internship

Internship Project

On

“ Impact of Visual Communication on Consumer Purchase Decision

on Watch”

Submitted

By

Manindra Nath Sinha

Under the Supervision / Guidance

Of

Dr.B.B.Jena

Submitted

to

Department of Fashion Management Studies,

National Institute of Fashion Technology, Ministry of Textiles, Government of India,

Opppsite Campus-7 KIIT University

IDCO plot-24 Chandaka Industrial Estate

Ph: 0674-2492997

Website: www. nift.ac.in

2012

ACKNOWLEDGEMENT

The Summer Internship at “Timex Group“ has been a quantum leap in terms of practical savvy

understanding of management concepts, sincerity, diligence, and responsibility and above all

self-confidence.

At first I would like to gratitude my almighty to be with me and shower his blessings to

complete this project. I would like to repay thanks to my papa Mr. N.N.Sinha and my mother

Mrs. Punam Sinha who always supported me emotionally and financially without their support

this project could not have been completed .

In particular, I would like to extend my heartfelt gratitude to Mr. Yuvraj Sikrival who gave me

the opportunity to do my summer internship in Timex Group,(NOIDA) without whose

facilitation and cooperation, this project would not have been so fulfilling.

At the onset, I would like to extendedmy thank to Dr. Binaya Bhusan Jena (Course Co-

ordinator, Dept. of MFM, NIFT, Bhubaneswar) for giving me the opportunity to gain vital

insights into the corporate world.

I would like to acknowledge Mr. SantoshTorai and Mrs. LipsaMohapatra faculty atDept. of

MFM, NIFT, Bhubaneswar, for providing me with the required theoretical background to

approach the project.

I would like to pay special thanks to Miss. Puja Priya who supported and helped me a lot to

complete this project.

I would like to say thanks to all who knowingly or unknowingly support me to complete this

project.

Manindra Nath Sinha

CERTIFICATE

This is to certify that Mr. Manindra Nath Sinha has submitted the

Internship report on “Impact of visual communication on Consumer

Purchase decision on Watch” to the Department of Fashion Studies

(FMS), National Institute of Fashion Technology (NIFT), Ministry of

Textiles, Government of India, Bhubaneswar towards the partial

fulfilment of the internship work. This particular report is his original

work and has not been submitted to any other institution or university.

He has duly acknowledged and given credit to the data, factual figures

as well as concepts drawn from the numerous secondary sources.

This work may be placed before the jury for its final evaluation.

Dr. Binaya Bhusan Jena

CC- FMS

Supervisor

DECLARATION

I, Manindra Nath Sinha, hereby declare that I have completed

my internship project on the topic “Impact of Visual Communication on

consumers purchase decision on watch” and submitted the same. This report is my

original work and is not submitted to any other organisation or company except

NIFT for educational purpose.I also declare that the data collected is from various

secondary and primary sources and acknowledged by me.

I have made my full efforts to complete and present the internship project

successfully.

Date :- 30/7/2012

NIFT,Bhubaneswar Manindra Nath Sinha

Table of Contents

Page No

Introduction………………………………………………….. 1- 5

Problem Definition ………………………………………….. 6

Research Objective………………………………………….. 7

Research Methodology………………………………………. 7

Chapter 1……………………………………………………. 8 - 12

Visual Communication and Introduction to in-store communication.

Chapter 2…………………………………………………….. 13 - 19

Challenges faced by in-store communication

Chapter 3…………………………………………………….. 20 - 23

Visual Communication and its effect on consumer

buying behavior

Chapter 4………………………………………………….. 24 - 67

VM manual of Timex and display analysis of its

competitors

Recommendations……………………………………………… 68

Biblography…………………………………………………….. 69

Introduction

TIMEX

Timex group designs , manufactures and markets innovative timepieces and jewelry globally.

Timex founded in 1854,has expanded to become Timex Group , a private held company ,with

several operating unites and over 5,000 employees worldwide. One of the largest watch makers

in the world ,Timex Group companies include :the Timex Business Unit(Timex, Timex Ironman,

Opex, Nautica, Marc Ecko); Timex Group Luxury Watches (Valentino,Salvatro Ferragamo);

Sequel (Guess, Gc); and Vertime (Versace,Versus).

Founded in 1854 as the clock making subsidiary of Waterbury, CT based brass

manufacturer Benedict& Burham. Waterbury Clock company was legally incorporated in

1857 as an independent business.

One of the world’s top watch companies.

88Over 5,000 employees worldwide.

Manufacturing and distributing in 20 contries.

Watches sold in more than 100 countries.

Timex Group as the pioneer in timekeeping by

harnessing the power and possibility of time . From the first clock and wristwatch we produced

through data integration from classic, time honored designs through exclusive , luxury

collector’s pieces- Timex Group companies continue to deliver unparalleled quality to highly

diverse and global customers. Milan to Hong Kong ,design sensibility and creativity inspire

multiple lifestyle brands. From the hallmark everyday watches on which we built our reputation ,

to exclusive, high end offerings, we are equipped to meet the needs of our brand partners.

Timex Group’s supply chain network produces and distributes quality timepieces and jewelry

through multiple locations across the globe . An extensive network and close partnership with

leading logistics service providers allow us to support the global requirements of our brands and

customers.

The wide ranging capabilities of Timex Group’s

manufacturing and distribution are underpinned by years of experience combined with the latest

innovations in performance and electronics technology . In house manufacturing includes

precision watch parts and movements, assembly and distribution. Timely fulfillment of all

production is ensured through extensive planning and scheduling systems augmented with the

latest in process and quality controls.

