1
TABLE OF CONTENTS Pages
ACKNOWLEDGEMENT 2
EXECUTIVE SUMMARY 2
LIST OF TABLES 3-26
LIST OF FIGURES 3-29
(I) INTRODUCTION AND DESIGN OF THE STUDY 29-44
1.1 CONCEPT INTRODUCTION 29
1.2 PROBLEM OF STUDY 29
1.3 SCOPE AND SIGNIFICANCE 29-31
1.4 BRIEF REVIEW OF STUDY 31-32
1.5 OBJECT OF THE STUDY 32-
1.6 RESEARCH DESIGN 32-36
1.7 CHAPTER PLAN 36-44
(II) PROFILE OF THE STUDY UNIT 45-47
(III) ANALYSIS RELATING TO OBJECTS I 47-49
(IV) ANALYSIS RELATING TO OBJECT II 49-88
(V) SUMMARY OF FINDINGS AND CONCLUSION 84-88
APPENDICES 89-95
BIBLIOGRAPHY 95
QUESTIONNAIRE 95-98
,2
ACKNOWLEDGEMENT
The extent to which I have achieved this thesis owes much to the invaluable assistance of
several individuals and organizations. I would like to express my deep appreciation to my
supervisor, MD. Kabir Lumba, for his professional guidance and constructive criticism during
our consulting sessions. I greatly respect his suggestions, patience, and the time he has
dedicated to my MBA thesis project.
I would also like to extend my sincere gratitude to MD Kabir Lumba for facilitating my access to
the company’s data and to Pritam Ghosh for his prompt information support. Lastly, I wish to
thank Carreograph for his invaluable technical assistance and training.
Executive Summary
This study aims to understand the reasons behind fluctuating and highly volatile market
conditions in West Bengal, particularly in Kolkata and its surrounding suburbs. It explores
emerging opportunities and threats within the textile industry and examines Spencer’s Hyper
Store at Rangoli Mall,” Bell, Howrah, West Bengal. The research involves interviewing
individuals to gauge their tastes, preferences, and fashion inclinations.
Observational validation of consumer insights will address, and merchandising. A visit to the
catchment area will help uncover the reasons for low foot traffic. Profiling and media
preferences research will inform key action points for reviving this store. Secondary data
collection involves utilizing web sources, including Life-Style International (P) Ltd.
Questionnaire Review
QR-1: The purpose behind these questions.
QR-2: The significance of the respondents’ participation.
QR-3: The entity responsible for the survey.
QR-4: Assurance of confidentiality for respondents.
QR-5: Cover letter.
QR-6: Questionnaire policy.
,3
List of Tables and Figures
Table-1:- Window Displays
Increase Interest towards items being Displayed
Opinion NO OF RESPONDENTS % OF RESPONDENT
YES 54 85.71
NO 9 14.28
Total 63 100
FIGURE 2:- WINDOW DISPLAYS
Sales
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
Table2:- Which type of store design women prefer
Particular No of Respondent % of Respondents
Flexible 45 71.42
Rigid 18 28.57
Total 63 100
, 4
FIGURE-3 TYPE OF STORE DESIGN
Sales
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
Table 3:- Product Display Table store has an impact on the buying decision
the Opinion No of respondent % of respondents
Yes 38 60.31
No 25 39.63
Total 63 100
Figure-4 :- Product Display
TO SUM UP
It is said, “You never get a second channel to make a first impression.” To make VM work, the
retailer utilizes VM to develop a powerful store image effectively. Image can be described as
the overall look of a store and the series of mental pictures it evokes within the beholder.
