MAJOR

PROJECT REPORT
ON

THE EFFECT OF VISUAL MERCHANDISING ON

CONSUMER BEHAVIOUR

AMITY SCHOOL OF BUSINESS, NOIDA

AMITY UNIVERSITY UTTAR PRADESH

SUBMITTED TO: SUBMITTED BY:

Prof. (Dr) Gargi Bandyopadhyay Sunanda Katiyar
Faculty Guide A3923014009
Amity School of Business BBA+MBA (Dual)
2014-2018

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 CERTIFICATE OF ORIGIN

This is to certify that I, Ms Sunanda Katiyar, a student of Under Graduate

Degree in BBA+MBA dual (2014-18) Amity School of Business, Noida has
worked under the able guidance and supervision of Prof. (Dr) Gargi
Bandyopadhyay, Amity School of Business.
This Project report has the requisite standard for the partial fulfilment the
Under Graduate Degree in Business Administration. To the best of our
knowledge, no part of this report has been reproduced from any other report
and the contents are based on original research.

I am aware that in case of non-compliance, Amity School of Business is

entitled to cancel the report.

Signature

Prof. (Dr) Gargi Bandyopadhyay

(Faculty Guide)

2
 ACKNOWLEDGEMENT

Before moving ahead with the my report, I would like to express my

sincere gratitude towards my faculty guide Prof. (Dr) Gargi
Bandoypadhyay, for her able guidance, continuous support and
cooperation throughout my project, without which the present work
would not have been possible. I acknowledge my deepest gratitude to all
my respondents who helped me in the collection of my data and
providing me with all the necessary information and data that helped me
proceed with this research project and making it successful task. Lastly I
express my gratitude to my family and friends for their unending support,
blessings and tireless effort that kept me motivated throughout the
completion of this project.

Sunanda Katiyar
BBA+MBA(DUAL)
(Student)

INDEX

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S no. TOPIC Page no.

1. Introduction 5-11

2. Literature Review 12-13

3. Research Methodology 14

4. Data Analysis 15-28

5. Findings of the study 29

6. Limitations of the study 29

7. Recommendations 30

8. Conclusion 31

9. Questionnaire 32-33

10. Bibliography 34

INTRODUCTION

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About Company

Adidas India Marketing Private Limited (AIMPL), is a part of the Adidas group
headquartered in Germany (Adidas Group). Adidas is incorporated under the Old
Companies Act, and is engaged in the business of sourcing, distribution and marketing
of Adidas branded sports footwear, sportswear and sports equipment manufactured in
India. It was established in 1949 by Adolf Dassler.

Adidas has a broad and unique sports product portfolio, with expertise spanning from
footwear, clothing & equipment for competitive athletes to premium fashion. The
Adidas brand has 2 sub-brands;

A Adidas Sports Performance

B Adidas Originals & Sports Style

Adidas Sports Performance: The guiding principle of the Adidas Sports

Performance Division is to make athletes better. The target consumers range for the
sub-brand ranges from sports participants at the highest levels to those who are
inspired by sport or who simply love sport. The main focus for the brand globally is
on 5 key sports Football, Running, Training, and Outdoor& Basketball.

Adidas Originals: Is defined as the pioneering sportswear brand for the street. The
Adidas Originals sub-brand strives to take Adidas unique heritage and design
leadership to capture the potential in sports lifestyle and fashion. The target consumer
for Adidas Originals are those who do not shy away from expressing their
individuality and unique sense of style, blending contemporary with the cutting edge.
These consumers are looking for substance and craft, and are inspired by stories and
designs.

Adidas NEO: This sub brand caters to a younger, more price conscious generation of
lifestyle consumers. Adidas NEO targets the young fashionable teen, aged between 14
19 years. These teens are digital natives and live for now. At Adidas NEO, the
designs are ever evolving for a consumer who is constantly discovering their own way
and style. The NEO formula employs a fast fashion business model, enabling quick
reaction time to emerging trends.

