Table 6.102 -Value added by importance of Visual Merchandising …shodhganga.inflibnet.ac.in/bitstream/10603/18574/12/12... · 2018-07-09 · 344 Graphical presentations - 6.76 (B)

342

Conclusion:

Visual merchandising is a perfect communication vehicle of retailer,

communicating the right message about the merchandise by projecting the

latest trends, colors and fashion, latest arrivals through three dimensional

window displays.

5. It is observed that most of the Visual Merchandisers think that

Visual merchandising is not just for elite outlet but important for all

types retail outlets

Table – 6.102 -Value added by importance of Visual Merchandising –

Applicability – Visual Merchandisers response

Q18.Do you think Visual Merchandising is only for elite outlet & elite target customers? Frequency Percent

Yes 12 24.0

No 38 76.0

Total 50 100.0

Graphical presentation- 6.75 – Value added by importance of Visual Merchandising –

Applicability – Visual Merchandisers response

Out of 50 respondents 38(76%) states that visual merchandising is not just for elite outlets

and for elite target customers. This response states that visual merchandising is practically

needed for all types of retail outlets and retail customers. The remaining 12(24%) visual

merchandisers who feel that visual merchandising is only for elite outlets generally think so

because most of the retailers spend more money and keep a good budget for lifestyle products

than value products. But as more number states that it is for all type of set up it is proved that

visual merchandising is not just for elite outlet but also important to all types of retail outlets.

24%

76%

Visual Merchandisers view

Yes Visual Merchandising is

only for elite outlets and elite

target customers

Visual merchandising is required

for all types of retail outlets

343

Key findings:

76% visual merchandisers agree that visual merchandising is not just for elite outlets

and elite customers but is important for all types of outlets, products and customers.

Conclusion:

Visual merchandising is bringing in lifestyle retail throughout

6. It is observed that Mumbai retailers are trying to touch international

standards in Visual Merchandising.

To know the scenario of visual merchandising the retailers and dealers were asked the

following question

Table - 6.103 -Value added by Visual Merchandising - Outlooks towards

attaining international standards by visual merchandising in India and

especially in Mumbai. – Retailer and Dealers response

Q.4.What as per you is the most important element of current visual merchandising scenario in India and especially in Mumbai? Retailers response

Dealers response

Cases Col

Response % Cases Col

Response %

Attracting Young Generation 15 60.0% 11 44.0%

Creating right and stress free ambience 18 72.0% 17 68.0%

Creating Visual Clutter 0 0 0 0

Attaining International Standards 17 68.0% 21 84.0%

Helps or Simplifies consumer buying process 22 88.0% 18 72.0%

More creative than International features 0 0 4 16.0%

Total 25 25

Graphical presentation –76 (A) - Value added by Visual Merchandising - Outlooks

towards attaining international standards by Visual Merchandising in India and especially

in Mumbai.

0

5

10

15

20

25

Attaining international

standards is the most

important element of

current visual

merchandising scenario in

Mumbai

Attaining international

standards is not very

important element of

current visual

mercchandising scenario in

Mumbai

Retailers view

Dealers View

344

Graphical presentations - 6.76 (B) – Value added by Visual Merchandising -

Response towards important elements of current visual merchandising

scenario in India especially in Mumbai –Retailers and Dealers Response

A good no. of respondent that is 17 (68%) of retailers and 21(84%) dealers out of 25 agreed

that visual merchandising in Mumbai is attaining international standards. But at the same

time not a single retailer agreed that we are more creative than international features and only

4(16%) of dealers agreed that we are more creative than international features, which indicate

that we have to grow a lot in this field to touch the international standards 68% retailers and

84% dealer respondent are agreeing to the fact that retailers are making every effort to match

their standards with the international features. Another interesting thing was not a single

retailer agreed that we are creating visual clutter, which is generally a problem with those

who do not understand the principles of display and bring in visual clutter. Visual clutter

which is also seen in advertising field. But fortunately all respondent think that the scenario

in India is not of visual clutter

0 5 10 15 20 25

Attracting Young generation

Creating right and stress free ambience

Creating visual clutter

Attaining international standards

Helps or simplifies consumer buyingprocess

More creative than internationalfeatures

Dealers

Retailers

345

A similar type of question was asked to the visual merchandiser to know the current status of

visual merchandising and their response towards attaining international standards are;

Table - 6.104 - Value added by Visual Merchandising - Outlooks towards

attaining international standards by Visual Merchandising in India and

especially in Mumbai. – Visual Merchandisers response

Q6.What do you think about Current Visual Merchandizing scenario in India/Mumbai Cases

Col Response %

Attracting Young Generation 27 55.1%

Creating stress free ambience 39 79.6%

Creating Visual Clutter 14 28.6%

Attaining International Standards 27 55.1%

Helps or Simplifies consumer buying process 40 81.6%

More creative than International features 1 2.0%

Total 50

Graphical presentation – 6.77 (a) – Value added by Visual Merchandising -

Outlooks towards attaining international standards by Visual Merchandising

in India and especially in Mumbai.

