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Visual Merchandising at Big Bazaar

MPBIM 2009

A Project Report onVISUAL MR!"A#$ISI#% I# &" R&AIL S!&'R

(A !ase Stud) o* Best Practices and +ecti,e Strategies o*

Visual Merchandising at Big Bazaar- Bangalore.

A $issertation su/itted in partial re1uireents *or the aard o* MBA

$egree o* Bangalore Uni,ersit)

B)$ILIPA S #AI3

Reg #o4 0567!M802

MBA :ourth Seester

(2005;2009 Batch.

M


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Birla Institute o* Manageent- Bangalore< I also declare that this dissertation has

not

/een su/itted earlier to an) InstituteUni,ersit)Institution *or the aard o* an)

degree or diploa or siilar title<Place4 Bangalore

$ate4 ($ilipa S #ai>.


MPBIM 2009

Page

PRI#!IPALCS !R&I:I!A&

&his is to certi*) that this dissertation entitled ?Visual Merchandising in Retail

Sector (Big Bazaar- Bangalore.@ is the result o* research or> carried out /)

Mr< $ILIPA S #AI3 under the guidance and super,ision o* $r< 3 V Pra/ha>ar-

Senior Pro*essor- M


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MPBIM 2009

Page =

A!3#'EL$%M#&I eFpress ) gratitude to $r< #agesh S< Mala,alli- (Principal- M< P< Birla Institute o*

Manageent. *or pro,iding e ith the acadeic support<

I eFtend ) sincere than>s to $r< 3 V Pra/ha>ar- Senior Pro*essor- M


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!"AP&R H; Pro/le Stateent and Research '/jecti,e


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List o* &a/les

&a/le J *re1uenc) o*

,isit


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:igure 2; Projected Retail in India


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6!U&IV SUMMARG

?Visual Merchandising is e,er)thing the custoer sees- /oth eFterior and

interior- that creates a positi,e iage o* the /usiness and results in attention-

interest-desire and action on part o* the custoer@

&here is a groing recognition o* the need *or an e+ecti,e Visual

Merchandising< But e,en as it continues to gro- the understanding o* Visual

Merchandising ipact and e+ecti,eness is still in its in*anc)<

&he project deals ith coponents o* Visual Merchandising and its inuence

on custoer purchasing decision< &he stud) is conducted at Big Bazaar-

Bangalore<

&he stud) is /ased on ho the ,isual erchandising coponents such as !olor

and

Lighting- Props and $ecorati,e ites- :iFtures and "ardare- Store $esign and

$ispla) and o,erall a/ience o* the store pla)s a crucial role in inuencing the

purchase decision a>ing o* the custoer<

&he ethodolog) *olloed is 1uestionnaire ethod ith a total saple size o*

00 respondents< &he data is ta/ulated and graphicall) represented through-

Piecharts- Bar graph< Based on the response o/tained through 1uestionnaire

ajor

research ndings are presented and suita/le recoendations are ade in

order to

ipro,e the custoer shopping eFperience at Big Bazaar< Visual Merchandising

at Big Bazaar

MPBIM 2009

Page 0

&he a/ience o* the store is a ,er) iportant eleent in Visual

Merchandising as it inuences consuers in purchase decision< < A custoer is

highl)

inuenced /) the loo> and *eel o* the store Visual erchandising hen used

e+ecti,el) is no dou/t a poer*ul tool to entice custoers in a>ing a purchase


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decision


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or on /ehal* on their households< &he) are in,aria/l) either users o* these

products or Visual Merchandising at Big Bazaar

MPBIM 2009

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ser,ices or responsi/le *or the el*are and ell /eing o* those ho are< Since

consuers are eFtreel) crucial *or retailers- an understanding o* consuer

/eha,ior

is an essential prere1uisite o* success*ul retail ar>eting strateg) and one o* the

ost

*undaental principles o* in eFerting inuence on consuer patronage decision

process< Eithout custoer *ocus- ar>eting planning can easil) /e doinated /)

the

actions o* copetitors or internal inuences< &he success o* a retailer depends

on ho

ell heshe selects- identies and understands his custoers<

&he *easi/ilit) o* ne retail channels is also highl) dependent on retailers<

A/ilit) to select the t)pe o* consuer segents to reach (ass ar>ets- ar>et

segent- or ultiple segents.- to identi*) the characteristics and needs o* the

specic target ar>et and understanding ho consuers a>e decisions<

According

to Peter Mc%oldric>- the ost success*ul eFaples o* inno,ation and e,olution

in

retail *orats are retailers that respond accuratel) and prota/l) to pre,iousl)

unsatised needs<

&GPS ': R&AIL 'U&L&S

&he eergence o* ne sectors has /een accopanied /) changes in eFisting

*orats as ell as the /eginning o* ne *orats4

N ")per arts- t)picall) H-000 s1ets- t)picall) -=00;=-000 s1< *t<

N Mini superar>ets- t)picall) -000;2-000 s1< *t


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N !on,enience stores- t)picall) 5=0;-000s1< *t<

N $iscountshopping list grocer) Visual Merchandising at Big Bazaar

MPBIM 2009

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!"AP&R 2 I#$US&RG PR':IL

I#$IA# R&AIL S!#ARI' Visual Merchandising at Big Bazaar

MPBIM 2009

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R&AIL I#$US&RG I# I#$IA

&he retail sector in India is itnessing a huge re,aping eFercise as

traditional ar>ets a>e a) *or ne *orats such as departental stores-

h)perar>ets- superar>ets and specialt) stores< Eestern;st)le alls ha,e

/egun

appearing in etros and second;rung cities ali>e introducing the Indian

consuer to a

shopping eFperience li>e ne,er /e*ore< &he sector is at an ineFion point here

the

groth o* organised retailing and groth in the consuption /) the Indian

population

is going to ta>e a higher groth trajector)< &he Indian population is itnessing a

signicant change in its deographics< 'rganised retail is on all tie high in

India<

&he groth is /oosted /) ,arious *actors such as a,aila/ilit) o* pro*essional

practices-

edia proli*eration- ,arious /rands hich are gaining ,alue there/) enhancing

industr) groth- a,aila/ilit) o* ,arious *unding options- regulations li>e VA&

ipleentation to a>e processes siple- sea change in deographics o*

countr) and

international eFposure<

&he Indian retail ar>et- hich is the *th largest retail destination glo/all)-


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as ran>ed second a*ter Vietna as the ost attracti,e eerging ar>et *or


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in,estent in the retail sector /) A& 3earne)Os se,enth annual %lo/al Retail

$e,elopent IndeF (%R$I.- in 200H< &he share o* retail trade in the countr)Os

gross

doestic product (%$P. as /eteen HJ0 per cent in 2005< It is currentl)

around 2

per cent- and is li>el) to reach 22 per cent /) 200<

In a joint stud) recentl) conducted /) ASS'!"AM and 3PM%- the *olloing

ndings ere re,ealed4

N &he total retail ar>et size in India in 200H as estiated at US = /illion<

N &he annual groth o* the retail ar>et in India is eFpected to /e around H per

cent<

N &he total retail ar>et size in India is li>el) to touch US D8 /illion /) 200<

N &he present share o* organised retail sector is estiated at 5 per cent<

N &he estiated annual groth o* organised retail sector is D0 per cent<

N &he size o* organised retail sector /) 200 is estiated to reach US =

/illion<

N &he estiated share o* organized retail in total retail /) 200 is 2 per cent<

N &he in,estent into odern retailing *orats o,er the coing D;= )ears is

eFpected to /e around US 2=;0 /illion<

Retail Sales in India Visual Merchandising at Big Bazaar

MPBIM 2009

:igure Retail Sales in India

Page 8

Projected Retail in India Visual Merchandising at Big Bazaar


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MPBIM 2009

:igure 2; Projected Retail in India

Page 5Visual Merchandising at Big BazaarMPBIM 2009

Page H

Ad,antage India

Against the /ac>drop o* an accelerating odern retail re,olution- India o+ers

to /e an attracti,e destination *or glo/al corporations and leading retailers

see>ing

eerging ar>ets o,erseas< India presents a signicant ar>et- ith its )oung

population just /eginning to e/race signicant li*est)le changes<

Rapid conoic %roth

&he *ast and *urious pace o* groth o* the Indian econo) is the dri,ing *orce

*or Indian consuerisQ ith the Indian consuers condent a/out their

earnings and

are spending a large portion o* their high disposa/le incoes<

Projections /) anal)sts suggest that India has the potential to /e la/elled the

*astest;groing econo) and outpace the de,eloped econoies /) 20=0<

Anal)sts

predict India to sustain an a,erage %$P groth rate o* = per cent till the id o*

this

centur)- ith India projected to outpace the other de,eloped econo) ar>ets

/)

