleasure principle comes into play.

3.23) keywords : product performance ,expectations.

(Kotler, 2000) defined satisfaction as “person’s feelings of pleasure or disappointment
results from comparing a products perceived performance (or outcome) in relation to his
or her expectations”. The key of achieving organizational goals consists in determining
the needs and wants of target markets and delivering the desired satisfaction more
effectively and efficiently than competitors’.

3.24) keywords : local market ,lifestyle, fashion involvement

Muhammad Ali Tirmizi, Kashif-ul-Rehman, M.Iqbal saif (2009), in their study on “An
Empirical Study of Customer Impulse Buying Behaviour in Local Markets” have clearly
indicated that there exists a weak association between customer lifestyle, fashion
involvement and post decision stage of customer purchasing behaviour with the
impulsive buying behaviour.

60
3.25)keywords : age, gender, location , refreshment , convenience, sales people
Johan Anselmsson (2006) “on sources of customer satisfaction with shopping malls, a
comparative study of different customers segments”, a study mainly focused on customer
satisfaction and visit frequency at shopping malls among customer segments based on
age and gender. It was found eight underlying factors are important to customer
satisfaction. Those are selection, atmosphere, convenience, sales people, refreshments,
location, and promotional activities and merchandising policy.

3.26) keywords : customers loyalty towards store ,store brand

Rajagopal (2008) in his “Study on point of sales promotions and buying stimulation in
retail stores” analyses buying behaviour in reference to the point of sales promotion
offered by retailing firm and the determinants of sensitivity towards stimulating shopping
arousal and satisfaction customer in order to build store loyalty have been discussed in
this paper. It is found that loyal customers are attracted to the store brands.

3.27) keywords : packaging , brand design identity

(Brakus et al., 2009).
Brand experience is conceptualized as “subjective, internal consumer responses
(sensations, feelings, and cognitions) and behavioural responses evoked by brand-related
stimuli that are part of a brand’s design and identity, packaging, communications, and
environments” (Brakus et al., 2009).

3.28)keywords : teamwork , fashion co-ordination , emotions and ultimately affect

Mills, Paul, & Moorman, 1995, p. 2).. Kotler (1973)
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, p. 2).. Kotler
(1973) was the first one that used the “atmosphere” term described it as the design of
store environment that can stimulate buyers’ emotions and ultimately affect their
purchase behaviour.

61
3.29) keywords : signs, label ,shelf tags
(Swati Bhalla and Anurag 2009).
Signs, labels, shelf tags, and other identification sign to provide direction, prices, or
information on merchandise or policies is referred as a signage. It helps customer to
understand information about offer and promotions (Swati Bhalla and Anurag 2009).

3.30)keywords : educated to customer and enhance the store image ,encourage multiple
sale (Matthysz, 2003)
Visual merchandising, or visual presentation, is used to communicate fashion, value and
quality attributes of a store to its prospective customers. The purposes of visual
merchandising are to educate the customer, to enhance the stores' image, and to
encourage multiple sales by showing apparel together with accessories. Since the ultimate
goal of visual merchandising and of retailing is to get the customer to buy, visual
merchandising must entice the consumer into the store, effectively present the fashions
the store has to offer, and show the customer how to wear and access them within the
context of fashion trends. With increased competition, stores are trying to create more
exciting, aggressive visual presentations.

3.31) keywords : sold quickly , highest margin , visual education

According to Gibson G. Vedamani
Visual merchandising is needed and its relevance is felt in today retail industry as the
primary purpose of merchandising is presentation of products in a way that cause them to
be sold quickly, and at the highest possible retail margin. Secondly the visual education
that charms the customer results in add-on-sales. The third role of merchandising is the
creation of the merchant‟s individual retail image which relates directly to the lifestyle of
the community and the customer. The targeted result of the activity of visual
merchandising is on-going sales and customer loyalty.

