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A study onEffect of visual merchandising on consumer

behavior

Harish .m

1ds09mba21



IntroductionThe field of consumer research developed as an extension of the field of market

research , focusing exclusively on visual merchandising rather than other aspects of

marketing process. Marketer should know how to make visual merchandising

effective so that customer should come to know about the products and influence

them to buy the product



Statement of the problemy Visual merchandising plays an important role in the retail industry.Visual

merchandising helps the customer to reach out the products

y Therefore it is very important for shoppers Stop to implement effective visualmerchandising to extract new customers and retaining the customers

y There was a need to identify does visual merchandising of shoppersstop drives the

customers to buy products



Objective of the studyy Primary Objectives-

y A study on effectiveness of Visual merchandising on consumer behaviour

y To find out the relationship betweenVisual merchandising and consumer behaviour

y Secondary objectives-

y To know the relationship between marital status and frequent visitors

y To know the relationship between income group and drivers to visit shoppers stop



Scope of the studyy The study was conducted to the customers of shoppers Stop

y The customer data represents all types of the customers irrespective of age andgender

y The study deals with different styles of visual merchandising followed by

Shoppers Stop

y The research is done to identify the effectiveness of visual merchandising on

consumer behaviour



Methodologyy Descriptive research design was used to conduct the research

y PRIMARY DATA-

The data was collected from customers through questionnaires. The questionnaire

was made simple so that it can be easily understood by the respondents

y SECONDARY STUDY ±

A review of literature was conducted on the various studies done on the similar

project



y Review of Related Literature:

The review for the purpose of the study is done by means of collecting information

from different sources.

The reviewed literature is as follows:

y Marketing Management by Philip Kotler helped to gather information regarding

Marketing concepts, definitions.

The various websites referred were as follows:

y www .ShopperStop.com

y www .ask.com



Sampling method

Sample size 96

Sampling method Convenience sampling

Sampling unit Customers of shoppers stop

Measuring tool Questionnaire



Limitationsy Time limit

y Respondents unwilling to respond



ANALYSIS OF THE STATISTICAL TOOL



Correlations

income group

what drives you

to visit

shoppersstop

income group Pearson Correlation 1.000 .205*

Sig. (2-tailed) .046

N 96.000 96

what drives you to visit

shoppersstop

Pearson Correlation .205* 1.000


N 96 96.000

*. Correlation is significant at the 0.05 level (2-tailed).

HYPOTHESIS2- H0 (NULL HYOTHESIS)-There is no significant relation bet w een income group anddrivers.

H1 (ALTERNATIVE HYPOTHESIS)-There is significant relation bet w een income group and drivers.

INTERPRETATION;

From the above table, it can be seen that the significant value of 0.046 is smaller than the significance value

of 0.05 at 95% confidence level. Also there is a positive correlation between income group and drivers..

Therefore the null hypothesis is rejected and alternative hypothesis is accepted.

INFERENCE;

Thus from above hypothesis, it can be inferred that there is relation between income group and drivers.



y HYPOTHESIS2- H0 (NULL HYOTHESIS)-There is no significant relation bet w een marital status andfrequent visitor.

y H1 (ALTERNATIVE HYPOTHESIS)-There is significant relation bet w een marital status and frequent visitor.

Correlations

marital status

how frequently

do you visit

shoppersstop

marital status Pearson Correlation 1.000 .289**


N 96.000 96

how frequently do you visit

shoppersstop

Pearson Correlation .289** 1.000


N 96 96.000

**. Correlation is significant at the 0.01 level (2-tailed).

INTERPRETATION;

From the above table, it can be seen that the significant value of 0.004 is smaller than the significance

value of 0.05 at 95% confidence level. Also there is a positive correlation between marital status and

frequent visitor. Therefore the null hypothesis is rejected and alternative hypothesis is accepted.

INFERENCE;

Thus from above hypothesis, it can be inferred that there is relation between marital status and

frequent visitor.



AGE * how f requently do you visit shoppersstop Crosstabulation

Count

how frequently do you visit shoppersstop

once in a week

once in a

month

once in three

months Total

AGE 20-30 8 19 13 40

30-50 3 25 14 42

50-70 2 10 2 14

Total 13 54 29 96



occupation * what drives you to visit shoppersstop Crosstabulation

Count

what drives you to visit shoppersstop

pri

e¡

uality brand

usto¢ er

servi

e£

otal

o

upation business 2 9 12 5 28

student 5 6 21 4 36

professional 4 12 13 3 32

£ otal 11 27 46 12 96



suggestionsy Company should try to update the style of visual merchandising as more than 50%

of respondents do not get attracted by visual merchandising

y More number of visual merchandisers are needed for the company



findingsy Brand is the major driver for shoppers stop to extract customers

y More than 50% of people visits shoppers stop once in a month

y 20 -30 , 31-50 age group people are the main customers



Thank you

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