54%

46%

Visual merchandisers view

Attaining internationalstandardsis the currentvisual merchandisingscenario in Mumbai

Attaining internationalstandards is the currentvisual merchandisingscenario in Mumbai

346

Graphical presentation– 6.77(B) Value added by Visual Merchandising -Outlook towards

current Visual Merchandising scenario in Mumbai

27(54%) visual merchandisers think that our Indian features of visual merchandising are

attaining international standards and 1(2%) even think that we are more creative than

international features. But at the same time 14(28%) think that we are creating visual clutter,

the reason why visual merchandisers think a little differently from the retailers here is that

most of the visual merchandisers must have come across the work which may be creating

visual clutter and many a times the visual merchandiser had to follow a principal format of its

head co. which may be located outside India where there is lot of space given to bring

creativity in the visual merchandising activities and when the same principles are applied

here in India it leads to visual clutter. With a response of 55% it is observed that Indian

retailers are trying to attain International standards.

To make the above observation crystal clear a yes and no type of question was asked the

response is as follows;

Table -6.105-Value added by standard achieved by VM in Mumbai – Retailer

and Dealers response

Visual Merchandising in Mumbai is touching the international standards.

Retailers response- Q.26 Dealers response-Q.27

Frequency Percent Frequency Percent

Valid Yes 17 68.0 20 80.0

No 8 32.0 5 20.0

Total 25 100.0 25 100.0

Attracting young generation

Creating stress free ambience

Creating Visual Clutter

Attaining International Standards

Helps or simplifies consumers

buying process

More creative than international

features

0 10 20 30 40 50

Visual Merchandisers view


347

Graphical presentation –6.78 – Value added by Visual Merchandising -Outlook towards

Indian retailers trying to achieve international standards in Mumbai – Retailers and

Dealers response.

The response in both these question was similar same 17(68%) retail respondent and 20

(80%) dealer respondents agreed that Mumbai retailers are touching international standards in

visual merchandising.

To clarify this further a question asked to visual merchandiser was – What must be the

objective while creating visual merchandising strategy and the response towards giving

international look and feel to customer is as follows

Table - 6.106 - Value added by Visual Merchandising - Standard achieved by

Visual Merchandising in Mumbai – Visual Merchandisers response

Q9.What must be the objective while creating Visual Merchandising strategy? Cases Col Response

%

Attracting More Customers 35 70.0%

Attracting young generations 28 56.0%

Simplifying Customers buying process 39 78.0%

Creating stress relieving ambience 39 78.0%

Increasing sales per Square foot 38 76.0%

Increasing footfalls 40 80.0%

Making product accessible to customers 28 56.0%

Giving an International look and feel to customer 28 56.0%

Total 50

02468

101214161820

Yes, visual

merchandising in

Mumbai is touching the

international standards

No, Visual

merchandising in

Mumbai is not touching

the international

standards.

Retailers response

Dealers response

348

Graphical presentation- 6.79 – Value added by Visual Merchandising -Objectives to be

achieved while creating Visual Merchandising strategy

As we can see from the responses that increasing foot falls and relieving the stress of the

customer and simplifying the buying process are the objectives which most of the visual

merchandisers wants to achieve but along with this today to give the customer a feel of a

global customer 28(56%) visual merchandisers felt that along with the other objectives of

VM, giving an international look and feel to customer is also important. This objective

practically makes the customer feel similarly when he walks in a specific brand of retail store

whether then the store is in India or any other country of the world. The customer has the

same feeling, loyalty and liking towards the store. This also calls in for standardization along

with localization,

Attracting more customers

Attracting young genrations

Simplifying Customers

buying process

Creating stress relieving

ambience

Increasing sales per square

foot.

