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
Indus Business Academy
For Academic Purpose Only 6 Presented by: Pargat Singh Sidhu
• 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
Indus Business Academy
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
Indus Business Academy
For Academic Purpose Only 9 Presented by: Pargat Singh Sidhu
• 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
Indus Business Academy
For Academic Purpose Only 11 Presented by: Pargat Singh Sidhu
• 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
Indus Business Academy
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
Indus Business Academy
For Academic Purpose Only 15 Presented by: Pargat Singh Sidhu
Thank You