North Little Rock , Arkansas, USA

Norwlk, Connecticut, USA

Toronto, Ontario, Canada

Mexico City,Mexico

Northapton, UK

Coventry , UK

Besancon, France

Vignate, Italy

Chameca da Caparica, Portugal

Manno, Switzerland

Budapest ,Hungary

Warsaw, Poland

Cebu, Philippine

Hong Kong, China

Shenzhen , China

Shanghai, China

Baddi , India

NOIDA , India

History of Timex:

1850s-1870s: Waterbury Clock made timekeeping affordable for working class Americans. Its

inexpensive yet reliable shelf and mantel clocks, with cases designed to imitate expensive

imported models, contained simple, mass-produced stamped brass movements. Waterbury

Clock's products grew out of a long tradition of innovative clockmaking that developed in

Connecticut's Naugatuck Valley, known during the nineteenth century as the "Switzerland of

America."

1880s: Waterbury Watch, a sister company, manufactured the first inexpensive mechanical

pocket watch in 1880 and quickly sold more than any other firm in the world. The "Waterbury,"

known for its extraordinarily long, nine-foot mainspring, was assembled by a predominantly

female workforce whose dexterous fingers were prized for the close and exacting work.

Waterbury pocket watches sold throughout North America and Europe, and could be found in

Africa, where they were presented as gifts to native chieftains, and as far away as Japan.

1900s: By the turn of the twentieth century, the watch industry's first and most successful mass

marketer, Robert H. Ingersoll, worked with Waterbury Clock to distribute the company's

"Yankee" pocket watch, the first to cost just one dollar. Twenty years later, with nearly forty

million sold, the "Yankee" became the world's largest seller and "the watch that made the dollar

famous." Everyone carried the Yankee: from Mark Twain to miners, from farmers to factory

workers, from office clerks to sales clerks.

1917: During World War I, the U.S. Army required Waterbury Clock to re-tool the Yankee

pocket watch into a convenient new "wristwatch" for soldiers; after the war, returning veterans

continued to wear the handy timepiece, and civilians took them up in huge numbers during the

1920s.

1930s: The popularity of a brand new cartoon character led Waterbury Clock to produce the

very first Mickey Mouse clocks and watches in 1933, under an exclusive license from Walt

Disney. Despite the deep shadow cast by the Great Depression, within just a few years, parents

bought two million Mickey Mouse watches for their children. Originally priced at $1.50, these

same watches are collector's items that today command higher and higher prices.

1940s: During World War II, the newly renamed U.S. Time Company completely converted its

factories to wartime manufacturing. Over the course of the war, it turned an eighty-four year

tradition of reliable mechanical timekeeping to the record-breaking production of more high-

quality mechanically-timed artillery and anti-aircraft fuses than any other Allied source.

1950s: U.S. Time's wartime expertise in research and development and advanced mass

production techniques led to the creation of the world's first inexpensive yet utterly reliable

mechanical watch movement. The new wristwatch, called the Timex, debuted in 1950. Print

advertisements featured the new watch strapped to Mickey Mantle's bat, frozen in an ice cube

tray, spun for seven days in a vacuum cleaner, taped to a giant lobster's claw, or wrapped around

a turtle in a tank. Despite these and other extensive live torture tests, the Timex kept ticking.

When John Cameron Swayze, the most authoritative newsman of his time, began extolling the

Timex watch in live "torture test" commercials of the late 1950s, sales took off. Taped to the

propeller of an outboard motor, tumbling over the Grand Coulee Dam, or held fist first by a

diver leaping eighty-seven feet from the Acapulco cliffs, the plucky watch that "takes a licking

and keeps on ticking®" quickly caught the American imagination. Viewers by the thousands

wrote in with their suggestions for future torture tests, like the Air Force sergeant who offered to

crash a plane while wearing a Timex. By the end of the 1950s, one out of every three watches

bought in the U.S. was a Timex.

1960s: The Timex brand name became a household word during the 1960s. Having completely

conquered the low-priced market, the company upgraded and diversified its product line. It

introduced the "Cavatina," its first women's brand in 1959 and with it, a revolutionary

merchandising concept: the watch as an impulse item. For the price of one expensive watch,

women could buy several Timex watches to match different occasions or ensembles.

Technological advances allowed the company to offer a wide range of products, including the

first low-priced electric watches for men and women, as well as several other, inexpensive

jeweled models. Still another improved watch movement, introduced in 1961, served as the

cornerstone for an extraordinary array of men's wristwatches.

1970s: By the mid-1970s, the renamed Timex Corporation had sold more than 500 million of

these mechanical movements. At this time, every other watch bought in the U.S. was a Timex,

and the brand retailed in two hundred and fifty thousand different outlets. None of these

manufacturing, sales, and distribution records has ever been duplicated by another watch

manufacturer.

1980s: Alone among all domestic watchmakers, only Timex survived the brutal 1970s watch

industry shakeout caused by new digital watch technology and fierce price competition from the

Far East. Having gradually phased out mechanical watch production in favor of digital watches,

in 1986 Timex introduced its "Ironman Triathlon®," jointly devised by serious athletes and

industrial designers. Within a year, the "Ironman Triathlon®" became America's best-selling

watch and, diversifying into a full line for men and women, became the world's largest selling

sports watch, a distinction it has held throughout the 1990s.

1990s and Beyond: In the 1990s, a nearly 150 year-old Timex vigorously pursues its long

tradition of technological innovation and market leadership. The company introduced the

industry's first electroluminescent watch face in 1992, when the blue-green Indiglo® night light

appeared on some of its digital and analog watches. Today, more than 75 percent of all Timex

watches are equipped with the Indiglo night light®. The All-Day Indiglo® display, using a

hologram-like material, provides greater contrast between digital numbers and the display

background. In 1994, Timex introduced the Data Link® watch, a sophisticated wrist instrument

that carries scheduling, phone numbers, and other personal information, having collaborated

with Microsoft to create the necessary software to communicate the data from computer to

watch. In 1998, Timex pioneered its i-Control™ turn n pull analog alarm watch and, in a joint

venture with Motorola, a new wrist pager called Beepwear®.