Increasing footfalls

Making products accesible to

customers

Giving an international look

and feel to customers

0 10 20 30 40 50


visual merchandisers view

349

Table - 6.107 - Value added by Visual Merchandising -Standard achieved by

Visual Merchandising in Mumbai – Retailers and Dealers response

Descriptive Statistics (Rank analysis)

Key findings: -

68% retailers, 84% dealers and 54% visual merchandisers agree that retailers are

making every effort to match their standards with the international features. 68% retail

respondent and 80% dealer respondents agreed that Mumbai retailers are touching

international standards in visual merchandising. 56% visual merchandisers felt that

along with the other objectives of visual merchandising giving an international look and

feel to customer is also important. The retailers has given an average rank of 5.44 and

the dealers had given an average rank of 5.48 to the objective of visual merchandising

which makes an effort of giving an international look and feel to customer.

Conclusion:

Indian retailers are trying to reach international standards; Visual

merchandising is bringing in standardization along with localization.

What must be the objective of a good visual merchandising strategy? (Rank them) Retailers response Dealers response

N Mean Std.

Deviation N Mean Std.

Deviation

Simplifying Customers buying process 25 2.40 1.633 25 2.88 2.048

Attracting More Customers 25 3.20 1.936 25 3.24 2.127

Creating stress relieving ambience 25 3.92 2.235 25 4.56 1.828

Increasing footfalls 25 4.36 1.729 25 3.28 1.646

Making product accessible to customers

25 4.52 2.124 25 5.12 1.509

Increasing sales per Square foot 25 4.92 1.847 25 4.44 2.043

Giving an International look and feel to customer

25 5.44 2.256 25 5.48 2.293

Attracting young generations 25 6.52 2.143 25 6.52 2.293

350

7. It is observed that Visual Merchandising provides a stress free

ambience to the customer

Table - 6.108- Value added by Visual Merchandising - Provides stress free

Ambience – Retailers, Dealers and Visual Merchandisers response

Q.4.What as per you is the most

important element of current visual

merchandising scenario in India and

especially in Mumbai?

Retailers response-

Q.4

Dealers response-Q.4

Q6.What do you think about

Current Visual Merchandizing

scenario in India/Mumbai-

Visual merchandisers response

Cases

Col

Response

% Cases

Col

Response % Cases

Col Response

%

Attracting Young Generation 15 60.0% 11 44.0% 27 54.0%

Creating right and stress free

ambience 18 72.0% 17 68.0% 39 78.0%

Creating Visual Clutter 0 0 0 0 14 28.0%

Attaining International Standards 17 68.0% 21 84.0% 27 54.0%

Helps or Simplifies consumer buying

process 22 88.0% 18 72.0% 40 80.0%

More creative than International

features 0 0 4 16.0% 1 2.0%

Total 25 25 50

Graphical presentation – 6.80 - Value added by Visual Merchandising - Provides stress

free Ambience – Retailers, Dealers and Visual Merchandisers response

72% retailers, 68% dealers and 78% visual merchandisers agree that the current visual

merchandising strategy in Mumbai is basically to create right and stress free ambience. Retail

must be a place of excitement for consumers. It should be a place of experiencing life little

0

5

10

15

20

25

30

35

40

Creating right and stress-free

ambience is the most important

element of current visual

merchandising in Mumbai

Creating right and stress-free

ambience is not an most important

element of current visual

merchandising in Mumbai

18

7

17

8

39

11

Retailers view Dealers view Visual merchandisers view

351

pleasures, feeling great and important and leaving the day to day stress behind and enjoying

the shopping experience.

Table - 6.109- Value added by Visual Merchandising objective – To Provide

stress free Ambience – Visual Merchandisers response

Q9.What must be the objective while creating Visual Merchandising strategy? Cases Col Response

%









Total 50

Graphical presentation – 6.81- Value added by Visual Merchandising objective – To

Provide stress free Ambience – Visual Merchandisers response

78% visual merchandisers agree that along with other important objective creating a stress

relieving ambience should be an important agenda for the retailers and visual merchandisers.

Table – 6.110 -Value added by Visual Merchandising - provides stress free

ambience – Retailers and Dealers response

Visual Merchandising makes the customers feel happy and stress free and it also helps in increasing sales per square foot.

Retailers response-Q.28 Dealers response-Q.31


Valid Yes 18 72.0 24 96.0

No 7 28.0 1 4.0

Total 25 100.0 25 100.0

352

Graphical presentation – 6.82 - Value added by Visual Merchandising - provides stress free

ambience – Retailers and Dealers response

72% retailers and 96% dealers agree that when the customers are feeling happy and stress

free they tend to buy more.

Table - 6.111 - Value added by Visual Merchandising - Provides stress free

ambience – Retailers and Dealers response - Descriptive Statistics (Rank analysis)

The average ranking for creating a stress relieving ambience as an important objective of

visual merchandising is 3.92 as per retailers and 4.56 as per dealers out of 8 variables.