20=0<

&he a,erage annual groth rate *or 99D;200D as pegged at 8


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around the orld<

&he Goung India

Against the /ac>drop o* an ageing orld- India possesses the ad,antage o*

ha,ing a largel) )oung population< = per cent o* IndiaCs population is under D)ears

o* age and ore than 80 per cent o* the population is estiated to constitute

the

or>ing age group (=;80. till 20=0< &o;thirds o* Indian population is under =-

ith the edian age o* 2 )ears- as opposed to the orld edian age o* <

India is

hoe to 20 per cent o* the glo/al population under 2= )ears o* age< VisualMerchandising at Big Bazaar

MPBIM 2009

&his trend is projected to continue *or the neFt decade- ith the share set to

reach its aFiu in 200< &he large proportion o* the or>ing;age population

translates to a lucrati,e consuer /ase ,is;;,is other econoies o* the orld-

placing

India on the radar as one o* the ost proising retail destinations o* the orld<

:igure ; deographics

Page 9Visual Merchandising at Big Bazaar

MPBIM 2009

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Potential untapped ar>et

India ran>s rst- ahead o* Russia- in ters o* eerging ar>et potential and is

deeed a ?Priorit) @ ar>et *or international retail< 'rganised retail penetration

is

on the rise and o+ers an attracti,e proposition *or entr) o* ne pla)ers as ell as

scope *or eFpansion *or eFisting pla)ers<

India is hoe to a large /ase o* consuers ith annual incoes ranging *ro


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US -000 J US D-500- coprising o* o,er 5= illion households< A steadil)

rising

percentage o* rich and super rich population and ipressi,e disposa/le incoes

o+ers

a spectru o* opportunities- spanning *ro rural retailing to luFur) retailing<

&he

ipressi,e retail space a,aila/ilit) and groing trend o* consueris in the

eerging cities and sall tons add to the ar>et attracti,eness<

A/undant a,aila/ilit) o* s>illed La/our

India has a ,ast resource /ase o* talent and s>illed la/our< ',er 5-000-000

students ere enrolled in a/out =0-000 pre;college institutes and o,er-500-000 in

D-000 higher education institutions in 200=;08< Eith nglish /eing the language

*or

/usiness in India- the language s>ills o* the Indian or>*orce score higher than

that o*

eerging econoies< Retail Manageent is a sought a*ter education strea

aongst

students- ith o,er = preier institutes o+ering specialised courses in Retail

Manageent<

&he great Indian consuer ar>et is still going strong< &he &I% anal)sis

carried out /) the conoic &ies re,ealed that ost ass consuer goods and

ser,ice in India ere not uch a+ected /) the glo/al econoic slodon<

$espite

the ination eFperienced during the period- the second;1uarter results o* leading50

consuer;related rs re,ealed that their aggregate re,enues increased /) H


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Page 2

09- it as a lot higher than the 5 per cent registered during the pre,ious three

1uarters

*or these rs<$espite the glo/al econoic slodon- Indian retailers are still optiistic

a/out the India groth stor)< ?&he Indian econo) is ore sta/le than other

econoies across the orld and one ust not con*use India ith the rest o* the

orld@< Eith the 0;D0 per cent drop in retail rentals- Indian retailers are a happ)

lot<

In *act- retailers are also *oreseeing *urther drops in rentals in 2009 and the)

are

optiistic a/out their eFpansion plans *or this )ear<

India has one o* the largest nu/er o* retail outlets in the orld< A report /)

Iages Retail estiates the nu/er o* operational alls to gro ore than to;

*old-

to cross D2- ith 20= illion s1uare *eet /) 200- and a *urther 5= alls to /e

added /) 20=- ith ajor retail de,elopents e,en in tier;II and tier;III cities in

India<

,en as the organised retail ar>et is starting to ta>e o+- there is an associated

surge in /randed discount outlets in India< &op realtors and local retail chains are

de,eloping alls in regional /oroughs- specicall) to sell preiu /randed

goods<

%o,ernent Initiati,es

&he go,ernent has ta>en ,arious easures to proote and encourage

in,estent in the Indian retail industr)<

&he %o,ernent allos 00 per cent :$I in cash and carr) through the

autoatic route and = per cent in single /rands< Besides- the *ranchise route is

a,aila/le *or /ig operators< &o *urther attract glo/al retailers- the econoic

sur,e)

2005J0H has suggested a share *or *oreign e1uit) in all retail trade and 00 per

cent in


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respect o* luFur) /rands and other specialised retail chains< Visual

Merchandising at Big Bazaar

MPBIM 2009

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"oe,er- an) industr) eFperts *eel that the Indian tari+ structure has to /e

strealined as India le,ies one o* the highest duties and taFes on iported

luFur)

goods< &his *uels the groth o* the gre) ar>et and dut);*ree purchases- e,en as

the

stringent regulator) en,ironent encu/ers in,estent /) *oreign /rands<

'rganizational characteristics

%i,en the traditional and underde,eloped state o* the Indian retail sector- the

organizational characteristics o* retail enterprises are rudientar)< Most o* the

/elong to independent enterprises in the *or o* sall *ail) /usinesses<

!ooperati,es ha,e /een present in India *or se,eral decades- spurred /) the

encourageent gi,en /) the Indian %o,ernent- hich ,ieed the cooperati,e

o,eent as an integral coponent o* its ersthile socialist policies< "oe,er-

since

the 990s- there has /een a reduction in go,ernent support *or cooperati,es<

In

2002- there ere a/out =-000 outlets run /) cooperati,es<

conoic li/eralization- copetition and *oreign in,estent since the 990s

led to a proli*eration o* /rands ith /oth *oreign and Indian copanies ac1uiring

strong /rand e1uit) *or their products< "ence- *ranchising eerged as a popular

ode

o* retailing< Sales o* *ranchises gre at a rapid pace o* D per annu o,er the

re,ie period<

India represents an econoic opportunit) on a assi,e scale- /oth as a glo/al

/ase and as a doestic ar>et< Regulator) controls on *oreign direct in,estent


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organized retailers in the >ind o* rural territories that an) copanies ha,e

*ailed to

address< A critical issue is ho *ast and ho *ar the consuing class ill gro<

&his

depends /oth on the groth o* personal disposa/le incoe and the eFtent to

hich

organized retailers succeed in reaching loer don the incoe scale to reach

potential consuers toards the /otto o* the consuer p)raid<

!opanies eFpect retail groth in the coing ,e )ears to /e stronger than

%$P groth- dri,en /) changing li*est)les and /) strong incoe groth- hich in

turn ill /e supported /) *a,oura/le deographic patterns< &he structure o*retailing

ill also de,elop rapidl)<

Shopping alls are /ecoing increasingl) coon in large cities- and

announced de,elopent plans project at least =0 ne shopping alls /) 200H<

&he

nu/er o* departent stores is groing uch *aster than o,erall retail- at an

annual

2D percent< Superar>ets ha,e /een ta>ing an increasing share o* general *ood

and

grocer) trade o,er the last to decades< Visual Merchandising at Big Bazaar

MPBIM 2009

Page 2D

!onsuer credit ill also gro- assisted /) the li>el) *all in retail lending

rates and ore eTcient and consuer;*riendl) lending practices< $istri/ution

continues to ipro,e- /ut it still reains a ajor ineTcienc)<

Poor 1ualit) o* in*rastructure- coupled ith poor 1ualit) o* the distri/ution

sector- results in logistics costs that are ,er) high as a proportion o* %$P- and

in,entories hich ha,e to /e aintained at an unusuall) high le,el< Mar>eting

and


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ad,ertising are o* increasing interest and concern to consuer copanies<

