CHAPTER – I

Introduction to the study

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 INTRODUCTION
Retailing:

Retail is the process of selling consumer goods and/or services to customers

through multiple channels of distribution to earn a profit. Demand is created through
diverse target markets and promotional tactics, satisfying consumer’s wants and needs
through a lean supply chain. In the 2000s, an increasing amount of retailing is done
online using electronic payment and delivery via a courier or postal mail. Retailing
includes subordinated services, such as delivery. The term "retailer" is also applied
where a service provider services the needs of a large number of individuals, such as
for the public.

To run a successful Retail store there are many elements that are necessary in
retail process like store operations, visual merchandising, sales and promotions, pricing
strategy, store location, customer satisfying etc., Out of all these VISUAL
MERCHANDISING is the key role to maintain a store and the mechanism of store
operations have drastically raised and changed according to present era and have
discussed below as per Max fashion store.

Visual Merchandising:

Visual Merchandising is the art of techniques that displaying the fashion,

apparel and other products with innovative or creative designs or ideas to increase the
retail store’s customers and also to maximize the sales. Visual merchandising and
attractive window display creates enduring relation with the consumer. Visual display
is playing one of the vital roles for small boutiques or fashion retail business. To playing
these roles, visual merchandisers apply different techniques, tips and ideas to attract
window shoppers. Visual merchandiser established a relationship between the
merchandise and the customer. If the merchandiser is experienced enough, then all the
visual merchandising benefits are worked successfully.

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 Need and Scope Of the study

Need of visual merchandising: When used in the context of retail merchandising,

visual merchandising is the activity of presenting products in a manner that encourages
sales. Any apparel store owners can toss up a rolling rack filled with garments, but it
takes a keen eye for design to display such garments in a way that boosts sales. Of
course, this is just the tip of the iceberg when it comes to the importance of visual
merchandising in retail stores.

➢ Makes products easier to locate:

It's downright frustrating when you visit a store with the goal of purchasing a
particular product, only to spend 10-15 minutes walking around in search of the
product. Well, visual merchandising helps shoppers locate product more easily. When
a product is properly displayed, it will catch shoppers' attention, guiding them towards
it. For instance, displaying a new bathing suit on a mannequin will obviously help
shoppers find it, as the mannequin will catch their attention more so than a rolling rack.

➢ Move product faster:

Need to clear some of your store's current inventory for a new line of products?
With the help of visual merchandising, you can move products faster. If you have a
surplus of a particular shirt in stock and need it gone, try displaying it on a couple of
mannequins near the front of your store. You can further encourage shoppers to buy the
product with prominent "FOR SALE" signs next to the mannequins.

➢ Promotes a positive shopping experience:

Let's face it, visual merchandising makes stores more enjoyable for shoppers. By
displaying and promoting your products in a manner that encourages higher sales, you
will subsequently create a more enjoyable shopping experience. Shoppers will
appreciate the attention to detail that goes into your window displays and other visual
merchandising material, because it's the small things such as this that will make your
store stand out from the rest.

➢ Helps to explain new product:

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 Planning to add a new type of product to your store but afraid that customers
won't understand how it works? Conventional wisdom should lead you to believe
that not many people will buy a product if they don't understand how it works. Sure,
some may purchase it simply out of curiosity, but the majority will choose to pass.
Through visual merchandising, however, you can help explain new products to
shoppers.

Scope of Visual Merchandising

Visual merchandising, until recently called simply merchandising, is the

activity of promoting the sale of goods, especially by their presentation in retail outlets
(New oxford dictionary of English, 1999, oxford university press). 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.

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. It is
more like an art in the sense that there are implicit rules but that these also exist to be
broken for striking effects.

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. “If it does not sell, it is not visual merchandising.” Especially in today’s
challenging economy, people may avoid designers/ visual merchandisers because they
fear unmanageable costs. But in reality, visual merchandisers can help economies by
avoiding costly mistakes. With guidance of a professional, retailer can eliminate errors,
saving time and money. It is important to understand that the visual merchandiser is
there, not to impose ideas, but to help clients articulate their own personal style.

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 Visual merchandising is the art of implementing effective design ideas to
increase store traffic and sales volume. VM is an art and science of displaying
merchandise to enable maximum sale. VM 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. VM uses season based displays to introduce new
arrivals to customers, and thus increase conversions through a planned and systematic
approach by displaying stocks available.

Objectives of the Study

All the following objectives are helping the fashion retailers to improve their own
retail, fashion house or boutiques sales and popularity. Visual merchandising helps to
promote fashion merchandise.

➢ Visual merchandising is a desire to attract customers.

➢ To display and express detail about new products.
➢ It helps to create eye-catching product displays and store layouts for retail shop.
➢ To attract customers about product in an effective and creative way and
encourage them to buy.
➢ Developing an innovative medium to present product in 3D environment, there
make able long lasting impact and recall value.
➢ It helps to promote overall retail store image in consumers mind.
➢ Make merchandise easily to locate in the retail shop
➢ It helps to show merchandise assortment easily.
➢ To express store decoration exterior and interior presentations are used.
➢ To get an exclusive position for company or fashion brand.
➢ Build a relationship between fashion, product design and marketing by keeping
the product in leading focus.
➢ It is the combination of creativity, technical knowledge and operational aspects
of merchandise and the business.

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 CHAPTER-II

Industry and Company Profile

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 PROFILE OF THE ORGANISATION

Landmark Group:

Landmark Group is a multinational conglomerate based in Dubai, UAE headed

by Micky Jagtiani who is the Founder & Chairman of the company. With over US$6 billion
revenue, it is a retail and hospitality conglomerate in the Middle East, Africa, and the Indian
sub-continent. Currently based out of Dubai, the company was established in 1973, with its
first store in Bahrain. The group’s current employee base stands at 55,000 employees
operating over 2,400 outlets, with a retail presence of over 30 million sq. ft. across 21
countries.

Business and Brands:

Baby shop, Splash, Max, Lifestyle, Iconic and Centrepoint (a single store
format housing Babyshop, Splash, Shoemart and Lifestyle) and International
Apparel
Fashion Franchises (Lipsy, Koton, New Look, Reiss & Yours London),
Easybuy (Fashion)

Footwear Shoemart, Shoexpress, Shoemart International Footwear

Furniture,Home Home Centre &Home Box

Citymax, Oasis Malls, Foodmark, Spaces, Fitness First, Fun City, Fun
Hospitality
Works

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 Healthcare iCare Clinics, Balance Wellness Club

Others retail E-max (Consumer Electronics), Sports One (Fitness Gear), Candelite .