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Virtual merchandizing is the art of creating visual displays and arranging
merchandize assortments within a store to improve the layout and presentation and to
build up growth. It helps to fascinate the customers, towards the displayed products
and also improves the shopping experience for customer by sending the right idea
about the merchandize and presenting it in a beautiful manner. Hence passion for
design and creativity are crucial to be a good visual merchandiser. The study was
based to determine the important factors of visual merchandising, affecting consumer
behavior and identify the tools used by Adidas

VM helps in:

Educating the customers about the product/service in an eye catching and

creative way.

Creating a creative medium to present merchandise in environment

Setting the company apart from competitive environment.

Establishing link between products and marketing by keeping the product in

primary focus.

Linking the creative, technical and operational aspects of a product and the
business.

Diverting the attention of the customer to enable him to take purchase decision

Visual merchandising is all about persuading through presentation, which puts the
merchandise in focus. Repeated changes encourages customer visiting normal section
to wander about to discover additional innovations.

1. Highlight merchandising/product

2. Introduction of new products

3. Encourage the customer to enter and shop

4. Converting the walk in into purchase

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Store Layout

Store layout involves two key decisions:

1. The allocating store space to merchandise products

2. The location of visual merchandising tools like mannequins, product displays
stands, seating space in the store.

Store layout should be well planned and should use cross selling merchandising so
that it improves the sales of the store. And it should have enough seating space so that
consumer can relax and it should have enough moving space. It covers the followings

Store Ambience

Store ambience has exteriors and interiors of the store and the manner in which they
are designed to create the ambience for a retail store.

Exteriors: A store's exterior look is often referred to as the architecture, and

comprises aspects such as building materials, architectural style and detail, colors and
textures. Winnow display: The window display is a fundamental element of the
storefront, attracting the customer's attention.

Interiors or Store Layout: retailers often lay out the store in a free flow format with
enough space to enable the free movement of customers within the store and also to
create a more specific atmosphere and image.

Space Planning

Planning a store is how to allocate scarce resources, Space. The retailer must create a
store layout, which shows the location of all the merchandise departments and the
placement of circulation aisles to allow customers to move through the store.

The selling area is the area used for the presenting the merchandise.

The Non-selling area is the area occupied by the: -

Circulation space The aisles

Staircase Lifts

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 Facilities The back area
The back area generally comprises space for staff facilities, space for the back office
personnel and the merchandise storage space.

For Store Design or planning, Retailer has to keep his eye on different designs that
make the ambience of the store and facilitate customers mood and convert them into
buying merchandise.

Storefront Design

Interior Design

Lighting Design

Sounds and Smells: Total Sensory Marketing.

Store Displays

Displaying merchandise in the store allows customers to make quick decisions on

purchases. Shop displays done both in the exterior and in the interior of the store
are of different types.

A few significant ones are listed below:

Window Displays: Store window displays fascinate the passers-by. The design of
display windows plays a crucial role in organizing the display in the store.

They are of two types:

Exclusive Windows: Windows are solely dedicated to the highlight product

and they have a fully closed backdrop. They are following the theme and
seasonal motif.
Open Windows: Open windows do not have any framework, and the passing
customers can have a look at the interior of the store through the displays. This
is often done in big stores, specifically those that sell apparel and related
accessories

Live Displays: Live models are used for product displays at the entry of the store.
They may also exhibit the use of products. Children's stores often use people dressed
as cartoon characters to attract kids' attention.

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Freestanding Displays: These are displays of merchandise found normally at the
entrance of stores (inside) to declare new arrivals, special offers, etc. A display
podium is created and decorated suitably to highlight the merchandise.

Counter Displays: Merchandise is displayed in counters that have glazed display

shelves. Categories like jewelry and watches have counter displays lit from within to
highlight the merchandise.

Brand Corners: Brand corners are displays of exclusive brands and are common in
supermarkets and convenience stores. A dedicated space in shelves or gondolas carries
the exclusive displays of the brand. This happens during a paid promotion campaign
or when the brand has an offer or a scheme to benefit the consumer.

