A STUDY OF VISUAL

MERCHANDISING IN
PANTALOONS

PA L L A B I R O Y
R O L L N O - 13000921055
 CONTENT

DEFINITION

OBJECTIVE OF PROJECT

 RESEARCH METHODOLOGY

ANALYSIS AND INTERPRETATION

 FINDING

RECOMMENDATION

CONCLUSION
 DEFINITION

Visual merchandising is a marketing practice that uses floor plans,

color, lighting, displays, technology, and other elements to attract
customer attention. Its ultimate purpose is to use the retail space to
generate more sales.A visual merchandiser is the person behind the
magic.
 OBJECTIVES

 Increase sales
 Express your brand identity
 Create a recall value
 Attract customers
 RESEARCH
METHODOLOGY
TYPE OF RESEARCH

Type of Research : Analytical Research

Type of Sampling : Random Sampling

Classification of data : Primary Data

Total questions :10

Total sample Size :100

 ANALYSIS AND
INTERPRETATION
Gender information
Interpretation
28%
Gender information graph shows, that 72% of
the sample responses are on female consumers
and only 28% of the male.

72%

Male Female
Interpretation: Total responses were analysed to see the
impact of visual merchandising elements on consumers. Below
graph shows 96% of the total responses are either agree or
strongly agree that visual merchandising elements handling Total Responses
customer service department.
4%

43%
53%

Strongly Agree Agree Neutral

Disagree Strongly Disagree
 Age group information

Interpretation : Age group information graph

15%
shows that 72% of the consumers‘ belong to the 13%

age group 25 - 44 and majority is in the age

group 25-34.
32%
 
40%

18-24 Age 25-34 Age 35-44 Age Above

 FINDING
1. Pantaloon’s is using low prices as a hook to attract the middle bulk of the customers.
2. Quality products at low prices are its U.S.P which makes it stand out among its competitors like Shoppers‘stop,
Globus, and Lifestyle, etc.
3. Advantage of being first mover-
• It has got a large no. of loyal customers, whose repeat purchases are contributing a lot to its total sales.
• Also, it got economies of scale, before the competition became intense, which helped it to survive and grow.
• Its early approach to the market and hence gained experience allows it to expand at fast rate.
4. Emphasis on private brand allows it to sustain in the market in profitable manner.
5. Superior quality service has played a vital role in retaining old customers, and attracting new one.
6. Innovations done based on customer insight also helped a lot it, in being successful.
7. Lack of bargaining options still forbade lower middle-class customers to shop from organized retail market.
 
 RECOMMEDATION
 Support with Signage:

Signage informs consumers of sales and promotions. It also directs people to different areas of the store. Where do
you want them to head? If the store is clearing out low inventory products, usher them that way.

 Create Hierarchy:

Contrasting heights and depths grab customer interest. Varying heights can fuel interaction among shoppers and
products. For instance, fan out items on tables at hip level.

 Make Your Store Instagram-Ready:

Encourage shoppers to post photos to Instagram by promoting hashtags and creating unique displays.

 Refresh Displays and Layouts:

Updating displays and store layouts regularly will give frequent shoppers the exciting prospect of discovering
something new.
 CONCLUSI
ON
From the study it is clearly understood that the arrangement of the displays in an attractive manner initiates
new interest about the products in the minds of the customer. By designing a proper themes and activating
changes frequently one can thus be a proactive retailer.

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.

By doing this project am not only learned about the impact of visual merchandising but also it opened the
door for me to learn about many aspects in sales and retail including handing customer service department
of consumers, salesmanship etc., I once thank my institute and also future group for providing training of this
kind.