Key findings:

72% retailers, 68% dealers and 78% visual merchandisers agree that the current visual

merchandising strategy in Mumbai is basically to create right and stress free ambience.

78% visual merchandisers agree that along with other important objective creating a

stress relieving ambience should be an important agenda for the retailers and visual

merchandisers. 100% retailers and 96% dealers agree that when the customers are

feeling happy and are stress free they tend to buy more. The average ranking for

0

5

10

15

20

25

Yes, Visual

merchandising techniques

make the customer feel

happy and stress free

No, visual merchandising

techniques do not make

the customers feel happy

and stress free

Retailers view

Dealers view

What must be the objective of a good

visual merchandising strategy? (Rank

them) Retailers response Dealers response

N Mean

Std.

Deviation N Mean

Std.

Deviation





Making product accessible to customers 25 4.52 2.124 25 5.12 1.509


Giving an International look and feel to

customer 25 5.44 2.256 25 5.48 2.293


353

creating a stress relieving ambience as an important objective of visual merchandising is

3.92 as per retailers and 4.56 as per dealers out of 8 variables.

Conclusion:

Visual merchandising is an attempt to create simulation for consumers and

provides a stress free ambience.

8. It is observed that Most of the retailers and visual merchandisers and

dealers think that Visual Merchandising helps in buying process by

attracting the attention of customer towards the product of their

interest.

Table – 6.112 - Value added by impact of Visual Merchandising - Attracts

customer – Retailers, Dealers and Visual merchandiser’s response

Q.1. As a Retailer/dealer how

would you explain Visual

Merchandising as? Retailers response

Dealers response

Q3. To you what Visual

Merchandising is about?

Visual merchandisers response

Cases

Col Response

% Cases

Col Response

% Cases

Col Response

%

Displaying Merchandize 10 40.0% 14 56.0% 30 60.0%

Attracting Customer 18 72.0% 21 84.0% 37 74.0%

Planning & Displaying 12 48.0% 18 72.0% 33 66.0%

Creating Magic to Increase

Footfalls 19 76.0% 21 84.0% 35 70.0%

Total 25 25 50

Graphical presentation- 6.83 – Value added by impact of Visual

Merchandising - Attracts customer – Retailers, Dealers and Visual

merchandiser’s response

0

5

10

15

20

25

30

35

40

Visual merchandising is all

about attracting customers

Visual merchandising is not

about attracting customers

18

7

21

4

37

13

Retailers view Dealers view Visual merchandisers

354

18(72%) retailer, 21(84%) dealer and 37(74%) visual merchandiser respondent explains

visual merchandising as a tool for attracting customer. A retailer roughly has few seconds to

attract the attention of the passer by. The visual merchandisers use the tools of window

display, Beautiful exterior presentation attractive entrance etc.

Table - 6.113 -Value added by Impact of Visual Merchandising - Attracting

Young customers – Visual Merchandisers response

Q6.What do you think about Current Visual Merchandizing scenario in India/Mumbai Cases Col Response %

Attracting Young Generation 27 54.0%

Creating stress free ambience 39 78.0%

Creating Visual Clutter 14 28%

Attaining International Standards 27 54.0%

Helps or Simplifies consumer buying process 40 80.0%

More creative than International features 1 2.0%

Total 50

Graphical presentation – 6.84 - Value added by Impact of Visual Merchandising -

Attracting Young customers – Visual Merchandisers response

27(54%) visual merchandiser agree that the current visual merchandising scenario in Mumbai

is basically attracting and impressing the three generations specially the young. Today

retailers use all the strategies to attract the young generation by bringing in theme displays,

by changing window displays as per seasons and festivals, by highlighting merchandise with

bright colors, by using graphics and design to display the latest trend, by playing popular

music in the store etc.

54%

46%


The current visual


Mumbai is to attract young

generation

The current visual


Mumbai is not to attract young

generation

355

Table - 6.114 - Value added by Impact of Visual Merchandising – Aid to

attract customers – Retailers and Dealers response

Q.15. What is Visual Merchandising for you

as a retailer/dealer? Retailers response

Dealers response

Cases Col Response % Cases Col Response %

Additional Cost

6

24.0

5

20.0

Compulsion 6 24.0 5 20.0

Aid to Business 19 76.0% 20 80.0%

Aid to increase sales 19 76.0% 20 80.0%

Aid to attract customers 22 88.0% 23 92.0%

Total 25 25

Graphical presentation- 6.85 - Value added by Impact of Visual Merchandising – Aid to

attract customers – Retailers and Dealers response

22(88%) retailers and 23 (92%) dealers agree that visual merchandising is an aid to attract

customers. The job of the retailer starts right from the street outside the store of attracting the

customers , visual merchandising with the help of creative and interesting display which

conveys a story catch the eye of the passer buy and attract them towards the store. Visual

merchandising helps the retailer to achieve “pull him in “objective.

