A STUDY ON CONSUMER BEHAVIOR ON THE BASIS OF VISUAL MERCHANDISING AT BIGBAZZAR

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A STUDY ON
CONSUMER BEHAVIOR ON THE BASIS OF
VISUAL MERCHANDISING
A Report Submitted to
Asian School of Business Management
in partial fulfillment of the requirements for award of the degree of
Post Graduate Diploma in Management
By
Gagan Kumar Gouda

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Contents:-
Sl. No. Topic Contains Page No
1 EXICUTIVE
SUMMERY
7-8
2 CHAPTER 1 INTRODUCTION 10-22
REVIEW OF LITERETURE 23-24
3 CHAPTER 2 RESEARCH MATHODOLOGY 26-27
4 CHAPTER 3 ANALYSIS AND INTERPRITATION OF DATA 30-48
FINDINGS 49-50
5 CHAPTER 4 CONCLUSION & SUGESSION
RECOMENDATION
52-53

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Executive summary:-
Visual merchandising enhances products, supports brands, increases traffic and sales, adds
visual excitement by way of strategically located and illuminated focal destinations in an
environment, typically businesses and stores, defines and advertises overall personality and
image.
Visual merchandising, briefly defined, is the presentation of a store and its merchandise in
ways that will attract the attention of potential customers and motivate them to make purchases.
The role of the visual merchandiser in this effort is to carry out the merchandising concepts as
formulated by management. These merchandising plans include what items are to be featured
and in which locations they should be housed. The visual merchandiser, guided by these
decisions and using all of his or her creative talents, sets out to present the best possible visual
effects.
By visual merchandising we can influence the buying perception of the costumer. The
changing behavior of the costumers can be caused by visual merchandising. The main motto of
the study is to set up and understand the visual activities to attract and to influence the buying of
a costumer.
To begin with, store owners would keep their stock in the back and just bring out various
items to show consumers when they came in to the store. The next trend after this was for the
store owners to place their stock within the shop and add small written advertisements in their
shop windows displaying offers. In today’s society, the main aim of visual merchandising is to
create the most attractive display in which to promote the goods that the store sells, and to create
the right image that a consumer can identify with.
Surveys have long proven that displays that are well illuminated sell more product. This is
because light attracts attention. It doesn’t require much, just a couple track heads strategically
placed. Aim higher than lower. Keep it brighter at eye level and slightly above.

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Creating a display is an important part. Displays should be easy to read with the human eye. A
wrong display gets too involved and become confusing, telling too many stories or getting out of
focus. Creating great displays really starts with a comfort level to develop and then leave it
alone. Creating smaller displays and adding more items will not be eye catching.
Utilizing messages and informational statements about manufacturers, products, materials,
technology, benefits and more in displays is a great idea. It is a positive approach to completing a
statement.
A position as visual merchandiser involves a combination of skills, including creativity, a
sense of order, dedication to design principles, and the discipline to follow directions, stay within
budgets, and complete paperwork. It involves artistic talent and training and also knowledge of
tools, lighting, and construction of backgrounds and props, and a complete understanding of
store design. Other important skills include the ability to create signs (both hand-lettered and
computerized), write copy, and create and choose appropriate graphics. On any day, the demands
of the job could involve many other abilities.
One would have a combination of the shoes in mention, props supporting the directional
message, add lighting and more to make it perfect. Or the other option is to make it very simple
and clean based on the product attitude or price points.
Placing displays everywhere sends confusing messages to the customer. Prioritize locations to
build visual focal points in stores. Placing them at key sight lines, end caps, entrance tables to the
store or a department. Design large wall display areas with a visual statement or graphic. From
all above visual merchandising is playing an important role to increase sales in big bazaar.

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Introduction:-
The company is known for having a significant prominence in Indian retail and fashion
sectors, with popular supermarket chains like Big Bazaar and Food Bazaar, lifestyle stores like
Brand Factory, Central etc. and also for having notable presence in integrated foods
and FMCG manufacturing sectors.
As a focused entity driving the growth of the group's value retail business, Future Value Retail
Limited will continue to deliver more value to its customers, supply partners, stakeholders and
communities across the country and shape the growth of modern retail in India.
India is rapidly involving into a competitive market place with potential target consumers in
the niche middle class segments. The market trend indicates tremendous growth opportunities.
The buying behavior and lifestyle in India too are changing and the concept of “value for
money” is fast catching on in Indian retailing. This is the evident from the expansion of the
Pantaloons chain into the large format, Big Bazaar. This growth in retail sector is making the
retailers powerful intermediates in the marketing channel, bridging the gap between
manufactures and consumers.
Keeping in mind the rapid growth of Indian retail industry and its bright future, this has
always been a thrust area for me. Big Bazaar is at the top position in Indian retail industry.
As a matter of fact, retail is the buzz word of the Indian economy today. As retail industry is
growing at a high pace I wanted to have an overview of the subject. I have chosen Big Bazaar
retail chain for the summer training because Big Bazaar retail is very upcoming retail company
which is continuously changing its activities with the change of time. I wanted to understand
their marketing activities and liked to relate how similar or dissimilar it is from what I have
studied in marketing management.

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Space Mix and Space Management
Space Mix
For the retailer space is money. The store has to be planned in such a way that it optimizes
the selling area and minimizes the non-selling parts. The selling area is used to present the
merchandise and the non-selling part is accounted for by circulation space, staircases, lifts,
facilities, the back area, etc. The area mix in a typical department store is: selling area about
60%, circulation area 15%and back area 25%.
Area Mix (approximate data)
2
Circulation 15%
Back Area 25%
Selling 60%
60% 15%
25%

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Space Management
The placement of merchandise within the store in the most profitable manner is called
space management. It is one of the most important activities, because the location of
merchandise at different location have different values. Some parts of store are more valuable
because customers visit those more frequently, which results in higher sales. It is easier to make
sales along in these lines.
Usually, space closest to the entrances and exits are the most the valuable and decreases
further into the store.
Advertising
Advertising can be defined as any paid form of non- personal presentation and
communication through mass media. It is popularly believed that one of the main aims of the
advertising is to sell to wide mix of consumers and also to induce repeat purchase.
However, a retailer may use advertising to achieve any of the following objectives:
 Creating awareness about a product or store
 Communication information in order to create a specific image in the customer’s mind in
terms of the store merchandise, price, quality, benefits, etc.
 Create a desire to want a product.
 To communicate the store’s policy on various issues.
 Advertising can also help identify a store carrying nationally advertised brands.
 It can also help in repositioning the store in the mind of the customer.
 To increase sale of specific categories or to generate short term cash flows by way of
sale, bargain days, midnight madness, etc.
 Advertising can also help reinforce the retailer’s corporate identity.