62
3.32) keywords : Retail Environment and operations, consumer interest , fixtures,
decorations, sign And samples According to Andrew J Newman and Peter Cullen
in their book Retail Environment and operations, Visual Merchandising refers to display
to increase consumer interest in and desire for the products offered for sale. It includes
the use of fixtures, decorations, signs and samples for the merchandise to create window
and floor displays. The items used in are not normally for sale, although they may
include items similar to those on sale. However the items on sale may also contribute to
the visual image of the store. Visual merchandising may help divide the store into
recognizably different areas, such as men and women‟s clothing and create different
moods in each according to the target customer.

63
Chapter No. 4

DATA ANALYSIS, INTERPRETATION AND PRESENTATION

Contents :-

4.1) Have you ever visited Big Bazaar?

4.2) If you visit Big Bazaar how many times do you visit?

4.3) Level of shopping from big bazaar?

4.4) Customer are prefer costly product in big Bazaar?

4.5) When you are waiting for payment, you would pay attention to product items
placed at the counter which helps you in buying the missed out products?

4.6) Product arranged according to their shades, color, design and size attracts your
attention and helps you in making a right choice?

4. 7) In big bazaar lighting and music enhances your shopping experience? *

4.8) What is the most noticed feature inside big bazaar?

4.9) The customer are getting in big bazaar is satisfactory?

4.10) Do you feel price talkers promote impulse buying?

4.11) The overall shopping experience in food bazaar is good in big bazaar?

4.12) You choose to enter in a big bazaar because of Attractive Mannequin and
Window display?

4.13) Reason behind the shopping in a big bazaar?

4.14) Which 3 out of below according to you is the most effective silent selling tool
and has strongest impact on customer purchase decision in big bazaar?

4.15) Do you think in big bazaar communication elements like tent cards, banners,
floor vinyl, graphics enhance Merchandise display and affect customer purchase
decision? *

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4.16) promotional offering at store entrance is driving force to enter in big bazaar?

4.17) Are you aware out the three Adidas Store formats namely, Sports Performance,
Style Essentials and Originals?

4.18) big bazaar all availability of product?

4.19) who you think is direct Competitor of Adidas in terms of Window and
Merchandise display?

4.20) Do you notice price talkers near merchandise and mannequin displayed at the
entrance window while entering the big bazaar?

4.21) Exterior Store Signage and graphics compel you to enter in big bazaar?

65
CHAPTER 4: DATA ANALYSIS,INTERPRETATION,PRESENTATION

Data Analysis –

Data Analysis is the process of systematically applying statistical and/or logical

techniques to describe and illustrate, condense and recap, and evaluate data. ... An
essential component of ensuring data integrity is the accurate and appropriate
analysis of research findings.

Data Interpretation –

Data Interpretation refers to the task of drawing inferences from the collected facts after
an analytical and or experimental study. In fact, it is a search for broader meaning
of research findings.

Data Presentation –

Data can be presented in various forms depending on the type of data collected. It can be
in form of pie chart, graphs, tables etc.

66
Following is Data Analysis, Interpretation, and Presentation for this study:

Age:

1 18 - 25 82%
2 26 - 40 14.8%
3 41 - 55 3.3%
4 56 and above year _

From above figure it can be see that 82% of respondents are of age 18-25 years , 14.3% of respondents
are of 26-40 years of age, 3.3% of respondents are of 41-55% .

67
Gender:

1 Female 77.4%
2 Male 22.6%

From the above figure it can be seen that 77.4 % are female and 22.6 % are male.

68
Educational Qualification:

1 SSC 3.2%
2 HSC 9.7%
3 Undergraduates 11.3%
4 Graduaate 53.2%
5 Post graduates 22.6%

The above figure shows the qualification of respondents where 53.2% of respondent are
graduates 11.3% of respondent are undergraduates and 9.7% of respondent are HSC or 12th
passed , 3.2% of respondent are ssc passed and 22.6% of respondent are post graduates.

69
Employment status:

1 In service 33.9%
2 Own business 3.2%
3 Student 58.1%
4 Homemaker 4.8%

The above figure shows the employment statuses of respondents where 83.8% are students
13.5% are in service 2.7% are homemaker.

