Full Project

1.
CHAPTER I Introduction Need and importance of study Objectives Scope of study Research Methodology Limitations Of the study Review of Literature CHAPTER III Company Profile CHAPTER IV Data analysis and Interpretation CHAPTER V Findings suggestions CHAPTER VI Annexure Questionnaire Bibliography
CHAPTER II
CHAPTER - I INTRODUCTION
INTRODUCTION
Visual Merchandising is everything the customer sees, both exterior and interior, that creates a positive image of the business and results in attention, interest, desire and action on part of the customer A successful retailing business requires that a distinct and consistent image be created in the customers mind that permeates all product and service offerings. Visual Merchandising can help create that positive customer image that leads to successful sales. It not only communicates the stores image, but also reinforces the stores advertising efforts and encourages impulse buying by the customer. Visual merchandising is a major factor often over looked in the success or failure of a retail store. It is second only to effective customer relations. A story can be told that communicates to the prospective customer what the store is all about. It includes the dramatic presentation of merchandise as well as other important subtle features that create the stores overall atmosphere. The artistic display of merchandise and theatrical props used as scene-setting decoration in the store Several key characteristics Not associated with shop-able fixture but located as a focal point or other area remote from the on-shelf merchandising (and perhaps out of the reach of customers) Use of props and elements in addition to merchandise visuals dont always include merchandise; may just be interesting display of items related to merchandise or to mood retailer wishes to create Visuals should incorporate relevant merchandise to be most effective Retailers should make sure displays dont create walls that make it difficult for shoppers to reach other areas of the store
OBJECTIVES OF THE STUDY
1. The Basic objective of the study is to know visual merchandising plays a vital role in customers choices. 2. How a store educates its customers about its products and services offered creatively and effectively. 3. To know how the store draws the attention of the customers and help them match their needs with the visually merchandised product.
SCOPE OF STUDY
It makes the market place innovative, exciting and stimulating by creating product-led stories supported by merchandising solutions choice of fixtures method of product presentation construction of displays (including window) choice of layout use of point of sale/purchase material
To determine that, Big Bazaar has satisfied Merchandising Mix. To analyze how the merchandising mix influence the customer satisfaction level To determine the customer satisfaction level towards store environment.
RESEARCH METHODOLOGY
TYPE OF RESEARCH The study will deal with the variables affecting the customer preference process via VM. It finds some of the facts of consumer buying behavior. Primary Data Primary Data was collected using the structured questionnaire. A sample size of 60 respondents is chosen through convenient sampling technique. Secondary Data The secondary data of the study will be based on the available literature in Journals in the retailing sector. Sample Size Total 60 respondents selected as the sample size
LITERATURE REVIEW
Visual Merchandising is everything the customer sees, both exterior and interior, that creates a positive image of the business and results in attention, interest, desire and action on part of the customer Merchandising and display are an important part of the marketing plan, and should have a reasonable budget allocated - even for a retailer operating on a shoestring.In today's competitive retail environment a retailer cannot afford to consider merchandising as a 'frill'. Everyone is competing for the customers' rupee. There are more choices out there for consumers than ever before. Posters covering the door and windows, hand lettered signs, lack of lighting and untidy displays send the message that your business isn't serious. If your store looks like a bargain
basement, customers will expect bargain basement prices and may draw the conclusion that your product is poor quality. This judgment may have little to do with the product itself, but be the result of poor presentation. Melanie McIntosh, a retail consultant and founder of Inspire Retail Solutions, a British Columbia firm that helps retailers create strong, professional business images that attract customers. Visual Merchandising at Big Bazaar Merchandising is more than simply the arrangement of products on the shelf. It is an integral component of the business image. When we examine a merchandising, We examine what the customers' experience, from their first sight of the store front, until they leave store - hopefully with a purchase in hand. Merchandising is also about understanding the way customers shop. By using this knowledge, we can position the merchandise to increase sales. A company needs to create an environment that attracts the customer, is comfortable to shop, and encourages the customer to return. Are the store front and windows attractive & inviting? Is all signage clear, professional and legible? Is the store interior welcoming and comfortable? Is merchandise presentation appealing? Are seasonal and high-margin merchandise placed in high profile locations? Overall, is the store appearance professional?
LIMITATIONS OF THE STUDY
1. Due to limitation of span of time and limited resources, survey was conducted for a limited time. 2. Convenient sampling was used as the mode of conducting the research. 3. The geographical region covered for the survey was limited to the boundaries of a store in hyderabad. 4. Improper response from the customer but it was minimal. Respondents were reluctant to answer some question, as they took them personal therefore increasing the possibility of error.
CHAPTER - II REVIEW LITERATURE
Industry Profile
Retailing consists of the sale of goods or merchandise for personal or household consumption either from a fixed location such as a shopping mall or store, or from a fixed location and related subordinated services. In commerce, a retailer buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells individual items or small quantities to the general public or end-user customers, usually in a shop, also called a store. Retailers are at the end of the supply chain. Marketers see retailing as part of their overall distribution strategy.
Modern Format retailers Supermarkets Hypermarkets Department Stores Cash & carry Company Owned Company Operated (Bata) Traditional Format Retailers Traditional Mom and Pop Stores: Kiosks Street Markets Exclusive /Multiple Brand Outlets
(Organized retailing) (Subhiksha) (Big Bazaar) (Shoppers Stop) (wal-mart- Bharti )
(Unorganized Retailing) (KIRANA)
Hypermarket
Hypermarket is a superstore which combines a supermarket and a department store. Gigantic retail facility carries an enormous range of products under one roof. A consumer can ideally satisfy all of his or her routine weekly shopping needs in one trip to the hypermarket. A typical Wal-Mart Super center covers 150,000 square feet, A typical Carrefour 210,000 square feet Hypermarkets choose suburban or out-of-town locations that are easily accessible by automobile. The concept was pioneered by Carrefour upon opening its first such store in 1962 at SainteGenevive-des-Bois, France. In France, the dominant chain is Carrefour 2nd largest chain of hypermarkets in the world after Wal-Mart.
Supermarket
A supermarket is a departmentalized self-service store offering a wide variety of food and household merchandise. It is larger in size and has a wider selection than a traditional grocery store. The traditional supermarket occupies a large floor space on a single level and is situated near a residential area in order to be convenient to consumers The first true supermarket in the United States was opened by ex-Kroger employee Michael J. Cullen, on August 4, 1937, in a 6,000 square foot (560 m) former garage in Jamaica,
Queens, New York.
Departmental stores
Department stores usually sell products: Apparel Furniture Electronics Appliances Paint Toiletries & Cosmetics Photographic equipment Jewellery Toys Sporting goods.
Convenience Store
A convenience store is a small store or shop, generally accessible or local. Alongside, busy roads, gas/petrol stations.Railway stations, densely-populated urban neighborhoods. For meeting immediately or temporarily requirements. Items offered are milk, bread, soft drinks, cigarettes, coffee, slurpees, candy bars, sandwiches, pizza hot dogs, ice cream, candy, gum, chips, popcorn, maps, magazines, newspapers, small toys, feminine hygiene products, cat food, dog food, and toilet paper. CD, DVD, video game.
Cash & Carry

