Executive summary:

Visual merchandising is one of the method to attract the customer into the retail stores.
Most people are attracted by the store display and outlook of the store. Now a days all the
retailers are concentrated towards visual merchandising to make the sales and profit.
I have selected the Tata Croma and I did my internship in the Croma store, Sadashiva
nagar, it is big store, it has all the electronic goods which customer wants to buy.
In this project, Undertook and studied in depth on visual merchandising and
comparative analysis of visual merchandising provided by Tata Croma. In order to keep
customer attraction towards the store. Tata Croma have introduced several measures to keep
customers to visit the store. They have given offers, coupons, discounts and they have made
the good visual merchandising to attract the various customers in the region.
This study Visual merchandising and comparative analysis of visual merchandise in
consumer durable products at Tata Croma was carried out through survey method with the
sample size of 100 respondents who visited the store.
The study was intended to help the management of Tata Croma to improve the visual
merchandising and to give much important to implement the visual merchandising ideas to
attract the customer towards the store.
The main purpose of the internship was to find out how visual merchandising can affect
the consumer buying and how competitors matters in the retailing. Project is done to figure out
whether any change in offers can help in to get the more customers or whether the way the
products and merchandise displayed in the cluster helps in making the consumers aware the
trending offers and hence whether the customer is willing to adopt the present scenario.
To understand the customer feedback questionnaire was prepared by using the help of
assistant marketing manager the questionnaire consists of 24 questions including demographic
characters. From the questionnaire collected the data from the customers of Tata Croma,
Sadashiva nagar, by using that data with the help of the SPSS software conducted some analysis
with a preparing hypothesis, it helps find basis of visit and impact of design and display of the
store.

CHAPTER 1
INTRODUCTION

Chapter 1
INTRODUCTION
Introduction about internship:
Learning experience as an intern in Tata Croma is an excellent opportunity given
by the Infiniti retail Ltd., and at the time I knew about the difference between the theoretical
study and practical study, by knowing the function and development of an organization and
also studying the organizational study in a short period of time around 10 weeks. We can
learn the theoretical knowledge by sitting inside the four walls, according to syllabus like
organizational behaviour, marketing management, supply chain management and visual
merchandising like so many, but we learn the real knowledge with the experience in the
internship period.
The study deeds to find obtainable how and what level outlets integrate visual
merchandising, that requests to customs and prime to probable purchase. To exploration on
the features that prompting customers in photographic merchandising virtual analysis and
also consider how excellently visual promoting is used to entice the consumers to their
provisions.
The learning included in the time of internship:
Have learnt how to communicate with the customers of every age and sex.
Learning was helped to understand the discipline and culture of the corporate.
Learning have helped to know about the electronic products and what we can do to
reach those products for the consumers.
The planning strategy of the Tata Croma is to attain its principles, vision, mission
and objectives. Helps the company to tackle the increasing complexities and use its
resources effectively. Without planning it is very difficult to maintain such a big
organization.
Overall, its been excellent to be a part of this organization. It has enhanced my practical
knowledge and knows how the corporate world functions. It has also given me insight about
visual merchandising and their comparative analysis of visual merchandising in consumer
durable industry.

1.1. Title of the study:

A study on visual merchandising and comparative analysis of visual merchandise
in consumer durable industry with special reference to Croma in Bengaluru city
1.2. Need for the Study:
The study aims to find out the impact of visual displays existed in Different stores which
affect the consumer buying decisions, it is important to observe that visual merchandising
involved in more consumers visit to the stores. So it is of greater importance to get
consumers towards impulsive buying in the stores.
1.3. Objective of the study:
To study on visual merchandising and comparative visual merchandising elements
with special reference to Croma in Bengaluru.
To identify the impact caused by modern promotional techniques along with visual
merchandising strategies (lighting, fixtures, colour, product display and
cleanliness).
To know the impact on visual merchandising on purchasing behaviour of
consumers and to evaluate the VM helps to increase the sales or not.
To know the best way of visual merchandising in retail and acquire knowledge of
overall functioning of Indian retail industry.
To identify and suggest new visual merchandising collaterals which will help them
to increase in the sales of the stores.
1.4. Scope of the Study:
The study aims to get a comparative analysis of visual merchandising in
different retail stores in Bengaluru.
The study gets the result whether the Croma is attracting the customers or not.
The study also measures to take possible actions to attract the customer to the store.
The study helps to the Croma to increase their sales through the Visual
merchandising.

1.5. Statement of the problem:

The study aims to get a comparative analysis of visual merchandising that are existed
in different retail stores which affects the buying behaviour of the customer, Now a days it
has a greater importance in the business field so visual merchandising attracts the customers
to the stores.

1.6 Research Methodology:

1. Research type:
The kind of examination chosen for the study is Descriptive
A study is one in which data is gathered without changing its nature. Distinct exploration is
certain discovering examination with sufficient understanding. It goes for recognising the
different attributes of some group or it is an issue under study furthermore goes for a
characterization of the scope of components containing topic of the study.
2. Research design:
The convenience sampling method is used in this study. The convenience sampling method is
defined as the nonprobability sampling method, it is doing to collect data for the convenience
of the researcher.
Sample size:
Sample size is 100.
Sample technique:
For those randomly who are visiting Tata Croma store in Sadashiva nagar.
Sample profile:
The data were collected concerning with selected hundred customers in the given time at Tata
Croma, Sadashiva nagar by a Questionnaire method.
Source of data collection:
Primary data:
All essential data are gathered with help of organised survey through structured questionnaire
along the side immediate individual meeting and by having exchange with the Merchants and
clients in the organization. The data collected for the first time through observation and
interview method.

Observation
Customer interaction
Questionnaire
Interaction with employees

Secondary data:
Secondary data is the data that is already exists. It is one type of the quantitative data.
3

The optimal information that have been accumulated by some other data sources like

Websites
Journals
Magazines
Company records and pamphlets
Hoardings

Statement of hypothesis:
Hypothesis 0:
Visual merchandising not has any impact on the customer buying behaviour.
Hypothesis 1:
Visual merchandising has impact on customer buying behaviour.
Statistical tools used:
1. Percentage analysis.
2. Chi-square test.
3. Correlation.

1.8 Review of literature:

Visual merchandising is a movement, which leads current merchandising displays et.al
(Walters and white, 1987). In this situation, it will be painful to appositive spiritual
consequences, ultimately leading to feeding.
According to Andrew J Newman and Peter Cullen (2007) in their book Retail environment
and operations, filmic promoting means to sheets the exact individuals, with genuine offering
at genuine habitation. The right inhabitation implies that the structure must have suitable space
of beat and suitable produce for the district situated in. It is unendingly worried by the
following, procuring, plan and gathering of these properties and offices.
Dalal M. (2009), in the article Managing merchandising, characterizes the promoting
marketing includes the sort of shop bazaars consuming space at various retail channels, letting
them know with the conceivable deals and educative activities. It asks for the merchandiser to
have an intense eye on the commercial centre patterns, competency to act and business
planning.
Water S. in his article 'Eye-getting shows', had offered advices to produce a most agent and
eye-getting window show by the act of the utensil box and the division of compelling visual
marketing. As indicated by her making an alluring item show can attract the buyer for the store,
support a moderate moving thing, telecast a deal or needed a season. She extra
4

Elucidated how to create a beautiful visual display with basics, for example, shade, central
thought, size of the materials, light and ease and signage. She controlled by certifying that
making an attractive presentation takes a slight expertise and packs of test and mix-up.
Martin M. Pegler though presenting his book 'Visual promoting and show' 6th rendition
(Fairchild books New York) expresses that amid a decay, discouragement or in a financial
crunch, store titleholder might take money out of the exhibit unassuming and put more coin
into television, publicizing. On the other hand, TV, radio and print promotions are garbage
unless there is a take after however the aggregation. Here, at the purpose of getting, is the place
show or stock appearance turns out to be completely essential.