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For advertising, the retailer may use one or a combination of the following mediums:
 Press advertisements
 Posters and leaflets, brochures, booklets
 Point of purchase displays
Advertising can also be done through mediums like radio, television, outdoor hoardings and the
internet.
Sales Promotion
Sales promotion helps a retailer by way of attracting customer traffic and enables quick result
to be achieved. Depending on the type of promotion carried out, it can help increase impulse
buying, generate excitement and can motivate other channel members.
Common retail promotions are illustrated:
 Coupon:
A coupon allows the buyer a reduction in price on specific merchandise or products,
when the coupon is redeemed. Coupons may be delivered through newspaper, magazines,
posted or in products/packs.
 Contests:
A contest needs consumers to compete and the prizes are based on skill. In the case of
sweepstakes, the customer only needs to enter in his name and the winner is determined
by chance. Many retailers allow customers to enter into competitions on the basis of the
amount of purchases they have made.

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 Demonstrations:
Demonstrations are used to show the customer, the performance capabilities of the
products. Videos may also be used to aid the demonstration and show the use of the
products.
 Product /Brand Promotions and Schemes:
This is a straightforward scheme in which the consumer either gets a monetary discount
on the purchase of a particular product/s or gets two products of the same type for the
price of one – the “by one get one free” scheme is example of same.
Big Bazaar also does this type of sales promotion like; in plastics department important
container buy one get one free.
 Samples:
Sampling provides the consumers with an opportunity to use the product at no cost.
Various techniques may be adopted for sampling and this may take the form of in-store
sampling-where the in-store staff hands out the samples.
Point of Purchase (POP) Displays
The dictionary of retailing defines Point of Purchase communication as the promotional
signs and interior displays, often located at the point of sale or alongside displays
merchandise. Point of Purchase (POP) Displays have become integral to retail today.
They help reinforce in-store product branding, enhance retail sales floor
communication and provide information to the customer. The basic function of pop in a
retail store, include posters, danglers, flyers glow signs, translates, banners, etc.

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The role of POP changes significantly with the type of product being sold and the
customer’s involvement in the purchase. Different types of POP material would relevant
in different types of stores and environment.
In the case of a supermarket, POP may be used to indicate prices, the location of
products and any special or bargain offer in the store. POP in a store selling consumer
durables and electronics may lay stress on the features of the product, the warranties and
guarantees and the after sales services provided by the outlet.
VISUAL MERCHANDISING ELEMENTS
Exterior Presentation
The quality of a store front is a major determinant for a customer and the store
appearance should never be compromised. The exterior appearance silently announces

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what customers can expect inside. Good exterior visual merchandising attracts attention,
creates interest and invites the customer into business. Generally the exterior presentation
should be progressive, lavish or discount image to the customer. The important point to
be noted is that how a store visually welcomes a customer has to do a lot, whether they
enter or not.
Exterior Signs
An effective sign is a silent sales person. A sign must attract attention of customers
in less than ten seconds and should convey what the business is and what it has to sell.
The size of the letter used in signs should be large enough to be read from a distant place.
Elegant design and expensive sign material will convey a business of luxury goods and
services. A design of the sign conveys a great deal about the business. Signs can also be
used to target a specific market segment such as youth, women, singles etc. Logo is also
very important and plays a major role in attracting customers. They should be unique and
noticeable. To put it in simple words simple brief, well designed, well letteredand easy to
read signs will attract more customers and convey a feeling of welcome to the customers.
A stores signs is its identity. It is with the sign that the public recognize the store.

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Hence it should create an image that can be consistently carried out as an identity of the
store.
Display Design
An effective way of attracting customers to a store is by having good displays,
both exterior and interior. A customer will be attracted to a display within three to eight
seconds, which is the time a customer spends to determine interest in a product. Every
display should be planned and must have a theme. Good design makes a visual
presentation come together. This means the design attracts attention in a way that
strengthens the store image, as well as introducing merchandise to the customer. Sale or
promotional good in front of the store should be placed for short period of time only. If
the sale or promotion lasts for several weeks, merchandise should be moved to the rear of

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the store. The customer should always get to see new exciting and creative merchandise
with display at the front of the store.
Window Displays
The display at shop windows is becoming increasingly popular as far as visual
merchandising stands. Changing window displays to suit themes and moods and seasons
is gaining popularity. Special emphasis has to be placed on a store’s window displays
because they are the information link to the potential customer. It is reckoned that as
many as one in every four sales could be the result of a good window display. Window
display should attract attention, create interest and invite people into the store to purchase
goods. The average amount of time an individual spends looking at a window display is

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about eleven seconds, and that is the maximum time available to achieve this. Too much
of merchandise must not be crowded at a window, as customers find it difficult to
determine the message and what items are being promoted.
Interior Presentation
Selling space is the most important part of a store and therefore, efforts to utilize each
square foot will help to maximize sales. When planning interior displays, it should be
kept in mind that the theme and image presented on the exterior must be carried
throughout the interior of the store to provide consistency for the customer.