Corporate Social Responsibility:

A company that is founded on sound ethical principles, the Landmark Group

also seeks opportunities to contribute to the communities where it operates. Its
commitment to Corporate Social Responsibility (CSR) is not merely about charity, but
also about playing a more responsible part in the society, be it within the organisation
or towards its stakeholders (customers, partners and employees), the environment,
society.
In 2009, the Landmark Group adopted diabetes awareness as part of its long
term CSR initiative. Launched in the UAE, the Beat Diabetes’ programme aims to
increase awareness amongst people regarding the condition.

In India, the Group’s Chairman, Micky Jagtiani initiated the LIFE Trust
programme (Landmark International Foundation for Empowerment) in 2000. LIFE
focuses on rehabilitating the less fortunate through various programmes.

For more information: Visit our website www.landmarkgroup.com

Max Fashion:

Max Fashion is a fashion brand under the banner of the Dubai based Landmark
Group. The brand was first launched in May, 2004, in the UAE. Max Fashion has a
combination of physical stores and an e-commerce portal. Headquartered in Dubai, it

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has 500+ stores across 19 countries, the latest of which were launched in Delhi (India)
in Oct, 2018. The first Max Fashion store launched in India was at Indore in 2006.

Type Subsidiary
Industry Retail
Founded 2004
Headquarters Dubai, United Arab Emirates
Area Served Worldwide
Key People Kabir Lumba (CEO Max &Director
Landmark Group)
Vasanth Kumar (Executive Director)
Shital Mehta (CEO, India)
Number of Employees 6000
Parent Landmark Group
Website www.maxfashion.com

The brand has a number of physical stores across the world, sized typically
around 10,000 sq. ft. to 20,000 sq. ft. that sell the company’s own label for clothing,
footwear, accessories, cosmetics, and home products.

Max Fashion.com:

Max started E-commerce & Omni-channel in Middle East & India in the year
2016 to make online shopping simple and customer-friendly through its new website –
MaxFashion.com, along with apps for IOS and Android devices. With a higher
percentage of customers preferring to shop online nowadays, Max intends to improve
its online and mobile presence by launching various Omni-channel features in FY 17-
18.

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India Presence :

Max, a division of Lifestyle India Pvt. Ltd., opened its 1st store in Indore in the
year 2006. In India, Max has more than 200 stores across 80 cities. Max is a mono
brand with its own label merchandise that is created by in-house designers for every
season, and is currently growing at a 35% CAGR year on year.

Max caters to family as its primary TG and Youth as its secondary TG. With Youth
contribution to business growing by 68% every year, the brand engages with this target
audience throughout the year. Max launched three IPR’s in the space of modelling,
design & acting, facilitating aspirations and democratizing fashion for the youth.

• Max Elite Model Look

• Max Design Awards
• Max Emerging Star

• 2016 was the third year of Elite Model Look India and Max association. This
year, the property was conducted at a grand scale in India across 7 cities with
more than 10,000 participants along with the grand world finale taking place in
Milan, with India winners competing with 30 other countries.
• 2014 – Max Fashion partnered with Elite Model Management to sponsor 'Elite
Model Look India 2014', the winners of which went on to represent India at the
Elite Model finale in China. Former Femina Miss India Supranational Vijaya
Sharma and Rinku Malik, both from New Delhi, were declared as winners of
the event.
• 2015 – The winners of Elite Model Look India 2015, Dipti Sharma and Pranav
Patidar, went to represent India in the World Finale held in Milan, Italy.
• 2016 – The winners of the Elite Model Look India 2016, Ajay Singh and
Priyanka BV, represented India in the World Finale held in Lisbon, Portugal

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 CHAPTER -III

Theoretical Framework of the Study

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 VISUAL MERCHANDISING MANAGEMENT

Visual Merchandising:
Visual merchandising is the practice in the retail industry of developing floor
plans and three-dimensional displays in order to maximize sales. Both goods and
services can be displayed to highlight their features and benefits. The purpose of such
visual merchandising is to attract, engage, and motivate the customer towards making
a purchase. Visual merchandising commonly occurs in retail spaces such as stores.

History:

When the giant nineteenth century dry goods establishments like Marshall Field
& Co. shifted their business from wholesale to retail, the visual display of goods
became necessary to attract the general consumers. The store windows were often used
to attractively display the store's merchandise. Over time, the design aesthetic used in
window displays moved indoors and became part of the overall interior store design,
eventually reducing the use of display windows in many suburban malls.

In the twentieth century, well-known artists such as Salvador Dali and Andy
Warhol created window displays.

In the beginning of twenty-first century, visual merchandising is forming as a

science. Nowadays, visual merchandising became one of the major tool of business
promotion which is widely used to attract customers and increase sales.

Windows Wear is a community and database of visual merchandising from

around the world.

Research Methodology:

Techniques: Visual merchandising supports retail sales by creating

environments to further maximize growth, opportunity, educate customers, and easily
stretch brand image.

In order for retailers to gain an important competitive advantage in the

marketplace, visual merchandising is an important factor and an effective way of adding
value to their brand. Visual merchandising communicates with customers through

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elements that stimulate their senses such as lighting, music, aromas, and television
screens. The environment in which a consumer is in can influence the purchasing
decisions they make. Research shows that stores that do not communicate well with
their customers, such as the retail store having a poor layout can cause customers to
incur psychic costs, and may lead to customers being deterred from shopping again as
overall shopping pleasure has been reduced. The physical environment is a primary
objective in communicating with customers in retail. Thaler reports that consumers are
more willing to pay a higher price for a product if the product is purchased in a more
favourable environment. This makes customers become more accepting of the higher
price, rather than if it were to be sold in an old rundown store. Customers can form an
important bias of merchandise quality based on the retail store design environment, and
even factors such as employee's interpersonal skills and how they are treated.

Visual merchandising builds upon or augments the retail design of a store. It is one
of the final stages in setting out a store in a way customers find attractive and appealing.

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

color, 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 consists of mainly two techniques; interior and exterior

displays, also known as in-store design and window displays. The goal of these two
techniques is to attract attention of consumers, entice them into the store, to keep them
in the store as long as possible, and influence purchasing decisions.

➢ Interior displays:

In-store visual merchandising can be used to capture the attention of consumers

whilst they are in the store, an essential component in the buying decision-making
process. To capture the attention of the customer, the retailer must consider the
customer’s needs during this process. Factors that contribute to the overall in-store
design include the store layout, store design, point of purchases displays, item display,
assortment display, and signage .When applied successfully to a store, these factors can
meet the needs of the consumer and provide a positive in-store purchasing environment.

