CHUNMUN KU. SINGH Roll No - 12202187 MBA BATCH (2012-2014)
[email protected] of Videocon Products with its
competitors&Effect of visual merchandising on consumer buying
behavior"
Prof. S . Debi Mr. Harish Marathe KSOM, KIIT University,
DGM-Marketing [email protected] Videocon industries ltd.
SCHOOL OF MANAGEMENT, KIIT UNIVERSITY BHUBANESWAR 751024
(4/07/2013)
Certificate of Faculty Guide
This is to certify that the work incorporated in the report
Comparison of Videocon Products with its competitors&Effect of
visual merchandising on consumer buying behavior"is the work
carried out by CHUNMUN KU. SINGH bearing Roll No: 12202187 under my
guidance and supervision for the fulfillment for the award of MBA
Degree of KIIT SCHOOL OF MANAGEMENT, KIIT UNIVERSITY, BHUBANESWAR,
ODISHA.
To the best of my knowledge and belief the Reporti. Embodies the
work of the candidateii. Has duly been completediii. Is up to the
desired standard in respect of contents and language. Prof. S.Debi
KIIT SCHOOL OF MANAGEMENTCertificate of Corporate Guide
This is to certify that the work incorporated in the report
Comparison of Videocon Products with its competitors&Effect of
visual merchandising on consumer buying behavior" is the work
carried out by CHUNMUN KU. SINGH bearing Roll No: 12202187 under my
guidance and supervision for the fulfillment for the award of MBA
Degree of KIIT SCHOOL OF MANAGEMENT, KIIT UNIVERSITY, BHUBANESWAR,
ODISHA.
To the best of my knowledge and belief the Reporti. Embodies the
work of the candidateii. Has duly been completediii. Is up to the
desired standard in respect of contents and language. Mr. Harish
Marathe DGM-Marketing Videocon Industries ltd.
DECLERATION BY THE LEARNER
I hereby declare that this Report is an original study conducted
under the guidance of my faculty guide Prof. Sailabala Devi , MBA
department, KIIT University.
This has not been submitted earlier for the award of any other
degree by any other university.
Date: 4th July, 2013 Chunmun ku. singh 12202187, KIIT
University. Bhubaneswar
ACKNOWLEDGEMENT
I owe thanks to many people who helped and supported me during
this project.Firstly, I would like to thank my mentor and Assistant
Manager VIDEOCON in DELHI , Mr. Akhilesh Singh . I would like to
thank him for guiding and correcting various documents of mine with
attention and care. He has taken the pain to go through the project
and make necessary correction as and when needed.I am thankful to
Mr. Sandeep Tyagi for accommodating me in his organization and
giving an opportunity to have an exposure and gain such an
enriching experience.
My deep sense of gratitude to Mr. Harish Marathe, for his
support and valuable time. I would also thank my Institution and my
Faculty Guide, Mrs. S.Debi for making herself available at all
times. I am greatly thankful to her for her assistance in college
without whom this project would have been a distant reality.
Contents Cover Page & Certificate 1-7
1. Executive Summary 8 2. Introduction 9-14 2.1. About the
company 2.2. Group Profile 2.3. R & D 3. Consumer Durables
15-16 4. Introduction to the Project 17-21 5. Marketing View of
Videocon 22-26 5.1 SWOT5.2 FIVE FORCE5.3 STP
6. Analysis of Data & Interpretation 27-40 7. Observation of
Digiworld & Next 41 8. Conclusion 42 9. Suggestion 43-4410.
Annexure 45 10.1 Questionnaire
EXECUTIVE SUMMARY
Videocon is a well known company. It is a Indian company which
always focused on maintaining the highest international standards
of excellence through its quality, technology and innovation. For
over a decade now, Videocon has been bringing the latest and very
best in consumer electronics and home appliances. Successfully
adapting the best of international technology to suit the Indian
need, and crafting it to improve the quality of life- as million of
satisfied customers will agree. This tells the success story of
Videocon. Sustainability is at the centre of Videocon's' strategy.
Being a great company Videocon always tried to improve people lives
through its product but many a times due to changing environment or
customer's mind the product doesn't goes so well as expected.The
main objective of the research is to find out that what the
condition of Videocon's service in the market and know that how
consumer and dealers are satisfied with the services which are
provided to them. And other objective is to analyze current
scenario of the market in consumer durable sector. And analyze that
who is the main competitors of Videocon and what is the current
position of Videocon consumer durables goods in the market.For
these objectives, I have conducted a survey of dealers in Delhi. I
have taken Sample size of 25 dealers.
Introduction to the company
Videocon is the very popular and very reliable company in
consumer durable sector. It was established in 1987 by late Mr.
Nandlal Madhavlal Dhoot. In those times it entered in the market
with color and B/W television and Washing machine. Videocon
Industries Ltd was incorporated in the year 1986 with the name
Adhigam Trading Private Ltd. The company was established for the
business of trading in paper tubes. In the year 1987, the company
introduced Black & White TV, Color TV and Washing Machines .In
September 1988, the company decided to diversify in the business of
lease financing, hire purchase and investment activities.
In 2009, Videocon signed a letter of intent with Finnish
contract manufacturing firm Elcotey aiming at buying stake in the
foreign firm where the company makes gadgets like mobile phones
&set-top box .In 2010, A Rs 1,600-crore plant for color T.V
sets and other electronic consumer Durables will be set up by
Videocon at Manamadurai in Sivaganga district .In November 3, 2011,
Sesa Goa Ltd signed the definitive share purchase agreement with
the company along with other shareholders of GEPL under which Sesa
agreed to acquire 100% of the outstanding common shares of GEPL for
the enterprise value of Rs 101 crore on cash free debt free basis
including normative working capital of Rs 2.75 crore.
Group ProfileThe company operates in four key sectors:-1)
Consumer Electronics, Home Appliances & Compressor
manufacturing:It producesconsumer products like color televisions,
washing machines, air conditioners, refrigerators, microwave ovens
and many other home appliances, selling them throughtheir sales and
service network in India .It has in house compressor manufacturing
technology for refrigerators.
2) Display industry and its components: By acquiring Thomson SAs
color picture-tube manufacturing business which is spread
acrossChina,Poland, and Mexico, Videocon is able to improve the
technology in existing products in slim tube, plasma, LCD, and
other flat-panel display lines as well as create new innovative
products.
3) Color Picture Tube Glass:Videocon is one of the largest Color
Picture Tube (CPT) glass manufacturers in the world with a high
level of experience and technical expertise operating
throughPolandandIndia. Videocon produces a superior range of panels
and funnels to meet the demand for large-size, flat, and slim CRT
display products.
