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Study on Impact of Visual Merchandising in Retail Marketing [PROJECT REPORT]Submitted by: SURENDHAR.D, II yr. MBA, Rai Business school Chennai. STUDY ON IMPACT OF VISUALMERCHANDISING IN RETAILMAKETINGPRACTICED ATBIG BAZAAR ( A T F U U E E AL R U ) O D B Z A , H N AS B I T D P R O F T R R T I G O PP N Y A A R E N I U MT E C B S R N H R H N A A II rM A F AB SN S S H O , E N M E , H N A. P OE T Y U E D A D A D P N y. B O R I U I E S C O L Y A P T E N I R J C , T C A R P R S B I T D H F C L Y F UI ES D I IT A I N E O T U MT E TOT E A U T O B SN S A MNS R TO In partial fulfillment of the requirements of the programFor the award of the internal marks. ACKNOWLEDGE M ENT A n endeavor over a long period can be successful only with theadvice and supportof many well - wishers. I take this opportunityto express my gratitude andappreciation to all of them.Firstly I thank the A lmighty who has been with mefrom thebeginning of this project. Secondly, I would like to thank all myfaculties at

R A I business school for their encouragement andarousing the management skill inme to certain level whichopened up an opportunity for internship

which of coursepart of my course.I would also like to thank Prof. Venkatesan, Head, A cademicsand Mr. Ilango Manager Placement division of Rai Business School, Chennai, for providing me full support to complete my internship.I would also like to thankMrs. Vinita, my project mentor at the Raibusiness school, C hennai who guided mein the successfulcompletion of the project.I am deeply indebted to express myheartfelt thanks to Mr.SH EN B AGA R AJAN , Senior Executive (HR), Future ValueRetail Ltd, Chennai for giving me permission to do the project in theorganizationand his support and guidance to complete thisproject.My family and friends alsosupported me with the study andencouraged me a lot and I am thankful for it. A BS T R ACT This 5 days of mini project was organized by the college and putthe studentsdirectly to the fields of market is mainly aimed forevaluating the knowledge of thestudent and to give him a chanceto self-evaluate himself and to improve him inthe areas needed. Also gives the chance to test practically with concepts learnedbythe student from books. Also provides opportunity for the studenttounderstand the industry in which they are going to work aftertheir graduation.

This project report has got two sections. The first section deals with the overallview of Indian retailindustry and the company profile for future group along withtheirvision& mission statement The second section has the details about study onthe impact of visual Section 1Introduction I chose BI G B AZAA R at Pondy bazaar in A STUDY ON IMP ACT OF VISUA MERCHANDISING, a unit of FUTURE GROUP is one of the mostwell-known Retail firms in India. I found Retailbusinessappropriate for the topic as this is the only business whichgivesimportance for visual merchandising and future group is one suchfirm aleading player in the industry and also encourages studentslike me to conduct thisthis kind of studies in their outlets andproviding proper support and assistance. N eed and importance of visual merchandisingVisual merchandising today forms a critical element of retailing.Besides thefacade and windows, which are clearly done up withan objective to attractpasser-bys and induce walk-ins, there isalso in-store decor that is designed toenhance overall,offer asuperior shopping experience. C onsumer behavior studies have confirmedthat the lure of abeautifully done up show window and a tastefullydecoratedfacade, more often than not, prove irresistible as they walk in tocheckout what is on offer. It also ensures exclusivity since no twostores should lookalike. Besides, when

the mood and theme of such displays change at regularintervals, it makes certain thatthe store remains top of mind. Loyal customershave often beenknown to anxiously wait for the next use of colors, lighting, space,furniture and visual elements with regard to in-storedisplays. Once customers walk in, it is but imperative to ensure that theyenjoy their first encounter with thestore. After all, repeat visits amemorable one. The logical arrangement of counters, with clear passagewaysallowsfor easy access to merchandise.Rather than getting lost in the big spacethat most large storesare, the customer feels more in control. Space is allocatedtovarious product categories taking into account the number of SKUs stocked andshelves/counter space requirements areworked out accordingly. Clear passages are provided for products, which require touchand feel. Allimpulse purchase driven products are also clearlydisplayed so that the customerscan reach them without anyhindrance. Also, it has been observed that when aperson enters aroom, the human eye moves in a Zpattern, i.e. from rear left of Leave a Comment You must be logged in to leave a comment. Submit Characters: 400 Study on Impact of Visual Merchandising Download or Print 61 Reads

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Impact of V

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