05

10152025

Visual merchandsing isan aid to attract

customers

Visual merchandsing isnot an aid to attract

customers

Retailers view 22 3

Dealers view 23 2

No

. of

resp

on

de

nts

Value added by -aid to attract customers

356

Graphical presentation – 6.86 – Value added by Impact of visual merchandising -

Attracting customers in cosmetics and perfumes retail –Retailers and Dealers response

Q.17.Cosmetics and Perfumes are the products which need good backup of

lighting and fixtures to attract the customers.

22(88%) retailers and 23(92%) dealers agree that good lighting and fixtures helps to attract

the customers towards the cosmetics and perfumes counter or store.

Table - 6.115 - Value added by Objective of Visual Merchandising - Attracting

customers – Visual Merchandisers response

Q9.What must be the objective while creating Visual Merchandising strategy? Cases Col Response %









Total 50

05

10152025

Cosmetics and perfumecategory needs goodbackup of lighting to

attract customers

Cosmetics and perfumecategory do not needsgood backup of lighting

to attract customers

Retailers view 22 3

Dealers view 23 2

No

. of

res[

on

de

nts

Value added by attracting customers

357

Graphical presentation – 6.87 - Value added by Objective of Visual Merchandising -

Attracting young customers – Visual Merchandisers response

35 (70%) visual merchandiser agree that the major objective of visual merchandising is to

attract more customers. 28(56%) visual merchandising agree that while attracting more

customers and fascinating all the generations attracting young generation is become an

important objective today of the retailers. As today’s young generation are the type of

customers who spend more and are high potential customers to many products in the market

especially the fashion products,

Table - 6.116 - Value added by Objective of Visual Merchandising - Attracting

customer – Retailers and Dealers response

Descriptive Statistics (Rank analysis)

What must be the objective of a good

visual merchandising strategy? (Rank

them) Retailers response Dealers response

N Mean

Std.

Deviation N Mean

Std.

Deviation





Making product accessible to customers 25 4.52 2.124 25 5.12 1.509


Giving an International look and feel to

customer 25 5.44 2.256 25 5.48 2.293


35

28

15

22

Attracting more customers Attacting young generation

Value added by attracting customers as objective of visual

merchandising

Yes No

358

Key findings:

18(72%) retailer, 21(84%) dealer and 37(74%) visual merchandiser respondent explains

visual merchandising as a tool for attracting customer. 27(54%) visual merchandiser

agree that the current visual merchandising scenario in Mumbai is basically attracting

and impressing the three generations specially the young. 22(88%) retailers and 23

(92%) dealers agree that visual merchandising is an aid to attract customers. 22(88%)

retailers and 23(92%) dealers agree that good lighting and fixtures helps to attract the

customers towards the cosmetics and perfumes counter or store. 35 (70%) visual

merchandiser agree that the major objective of visual merchandising is to attract more

customers. The retailers have given an average rank of 3.20 that is almost a 3rd

rank

and the dealers have also given an average rank of 3.24 that is almost a 3rd

rank to the

objective of visual merchandising of attracting customers.

Conclusion:

Visual merchandising creates a welcoming environment which grabs the

customer’s attention and makes a positive impression on the customers in

few seconds.

359

9. It is observed that most of the retailers, dealers and visual

merchandisers think that Visual merchandising has excellent future.

The open ended question asked to retailers, dealers and visual merchandiser was:

Q. What do you think is the future of visual merchandising in India?

Some responses:

As per Dhruti Trivedi, Sr. visual merchandiser , Hypercity retail India “The

concept of visual merchandising is in a state of infancy in India but its future outlook

is excellent, with increase in the number of shopping malls and retail outlet the

demand of VM is certainly going to take a big leap”

As per Sheetal Kapoor, Manager VM, Lifestyle Int.Pvt.Ltd. “The future is very

bright as we are getting serious about it and retailers are understanding importance of

VM”

As per Daniel Juric,VM-Design manager,Liganova India Brand Retailer Pvt.