4) Oil and Gas: An important asset for the group is its Ravva
oil field with one of the lowest operating costs in the world
producing 50,000 barrels of oil per day. The group has ambitious
plans for expansion in this sector globally.
Research & Development
The Company has R & D centers located at Aurangabad,
Gurgaon; and in China with skilled engineers/experts working
continuously on new products development.
R & D activities include: Market Trend analysis
Study/Analyze Customers demands and changing needs Design/Develop
products suitable for Indian climatic conditions as well as same
for Export market.
R & D activities carried out in various consumer electronic
products and benefits derived from these activities:Televisions:
Introduced "3D LED TV"which enhances the viewing experience.
Introduced "Titanium", "Hurricane" and "Tornado" Series of LCD
TVwith FULL HD 1080p resolution. Introduction of Blue Tooth
Function in TVenables a user to transfer photos/songs stored on his
mobile to TV sets wirelessly. Introduced touch control function in
CRT TVsegment. Introduced new range of products viz : Universal
Media player, Solar Mobile Charger.
Refrigerators: Developed new range of Direct Cool as well as
Frost Free refrigerators like Ecocool, Ecocool Plus, Ecofresh,
Deofresh, Nutricool, Nutricool Plus, Power cool. Introduction of
new base stand with smart VEGI TRAYwhich is unique and give
convenience to customer in day to day usage. Introduction of new
economic series of Direct Cool Refrigeratoras "Bharat Series",
which has given cutting edge solution for the competitors on the
price factor. Enhanced Frost Free refrigerator serieswith
introduction of LED & LEDi technology. Introduction of 3 &
4 Star Rated Refrigerators, with high energy efficient
compressors.
Washing Machines: Developed a higher capacity Washing Machinesto
be offered to Indian market with Hand Wash and UV light technology.
Introduced Digi-Wave and Digi-Atlantic series of 6.0kg FA
Machineswith 8 Wash Programs, 8 Water levels, Child lock feature
and Special Air Dry features. Introduced Indias first UV light
technology Washing Machine, Digi-Marine and Digi-Ocean. This has
other features like Hand Wash, LCD Display, Delay Time setting etc.
for user convenience. Introduced SA 7.0kg Spring with Decorative
Transparent Panels,Roller Coster Pulsator, centre water fall &
Chrome Knobs. Delight to watch and efficient in use. Introduced
Digi Dolphin Dlx with Direct Drive technologyalong with enhanced
features like "Do It Yourself" program. This has multi spin speed,
8 Water levels and dynamic soak features.
Air Conditioners: Introduced Vitamin C filter: This Filter
dispenses Vitamin C charged ions with the cool air. Thereby boosts
immunity, keeps skin glowing with its antioxidant property hence
keeps the user fresh and vibrant.. Developed multi utility
Universal Remote:This remote can operate AC (Videocon brand) and CE
products like LCD/LED TV, Set top box, DVD player etc
(LG/SS/Philips/Videocon/Akai etc) thereby providing multiple
solutions with a single remote.
CONSUMER DURABLES
Consumer durable goods by Videocon have a very eminent position
in Indian market and have the largest sale and service market in
India. They have an in-house manufacturing unit in India. In
consumer durables VIDEOCON has major part in Indian market. Today,
Videocon is household name across the nation- India's No. 1 brand
of consumer electronics & Home appliances, trusted by over 100
million people to improve their quality of life. It is
manufacturing goods with price range and brands. There are number
of products manufactured by Videocon which as follows:- TV ( Led
Tv, Lcd Tv , Flat Tv) WASHING MACHINE ( Fully Automatic & Semi
Automatic) REFRIGERATOR (Single door & Double Door) AIR
CONDITIONER ( Split Ac & Window Ac) MICROWAVE OVENS ( Solo
& Grill) MOBILE
Various brands which are taken over by Videocon
Sansui- Sansui is very famous in color TVs and DVD player etc.
It has very good share in urban and rural market.Electrolux-
Electrolux is also well known brand in refrigerators.Akai- Akai has
a very huge market share in rural market, because its price is very
low and quality is very good.Kelvinator- Kelvinator is also very
popular in home appliance and other equipments.Kenstar- Kenstar is
one of the major brands in cooler and it is having very good name
in the market.
Introduction to the ProjectProject TitleComparison of Videocon
Products with its CompetitorsArea of StudyIn the period of intial
20days of my summer training my project guide research topic "
Comparison of Videocon Products with its Competitors". The area I
covered was Delhi NCR, which included 25 Dealers selling consumer
durables goods.
Objective of Study Study of Dealer Awareness about Consumer
Durables Goods. Study of Dealer Perception about the Consumer
Durables Goods. Identify the level of Dealer satisfaction about
Consumer Durables Goods price and quality. Market effectiveness of
Videocon Consumer Durables Goods as compared to its competitors.
Effect of advertising and Sales promotion Scheme and Incentive on
Consumer and Dealers. To study the position and potential of the
product in Delhi NCR.
Objective of Research
The main objective of the research is to find out that what the
condition of Videocon's service in the market and know that how
consumers and dealers are satisfied with the services which are
provided to them and we can also say that find out the customer
satisfaction level. And other objective is to analyze current
scenario of the market in consumer durable sector. And analyze that
who is the main competitors of Videocon Consumer Durables Goods and
what is the current position of Videocon Consumer Durables Goods in
the market.
Significance Of Research"All progress is born of inquiry. Doubt
is often better than the over confidence, for it Lead to inquiry
& inquiry to invention". This is famous Hudson in context of
which the significance of research can well be understood.1)
Research includes scientific & inductive thinking & it
promotes the development of the logical basis of thinking
organization.2) The role of research in several fields of applied
economics, whether related to business to the economy as whole, has
greatly increased in modern times.3) Research provides the basis
for nearly all the government policies in our country.4) Research
has its special significance in solving various operations &
planning problems of business & industries.5) Research is
equally importance for social scientists in studying social
relationship & in seeking answer s to various social
problems.
DATA ANALYSIS METHOD
(PROJECT RESEARCH TYPE)The project research type is DESCRIPTIVE
RESERARCH TYPE in which I know what i have to measure & also
the adequate method for measuring it along clear-cut down of
"population" I wanted to study.Since the aim was to obtain complete
& accurate information in the said studies, the procedure to be
used was also planned.