According to Vikas Bagga, et.al (2009) VP, showcasing and corporate dealings, M&B
Footwear, Optical marketing is the replication of the item personality and pictures which is
formed at the store level to draw the customers and interconnect the utilizations of the
advertising.
Gibson Vedamani in his Wholesale administration, standards and performs clarifies visual
promoting, as the 'Quiet sales representative'. As indicated by him it is the learning and craft
of expressive offering by presentation and appearance. Visual marketing essential focuses are
put deliberately to entrance the purchaser to the stock, and interconnect the components and
benefits of the stock extra the in-store advancement in vogue. This is finished by the changing
a person on foot to program with an agent window presentation, a program to a lender through
the methodology of 'transformation', a paymaster to a major client through the strategy of crosspromoting.
G. Surrender. (2001) in the article, Visual promoting the cooperative energy to show, tell and
offer' expresses that Advertising takes stallion to the ocean yet visual marketing sorts the steed
swill. He whispered that realistic marketing is the most impactful declaration instrument which
desire the client in furthermore theatres a piece of quiet sales representative. He included
expressed that visual promoting had two elements, one is attractive part and other is engaging
done inside the store to proximately capture purchaser's consideration.
P. Pirakatheeswariet.al (2009) in this article window display-The new retailer mantra
highlighted about the noticeable quality of the window show which is advancing as another
mantra in retail and it is firm transforming from a grey unresponsive display of products in the
store stall to an energetic type of advancement. As indicated by the creator window show is the
well specialty of demonstrating store importing in the stock window and the dealers why should
brilliant pull in and endure client's responsiveness are fruitful. A window showcase is the
primary urge the buyer and can convey what age gathering or income gathering of customer
the store gives as well.

The creator additionally positions that suitably done window show can advance more buyer
than an announcement or TV ad and sorts the acquirement choice creation process simple. It
additionally pieces of information to sense purchasing. Window makers are presently exploring
with contemplations of smell, aroma in manipulative windows to appeal and hold the
consideration of the shopper.

1.9 Limitations of the study:

The time was constraints because which large customer base could not be covered so
the sample size is 100.
The opinion of the respondents may not represent the whole population.
It is assumed that the respondent given answers is assumed to be right.
The research could only conduct in Bengaluru city.

CHAPTRER 2

INDUSTRY PROFILE
AND
COMPANY PROFILE

CHAPTER 2
INDUSTRY PROFILE AND COMPANY PROFILE
2.1. INDUSTRY PROFILE:
Retailing:
Retail is a strategy achieving a client things or check to buyers through the different channels
of dispersal to deliver a benefit.
Retail is the word got from old French word 'Tailler', signifies 'to cut a piece off' or 'to break
mass' regarding modifying.
Retailing is an activity included in the offering of products to extreme purchasers for their own
utilization or house utilization. The business had added to monetary development of a nations
and it is one of the speediest changing and dynamic industry on the planet today
Indian Retail industry:
The Indian retail industry is one of the fasting developing and fifth biggest retail segment on
the planet. Involving sorted out and disorderly, India is relied upon to develop to US$1.3 trillion
by 2020, Indian retail industry is one of the quickest developing part since most recent couple
of years, enlisting a Compound Annual Growth Rate (CAGR) of 16.7per penny more than
2015-20.
Despite the fact that at first, retail industry in India was generally sorted out, however the tastes
and inclinations of the shoppers, the industry getting more mainstream nowadays and getting
composed also. The nation is among the most astounding on the planet in the terms of per
capital retail location accessibility, the industry is developing business sector request the
business is relied upon to develop at the pace of 25-30% every year. The Indian retail industry
is relied upon to develop from Rs.35000 Cr 2004-05 to Rs.111000 Cr by the year 2012. The
retail situation in India is one of a kind. Quite a bit of it is in the chaotic part, with more than
12million retail outlets of different sizes and organizations. Right around 96% of these retail
outlets are under 500 square feet in size, the per capital retail space India being 2 square feet
contrasted with the US figure of 16 square feet India's for each capital retailing spaces is along
these lines the most minimal in the retail area with more than 9outlets for each 1000 individuals,
India has the biggest number on the planet. The vast majority of them are free and contribute
as much as 96% to aggregate retail deals. As a result of the expanding number of the atomic
families, working ladies, more noteworthy work weight and expanded driving time, comfort
has ended up need for Indian shoppers. They need everything under one rooftop for simple
access and assortment of decision. This offers a fabulous open door for sorted out retailers in
the nation which represent only 2% and modem stores 0.5% of the assessed US dollar
180billion worth of products that are retailed in India each chain, Wal-Mart.
7

The legislature of India has acquainted changes with assault remote direct venture (FDI) in
retail industry. The legislature has endorsed 51 for every penny in multi-mark retail and
expanded FDI point of confinement to 100 for each penny (from 51per penny) in single brand
retail.
India obtains a decent rank situating in a worldwide retail, contrast with different nations Indian
market potential is high, typical danger in a potential furthermore less in financial danger.
What's more, the Indian market potential positioning is an eleventh spot on the planet. (After
the created nations like US, UK, China, and so forth.) The retail area in India is having high
development potential so that FDI (Foreign Direct Investment) is high.

The Indian retail industry, having the outside direct speculation 100% in single brand retailing
furthermore 51% on the multi brand retailing. The new ideas are utilized as a part of the Indian
retail businesses like general stores and so forth. India has great reaction for the money and
convey framework and E-trade furthermore Indian compound development rate is 5.8% for
each Annam.
8

2.2.

COMPANY PROFILE:

Leadership with trust

The Tata bunch organizations more than 100 working organizations in seven business
divisions: correspondences and data innovation, building, materials, administrations, vitality,
customer items and chemicals. The gathering has operations in more than 100 nations
crosswise over 6 main lands, and its organizations send out items and administrations to 150
nations.
The aggregate income of Tata organizations, taken together, was $6.79 billion (around
Rs.527.047 cr.) in 2013-14, with 62.7 percent of this originating from business outside India.
Tata organizations utilize more than 540000 individuals around the world. The Tata name has
been regarded in India for over 140 years for its adherence solid qualities and business morals.