70
Data below Shows the responses collected from direct questions to
respondents, in questionnaire.

4.1) Have you ever visited Big Bazaar?

1 Yes 96.8%
2 No 3.2%

The above figures show that how many respondents of the total respondents visit Big
Bazaar. Therefore as shown in the above figure 96.8% of respondents have visited Big
Bazaar and 3.2% haven’t visited to Big Bazaar. So there are huge visitors on the part of
Big Bazaar.

71
4.2) If you visit Big Bazaar how many times do you visit?

1 Once in month 79%

2 Twice in month 21%
3 More than twice in month 0%

The above diagram shows the frequency of visits by the respondents. As shown in above
diagram 85.3% respondents visit Big Bazaar once in a month, 8.8% of respondents visit
Big Bazaar twice in a month and 5.9% of respondents visit Big Bazaar more than twice in
month.

72
4.3) Level of shopping of big bazaar?

1 Below 1000 34.4%

2 Below 3000 41.1%
3 Below 4000 19.7%
4 More than 5000 4.98%

The above diagram shows the level of shopping by the respondents. As shown in. The diagrame
34.4% respondents shopping level is below 1000.41.1% respondents shopping level is below
3000. 19.7% respondents shopping level is below 4000. 4.98 % respondents shopping level is
more than 5000.

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4.4) Customer are prefer costly product in big Bazaar?

1 Strongly agree 8.2%

2 Agree 27.9%
3 Neutral 45.9%
4 Disagree 18%
5 Strongly disagree 0%

The above diagram shows the customer are prefer costly product big bazaar by the
respondents. 8.2 % respondents strongly agree to prefer costly product.27.9 % respondents
agree to prefer costly product. 45.9% respondents neutral to prefer costly product. 18%
respondents disagree to prefer costly product. 0% respondents strongly disagree to prefer
costly product.

74
4.5) When you are waiting for payment, you would pay attention to product items
placed at the counter which helps you in buying the missed out products?

1 Strongly agree 16.1 %

2 Agree 53.2%
3 Neutral 21%
4 Disagree 9.7%
5 Strongly disagree 0%

The above diagram shows the Pay attention to product items placed at the counter big
bazaar by the respondents. 16.1 % respondents strongly agree.53.2% respondents agree. 21
% respondents neutral . 9.7% respondents disagree. 0% respondents strongly disagree .

75
4.6) Product arranged according to their shades, color, design and size attracts your
attention and helps you in making a right choice?

1 Strongly agree 25.8 %

2 Agree 61.3%
3 Neutral 12.9%
4 Disagree 0%
5 Strongly disagree 0%

The above diagram shows the Product arranged according to their shades, color, design
and size attracts your attention and helps you in making a right choice by the respondents
25.8 % respondents strongly agree.61.3% respondents agree. 12.9 % respondents neutral. 0%
respondents disagree. 0% respondents strongly disagree.

76
4.7) In big bazaar lighting and music enhances your shopping experience? *

1 Strongly agree 17.7 %

2 Agree 59.9%
3 Neutral 21%
4 Disagree 1.6%
5 Strongly disagree 0%

The above diagram shows In big bazaar lighting and music enhances shopping
experience the by the respondents 17.7 % respondents strongly agree.59.7% respondents
agree. 21 % respondents neutral. 1.6% respondents disagree. 0% respondents strongly
disagree.

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4.8) What is the most noticed feature inside big bazaar?

1 Bold graphics 25.8 %

2 Music lighting 26.2%
3 mannequin styling 47.5%
4 Creative product 0%
display.

The above diagram shows the most noticed feature inside by the respondents.47.5 %
bold graphics .26.2 %music and lighting .6.6% mannequin styling .47.5% creative product
display.

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4.9) The customer are getting in big bazaar is satisfactory?

