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AMITY SCHOOL OF FASHION TECHNOLOGY 
AMITY UNIVERSITY 
Industrial Internship 
“Impact of Store Atmospheric & Fixtures on Co...
DECLARATION 
I VISHWA VARUNhereby declares that the project entitled 
“Impact of Store Atmospheric & Fixtures on Consumer ...
ACKNOWLEDGEMENT 
I extend my sincere acknowledgements toMs.Shikha Chantiamy teacherAmity University, 
Lucknow, without her...
Executive Summary 
This study aimed at highlighting the impact of environmental factors on the 
impulse buying behavior of...
Content 
Chapter: 1-About Landmark Group 1-4 
 About Max Fashion 4-6 
 Hierarchy at Max Fashion 7-7 
 Departments in Ma...
About Landmark 
Founded in 1973 in Bahrain, the Landmark Group has successfully grown into one 
of the largest and most su...
Business: 
 Large and diversified retail formats with anchor stores in major malls 
 Core businesses successfully develo...
Retail Brands: 
The Landmark Group provides value-driven products for the entire family through 
a diverse portfolio of co...
Fashion 
 Splash 
 Max 
Home & Electronics 
 Home centre 
India 
 Lifestyle Department Stores 
 Auchan hypermarkets 
...
Social Responsibility 
Max, along with its parent company, Landmark Group, has come together to 
make a difference to peop...
Chairman's message 
"At Landmark Group, our statement of purpose is 'creating exceptional value for 
all lives we touch'. ...
Management Hierarchy level 
Here is explaining hierarchy of max at store level. 
Area Manager 
Assistant Store Manager 
De...
Departments in Max Fashion 
Max has following departments in each retail store 
o Western wear Department 
o Ethnic Wear D...
Average contribution of various departments in regular selling 
Western wear department 20% 
Ethnic Wear department 14% 
F...
Western Wear Department: 
 In this department western dresses are available for females. 
 Here price starts 
 Basic pr...
Product Line in ethnic wear Department: 
o Short kurti 
o Medium Kurti 
o Knit Curidier :leggings 
o Cotton churidar 
o Sa...
Foot wears Department: 
This department has 3 sub departments, as follows 
Foot wear Department 
Men’s Women’s Kids 
Men’s...
Kids section: 
 Canvas shoe 
 Sandal 
 Plastic molded shoe 
Men’s wear department: 
Max offers following product catego...
Accessories Department: 
o Belt 
o Bracelet 
o Earring 
o Finger Ring 
o Bags 
o Cushion 
o Cotton bags 
o Hand Bags 
o Ne...
Fixtures and setting used in Max Fashion 
Fixtures and setting used in max Fashion India are as follows 
o Gondola 
o 4 wa...
TIC: The Inner Circle 
 ‘The Inner Circle’ membership card is valid for a lifetime. 
 The Inner Circle membership is vol...
 The associate companies of Landmark Group reserve the right to withdraw 
anyone or all of the cards issued by them. The ...
Promotional Activities at Max Fashion 
Its shop o’clock! Check out the latest offers, promotions and sales from max. 
 Ma...
Chapter: 2-Introduction 
In today’s keen competitive environment store image and atmosphere are 
recognized by retailers a...
Finally, he will assess his satisfaction or dissatisfaction toward the purchased 
product. This final step is crucial for ...
Internal Motivators: 
o Self discrepancy 
o Hedonic needs 
o Self regulatory resource availability 
o Autistic stimuli 
o ...
Mood states play also an importance role that leads to impulse buying. Some 
people lose themselves in impulse purchase in...
Role of External stimuli on buying behaviour 
Unlike internal motivators, external factors are those that retailers can in...
Role of Visual Merchandising: 
As presentation of goods is often the most crucial factor in decision-making 
retailers pla...
There are several techniques used to deliver great merchandising solutions: 
o Creating themes/stories 
o Co-ordination 
o...
Store Layout Management: 
 Store Image is the overall perception of the customer has of the store’s 
environment. 
 Effe...
Modular Fixtures and Systems in Store Planning 
A modular system is one designed in sections or pieces that can be added t...
33 Amity School of Fashion Technology
Retail Fixtures 
Carousels: Circular racks that turn. 
Dump tables/bins: 
A rimmed table or bin used to hold sale or speci...
Rounder: 
Circular racks on which garments are hung around the entire circumference. 
T-Stand: 
Freestanding, two-way stan...
Situational Influences and Atmospherics 
The three major situational influences are Time, Place and Conditions. 
Time—If a...
Crowds: 
Crowds are always going to lead to negative shopping experiences. The more 
crowded a store is the more likely cu...
Chapter: 3-Objective 
 Objective of my study to understand the consumer behavior in today’s 
retail apparel business. 
 ...
Chapter: 4-Hypothesis 
Aims to discover whether there is a significant relationship, correlation between 
customers’ impul...
Chapter: 5-Reserch Methodology 
This study was conducted with the following methods 
Observation methods 
Direct interacti...
Chapter: 6-Data Collection 
 During the study, five important factors (quality, price, variety, design and 
visual mercha...
Chapter: 7- Findings 
As window display is the face of store, it must need to change on regular basis. 
Visual display cha...
Chapter: 8-Reccomendation 
Windows display acts as a stimulus for the customers to enter the store. It has 
various benefi...