Ltd. “The future of Visual Merchandising in India will be very much influenced by

the standards of the international brands but supplemented with the flavour of the

Indian perspective. So it will be a mix of themes from Indian point of view (in regards

to themes for Diwali, Wedding, etc.) and a high end quality of window display

setups.”

As per Vishuraj –Sr.Executive VM-Future group “It’s quite bright and developing

more and more every year with the international brand coming in the market.

Competition is increasing and so are the standards of VM.”

As per Gopal Asthana, Business Head , Shopper stop ltd.”VM requires thrust in

creative minds getting into this field. Retailers need to allow Visual Merchandisers to

use their creative strengths to create best ambience in their stores that help them to get

better footfalls”.

As per Abhishek Mitra –Head key account-Fruit of the loom India Pvt.

Ltd.”Visual Merchandising in India needs to marry the merchandise presentation with

the target audience and the theme of the display. It needs to create a distinct image of

the store as well as ensure that the conversions (No, of customers who buy as a

percentage of footfalls) go up. It also needs to create moments of magic for the

customer’s through subtle elements distinctly different from International replicas

which are nowadays copied as it is.”

As per Tinu Golsalves ,Sr. Manager,Gitangali Lifestyle, “With more of

international brands coming into the country the VM aspect is being taken up to a

different level there is much more excitement and buzz.”.

As per Ajay Nihalani, President, Gitangali Lifestyle “Very bright. VM will help in

selling more products with lesser density. VM also helps in converting ‘Window

Shopping’ into actual sales”

As per Anurag Gawde, Category manager, Pantaloon retail India Ltd. “Future for

Visual Merchandising in India is fast emerging as a professional, lucrative and much

sought after business and profession”.

360

As per Shaheen shaik, Sales and marketing Manager,Baccarose (Intercraft)

“Visual Merchandising spend has indeed doubled in recent years. Indian consumers

now demands state of the art service, global standard of the products and international

level of shopping experience. The retailers are on the improving mode. I can perceive

a very bright future for visual merchandising in India and is fast emerging as a

professional business”.

Conclusion:

Most of the retailers, dealers and visual merchandisers think that Visual

merchandising has excellent future with a lot of new exploration in the

market with creativity, displays, presentation. Visual merchandising in the

future will surely be a strong platform for customers and retailers and

enhance the buying process. It is an immensely growing professional field

10. It is observe Visual merchandisers are socially and ethically

responsible.

The open ended question asked to retailers and visual merchandiser was:

Q. What according to you is the social and ethical responsibility of a visual merchandiser

towards the consumers, customers, shoppers and general public?

Summary of response: Most of the visual merchandisers and retailers think that visual

merchandiser is socially and ethically responsible towards customers, shoppers and general

public. According to them a visual merchandiser is highly concern about the responsibility

which he shoulders while creating a display. Whatever displays a Visual merchandiser or a

retailer plans for they make sure that the customers are feeling happy and satisfied about it

and at the same time it is socially and ethically accepted by the society. A retailer and a

dealer also make sure that the display or any technique of visual merchandising do not hurt

any religious sentiments or is not biased with any section of the society. Retailers and visual

merchandisers always make an attempt to bring out positive ideas which are socially

accepted. Visual merchandisers and retailers need to take care of every minute detail which

might affect the young generation or the kids in a negative manner. They need to avoid

nudity and violence in their displays for e.g. Simple thing like while dressing up a female

mannequin which is so similar to a human body the display designer needs to make sure that

before wearing the garments on it an inner wear is put up on it just as similar to how a Indian

women dress up decently

Apart from the social front most of the visual merchandisers, dealers and retailer also agree

that the displays should be made out of eco-friendly materials and there needs to be

reusability of the visual merchandising displays.

361

Most of the retailers, dealers and visual merchandisers agree that the visual displays and the

information signages should be ethical by giving the right information and not misleading the

shoppers.

Most of the visual merchandisers and retailers believe that there needs to be eco-

consciousness in the materials they use for displays plus the display material should protect

the consumers from health adversities and save the consumers from pungent odor and reduce

health risk such as headaches, nausea, respiratory disorders, burning sensation in the eyes,

nose and throat etc. by avoiding chemicals in their paints while using different colors paints

in the store. Also most companies are deciphering ways to make graphic prints safe and

environmental friendly for instance using the Bio-Vu ink (solvent ink made completely from

renewable sources where the solvent is derived from corn. The retailers and visual

merchandisers are trying to use materials which are also cost effective and yet ‘green’ in

nature.

