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CAPSTONE PROJECT REPORT ON A Study on Impact of Visual Merchandising on Consumer Behaviour
SUBMITTED BY Akash Lathiya Roll No. 6957 T.Y. BACHELOR OF MANAGEMENT STUDIES SEMESTER VI
SUBMITTED TO UNIVERSITY OF MUMBAI (2018-2019)
UNDER THE GUIDANCE OF Prof. Sonal Jain
DECLARATION
I, Mr. Akash Lathiya, student of Thakur College of Science and Commerce (TCSC), Mumbai, hereby declare that the project entitled “A Study on Impact of Visual Merchandising on Consumer Behaviour” is the record of an authentic work carried out by me during the Academic Year 2018-2019 and the information provided in this study is authentic to the best of my knowledge. This report has not been submitted to any other university or institute towards an attempt has been made by me to provide all relevant and important details regarding the topic to support the theoretical edifice with concrete project report evidence.
Date:
Signature
Place:
Akash lathiya
CERTIFICATE
This is to certify that Akash Lathiya has completed the Capstone Project entitled “A Study on Impact of Visual Merchandising on Consumer Behaviour” during 2018-2019 under my guidance.
To the best of my knowledge the Report submitted by him is original, no part of the report has been submitted for award of any other degree fellowship or other similar titles or prizes.
Signature of the Faculty Guide
Prof. Sonal Jain
ACKNOWLEDGEMENT
No one ever achieves a success without the help and friendly guidance and cooperation of so many people involve in the work. I feel great pleasure in submitting this project report, for this, I would like to convey few words of thanks to all of them who had made valuable contribution and guided me in achieving my objectives.
As a part of practical study, industrial training and research projects are necessary for each student.
It
provides
necessary
exposure
towards
industry, which is equally important as practical knowledge in brightening of one’s career.
I express my deepest sense of gratitude to many who have helped in making this project successful. I would like to express my gratitude to my project guide Prof. Sonal Jain for providing his valuable advice and constant support during my project work on A Study
on
Impact
of
Visual
Merchandising on Consumer Behaviour. It was indeed a commendable task on his part in spite of the time constraints and other commitments that he was involved in. Without his help, support and guidance completing this project would have been impossible.
Also, last but not the least I would like to thank all my faculties, TCSC, Mumbai who have always helped the student achieve the best through their words of encouragement and by being very supportive.
Finally, I would be grateful to all readers of the project. Date:
Akash Lathiya
EXECUTIVE SUMMARY
The background of the India Retail Industry is the largest among all the industries, accounting for over ten per cent of the country’s GDP and around eight per cent of the employment. The Retail Industry in India has come forth as one of the most dynamic and fast paced industries with several players entering the market.
The retailers are facing a keen competitive market place and as a consequence of that they find many difficulties to differentiate their stores on the basis of product, place, people, price and promotion. Retail store elements such as color, lighting and visual merchandising have always been considered as having immediate effects on the buying decision making process.
The purpose of the study was to determine the important factors of visual merchandising which influence consumer’s buying behaviour.
INDEX Chapter No.
Particulars
1
INTRODUCTION 1,1 Background 1.2 visual merchandising 1.3Role of visual merchandising 1.4 70% Rule 1.5 The 5 sensory element 1.6 visual merchandising elements 1.7 About industry
2
RESEARCH METHODOLOGY 2.1 Research design 2.2 Information required 2.3 Data source 2.4 Sample size 2.5 Data analysis
3
LITERATURE REVIEW
4
DATA ANALYSIS, INTERPRETATION AND PRESENTATION 4.1 gender 4.2 age 4.3 occupation 4.4 monthly income 4.5 monthly noticed feature inside store display 4.6factor analysis
Page No.
5
CONCLUSION AND SUGGESTION
SUBMITTED BY Akash Lathiya Roll No. 6957 T.Y. BACHELOR OF MANAGEMENT STUDIES SEMESTER VI
SUBMITTED TO UNIVERSITY OF MUMBAI (2018-2019)
UNDER THE GUIDANCE OF Prof. Sonal Jain
DECLARATION
I, Mr. Akash Lathiya, student of Thakur College of Science and Commerce (TCSC), Mumbai, hereby declare that the project entitled “A Study on Impact of Visual Merchandising on Consumer Behaviour” is the record of an authentic work carried out by me during the Academic Year 2018-2019 and the information provided in this study is authentic to the best of my knowledge. This report has not been submitted to any other university or institute towards an attempt has been made by me to provide all relevant and important details regarding the topic to support the theoretical edifice with concrete project report evidence.
Date:
Signature
Place:
Akash lathiya
CERTIFICATE
This is to certify that Akash Lathiya has completed the Capstone Project entitled “A Study on Impact of Visual Merchandising on Consumer Behaviour” during 2018-2019 under my guidance.
To the best of my knowledge the Report submitted by him is original, no part of the report has been submitted for award of any other degree fellowship or other similar titles or prizes.
Signature of the Faculty Guide
Prof. Sonal Jain
ACKNOWLEDGEMENT
No one ever achieves a success without the help and friendly guidance and cooperation of so many people involve in the work. I feel great pleasure in submitting this project report, for this, I would like to convey few words of thanks to all of them who had made valuable contribution and guided me in achieving my objectives.
As a part of practical study, industrial training and research projects are necessary for each student.
It
provides
necessary
exposure
towards
industry, which is equally important as practical knowledge in brightening of one’s career.
I express my deepest sense of gratitude to many who have helped in making this project successful. I would like to express my gratitude to my project guide Prof. Sonal Jain for providing his valuable advice and constant support during my project work on A Study
on
Impact
of
Visual
Merchandising on Consumer Behaviour. It was indeed a commendable task on his part in spite of the time constraints and other commitments that he was involved in. Without his help, support and guidance completing this project would have been impossible.
Also, last but not the least I would like to thank all my faculties, TCSC, Mumbai who have always helped the student achieve the best through their words of encouragement and by being very supportive.
Finally, I would be grateful to all readers of the project. Date:
Akash Lathiya
EXECUTIVE SUMMARY
The background of the India Retail Industry is the largest among all the industries, accounting for over ten per cent of the country’s GDP and around eight per cent of the employment. The Retail Industry in India has come forth as one of the most dynamic and fast paced industries with several players entering the market.
The retailers are facing a keen competitive market place and as a consequence of that they find many difficulties to differentiate their stores on the basis of product, place, people, price and promotion. Retail store elements such as color, lighting and visual merchandising have always been considered as having immediate effects on the buying decision making process.
The purpose of the study was to determine the important factors of visual merchandising which influence consumer’s buying behaviour.
INDEX Chapter No.
Particulars
1
INTRODUCTION 1,1 Background 1.2 visual merchandising 1.3Role of visual merchandising 1.4 70% Rule 1.5 The 5 sensory element 1.6 visual merchandising elements 1.7 About industry
2
RESEARCH METHODOLOGY 2.1 Research design 2.2 Information required 2.3 Data source 2.4 Sample size 2.5 Data analysis
3
LITERATURE REVIEW
4
DATA ANALYSIS, INTERPRETATION AND PRESENTATION 4.1 gender 4.2 age 4.3 occupation 4.4 monthly income 4.5 monthly noticed feature inside store display 4.6factor analysis
Page No.
5
CONCLUSION AND SUGGESTION
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