342 Conclusion: Visual merchandising is a perfect communication vehicle of retailer, communicating the right message about the merchandise by projecting the latest trends, colors and fashion, latest arrivals through three dimensional window displays. 5. It is observed that most of the Visual Merchandisers think that Visual merchandising is not just for elite outlet but important for all types retail outlets Table – 6.102 -Value added by importance of Visual Merchandising – Applicability – Visual Merchandisers response Q18.Do you think Visual Merchandising is only for elite outlet & elite target customers? Frequency Percent Yes 12 24.0 No 38 76.0 Total 50 100.0 Graphical presentation- 6.75 – Value added by importance of Visual Merchandising – Applicability – Visual Merchandisers response Out of 50 respondents 38(76%) states that visual merchandising is not just for elite outlets and for elite target customers. This response states that visual merchandising is practically needed for all types of retail outlets and retail customers. The remaining 12(24%) visual merchandisers who feel that visual merchandising is only for elite outlets generally think so because most of the retailers spend more money and keep a good budget for lifestyle products than value products. But as more number states that it is for all type of set up it is proved that visual merchandising is not just for elite outlet but also important to all types of retail outlets. 24% 76% Visual Merchandisers view Yes Visual Merchandising is only for elite outlets and elite target customers Visual merchandising is required for all types of retail outlets
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342
Conclusion:
Visual merchandising is a perfect communication vehicle of retailer,
communicating the right message about the merchandise by projecting the
latest trends, colors and fashion, latest arrivals through three dimensional
window displays.
5. It is observed that most of the Visual Merchandisers think that
Visual merchandising is not just for elite outlet but important for all
types retail outlets
Table – 6.102 -Value added by importance of Visual Merchandising –
Applicability – Visual Merchandisers response
Q18.Do you think Visual Merchandising is only for elite outlet & elite target customers? Frequency Percent
Yes 12 24.0
No 38 76.0
Total 50 100.0
Graphical presentation- 6.75 – Value added by importance of Visual Merchandising –
Applicability – Visual Merchandisers response
Out of 50 respondents 38(76%) states that visual merchandising is not just for elite outlets
and for elite target customers. This response states that visual merchandising is practically
needed for all types of retail outlets and retail customers. The remaining 12(24%) visual
merchandisers who feel that visual merchandising is only for elite outlets generally think so
because most of the retailers spend more money and keep a good budget for lifestyle products
than value products. But as more number states that it is for all type of set up it is proved that
visual merchandising is not just for elite outlet but also important to all types of retail outlets.
24%
76%
Visual Merchandisers view
Yes Visual Merchandising is
only for elite outlets and elite
target customers
Visual merchandising is required
for all types of retail outlets
343
Key findings:
76% visual merchandisers agree that visual merchandising is not just for elite outlets
and elite customers but is important for all types of outlets, products and customers.
Conclusion:
Visual merchandising is bringing in lifestyle retail throughout
6. It is observed that Mumbai retailers are trying to touch international
standards in Visual Merchandising.
To know the scenario of visual merchandising the retailers and dealers were asked the
following question
Table - 6.103 -Value added by Visual Merchandising - Outlooks towards
attaining international standards by visual merchandising in India and
especially in Mumbai. – Retailer and Dealers response
Q.4.What as per you is the most important element of current visual merchandising scenario in India and especially in Mumbai? Retailers response
Dealers response
Cases Col
Response % Cases Col
Response %
Attracting Young Generation 15 60.0% 11 44.0%
Creating right and stress free ambience 18 72.0% 17 68.0%
Creating Visual Clutter 0 0 0 0
Attaining International Standards 17 68.0% 21 84.0%
Helps or Simplifies consumer buying process 22 88.0% 18 72.0%
More creative than International features 0 0 4 16.0%
Total 25 25
Graphical presentation –76 (A) - Value added by Visual Merchandising - Outlooks
towards attaining international standards by Visual Merchandising in India and especially
in Mumbai.
0
5
10
15
20
25
Attaining international
standards is the most
important element of
current visual
merchandising scenario in
Mumbai
Attaining international
standards is not very
important element of
current visual
mercchandising scenario in
Mumbai
Retailers view
Dealers View
344
Graphical presentations - 6.76 (B) – Value added by Visual Merchandising -
Response towards important elements of current visual merchandising
scenario in India especially in Mumbai –Retailers and Dealers Response
A good no. of respondent that is 17 (68%) of retailers and 21(84%) dealers out of 25 agreed
that visual merchandising in Mumbai is attaining international standards. But at the same
time not a single retailer agreed that we are more creative than international features and only
4(16%) of dealers agreed that we are more creative than international features, which indicate
that we have to grow a lot in this field to touch the international standards 68% retailers and
84% dealer respondent are agreeing to the fact that retailers are making every effort to match
their standards with the international features. Another interesting thing was not a single
retailer agreed that we are creating visual clutter, which is generally a problem with those
who do not understand the principles of display and bring in visual clutter. Visual clutter
which is also seen in advertising field. But fortunately all respondent think that the scenario
in India is not of visual clutter
0 5 10 15 20 25
Attracting Young generation
Creating right and stress free ambience
Creating visual clutter
Attaining international standards
Helps or simplifies consumer buyingprocess
More creative than internationalfeatures
Dealers
Retailers
345
A similar type of question was asked to the visual merchandiser to know the current status of
visual merchandising and their response towards attaining international standards are;
Table - 6.104 - Value added by Visual Merchandising - Outlooks towards
attaining international standards by Visual Merchandising in India and
especially in Mumbai. – Visual Merchandisers response
Q6.What do you think about Current Visual Merchandizing scenario in India/Mumbai Cases
Col Response %
Attracting Young Generation 27 55.1%
Creating stress free ambience 39 79.6%
Creating Visual Clutter 14 28.6%
Attaining International Standards 27 55.1%
Helps or Simplifies consumer buying process 40 81.6%
More creative than International features 1 2.0%
Total 50
Graphical presentation – 6.77 (a) – Value added by Visual Merchandising -
Outlooks towards attaining international standards by Visual Merchandising
in India and especially in Mumbai.
