Project on Visual Merchandising

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A Project Submitted to the Faculty of the Punjab University

In Partial Fulfillment for the

Bachelor's Degree of Business Administration 2009-10

SUBMITTED TO:
Prof. Renu Sharma ( Lect. In Commerce & Management Deptt.)

SUBMITTED BY:
Mahesh Gupta B.B.A Final Year
ROLL.NO.-15107000128

KAMLA LOHTIA SANATAM DHARAM COLLEGE LUDHIANA

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ACKNOWLEDGEMENT
I feel immense pleasure to give the credit of my project work not only to one individual as this work is an integrated effort of all those who are concerned with it. A teacher or a guide plays a great role to play in a field of research and discovery. No research can be done without motivation, guidance, and inspiration. I take this opportunity to put my earnest thanks to Mrs. Renu Sharma (Lect. in Commerce & Management Deptt.) who inspired and guided me a lot while making this project. I am thankful to Mr. Rajesh Marwaha (HOD) for superb guidance, valuable inputs and encouraging attitude. Above all, thanks to almighty GOD for showing his blessing for the accomplishment of the project.

MAHESH GUPTA

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TABLE OF CONTENTS
Page ACKNOWLEDGEMENT................................................................................. Chapters: 1. INTRODUCTION ............................................................................ 1 Purpose/Objectives .......................................................................2 Rationale/Significance..................................................................3 Conceptual Definitions................................................................4-7 Conceptual Framework ............................................................8-13 Impulsive Buying ........................................................................ 14 Characteristics of Impulse Buying Behavior............................... 15 Normative Evaluations for Impulse Buying ............................... 16 Factors/Cues influencing Impulse Buying .............................17-18 Visual Merchandising .................................................................. 19 Visual Merchandising in Relation to Impulse Buying Behavior.20

2. REVIEW OF LITERATURE ........................................................22

3. METHODS AND PROCEDURES ..............................................23 Research Hypotheses.............................................................23-24 Operational Definitions of Variables .......................................... 25 Methodology ..........................................................................26-29 Limitations ................................................................................... 30 vii

4. ANALYSIS AND DISCUSSION OF FINDINGS ...................... 36 Descriptive Findings .................................................................... 37 Data Reduction and Reliability Test .....................................38-47 Analysis and Discussion of Hypotheses Findings.................48-50

5. CONCLUSIONS, LIMITATIONS, AND RECOMMENDATIONS .................................................................... 51 Conclusions ............................................................................52-53 Implications ................................................................................. 54 Recommendations for Future Research .................................... 56

APPENDICES..........................................................................................57

A SAMPLE OF SURVEY....................................................................57-58

BIBLIOGRAPHY .................................................................................. 59

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CHAPTER 1
INTRODUCTION
Today’s fierce competition and the similarity of merchandise force each segment of the fashion industry to utilize visual merchandising to improve the desirability of products. Apparel retailers, especially, place more importance on visual merchandising to...
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