Goods are sold from a wholesale warehouse operated either on a self-service basis or on the basis of samples retailers Professional users, caterers, institutional buyers are customers Wholesalers buy from manufacturers and sell mostly to retailers Selling and promoting, buying and assortment building, warehousing, transporting, financing, risk-bearing, supplying market information, and providing management services Cash and carry wholesaler arrange the transport of the goods themselves and pay the goods in cash and not on credit 100% FDI is allowed in this format in INDIA. WAL-MART & BHARTI. Joint venture based on this strategy. METRO (GERMANY), CARREFOUR (FRANCE), TESCO (U.K) planning to enter through the same format. Other retailing formats Kiosk Variety store.
Worlds largest malls Berjaya Times Square in Kuala Lumpur, Malaysia, is 700,000 m. (approximately 7 million square feet). Beijing's Golden Resources Shopping Mall, opened in October 2004, is the world's largest, at 600,000 m (approximately 6 million square feet). SM Mall of Asia in the Philippines, opened in May 2006, is the world's third largest at
386,000 m square meters of gross floor area with further expansions still ongoing. The Mall of Arabia inside Dubailand in Dubai, United Arab Emirates, which will open in 2008, will become the largest mall in the world, at 929,000 square meters (10 million sq. feet).(22000 small shops of avg 50 sq.yds in India)
Global Retailing Facts

Worlds largest private industry. Above US $ 8 trillion sales worldwide annually Accounts for almost 10% of GDP in most countries Major employer in most economies 16% 15% 12% 7% in US in Brazil in Poland in China
Generates competition which results in reduction of prices product and service innovation enhanced customer experience
Major driver for real estate and urban development
Biggest retail sales countries of the world

U.S E.U JAPAN U.S $ 4 tn (13 times of Indian market) U.S $ 2 tn U.S $ 1 tn
CHINA U.K INDIA RUSSIA
U.S $ 750 bn U.S $ 444 bn U.S $ 300 bn U.S $ 200 bn
Biggest retailers of the world

Walmart Carrefour USA France $ 316 Bn $ 95 Bn $ 73 Bn $ 62 Bn $ 56 Bn
The Home depot USA Tesco Kroger Uk USA
0100090000037400000002001c00000000000400000003010800050000000b02 00000000050000000c02b0040807040000002e0118001c000000fb02ceff00000 00000009001000000000740001254696d6573204e657720526f6d616e0000000 000000000000000000000000000040000002d010000040000000201010005000 0000902000000020d000000320a2d00000001000400000000000807ad0420001 6001c000000fb021000070000000000bc02000000000102022253797374656d0 00000000000000000001800000001000000b8d2f706e4040000040000002d010 100030000000000 Evolution of Indian retail
Informal retailing Sector Typically small retailers.
Evasion of taxes Difficulty in enforcing tax collection mechanisms No monitoring of labor laws
Formal Retailing Sector Typically large retailers Greater enforcement of taxation mechanisms High level of labor usage monitoring
Retailing in India is one of the pillars of its economy and accounts for about 15% of its GDP. The Indian retail market is estimated to be US$ 450 billion and one of the top five retail markets in the world by economic value. India is one of the fastest growing retail market in the world, with 1.2 billion people. India's retailing industry is essentially owner manned small shops. In 2010, larger format convenience stores and supermarkets accounted for about 4 percent of the industry, and these were present only in large urban centers. India's retail and logistics industry employs about 40 million Indians (3.3% of Indian population). Until 2011, Indian central government denied foreign direct investment (FDI) in multibrand retail, forbidding foreign groups from any ownership in supermarkets, convenience stores or any retail outlets. Even single-brand retail was limited to 51% ownership and a bureaucratic process. In November 2011, India's central government announced retail reforms for both multi-
brand stores and single-brand stores. These market reforms paved the way for retail innovation and competition with multi-brand retailers such as Walmart, Carrefour and Tesco, as well single brand majors such as IKEA, Nike, and Apple. The announcement sparked intense activism, both in opposition and in support of the reforms. In December 2011, under pressure from the opposition, Indian government placed the retail reforms on hold till it reaches a consensus. Organised retailing, in India, refers to trading activities undertaken by licensed retailers, that is, those who are registered for sales tax, income tax, etc. These include the publicly-traded supermarkets, corporate-backed hypermarkets and retail chains, and also the privately owned large retail businesses. Unorganised retailing, on the other hand, refers to the traditional formats of low-cost retailing, for example, the local mom and pop store, owner manned general stores, paan/beedi shops, convenience stores, hand cart and pavement vendors, etc. Organised retailing was absent in most rural and small towns of India in 2010. Supermarkets and similar organized retail accounted for just 4% of the market.
Indian Retail Market
Indian market has high complexities in terms of a wide geographic spread and distinct consumer preferences varying by each region necessitating a need for localization even within the geographic zones. India has highest number of outlets per person (7 per thousand) Indian retail space per capita at 2 sq ft (0.19 m2)/ person is lowest in the world Indian retail density of 6 percent is highest in the world. 1.8 million households in India have an annual income of over 45 lakh (US$99,000). While India presents a large market opportunity given the number and increasing purchasing power of consumers, there are significant challenges as well given that over 90% of trade is conducted through independent local stores. Challenges include: Geographically dispersed population, small ticket sizes, complex distribution network, little use of IT systems, limitations of
mass media and existence of counterfeit goods.
Major Indian Retailers

Indian apparel retailers are increasing their brand presence overseas, particularly in developed markets. While most have identified a gap in countries in West Asia and Africa, some majors are also looking at the US and Europe. Arvind Brands, Madura Garments, Spykar Lifestyle and Royal Classic Polo are busy chalking out foreign expansion plans through the distribution route and standalone stores as well. Another denim wear brand, Spykar, which is now moving towards becoming a casual wear lifestyle brand, has launched its store in Melbourne recently. It plans to open three stores in London by 2008-end. The low-intensity entry of the diversified Mahindra Group into retail is unique because it plans to focus on lifestyle products. The Mahindra Group is the fourth largest Indian business group to enter the business of retail after Reliance Industries Ltd, the Aditya Birla Group, and Bharti Enterprises Ltd. The other three groups are focusing either on perishables and groceries, or a range of products, or both.