1 Strongly agree 6.6 %

2 Agree 72.1%
3 Neutral 21.3%
4 Disagree 0%
5 Strongly disagree 0%

The above diagram customer are getting in big bazaar is satisfactory shows by the
respondents 6.6 % respondents strongly agree.72.1% respondents agree. 21.3% respondents
neutral.0 % respondents disagree. 0% respondents strongly disagree

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4.10) The overall shopping experience in food bazaar is good in big bazaar?

1 Strongly agree 9.8%

2 Agree 62.3%
3 Neutral 26.2%
4 Disagree 1.6%
5 Strongly disagree 0%

The above diagram shows overall shopping experience in food bazaar is good big bazaar
by the respondents 9.8 % respondents strongly agree.62.3% respondents agree. 26.2%
respondents neutral.1.6 % respondents disagree. 0% respondents strongly disagree.

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4.11) Do you feel price talkers promote impulse buying?

1 Strongly agree 16.4 %

2 Agree 36.1%
3 Neutral 44.3%
4 Disagree 1.6%
5 Strongly disagree 1.6%

The above diagram shows price talkers promote impulse buying by the respondents 16.4 %
respondents strongly agree.36.1% respondents agree. 44.3% respondents neutral. 1.6%
respondents disagree. 1.6% respondents strongly disagree.

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4.12) Reason behind the shopping in a big bazaar?

1 offer 37.7%
2 price 19.7%
3 quantity 8.2%
4 quality 34.4%

The above diagram shows Reason behind the shopping in a big bazaar by the
respondents. Reason behind the shopping is offer 37.7%, price 19.7%, quantity 8.2%,
quality 34.4%.

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4.13) You choose to enter in a big bazaar because of Attractive Mannequin and
Window display?

1 Strongly agree 8.2 %

2 Agree 49.2%
3 Neutral 29.5%
4 Disagree 8.2%
5 Strongly disagree 4.9%

The above diagram shows big bazaar because of Attractive Mannequin and Window
display by the respondents 8.2 % respondents strongly agree.49.2% respondents agree.
29.5% respondents neutral. 8.2% respondents disagree. 4.9% respondents strongly disagree.

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4.14)Which 3 out of below according to you is the most effective silent selling tool
and has strongest impact on customer purchase decision in big bazaar?

1 window display 43.3%

2 Store Exterior Graphics and Signage 18.3%
3 Kind of Merchandise on display 18.3%
4 Brand Name and Logo 63.3%
5 Promotional Offering 46.7%
6 Point of Sale Display Ceiling 28.2%
7 suspended props and talker 5%
8 Display table 11.7%
9 Floor Vinyl and in store wall graphics 3.3%
Lighting
10 Music and Store Space 26.7%

The above diagram shows most effective silent selling tool and has strongest impact on
customer purchase decision in big bazaar by the respondents. window display 43.3%,
Store Exterior Graphics and Signage 18.3%, Kind of Merchandise on display 18.3%,
Brand Name and Logo 63.3%, Promotional Offering 46.7%, Point of Sale Display
Ceiling28.2% , suspended props and talker 5%, Display table 11.7%, Floor Vinyl and in
store wall graphics Lighting 3.3% , Music and Store Space 26.7%.

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4.15) Do you think in big bazaar communication elements like tent cards, banners,
floor vinyl, graphics enhance Merchandise display and affect customer purchase
decision? *

1 Strongly agree 9.8 %

2 Agree 63.9%
3 Neutral 24.6%
4 Disagree 1.6%
5 Strongly disagree 0%

The above diagram shows big bazaar communication elements like tent cards, banners,
floor vinyl, graphics enhance Merchandise display and affect customer purchase decision
by the respondents 9.8 % respondents strongly agree.63.9% respondents agree. 24.6%
respondents neutral. 1.6% respondents disagree. 0% respondents strongly disagree.

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4.16) promotional offering at store entrance is driving force to enter in big bazaar?

1 Strongly agree 19.7%

2 Agree 50.8%
3 Neutral 26.2%
4 Disagree 3.3%
5 Strongly disagree 0%

The above diagram shows promotional offering at store entrance is driving force to enter
in big bazaar by the respondents. 19.7 % respondents strongly agree.50.8% respondents
agree. 26.2% respondents neutral. 3.3% respondents disagree. 0% respondents strongly
disagree.