Each Tata organization or venture works freely. Each of these organizations has its own
governing body and shareholders, to whom it is responsible. There are 32 exposure recorded
Tata endeavours and they have a consolidated business sector capitalization of about $106.48
billion (as on February 13, 2014), and shareholder base of 3.9 million. The major Tata
organizations are Tata steel, Tata engines, Tata consultancy administrations (TCS),Tata power,
Tata chemicals, Tata Global Beverages, Titan, Tata correspondence and Indian inns. Tata steel
is among the top10 steel creators and Tata engines is among the main five business vehicle
producers, on the planet. TCS is a main worldwide programming organizations, with
conveyance focuses in the US, UK, Hungary, Brazil, Uruguay and China, other than India.
Tata Global drinks is the second-biggest player in Tea on the planet.
9

Tata chemicals is the world's second-biggest maker of pop fiery remains and Tata
correspondence is one of the world's biggest wholesale voice transporters.
In pair with the expanding global foot shaped impression of Tata organizations, the Tata brand
is likewise increasing worldwide acknowledgment. Brand Finance a UK-Based consultancy
firm esteemed the Tata brand at $18.16 billion and positioned it 39th among the main 500 most
significant worldwide brands in their Brand Finance 500 2013 report, In 2010, Business Week
magazine positioned seventeenth among the '50 most imaginative organizations' rundown.
Tata Founded by Jamshetji Tata in 1868. Tata's initial years were roused by the soul of
patriotism. It spearheaded a few commercial enterprises of national significance in India: Steel,
force, accommodation and aircrafts. In later times, It is spearheading soul has been showcased
by organizations, for example, TCS, India's first programming organization, and Tata engines,
which made India's first indigenous created auto, India. In 1998 and as of late revealed the
world's most reasonable auto, the Tata Nano.
Tata organizations have dependably had confidence in returning riches to the general public
they serve. 66% of the value of Tata children, the promoter holding organization, is held by
magnanimous trusts that have made national foundations for science and innovation,
therapeutic examination, social studies and the execution expressions. The trusts likewise give
help and help to non-government associations working in the territories of training, human
services and jobs. Tata organizations additionally stretch out social welfare exercises to groups
around their modern units.
Going ahead, Tata is concentrating on new advances and development to drive its business in
India and globally. The Nano auto is one case, similar to the Eka supercomputer (created by
another Tata organization), which in 2008 was positioned the worlds fourth speediest. Secured
in India and married to customary qualities and solid morals, Tata organizations are building
multinational organizations that will accomplish development through fabulousness and
advancement, while adjusting the hobbies of shareholders, workers and common society.

10

Croma is the country's first vast configuration expert retail chain in the purchaser gadgets and
durables with fruitful venture into Croma zip stores, Croma booths and most recent online
vertical, www.cromaretail.com.

Croma has been propelled by Infiniti Retail Limited, a 100% auxiliary of Tata children. It is
adequately and effectively runs Croma's retail operations in India. Also, one of the world's
driving retailers.
Croma, the biggest electronic Mega store in India remains by its slogan "we offer you some
assistance with buying" by giving its clients a wide assortment of shopper gadgets and durables
to browse. The principal Croma store was dispatched in Juhu, Mumbai in 2006. Right now they
are working with 101 Croma stores in 25 urban areas in India (15stores in Bengaluru) with the
income of Rs3269 Crores. Croma offers clients more than 6000 items crosswise over eight
classifications in a world-class feeling and our offering are developing each day. These classes
incorporates Phones, Computers, Entertainment, Home apparatuses, Kitchen machine, Gaming
and Accessories. Awesome items from a portion of the best brands guarantee you an energizing
shopping knowledge. Croma own mark by the name of Croma Life frill is very much perceived
for offering creative and exceptional items that are elusive. A different scope of stock in
different classes like kitchen machines, stockpiling gadgets, MP4 players, aeration and cooling
systems and parcel more guarantee you just the best.
11

From the extensive variety of Croma marked items, you will undoubtedly discover something
incredible that will coordinate up to your financial plan and also individual necessities. At
Croma, our attempt has dependably been helping so as to satisfy each electronic necessity
clients pick the best item, according to their requirements. Croma's effective all around
prepared and proficient store counsels are totally prepared to offer sound and customized
guidance for offering a client some assistance with receiving the best esteem for cash. Making
shopping background delightful post buy is the establishment for putting resources into a hearty
client support at Croma. Any individual can reach us through our 24hours call focus support at
1800-258-3636. Our approved Croma care focus gives after deals backing to all Croma marked
items.
Ecommerce is Croma's most recent dare to accomplish yet another essential objective, which
is to bring client the best shopping knowledge on the go and achieve each entryway venture in
the country, with www.cromaretail.com you can now investigate, scan and buy from the finest
and the most fluctuated scope of electronic items in the solace of your home. Very much
structured item data, awesome arrangements and quick home conveyance administration are
Croma's need for client's fantastic shopping background.
Brand philosophy
On the off chance that administration wasn't critical.
On the off chance that innovation wasn't unpredictable.
On the off chance that assortment wasn't confounding.
We would have no motivations to be good to go.
We offer you some assistance with buying.
Why Croma
Widest range of products: Investigate and pick from extra than 6000 items through
changed classifications, which incorporate Phones, Camera, Computers, Entertainment,
Home machine, Kitchen apparatus, Gaming and Accessories.
We help you buy: Sound and achieved exhortation from very much prepared guides
offer you some assistance with marking educated buying choices.
A name can trust: Croma is embraced by Infiniti Retail Ltd., an activity of the Tata
bunch, all inclusive perceived brand that stands for trust and unwavering quality.
Customer commitment: Croma's devoted client bolster group are very much prepared
to handle all client grievance and criticism. The approved Croma care focus gives
powerful administration support on own name items, while 24hours Croma mind No.
7207-666-000 is prepared to handle your each question.
Great deals and offers: Nothing else makes a client grin like getting astounding
arrangements on their most loved items. To guarantee this, Croma occasionally offers
energizing arrangements that are difficult to miss.
12

 Wide reach, all over the nation: Croma Mega store, Zip store and Kiosk, alongside
its most recent online vertical, www.croma.com guarantees far reaching and achieve all
over India. Through these central portions we mean to achieve clients the whole way
across the country to satisfy their electronic necessities with incredible quality and
important items.
National recognition: Croma has dependably been committed towards giving its
clients a simple and bother free access to best shopper electronic items. This
commitment has earned the organization "Most respected retailer" recompense 6years
in succession from Indian retail gathering.
Modern technologies deployed by Croma store:

Unique product ID for all over India:

Croma is utilizing one of a kind ID framework for the diverse items. The ID of the item
is same everywhere throughout the India. This aides in recognizing a thing
autonomously, it helps in charging and monitoring the stock.
SAP software:
Croma has introduced brought together SAP programming. All over India, Croma has
connected the individual stores to have a nearby take a gander at stock reports
everywhere throughout the India Croma stores.
Advantages of SAP:
A businessperson can discover correct number of stock lying in the warehouse.
A sales representative can instantly look at for the stock of the item to arrange
in pressing conveyance circumstances.
Logistics: An item sold and being sent could likewise be followed and stock is
redesigned consequently.
Maintaining the customer database:
Croma keeps up a one of a kind client database is open to Croma through his portable
number which is utilized as an essential key.
Advantages:
Client needs to top off the individual data for conveyance, just once.
Each next time the framework will auto fill information in the wake of entering
the portable number?
Barcode system:
Standardized tag framework is utilized for charging reason. Instead of writing and
entering the costs for the items. Croma is utilizing barcoding framework. Essentially
the standardized tag peruses will read scanner tags and produce the bills on PCs,
Barcode framework will keep the superfluous deferral during the time spent charging.
Online selling with COD and Pick-up from store:
Croma has online entrance to purchase the gadgets things on the web, People can simply
purchase online and pay through COD (money down) technique. Clients can likewise
make utilization of the pick from store alternative of the entryway.
13

2.2.1. Promoters:

JAMESHETJI TATA
Founder of TATA Group (1887-1904)

Sir Dorab Tata

Chairman (1904-1932)

Nowroji saklatwala
Chairman (1932-1938)

J.R.D. Tata

Ratan Tata

Chairman (1938-1991)

Chairman (1991-2012)

Cyrus Mistry, Chairman (2102-present)

