A Scope of Visual Merchandising

GENERAL INTRODUCTION – I choose Abharan Jewellers in Shimoga, Karnataka State to do my project Under the topic- “A STUDY ON VISUAL MERCHANDISING AND ITS IMPACT ON CONSUMER PURCHASE. Visual merchandising is the presentation of the merchandise at its best - colour coordinated, accessorised and self explanatory. Visual merchandising is the way one displays ‘ Goods for sale” in the most attractive manner with the end purpose of making sale. “If it does not sell , it is not Visual merchandising”. Visual Merchandising is not Window Display, Window display is only an element

of

Visual

Merchandising.

Merchandising

Window

display

is

and it is not equivalent to Visual only

a

sub-domain

of

Visual

Merchandising. Jewellery has long enjoyed a unique status among luxury goods and as an industry it is easy to take this appeal for granted, as if jewellery would sell itself. The jewellery world has changed significantly over the past 10 years in line with so many other industries around the world.

[Edurite College Of Management Studies]

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In today’s competitive environment, we have to pro-actively drive jewellery sales in the same way as all other luxury businesses do. It is necessary to bring innovative ideas to our consumers on a regular basis through this we will inspire a passionate desire to buy. SPECIFIC INTRODUCTION – This project report is concerned with The Impact Of Visual Merchandising On Consumer Purchase with special reference to Abharan jewellers. Visual merchandising is an important aspect of any jewellery business, as it allows

business especially

to organize and display jewellery items

efficiently and potentially increase sales. POP– POWERFUL OPTICAL PRESENCE—applies to visual merchandising that compels shoppers to look at a jewellery display or piece of jewellery. Every visual display should make jewellery POP. Jewellery merchandisers must make visual statements that impact shoppers and help them recall the merchandise and the store. The visual presentation of jewellery is a critical component of store brand because of its close proximity to the merchandise itself. These displays must attract attention to jewellery, help create interest, fuel desire, enhance perceived value, and do so without drawing attention to themselves.


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RELEVANCE - Visual Merchandising is the art of implementing effective. design ideas to increase sales volume. - The goal of VM is to please customer senses as shoppers enter and move around the store. - VM results in immediate purchase. - VM is self- explanatory which helps the customers to educate themselves about the product. -

VM is focused on presentation of goods.

-

VM emphasizes on combining visual and other sensory elements to capture the attention, awaken the senses and providing the customer a wonderful buying experience.

-

VM helps to

bring back the customer to the store for the next time

and become a loyal customer. -

Visual merchandising covers all the necessity to capture the attention of the customers by all means from the facade of the store to the location of each product inside the store.

- Involves the process of determining how to merchandise products - Creating

and arranging visual displays so as to appeal to customers


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ORIGIN ( HISTORY ) – Around the 18th century , when contemporary methods of Visual merchandising began to evolve , there was little importance for the appearance

of stores and the presentation of Merchandise, very little

merchandise was displayed in the stores . Entering the store , customer has to speak with the retailer , who would then present merchandise that was kept in the back room . Here the ‘sales talk’ & store owner/ manager’s ability to persuade – in convincing the customer about the quality of a product and making a sale

was more important .

The evolution in store design brought about a new “ Process” of shopping. The verbal engagement between retailers and customer was now shifted to a “Sensory experience” The Evolution process occurred in Europe during the beginning of the 19th century with the development of arcades. The establishment of the Grand Expositions marked the next advance in the evolution of store design. The Grand Expositions, which began in London in 1851 with the Crystal Palace Exposition, were originally meant to present and demonstrate new technology. When the giant 19th century dry goods establishments like Marshall Field & Co. Shifted their business from wholesale to retail, the visual display of goods became necessary to attract the general consumers. In the 20th century, well-known artists such as Salvador Dalí and Andy Warhol created window displays.


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MEANING Visual merchandising is the activity of promoting the sale of goods, especially by their presentation in retail outlets. It is a merchandising technique which effectively uses the design of an environment via visual communications, lighting, colours, music and scent to stimulate customers’ perceptual and emotional response and ultimately to affect their purchase behaviour. Visual Merchandising is a technique commonly and rightly called “Silent Salesman” and is widely used in market to attract shoppers and make shopping a pleasant experience to one and all these points have been taken care of in Abharan Jewellers . 1.The visual presentation of Goods is a critical component of the store brand. 2. The displays must attract attention to Goods, help create interest, fuel desire, enhance perceived value. 3.Three major features of visual presentation are 

Colour



Applicability to the merchandise and



Presentation.


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 Colour -

colour is a major factor in perception of a store brand.

-

Colour enhances the perceived value of the merchandise .

-

Colour sets a our store apart from competitors .

-

It helps the customer to remember the particular store.

-

Colour directs the customers’ perception of showcases.



Applicability -

Multiple pieces should not be put on displays designed for one: Draping several necklaces on a single neck form, diminishes their value.



Presentation-

Progressive steps for any sale are attention, interest, desire, conviction, and the close showcase presentations must attract attention, stimulate interest, and create the desire upon which the sales associates . TO PERSUADE A CUSTOMER TO BUY A PIECE :  Displays must be easy to view.  Showcases should not be over crowed .  Showcases must be clean and free of smudges , stains and  discard worn elements.


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TYPES OF VISUAL MERCHANDISE DISPLAYS – 1. Window display Window display essentially has to reflect corporate identity and should be visually powerful to invite, as ”I must posses it”. 2. Interior display -

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It should relate to the theme seen in the windows. 3. Point of purchase Display It refers to a display or merchandise presentation at the point where an act of purchase happens and the sale is made. The display is designed to promote a particular product or brand name. 4. E- Visual MerchandisingIs is an emerging visual technology trend. E-visual merchandising has emerged as one of the most versatile of visual merchandising formats and the same is employed either on the net or over a screen in the store.