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The purpose of interior display is to develop desire for the merchandise, show what is
available, and encourage both impulse and planned buying. Three major goals of a store
should be to motivate the customer to spend money, project the image of the store and
keep expenses to a minimum. Well-designed displays and in-store promotions are
essentials for a consistent theme and to help the customer find advertised items.
Although the percentage of in-store purchase decisions may vary by type of store and
product, this is a critical selling point. Information provided by the Point of
Purchase Advertising Institute (POPAI) indicates that nothing influences the consumer’s
purchase decisions more than advertising used where the sale is actually made---the point
of purchase.
Sampling

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In sampling we used to do free sampling of products like rice, dal, masala, pulses etc.
Costumers used to take the tangible feeling and test and quality of products.
Signage
Signage gives the information about the product. It includes product price product category
and which brand it belongs to. It is a critical part of interior display and point-of-purchase
promotion. Store signage that communicates a sales message to the customers can make up for
lack of sales personnel. A good point-of-purchase sign, properly placed, acts as a salesperson
without wages. Signs were originally used to identify a store, name various departments, and
announce sales and sale merchandise. Although their primary purpose was these, now signage

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commonly advertises vendors, colors, quality and prices. They can also be used to explain
customer benefits and describe merchandise features.
Errors commonly occurring in display
There is no thumb rule as to how much merchandise should appear in an area. However one
major consideration is the price of the merchandise. Some precautions must be taken so that the
display area is not
different item, such that any selling message is lost
Use of other sensory organs for merchandising
Use of music
The store image and the mood of the customers can be changed dramatically by the use of
music. Music establishes moods, helps to motivate the subconscious mind and create long lasting
impression on the customers. Specific music for particular merchandise can create a good
shopping experience and can be an important tool for creating a brand.
Perfumes and Scent
The other use of stimulation can be use of stimulating the olfactory lobe of the brain. The use
of perfumes and scents. Layout having fresh breads and buns, can entice the customers by the
aroma. Segments of the store having soaps and toiletries can enchant the customers by the use of
perfumes and scents. A pleasing scent can create a wonderful ambience and add to the customers
shopping experience. Scent can also be a major factor in determining which product to buy.
Everything from perfumes, scented candles, toiletries, cleaning products are all bought while
keeping scent in the mind. The scent generally determines which product the customer
purchases.

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Literature review:-
Visual Merchandising is an important component in atmospheric management. It includes
both store exterior and store interior. Store exterior includes window display retail premises and
facade whereas store interior includes store layout, fixtures and fittings, wall display and store
highlights.
Also there are components governing both store exterior and interior, which includes color
coordination, lighting design, mannequin selection and the application of design principles.
If retailers want to project the best side of its company, a good selection of the visual
merchandising with a detailed consideration of proper cooperate expressions are vital.
Some of the research carried out by the surveyors listed below:
1. Visual merchandising helps maintaining the overall image of a retail store in consumers
mind (By Park in 1986).
2. Visual merchandising focuses on various aspects of consumers, which include sensory
pleasure, affective pleasure and cognitive pleasure (By Fiore, Yah and Yoh in 2000).
3. Sensory aspect includes personal feeling of consumers, such as response to temperature
and noise, feeling crowded in a store
(By Grossbart in 1990: Hornik in 1992: Ko& Rhee in 1994).
4. Store related and product related information can also be acquired from store
environment (By Baker in 1994).
5. Window display plays a crucial role in affecting store entry decisions as it is very
important information cue for consumers (By Bettman in 1998).

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While looking into visual merchandising I encountered “The Impact of Visual
Merchandising on Impulse Buying Behavior of Consumer”- A Case from Central Mall of
Ahmedabad India by Neha P. Mehta and Pawan K. Chugan. Here they have focused on some
of the key points like Visual Merchandising, Window Display, In-Store form/Mannequin
Display, Floor Display, Promotional Signage, Impulse Buying.
Their research objectives are
1. To explore the dimensions of visual merchandising.
2. To study the impact of visual merchandising on consumer attitude and consumer response.
3. To study the impact of visual merchandising on the impulse buying behavior of the
consumers.
They have worked and found the output that
1. Customers who purchase on impulse are influenced by window displays.
2. Customers who purchase on impulse are influenced by floor merchandising.
3. Customers who purchase on impulse are influenced by promotional signage.

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Research methodology:-
Sampling Plan
Target Population:
Individuals between the age group of 18 to 75 years will be chosen as the target population.
The people under this age group who are frequent visitors and shoppers to Big Bazaar, Patia.
Sampling Procedure:
The sampling procedure using here is simple random sampling. Simple random sampling
means each sample in the population has equal chance to be picked up for the study.
Sample Size:
A sample of 100 customers are taken in order to carry the study.
Sample Elements:
The sample elements will consist of people who visit and shop from Big Bazaar.
Data Collection:
Data is the information which will be collected from various sources. It concerns with gather
accurate information about the problem.
Data collection mode:
Two methods can be used to collect the relevant data, which are essential for the study.
Primary Data:
Data will be collected to obtain desired information through structured questionnaire.
Secondary Data:
Data is collected through books, magazines, newspapers etc.

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Plan of Analysis:
The collected data from both primary and secondary sources will be tabulated in the form of
tables. The data collection through questionnaire will be analyzed in detail and divided into
various categories of preferences. By giving inputs to various methods in SPSS I can observe the
impact of visual merchandising on buying decisions of customers. The analysis of data using
SPSS will give the meaningful conclusion for my research.
Objective of research
The objective of my research to find out the increase of sale through VM.
This can be done by:-
1. Display on store entrance
2. Internal designing
3. Hygienic atmosphere
4. Product display
5. Arranging of moving and browsing space
Limitations of the study
1. Foot fall in Big Bazaar, Patia is very less.
2. Costumer don’t find time to listen the questionnaire.
3. It is too difficult to get accurate response

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Analysis & Interpretation of Data:-
After collecting the data I have used the SPSS software to interpret the data. I have
concentrated on 10 variables.
 Promotion Promotion at entrance
 Display Internal displays
 Designing Internal designing
 Hygiene Cleanness
 Availability Product availability
 Signage Information of product
 Space Moving/browsing space
 Preference Costly products
 Satisfaction Services
 Overall Shopping experience
Question are divided into two parts:-
Personal Details and Qualitative data
1st we will discuss about the Personal details
Personal details
1] Age group
Age
under25 32
25-45 38
45-75 28
75-above 2

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From the above pie chat I found that the maximum foot fall of samples are from the age group of
25-45 and there is negligible foot fall of 75-above.
2] Sex
Sex
male 57
female 43
From the above pie chat we found that the male percentage is maximum in the costumers.

