ANALYTICAL STUDY OF ORGANISED RETAIL

OUTLET WITH REFRENCE TO VISUAL

MERCHANDISING

by

Hardik Dholakia
Department of Management Studies and Research, Tirpude College of Social
Work
 Introduction
Retailing: To buy in bulk and sell it in parts to the end
customer
Visual Merchandising: To place Merchandise (products) in a
way that looks good and helps in attracting the customer.
Organized Retail -one of the fastest growing industry in India
Tremendous growing capability as it is only 4.7 %
People in India moving to readymade products
 Introduction to the Company
(Future Group)
Started off as Pantaloons and has gifted India with many more
verticals as Big-Bazar, Future Genrali, Future Educations, Future
Logistics
CEO, Mr. Kishore Biyanis Dream.

Vision Statement:
Future Group shall deliver Everything, Everywhere, Every time for
Every Indian Consumer in the most profitable manner.

Mission Statement:
To share the vision and belief that our customers and stakeholders
shall be served only by creating and executing future scenarios in
the consumption space leading to economic development
 OBJECTIVE
PRIMARY OBJECTIVES OF THE STUDY:
To identify the impact made by the modern promotional
techniques along with the traditional visual merchandising
strategies in consumers buying decision.

SECONDARY OBJECTIVES OF THE STUDY:

To acquire the knowledge on over all function of Indian retail
industry and its operations by observing a retail outlet BIG
BAZAAR, Nagpur.
 Scope and Limitations
Scope:
How visual merchandise affect the buying behavior of
customer.
Helping to sell particular product at particular time

Limitations:
The influence of other mediums.
Difficult to observations in a detailed manner.
Marketer/ promoter trying to promote the product
 Research Methodology
Primary Research:
Interviews with the customers
Observing customers while shopping
Interacting with the sales team

Secondary Research:
Internet study
Books
 FINDINGS

Most important variable in in-store environment.

Can significantly influence on consumers buying choice.

The lighting, design layout, themed displays and cleanliness are the key elements
of visual merchandizing programs.

The theme of the display and creativity should match the offer for

Lighting helps to select correct products, reduce the time wasted and feel relaxation
during the shopping tours.

The background music also encourage customers to spend extra time in

supermarkets.
 SUGGESTIONS
Managers should pay special attention to make attractive
environment in the store premises and make action to control the
rush condition i.e between 6 pm to 8 pm
Store managers should pay special attention on category layout,
Light on ceiling, color separation, lighting box, category name of
product shells.
Lighting helps to select correct products, reduce the time wasted and
feel relaxation during the shopping tours.
It will help to encourage customers to have a pleasant mood. The
soft and classic music are highly recommended than other type of
music.
Point-of-sale can generate extra money in sales.
 CONCLUSION
The arrangement of the displays in an attractive manner initiates
new interest about the products in the minds of the customer.

With globalization and the retail boom, visual merchandising is

growing in leaps and bounds.

It is not simply concerned about decorating a store beautifully; but

must also symbolize the brand keeping the target audience in mind.
 BIBLIOGRAPHY
Kotler, P., (1973-1974), Atmospherics as a Marketing Tool, Journal
of Retailing, Volume 49, Number 4 Winter 1973-1974,48-64.

McGoldrick, P. (2002). Retail Marketing (2nd Edition), Maidenhead:

McGraw-Hill.
Internet