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LITERATURE REVIEW Visual merchandising is the activity of promoting the sale of goods, especially by their presentation in retail outlets. This includes combining products, environments, and spaces into a stimulating and engaging display to encourage the sale of a product or service. Many elements can be used by visual merchandisers in creating displays, including colour, lighting, space, product information, sensory inputs such as smell, touch, and sound as well as technologies such as digital displays and interactive installations. Retail professionals display to make the shopping experience more comfortable, convenient and customer friendly by:  Making it easier for the shopper to locate the desired category of products and merchandise.  Making it easier for the shopper to handpick the products.  Making it possible for the shopper to co-ordinate & accessorize.  Informing about the latest fashion trends by highlighting them at the strategic locations.


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PURPOSEVM helps in: • Educating the customers about the product/service in an effective and creative manner. • Establishing a creative medium to present merchandise in 3D environment, thereby enabling long lasting impact and recall value. • Setting the company apart in an exclusive position. • Establishing linkage between fashions, product design and marketing by keeping the product in prime focus. • Combining the creative, technical and operational aspects of a product and the business. • Drawing the attention of the customer to enable him to take purchase decision within shortest possible time, and thus augmenting the selling process.


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VISUAL MERCHANDISING STRATEGIES FOLLOWED AT ABHARAN •

A Plan-o-gram allows planning of the arrangement of merchandise on a given fixture configuration to support sales through proper placement of merchandise by Style, Option, Size, Price points, etc.

• At Abharan they have used the proper combination of each of these elements to support ease of applicability to the consumer and also increasing selection & enhancing the merchandise display in a neat and organized manner. GIVING MERCHANDISE THE FOCAL POINT • At Abharan they showcased the major fast moving products within the overall display area in a way that no prospective consumer will miss a product that they were looking for. • In the entry stage itself the receptionist will take care of the customer giving the brief description of products available in each floor & counter. •

This helps in educating the consumer about the detailed products and saves their time from unwanted enquiries. Also helps them to engage more on their shopping activity.


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DISPLAY THEMES TO APPROPRIATELY SUPPORT THE PRODUCT-

CLEANLINESS: • Neat and clean arrangement is the foundation of an inviting a successful visual display. • In Abharan I noticed that they take enormous effort in cleaning the floor and followed an effective cleaning schedule of showcases and display fixtures. CONCEPTUALIZATION:In conceptualizing the study, I have attempted to build relationship between key variables i.e., visual merchandising (independent variable) and buying behaviour (dependent variable). According to the literature review, I came to know that lighting, design layout, product display and cleanliness are the main variables of visual merchandizing. It is also necessary to examine the relationship between two key variables and other variables influenced on dependent variable. This would enable me to interpret the findings in a more comprehensive manner. The conceptual model that has been developed indicating their relationship is given below


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CONCEPTUAL MODEL Lighting Design Layout

Visual Merchandizing

Buying decision Behavior

Product Display Cleanliness

PRESENT STATUSVM receives highest priority in commercial planning of a product. The industry’s understanding and practice of the concept of VM is alarming . Industries adopting the scientific and professional system of VM rather than the traditional practices of display of products and communication. Shopping has transformed from necessity to an adventure. It’s more of an Experience, opportunity for celebration. India has been rich always in its Visual

Merchandising and Visual

Merchandising has been practised through times immemorial. Craft products, Paintings, Glass, light and other elements have been always used to create an aesthetic or thematic Visual Merchandising ambience. Visual merchandising is showing merchandise and concepts at their very best, with the end purpose of making a sale.


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SIGNIFICANCE OF VISUAL MERCHANDISING —

“It has been observed that when a person enters a room, the human eye moves in a Z pattern, i.e. from rear left of the room to right rear, followed by front left of the room to front right. Care should be taken to do up the rear left end of the room in an appealing manner so as to guide the direction of vision and keep a shopper visually interested”. 1. Visual merchandising today forms a critical element of retailing. 2. Visual merchandising attracts passer-bys and induce walk-ins. , enjoy their first encounter with the store, and repeat visits 3. Store decor design enhances the customer’s comfort and convenience while shopping and offer a superior shopping experience. 4. The art of presentation puts the merchandise in focus. 5. Setting the company apart in an exclusive position. 6. Establishes a creative medium to present merchandise in 3D environment, there by enabling long lasting impact and recall value. 7. Establishes linkage between fashion, product design and marketing by keeping the product in prime focus.


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8. Combines the creative, technical and operational aspects of a product and the business. 9. It educates the customers, creates desire, enable him to take purchase decision and finally augments the selling process. 10.Educates the customers about the product/service in an effective and creative way. 11.Provides information on sizes , colours , quality and quantity . 12. Makes it easier for the shopper to self select . 13.Helps the shopper to locate the desired category and

Merchandise .

14.Increases operational efficiencies in the store .


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Chapter- 2 Research Design


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RESEARCH DESIGN The nature of research design chosen by me is almost a descriptive one. An attempt was made to gather primary data. In that context, a detailed observation criterion was administrated, facilitating the observations process. The primary research was carried out in ABHARAN JEWELLERS SHIVAMOGGA and information was collected from customers who were purchasing products from the shop at the time of the study. Secondary data for conceptualization and operationalisation of the matters and other purposes were also utilized through textbooks and web sites etc. Data were collected through observations from 100 customers from four different age groups i.e. 20-30, 30-40, 40-50, 50and Above who walked into the store at the time of study. There were no any rejected forms due to field investigation and personally filled criterion forms with observation. Most of the data pertaining to this study have been collected from customer sample drawn randomly.


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TITLE OF THE PROJECT “VISUAL MERCHANDISING AND ITS IMPACT ON CUSTOMERS

WITH

SPECIAL

REFERENCE

TO

ABHARAN

JEWELLERS”. This study helps to know the influence of VM on customers as also the need and satisfaction level of customers.

STATEMENT OF PROBLEM / OPPORTUNITYStatement of opportunity ( Advantage):- Visual Merchandising allows the product to be seen in its best possible way. - VM increases perceived value of any given product and instantly suggests "go-with" items to a customer. - Visual merchandising is known to increase sales and inventory turns. - Proper visual merchandising draws more customers into the store and make them want to return sooner due to an easy and enjoyable shopping experience. - Educates the customers about the products and services offered creatively and effectively. - Enables a successful selling process, from browsing to buying.


