Chapter 5: RESEARCH METHODOLOGY

5.1 - RESEARCH PROBLEM

Influence of Visual merchandising on retail sector is underestimated

Kerfoot , Davis and ward (2003) found that visual merchandising is main element of store
choice behavior. Many researchers had made claims of how advertising and promotion is the
most important aspect of increasing sales. Other has proved how retail business depends upon
location of retail outlet and service level. Some researcher like Hartline (2000) has given
importance to frontline service employees in increasing sales. Ugur Yavas (2001) found that

many a times the purchase decision depends on distance travel time and size of an outlet. Yet
another researchers had stress on car parking spaces, nearness of retail outlet, discounts etc.

Many researchers had only given importance to only one element of VM that is window
display in their research. But as we see that most of the retailers had understood the influence
of VM on their business are now focusing on this area and are trying to use different
strategies covering many elements of Visual Merchandising.

Hence the problem centered in this study is to find out how Visual Merchandising plays a
pivotal role in retail business and helps to simplify the buying process of the consumers. The
interior design within store can maintain customers to lower its psychological defenses and
make purchasing decisions; therefore researcher have recognized that point of Visual
Merchandising in retailing makes a significant effect on consumer buying decision.

Many researcher and Visual merchandising had showed their interest in writing and talking
about the category of apparels, jewelry, electronics etc. The category of cosmetics and
perfumes is such an important category where hardly any research work in done on it. A
cosmetic and perfume counter today takes up the responsibility to beautify the mall and the
store ambience. A customer who enters the mall or a departmental store the category of
cosmetic and perfume is found welcoming them with their spark of visual merchandising.
Therefore the researcher had selected this category for research.

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5.2- The objectives of study :

1. To analyze various concepts and techniques of visual merchandising.

2. To evaluate the role of visual merchandising and displays in enhancing store

atmospherics and customer shopping

3. To study the impact of visual merchandising and displays in the customer buying
patterns.

4. To explain the relationship between visual merchandising and store image.

5. To investigate the cost factor associated with visual merchandising.

6. To examine ethical responsibility of visual merchandise in retail.

5.3 - Scope of study:

The Study involves two points of view

a) Visual Merchandisers perspective

b) Consumers perspective

a) Visual Merchandisers: The study focuses on the role of visual merchandisers and their
various techniques of visual merchandising. (Successful store displays do not depend on the
amount of money spent on creating them, what counts is the level of creativity of the visual
merchandiser) The scope of the study is limited to Fashion retailing (cosmetics and perfumes)
and had worked on the following:

Elements of Visual Merchandising

Sensory retailing

Atmospherics in Visual merchandising

Space management and VM

Window Display and its importance

Display of colors

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 Use of music

lights

Fixtures etc.

VM and customer loyalty towards a store

Importance of VM in growing organized retail

Social and ethical responsibility of visual merchandiser.

View of retailers and dealers related to visual merchandising

b) Consumers perspective: The impacts of visual merchandising can only be judged on the
basis of consumers perspective. The success of Visual Merchandising can be judged by
consumer satisfaction, customers attention, a feeling of sense of belonging in the store,
customer movement etc.
It is well said the Value for time is just as important as value for money, people simply
have too little time, which naturally impacts the way they shop and ultimately the need for
effective visual merchandising is felt.

5.4 -STATEMENTS of HYPOTHESIS:

1. Visual merchandising plays a pivotal role in the retail business.

2. Systematic visual merchandise simplifies buying process of the

customers.

5.5 - TYPE OF RESEARCH:

The type of this research is empirical and analytical. It is based on the researcher's
observations and assumptions.

5.6 - RESEARCH DESIGN:

Survey method (quantitative research method) was considered most appropriate for this
research. Survey was conducted using questionnaires and personal interview (schedule)
method.

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5.7 Tools of Data Collection

The research was carried out using Primary and Secondary data.

Secondary Data: Data was collected from the following;

News papers
Magazines
Journals using services like( Proquest and Abscohost)
Internet sites ( Google, Proquest and Abscohost services)
Books (Library, VMRD books section etc.)
Primary data: Data was collected directly from respondents through a survey
(Questionnaire) i.e. designed for this research along with a personal interview wherever
possible.

5.8 Instrument for Data collection.-

Questionnaire Design

For each group a separate questionnaire was designed.

