The Visual Merchandising of supermarket outlets were focused in this study and major purpose was to examine the consumer reaction to the Visual Merchandising in supermarkets in Sri Lanka.
This study was based on both primary and secondary data. A questionnaire was designed to obtain customer’s attitudes regarding major variables of Visual Merchandising in their store choice decisions.
Research Report On Consumer Buying Behavior In Shopping Mallpugs_rockon
This document summarizes research on consumer buying behavior in shopping malls. It discusses the need to study buying behavior to understand how consumers respond to marketing strategies. It also provides background on the growth of shopping malls in India. The research examined factors like consumer types, expenditure, frequency of visits, and satisfaction with mall services. It found that while consumers like the convenience of malls, some had negative experiences regarding safety standards, after-sales service, and long checkout queues. The objective was to conduct a comparative study of consumer behavior in retail malls.
This document provides an overview of retail management. It discusses various retail formats including traditional small stores, consumer cooperatives, and modern large format stores. It also covers the emergence of shopping malls in India. Franchising is explained as a method of business expansion where a franchisor allows others to use their brand name and systems. Key advantages like ready business models and disadvantages like high startup costs of franchising are mentioned. The document also briefly discusses legal issues and management aspects of retail operations and malls in India.
A Study done during my MBA period, with a great group of batch mates, in which we studied Customer Behaviour for preference between the Organized Retail(Big Bazaar, Food Bazaar, Central, etc) and Unorganized Retail(Kirana Stores, Sabji Mandi, etc.).
The study has given very interesting results.
This ppt is to help all those analysts and MBA sitting around analysing something relative to above.
This document discusses the retail industry and organized retailing in India. It defines key terms like retailing, retailer, and organized versus unorganized retail. It notes that organized retail makes up only 2% of the Indian market currently but is growing rapidly. The retail industry is transforming in India as incomes rise, more people live in cities, and consumers aspire to new products and shopping experiences. Future projections estimate organized retail will capture 28% of the Indian market by 2017, representing rapid growth compared to other countries at similar development levels.
Retailing involves selling goods and services to consumers in small quantities. It serves several functions like deciding on product assortments, breaking bulk, display, inventory holding and additional services. Special characteristics of retailing include the retailer's strategy. There are various types of retailers worldwide like independent, chain, franchised and consumer cooperatives that offer different merchandise through stores like convenience stores, supermarkets, hypermarkets and more. Technology plays a key role in retailing by enabling integrated systems, networking, electronic data interchange, bar-coding, electronic article surveillance and electronic shelf labels to help control inventory and make merchandising decisions across multiple retail outlets.
Non-store retailing involves sales made directly to consumers without using physical stores. It includes direct marketing through methods like telemarketing, direct mail, and e-commerce. Non-store retailing offers consumers convenience through purchases made 24/7 via phone or online. It now accounts for over 15% of all consumer purchases and is growing at a higher rate than traditional retail stores. Common non-store retailing methods include direct marketing, direct selling, vending machines, and kiosks.
Kavya Gupta BBA 1st Sem of JIMSVKII has given a brief description of Retail Consumer Behavior in the slide share.
For More Query Call us on 09990474829, 011 61199191
Visit us at https://www.jimssouthdelhi.com/
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Facebook: https://www.facebook.com/JIMSVASANTKUNJII/
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Blog: https://jimssouthdelhi.com/blog/
Linked In: https://www.linkedin.com/in/jims-vasant-kunj-38785a85/
The document provides information on retail management. It discusses the various processes involved in retail management, which help customers procure merchandise from stores for personal use. Retail management aims to provide a pleasurable shopping experience for customers. It also outlines different retail formats like convenience stores, supermarkets, and hypermarkets. The retail sector in India is transitioning from traditional small stores to organized retail formats. While organized retail is growing, around 90% of retail in India remains unorganized.
Research Report On Consumer Buying Behavior In Shopping Mallpugs_rockon
This document summarizes research on consumer buying behavior in shopping malls. It discusses the need to study buying behavior to understand how consumers respond to marketing strategies. It also provides background on the growth of shopping malls in India. The research examined factors like consumer types, expenditure, frequency of visits, and satisfaction with mall services. It found that while consumers like the convenience of malls, some had negative experiences regarding safety standards, after-sales service, and long checkout queues. The objective was to conduct a comparative study of consumer behavior in retail malls.
This document provides an overview of retail management. It discusses various retail formats including traditional small stores, consumer cooperatives, and modern large format stores. It also covers the emergence of shopping malls in India. Franchising is explained as a method of business expansion where a franchisor allows others to use their brand name and systems. Key advantages like ready business models and disadvantages like high startup costs of franchising are mentioned. The document also briefly discusses legal issues and management aspects of retail operations and malls in India.
A Study done during my MBA period, with a great group of batch mates, in which we studied Customer Behaviour for preference between the Organized Retail(Big Bazaar, Food Bazaar, Central, etc) and Unorganized Retail(Kirana Stores, Sabji Mandi, etc.).
The study has given very interesting results.
This ppt is to help all those analysts and MBA sitting around analysing something relative to above.
This document discusses the retail industry and organized retailing in India. It defines key terms like retailing, retailer, and organized versus unorganized retail. It notes that organized retail makes up only 2% of the Indian market currently but is growing rapidly. The retail industry is transforming in India as incomes rise, more people live in cities, and consumers aspire to new products and shopping experiences. Future projections estimate organized retail will capture 28% of the Indian market by 2017, representing rapid growth compared to other countries at similar development levels.
Retailing involves selling goods and services to consumers in small quantities. It serves several functions like deciding on product assortments, breaking bulk, display, inventory holding and additional services. Special characteristics of retailing include the retailer's strategy. There are various types of retailers worldwide like independent, chain, franchised and consumer cooperatives that offer different merchandise through stores like convenience stores, supermarkets, hypermarkets and more. Technology plays a key role in retailing by enabling integrated systems, networking, electronic data interchange, bar-coding, electronic article surveillance and electronic shelf labels to help control inventory and make merchandising decisions across multiple retail outlets.
Non-store retailing involves sales made directly to consumers without using physical stores. It includes direct marketing through methods like telemarketing, direct mail, and e-commerce. Non-store retailing offers consumers convenience through purchases made 24/7 via phone or online. It now accounts for over 15% of all consumer purchases and is growing at a higher rate than traditional retail stores. Common non-store retailing methods include direct marketing, direct selling, vending machines, and kiosks.
Kavya Gupta BBA 1st Sem of JIMSVKII has given a brief description of Retail Consumer Behavior in the slide share.