14

2.2.3 Board of directors:

The top managerial staff contains the accompanying:
Mr. R.R. Bhinge

: Chairman

Ms. Lynn de Souza

: Independent Director

Mr. K. Narasimha Murthy

: Independent Director

Mr. Jacob Kurian

: Independent Director

Mr. S. Padmanabhan

: Nonexecutive Director

Mr. Harish Bhat

: Nonexecutive Director

Mr. Prashanth K. Ghose

: Nonexecutive Director

Mr. Pankaj Gupta

: Non-official Director

15

2.2.4. Products and Services

Agrochemicals and farming administrations

Air moulding and refrigeration
Automobile and car administrations
Automobiles, auto gatherings and auto segments
Chemicals
Construction gear
Consumer items
Consumer items retailing
Defence and aviation
Drugs
Engineering administrations
Financial administrations
Hotels and cordiality
Industrial framework EPC ventures
Industrial apparatus and gear
Investment administrations
IT and IT-empowered administrations
Logistics
Material taking care of gear
Media and diversion
Mining
Power
Realty and foundation
Renewable vitality
Retail chains
Services-random
Steel items and administrations
Telecom items and arrangements

16

Product category analysis:

Retail type: Speciality Electronic Retailer
Product categories:
Croma deals with following seven categories of electronics products.
1. Communication: Mobile phones

2. Information technology: Laptops

3. Entertainment: TVs and Music systems

4. Home Appliances: Large appliances and small appliances

5. Gaming:

17

6. Photography: Camera and camcorders

7. Grooming and wellness:

2.2.5. VISION and MISSION

Company Vision:
The Vision of Croma is to be the most obvious in the retail in hardware and durables items in
India, through quality items and conveyance administrations (for bigger items e.g. clothes
washer, icebox and so on.) Croma ought to assimilate a world class framework to get pleasure
to every one of our own partners and the general public on the loose.
Marketing Mission:
The mission of Croma endeavour is to make exceptional consumer loyalty through
advancement, quality, profitability, human asset improvement, persistently taking a stab at
perfection with pride in our qualities and trust in Croma approach.
The general Mission of Croma is to be the principal decision of the clients.
18

Brands associated with Tata Croma:

19

2.2.6. Organization Chart:

TATA BOARD

CEO

CFO

Operational head

Buying Head

CMO Admin Head HR HEAD

GENERAL MANAGER

CLUSTER MANAGER

CITY BUSINESS MANAGER

STORE MANAGER

ASSISTANT STORE MANAGER

DEPARTMENT MANAGER

SENIOR EXECUTIVE

EXECUTIVE

CUSTOMER SERVICE DESK

20

2.2.7. SWOT Analysis:

STRENGTHS:
1. Trustworthy brand TATA and major huge format high-quality in retail restraint for
customer durables.
2. Trusted amenity accessible.
3. Strong occurrence in Indian buyer durable marketplace.
4. Eye-catching promotional compromises for bulk purchasing.
5. Comprehensive reach altogether over 101 stockpiles.
6. Consumers will get varied range of goods.

WEAKNESS:
1. Quiet hasnt been capable to reach through all major capitals which influence be
potential fair.
2. Notwithstanding being a sturdy participant in India, expressions market segment
antagonism from intercontinental and unorganised marketplace.
3. Croma do not do the commercial Ads.
4. In Croma price of specific products are costly.
21

OPPORTUNITIES:
1.
2.
3.
4.
5.

Chance to arrive into other amenities like supermarket.

National development as well as working world-wide.
More promotion to intensification brand reflectiveness.
They can rise the quantity of stores.
They can put specific of the hording on highway sides which can noticeable to the
societies.

THREATS:
1. Global and domestic companies entering the marketplace.
2. Constant improvement in machinery means problematic inventory administration.
3. Croma devour a tough opponents.

2.2.8. Infrastructure facilities:

Basic facilities:

Dressing room:
In the store there is a separate dressing room for male and female employee, which
helps employees to get fresh up their mood by changing the dress.
Wash room:
In the store wash rooms are clean and hygienic, which keeps healthy environment in
the store.
Canteen:
To keeps employees active in their working hours canteen provides tea, coffee and
snacks.

Parking facilities:

Velvet free parking:

Store facilitates the customers with the free parking during their shopping in the store.

22

2.2.9. Awards:

Croma deliberated Most Admired Retailer of the Year reward for second successive
year at Indian Retail forum 2009.

Croma triumphs Most Admired Retailer 2010.

(These Awards are conferred by India retail association and supported by all the retail
entities in the country.)
Croma to facilitate most desired electronics with Croma consumer awards 2013.

Croma wins E Retail awards for Excellence in employee practices.

23

2.2.10. Competitors of Tata Croma:

1.

2.

3.

4.
24

Future plans of Tata Croma:

1. Croma intended to do Prominence on newer podiums for branding-The publicmedia.
Today, the Indian customer is progressively getting aware with the internet and its
unlimited capabilities. The Facebook-Twitter-YouTube Boom has modernised the
Indian Internet. Now, Croma is looking this division to additionalproject its
improvement. They are to announce the following accessible events:
Competitions
Announcements
Virtual games
Publicity codes
The main goal is to enterprise and instrument monthly fights/campaign everywhere
the brand identify of CROMA to build more passion and advance exposure, building
more fans and followers and push small contest to explode participation and increase
dispersion of the word.
2. Intended to tie-up with numerous major TV networks- to this day, Croma has not
capitalised much in the broadcasting sector. But now, Croma ideas to launch an allnew media bombardment. It has already combined with ESPN and is in meetings with
Star Network, Zee Network, etc.
3. They estimate it to grow to about Rs.53000 Crore (Rs.530 billion) by 2015, succeeding
an overall infiltration of 1.4 percent.
4. Croma is aiming to be the number one retailer in national level.

25

CHAPTER 3
THEORITICAL BACKGROUND OF RESEARCH

CHAPTER 3
Theoretical Background of the research
Visual marketing is the utilization of control of alluring deals shows and retail floor
arrangements to build clients and help deals movement. In visual promoting, the item
being sold are regularly shown so as to pull in customers from the proposed market by
attracting regard for the item's best components and advantages.
1. The function of visual merchandising
To sort merchandising appropriate.
To make promoting easy to find the store.
To familiarize and explain fresh products.
To promote mass image.
To entice customers into group.
2. Visual promoting underpins in edifying the clients about the item/benefit in an agent
and innovative way. Initiating an innovative standard to current marketing in 3D
climate, in this way assisting lifelong affect and recall esteem, separating the enterprise
in a unique position. Combining the imaginative, mechanical and operative
characteristics of an item and business, depiction consideration of the client to help him
to take utilization choice inside briefest conceivable time, and in this manner improving
the selling process.
3. Visual promoting engagement process:
Wherever the items are situated and how stores mastermind it about the mass can be
put built on purchasers' purchasing exercises. For their quiet get to and touch, the
consequent visual promoting is dependable. A precise visual promoting can come about
on customer judgment to make a buy from to various.
key positions
insightfulness level and authority level appointments
consumer appearance
Booth displays
Store design
Buyer space
Store inland
Store beautifications
4. Constituents of visual merchandising
Merchandise the crucial point
Correct choice of shades is vital
Displays refrains to applicably support the merchandise
Presentations should match the dealers other approaches
Sanitation
Change the scenery in repeated intervals
26

Ultimately visual merchandising is division by that an enterprise boosts up their revenue

margin. So what visual merchandising? It is a conceivable or best method to attract buyer
to consumption of a product that a store offer. Here are the certain tips that benefit store
to victory in optical merchandising.
Whether:
One of the effective visual merchandising is by coming up with a subject that integrate with
the periods. So if it is presently winter or leave, then attempt to arise up with some leave and
multi-coloured theme for window display. If it is summertime than it should be such nice of
coast or interrelated with the summer.
Signs:
You can mark different emblems around the stores that aid to make consumers get into the
store to persistence of consumption.
Lighting:
Coming up with worthyigniting to the window display is identical essential for triumph of your
visual merchandising. The illuminationaids your products exhibited colour and season
judicious on your window. It is suggested that you give importance on those products that
consume good return margin.