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 ➢ Store Layout:

The layout of a store is a significant factor for the maintenance of a thriving

business, which can help advance sales and profitability. An effective store layout
encourages consumers to shop the entire store and view an extensive assortment of
merchandise. The most common forms of store layouts include grid layout, racetrack
layout and free form layout. Choosing a store layout depends on the type of store and
the nature of the product sold. A grid layout is generally organized in a rectangular
shape, which allows customers to shop quickly and maximize shop floor space, ideal
for a supermarket or hardware store. A racetrack layout ensures that the consumer only
follows one path when browsing the store. This is beneficial in the sense that the
consumer will come into contact with every product on the shelf. However, this can
irritate customers. Customers may feel that they are being forced to follow a certain
path, and can be frustrating when trying to make a quick purchase. Free form layout is
a suitable layout for a store that encourages browsing. This type of layout is more
relaxed in its structure, which leaves the customer feeling less rushed. The entrance of
the store, otherwise known as the transition zone, is an important area in the store. The
term "transition zone" was first coined by retail anthropologist Paco Underhill. This is
an area where all shoppers pass on entry into store, and is significant as this zone is
where consumers can observe the stimuli and sense the general vibe of the store.

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Mannequins:

Mannequins are used by apparel retailers to display their products in-store and
in the window display. They are a tool used to show consumers what their products
look like on a person. The mannequins will commonly be styled to match trends as well
display the latest products available. A study found that retailers projected an ideal
image to consumers with the size and proportions of the mannequins. This is used to
further reinforce the characteristics of their target market. However, consumers found
the size of mannequins to be unrealistic but would give a favorable response to the
mannequins when they were headless. This was because the participants in the study
found the faces of the mannequins unrealistic and could not relate to them. Therefore,
it is important for retailers to understand the thoughts and opinions of consumers on
visual stimuli such as mannequins so they can create a more desirable shopping
environment for the consumers.

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 ➢ Point of Purchase Display:

Merchandise must be visible, easy to access, and there must be a range of

merchandise to choose from. Having visible merchandise is essential for retailers as
consumers not only "buy what they see" but are also able to tangibly engage with the
physical product. This creates an emotional connection, which can drive the customer
to purchase the product. The physical positioning of the product also increases
visibility. Products at eye level also get more attention. “Eye level is buy level”.
Considering these elements when merchandising gives the customer a sense of freedom
of choice. "Less is more" is a key principle in visual merchandising. Although having
a wide variety of stock and product options is important for consumers, it is also
important not to overwhelm the consumer. Having too many choices can be confusing
to consumers and that phenomena are referred to as the “tyranny of choice”. Arranging
stock in a manner not overcrowded, and limiting the amount of merchandise on the
shop floor, are important aspects of merchandising. Over-crowded stores can create a
sense of stress and anxiety, which does not encourage the consumer to shop the entire
store.

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➢ Atmospherics:

The atmospherics also have a large influence on the store environment.

Atmospherics should all coordinate with each other to create a consistent ambiance and
positively influence the consumer's shopping experience and buying decision-making
process.Visuals such as light and display are not always enough to enhance the overall
ambience of the store, and retain customer attention; therefore, other elements such as
music and scents can be used.

➢ Light:

Light can be used in many ways in retail stores, from highlighting an object or
area of a store to simply illuminate the entire store. Bright light can create a sense of
honesty, positivity, and can promote impulse purchasing. Lighting can also be used to
highlight the store layout and urge customers to flow through the store, exposing them
to more merchandise. The level of brightness in the store is a very important factor in
consumer behavior and the retail environment, as rooms that have dim lighting are less
arousing than more brightly lit spaces. Lighting can influence the customer's decision
making, behavior, and also the overall spatial environment as lighting and ambiance
are connected.

The lighting inside a retail store can be used strategically to highlight products on
display or to create a comfortable environment for consumers. It is an important
element used (alongside music, temperature, fragrance, and layout) in retail to create

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an atmosphere that matches with the brand's personality. The strategic use of light can
change the mood of a consumer and affect their subconscious mind during their
shopping experience within a retail store. A retail store with a soft ambiance and bright
lights highlighting certain products will drive the customer towards these products and
motivate them to make a purchase.

➢ Music:

The music played within a store can promote a brand's image, and can also aid
consumers into making purchase decisions. Music that suits the style of the store and
the target audience is an important factor to consider. Music with a slow tempo can
cause the consumer to relax. This leads to more contact with merchandise and increased
purchasing. Having music, which is popular within the target market, can also
encourage consumers to linger in the store longer.

➢ Scent:

Having a unique scent in a store can differentiate the brand from others. When
customers smell that scent outside of the store, this will trigger their senses and remind
them of that brand and its products. Scents can also trigger emotional responses for
example,

➢ Lavender, basil, cinnamon orange– relaxing, soothing, calming, and reduces

anxiety
➢ Peppermint, thyme, rosemary, grapefruit, eucalyptus – enterprising, stimulating,
increases arousal and productivity
➢ Ginger, chocolate, cardamom, liquorice – romance
➢ Vanilla – comforting and calming

➢ Exterior displays:

Exterior window displays can be used to sell product and entice customers into the
store. An eye-catching, innovative window display can promote the brand image. It can
be used to advertise. Windows can give consumers and by-passers understanding as to
what goods are sold in store. They are also an effective way of promoting fashion trends
and providing useful information to the target audience.

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 ➢ Window display

Visual merchandising is a multi-sensory tool used by retailers to catch the attention

of customers and attract them into a store to make a purchase. The first piece of visual
merchandising customers encounter with a brand is the window display. Window
displays are used as an initial attraction to bring customers into a store and are also used
as a marketing tool to communicate the brand's image to the consumers as well as to
distinguish itself from its competitors.

The importance of the window display is that it is a touch point consumers have
with the brand. By generating interest or curiosity with the window display, a brand can
leave an impression on the consumer and furthermore the consumer can figure out the
quality and character of the products the brand has to offer. An appealing window
display can create desire of products from that brand and therefore help with generating
sales.

➢ Colour

Colour is a powerful tool in exterior displays. It can aid creativity for exterior
window displays and can have a unique effect on the consumer. The use of color can
create atmosphere, grab the attention of by-passers, and attract them to the
store.Different colors can trigger different emotional responses. For example, blue can
trigger a calm response, green and brown can promote restfulness, warm colours such
as red, orange and yellow can initiate exciting, cheerful, friendly, vibrant, simulating
reactions, purple can give the impression of elegance and sophistication, while grey

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colours can give off a depressing, dull feel.Using colors that associate with a certain
product or brand representation is also a useful technique when planning window
displays. For example, using neutral colors such as green and brown when promoting
environmentally friendly products is favorable, as they give off an earthy, relaxing
effect; therefore, the consumer perceives those products as environmentally friendly.

Colour is a significant tool used in visual merchandising. It can be used to influence

the behaviour of consumers and evoke different reactions.Each color can make
consumers feel a different emotion, and therefore, retailers will use colors selectively
to help consumers make associations about their products on display.