For More Query Call us on 09990474829, 011 61199191
Visit us at https://www.jimssouthdelhi.com/
Follow us on:
Facebook: https://www.facebook.com/JIMSVASANTKUNJII/
Twitter: https://twitter.com/jimsljptweets
Instagram : : https://www.instagram.com/jims_vk2/?hl=en
YouTube : https://www.youtube.com/channel/UCZgioa2rpculDY7bHlljD6g
Blog: https://jimssouthdelhi.com/blog/
Linked In: https://www.linkedin.com/in/jims-vasant-kunj-38785a85/
The document provides information on retail management. It discusses the various processes involved in retail management, which help customers procure merchandise from stores for personal use. Retail management aims to provide a pleasurable shopping experience for customers. It also outlines different retail formats like convenience stores, supermarkets, and hypermarkets. The retail sector in India is transitioning from traditional small stores to organized retail formats. While organized retail is growing, around 90% of retail in India remains unorganized.
1. Retailers purchase goods in large quantities from manufacturers or wholesalers and sell smaller quantities to consumers for a profit. They perform important functions like buying, storing, selling, grading, packing, risk-bearing, transportation, financing, sales promotion, and providing information to consumers and other businesses.
2. Major retailers discussed include McDonald's, Café Coffee Day, Woodland, and Raymond. McDonald's operates over 31,000 restaurants globally. Café Coffee Day has various store formats. Woodland began in 1992 and has 3000 outlets worldwide. Raymond is a leading brand in fabrics and fashion retail in India.
3. Retailers play a key economic role by contributing to retail sales and employment globally and locally.
This document discusses product mix and the product life cycle. It defines key characteristics of products and classifications of products based on their nature, consumers' intentions, and social benefits. It then outlines the four stages of the product life cycle: introduction, growth, maturity, and decline. For each stage, it provides details on sales, costs, profits, competition, and recommended marketing strategies. It concludes by noting some limitations to the product life cycle framework.
Building Consumer Loyalty through Servicescape in Shopping MallsIOSR Journals
India is experiencing exponential growth in retail sector and Global Retail Development Index
consecutively ranked as one of the most promising retail destinations of the world. Due to this reason lot of
investments are happening in India and new players are entering the market. Shopping Mall being the latest
organized retail format entering the market witnessed huge popularity and consumer attention, luring mall
developers going all out to launch their projects. However the mushrooming growth of shopping malls has
posed lot of challenges. Recent studies have revealed that 45% of the malls in cities are vacant. Poor mall
management and poor tenant mix have resulted in poor mall traffic and low conversion rate. This paper
attempts to explore the possibility of building consumer loyalty through effective use of servicescape (physical
environment) in a shopping mall to attract and retain serious buyers. Study revealed that seven servicescape
dimensions considered i.e., ambient factor, aesthetic factor, layout, variety, cleanliness, signs, symbols &
artifacts, and social factor are all relevant in shopping mall context and capable of inducing significant
variations in consumer loyalty.
The document provides an introduction to retailing, including:
1) Defining retailing as the last stage of distribution involving the direct sale of goods to consumers. A retailer obtains products from suppliers to resell.
2) Describing the importance of retailing in supporting local communities and employment. Retail management involves selling goods and services to consumers for personal use.
3) Outlining emerging trends in retailing like the growth of e-commerce, rural retail markets, and international brands entering India. Technology and changing customer demands are altering the retail environment.
1. Walmart is the largest retailer in the world based on revenue, followed by Carrefour and Tesco.
2. India's retail market is growing rapidly and estimated to reach $865 billion by 2023, with food and grocery having the largest share.
3. Retailers add value by breaking bulk, holding inventory, providing services, setting prices, and creating an atmosphere to satisfy consumer needs.
Retail management refers to the processes of bringing customers into stores to purchase desired merchandise. It aims to make shopping a pleasurable experience by ensuring customers can easily find and purchase products. Effective retail management is important as it saves customers' time, avoids chaos in stores, and controls issues like shoplifting. Key aspects of retail management include organizing merchandise logically, maintaining adequate stock levels, training employees to be customer-focused, and gathering customer feedback to inform improvements. The overall goal is maximizing customer satisfaction through an efficient shopping experience.
The document discusses issues related to urban shopping malls in Australia. It provides background on the size and economic impact of the Australian shopping mall industry. The research objectives are to explore current and future consumer and retailer issues influencing mall success, likely future trends, and how malls can adapt. A literature review covers topics like shopper typologies, utilitarian vs. hedonic shopping motives, and the rise of experiential consumption. Interviews with industry experts revealed several themes, including the importance of food offerings, demand for innovation, and the need to leverage emerging technologies and define a strategic point of difference. The success of malls relies on their ability to evolve by determining their community role and harnessing new opportunities.
1. Retailers serve customers by providing goods in the required assortment, place, and time. They arrange product assortments, break bulk quantities into smaller units for individual consumption, and hold stock for instant availability.
2. Retailers also serve manufacturers by distributing goods to end users, creating a channel of information from manufacturers to consumers, and acting as the final link in the distribution chain. They may also recommend unbranded or low brand loyalty products.
3. While retailers function as the interface between industry and consumers, they have an opportunity to educate customers on sustainability issues and advance these causes through conscientious buying practices that support partners engaging in positive environmental and social work.
The document discusses the history and development of retail business in India. It notes that retail began with village fairs and mom-and-pop stores and saw the emergence of early chains in textiles. The retail sector has grown in three waves since the 1990s. Modern retail formats now include department stores, supermarkets, malls and various specialty stores. Major players in the Indian retail market are discussed and challenges facing the industry such as infrastructure and competition from informal retailers are also summarized.
The document discusses different aspects of retail stores, including the types of retailers (wholesalers, manufacturers, producers, retailers), retailing methods (telephone, internet, direct mail, vending machines, retail stores), and the different types of retail stores (specialty stores, convenience stores, department stores, supermarkets, hypermarkets). It also covers store design elements like layout, merchandise presentation, fixtures, lighting, price, selection, and customer service.
The document provides an overview of the growth of the retail sector in India during 2009-2011 in the context of the global recession. It notes that organized retail makes up only 5% of the total retail sector in India. Several factors such as increasing incomes, urbanization, and global retailers entering the Indian market are expected to drive rapid growth in the organized retail sector during this period. The entry of large domestic companies and relaxation of regulations are also facilitating the expansion of retail formats across India. The retail sector is expected to become more competitive and attractive as new players enter the market and consumers increasingly adopt modern retail habits.