Waterfall Displays: Found frequently in garment stores, Displays are organized and
matched with appropriate props for an immediate eye catching appeal. It is the
displays that show customers what is in store for them, converting them into
purchasers.

Color and Lighting: Color contributes significantly to consumers impression of a

display as well as stores overall presence. Color in a display can catch eye and make
consumers stop and look. The color blend of ceiling, walls, floor covering and the
overall decor can affect the atmosphere of a store. Changing the color scheme can
transform peoples attitudes and perceptions of a store and can increase the business.

Music: The music you play in your store can effect on how your customers behave in
store. Depending on who you are trying to target and bring in, you can slow people
down by playing more soft music and causing them to check out the store, or playing
tending songs to target consumers in your store.

Scent: The purpose being that smell is reflected to be a fast track to the organism in
our brain controls emotion and memory, two very obvious factors behind why we
choose the better brand.

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Visual Merchandising Tools Used In Adidas Stores

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 Gondola Three Tier Table with Rail

Creative Product Display Creative Product Display

Bust and Leg Form Motion Mannequin

Wall Display Combination Display

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LITERATURE REVIEW

According to Mehta N. Chugan P (2013) found that Visual merchandising means

providing the right product to right customer. It includes window display, faade and
merchandising display. If these tools are properly and innovatively developed then
store sales will increase drastically. It is very crucial for the store to provide a
memorable experience to the customer so that he/she visits the store again. The paper
also states that there is direct relation between customer impulse buying behaviour
and window display, floor merchandising and promotional sinage. And mannequin
display did not lead to impulsive buying.
Also according to Opris M. Bratucu G (2013) window display is an important part
of promotional strategy. It is used to excite the consumer to enter the store. The main
objective of visual merchandising is to fascinate and motivating the consumer for
increasing the sales which is the ultimate outcome for the store. As Window displays
represents the image of the brand in the eyes of its customers. Colours are related to
different emotional responses and successful colour scheme is used to support a theme
of the particular store. The mix of mannequin, lighting, background display and
highlight product can affect the decision process of consumers.
According to Krishan kumar M (2014) also stated that visual merchandising acts as
a silent salesman and all the tools should be placed purposefully in the store and
communicate the features and benefits of the merchandise. An effective visual
merchandising will attract the passers, which will help them to visit store and buy. It is
based on merchandising themes which are planned many months in advance and it is
very essential to create a long lasting impact on the customer for the survival of the
retail store in long run. There are two main parts of visual merchandising mainly
Interior display which includes store layout, store design, display space, vignettes
,product display and graphic posters and Exterior display includes window display
and store front.
According to Yadav P and Banerjee S (2012) observed that visual merchandising is
an activity in which we combine the product, environment and space into stimulating
and influencing display to boost he sale of product or service. According to them
people pay attention to different window display no matter what is displayed,
mannequins effects purchase decision, display makes the shopping experience better
and helps in product comparison, use of effective lighting increases the possibility of
purchase, mood can simulate buying, products placed at the billing counter will lead
to impulse buying, scent always catches the attention and music makes you relaxed
and comfortable.
According to Collin M and Hefer Y (2014) stated that when consumers enter a retail
store, they act differently towards the stimuli and ambience around them, they either
pay attention or ignore it. Women are more observant to retail experience and Men
search for signs in a store about where to find what they are looking for.

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According to Dalby A (2012) studied that it is very important to make the product
look good, feel good, smell good and sound good. Sight- displays should be eye
catching, Sound- should set the mood, Smell- refreshing aroma turns a customer
towards the store, Taste- if the store is selling any food product, they can offer
samples to the consumers to taste and Touch- products should be easy to access and
soft items arouse an emotional connection.
According to Riell H (2011) it was found that by using creative product display,
retailers are making strong connections with the customers. The scope of Visual
merchandising extends beyond displays, fixtures and eye-catching colours. Its about
the passion of the retailer that they use it for any marketing activity. Stores should
frequently innovate product displays.
According to V.R. (2011) the communication, landscaping, texture, color and decor
are key elements which turns the passive lookers into active and engaged buyers.
According to Blacker K (2012) found that consumers dont want to waste their time
and they want to straight reach, touch and consider the product without having to ask
someone for any help. Displays should be fresh, depict an interesting story and they
should have a mix of colours, heights and textures.