Weekly store manager need to take meeting of all store employees. 
Sales executive grooming & presentation in front of con...
Chapter: 9-Conclusion 
One major finding is that visualmerchandising influences young customers’ 
impulse buying behavior....
Questionnaire: Measurement of buying behaviour 
Did you buy any item impulsively i.e. items that you didn’t plan tobuy bef...
Chapter: 11-Bibliography 
 Data collected during study 
 Marketing by Philip Kotler 
 Consumer behavior 
 http://www.m...
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“Impact of Store Atmospheric & Fixtures on Consumer Behavior”

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This study aimed at highlighting the impact of environmental factors on the impulse buying behavior of shopper using a Stimulus and response model. In this research, it is identified and explored how factors related to the environment of purchase and emotional states may influence various dimensions of such kind of behavior at Fashion Retail Store in Lucknow, India.
According to the results; consumer's emotions cannot be a mediating factor in the impulse purchase process. The results indicate that seller guidance has a significant impact on the impulse buying. We have concluded also that perceived human crowding influence positively the behavior of Indian shoppers, whereas the time pressure was not approved.
As max is the mass brand it covers middle class and lower middle class consumers, upper middle class go for daily wear clothing’s.
Indian consumers are very much pricing sensitive, too much competition in market, so its assortment planner responsibility to understand the consumer profile of Max consumers and mood.
If consumer don’t find product as per need and taste, they go for another brand.
So right merchandising and trend forecasting .during assortment planning and replenishment ask help for merchandise selection to sale executives of particular region.
Sales people know better regarding old merchandise which is best seller during previous season.

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“Impact of Store Atmospheric & Fixtures on Consumer Behavior”

  1. 1. AMITY SCHOOL OF FASHION TECHNOLOGY AMITY UNIVERSITY Industrial Internship “Impact of Store Atmospheric & Fixtures on Consumer Behaviour” Internal Guide: SUBMITTED BY: SHIKHA CHANTIYA VISHWA VARN Industry Guide A7820413001 Rahul Singh MA-FRM, 3rd SEM Amity School of Fashion Technology AMITY UNIVERSITY, UTTAR PRADESH
  2. 2. DECLARATION I VISHWA VARUNhereby declares that the project entitled “Impact of Store Atmospheric & Fixtures on Consumer Behavior” Carried out atLandmark Group, Max Fashion India has been submitted during the academic year 2013-14 under the valuable guidance of Ashtha Virmani,Rahul Singh, Rajiv Ranjan,other Department Managers at Max Fashion India and My faculty atAmity School of Fashion Technology Ms.Pooja Verma, Director, Amity School of Fashion Technology, Lucknow, Amity Universityand keen supervision of Ms. Shikha Chantia in partial fulfillment of the requirements of the MA- Fashion Retail Management (MA-FRM) degree of Amity University. Further I extend my declaration that this report is my original work and was previously not formed the basis for the award of any Master degree. VISHWA VARUN Enrollment No:A7820413001
  3. 3. ACKNOWLEDGEMENT I extend my sincere acknowledgements toMs.Shikha Chantiamy teacherAmity University, Lucknow, without her teaching, this research would have meant meaningless. I am greatly indebted toMs.Pooja Verma, Director, Amity School of Fashion Technology ,Amity University Lucknow Uttar Pradesh, for his encouragement, guidance and assistance in availing this opportunity of practical training. It gives me immense pleasure to acknowledge and thank all those who have given consistent guidance like my family member Surabhi Singh, My Father, Shishram Shivrayan, Astha Virmani, Mridula Sahay Mehrotra, Sanjay Saxena Advice and encouragement in my endeavor. I would also like to thank all those persons who have spent their Valuable time to contribute the required information to me and gave me support while doing this project. I indebted to the reports published on “Impact of Store Atmospheric & Fixtures on Consumer Behavior”. All data and graph belongs to the above reports, wherever used have been duly acknowledged. Last but not least , I would like to thank God for giving me the strength, determinat ion and courage to complete my studies . VISHWA VARUN
  4. 4. Executive Summary This study aimed at highlighting the impact of environmental factors on the impulse buying behavior of shopper using a Stimulus and response model. In this research, it is identified and explored how factors related to the environment of purchase and emotional states may influence various dimensions of such kind of behavior at Fashion Retail Store in Lucknow, India. According to the results; consumer's emotions cannot be a mediating factor in the impulse purchase process. The results indicate that seller guidance has a significant impact on the impulse buying. We have concluded also that perceived human crowding influence positively the behavior of Indian shoppers, whereas the time pressure was not approved. As max is the mass brand it covers middle class and lower middle class consumers, upper middle class go for daily wear clothing’s. Indian consumers are very much pricing sensitive, too much competition in market, so its assortment planner responsibility to understand the consumer profile of Max consumers and mood. If consumer don’t find product as per need and taste, they go for another brand. So right merchandising and trend forecasting .during assortment planning and replenishment ask help for merchandise selection to sale executives of particular region. Sales people know better regarding old merchandise which is best seller during previous season. 4 Amity School of Fashion Technology