DATA SOURCES
Primary Data
Primary data was collected through an interview with the help of
a structured Questionnaire, which contained queries that were
relevant to the purpose of the study as well as pertinent;
industries related questions.
Secondary Data Magazine Mannual Textbook Internet
Research Approach
Survey method was adopted in order to collect the primary data
required for the Study.
Research instrument
Questionnaire was designed with close-end questions. The
questionnaire was designed in such a manner so as to cater to all
the areas and aspects the study.
SAMPLING PLAN
1. Sampling procedure: Random Sampling2. Sampling Size: 25
Respondent3. Geographical Coverage: Delhi, NCR4. Duration of the
Study: 15 days
LIMITATIONS OF THE STUDY
In spite of working under the banner of such a magnificent
company and also under the guidance of highly matured, capable, and
understanding people certain constraints do played the role of
hindrance in the way of accomplishing the assigned task. i would
definitely like to share those aspects too
1. Non-cooperation shown by certain retailers and their ignoring
attitude.2. Each and every region is not easily accessible.3. A
limited time frame i.e. of just 2 weeks, due to which I was not
able to reach those destinations which I wish I would.4. We cannot
say that the data taken for our study is fully adequate to get the
desired or accurate result.5. It takes very long process for
finalization the deal.
MARKETING VIEW OF VIDEOCON CONSUMER DURABLES GOODS
1. SWOT Analysis2. Five-Force Model3. STP
1. SWOT ANALYSIS
Strength:
Videocon is one among the top-end players in the Consumer
Electronics Business and a recognized name in every house hold
which helps in bagging a good brand image and customer loyalty.
Technology wise Videocon Consumer Durables has no match in the
Indian market as no competition has such advanced features in its
products. Videocon has its presence in the market through both
Brand Shops and general dealer outlets (Electronic Retail Outlets);
shop ambience, environment and location are also very convenient.
Same price throughout the country i.e. VRP (Videocon Retail Price)
is also a great attraction for customers.
Weakness:
Videocon Consumer Durables are little bit high priced and this
high price factor is not affordable to a larger segment of Indian
customers. Branding and promotional activities at the outlets is
not extensive as compared to its competitors. Weak Sales and
Service network. Videocons rapport with the dealers is not as
strong as of Samsungs or Lg's. Diversification into too many
sectors
Opportunity:
Videocon constant upgrade in technology can outdo all its
competitors in the long run. Because of keen foresightedness of
future demand and customer perception, Videocon can beat all the
other players in the market. Lifestyle of People has been changing
very much, so there will be demand for Premium products. Threat
There are some brands in the Indian market for example, Samsung
or Lg or Godrej, BPL which are coming up with average to good
quality products, but priced much below Videocon keeping in view
the purchasing power of Indian consumers, and this factor is of
concern. Cheaply available of Chinese product Changing Government
policies towards industries
2. FIVEFORCE MODEL
Threat of new entrants [Low]
Videocon has established itself as a high-end brand in the
Indian Consumer Electronics market (both in A/V and HA), hence any
new player posing any threat to its market build up is less.
Bargaining power of Suppliers [Low]
As we know that it is very difficult to switch in B2B market,
suppliers bargaining power is low.
Bargaining power of Buyers [High]
Indian market is a price sensitive market and awareness among
consumers about price range of Consumer Durables Goods of various
brands is also high, hence buyers enjoy a higher bargaining
power.
Threat of substitute products [Low]
The threat of substitute products is low as there is almost no
substitute for the newest technology based on Consumer Electronics
Durables being brought in to the market from the house of
Videocon.
Rivalry among competing firms [High]
In Consumer Electronics Sector, Videocon is facing cut-throat
competition from SAMSUNG, LG, GODREJ , WHIRLPOOL, SONY are among
the other players to grab the market share.
STPSEGMENTATION:Market segmentation is the process in marketing
of dividing a market into distinct segments that behave in the same
way or have similar needs. The overall intent is to identify groups
of similar customers and potential customers; to prioritize the
groups to address; to understand their behavior; and to respond
with appropriate marketing strategies that satisfy the different
preferences of each chosen segment. Segments can be based on Income
i.e. led 3D TV, Four Door Refrigerator: Income group for more than
50,000. Slim TV, flat TV, semi automatic washing machine, windows
ac: consumer in the income bracket of 10,000-20,000.
Segments can be based on Social class: Rich class , upper middle
class, middle class, lower middle class.
Segments can be based on Loyalty Status: Consumer loyal to
Videocon for long period of time in terms of purchasing its
products. Also those consumers who are not loyal to any brand s so
attract them to Videocon and convert them to Videocon loyal
brand.TARGETING:Once the firm has identified its marketing-segment
opportunities, it has to decide how many and which ones to
target.Marketers are increasingly combining several variables in an
effort to identify smaller, better-defined target groups.The
decisions involved in targeting strategy include:* Which segments
to target?* How many products to offer?* Which products to offer in
which segments?The consumer profile for the last few years has
changed. Higher disposable incomes, greater aspirations and younger
demographic have increased demands for the technologies. And
Videocon is targeting this segment.POSITIONING:Positioning has come
to mean the process by which marketers try to create an image
oridentity in the minds of their target market for its product,
brand, or organization. It is the relative competitive comparison'
their product occupies in agiven market as perceived by the target
market.Points of Parity (POPs) are associations that are not
necessarily unique to the brand but may in fact be shared with
other brands. They represent necessary-but not necessarily
sufficient-conditions for brand choice. Videocons Points-of-Parity
are good quality Picture and good sound. Points-of-Difference
(PODs) are attributes or benefits consumers strongly associates
with abrand, positively evaluate, and believe that they could not
find to the same extent with a competitive brand. Videocons POD is
the quality product with low cost. With the strong backward
integration Videocon can provide the products with low
cost.Thus,Videocon is positioned itself as a reliable and
value-for-money product.DATA ANALYSIS
Total sample size which I have taken, is 25 dealers in Delhi
NCR. In which 18 dealers are dealing in Videocon and rest 7 dealers
are not dealing in Videocon.DealersNon-DealersTotal
18725
Interpretation Here we can see that 72% dealers are dealing in
Videocon Consumer Durables Goods and reaming is not.
DATA INTERPRETATION
1. Which brand of consumer durables goods are most selling in
your shop?
SAMSUNGVIDEOCONLGGODREJWHIRLPOOLTOTAL
12452225
Interpretation: In selling point of view here we see that in
market SAMSUNG lead with 48% and other companies are less in
according to SAMSUNG.