REI AGRO LTD Retail: 6TEN and 6TEN kirana stores Future Groups-Formats: Big Bazaar, Food Bazaar, Pantaloons, Central, Fashion Station, Brand Factory, Depot, aLL, E-Zone etc.
Raymond Ltd.: Textiles, The Raymond Shop, Park Avenue, Park Avenue Woman, Parx, Colourplus, Neck Ties & More, Shirts & More etc.
Fabindia: Textiles, Home furnishings, handloom apparel, jewellery RP-Sanjiv Goenka Group Retail-Formats: Spencers Hyper, Spencer's Daily, Music World, Au Bon Pain (Internaional bakery cafeteria), Beverly Hills Polo Club.
The Tata Group-Formats: Westside, Star India Bazaar, Steeljunction, Landmark, Titan Industries with World of Titans showrooms, Tanishq outlets, Croma.
Reliance Retail-Formats: Reliance MART, Reliance SUPER, Reliance FRESH, Reliance Footprint, Reliance Living, Reliance Digital, Reliance Jewellery, Reliance Trends, Reliance Autozone, iStore
Reliance ADAG Retail-Format: Reliance World K Raheja Corp Group-Formats: Shoppers Stop, Crossword, Hyper City, Inorbit Mall Nilgiris-Formats: Nilgiris supermarket chain Marks & Spencer: Clothing, lifestyle products, etc. Lifestyle International-Lifestyle, Home Centre, Max, Fun City and International Franchise brand stores.
Pyramid Retail-Formats: Pyramid Megastore, TruMart Next retail India Ltd (Consumer Electronics)(www.next.co.in) Vivek Limited Retail Formats: Viveks, Jainsons, Viveks Service Centre, Viveks Safe Deposit Lockers
PGC Retail -T-Mart India, Switcher, Respect India, Grand India Bazaar,etc., Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom discount chain. Trinethra- Formats: Fabmall supermarket chain and Fabcity hypermarket chain Vishal Retail Group-Formats: Vishal Mega Mart BPCL-Formats: In & Out German Metro Cash & Carry Shoprite Holdings-Formats: Shoprite Hyper Paritala stores bazar: honey shine stores
Aditya Birla Group - "More" Outlets Kapas- Cotton garment outlets Nmart Retails with 71 operating Stores till now and total 153 Stores in India and 1 to open in Dubai Shortly. (Expected to be 150 by the end of Aug-2012)(www.nmart.co.in)
Growth Over 1997-2010

India in 1997 allowed foreign direct investment (FDI) in cash and carry wholesale. Then, it required government approval. The approval requirement was relaxed, and automatic permission was granted in 2006. Between 2000 to 2010, Indian retail attracted about $1.8 billion in foreign direct investment, representing a very small 1.5% of total investment flow into India. Single brand retailing attracted 94 proposals between 2006 and 2010, of which 57 were approved and implemented. For a country of 1.2 billion people, this is a very small number. Some claim one of the primary restraint inhibiting better participation was that India required single brand retailers to limit their ownership in Indian outlets to 51%. China in contrast allows 100% ownership by foreign companies in both single brand and multi-brand retail presence. Indian retail has experienced limited growth, and its spoilage of food harvest is amongst the highest in the world, because of very limited integrated cold-chain and other infrastructure. India has only 5386 stand-alone cold storages, having a total capacity of 23.6 million metric tons. However, 80 percent of this storage is used only for potatoes. The remaining infrastructure capacity is less than 1% of the annual farm output of India, and grossly inadequate during peak harvest seasons. This leads to about 30% losses in certain perishable agricultural output in India, on average, every year. Indian laws already allow foreign direct investment in cold-chain infrastructure to the
extent of 100 percent. There has been no interest in foreign direct investment in cold storage infrastructure build out. Experts claim that cold storage infrastructure will become economically viable only when there is strong and contractually-binding demand from organized retail. The risk of cold storing perishable food, without an assured way to move and sell it, puts the economic viability of expensive cold storage in doubt. In the absence of organized retail competition and with a ban on foreign direct investment in multi-brand retailers, foreign direct investments are unlikely to begin in cold storage and farm logistics infrastructure. Until 2010, intermediaries and middlemen in India have dominated the value chain. Due to a number of intermediaries involved in the traditional Indian retail chain, norms are flouted and pricing lacks transparency. Small Indian farmers realize only 1/3rd of the total price paid by the final Indian consumer, as against 2/3rd by farmers in nations with a higher share of organized retail. The 60%+ margins for middlemen and traditional retail shops have limited growth and prevented innovation in Indian retail industry. India has had years of debate and discussions on the risks and prudence of allowing innovation and competition within its retail industry.[ Numerous economists repeatedly recommended to the Government of India that legal restrictions on organized retail must be removed, and the retail industry in India must be opened to competition. For example, in an invited address to the Indian parliament in December 2010, Jagdish Bhagwati, Professor of Economics and Law at the Columbia University analysed the relationship between growth and poverty reduction, then urged the Indian parliament to extend economic reforms by freeing up of the retail sector, further liberalisation of trade in all sectors, and introducing labor market reforms. Such reforms Professor Bhagwati argued will accelerate economic growth and make a sustainable difference in the life of India's poorest.
A 2007 report noted that an increasing number of people in India are turning to the services sector for employment due to the relative low compensation offered by the traditional agriculture and manufacturing sectors. The organized retail market is growing at 35 percent annually while growth of unorganized retail sector is pegged at 6 percent.[14] The Retail Business in India is currently at the point of inflection. As of 2008, rapid change with investments to the tune of US $ 25 billion were being planned by several Indian and multinational companies in the next 5 years. It is a huge industry in terms of size and according to India Brand Equity Foundation (IBEF), it is valued at about US$ 395.96 billion. Organised retail is expected to garner about 16-18 percent of the total retail market (US $ 65-75 billion) in the next 5 years. India has topped the A.T. Kearneys annual Global Retail Development Index (GRDI) for the third consecutive year, maintaining its position as the most attractive market for retail investment. The Indian economy has registered a growth of 8% for 2007. The predictions for 2008 is 7.9%.[ The enormous growth of the retail industry has created a huge demand for real estate. Property developers are creating retail real estate at an aggressive pace and by 2010, 300 malls are estimated to be operational in the country.
Growth after 2011