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4.17) Are you aware out the three Adidas Store formats namely, Sports Performance,
Style Essentials and Originals?

1 yes 78.3%
2 No 21.7%

The above diagram shows Adidas Store formats namely, Sports Performance, Style
Essentials and Originals by the respondents.78.3% aware out the three Adidas Store
formats namely, Sports Performance, Style Essentials and Originals.21.7% are not aware
out the three Adidas Store formats namely, Sports Performance, Style Essentials and
Originals.

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4.18) big bazaar all availability of product?

1 Strongly agree 19.7%

2 Agree 52.5%
3 Neutral 21.3%
4 Disagree 6.6%
5 Strongly disagree 0%

The above diagram shows all availability of product in big bazaar by the respondents.
19.7% respondents strongly agree.52.5% respondents agree. 21.3% respondents neutral. 6.6%
respondents disagree. 0% respondents strongly disagree.

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4.19) who you think is direct Competitor of Adidas in terms of Window and
Merchandise display?

1 puma 23%
2 jack ad Jones 8.2%
3 Nike, 54.1%
4 Zara 14.%
5 Vero Moda. 0%

The above diagram shows direct Competitor of Adidas in terms of Window and
Merchandise display by the respondents. 23% puma, 8.2% jack ad Jones, 54.1% Nike,
14.8 % Zara, 0% Vero Moda.

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4.20) Do you notice price talkers near merchandise and mannequin displayed at the
entrance window while entering the big bazaar?

1 Strongly agree 8.2%

2 Agree 55.7%
3 Neutral 3.3%
4 Disagree 1.6%
5 Strongly disagree 0%

The above diagram shows price talkers near merchandise and mannequin displayed at the
entrance window while entering the big bazaar by the respondents. 8.2% respondents
strongly agree.55.7% respondents agree. 3.3% respondents neutral. 1.6% respondents disagree.
0% respondents strongly disagree.

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4.21) Exterior Store Signage and graphics compel you to enter in big bazaar?

1 Strongly agree 9.8%

2 Agree 63.9%
3 Neutral 24.6%
4 Disagree 1.6%
5 Strongly disagree 0%

The above diagram shows Exterior Store Signage and graphics compel you to enter in big
bazaar by the respondents. 9.8% respondents strongly agree.63.9% respondents agree. 24.6%
respondents neutral. 1.6% respondents disagree. 0% respondents strongly disagree.

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Chapter No. 5

CONCLUSIONS AND SUGGESTIONS

Contents :-

 Conclusions
 Suggestions
 Findings

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CHAPTER 5 – CONCLUSION AND SUGESSTION

CONCLUSION
Big Bazaar is one of the top retailers in India undoubtedly. It has built a very strong
bond with all its customers. Big Bazaar attracts most of its customers due to its
economical products & worth. But the most crucial factor that attracts most of the
customers is its customer services. Proper signage plays a very vital role in attracting
customers they also get proper information about the product. Windows Displays are
able to get majority of customers. Hoardings and Banners are playing important role
for customers move towards that product. Product arranged according to their shades,
color, design and size attracts customer attention and helps them in making a right
choice.

Suggestions

The suggestions made in this section are based on the market study conducted as
Consumer Behaviour with respect to visual merchandising of Big Bazaar –

 Proper signage plays a very vital role in attracting customers they also get proper
information about the product it is suggested to continue with the process.

 Windows Displays are able to get majority of customers so it is suggested to

continue with the process.

 It is seen most of respondents visits only once in a month so it is suggested to

bring new offers and discounts and also loyalty points on regular shopping.

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  Product arranged according to their shades, color, design and size attracts
customer attention and helps them in making a right choice it is suggested to
continue with the process.

Findings

 Big Bazaar is one of the top retailers in India and it has built a very strong bond
with all its customers and always strives hard to attract new customers. Big
Bazaar attracts most of its customers due to its economical products & worth.