Most of the retailers, dealers and visual merchandisers agree that they all need to join the

green movement.

Conclusion:

Visual merchandising as a profession is trying to display with a sense of

social responsibility by not putting a bad impact in the minds of young

generation, not hurting any ones religious and national sentiments, not

violating the cultural norms and trying to be more and more eco-friendly.

11. It is observed that Most of the retailers, dealers and visual

merchandisers think that Visual merchandiser is cost effective.

The open ended question asked to retailers was:

How far do you think that visual merchandising is cost -effective?

Summary of the response: Most of the retailers agree that the expenditure incurred on visual

merchandising activities is cost-effective. As most of the visual merchandising activities and

techniques lead to good sales per square foot. Generally most the retailers do not keep a

budget more than 5% of sales for visual merchandising as rightly said by Mr. Anthony R. –

Inter-craft that a visual merchandising budget should be fair enough just like salt in our food

or sugar in tea. And the results of visual merchandising are increased footfalls; customer

loyalty, increased sales per square foot etc. and so most of them believe that visual

merchandising is cost-effective.

Conclusion:

Visual merchandising is all about selling and so it is cost effective.

362

12. It is observed that most of the retailers, dealers and visual

merchandisers think that there are some common flaws and

problems of visual merchandising which the Indian retailers and

visual merchandisers needs to overcome.

Table – 6.117 – Common flaws in Visual Merchandising Strategies in India -

Retailers, Dealers and Visual merchandiser’s response

Graphical presentation – 6.88- Common flaws seen in Visual Merchandising of some

Indian Retail Outlets -Retailers, Dealers and Visual merchandiser’s response

Observations - (A)

Most of the retailers, dealers and visual merchandisers agree that the fixtures used by

the Indian retail outlets are not properly planned and so there is a need of bringing and

using advanced fixtures by the Indian retailers. As fixtures are useful for a logical and

planned display at the same time it helps in more convenient shopping for the

customers.

0 5 10 15 20 25 30

Complicated presentations

Excessive use of props

Cramped up windpws

Use of too loud colors

Unplanned fixtures

Unscientific lighting


Dealers view

Retailers view

Q.5. What are the common flaws you

see in visual merchandising in the

Indian retail outlet? Retailers response-Q.5

Dealers response –Q.5

Visual merchandisers

response-Q.7

Cases

Col

Response % Cases

Col

Response % Cases

Col Response

%

Complicated presentations 11 44.0% 7 28.0% 16 32.0%

Excessive use of props 10 40.0% 15 60.0% 18 36.0%

Cramped up windows 5 20.0% 7 28.0% 12 24.05

Use of too loud colors 2 8.0% 6 24.0% 6 12.0%

Unplanned fixtures 15 60.0% 14 56.0% 26 52.0%

Unscientific lighting 6 24.0% 9 36.0% 23 46.0%

Total 25 25 50

363

Most of the dealers agree that the use of props is not very scientifically and logical

done and so there needs to be a deep thinking in the use of props as an aid of selling

plus there needs to be creativity in their use.

Most of the visual merchandisers agree that the retail outlets use very unscientific

lighting and there they need to be thoughtful related to the types of lights they

approve for their store.

Most of the retailers agree that there needs to be improvement in the quality and

creativity of window display as they need to avoid confusion and complications in the

window displays.

Table –6.118 –Challenges and pressures of Visual Merchandisers while

completing projects -Visual merchandiser’s response

Q11.What is the challenges & pressures Visual Merchandising face in planning and

Delivering projects? Cases Col Response %

Small Budget 36 72.0%

Less space 25 50.0%

Less time 28 56.0%

Competitors strategy 10 20.0%

Competing International features 15 30.0%

Dealing with private labels 5 10.0%

Malls rules, limitations & procedure 15 30.0%

Social ethics 2 4.0%

Political Constrains 2 4.0%

Increasing pressure to lower cost per Sq.ft. 20 40.0%

Total 50

Graphical presentation- 6.89 – Challenges and pressures of Visual Merchandisers while

completing projects -Visual merchandiser’s response

36

25

28

10

15

5

15

2

2

20

Small budget

Less space

Less time

Competitors strategy

Competing the international…

Dealing with private labels

Malls rules, limitations and…

Social ethics

Political constrains

Increasing pressure to lower…

0 5 10 15 20 25 30 35 40



364

Observations: (B)

Most of the visual merchandisers face the problem of small budget to execute their

projects and bring in their creativity.

Most of the visual merchandisers face the problem of less space and less time to

execute their projects to get the fullest benefit of their plans.