  5. 5. Content Chapter: 1-About Landmark Group 1-4  About Max Fashion 4-6  Hierarchy at Max Fashion 7-7  Departments in Max Fashion 8-14  Fixtures & settings at Max Fashion 15-15  The Inner Circle 16-17  Promotional activities by Max fashion & Season Cycle 18-18 Chapter: 2-Introduction 19-22  Role of external stimuli on buying behaviour 23-26  Modular Fixture and Systems in store Planning 27-30  Situational Influences & atmospheric31-32 Chapter: 3-Objective 33-33 Chapter: 4-Hypothesis 34-34 Chapter: 5-Reserch Methodology 35-35 Chapter: 6-Data Collection 36-36 Chapter: 7- Findings 37-37 Chapter: 8-Reccomendation 38-39 Chapter: 9-Conclusion 40-40 Chapter: 10- Questionnaire 41-41 Chapter: 11-Bibliography 42-42 5 Amity School of Fashion Technology
  6. 6. About Landmark Founded in 1973 in Bahrain, the Landmark Group has successfully grown into one of the largest and most successful retail organizations in the Middle East and India. An international, diversified retail and hospitality conglomerate that encourages entrepreneurship to consistently deliver exceptional value, the Group operates over 1800 outlets encompassing over 24 million square feet across the GCC, Egypt, Turkey, Jordan, Lebanon, Yemen, Iraq, Sudan, Kenya, Libya, Nigeria, Tanzania, India, Pakistan and Sri Lanka. The Group employs over 50,000 people. Philosophy & values: Statement of Purpose Creating exceptional value for all lives we touch. Core values  Passion for excellence  Integrity in everything we do  Empowering people to strive and deliver  Adapting to changing market and consumer needs Key strengths: The Landmark Group has grown consistently in every market condition displaying stability of performance and high value for our customers across the globe. Our strengths lie on the four pillars of strategic business, efficient operations, logistics and the people who drive our success as a group.  Business  Logistics  Operations  People 6 Amity School of Fashion Technology
  7. 7. Business:  Large and diversified retail formats with anchor stores in major malls  Core businesses successfully developed in-house are now category leaders  Investment in research and development enables constant innovation  Well funded and strong financial discipline Logistics:  Efficient supply chain management  Competitive global sourcing capabilities  State-of-the-art IT systems and solutions  Largest importer of non-food items in the Middle East handling over 63,000 TEU's per annum. Operations:  Cost efficient operations and optimum use of resources.  Attractive, extensive customer loyalty programmes. People:  Decentralized decision making teams with hands-on management capability.  Continuous investment in human resource development and training. Our businesses: As one of the largest retail conglomerates in the Middle East and India, the Landmark Group has a diverse portfolio of retail and hospitality brands.  Retail Brands  Hospitality Brands  Mall Management 7 Amity School of Fashion Technology
  8. 8. Retail Brands: The Landmark Group provides value-driven products for the entire family through a diverse portfolio of core retail brands:  Centre point  Baby shop  Splash  Shoe mart  Lifestyle  Iconic  Max  Shoe xpress  Landmark International  Home centre  Emax  Home box  Sports one Landmark retail dealing in India….. The Landmark Group provides a value-driven product range for the entire family through a diverse portfolio of core retail brands. This includes a host of home grown brands in addition to international franchise offerings. These brands have evolved to become the preferred choice for consumers and are category leaders. 8 Amity School of Fashion Technology
  9. 9. Fashion  Splash  Max Home & Electronics  Home centre India  Lifestyle Department Stores  Auchan hypermarkets About Max Launched in the UAE in May 2004, Max is the largest value-fashion brand in the Middle East and caters to the mid-market segment. With over 226 stores across the Middle East, North Africa and India, Max plans to expand its network to more markets within the region. With stores that typically measure between 1,800 sq. m to 2,800 sq. m, the company sells its own-label apparel for men, women and children, along with footwear and home accessories. With a friendly shopping experience, Max delivers More Fashion More Value. Brand Vision: To be the leading value-fashion retailer in the region by offering good products at great prices. Brand Philosophy: To be fair and transparent in our business transactions with all stakeholders and to provide maximum opportunities for growth. 9 Amity School of Fashion Technology
  10. 10. Social Responsibility Max, along with its parent company, Landmark Group, has come together to make a difference to people’s lives. Supporting Landmark Group’s campaigns across all its stores in the UAE, Max helped provide free breast cancer screenings while raising money for a related support group. The activities saw Max and Landmark Group bond with the local community while contributing to global awareness about the disease. Adding support on an individual level, every staff member sported breast cancer awareness badges, and encouraged sales of the badges to raise money and increase awareness. Other activities include: Beat Diabetes: Landmark Group organized the Beat Diabetes walkathons and free blood glucose tests in six countries. Over 25,000 people joined the walks and more than 30,000 people took tests. Dubai Cares: Landmark Group extended its support to Dubai Cares, for its School Feeding Programme; customers could donate AED 5 or more while making purchases at the stores. The Group raised AED 731,000 in three months. Waste Recycling: The Group’s recycling initiative has helped recycle 1,632 tonnes of paper in the last year, which is equivalent to saving 27,000 trees. Landmark Group also uses biodegradable plastic bags, recycled paper bags, and jute and canvas shopping bags. 10 Amity School of Fashion Technology
  11. 11. Chairman's message "At Landmark Group, our statement of purpose is 'creating exceptional value for all lives we touch'. This is as true today as it was in 1973, when we started with Baby shop in Bahrain. The cornerstone of our philosophy is listening, adapting, and delivering exceptional value. What sets us apart at Landmark Group is a strong and dynamic culture of entrepreneurship." God Bless. 11 Amity School of Fashion Technology Chairman Micky Jagtiani