Timex embraces the new millenium with high brand confidence and a strong global workforce.

Annual surveys consistently rank Timex as number one out of fifty fashion brands in jewelry

and accessories and the third most popular of all women's accessory brands. Seventy-five

hundred employees are located on four continents: in Middlebury (next door to Waterbury),

Connecticut; Little Rock, Arkansas; Manaus, Brazil; Besancon, France; Pforzheim, Germany;

Cebu, the Philippines; People's Republic of China; Jerusalem, Israel; and Delhi, India.

Problem Definition

Most of the customers take their buying decision through visual communication of the stores,

the problem centered in this study is to measure the extent to which visual communication

affects the customers’ choice decisions.

Research Objective

To influence customer buying behavior.

To motivate them to make unplanned purchases.

To provide them with a satisfying shopping experience.

Research Methodology

Primary data

Secondary data

Books and internet

Chapter 1

Visual Communication and Introduction to in-store

communication.

Visual Communication

Store window displays are regarded as a key instrument of a retailer’s communication and visual

merchandising strategy . They are an integral part of a consumers surrounding during his/her

shopping experience and therefore have an impact on consumer behaviour in retail settings.

Window displays serve two main purposes: to identify the store and its product (e.g. promotion,

merchandise and fashion), and to induce consumers to have shopping attitudes .

Introduction to In-store Communication

A successful retailing business requires that a distinct and consistent image be created in the

customer’s mind that permeates all product and service offerings. Visual merchandising can help

create that positive customer image that leads to successful sales. It not only communicates the

store’s image, but also reinforces the stores advertising efforts and encourages impulse buying

by the customer. Visual merchandising is a major factor often overlooked in the success or

failure of a retail store. It is second only to effective customer relations.

“Visual merchandising can be defined as everything the customer sees, both exterior and

interior, that creates a positive image of a business and results in attention, interest, desire and

action on the part of the customer”.

A story can be told that communicates to the prospective customer what the store is all about. It

includes the dramatic presentation of merchandise as well as other important, subtle features that

create the store’s overall atmosphere. Eighty percent of our impressions are created by sight; that

is why one picture is worth a thousand words. Each customer has a mental image of a store and

its merchandise. A store should have an inviting appearance that makes the customer feel

comfortable and yet eager to buy. Some businesses maintain minimum staff to reduce costs,

which means it is even more important for the merchandise to sell itself. Greater effort must be

spent on merchandise displays that make it easier for the customer to find and purchase the items

they want or need. The basic objective for visual merchandising is a desire to attract customers

to a place of business in order to sell the merchandise. Visual merchandising is offered to the

customer through exterior and interior presentation. Each should be coordinated with the other

using the store’s overall theme. Creating and maintaining a store’s visual merchandising plan,

however, is not a simple task. It is necessary to continually determine what the customer sees.

This evaluation from the customer’s perspective should start on the exterior and work

completely through the interior of the store.

EXTERIOR PRESENTATION

The quality of a store front is a major determinant for a customer, particularly a new customer,

and should not be underestimated. The exterior appearance of one store, a block of businesses or

a cluster, silently announce what customers can expect inside. Good exterior visual

merchandising attracts attention, creates interest and invites the customer into the business. The

exterior presentation can offer a conservative, progressive, lavish or discount

image to the customer. How a store visually welcomes customers has a lot to do with whether or

not they enter the store. Although good prices and positive word-of-mouth advertising is

important, it is hard to overcome the negative image of a poor store exterior. When examining a

store’s exterior, consider the following questions:

• How do customers locate the business?

• Are the sidewalks clean, safe and accessible?

• Are the exterior signs clean, fresh and readable?

• Does the store front need cleaning, painting or touchup?

• Are the outside entrances clean and accessible?

• Are the windows clean, bright and inviting?

• Are the window display preparation materials such as

tape, pins and packaging materials removed?

• Are the window displays frequently changed?

• Do the window displays carry a theme?

Exterior Signs

A sign is a silent salesperson, and part of a shopper’s first impression of a store. In less than 10

seconds the sign must attract attention, tell who the business is and what it has to sell. An

effective sign will communicate what type of business is being conducted. Off-premise signs

provide information and direction, especially for travelers and new residents. Signs can also

help effectively communicate a poor location.

A store’s sign is its signature. It is personal, original and continuously recognizable to the

public. It should create an image that is consistently carried throughout the remainder of the

store and its business actions.

WINDOW DISPLAYS

Special emphasis should be placed on a store’s window displays because they are the

information link to the potential customer. Window displays can be as important, if not more

important, than advertising. Window displays should attract attention, create interest and invite

people into the store to purchase goods. There is less than 11 seconds to accomplish this, as that

is the average amount of time an individual will spend looking at a window display. Be careful

not to crowd too much merchandise into a window, as customers find it difficult to determine the

message and what items are being promoted. Shoppers also lose interest when the same window

display is left up too long. It is especially important to frequently change window displays in

small towns where customers pass by several times a week. New displays indicate that new, up-

to-date merchandise is available. In malls and larger towns, customers pass by less frequently.

Properly lighted window displays can help sell specific products or ideas that promote a store’s

image. Window lights should be strong enough to overcome the reflections from outside objects,

such as parked cars and buildings. At night, additional lights on overhead marquees and

projecting cornices can make the window area look larger. Closed-back windows require a high

level of general illumination. Massed window displays are often lighted with overhead

fluorescents which are supplemented by closely spaced clear incandescent lamps. Use miniature

portable spotlights to accent small display areas, price cards and specific items in a massed

display. Compact footlights help relieve shadows near the bottom of vertical displays.

“As many as one in every four sales could be the result of a good window display.”

Window displays are more successful when a dominate theme is carried throughout the display,

regardless of whether the featured products are fashion-oriented, institutional or promotional in

nature. Suggested window treatments that have proven successful include:

• A single object against seamless paper.