2. Which company provides you better promotional scheme ?
SAMSUNGVIDEOCONLGGODREJWHIRLPOOLTOTAL
7953125
Interpretation: VIDEOCON leads with its promotional
facilities.
3. What is the most appropriate way of advertisement preferred
by Consumer Durables Sectors?
HOARDINGSPAMPHLETSDANGLERSBROUCHERTOTAL
1085225
Interpretation: Most commonly HOARDING is used followed by
pamphlets and danglers.
4. Which type of Goods is mostly preferred by the customer?
ACW.MACHINEREFRIGERATORT.VTOTAL
1124825
Interpretation: A.C is most widely used following by T.V,
refrigerator and washing machine.
5. Which brand you will prefer to sell in future ?
SAMSUNGVIDEOCONLGGODREJWHIRLPOOLTOTAL
10562225
Interpretation: Dealers have chosen SAMSUNG as a first choice
followed by Videocon, LG and others.
6. Which brand of goods is firstly preferred by customer?
SAMSUNGVIDEOCONLGGODREJWHIRLPOOLTOTAL
12461225
Interpretation: The above pie chart shows that SAMSUNG is most
preferred, following by LG and others.
7. Which brand of Consumer Durables Goods provides you better
service?
SAMSUNGVIDEOCONLGGODREJWHIRLPOOLTOTAL
11262425
Interpretation: The above pie chart shows that SAMSUNG provides
best service, followed by LG and others.
8. Do you get latest information about the new Schemes?
YESNOTOTAL
22325
Interpretation: The above pie chart shows that maximum dealers
are aware for new schemes.
9. Is customer schemes help in increase the sale of goods?
YESNOTOTAL
20525
Interpretation: The above graph shows that maximum dealers says
that it help for increasing.
10. Rate the following
IMAGE
SAMSUNGVIDEOCONLGGODREJWHIRLPOOLTOTAL
13541225
Interpretation: The above pie chart suggests that in market
SAMSUNG has best brand image, followed by Videocon, LG and
others.
QUALITY
SAMSUNGVIDEOCONLGGODREJWHIRLPOOLTOTAL
12371225
Interpretation: The above pie chart suggests that SAMSUNG has
best quality product, followed by LG, Videocon and others.
PRODUCT RANGE
SAMSUNGVIDEOCONLGGODREJWHIRLPOOLTOTAL
10572125
Interpretation: The above pie chart shows that SAMSUNG has
maximum product range, followed by LG, Videocon and others.
PRICE
SAMSUNGVIDEOCONLGGODREJWHIRLPOOLTOTAL
10361525
Interpretation: The above pie chart shows that Godrej has lowest
price in the market, followed by VIDEOCON, whirlpool and
others.
Observations of OutletDigiworld Wire management needed
attention. Catalogue was missing in counters, due to which Vpcs had
less knowledge about the products. VPC were not wearing Uniform
& Well groomed No New Launch Product On Display There was lack
of Highlight of New Offer at the Store. Display Products were
Working properly & but have dust on them Vpc were casual in
giving Demonstration Almost 50% of Wall was EMPTY VPC are casual in
their work & were having food inside the store due to which
Store ambience was bad.
NEXT
Ambience was good & everything were well organized Vpc were
good at demonstration Vpc were in proper dress & well groomed
Display Products are Working properly & have no dust on them
Display is in eyelevel Properly Arranged cables Almost every place
i.e. wall was used for productCONCLUSIONFrom above Literature
review and findings we can say that Videocon needs to redesign its
marketing strategies and improve its after sales services in order
to make a huge success in India.However if Videocon improves the
services, then there are quite good chances of a grand success as
Indian Consumer Durables Sector is growing very fast. So Videocon
has the following options: 1. Improve the marketing strategies i.e.
advertising, promotions etc. this could certainly help Videocon to
penetrate the tough Indian market and to keep the market share
entact.2. Improve after sale services of the consumer durables
goods.3. Currently Videocon is available with most of the major
dealers in Delhi, Videocon needs to focus on those dealers also
where it will not face direct competition with LG and Samsung , a
small and dedicated brand dealer will work not only for marginsbut
they also can see the future opportunities in form of Videocon.4.
Videocon Need to create a value for money brand image which can
give good product quality at affordable prices.Finally we can
conclude that the success (or sales) of Videocon consumer durables
goods is dependent on after sales services. Indian customer won't
buy it just because of its brand name as quality is also needed for
the expected value of money and satisfaction.In other words we can
conclude that success of Videocon consumer goods is more dependent
on its product quality and after sales services than its
price.SUGGESTIONS
After studying the various parameters of Videocon consumer
durables goods, I have found out that the sales of the product are
decreasing because of inferior after sales services.I recommend the
following:-1. Improve after sales service -it has been found out
that customers find the after sales services of other consumer
durables goods better than their Videocon brand. So, improvement in
after sales service can help in increasing sales.
2. Videocon needs to increasethe number of BTL (below the line)
activities to generate common awareness and visibility at
grassroots level, because it canbe understood from the figures of
their competitors BTL activities that Videocon BTL activities is
not up to the that mark in comparison to othercompetitors.3.
Videocon needs to build strong dealer relation in order to provide
betterplace strategies for the brand. Videocon lacks in company
support factors and most of the existing dealers in the dealer
survey said that.Like most of the companies are having their
regular company dealers meet to get together with their dealers,
Videocon lacks needs todo this in order to regain dealer support.4.
Videocon has good presence in the market but one thing is also
evident that Videocon is present in major counters with LG and
Samsung. It also need to focus on those dealers were it will not
face direct competition with LG and Samsung. Competitive strategy
should be like this where first Videocon should wipe out smaller
brands compare to LG, whirlpool and Samsung because this brand also
have market share larger than Videocon and Videocon is not in
competition of LG and Samsungit should targeton brands like Godrej
, so it can compete the bigger brandlater on.5. Attractive schemes
must be launched by company in order to attract lower middle
class.6. Increase the number of engineers in after sales service
department..7. Number of call centre should be increased.
