A study on

Effect of visual merchandising on consumer behavior

Harish .m
1ds09mba21
Introduction
The 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 problem
 Visual merchandising plays an important role in the retail industry. Visual
merchandising helps the customer to reach out the products

 Therefore it is very important for shoppers Stop to implement effective visual

merchandising to extract new customers and retaining the customers

 There was a need to identify does visual merchandising of shoppersstop drives the
customers to buy products
Objective of the study
 Primary Objectives-
 A study on effectiveness of Visual merchandising on consumer behaviour

 To find out the relationship between Visual merchandising and consumer behaviour

 Secondary objectives-
 To know the relationship between marital status and frequent visitors
 To know the relationship between income group and drivers to visit shoppers stop
Scope of the study
 The study was conducted to the customers of shoppers Stop

 The customer data represents all types of the customers irrespective of age and
gender

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

Shoppers Stop

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

consumer behaviour
Methodology
 Descriptive research design was used to conduct the research

 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

 SECONDARY STUDY –
A review of literature was conducted on the various studies done on the similar
project
 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:

 
 Marketing Management by Philip Kotler helped to gather information regarding
Marketing concepts, definitions.
The various websites referred were as follows:

 www.ShopperStop.com
 www.ask.com
Sampling method
Sample size 96

Sampling method Convenience sampling

Sampling unit Customers of shoppers stop

Measuring tool Questionnaire

Limitations
 Time limit

 Respondents unwilling to respond

ANALYSIS OF THE STATISTICAL TOOL
 HYPOTHESIS2- H0 (NULL HYOTHESIS)-There is no significant relation between income group and
drivers.

H1 (ALTERNATIVE HYPOTHESIS)-There is significant relation between income group and drivers.

Correlations

what drives you

to visit
income group shoppersstop

income group Pearson Correlation 1.000 .205*

Sig. (2-tailed) .046

N 96.000 96

what drives you to visit Pearson Correlation .205* 1.000

shoppersstop Sig. (2-tailed) .046

N 96 96.000

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

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.
  HYPOTHESIS2- H0 (NULL HYOTHESIS)-There is no significant relation between marital status and
frequent visitor.

 H1 (ALTERNATIVE HYPOTHESIS)-There is significant relation between marital status and frequent

visitor.
Correlations

how frequently
do you visit
marital status shoppersstop

marital status Pearson Correlation 1.000 .289**

Sig. (2-tailed) .004

N 96.000 96

how frequently do you visit Pearson Correlation .289** 1.000

shoppersstop Sig. (2-tailed) .004

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 frequently do you visit shoppersstop Crosstabulation

Count

how frequently do you visit shoppersstop

once in a once in three

once in a week month 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

customer
price quality brand service Total

occupation business 2 9 12 5 28

student 5 6 21 4 36

professional 4 12 13 3 32

Total 11 27 46 12 96
suggestions
 Company should try to update the style of visual merchandising as more than 50%
of respondents do not get attracted by visual merchandising

 More number of visual merchandisers are needed for the company

findings
 Brand is the major driver for shoppers stop to extract customers

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

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

Thank you