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RESEARCH METHODOLOGY

Research Objective

To find out how Visual Merchandising affect Consumer Behavior.

To identify the important tools of Visual Merchandising.
Competitive analysis of tools of Visual Merchandising

Method of Data collection

Primary data: The method followed in obtaining the primary data was
through questionnaire from the customers who visited the stores.
Secondary data: The data was collected from the Internet, Journals, Research
papers and websites.

Research Design
Descriptive Research was used to gather data from the people who entered the stores
and observation method was used.

Sampling Design
Sample Unit: Every single respondent who has filled the questionnaire and visited
the store.
Sample Size: 100 respondents were surveyed in New Delhi and Noida.
Tool Used: Pie Chart, Bar Graph and Microsoft Excel
Survey Factors & Parameters: To understand what all-visual merchandising tools
are used by Adidas to attract, engage and covert a customer and the study the factors
affecting consumer purchase behavior.

DATA ANALYSIS
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1. Have you purchased any product yet?

1.Have you purchased any product yet

1.Have you purchased any product yet?

No
Yes

40%

Finding: 60% respondents did not purchase anything and 40% purchased.
Interpretation: Most of the respondents just randomly walk in the store to check out
and see the products. The window display tool attracts them.

2. What sort of Buying Decision was this?

2.What sort of Buying Decison was this.

Pre Decided; 63%

Finding: 63% said it was random decision and 37% was pre-decided.

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Interpretation: Random or chance decision means that people were attracted by
window display and they decided to enter the store and check out the collections. If
they like the product, they buy it. And pre-decided buying says that they are well
aware of the product and what they want to buy.

3a. what led you to pre decided buying?

3.What le d to your pre de cide d buying

.What led to your pre

decided purchase?
4%
Word Of Mouth
21%
Posters/Hoarding
Social Media
Advertisements
Others

Finding: Pre decided buying behaviour is affected by Word of mouth advertisement

(42%) followed by posters/hoardings, social media advertisements and others.
Interpretation: Pre decided buying Behaviour is affected most by Word of mouth that
people refer to talk each other about the products of Adidas. Adidas uses very
appealing posters and hoardings that leaves a long last impression on the customers.
Adidas Facebook page has over 2 crore likes and the company uses this medium to
connect with the consumers very strongly. Others include that respondents wanted to
try something new and the products specifications were matching their needs.

3b. In case of a random/chance buying decision, what made you buy the
product?

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 Incase of a chance purchase, what made you buy the product?
5. Incase of a chance
purchase, what made
you buy the product?
Trying The Product
Attractive Outdoor
Display

Finding: 60% of purchases are made by seeing the attractive outdoor display and
40% is by trying the product.

Interpretation: Random buying is affected by attractive outdoor display. Adidas uses

combination of mannequins, product display and graphics to attract people. The dont
display too much of information, it is simple and easy to understand to attract
attention and drag them inside the store and also some respondents wanted to try the
product because of its attractive Display

4a. what have you purchased?

4.What have you purchase d

2.What have you purchased ? Accessories

Shoes Apparel

36%

Finding: 46% respondents bought shoes, 36% bought clothing and rest purchases
accessories.
Interpretation: Most purchased product was shoes. The company has divided the
store in various zones like running, football, basketball, womens, kids, tennis, cricket
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and accessories, which reduces the searching time. I noticed respondents who have
already bought shoes/footwear tend to buy some clothes or matching accessories with
it.

4b.What is the value of the purchase?

4b.What is the value of the purchase ?