 Big Bazaar follows visual merchandising principles so as to comfort their

customers while shopping.

 Signs play a very vital role in attracting customers they also get proper
information about the product .

 Customers pay attention to window display where according to the data collected
about respondents are positive towards window display and also product kept at
the billing counter where according to the data collected respondents are positive
for this.

 Customers notice hoardings and banners of the various offers and products of big
bazaar and most people go for that product where according to the data collected
respondents are positive for hoardings and banners.

 Arrangement of Big bazaar’s product according to their shades, color, design and
size have a positive impact on customer where according to the data collected
respondents are positive towards arrangement of Big bazaar’s product according
to their shades, color, design and size as this helps them in making a right choice.

94
  BIBLIOGRAPHY

 Visual Merchandising - wikipedia.org

 Visual Merchandising by Tony Morgan
 reflektion.com
 Big Bazaar -wikipedia.org

WEBLIOGRAPHY:-

 www.thebalance.com
 www.shodhganga. com
 www.linkedin.com
 www.quora.com – Big Bazaar’s history
 www.futuregroup.in – Awards of Big Bazaar

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APPENDIX

QUESTIONNAIRE

Name (optional):

Age: 18-25 Years ( ) 26-40 Years ( )

41-55 Years ( ) 56 Years & above ( )

Gender: Male ( ) Female ( )

Educational Qualification: SSC ( ) HSC ( ) Undergraduate ( )

Graduate ( ) Post graduate ( ) other ( )

Employment status: In service ( ) Own Business ()

Student ( ) Homemaker ( )

1) Have you ever visited Big Bazaar?

a. Yes
b. No

2) If you visit Big Bazaar how many times do you visit?

a. Once in a month
b. Twice in a month
c. More than Twice in a month

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3) Customer are prefer costly product in big bazaar?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree

4) Level of shopping from big bazaar?

a) Below 1000
b) Below 3000
c) Below 4000
d) more than 5000

5) When you are waiting for payment, you would pay attention to product items
placed at the counter which helps you in buying the missed out products?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree

6) Product arranged according to their shades, color, design and size attracts your
attention and helps you in making a right choice?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree

7) In big bazaar lighting and music enhances your shopping experience? *

a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree

8) What is the most noticed feature inside big bazaar?

a) Bold Graphics
b) Music and Lighting

97
 c) Mannequin Styling
d) Creative Product Display

9) The customer are getting in big bazaar is satisfactory?

a)Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree

10) The overall shopping experience in food bazaar is good in big bazaar?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree

11) Reason behind the shopping in a big bazaar?

a) Offer
b) Price
c) Quantity
d) Quality

12) Do you feel price talkers promote impulse buying?

a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree

13) You choose to enter in a big bazaar because of Attractive Mannequin and
Window Display?

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 a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree

14) Which 3 out of below according to you is the most effective silent selling tool and
has strongest impact on customer purchase decision in big bazaar?
a)window display
b) Store Exterior Graphics and Signage
c) Kind of Merchandise on display
d) Brand Name and Logo
e) Promotional Offering
f) Point of Sale Display
g) Ceiling suspended props and talkers
h)Display table
i)Floor Vinyl and in store wall graphics
j)Lighting , Music and Store Space

15) Do you think in big bazaar communication elements like tent cards, banners, floor
vinyl, graphics enhance merchandise display and affect customer purchase
decision? *
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree

16) Promotional offerings at store entrance is driving force to enter in big bazaar?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree

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17) Are you aware out the three Adidas Store formats namely, Sports Performance,
Style Essentials and Originals? *
a) yes
b) No

18) big bazaar all availability of product?

a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree

19) Who you think is direct Competitor of Adidas in terms of Window and
Merchandise Display? *
a) Puma

b)Jack and jones

c)Nike

d)Zara

e)Vero Moda

20) Do you notice price talkers near merchandise and mannequin displayed at the
entrance window while entering the big bazaar?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree

100
21) Exterior Store Signage and graphics compel you to enter in big bazaar?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree

101