Effect of in-store shelf

spacing on purchase
intent in Dmart Retail
stores
Siddesh Nayak 104
Smitesh Paralkar 107
 Introduction to Dmart
• One-stop supermarket chain that offer customers a wide range of products
• Founded by Radhakishan Damani in the year 2002
• 160 stores across India
• Home brands are DMart Minimax, D Mart Premia, D Homes, Dutch
Harbour
• Revenue for 2017 was $1.89 Billion
 Introduction to Shelf Spacing
• The total amount of space available in a store to display goods for sale, or
the amount of space for particular goods

• A planogram is a diagram that shows how and where specific retail products
should be placed on retail shelves or displays in order to increase customer
purchases. Planogramming is a skill used in merchandising and retail space
planning
 Concept of Planogram

• Stretch Level
• Eye Level
• Waist Level
• Knee Level
 Need for Study
• The study will help the retailer to know the effect of shelf spacing on customer
buying intention in retail stores

• The study will help to know the change in the intention of purchase of customer
due to planogram

• The study will help the future researcher to get information about shelf spacing
impact on buying decision
 Objective of the Study
• To study the impact of same brand shelf spacing on influencing purchase
intent

• To study the impact of location of the shelf influencing the purchase intent

• To study & analyze the influence of product placement in sighting on

consumer buying decision
 Research Methodology
• Research Design: Exploratory & Descriptive Research
• Sampling Method: Convenience Sampling
• Sample Size: 100
• Population: Shoppers in Dmart Stores
• Location: Bhayandar to Borivali
• Data Collection Tool: Questionnaire Method
• Statistical Tool to be used: T Test
 Hypothesis
• 1 .There is a significant difference between the purchase intention and
purchase decision due to the product kept on Eye level Shelf

• 2 .There is a significant relation between purchase intention of similar brand

products and location of the shelf.
Data Analysis
Hypothesis Testing

As P value is greater than 0.05 , we

reject alternate hypothesis and accept
null hypothesis

Conclusion - Hence we can say

that There is not a significant
difference between the purchase
intention & purchase decision due
to product kept on eye level.
As P value is lesser than 0.05 , we
reject null hypothesis and accept
alternate hypothesis

Conclusion - Hence we can say

that There is a significant relation
between purchase intention of
similar brand products and
location of the shelf
 Findings
• Around 45 out of 100 customers make a shopping list before visiting retail
stores.
• People are likely to purchase additional products kept at Eye Level rather
than waist or knee level
• People are likely to purchase additional products of the same brand if they
kept in the same shelf
• Location of the shelf has a direct impact on the purchase intention of the
customers.
 Limitation
• The findings of this study are limited to area between Bhayander and
Borivali of Mumbai region
• Customer buying intentions can change depending on his/her needs.
• The inputs we received could be incorrect.
• As there was restriction of time , we could only manage to target customers
from Bhyander to Borivali.
 Conclusion
• Marketer’s should target upper level shelf in order to place their
products in retail stores.
• Products of the same brand should be placed together in the shelf.
This would help in increase of various products of the same brand.
THANKYOU