Indian

consuers are /ecoing increasingl) sophisticated and >noledgea/le a/out

productsQ edia channels that allo copanies to counicate ith consuersare

groing in di,ersit) and reach< :oreign /rands reain ,er) poer*ul in India-

especiall) in clothing and personal care products- /ut increasingl) /rands ha,e

to /e

associated ith ,alue< Ad,ertising is /ecoing a /igger part o* the ar>eting

iF<

!opanies are concerned a/out identi*)ing consuer insights and the pro*usion

o*

edia channels<

:ood and /e,erage o+er the greatest organized retail groth opportunities- sa)

copanies< &he ain groth opportunit) in the segent is in processed *oods4

rapid

groth in the processed *ood segent is alread) apparent- changing li*est)les

and

*ood ha/its are resulting in the rapid eFpansion o* /randed *ood outlet and ca*

chains< %estones and jeeller) represent the ost signicant specialist

segent o*

Indian retailing< 'rganized jeeller) retailers are increasingl) o+ering /rand

solutions to the deand *or 1ualit) and ,alue- as consuers o,e aa) *ro

traditional retail settings reliant on *ail) retailers<

All copanies agree that Indian consuer ar>ets are changing *ast- ith

rapid groth in disposa/le incoes- the de,elopent o* odern ur/an li*est)les-

and

the eergence o* the >ind o* trend;conscious consuers that India has not seen

in the

past<

!opanies eFpect that the neFt c)cle o* change in Indian consuer ar>ets

ill /e the arri,al o* *oreign pla)ers in consuer retailing< &he ,er) *act thatVisual Merchandising at Big Bazaar


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MPBIM 2009

Page 2=

politicians ha,e le*t the issue open leads us to thin> the restrictions are going to/e

re,ieed< And i* retailing is li/eralized- sa) copanies- groth ill /e /oosted-

/ut

so ill copetition< Indian copanies >no Indian ar>ets /etter- /ut *oreign

pla)ers

ill coe in and challenge the locals /) sheer cash poer- the poer to dri,e

don

prices<

Retail :orats in India

Malls

&he largest *or o* organized retailing toda)- Located ainl) in etro cities-

in proFiit) to ur/an outs>irts Ranges *ro 80-000 s1 *t to 5-00-000 s1 *t and

a/o,e<

&he) lend an ideal shopping eFperience ith an aalgaation o* product-

ser,ice and

entertainent- all under a coon roo*< Faples include Shoppers Stop-

Pira)d- a

Pantaloon- Big Bazaar- Reliance- Specialt) stores< !hains such as the Bangalore

/ased

3ids 3ep- the Mu/ai /oo>s retailer !rossord- RP%Os Music Eorld and the

&ies %roupOs usic chain Planet M- are *ocusing on specic ar>et segents

and

ha,e esta/lished thesel,es strongl) in their sectors<

$iscount Stores

As the nae suggests- discount stores or *actor) outlets- o+er discounts on the

MRP through selling in /ul> reaching econoies o* scale or eFcess stoc> le*t o,er

at

the season< &he product categor) can range *ro a ,ariet) o* perisha/le

nonperisha/le goods


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$epartent Stores

Large stores ranging *ro 20000;=0000 s1< *t- catering to a ,ariet) o*

consuer needs< :urther- classied into localized departents such as clothing-

to)s-hoe- groceries- etc< $epartental Stores are eFpected to ta>e o,er the apparel


MPBIM 2009

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/usiness *ro eFclusi,e /rand shoroos< Aong these- the /iggest success is

3

RahejaOs Shoppers Stop- hich started in Mu/ai and no has ore than se,en

large

stores (o,er 0-000 s1< *t. across India and e,en has its on in store /rand *or

clothes

called Stop<

")per Marts Super Mar>ets

Large sel*;ser,ice outlets- catering to ,aried shopper needs are tered as

Superar>ets< &hese are located in or near residential high streets< &hese stores

toda)

contri/ute to 0 o* all *ood K grocer) organized retail sales<

Super Mar>ets can *urther /e classied in to ini superar>ets t)picall) -000 s1

*t

to 2-000 s1 *t and large superar>ets ranging *ro o* -=00 s1 *t to =-000 s1 *t<

ha,ing a strong *ocus on *ood K grocer) and personal sales<

!on,enience Stores

&hese are relati,el) sall stores D00;2-000 s1< *eet located near residential

areas< &he) stoc> a liited range o* high;turno,er con,enience products and are

usuall) open *or eFtended periods during the da)- se,en da)s a ee>< Prices are

slightl) higher due to the con,enience preiu<

MB'CS


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Multi Brand outlets- also >non as !ategor) 3illers- o+er se,eral /rands

across a single product categor)< &hese usuall) do ell in /us) ar>et places

and

Metros< Visual Merchandising at Big BazaarMPBIM 2009

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!"AP&R VISUAL MR!"A#$ISI#%Visual Merchandising at Big Bazaar

MPBIM 2009

Page 2H

VISUAL MR!"A#$ISI#%


interior- that creates a positi,e iage o* the /usiness and results in attention-

interest-

desire and action on part o* the custoer@

A success*ul retailing /usiness re1uires that a distinct and consistent iage /e

created in the custoerCs ind that pereates all product and ser,ice o+erings<

Visual Merchandising can help create that positi,e custoer iage that leads to

success*ul sales< It not onl) counicates the storeCs iage- /ut also rein*orces

the

stores ad,ertising e+orts and encourages ipulse /u)ing /) the custoer<

Visual erchandising is a ajor *actor o*ten o,er loo>ed in the success or

*ailure o* a retail store< It is second onl) to e+ecti,e custoer relations< A stor)can

/e told that counicates to the prospecti,e custoer hat the store is all

a/out< It

includes the draatic presentation o* erchandise as ell as other iportant

su/tle

*eatures that create the storeCs o,erall atosphere< Visual Merchandising at Big

Bazaar


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MPBIM 2009

Page 29

ight) percent o* our ipressions are created /) sightQ that is h) one pictureis orth a thousand ords< ach custoer has a ental iage o* a store and its

erchandise< A store should ha,e an in,iting appearance that a>es the

custoer *eel

co*orta/le and )et eager to /u)<

Soe /usinesses aintain a iniu sta+ to reduce costs- hich eans it is

e,en ore iportant *or the erchandise to sell itsel*< %reater e+ort ust /e

spent on

erchandise displa)s that a>e it easier *or the custoer to nd and purchase

the

ites the) ant or need<

&he /asic o/jecti,e *or ,isual erchandising is a desire to attract custoers to

place o* /usiness in order to sell the erchandise< Visual erchandising is

o+ered to

the custoer through eFterior and interior presentation< ach should /ecoordinated

ith the other using the storeCs o,erall thee<

Visual Merchandising ,olution

,er) shop>eeper and erchantOs priar) o/jecti,e is to sell erchandise<

Ehen the giant nineteenth centur) dr) goods esta/lishents li>e Marshall :ield

K

!o< shi*ted their /usiness *ro holesale to retail the ,isual displa) o* goods

/ecae

necessar) to attract the retail custoer< &he store indos no longer sipl)

alloed

natural light to shine in the /uilding or act as storage space *or stoc>Q the)

/ecae

iportant ,enues to attracti,el) displa) the storeOs erchandise< %raduall)- the

design

aesthetic used in indo displa)s o,ed indoors and /ecae part o* the o,erall


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interior store design- e,entuall) displacing the iportance indos altogether in

su/ur/an alls<

&he Victorian era ade indo displa)s popular and the %reat Fhi/ition o*

H= in London esta/lished the proinence o* displa) o,er the ites hile

coercializing the practice< In due course ,isual erchandising /ecae an

inaliena/le part o* the *ashion and retail industr)< Visual Merchandising at Big

Bazaar

MPBIM 2009

Page 0

As *ar as the ter Visual Merchandising is concerned- it /ecae idespread

onl) in 950 e,en though it as coined during the 9D0s< :ro the late H00s till

the

920s- ,isual erchandisers ere >non as indo triers< B) the late 920s-

the

indo triers ere re*erred to as displa) en- just as ad,ertising industr)

called

its people ad en< &he industr) is e,ol,ing and entering ne doains- Visual

Merchandising is increasingl) percei,ed as a part o* the o,erall /rand

counication

process<

!'MP'##&S ': VISUAL MR!"A#$ISI#%

S&'R IMA%

Iage can /e descri/ed as the o,erall loo> o* a store and the series o* ental

pictures and *eelings it e,o>es ithin the /eholder< :or the retailer- de,eloping a