Hypermarkets are large retail stores that combine groceries and general merchandise. They offer a one-stop shopping experience under one roof. The first modern hypermarket was opened in France in the 1960s. In India, hypermarkets are expected to grow significantly in the coming years. However, they also face challenges in India such as low margins, competition from local stores, and consumer preferences. Compact hypermarkets, which are smaller in size, have emerged as an effective format in India to compete with local stores while providing a modern retail experience.
Retail Management by Neeraj bhandari (Surkhet Nepal)Neeraj Bhandari
This document discusses retail management in India. It defines retailing as activities involved in selling goods to final consumers. Retail management involves processes that help customers procure merchandise from stores. Major players in Indian retail include Pantaloon Retail, Shoppers Stop, Brandhouse, and Trent. Pantaloon Retail operates stores across 51 cities while Shoppers Stop has 51 department stores. Future prospects for retail in India are strong due to economic growth, infrastructure development, and changing consumer demographics.
This document discusses retailing and the retail sector in India. It defines retailing and provides characteristics of retailing businesses. It outlines the importance and functions of retailing, as well as the main activities involved. The document then discusses the evolution of retailing in India from traditional formats like markets to more modern formats. It analyzes drivers of change in the Indian retail sector and challenges to retail development. Finally, it compares the Indian retail scenario to global retailing.
The document discusses taste and preference for biscuits in India and analyzes a case study on demand for biscuits. It explains that taste and preference depend on consumer psychology and play a big role in demand for non-durable goods like biscuits. It discusses how Britannia and Parle understand consumer preference for low-cost biscuits and have targeted both rural and urban consumers accordingly. The case revolves around demand, which depends on factors like price, income, tastes, and expectations about the future. The document analyzes how Britannia has positioned itself strongly in the biscuit market in India.
This document discusses retailing in India, including the various types of retail formats that exist, from traditional open-air markets to modern shopping malls. It outlines some of the main challenges in Indian retailing related to store operations like type, location, design and pricing policies. Factors that influence retail location and different pricing strategies are also examined. The document concludes by describing various promotional strategies and techniques used by Indian retailers, such as mall exhibitions, mobile vans, and interactive digital displays.
Retail management involves the sale of goods in small quantities directly to consumers. It brings the producer and ultimate user together through a chain of distribution where retailing is the last stage. Retail mix refers to the blend of product, price, place, promotion and people that create a unique retail operation. Retailing in India accounts for over 10% of GDP and 8% of employment. It is undergoing rapid growth and modernization with many international retailers entering the market. Technology is also transforming retailing through online sales and data analytics.
Retailing involves the sale of goods and services directly to consumers for their personal use. It is the final stage in the distribution process where manufacturers sell products in bulk to retailers, who then break bulk and sell smaller quantities to consumers. Retail management involves all the processes that help customers shop easily and fulfill their purchase needs from retail stores. It aims to make shopping a pleasurable experience. Key aspects of retail management include understanding customer needs, providing desired products and services, maintaining appropriate inventory levels, and providing information to suppliers.
- Urbanization and increasing purchasing power in India is leading to growth of organized retailing. Several retail chains like Westside, Landmark, and Shoppers Stop have opened outlets across the country.
- There is large potential for growth in retail sector given India's population of 100 crore and 20 crore households, though currently only 25% of rural households have been effectively reached by marketers.
- Organized retailing provides benefits like value for customers, developing retail brands to build trust, and offering a one-stop shopping experience. The limitations of traditional small scale retailing include a fragmented supply base and higher operating costs.
An Organisation study at ADITYA BIRLA ULTRATECH LTDRahul G
This document provides an overview of an organizational study conducted at Aditya Birla Ultratech Ltd. It discusses the objectives of the study which are to understand the organizational culture and structure, products and services offered, departmental functions, and how theoretical knowledge is applied practically. It also provides details about the Indian cement industry, including major players and their production capacities. The cement industry is an important core industry for India's growth and development.
Marchindising mix and store environment at bigbazarProjects Kart
The document discusses store environment and merchandising mix in retail stores. It focuses on how these factors influence customer satisfaction levels. Specifically, it examines the store environment and merchandising mix at Big Bazaar stores in India. The objectives are to determine customer satisfaction with the store environment and merchandising mix, analyze how these factors influence satisfaction levels, identify which product sections have effective merchandising, and determine how to improve the store environment. The research methodology involves surveys of Big Bazaar customers to collect primary data on perceptions of the store.
1. Retailers purchase goods in large quantities from manufacturers or wholesalers and sell smaller quantities to consumers for a profit. They perform important functions like buying, storing, selling, grading, packing, risk-bearing, transportation, financing, sales promotion, and providing information to consumers and other businesses.
2. Major retailers discussed include McDonald's, Café Coffee Day, Woodland, and Raymond. McDonald's operates over 31,000 restaurants globally. Café Coffee Day has various store formats. Woodland began in 1992 and has 3000 outlets worldwide. Raymond is a leading brand in fabrics and fashion retail in India.
3. Retailers play a key economic role by contributing to retail sales and employment globally and locally.
This document discusses product mix and the product life cycle. It defines key characteristics of products and classifications of products based on their nature, consumers' intentions, and social benefits. It then outlines the four stages of the product life cycle: introduction, growth, maturity, and decline. For each stage, it provides details on sales, costs, profits, competition, and recommended marketing strategies. It concludes by noting some limitations to the product life cycle framework.
Building Consumer Loyalty through Servicescape in Shopping MallsIOSR Journals
India is experiencing exponential growth in retail sector and Global Retail Development Index
consecutively ranked as one of the most promising retail destinations of the world. Due to this reason lot of
investments are happening in India and new players are entering the market. Shopping Mall being the latest
organized retail format entering the market witnessed huge popularity and consumer attention, luring mall
developers going all out to launch their projects. However the mushrooming growth of shopping malls has
posed lot of challenges. Recent studies have revealed that 45% of the malls in cities are vacant. Poor mall
management and poor tenant mix have resulted in poor mall traffic and low conversion rate. This paper
attempts to explore the possibility of building consumer loyalty through effective use of servicescape (physical
environment) in a shopping mall to attract and retain serious buyers. Study revealed that seven servicescape
dimensions considered i.e., ambient factor, aesthetic factor, layout, variety, cleanliness, signs, symbols &
artifacts, and social factor are all relevant in shopping mall context and capable of inducing significant
variations in consumer loyalty.
The document provides an introduction to retailing, including:
1) Defining retailing as the last stage of distribution involving the direct sale of goods to consumers. A retailer obtains products from suppliers to resell.
2) Describing the importance of retailing in supporting local communities and employment. Retail management involves selling goods and services to consumers for personal use.