➢ Graphics, photography and signage:

The use of graphics and photography in window displays is an effective way of

communicating information to the consumer. The most common form of
communication in window displays is through text and signage, especially when
advertising a sale or a special.This technique is commonly directed towards price driven
customers who are constantly on the lookout for bargains. Colorful, bold text and
graphics are used to grasp the attention of these consumers. Signage should
communicate a short, clear message, which is consistent with the brand's marketing
communications model. Visually, signage should be appealing to the eye and easy to
read. One effective way of using signage in windows is using a self-adhesive vinyl
cutout to the window; small signs in the window can also be used to communicate the
price of a good or the discount.Photography can be used in a window display to enhance
the theme of window or reinforce the brand's advertising campaigns.

➢ Lighting:

Lighting is another technique, which can be used to enhance window displays.

Lighting can be used to highlight certain products, and create dimension and set the
mood for the window display. It is a successful tool as it can not only be used to
highlight product during the day, but at night also. The brightness and colours of
lighting can be adjusted to suit the mood of the display. Once again, different colours
trigger different emotions and therefore create different moods.

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➢ Seasonal displays:

Adjusting window displays based on seasonal events, calendar dates, and

consumerism-based holidays such as Christmas, Valentine's Day, and Father's Day can
be a useful approach to encourage consumer purchasing. Choosing products that suit
the season to display in the window can remind consumers to purchase gifts and provide
gift ideas for the particular holiday.

➢ Fashion trends:

Window displays can be used to set trends; therefore, window display designers
must always be one step ahead of trends and predict future fashion movements. The
merchandise must be able to direct these trends to the target audience, and be able to
communicate them in a way so the audience is able to understand. Clothing must be
styled on mannequins appropriately with popular clothing to draw consumer attention
to the store.

➢ Tools:

A floor map helps visual merchandisers to find the best place for garments,
according to the color stories of clothes and footwear in the shop. It is a kind of floor
plan with merchandise marked. Another valuable tool is a planogram, to determine the
visual look of your store's flow.

Five Elements Of Visual Merchandising:

When people hear visual merchandising they typically get nervous and uneasy.
They know it's an important retail term, but not sure exactly what it is or how to do it
well. It can create uncertainty about where to start. If you’re artistically challenged and
financially deprived, creating visual displays can be especially difficult. But here are
the five most important elements of visual merchandising. They are easy to implement
and won't break the bank and, most importantly, they will increase your sales. Strong
visual merchandising has a huge impact on customer experience in your store.

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 Whether you're revamping your retail displays or creating new ones, use these
five strategies to help you achieve more impactful and memorable visual
merchandising. And put more money in your pocket this year.

➢ Remeber That Colour Is King:

Colour is powerful, and it can make or break your visual displays. A retailer
might create an erratic display, but if the colours coordinate well, the display can still
be a success. Consider using contrasting colours, like black and white, and
monochromatic colours--both create intriguing, eye-catching displays.

Too many times we lose sight of the power of colour and its ability to attract the
eye. Consider your home. You probably have a solid grey or brown couch, but there is
a "pop" of colour from the throw pillows you place on the edges. This is the same
principle. Remember: wherever the eyes go, the feet will follow. So use colour to
catch the eyes of your customers and draw them to your displays.

➢ Create a Focal Point:

Where does the viewer’s eye focus on your display? Do their eyes move toward
a specific location on the display? Or are they confused about where to look? Create a
hotspot--or focal point. Why? Because hotspots can increase sales by 229 percent.

Examine your display from the customer’s point of view: the top, the floor, and
both sides. Often the focal point is positioned too high for the customer to see. Always
check your displays to ensure customers can easily view the hotspots and
merchandise. Remember, the hotspot is the product, not a visual element you use
to add to the story. By this I mean, if you put sand and seashells on the table as part
of your sandal collection, make sure the sandals are the focal point and not the sand.

➢ Tell a Story:

What’s in it for customers? Tell them. Use powerful, sales-enabling signage to

display the advantages of buying the product. Present three bullet points that tell
customers why they need the product or how their life will become easier because of
the product. Remember, you’re not writing an essay but rather a headline, powerful

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bullet points, and possibly a price proposition. By telling a story, you help the customer
better understand the product and enable the buying decision.

A display may lack a worded sign or an educational sign. That’s perfectly fine;
as long as there’s still a story, the sign can speak for itself. For example, lifestyle
graphics are very popular in telling the story. No words, but the image speaks volumes.

➢ Expose Customers To The Maximum Amount Of Merchandising:

A well-designed, impactful display exposes the customer to as much

merchandise as possible while avoiding a sloppy mess. The more products customers
see, the more they buy.
Consider using a circular store layout, which many retailers use. It’s powerful
because it exposes customers to more merchandise than traditional aisles. Where your
store does use aisles, place a display in the dead centre so customers are forced to stop
and look at the products. Have as many displays as possible, and present as much
merchandise as possible. But keep displays clean and sharp, and ensure aisles are
spacious and barrier-free to prevent deterring customers from products.

We used dining tables from World Market to create a visual impact. Displaying our
shoes on these tables was kitschy and bold. It caught a customer's eye for sure. And we
got many compliments on the display tables since the tables were unique and a story in
them as opposed to the traditional display pieces stores use.

➢ Use Empty Space Wisely:

There’s a space in all retail stores that is the most underutilized. It’s the section
between the displayed merchandise and the ceiling. If this space in your store is empty,
you need to start using it.

You can use this space for many different things, like signage providing information
about products or brands. You could display customer testimonials with the customer’s
name and picture. You could profile a designer or supplier.

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 You could also display lifestyle graphics that help customers make associations
with your products. For example, a furniture store could display an image of a family
cozied up on a couch, emitting those warm, fuzzy feelings that put shoppers in a good
mood. A jewellery store could display a woman at a fine dining restaurant wearing a
bracelet, creating an association between the store’s jewellery and a luxurious lifestyle.

Visual merchandising is multifaceted, and retailers can choose from hundreds

of ideas when designing displays. But these tips return the biggest bang for your buck.
Use them to make your store as memorable as possible.

Visual Merchandising Of Max Fashion:

Visual merchandising is the practice in the retail industry of developing floor

plans and three-dimensional displays in order to maximize sales.Both goods and
services can be displayed to highlight their features and benefits. The purpose of such
visual merchandising is to attract, engage, and motivate the customer towards making
a purchase.Strong visual merchandising has a huge impact on customer experience in a
store.