6.What is the value of 0-2599

27% the purchase?
2599-5999 5999-8999
8999-11999 Above 11999
22%
28%

Finding: 28% respondents purchased products of value Rs 8999-11999 followed by

above 11999, 5999-8999, 2599-5999 and 0-2599.
Interpretation: 8999-11999 price point includes products like Response boost(shoes),
Questar boost(shoes), Adizero(shoes), Cricket bats and Football shoes. Above 11999
price point includes Ultra Boost, Energy Boost, superstar Boost and Spring balde.
2599-5999 and 5999-8999 price point includes Duramo, Madoru, track pants, sports
equipments. And 0-2599 includes accessories like laces, socks, t-shirts, shorts,
slippers, caps, water bottles, wrist bands etc.

5. What sort of retail store do you prefer for shopping?

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 5.What sort of re tail store do you pre fe r for shopping

Exclusive Brand Store

5%
18% Online
Mutilple Brand Store
52%
Factory Outlet
25%

Finding: 52% respondents prefer Exclusive brand store, 25% prefer online, followed
by multiple brand store and factory outlet
Interpretation: Adidas has 461 exclusive stores all over India and 67 factory outlet,
it has online tie-ups with all the leading ecommerce websites like jabong, flipkart,
snapdeal etc and multiple brand stores tie-up with Shoppers Stop, Reliance trends etc.

5. What is the first thing you noticed while entering the store?

5.What is the first thing you notice d while e nte ring the store

Music; 15%
Lighting; 7%
Staff; 4%
Mannequin Display; 1%
Random Walk In; 16%
Brand; 9% Creative Product Display; 11%

Finding: Winnow display is most notice factor while entering the store.
Interpretation: People while shopping/while entering the store give lot of attention to
the in-store form and what is displayed on the mannequins. Thus the display on the
mannequins should be attractive as the customer gets a fair of what should they buy

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only after looking at the display. Adidas uses different types of mannequins like
motion mannequins, bust form, leg form and full body.

6. What do you think about like/dislike?

6.What do you think about like /dis like

Like Dislike
15 20 9
55 60
85 80 91
45 40

Finding: 91% like creative product display, 85% liked bold graphics, 80% liked
mannequin styling 45% like music and lighting and 40% liked promotional offers

Interpretation: Adidas uses hangers to creatively display the product with different
posters attached to it and all mannequins depict a theme/outfit. Adidas needs to
improve its music and lighting tool to attract people. Like Puma stores have very
focused lighting and it highlights the products. And also adidas does not have any
loyal/reward system for frequent buyers.

7. Which form of product display do you prefer?

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 7.Which form of product display do you pre fe r

Bins; 1%
Tables; 19%

Rack; 15%
Hanger; 65%

Finding: 65% respondents prefer hangers, 19% tables, 15% racks and 1% bins.

Interpretation: Hangers are very easy to access and gives full front and back view of
the product.

8. How much time do you spend while shopping?

8.How much time do you spend while shopping

11.How much time do you spend while shopping? 0-15 mins

10%
15-30 mins 15% 30-45 mins

>45 mins

Finding: 60% respondents spent 15-30 mins while doing shopping.

Interpretation: Adidas stores are big and very spacey unlike its competitors, so
people like to move around the store and check out the products. Also the store is
divided into different zones, which makes the consumer spend more time in the store.
And it has very effective cross merchandising tools.

9. Please answer Yes/No

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 a) Get an idea of what I want to buy after looking at the mannequin/ window
display
b) When I see clothing that catches my eye I tend to try it along with looking
through the whole section
c) LED screens behind billing counter make me more informative about the
brand

9.Please answer Yes/No

Yes No

19 26 44

81 74 66

a b c

Finding: 81% respondents get an idea of what to buy after looking at the mannequin,
74% see the whole range of clothing and 66% feel LED screens make them more
informative about the brand.