Retailers: The reason for survey was explained briefly, they were asked to answer 7
demographic questions to gather information about name of the respondent, designation,
category, Name of the retail firm working for, years of experience, gender and Qualification.
14 multiple choice questions (Related to visual Merchandising), and 3 Open ended questions
(Taking their views related to this field) and 13 Close ended questions (yes or no type of
question). Interviews of the same were taken if the retailers gave extra time.

Dealers: The reason for survey was explained briefly. They were asked to answer 6
demographic questions to gather information about name of the respondent, designation,
Name of the Company/Brand working for, Product dealing in, gender and Qualification.1
Turnover informative question, 14 multiple choice question (Related to Visual
Merchandising) and 1 open ended question taking their views, and 16 Close ended questions
(Yes or No type). Interviews of the same were taken wherever possible.

Visual Merchandisers: The reason for survey was explained briefly. They were asked 9
demographic and informative questions to gather information about name of the respondent,

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designation, category, Name of the Company/Brand working for, years of experience,
gender, Marital status, Annual Income and Qualification. 16 multiple choice questions and 3
open ended questions. Interviews were taken were ever possible.

Consumers: The reason for survey was explained briefly. They were asked 6 demographic
and informative questions to gather information about name of the respondent, Gender,
Occupation, Marital status, Qualification, gender and Income. 30 Close ended questions were
asked.

5.9 UNIVERSE AND SAMPLE:

The Universe of the research is the consumers of the city of Mumbai and Retailers, Dealers
and Visual merchandisers working for retail outlets across Mumbai city. As Mumbai which is
a fashion hub is a place full of shopping malls and arcades and the category selected by the
researcher for study is Cosmetics and Perfumes which is related to fashion retail. It is also a
place where all strata of people are present the researcher felt that it can be the best place to
work for visual merchandising.

Sample: To get a complete 360 degree view of the concept of Visual Merchandising
samples were selected from each of the following different groups.

Consumers (2500 respondents)

Visual Merchandisers (50 respondents)
Retailers (25 respondents)
Dealers (25 respondents )

5.10- SAMPLE DESCRIPTION:- Consumers (sample size -2500

respondents)

Consumers in other word the general public who generally are the buyers of the products and
services sold by the retailers. Due to disposal income, changing lifestyle and prevailing mall
culture almost every person today makes a buying decision and hence a stratified random
sample of 2500 respondents was selected across the city of Mumbai.

The population for this study is defined as all adult educated consumers from the age group
of 16 35 and above as it was necessary to have the education criteria because there are
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certain questions that require minimum understanding regarding Visual Merchandising,
therefore the sample consists of Under-graduate (HSC), Graduates, Post graduates and
professionals. In the Income group three economic strata dealing with individual monthly
income were taken the first was (10,000-25,000 middle middle class) the second is (26,000 -
50,000 upper middle class) the third is (51,000 and above upper class) There were questions
that were meant for respondent with minimum spending capacity therefore middle and higher
income bracket consumers were chosen at the same time the category of young consumers
dependent of parents income was also taken as todays teenagers who depend on parents
Income are also the major decision makers where purchase is concern.

The sample was of respondent from age group (16-20-teenagers), (21-35- young) and (36 and
above Middle and old).

Qualification Percentage Income Percentage

Undergraduate 45.9 10,000-25000 44.4
Graduate 34.6 26,000-50,000 21.9
Post graduate 15.5 51000 and above 6.4
Professional 4.0 Dependent 27.3
Total 100 Total 100

Age Percentage Gender Percentage

16-20 34.6
21-35 34.8 Male 39.0
36 and above 30.6 Female 61.0
Total 100 Total 100
The reason for keeping approximately 60 percent of female respondent was as the category
under research is cosmetics and perfumes female respondent are the major target market for
this category.

5.11 - TYPE OF SAMPLING METHOD - Consumers:

A simple random sampling method was used. In using this method each element in the
population has a known and equal probability of being the sample actually selected. The
selection of the sample is free from personal bias because the investigator does not exercise
any discretion or preference in the choice of items. For the consumers the self completed
individual questionnaire method was selected where the questionnaire was personally handed
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over and collected after completion. This method helped the respondents to clarify the doubts
with the researcher.

The respondents were randomly selected and asked to fill the questionnaire on request. The
respondent who gave willingness to participate typically gave better response. The
respondent who did not fill the form correctly and completely their forms were rejected. The
researcher took all the care that no respondent were repeated. (Sample size -2500
respondents)

The data was collected over a period of one year from March 2011 to March 2012.