poer*ul iage pro,ides the opportunit) to e/od) a single essage- stand out

*ro

the copetition and /e ree/ered<

As a rule- iage is the *oundation o* all retailing e+orts< Ehile store la)out-

presentation- signing- displa)s and e,ents can all change to reect neness and


25/74

eFciteent *ro ee> to ee>- season to season- the) ust ala)s reain true

to the

underl)ing store iage< &he *olloing eleents co/ine to *or a distincti,e

iage

that not onl) reaches out and gra/s the custoerOs attention- /ut also a>es a

positi,e Visual Merchandising at Big Bazaar

MPBIM 2009

Page

ipression ithin those precious *e seconds< Iage *ors the solid *oundation

*or

the reaining coponents o* MaFiizing Store Ipact

S&'R $SI%#

Store design pla)s a crucial role in /randing4 it reects and rein*orces the

corporate iage< &he sights- sounds- sells and other an) other aspect should

there*ore reect hat the retailer /rand is a/out and hat its attri/utes are<

$i+erent t)pes o* store design are4

N %rid4 It contains long gondolas (a *ree standing /loc> o* shel,es used to

displa) goods in a superar>et. o* erchandise and aisles in repetiti,e

pattern<

N Racetrac>4 also >non as loop< It pro,ides a ajor aisle to *acilitate custoer

traTc that has access to the stores ultiple entrances<

N :ree :or4 also >non as /outi1ueQ arranges Ftures and aisles

as)etricall)<

Visual erchandising creates a connection /eteen the copan)Cs iage and

the loo> o* the store<

6&RI'R $SI%#

S&'R #AM

An e+ecti,e store nae sets the tone and pro,ides a storeOs identication /)

conjuring up an iage in the custoerOs ind< An e+ecti,e nae is consistentith


26/74

/oth the product iF and the store atosphere<

VISUAL &RA$MAR3

An identia/le tradear> adds a ,isual iage to the eor) recall o* a store

nae- /) co/ining ords and pictures- colour- shape- t)pe*ace- teFture andorst)le

to a>e it stand out< Visual Merchandising at Big Bazaar

MPBIM 2009

Page 2

S&'R:R'#&

Store*ront is also an iportant eleent- hich adds to the store iage li>e the

eFterior architecture- signing and indo displa)s<

6&RI'R AR!"I&!&UR

A storeOs eFterior loo> is o*ten re*erred to as the architecture- and coprises

aspects such as /uilding aterials- architectural st)le and detail- colours and

teFtures<

&hese eleents gi,e a lasting rst ipression to the consuer< It is iportantthat the

eFterior loo> and *eel right to the shopper<

S&'R SI%#

&he store sign is a ,ital eleent o* the store*ront and also an iportant

coponent o* Visual Merchandising it helps in identi*)ing the store In realizing

the

,alue o* a strong store*ront sign- an) retailers are eplo)ing ne designtechni1ues

hich include projecting or cantile,ering the store sign /e)ond the lease line-

adding

otion- or using three;diensional lettering and uni1ue lighting applications to

add

depth to the sign<

EI#$'ES $ISPLAG A#$ :L''RI#%


27/74

A storeOs eFterior indos or glass store*ront pro,ide an additional

opportunit) to reach out and gra/ the passing custoer< Eindos are integral in

creating a positi,e ipression since the) o+er an opportunit) to /egin telling the

storeOs uni1ue erchandise stor)< &he ooring and the nu/er o* oors a retailoutlet

has- also a>e an iportant ipact on the consuers<

I#&RI'R $SI%# LM#&S Visual Merchandising at Big Bazaar

MPBIM 2009

Page

&he eleents o* interior design can /e used to create an iage that atches the

desired custoer prole<

:I6&URS

A ajor consideration in de,eloping an appropriate store design in,ol,es the

use o* Ftures< &he) are used to displa) erchandise- to help sell- to guard it

and to

pro,ide a storage space *or it< &he) should /e attracti,e and *ocus custoers<

Attention and interest on the erchandise<

$ISPLAGS

$ispla)s pla) an iportant role in a retail store< An attracti,e and in*orati,e

displa) can help sell goods< &here are se,eral principles that help ensure this

e+ecti,eness< &he) are achie,ing /alance- pro,ide doinant point- create e)e

o,eent etc<

MR!"A#$IS PRS#&A&I'# &!"#I7U

Merchandise Presentation techni1ue is one o* the ost iportant coponent

o* Visual Merchandising< &he *olloing are the di+erent presentation techni1ues4

< Idea;'riented Presentation4 a ethod o* presenting erchandise /ased on a

specic idea or iage o* the store<

2< St)leIte Presentation4 organizing stoc> /) st)le or ite Visual Merchandisingat Big Bazaar


28/74

MPBIM 2009

Page D

< !olour Presentation4 A ajor role in a displa) is that o* the colour andlighting< Aesthetic and inno,ati,e use o* the can lure custoers to ,isit ore

aisles than the) usuall) do and spend ore tie there<

D< Price; lining4 is the techni1ue hen retailers o+er a liited nu/er o*

predeterined price points ithin a classication<

=< Vertical Merchandising4 erchandise is presented ,erticall) suing alls and

high gondolas

8< &onnage Merchandising4 here large 1uantities o* erchandise are displa)ed

together to enhance and rein*orce a stores price iage

5< :rontal Presentation4 here the retailer eFposes its uch o* the product as

possi/le to catch the custoerCs e)e

H< :iFtures4 the priar) purposes o* Ftures are to eTcientl) hold and displa)

erchandise<

!'L'UR

&he ps)chological e+ect o* colour continues to /e iportant to retailers<

!olour pro/a/l) ore than an) other *actor eFcept price- is the


29/74

heights colour and aterial used ill inuence the store loo><

:L''RI#% Visual Merchandising at Big Bazaar

MPBIM 2009

Page =

:looring choices are iportant /ecause the co,erings can /e used to separate

departentsQ u+s noise in high;traTc areas and strengthen the store iage<

S"LVI#%

&he aterial used *or shel,ing as ell as its design ust /e copati/le ith

the erchandising strateg) and the o,erall iage desired< Music and scent in

the retail

outlet can inuence consuer /eha,iour to a large eFtent<

VM supports Retail Strateg)4

N VM ph)sicall) carries out a storeOs prootional selling strategies /) designing

and eFecuting indo and interior displa)s that supports ad goals

N Installing prootional signing *or in;store selling

N Producing or>a/le departental la)outs and interior dcor

N $e,ising erchandise Fture la)outs *or da) to da) operations

N Placing and presenting erchandise on alls and Ftures

N Eor>ing as tea e/ers ith the storeOs prootional sta+

VM supports selling4

N !ounicate the latest trends in *ashion and colors

N Assists custoers in a>ing a /u)ing decision

N !reate an eFciting en,ironent ithin the store

N VM trans*ors a shopper into a /u)er

N VM supports gi*t shopping

N VM stiulates custoersO appetites *or art*ull) presented erchandise in the

sae a) that the gouret coo> stiulates dinersO appetites *or the art*ull)

presented ealVisual Merchandising at Big Bazaar


30/74

MPBIM 2009

Page 8

VM supports retailing trends4N A trend is a direction in hich *ashion sees to /e o,ing< VM is the

in,isi/le *orce that doing a lot o* the pushing /ehind the trend< &rends put O*unO

in *undaental erchandising< Soe o* the proinent trends include4

N !onsueris is the trend4 !onsuers li>e an opportunit) to thoroughl)

inspect the product /e*ore a>ing a purchase

N &he /arriers to Oshocase sellingO had to coe don< Stores /egan to o,e in

the direction o* sel* ser,ice

N Assortent hich the consuers li>e is another trend

N V Merchandisers should /ecoe eFperts in anticipating and responding to

li*est)le trends< &he cruF is ho to target the custoers li,e their li,es

N Stand along stores in shopping ,illages is a trend here custoers are a/le to

par> their ,ehicles in *ront o* retail stores

N #on;store retailing ill a+ect VM

N VM also supports international retailing

Visual Merchandising $oCs and $onCts Visual Merchandising at Big Bazaar

MPBIM 2009

Page 5

$oCs

N Eindo displa) should /e changed ee>l) or *ortnightl) to ensure *reshness<

&he displa) and la)out should di+erentiate the store *ro copetition< !olors

and design should /e characteristic o* the /rand iage<

N Ipulse purchase ites (per*ues- atch straps- gi*ts. should /e close to the

entr) and eFit doors *or non;serious or causal custoers ould li>e to /rose

the hole store< &heir purchase is not pre;planned and /ecause these ipulse


31/74

purchase ites are relati,el) cheaper the) ight /u) the in a hi< Also

hen custoers ait at the /illing counter the people accopan)ing the /u)er

a) snoop around and a>e a purchase too<

N Use s)/ols as directions

N $istance /eteen the aisles should *acilitate the eas) *or o,eent shoppers<

$onCts

N A,oid too an) oors<

N Rac>s shouldnCt /e too high- especiall) in /oo>stores /ecause custoers

ight not /e a/le to reach the /oo>s<

N Lighting shouldnCt /e poor and at the sae tie shouldnCt /e ,er) /right<

Shados are essential *or that added e+ect<

N &he displa) shouldnCt /e contrast to the section in hich it is< It also shouldnCt