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3] Income group
income group
not employed 36
below10,000 14
10,000-50,000 28
50,000 – above 22
From the above pie chat we found that a large no. of unemplyed persons are the costumers of
big bazaar. The low income group is not approching to big bazaar that much.
4] Frequent visit
frequent visit
Always 9
mostof the times 61
Rarely 17
1st time 13

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Here 9 percent of costumer are coming only to big bazaar for shoping. 61 percent of costumers
are loyal.13 percent costumer are coming 1st time.
Qualitative data
1] PROMOTIONAL OFFERS AT STORE ENTRANCE IS THE DRIVING FORCE TO
ENTER INTO THE STORE.
A) STRONGLY AGREE B) AGREE
C) NEUTRAL D) DISAGREE E) STRONGLY DISAGREE
In this question we are concentrating on outer side or door entrance promotion .On the basis of
survey we have collected some data and interpreted them .The analysis has been done through
SPSS and the output table is given below .

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Promotion in entry point
Frequency Percent Valid Percent
Cumulative
Percent
Valid stronglyagree 17 17.0 17.0 17.0
agree 56 56.0 56.0 73.0
neutral 10 10.0 10.0 83.0
disagree 17 17.0 17.0 100.0
Total 100 100.0 100.0
ANALYSIS
From the above table we found that the maximum opinions from the customers is 56% and they
agree to the statement.

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 From the above graph we found that the percentage of customers who are agreed to the
statement is maximum which shows that the promotion at door entrance really attracts the
customers.
 17 percent of the costumers strongly agree on this statement. Hence it shows that big
bazaar, patia is doing a wonderful job by including promotional offer display and banners
on the entrance point.
2] WHEN VISITING STORE YOU PAY ALWAYS ATTENTION TO THE DISPLAYS?
In this question we are concentrating on display inside the store. We have taken the data and the
interpreted data is tabulated below.
internal displays
Cumulative
Percent
Agree 58 58.0 58.0 81.0
Neutral 1 1.0 1.0 82.0
Disagree 18 18.0 18.0 100.0
Total 100 100.0 100.0
ANALYSIS
In the table the agree percentage is high hence the costumers are overall paying attention
towards the display.

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 In the above table the agree percentage is very high. More than 20 percent costumers
strongly agree to the given statement.
 Hence we can analyze that maximum no of costumers pay attention towards the displays
decorated inside the store
 The displays are playing an important role when costumers visits to the store.
 So it is important to convey the offers to customer to get attention at the product.
 With this I can conclude that proper displaying of sign boards, promo areas will help the
customers to know about offers and will be helpful in increasing the sales.

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3] THE INTERNAL DESIGN OF OUR STORE IS REALY GOOD.
In this question we are concentrating internal design .We have taken data and interpreted data is
tabulated below.
Internal Designing
Cumulative
Percent
Agree 50 50.0 50.0 84.0
neutral 9 9.0 9.0 93.0
disagree 6 6.0 6.0 99.0
stronglydisagree 1 1.0 1.0 100.0
Total 100 100.0 100.0
ANALYSIS
From the above table 50 percent of the costumers are agreed and 34 percent are strongly agreed
to the statement given above.

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 Though more of the costumer are appreciating the statement the internal design is very
good in the store and they are really taking care of designing the store.
 Internal store designing is influencing the costumers in the store to buy.
 So visual merchandising should be attractive and message oriented regarding product.
4] OUR STORE IS CLEAN/HYGENIC.

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In this question we are concentrating on cleanliness and hygiene .We have taken data and
ANALYSIS
The agree
percentage for this
particular question
is 49%.
So according to
the survey we find
that customers are
in favour of
hygiene and cleanliness.
Cleanliness
Cumulative
Percent
.Valid stronglyagree 28 28.0 28.0 28.0
agree 49 49.0 49.0 77.0
neutral 7 7.0 7.0 84.0
disagree 8 8.0 8.0 92.0
Total 100 100.0 100.0

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 Maximum costumers are agree to the statement that means the cleanness of the store is
maintained properly.
 The atmosphere is mall is hygienic. Costumers are getting pleasant feeling while
shopping.
5] WE HAVE WELL AVAILABILITY OF PRODUCTS.
In this question we are concentrating on the availability of products .We
have taken data and the interpreted data is tabulated below
product availability
Cumulative
Percent
agree 64 64.0 64.0 74.0
neutral 10 10.0 10.0 84.0
disagree 14 14.0 14.0 98.0
Total 100 100.0 100.0
ANALYSIS
According to the survey maximum number of customers agree to the given statement.
So the shop is able to satisfy the needs of customers by providing the products easily.
I also agree to the given statement that the shop has well availability of products.

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 More than 60 percent costumer are agree to the statement. There is a wide range of sku is
present.
 Hence the availability of product is satisfactory.
 So it is important to arrange and display the product properly. So proper visual
merchandising is required for better results.
6] THE INFORMATION ON SIGNAGE ABOUT THE PRODUCT HELPS TO SHOP.
In this question we are concentrating on information of a following product through its signage
.We have taken data and the interpreted data is tabulated below.

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information of product
Cumulative
Percent
agree 64 64.0 64.0 74.0
neutral 11 11.0 11.0 85.0
disagree 15 15.0 15.0 100.0
Total 100 100.0 100.0
According to survey we find that maximum number of customers pay attention towards the
information provided on the signage
This helps the customers to buy products knowing the prices.

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 The costumers are being attracted towards the offers and information written on the
signage.
 The signage are designed properly that’s why it is attracting the attention of the
costumers.
 So with that I can conclude that Visual merchandising is making awareness about new
product better than offers offered for the customers on new products.
 So it is necessary to maintain excellent displays for products and flexible layout for store.
 Then it will be very helpful to the customers to find the products easily and impulsive
buying may happen with excellent display of products. This will help in raising the sales.
7] THE MOVING/BROWSING SPACE IS ENOUGH TO SHOP.
In this question we are concentrating on moving and browsing space .We have taken data and the
for moving and browsing
Cumulative
Percent
agree 53 53.0 53.0 58.0
neutral 15 15.0 15.0 73.0
disagree 26 26.0 26.0 99.0
Total 100 100.0 100.0
According to the survey we found that maximum number of customers agree that the shop has
enough moving and browsing space.
I also agree to the given statement.