Elements of visual merchandising:

Exterior appearance of the store:

The Tata Croma, Sadashiva nagar is having a good exterior design of the store, the exterior
presentation is in good manner to attract the consumers to increase the walk-ins. Indeed, even
in today's computerized world, a store's physical appearance mattersand it does as such
altogether, as per statistical surveying firm morpace's most recent Omnibus study.
27

The study demonstrates that purchasers from a supposition of a business taking into account
physical vicinity, which intensely impacts their choice regardless of whether to shop at an area.
Exterior sign:

In the Tata Croma exterior signage is used to attract the people visit the store, those are
holdings, boards etc.
The central motivation behind putting a property and different supports in outside signage in
light of the fact that to lure the clients to the store as much as possible. This signage belonging
are go about as a media in the middle of clients and partnership individuals, furthermore it
diminishes the work of the representatives. Signage are provoking a client by presentations and
offers of the item furthermore the groupings of items.
Window display:

28

Window presentation is the vital promoting system utilized as a part of retail organizations.
Window show implies the fascination of the clients into the store by showing the ads
delightfully, in an each retail location either side of the entryway is utilized for the showcase
of the item which pulls in the client into the store.
Window presentation is the artistic work of showing the store stock in the store window.
Window show is rising as new mantra in retail and is quick transforming from a dull,
uninteresting presentation of products in the store window to an element from promoting.
Retailers are perceiving the significance of window presentation as the main purpose of contact
between the store and the client and an opportunity to make the most basic early introduction
on the client.
Interior design and Display design:

Inside outline is imperative for the store to expand the visit of the client over and over to the
store. Inside showcase is an extremely head tic work since that inside ought to be alluring to
the clients and additionally that ought to tell about the item in clear way. The method for
presentation will build the quantity of procurement in the store.
Visions of visual merchandising:
1.
2.
3.
4.
5.
6.
7.
8.

Method to show
Procedure of words
Monthly wise shifting the displays
Code the prices of product
Be close to the entrance door
Exhibition what customer want
Proper conservation of a stock
Replacements of display

29

CHAPTER 4
DATA ANALYSIS AND
INTERPRETATION

Chapter 4
Data Analysis and Interpretation
4.1: Percentage analysis:
4.1.1 Gender:
Table No.4.1.1 Showing Gender of Respondents

Sl. No.

Options

No. of respondents

Percentage

Male

67

67%

Female

33

33%

Total

100

100%

Analysis:
The above table represents the number of people responded for visual merchandising. Out of
100 people 67 male and 33 female customers were visited the store.

Graph No. 4.1.1. Showing Gender of respondents

Gender of Respondents

33%
Male
Female

67%

Interpretation:
The above pie chart shows the number of male and female visitors to the store.
30

4.1.2 Age of respondents

Table No. 4.1.2. Showing Age of Respondents
Sl. No.
1
2
3
4
5

Age
Below 25
25-35
35-45
45-55
Above 55
Total

No. of respondents
25
27
21
18
9
100

Percentage
25%
27%
21%
18%
9%
100%

Analysis:
The above table shows the age group of the people visited the store. In 100 respondents 25
customers were below 25 years, 27 were in the range of 25-35, 21 in the range of 35-45, 18 in
the range of 45-55, 9 customers were above 55 years of age.

Graph No. 4.1.2. Showing Age of respondents

Age of respondents

9%
25%
18%

Below 25
25-35
35-45
45-55

21%

27%

Above 55

Interpretation:
The above pie chart represents the percentage distribution of the age group visited the store
31

4.1.3. Education of respondents:

Table No. 4.1.3 Showing education of the respondents
Sl. No.

Options

No. of respondents

Percentage

SSLC

0%

PUC

6%

DEGREE

50

50%

MASTER DEGREE

29

29%

OTHERS

15

15%

Total

100

100%

Analysis:
From the above table the education of the respondents who visited the store. In that all are
educated with overall 94% only 6% are uneducated customers.
Graph No. 4.1.3 Showing education of the respondents

EDUCATION OF RESPONDENTS
120
100
80
60

100

40

50

20
0

29
29%

0%
0

6
6%

50%

SSLC

PUC

DEGREE

MASTER
DEGREE

No. of respondents

15
15%

100%

OTHERS

Total
5

Percentage

Interpretation:
From the graph we are concluded that more number of educated peoples are visiting the
Sadashiva nagar store. The store is located in highly educated area and Croma customers are
instant buyers who do not waste their time more in shopping. Here more peoples are carrying
their own business.

32

4.1.4. Occupation:
Table No. 4.1.4. Showing Occupation of Respondents
Sl. No.

Occupation

No. of respondents

Percentage

Student

17

17%

Employee

33

33%

House wife

15

15%

Business

35

35%

Any other

0%

Total

100

100%

Analysis:
The above table represents the number of people visited, in that 35% of Business persons, next
comes the Employees whose percentage is of 33, 17% of students visit the stores, 15% of house
wife. All classes of society visits the store as it has a good remark and customer satisfaction.
Graph No. 4.1.4 Showing Occupation of Respondents
Occuapation of respondents

35
30
25
20
15
10
5
0
Student

Employee

House wife

Business

Any other

Interpretation:
The above graph gives the data about different category of people visiting the store. In that
mainly includes Business persons, Employees, house wife and students.
33

4.1.5. Income of Respondents:

Table No. 4.1.5. Showing income of respondents

Sl. No.

Income

No. of respondents

Percentage

5k -15k

7%

15k-25k

26

26%

25k-35k

9%

35k-45k

22

22%

45k and above

36

36%

Total

100

100%

Analysis:
The table represents the income range of the customers, 36% of visitors are financially sound
and have an income of above 45,000 per month. 22% in the range of 35000-45000, 9% in the
range of 25000-35000, 26% in the range of 15000-25000 and 5% in range of 5000-15000.
Graph No.4.1.5 Showing Income of respondents
Income of respondents
40
35
30
25
20
15
10
5
0
5k -15k

15k-25k

25k-35k

35k-45k

45k and above

Interpretation:
The above graph shows the income range of the customers visiting the store.
34

4.1.6. How often do you visit store?

Table No.4.1.6. Showing Number of visits of customers

Sl. No.

Options

No. of respondents

Percentage

Daily

13

13%

Weekly

14

14%

Once fortnight

17

17%

Monthly

56

56%

Total

100

100%

Analysis:
The table represents how often the customers visits the store, nearly 56% of customers visit
monthly and rest normally visit weekly, fortnight and few daily.
Graph No. 4.1.6 Showing number of visits of customers

Frequency of visit

Monthly

Once fortnight

Weekly

Daily

10

20

30

40

50

60

Interpretation:
The above graph shows how often they visit the store. Most of the people visit monthly, some
visit once in fortnight, and few visit weekly or daily.
35

4.1.7. On what basis customers visit this store?

Table No. 4.1.7. Showing basis of visits respondents
Sl. No.
1
2
3
4
5

Options
Attraction of store
Advertisement
Referrals by friends
Based on offers
Previous experience
Total

No. of respondents
23
18
25
31
8
100

Percentage
23%
18%
25%
31%
8%
100%

Analysis:
The above table gives the data of how the customers came to know about the store. 23% of the
people were attracted by the outlook of the store, 18% of the customers were attracted by
advertisement and 25% were referred by friends, 31% of customers visit on basis of offers and
8% on previous experience of the store.

