Name: ManojKumar Panda Enrollment No-10BSP1077

Mobile No-9739569976 Email-id-manoj.p270@gmail.com

SUMMER INTERNSHIP PROGRAM

PROJECT PROPOSAL
Project Proposed:

Effect of Visual Merchandising and Promotion Activities on Customer Buying

Behavior/Perception

Description of the Project in brief:

The retail sector is one of the fastest growing industries in India over the last couple of
years. Traditionally the Indian retail market in India was largely unorganized; However
with changing customer organized retailing is gradually becoming more popular. More
than 90% of retailing in India fall in the unorganized sector, the organized sector
concentrated primarily in the urban areas. With a large no of corporate in the retail
business, the competition has become very tough in the retail segment. Thus the retail
giants give high prominence to visual merchandising and promotion activities to cater
customers and retain their customer base. The aim of my project is to understand the
impact of these visual merchandising and promotional activities on customer buying
behavior and how it impacts the level of customer satisfaction.

Objective of the Project:

1. To examine the effectiveness of visual merchandising and promotional activities

on customer buying behavior/perception.
2. To examine the level of customer satisfaction.

Methodology:

Primary and secondary data will be used for the purpose of study
Primary Data Collection

For primary data collection, a structured, unbiased, undisguised questionnaire will be

administered which will be administered by respondents

Data collection method

Survey through questionnaire and Personal Interview method

Secondary Data Collection

It is collected through company website, journals and annual reports

Sampling Design

Population- Customers visiting the Reliance Fresh Store

Sampling Unit-Reliance Fresh Store

Sampling Technique – Convenience Sampling, Non-probability sampling, Factor Analysis

Sample Size-150

Schedule

Topic selection 03-03-11

Preparation of questionnaire 20 -03 -11

End of Collection of data 23-04-11

Analysis of data 25-04-11

Chapter Writing 30-04-11

Limitations of the study:

While carrying out the Statistical study, the following limitations can be faced

1. Lack of public awareness

2. Socio economic factors
3. Population is limited because the research is carried out in reliance fresh stores

References:

 Kotler Philip, Keller Kevin Lane, Koshy Abraham, Jha Mitileshwar, 2007,
Marketing Management: A South Asian Perspective, 12th Edition. New Delhi:
Dorling Kindersley (India) Pvt. Ltd.

 .Business Research Method – William G. Zikmund

 www.ril.com

 www.indianground.com

Faculty Guide Name: Sadhana Deshmukh

Company Guide Name: Chantelle Joseph