Most of the visual merchandisers agree that there is no problems related to the

political constrains, malls rules and regulation while dealing in implementation of

their projects.

Table -6.119 –Effect of Recession on the Visual Merchandising Projects -

Visual Merchandiser’s response

Q12.What has been the effect of the recession in past on V.M. projects? Cases Col Response %

Small Budget 34 68.0%

Decrease in sales 9 18.0%

Increase in Cost 8 16.0%

High Discount and schemes cost 14 28.0%

Less importance to Retail Design 14 28.0%

Early Markdowns 8 16.0%

Total 50

Graphical presentation – 6.90- Effect of Recession on the Visual Merchandising Projects -

Visual Merchandiser’s response

34

9

8

14

14

8

small budget

Decrease in sales

Increase in cost

High discount and schemes

cost

Less importance to retail

design

Early markdowns

0 10 20 30 40



365

Observations (C)

Most of the visual merchandisers had faced a problem of small budget during the

recessionary period to implement their ideas.

Table 6.120 – Changes needed in Cosmetics and Perfumes Visual

Merchandising Projects in India - Visual merchandiser’s response

Q20.What changes would you like to see in way projects for cosmetics & perfumes

category are rolled out in India? Cases

Col Response

%

. Better window display 18 36.0%

Use of advance fixtures 33 66.0%

Better counters 18 36.0%

Use of larger than life windows 10 20.0%

More trail counter & demonstration 21 42.0%

Use of better lighting 26 52.0%

Total 50

Graphical presentation- 6.91- Changes required in for the visual merchandising project of

cosmetics and perfumes retail in India especially in Mumbai –Visual Merchandisers

Response

18

33

18

10

21

26

0 5 10 15 20 25 30 35

Better window display

Use of advance fixtures

Better counters

Use of larger than life windows

More trail counters and

demonstration

Use of better lighting



366

Table – 6.121– Changes required in for the visual merchandising project of

cosmetics and perfumes retail in India especially in Mumbai - Retailers and

dealers response

Descriptive Statistics

What changes you would like to see

in way projects for cosmetics and

perfumes category are rolled out in

India/ Rank them Retailers response

Dealers response

N Mean

Std.

Deviation N Mean

Std.

Deviation

Use of better lighting 25 2.68 1.600 25 3.64 1.630

Use of advance fixtures 25 2.76 1.715 25 2.56 1.417

More trail counter & demonstration 25 3.12 1.563 25 2.68 1.651

Better Window Display 25 3.48 1.418 25 4.40 1.555

Better counters 25 3.68 1.464 25 3.36 1.440

Use of larger than life windows 25 5.28 1.173 25 4.36 1.753

Table –6.122 –Need of Creative Fixtures for Cosmetics and Perfumes Retail

in Mumbai -Retailers and Dealers response

Q.18.There is a need of bringing in creativity in the fixtures used for Cosmetics and Perfume in Mumbai

retail outlets.

Retailers response Dealers response


Valid Yes 24 96.0 22 88.0

No 1 4.0 3 12.0

Total 25 100.0 25 100.0

Graphical presentation- 6.92- Need of Creative Fixtures for Cosmetics and Perfumes

Retail in Mumbai -Retailers and Dealers response

05

10152025

Cosmetics and perfume

retail in Mumbai needs to

bring creativity in the

fixtures used

Cosmetics and perfume

retail in Mumbai does not

nees to bring creativity in

the fixtures used

24

1

22

3

retailers view Dealers view

367

Observation and suggestions for cosmetics and perfumes category related to

response of table D, E and F.

Most of the visual merchandiser, retailers and dealers agree that and think that there is

a need of bringing in creativity in the fixtures used for cosmetics and perfumes in

Mumbai retail outlets.

Most of the visual merchandisers agree that there is a need for better trial counters and

demonstrations for the cosmetics and perfumes category.

Most of the visual merchandisers agree that there needs to be an improvement and

advancement in the type of lighting been used for the cosmetics and perfumes stores

and counters

The retailers and dealers had ranked the urgency of the need for changes for the

cosmetics and perfumes category in which the retailers had given priority to use of

better lighting as the most important required change and the dealers had given first

priority to use of advance fixtures which is the next priority of retailers .Both agree

that the need of trial and demonstration counters and better counters is the next most

important priority.

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Documents

Table 6.102 -Value added by importance of Visual Merchandising …shodhganga.inflibnet.ac.in/bitstream/10603/18574/12/12... · 2018-07-09 · 344 Graphical presentations - 6.76 (B)