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 From the above data we found that the space is enough to move and browse. To move the
trolley and to walk through the self and bin is easier.
 26 percent of costumers are disagree to the statement. Hence there is a lack in
arrangement of space.
8] CUSTOMERS ARE PREFERING COSTLY PRODUCTS HERE.
In this question we are concentrating on how many people prefer to buy costly products .We
have taken data and the interpreted data is tabulated below.

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costly products
Cumulative
Percent
agree 23 23.0 23.0 29.0
neutral 46 46.0 46.0 75.0
disagree 20 20.0 20.0 95.0
stronglydis agree 5 5.0 5.0 100.0
Total 100 100.0 100.0
According to the survey we find that customers don’t prefer buying costly products because the
shop provides the products in an optimum price inclusive of all taxes.
Hence the shop is able to fulfill its customers need and is going through its motto.

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 So from the above I can conclude that it will be the trick of Visual merchandising
to convert the people who walk through the store as customers.
 So store should concentrate on excellent way of merchandising to attract
customers and to improve sales of the store.
9] THE SERVICE YOU ARE GETTING IN BIG-BAZAAR IS SATISFACTORY.
In this question we are concentrating on the service provided to the customers .We have taken
data and the interpreted data is tabulated below.
Service
Cumulative
Percent
Valid stronglysgree 9 9.0 9.0 9.0
agree 62 62.0 62.0 71.0
neutral
9 9.0 9.0 80.0
disagree 19 19.0 19.0 99.0
Total 100 100.0 100.0
According to the survey about more than 60% of customers agree to the statement that the shop
is providing satisfactory services to them.
This is a very important factor on which the shop depends.

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 So there is a possibility to implement some techniques to grab those customers who tend
to impulsive buying inside the store.
 Maximum of the costumers are satisfied with the service.
 From that it is clear that the factors which are influencing the impulsive buying are
promotions and product arrangement. Here comes Visual merchandising to arrange
products effectively and to create promotions visible to customers to convert the walk-ins
as sales.

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10] THE OVERALL SHOPPING EXPERIENCE IN FOOD BAZAAR IS GOOD.
At last we are focusing on overall shopping experience of the customers , how they feel after
shopping in Big Bazaar .We have taken a data and the interpreted data is tabulated below .
Shopping experience
Frequency Percent Valid Percent Cumulative Percent
agree 64 64.0 64.0 83.0
neutral
8 8.0 8.0 91.0
disagree 8 8.0 8.0 99.0
Total 100 100.0 100.0
At last maximum number of customers agree that the food bazaar is providing a good shopping
experience. I also strongly agree that the shop is providing a good overall experience.

44
 The overall sopping experience is a remark that the store is able to satisfy the
costumers.
 Ultimately it is creating a unity of loyal customers.

45
Findings:-
 36 percent unemployed costumers are coming to the store. They used to buy only fashion
and personal care items. It is not including that much of sale in food bazaar. As per my
observation the income group between10, 000-50, 000/- per month are purchasing a lot
and also influenced by the visual merchandising activity. All the rest 64 percent of
costumers are coming mostly to shop in food bazaar.
 61 percent of costumers are coming to food bazaar most of the time and they are also
coming under the loyal group of costumers of food bazaar. Here the staple section of food
bazaar is playing a vital role to increase the sale. 9 percent of costumers are the important
and loyal costumer are purchasing all of their needs from big bazaar only.
 17 percent are strongly agree that the promotion at door entrance is making them to entry
into the store. 56 percent costumer are agree to that. Hence big bazaar is doing a
wonderful job by introducing promotional activities in entrance point. 17 percent
costumers are disagree to the statement that’s why the promotion at entrance point should
be improve a little.
 81 percent of customers are paying attention to the displays decorated in the store. Hence
the customers are changing into buyers.
 The internal design is attracting 84 percent of the costumers. The sale is increasing due to
that in the food bazaar. They really liked the designing.
 77 percent of the costumers are satisfied with the cleanness and hygienic condition of the
internal atmosphere of the store. They would like to spend more time in the shop. Which
will increase the sale a little high.
 74 percent of costumers are agree that food bazaar have well availability of products in
the store. It is ready to satisfy the need of costumers.
 Signage is working as a main component and it is making the costumers to buy the
product. 74 percent of costumers are agree to the statement.
 In case of availability of moving and browsing space 26 percent costumers are not
satisfied and 1 percent costumers are strongly disagree. It is creating a bad effect on the
store and the costumers are shopping in unsatisfied mode.

46
 69 percent of the costumers are preferring costly products. 20 percent of the costumers
don’t like costly products. Hence the store has to balance the stock keeping unit in such a
measurement that both the costumers can avail their products.
 The service is satisfactory. It is the view of 71 percent of the costumers. Hence the
service in big bazaar and especially in food bazaar is overall satisfactory.
 83 percent of the costumers believe that their overall shopping experience is good. Hence
the store is providing a nice intangible feeling of the retail atmosphere.
Null hypothesis:
Visual merchandising did not have any impact on buying decisions in the store
Alternate hypothesis
Buying decisions are influence by the visual merchandising.

48
Conclusion & Suggestions:-
From the Analysis of the results and based on the objectives of the study the following
findings can be ascertained:
 Food Bazaar is the walk-in driver for the store with low margins and adding value to the
store.
 Walk-ins are more on Wednesday bazaar, weekends and big day celebrations etc.
 Customers used to say that wide range of availability under the single roof made their
shopping easier and the offers they are getting in the store are satisfying its tag line
“Is se sastha aur acha kahin nahi”.
Suggestions:-
Some of the suggestions given by the customers are as follows:
 Customers have observed that Big Bazaar needs to improve their ambience with
suggestions regarding improvement in lighting, fragrance and cleanliness.
 Few customers are in the perception that some product’s price range in Big Bazaar are
higher than the market price; there is a need to focus on this issue.
 It is necessary to concentrate on product display and placing banners which tells about
offers particularly on the special days.
 It is necessary to improve the product arrangement and offers to get attention of the
customers.