/e unaesthetic< Visual Merchandising at Big Bazaar

MPBIM 2009

Page H

!"AP&R D !'MPA#G PR':IL

BI% BAAAR Visual Merchandising at Big Bazaar

MPBIM 2009

!opan) Prole

Pantaloon Retail (India. Liited- is IndiaCs leading retailer that operates

ultiple retail *orats in /oth the ,alue and li*est)le segent o* the Indian

consuer

ar>er< "ead1uartered in Mu/ai (Bo/a).- the copan) operates o,er =

illion

s1uare *eet o* retail space- has o,er D=0 stores across D0 cities in India and

eplo)s

o,er H-000 people


32/74

&he copan)Cs leading *orats include Pantaloons- a chain o* *ashion outlets-

Big Bazaar- a uni1uel) Indian h)perar>et chain- :ood Bazaar- a superar>et

chain-

/lends the loo>- touch and *eel o* Indian /azaars ith aspects o* odern retailli>e

choice- con,enience and 1ualit) and !entral- a chain o* sealess destination

alls<

Soe o* its other *orats include- $epot- Shoe :actor)- Brand :actor)- Blue S>)-

:ashion Station- aLL- &op0- Star and Sitara< &he copan) also operates an

online

portal- *uture/azaaret

Retailer o* the Gear 2005 at the Eorld Retail !ongress held in Barcelona< Visual


MPBIM 2009

Page D0

Pantaloon Retail is the agship copan) o* :uture %roup- a /usiness group

catering

to the entire Indian consuption space<

Big /azaar is oned and operated /) :uture Bazaar India Ltd *or the entire group and >eeps the argins lo- so

that

custoers get a great range o* products at great prices< Pantaloon Retail (India.


33/74

Liited led /) 3ishore Bi)ani is the countr)Os largest retailer< It ons and

operates

ultiple retail *orats including Pantaloons- Big Bazaar- :ood Bazaar- !entral-

one- :ashion Station- $epot and an) others<

:uture %roup

:uture %roup- led /) its *ounder and %roup !'- Mr< 3ishore Bi)ani- is one

o* IndiaCs leading /usiness houses ith ultiple /usinesses spanning across the

consuption space< Ehile retail *ors the core /usiness acti,it) o* :uture %roup-

group su/sidiaries are present in consuer nance- capital- insurance- leisure

and

entertainent- /rand de,elopent- retail real estate de,elopent- retail ediaand

logistics<

Led /) its agship enterprise- Pantaloon Retail- the group operates o,er 2

illion s1uare *eet o* retail space in 5 cities and tons and 8= rural locations

across

India< "ead1uartered in Mu/ai (Bo/a).- Pantaloon Retail eplo)s around

0-000

people and is listed on the Indian stoc> eFchanges< &he copan) *ollos a

ulti*orat retail strateg) that captures alost the entire consuption /as>et

o* Indian

custoers<

In the li*est)le segent- the group operates Pantaloons- a *ashion retail chain

and !entral- a chain o* sealess alls< In the ,alue segent- its ar1uee

/rand- Big

Bazaar is a h)perar>et *orat that co/ines the loo>- touch and *eel o* Indian

/azaars ith the choice and con,enience o* odern retail< Visual Merchandising

at Big Bazaar

MPBIM 2009

Page D

In 200H- Big Bazaar opened its 00th store- ar>ing the *astest e,er organic

eFpansion o* a h)perar>et< &he rst set o* Big Bazaar stores opened in 200 in


34/74

3ol>ata- ")dera/ad and Bangalore<

&he groupCs specialt) retail *orats include- /oo>s and usic chain- $epot-

sportsear retailer- Planet Sports- electronics retailer- zone- hoe ipro,eent

chain- "oe &on and rural retail chain- Aadhar- aong others< It also operates

popular shopping portal- *uture/azaareholders shall /e

ser,ed onl) /) creating and eFecuting *uture scenarios in the consuption

space leading to econoic de,elopent<

N Ee ill /e the trendsetters in e,ol,ing deli,er) *orats- creating retail realt)-

a>ing consuption a+orda/le *or all custoer segents J *or classes and

*or asses<

N Ee shall in*use Indian /rands ith condence and reneed a/ition<

N Ee shall /e eTcient- cost; conscious and coitted to 1ualit) in hate,er e

do<

N Ee shall ensure that our positi,e attitude- sincerit)- huilit) and united

deterination shall /e the dri,ing *orce to a>e us success*ul< Visual


MPBIM 2009

Page D2

PAR& A &"'RI&I!AL S&&I#%Visual Merchandising at Big Bazaar

MPBIM 2009

Page D

!"AP&R = Signicance o* Research


35/74

Visual erchandising is the art and science o* displa)ing and presenting

product on the sales oor and in the indos ith the purpose to increase store

traTc

and sales ,olue<Along ith )our store design- it is a >e) coponent o* )our storeCs uni1ue

identit) and )our /est *or o* ad,ertising< &hrough the )ou are a/le to

counicate to )our target custoer )our /randCs identit)- hat is uni1ue and

special a/out )our o+ering and hat a>es )ou /etter than other stores<

Ehen deciding ho to present )our product in )our store- ala)s ree/er

that ,isual erchandising is an eFtension o* )our storeCs custoer ser,ice< &hat

is

h) hen planning *or )our storeCs loo> and *eel and product presentation- )ou

ust

a>e sure that the)4

N nhance the *eeling o* ser,ice and a>e )our custoer *eel good< A/o,e all

)ou ant )our custoer to *eel good and /e happ)< I* the) are happ) )ou

>no that the) are going to /u)< Gou also ant to /uild lo)alt) and repeat

purchases /) creating a good shopping eFperience<

N !reate a eora/le ipression4 a>e it a *east *or the senses< Shopping isnOt

just a/out pic>ing up a product< ItCs a/out teptation- attraction- and creating

a eora/le ipression that ill encourage the custoer to coe /ac> o,er

and o,er again< !ustoers are gi,ing )ou hat little tie the) ha,e< Gou

should reard the ith /enets /e)ond the products )ou carr)< A

eora/le ipression can /e created in an) di+erent a)s< It could /e

a/out the sensor) eFperience o* entering a store and /eing surrounded /) light-

colour- teFture- and sound<

Ehile there is su/stantial aount o* research on each o* the coponents o*

,isual

erchandising- a holistic approach toards ,isual erchandising in,ol,ing the



36/74

MPBIM 2009

Page DD

consuerCs perceptions has not attracted uch o* research e+ort< So this haspropted e to ta>e up the research<

!"AP&R 8 Literature Re,ie


interior- that

creates a positi,e iage o* the /usiness and results in attention- interest- desire

and

action on part o* the custoer@

Source4 Visual Merchandising *or retailers /) "oll) Basto Shoop- #orth $a>ota

State Uni,ersit)

$ale etocha- #orth $a>ota State Uni,ersit)

%regor) Passeitz- the 'hio State Uni,ersit)

Merchandising and displa) are an iportant part o* the ar>eting plan- and

should ha,e a reasona/le /udget allocated ; e,en *or a retailer operating on a

shoestring<

In toda)Os copetiti,e retail en,ironent a retailer cannot a+ord to consider

erchandising as a O*rillO< ,er)one is copeting *or the custoersO dollar< &here

are

ore choices out there *or consuers than e,er /e*ore<

Posters co,ering the door and indos- hand lettered signs- lac> o* lighting

and untid) displa)s send the essage that )our /usiness isnOt serious< I* )our

store

loo>s li>e a /argain /aseent- custoers ill eFpect /argain /aseent prices

and

a) dra the conclusion that )our product is poor 1ualit)< &his judgent a)

ha,e

little to do ith the product itsel*- /ut /e the result o* poor presentation<

Melanie McIntosh- a retail consultant and *ounder o* Inspire Retail


37/74

Solutions- a British !olu/ia r that helps retailers create strong- pro*essional

/usiness iages that attract custoers< Visual Merchandising at Big Bazaar

MPBIM 2009

Page D=

Merchandising is ore than sipl) the arrangeent o* products on the shel*<

It is an integral coponent o* the /usiness iage< It should /e considered hen

)ou

design )our logo- /usiness cards- /rochures- letterhead- pac>aging- and product

iF<

Ehen )ou eFaine )our erchandising- )ou eFaine hat the custoersO

eFperience- *ro their rst sight o* )our store *ront- until the) lea,e store ;

