A project report on

“IMPACT OF VISUAL MERCHANDISING ON THE CONSUMER IMPULSE BUYING

OF APPARELS AT ARVIND LIFE STYLE BRAND LIMITED”
SUBMITTED TO
KHALLIKOTE UNITARY UNIVERSITY FOR THE PARTIAL FULFILLMENT OF
THE BACHELOR DEGREE OF COMMERCE

Submitted by

RUDRA PRASAD ACHARJYA

Examination Roll No. – UG2103COM255
Registration No.- BC21-021

Under the guidance of

P. RUKMINI DORA
Assistant Professor of Commerce

DEPARTMENT OF COMMERCE
KHALLIKOTE UNITARY UNIVERSITY,
BERHAMPUR -760001
2021-24

1
 DECLARATION

I, Rudra Prasad Acharjya do hereby declare that the project

entitled ”Impact of visual merchandising on the consumer impulse

buying of apparels at Arvind Lifestyle Brand Limited ” has been

submitted by me to the Khallikote Unitary University in partial

fulfillment of the requirement for the bachelor degree of

Commerce, is of my own and it has not been submitted earlier to

any other institution including the University or published any

time before.

Place: BERHAMPUR RUDRA PRASAD ACHARJYA

Date: Roll No. – BC21-021

Regd. No.- BC21-021

Khallikote Unitary University,

Berhampur

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 CERTIFICATE

This is to certify that the project entitled “Impact of visual

merchandising on the consumer impulse buying of apparels at Arvind
Lifestyle Brand Limited” has been carried out by RUDRA PRASAD
ACHARJYA, Examination Roll No. UG2103COM255 under my
guidance. The work is original and no part of this work has been
submitted for any other degree elsewhere. In my judgments the work
is adequate and merits consideration for the award of Bachelor
degree of Commerce.

Place: BERHAMPUR RUDRA PRASAD ACHARJYA

Date: Department of Commerce

Khallikote Unitary University

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 ACKNOWLEDGEMENT

I extend my heartfelt thanks deepest sense of gratitude and profound

indebtedness to my esteemed guide P. Rukmini Dora mam, Department of
Commerce, Khallikote Unitary University, who has given his consent to
undertake this project work and provide constant source of inspiration and
valuable suggestion in materialization of this project.

I would like to thank all faculty members of the commerce department

for their valuable encouragements and moral support for doing research. I like
to thank my parents and friends who helped me directly and indirectly to
complete my research work.

RUDRA PRASAD ACHARJYA

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 TABLE OF CONTENT

CHAPTER TOPIC PAGE NO.

CHAPTER 1 INTRODUCTION 7
OBJECTIVES OF THE STUDY 10
LITERATURE REVIEW 11
CHAPTER 2 COMPANY PROFILE 17
CHAPTER 3 RESEARCH 24
METHEDOLOGY
CHAPTER 4 DATA ANALYSIS & 30
INTERPRITATION
CHAPTER 5 SUGGESTION 41
CONCLUSION 42
BIBLIOGRAPHY 43
ANNEXURE 44

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CHAPTER – 1
INTRODUCTION

6
 InTRoduCTIon
The word 'Retail' is derived from a French word with the prefix re and the verb trailer
meaning "to cut again". Evidently, retail trade is one that cuts off smaller portions
from large lumps of goods. It is a process through which goods are transported to
final consumers. In other words, retailing consists of the activities involved in selling
directly to the ultimate consumer for personal, non-business use. It embraces the
direct-to-customer sales activities of the producer, whether through his own stores
by house-to-house canvassing or by mail-order business. Manufacturers engage in
retailing when they make direct-to-consumer sales of their products through their
own stores (as Bata and Corona shoe companies, D.C.M. Stores, Mafatlals and
Bombay Dyeing) by door-to-door canvass or mail order or even on telephone. Even a
wholesaler engages in retailing when sells directly to an ultimate consumer, although
his main business may still be wholesaling. A retailer is a merchant or occasionally an
agent or a business enterprise, whose main business is selling directly to ultimate
consumers for non-business use. He performs many marketing activities such as
buying, selling, grading, risk-trading, and developing information about customer’s
wants. A retailer may sell infrequently to industrial users, but these are wholesale
transactions, not retail sales. If over one half of the amount of volume of business
comes from sales to ultimate consumers, i.e. sales at retail, he is classified as a
retailer. Retailing occurs in all marketing channels for consumer products.

Retailing is the combination of activities involved in selling or renting consumer goods

and services directly to ultimate consumers for their personal or household use. In
addition to selling, retailing includes such diverse activities as, buying, advertising,
data processing, and maintaining inventory. This article explains the meaning of retail
and its etymology. Understand the meaning and constituents of the retail industry
and the role it plays in the economy of any nation.

The global retail industry is mature and highly competitive in the developed
economies of Europe and North America. On the other hand, the developing
economies of Asia-Pacific, the Middle East, and Latin America have been instrumental
in driving the market growth. Countries, such as Singapore, Malaysia, and Thailand,
are popular shopping destinations in the Asia-Pacific region, with visitors contributing
substantially to the retail sectors in the respective markets. Tourists are augmenting
the demand for products related to fashion, apparel, and electronics. Consumer
spending, which typically accounts for more than two-thirds of the GDP, has been a
key indicator of the health of the retail market. Moreover, the increasing strength of

7
online shopping has been a major driver (especially during the COVID-19 crisis). Apart
from this, the growing Smart phone penetration across countries is driving the e-
commerce channel. Also, IoT, augmented reality, and other disruptive technologies
are reshaping the retail industry. However, price variation between online and brick-
and-mortar stores can challenge the retail market growth.