Max fashion store focus a lot on the visual effects inside the store. The use of
Lighting, signages and specialized propsis very important for any retail store. The
visual communication strategy is planned and is also brand positioned. Theme or
lifestyle displays using stylized mannequins and props, which are based on a season or
an event, are used to promote collections and are changed to keep in touch with the
trend. The merchandise presentation ought to be very creative and displays are often on
non-standard fixtures and forms to generate interest and add attitude to the merchandise.

Store Atmosphere:

The store atmosphere is one of the very important factors influencing the
purchase. Max fashion store pay a lot of attention to the store atmosphere. The colours,
lighting, music, perfume, arrangement of products etc. are designed store specific.
There is a central team which takes care of the ambience in the store. These people
suggest the ambience according to the mood of customers, time of the day, festivals etc.
to decide about the ambience of the store. The store employees are also involved in the
process as they understand the local tastes better.

24
Merchandising Display:

• A light to dark colour story is always followed

• The store usually also follows colour theme. For example if the colour theme is
pink then the garments at the focal points, on the clusters etc. will be within the
pink palette.
• Smaller, “quick pick up” products such as Hairbrushes, socks, hand kerchief
etc are kept near the billing counter.

Promotions and Signage:

Signage is a critical part of interior display and point of purchase promotion. It

is a silent salesperson, and part of a shopper first impression of a store. Store
signage that communicates a sales message can make up for a lack of sales personnel.

A good sign provides the most information in the fewest possible words. A signage
board generally represents:

• Power Pricing Signage (offer

boards),
• Promotion signage boards,
• Generic Signage,
• Information signage

Core Items:

These are the apparels that are placed or displayed throughout the year i.e. the
offer runs through lout the year for those items.

25
Call Outs:

Call outs are the boards or display manuals which represents the price and fashion of
the clothes. The call outs which display only the price are known as price call outs and
the boards which only display the style or fashion of the apparel is known as fashion
call out. These are pictures and signage’s signalling to the customer in a easy way about
the product category being displayed.

26
 The display always follows a colour theme or a wall story. This is designed
based on the seasons according to the summer, winter, spring and festive seasons. The
maximum time for which a display maybe put up is a month though usually they try
and change it every fortnight.

Store Window:

• Cluster& Focal Points:

Cluster is the group of Mannequins that are displayed at the entrance of the store max
fashion. It represents the set of fashion outfits that are being trend and attractive to the
customers with respective to season and stock.

27
 ENTRANCE

CLUSTER

• Focal Points:

The focal point of something is the thing that people concentrate on or pay most
attention to.

▪ The point at which light, sound, etc. are focused.

▪ Any centre of activity, attention, etc.

28
 CHAPTER – IV

Data Analysis
and
Interpretation

29
 CHAPTER - IV
Data Analysis and Interpretation
1. Gender of the Customers Visiting Max Fashion
TABLE-1

Gender No. of respondents Percentage (%)

Male 96 53.33
Female 84 46.67
Total 180 100

Gender

Females
84 Males
46.67% 96
53.33% Males
Females

Figure 1: Percentage of Male and Female Customers Visiting Max Fashion

Interpretation

As can be seen in Figure 1, 53.33% percent of the interviewed customers were

male and 46.67% percent were male. The main reason for the difference of the

30
percentage is that the footfall of male customers in store is more when compared with
females.

2. Monthly Income of customers visiting the Max Fashion Vizag

TABLE-2

Monthly Income No. of respondents Percentage (%)

less than 20000 10 5.56
20000 to 40000 26 14.44
40000-60000 82 45.56
60000 and above 62 34.44
Total 180 100

less than 20000

10
Monthly Income
5.56% 20000 to 40000
60000 and above 26
62 14.44%
34.44%
less than 20000
20000 to 40000
40000-60000
60000 and above

40000-60000
82
45.56%

Figure 2: Percentage of Monthly Income of the Customers Visiting Max Fashion

Interpretation

It can be depicted from the figure 2 that the majority i.e. 45.56% of the customers
have monthly income in the range 40000-60000, 34.44% of the customers are having
monthly income in the range 60000 and above. 14.44% of the customers are having
monthly income 20000-40000 and only 5.56% of the customers have monthly income

31
less than 20000. This indicates that majority of the customers visiting Max Fashion are
in High income group and many customers are business people and they have a good
purchasing power.

3. Frequency of visiting Max Fashion

TABLE-3
Frequency of visiting No. of respondents Percentage (%)

Very frequently 21 11.67

Frequently 49 27.22

Occasionally 87 48.33

Sometimes 23 12.78

Never 0 0

Total 180 100

Sometimes
Frequency of visiting
23 Very frequently
12.78% 21
11.67%

Very frequently
Frequently Frequently
49
27.22% Occasionally
Sometimes

Occasionally
87
48.33%

Figure 3: Percentage of frequency of visiting Max Fashion

Interpretation

32
 Figure 3 indicates that the majority of the customers visit the store occasionally i.e.
48.33%, 27.22% of the customers visit frequently, 12.78% customers visit sometimes
and 11.67% of the customers visit very frequently.

4. What are the reasons for visiting an organized retail outlet?

TABLE-4
Reasons for visiting No. of respondents Percentage (%)
Ambience / Store environment 33 18.33
Better quality 38 21.11
Less price 0 0
Attractive offers and discounts 86 47.78
Variety 23 12.78
Any other 0 0
Total 180 100

Any other
Variety 0 Reasons for visiting
23 0.00% Ambience / Store
environment Ambience / Store
12.78%
33 environment
18.33% Better quality

Less price

Better quality
38 Attractive offers and
21.11% discounts
Attractive offers
and discounts Variety
86 Less price
47.78% 0 Any other
0.00%

Figure 4: Reasons for visiting an organized retail outlet

Interpretation

33
 The top three reasons quoted by customers for visiting an organized retail outlet are
better quality, attractive schemes and discount offers and ambience. It is clear from the
figure 4 that 47.78% customers visit the organized retail store for attractive offers and
discounts. 21.11% customers visit to get better quality of products. 18.33% customers
visiting an organized retail outlet was the store environment and ambience it provides.
While other 12.78% customers visit organized retail outlet because of the variety of
brands available in the store. The above analysis indicates that the consumer choice of
a store is influenced by the store environment, of which visual merchandising plays a
vital role.

5. What is the most noticed feature inside store display?

TABLE-5
Most noticed feature No. of respondents Percentage (%)
Mannequin styling 38 21.11
Creative product display 103 57.22
Music and lighting 12 6.67
Bold graphics 27 15
Total 180 100

Most noticed feature

Bold graphics
27 Mannequin
15.00% styling
Music and 38
lighting 21.11%
12
Mannequin styling
6.67%
Creative product display
Music and lighting
Bold graphics

Creative product
display
103
57.22%

Figure 5: Most noticed feature inside store display

34
Interpretation

From the figure 5, we can observe that the majority i.e. 57.22% of the customers
were attracted by product arrangement and creative window display. 21.11% of the
customers visiting store observes the mannequin styling. 15% of the customers visiting
the store first observe the bold graphics and only 6.67% of the customers notice the
music and lighting in the store. So, we can say that the features of visual merchandising
play a vital role to influence the consumer behaviour.