Before 2011, India had prevented innovation and organized competition in its consumer retail industry. Several studies claim that the lack of infrastructure and competitive retail industry is a key cause of India's persistently high inflation. Furthermore, because of unorganized retail, in a nation where malnutrition remains a serious problem, food waste is rife. Well over 30% of food staples and perishable goods produced in India spoils because poor infrastructure and small retail outlets prevent hygienic storage and movement of the goods from the farmer to the consumer.
One report estimates the 2011 Indian retail market as generating sales of about $470 billion a year, of which a miniscule $27 billion comes from organized retail such as supermarkets, chain stores with centralized operations and shops in malls. The opening of retail industry to free market competition, some claim will enable rapid growth in retail sector of Indian economy. Others believe the growth of Indian retail industry will take time, with organized retail possibly needing a decade to grow to a 25% share. A 25% market share, given the expected growth of Indian retail industry through 2021, is estimated to be over $250 billion a year: a revenue equal to the 2009 revenue share from Japan for the world's 250 largest retailers. The Economist forecasts that Indian retail will nearly double in economic value, expanding by about $400 billion by 2020. The projected increase alone is equivalent to the current retail market size of France. In 2011, food accounted for 70% of Indian retail, but was under-represented by organized retail. A.T. Kearney estimates India's organized retail had a 31% share in clothing and apparel, while the home supplies retail was growing between 20% to 30% per year. These data correspond to retail prospects prior to November announcement of the retail reform.
VISUAL MERCHANDISING Visual Merchandising is everything the customer sees, both exterior and interior, that creates a positive image of the business and results in attention, interest, desire and action on part of the customer A successful retailing business requires that a distinct and consistent image be created in the customers mind that permeates all product and service offerings. Visual Merchandising can help create that positive customer image that leads to successful sales. It not only communicates the
stores image, but also reinforces the stores advertising efforts and encourages impulse buying by the customer. Visual merchandising is a major factor often over looked in the success or failure of a retail store. It is second only to effective customer relations. A story can be told that communicates to the prospective customer what the store is all about. It includes the dramatic presentation of merchandise as well as other important subtle features that create the stores overall atmosphere.
Eighty percent of our impressions are created by sight; that is why one picture is worth a thousand words. Each customer has a mental image of a store and its merchandise. A store should have an inviting appearance that makes the customer feel comfortable and yet eager to buy. Some businesses maintain a minimum staff to reduce costs, which means it is even more important for the merchandise to sell itself. Greater effort must be spent on merchandise displays that make it easier for the customer to find and purchase the items they want or need. The basic objective for visual merchandising is a desire to attract customers to place of business in order to sell the merchandise. Visual merchandising is offered to the customer through exterior and interior presentation. Each should be coordinated with the other using the stores overall theme.
Visual Merchandising Evolution Every shopkeeper and merchant's primary objective is to sell merchandise. When the giant nineteenth century dry goods establishments like Marshall Field & Co. shifted their business from wholesale to retail the visual display of goods became necessary to attract the retail customer. The store windows no longer simply allowed natural light to shine in the building or act as storage space for stock; they became important venues to attractively display the store's
merchandise. Gradually, the design aesthetic used in window displays moved indoors and became part of the overall interior store design, eventually displacing the importance windows altogether in suburban malls.
The Victorian era made window displays popular and the Great Exhibition of 1851 in London established the prominence of display over the items while commercializing the practice. In due course visual merchandising became an inalienable part of the fashion and retail industry.
As far as the term Visual Merchandising is concerned, it became widespread only in 1970 even though it was coined during the 1940s. From the late 1800s till the 1920s, visual merchandisers were known as window trimmers. By the late 1920s, the window trimmers were referred to as display men, just as advertising industry called its people ad men. The industry is evolving and entering new domains, Visual Merchandising is increasingly perceived as a part of the overall brand communication process.
COMPONENTS OF VISUAL MERCHANDISING STORE IMAGE Image can be described as the overall look of a store and the series of mental pictures and feelings it evokes within the beholder. For the retailer, developing a powerful image provides the opportunity to embody a single message, stand out from the competition and be remembered. As a rule, image is the foundation of all retailing efforts. While store layout, presentation, signing, displays and events can all change to reflect newness and excitement from week to week, season to
season, they must always remain true to the underlying store image. The following elements combine to form a distinctive image that not only reaches out and grabs the customer's attention, but also makes a positive impression within those precious few seconds. Image forms the solid foundation for the remaining components of Maximizing Store Impact
STORE DESIGN Store design plays a crucial role in branding: it reflects and reinforces the corporate image. The sights, sounds, smells and other any other aspect should therefore reflect what the retailer brand is about and what its attributes are. Different types of store design are: Grid: It contains long gondolas (a free standing block of shelves used to display goods in a
supermarket) of merchandise and aisles in repetitive pattern. Racetrack: also known as loop. It provides a major aisle to facilitate customer traffic that has access to the stores multiple entrances. Free Form: also known as boutique; arranges fixtures and aisles asymmetrically. Visual merchandising creates a connection between the companys image and the look of the store.
EXTERIOR DESIGN STORE NAME An effective store name sets the tone and provides a store's identification by conjuring up an image in the customer's mind. An effective name is consistent with both the product mix and the store
atmosphere.
VISUAL TRADEMARK An identifiable trademark adds a visual image to the memory recall of a store name, by combining words and pictures, colour, shape, typeface, texture and/or style to make it stand out.
STOREFRONT Storefront is also an important element, which adds to the store image like the exterior architecture, signing and window displays.
EXTERIOR ARCHITECTURE A store's exterior look is often referred to as the architecture, and comprises aspects such as building materials, architectural style and detail, colours and textures. These elements give a lasting first impression to the consumer. It is important that the exterior look and feel right to the shopper.
STORE SIGN The store sign is a vital element of the storefront and also an important component of Visual Merchandising it helps in identifying the store In realizing the value of a strong storefront sign, many retailers are employing new design techniques which include projecting or cantilevering the store sign beyond the lease line, adding motion, or using three-dimensional lettering and unique lighting applications to add depth to the sign.
WINDOWS DISPLAY AND FLOORING A store's exterior windows or glass storefront provide an additional opportunity to reach out and grab the passing customer. Windows are integral in creating a positive impression since they offer an opportunity to begin telling the store's unique merchandise story. The flooring and the number of floors a retail outlet has, also make an important impact on the consumers.
INTERIOR DESIGN ELEMENTS The elements of interior design can be used to create an image that matches the desired customer profile.
FIXTURES A major consideration in developing an appropriate store design involves the use of fixtures. They are used to display merchandise, to help sell, to guard it and to provide a storage space for it. They should be attractive and focus customers. Attention and interest on the merchandise.
DISPLAYS Displays play an important role in a retail store. An attractive and informative display can help sell goods. There are several principles that help ensure this effectiveness. They are achieving balance, provide dominant point, create eye movement etc.
MERCHANDISE PRESENTATION TECHNIQUE Merchandise Presentation technique is one of the most important component of Visual Merchandising. The following are the different presentation techniques:
1. Idea-Oriented Presentation: a method of presenting merchandise based on a specific idea or image of the store. 2. Style/Item Presentation: organizing stock by style or item. 3. Color Presentation: A major role in a display is that of the color and lighting. Aesthetic and innovative use of them can lure customers to visit more aisles than they usually do and spend more time there. 4. Price- lining: is the technique when retailers offer a limited number of predetermined price points within a classification. 5. Vertical Merchandising: merchandise is presented vertically suing walls and high gondolas 6. Tonnage Merchandising: here large quantities of merchandise are displayed together to enhance and reinforce a stores price image 7. Frontal Presentation: here the retailer exposes its much of the product as possible to catch the customers eye 8. Fixtures: the primary purposes of fixtures are to efficiently hold and display merchandise.
COLOR The psychological effect of color continues to be important to retailers. Color probably more than any other factor except price, is the stopper that catches the consumers attention. Intelligent use of colour is important in store design.
LIGHTING Proper lighting is one of the most important considerations in retail outlet. Today lighting has become a display medium. It is an integral part of the stores interior and exterior design.
Lighting is used to highlight merchandise, sculpt space and capture a mood or feeling that enhances the stores image.
CEILINGS Ceiling represents a potentially important element of interior design. Ceiling heights colour and material used will influence the store look.
FLOORING Flooring choices are important because the coverings can be used to separate departments, muffs noise in high-traffic areas and strengthen the store image.
SHELVING The material used for shelving as well as its design must be compatible with the merchandising strategy and the overall image desired. Music and scent in the retail outlet can influence consumer behaviour to a large extent.