3) Outlining emerging trends in retailing like the growth of e-commerce, rural retail markets, and international brands entering India. Technology and changing customer demands are altering the retail environment.
1. Walmart is the largest retailer in the world based on revenue, followed by Carrefour and Tesco.
2. India's retail market is growing rapidly and estimated to reach $865 billion by 2023, with food and grocery having the largest share.
3. Retailers add value by breaking bulk, holding inventory, providing services, setting prices, and creating an atmosphere to satisfy consumer needs.
Retail management refers to the processes of bringing customers into stores to purchase desired merchandise. It aims to make shopping a pleasurable experience by ensuring customers can easily find and purchase products. Effective retail management is important as it saves customers' time, avoids chaos in stores, and controls issues like shoplifting. Key aspects of retail management include organizing merchandise logically, maintaining adequate stock levels, training employees to be customer-focused, and gathering customer feedback to inform improvements. The overall goal is maximizing customer satisfaction through an efficient shopping experience.
The document discusses issues related to urban shopping malls in Australia. It provides background on the size and economic impact of the Australian shopping mall industry. The research objectives are to explore current and future consumer and retailer issues influencing mall success, likely future trends, and how malls can adapt. A literature review covers topics like shopper typologies, utilitarian vs. hedonic shopping motives, and the rise of experiential consumption. Interviews with industry experts revealed several themes, including the importance of food offerings, demand for innovation, and the need to leverage emerging technologies and define a strategic point of difference. The success of malls relies on their ability to evolve by determining their community role and harnessing new opportunities.
1. Retailers serve customers by providing goods in the required assortment, place, and time. They arrange product assortments, break bulk quantities into smaller units for individual consumption, and hold stock for instant availability.
2. Retailers also serve manufacturers by distributing goods to end users, creating a channel of information from manufacturers to consumers, and acting as the final link in the distribution chain. They may also recommend unbranded or low brand loyalty products.
3. While retailers function as the interface between industry and consumers, they have an opportunity to educate customers on sustainability issues and advance these causes through conscientious buying practices that support partners engaging in positive environmental and social work.
The document discusses the history and development of retail business in India. It notes that retail began with village fairs and mom-and-pop stores and saw the emergence of early chains in textiles. The retail sector has grown in three waves since the 1990s. Modern retail formats now include department stores, supermarkets, malls and various specialty stores. Major players in the Indian retail market are discussed and challenges facing the industry such as infrastructure and competition from informal retailers are also summarized.
The document discusses different aspects of retail stores, including the types of retailers (wholesalers, manufacturers, producers, retailers), retailing methods (telephone, internet, direct mail, vending machines, retail stores), and the different types of retail stores (specialty stores, convenience stores, department stores, supermarkets, hypermarkets). It also covers store design elements like layout, merchandise presentation, fixtures, lighting, price, selection, and customer service.
The document provides an overview of the growth of the retail sector in India during 2009-2011 in the context of the global recession. It notes that organized retail makes up only 5% of the total retail sector in India. Several factors such as increasing incomes, urbanization, and global retailers entering the Indian market are expected to drive rapid growth in the organized retail sector during this period. The entry of large domestic companies and relaxation of regulations are also facilitating the expansion of retail formats across India. The retail sector is expected to become more competitive and attractive as new players enter the market and consumers increasingly adopt modern retail habits.
Hypermarkets are large retail stores that combine groceries and general merchandise. They offer a one-stop shopping experience under one roof. The first modern hypermarket was opened in France in the 1960s. In India, hypermarkets are expected to grow significantly in the coming years. However, they also face challenges in India such as low margins, competition from local stores, and consumer preferences. Compact hypermarkets, which are smaller in size, have emerged as an effective format in India to compete with local stores while providing a modern retail experience.
Retail Management by Neeraj bhandari (Surkhet Nepal)Neeraj Bhandari
This document discusses retail management in India. It defines retailing as activities involved in selling goods to final consumers. Retail management involves processes that help customers procure merchandise from stores. Major players in Indian retail include Pantaloon Retail, Shoppers Stop, Brandhouse, and Trent. Pantaloon Retail operates stores across 51 cities while Shoppers Stop has 51 department stores. Future prospects for retail in India are strong due to economic growth, infrastructure development, and changing consumer demographics.
This document discusses retailing and the retail sector in India. It defines retailing and provides characteristics of retailing businesses. It outlines the importance and functions of retailing, as well as the main activities involved. The document then discusses the evolution of retailing in India from traditional formats like markets to more modern formats. It analyzes drivers of change in the Indian retail sector and challenges to retail development. Finally, it compares the Indian retail scenario to global retailing.
The document discusses taste and preference for biscuits in India and analyzes a case study on demand for biscuits. It explains that taste and preference depend on consumer psychology and play a big role in demand for non-durable goods like biscuits. It discusses how Britannia and Parle understand consumer preference for low-cost biscuits and have targeted both rural and urban consumers accordingly. The case revolves around demand, which depends on factors like price, income, tastes, and expectations about the future. The document analyzes how Britannia has positioned itself strongly in the biscuit market in India.
This document discusses retailing in India, including the various types of retail formats that exist, from traditional open-air markets to modern shopping malls. It outlines some of the main challenges in Indian retailing related to store operations like type, location, design and pricing policies. Factors that influence retail location and different pricing strategies are also examined. The document concludes by describing various promotional strategies and techniques used by Indian retailers, such as mall exhibitions, mobile vans, and interactive digital displays.
Retail management involves the sale of goods in small quantities directly to consumers. It brings the producer and ultimate user together through a chain of distribution where retailing is the last stage. Retail mix refers to the blend of product, price, place, promotion and people that create a unique retail operation. Retailing in India accounts for over 10% of GDP and 8% of employment. It is undergoing rapid growth and modernization with many international retailers entering the market. Technology is also transforming retailing through online sales and data analytics.
Retailing involves the sale of goods and services directly to consumers for their personal use. It is the final stage in the distribution process where manufacturers sell products in bulk to retailers, who then break bulk and sell smaller quantities to consumers. Retail management involves all the processes that help customers shop easily and fulfill their purchase needs from retail stores. It aims to make shopping a pleasurable experience. Key aspects of retail management include understanding customer needs, providing desired products and services, maintaining appropriate inventory levels, and providing information to suppliers.
- Urbanization and increasing purchasing power in India is leading to growth of organized retailing. Several retail chains like Westside, Landmark, and Shoppers Stop have opened outlets across the country.
- There is large potential for growth in retail sector given India's population of 100 crore and 20 crore households, though currently only 25% of rural households have been effectively reached by marketers.