The researcher had selected most of the malls of Mumbai to reach out to the respondents.
Malls selected were as follows

In-Orbit mall Malad(w) and New Mumbai vashi

Infinity mall - Andheri(w) and malad(w)
R-Mall
Hypercity Malad (w)
Globus- Bandra(w)
Hub-Goregoan (E)
Oberoi Goregoan (E)
Pheonix
Mega Mall Andheri (w)
Evershine Mall -malad(W)
Center One- Vashi
Atria- Worli
Nirmal Lifestyle Mulund
R mall - Mulund
R city Ghatkopar
SOBO - Hajiali
The researcher had taken permission of certain retail outlets like:

Shoppers stop Andheri, malad,Bandra, Vashi

Life style Goregaon, Lowerparel, Ghatkopar and Malad
Pantaloons Lowerparel,

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 Globus - Bandra
Crossword Malad,Bandra
Croma Malad, goregaon, Lowerparel
Reliance trend - Bandra
Landmark Andheri and Lowerparel
Parcos (standalone perfume store)
LOreal. Lakme and Makeover (Standalone stores)

5.12 - Sample description Visual Merchandiser / Retailer / Dealer.

Retailers and Dealers are the one who hire a visual merchandiser. They are the one who
understands the importance of visual merchandising and take up the services of a visual
merchandiser by employing them in their company or by raking up the services of a retail
design firm. The sample size for this section is as follows.

Retailers 25 respondents Retailers of Mumbai

Dealers 25 respondents Dealers of Mumbai specially cosmetics and
perfumes
Visual Merchandisers 50 respondents Visual Merchandisers employed by Various
companies, Dealers, malls, and also working for
retail design firms.

5.13 -TYPE OF SAMPLING METHOD -Visual Merchandiser / Retailer / Dealer:

Purposive judgment sampling technique was selected while dealing with Visual
Merchandising, Retailers and Dealers. (Purposive judgment technique means a deliberate
sampling where a deliberate selection of particular unit of universe is done who represent a
universe and the researchers judgment is used for selecting items which he considers as
representative of the population)
Executives in spite of their busy schedule gave time to answer questions asked by the
researcher but few respondents after meeting the researcher asked to email the questionnaire
to them. The individually emailed questionnaire also gave better response as only the willing
respondents replied the email. Some respondents wrote back or called for clarification of their
doubts. Some respondents who were frequently travelling in India or abroad meet the