Annexure
1. Which brand of consumer durables goods are most selling in
your shop? (a) SAMSUNG ( )(b) VIDEOCON ( ) (c) LG ( ) (d) GODREJ (
) (e) WHIRLPOOL ( )2. Which company provides you better promotional
scheme? (a) SAMSUNG ( )(b) VIDEOCON ( ) (c) LG ( ) (d) GODREJ ( )
(e) WHIRLPOOL ( )3. What is the most appropriate way of
advertisement preferred by Consumer Durables Sectors? (a) HOARDINGS
( ) (b) PAMPHLETS ( ) (c) DANGLERS ( ) (d) BROUCHER ( ) 4. Which
type of Goods is mostly preferred by the customer? (a) A.C ( ) (b)
WASHING MACHINE ( ) (c) REFRIGERATOR ( ) (d) T.V ( )5. Which brand
you will prefer to sell in future? (a) SAMSUNG ( )(b) VIDEOCON ( )
(c) LG ( ) (d) GODREJ ( ) (e) WHIRLPOOL ( )6. Which brand of goods
is firstly preferred by customer? (a) SAMSUNG ( )(b) VIDEOCON ( )
(c) LG ( ) (d) GODREJ ( ) (e) WHIRLPOOL ( )
7. Which brand of Consumer Durables Goods provide you better
service? (a) SAMSUNG ( )(b) VIDEOCON ( ) (c) LG ( ) (d) GODREJ ( )
(e) WHIRLPOOL ( )8. Do you get latest information about the new
Schemes? (a) YES ( ) (b) NO ( )9. Is customer schemes help in
increase the sale of goods? (a) YES ( ) (b) NO ( )10. Rate the
following:S.NOCOMPANYIMAGEPRICEQUALITYPRODUCT RANGE
1SAMSUNG
2VIDECON
3LG
4GODREJ
5WHIRLPOOL
PERSONAL DETAILS:NAME:_________________________AGE:
BIBLIOGRAPHY
1. www.videoconworld.com2. www.google.co.in3. Philip Kotler,
"Marketing Management"
VISUAL MERCHANDISING
The display of products which makes them appealing, attractive,
accessible, engaging, and enticing to shoppers in aretail store.
Visual merchandising utilizes displays, color, lighting, smells,
sounds, digital technology and interactive elements to catch
customers' attention and persuade them to make purchases. Visual
merchandising helps convey the image of the brand and reflects the
personality of the target markets that the retail store wants to
attract. Visual Merchandising plays an important role in the store
interior & exterior. Store exterior includes window display,
store formats, fixtures and fittings and interior lighting etc. If
retailers want to project the best side of their company in the
minds of the customers and in turn brand loyalty they have to make
sure their visual display should be pleasing to the customers.
Visual Merchandising is a powerful tool in shaping consumers final
decision inside a store. Most studies of satisfaction and loyalty
focus on the brand level of decision making. But in this paper I
have tried to shift the focus on Visual merchandising effects on
brand and customer loyalty through explaining the important aspects
of visual merchandise like store exteriors, interiors and displays.
Satisfaction plays a very important role in developing brand
loyalty of a customer .Companies use Visual Merchandise to
carefully manage the look and feel of the brand in store and for
presenting products in the most effective ways. There are seven
factors of brand loyalty and they are brand name, product quality,
product display, price, style, and service quality and store
environment. It is mentioned that a store having a good product
display can gain loyalty from the customers thus supporting the
statement of having a positive relationship between customer
loyalty and Visual Merchandising.
More than two-thirds of shopping decisions are made at the point
of sale. Therefore, for brands in nearly all categories from candy
to computers the difference between success and failure frequently
is tied closely to retail presentation. Even with the growth of Web
based shopping, which will change the shoppers point-of sale
environment, the importance of a brands visual identity wont
diminish. Online shoppers will continue to view and select among
numerous packages and logos and make their decisions based largely
on each brands visual presentation. In a retail store, better
attention is paid to what makes the store special and unique. This
can require reducing inventory, and/or selecting specific products
that better reflect the nature of the store brand. Notice how many
successful retail stores have simple interiors. It takes skill to
simplify elements down to those few that are critical. This would
include: Eye catching store signs, photography, displays and
graphics Unique, quality products Organized merchandise that is
color blocked and neatly displayed Clear interior signage/
information Attentive, helpful staff Functional and pleasing
fitting rooms Appropriate and appealing store scent and sound Be
empathetic.
IMPORTANT COMPONENTS OF VISUAL MERCHANDISING
1. Retail Signages : Signages are one of the integral components
of visual merchandising executed at any retail store . It can be a
drop down from the ceiling of the store with a word like Groceries
written on it in an eye catching font Orit can be an A-4 or A-3
size paper pasted on the store shelves promoting schemes like Buy
One Get One Free and revealing prices of the products lying on the
shelves or it can also be a beautifully painted wall having
colourful pictures and punch lines like Is Se Sasta Aur Achchha
Kahin Nahin on it and so on and so forth. Whatever may be the case;
signages are considered as one of the most appropriate ways of
conveying messages to the customers. The challenge before the
retailers is not limited to simply displaying these signages at
their stores but is of designing them professionally while focusing
on some of the important parameters like quality of the paper or
the material used, colour scheme applied, font used, i.e. whether
it is legible enough or not, simplicity of the message such that it
is easy to be interpreted by the customers and above all, location
at which these signages need to be placed inside the store such
that they attract maximum attention of the customers and pursue
them to buy the products. Studies have revealed that one has not
more than 3 seconds to let the customer know what he/she will find
inside the store.
2. Retail planogram: A retail planogram is a diagram that shows
how and where specific products should be placed on shelves or
displayed in order to increase customers purchases. A skilled
planogrammer at retail store develops these planograms for
different types of visual merchandising displays . These are
developed based on the information available for the product such
as the amount of inventory left for the product, volume of sales
per square foot of retail space, and other specific information
about products (such as stock keeping unit numbers, product codes,
etc.). By analyzing past and current sales patterns, a planogrammer
makes recommendations about the number of Facings (how many of the
products should face straight toward the customer) a certain
product should have on a retail display, how high or low it should
be on the display, as well as which products should surround it.
This planogram is then printed out as a visual to be followed by
the part time helper that is often hired to restock retail shelves
and displays. This gives management of a retail store or chain more
control over how products are displayed, and allows them to track
and improve on the success of their planograms.
3. Retail Merchandising: Retail Merchandising is a major
component of visual merchandising. It takes into consideration
almost everything a customer experiences from his first sight of
the storefront, which includes an attractive and inviting entrance
of the store, height of the building of the store, display windows,
marquee, parking space, etc. until he/she leaves the store with a
purchase in his/her hand. It is all about understanding the way
customer shops such that the products can be placed at positions in
the store where they have maximum chance of being picked up through
increasing visibility and appearance with the help of flood lights,
par bulbs, suitable fixtures and fittings, etc.