• Merchandise displayed as it would be utilized in a

realistic setting.

• A theatrical setting using fantasy and drama.

• Straight merchandise glamorized with props.

• Animation, such as in holiday windows, that draws

crowds of shoppers.

• The use of sculpture, paintings or art objects for a

touch of class.

• Media tie-ins, with current area activities, films, stars

or bestselling books.

Window displays should be in harmony with the entire surroundings; a whole is being created

rather than a fragment. When planning a window display consider the building facade, street,

people and their perceptions, color harmony, lighting and viewing angle.

INTERIOR PRESENTATION

Selling space is the most important part of a store and therefore, efforts to utilize each square

foot will help to maximize sales. One proven way to do this is through interior displays that

effectively show merchandise to the customer. When planning interior displays, remember

that the theme and image presented on the exterior must be carried throughout the interior of the

store to provide consistency for the customer. The purpose of interior display is to develop desire

for the merchandise, show what is available, and encourage both impulse and planned buying.

Three major goals of a store should be to: motivate the customer to spend

money, project the image of the store and keep expenses to a minimum.

Promotion and advertising dollars are less effective or even wasted when efforts are not made

within the store to effectively merchandise the products. Well-designed displays and in-store

promotions are essential for a consistent theme and to help the customer find advertised items.

Although the percentage of in-store purchase decisions may vary by type of store and product,

this is a critical selling point. Information provided by the Point of Purchase Advertising

Institute (POPAI) indicates that nothing influences the consumer’s purchase decisions more than

advertising used where the sale is actually made—the point of purchase. As an illustration,

researchers found that 64.8 percent of all purchase decisions were made inside a supermarket.

This included impulse purchases along with substitutions and generally planned buys where the

shopper had an item in mind, but no brand. Most people indicated they purchased the item

because they saw it displayed. A National Retail Hardware Association survey indicated that 48

percent of all hardware customers purchased one or more items on impulse. Sixty-seven percent

of items purchased in liquor stores are impulse items. Displays or advertising alone may not

increase product sales substantially; however, combining advertising and display into an

integrated promotional campaign will usually be

more effective. Some effective displays are created by suppliers or brand-name manufacturers,

while others are developed from scratch. The main principles of design used in display are

balance, emphasis, proportion, rhythm, color, lighting and harmony. These principles apply to

all displays—window and interior.

COLOR

Color contributes significantly to people’s impression of a display, as well as a store’s overall

appearance. Color in a display can catch the eye and make people pause and look. The color

combinations of the ceiling, walls, floor covering and the overall decor can affect the atmosphere

of a store. Changing the color scheme can change people’s attitudes and perceptions of a store,

and can increase (or decrease) business. Color can change the shape and add interest to a dull

room, and can direct attention toward a specific object or away from problem areas.

Warm colors (red, yellow, orange and colors with red or yellow hues such as yellow-green,

beige, peach, brown and orange-red) are stimulating and cheery. They make a room feel warm

and intimate. Warm colors make a room seem smaller while making objects in the room appear

larger. A warm color on the end walls of a long narrow room will appear to shorten the room.

Blue, green, violet and colors containing blue, such as blue-green and violet-blue, are cool

colors. These help create a relaxing atmosphere. Rooms decorated primarily in cool colors tend

to appear larger and more spacious. Cool colors are especially pleasing in smaller rooms. A

color wheel is a handy tool to use in developing a color scheme for a store.

Chapter 2

Challenges faced by in-store communication

CHALLENGES FACED BY IN STORE COMMUNICATION

Many errors made in display can be easily avoided. Some of the most common errors include the

following:

Too Much Merchandise

There is no rule that specifically states how much merchandise should appear in a display area.

One consideration is the price of the merchandise. The more expensive the item, the fewer

displayed. Caution must be exercised so that a display area does not: (a) appear

crammed with many similar items, (b) have so many different items that any selling message is

lost and (c) appear aesthetically offensive to the viewer.

Too Little Merchandise

A window or display area with too little merchandise makes a store appear to be going out of

business, or indicates to the customer that the establishment is less than prosperous. Generally,

the reason for lack of merchandise in a display is that the merchandise has been sold out of the

display and has not been replaced. If the items needed for the display are unavailable, the

dimensions of the display area need to be reduced to make it appear in proportion with the

available merchandise. Poor planning of what merchandise is to be placed

in a display may also cause a display to appear empty.

Lack of Underlying Theme

Merchandise is often placed in a space with no selling message, theme or motif. Regardless of

the type of merchandise used, the location or the store type, a display needs to have a strong

message or underlying theme. The consumer should be able to understand the concept presented

by the display in a few seconds. The reverse problem is using too many mini themes in a display,

making each one completely ineffective. It is possible to effectively combine several types of

merchandise in one area using one theme. An example would be

various gift items, such as toiletries, glassware, smoking equipment and accessories, shown

together with a sign reading Imports or Gifts from Overseas. The signage brings all the goods

into the gift classification and it makes sense to the viewer.

Too Many Props

There is no specific rule that stipulates the number of props appearing in a display. However, the

error of over propping a display can be more serious than using too few props. The type and

number of props are dependent on the merchandise. The display of a living room suite will need

fewer props to complete its message. Other goods, especially smaller items, will need more

props to elevate it to eye level or provide a central theme to the grouping.

Poorly Selected Props

Evaluate props as to whether they are seasonal, rustic, contemporary, feminine or masculine, and

whether or not they will appeal to the store’s target market. Props are important to effectively

present a display with a theme. Therefore, the props must be in harmony with the goods shown.

For example, a green velvet backdrop will not be effective in a display promoting summer

merchandise.

