Impact of Visual Merchandising

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Foray Between the Shopping Aisles

PATHFINDERS
ANITHA KAVERI V.A C. SUBBU KARTHIK KRISHNAN POOJA NAIR SANKAR RAJAN SUMAN GHOSH SURENDRAN S

Group 5

Foray Between the Shopping Aisles Table of Contents

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INTRODUCTION ................................................................................................................................. 2 OBJECTIVES ....................................................................................................................................... 2 DESK RESEARCH ................................................................................................................................ 3 QUALITATIVE RESEARCH.................................................................................................................... 4 QUANTITATIVE RESEARCH ................................................................................................................. 5 REPORTING ....................................................................................................................................... 6 TIMELINE ........................................................................................................................................... 7 FEES .................................................................................................................................................. 7 CREDENTIALS .................................................................................................................................... 8 REFERENCES ...................................................................................................................................... 8

PATHFINDERS

Research Proposal

Foray Between the Shopping Aisles INTRODUCTION

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Shopping has transformed from necessity to an adventure. It’s more of an experience, opportunity for celebration. Gone are the good old days when a list is made and shopping is done at the nearby Kirana store. Shopping is a welcome break from hectic schedules, time to let your hair down and hit the malls. Retail giants like Central woo their patrons with mottos of “Shop Eat and Celebrate”, and Big Bazaars rule hearts with “Is se sastha aur acha kahin nahi”. Do those attractive mannequins and 3D displays of Play stations actually make more sales at your store? Does “What” and “Where” in store really matter as far as customers’ buying decisions are concerned? Pathfinders take you on a Foray Between the Aisles, where we can look at shopping in a different light.

OBJECTIVES
Ever wondered why shaving blades are kept near the billing counters and atta/maida at higher shelves? The Marketing Researcher of a shopping savvy India asks the question,What attracts customers towards different products in a retail store? On a more specific note, the objective of this study would be  To determine the impact of visual merchandising on the buying decisions of customers in a retail store   To determine if buying choices made before reaching the store or thereafter To examine how the layout and display should be altered so as to attract customers towards products   To analyze whether customers actively seek for new products at a retail store To determine if buying decisions are unconscious or purely conscious

PATHFINDERS

Research Proposal

Foray Between the Shopping Aisles DESK RESEARCH
Purpose

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Search of secondary sources will be carried out which would give more insights about the objectives cited. This would be the basis for rest of the research. The search would yield published data on what attracts customers towards products and buying behaviours of customers with reference to visual merchandising. It will also throw some light on impulse buying behaviours of customers and the impact of store displays on customers. Synopsis Significant amount of work has been done in what drives people to choose some products over the others from shelves. The increase in Existing Indian...
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