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- Establishes a creative medium to present merchandise in a lifelike 3-D environment, thus creating a strong impact and recall value. - Sets the context of the merchandise. - Establishes the linkage between fashions, product design and marketing by keeping the focus on the product. - Draws the attention of the customers and help them match their needs with the visually merchandised product.

THE POWER OF VISUAL MERCHANDISING-

- Visual merchandising is simply the activity of promoting the sale of goods. - The goal of VM is to create a warm, friendly, and approachable atmosphere for customers using colour, lighting, space, production information, and sensory inputs, such as sound, smell, and touch.

OBJECTIVES OF VISUAL MERCHANDISING : The five elements of a visual merchandising  Display.  Balance.  Proportion .


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 Emphasis.  Rhythm and Harmony.

OBJECTIVES OF THE STORE ENVIRONMENT1. Get customers into the store  Important criteria include cleanliness, labelled prices, accurate and pleasant checkout clerks, and well-stocked shelves  The store itself makes the most significant and last impression 2. Once they are inside the store, convert them into customers buying Merchandise.  The more merchandise customers are exposed to that is presented in an orderly manner, the more they tend to buy  Retailers focusing more attention on in-store marketing ,the store design, merchandise presentation, visual displays, and in-store promotions, should lead to greater sales and profits .  It is easier to get a consumer into store to buy more merchandise than planned, than to get a new consumer to come into the Store .


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OBJECTIVES OF GOOD STORE DESIGN Design should:  be consistent with image and strategy.  positively influence consumer behaviour .  consider costs versus value.  be flexible.

SPECIFIC OBJECTIVES – Following are some of the specific objectives of the study• To know about the products of Abharan Jewellers. • To know consumer buying motives of Abharan Ornaments. • To know the effectiveness of advertisement of Abharan ornaments towards different groups of people. • To know the factors that influence consumer buying behaviour on these merchandise. • To know the buyers frequency of purchasing various variety of Abharan Jewels. • To Understand organisation structure . [Edurite College Of Management Studies]

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• To understand the industrial disciple in the organization . • To know various activities involved in the organisation. • To identify strength of the organisastion. 2.3 SCOPE The scope of the project is restricted to buyer’s opinion regarding Abharan jewellers and the impact of their VM on their purchase decision Shimoga District.  To know the benefits enjoyed by Abharan customers, their needs for earning more satisfaction.  To collect suggestions given by the customers.  To analyse the market potential of the firm.  To find out the efforts and processes being carried out by the subject firm to make business profitable . OPERATIONAL DEFINITIONVisual merchandising or visual presentation is defined as “ The means to communicate a store / company’s fashion value and quality image to prospective customers”. Purpose of visual merchandising is to educate the customer, enhance the store/ company’s image and encourage multiple sales. Visual Merchandising ranges from window/ exterior displays to interior displays and floor/ wall merchandising as well as promotional signage . Visual merchandising broadly includes advertising and brand/ store logo . [Edurite College Of Management Studies]

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In this study, however only Window display

and In- store

display,

mannequin display and promotional signage are investigated.

METHODOLOGYThe data serves as the basis for analysis. Without an analysis of factual data no specific inference can be drawn on the questions under study. Inferences based on imagination or guess work cannot provide correct answers to research questions. The relevance, adequacy and reliability of data determines the quality of study. For the purpose of the present study data have been collected from two sources namely, • primary sources and • secondary sources.

 Primary sources: Primary source is the first hand data. In other words primary sources are those which are freshly or

directly

collected through structured questionnaires, personal interviews with both proprietor and Customers.  Secondary sources: Secondary source is the second hand data. In other words, Secondary sources are those which are collected from various magazines, journals ,firm records and Websites.


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It is also known as non original source.

 Research instrument: The main research instrument used in data collection is the questionnaire . Using the research instrument primary data is collected

SAMPLING Sampling is a process by which relatively a small number of individuals are selected and analysed in order to find out something about entire population from which small number f o individuals are selected - I have contacted hundred customers who visited the shop between 5pm-8am for one week in January 2012. - I have used random sampling method for survey . I have choosen customers who bought different categories of goods from the shop. - I have also choosen customers from different age groups and income groups . -

I have tried to include customers of different profile in the sample to make it more representatives.


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TOOLS OF DATA COLLECTION Primary data is collected through questionnaire

techniques to collect

information from customers. A questionnaire is the most common research instrument and questioning methods have considerable versatility to know the consumer behaviour towards

the

product. Questionnaire is prepared and distributed to

different consumers of different age groups , different income groups and different occupation . Secondary data is collected by text books, Internet, publications and report catalogues. The collected information will be analysed by using ratio analysis and percentage method . RATIO ANALYSIS : It is the relationship of one number to another. It is one of the most powerful tools of established and interpreting various ratio derived from financial statements. Percentage method : It means for every hundred . 50% means 50 for every 100.


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STATEMENT OF PROBLEMSVisual Merchandising Problems Often arising problems in the area of visual merchandising are either of the below• Too much quantity on displayToo much quantity on display reduces the comfort levels of consumers and reduces his delight in the store. It also does not help him functionally purchase goods, for most seem to him not relevant. Also here time taken to sample goes up exponentially and hence total purchase is often reduced. • Inadequate DisplayInadequate display is just as adversely affecting as too much of display. If the best is not shown, why should the customer feel drawn? Also if display is not enough it does not tempt the consumer to sample and finally purchase. • Confusing DisplayConfusing display where classification of products and product categories is not respected, often leads to incoherence, at the end it takes away his moods of decisiveness for purchase. It also gives competition a greater score.