hope*ull)

ith a purchase in hand< Merchandising is also a/out understanding the a)

custoers shop< B) using this >noledge- )ou can position )our erchandise to

increase sales<

Gou need to create an en,ironent that attracts the custoer- is co*orta/le to

shop-

and encourages the custoer to return<

N Are the store *ront and indos attracti,e K in,itingW

N Is all signage clear- pro*essional and legi/leW

N Is the store interior elcoing and co*orta/leW

N Is erchandise presentation appealingW

N Are seasonal and high;argin erchandise placed in high prole locationsW

N ',erall- is the store appearance pro*essionalW Visual Merchandising at Big

Bazaar

MPBIM 2009

Page D8

!hapter 5 J Research %ap

Visual Merchandising is an integral part o* retail toda)< &here is a groing


38/74

recognition o* need *or Visual Merchandising< But e,en as it continues to gro-

the

understanding o* Visual Merchandising ipact and e+ecti,eness is still in its

in*anc)<

&he shopping /eha,iour hich go,erns the decision to /u) is a *unction o*

three stiuli ,izinaestheticQ the ,isual stiulus is the

easiest

and ost idel) used tool *or attracting custoers<

Ehile there is su/stantial aount o* research on each o* the coponents o*

,isual erchandising- a holistic approach toards ,isual erchandising in,ol,ing

the

consuerCs perceptions has not attracted uch o* research e+ort< &here is a

,ital gap

in the current research and this has propted to ta>e up research in,estigation

in this

eld< Visual Merchandising at Big Bazaar

MPBIM 2009

Page D5

!"AP&R H Pro/le Stateent and Research

'/jecti,e

VM carries ith its Otouch pointsO *ro the custoersO point o* ,ie< &hese

touch points coprise the custoer en,ironent and it is through interacting

ith that

VM that custoer pre*erence is *ored< &he VM is an eFcellent anal)tical tool *or

disco,ering the nature o* these touch points- their essentialit) *or pre*erence

*oration

and the co/ination and se1uence o* such touch points that result in a

custoer

en,ironent that aFiizes corporate a/ilit) to construct sustained custoer

pre*erence< Ehat are these touch pointsW "o does VM unzip these touch pointsW

Ehat should /e the appropriate congurations to the VMW &his pro/lestateent


39/74

has /een cr)stallized into the *olloing research o/jecti,es

Research '/jecti,e

N &o eFaine the ipact o* VM in consuer /u)ing decisions

N &o a>e recoendations *or the alignent o* VM in the process o*

custoer pre*erence Visual Merchandising at Big Bazaar

MPBIM 2009

Page DH

!"AP&R 9 ")pothesis

Ee see> to achie,e the a/o,e o/jecti,es through testing the *olloing

h)pothesis4

"04 All *actors are e1uall) iportant in Visual Merchandising

"A4 All *actors are not e1uall) iportant in Visual Merchandising Visual


MPBIM 2009

Page D9

!"AP&R 0 Research Methodolog)

&GP ': RSAR!"

&he stud) can ell /e descri/ed as descripti,e< As a descripti,e research- the

stud) ill deal ith the ,aria/les a+ecting the custoer pre*erence process ,ia

VM< It

nds *acts<

ARA ': #7UIRG

It is proposed to conduct research in Bangalore !it)<

Secondar) $ata

&he secondar) data o* the stud) ill /e /ased on the a,aila/le literature in

Xournals in the retailing sector<

Priar) $ata

Priar) $ata as collected using the structured 1uestionnaire< A saple size


40/74


41/74

!"AP&R 2 $ata Anal)sis K In*erence

. "o o*ten do )ou ,isit Big BazaarW

Respondents

'nce in da)s 0

'nce in a ee> 0

Monthl) 2

#o tie *rae 85

&a/le J *re1uenc) o* ,isitVisual Merchandising at Big Bazaar

MPBIM 2009

0

0

2

85

0

0

20

0

D0

=0

80

50

H0

'nce in da)s 'nce in a ee> Monthl) #o &ie :rae

*re1uenc) o* ,isit

Respondents

:igure D ; :re1uenc) o* ,isit to Big Bazaar

I#:R#!4

:ro the a/o,e o/ser,ations it is *ound that4


42/74

Y 85 respondents ,isit to Big Bazaar has no denite &ie :rae<

Y 2 o* respondents ,isit Big Bazaar once in a Month<

Y 0 ,isited the store Eee>l)<

Page =Visual Merchandising at Big Bazaar

MPBIM 2009

Page =D

2. Ehat is )our opinion o* the Store $ispla)W

Respondents

Ver) %ood =

%ood =

Satis*actor) 22

Poor 0

Ver) Poor 0 Visual Merchandising at Big Bazaar

MPBIM 2009

&a/le 2 J opinion on store displa)

0

0

20

0

D0

=0

80

Ver) %ood %ood Satis*actor) Poor Ver) Poor

St or e $i spl a)

Respondents

:igure = ; opinion o* store dispal)

I#:R#!


43/74


Y = o* respondents *elt that o,erall Store $ispla) at Big Bazaar as %ood<

Y 2 o* the respondents *elt that o,erall Store $ispla) as Fcellent<

Y 22 *elt that Store $ispla) as Satis*actor)<

Y 0 *elt that Store $ispla) as Poor<

Page ==Visual Merchandising at Big Bazaar

MPBIM 2009

Page =8

. "o iportant is the A/ience o* the store hile shoppingW

Respondents

Ver) Iportant DD

Iportant =8

#ot Iportant 0 Visual Merchandising at Big Bazaar

MPBIM 2009

#ot at all Iportant 0

&a/le J opinion o* a/ience o* store

DD

=8

0 0

0

0

20

0

D0

=0

80

Ver) Iportant Iportant #ot Iportant #ot at all


44/74


45/74

20

0

D0

=0

80

50

Fcellent %ood A,erage Poor

St or e $esign K $ispla)

Response

:igure 5 ; opinion o* store displa)

I#:R#!


Y D o* the respondents *eel that Store $esign and $ispla) as Fcellent<

Page =9

Y 8 o* the respondents *eel that Store $esign and $ispla) as %ood< Visual


MPBIM 2009

Page 80

Y 2 o* the respondents *eel that Store $esign and $ispla) as A,erage<

Y Ehile none o* the respondents *elt that o,erall Store $esign and $ispla) as

Poor<

=. "o do )ou rate the store on /asis o* !olors K LightingW Visual Merchandising

at Big Bazaar

MPBIM 2009

Respondents

Fcellent H

%ood 88


46/74

A,erage 22

Poor D

&a/le = J opinion o* color K lighting

H

88

22

D

0

0

20

0

D0

=0

80

50


!ol or K Li ght i ng

Response

:igure H ; opinion o* color K lighting

I#:R#!

Page 8

:ro the a/o,e o/ser,ations it is *ound that4 Visual Merchandising at Big Bazaar

MPBIM 2009

Page 82

Y H o* the respondents *eel that !olor and Lighting at Big Bazaar as

Fcellent<

Y 88 o* the respondents *eel that !olor and Lighting at Big Bazaar as %ood<

Y 22 o* the respondents *eel that !olor and Lighting at Big Bazaar as


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A,erage<

Y D o* the respondents *eel that !olor and Lighting at Big Bazaar as Poor<

8. "o do )ou rate the store on /asis o* Props K $ecorati,e itesW Visual

Merchandising at Big BazaarMPBIM 2009

Respondents

Fcellent H

%ood 5

A,erage H

Poor 2

&a/le 8 J opinion o* props K decorati,e ites

H

5

H

2

0

0

20

0

D0

=0

80

50

H0


Props K $ecorat i,e it es

Response

:igure 9 ; opinion o* props K decorati,e ites


48/74


MPBIM 2009

Page 8DI#:R#!


Y H o* the respondents *elt that Props K $ecorati,e ites at Big Bazaar ere

Fcellent<

Y 5 the respondents *elt that Props K $ecorati,e ites at Big Bazaar as

%ood<

Y H the respondents *elt that Props K $ecorati,e ites at Big Bazaar as

A,erage<

Y 2 the respondents *elt that Props K $ecorati,e ites at Big Bazaar as Poor


MPBIM 2009

5. "o do )ou rate the store on the /asis o* :iFtures K "ardareW

Respondents

Fcellent D

%ood 8

A,erage =H

Poor 2

&a/le 5; opinion on Ftures K hardare

D

8

=H

2

0

0


49/74

20

0

D0

=0

80

50


:iFt ur es K "ar dar e

Response

Page 8=

:igure 0 ; opinion o* Ftures K hardareVisual Merchandising at Big Bazaar

MPBIM 2009

Page 88

I#:R#!