VM supports Retail Strategy: VM physically carries out a store's promotional selling strategies by designing and executing window and interior displays that supports ad goals Installing promotional signing for in-store selling Producing workable departmental layouts and interior dcor Devising merchandise fixture layouts for day to day operations Placing and presenting merchandise on walls and fixtures
Working as team members with the store's promotional staff
VM supports selling: Communicate the latest trends in fashion and colors Assists customers in making a buying decision Create an exciting environment within the store VM transforms a shopper into a buyer VM supports gift shopping VM stimulates customers' appetites for artfully presented merchandise in the same way that the gourmet cook stimulates diners' appetites for the artfully presented meal.
VM supports retailing trends: A trend is a direction in which fashion seems to be moving. VM is the invisible force that doing a lot of the pushing behind the trend. Trends put 'fun' in fundamental merchandising. Some of the prominent trends include: Consumerism is the trend: Consumers like an opportunity to thoroughly inspect the product before making a purchase The barriers to 'showcase selling' had to come down. Stores began to move in the direction of self service Assortment which the consumers like is another trend V Merchandisers should become experts in anticipating and responding to lifestyle trends. The crux is how to target the customers live their lives Stand along stores in shopping villages is a trend where customers are able to park their vehicles
in front of retail stores Non-store retailing will affect VM VM also supports international retailing
Visual Merchandising Dos and Donts Dos Window display should be changed weekly or fortnightly to ensure freshness. The display and layout should differentiate the store from competition. Colors and design should be characteristic of the brand image. Impulse purchase items (perfumes, watch straps, gifts) should be close to the entry and exit doors for non-serious or causal customers would like to browse the whole store. Their purchase is not pre-planned and because these impulse purchase items are relatively cheaper they might buy them in a whim. Also when customers wait at the billing counter the people accompanying the buyer may snoop around and make a purchase too. Use symbols as directions Distance between the aisles should facilitate the easy for movement shoppers.
Donts Avoid too many floors. Racks shouldnt be too high, especially in bookstores because customers might not be able to reach the books. Lighting shouldnt be poor and at the same time shouldnt be very bright. Shadows are essential for that added effect.
The display shouldnt be contrast to the section in which it is. It also shouldnt be unaesthetic.
CHAPTER - III COMPANY PROFILE
Future Value Retail Limited is a wholly owned subsidiary of Pantaloon Retail (India) Limited. This entity has been created keeping in mind the growth and the current size of the companys value retail business, led by its format divisions, Big Bazaar and Food Bazaar. The company operates 120 Big Bazaar stores, 170 Food Bazaar stores, among other formats, in over 70 cities across the country, covering an operational retail space of over 6 million square feet. As a focused entity driving the growth of the group's value retail business, Future Value Retail Limited will continue to deliver more value to its customers, supply partners, stakeholders and communities across the country and shape the growth of modern retail in India.
Future Groups Vision To Deliver Everything, Everywhere, Every time, to Every Indian Customer in the most profitable manner. One of the core values at Future Group is, India ness and its corporate credo is Rewrite rules, Retain values.
Future Groups Mission We 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. We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments for classes and masses. We shall infuse Indian brands with confidence and renewed ambition. We shall be efficient and, costconscious and committed to quality in whatever we do. We shall ensure that our positive attitude, sincerity, humility and united determination shall be the driving force to make us successful.
Core Values :
Core Values Indianness: confidence in ourselves. Leadership: to be a leader, both in thought and business. Respect & Humility: to respect every individual and be humble in our conduct. Introspection: leading to purposeful thinking. Openness: to be open and receptive to new ideas, knowledge and information. Valuing and Nurturing Relationships: to build long term relationships. Simplicity & Positivity: Simplicity and Positivity in our thought, business and work. Adaptability: to be flexible and adaptable, to meet new challenges. Flow: to respect and understand the universal laws of nature.
Organization
Kishore Biyani Managing Director
Kishore Biyani is the Managing Director of Pantaloon Retail (India) Ltd and the Group Chief Executive Officer of Future Group. Considered a pioneer of modern retail in India, Kishores leadership has led Pantaloon Retails emergence as Indias leading retailer operating multiple retail formats that cater to the entire basket of Indian consumers. Kishore Biyani led the companys foray into organised retail with the opening of the Pantaloons family store in 1997. This was followed in 2001 with the launch of Big Bazaar, a uniquely Indian hypermarket format that democratized shopping in India. It blends the look and feel of the Indian bazaar with aspects of modern retail like
choice, convenience and quality. This was followed by a number of other formats including Food Bazaar, Central and Home Town. 2006 marked the evolution of Future Group that brought together the multiple initiatives taken by group companies in the areas of Retail, Brands, Space, Capital, Logistics and Media. Kishore Biyani advocates Indianness as the core value driving the group and the corporate credo Rewrite Rules, Retain Values. Regularly ranked among Indias most admired CEOs, he is the author of the book It Happened in India. He has won numerous awards from government bodies and the private sector in India and abroad and is on the board of a number of bodies, including the National Innovation Foundation in India and the New York Fashion Board.
Shailesh Haribhakti Chairman & Non-Executive Independent Director
Shailesh Haribhakti is the Chairman and Non-Executive Independent Director of the Company. He is the Managing Partner of Haribhakti & Co., Chartered Accountants and the Chairman of BDO Consulting. He is the Chairman of the Banking, Finance and Insurance Committee of the Indian Merchants Chamber and Member of the Adhoc Advisory Committee for Masters Degree in Management Studies, University of Mumbai. He is on the Board of several public limited companies, including ACC Ltd., Mahindra Lifespace Developers Ltd. and Raymond Ltd. He is a Chartered Accountant, Cost Accountant, and a Certified Internal Auditor.
S Doreswamy Non-Executive Independent Director
S Doreswamy is a Non-executive Independent Director of the Company. He has vast experience in banking and finance. He retired as Chairman and Managing Director of Central Bank of India. He is Chairman of CanFin Homes Ltd. and is also on the Board of Ceat Ltd., Rama Newsprint & Paper Ltd. and Hexaware Technologies Ltd. He holds a Bachelors degree in Science and Law. Dr. Darlie Koshy Non-Executive Independent Director
Dr. Darlie Koshy is a Non-executive Independent Director of the Company. He has served the National Institute of Design (Ministry of Commerce, Govt. Of India) as Director for two terms. Prior to this, he was the founding Chairperson of Fashion Management at the National Institute of Fashion Technology (Ministry of Textiles, Govt. Of India). He is currently Director General and CEO of ATDC Network of 58 Institutes / Centres and two premier campuses of Institute of Apparel Management under the aegis of AEPC (Sponsored by Ministry of Textiles, GOI). Dr. Koshy received the Delhi IIT Alumni Award for his contributions to National Development in 2008. Dr. Koshy has also been conferred with the Star of Italian Solidarity, one of the highest civilian awards bestowed by the Government of Italy. Dr. Koshy is the author of three pioneering books, including the much acclaimed Indian Design Edge. He holds a PhD from IIT Delhi, besides an MBA degree.
Anil Harish Non-Executive Independent Director
Anil Harish is a Non-executive Independent Director of the Company. He is a partner at D.M. Harish & Co., Advocates & Solicitors. He specialises in Income Tax, FEMA and property matters. He is on the Board of a number of public limited companies like Hotel Leela Ventures Ltd. and Mahindra Lifespace Developers Ltd. among others. He holds an LLM degree from the University of Miami, USA.
Bala Deshpande Non-Executive Independent Director
Bala Deshpande is a Non-executive Independent Director of the Company. She has multiindustry exposure and has worked with FMCG companies like Bestfoods, Cadburys Ltd. and ICI. She was also nominated to the Women Leadership forum held in Bestfoods, New York. She is on the Board of Info Edge (India) Ltd. She holds a Masters degree in Economics and Masters in Management Studies from the Jamnalal Bajaj Institute of Management, Mumbai.
V. K. Chopra Non-Executive Independent Director
Vijay Kumar Chopra is a Non-executive Independent Director of the Company. He has over 31 years of experience in the banking industry. He was Chairman and Managing Director of SIDBI and Corporation Bank. His last assignment was with SEBI as Whole-time Member. He is
on the Board of a number of public limited companies like Rolta India Ltd. and Havells India Ltd. among others. He is a fellow member of the Institute of Chartered Accountants of India (ICAI) by profession and is a Certified Associate of Indian Institute of Bankers (CAIIB).
Gopikishan Biyani Non-Executive Director Gopikishan Biyani is a Non-executive Director of the Company and looks after the manufacturing operations. He has more than two decades of experience in the textile business.
Rakesh Biyani Executive Director Rakesh Biyani is an Executive Director of the Company. He is actively involved in category management, retail stores operations, information technology and exports.
Vijay Biyani Executive Director Vijay Biyani is an Executive Director of the Company. He brings more than 25 years of experience in textile, yarn and ready-made apparels business. He is actively involved in the financial and administrative functions of the Company.
Kailash Bhatia Executive Director Co-founder of the ColorPlus brand, Kailash has over three decades of experience in the fashion business and is considered a stalwart in the Indian fashion industry. Before joining Pantaloon Retail, he was associated with Weekender, Arvind Mills and Mafatlal Industries, among other companies.
Recognition
2011 Designomics Awards 2011 - Recognising Businesses that build value through Design
Winning Designomist at the World Brand Congress 2011 - Future Group
2010 Coca-Cola Golden Spoon Awards 2010
Most Admired Food & Grocery Retailer of the Year : Private Label Pantaloon Retail
2009 Images Fashion Forum 2009

