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SUBMITTED BY”
ANAGHA, AVNI , FWAISALEE,NEHA, SHIVANI , TRACY
INFLUENCE OF STORE ENVIRONMENT ANALYSIS
KEY COMPONENTS
TARGET GROUP: Teenage girls (age 13-19)
Influence of store environment on them
Expectations from store visual merchandising
Price expectations
Economic classification
Focus interviewLocation: Max, Kharghar
Time: 7.30 p. m.
Students
Residents of Kharghar
Interviewer: Fwaisalee
Video by: Anagha
Result
INFLUENCE OF FRIENDS
They shop under influence of friends. Their buying behavior depends on factors like, from which store their friends buy.
As they are dependent on their parents they don’t think so much about price while buying. For e.g. Person who is earning may be price conscious sometimes.
LIGHTS AND ASSORTMENTS
LightsMany of teenagers think lighting
condition matters.It is lighting which makes you like
any merchandise.AssortmentThough economy brands display
maximum merchandise in store, 90% teenagers do not find it difficult to find what they want.
Assortment planning of these store is systematic and not cluttered.
STORE LAYOUTReliance Trends
Max
Big Bazaar
RESULT
Their choice for the store environment was vibrant, well spaced, clean, availability of more options at reasonable prices and an overall friendly environment
The time was from 2pm to 5 pm and the duration was 2 hours on an average.
The colours which influenced them were bright colours like Red, Black while some said it depended on their mood.
Conclusion
Only VM does not matter. Store environment, cleanliness, music,
merchandise plays an important role.60% of them said that they would enter the store on
the basis of the design and decor.
Quality is important in making purchase
Fragrance, lighting, music are important for a person to enjoy
the store environment
Maximum teenagers love shopping in a store rather than online
Can shop at anytime though the store is crowded.