Y D *elt that :iFtures and "ardare at Big Bazaar as Fcellent

Y 8 *elt that :iFtures and "ardare at Big Bazaar as %ood

Y =H *elt that :iFtures and "ardare at Big Bazaar as A,erage

Y 2 *elt that :iFtures and "ardare at Big Bazaar as Poor Visual


MPBIM 2009

Page 85

H. "o In*orati,e as the signs in the storeW

Respondents

Ver) In*orati,e 2

In*orati,e 8=

#ot In*orati,e 22


50/74

#ot at all In*orati,e

&a/le H J opinion o* signs in the storeVisual Merchandising at Big Bazaar

MPBIM 2009

2

8=

22

0

0

20

0

D0

=0

80

50

Ver ) In*or ati,e In*or ati,e #ot In*or ati,e #ot at all

In*orati,e

Si gns i n t he st or e

Response

:igure ; opinion o* signs at Big Bazaar

I#:R#!


2 *elt that Signs at Big Bazaar as Ver) In*orati,e

8= *elt that Signs at Big Bazaar as In*orati,e

22 *elt that Signs at Big Bazaar as #ot In*orati,e

*elt that Signs at Big Bazaar as #ot at all In*orati,e

Page 8HVisual Merchandising at Big Bazaar


51/74

MPBIM 2009

Page 89

9. $id )ou *ace pro/le in reaching *or ites in the rac>WRespondents

Ges 2

#o 8H

&a/le 9 J opinion on con,enience in reaching *or ites in rac>


MPBIM 2009

2

8H

ites in the rac>

Ge s

#o

:igure 2 ; opinion on con,enience in reaching *or ites in the rac>

I#:R#!


2 *elt that the) had pro/le in reaching *or the ites in the rac>

8H *elt that the) had no pro/le in reaching *or the ites in the rac>


MPBIM 2009

Page 5

0. $o )ou agree that ites such as !hocolates- Biscuits- and So*t $rin>s should

/e close to entr) and eFit doors *or casual custoersW

Respondents


52/74

Agree 8H Visual Merchandising at Big Bazaar

MPBIM 2009

Soehat Agree 2H$isagree D

&a/le 0; opinion a/out so*t drin>s- /iscuits *or casual custoer

8H

2H

D

0

0

20

0

D0

=0

80

50

H0

Agr ee Soehat Agr ee $isagr ee

Response

:igure

I#:R#!


Page 52

Y 8H Agreed that ites such as !hocolates- Biscuits K So*t $rin>s should /e

placed near entr) and eFit doors *or casual custoers Visual Merchandising at

Big Bazaar


53/74

MPBIM 2009

Page 5

Y 2H Soehat agreed that ites such as !hocolates- Biscuits K So*t $rin>sshould /e placed near entr) and eFit doors *or casual custoers

Y D $isagreed that ites such as !hocolates- Biscuits K So*t $rin>s should

/e placed near entr) and eFit doors *or casual custoers

. $o )ou agree that Eindo $ispla) should /e changed ee>l) or *or e,er)

:ortnight to ensure *resh displa)W Visual Merchandising at Big Bazaar

MPBIM 2009

Respondents

Agree 85

Soehat Agree

$isagree 0

&a/le ; opinion on hether indo displa) should /e changed ee>l)

85

0

0

0

20

0

D0

=0

80

50

H0

Agree Soehat Agree $isagree


54/74

Eindo $ispla)

Response

:igure D ; opinion on indo displa)

I#:R#!

Page 5D

:ro the a/o,e o/ser,ations it is *ound that4 Visual Merchandising at Big Bazaar

MPBIM 2009

Page 5=

Y 85 Agreed that Eindo $ispla) should /e changed e,er) *ortnight to

ensure *resh displa)

Y Soehat Agreed that Eindo $ispla) should /e changed e,er)

*ortnight to ensure *resh displa)

Y Ehile #one o* the $isagreed that Eindo $ispla) should /e changed

e,er) *ortnight to ensure *resh displa) Visual Merchandising at Big Bazaar

MPBIM 2009

2. $id the distance /eteen the Aisles *acilitate *or eas) o,eent o* the

ShoppersW

Respondents

Ges 82

#o H

&a/le 2; opinion on space /eteen aisles

82

H

Aisles

Ges

#o

:igure = ; opinion on space /eteen the aisles


55/74


MPBIM 2009

Page 55

I#:R#!


82 *elt that distance /eteen the Aisles *acilitated *or eas) o,eent *or the

shoppers

H *elt that distance /eteen the Aisles did not *acilitate *or eas) o,eent

*or

the shoppers


MPBIM 2009

. Are Seasonal and "igh Margin Merchandise placed in high prole locationsW

Respondents

Ges =H

#o D2

&a/le J opinion on seasonal K high argin erchandise locations

=H

D2

Seasonal K "igh Margin Merchandise

Ges

#o

Page 5H

:igure 8 ; opinion on seasonal K high argin erchandise Visual Merchandising

at Big Bazaar

MPBIM 2009


56/74

Page 59

I#:R#!


Y =H respondents *elt Seasonal K "igh Margin Merchandise ere placed in

high prole location

Y D2 respondents *elt Seasonal K "igh Margin Merchandise ere not placed

in high prole location Visual Merchandising at Big Bazaar

MPBIM 2009

Page H0

D. ',erall- is the Store Appearance Pro*essionalW

Respondents

Ges DD

#o 2D

Soehat 2

&a/le D J opinion on o,erall pro*essionalis o* the storeVisual Merchandising at

Big Bazaar

MPBIM 2009

DD

2D

2

0

=

0

=

20

2=


57/74

0

=

D0

D=

=0

Ge s #o So e h at

Response

:igure 5 ; opinion on o,erall pro*essionalis o* the store

I#:R#!


DD o* the respondents *elt that the o,erall Store Appearance as Pro*essional

2D o* the respondents *elt that the o,erall Store Appearance as #ot

Pro*essional

2 o* the respondents *elt that the o,erall Store Appearance as Soehat

Pro*essional and needed soe ipro,eents

Page HVisual Merchandising at Big Bazaar

MPBIM 2009

Page H2

!"AP&R ")pothesis &est i ng

")pothesis !onducted on 7uestion no 2- - D- =- 8- and 5<

"04 ALL &" :A!&'RS AR 7UALLG IMP'R&A#& I# VISUAL

MR!"A#$ISI#%

"A4 ALL &" :A!&'RS AR #'& 7UALLG IMP'R&A#& I# VISUAL

MR!"A#$ISI#% Visual Merchandising at Big Bazaar

MPBIM 2009

:A!&'RS


58/74


59/74


60/74

highl) inuenced /) the loo> and *eel o* the store< +ecti,e ,isual erchandising

is

essential to attract shoppers enticing the to a>e a purchase< +ecti,e ,isual

erchandising should also /e supported /) good sales sta+ to close deals ithshoppers<

. Most o* the people ho ,isited Big Bazaar had no eFact tie *rae<

2. #earl) hal* o* the respondents /elie,ed that the o,erall store displa) at Big

Bazaar as good- and o,er 20 respondents *eel that there as *urther

need *or ipro,eent<

. Alost all the respondents *elt that the o,erall a/ience o* the store is

iportant hile shopping<

D. Majorit) o* the respondents /elie,e that signs in the store ere

in*orati,e< Ehile *e said otherise<

=. ',er 80 o* the respondents *elt that ites such as chocolates- /iscuits-

so*t drin>s should /e close to entr) and eFit doors *or casual custoers<

8. 85 o* the respondents *eel that indo displa) should /e changed

ee>l) or e,er) *ortnight<

5. #earl) DD o* the respondents *eel that Big Bazaar store is pro*essional

H. Man) respondents /elie,ed that Seasonal and "igh argin erchandise

ere placed in high prole location<

9. Soe respondents *elt that during pea> hours the shel* ere not

replenished *aster- resulting in longer aiting periods<

0. Prootions- props and $ecorati,e ites are huge attractions ith regard to

,isual erchandising< Visual Merchandising at Big Bazaar

MPBIM 2009

Page H8

PAR& ! R!'MM#$A&I'#S

!"AP&R = Recoendations


61/74


62/74

architectOs ,ision o* the store and ipleenting it through their choice o*

*ashion- color- props- lighting and *ocal points< &he creati,it) and hard or>

o* the ,isual erchandisers are the linchpins o* e+ecti,e store design< Ee gi,e

/elo the design principles hich ust /e adopted /) Big Bazaar4

$SI%# PRI#!IPLS

^ Unit)

^ "aron)

^ Repetition Visual Merchandising at Big Bazaar

MPBIM 2009

Page HH

^ Balance

^ Rh)th (o,eent.

