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.