- Organized retailing provides benefits like value for customers, developing retail brands to build trust, and offering a one-stop shopping experience. The limitations of traditional small scale retailing include a fragmented supply base and higher operating costs.
An Organisation study at ADITYA BIRLA ULTRATECH LTDRahul G
This document provides an overview of an organizational study conducted at Aditya Birla Ultratech Ltd. It discusses the objectives of the study which are to understand the organizational culture and structure, products and services offered, departmental functions, and how theoretical knowledge is applied practically. It also provides details about the Indian cement industry, including major players and their production capacities. The cement industry is an important core industry for India's growth and development.
Marchindising mix and store environment at bigbazarProjects Kart
The document discusses store environment and merchandising mix in retail stores. It focuses on how these factors influence customer satisfaction levels. Specifically, it examines the store environment and merchandising mix at Big Bazaar stores in India. The objectives are to determine customer satisfaction with the store environment and merchandising mix, analyze how these factors influence satisfaction levels, identify which product sections have effective merchandising, and determine how to improve the store environment. The research methodology involves surveys of Big Bazaar customers to collect primary data on perceptions of the store.
The document discusses store environment and merchandising mix in the retail industry. It begins with introducing key concepts in retailing like customer orientation, coordinated effort, value-driven and goal orientation. It then discusses the importance of store environment and merchandising mix in influencing customer satisfaction and perception. The objectives of the study are to analyze customer satisfaction with store environment and merchandising mix, determine if Big Bazaar has a satisfied merchandising mix, and identify ways to improve the store environment. The document outlines the research methodology and limitations of the study which include lack of detailed urban form and travel behavior data. It also provides an industry profile of the Indian retail sector.
RETAIL IN STORE COMMUNICATION / VISUAL MERCHANDIZING Think As Consumer
The document discusses various visual merchandising initiatives undertaken by Reliance Value Format over the past 12-24 months. It describes campaigns like Cost-to-Cost during the Republic Day weekend in 2009 and Ghar Sajao Ghar Basao during Diwali period from September to December 2008. It provides details of the marketing strategies, visual elements used like banners, standees, and outcomes of these campaigns. The document emphasizes using visual merchandising to effectively communicate offers and enhance customer shopping experience.
Satish musti 04-customer satisfaction towards supermarketshivaraj2050
The document is a dissertation submitted for an MBA degree that analyzes customer satisfaction towards supermarkets. It includes chapters on introduction to retailing and supermarkets, literature review, research methodology, data analysis and findings. The introduction provides an overview of different types of retailers including specialty stores, department stores, supermarkets, convenience stores, discount stores, and superstores. It discusses key marketing decisions for retailers around target markets, product assortment, services, store atmosphere, pricing, and promotions. The dissertation aims to assess customer satisfaction towards food and grocery retailers and design strategies to enhance customer experience.
The document discusses the role of merchandisers and provides details about the job. Merchandisers research, plan, produce, and promote stocks for stores to manage inventory and create eye-catching displays to maximize sales. The job involves flexible work hours between 9am-6pm and traveling between stores. Merchandisers need strong communication, creativity, customer sensitivity skills, and experience working in stores. The job outlook is increasing with growing store options and an aging population influencing sales. Starting pay is 3.5-4 million yen increasing up to 8 million yen with experience. The job has advantages of variety, sales impact, and flexibility but also disadvantages like travel, work environment, heavy loads, and pressure.
project report on customer satisfaction toward cement product.Mohd Ahmed
This document discusses the Indian cement industry. It provides background on the industry, noting that India is the second largest cement producer globally. It discusses key aspects of the industry such as export trends, per capita consumption rates, product differentiation between cement grades, and the history of cement grade standards in India. The document aims to provide an overview of the Indian cement industry.
The document summarizes key aspects of retail management. It discusses that retail involves the sale of goods to end consumers for personal use. It also discusses different types of retailers from conventional to modern. The rest of the document outlines the retail management process including planning, buying/making, moving, and selling goods. It provides details on roles like merchants and buyers. It also discusses prerequisites and components of merchandising plans like assessing category performance. Finally, it briefly touches on types of buying models and centralized vs decentralized buying approaches.
Merchandising involves acquiring goods and making them available to customers at the right times, prices and quantities to meet retailer goals. A merchandising philosophy guides product decisions based on the target market, competitors, and trends. Effective merchandising requires planning assortments, inventory levels, pricing, and more to sell the right products profitably. Retailers must determine their merchandising strategy in terms of brand offerings, product breadth and depth to meet customer needs within budget.
How to Make Awesome SlideShares: Tips & TricksSlideShare
Turbocharge your online presence with SlideShare. We provide the best tips and tricks for succeeding on SlideShare. Get ideas for what to upload, tips for designing your deck and more.
SlideShare is a global platform for sharing presentations, infographics, videos and documents. It has over 18 million pieces of professional content uploaded by experts like Eric Schmidt and Guy Kawasaki. The document provides tips for setting up an account on SlideShare, uploading content, optimizing it for searchability, and sharing it on social media to build an audience and reputation as a subject matter expert.
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The impact of visual merchandizing on consumer store decisions
1. 7th Global Conference on Business & Economics ISBN : 978-0-9742114-9-7
October 13-14, 2007
Rome, Italy
1
THE IMPACT OF VISUAL MERCHANDISING ON CONSUMER STORE
CHOICE DECISIONS IN SRI LANKAN SUPERMARKETS
Pradeep Randiwela
Senior Lecturer in Marketing,
Former Dean - Faculty of Management and Finance,
University of Colombo
Sri Lanka
TP: 0773136959
P_randiwela@yahoo.co.uk
W.M.C.B. Wanninayake
Lecturer in Marketing,
Department of Marketing Management,
University of Kelaniya
Sri Lanka
TP: 0717-898319
bwanninayake@yahoo.com
2. 7th Global Conference on Business & Economics ISBN : 978-0-9742114-9-7
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THE IMPACT OF VISUAL MERCHANDISING ON
CONSUMER STORE CHOICE DECISIONS IN SRI
LANKAN SUPERMARKETS
ABSTRACT
The supermarket concept was initially started in Sri Lanka at 1980’s and the particular
industry began to expand after the year 2000. The supermarket industry is at the growing
stage of the Industry Life Cycle. The Visual Merchandising of supermarket outlets were
focused in this study and major purpose was to examine the consumer reaction to the
Visual Merchandising in supermarkets in Sri Lanka.
This study was based on both primary and secondary data. The primary data were
collected from the sample survey that was conducted in the area of Colombo,
Kiribathgoda, Wattala and Maharagama. 200 respondents were selected for the sample. A
questionnaire was designed to obtain customer’s attitudes regarding major variables of
Visual Merchandising in their store choice decisions. Visual Merchandising was grouped
into four variables namely Lighting, Design Layouts, Product Display and Cleanliness.