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• One product category overshadowing the otherIn the store when one product category overshadows another, the shadowed category naturally not only suffers lesser sales and profits but also a loss of image which later reflects in the long run • Colour distortion in the store leading to consumer grievancesColour distortion often leads to sharp complaints from consumers of being cheated and being passed off, products, which they did not intend to buy. It reduces the re-purchase on the part of the consumer and hence affects the store image and sales. • Lack of brand congruence of the visual look and feel createdIt leads not only to immediate reduction in sale but also in long term dilution of brand equity of product brands displayed through a confusion created in the design graphics and conceptual associations conveyed at the point of purchase. Visual coherence and conceptual coherence are hence important to observe while designing visual merchandising specifics.


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LIMITATIONS OF THE STUDY – The reliability of the data used in study

depends upon the firm’s records

and information given by the employees . • Apart from visual merchandising there is the influence of other mediums like television, newspaper, hand bill and flexies to induce the customers to purchase .This has got the strong influence in buying decision. • Since I choose the busy retail outlet like ABHARAN JEWELLERS and that too during the period of big day sales, it has been bit tough for me to do the observations in a detailed manner. • How strong a marketer/ promoter is trying to promote the product if it is not needed for the customer then the customer won’t be a prospective customer for that marketer. • The sample was geographically limited and the age range was narrow. Data collected in other areas may produce different results. • Participants were limited. Only hundred respondents were interviewed. The shopping traits of the people depends on visual merchandising as an information aid may differ depending on their area of study.


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• The instrument was limited to a quantitative method. The survey asked participants to answer the questions based on their recent impulse buying experiences as long as they were aware of their behaviour and influences. However, the qualitative research methods may bring different results. • Participants had time constraints. Since the survey was asked to be completed and to be returned immediately, the time pressure of the respondents may have affected the quality of the data. This is one of the major limitation in the presentations of the project.


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CHAPTER SCHEME:This project contains 6 chapters . every chapter contains different information and analysis. Chapter-1 Entitled Introduction has Introductory aspects about the project. Chapter-2

Entitled Research design .

Chapter-3 Entitled profile which deals with Company profile and Organisational profile. Chapter -4 Entitled Analysis and interpretation which deals with analysis of the survey conducted in sShivamogga district and interpretation of the data collected . Chapter-5 Entitled summery of findings recommendations, sequence compatibility and conclusion which deals with survey findings followed by suggestions and conclusion . Chapter-6 Entitled Questionnaire and Bibliographie.


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CHAPTER-3 COMPANY PROFILE


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COMPANY PROFILE: Firm’s name

: Abharan Jewellers

Business Type

: Trading Company

Year established

: 1930

Objectives

: Uncompromising quality and customer satisfaction

Products Trading

: Jewellery, jewellery diamond, glittering diamonds, gold jewellery, silver jewellery, platinum jewellery, pearl jewellery, necklaces, rings, brooches, ...

Head office

: Corporation Bank Road Udupi -556101, Karnataka ,India

Proprietor

: Mr. SubhashM Kamath

Website

: www.abharan .com

Working hours

: 9a.m.-2p.m, 4pm-8pm

Vision: To become a global brand by ornamenting the world. MISSION: To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions, adhering to globally approved processes and norms and creating a successful value- chain for our associates.


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CORE VALUES: Indianness

: Confidence in ourselves.

Leadership

: To be a leader, both in thought and business

Respect & Humility: To respect every individual and be humble in their conduct. Introspection

: Leading to purposeful thinking.

Openness

: To be open and receptive to new ideas, knowledge and information.

Valuing and Nurturing Relationships

: To build long term relationships.

Simplicity & Positivity

: Simplicity and positivity in their thought, business and action.

Adaptability

: To be flexible and adaptable, to meet challenges.

Quality

: ISO 9001:2008 certification for their quality

Certification Milestone

management process. : The Bureau of Indian Standards (BIS) has rated them as 'Hallmark' which is awarded only to the best. Quality consciousness was also rewarded with a 'Corp Excel' Award, 2008, presented


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by the Corporation Bank for corporate excellence.

HISTORY : Abharan began in 1930.

Late Sri. Burde Sadanand

Kamath , the founder of Abharan Jewellers was a general merchant who travelled to Malnad for business. During his travel he heard about the exquisite nature of jewellery made in Udupi.He began purchasing Jewellery from local craftsmen in Udupi and selling them to customers in other places. What made him popular were the high standards of purity and quality he maintained

In 1935, Kamath’s “Neo Jewellery Mart” came into existence. It was the first jewellery shop of Udupi. Pure 22 karat gold with innovative designs welcomed customers. Business prospered. All was well until 1962, the Gold Control Act restricted jewellers from selling 22 karat gold. They were allowed to sell only 14 karat gold. This was against the founder’s principles of providing pure quality gold to customers. He closed the shop in utter dejection. THE REVIVAL : As the years passed, the government withdrew its restrictions. The founder’s son Sri Madhukar S. Kamath stepped in to revive his father’s dream. In 1979, Sri Madhukar S. Kamath started a new gold showroom “Abharan Jewellers”.


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Today Abharan Jewellers are renowned in the region and is the leading jewellery showroom in Udupi. In fact, to many, it’s one of the prime attractions after the temples of Udupi. Now, under the management of Sri Subhash M. Kamath and Sri Mahesh M. Kamath, sons of Sri Madhukar S. Kamath, and the guiding force of their uncle Sri. Dayanand Kamath the retail chain has attracted customers from the world over. In 1990, Abharan decided to spread its wings to Shimoga, with a new showroom in the centre of town. Seeking ways to improve and grow, in 1999 Abharan extended its product range to Silver and Diamond jewellery and gift items. In 2007 they opened a new showroom in Mangalore, to cater to the demands of growing clientele in the region. They are constantly innovating to stay ahead in the digital world by adapting the latest technologies. Their online purchase scheme enables customers to choose and purchase jewellery through the internet. Abharan was the first to introduce the Karatometer in the country. This imported machine helps ascertain the karatage / quality of the jewellery. Abharan started in Udupi Car street area ,it is house hold name in udupi for any jewellary

abharan popularity

in home district

and neighbouring

district , made them to open branches @ shimoga , mangalore and Bangalore.