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researcher and completed the questionnaire as per their convenience and sent them back to
the researcher by email or post.
5.14 -Details of the top executives - Respondents
5.14.1 -List of Respondent - Visual merchandisers
Sr.no Name
1 Anuraag Singhal
2 Surender Gnanaolivu
3 Ekta Kamran
4 Sheetal Kapoor
5 Antony Parham
6 Ankur Padia
7 Anjana Chakraborty
8 Solomon Lewis
9 Nagaraja.R
10 Nisha Nihalani
11 Bemben Kongkham
12 Hetal Parkeria
13 Astha Sinha
14 Prajacta Hajare
15 Shradha Kurup
16 Monika Batra
17 R. Maheshwari
18 Nidhi Kukreja
Designation Company/Brand
Head VM, SP and Projects FUTURE AXIOM TELECOM
LTD.
VP-Store Development MAHINDRA RETAIL
Category Manager VM SHOPPERS STOP
Manager VM LIFESTYLE INTERNATIONAL
PVT.LTD.
Creative Director FITCH
Asst. Manager & VM ADITYA BIRLA RETAIL LTD.
Manager & VM PANTALOON RETAIL (INDIA)
LTD. THE FUTURE GROUP.
Visual Merchandiser INTERCRAFT TRADING PVT.
LTD.
FOUR DIMENSIONS RETAIL
DESIGN INDIA LTD.
Director-Design BANGALORE.
Store Visual Merchandiser GLOBUS STORES
Area Visual Merchandiser SHOPPERS STOP
TEXPERTS INDIA PVT. Ltd.
Asst.Marketing Manager (SOLEMIO AND FITZ)
Category Visual
Merchandiser SHOPPERS STOP
HYPERCITY RETAIL (INDIA)
Deputy Manager VM LTD.
Sr. Manager /VM ADITYA BIRLA RETAIL LTD.
INTERCRAFT TRADING PVT.
Promotion (Pan India.) LTD.
TEXPERTS INDIA PVT. Ltd.
C.E.O. AND VM (SOLEMIO AND FITZ)
Area Visual Merchandiser SHOPPERS STOP
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19 Dhruti Trivedi HYPERCITY RETAIL (INDIA)
Sr. Visual Merchandiser LTD.
20 Daniel Juric LIGANOVA INDIA
Design Manager BRANDRETAIL PVT. LTD.
21 Jitenra. M. Bagade INTERCRAFT TRADING PVT.
VM assistance LTD.
22 Soma Bhattacharya Area Visual Merchandiser SHOPPERS STOP
23 Jim Lucas
Professor DRAFTFCB
24 Anthony Rodrigues INTERCRAFT TRADING PVT.
Head of Merchandising LTD.
25 Shashi.M. Poojary Deputy Manager VM ADITYA BIRLA RETAIL LTD.
26 Shailesh Prabhu Area Visual Merchandiser SHOPPERS STOP
27 Siddhant Sahu Visual Merchandising LIGANOVA INDIA
Director BRANDRETAIL PVT. LTD.
28 Arden J. Dsouza Head Visual Merchandiser SHOPPERS STOP
29 Yatish Pandey TEXPERTS INDIA PVT. Ltd.
Director and VM (SOLEMIO AND FITZ)
30 Oliver Quadres DESIGNOCRAFT INDIA PVT.
Director / VM LTD.
31 Nisha Abdulla Senior Associate ,Head of
Design Team INSIGHT INSTORE
32 Mansie Verma Assistant Design Director FITCH
33 P.V.Ram Head Merchandiser SARA SUOLE/RUOSH
34 Varun Babji PANTALOON RETAIL (INDIA)
Sr. Executive/VM LTD. THE FUTURE GROUP.
35 Vishuraj Sr. Executive/VM PRIL. THE FUTURE GROUP.
36 Mohammed Faiz INTERCRAFT TRADING PVT.
Beauty Consultant/VM LTD.
37 Suman Chaudhary Asst. Manager-
Merchandising REVLON
38 Avinash Kumar
Asst. Manager (VM) REVLON
39 Nita Kumak LIFESTYLE INTERNATIONAL
Store Visual Merchandiser PVT.LTD.
40 Nilesh Shejwal Visual Merchandiser LIFESTYLE INTERNATIONAL

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 PVT.LTD.
41 Santosh Kumar Visual Merchandiser- LIFESTYLE INTERNATIONAL
Marketing PVT.LTD.
42 Ruchi Moorjani Visual Merchandiser-
Marketing manager RUOSH
43 Junesh Ameerudeen Retail Design & Visual
Merchandising Manager L'OREAL INDIA
44 Dronacharya Dutta Visual Merchandiser HUL - LAKME
Marketing
45 Mohammed Azim Sr. Visual merchandiser ASMI
46 Rasmi satam Asst. Manager & VM GITANJALI LIFESTYLE LTD.
47 Ajay Nihalani President /VM GITANJALI LIFESTYLE LTD.
48 Shagun Hinduja Manager-Retail Planning GITANJALI Dddmas
49 Mona Patel Graphic Designer GILI
50 Ms. Flora Mrtk. Executive & VM GILI

5.14.2 -List of Respondent Retailers

Sr.no. Name Designation Company/Brand
1 Managing Director and
Govind Shrikhande Customer Care Associate SHOPPERS STOP LTD.
2 HYPERCITY RETAIL
Pallavi Aggarwal Store Manager (INDIA)LTD.
3 Sumit Sahay Head Marketing INFINITY RETAIL LIMITED
4 Manmeet Singh PRIORITY MARKETING
Bhasin Business Head PVT. LTD.
5 Chairman and Managing
Yatish Pandey Director TEXPERTS INDIA PVT.LTD.
6 Gopal Asthana Business Head SHOPPERS STOP LTD.
7 General Manager- HYPERCITY RETAIL
Kumar Saurabh Operations (INDIA)LTD.
8 Prashanth Associate Vice President LIFESTYLE INT.PVT.LTD.
9 Md. Fahd Mehdi General Manager JUST LIFE STYLE PVT. LTD.
10 Sunil .R Sales Manager RUOSH (SAHARA Int.)
11 Chief operating officer
Nimish .Shah (COO) LIFESTYLE INT.PVT.LTD.