Most Admired Private Label - Pantaloons, lifestyle format Critics Choice for Pioneering effort in Retail Concept Creation Central
2008 The Reid & Taylor Awards for Retail Excellence 2008
Retailer of the Year: Home Products and Office Improvements: HomeTown
2007 Images Retail Awards

Most admired retailer of the year: Home & office improvement: HomeTown Most admired Retail Company of the year: Pantaloon Retail (India) Ltd.
National Retail Federation, New York
International Retailer for the Year 2007 Pantaloon Retail (India) Ltd.
World Retail Congress, Barcelona
Emerging Market Retailer of the Year 2007 Pantaloon Retail (India) Ltd
Hewitt Best Employers 2007
Best Employers in India (Rank 14th) Pantaloon Retail (India) Ltd
2006 Retail Asia Pacific Top 500 Awards, Singapore

Asia Pacific Best of the Best Retailers Pantaloon Retail (India) Ltd Best Retailer in India Pantaloon Retail (India) Ltd
Asiamoney Awards
Best Managed Company in India (Mid-cap) Pantaloon retail (India) Ltd.
2005 Images Retail Awards 2005

PRIL- Most Admired Retailer of the Year Central-Retail Launch of the Year
DAKS London
PRIL- Brand Builder of the Year
2004 Images Retail Awards 2004

PRIL- Most Admired Retailer of the Year Central-Retail Launch of the Year
Reid & Taylor and DLF Awards
PRIL - Retailer of the year
2003 Indian Express Award
PRIL Marketing Excellence and Excellence in Brand Building
Indusland Bank (India Brand Summit)
PRIL - Excellence in Brand Buildin
Milestones
2009
Pantaloon Retail celebrates its first Shopping Festival across all retail formats in key cities.
Indian
2008
Big Bazaar crosses the 100-store mark, marking one of the fastest expansions of the hypermarket format anywhere in the world.
2007
Pantaloon Retail wins the International Retailer of the Year award at US-based National Retail Federation convention in New York, and Emerging Retailer of the Year award at the World Retail Congress held in Barcelona.
2006
Home Town, the home building and improvement products retail chain, is launched along with consumer durables format Ezone and furniture chain Furniture Bazaar.
2004
Pantaloon Retail launches Indias first seamless mall, Central, in Bangalore.
2002
Food Bazaar, the supermarket chain is launched.
2001
Pantaloon Retail launches three Big Bazaar stores within a span of 22 days in Kolkata, Bangalore and Hyderabad.
1997
Pantaloon Retail enters modern retail with the launch of the first 8000-sq. ft. store Pantaloons in Kolkata.
1994
The Pantaloon Shoppe, our exclusive menswear store in a franchisee format is launched across the nation. The company starts distribution of branded garments through multi-brand retail outlets across the nation.
1992
Pantaloon Retail India Ltd. makes an Initial public offer (IPO).
1991
BARE, an Indian denim brand is launched.
1987

The company is incorporated under the name of Manz Wear Private Ltd. Pantaloons, one of Indias first formal trouser brands, is launched.
CHAPTER - IV ANALYSIS & INTERPRETATION
Store Ambience 1. Cleanliness & hygiene plays a significant role in shopping experience.
Options Number Percentage Strongly Agree 28 47 Agree 29 48
Neither Agree Nor Disagree
Disagree Strongly Disagree 0 0 0 0
3 5
100 90 80 70
Response in %
Analysis:- 47 %, 48 % and 5 % of the respondents strongly agree, Agree and neither agree nor
disagree respectively about the stores cleanliness and hygiene.
Interpretation:- Majority of the customers agree that the store is neat and hygienic. 2. Background music played is one of the factors which influences shopping
Percentage
60 50 40 30 20 10 0 Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree
Options
behavior.
3 5
100 90 80 70
Response in %
Analysis:- 58%, 35%, 5% and 2% of the respondents strongly agree, Agree, Neither agree nor
disagree and disagree respectively about the music played.
Interpretation:- Most of the customers agree that store decoration is a factor that contributes in
making shopping experience a pleasure.
Percentage
Options
3.
Brightness of the store helps while shopping.