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COMMITMENT : • Abharan jewellers are totally committed to meet the customer's requirements of gold jewellery and diamond jewellery. • They are committed to maintain quality standards- Hallmark 916 gold jewellery. •

They are committed to satisfy the needs and expectations of its customers through continuous improvement in process, quality system and human resources.

SPECIALIZATION : • They specialize in manufacturing ornaments of gold, ornaments of silver, ornaments of diamond, ornaments of platinum and gems, which are beautifully hand crafted to suit the needs and requirement of the client. • Jewellery designs and model are most exquisite in looks and are most durable in use. • Abaharan jewellery reflects the quality, style and functionality that has made it the leader at home and a winner overseas. • Abharan Firm is capable of preparing

ring , weighing 1 grm to

golden chariot of Krishna temple Weighing several kilograms , they are also capable of preparing diamond studded kiritum . Their specialised ornaments rings, chain necklets , bangles , stoned studded ornaments, diamond studded ornaments , marriage jewelleries and any other jewellery of consumer taste , readymade or as per order . They are very


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punctual

in delivering the goods of

consumers order

to their full

satisfaction. Jewellery manufactured in Abharan has gone beyond the borders of India. LEADERS’ SPEAK: proprietor – The business was revived by Mr. Subhash M Kamath & Mr. Mahesh M Kamath, sons of Madhukar S Kamath in the year 1979 by the name of “ABHARAN JEWELLERS” Since then there has been no looking back by us we have spread our wings and we have opened new showroom in Shimoga in 1990. In 1999, we have extended our product range to silver and diamond jewellery. Then in 2007 we have opened a new jewellery showroom in Mangalore. We are one of the leading jewellery showrooms in udupi and this has been our flagship branch since its inception. Abharan jewellers are totally committed to meet the customer's requirements of gold jewellery and diamond jewellery. This is achieved by satisfying the needs and expectations of its customers through continual improvement in process, quality system and human resources. We specialize in manufacturing ornaments of gold, ornaments of silver, ornaments of diamond, ornaments of platinum and gems, which are beautifully hand crafted to suit the needs and requirement of the client. Jewellery designs and model are most exquisite in looks and are most durable in use. Abaharan jewellery reflects the quality, style and functionality that has made it the ‘leader at home’ and a ‘winner overseas’.


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PRODUCT PROFILE: INVEST IN GOLD .…IT WILL PROVE REWARDING. AT THIS TIME THE ONLY INTELLIGENT ALTERNATIVE IS TO INVEST IN GOLD INVEST IN GOLD…IT IS THE BACKBONE OF OUR ECONOMIC FUTURE

The economic future of the world is at the border of an abyss. The attitude towards economics has changed with gold in the limelight. The World Gold Council has informed that bullion investment is at its peak. The forerunners are gold ETFs which persist on an extraordinary upward path world-wide. The gold coin market is also enjoying triumphant appeal. Educating the public about the importance of diversification is of prime importance.People are serious about securing their future by adding gold to their portfolios. Within the last ten years, gold premiums have been satisfying. Gold has established proceeds of 19% or more in eight of the last ten years. Those who secured their yellow precious metal within the past decade and guarded it for at least three years have reaped some very appealing profits on their holdings.


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The average real rate of return over the nine year period was a significant 8.5%.

A $10,000 certificate of deposit in 2010 would have been worth $9,157.00 after inflation. If it were $10,000 in gold it would have been valued at $11,638 after inflation. That amounts to a nearly $2,500 swing which is a variance of above 27%. The best plan of attack is the traditional one which has been passed down for centuries being the most straight-forward, the most effortless to comprehend, and for the past decade the most dependable. The best action to take (which is the backbone of our future) is to invest in gold.

GOLD JEWELLERY:

They offer a wide range of gold jewellery designs to the clients our gold product portfolio contains following items gold Bangles, gold Waist Chain, gold Bracelets, gold Haram, gold Kanti, gold Necklace, gold Pendants, gold Rings, gold Studs. Etc. Every woman who can afford it wears gold. However, the demand for gold jewelry in India is insatiable. The gold jewellery is designed to meet every day need of the clients be it daily wears, weddings, trousseaus or celebration


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DIAMOND JEWELLERY: As the saying goes “diamond is a girl’s best friend” nowadays in India it has become latest trend to wear and flaunt diamond jewellery .the demand for diamond jewelry has greatly increased ,at abaharan jewelers you can find large variety of stylish diamond jewellery like diamond bangles ,diamond necklace, diamond pendants , diamond rings and diamond studs to name a few

PEARL: Natural pearl is highly regarded and it is known as Queen of Gems. A metaphor for something very rare, fine, admirable and valuable , pearls because a part of a women’s jewellery collection across the world. Over the year pearl has became the jewellery of choice as it can enhance the beauty of any kind of attire and occasion.

PLATINUM: Platinum is a material which lasts forever, and is linked to “purity”. It is more durable and versatile than any other metal, on account of its density and composition. Platinum Jewellery keeps its lustre forever and its polish doesn’t fade. Hence it is also one of the most rare and precious metal in the world.


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SILVER: Today’s woman leans more towards silver, since it is considered more wearable for day and evening wear, trendy and contemporary. Hence the silver jewellery is much in demand nowadays we not only have silver jewellery but wide range of other products as well like Deepa, Gem Stones: Gemstones have magic in them be it blood red rubies or emeralds; usually the gems are used to add color to the jewelry which are cherished and treasured by women and usually worn as a lucky stone by the people. Here with us you can find wide variety of gemstones, you name it and we have it……

Abharan wil also prepare according to the orders of the people for marriage function ,

regional

selection

like Karimani,

mangalasutra, kashitali,

nagmurgi, and ornaments designed in design books.

.