6.Good interior and display affect your buying behaviour and stimulate you to
shop more?

TABLE-6
No. of respondents Percentage (%)
Strongly Agree 23 13

Agree 56 31

Neutral 68 38

Disagree 19 10

Strongly Disagree 14 8

Total 180 100

35
 Interior and Display inflence on
buying behaviour
Strongly
Disagree
14
Disagree 8% Strongly Agree Strongly Agree
19 23
10% 13% Agree
Neutral
Disagree
Agree
56 Strongly Disagree
Neutral 31%
68
38%

Figure 6:Good interior and display affect on consumer buying behaviour

Interpretation

The figure 6 reveals that 38% of the customers neutrally feel that good interiors and
display affect their buying behaviour and stimulate to shop more. 31% of the customers
agree that interior and creative window display impact on their buying decision.31% of
the customers strongly agree. The reason behind this is that apparels on display attract
more attention and have a positive impact on our buying behaviour. While 10% of the
customers disagree that their buying behaviour will not affect by good interior and
display.

7. Frequency of looking at items on display and try new.

TABLE-7
Try new apparels No. of respondents Percentage (%)
Very frequently 23 12.78
Frequently 46 25.56
Occasionally 53 29.44
Sometimes 37 20.56
Never 21 11.67
Total 180 100

36
 Customers who try new apparels
Never Very
21 frequently
11.67% 23
12.78%

Sometimes Very frequently

37
Frequently
20.56% Frequently
46 Occasionally
25.56% Sometimes
Never

Occasionally
53
29.44%

Figure 7: Percentage of the customers who try new apparels

Interpretation

From the figure 7, it is clear that 29.44% of the customers occasionally try new
apparels which are displayed. 25.56% of the customers frequently try new apparels
which are displayed. 12.78% of the customers said very frequently they try new
apparels while 11.67% of the customers do not try new apparels and prefer their usual
garments. Since, a majority of customers have a tendency to adapt change therefore;
the retailers can make use of this opportunity. They can make use of effective visual
merchandising techniques and can attract customers to buy new apparels.

8. Frequency of paying attention to visual displays and signage

TABLE-8
Attention paid to signage No. of respondents Percentage (%)
and display
Very frequently 43 23.89
Frequently 56 31.11

37
 Occasionally 34 18.89
Sometimes 27 15
Never 20 11.11
Total 180 100

Attention paid to display and signage

Never
20
11.11% Very
frequently
43
Sometimes
23.89% Very frequently
27
15.00% Frequently
Occasionally
Sometimes
Frequently Never
Occasionally 56
34 31.11%
18.89%

Figure 8: Attention paid to display and signage

Interpretation

From the figure 8, we can observe that majority i.e. 31.11% of the customers pay
attention to the display and signage in the store. 23.89% of the customers very
frequently pay attention to the display and signage while only 11.11% of the customers
do not pay attention. Signage are the most important means by which a customer gets
to know about the price of product and the discount offered on that product. Display
windows are an ideal opportunity to attract customers’ attention and drag them into
your store. Customers give three to five seconds of their attention to window display.
Therefore, the retailers’ visual message should be conveyed to the customer in that short
period of time.

38
9. Signage promotes impulsive buying

TABLE-9
Signage promotes No. of respondents Percentage (%)
impulsive buying
Strongly Agree 24 13.33
Agree 64 35.56
Neutral 58 32.22
Disagree 19 10.56
Strongly Disagree 15 8.33
Total 180 100

Signage promotes impulsive buying

Strongly Disagree
15 Strongly Agree
Disagree 8.33% 24
19 13.33%
10.56%
Strongly Agree
Agree
Neutral
Agree
Disagree
Neutral 64
35.56% Strongly Disagree
58
32.22%

Figure 9: Signage promotes impulsive buying

Interpretation

Figure 9, indicates that majority i.e. 35.56% of the customers agrees that the
signage will have an impact on their impulsive buying decision. Signage are the most
important means by which a customer gets to know about the price of product and the
discount offered on that product. Ultimately signage promotes impulsive buying
decision of the customer. While 8.33% of the customers strongly disagrees that their
buying decision will not affect by signage.

39
10. Color, lighting, ambience and attractive visuals make you to spend more time
in store?

TABLE-10
No. of respondents Percentage (%)
Strongly Agree 18 10
Agree 42 23.33
Neutral 64 35.56
Disagree 34 18.89
Strongly Disagree 22 12.22
Total 180 100

Strongly
Disagree Strongly Agree
22 18
12.22% 10.00%

Disagree
34 Strongly Agree
18.89% Agree
Agree
42
23.33% Neutral
Disagree
Strongly Disagree

Neutral
64
35.56%

Figure 10: Relationship ofColour, Lighting, Ambience and Attractive Visuals with Time
Spent in Store

Interpretation

The figure 10, illustrates that 35.56% of the customers neutrally feel that the colour,
lighting, ambience and attractive visuals make them to spend more time in the store.
While 12.22% strongly disagrees that the attributes of visual merchandising don not
have relation with the time spent in the store. Retail store elements such as colour,
lighting and visual merchandising have always been considered as having immediate
effects on the buying decision making process.

40
11.In store Merchandise and Mannequin display promotes impulsive buying?

TABLE-11
No. of respondents Percentage (%)
Strongly Agree 23 12.67
Agree 48 26.67
Neutral 68 37.78
Disagree 23 12.78
Strongly Disagree 18 10
Total 180 100

Mannaquin display promotes impulsive buying

Strongly Disagree Strongly Agree
18 23
10.00% 12.78%
Disagree
23
Strongly Agree
12.78%
Agree
Agree Neutral
48
26.67% Disagree
Strongly Disagree
Neutral
68
37.78%

Figure 11: Percentage of store merchandise and mannequin promotes impulsive buying

Interpretation

Figure 11, Illustrates that 37.78% customers feel that their buying decision will
promoted by store merchandise and mannequin. While 12.78% of the customers
disagree that their buying decision are not influenced by store merchandise and
mannequin. Effective visual merchandising together with good quality products and
attractive mannequin display can attract good number of customers.

12.Final buying decision is affected by visuals and display of apparels?