  12. 12. Management Hierarchy level Here is explaining hierarchy of max at store level. Area Manager Assistant Store Manager Departmental Manager Senior Sales Executive Sales executive  Max offers apparels for whole Indian family from kids to adults and Men’s to women’s, from ethnic to modern apparels.  Max target consumer is middle class and lover middle class.  As Max tagline says “Look Good, Feel Good”.  If female wants to shop for daily wear she can get a t-shirt and kurtis in just 250 rupees onwards. Same with males.  Max knows his target consumer and offer according to that. 12 Amity School of Fashion Technology
  13. 13. Departments in Max Fashion Max has following departments in each retail store o Western wear Department o Ethnic Wear Department o Footwear Department o Men’s Department o Accessories Department o Kid’s Wear Department During my internship I studied each and every department with the range and depth of department. Each and every department has particular codes so that people can understand the merchandise which it belongs. Department Code: Western wear department 52 Ethnic Wear department 48 Footwear Department 49 Men’s wear Department 51 Accessories Department 46 Kid’s Wear department 50 13 Amity School of Fashion Technology
  14. 14. Average contribution of various departments in regular selling Western wear department 20% Ethnic Wear department 14% Footwear Department 7% Men’s wear Department 21% Accessories Department 4% Kid’s Wear department 22% Concessional Department 12% Product Categories: On the basis of price band they categories products o Basic o Non Basic Basic Products: In this category product rage till 399.Simply one can say price of basic will always be less than Non basic. Daily wear apparels come under this segment. Non basic products: In this category product rage starts above 400. Now I discus all the department one by one. 14 Amity School of Fashion Technology
  15. 15. Western Wear Department:  In this department western dresses are available for females.  Here price starts  Basic products start from 249-399.  Non Basic products start from 400 and more. CCP: Core Chest Print: 151 (For age more than 25) YCP: Young Chest print: 152 (For age less than 25) Sub sections in western wear department are as follows o Essentials 157 o Denim 155 o Sporty 159 o Lingerie 163 o Night wear 158 Ethnic Wear Department: This department has following sub sections  Fusion  Traditional  Tavisha (Suit,Top,Higher cotton base embroidery work) o CKD: Chudidar Kurta Dupatta o SKD: Salwar Kurta Dupatta Basic Products: Starts 399-499. Non Basic products: 500 and more. 15 Amity School of Fashion Technology
  16. 16. Product Line in ethnic wear Department: o Short kurti o Medium Kurti o Knit Curidier :leggings o Cotton churidar o Salwar o Dupatta o Patiala o Printed Patiala Tavisha Line: o CKD o SKD Fast fashion: Fusion o Tunic Top o Palazzo o Dhoti pant o Turkish Pant o Fashion Tights o Bottom o Top Fabric Used in ethnic wear departments: o Cotton o Polyester o Viscose 16 Amity School of Fashion Technology
  17. 17. Foot wears Department: This department has 3 sub departments, as follows Foot wear Department Men’s Women’s Kids Men’s Section: In men’s section max have  Shoes  Sandals  Max don’t have formal shoe’s Women’s Section: Sandal  Fashion heel sandal 899  Basic heel sandal 899  Fashion flat sandal 899  Basic flat sandal 899 Shoe:  Ballerina shoe 799  Casual shoe 499  Canvas shoe 449  Plastic Molded shoe 299 17 Amity School of Fashion Technology
  18. 18. Kids section:  Canvas shoe  Sandal  Plastic molded shoe Men’s wear department: Max offers following product categories for men’s  Formal dress Formal shirt 39 to 44 Formal trouser 28 to 38  Semi formal dress  CND: Casual Non Denim  Casual dress  Denim 28 to 38  Sports  Inner wear and Sleep wear Sizes available in all categories  Small is 39  Medium is 40  Large is 42  XL is 44  Double XL is 46 Fabric used in all categories o In formal dresses fabric is Cotton + Polyester. o In semiformal dresses fabric is Pure Cotton. 18 Amity School of Fashion Technology
  19. 19. Accessories Department: o Belt o Bracelet o Earring o Finger Ring o Bags o Cushion o Cotton bags o Hand Bags o Necklace o Scarf o Sling Bag o Wallet o Caps o Hair accessories Kids Department: Max offers products for o New born baby (till 6 months) Max only have bodysuit. o Infants (till 6 months to 24 months) o 2-8 year boy .Sizes available in this category are2-3, 3-4, 5-6, and 7-8. o 2-8 year girl.Sizes available in this category are 2-3, 3-4, 5-6, and 7-8. o 8-14 year boy. Sizes available in this category are 8-9, 9-10, 11-12, and 13- 14. o 8-14 year girl.Sizes available in this category are 8-9, 9-10, 11-12, and 13- 14. Codes for Basic and Non basic:  Basic: 124  Non basic: 125 19 Amity School of Fashion Technology
  20. 20. Fixtures and setting used in Max Fashion Fixtures and setting used in max Fashion India are as follows o Gondola o 4 way browser o 6 way browser o D-shape browser o T-arm o Step Arm o Round Table o Nesting Table o A-Stand o A-Rail o Wall (area count in meters ) Concessional brands:  Kappa (lifestyle brand)  Mélange (lifestyle brand)  Peter England  W  Bossini  John Player SOP: Standard of the Process.  Max follows SOP designed by landmark group.  Quality and service standard defined by group.  Max follows human resource policies to employees. 20 Amity School of Fashion Technology
  21. 21. TIC: The Inner Circle  ‘The Inner Circle’ membership card is valid for a lifetime.  The Inner Circle membership is voluntary and is open to Indian citizens who have attained the age of 18 years.  On receipt of your ‘The Inner Circle’ membership card, please sign on the reverse of the card immediately.  While making purchases at Lifestyle, Home Centre, Splash, Bossini, MAX, Auchan, Gloria Jean’s Coffees & Polynation across India belonging to associate companies of Landmark Group, please present your membership card to the cashier before billing.  The allotment and redemption of loyalty points will be solely at the discretion of the associate companies of Landmark Group.  For every net spends of Rs 100/-, points will awarded as per the below table Tier Lifestyle Auchan MAX Citymax Auchan Silver 2 1 2 2 1 Gold 3 1 2 2 1 Platinum 4 2 2 2 2  Member will be upgraded or downgraded based on the tier threshold shopping value. The member will have up to 12 months from the month of new tier status to retain, upgrade or downgrade the tier level. Tier status will be updated at the beginning of every month. All spends considered for tiring will be net of tax.  The loyalty points can be redeemed at Lifestyle, Home Centre, Splash, Bossini, MAX, Auchan, Gloria Jean’s Coffees & Poly nation across India. The value of 1 point is equal to 60 paise. However, the loyalty points cannot be redeemed for cash. The member will be required to present the membership card at the time of redemption of the loyalty points.  The card remains the property of associate companies of Landmark Group and the cardholder will be the custodian of the same. 21 Amity School of Fashion Technology