Store Interior: Affects the stores image Includes items such as:
Floor & wall coverings , Lighting , Colors , Fixtures Store
Atmospherics:The design of an environment through visual
communications, lighting, colors, music, and scent to stimulate
customers perceptual and emotional responses and ultimately to
affect their purchase behavior
Lighting: Highlight merchandise , Structure space and capture a
mood , Energy efficient lighting , Downplay featuresColor: Warm
colors (red, gold, yellow) produce emotional, vibrant, hot, and
active responses Cool colors (white, blue, green) have a peaceful,
gentle, calming effectMusic: Control the pace of store traffic,
create an image, and attract or direct consumers attention , A mix
of classical or soothing music encourage shoppers to slow down,
relax, and take a good look at the merchandise thus to stay longer
and purchase more different music at different times of the day
Jazzy music in the morning for older shoppers Adult contemporary
music in the afternoon for 35-40 year old shoppersScent Has a
positive impact on impulse buying behavior and customer
satisfaction Scents that are neutral produce better perceptions of
the store than no scent Customers in scented stores think they
spent less time in the store than subjects in unscented stores
Importance of Atmospherics Planning Enhances the image of the
retail outlet. Attracts new customers. Creates a definite USP
(Unique Selling Proposition). Facilitates easy movement inside the
store. Facilitates access to merchandise inside the store. Ensures
optimum utilization of retail space. Reduces product search time
for the customer. Influences the service quality experience.
(POS)
A point-of-sale display (POS) is a specialized form of sales
promotion that is found near, on, or next to a checkout counter .
They are intended to draw the customers' attention to products,
which may be new products, or on special offer, and are also used
to promote special events, e.g. seasonal or holiday-time sales. POS
displays can include shelf edging, dummy packs, display packs,
display stands, mobiles, posters, and banners. POS can also refer
to systems used to record transactions between the customer and the
commerce.ExamplesUsually, in smaller retail outlets, POS displays
are supplied by the manufacturer of the products, and also sited ,
restocked and maintained by one of their regular salespersons.
However, this is less common in large supermarkets as they can
control the activities of their suppliers due to their large
purchasing power, and prefer to use their own material designed to
be consistent with their corporate theming and store layout.Common
items that may appear in POS displays year-round are batteries,
soft drinks, candy, chewing gum, magazines, comics, tobacco, and
writable CDs and DVDs. These displays are also useful in outlets
with limited floor space, as there tends to be much wasted space
around counters.
Point Of Purchase (POP) Display:
Videocon also assigned us to study different types of POP (point
of purchase) material and its significance in the promotion of the
brands.
Below are the various types of POP materials:
They are intended to draw the customers' attention to products,
which may be new products, or on special offer, and are also used
to promote special events, e.g. seasonal or holiday-time sales.
Marketing materials or advertising placed next to the
merchandise it is promoting. These items are generally located at
the checkout area or other location where the purchase decision is
made.
Usually, in smaller retail outlets, POS displays are supplied by
the manufacturer of the products, and also sited, restocked and
maintained by one of their regular salespersons. However, this is
less common in large supermarkets as they can control the
activities of their suppliers due to their large purchasing power,
and prefer to use their own material designed to be consistent with
their corporate theming and store layout. For example, If you look
at supermarkets or big retail chains like Chroma they use their own
POP materials instead of Videocons POP material.
The purpose of point of purchase (POP) Displays is to make a
business owner's products appear more professional and appealing to
the customer's eye. They are an integral component of successful
marketing, but remain invisible to the average consumer. The
customer is thinking about a particular product but often they are
drawn to the one which is displayed in a more prominent fashion
without knowing. Well done point of purchase (POP) displays will
draw consumers to one product over another, or give one store the
appearance of being more organized and clean.
Your professionally designed POP display can make all difference
between a potential customer purchasing your product and the
product of your competitor.
Many factors go into a well-designed POP display are Graphics,
Layout, type and presentation all contribute to the design of a
perfect eye catching display for your product.
Posters:
A poster is any piece of printed paper designed to be attached
to a wall or vertical surface.
Posters are designed to be both eye-catching and convey
information.
Product Display Stand:
It is used to highlight one particular product.
It is frequently used when new product launches in the
market.
Display wall is a wall where more than one product is
highlighted.
Window Display
Shop owner creates attractive scenes in windows facing street,
featuring products available in the shop.
This simple approach attracts new customers who see something in
the window that is appealing.
On Product Sticker(OPS):
The primary purpose of OPS is to identify type, size, brand,
product line, manufacturer and other product-specific information
like features etc. in order to inform the customer and encourage
purpose.
Crowners:
Crowners are place above the product.
They basically used to highlight the main features and offers
available on the product.
Danglers:
Danglers are loosely hanging or swing in to or fro. They are
made of cardboard with the design printed over it for promotion of
products.
Danglers increases the visibility of the products
Standees:Standee is a large self-standing display promoting a
product or event.There are various types of standees.
Product feature standee Brand standee Display standee
Shelfmat:
They are similar to crowners. Crowners are placed above the
product whereas Shelfmats are stick to the shelf.
Big retail chains like , Croma etc. do not use POP material
provided by the company, instead they prefer to use their own
material designed to be consistent with their corporate theming and
store layout. Only small retail outlets use it and they have raised
few problems in it. Many retail chains complained that quality of
marking collaterals like crowners, danglers, posters etc. of
Videocon Group is poor. Whereas competitors like LG, Samsung and
Sony marketing collaterals are of superior quality and hence they
use these brands material only to highlight the features etc. Also
I have observed that LG, Samsung and Sony spend lots of money on
Branding and the quality of Branding is far better than Videocon
Group. Always you will find branding of these giants LG, Samsung
and Sony in the entrance of Retails or in the area which gets
noticed easily whereas Videocon branding you will find in the area
which hardly gets noticed.
Effect of consumer behaviour on the purchase of consumer
durables goodsCompanys ability to maintain satisfying customer
relationship requires an understanding of consumer buying
behaviour. This refers to the buying behaviour of consumer who
purchases products or service for their personal or household use.
Consumers have limited time, energy and financial resources. Within
the available resources, they make purchase and consumption choices
as they wish. Consumers purchasing decision takes place over a
period of time. The overall goal during this process is to evaluate
various alternatives and choose the product that satisfies the
consumer in an optional way. Consumers get influenced by several
major factors while they make their decisions. These factors can be
grouped as: Social Cultural Psychological Personal factors etc.The
consumers degree of interest in a product and the importance he/she
places on this product determine the consumers level of
involvement. High-involvement products are usually expensive and
are visible to other people such as Diamond ring/ jewellery or a
expensive car. Low- involvement products are less expensive and
have less social risk associated with them such as a cup of coffee
or daily consumption items. When buying frequently purchased,
low-cost mundane items that require very little search and decision
effort , they demonstrate routinized response behaviour. When
buying products occasionally or when they need to get information
about an unfamiliar brand in a familiar product category , they use
limited problem solving. When they buy unfamiliar, expensive
products , they use extended problem solving.IMPACT OF PROMOTIONAL
MATERIAL ON THE BUYING DECISION OF CONSUMER
The Company is spending heavily on the Visual merchandising .