^ !ontrast

^ phasis

^ Surprise

$SI%# LM#&S4

^ !olor

^ &eFture

^ Proportion

^ $irection

^ Size

^ Shape

^ Line

^ Se1uence

^ &ension

!'L'R S!"MS4

< !opleentar) schees consists o* to colors that are directl)

opposite to each other on the color heel;;eFaple )ello and ,iolet


63/74


64/74

^ "oe *ashion indos a) *eature the latest dining trend< &he) a) also

*eature candles- dinnerare- ta/le linens that relate to the dinner thee-

encouraging shoppers to create all o* the a/ience a) ight nd in a

restaurants in their on hoes

^ Prootional indos *eature products that are part o* an ad,ertising strateg)

prooting an entire line o* products- a single ite or a special store;ide

e,ent< "olida)s li>e MotherOs $a) and ValentineOs $a) pro,ide opportunities

to stage eFciting indo *unctions

^ Sale indos announce the storeOs ajor sale e,ents and a) not *eature an)

erchandise at all;;ipl)ing that the store is stripped don and read) to sell

out to the /are alls at lo- lo- lo prices<

^ $ri,e;/);indos are eFterior indos ,ieed /) people dri,ing on cit)

streets or passing through shopping all par>ing lots

^ Li,e or $eo indos capture shoppersO attention< Retail theatre ith a li,e

actor dras curious crods into the store

^ Interacti,e or through;glass indos< lectronic coponents in,ite passer/)

to interact ith indo displa)s /) touching sensiti,e panels on the eFterior

glass hich are connected to o,ersized screens set up in the indoOs interior<

&his is a /rea>through inno,ation *or retailing

Eindo displa) theor)4

Eindo theatrics a) /e retail *antasies- roances- draas- coedies- or

ad,enture stores /ut the) are ala)s designed to engage iagination and a>e

shoppers thin> a/out hat it ould /e li>e to on the erchandise on displa)<

:antas);to;Realit) &heor) guides shoppers *ro their rst loo> at

erchandise in indos and editorial displa)s to the selling oor and into the

tting roo in three steps4

^ &he indoOs larger;than;li*e ,ersion o* *ashion;erchandise that is

dropped or posed to aaze- ause and enthuse;;dras indo shoppers


65/74

into the store< &his is *antas) stage

^ &he retailer presents the indo erchandise inside the store and less

theatricall) using editorial space in prie interior locations< &hese are

stepped;don presentations< &he) echo the thee o* the indo displa) VisualMerchandising at Big Bazaar

MPBIM 2009

Page 90

/ut are no presented in the conteFt o* the store< &his is realit) stage<

Merchandise loo>s ore Otrue to li*eO than it does in the indo< Shoppers

ha,e the chance to personall) ipact the erchandise

^ &he indo erchandise is read) *or purchase< "ere is nal realit) here

shoppers can nall) handle the ites the) ha,e adired or to tr) the on

Eindo $ispla) &hees (Retail Ad,ertiseent Message.4

&heatic inspiration *or indo displa)s is ala)s the erchandise itsel*<

EindoOs oti* (doinant thee idea. is a good supporting de,ice *or ,isual

erchandising< Soe ties thees are set /) the corporate ad,ertisers

&he thee inspiration can coe *ro4

^ ProductsO end use- *a/rication- st)les and color

^ !urrent directions in *ashion design

^ Popular color parallels;;ar>et;dri,en color choices

^ Recent- current or upcoing e,ents;;glo/al- national or local happenings that

in,ol,e or inuence *ashion

^ Inuential cultural directions;;*ads- erchandising and li*est)le trends- ne

/oo>s and agazines- recent ls- pla)s- art- architecture- entertainent etc<

^ "istorical perspecti,es;;;ell;>non s)/ols- recurring on retrospecti,e

*ashion designers- signicant anni,ersaries o* e,ents

^ Retail iage decisions;;;uni1ue or OsignatureO architectural- decorati,e or

st)listic eleents eFclusi,el) characteristic o* the retailerOs iage or the storeOs


66/74


67/74


68/74


69/74


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$ilipa S #ai>

#ae ̀ `````````````````````` Age ̀ ``````````

%ender ̀ ``````````````

Incoe per annu4

]=0-000 =0-000;L L;L L #ot Applica/le


MPBIM 2009

Page 95

. "o o*ten do )ou ,isit Big BazaarW

a< 'nce in da)s ( .

/< 'nce in a ee> ( .

c< Monthl) ( .

d< #o &ie :rae ( .

2. Ehat is )our opinion o* the Store $ispla)W

a< Ver) %ood ( .

/< %ood ( .

c< Satis*actor) ( .

d< Poor ( .

e< Ver) Poor ( .

. "o iportant is the a/ience o* the store hile shoppingW

a< Ver) Iportant ( .

/< Iportant ( .

c< #ot Iportant ( .

d< #ot at all Iportant ( .

D. "o do )ou rate the store on /asis o* Store $esign K $ispla)W

a< Fcellent ( .

/< %ood ( .

c< A,erage ( . Visual Merchandising at Big Bazaar


71/74


72/74

0. $o )ou agree that ites such as chocolates- /iscuits- so*t drin>s should /e

close to entr) and eFit doors *or casual custoersW

a< Agree ( .

/< Soehat Agree ( .

c< $isagree ( .

. $o )ou agree that indo displa) should /e changed ee>l) or *or e,er)

*ortnight to ensure *resh displa)W

a< Agree ( .

/< Soehat Agree ( .

c< $isagree ( .

2. $id the distance /eteen the aisles *acilitate *or eas) o,eent o* the

shoppersW

a< Ges ( . /< #o ( .

. Are Seasonal and high argin erchandise placed in high prole locationsW

a< Ges ( . /< #o ( .

D. ',erall- is the store appearance pro*essionalW

a< Ges ( . /< #o ( . c< Soehat ( .

=. Please gi,e recoendation to ipro,e Visual Merchandising at Big Bazaar

ore appealing< Visual Merchandising at Big Bazaar

MPBIM 2009

Page 00

6PALA#A&I'# &' RSAR!" I#S&RUM#&

US$

&he research instruent used *or this sur,e) is 1uestionnaire< &he reasons h)

this

instruent is chosen are4;

N It is *ree *ro all /ias


73/74

N It co,ers a ide area<

N It helps in getting original data<

N #ot eFpensi,e<

N It is eas) to ta/ulate and understand

N It can /e collected through ail Visual Merchandising at Big Bazaar

MPBIM 2009

Page 0

$irections *or *urther Research

&he *olloing areas o* research constitute Ogreen pasturesO *or *urther research4

^ !ategor) Manage in Retailing Units4 A $iagnostic Stud)

^ !reating a Shopping Fperience in Retailing Units4 A Phenoenographic

I#:R#!

^ Business Intelligence and Retailing4 An Anal)tical Stud)

^ Pri,ate La/els in Retailing Units4 A $iagnostic Stud)

^ $)naics o* Suppl) !hain Manageent in Retail Industr)4 $iagnosis K

Prognosis

^ Use o* R:I$ &echnolog) in Retailing Units4 An Anal)tical Stud)

^ !ategor) 3illers in Retailing4 A $iagnostic Stud)

^ Super :ranchising in Retailing4 An Anal)tical Stud)

^ #on;Store Retailing4 !onteporar) Issues

^ Retail Store %raphics4 An Fplorati,e Stud)

^ Micro;anal)sis o* Visual Merchandising Varia/les

^ Magic o* Eindo $ispla) and its inter*ace ith Visual Merchandising Visual


MPBIM 2009

Page 02

^ !ustoersO PerceptionsInsights o* Visual Merchandising


74/74

^ Ipact o* Visual Merchandising on trans*oring the shoppers into /u)ers

^ Ipact o* Visual Merchandising on trans*oring the online /u)ers into obine

Bu)ers

visualmerchandisingatbigbazaar-110622151626-phpapp02

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