  22. 22.  The associate companies of Landmark Group reserve the right to withdraw anyone or all of the cards issued by them. The associate companies of Landmark Group will have limited liability to the card holder only to the extent of the points available in the credit of the member /cardholder’s account.  The associate companies of Landmark Group reserve the right to refuse, to award points or refuse the right to redeem points accumulated, for any breach of these conditions or failure to pay for the purchases.  The Inner circle program benefit cannot be clubbed with any other offer or discount, viz. the loyalty points will not be awarded or earned in the following cases I Discounted or Marked down Merchandise. ii Special offers, promotions or items excluded by the management. iii Purchase of Gift Vouchers.  Loyalty Points once redeemed against a purchase can in no event be re-credited.  No cash refund will be entertained for purchases made by redeeming the loyalty points in the case of purchase returns.  The points credited to the account of the member shall be redeemed. Points can be redeemed across any of the Landmark Group outlets at Lifestyle, Home Centre, Max, Bossini, Auchan, Splash, Gloria Jean’s Coffees & Polynation in India. At Lifestyle, Home Centre & Max stores points can be redeemed real time at the cash counter. Gift Vouchers are issued in multiples of Rs.100 at other Landmark Group outlets. Once redeemed, the points balance becomes nil, or if there is any remaining points, it gets carried forward to the account.  ‘The Inner Circle’ membership will be issued solely at the discretion of the management and the final discretion on all matters relating to the membership shall rest with the associate companies of Landmark Group.  The Inner Circle Membership Cards lost shall be the sole responsibility of the cardholder and such loss should be intimated to any of the associate companies of Landmark Group immediately 22 Amity School of Fashion Technology
  23. 23. Promotional Activities at Max Fashion Its shop o’clock! Check out the latest offers, promotions and sales from max.  Max Trenday  Women’s day out  End of season sale  Max kids festival Season Cycle: Spring Season Cycle 1) Spring: This season starts from February and ends in April end. 2) Summer: This season starts from May and ends in June. 3) Pre Autumn: This season starts from July and ends in the month of October. 4) Winter:This season starts from November and ends in the month of January. 23 Amity School of Fashion Technology Summer Pre Autumn Winter
  24. 24. Chapter: 2-Introduction In today’s keen competitive environment store image and atmosphere are recognized by retailers as important factors influencing customers’ decision making processes. Kotler was the first person to define atmospheric …. “The conscious designing of space to create certain effects in buyers. More specifically, atmospherics is an effort to design buying environment to produce specific emotional effects in the buyer that enhance his purchase probability” Moreover, the term atmospherics refers to the stimuli in the store environment which have a direct influence on customers purchase behavior. Four dimension of store atmosphere a. Visual /Light b. Sound c. Fragrance /Smell d. Touch To understand how impulse buying occurs, we have to start from scratch and first have a look at the “normal/planned buying process” before moving onto the “impulse buying making process”. The purchasing process starts with need recognition – the buyer recognizes a need. This recognized need can be triggered by internal or external stimuli. Once the need is identified, consumer will start seeking for information. At this level, consumer will process the information and may take the buying process to the next level, which is the purchase decision. 24 Amity School of Fashion Technology
  25. 25. Finally, he will assess his satisfaction or dissatisfaction toward the purchased product. This final step is crucial for the store because a satisfied customer may develop loyalty towards the store where he bought the item. The process will start over, as the consumer needs another product This buying decision process is shaped by social, marketing and situational influences. Firstly, social factors involve geographic and sociologic influences, which are culture, subculture, social class and family that affect the consumer’s behaviour through direct and indirect messages and feedbacks. Sticking to the social factors, reference groups also affect consumers’ thoughts, feelings, and actions. Secondly, marketing influences, known as the 4P’s (Product, Price, Place, Promotion), also have an impact on the process. Finally, situational influences, which can be described as the characteristics of the situation or the circumstances surrounding the shopping trip. Those include the physical surroundings, social surroundings, time, task, monetary conditions, and monetary moods. Among those situational influences, some of them will be later explain in further details within the external motivator Unlike planned purchase, impulse buying does not result from an information search to satisfy a particular requirement since the fulfillment may come from the act of shopping itself. Consumers impulse buying process begins now with browsing, followed by create desire before entering the purchase and the post purchase stage.They are also no longer affected by social, marketing and situational influences but by internal and external factors 25 Amity School of Fashion Technology