Graph No. 4.1.7. Showing basis of visits respondents

Basis of visit

8%

22%

Attraction of store
Advertisement

29%

Referrals by friends

17%
24%

Based on offers
Previous experience

Interpretation:
The above chart show how the customers attracted to the stores. The main things which grab
the view of the customers were the outlook of the store, advertisement, referred by friends,
based on offers and previous experience.

36

4.1.8. Do you feel Effect of store display and layout affect your shopping?
Table No. 4.1.8. Showing Effected respondents
Sl. No.

Options

No. of respondents

Percentage

Yes

60

60%

No

20

20%

Once in a while

14

14%

Never

6%

Total

100

100%

Analysis:
The above table shows that more number of customers are attracted by the displays and
purchased the goods in the store. From the 100respondents 60% of the customers are done the
shopping on the basis of attraction of store, 20% of the customers are not attracted by displays,
14% of the customers agreed that displays have some influence on their shopping, 6%
customers never shop on the basis of store display.
Graph No. 4.1.8. Showing Effected respondents

Effect of store display and layout on shopping

No. of respondents

60
50
40
30
20
10
0
Yes

No

Once in a while

Never

Opinion of respondents

Interpretation:
The above graph gives the information on how customers get attracted by the store display and
tend to shop.
37

4.1.9. Would Creative window display attract you into store?

Table No. 4.1.9. Showing effect of creative window display respondents

Sl. No.

Options

No. of respondents

Percentage

Yes

77

77

No

23

23

Total

100

100

Analysis:
The above table shows that creative window displays will influence the customers to come into
the store of the purchasing. 77 respondents are attracted by the creative window display.

Graph No. 4.1.9. Showing effect of creative window display respondents

23%
Yes
No

77%

Interpretation:
The above graph represents the customers attracted by the creative window display.

38

4.1.10. What product would you prefer to buy from Store?

Table No. 4.1.10. Showing product preference respondents
Sl. No.
1

Options
Refrigerator

No. of respondents
17

Percentage
17%

2
3

TV's
Washing machine

14
8

14%
8%

4
5
6

Mobiles
Laptops
Others
Total

20
35
6
100

20%
35%
6%
100%

Analysis:
The above table represents the products that the customers buy from Croma store. 35% in the
total sales is of laptops, 20% is of Mobiles, 17% of Refrigerator, 14% TVs and others of 6%.
Graph No. 4.1.10. Showing product preference respondents

Product preference at Croma

No. of respondents

35

20
17
14
8

NO. OF RESPONDENTS
Refregirator

TV's

Washing machine

Mobiles

Laptops

Others

Interpretation:
The graph represents the total sales of the products in the Croma store, laptops leads the sales
in the store and next comes the mobile, TVs, Refrigerator and others.
39

4.1.11. Rate Tata Croma on the basis of VM?

Table No. 4.1.11. Showing rating for Tata Croma rating respondents
Sl. No.

Options

No. of respondents

Percentage

Excellent

15

15%

Good

40

40%

Average

22

22%

Bad

13

13%

Very bad

10

10%

Total

100

100%

Analysis:
The above table shows customers feedback on comparison of the TATA Croma with other
competitors like EZone, GIRIAS etc., and 15% of the customers says Excellent 40% of the
customer says well.

Graph No. 4.1.11. Showing rating for Tata Croma rating respondents

Tata Croma
45

NO. OF RESPONDENTS

40
35
30
25
20
15
10
5
0
Excellent

Good

Average

Bad

Very bad

RATING

Interference:
The above graph represents the Rating given by the customers on VM, Most of the respondents
are rated to Tata Croma that, it is good and average. Some of customers responded that it is
bad.

40

4.1.12. Rate Reliance digital on the basis of VM?

Table No. 4.1.12. Showing the rating for Reliance digital
Sl. No.

Options

No. of respondents

Percentage

Excellent

30

30%

Good

23

23%

Average

21

21%

Bad

16

16%

Very bad

10

10%

Total

100

100%

Analysis:
The above table shows the feedback about Reliance digital in comparison with Tata Croma.
30% of customers says Reliance is excellent, 23% says Good, 21% rates average, 16% Bad
and 10% as very Bad.

Graph No. 4.1.12. Showing the rating for Reliance digital

Reliance digital
35

No. of respondants

30
25
20
15
10
5
0
Excellent

Good

Average

Bad

Very bad

Rating

Interpretation:
The graph gives the information on the feedback by the customer comparing the Reliance
digital with Tata Croma.

41

4.1.13. Rate EZone on the basis of VM?

Table No. 4.1.13. Showing the rating for EZone

Sl. No.

Options

No. of respondents

Percentage

Excellent

10

10

Good

20

20

Average

30

30

Bad

24

24

Very bad

16

16

Total

100

100

Analysis:
Table explains the feedback of the customers comparing EZone with Tata Croma. Customers
rate Croma at high rate than EZone most of the customers says EZone is average compared to
Tata Croma.
Graph No. 4.1.3. Showing rating for Ezone

Ezone
30

No. of respomdents

25
20
15
10
5
0
EXCELLENT

GOOD

AVERAGE

BAD

VERY BAD

Rating

Interpretation:
The figure explains the rating of E zone compared to Tata Croma by the customers. E Zone has
a mixed results whereas most of the customers says it is average.
42

4.1.14. Rate GIRIAS on the basis of VM?

Table No. 4.1.14. Showing the rating for Girias
Sl. No.

Options

No. of respondents

Percentage

Excellent

12

12

Good

14

14

Average

10

10

Bad

26

26

Very bad

38

38

Total

100

100

Analysis:
The above table shows the feedback by the customers comparing Girias with Croma. By the
survey the Croma leads than Girias in the customers satisfaction

Graph No. 4.1.14. Showing rating for Girias

GIRIAS
40

No. of respondents

35
30
25
20
15
10
5
0
Excellent

Good

Average

Bad

Very bad

Rating

Interference:
The graph shops the feedback by the customers compared with Girias and Tata Croma. Croma
got a positive feedback and the customers rated Girias below average compared to Croma.

43

4.1.15. Rate Pai international on the basis of VM?

Table No. 4.1.15. Showing rating for Pai international
Sl. No.

Options

No. of respondents

Percentage

Excellent

34

34

Good

14

14

Average

30

30

Bad

12

12

Very bad

10

10

Total

100

100

Analysis:
The table gives the percentage of customer feedback on Pai international. 34% says it is
Excellent, 30% says its average and over all feedback is good compared to Croma.

Graph No. 4.1.15. Showing rating for pai international

Pai international
35

No. of respondents

30
25
20
15
10
5
0
Excellent

Good

Average

Bad

Very bad

Rating

Interference: The graph gives the information about how customers feel about Pai
international compared with Tata Croma. In the review Pai international gets the good
feedback.
44

4.1.16. Do you feel displays increase your interest in products?

Table No. 4.1.16. Showing product purchase respondents
Sl. No.