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Chapter-4 Analysis of the survey And interpretation


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ANALYSIS OF THE SURVEY AND INTERPRETATION: A systematic investigation into and study of Visual merchandising and its impact on consumer purchase with special reference to Abharan Jewellers is made in order to establish facts and reach new conclusion. This research is a program to analyse the Quality, performance, brand image and prices of products of Abharan. Survey technique and questionnaire method

is used to secure information

from a sample of respondents who represent a large group. Survey represents collecting the opinion of respondents to know their attitude about which the survey is conducted . For the purpose of survey Questionnaires were supplied to 100 persons in Shivamogga city . Among 100 respondents 36 were men and 64 were women. Out of 100, 35 were salaried people, 18 were professionals and business men, 30 were house wives and 17 were self employed. Sample means selection of units from entire group of population . In marketing sample means a particular segment or part of the market . Sample is focused on, for taking marketing decision which can be applied to the entire market . Recommendations are supported by necessary analysis and are submitted in the form of report . The report clearly and effectively


42

Shows the relationship among the data, interpretations and recommendations. The response of the people is clearly understood through the following tables and graphs which are drown on the basis of information collected from respondents. TABLES / GRAPHS: 1. Factors involved in Visual Merchandsing – based on time spent

Time spent 0-5 sec

05-10

10-15

Total

Percentage

Signages

31

sec 55

sec 108

194

19.4

Poster

174

47

84

305

30.5

Themed

251

50

10

310

31

15

56

120

191

19.1

1000

100

FACTOR

product displays Inshop promotions Grand total


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2.Table showing the elements of visual merchandising

attracting the

customers. Elements Product information Sensory inputs Lighting Colour TOTAL

No.of respondents 32 25 23 20 100

Percentage 32 25 23 20 100

Inference – It is clear from the above table that the majority of customers are in favour of requiring product information . The sensory inputs like visualization, smell, touch, sound, etc. also play a major role in visual merchandising. Colour and lighting not fallen behind in attracting customers.


44

3.Table showing

the variables of visual merchandising

attracting the

attention of customers. Variables Ambience Store display Signage Store space Store layout TOTAL

No.of respondents 30 20 20 15 15 100

Percentage 30 20 20 15 15 100

InferenceThe table shows that the customer gives more or less the same importance for all the variables of Visual Merchandising . Therefore Visual merchandiser have to take care of all the variable of Visual Merchandising.


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4.Table showing the reasons that persuade customers to visit

Abharan

Jewellers . Reasons No.of respondents Visual display 40 Ambience 20 Store design/ Signs 15 Good behaviour of staff 20 Other reasons 5 TOTAL 100

Percentage 40 20 15 20 5 100

Inference: From the above table it is clear that the visual display occupies higest imporance 40%, followed by ambience 20%, Store design/Signs15%, Good behaviour 20%, and other resons 5%. So the visual display plays a very imporant role in persuading the customers to repeat their

visits to

Abharan Shivamogga.


46

5..Tables showing marital status of the respondent: Marital status

Respondents

percentage

Married

62

62

Unmarried

38

38

Inference:


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6.Table showing the age group of respondents. Age group 20-30 30-40 40-50 Above50 TOTAL

NO. of respondents 35 40 20 5 100

Percentage 35 40 20 5 100

Inference:The age of respondents wil have influence

on their behaviour. Due to

various reasons people behave differently at different age


.

As per the

48

above table 35% belong to 20-30 age group, 40% belong to 30-40 age group, 20% belong to 40-50age group,5% belong to Above50.

7.. Table showing the gender profile of respondents. Gender Male Female TOTAL

NO.of respondents 36 64 100

Percentage 36 64 100

Inference:Above table shows the composition of male and female respondents of Abharan Jewelers shimoga . 36% represents male and 64% represents female.


49

8.Table showing monthly income of respondents. Monthly income Below10000 10000-20000 20000-30000 30000-40000 Above40000 TOTAL

NO.of respondents 10 40 15 10 10 100

percentage 15 40 25 10 10 100

Inference:


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Monthly income of a person indicates his standard of living .Here majority of respondents are in the income category 10000-20000-40%, 20000-3000015%,30000-40000-10%, Above40000-10%, Below10000-10% . Table also shows

the economic status

of the respondents of Abharan

jewellers.

9 . Table showing the respondents reaction about the prices charged by Abhar Jewelers Shivamogga

Reaction Costly Reasonably Low TOTAL

No.of respondents 5 50 45 100

Percentage 5 50 45 100

Inference:-


51

50% of the Respondents opine that the prices charged by Abharan jewelers is reasonable, 45% opine that the prices are low , 5% opine as costly. Table indicates the favorable response about the prices charged by abharan.

10. Table showing respondents opinion about the employees of Abharan Shivamogga. NO.of respondents 38 52 10 100

Excellent Good Average TOTAL


Inference:38% of the respondents are of the opinion that the employees are excellent , 52% opine as good and 10% as average. The table Represents


52

that the majority of the respondents are satisfied by employees service at Abharan.

11.

Table showing respondents opinion regarding recommending Abharan Jewellers .

Opinion Yes NO Total

NO.of respondents 82 18 100

Percentage 82 18 100

Inference:The above table shows the percentage of respondents recommending Abharan jewellers

to others . 82 % of respondents

are in favour of

recommending Abharan jewellers Friends , relatives etc. and 18% are not [Edurite College Of Management Studies]

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ready to recommend the subject to Jewellers to others as they are not satisfied with their services and prices .

12. Table showing the reason for preference to Abharan Jewellers. NO.of respondents 32 28 40 100

Quality Price Goodwill TOTAL


Inference :The table shows that the 32% of respondents visit Abharan because of their quality,28% due to their price, and 40% because of their Goodwill. By this it can be inferred that the Abharan has taken care of the expectations of respondents..


54

13. Table showing the customers opinion regarding sales promotion at Abharan . opinion Highly attractive Good Average Total

NO. of respondents 65 20 15 100


Inference:Sales promotion is one of the important factors that determines sales volume. As per the table


sales promotion activity at abharan is highly

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attractive which accounts for 65%. Good represents 20%, Average 15%. This one of the main reason why the people prefer Abharan to other Jewellers .