49
Recommendation:-
There are some of the recommendations given below:
 Customers are in a hurry. It is better to use signage to identify not only departments but
also categories -- this will help customers pinpoint what they need and inspire additional
purchases.
 Consider how store sounds, smells, and even feels.
 Changing of displays and signage etc. should be done during closing and opening
time which will not confuse the customers about the products, offers, etc.
 The products which are coming under D & E category (the products taking more
than 60 days to be sold) can be sold off by using push strategy which will also be
effective in building good interaction.

50
BIBLIOGRAPHY:-
BOOKS:
 Kotler, Philip and Kevin Lane Keller. Marketing Management.
 Pradhan, Swapna. Retail concepts
 Malhotra, Naresh K. Marketing Research
REFERENCES:
 www.Wikipedia.com
 www.google.co.in
 www.futuregroup.com
 economictimes.indiatimes.com
 www.businessdictionary
 vmsd.com/
 www.slideshare.net
 www.scribd.com

51
ANNEXURE:-
DATA:-
Sample no Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
1.0 1.0 2.0 1.0 2.0 2.0 4.0 4.0 4.0 4.0
1.0 2.0 1.0 5.0 2.0 2.0 2.0 2.0 4.0 4.0
2.0 2.0 2.0 2.0 2.0 2.0 2.0 3.0 2.0 2.0
2.0 2.0 1.0 4.0 2.0 2.0 2.0 2.0 3.0 2.0
2.0 1.0 2.0 2.0 2.0 1.0 1.0 3.0 2.0 2.0
2.0 1.0 2.0 1.0 2.0 1.0 4.0 4.0 4.0 2.0
2.0 1.0 2.0 1.0 2.0 2.0 2.0 3.0 4.0 4.0
2.0 2.0 1.0 5.0 2.0 2.0 2.0 3.0 4.0 2.0
2.0 2.0 1.0 1.0 2.0 2.0 2.0 3.0 4.0 2.0
3.0 2.0 2.0 3.0 2.0 4.0 5.0 2.0 2.0 2.0
2.0 2.0 2.0 2.0 2.0 2.0 2.0 3.0 4.0 2.0
1.0 4.0 3.0 3.0 2.0 4.0 4.0 2.0 2.0 2.0
2.0 2.0 1.0 1.0 4.0 2.0 2.0 3.0 2.0 2.0
2.0 1.0 2.0 2.0 2.0 2.0 2.0 3.0 4.0 4.0
2.0 2.0 2.0 5.0 2.0 2.0 2.0 3.0 4.0 4.0
2.0 2.0 2.0 2.0 2.0 2.0 3.0 2.0 1.0 1.0
2.0 1.0 2.0 1.0 2.0 2.0 2.0 3.0 2.0 2.0
2.0 1.0 1.0 5.0 2.0 2.0 2.0 4.0 4.0 4.0
2.0 4.0 2.0 5.0 2.0 2.0 4.0 4.0 4.0 4.0
2.0 2.0 2.0 5.0 2.0 2.0 2.0 3.0 4.0 5.0
1.0 2.0 1.0 1.0 2.0 2.0 2.0 2.0 2.0 2.0
2.0 2.0 2.0 2.0 2.0 2.0 2.0 3.0 2.0 2.0

52
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
1.0 1.0 2.0 1.0 2.0 2.0 2.0 2.0 4.0 2.0
2.0 1.0 1.0 2.0 2.0 2.0 2.0 2.0 2.0 2.0
3.0 2.0 4.0 5.0 2.0 2.0 3.0 2.0 2.0 2.0
1.0 2.0 5.0 5.0 5.0 2.0 2.0 5.0 5.0 2.0
1.0 2.0 1.0 2.0 2.0 2.0 2.0 3.0 4.0 2.0
1.0 1.0 2.0 2.0 4.0 2.0 4.0 4.0 4.0 2.0
2.0 2.0 2.0 2.0 2.0 2.0 2.0 2.0 2.0 2.0
2.0 2.0 4.0 4.0 2.0 4.0 4.0 4.0 4.0 4.0
2.0 1.0 2.0 1.0 2.0 2.0 2.0 3.0 4.0 2.0
2.0 2.0 2.0 2.0 2.0 2.0 2.0 4.0 4.0 2.0
2.0 1.0 2.0 1.0 4.0 2.0 4.0 3.0 4.0 2.0
2.0 2.0 2.0 2.0 2.0 2.0 4.0 2.0 2.0 2.0
1.0 1.0 2.0 4.0 4.0 4.0 3.0 3.0 2.0 2.0
2.0 2.0 2.0 1.0 2.0 2.0 2.0 4.0 2.0 1.0
2.0 1.0 2.0 1.0 2.0 1.0 2.0 1.0 2.0 2.0
2.0 2.0 1.0 1.0 1.0 2.0 2.0 3.0 2.0 2.0
2.0 2.0 1.0 2.0 2.0 2.0 2.0 5.0 2.0 2.0
2.0 2.0 1.0 2.0 4.0 2.0 4.0 4.0 2.0 1.0
4.0 4.0 2.0 1.0 3.0 4.0 2.0 3.0 3.0 3.0
4.0 4.0 2.0 2.0 3.0 2.0 2.0 3.0 2.0 2.0
2.0 2.0 3.0 2.0 2.0 2.0 3.0 4.0 2.0 2.0
2.0 2.0 3.0 2.0 3.0 2.0 2.0 3.0 2.0 2.0
3.0 2.0 3.0 3.0 2.0 3.0 2.0 2.0 2.0 2.0
2.0 2.0 3.0 2.0 2.0 2.0 2.0 3.0 2.0 2.0
4.0 2.0 3.0 3.0 2.0 2.0 3.0 3.0 2.0 2.0

