Visual Merchandising

Theoretical framework and Hypothesis:
In our study, we have two dependent variables describing the

consumer buying behaviour in supermarkets that is, the planned buying
behaviour and impulse buying behaviour. These two dependent variables
depend on a number of independent variables describing the various
visual merchandising factors impacting the buying behaviour.
Location
Lighting,
Music
Visible Aisle ways, Clearly
Sales offer (Discounts
Clearly labelled price and product
No. of checkout
Access of Wheelchairs, trolleys,
Consumer
Buying
Behaviour
(Planned and
Impulse)
Dependent
Variable
Maintenance (Cleanliness,
In store advertisements (tempting posters, print ads,
Independent Variables
The Hypothesis was developed to investigate the relationships

between the above mentioned visual merchandising factors and the
consumer buying behaviour and to understand which factors in particular
influence planned behaviour and which factors influence
H1: The above mentioned visual merchandising factors significantly influence
the consumers planned buying behaviour in supermarkets.
H0: The above mentioned visual merchandising factors do not significantly
influence the consumers planned buying behaviour in supermarkets.
H2: The above mentioned visual merchandising factors significantly influence
the consumers impulse buying behaviour in supermarkets.
H0: The above mentioned visual merchandising factors do not significantly
influence the consumers impulse buying behaviour in supermarkets.
Methodology:
Data collection Methodology:
The instrument used for this study was in a survey format. The
questionnaire consisted of 4 major sections. The first section consisted
about the demographic profile of the respondents like the age group they
belonged to, their gender and their frequency of visiting supermarkets.
The second section measured the consumers planned and impulse buying
tendency. The third section tried to obtain responses about the visual
merchandising factors affecting the respondents planned buying tendency
and the fourth section tried to obtain responses about the visual
merchandising factors affecting the respondents impulse buying
tendency. A 5-point Likert scale ranging from Never=1 to Always=5 was
used.
The Sample Size consisted of 150 respondents from Mumbai of all
age groups both males as well as females who visit supermarkets.
Data Analysis Method:

data
Statistical Packages for Social Sciences (SPSS) software has been used for
analysis. The data file consisting of the responds from the
questionnaire, was imported from Excel to the SPSS software for analysis.
Initially, descriptive statistics analysis was conducted to find out if
there was an error in the entered data. Along with that, frequency tables
were generated using SPSS for demographic analysis. This was followed
by checking the internal consistency of the data by using Cronbachs
alpha thus ensuring the reliability of our scales. Principle Component
Analysis which is a type of Factor Analysis has been used to reduce our
large set of variables down to a smaller, more manageable number of
dimensions or factors. Finally Pearson correlation has been used to explore
the strength of the relationship between our factors obtained from factor
analysis and the consumer planned or impulse purchase behaviour. This
gives you an indication of both the direction (positive or negative) and the
strength of the relationship.
Analysis:
Descriptive Statistics Analysis:
Frequencies:
Here frequency tables where generated to describe the sample in
terms of age, gender and frequency of visiting the supermarkets. The
frequency tables included frequency, percent, valid percent and
cumulative percent for each data set.
Gender
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Male
72
48.0
48.0
48.0
Female
78
52.0
52.0
100.0
150
100.0
100.0
Total
52% of the respondents were women whereas 48% of the respondents were
men. Since usually women are the major purchasers of household goods, this
demographic limitation is not considered to affect our outcome in a negative way.
Age
Frequency
Below 17
Valid
Percent
Valid Percent
Cumulative Percent
1.3
1.3
1.3
17-25
84
56.0
56.0
57.3
25-50
62
41.3
41.3
98.7
1.3
1.3
100.0
150
100.0
100.0
Above 50
Total
Also 56% of our total respondents lie in the age group of 17-25 while around
41.3% lie in the age group of 25-50. This demographic limitation will not
affect our outcome in a negative way since most people in the age group of
17-50 make purchase decisions.
How often do you visit Supermarkets

Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Never
3.3
3.3
3.3
Rarely
23
15.3
15.3
18.7
Sometimes
44
29.3
29.3
48.0
Very Often
52
34.7
34.7
82.7
Always
26
17.3
17.3
100.0
150
100.0
100.0
Total
As seen from the above table the frequency of consumer visits is moderate to
high as around 29.3% respondents visit supermarkets sometimes while 34.7%
respondents visit very often whereas 17.3 % of the respondents visit
supermarkets always which is conducive to our study.
I go shopping in Supermarkets [To buy what I need, always carry a list with me and go straight to the
products I want.]
Frequency
Rarely
Valid
Percent
Valid Percent
Cumulative Percent
6.0
6.0
6.0
Sometimes
27
18.0
18.0
24.0
Very Often
45
30.0
30.0
54.0
Always
69
46.0
46.0
100.0
150
100.0
100.0
Total
As seen above 46 % of the respondents plan their purchases always while