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 12 Arun Kr. Shukla Store Manager RUOSH (SAHARA Int.)
13 PRIORITY MARKETING
Manisha .Sanghani Director PVT. LTD.
14 PANTALOON RETAIL
Jamal Khan Deputy Manager (India)LTD.
15 Head-Key Accounts and FRUIT OF THE LOOM INDIA
Abhishek Mitra Retail PVT. LTD.
16 PANTALOON RETAIL
Vinod kumar viyayan Manager (India)LTD.
17 Sr. Manager - Key ASMI JEWELLERY INDIA
Manjeet .T. Accounts LTD.
18 Sr. Manager-Visual
Tino Gonsalves Merchandiser GITANJALI LIFESTYLE LTD.
19 Shagun Hinduja Manager -Retail Planning DDAMAS
20 Ajay Nihalani President GITANJALI LIFESTYLE LTD.
21 PANTALOON RETAIL
Anurag Gawde Category Manager (India)LTD.
22 Flora .A Marketing Executive GILI INDIA LTD.
23 Mr. Mohit vasoya CEO MOHIT INTERACTIVE
24 Vijay Varmaa Retail Head SAMARTH LIFESTYLE
25 Sham Kamat Regional controller SHOPPERS STOP LTD.

5.14.3 - List of Respondent Dealers

Sr.no Name Designation Company/Brand
1 Anthony Rodrigues
Business Head- comfort BACCAROSE-PERFUMES AND
zone BEAUTY PRODUCTS PVT.LTD.
2 INTERCRAFT TRADING PVT.
Mohammed. M. Patel Asst. Sales LTD. /P&G PRESTIGE.
3 BCPL (BEAUTY CONCEPTS
Hemal Juthani Sr. Brand Manager PVT. LTD)
4 BCPL (BEAUTY CONCEPTS
Imran Khatkhatay Head western region PVT. LTD)
5 Tina Dagai Ass. Sales plus Marketing MISAKI
6 Sales and Marketing BACCAROSE-PERFUMES AND
Shaheen Shaikh Manager BEAUTY PRODUCTS PVT.LTD.

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 Brand - Eligabeth Arden
7 INTERCRAFT TRADING PVT.
LTD. Vitality's Cosmetics and
Mohammed Rahid Marketing Manager Haircare
8 INTERCRAFT TRADING
PVT.LTD. BRAND- MOLTON
Ms. Prabina Lama Brand Merchandiser BROWN.
9 Sejal Goyal Management Trainee REVLON
10 Udayan Chauhan Dr. Manager Key Accounts REVLON
11 Dy. National Franchise
Swati verma Manager. MODI REVLON
12 Sagar Chatterjee Marketing Executive DEBORAH MILANO INDIA PVT.
LTD.
13 BIPL (BEAUTY IMPEX
Rizwan Khan Regional Sales Manager PVT.LTD.)
14 DEBORAH MILANO INDIA PVT.
Neeraj Kandpal Regional Sales Manager LTD.
15 DEBORAH MILANO INDIA PVT.
Atul.V.Mittal Vice President Marketing LTD.
16 SHOPPERTS STOP LTD. - MAC -
Kavita Thankore Brand Operational Manager ESTEEN LAUNDEY DIVISION
17 Aarti Creado Brand Manager TARZ
18 Kiran Singh Brand Manage L'OREAL INDIA LAMCOME
19 Junesh Ameerudeen Brand Head L'OREAL INDIA
20 Judith .J Brand Manager TARZ
21 Asst. Manager-
Gurpreet Singh Merchandising REVLON
22 Asst. Manager-
Avinash Kumar Merchandising REVLON
23 Varsha Dalal Director CHAMBOR
24 Rohan Kolian Brand Manager LAKME
25 Benny Brand Manager MKP

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5.15- Problems faced:

Many consumers refused to respond and many were unaware about the concept for which
the researcher had to explain the concept to all those who needed explanation. Many
consumer respondents who had basically come for shopping did not wanted to give time for
questionnaire filling job. So the researcher has to keep searching and approaching the
consumers who were interested. The researcher faced many problems while taking the
permission of different malls, Departmental stores and retail outlets for conducting the survey
work and clicking the photographs. The top executives and the Visual Merchandisers had to
be contacted several times to get their appointment for interview. The researcher also faced
problems related to the acceptability of the questionnaire by the top executives. It was
difficult to convince them that that the survey was for academic purpose and would not be
discussed in any other forum.

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