53
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
3.0 2.0 2.0 3.0 2.0 2.0 3.0 3.0 2.0 2.0
2.0 1.0 4.0 4.0 3.0 3.0 2.0 3.0 2.0 2.0
3.0 2.0 1.0 1.0 2.0 2.0 4.0 3.0 2.0 2.0
2.0 2.0 2.0 2.0 4.0 2.0 4.0 2.0 2.0 2.0
3.0 1.0 3.0 2.0 2.0 1.0 3.0 4.0 2.0 2.0
2.0 2.0 1.0 1.0 2.0 2.0 4.0 4.0 2.0 2.0
1.0 1.0 3.0 2.0 2.0 2.0 2.0 3.0 1.0 1.0
3.0 2.0 2.0 2.0 2.0 2.0 4.0 4.0 2.0 2.0
2.0 2.0 2.0 2.0 2.0 2.0 2.0 3.0 2.0 2.0
1.0 2.0 2.0 2.0 2.0 2.0 2.0 3.0 3.0 2.0
4.0 1.0 2.0 2.0 2.0 2.0 4.0 2.0 2.0 2.0
2.0 2.0 4.0 4.0 4.0 2.0 4.0 4.0 2.0 2.0
2.0 2.0 4.0 4.0 2.0 2.0 4.0 2.0 2.0 2.0
2.0 2.0 4.0 4.0 4.0 2.0 4.0 4.0 2.0 2.0
4.0 4.0 1.0 1.0 3.0 4.0 2.0 3.0 2.0 1.0
4.0 4.0 2.0 2.0 2.0 4.0 2.0 3.0 3.0 3.0
1.0 2.0 2.0 2.0 4.0 2.0 4.0 4.0 2.0 2.0
1.0 1.0 1.0 2.0 2.0 1.0 2.0 2.0 1.0 1.0
4.0 4.0 2.0 1.0 4.0 2.0 2.0 3.0 2.0 1.0
4.0 4.0 2.0 2.0 4.0 4.0 2.0 2.0 3.0 3.0
3.0 4.0 1.0 2.0 1.0 3.0 1.0 3.0 2.0 1.0
3.0 4.0 2.0 2.0 2.0 4.0 4.0 4.0 2.0 2.0
4.0 4.0 2.0 2.0 4.0 4.0 2.0 3.0 2.0 3.0
4.0 4.0 1.0 1.0 1.0 3.0 1.0 1.0 1.0 1.0
4.0 2.0 2.0 2.0 5.0 3.0 2.0 4.0 2.0 2.0

54
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
4.0 4.0 1.0 1.0 1.0 2.0 2.0 3.0 2.0 2.0
3.0 3.0 1.0 2.0 3.0 3.0 2.0 3.0 2.0 3.0
4.0 4.0 2.0 2.0 3.0 4.0 4.0 3.0 2.0 2.0
2.0 2.0 1.0 1.0 2.0 1.0 4.0 4.0 2.0 2.0
4.0 4.0 2.0 2.0 2.0 4.0 2.0 3.0 2.0 2.0
4.0 4.0 2.0 2.0 2.0 2.0 2.0 3.0 2.0 2.0
4.0 4.0 3.0 3.0 3.0 4.0 3.0 3.0 3.0 3.0
4.0 4.0 2.0 2.0 3.0 4.0 4.0 3.0 3.0 3.0
2.0 2.0 1.0 2.0 4.0 2.0 4.0 2.0 1.0 1.0
2.0 1.0 1.0 2.0 1.0 3.0 3.0 5.0 2.0 2.0
2.0 2.0 1.0 2.0 2.0 2.0 2.0 2.0 3.0 1.0
1.0 2.0 2.0 2.0 2.0 3.0 3.0 3.0 2.0 1.0
2.0 2.0 1.0 1.0 2.0 2.0 3.0 3.0 3.0 1.0
2.0 2.0 2.0 3.0 2.0 2.0 3.0 3.0 1.0 2.0
2.0 2.0 1.0 2.0 1.0 4.0 1.0 1.0 2.0 2.0
2.0 1.0 1.0 2.0 1.0 1.0 2.0 3.0 2.0 3.0
2.0 2.0 1.0 1.0 1.0 2.0 1.0 3.0 2.0 2.0
2.0 2.0 1.0 1.0 2.0 3.0 2.0 5.0 2.0 2.0
2.0 1.0 1.0 1.0 1.0 1.0 3.0 1.0 2.0 1.0
2.0 2.0 1.0 2.0 2.0 1.0 2.0 2.0 1.0 1.0
1.0 2.0 1.0 2.0 2.0 2.0 2.0 3.0 2.0 1.0
2.0 2.0 2.0 2.0 2.0 3.0 3.0 5.0 2.0 2.0
2.0 2.0 2.0 2.0 2.0 3.0 3.0 4.0 1.0 1.0

55
98
99
100
2.0 2.0 2.0 1.0 1.0 1.0 2.0 1.0 2.0 1.0
1.0 1.0 2.0 4.0 4.0 2.0 4.0 2.0 1.0 1.0
Here the values refers to the variables
1.0 strongly agree
2.0 agree
3.0 neutral
4.0 disagree
5.0 strongly disagree
QUESTIONNAIRE:-
PERSONAL DETAILS
1] NAME: ………………………………………………………..
2] AGE:
A) UNDER 25 B) 25-45
C) 45-75 D) 75 TO ABOVE
3] SEX:
A) MALE B) FEMALE
4] MONTHLY INCOME:
A) NOT EMPLOYED B) BELOW 10,000
C) 10,000/- TO 50,000/- D) 50,000/- AND ABOVE
5] How FREQUENTLY DO YOU VISIT BIGBAZAR
A) ALWAYS B) MOST OF THE TIMES
C) REARLY D) 1ST TIME

56
QUALITATIVE DATA
1] PROMOTIONAL OFFERS AT STORE ENTRANCE IS THE DRIVING FORCE TO
ENTER INTO THE STORE.
2] WHEN VISITING STORE YOU PAY ALWAYS ATTENTION TO THE DISPLAYS?
3] THE INTERNAL ATMOSPHERE OF OUR STORE IS REALY GOOD.
4] OUR STORE IS CLEAN/HYGENIC.
5] WE HAVE WELL AVAILABILITY OF PRODUCTS.
6] THE INFORMATION ON SIGNAGE ABOUT THE PRODUCT HELPS TO SHOP.
7] THE MOVEING/BROWSING SPACE IS ENOUGH TO SHOP.