The marketing department is working very hard on these collaterals
so as to attract the consumers. But the company wants to find out
whether this spending worth or not. The company wants to find out
whether these VM are playing any role in promoting sales or not.
Whether these VM are liked by consumer or not. Whether these VM are
helping them in taking decision.The purpose of the study is to find
out the impact of promotional material or we can say marketing
collaterals like (visual ads, catalogues, pamphlets, on product
sticker, danglers, streamers, posters, banners etc).The research is
descriptive in nature and the data collected is primary. The data
was collected through questionnaire.Salespersons are preferred more
by consumers as compared to other marketing collaterals and
catalogue. Marketing collaterals help in making buying decision,
attract the customers, provide information and reflect the brand
image. A consumer are attracted by the TV ads , colours, paper
quality, printing quality and pictures on these collaterals and
also by the other factors like quality price, features etc.
CONTEXTThere are various ways for the marketing of any products
like electronic media, print media, internet, on ground activities,
celebrity endorsements and many more.Important for
consumers.Through electronic media (tv, radio ads) consumers only
see and listen the advertisements but find it difficult to retain
information about the products. The tv and radio ads just grab
viewers and listeners attention and creates interest to purchase
the product.When customers visit the electronic outlets to purchase
a product then information on collaterals, products displayed,
information given by salesperson help them in making decision.So
before the final purchase of a product, marketing collaterals,
products and salesperson are the major factors that affect the
buying decisions of consumers.
REVIEW OF THE LITERATURECompanies always try to establish the
contact with target market. This is a prestigious status for
company to address the customers. Company wanted to enhance its
image in the minds of common man so that in future, whenever it
would be visited to customer court, it would be having enough
matter to communicate the customers. The company presents its
history products history and even national history. Companies have
these processes in all consistency. Promotion is a term, which
means the moving from one end to another. In marketing, promotion
means all those took that a marketer uses to take his product from
the factory to the customers and it involves the advertising sales
promotion, personal selling, public relations, publicity and
merchandising. Promotions are result oriented. Promotion system
works with proper communication system. This has sender, receivers
and feedback system. Feedback is form of action which customer
gives bark to the company about product, advertisement or
strategy.The research paper will highlight the effectiveness and
applicability factors of sales promotion and advertisement
techniques.Advertising and sales promotions can be two promotions.
Advertising consist of (i) Pricing and brand cast ads (ii)
Packaging outer (iii) Packaging inserts (iv) Motion pictures (v)
Brochures and Booklets, (vi) Posters and leaflets (vii) Directories
(viii) Reprints of ads (ix) Bill boards (x) Display signs (xi)
Point of Purchase (xii) Audiovisual material (xiii) Symbols and
logos (xiv) Video taps, Sales promotions consist of (i) Contests
(ii) Games (iii) Premium (iv) gifts (v) sampling (vi) fairs and
trade shows (vii) Exhibits (viii) Demonstrations (ix) Coupons (x)
Rebtes (xi) Low interest financing (xii) Entertainment (xiii) Trade
in all allowance (xiv) Continuity programs. RESEARCH METHODS AND
PROCEDURE
PURPOSE OF THE STUDYThe company is spending heavily on Visual
merchandise (Visual ads catalogues, pamphlets, danglers, streamers,
posters, banners). The company deploys these marketing collaterals
in large quantities to the dealers, multi brand outlets.
So the company wants to know out whether or not they should
spend heavily on VM techniques.The purpose of the study is to find
out whether marketing collaterals: influence or help in marking
decision at the time of buying Attract consumers Reflect the brand
image.The main objectives of the study are: To study the impact of
Visual merchandising technique on the buying decision of consumers.
Do colors, printing and paper quality and pictures shown in the
marketing collaterals influence the buying decisions of
consumers?
SIGNIFICANCE OF THE STUDY
The management of the company spends heavily on promotional
activities including marketing collaterals. The marketing team
works very hard on various areas like designing, paper quality,
printing quality of collaterals.But the company wants to know, what
is the impact of these collaterals on the buying decisions of
consumers? So a study is conducted to check the impact of these
collaterals on consumers.Results of this research will help the
Marketing Department of Videocon To understand what is the impact
of VM technique on the buying decisions of consumers. To understand
which collaterals is mostly preferred by consumers.
RESEARCH DESIGNA research design is a framework for conducting
the marketing research project. The research which we are doing is
descriptive type of research as in this research we are depicting
the perception of the people from different places to known the
impact of VM technique on their buying decisions.
DATA COLLECTION METHODSAfter the research problem, we have to
identify and select which type of data is to research, this stage;
we have to organize a field survey to collect the data. One of the
important tools for conducting marketing research is the
availability of necessary and useful data. The two types of data
collection methods are:
PRIMARY DATA
QUESTIONNAIREThis is the most popular tool for the data
collection. A questionnaire contains questions that a researcher
wishes to ask to his respondents and always guided by the objective
of the survey. For conducting the study I prepared a questionnaire
which includes close and open ended questions. Data is collected
from people who are visiting the electronic outlets.
SAMPLE SIZEThe sample size of the survey was 50. The respondents
who are coming to the electronic outlets like digiworld, next and
dealers are asked questions related to the various Visual
merchandise technique.
DATA ANALYSIS & INTREPRETATIONS
1. What is the most influencing feature that drives you inside
the store?
Interpretation The above pie chart shows that 46% consumers are
influenced to drives in the store by Promotional offering at the
entrance followed by brand name and logo 24%.
2. You choose to shop in an outlet with good layout, moving
/browsing space and ambiance?
InterpretationThe above pie chart suggest that 72% of consumer
are agreed or Strongly Agreed to choose a shop with having good
layout, moving space, and ambience. 20% of the consumers are
neutral in their option & 8% are disagreeing to this point.
3. You choose to enter in a store because of strong Windows
display?
InterpretationThe above pie chart shows that 56% of consumers
are agreed or Strongly Agreed to choose a shop with having good
Displays Windows. 38% of the consumers are neutral in their option
& 6% are disagreeing to this point.