The secondary data were collected from published sources. The study revealed that the
influence emerged from Product Display and Cleanliness on consumer store choice
decisions is very significant. The Lighting and Design Layouts moderately influenced
their store choice behavior. The overall conclusion is that visual merchandising has
significant impact on store choice decision of customers in Sri Lanka.
INTRODUCTION
Retailing as an industry has been growing by leaps and bounds, over the past
decade. Different types of retailers such as supermarket chains, clothing and textile
outlets/chains and food chains have emerged at present. There are several major
3. 7th Global Conference on Business & Economics ISBN : 978-0-9742114-9-7
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supermarket chains operating in Sri Lanka. The private supermarket chains in the country
are on a rapid expansion driven to urban and rural areas. It was only about three years ago
the supermarkets in Sri Lanka widely expanded all over the areas outside the city limits.
This was driven by the factors like the emergence of a new social circle of wealthy
people in outstation areas, the newly acquainted life styles of people requiring them to
seek such services. Due to the mass demand, a number of supermarkets have been
established in addition to the existing areas.
The supermarket concept was initiated in Sri Lanka with the departmental stores
namely Cargills and Millers, during the British Colonial period. The supermarkets were
initially started in Sri Lanka in 1980’s. Whatever the situation, this particular industry
began to expand after the year 2000. Today, the supermarket industry is at the growing
stage of its Industry Life Cycle. As per data available, there are approximately 325
supermarket outlets offering FMCG products in major areas in the country. Two major
company’s supermarket chains such as Cargills Food City and Keels Supper dominate the
industry. At present, these two major supermarket chains have 100 outlets all over the
country. In addition to above major supermarket chains, there are 33 outlets operated by
other small supermarket chains such as Sentra, Kings Supper, Arpico, Sun Up,
Park,n,Shop, Cristal and Prince Supper etc. In addition to the major super market chains,
there are also self-service retailing outlets owned by individuals operating in all over the
country.
RESEARCH PROBLEM AND OBJECTIVES
The interior design within store can maintain customer interest, encourage
customers to lower their psychological defenses and easy to make purchasing decisions
4. 7th Global Conference on Business & Economics ISBN : 978-0-9742114-9-7
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(Kotler, 1974; Walters and White, 1987; Bitner, 1992; Omar, 1999; Davies and Ward,
2002). Therefore, Marketers have recognized that point of visual merchandising in
retailing makes significant effect on consumer buying decisions (Schiffman and Kanuk,
1996). Most of researches conducted in supermarket concept in western base countries
are referring to different superstore system compared to Sri Lankan condition. Though
they are labeled as supermarkets, these are only retail outlets providing self services.
Kerfoot, Davis and Ward (2003) found that Visual merchandising is main element of
store choice behavior. The study conducted by Sinha and Banergy (2004), found that in-
store environment is not important on store choice decisions in evolving market.
Shopping is a recreational activity and selecting a store is perceived to be high on
“entertainment” value. (Woodside et al.,1992). As well as some researchers have argued
that store choice behavior depends on supermarket location and its service level.
According to Hartline (2000) the behaviors of frontline service employees are critical to
customer evaluations of service encounter. Ugur yavas (2001) found that major criteria
for store choice decisions are distance, travel time and size of an outlet.
In Sri Lankan context, most of supermarkets use visual merchandising as point of
sales promotions within their supermarket premises. And also the major supermarket
chains are highly concerned about background music and in store fragrance. According to
some Sri Lankan supermarket managers, all major supermarket chains spend more than
40% of their promotional budget on in store promotions. The major reason behind this is
that many of the marketers today reasonably assume that a considerable influence can be
made on buying decisions of consumers through visual merchandising. Though the
situation is so, in certain cases, it seems that some customers select the stores based on
5. 7th Global Conference on Business & Economics ISBN : 978-0-9742114-9-7
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outside promotional tools like car parking spaces, location and Children Park etc other
than stimulation of visual merchandising. Hence, the problem centered in this study is to
measure the extent to which visual merchandising of Sri Lankan supermarket affects the
customers store choice decisions.
This study aims to review of customers’ responses on the visual merchandising of
supermarkets. In addition, main objective of this study is to examine the influence
emerged from visual merchandising on consumer’s store choice behavior. The specific
objectives of the study are,
1. To identify the influence made by the Lighting on consumer’s store choice
decisions
2. To examine the impact made by Design Layouts on consumer store preference
3. To find out the influence made by Product Display to encourage customer’s
buying decisions
4. To evaluate the relative importance of cleanliness of supermarket premises on
customers store choice behavior.
LITERATURE REVIEW
Retailers are facing a keen competitive market place and as a consequence of that they
find many difficulties to differentiate their stores on the basis of product, place, people,
price and promotion. Retail store elements such as colour, lighting and visual
merchandising have always been considered as having immediate effects on the buying
decision making process. The emphasis has moved away from in-store product displays,
towards elements that excite the senses of shoppers such as flat screen videos or graphics,
music, smells, lighting and flooring that tend to capture the brand image or personality
6. 7th Global Conference on Business & Economics ISBN : 978-0-9742114-9-7
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and help to create an unique environment and shopping experience (McGoldrick, 1990;
Marsh, 1999).
The physical in store environment has been examined in relation to various
elements, for example: orienting factors (Davies and Ward, 2002); signage (Bitner,
1992); Spatial factors and ambient conditions (Davies and Ward, 2002), which Kotler
termed “atmospherics”. The work regarding physicality of in-store environment focuses
on the “communication” of elements through cues and stimuli that the consumer digests
through a number of sensory modalities (visual, aural, olfactory, haptic and taste).
Therefore, all literature commonly recognized as in-store environment depends on visual
merchandising and other in store promotions.
Visual simulation and communication have long been considered important
aspect of retailing by practitioners and academic alike (McGoldrick, 1990,2002). This
interest in the visual has – at one level within the retail context – coalesced to from the
practices of “visual merchandising”. This is defined as the activity, which coordinates
effective merchandising selection with effective merchandising display (Wolters and
White, 1987, p.238). Visual merchandising is therefore concerned with both how the
product and/ or brand are visually communicated to the customer and also whether this
message is decoded “appropriately”. In this context, it will be affecting to a positive
psychological or behavioral outcome, ultimately leading to purchase.
In a study of store choice behavior among audio equipment shoppers, Dash et al.
