Ashish Synopsis

8/4/2019 Ashish Synopsis

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A SYNOPSIS

ON

VISUAL MERCHANDISING AND ITS EFFECTS ON CONSUMER BEHAVIOR

SUPERVISOR: SUBMITTED BY:

Prof.Pravash Ghosh Siddharth Prakash Tiwari

Assistant Professor (LSCM) Enrollment no.JKBS090457

(J.K.BUSINESS SCHOOL) MARKETING

REMARKS OF EVALUATOR

APPROVED/DIAPPROVED APPROVED/DIAPPROVED

(I EVALUATION) (II EVALUATION)

SESSION:-2009-11

DIRECTORATE OF DISTANCE EDUCATION

GJU S&T, HISAR


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DIRECTORATE OF DISTANCE EDUCATION

GURU JAMBESHWAR UNIVERSITY OF SC. &TECHNOLOGY, HISAR

FORMAT FOR RESUME OF SUPERVISOR/GUIDE

1. NAME : Prof.Pravash Ghosh2. DESIGNATION : Assistant Professor (LSCM)3. QUALIFICATION : Chemical Engineer from NIT Durgapur,MBA

In Transportation & Logistics Managment

4. AREA OF SPECIALIZATION : LSCM5. EXPERIENCE : 10 yrs6. OFFICIAL ADDRESS : DAMDAMA LAKE ROAD, BHONDSI,

GURGAON

7. TELEPHONE NO : 0124-22664728. MOBILE : 98990602939. E-MAIL : [email protected]

I AM WILLING TO SUPERVISE Mr. Ashish Kumar

Enrollment no. JKBS090457

ON THE TOPIC

VISUAL MERCHANDISING AND ITS EFFECTS ON CONSUMER BEHAVIOR

(SIGNATURE) WITH SEAL

COUNTERSIGNED BY THE EMPLOYER WITH SEAL

COUNTER SIGNED BY DIRECTORATE OF STUDY CENTRE WITH SEAL


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CERTIFICATE

This is certifying that Mr. Ashish Kumar Enrollment no.JKBS090457 has proceeded under bysupervision his/her research project report on VISUAL MERCHANDISING AND ITS EFFECTS

ON CONSUMERS BEHAVIOR in the specialization area of MARKETING.

The work embodied in this report is original and is the standard expected of an MBA student and has

not been submitted in part or full to this or any other university for the award of any degree of

diploma. He/she has completed all requirements of guidelines for Research Project and the work is fit

for evaluation.

Signature of Supervisor/Guide (with seal)

NAME : Prof. Pravash Ghosh

DESIGNATION : Assistant Professor (LSCM)

ORGANIZATION : JK BUSINESS SCHOOL

Forwarded by Head/Director of Study Centre

(With Signature, Name & Seal)


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INTRODUCTION

Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail formats

in both the value and lifestyle segment of the Indian consumer market. Headquartered in Mumbai(Bombay), the company operates over 16 million square feet of retail space, has over 1000 storesacross 73 cities in India and employs over 30,000 people.

The companys leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely

Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch and feel of Indian

bazaars with aspects of modern retail like choice, convenience and quality and Central, a chain ofseamless destination malls. Some of its other formats include Brand Factory, Blue Sky, aLL, Top 10and Star and Sitara. The company also operates an online portal, futurebazaar.com.

Future Value Retail Limited is a wholly owned subsidiary ofPantaloon 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

over70 cities across the country, covering an operational retail space of over6 million square feet.

As a focussed entity driving the growth of the group's value retail business, Future Value RetailLimited will continue to deliver more value to its customers, supply partners, stakeholders andcommunities across the country and shape the growth of modern retail in India.

A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a large-format

home solutions store, Collection i, selling home furniture products and eZone focused on catering to

the consumer electronics segment.

Pantaloon Retail is the flagship company of Future Group, a business group catering to the entire

Indian consumption space.


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LITERATURE REVIEW

The paramount goal of marketing is to understand the consumer and to influence buying behavior. One

of the main perspectives of the consumer behavior research analyses buying behavior from the so-

called information processing perspective" (Holbrook and Hirschman1982).

According to the model, customer decision-making process comprises a need satisfying Behavior and

a wide range of motivating and influencing factors.

The process can be depicted in the following steps:

Need recognition realization of the difference between desired situation and the current situation

that serves as a trigger for the entire consumption process.

Search for information - search for data relevant for the purchasing decision, both from internalsources (one's memory) and/or external sources.

Pre-purchase alternative evaluation - assessment of available choices that can fulfill the realised

need by evaluating benefits they may deliver and reduction of the number of options to the one (or

several) preferred.

Purchase - acquirement of the chosen option of product or service.

Consumption - utilisation of the procured option.

Post-purchase alternative re-evaluation - assessment of whether or not and to what degree theconsumption of the alternative produced satisfaction.

Besides the information processing perspective, marketing analyses consumer behavior by employinga psychologically grounded concept of attitudes. It is consumer attitudes that are usually named as themajor factor in shaping consumer behavior and a wealth of studies is available on the topic of how

attitudes can predict behavior.


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OBJECTIVES OF THE STUDY

Any project must have clear cut objective and also it must be effective. The main objective of

the project is to tell where we are and where we have to go. If the objective is clearly stated

and understood, then half of the problem is solved.

Keeping the same view in mind the main objective of the report is as follows:

y Is visual merchandising is helpful in attracting the customers?y Does Visualization helps in increasing the growth of the sales?y Does Visualization of the products in real helps a Retailer?


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RESEARCH METHODOLOGY

RESEARCH DESIGN

Descriptive and analytical

DATA COLLECTION

Secondary data should be collected.

Annual reports of the The Seagram Company Limited

1. Manual2. Websites3. Magazines

TOOLS FOR ANALYSIS

1. Data Analysis2. Trend analysis3. Inter-firm comparison

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