Displays Changed Too Seldom

Guidelines for developing displays have been discussed. Utilization of the visual merchandising

techniques discussed can assist review and/or change of displays. As a standard, many interior

displays are changed daily, because they are effective and merchandise sold directly from them

needs to be replaced. Large window displays may be changed as often as two times a week or as

infrequently as every other week. This generally depends on the season and the length of time a

current store theme has been planned. An example of a display that might stay longer would be

an unusual Christmas display. The expense, time and planning of a display is also used as a

guideline for frequency of change. Special windows and internal store promotions have a longer

display life. However, no display or set of props should remain until it collects dust and every

person in the community has seen it a number of times. Frequently changing displays presents a

positive message to the community, provides opportunity to show more merchandise and

presents more messages to the shopper.

Length of Time Necessary to Change a Display is Too Long

An empty display area is a time of no sales. Plan display work so that all of the necessary

equipment and merchandise is gathered prior to tearing down the old display. Change the display

when there is the least amount of customer traffic.

Limited or No Display Budget

Money is a problem for everyone in and out of retailing. Display areas are often budgeted with

what’s left over after all other monetary needs have been planned. Frequently that boils down to

no budget for displays. Avoid the “low-budget look” by using such things as crepe

paper, tissue paper, construction paper or perishable, but generally free, items like grass, weeds,

logs, branches and other things provided by nature. Do not use too many poster board signs.

Creativity is needed to plan and execute a great display with no budget. Good theme

development without expensive background materials is possible. An example of this for a bed

and bath shop might be towels hung on a clothesline to serve as a backdrop for a towel display,

rather than going to the expense of tiling a wall. Old packing crates or orange crates with scrap

wood from a lumber yard can be used to design an interesting display that raises the merchandise

to eye level. Attic treasures or various pieces of furniture are frequently used as display props.

These items can often be inexpensive or borrowed for the duration of the display.

Lack of Attention to Detail

Making a good impression is very important. One of the best ways to do this in display work is

to pay attention to the small details. This is generally the first thing the customer notices. Below

is a list of things that should be taken care of prior to declaring the display finished:

• Remove pins or hide them so they do not show.

• Clean and dust all surfaces.

• Clean glass.

• Be sure signs provide all the necessary information.

• Be certain signs are free of ink stains and are not soiled.

• Use some form of border on all signs.

• Be certain any merchandise suspended from the walls or ceilings will stay fixed for the

duration of the display.

• Appropriately accessorize merchandise.

• Remove all display tools from the display area.

• Clean and/or vacuum display area floor coverings.

• Hide lights used in the display area so they are not seen by the customers. Be very careful that

nothing is near or touching display lights to prevent fire.

• Always check the display area from all angles to be sure all merchandise is easily visible and

aesthetically pleasing.

• Check displays daily to be certain everything is still in its proper place.

Mistakes in Applying the Principles of Display

Carefully follow the principles of design used in display work when planning and executing a

display. The four principles most frequently mishandled include emphasis, balance, rhythm and

proportion. Review these principles each time a display is completed to be sure none have been

misused.

• Every display needs a point at which the viewer’s eye can easily start. All too frequently

a display either has no definite point of emphasis or the point of emphasis is in the wrong place,

such as in the upper right-hand corner.

Balance needs careful consideration. A display that utilizes neither formal nor informal

balance by merely being too full or too empty on one or both sides, will decrease the

effectiveness of the display.

The principle of rhythm is frequently violated when many small items are displayed in a

single area with no attempt made to keep the eye following a planned pattern. This

creates a scattered and spotty display.

Try to plan a display in which all items are visually tied together.

When props and merchandise are not tied together by size or weight, the principle of

proportion is absent. Do not show small items with large items unless a continuous

graduation of size from small to large is used.

The amount of merchandise on fixtures psychologically affects the shopper. A few fully

stocked fixtures are better than many partially filled fixtures. When a fixture is sparsely

stocked, it looks as if what remains are leftovers and, therefore, less desirable or salable.

When considering presentation of merchandise from the front to the back of the store,

use consumer psychology.

A stair step effect is necessary for the customer to see from the front to the back of the

store. Use the lowest fixtures in the front of the store, with the back wall being the

highest merchandise area. The basic idea is to make the back wall visible from the aisle

or front of the store.

Stocking the back wall is as important as stocking done in the front of the store. The back

wall will often be flooded with light to add even more emphasis to the area. This has the

effect of drawing the customer through the whole store.

The back wall is best used to create an impact for the classification of merchandise

contained within that area of the store. The walls, whether they are used for hanging,

shelving, binning or a combination of these, are also treated in the light to dark, small to

large, left to right manner of merchandising.

Ideally, the back wall should be broken into organized groups or color patterns to

stimulate the customer, please the viewer’s eye and alleviate the uniformity which tends

to be boring to the viewers. This can be accomplished by raising or lowering hang-rods,

using display shelves, and/or adding bins to the wall area to create more interest.

Chapter 3

Visual Communication and its effect on consumer

buying behavior

IN STORE COMMUNICATION INFLUENCE ON RETAIL

Retailing itself has transformed the way business is done and the so called merchandisers of

disposition of store inventory. There are many ways and standard procedures to ignite sales,

increase profits and maximize the net worth of the business. Visual merchandising helps in this

respect. This calls for a concerted industry effort to approximately value the importance of

quality retail coverage such as self-integrity in store advertising, price verification, stock

rotations, new item-cut and other related activities. To make effective the retail business one has

to focus on the following critical issues of visual merchandising.

a. Graphics and signage: Attention grabbing yet clear graphics by way to visually communicate

the brand and these graphics when compiled with the right signage become the stalls complete

instruction manual.

b. Trends and moot boards: This is misunderstood by many as mere decorations for the stall.

The brand sources and moot boards convey the source, in fact the mere need of the product for

the consumer to the buyer. A good trend story board display can exhibit a thought process

nursing for the inspirations (research), to swatch development of the final usage of the product.

c. Space management: Most displays concentrate on the floor management of space. In order to

create a complete desired ambience the ceiling space should also be given enough attention.