Options

No. of respondents

Percentage

Strongly agreed

21

21

Agreed

62

62

Disagreed

11

11

Strongly disagreed

Total

100

100

Analysis:
The above table gives information about how the displays attract the customer to the store.
Nearly 62% of customers agree that the displays attracted and got interest shopping with
Croma, 21% of people strongly agree that the displays in the store attract the customers.

Graph No. 4.1.16. Showing product purchase respondents

Motivation to product purchase by display

70
60

62

50
40
30
20

21

10

11

0
No. of respondents
Strongly agreed

Agreed

Disagreed

Strongly disagreed

Interpretation:
The graph shows the percentage of the customers who are satisfied with the display and who
are not satisfied.

45

4.1.17. What products you buy impulsively from Croma store?

Table No. 4.1.17. Showing impulsive purchase respondents

Sl. No.

Options

No. of respondents

Percentage

Head phones or Ear phones

36

36

Storage devices

30

30

Connectors/Cables

20

20

Others

14

14

Total

100

100

Analysis:
The table shows the percentage of items which the customers purchase when they visit the
Croma store. 36% of the customers buy head phones or ear phones, 30% buys storage devices
like hard disc and pen drive etc., 20% of connecting cables and 14% buy other gadgets.
Graph No. 4.1.17. Showing impulsive purchase respondents

Unplanned purchase at Croma

40

No. of respondents

35
30
25
20
15
10
5
0
Head phones or Ear
phones

Storage devices

Connectors/Cables

Others

Products

Interpretation:
The graph gives the figure of the items which the customers buy when they come for unplanned
shopping in Croma.

46

4.1.18. How do you rate Croma on the basis of Store design and display?

Table No. 4.1.18. Showing impact of store display respondents

Sl. No.

Options

No. of respondents

Percentage

Excellent

23

23

Good

53

53

Average

20

20

Poor

Total

100

100

Analysis:
The table explains the feedback of the customers visited Croma. Nearly 53% of the visitors had
accepted the display system and store design is good and 23% says its excellent, 20% says its
average and 4% says display system is poor. Overall the design and display system of Croma
is satisfactory.
Graph No. 4.1.18. Showing impact of store display respondents

Store display and Layout

60

No. of respondents

50
40
30

53

20
10

23

20
4

0
Excellent

Good

Average

Poor

Interpretation:
The graph gives information about the rating of Croma based on the store design and display.
Croma got a nice feedback for its displays and design of the store and the customers were
attracted by the display of the store.
47

4.1.19. How important is the ambience while purchasing in the store?

Table No. 4.1.19. Showing Ambience of store respondents

Sl. No.

Options

No. of respondents

Percentage

Very important

27

27

Important

50

50

Not important

19

19

Not at all important

Total

100

100

Analysis:
Table refers to how important is the ambience while purchasing in store. Many customers
visited the stores express that ambience is importance.

Graph No. 4.1.19. Showing ambience of store respondents

No. of respondents

Ambience of store

50
40
30
20
10
0
VERY IMPORTANT

IMPORTANT

NOT IMPORTANT

NOT AT ALL
IMPORTANT

Interpretation:
The customers says the ambience is very much importance and must needed and most of the
customers says it is important.

48

4.1.20. Store display and layout help you to find the products in the store?
Table No. 4.1.20. Showing finding the products by display respondents
Sl. No.

Options

No. of respondents

Percentage

Strongly agreed

36

36

Agreed

32

32

Neutral

26

26

Disagreed

Strongly Disagreed

Total

100

100

Analysis:
The table explains the how the display system helps the customers to find the products they
needed. Nearly 36% of the customers strongly agreed, 32% says its agreeable and rest says as
neutral and few disagree with it. Finally display systems gives guidance to the customers to
finds their products.

Graph No. 4.1.20. Showing finding the product by display respondents

Display help to find products

36

No. of respondents

32
26

1
Strongly agreed

Agreed

Neutral

Disagreed

5
Strongly Disagreed

Interpretation:
The feedback of the customers about the display system to find the products is given above.
The display system in the stores will help the customers to find the products necessary.
49

4.1.21. Visual merchandising will influence and tempt to buy product which you never
thought to buy?
Table No. 4.1.21. Showing motivation by display respondents
Sl. No.

Options

No. of respondents

Percentage

Strongly agreed

18

18

Agreed

39

39

Neutral

27

27

Disagreed

Strongly Disagreed

10

10

Total

100

100

Analysis:
The table shows the feedback of the customers that how visual merchandising tempts the
customers to buy the products, 39% of the customers were attracted by the display of the
products and 18% strongly agree, 27% are neutral and 16% nearly disagree.

Graph No. 4.1.21. Showing motivation by display respondents

No. of respondents

VM Tempt you to buy the products

39
27
18
Strongly agreed

Agreed

Neutral

6
Disagreed

10
Strongly Disagreed

Interpretation:
The graph gives information about how visual merchandising tempt the customers to buy the
products.
50

4.1.22. VM influence to purchase more number of products?

Table No. 4.1.22. Showing Number of purchase respondents
Sl. No.

Options

No. of respondents

Percentage

Strongly agreed

25

25

Agreed

25

25

Neutral

38

38

Disagreed

Strongly Disagreed

Total

100

100

Analysis:
The table gives a values of customers who tends to visit the store repetitively by the influence
of visual merchandising

Graph No. 4.1.22. Showing number of purchase respondents

Vm influence on number of purchase

Axis Title

38

25

25

NO. OF RESPONDENTS
Axis Title
Strongly agreed

Agreed

Neutral

Disagreed

Strongly Disagreed

Interpretation:
From the above graph the percentage of the customers who gives the feedback on how often
they visit to store by the influence of displays. Nearly half of the respondents says they agree
that the display system makes them to visit the store again most gives the neutral answer and
few are disagree with it.

51

4.1.23. Attracted by the store layout and design?

Table No. 4.1.23. Showing attracted respondents
Sl. No.

Options

No. of respondents

Percentage

Highly satisfied

38

38

Satisfied

30

30

Neutral

12

12

Dis satisfied

14

14

Highly dissatisfied

Total

100

100

Analysis:
The table gives information about the customer stratification towards the attraction of store
display and layout.
Graph No. 4.1.23. Showing attracted respondents

Attraction of store display and layout

40

No. of respondents

35
30
25
20
15
10
5
0
Highly satisfied

Satisfied

Neutral

Dis satisfied

Highly dissatisfied

Interpretation:
The graph explains how the display systems attracts the customers towards the store. Most of
the customers says they are highly attracted, Most of the customers says they are satisfied,
some are neutral and rest disagree with it.

52

4.1.24. Which one will you suggest to store to improve in future?

Table No. 4.1.24. Showing suggestions by the respondents
Sl. No.