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14. Table showing the occupation of the resondents . Occupation Self employed Salaried class Professionals/

No.of respondents 17 30 18

Percentage 17 30 18

Industrialists House wives Total

35 100

35 100

Inference; The table shows that out of total respondents 35% represent house wives, salaried class represents 30%, Professionals/ Industrialists 18%, and Self employed 17%. The table clearly indicates that house wives and salaried class are the major buyer of Abharan products.

15.Table showing the media through which respondents become aware of


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Abharan Jewellers Shivamogga .

Media Mouth- to -Mouth Internet Flexi Others Total

No.of respondents 65 10 20 5 100

Percentage 65 10 20 5 100

Inference: The table clearly indicates that mouth -to- mouth media enjoys a lion’s share, for which the firm need not pay anything from its pocket and it is a free advertisement.s

16. Table showing the reason of preference . Reason Visual display Quality standards [Edurite College Of Management Studies]

NO.of respondents 30 55

Perentage 30 55 58

Price Total

15 100

15 100

Inference: Quality standard represents a major percentage which persuade the customers to visit that

Abharan jewellers frequently. From this we understand

Abharan jewelers

automatically

have taken care of

quality standard

makes customers to visit them regularly

which

without any

advertisement.

60 50 40

tle T is x A

30 NO.of respondents, 15 Perentage, 15

20 10 0 Visual display

Quality standards

Price

17. Table showing customer sevice at Abharan. Customer service Excellent Good Average Total




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Inference: Customer service at Abharan constitutes 40% excellent , Good 35%, Average 15%. The table shows also the reason why people prefer Abharan.

18. Shortcomings at Abharan . Particulars Parking Shortage of staff Other reasons Total




60


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CHAPTER 5 SUMMERY OF FINDINGS

SUMMERY OF FINDINGS:IN RESPECT OF VM: This study focused on the visual merchandizing and consumer buying decisions. The main objective of this study was to examine the influence emerged from visual merchandizing and the usage of new medias into the VM


62

such as postages, signage’s themed displays for influencing consumer’s buying decisions. • The finding shows that influence emerged from visual merchandising on consumer’s buying decisions is strong The age group of 30 -40 shows that people belonging to thisgroup is highly attracted towards VM. • Visual merchandising consists of four variables such as lighting, design layout, product display and cleanliness.The usage of new mediums in a unique way has

a

strong

influence

in

buying

decision. • The majority of respondents mentioned that posters displays and majority themed displays

product

will have strong influence

on their buying decisions. • 30% of respondents have indicated that product display strongly influence on their buying decisions. • 30% of respondents have indicated that posters are strongly influencing their store buying behavior.

• Most of the customers mentioned that in-shop promotions are one

of

the most

important

factors

of

attractive

in-store

environment and In-shop promotion will affect in a strong and moderate way respectively on their buying decisions.


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• From the study I also find that though signage has low impact actually it helps in gaining the passer-by attraction . • The study also clearly reveals that in-shop promotions and product displays hold the consumers for a long time results to the buying decision. From the study I can definitely say that visual merchandising has significant impact on consumer purchase. In addition to the in-store variables, most of consumers consider price of goods, location, and customer service and parking facilities etc. When customers are ranking the relative importance to factors affecting to the buying decisions, most of customers priority

to

have given first and second

visual merchandising as it conveys them clearly what the

product is and whom it is meant for, also at the same time it also informs the consumers about the offerings and discounts associated with that product. Second

and

third

largest

amount

of

customers mentioned price of

goods and location of the outlets. IN RESPECT OF ABHARAN JEWELLERS:The ABHARAN JEWELLERS are trading in Shivamogga since 22 years. In Shivamogga it was established on _____________. The project the impact of Visual Merchandising [Edurite College Of Management Studies]

analyses

on consumer purchase with special 64

reference to Abharan Jewellers, the satisfactory level and fulfilment of needs of the respondents of Abharan Jewellers Shivamogga.

1.

During the study it was observed that Abharan Jewellers have got a very high brand image in the market.

2. Its quality standard, Goodwill, and other attributes have attracted a good number of customers. 3. Quality of merchandise enjoys a very high level of satisfaction among the customers . 4. Over all satisfaction level of all the respondents is excellent. 5. Respondents who visit frequently to Abharan , recommend it to others. 6. Some of the respondents have felt the improvement of the service. 7. It was observed

that

majority of customers

felt

about the

reasonability of the price . 8. During the study it was also observed that Abharan Jewellers are facing severe competition from others in the locality . 9. Abharan Jewellers have a good image in minds of customers and are capable of facing competitors as it has won the heart of nearly 82% of respondents. 10.Store specification- Majority of the respondents

have their own

specification as to their preference to Abharan jewellers. 11.Services- Most of the respondents are of the opinion that services at Abharan jewellers is excellent .


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12.Quality- Majority of the customers opine that the Abharan jewellers maintain very high quality standard . 13.Price- Majority of the respondents opine about the reasonability of the price . 14.Complaint /Handling of complaint -Majority of respondents do not have any complaints. And Respondents who had complaints have been attended quickly. 15.Employee- Majority of the respondents feel that the staff are pleasant.

SUGGESTIONS/ RECOMMENDATIONS:IN RESPECT OF VM: The research findings of present study have more practical orientation and which is important for the marketers in. Hence, the study recommends the following.


66

1.

Visual merchandising is the most important variable in

environment

among

the

tested

variables.

It

influence on consumer’s buying choice. Therefore, more will

attractive help

displays

in-store

can significantly application

of

visual merchandising materials in their promotions

to obtain better results. The lighting, Design layout, themed and

cleanliness

are

the

key

elements

of

visual

merchandizing programs.

2. Most of customers are willing

to

purchase products from The store

from 6.00p.m. To 9.00p.m. in weekdays and 10.00a.m. To 8.00p.m. during weekends. Therefore, visual merchandisers can pay special attention to make attractive environment in the store premises and make action to control the rush condition. 3. Spaces between shelves, cash counter layouts, height of shelves, sanitary facilities, height of roof are key variables of design layout that helps to make customer relaxation, convenience to selection of products, reduce average waiting time and encourage the impulse purchasing etc. 4. When designing the product display, Store manager should pay special attention

on

category

layout,

Light ,ceiling, color separation, lighting

box, category name of product. 5. When planning for themed displays for special offers or for festive seasons, the theme of the display and creativity should match the offer.