Options Strongly Agree
Neither Agree Nor
Disagree Strongly
Number Percentage .
100 90 80 70
Agree 15 25
Disagree
37 61
7 12
0 0
Disagree 1 2
Response in %
Analysis: - 25%, 61%, 12 % and 2% of the respondents strongly agree, Agree, Neither agree nor
disagree and strongly disagree respectively about the stores brightness.
Interpretation: - Majority of the customers agree that the store is Bright
Percentage
Options
4.
Special decoration is eye catching.

Options Number Strongly Agree 8 Agree 10
Disagree Strongly Disagree 3 0
39
Percentage
13
17
65
100 90 80 70
Response in %
Analysis:- 13%, 17%, 65% and 5 % of the respondents strongly agree, Agree, Neither agree nor
disagree and Disagree respectively about the stores decoration.
Interpretation:- Many customers are confused about the decoration in the store.
Percentage
Options
5.
Aisles (Space between racks) is convenient to move around.

2 3
100 90 80 70
Response in %
disagree and disagree respectively about the space between the racks in the store.
Interpretation:- Almost all the customers are happy with the space provided between the racks
for shopping.
Lighting
Percentage
Options
6.
Store entry lighting attracts the customers.

13 21
100 90 80 70
Response in %
Analysis:- 17%, 17%, 21%, 30% and 15 % of the respondents strongly agree, Agree, Neither
agree nor disagree, Disagree and strongly disagree respectively about the store entry lighting.
Interpretation:- Many customers feel that the store entry lighting is dull. 7. Backlights are well focused on products
Percentage
Options
5 8
100 90 80 70
Response in %
disagree and disagree respectively that the backlights are well focused on the products.
Interpretation:- Most of the customers agree that the backlights are well focused on the
products.
Percentage
Options
8.
Colors of the merchandise are well visible.

Disagree 1 2
Strongly Disagree 0 0
2 3
100 90 80 70
Response in %
disagree and disagree respectively that the colors are well visible.
Interpretation:- Almost all the customers agree that the visibility of merchandise colors is good.
Percentage
Options
9.
Overall lighting of the store is impressive

Disagree 6 10
35 58
100 90 80 70
Response in %
disagree and disagree respectively about the overall lighting of the store.
Interpretation:- Many customers cant say anything about the overall lighting of the store.
Promotions
Percentage
Options
10.
Promotions at the retail level are very attractive.

Disagree 3 5
3 5
100 90 80 70
Response in %
disagree and disagree respectively about promotions of the store.
Interpretation:- Most of the customers find the promotions attractive. 11. Brand promotions are well communicated
Percentage
Options
Disagree 2 3
4 7
100 90 80 70
Response in %
Analysis:- 51%, 37%, 7%, 3% and 2 % of the respondents strongly agree, Agree, Neither agree
nor disagree, Disagree and strongly disagree respectively that the brand promotions are well communicated by the store.
Interpretation:- Many customers feel that the store brand promotions are well communicated.
Percentage
Options
12.
Offers announced by staff while customer is shopping are useful.

Disagree 6 10
19 31
100 90 80 70
Response in %
agree nor disagree, Disagree and strongly disagree respectively that the offers announced by the staff while shopping helps them.
Interpretation:- A Significant number of customers feel that the offers announced by staff is
useful while shopping.
Percentage
Options
13.
Events or promotions make customer visit the store for such things.
Disagree 7 12
20 33
100 90 80 70
Response in %
disagree and disagree respectively and make them visit the store for events or promotions.
Interpretation:- A significant number of customers visit the store because of the attractive
events and promotions offered.
Percentage
Options
14.
Customers look for Separate shelves and racks for a promotional offer.
Disagree 3 5
23 39
100 90 80 70
Response in %
Analysis:- 8%, 43%, 39%, 5% and 5 % of the respondents strongly agree, Agree, Neither agree
nor disagree, Disagree and strongly disagree respectively that the customers look for separate shelves and racks for promotions.
Interpretation:- Half of the Customers look for separate shelves and racks for promotional
offers.
Impulse goods and sideward displayed goods 15. Customers often find unplanned purchases in their shopping cart.
Percentage
Options
Disagree 9 15
11 18
100 90 80 70
Response in %
disagree and disagree respectively that they often find unplanned goods in their shopping cart.
Interpretation:- Majority of the customers agree that they often find unplanned purchases in
their shopping cart.
Percentage
Options
16.
Customers make impulse purchases everytime they enter the store.

Disagree 7 12
21 35
100 90 80 70
Response in %
disagree and disagree respectively that they make impulse purchases every time they enter the store.
Interpretation:- Less than half of the customers cant say that they make impulse purchases every
time they enter into the store.
Percentage
Options
17.
Products displayed towards the corners of the stairs attract customers attention.
Disagree 34 57
4 7
100 90 80 70
Response in %
disagree and disagree respectively and think that products displayed towards the end of the stairs attract their attention.
Interpretation:- More than half of the customers find that the products displayed at the corners
of the stairs doesnt attract them .
Percentage
Options
18.
Impulse purchases account for at least 10 % of customers total bill.

Disagree 4 7
19 32
100 90 80 70
Response in %
disagree and disagree respectively that impulse purchases account for atleast 10% of their total bill.
Interpretation:- Most of the customers agree that impulse purchases account for atleast 10% of
their total bill.
Signages 19. Shopping guide at entry of store provides enough information about all levels.
Percentage
Options
Disagree 23 39
10 17
100 90 80 70
Response in %
agree nor disagree, Disagree and strongly disagree respectively that shopping guide at the entry of the store provides enough information about all levels.
Interpretation:- shopping guide at the entry of the store doesnt seem to provide much
information about all the levels.
Percentage
Options
20.
Price tags on products along with offers if any, are well displayed.
Disagree 1 2
7 12
100 90 80 70
Response in %
disagree and disagree respectively that price tags along with the offers are well displayed.
Interpretation:- Almost all the customers agree that price tags along with the offers are well
displayed
Percentage
Options
21.
Section indications with arrows help customers while shopping.

Disagree 5 9
17 28
100 90 80 70
Response in %
disagree and disagree respectively that section indications along with arrows help them in their shopping.
Interpretation:- Majority of the customers agree that section indications along with the arrow
marks help them in shopping.
Percentage
Options
22.
In store Promotions in bold and fancy font increase customers attention.