Options

No. of respondents

Percentage

Store layout and out look

33

33

Graphics and color used

12

12

Product display

18

18

Lighting and sign boards

20

20

Fragrance and Music

17

17

Total

100

100

Analysis:
The table gives the information about the suggestions given by the customers which has to be
changed or improved in the store.
Graph No. 1.4.24. Showing suggestions by the respondents

Suggestions to improve
35

No. of respondents

30
25
20
15
10
5
0
Store layout Graphics and
and out look colour used

Product
display

Lighting and Fragrance and

sign boards
Music

Suggestions

Interpretation:
The graph shows what all changes to be done in the store for better improvement. The
customers suggests few of the important things which has to be changes they are store layout
and outlook, graphics and colour used, product display, lighting and sign boards
53

Chi-Square Test:
Hypothesis:
NULL HYPOTHESIS (Ho):There is no significant relationship between the Education of the respondents and income of
the respondents
ALTERNATIVE HYPOTHESIS (Ha):There is a significant relationship between the education of the respondents and income of the
respondents.
4.1.25. Showing the Chi-square result of two variables
Education * Income Cross tabulation
Count
Income

Education

PUC

5k to 15k
0

15k to
25k
1

25k to
35k
0

35k to
45k
1

45k and
Above
4

Total
6

Degree

11

10

23

51

Master
degree

28

Others

15

26

20

38

100

Total

Chi-Square Tests

Pearson Chi-Square

Value
13.542a

Df
12

Asymp. Sig. (2sided)

.331

Likelihood Ratio

14.651

12

.261

Linear-by-Linear
Association

2.777

.096

N of Valid Cases

100

Inference:
From the above table, it clear that relationship between the income of the customer and
education of the customer with the significance of 0.331 which greater than the tabulated value
at 5% significance level. Hence, null hypothesis is accepted and alternative hypothesis is
rejected.
54

Correlation:
Hypothesis:
NULL HYPOTHESIS (Ho):There is no significant relationship between the basis of visit and impact of design and layout
on shopping experience.
ALTERNATIVE HYPOTHESIS (Ha):There is a significant relationship between the basis of visit and impact of design and layout
on shopping experience.
4.1.26. Showing the correlation result of two variables
Basis of visit * Impact of design and layout on shopping Cross tabulation
Count
Impact of design and layout on shopping
Once in a
Yes
No
while
Never
Basis of visit
On the basis of
14
7
2
0
attraction of store
On the basis of
11
2
3
1
advertisement
On the basis of
16
4
2
0
referrals given by
friends
Based on offers
14
3
7
5
On the basis of
4
3
1
1
previous experience
Total
59
19
15
7

Total
23
17
22

29
9
100

Symmetric Measures

Interval by Pearson's R
Interval
Ordinal by Spearman
Ordinal
Correlation
No. of Valid Cases

Value
.207

Asymp.
Std.
Errora
.089

Approx.
Tb
2.100

Approx. Sig.
.038c

.180

.097

1.814

.073c

100

Inference:
From the above table, it is clear that relationship between the basis of visit and impact of design
and layout with the significance of 0.38 which is lesser than the tabulated value. Hence
alternative hypothesis is accepted.
55

CHAPTER 5
Summary of Findings, Conclusion and Suggestions
5.1: Findings:
From the data analysis of the results and based on the study objectives the Findings are as
follows:
28% of students and young people and 25% of middle age people are more attracted to
the Croma store, so the young generation attracted to the Croma.
60% of the Croma customer are well educated people who look for the brand and
quality of the product and service.
65% of the Croma customers are business mans and employees, who made the more
visit to the store while doing the survey.
36% of the customers are taking the good salary and they are with the 45k and above,
this shows how Croma brand in the minds of the consumer.
40% of the customer are attracted by the display and advertisement, so visual
merchandising helps in attraction of customer to the store.
60% of the customer are visited the store on the basis of window display and store
design.
77% of the respondents are attracted by the creative window displays.
55% of the respondents rated the Croma is good in store display, and they are lag in
outer displays, compare to other retailers Croma is average in terms of visual
merchandising.
78% of the customers are agreed that ambience of the store is important for the
customers to buy the product.
86% of the responded that good visual merchandising helps them to find the products
easily in the store.
More number of customer are agreed that visual merchandising tempt to buy the
product which they dont wanted to buy.

56

5.2. Conclusion:
The Internship was conceded out on the topic of a study on Visual merchandising
and comparative analysis of visual merchandising in consumer durable products
with reference to Croma retail. The data was collected for primary data through
questionnaire. It was abundant experience I had while having interaction with the
consumers. There was a better support from the customers while having asking the
question about Croma and consumer durable industry. Regarding organised retail
industry there is a positive opinion about Tata Croma services.
There is a huge competition in this retail field in which visual merchandising is
more importance to attract the customers into the store.
Now days Tata Croma is doing good job in attracting the customers through visual
merchandising, compare to other electronic retailer Croma is in the average level.
If more promotion and advertising is done Tata Croma can overcome from the
major hurdles of the competitors.

57

5.3. Suggestions:
According to me the Tata Croma has to improve the store layout and outlook of the
store.
Croma has to improve in doing the advertisements and putting bill boards on the road
side will improve in visual merchandising that will attracts the consumers to the store.
Croma has to improve in good service to the customers.
Comparing with other retailer, the Croma should improve in doing the visual
merchandising to reach the consumer about the ongoing offer.
The more number of respondents suggest that Croma should improve the store layout,
lightings and fragrance of the store.
Croma has to involve in media advertisement to reach the several people to get the more
profit.

58

BIBILOGRAPHY:
Books:
RESEARCH METHODOLOGY
By C.R. Kothari, 2nd edition, New Age International Research
methodology.
MARKETING MANAGEMENT
By Philip Kotler, 11th edition, Pearson Education publication.

Websites:
www.Cromaretail.com
www.indiainbusiness.nic.in
www.reseachzoneindia.com
www.Ecommerce.com

ANNEXURE:

Questionnaire:
Store Name: Croma
1. Name:
2. Gender:
Male
3. Age:
Below 20

Store location: Sadashiva nagar

Female

23 to 35

35 to 45

45 to 55

Above 55

4. Education:
SSLC
PUC
DEGREE
Master degree
Other
5. Occupation:
Student
Business

Employee
Any other

House wife

6. Income Range:
5k to 15k
0
35k to 45k

15k to 25k
45k and above

25k to 35k

7. How often do you visit to TATA Croma Store?

Daily
Weekly
Once fortnight
monthly
8. What basis you visit to the store?
a) On the basis of attraction of store
b) On the basis of advertisement
c) On the basis of referrals given by friends
d) Based on the offers
e) On the basis of previous experience
9. Do you feel the design and layout of a store affect your overall shopping experience?
Yes
No

Once in a while

Never

10. Would creative window displays attract you in to a store?

Yes
No

11. What product would you prefer to buy from Tata Croma?
Refrigerators
TVs
Mobiles

Laptops

Washing machine
Others

12. Compare to other electronics retail store, Rate them on which is good in Visual
merchandising? (Rank from 1-5) 5 being the high and 1 being the low?
TATA Croma
Reliance digital
E Zone
GIRIAS
Pai international

13. Do you feel displays increase your interest in products?

Strongly agreed
Agreed
Dis agreed
strongly disagreed
14. What products you buy impulsively (unplanned purchase) at Tata Croma?
Head phones or Ear phones

Storage devices

Connectors/Cables

Others.

15. How do you rate Tata Croma on the basis of store design and display?
Excellent
Good
Average
Poor
16. How important is the ambience while purchasing in store?
Very important
Important
Not important
Not at all important

Sl. Contents
No.
17.

18.

19.

20.

Strongly Agreed Neutral Disagreed

agreed

Store display and layout help

you to find the products in
the store.
Visual merchandising will
influence and tempt to buy
the product which you never
thought to buy
Visual merchandising
influence to purchase more
number of products
Attracted by the store layout
and design.

21. Which one you will suggest to Tata Croma to improve in future?
a) Store layout and out look
b) Graphics and colors used
c) Product display
d) Lighting & Sign boards
e) Fragrance & Music

Strongly
Disagreed