visiting Supermarkets whereas 30% of them very often plan their purchases.
Thus a majority of the respondents exhibit planned buying behaviour while
visiting supermarkets.
I go shopping in supermarkets [To look for new products offers, actively seek
new products while walking through the store as it leads me]
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Never
10
6.7
6.7
6.7
Rarely
45
30.0
30.0
36.7
Sometimes
59
39.3
39.3
76.0
Very Often
27
18.0
18.0
94.0
6.0
6.0
100.0
150
100.0
100.0
Always
Total
As seen above 30% of the respondents rarely while 39.3% of the respondents
sometimes exhibit impulsive buying behaviour which means that a majority of
the respondents have low impulse buying behaviour while visiting supermarkets.
Crosstabs:
This helps to understand in particular the impact of gender change and
the change in age group on the frequency of visiting supermarkets.
Gender * How often do you visit Supermarkets Crosstabulation

Count
Never
Rarely
Sometimes
Very Often
Total
Always
Gender
Male
15
24
21
72
Female
20
31
18
78
23
44
52
26
150
Total
As seen in the above table Females visit the supermarket more frequently as
compared to males which explains the larger percent of females in our study.
Age * How often do you visit Supermarkets Crosstabulation

Count
Never
Age
Rarely
Sometimes
Total
Very Often
Always
Below 17
17-25
11
28
27
16
84
25-50
12
14
24
10
62
Above 50
23
44
52
26
150
Total
As seen in the above table, all respondents from 17-25 as well as 25-50 exhibit
similar patterns in the frequency of visiting the supermarkets.
Reliability of data:
Reliability Statistics
Cronbach's
Cronbach's
Alpha
Alpha Based on
N of Items
Standardized
Items
.826
.825
20
In terms of reliability, the most important figure is the Alpha value. This is
Cronbachs alpha coefficient, which in this case is .826. This value is above .7, so
the scale can be considered to be reliable with our sample.
Item-Total Statistics
Scale
Scale
Mean
Variance
ed
Multiple
h's Alpha
if Item
if Item
Item-
Correlati
if Item
Delete
Deleted
Total
on
Deleted
Correct Squared Cronbac
Correla
tion
Importance of the Below mentioned factors when I make an impulse

purchase [Maintenance (Cleanliness, Hygiene)]
59.70
95.151
.448
.415
.816
59.98
96.906
.331
.480
.821
59.62
99.271
.247
.313
.825
61.47
95.096
.440
.647
.816
61.63
99.267
.245
.553
.825
59.61
98.522
.333
.457
.821
60.19
95.133
.425
.448
.817
60.13
93.695
.495
.413
.813
59.45
95.967
.445
.552
.816
61.01
94.778
.420
.502
.817
61.61
96.777
.357
.509
.820
59.55
99.390
.318
.370
.822
60.66
94.588
.409
.346
.817

purchase [In store advertisements (tempting posters, print ads,
catalogs)]
Importance of the Below mentioned factors when I make a planned
purchase [Location (Ease of access, Availability of parking space, Store
visibility]
purchase [Lighting, Colouring]
purchase [Music]
purchase [Visible aisle ways, Clearly marked sections (Eg. Grocery, Cold
storage, healthcare etc)]
purchase [Access of wheelchairs, trolleys, prams]
purchase [No. of checkout counters]
purchase [Clearly labelled price and product information on Racks]
purchase [Sales offers (Discounts etc)]
purchase [In store advertisements (tempting posters, print ads,
catalogs)]
purchase [Maintenance (Cleanliness, Hygiene)]
purchase [Location (Ease of access, Availability of parking space, Store
visibility]

purchase [Lighting, Colouring]
61.39
92.843
.524
.597
.811
61.51
95.500
.412
.499
.817
60.13
94.881
.399
.452
.818
61.36
94.930
.444
.446
.816
60.61
93.354
.439
.418
.816
59.59
97.103
.376
.510
.819
59.73
94.643
.403
.481
.818

purchase [Music]
purchase [Visible aisle ways, Clearly marked sections (Eg. Grocery, Cold
storage, healthcare etc)]
purchase [Access of wheelchairs, trolleys, prams]
purchase [No. of checkout counters]
purchase [Clearly labelled price and product information on Racks]
purchase [Sales offers (Discounts etc)]
Factor analysis:
KMO and Bartletts Test- The Kaiser-Meyer-Oklin measure of sampling adequacy tests
whether the partial correlations among variables are small. The KMO measures the sampling
adequacy which should be greater than 0.6 for a satisfactory factor analysis to proceed.
KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Approx. Chi-Square
Bartlett's Test of Sphericity
.776
1111.368
Df
190
Sig.
.000
For our data collected, value of KMO Measure of sampling adequacy is 0.776, which is
greater than the recommended value of 0.6. Also the Bartletts test is significant (p= .000).
This indicates that data collected is appropriate for Factor Analysis.
Total Variance Explained