  26. 26. Internal Motivators: o Self discrepancy o Hedonic needs o Self regulatory resource availability o Autistic stimuli o Social status o Subjective well being External Motivators: o Visual stimulus o Self service o Store environment o Discounts o Display o Shelf space o Ambient factors o Social factors o Perceived crowding o Ownership of credit card o Shopping format This internal and external stimulus helps in buying behaviour of consumers. Browsing Create Desire Purchase Decision Post Purchase Evaluation “Impulse buying process” 26 Amity School of Fashion Technology
  27. 27. Mood states play also an importance role that leads to impulse buying. Some people lose themselves in impulse purchase in order to relieve unpleasant mood but also to cheer up themselves similarly. Feeling states are potential motivator for impulse buying. 27 Amity School of Fashion Technology
  28. 28. Role of External stimuli on buying behaviour Unlike internal motivators, external factors are those that retailers can influence. Here, consumer impulse purchasing behavior is influenced and triggered by many shop related factors such as visual stimulus, shopping format, self-service, store environment, discounts, display, shelf space, ambient factors, social factors perceived crowding, ownership of credit card Visual Stimulus: Visual stimulus encountered accidentally by the shopper can generally be the product itself or promotional signage .consumer impulse buying is driven by the environmental stimulus and is followed by an unexpected urge to obtain it (I see I want to buy). According to previous research on “impulse buying” related to “encounter with the object”, the latter one is seen as a very powerful trigger to the act of impulse buying is hard for consumers to refrain from the urge in the moments following their encounter with the object. Therefore, touching, tasting, sniffing and physical proximity with the product bolster the desire to purchase it. 28 Amity School of Fashion Technology
  29. 29. Role of Visual Merchandising: As presentation of goods is often the most crucial factor in decision-making retailers place more importance on visual merchandising in order to differentiate their offers from others due to the similarity of merchandize nowadays. The primary purpose of merchandising is the presentation of products in a way that causes them to be sold quickly, and at the highest possible retail margin. Merchandising also seduces and charms your customers into add-on sales. With careful consideration, retailers can relate directly to their customers and obtain customer loyalty through careful branding and attractive stores.  Create awareness among customers about a product and provide relevant information about it;  Remind customers about the benefits of a product and of its availability;  Encourage customers to buy a particular product or brand;  Maximize the utilization of space, while at the same time making the buying  Experience as easy as possible for customers;  Reinforce the retailer’s communications campaign;  Assist the customers in locating, evaluating and selecting a product. Visual merchandising maintains the stores image through effective graphic designs and attractive visual arts with the purpose to attract, engage and motivate the customer towards making a purchase. Makes it easier for customers to shop. Assists customers with the possibilities of coordinating and accessorizing. Recommends highlights and demonstrates particular products at strategic locations. 29 Amity School of Fashion Technology
  30. 30. There are several techniques used to deliver great merchandising solutions: o Creating themes/stories o Co-ordination o Blocking by style/type o Using color (complementary or contrasting) o Symmetry and balance o Repetition Creating Themes and Stories: Don't limit visual merchandising themes to winter, spring, summer and autumn. Try to use at least six different themes in a year. Think about using special events such as Mothers Day, Valentines, back to school, festivals and local events. Think about how the merchandise 'sits together' does it tell a story? Dare to be different. Unusual and big displays attract interest. People love novelty and something they haven't seen before. Look for inspiration from the Internet, films, books and most importantly other retailers. The best ideas may come from what they have tried and tested. 30 Amity School of Fashion Technology
  31. 31. Store Layout Management:  Store Image is the overall perception of the customer has of the store’s environment.  Effectively utilization of Store space.  The more merchandise customers are exposed to, the more they tend to buy i.e. Store Tourism. Purpose of Planning Fixtures: Merchandise presentation includes the ways that goods are hung, placed on shelves, or otherwise made available for sale in retail stores. Shoulder-out presentation: The way most garments are hung in home closets with only one side showing from shoulder to bottom. Face-forward presentation (face-out presentation): Hanging of clothing with the front fully facing the viewer. This should always be done at entrances and aisles. To utilize the maximum space of the store it’s very important to do the well managed planogram. Select the right fixture as per the space and merchandise to be displayed. Today various types of fixtures in use. Such kind of fixture comes under category of modular fixtures 31 Amity School of Fashion Technology
  32. 32. Modular Fixtures and Systems in Store Planning A modular system is one designed in sections or pieces that can be added to or subtracted from as needed. This wall system combines 4-foot wall panels with 2-foot panels, and they are connected by vertical slotted standards that hold the assorted hardware available for the system: hang-rods, shelf brackets, books, bins, and so on. In addition, the panels are finished with drilled holes so that hangers or forms can be pegged into them for merchandise display. A modular system consists of same-size, interchangeable units or elements that can be combined to make up a specified modular size, for example, a 2-foot module made up of a single 2-foot unit or two 1-foot elements. Most important in a modular system are the strict adherence to the dimensions, the detailing of the connections and connectors, the availability of accessories, and the ability to rearrange parts visually and easily. 32 Amity School of Fashion Technology