Disagree 11 18
28 47
100 90 80 70
Response in %
agree nor disagree, Disagree and strongly disagree respectively that signages with bold and fancy font increase their attention.
Interpretation:- Many Customers are confused that signages with bold and fancy font doesnt
increase their attention.
Percentage
Options
23.
Boards with bold fonts provide customers more information.
Options Number Percentage
Strongly Agree 3 5
Agree 22 37
Disagree 10 16
22 37
100 90 80 70
Response in %
Analysis:- 5%, 37%, 37%, 16% and 5% of the respondents strongly agree, Agree, Neither agree
nor disagree, Disagree and strongly disagree respectively that boards with bold fonts provide more information.
Interpretation:- Very few Customers agree that boards with bold fonts provide more
information.
Percentage
Options
CHAPTER - V FINDINGS & SUGGESTIONS
Findings
Store Ambience
Customers are happy with overall store ambience. But the decoration in the store was not much impressive.
Lighting
Store lighting is attractive and colors of the merchandise are visible but the lighting at the entry of the store is dull.
Promotions
Well communicated promotions enhance sales of store, Many customers are happy with the promotions of the store.
Impulse goods & sideward displayed goods

It is found that though customers end up with impulse purchases, The merchandise at the corners of the stairs doesnt attract them much and doesnt influence their buying behavior.
Signage
The signage placed the entrance of the store is not of much help to the customers. Section indications with arrows help customers while shopping. Price tags along with products are well displayed.
Suggestions
The pleasant environment enhances customers mood while shopping. The store can do well if there is more decoration which creates the results the customers shopping experience a pleasure.
Lighting plays a vital role in attracting the customer. The increase of it at the entry of the store helps to get more footfalls.
The store has excellent promotional offers. Customers are highly satisfied with the same, Hence the store has to maintain these at the same level.
Signages help and educate the customer in store. The signage of entry guide must be placed in such a way that a customer views it as soon as he enters the store ,which helps him/her to locate the things he is looking for without much assistance.
By observation it was observed that if possible the store can plan to have a window display which attracts the customers every time they visit. Better training to service staff can result in overall increase in professionalism. Though the music played in the store is pleasant still it is recommended to decrease the volume of the music as it is high. The sales staff while announcing about the offers helps the customers while shopping it is suggested that they should be clear and audible.
Grocery department comprises and contributes major sales, it is suggested to increase the brightness by increasing lighting which enables the customers to carefully select the groceries.
Annexure
Questionnaire:Name: - _____________________________ Age: - ________ Gender: - _____________ Income per month: - < 10000, 10000 20000, 20000 30000, >30000.
1) Store Ambience
The following aspects of store ambience make shopping experience at big bazaar a pleasure? Strongly Disagree 1. Cleanliness & hygiene 2. Background music played 3. Brightness 4. Decoration 5. Aisles ( Space between racks) Disagree
Neither Disagree Nor agree
Agree
Strongly Agree
2) Lighting
The types of lights used increase your interest in products and store. Strongly Disagree 1. The store entry lighting is attractive. 2. Backlights focused on products 3. Colors of the merchandise are well visible. 4. Overall lighting of the store is impressive. Disagree
Agree
Strongly Agree
3) Promotions
The following aspects help you in your shopping and draw your attention.
Strongly Disagree 1. Promotions at the retail level (offered by Big Bazaar) are very attractive. 2. Brand promotions are well communicated. 3. Offers announced by staff while you are shopping. 4. Events or promotions make you visit the store for such things. 5. Separate shelves and racks for a promotional offer.
Disagree
Agree
Strongly Agree
4) Impulse goods and sideward displayed goods

The following things happen when you shop. Strongly Disagree 1. You often find unplanned purchases in your shopping cart. 2. You make impulse purchases every time you enter the store. 3. Products displayed towards the corners of the stairs attract your attention. 4. Impulse purchases account for atleast 10 % of your total bill. Disagree
Agree
Strongly Agree
5) Signages
The below mentioned things help you to shop quickly.
Strongly Disagree 1. Shopping guide at entry of store provides enough information about all levels. 2. Price tags on products along with offers if any, are well displayed. 3. Section indications with arrows help you while shopping. 4. In store, Promotions in bold and fancy font increase your attention 5. Boards with bold fonts provide you more information.
Disagree
Agree
Strongly Agree
BIBLIOGRAPHY
Books
David Gilbert Retail Marketing Management II edition Pearson education. Martin M.Pegler Visual Merchandising and Display 5th Edition.
Journals
Business Today Indian Journal of marketing Volume 42 , Manju Malik Journal of Marketing Back numbers of A & M International Journal of Management Sciences
Sites
www.pantaloon.com www.slideshare.com www.wikipedia.org www.mint.com www.timesofindia.com

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1.

OBJECTIVES OF THE STUDY

LIMITATIONS OF THE STUDY

CHAPTER - II REVIEW LITERATURE

(Organized retailing) (Subhiksha) (Big Bazaar) (Shoppers Stop) (wal-mart- Bharti )

(Unorganized Retailing) (KIRANA)

Queens, New York.

Cash & Carry

Global Retailing Facts

Major driver for real estate and urban development

Biggest retail sales countries of the world

CHINA U.K INDIA RUSSIA

U.S $ 750 bn U.S $ 444 bn U.S $ 300 bn U.S $ 200 bn

Biggest retailers of the world

The Home depot USA Tesco Kroger Uk USA

Indian Retail Market

mass media and existence of counterfeit goods.

Major Indian Retailers

Growth Over 1997-2010

Growth after 2011

Working as team members with the store's promotional staff

CHAPTER - III COMPANY PROFILE

Shailesh Haribhakti Chairman & Non-Executive Independent Director

S Doreswamy Non-Executive Independent Director

Anil Harish Non-Executive Independent Director

Bala Deshpande Non-Executive Independent Director

V. K. Chopra Non-Executive Independent Director

Winning Designomist at the World Brand Congress 2011 - Future Group

2010 Coca-Cola Golden Spoon Awards 2010

2009 Images Fashion Forum 2009

Retailer of the Year: Home Products and Office Improvements: HomeTown

2007 Images Retail Awards

National Retail Federation, New York

World Retail Congress, Barcelona

Hewitt Best Employers 2007

Best Employers in India (Rank 14th) Pantaloon Retail (India) Ltd

2006 Retail Asia Pacific Top 500 Awards, Singapore

Best Managed Company in India (Mid-cap) Pantaloon retail (India) Ltd.

2005 Images Retail Awards 2005

PRIL- Brand Builder of the Year

2004 Images Retail Awards 2004

Reid & Taylor and DLF Awards

PRIL - Retailer of the year

2003 Indian Express Award

PRIL Marketing Excellence and Excellence in Brand Building

Indusland Bank (India Brand Summit)

PRIL - Excellence in Brand Buildin

Pantaloon Retail launches Indias first seamless mall, Central, in Bangalore.

Food Bazaar, the supermarket chain is launched.

Pantaloon Retail India Ltd. makes an Initial public offer (IPO).

BARE, an Indian denim brand is launched.

CHAPTER - IV ANALYSIS & INTERPRETATION

Disagree Strongly Disagree 0 0 0 0

Disagree Strongly Disagree 1 2 0 0

Brightness of the store helps while shopping.

Interpretation: - Majority of the customers agree that the store is Bright

Special decoration is eye catching.

Disagree Strongly Disagree 3 0

Aisles (Space between racks) is convenient to move around.

Disagree Strongly Disagree 1 2 0 0

Store entry lighting attracts the customers.

Disagree Strongly Disagree 18 30 9 15

Disagree Strongly Disagree 1 2 0 0