Walls are not elastic space should be allocated to the available products as per the expectation of

the customers to deliver best results. The major issues of space management are:

� How do we want our ranges to look?

� Hanging/stocked/customers etc.

� What stock density do you want to achieve?

Generally, the more options/units you can hold for a given amount of space, the higher the

potential returns. Space landing systems can be split into two types.

d. Numeric and visuals: Numeric planning system simply allows users to account of space

available and to calculate the ratios like returns on space. Visual systems allow users to create

three dimensional walk through models of the stores and to preview the look of a store once

ranging decisions have been made.

e. Dresiforms and mannequins: The dresiforms communicate the 3 dimensional form of the

product. Along with the fit a good mannequin can also be customized to communicate

characters, for example, special kids wear mannequins with caricatured faces convey the playful

mood of the collections.

f. Synergy among the different stalls: A stall look should complement the mood the whole fair

too; be it a color scheme or some material used should also be incorporated in the stall.

g. Out of the box thinking: With so many stalls around, it sometimes focus some stock value to

grab the attention of the buyers. Innovative ideas in displaying the mannequins, swatches etc can

invite many more people to the stall.

h. Merchandise planning: The first function of merchandising planning is making a strategic

plan, which is normally for five years or more and is used to set the critical success factors for

merchandising in terms of sales, margins and stocks. In other words, merchandising planning is

a systematic approach and aiming at maximizing return on investment, through planning sales

and inventory in order to increase profitability.

i. Range planning: Begin with assortment plan. In assortment plan, the goal of merchandise

plan are divided into specific lines in such a way that the division results in the increase of

overall marginal mix. Then a distributions planning is done. The link between available physical

space and ranging done here is a key determinant of merchandising performance.

Visual Communication and its effect on consumer buying behavior

Factors affecting consumer buying behaviour

Why do we need to learn about consumer buying behaviour? The simple answer is that no longer

can we take the customers for granted. Consumer buying behaviour determines how our

consumers decide to buy our product and what are the various factors responsible for this

decision? Out of 11000 new products introduced by 77 companies, only 56% are present after 5

years. Only 8% of new product concepts offered by 112 leading companies reached the market.

Out of that 83% failed to meet marketing objectives. What we need to understand here is why

consumers make the purchases that they make, what factors influence consumer purchases and

changing factors in our society…

The central focus of marketing is the consumer. To devise good marketing plans, it is necessary

to examine consumer behavioural attributes and needs, lifestyles, and purchase processes and

then make proper marketing-mix decisions. The study of Consumer behaviour includes the study

of what they buy, why they buy, how they buy, when they buy, from where they buy, and how

often they buy. An open-minded consumer-oriented approach is imperative in today’s diverse

global marketplace so a firm can identify and serve its target market, minimize dissatisfaction,

and stay ahead of competitors. Final consumers purchase for personal, family, or household use.

Major Factors affecting consumer buying behaviour

Cultural factors affecting consumer buying behaviour: Cultural factors have a significant

impact on customer behaviour. Culture is the most basic cause of a person’s wants and

behaviour. Growing up, children learn basic values, perception and wants from the family and

other important groups. Marketers are always trying to spot “cultural shifts” which might point

to new products that might be wanted by customers or to increased demand.

Consumer behaviour refers to the selection, purchase and consumption of goods and services for

the satisfaction of their wants. There are different processes involved in the consumer behaviour.

Initially the consumer tries to find what commodities he would like to consume, then he selects

only those commodities that promise greater utility. After selecting the commodities, the

consumer makes an estimate of the available money which he can spend. Lastly, the consumer

analyzes the prevailing prices of commodities and takes the decision about the commodities he

should consume. Meanwhile, there are various other factors influencing the purchases of

consumer such as social, cultural, personal and psychological. The explanation of these factors is

given below.

1. Cultural Factors

Consumer behaviour is deeply influenced by cultural factors such as: buyer culture, subculture,

and social class.

• Culture

Basically, culture is the part of every society and is the important cause of person wants and

behaviour. The influence of culture on buying behaviour varies from country to country

therefore marketers have to be very careful in analyzing the culture of different groups, regions

or even countries.

• Subculture

Each culture contains different subcultures such as religions, nationalities, geographic regions,

racial groups etc. Marketers can use these groups by segmenting the market into various small

portions. For example marketers can design products according to the needs of a particular

geographic group.

• Social Class

Every society possesses some form of social class which is important to the marketers because

the buying behaviour of people in a given social class is similar. In this way marketing activities

could be tailored according to different social classes. Here we should note that social class is

not only determined by income but there are various other factors as well such as: wealth,

education, occupation etc.

2. Psychological Factors

There are four important psychological factors affecting the consumer buying behaviour. These

are: perception, motivation, learning, beliefs and attitudes.

• Motivation

The level of motivation also affects the buying behaviour of customers. Every person has

different needs such as physiological needs, biological needs, social needs etc. The nature of the

needs is that, some of them are most pressing while others are least pressing. Therefore a need

becomes a motive when it is more pressing to direct the person to seek satisfaction.

• Perception

Selecting, organizing and interpreting information in a way to produce a meaningful experience

of the world is called perception. There are three different perceptual processes which are

selective attention, selective distortion and selective retention. In case of selective attention,

marketers try to attract the customer attention. Whereas, in case of selective distortion,

customers try to interpret the information in a way that will support what the customers already

believe. Similarly, in case of selective retention, marketers try to retain

information that supports their beliefs.

• Beliefs and Attitudes

Customer possesses specific belief and attitude towards various products. Since such beliefs and

attitudes make up brand image and affect consumer buying behaviour therefore marketers are

interested in them. Marketers can change the beliefs and attitudes of customers by launching

special campaigns in this regard.