  33. 33. 33 Amity School of Fashion Technology
  34. 34. Retail Fixtures Carousels: Circular racks that turn. Dump tables/bins: A rimmed table or bin used to hold sale or special merchandise on the sales floor, especially in discount operations; it has no formal arrangement It can be in any material like Metal, Plastic, and Wooden. Four-way rack: A fixture with four extended arms, that permits accessibility to hanging merchandise all the way around. 34 Amity School of Fashion Technology
  35. 35. Rounder: Circular racks on which garments are hung around the entire circumference. T-Stand: Freestanding, two-way stand in the shape of a T, which holds clothes on hangers, sometimes with one straight arm and one waterfall. Waterfall: A fixtures with an arm that slants downward, that contains knobs to hole face-forward hangers with clothing at various levels. 35 Amity School of Fashion Technology
  36. 36. Situational Influences and Atmospherics The three major situational influences are Time, Place and Conditions. Time—If a customer is in a hurry or the store is crowded this can change the way information is processed. The customer may not have time to consider all the brand alternatives and this will affect what they purchase. Point-of-purchase displays Such display can attract attention to a brand and produce a greater likelihood of purchasing that brand. For example, an end-of-aisle display featuring a particular brand of snack food will increase purchases of this brand over normal shelf sales. Color: Colors mean different things to different cultures, and the store (or website) needs to have full understanding of colors and their meanings. Colors are used to affect customers and in most cases they won’t even know it! In the US red is an energy color and is often used to stimulate the appetite, where as blue is a calming color. Smell: The study of smell and how they affect shopping habits is just beginning, however we already know one thing—if a store smells bad, customers won’t shop long! Music: Music influences a customers’ mood. Slow tempo music relaxes the customer and causes them to linger in the store longer, whereas fast tempo music may be better for stores and restaurants that need rapid turnover. Music isn’t just about speed, the type of music must match the store. A Texas barbeque themed restaurant would attract more customers with country music rather than pop music. 36 Amity School of Fashion Technology
  37. 37. Crowds: Crowds are always going to lead to negative shopping experiences. The more crowded a store is the more likely customers are going to feel confined and unhappy and will find a way to spend less time in the store and may make uninformed shopping decisions. Promotional deals: Such as off sales or 2-for-the-price-of-1, offer an economic purchase incentive. This is done quite often in the promotion of frequently purchased products like toothpaste. Stock out means that: Stock out meansa store has run out of a product (or has not restocked the product) and this can lead to brand switching or store switching. There are several things a customer would do in this situation. Physical Features: Décor, lights, sounds, weather, employee clothing, store layout and visible configuration of shelves and merchandise. All of these things combine to create feelings in customers. A department store that wants to sell expensive clothing needs to have stylish fixtures, colors and furnishings, and the employees should fit into this stylish atmosphere. Sales personnel can often persuade a consumer to purchase or not purchase a particular brand based on their mood, attitude, clothing and knowledge of the products. Store layout can also affect brand purchase as well as the total in-store expenditure. 37 Amity School of Fashion Technology
  38. 38. Chapter: 3-Objective  Objective of my study to understand the consumer behavior in today’s retail apparel business.  What are the factors which influencing consumer behaviour.  What is the role of store atmospherics in consumer buying behaviour?  Is there any relation in consumer buying behaviour and store format, store display?  To study the factors which influence consumers to buying apparel products?  Objective to find the consumer needs? 38 Amity School of Fashion Technology
  39. 39. Chapter: 4-Hypothesis Aims to discover whether there is a significant relationship, correlation between customers’ impulse buying behavior and the layout of the studied store and if this visual merchandising technique enhances this behavior. I intents to find out whether there is a significant relationship, correlation between customers’ impulse buying behavior and the way products are placed on the stores’ shelves and if this visual merchandising technique enhances this behavior. What are the factors which influencing consumer behaviour. What is the role of store atmospherics in consumer buying behaviour? Is there any relation in consumer buying behaviour and store format, store display? To study the factors which influence consumers to buying apparel products? 39 Amity School of Fashion Technology
  40. 40. Chapter: 5-Reserch Methodology This study was conducted with the following methods Observation methods Direct interaction and solving queries of consumers. To find out the affect of visual merchandising on buying behavior of customers. I frequently asked question to consumer’s sample of questioaire attached in last. Sample size: 40 Amity School of Fashion Technology 100 Location: Max fashion India, Fun Republic Shopping Mall, Lucknow. Data Source: Both secondary data and primary data were used for the information generation. The inferences were drawn mainly from primary source by making them fill questionnaire
  41. 41. Chapter: 6-Data Collection  During the study, five important factors (quality, price, variety, design and visual merchandising) affecting the purchase of apparels have been identified.  Data collection by following methods  Direct interaction and solving queries of consumers. To find out the affect of visual merchandising on buying behavior of customers.  I frequently asked question to consumer’s sample of questioaire attached in last. 41 Amity School of Fashion Technology
