Indus Business AcademyLakshmipura Post,

Kanakapura Main RoadBangalore. 560062. INDIA

www.iba.ac.in

SIP Presentation : Corporates World, Bangalore

Visual Merchandising: Measuring the effectiveness of Store Display

Presented by: Pargat Singh Sidhu

Reg No: FPB1214/089

Indus Business Academy

For Academic Purpose Only 2 Presented by: Pargat Singh Sidhu

For over 6 years, Corporates World has established itself as the industry’s leading Merchandising Service Organization with Speed 2 Sales approach.

• 98% + completion rates – setting an industry standard

• Service beyond compliance

• Retail reach – national retailers to local retailers

• Customized service programs

• Extensive nationwide network of professional merchandisers

• Service coverage in pan India.

Company Profile – Corporates World

Indus Business Academy.

For Academic Purpose Only 3 Presented by: Pargat Singh Sidhu

SWOT Analysis

Strength

High bargaining power suppliers

Diversified portfolio

Good R&D department

Economies of scale

Weakness

High transaction costs

Weak focus on process innovation

Opportunities

Emerging new markets

Technological development

Threats

Highly regulated industry

Economic crisis

Prices of raw material fluctuate

Indus Business Academy

For Academic Purpose Only 4 Presented by: Pargat Singh Sidhu

• Preparing Potential list of customers

• Meeting New & Existing Clients

• Supervision for US Polo Assn. Trade show at Goa

• Visit Client showroom on regular basis

• Primary Data & Secondary Data Collection

• Personal Interviews

What I have Done

Indus Business Academy

For Academic Purpose Only 5 Presented by: Pargat Singh Sidhu

• To measure the effectiveness of store display.

• To understand the effects of four types of visual merchandising.

• The types of visual merchandising used as predictors.

• To know the apparel impulse buying behaviors.

• To know common external factors that triggers impulse buying

Objective

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• Visual Merchandising is the activity of promoting the sale of goods, especially by their presentation in retail outlets.

• Visual Merchandising is the art of displaying merchandise in a manner that is appealing to the eyes of the customer.

• Types of Visual Merchandising

• Window display

• In-store form/mannequin display

• Floor merchandising and

• Promotional signage

Visual merchandising

Indus Business Academy

For Academic Purpose Only 7 Presented by: Pargat Singh Sidhu

• H1. Consumer who purchase on impulse are influenced by window

display

• H2. Consumer who purchase on impulse are influenced by in-store

form/mannequin

• H3. Consumer who purchase on impulse are influenced by floor

merchandising

• H4. Consumer who purchase on impulse are influenced by

promotional signage

Research Hypothesis

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For Academic Purpose Only 8 Presented by: Pargat Singh Sidhu

• Research Design

Descriptive

• Data Collection

Primary Data

Secondary Data

• Questionnaire Section

Section 1 - Impulse Buying

Section 2 - Influence of Window display

Section 3 - Influence of In-store form/mannequin

Section 4 - Influence of Floor merchandising

Section 5 - Influence of Promotional signage

Research Methodology

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• SPSS – Statistical Packages for Social Science

Descriptive Analysis

• Limitation

Geographically Limited

Participants were limited

The instrument was limited to a quantitative method

Participants had time constraints

Data Analysis Tools & Limitation of study

Indus Business Academy

For Academic Purpose Only 10 Presented by: Pargat Singh Sidhu

Impulse

Buyin

g Tendency

Influ

ence o

f Win

dow Disp

lay

Influ

ence o

f Form

/Mannequin

Influ

ence o

f Flo

or Merc

handising

Influ

ence o

f pro

motio

nal Sig

nage0

1

2

3

43.32 3.35

2.62

3.493.89

0.7944 0.9586 0.7673 0.7826 0.7654

Descriptive Statistical for Variables

Mean Standard Deiviation

Analysis and Findings

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• Visual merchandising practices certainly influence consumer’s Impulse buying

• Window display helps in store choice

• Capture the customer’s interest

• Entice customers to enter the store

• Visually create sales

• Urge customers to make purchases

• Promote the store image

• Attract attention to merchandise

• Educate customers about merchandise

Analysis and Findings Continued…

Indus Business Academy

For Academic Purpose Only 12 Presented by: Pargat Singh Sidhu

VM raises the involvement of customers inside a store. Good lightning, appropriate music at an appropriate volume and nice in-store display provoke customers into spending more time inside the store. The more time they spent translate into more opportunities to make impulse purchases.

· 78% remember the store name which they like

· 78% remember the name of the store where the window display attracted them the most

· 63% for lighting

· 59% for store interior

· 44% for store display

· 63% for music

· 75% of people are regular visitors to specific stores

Learning & Memory

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For Academic Purpose Only 13 Presented by: Pargat Singh Sidhu

• Take It Outside

• Identify Everything

• Embrace All The Senses

• Show Them how It Will look at home

• Use the Spotlight

• Change Your Displays Often

• Don't Be Afraid of Color

Recommendation/Suggestion

Indus Business Academy

For Academic Purpose Only 14 Presented by: Pargat Singh Sidhu

• VISUAL MERCHANDISING AND DISPLAY (BY MARTIN M. PEGLER) 5TH EDITION

• VISUAL MERCHANDISING (WINDOW AND IN STORE DISPLAYS FOR RETAIL) BY TONY MORGAN

WEBSITES:

• http://www.Google.com/

• http://www.ask.com/

• http://www.wikipedia.com/

• http://www.researchandmarkets.com/

• http://business.mapsofindia.com/india-retail-industry/

• http://www.ibef.org/industry/retail.aspx/

References

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For Academic Purpose Only 15 Presented by: Pargat Singh Sidhu

Thank You