67

6. Damaged items on the shelves and dust will make bad image towards the store outlets and design of floor tiles can make

significant influence

to

feeling of pleasure at shopping time. 7. Majority

of

customers

respond

to

the

lighting

more positively.

They specially mention that lighting helps to select correct products, reduced the wastage of time and feel relaxation during the shopping hours. Therefore managers can

select

appropriate

lighting

system

that

creates

satisfaction of psychological needs of customers.

8. The backgrousnd music will also encourage customers to spend extra time in store . However, it has low significance relative to the

other

elements

of

in-store environment. It will help to encourage

customers to make impulse purchasing decisions in the store. customers will consider the shopping in such a supermarket is one of entertaining exercise. The soft and classic music are highly recommended than other type of music.

TO ABHARAN JEWELLERS:-

Following are some of the suggestions offered for achieving better performance in sales.  Giving advertisements during festive seasons to attract customers.  More sales persons should be appointed to clear the customers quickly. [Edurite College Of Management Studies]

68

 Adequate space for parking of vehicle should be made.  Since mouth-to- mouth word accounts for a major percentage of free advertisements the shop has to take care of each and every customer who walks in.

5.3 Sequency and compactabilty with the objectives.:. . . . . .


69

. . . . . . . . .

IN CONCLUSION 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.


70

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 I have not only learnt about the Impact of visual merchandising but also it opened the doors for me to learn about many aspects in sales and retail including on

consumer

buying

behaviour pattern ,salesmanship etc., I thank Edurite college of Management Studies Shivamogga for providing me with the necessary required information to do the subject project work.


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CHAPTER 6 QUESTIONNAIRE & BIBLIOGRAPHY

QUESTIONNAIRE Dear sir/madam,


72

I am Amogh.v.kini, a student of VI semester BBM, at Edurite College Of Management Studies, Shivamogga. I am conducting a survey on “A study on Visual merchandising and its impact on consumer purchase – with special reference to Abharan Jewellers ”. As a part of my survey, I need to get information as below. I request you to kindly spend your valuable time to answer this questionnaire. The feed back given by you will be used only for academic purpose. Thanking you,

Amogh.v.kini

Name: ………………………………… Address: ……………………………… ………………………………Ph no :………………… 1. Age: a. 20-30 [ ]

b. 30-40

[ ]

c. 40-50 [ ]

d. Above50 [ ] 2. Gender a. Male [ ]

b. Female [ ]

3. Occupation a. Self employed [ ]


b. Salaried class [ ]

73

c. Professionals/Industrialist [ ]

d. Housewives

[ ]

4. Monthly income a. Below10000 [ ]

b. 10000-20000 [ ]

d. 30000-40000 [ ]

e. Above40000 [ ]

c. 20000-30000 [ ]

5. Marital Status. a. Married

[ ] b. Unmarried

[ ]

6. Do you frequently visit Abharan Jewellers Retail Store? a.

Yes

[

]

b.

No

[

]

7. How do you feel while shopping in Abharan Jewellers Retail Store? a. Excellent [ ] b.Good [ ] c. Average [ ]

8. How do you rate the presentation of products in Abharan Jewellers Retail Store? a. Excellent [ ] b.Good [ ] c. Average [ ]

9. How do you rate the arrangement of Products in Abharan [Edurite College Of Management Studies]

74

Jewellers Retail Store? a. Excellent [ ] b.Good [ ] c. Average [ ]

10. Is the pricing Clearly informed on the Shelf? a. Yes [ ]

b. No [ ]

11. Do you think Offers are clearly informed through Displays in Abharan Jewellers Retail Store? a. Yes [ ]

b. No [ ]

12. How do you rate the range of Products in Abharan Jewellers Retail Store? a. Excellent [ ]

b.Good [ ]

c. Average [ ]

13. Does the Displays and Promotional offers informed in the Store attracts you? a. Yes [ ]

b.No [ ]

14. Do you think due to displays it is easy to shop in Abharan Jewellers Retail Store?


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a. Yes [ ] b. No [ ] 15. Does the Visual Merchandising activities in

Abhara Jewellers

Retail Store made you to visit Abharan Jewellers Retail Store Again? a.Yes

[

]

b.No

[

]

16. Your overall shopping Experience due to offers and discounts in Abharan Jewellers Retail Store?

a. Excellent [ ] b. Good [ ] c. Average [ ] 16. If have any suggestions for betterment of visual merchandising please mention

it

………………………………………………………………………… …………………………………………………………………………

Date:

Signature:

Place:

BIBLIOGRAPHY


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The information provided in this project is collected from various sources like;  Staff of Abharan jewellars Shimoga  Abharan website(www.abharan .com)

 Google website  www.slideshare.com  www.Scribd.com  www.Wikipedia.org  Help from Parents, Lectures & Friends too.

Sayings---


77

1. Most humans respond best to visual stimuli

2. “Visual presentation has an advantage over broadcast and print advertisements… over 60% of all women get their need ideas from store displays.” 3. “Visual Merchandising, which deals with elements of display of products Is fast gaining momentum in India”.

4. “Visual merchandising is involved in Getting more visitors to stores and also in converting them into Shoppers”. 5. VM saves both sales person’s and shopper’s time .

6. Visual merchandising is an artistic method to ensure that retailers merchandise moves off the shelves faster.

Jewellery is not a commodity and should not be sold as such. Purchasers will have a strong emotional need for buying, whether that is love, personal prestige or self-fulfilment.

7. The purpose of Visual merchandising is to make the consumers shopping experience a feeling of ease and comfort [Edurite College Of Management Studies]

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Visual Merchandising is an activity used to promote sales by retail outlets. VM is a way of presentation, it also educates customers, create desire and help in selling.


79

A Scope of Visual Merchandising

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