TABLE-12

41
 No. of respondents Percentage (%)
Strongly Agree 25 13.89

Agree 67 37.22

Neutral 49 27.22

Disagree 23 12.78

Strongly Disagree 16 8.89

Total 180 100

Final buying decision is affected by visuals and

display
Strongly
Disagree Strongly
16 Agree
8.89% Strongly Agree
Disagree 25
13.89% Agree
23
12.78% Neutral
Disagree
Agree Strongly Disagree
Neutral 67
49 37.22%
27.22%

Figure 12:Effect of Visuals and Display of Apparels on Final Buying Decision

Interpretation

It is clear from the figure 12 that 37.22% of the customers agree that their final
buying decision is affected by visuals and display of apparels while 8.89% customers
said that visuals and display have no effect on their final buying decision. Visual
merchandising sets the context of the merchandise in an aesthetically pleasing fashion,
presenting them in a way that would convert the window shoppers into prospects and
ultimately buyers of the product. Various tools of visual merchandising like graphics
and signage, window display, mannequins and dresiforms and lighting can be
effectively used to influence the final buying decision.

42
13.Which types of VM techniques are more attractive?

TABLE-13
Techniques of VM No. of respondents Percentage (%)

Graphics and signage 52 28.89

Fixtures 106 58.89

Props 12 6.67

Lighting 8 4.44
Space management 2 1.11

Out-of-box thinking 0 0

Total 180 100

Techniques of VM
Lighting Space
8 management
4.44% 2
1.11%
Props Graphics and signage
12
Fixtures
6.67% Graphics and
signage Props
52
Lighting
28.89%
Space management
Out-of-box thinking
Fixtures
106
58.89%

43
 Figure 13: Types of VM techniques are more attractive

Interpretation

It is clear from the figure 13 that the majority i.e. 58.89% customers said that VM
techniques like interior store design, window and entrance, flooring &ceiling, display
systems, merchandise display system, stock keeping units and furniture are more
attractive in the store. 28.89% of the customers said that graphics and signage are more
attractive in the store while other 6.67% customers said that props are more attractive
in the store. It indicates that VM techniques play a vital role in the store operations. It
influences the consumer buying decision. The retailers can make use of these factors to
attract customers to their stores. The various factors of visual merchandising if applied
in harmony can be used as a unique selling proposition.

44
CHAPTER – V
• Summary
• Findings & Suggestions
• Conclusion

45
 Findings
i. Majority of the customers visiting Max Fashion are in High income group
and many customers are business people and they have a good purchasing
power.
ii. Most of the customers visit organized retail outlet because of the variety of
brands available in the store.
iii. The consumer choice of a store is influenced by the store environment, of
which visual merchandising plays a vital role.
iv. Majority of the customers were attracted by product arrangement and
creative window display, mannequin styling, music and lighting in the store.
v. Most of the customers agree that Good interior and display affect their
buying behaviour and stimulate them to buy more from the store.
vi. Majority of the customers were attracted by creative window display and try
new apparels which are displayed. Since, a majority of customers have a
tendency to adapt change therefore; the retailers can make use of this
opportunity.
vii. Majority of the customers pay attention to the display and signage in the
store. Signage are the most important means by which a customer gets to
know about the price of product and the discount offered on that product.
Display windows are an ideal opportunity to attract customers’ attention and
drag them into your store. Customers give three to five seconds of their
attention to window display. Therefore, the retailers’ visual message should
be conveyed to the customer in that short period of time.
viii. Most of the customers agree that the signage will have an impact on their
impulsive buying decision. Signage are the most important means by which
a customer gets to know about the price of product and the discount offered
on that product. Ultimately signage promotes impulsive buying decision of
the customer.
ix. 37.22% of the customers agree that their final buying decision is affected by
visuals and display of apparels. Visual merchandising sets the context of the
merchandise in an aesthetically pleasing fashion, presenting them in a way

46
 that would convert the window shoppers into prospects and ultimately
buyers of the product.

Observations

➢ The entry and exit are clustered in such a way that it allows Max fashion
leverage on foot holding time.
➢ The closed back windows are used in such a unique manner such that it
attracts passer-by to visit stores physically.
➢ Max fashion, Vizag has segmented its product in demographic way.
➢ In house brands are placed at eye level.
➢ Detail presentation of in-house brands and premium brands are done on
mannequins at every corner of the store.
➢ Customer loyalty programmes are very attractive to the customers.

Types of Departments in MAX FASHION Store:

There are 5 types of departments

• Women’s Ethnic wear

• Women’s Western wear
• Kids Wear
• Men’s wear
• Non Apparels

APPARELS NON APPARELS

• WOMEN'S ETHNIC WEAR • FASHION JEWELLERY

• WOMEN'S WESTERN WEAR • LADIES ACCESSORIES
• KIDS WEAR • HAND BAGS
• MENS CASUAL WEAR • WALLETS
• MENS FORMAL WEAR • FOOT WEAR

47
In Women’s Ethnic wear, there are 3 types of zones. They are:

1. Fusion
2. Traditional
3. Tavisha

In Women’s Western wear, there are 6 types of zones. They are:

1. Young
2. Denim
3. Sporty
4. Timeless
5. Everyday casual
6. Sleepwear

Suggestions:

The research findings of present study have more practical orientation and
which is important for the marketers in retail sector. Hence, the study suggests the
following.

1. The study suggests the use of ‘whispering window’ to attract customers into the
store. Instead of using loud music to attract customers, the retailers can use
whispering window. These attract shoppers’ attention to a specific sale item,
introduce the benefits of a new product and build brand awareness.
2. Most of customers are willing to purchase products from retail stores in the
evening hours. Therefore, managers can pay special attention to make attractive
environment in the store premises.

3. When designing the product display, store managers should pay special
attention on category layout, canola (Light ceiling), color separation, lighting
box.

48
 4. The background music will also encourage customers to spend extra time in the
store. However, it has very low importance relative to the other elements of in-
store environment. It will help to encourage customers to have a pleasant mood.
And also customers will consider the shopping in such a store is one of
entertaining exercise.
5. Point-of-sale add-ons also known as "impulse buys" can generate extra money
in sales. Think of small items that people usually forget like batteries, light
bulbs, gift wrapping, etc; these small items can be placed near or at the cash
counter as a gentle reminder to the customer.

Conclusion

We would like to conclude by saying that Max Fashion Store has carved a niche
for itself in the retailing industry as a store that caters to customers from all classes.It
has an effective visual standards and brand image, highly talented and professionals in
servicing and good network and usage of the attractive and attributive colors in
representation and the vision repels the motive and goals and target.

Max Fashion Store ,Vizag has positioned its store in such a manner that it
attracts passers-by to make a physical visit to the store .The decors and graphics used
by Max Fashion Store, has made itself a stand out among other retail giants. It has been
able to segment its merchandise in such a manner which is both customer friendly and
profit merchandiser. In house brands are placed at eye level so that it accounts the
maximum Customer footfall generator.