Interpretation: When respondents look at the mannequin they get to know about the
fit and most importantly the outfit. It is very important to place the mannequins
strategically so that it gains the maximum attention of the consumer. Also when the
respondents choose one product, they tend to look at other designs as well. So it is
important to plan the merchandise display efficiently and effectively. LED screens
playing the latest commercials, product testimonials and brand ambassador interviews
make the consumer more convinced about his/her purchase decision

10. How did you get to know about these concepts?

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 10.How did you get to know about the se conce pts

Social Media; 4%
After Entering The Store; 9%

Friends ; 25% Previous Store Visits; 18%

Own The Product; 14%

Online; 16%

Finding: 25% of respondents got to know about the concept related to product after
entering the stores, 17% by owning the product, 16% through previous store visits and
friends and 14% through online. Other factors were social media and research.

Interpretation: Most of the respondents got to know about the concepts after
entering the stores through posters/graphics and after interacting with employees.
Every employee is well trained and aware about each and every concept related to the
product. Also people who owned the product were aware about the concept and
previous store visits also helped them to relate the product with its respective
technology, this shows the long lasting impact of posters/graphics on the respondents.
Online shopping portals and social media has created awareness about the products.

Observation Method

It was used to identify and do a completive analysis of the various visual

merchandising tools. Visual merchandising tool were window display, mannequin
(full body, leg form, bust form), wow zones and in store visual.
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 Store Visited:

Table 1
Adidas Stores Window Mannequin Bust Leg In store
s form form visual
1. Select City Walk 1 0 2 1 4
2. Gip, Unitech, FF 2 10 4 2 14
3. Promenade, VK 2 2 5 1 6
4. Cp, E-Block 1 0 2 1 12
5. South Ex 1 3 6 2 14
6. Cp, N-Block 1 1 2 0 12
7. Ambience Mall, 2 0 1 0 9
VK
8. Khan Market 0 1 1 0 7
9. Ambi Mall-Spc 1 1 2 0 5
10. Lajpat Nagar 1 0 0 0 5
Competition Window Mannequins Bust form Leg form In store
Stores visual
1. Nike Ambience Mall, VasantKunj 2 3 1 0 10
2. Nike CP F Block 1 8 5 0 25
3. Nike Khan Market 1 2 1 0 5
4. Nike Lajpat Nagar 1 2 0 0 4
5. Nike South Ex 2 2 1 3 15
6. Puma Ambience Mall,VasantKunj 1 2 0 0 12
7. Puma DlfPromenade,VasantKunj 1 2 0 0 12
8. Puma F Block CP 2 6 1 0 30
9. Puma GIP Noida 1 2 4 0 25
10. Puma Khan Market 1 1 0 0 16
11. Reebok CP D Block 1 10 6 6 12
12. Reebok 1 6 6 3 10
DlfPromenade,`VasantKunj
13. Reebok GIP Noida 2 4 0 3 7
14. Reebok Lajpat Nagar 1 2 0 0 6

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 Table 2

Photographs Taken For Observation Method

25
26
27
Comparison Between Adidas And Puma Khan Market Stores

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29
FINDINGS OF THE STUDY

1. According to research and Literature review consumers buying behavior is

effected by window display, mannequin styling, in store visuals, accessible
product display, music and lighting.
2. Most buying decisions were chance decision where respondent randomly
walked in the store by looking at the window display.
3. Respondents preferred exclusive showrooms because you get all the sizes and
complete and latest range of products.
4. Use of motion and bust mannequins has increased the brand recall and has
made the customers to try the product.
5. Adidas uses combination of graphics, mannequins and hangers to display the
product.
6. Entertaining music, fluorescent and spot lighting creates interest in the minds
of casual consumers.
7. LED screens behind the billing counter playing the latest commercials,
product testimonials and brand ambassador interviews make the consumer
more convinced about his/her purchase decision.
8. Adidas needs to create awareness about their innovative products and its
technologies and concepts because very few people are aware about them.
9. Womens clothing is not segregated according to different categories. As a
result, customers face difficulties in finding the desired product.
10. To attract kids they have used bright colors and visuals of superheroes like
Iron-Man and Hulk.