(1976) found that the level of pre-purchase information regarding the brand determined
the type of store chosen. Shoppers who had higher levels of pre-purchase information
generally shopped at the specialty store, whereas shoppers with low pre-purchase
7. 7th Global Conference on Business & Economics ISBN : 978-0-9742114-9-7
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information bought at departmental stores. This is mainly attributed to customers
adopting a risk reduction policy with regard to their impending purchase. Kenhove et al.
(1999) found that store choice is differentiated by the nature of the task. They studied the
store choice decision across various tasks as described by the respondents, such as urgent
purchase, large quantities, difficult job, regular purchase and get ideas. The chosen stores
differed in their salience rating depending on the task the shopper intended to perform.
The salience of the stores has also been found to be affected by situational factors.
In a study conducted by Mattson (1982), was found that situational attributes, such as
time pressure and gift-versus self-shopping, can influence store choice and attribute
salience. It is also indicated that the situational influence needs to be evaluated for every
visit and hence some shoppers may change their choice because of situation specific
drivers. These situational influences may be classified as the competitive setting, the
individual’s situational set and the shopping occasion.
The atmosphere of the shopping environment can influence customer attitudes
and their perceptions in relation to the overall quality of the store in terms of the
uniqueness of the product, service levels (Baker, Grewal and Parasraman, 1994), the
purchase price (Areni and Kim, 1993) and purchase volume (Milliman, 1982). The role
of ambience in store choice has also been found significant. Kotler (1974) has proposed
atmospherics as an important part of retail marketing strategy. It is also found that the
shoppers determine the value of the merchandise based on monetary as well as non-
monetary costs (Zeithaml, 1988). It was found that recreation (a non-monetary value) was
the major driver for visiting a regional shopping centre (Treblanche, 1999). The shopping
experience, as created by the store environment, has been found to play an important role
8. 7th Global Conference on Business & Economics ISBN : 978-0-9742114-9-7
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in building store patronage. Along with the merchandise, it triggered affective reaction
among shoppers (Baker et al., 1992). It also contributes to creating store patronage
intentions (Baker et al., 2002).
According to above research studies, some researchers have argued that in-store
environment is critical component of store choice behavior and some other researchers
have argued that other variables are most important than in-store environment. However,
the previous research studies are providing evidence to store choice behavior is different
in different cultures. It leaves problem to us, “Whether visual merchandising can
significantly influence on customer’s store choice behavior in Sri Lankan supermarkets”
CONCEPTUALIZATION
In conceptualizing the study, researchers have attempted to build relationship between
key variables i.e., visual merchandising (independent variable) and store choice behavior
(dependent variables). According to the literature and pilot study in Sri Lankan
supermarkets, researchers recognized that lighting, design layout, product display and
cleanliness are the main variables of visual merchandizing. It is also necessary to
examine the relationship between two key variables and other variables influenced on
dependent variable. This would enable the researchers to interpret the findings in a more
comprehensive manner. The conceptual model that has been developed indicating their
relationship is given below
Figure 01. Conceptual Model
Lighting
Design
Layout
Product
Display
Cleanliness
Visual
Merchandizing
Store
Choice
Behavior
9. 7th Global Conference on Business & Economics ISBN : 978-0-9742114-9-7
October 13-14, 2007
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METHODOLOGY
Data Collection
As a matter of fact, this study is almost an empirical one. So, as far as possible
attempt was made to gather primary data. In that context, a detailed questionnaire was
administrated. Meanwhile personal interviews and observations were also made. The
primary research was carried out in 05 supermarkets located in Colombo, Kiribathgoda,
Maharagama and Wattala and information were collected from customers who were
purchasing products from the supermarket at the time of the survey. Additionally,
secondary data for conceptualization and operationalization of the matters and other
purposes were also utilized through textbooks, articles of journals and web sites etc.
Data were collected through questionnaires and interviews from 200 respondents selected
from four areas of Colombo and suburbs. There was no any rejected questionnaire due to
field investigators personally filled questionnaire with personal interviews. On the other
hand, the researcher instructed them to select only the customers who purchase products
from supermarkets. Most of the data pertaining to this study have been collected from
customer sample drawn from Colombo and suburbs. The sample was distributed in
Colombo, Wattala, Kiribathgoda and Maharagama by selecting 50 respondents from each
area.
Data analysis Procedure
Both descriptive and inferential statistics were used in presenting and analyzing
the data. Descriptive tools such as frequency counts, mean scores, percentages and
standard deviation were calculated for the statements on the questionnaire in order to
determine the impact of in store promotions on store choice decisions. In addition,
10. 7th Global Conference on Business & Economics ISBN : 978-0-9742114-9-7
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Rome, Italy
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correlation was used to determine the relationship between customer’s attitudes regarding
visual merchandizing variables and customers store choice behavior.
DISCUSSION OF FINDINGS
Visual merchandizing and consumer’s store choice behavior.
This study focused on the visual merchandizing and consumer store choice
decisions. The main objective of this study was to examine the influence emerged from
visual merchandizing for consumer’s store choice decisions in Sri Lanka. The finding
shows that influence emerged from visual merchandising on consumer’s store choice
decisions is strong. The mean value of visual merchandising is 71.46. It is represented in
strongly influenced score category (67 – 90). Mode and median values are 73.00 and
71.00 respectively (See Annexure 02).
However, visual merchandising consists of four variables such as lighting, design
layout, product display and cleanliness. Out of those variables, except product display
other variables strongly influence in selecting specific supermarket outlet. The majority
of respondents (57%) mentioned that product display in supermarkets outlets moderately
influence on their store choice decisions. In the same time, 42% of respondents have
indicated that product display strongly influence on their buying decisions. Moreover, the
mean value of product display is 17.95. (See Annexure 01) It is more close to the lower
level of strongly influenced score category (18.33 – 25.00). The findings show that 66%
of respondents have indicated that lighting is strongly influenced on their store choice
behavior. The descriptive statistics relating to the design layout mention that both mean
and median belong to strongly influenced score category. However, the statistical
distribution has multiple modes. The smallest value equal to 28.0 that represents the
11. 7th Global Conference on Business & Economics ISBN : 978-0-9742114-9-7
October 13-14, 2007
Rome, Italy
11
moderately influenced score category. Most of the customers mentioned that cleanliness
is one of the most important factors of attractive in-store environment of supermarket
outlets. According to the findings, 62% of respondents and 36% of respondents have
indicated cleanliness will affect in a strong and moderate way respectively on their store
choice decisions. Therefore, the quantitative figures show that visual merchandising has
significant impact on store choice decision in Sri Lanka.