54%
46%
Visual merchandisers view
Attaining internationalstandardsis the currentvisual merchandisingscenario in Mumbai
Attaining internationalstandards is the currentvisual merchandisingscenario in Mumbai
346
Graphical presentation– 6.77(B) Value added by Visual Merchandising -Outlook towards
current Visual Merchandising scenario in Mumbai
27(54%) visual merchandisers think that our Indian features of visual merchandising are
attaining international standards and 1(2%) even think that we are more creative than
international features. But at the same time 14(28%) think that we are creating visual clutter,
the reason why visual merchandisers think a little differently from the retailers here is that
most of the visual merchandisers must have come across the work which may be creating
visual clutter and many a times the visual merchandiser had to follow a principal format of its
head co. which may be located outside India where there is lot of space given to bring
creativity in the visual merchandising activities and when the same principles are applied
here in India it leads to visual clutter. With a response of 55% it is observed that Indian
retailers are trying to attain International standards.
To make the above observation crystal clear a yes and no type of question was asked the
response is as follows;
Table -6.105-Value added by standard achieved by VM in Mumbai – Retailer
and Dealers response
Visual Merchandising in Mumbai is touching the international standards.
Retailers response- Q.26 Dealers response-Q.27
Frequency Percent Frequency Percent
Valid Yes 17 68.0 20 80.0
No 8 32.0 5 20.0
Total 25 100.0 25 100.0
Attracting young generation
Creating stress free ambience
Creating Visual Clutter
Attaining International Standards
Helps or simplifies consumers
buying process
More creative than international
features
0 10 20 30 40 50
Visual Merchandisers view
Visual merchandisers view
347
Graphical presentation –6.78 – Value added by Visual Merchandising -Outlook towards
Indian retailers trying to achieve international standards in Mumbai – Retailers and
Dealers response.
The response in both these question was similar same 17(68%) retail respondent and 20
(80%) dealer respondents agreed that Mumbai retailers are touching international standards in
visual merchandising.
To clarify this further a question asked to visual merchandiser was – What must be the
objective while creating visual merchandising strategy and the response towards giving
international look and feel to customer is as follows
Table - 6.106 - Value added by Visual Merchandising - Standard achieved by
Visual Merchandising in Mumbai – Visual Merchandisers response
Q9.What must be the objective while creating Visual Merchandising strategy? Cases Col Response
%
Attracting More Customers 35 70.0%
Attracting young generations 28 56.0%
Simplifying Customers buying process 39 78.0%
Creating stress relieving ambience 39 78.0%
Increasing sales per Square foot 38 76.0%
Increasing footfalls 40 80.0%
Making product accessible to customers 28 56.0%
Giving an International look and feel to customer 28 56.0%
Total 50
02468
101214161820
Yes, visual
merchandising in
Mumbai is touching the
international standards
No, Visual
merchandising in
Mumbai is not touching
the international
standards.
Retailers response
Dealers response
348
Graphical presentation- 6.79 – Value added by Visual Merchandising -Objectives to be
achieved while creating Visual Merchandising strategy
As we can see from the responses that increasing foot falls and relieving the stress of the
customer and simplifying the buying process are the objectives which most of the visual
merchandisers wants to achieve but along with this today to give the customer a feel of a
global customer 28(56%) visual merchandisers felt that along with the other objectives of
VM, giving an international look and feel to customer is also important. This objective
practically makes the customer feel similarly when he walks in a specific brand of retail store
whether then the store is in India or any other country of the world. The customer has the
same feeling, loyalty and liking towards the store. This also calls in for standardization along
with localization,
Attracting more customers
Attracting young genrations
Simplifying Customers
buying process
Creating stress relieving
ambience
Increasing sales per square
foot.
Increasing footfalls
Making products accesible to
customers
Giving an international look
and feel to customers
0 10 20 30 40 50
Visual merchandisers view
visual merchandisers view
349
Table - 6.107 - Value added by Visual Merchandising -Standard achieved by
Visual Merchandising in Mumbai – Retailers and Dealers response
Descriptive Statistics (Rank analysis)
Key findings: -
68% retailers, 84% dealers and 54% visual merchandisers agree that retailers are
making every effort to match their standards with the international features. 68% retail
respondent and 80% dealer respondents agreed that Mumbai retailers are touching
international standards in visual merchandising. 56% visual merchandisers felt that
along with the other objectives of visual merchandising giving an international look and
feel to customer is also important. The retailers has given an average rank of 5.44 and
the dealers had given an average rank of 5.48 to the objective of visual merchandising
which makes an effort of giving an international look and feel to customer.
Conclusion:
Indian retailers are trying to reach international standards; Visual
merchandising is bringing in standardization along with localization.
What must be the objective of a good visual merchandising strategy? (Rank them) Retailers response Dealers response
N Mean Std.
Deviation N Mean Std.
Deviation
Simplifying Customers buying process 25 2.40 1.633 25 2.88 2.048
Attracting More Customers 25 3.20 1.936 25 3.24 2.127