LIMITATIONS

As with all researches, this study also has some limitations, and the above conclusions
and contributions should be considered in light of these.

1. Time constraint has prohibited from going deeper into the subject.
2. The sample is not wide enough to apply it to the whole area.
3. The information collected is limited.
4. The information provided by respondents could be biased.

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RECOMMENDATIONS

1. Utilize idle wall space for graphics.

2. Highlight all the latest products by putting some visual below them.

3. Mannequins should have proper information boards and they should show
specific theme or campaign.

4. Increase Tech-Fit posters in stores.

5. Use bill desk corner more specifically.

6. Install more motion mannequins.

7. Proper training and development program for the employees.

8. Proper utilization of free space for the display.

9. Announcement of special schemes and offers like loyalty cards

to reward the customers.

10. The stock area should not visible to the customers

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CONCLUSION

The main purpose of an effective visual merchandising tool is to attract, engage and
convert the customer. Adidas focuses on window display, different kinds of
mannequin styling, in store visuals and store ambience.

There is significant impact of Visual Merchandising in the clothing industry.

As the stores making fewer contribution and efforts in Visual Merchandising are not
able to attract more number of new customers within the store. The visual
Merchandising also plays a major role in converting stoppers into shoppers.

Customers do notice the window display and the visual arrangements and are also
affected by the same. They prefer to enter a store having attractive window display
show casing a good merchandise, they also like to enter those stores where the can
choose the merchandise and move easily.

Customers with being having the different variety of choices it is important for a
retailer to effectively differentiate their product or service from others in order to
achieve sustained competitive advantage. Visual merchandising is the future that
would be governing the retail sector. The customers are also feeling the same way and
retailers has to change as per the need of hour.

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QUESTIONNAIRE

1. Have you purchased any product yet?

a) Yes b) No

2. If yes, then what sort of purchase was this?

a) Pre-decided buying b) By chance Buying

3. What led you to pre decided buying?

a) Pre-decided buying b) Random/ by chance buying

What caused you to make this decision? What caused you to make
(i) Word of mouth this decision?
(ii) Posters/hoardings (i) Attractive Outdoor
(iii) Social media advertisements and Display
campaigns (ii) trying the product
Please specify which one, in each
case

4. What have you purchased and for how much value?

a) Accessories b) shoes c) Clothing
a) 0-2599 b) 2599-5999 c) 5999-8999 d) 8999-11999 e) Above 11999

5. Which sort of retail store do you prefer for shopping?

a) Exclusive Brand Store b) Online c) Multiple Brand Store d) Factory Outlets

6. What is the first thing that you noticed while entering the store?
a) Window Display b) Creative Product Display c) Brand d) Mannequin Display
e) Other

6. What do you think about/like/dislike?

a) Bold Graphics/Posters
b) Music and Lighting
c) Mannequin Styling
d) Creative Product Display

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 7. Which form of product display do you prefer?
a) Hanger b) Tables c) Racks d) Bins

8. How much time do you spend while shopping?

a) 0-15mins b) 15-30mins c) 30-45mins d) Less than
45mins

9. Please answer YES/NO?

Questions YES/NO
I get an idea of what I want to buy after looking
Mannequin/window display

When I see clothing that catches my eye I tend to try

it along with looking through the whole section

LED screens behind billing counter make me more

informative about the brand

10. Did you get to know about this concept before or after you entered the store?
a) Pervious store visit b) Online and social media c) Friends d) After entering the
store

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BIBLIOGRAPHY

Adidas visual merchandising manual for retail outlets

Adidas.com
Adidas visual merchandising kits
Adidas product catalogue
Nike product catalouge
Flipkart.com
Jabong.com
Mehta, Neha and Chugan, Pawan K., The Impact of Visual Merchandising on
Impulse Buying Behavior of Consumer
Nike.com
Puma.com
Reebok.com
Sonali Banerjee, ParulYadav ANALYSIS OF VISUAL MERCHANDISING:
AFFECT ON CONSUMER BUYING BEHAVIOUR

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