In addition to the in-store variables, most of consumers consider price of goods,
location, and customer service and parking facilities etc. When customers are ranking the
relative importance of factors affecting to the store choice decisions, most of customers
have given first and second priority to visual merchandising. Second and third largest
amount of customers mentioned price of goods and location of the outlets.
According to the data analysis output Pearson correlation between Store choice decisions
and Visual Merchandising is 0.320. This correlation is significant at 0.01 levels (2-tailed).
Therefore, it has significant relationship between visual merchandising and store choice
decisions of customers.
Store Choice Decisions Based on Demographic Variables.
Another important finding was that all variables of visual merchandising are
having more responses for the all age categories, gender, occupation, and education
levels. That means except any demographic difference, customers are considering visual
merchandising as the important factor in their store choice decisions.
The findings show that both 18 – 30 and 31 -50-aged customers highly consider
cleanliness of supermarket outlets as the most important variable in their store choice
decisions. However, 32 of 18 – 30 aged customers selected product display as the most
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important variable and 16 customers have selected design layout as main variable. In
addition, 34 and 20 respondents have indicated that they consider design layout and
product display respectively as important variables in store choice decisions.
The sample consists of 122 male customers and 78 female customers. A cross analysis
was made in order to identify the relative importance of store-choice variables relating to
the gender basis. Most of the male customers (54 respondents) consider cleanliness as the
most importance factor in selecting specific outlet. However, most of female customers
gave priority to product display in supermarket selection. The both genders gave their
next priority to design layout.
Occupations were categorized into private sector, government sector and self-
employment. The sample represented 138 private sector, 30 government sector and 30
self employees. The findings show that respondents in all employment categories have
given first priority to the cleanliness in supermarket outlets. However, 40 private sector
employees have indicated that design layout is the most important variable. Product
display was considered as another important factor by each category of employees.
This section focused on analyzing relative importance of in-store variables under
different education levels. The sample mainly consists of 72 graduates, 40 professionally
qualified individuals and 56 customers who have completed secondary education (A/L
passed). Generally, graduates, postgraduates and A/L passed customers have given first
priority to cleanliness. In the same time, they have indicated design layout and product
display is highly considered in selecting specific supermarket outlet. Most of the
professionally qualified customers have selected design layout and product display as
important variables in selecting the supermarkets.
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RECOMMENDATIONS
The research findings of present study have more practical orientation and which is
important for the marketers in supermarkets sector. Hence, the study recommends the
following.
1. Visual merchandising is the most important variable in in-store environment
among the tested variables. It can significantly influence on consumer’s store
choice decisions. Therefore, application of more attractive visual merchandising
materials in their promotions will help to obtain better results. The lighting,
Design layout and cleanliness are the key elements of visual merchandizing
programs other than product display.
2. Most of customers are willing to purchase products from supper markets from
6.00p.m. to 9.00p.m. in weekdays and 10.00a.m. to 8.00p.m. in weekends.
Therefore, managers can pay special attention to make attractive environment in
the supermarket premises and make action to control the rush condition.
3. Spaces between shells (Passage), cashier counters layouts, height of shells, no. of
Gondola, number of impulse counters, sanitary facilities, height of roof are key
variables of design layout that helps to make customer relaxation, convenience to
selection of products, reduce average waiting time and encourage the impulse
purchasing etc.
4. When designing the product display, Supermarket managers should pay special
attention on category layout, canola (Light ceiling), color separation, lighting box,
category name of product shells.
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October 13-14, 2007
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5. Damaged items on the shells and dust will make bad image towards the
supermarket outlets and design of floor tiles can make significance influence to
feeling of pleasure at shopping time.
6. Majority of customers respond to the lighting more positively. They specially
mentioned that lighting helps to select correct products, reduce the time wasted
and feel relaxation during the shopping tours. Therefore managers can select
appropriate lighting system that creates satisfaction of psychological needs of
customers.
7. Even though there is no significant correlation between in-store fragrance and
store choice decisions, 58% of respondents mentioned that it is strongly influence
on their store choice decisions. Therefore, the consumers’ preference can be
changed according to the in-store fragrance used in the supermarkets. If marketers
change the fragrance strategically and use more favorable fragrance, it will be
more significant to patronage customers towards supermarkets and maintain the
freshness within the supermarket premises.
8. The background music will also encourage customers to spend extra time in
supermarkets. However, it has low significance relative to the other elements of
in-store environment. It will help to encourage customers to make impulse
purchasing decisions in supermarkets. And also customers will consider the
shopping in such a supermarket is one of entertaining exercise. The soft and
classic music are highly recommended than other type of music.
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AREAS FOR FURTHER RESEARCH
This study emphasizes the need of future researchers to pay more attention on this
field. This is an interesting field for researchers who are interested in conducting studies
relating this subject. Through out this study it was noted that the majority of researchers
have not made considerable attempt to carry out such studies on this matter in Sri Lankan
context. This study did not examine other factors affecting to the store choice decisions.
Further research can be made on the impact of supermarket location, car-parking
facilities, customer services, brand names associated with store choice decisions of
customers in Sri Lanka. In addition, this study focused on store choice decisions.
Therefore, more studies are necessary to examine the impact of in-store environment on
buying behavior within the supermarket outlets. Furthermore, this study did not analyze
the impact of special promotional events on consumer buying behavior. Hence, further
study can be done on the measurements of effectiveness of special in-house promotional
events in the supermarkets.
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Annexure 01
Influence of visual merchandizing variables on store choice behavior
Influence No. of
Respondents
Strongly
Influenced
Moderately
Influenced
Not
Influenced
Impact of lighting Frequency 132 68 00
Percentage 66.0 34.0 00
Impact of design layout Frequency 100 100 00
Percentage 50.0 50.0 00
Impact of product display Frequency 80 118 02
Percentage 42.0 57.0 1.0
Impact of cleanliness Frequency 120 72 04
Percentage 62.0 36.0 2.0
Impact of visual
merchandising
Frequency 142 58 04
Percentage 70.4 29.6 2.0
Annexure 02
Descriptive statistics of Visual merchandizing
Measure Lighting design
layout
Product
Display
cleanliness visual
merchandising
Mean
Mode
Median
Slandered Deviation
Slandered Error
Variance
Range
11.93
12.0
12.0
1.71458
0.12124
2.940
7.0
29.61
28.0a
29.5
4.34191
0.30702
18.852
21.00
17.95
18.00
18.00
2.53369
0.17916
6.420
13.00
12.00
12.00
12.00
1.84530
0.13181
3.405
9.00
71.4592
73.0
71.0
7.47806
0.53415
55.921
33.00
a. Multiple modes exist. The smallest value is shown