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.
List of Tables and Figures
Table-1:- Window Displays
, 3
Increase Interest towards items being Displayed
Opinion NO OF RESPONDENTS % OF RESPONDENT
YES 54 85.71
NO 9 14.28
Total 63 100
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
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
, 4
Figure-4 :- Product Display
TO SUM UP
It is said, “You never get a second channel to make a first impression.” The retailer uses VM to
effectively create a powerful store image in order to make VM work. 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 buying
is a pervasive aspect of consumers’ behavior and a focal point for strategic marketing plans
( rook,1987), finding variables that influence shopper’s impulse buying urges and decisions and
attempting to control these influencing variables through strategic marketing and merchandising
activity is critical for retailers to survive in fierce competition. This study will explain why visual
merchandising should be considered a component of a strategic marketing plan in support of sales
increase and positive store/ company image. This study also will provide insights to retailers about
types of vm that can influence consumers’ impulse buying behaviors. The results suggest that the
themes that linked most strongly to purchase intention were:- merchandise colors, presentation style,
awareness of fixtures, path findings, sensory qualities of material, and lighting. According to the initial
findings, display linking does not make a purchase, but it does make it four times more likely. These VM
practices serve as stimuli that provoke a desire that ultimately motivates a consumer to make an
unplanned purchase decision upon entering the store, significantly influencing the consumer’s impulse
buying behaviors. This is sufficient evidence that retailers' desirability of products helps customers be
aware of the products as well as create favorable attitudes.
5
Table-8:- How long have been shopping through Forum Rangoli ?
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.
List of Tables and Figures
Table-1:- Window Displays
, 3
Increase Interest towards items being Displayed
Opinion NO OF RESPONDENTS % OF RESPONDENT
YES 54 85.71
NO 9 14.28
Total 63 100
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
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
, 4
Figure-4 :- Product Display
TO SUM UP
It is said, “You never get a second channel to make a first impression.” The retailer uses VM to
effectively create a powerful store image in order to make VM work. 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 buying
is a pervasive aspect of consumers’ behavior and a focal point for strategic marketing plans
( rook,1987), finding variables that influence shopper’s impulse buying urges and decisions and
attempting to control these influencing variables through strategic marketing and merchandising
activity is critical for retailers to survive in fierce competition. This study will explain why visual
merchandising should be considered a component of a strategic marketing plan in support of sales
increase and positive store/ company image. This study also will provide insights to retailers about
types of vm that can influence consumers’ impulse buying behaviors. The results suggest that the
themes that linked most strongly to purchase intention were:- merchandise colors, presentation style,
awareness of fixtures, path findings, sensory qualities of material, and lighting. According to the initial
findings, display linking does not make a purchase, but it does make it four times more likely. These VM
practices serve as stimuli that provoke a desire that ultimately motivates a consumer to make an
unplanned purchase decision upon entering the store, significantly influencing the consumer’s impulse
buying behaviors. This is sufficient evidence that retailers' desirability of products helps customers be
aware of the products as well as create favorable attitudes.
5
Table-8:- How long have been shopping through Forum Rangoli ?