This conclusion is drawn only in respect of the store at Visakhapatnam. It

doesn’t implicate to the other stores in the Pan India

49
BIBLIOGRAPHY

50
 Bibliography
REFERENCES:

PRIMARY DATA

Direct talk with

➢ The Store Manager of max fashion Store Visakhapatnam

➢ The Department Manager of max fashion Store Visakhapatnam
➢ The sales personnel at max fashion Store Visakhapatnam
SECONDARY DATA

➢ http://www.landmarkgroup.com/
➢ http://www.maxfashion.com/

Books:

1. "Visual Merchandiser". The Job Guide. Department of Education,

Employment and Workplace Relations. Retrieved 5 October 2011.
2. Pegler, M M (2012). Visual Merchandising and Display. Fairchild
Books. ISBN 978-1-60901-084-3.[dead link]
3. Kristine Lloyd (16 March 2011). "How Much is that Dali in the Window". On
This Day in Fashion. Archived from the original on 5 December 2013.
Retrieved 5 December 2013.
4. "Andy Warhol, 'Window Display for the Bonwit Teller Department Store', New
York, 1960 " Photograph by Mike
Kelley, http://www.tate.org.uk/art/artworks/kelley-andy-warhol-window-
display-for-the-bonwit-teller-deprtment-store-new-york-1960-l02640"Andy
Warhol" Gagosian Gallery, retrieved 5 December
2013, http://www.gagosian.com/artists/andy-warhol/
5. Dmitry Galun (2012-10-09). "Visual Merchandising. Psychological Aspects of
the Technical Science". www.rusnauka.com.

51
6. Jump up to:a b c d e Opriş (Căs. Stănilă), M.; Brătucu, G. (2013). "Visual
Merchandising Window Display". Bulletin of the Transilvania University of
Brasov. Series V: Economic Sciences. 6 (2): 51–56.
7. Jump up to:a b c d Park, Hyun Hee; Jeon, Jung Ok; Sullivan, Pauline (2015-01-
01). "How does visual merchandising in fashion retail stores affect consumers'
brand attitude and purchase intention?". The International Review of Retail,
Distribution and Consumer Research. 25 (1): 87–
104. doi:10.1080/09593969.2014.918048. ISSN 0959-
8. Monash University. (2002). The Power of In-store Music and its Influence on
International Retail Brands and Shopper Behaviour: A Multi-Case Study
Approach. Retrieved from http://www.semus.lt/medziaga/1.pdf.
9. Jump up to:a b c Baker, J.; Parasuraman, A.; Grewal, D.; Voss, G. (2002). "The
Influence of Multiple Store Environment Cues on Perceived Merchandise Value
and Patronage Intentions". Journal of Marketing. 66 (2): 120–
141. doi:10.1509/jmkg.66.2.120.18470.
10. Dmitry Galun (2012-09-18). "The value of the color spot in the clothes visual
presentation". www.rusnauka.com.

52
ANNEXURE

53
 ANNEXURE

QUESTIONNARE:

Name :

Age:
a) 16-20
b) 21-35
c) 36 and above

Gender:
a) Male

b) Female

Occupation:
a) Employed

b) Business/others

c) Professional

d) Unemployed

Marital Status:
a) Married

b) Single

54
Qualification:
a) Under graduate

b) Graduate

c) Post Graduate

d) Professional

Income: (Individual Income Per month)

a) 10,000-25,000
b) 26,000-50,000
c) 51,000 and above

d) Dependent on parents/others income

55
State Yes or No Yes No
1. A product being placed like a mess means that they are
cheap.
2. Your interest towards a product can be raised if you can see
it clearly with the help of proper lighting and fixtures and
helps you to make a right choice.

3.The colorful assortments of fast fashion products including

cosmetics and perfumes in the window display could arouse
your awareness and increase your interest to go into the store
4. The tone of color and range of color of a fashion product
including cosmetics and perfumes could affect your
preference or buying decision.
5. The more shades, styles and variety are offered for you to
choose from, the more likely you are going to buy the
product.
6. The use of lights in different brightness to decorate the
store would stimulate your preference towards product items
and attracts your attention and also increases the possibility of
making purchase.
7. You generally pick up styles and color which are put up on
mannequins or are wore by the models in the visual display.
8.You would like to buy the products in an environment
which allows you to touch and check the product.
9. Mood generated by music, fragrance in the store puts you
at ease and stimulate your buying intentions especially for
Cosmetics and Perfumes
10. Mood generated by using dimmed lights increase your
interest of shopping and gives a pleasant shopping
atmosphere to concentrate on products
11. Product arranged according to their shades, color, design
and size attracts your attention and helps you in making a
right choice.
12. You don’t mind picking up your fashion item you like the
most even from a mess.
13. Products on sales gathered at one place during EOSS (end
of season sale) can stimulate your buying intentions and
reduce your shopping efforts.
14. 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.
15. Size of the shop would affect your preference towards the
products.

56
16. Shop with music whispering can let you feel relaxing
and helps to make a right decision while shopping
17.Scents and fragrance in the store enlivens your mood
,catch your attention and you buy more than what you
have planned
18. Females enjoy shopping for cosmetics and fragrance
with good music and fragrance and the mood of shopping
helps them to make a right choice of product.
19. You always pay attention to different window
displays which gives you the idea and information about
the merchandise available which in-turn helps you to start
your buying process.
20. Frequent changes of the window display arouse your
interest towards products of that store and also help you
to learn about new merchandise arrivals.
21. Back-lighted signs are usually more outstanding at a
cosmetic or perfume counters which helps to get the clear
information to pick up the right product.
22. Signage in form of tags increases awareness and
offers you more information about the product (e.g. Price,
material) and attracts your attention and navigates you
towards the merchandise
23. The more information you have got about the product
through display along with signage the more likely you
will buy it.
24. You prefer to shop only in those retail outlets which
has good space to move in with broad aisles and proper
layout
25. You tend to buy more (impulse buying) when your
product is placed with another related product. (Cross
merchandising) especially perfumes counter near the
cosmetics counter.
26. You spend more number of hours of shopping than
actually required in a well-organized, well arranged, self-
servicing retail outlet with good ambience.
27. A good ambience with sensory retailing relieves
stress, makes your day happy and makes you a fun
shopper.
28. Good ambience which results from Visual
Merchandising strategies is needed for helping consumers
make buying decisions for cosmetics and perfumes.
29. A well-arranged display counter is very necessary for
cosmetics and perfumes stores to help consumers pick up
the right merchandise.
30. A well planned store with proper layout simplifies
your shopping procedure for cosmetics and perfumes.

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