57
8] COSTOMERS ARE PREFORING COSTLY PRODUCTS HERE.
9] THE SERVICE YOU ARE GETTING IN BIG-BAZAAR IS SATISFACTORY.
10] THE OVERALL SHOPPING EXPERIENCE IN FOOD BAZAAR IS GOOD.

58
COMPANY PROFILE:-
The word ‘retail’ is derived from the French word ‘retailer’, meaning ‘to cut a piece off’ or ‘to
break bulk’. In simple terms, it implies a first-hand transaction with the customer.
Retailing involvers a direct interface with the customer and the coordination of business
activities right from the concept or design stage of a product or offering to its delivery and post-
delivery service to the customer. The industry has contributed to the economic growth of many
countries and is undoubtedly one of the fastest changing and dynamic industries in the world
today.
The Indian retail industry is the fifth largest in the world. Comprising of organized and
unorganized sectors, India retail industry is one of the fastest growing industries in India,
especially over the last few years.
Though initially, the retail industry in India was mostly unorganized, however with the change
of tastes and preferences of the consumers, the industry is getting more popular these days and
getting organized as well. With growing market demand, the industry is expected to grow at a
pace of 25-30% annually.
Growth of Indian retail industry
India is rapidly evolving into a competitive marketplace with potential target consumers in
the niche and middle class segments. The market trends indicate tremendous growth
opportunities. Global majors too are showing a keen interest in the Indian retail market. Over the
years, international brands like marks and spencer, Samsonite, Lacoste, McDonald’s, Swarovski,
Domino’s among a host of others have come into India through the franchise route following the
relaxation of FDI (Foreign Direct Investment) restrictions. Large Indian companies- among them
the Tata, Goenka and the Piramal groups are investing heavily in this Industry.

59
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India’s
leading business houses with multiple businesses spanning across the consumption space. While
retail forms the core business activity of Future Group, group subsidiaries are present in
consumer finance, capital, insurance, leisure and entertainment, brand development, retail real
estate development, retail media and logistics.
About Big Bazaar
Type : Hypermarket type
Founded : 2001
Industry : Retail
Product : Department store
MD & CEO: Mr. Kishore Biyani
Parent : Future Group
Website : www.bigbazaar.com
OrganizationHierarchy
Store
Manager
Assistant
Store Manager
Operational
Manager
Department
Manager
Additional
Department Manager
Team Leader
Team Member

60
Led by its flagship enterprise, Pantaloons Retail, the group operates over 16 million
square feet of retail space in 73 cities and towns and 65 rural locations across India.
Headquartered in Mumbai (Bombay), Pantaloons Retail employs around 30,000 people and is
listed on the Indian stock exchanges. The company follows a multi-format retail strategy that
captures almost the entire consumption basket of Indian customers. In the lifestyle segment, the
group operates Pantaloons, a fashion retail chain and Central, a chain of seamless malls. In the
value segment, its marquee brand, Big Bazaar is a hypermarket format that combines the look,
touch and feel of Indian bazaars with the choice and convenience of modern retail.
In 2008, Big Bazaar opened its 100th store, marking the fastest ever organic expansion of
a hypermarket. The first set of Big Bazaar stores opened in 2001 in Kolkata, Hyderabad and
Bangalore.
The group’s speciality retail formats include supermarket chain –
 Food Bazaar,
 sportswear retailer
 Planet Sports
 electronics retailer
 e-Zone
 home improvement chain
 Home Town and rural retail chain among others.
Future Capital Holdings, the group’s financial arm provides investment advisory to assets
worth over $1 Billion that are being invested in consumer brands and companies, real estate,
hotels and logistics. It also operates a consumer finance arm with branches in 150 locations.
Other group companies include, Future Generali, the group’s insurance venture in
partnership with Italy’s Generali Group, Future Brands, a brand development and IPR company,
Future Logistics, providing logistics and distribution solutions to group companies and business
partners and Future Media, a retail media initiative.

61
The group’s presence in Leisure & Entertainment segment is led through, Mumbai-based
listed company Galaxy Entertainment Limited. Galaxy leading leisure chains, Sports Bar and
Bowling Co. and family entertainment centres, F123. Through its partner company, Blue Foods
the group operates around 100 restaurants and food courts through brands like Bombay Blues,
Spaghetti Kitchen, Noodle Bar, The Spoon, Copper Chimney and Gelato.
Future Group’s joint venture partners include, US-based stationery products
retailer, Staples and Middle East-based Axiom Communications.
Future Group believes in developing strong insights on Indian consumers and building
businesses based on Indian ideas, as espoused in the group’s core value of ‘Indianness.’ The
group’s corporate credo is, ‘Rewrite rules, Retain values.’
Vision
“Future Group shall deliver Everything, Everywhere, Every time for Every Indian consumer in
the most profitable manner.”
Mission
1. We share the vision and belief that our customers and stakeholders shall be served only
by creating and executing future scenarios in the consumption space leading to economic
development.
2. We will be the trendsetters in evolving delivery formats, creating retail realty, making
consumption affordable for all customer segment- for classes and for masses.
3. We shall infuse Indian brand with confidence and renewed ambition.

62
4. We shall be efficient, cost- conscious and committed to quality in whatever we do.
5. We shall ensure that our positive attitude, sincerity, humility and united determination
shall be the driving force to make us successful.
Core Values
 Indianness: confidence in ourselves.
 Leadership: to be a leader, both in thought and business.
 Respect & Humility: to respect every individual and be humble in our conduct.
 Introspection: Leading to purposeful thinking.
 Openness: to be open and respective to new ideas, knowledge and information.
 Valuing and nurturing relationship: to build long term relationships.
 Simplicity & positivity: Simplicity and positivity in our thought, business and action.
 Adaptability: to be Flexible and adaptable, to meet challenges.

A STUDY ON CONSUMER BEHAVIOR ON THE BASIS OF VISUAL MERCHANDISING AT BIGBAZZAR

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A STUDY ON CONSUMER BEHAVIOR ON THE BASIS OF VISUAL MERCHANDISING AT BIGBAZZAR