Professional Documents
Culture Documents
Bazaar, Visakhapatnam
Guide/Mentor:
Mr. Mandeep Sing Hayer, Assistant Professor
Mr. Babji, Visual Merchandiser
Presented By:
K. Syam Sundar,
MBA, Q1302
Contents
Introduction
Need for the Study
Objective of the Study
Retail Industry
Company Profile
Research Methodology
Data Analysis & Interpretation
Findings & Recommendations
Conclusion
Introduction
It is the art of displaying merchandise in a store, in a manner that is
Besides the facade & windows, which are clearly done up with an objective to
attract passer-bys and induce walk-ins, there is also in-store decor that is
designed to enhance the customers comfort and convenience while
shopping & overall, offer a superior shopping experience.
Especially in todays challenging economy, people may avoid designers/
visual merchandisers because they fear unmanageable costs. But in reality,
visual merchandisers can help economize by avoiding costly mistakes.
With guidance of a professional, retailer can eliminate errors, saving time &
money.
As the concept of large retail stores gains ground in India, the practice
and concept of Visual Merchandising is likely to grow exponentially.
In the modern retailing formats Visual Merchandizing has become
merchandizing.
To find out how visual merchandising helps in dragging customers
attention.
Retail Industry
The word retail is derived from the French word retailing, meaning to
cut a piece of or to break bulk.
A retailer may be defined as a dealer or trader who sells goods in small
quantities or one who repeats or relates
In some parts of the world, the retail business is dominated by smaller
family-run or regionally-targeted stores, but this market is increasingly
being taken over by billion-dollar multinational conglomerates like WalMart and Sears
The retail industry in India is of late often being hailed as one of the
sunrise sectors in the economy.
India's strong growth fundamentals, high saving and investment rates,
fast growth in labour force and, increased consumer spending has made
it a very favourable retail destination globally.
Retail
Organized
Unorganized
Unorganized retailers like the traditional family run stores and corner stores.
Ex: local kirana shops, owner-manned general stores, chemists, footwear
shops, apparel shops, paan and beedi (local betel leaf and tobacco)
Format
Branded Stores
Specialty Stores
Description
Exclusive showrooms either owned or franchised out by a
manufacturer.
brands available
Department Stores
Supermarkets
Discount Stores
Hyper- mart
Shopping Malls
Company Profile
BIG Bazaar - Hypermarket chain
Big Bazaar
Retail Format
Hypermarket
Founded
2001
Headquarters
Jogeshwari, Mumbai
Industry
Retail
Promoter
Kishore Biyani
Punch line
Is se sasta aur accha kahin nahin
Vision:
We shall deliver Everything, Everywhere, Every time for Every Indian Consumer in
the most profitable manner.
Customer Segmentation
One stop shopping at discounted prices.
Provides Best Products at the Best Prices.
Targets price conscious majority segment of customers.
Big Bazaar targets higher and upper middle class customers.
Strategies
Value Pricing (EDLP Every Day Low Pricing): Big Bazaar
Visual Merchandising
Key Elements of Store Displays
Cluster
Window Display
Focal Points
Open Windows
Counter Displays
Mannequins
Signage Communication
Directional Signages
Instructional Signages
Departmental Signages
Promotional Signages
Research Methodology
Target Population: Individuals between the age group of 18 to 70
years will be chosen as the target population. The people under this
age group who are visitors and shoppers to Big Bazaar,
Visakhapatnam.
Sampling Procedure: The sampling procedure using here is simple
random sampling. Simple random sampling means each sample in
the population has equal chance to be picked up for the study.
Sample Size: A sample of 100 customers can be taken in order to
44percent of the customers came to know about the new product arrival
through the advertisements.
35percent of the customers came to know about the new product arrival
through the display of the product.
66percent of the samples came to know about different offers in the store
through advertisements on Newspaper, T.V etc.,
Only 18percent of the customers purchasing more than what they came
to buy.
42percent of customers purchasing the products instant/unplanned
buying decision because of favourable/low price of the product.
25percent of customers influence their instant/unplanned buying decision
on the factors of products arrangement and promotional signage
Food Bazaar is the walk-in driver for the store with low margins and
adding value to the store.
Sale,
Monthly
Savings
Bazaar,
Weekends,
Big
Day
to say that wide range of availability under the single roof made their
shopping easier and the offers they are getting in the store are
satisfying its punch line Is se sastha aur acha kahin nahi.
Suggestions
93percent of samples feel that product arrangement in the store is good,
Additional Suggestions
Signages should be executed in a manner that should be in eye
contact/properly visible for the customers.
for billing of less than 10 items and also cash counters are not being in
operation at some of the floors its leading to a problem and customers
need to wait at long queues in ground floor.
Recommendations
Setup the merchandise outside the store, this can create a sense of
excitement and buzz: consider a "Street Fair" environment, with
flags and balloons.
Customers are in a hurry. It is better to use signage to identify not
only departments but also categories -- this will help customers
Conclusion
It evolved out of my study that although the importance of VM is growing,
there are no real metrics for measuring its effectiveness. There is no right
or wrong as far as retailing and Visual merchandising are concerned.
There is no way to find out what worked. It is just trying out new things.
Some things work, some things do not I feel that increase in dosage can
be employed in this regard. When product promotions remain constant,
increasing levels of visual merchandising efforts can be employed to see
the response of customers. Periodically monitoring increase in sales during
times of dramatic VM implementations can also be a way to determine if
the VM efforts paid off.
Thank You