Chapter 4

VM manual of Timex and display analysis of its

competitors

Visual Communication and its impact on consumer behaviour

Visual Communication

communication through visual aid or display and is described as the conveyance of ideas and

information in forms that can be read or looked upon. Visual attracts the customers most and it is

the first stage which arises customers stimuli first and introduce about the product.

Today shopping is not just shopping it is a kind of experience which customers want to have

when they enter into the outlet it is just because of visual merchandising unknowingly they spent

more and more time, here visual merchandising might contain light, display, aroma, music etc of

the store and it creates impulse buying and increase sales of the store so visual communication

repays a great role in the retail industry.

Visual communication attracts the customers a lot but there are some factors which also effect

the consumers decision process so a visual merchandiser should also consider these factors while

making display for the brand promotion , to make aware of the particular product of the brand.

Consumer buys due to stimuli.

Consumer feels the product or service is best suited for his need.

Consumer feels the product or service is only option available to meet her aspiration &

life style .

Consumer consistently demands value from the products & services .

I choose TIMEX GROUP for this particular project ”Visual Communication and its impact on

consumer behaviour”

Visual communication might be differ from company to company as Timex is the watch brand

company so visual communication is quite different from any other apparel outlets or other

watch brand outlets . Timex has its own VM manual which is followed by its store The Time

Factory

Introduction to VM manual of Timex

This manual helps you maximize the potential of all Timex in–case and window displays. Well

executed merchandising creates consumers desire for Timex merchandising.

Benefits :-

The consumer - Product ranges appear more attractive and are easier to navigate.

The Retailer Helps drive higher sales and make an attractive store environment.

The Brand Global brand awareness established and reinforced through the consistent

presentation of Timex Products.

Guidelines

Do make sure that displays are undamaged and clean ,wipe if it is necessary. If there is

any damaged to your display, please contact your local Timex representative to receive a

replacement piece.

Do position Timex displays in optimum locations- be aware of prime locations and dead

spots for merchandising your Timex display.

What are prime in- store position?

Front window display.

Near the front of the store.

On main aisles.

At eye level

What are in-store dead spots?

Odd corners

Bottom shelving and not clearly visible.

Left or right of immediate entrance

Shelving facing away from entrance

Behind columns

Areas with bad lighting

After merchandising product , do save the box(es) and instruction booklet(s).

Merchandising Do’s and Don’t

Merchandising Do’s

Do ensure hero stories are prominently displayed by incorporating merchandising pieces

such as watch blocks, platforms ,watch ramps, or bracelet bars. Hero stories are defined

as new products or key best sellers .

Do group products by collection, size/gender, and then by attachment type.

Do position the products in a slightly staggered formation where appropriate to ensure

all watches are visible and to avoid the display appearing too cluttered .

Do position all watches so that they are facing at the same optimal angle to ensure

visibility to the customers.

If incorporating Youth/Marathon products put towards the back of the display.

Merchandising Don’t

Don’t mix style , sport, Expedition, and Youth products.

Don’t have watches blocking or in front of other watches.

Don’t overcrowd the display.

Don’t place watches facing inwards.

Don’t have watches touching other watches.

Don’t have watches not grouped by collection.

Don’t use inconsistent brand assets.(show cards or feature cards should correspond to the

brand and product being merchandised.

Don’t block product with brand assets, ie. Show cards or feature cards.

Timex displays its watches in four categories

Style

Fashion

Technology

Sports & outdoor

Basic Guidelines to display Timex Watches

Colour

Colour which we use to display all the four category is black, red, gray and yellow. Black colour

we use to display for the fashion, red colour for style, yellow for technology and gray for sport &

outdoor categories.

SPORT & OUTDOOR

TECHNOLOGY

Display Strategy and its components

Fashion

The finest collection crafted with elaborate details and laced with memorable features, makes

you enjoy the priceless moments with twinkle and glamour to induce all your memorable

experience .

Display strategy

For wall display

Black grooved tray with grooved bridge.

For counter display

Black grooved tray with grooved bridge and white holed tray.

Black Cubes

Only black cube to be used on both wall trays and counter display

Display Strategy

Category Display

Family display within the category

Category Display Family display within the category Mood window display

Category Header with

acrylic slider stand

Black Display cube to be used only for

Fashion as a category Triblock Hero Block to be used

in a Mood Window, Family Display, Brand

wall Display.

Style

Enjoy the priceless moments in life when beauty is not just spectacular but overpowering . This

series is for those who like making an impact with their irresistible presence.

Display Strategy

For wall Display

White grooved tray with white grooved bridge

For Counter Display

White grooved tray with white grooved bridge and white holed tray . white tray must have red

band on it.

Red Cubes

Only red cubes to used on both wall trays and counter display.

Category Display Family Display with Category Display Mood window

the category Display

Family Display Within the category

Sports & Out Door

This Timex series is an audacious bland of sports inspired looks and performance with finest

materials and details. It takes the premise of classic analogue sports watch styling and skilfully

embodies the elegance .

Display Strategy

For Wall Display

White grooved tray with white grooved bridge

For Counter Display

White grooved tray with white holed tray. White tray must have gray band on it.

Cubes

Only gray cubes to be used on both wall trays and counter display.

Technology

Display Strategy

For Wall Display

White grooved tray with white grooved bridge.

For Counter Display

White grooved tray with white grooved bridge and white holed tray. White tray must have

yellow band on it.

Yellow Cubes

Only yellow cubes to be used in wall trays and counter display.

Visual Communication in different stores

Ambiance Mall Gurgaon

• Stores :- Titan

• Reliance Timeout

• Kapoor Watch Co

• Johnson

• Debenhams

Titan

Raga Bridal were Collection

For visual communication they used role of golden wires and give ethnic background it creates mood of

marriage ceremony and customer who comes to purchase watch for that particular occasion once see

the collection and feel ease to choose the right watch for the occasion.

