A SYNOPSIS ON VISUAL MERCHANDISING AND ITS EFFECTS ON CONSUMER BEHAVIOR

SUPERVISOR: Prof.Pravash Ghosh Assistant Professor (LSCM) (J.K.BUSINESS SCHOOL)

SUBMITTED BY: Siddharth Prakash Tiwari Enrollment no.JKBS090457 MARKETING

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SESSION:-2009-11 DIRECTORATE OF DISTANCE EDUCATION GJU S&T, HISAR

DIRECTORATE OF DISTANCE EDUCATION GURU JAMBESHWAR UNIVERSITY OF SC. &TECHNOLOGY, HISAR FORMAT FOR RESUME OF SUPERVISOR/GUIDE

1. NAME 2. DESIGNATION 3. QUALIFICATION

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Prof.Pravash Ghosh Assistant Professor (LSCM) Chemical Engineer from NIT Durgapur,MBA In Transportation & Logistics Managment LSCM 10 yrs DAMDAMA LAKE ROAD, BHONDSI, GURGAON 0124-2266472 9899060293 pravash.ghosh@jkbschool.org

I AM WILLING TO SUPERVISE Mr. Ashish Kumar Enrollment no. JKBS090457 ON THE TOPIC

VISUAL MERCHANDISING AND ITS EFFECTS ON CONSUMER BEHAVIOR

(SIGNATURE) WITH SEAL

COUNTERSIGNED BY THE EMPLOYER WITH SEAL

COUNTER SIGNED BY DIRECTORATE OF STUDY CENTRE WITH SEAL

CERTIFICATE

This is certifying that Mr. Ashish Kumar Enrollment no.JKBS090457 has proceeded under by supervision his/her research project report on VISUAL MERCHANDISING AND ITS EFFECTS ON CONSUMERS BEHAVIOR in the specialization area of MARKETING.

The work embodied in this report is original and is the standard expected of an MBA student and has not been submitted in part or full to this or any other university for the award of any degree of diploma. He/she has completed all requirements of guidelines for Research Project and the work is fit for evaluation.

Signature of Supervisor/Guide (with seal) NAME DESIGNATION ORGANIZATION : : : Prof. Pravash Ghosh Assistant Professor (LSCM) JK BUSINESS SCHOOL

Forwarded by Head/Director of Study Centre (With Signature, Name & Seal)

INTRODUCTION

Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. Headquartered in Mumbai (Bombay), the company operates over 16 million square feet of retail space, has over 1000 stores across 73 cities in India and employs over 30,000 people. The companys leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality and Central, a chain of seamless destination malls. Some of its other formats include Brand Factory, Blue Sky, aLL, Top 10 and Star and Sitara. The company also operates an online portal, futurebazaar.com. Future Value Retail Limited is a wholly owned subsidiary of Pantaloon Retail (India) Limited. This entity has been created keeping in mind the growth and the current size of the companys value retail business, led by its format divisions, Big Bazaar and Food Bazaar. The company operates 120 Big Bazaar stores, 170 Food Bazaar stores, among other formats, in over 70 cities across the country, covering an operational retail space of over 6 million square feet. As a focussed entity driving the growth of the group's value retail business, Future Value Retail Limited will continue to deliver more value to its customers, supply partners, stakeholders and communities across the country and shape the growth of modern retail in India. A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a large-format home solutions store, Collection i, selling home furniture products and eZone focused on catering to the consumer electronics segment. Pantaloon Retail is the flagship company of Future Group, a business group catering to the entire Indian consumption space.

LITERATURE REVIEW

The paramount goal of marketing is to understand the consumer and to influence buying behavior. One of the main perspectives of the consumer behavior research analyses buying behavior from the socalled information processing perspective" (Holbrook and Hirschman1982).

According to the model, customer decision-making process comprises a need satisfying Behavior and a wide range of motivating and influencing factors.

The process can be depicted in the following steps:

Need recognition realization of the difference between desired situation and the current situation that serves as a trigger for the entire consumption process.

Search for information - search for data relevant for the purchasing decision, both from internal sources (one's memory) and/or external sources.

Pre-purchase alternative evaluation - assessment of available choices that can fulfill the realised need by evaluating benefits they may deliver and reduction of the number of options to the one (or several) preferred.

Purchase - acquirement of the chosen option of product or service.

Consumption - utilisation of the procured option.

Post-purchase alternative re-evaluation - assessment of whether or not and to what degree the consumption of the alternative produced satisfaction.

Besides the information processing perspective, marketing analyses consumer behavior by employing a psychologically grounded concept of attitudes. It is consumer attitudes that are usually named as the major factor in shaping consumer behavior and a wealth of studies is available on the topic of how attitudes can predict behavior.

OBJECTIVES OF THE STUDY

Any project must have clear cut objective and also it must be effective. The main objective of the project is to tell where we are and where we have to go. If the objective is clearly stated and understood, then half of the problem is solved. Keeping the same view in mind the main objective of the report is as follows: Is visual merchandising is helpful in attracting the customers? Does Visualization helps in increasing the growth of the sales? Does Visualization of the products in real helps a Retailer?

y y y

RESEARCH METHODOLOGY

RESEARCH DESIGN Descriptive and analytical

DATA COLLECTION Secondary data should be collected. Annual reports of the The Seagram Company Limited 1. Manual 2. Websites 3. Magazines TOOLS FOR ANALYSIS 1. Data Analysis 2. Trend analysis 3. Inter-firm comparison