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KEY WORDS: Retail in India; Organized Grocery Stores; External Visual Merchandising; In-store
Visual Merchandising.
Anushree Agnihotri, Wing 14K, Indian Institute of Management, Vastrapur, Ahmedabad 380 015, India
• Phone: 079 66324940 • E-mail: anushree@iimahd.ernet.in.
Prathap Oburai, Wing 15, Indian Institute of Management, Vastrapur, Ahmedabad 380 015, India • Phone:
079 66324942 • E-mail: prathap@iimahd.ernet.in.
RESEARCH OBJECTIVES
1. To explore how the visual merchandising elements are being used by organized
grocery retailers in India.
2. To recognize the relative importance of the visual merchandising elements
used in the grocery store by shoppers.
3. To identify which visual merchandising element is most preferred by shoppers
in a grocery arrangement.
4. To trace variations in the preference of visual merchandising elements across
demographic variables.
RESEARCH METHODOLOGY
This study has been split into two research phases.
Phase I
This phase is exploratory and qualitative in nature. An observation research (In-
store and exterior) has been carried out in six organized pan-India grocery retail
chains (Spencer’s, More, Food Bazaar, Reliance Fresh, Indiabulls and Star India
Bazaar) of Ahmedabad city to understand the visual merchandising elements they
have adopted. As an outcome, a total of nine elements have been chosen for this
study assuming their relevance attached to any Indian organized grocery store.
Exterior Visual Merchandising Elements
• Marquees
• Entryway
• Store windows
The above in-store visual merchandising elements were found analogous and
consistent with the findings of Kerfoot et al., (2003).
Phase II
In this phase an empirical field research would be conducted to find the signi-
ficance and value the shopper connects, to each of the nine elements of visual
merchandising (recognized in Phase I). To measure shoppers’ overall assessment
of these elements, a self-administered structured questionnaire would be constructed
and piloted.
SAMPLE DESIGN
Shopper’s Profile
As the buying decision about groceries is generally taken by housewives, the
researcher would survey female respondents (not strictly housewives). The age of
the subjects will range from 21 to 50 years, across all the socio-economic back-
grounds.
IMPLICATIONS
This study is among the first to offer a comprehensive picture of the most
neglected face of the modern organized grocery stores in India. It exemplifies an
association of the in-store and exterior visual merchandising elements with the
shoppers’ preferences in an organized grocery setting. This paper proposes to
draw the facts, which will help the store managers in recognizing the significance
of visual merchandising elements on the overall assessment of store visual
merchandising. Implications would be extended in the final paper.
REFERENCES
Bastow-Shoop, H.; Dale, Z. and Gregory, P. (1991). Visual Merchandising: A Guide for Small
Retailers, Arnes, IA: Iowa State University.
Davies, B.J. and Ward, P. (2005). “Exploring the Connections between Visual Merchandising and
Retail Branding,” International Journal of Retail & Distribution Management, 33(7), 505–13.
Denstadli, J.M .; Lines, R. and Gronhaug, K. (2005). “First Mover Advantages in the Discount
Grocery Industry,” European Journal of Marketing, 39(7/8), 872–84.
Kerfoot, S.; Davies, B. and Ward, P. (2003). “ Visual Merchandising and the Creation of
Discernible Retail Brands,” International Journal of Retail and Distribution Management,
31(3), 143–52.
Lea-Greenwood, G. (1998). “Visual Merchandising: A Neglected Area in UK Fashion
Marketing?” International Journal of Retail and Distribution Management, 26(8), 324–30.
Web References
A.T. Kearney Global Retail Development Index, (2005). http://www.atkearney.com/main.taf?
p=5,3,1,110.
ATK Retail Survey, (2005). http://www.dessenceconsulting.com/pdf/Doing%20Business%20in%
20India%20-Unlimited%20Opportunities.pdf.
FICCI- BISNET, (2008). http://www.indiainbusiness.nic.in/economy/economic_snapshot.htm.
GCI Rankings, (2006–07). http://www.weforum.org/pdf/pressreleases/india.pdf.
http://www.austrade.gov.au/ArticleDocuments/1418/RTE3-Presentation-Harsh-Puri.pdf.aspx.
Singh, (2008). http:/www.expresshospitality.com/20080615/management07.shtml