Gold Collection

In this collection they put one original gold biscuit in the counter which shows that it is genuine

gold watch they also put golden net and cushion in the counter which gives this collection stylish

and luxury look . Their purpose to make this short of VM (visual merchandising )is to attract

those customers who want to use watch as a jewellery.

TITAN COUNTER DISPLAY

They filled the counter without using maximum watches and it gives soothing effect to the

counter as well as customers, watches are kept in different angle which shows beauty of the

watches and gives a different arrangement or way to keep watches in the counter.

They are giving discount on some of the watches it attracts customer and once a customers come

to the counter they might choose non discount watches .

TITAN (Classic Collection)

This is the classic collection which is supposed to keep in the store for whole year . They don’t

put more attention over this display because this is a kind of slow moving goods and here they

have given discount on more watches compare to other segment so here the motive of the

company is not to attract more and more customer but at the same time they don’t want to lose

those customers who want to have those watches.

TITAN RAGA COLLECTION (FEMALE)

This is Titan Raga Classic Collection for female here they used violate background .To attract

the customers to see this collection they highlighted one feminine watch in the counter.

Window Display of “TITAN”

Window display is very clear and speak about the store ,it is attractive .

Store Visibility of “TITAN”

Store visibility is very good far from the store it is easily visible .

Reliance Time Out

CASIO

Techno and fashionable watches have been kept in the same counter but its display is different

and balanced

Black watch kit and ball bearing have been used for display.

Kids’ watches

Kids ‘watches have been displayed in cubic display kit which has been kept in the middle of the

watch segment.

It is visible far from that segment.

SHEEN

Very shiny and feminine look have been given to this display using crystal ,shiny silver net .

Debenhams

DKNY

Lots of small paper write up have been used for display.

Debenhams(ESPRIT)

Proper display of watches.

Kapoor Watch Co(GC)

Selective watches display with different watch kits.

Kapoor Watch Co.

Window display of Omega watch

Two advertised watches have been kept on the table and behind the watches a big visual has

been kept for this window display, this display is giving the look of exhibition and luxury .

MGF Mall Gurgaon

Store SS

MGF mall gurgaon

I visited MGF mall Gurgaon to know or experience more about visual communication done by

different watch stores. Here i met different people who were related to visual communication or

accountable for that.

GUESS

Feedback

Display through banner which attracts the customers first , promotional display is done inside

the counter and the watch is highlighted which has been advertised.

Discount offer also attracts the customers a lot so discount offer is put in a manner that

maximum discount is written in a big font and up to that discount is written in a small font so

customer first see the maximum discount and come to the counter to have a look and if the watch

he likes has less discount then others he buys the watch because it is the watch of his choice.

Display is done season wise /occasion wise.

Bikash (Sales executive GUESSFOSSIL

VM does the display according to the category so the customer can choose same category watch

easily.

VM also does the display according to the shop so in store there is no empty which shows to the

customer even in the counter we use the same strategy for the “DKNY” watch we arrange it in

3-2-2manner and for “FOSSIL” we arrange it in 1-2-1 or 2-1-2 manner.

We do this type of arrangement because consumer could feel they have more and more choices

in the same category .

Brand is bigger than VM because the brand conscious consumers come in the store to purchase

the watch to which watch brand they are inclined, it happens in the premium segment of watches

but it does not mean that this segment of watches does not need any VM.

We change VM in Monday or Tuesday ,some times weekly or in fifteen days .

- Vasu (FOSSIL)

CITIZEN

• VM attracts the consumers more and it creates impulse buying, It makes you aware about

the brand and category of watches .

• We make counter display of the watches according to the features of watches .

• Arrangement of watches is also changed according to the time .

- Irshad Ahmad

Market Visit

GIP Mall NOIDA Sec 18

Sai Creation NOIDA Sec 18

SEIKO

Football has been used to create sporty effect

CITIZEN

Tray is very attractive they used round shape tray on rectangular tray.

White cubes are put back of the tray which gives maximum visibility to the watches.

Watches have been displayed through cubes display could have been better if they have used

minimum cubes with tray.

Red cubes should have been used, instead of white cubes, because red cubes are used to display

style segment of watches of TIMEX. Here watches have not been kept according to VM manual

of TIMEX.

CASIO

Upper segment of watches are not clearly visible, it has been kept at the maximum height so a

customer can’t see the watch first.

GIP Mall

Titan

• In every back wall display they have put pictures of watches.

• Proper display

• Store window display is very attractive.

• They didn’t keep too much or too less merchandise.

• Lighting is very good inside the store

CASIO

• They put one small LCD for displaying advertisement, and watches inside

the counter.

• Display made through related props of the categorized watches, like stone,

rope, wood, clip

• Advertised watches were highlighted inside the counter.

HELIOS

Very attractive window display they have made through bottles. It catches the attention of

customers to see the display where they have also kept very good and attractive advertised

watches .

Recommendations

We are producing innovative watches with various designs and models, but there are some

points on which we can consider

• In MBO we are putting too much merchandise ,it creates messy looks and customer

thinks those watches might be cheaper, and switch to another brand. Consumers get

confused to choose the watch and we will have to change the dogmatic theory that Indian

customers need more and more product to choose one but during my project I came to

know they need more product but in aesthetic manner.

• Need to touch emotional aspect of the customers. We are not making any visuals which

touch the emotional aspect of the consumers like Titan is making a display “Bandhan”

for the occasion of rakshabandhan, so we can also create such a display which is related

to the specious occasions.

• Need to create awareness to the Customers through billboards ,posters etc

• Some TTF stores are using old counters and trays it creates wrong image to the

customers mindset. Customers think about the brand that this might be the brand which

doesn’t keep the latest product so while doing VM we should change this thing first.

Bibliography

History of Timex

Optimising Brand performance Using In-store Communication (Minor Project by

Sinha Manindra Nath)

www.timexindia.com

VM manual of timex