  42. 42. Chapter: 7- Findings As window display is the face of store, it must need to change on regular basis. Visual display change as per seasons and latest arrival in the stores. Which apparels are displayed in store branding was not available in store. Music was also not happening in the store to set consumer mood. Assortment planning need improvement. Which products are not moving are still displayed in sections. Fast moving product need to replenish as soon as product move from store. Inventory management & assortment planning in store from corporate office is poor. Like in kids department consumers were looking for more ethnic and party dresses. Max doesn’t have kurta form men’s so many consumer asked. Relationship between sales executive presentation and consumer behaviour. Shopping basket is necessary to give every consumer? Consumer behaviour on product out of stock. Accessories department product width & depth (Assortment). So many consumer asked for resting area. 42 Amity School of Fashion Technology
  43. 43. Chapter: 8-Reccomendation Windows display acts as a stimulus for the customers to enter the store. It has various benefits like displaying best merchandize, providing information about new arrivals and attracting price sensitive customers by displaying promotional merchandise therefore retailers should put up an attractive and informational display. Visually appealing stores and outlets did help the respondents to create an image of the brand in the minds of the customers. There should be proper relation between the season and the products displayed. The store environment should be warm, welcoming and friendly giving a customer a memorable shopping experience. Music is played in retail store not with the objective of providing entertainment but for influencing buying behavior. The Store should be organized logically like proper groups and categories should be mentioned, so that all merchandize of one type, color, and size is positioned together helping the customer to make a clear choice. Do proper assortment planning from corporate to store level as per trend and past sale. Ask to sales associate regarding assortment for particular region. Introduce ethnic and party dresses in required sections. Play Hindi songs, soft music, very irritating songs play in max. Product used in branding must available in store. Replenishments in all categories available in store. No out of stock situation. 43 Amity School of Fashion Technology
  44. 44. Weekly store manager need to take meeting of all store employees. Sales executive grooming & presentation in front of consumer makes a big difference in purchase. I think max uniform must need a change for good. Offering Shopping basket is good, butit’s not necessary to go with shopping basket to customer, customer feel irritated sometimes. Consumer wantsfree space to think and decide. Max running out of stock in many categories, on moving stock stored in stock. It needs improvement. In accessory department also introduce Bronze, Copper, and Silver Jewellery. Improve consumer and sales people interaction; way of interaction must be different from shopping basket. It may be some fabric knowledge, Washing pros and cons, how to improve life of garment, something interesting. Why not introducing some CREDIT facility for students, either students can deposit small amount in installments and shop after 3 or 6 month of whole amount they deposited. Introduced resting area in store if possible in all the departments. So many consumers complained. 44 Amity School of Fashion Technology
  45. 45. Chapter: 9-Conclusion One major finding is that visualmerchandising influences young customers’ impulse buying behavior. The selectedvisual merchandising techniques have each been found significantly correlated toyoung customers’ impulse buying tendency. The data provided sufficient evidenceregarding significant relationships between impulse buying and in-store productdisplays and product shelf position. Even though significant relationships haven’t been found between customers’impulse buying tendency and store layout and promotion signage, the results provedthat these variables are significantly correlated to impulse buying. The result of the study states that there is a directional relationship betweenyoung customers’ impulse buying behaviors and two visual merchandisingtechniques: in-store product display and product shelf position. The findings implythat young consumers tend to make purchases on impulse when exposed to thestimuli from the two techniques. 45 Amity School of Fashion Technology
  46. 46. Questionnaire: Measurement of buying behaviour Did you buy any item impulsively i.e. items that you didn’t plan tobuy before entering the store but you end up buying it ? Yes or No If so, what did you buy? Section-A Consumer Buying Behaviour Strongly disagree Disagree Undecided Agree Strongly agree 1 2 3 4 5 1 I often buy things spontaneously. 2 "Just do it" describes the way I buy things. 3 I often buy things without thinking. 4 "I see it, I buy it" describes me. 5 "Buy now, think about it later" describes me. 6 Sometimes I feel like buying things on the spur of the moment. 7 I buy things according to how I feel at the Moment. 8 I carefully plan most of my purchases. 9 Sometimes I am a bit reckless about what I buy. 10 I tend to purchase unintended products while trying to find a specific product. Section- B Influence of Store Layout and Fixtures Strongly disagree Disagree Undecided Agree Strongly agree 1 2 3 4 5 11 I tend to buy product while walking towards to back walls or sidewalls of stores where meat section and/or dairy product are placed. 12 When I enter a store I tend to walk directly towards the products I have planned to buy 13 When I enter a store I tend to head toward the Latest apparels. 14 When I enter a store I tend to follow the store layout while browsing the store. 46 Amity School of Fashion Technology
  47. 47. Chapter: 11-Bibliography  Data collected during study  Marketing by Philip Kotler  Consumer behavior  http://www.marketingteacher.com/consumer-behavior-atmospherics/  Visual Merchandising  Landmark Group website  http://www.landmarkgroup.com/about-landmark/philosophy-values. html  Google  Wikipedia 47 Amity School of Fashion Technology

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