Everything done in the store must fit into the image chosen for the store. The creation of this
recognizable image is applied and communicated effectively through multiple media to gain
customer recognition and loyalty. “ Image is everything”
Due to increasing competition and the similarity of merchandise, retailers utilize VM to
differentiate their offerings from others and improve the desirability of products. Since impulse
TABLE OF CONTENTS Pages
ACKNOWLEDGEMENT 2
EXECUTIVE SUMMARY 2
LIST OF TABLES 3-26
LIST OF FIGURES 3-29
(I) INTRODUCTION AND DESIGN OF THE STUDY 29-44
1.1 CONCEPT INTRODUCTION 29
1.2 PROBLEM OF STUDY 29
1.3 SCOPE AND SIGNIFICANCE 29-31
1.4 BRIEF REVIEW OF STUDY 31-32
1.5 OBJECT OF THE STUDY 32-
1.6 RESEARCH DESIGN 32-36
1.7 CHAPTER PLAN 36-44
(II) PROFILE OF THE STUDY UNIT 45-47
(III) ANALYSIS RELATING TO OBJECTS I 47-49
(IV) ANALYSIS RELATING TO OBJECT II 49-88
(V) SUMMARY OF FINDINGS AND CONCLUSION 84-88
APPENDICES 89-95
BIBLIOGRAPHY 95
QUESTIONNAIRE 95-98
,2
ACKNOWLEDGEMENT
The extent to which I have achieved this thesis owes much to the invaluable assistance of
several individuals and organizations. I would like to express my deep appreciation to my
supervisor, MD. Kabir Lumba, for his professional guidance and constructive criticism during
our consulting sessions. I greatly respect his suggestions, patience, and the time he has
dedicated to my MBA thesis project.
I would also like to extend my sincere gratitude to MD Kabir Lumba for facilitating my access to
the company’s data and to Pritam Ghosh for his prompt information support. Lastly, I wish to
thank Carreograph for his invaluable technical assistance and training.
Executive Summary
This study aims to understand the reasons behind fluctuating and highly volatile market
conditions in West Bengal, particularly in Kolkata and its surrounding suburbs. It explores
emerging opportunities and threats within the textile industry and examines Spencer’s Hyper
Store at Rangoli Mall,” Bell, Howrah, West Bengal. The research involves interviewing
individuals to gauge their tastes, preferences, and fashion inclinations.
Observational validation of consumer insights will address, and merchandising. A visit to the
catchment area will help uncover the reasons for low foot traffic. Profiling and media
preferences research will inform key action points for reviving this store. Secondary data
collection involves utilizing web sources, including Life-Style International (P) Ltd.
Questionnaire Review
QR-1: The purpose behind these questions.
QR-2: The significance of the respondents’ participation.
QR-3: The entity responsible for the survey.
QR-4: Assurance of confidentiality for respondents.
QR-5: Cover letter.
QR-6: Questionnaire policy.
,3
List of Tables and Figures
Table-1:- Window Displays
Increase Interest towards items being Displayed
Opinion NO OF RESPONDENTS % OF RESPONDENT
YES 54 85.71
NO 9 14.28
Total 63 100
FIGURE 2:- WINDOW DISPLAYS
Sales
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
Table2:- Which type of store design women prefer
Particular No of Respondent % of Respondents
Flexible 45 71.42
Rigid 18 28.57
Total 63 100
, 4
FIGURE-3 TYPE OF STORE DESIGN
Sales
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
Table 3:- Product Display Table store has an impact on the buying decision
the Opinion No of respondent % of respondents
Yes 38 60.31
No 25 39.63
Total 63 100
Figure-4 :- Product Display
TO SUM UP
It is said, “You never get a second channel to make a first impression.” To make VM work, the
retailer utilizes VM to develop a powerful store image effectively. Image can be described as
the overall look of a store and the series of mental pictures it evokes within the beholder.
Everything done in the store must fit into the image chosen for the store. The creation of this
recognizable image is applied and communicated effectively through multiple media to gain
customer recognition and loyalty. “ Image is everything”
Due to increasing competition and the similarity of merchandise, retailers utilize VM to
differentiate their offerings from others and improve the desirability of products. Since impulse