4. What is the most noticed feature inside store display?
InterpretationThe above pie chart reveals that 54% of consumers
think Music and lighting is most noticed feature inside a store and
least noticed feature is Bold Graphics.
5. In store lighting and music enhances your shopping
experience?
Interpretation The above pie chart shows 74% of consumers are
agreed or Strongly Agreed that store lighting and music enhances
their shopping experience. 14% of the consumers are neutral in
their option & 12% are disagreeing to this point.
6. From where did you get information regarding the product?
InterpretationsThe above pie chart shows that 48% of the
consumers get the information regarding the product through TV ads
and followed by Newspaper 20%, 18% by Internet. 7. Do you prefer
the following when you go to purchase an electronic product?
Interpretations The above pie chart reveals that most of the
consumer prefers to salesperson i.e. 46% to purchase electronic
product inside a store followed by Posters 34% and 10% each
stickers on product & catalogue.
8. Do colours , printing quality, paper quality influence your
buying Decision?
Interpretations The above pie chart shows that 64% of the
consumer believes that colours, printing quality, paper quality
influence their buying decisions and 36 % of the consumer doesnt
get influenced with these entire thing.
9. Do you think that by applying VM techniques the company can
market its products in a better way?
Interpretations The above pie chart reveals that 74% of the
consumers says that by applying VM techniques the company markets
its product in a better way.
10. When or why do you tend to buy more than what u actually
buy?
Interpretation Most of the consumers say that they go for buying
to change their mood. They cant control their urge when they see a
good offer & consumers buy more than they tend to buy.They feel
compelled to enter the store when they see strong displays or
eye-catching stores. Or a new feature which makes them to buy more
than what actually they buy.An interesting promotional offer
(reduced price, sales promotions etc) on in store signs. They tend
to buy more.
LIMITATIONS:In spite of working under the banner of such a
magnificent company and also under the guidance of highly matured,
capable, and understanding people certain constraints do played the
role of hindrance in the way of accomplishing the assigned task. I
would definitely like to share those aspects too.
Analysis was done on the presumption that the information
collected from the respondents was true and correct.
Due to the rush of customers at the dealers place they could not
give time to answer the questionnaire.
Due to the nature of questions the respondents were reluctant to
part with certain information or could not give accurate
information.
A limited time frame i.e. of just 6 weeks, due to which we were
not able to reach those destinations which we wish we would. The
outlet manager and owner did not allow taking the feedback inside
the outlet. People were taking less interest in giving the
answers.
We cannot say that the data taken for our study is fully
adequate to get the desired or accurate result.RECOMMENDATIONSThe
research findings of present study have more practical orientation
and which is important for the marketers. Hence, the study
recommends the following.1. Visual merchandising is the most
important variable in in-store environment among the tested
variables. It can significantly influence on consumers store choice
decisions. Therefore, application of more attractive visual
merchandising materials in their promotions will help to obtain
better results. The lighting, Design layout and cleanliness are the
key elements of visual merchandizing programs other than product
display.2. Most of customers are willing to purchase products from
supper markets from 6.00p.m. to 9.00p.m. in weekdays and 10.00a.m.
to 8.00p.m. in weekends. Therefore, managers can pay special
attention to make attractive environment in the supermarket
premises and make action to control the rush condition.3. When
designing the product display, market managers should pay special
attention on category layout, canola (Light ceiling), color
separation, lighting box, category name of product shells.4.
Damaged items on the shells and dust will make bad image towards
the market outlets and design of floor tiles can make significance
influence to feeling of pleasure at shopping time.5. Majority of
customers respond to the music & lighting more positively. They
specially mentioned that lighting helps to select correct products,
reduce the time wasted and feel relaxation during the shopping
tours. Therefore managers can select appropriate music &
lighting system that creates satisfaction of psychological needs of
customers.6. There should be proper relation between the season and
the products displayed. The store environment should be warm,
welcoming and friendly giving a customer a memorable shopping
experience.7. The Store should be organized logically like proper
groups and categories should be mentioned, so that all merchandize
of one type, color, and size is positioned together helping the
customer to make a clear choice.8. Visually appealing stores and
outlets did help the respondents to create an image of the brand in
the minds of the customers.9. Marketing collaterals quality has to
be improved. Some of the marketing collaterals provides more
information about the products and attracts the customer by
highlighting the features. In most of the cases, I have seen that
sales executive guy does not have any information about the product
but just explains the things by reading these marketing collaterals
like Crowner etc.10. POP material plays very important role in
attracting customers by highlighting features of product etc. and
hence quality of POP material needs to be improved future to match
or exceed the competitors quality.
Bibliography:References:Websites-1) www.videoconworld.com2)
www.google.com3) www.wikipedia.comJournals-1) Marketing
journalsBooks-1) Marketing management by Philip Kotler
Annexure1. What is the most influencing feature that drives you
inside the store?1. Store Exterior Graphics and Signage ( )1.
Window Display Setting ( )1. Outer Glimpse of Store ( )1. Brand
Name and Logo ( )1. Promotional Offering at the entrance ( Sale /
Discounts) ( )2. You choose to shop in an outlet with good layout,
moving /browsing space and ambiance?1. Strongly Agree ( )1. Agree (
) 1. Neutral ( )1. Disagree ( )1. Strongly Disagree ( )3. You
choose to enter in a store because of strong Windows display?1.
Strongly Agree ( )1. Agree ( ) 1. Neutral ( )1. Disagree ( )1.
Strongly Disagree ( )4. What is the most noticed feature inside
store display?1. Bold Graphics ( )1. Music and Lighting ( ) 1.
Store Layout ( )1. Creative Product Display ( )
5. In store lighting and music enhances your shopping
experience?1. Strongly Agree ( )1. Agree ( ) 1. Neutral ( )1.
Disagree ( )1. Strongly Disagree ( )6. From where did you get
information regarding the product?1. TV ads ( )1. Newspaper ( )1.
Posters ( )1. Banners ( )1. Internet ( )
7. Do you prefer the following when you go to purchase an
electronic product?1. Salesperson ( )1. Posters ( )1. Stickers on
Product ( )1. Catalogue ( )8. Do colors , printing quality, paper
quality influence your buying Decision?1. Yes ( )1. No ( )
9. Do you think that by applying VM techniques the company can
market its products in a better way?1. Yes ( ) b) No ( )10. When or
why do you tend to buy more than what u actually buy?Specify:
Name:Age:Profession:
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