Component
Initial Eigenvalues
Extraction Sums of Squared Loadings
Rotation Sums of
Squared Loadingsa
Total
% of
Cumulative
Variance
Total
% of Variance Cumulative %
Total
4.723
23.613
23.613
4.723
23.613
23.613
3.282
3.493
17.465
41.078
3.493
17.465
41.078
3.397
1.530
7.651
48.728
1.530
7.651
48.728
2.451
1.359
6.795
55.524
1.359
6.795
55.524
2.211
1.173
5.865
61.388
1.173
5.865
61.388
2.033
1.073
5.366
66.754
1.073
5.366
66.754
2.714
.888
4.440
71.195
.753
3.766
74.960
.725
3.627
78.587
10
.595
2.974
81.561
11
.539
2.696
84.257
12
.479
2.395
86.652
13
.466
2.329
88.981
14
.405
2.023
91.004
15
.374
1.870
92.874
16
.329
1.643
94.517
17
.326
1.632
96.149
18
.300
1.501
97.650
19
.281
1.404
99.053
20
.189
.947
100.000
Extraction Method: Principal Component Analysis.

a. When components are correlated, sums of squared loadings cannot be added to obtain a total variance.
The table shows 20 factors, one for each variable. However, only the first six are extracted for
analysis because under the Extraction options in SPSS, we had mentioned to extract only 6
factors.
Rotated Component Matrixa

Component
1
Importance of the Below mentioned factors when I make a planned purchase [Clearly labelled
price and product information on Racks]
.764
Importance of the Below mentioned factors when I make a planned purchase [Access of
wheelchairs, trolleys, prams]
.631
Importance of the Below mentioned factors when I make an impulse purchase [Clearly labelled
price and product information on Racks]
.622
Importance of the Below mentioned factors when I make an impulse purchase [Maintenance
(Cleanliness, Hygiene)]
.622
Importance of the Below mentioned factors when I make a planned purchase [Maintenance
(Cleanliness, Hygiene)]
.608
Importance of the Below mentioned factors when I make a planned purchase [Visible aisle ways,
Clearly marked sections (Eg. Grocery, Cold storage, healthcare etc)]
.607
Importance of the Below mentioned factors when I make an impulse purchase [Sales offers
(Discounts etc)]
.598
Importance of the Below mentioned factors when I make a planned purchase [No. of checkout
counters]
.578
Importance of the Below mentioned factors when I make an impulse purchase [In store
advertisements (tempting posters, print ads, catalogs)]
.519
Importance of the Below mentioned factors when I make an impulse purchase [Visible aisle ways,
Clearly marked sections (Eg. Grocery, Cold storage, healthcare etc)]
.519
Importance of the Below mentioned factors when I make a planned purchase [Location (Ease of
access, Availability of parking space, Store visibility]
.470
Importance of the Below mentioned factors when I make an impulse purchase [Lighting,
Colouring]
Importance of the Below mentioned factors when I make a planned purchase [Lighting, Colouring]
.787
.758
Importance of the Below mentioned factors when I make a planned purchase [In store
advertisements (tempting posters, print ads, catalogs)]
.727
Importance of the Below mentioned factors when I make a planned purchase [Sales offers
(Discounts etc)]
Importance of the Below mentioned factors when I make an impulse purchase [Music]
Importance of the Below mentioned factors when I make a planned purchase [Music]
.689
.671
.667
Importance of the Below mentioned factors when I make an impulse purchase [Access of
wheelchairs, trolleys, prams]
.587
Importance of the Below mentioned factors when I make an impulse purchase [No. of checkout
counters]
Importance of the Below mentioned factors when I make an impulse purchase [Location (Ease of
access, Availability of parking space, Store visibility]
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
.515
.473
a. Rotation converged in 3 iterations.

Visual Merchandising

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Visual Merchandising

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Theoretical framework and Hypothesis:

In our study, we have two dependent variables describing the

The Hypothesis was developed to investigate the relationships

Data Analysis Method:

How often do you visit Supermarkets

As seen above 46 % of the respondents plan their purchases always while

Gender * How often do you visit Supermarkets Crosstabulation

Age * How often do you visit Supermarkets Crosstabulation

Correct Squared Cronbac

Importance of the Below mentioned factors when I make an impulse

Importance of the Below mentioned factors when I make an impulse

Importance of the Below mentioned factors when I make an impulse

Importance of the Below mentioned factors when I make an impulse

KMO and Bartlett's Test

Total Variance Explained

Extraction Sums of Squared Loadings

Extraction Method: Principal Component Analysis.

Rotated Component Matrixa

a. Rotation converged in 3 iterations.

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