RETAIl sECToR In IndIA

Indian retail industry has emerged as one of the most dynamic and fast-paced
industries due to the entry of several new players. It accounts for over 10% of the
country’s gross domestic product (GDP) and around 8% of the employment. India is
the world’s fifth largest global destination in the retail space. India ranked 73 in the
United Nations Conference on Trade and Development's Business-to-Consumer (B2C)
E-commerce Index 2019. India is the world’s fifth-largest global destination in the
retail space and ranked 63 in World Bank’s Doing Business 2020.
The sizeable middle class and nearly unexplored retail market in India are the main
enticing factors for international retail behemoths seeking to move into newer
markets, which will help the Indian retail business, grow more quickly. The urban
Indian consumer's purchasing power is increasing, and branded goods in categories
like apparel, cosmetics, footwear, watches, beverages, food, and even jewellery are
gradually evolving into business and leisure that are well-liked by the urban Indian
consumer. The retail sector in India is expected to reach a whopping US$ 2 trillion in
value by 2032, according to a recent analysis by the Boston Consulting Group
(BCG,2022).

India is the world’s fifth-largest global destination in the retail space. In FDI
Confidence Index, India ranked 16 (after US, Canada, Germany, United Kingdom,
China, Japan, France, Australia, Switzerland, and Italy).

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 MARkET sIzE

Revenue of India’s offline retailers, also known as brick and mortar (B&M) retailers, is
expected to increase by Rs. 10,000-12,000 crore (US$ 1.39-2.77 billion) in FY20.
India’s direct selling industry is expected to be valued at US$ 2.14 billion by the end
of 2021. E-Retail has been a boon during the pandemic and according to a report by
Bain & Company in association with Flipkart ‘How India Shops Online 2021’ the
eretail market is expected to grow to US$ 120-140 billion by FY26, increasing at
approximately 25-30% p.a. over the next 5 years. Despite unprecedented challenges,
the India consumption story is still robust. Driven by affluence, accessibility,
awareness and attitude, household consumption stood at Rs. 130–140 trillion (US$
1.63-1.75 trillion) in 2021.
India has the third-highest number of e-retail shoppers (only behind China, the US).
The new-age logistics players are expected to deliver 2.5 billion Direct-to-Consumer
(D2C) shipments by 2030. Online used car transaction penetration is expected to
grow by 9x in the next 10 years. I chose Arvind Lifestyle Brands Limited at Kalpana in
Bhubaneswar to do my project under the topic “A study on impact of visual
merchandising on the consumer impulse buying of apparels at Arvind life style Brand
Limited”, Arvind life style Brand Limited is one of the most well-known Retail firms in
India. I found Retail business appropriate for the topic as this is the only business
which gives importance for visual merchandising and Arvind life style Brand Limited is
one such firm a leading player in the industry and also encourages students like me to
conduct this kind of studies in their outlets and providing proper support and
assistance.

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 oBJECTIVEs oF THE sTudY
The primary objective is to measure the impact of visual merchandising tools on
consumer impulse buying. Two broader objectives of the study are;
 To identify various visual merchandising tools use in Arvind life style for us U.S.
Polo apparels.
 To study the impact of exterior design on impulse buying in U.S. Polo apparels
in Arvind life style.
 To evaluate the influence of interior design on impulse buying in U.S. Polo
apparels in Arvind life style.

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  VIsuAl MERCHAndIsInG

Visual merchandising is the practice of organizing and displaying products in a retail

space. It is used to highlight products and their features, gain customers' attention,
make customers feel comfortable and promote sales. Visual merchandising began in
physical retail stores, but companies are now using the same techniques for digital
storefronts.

 ElEMEnTs oF VIsuAl MERCHAndIsInG

Available visual merchandising elements were identified and recorded.

 Exterior Signs

The purpose of the signs is to gain customer awareness and announce the store
identity. There are promotional, directional, location and informational signs.

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 Marquee
A special type of signs is used to display the name of a store. Leather, wood, metal
or plastic material used.

 Entrance

Important to attract the customers from visual appeal. Straight, arcade and angle
store front designs are different types.

 Window Display

Get attention, create interest and invite people to the store. They are regularly
updated to show the latest products in the store. Enclosed, open back, corner,
showcase, angled and semi enclosed are some of the window display types.

 Mannequins

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Essential for enhancing the appeal of the clothing by showing how it looks when put
on. Realistic, semi realistic, abstract, semiabstract, headless and three-quarter
mannequins are some types that are frequently used.

 Colours

The first element, which consumers respond in selecting or rejecting a garment, is

colour. Warm, cool and neutral are the three main colour categories. According to the
season, colour combinations change.

 Lighting

Use to draw attention to a part of the area or a specific item in the display or to
coordinate parts of the total area. Soft lighting creates an intimate and inviting space,
while bright lighting creates a modern feel. Floodlights, revolving, flashing, and
spotlights are commonly used types.

 Interior signs
Brand identification of specific products, identity classification of products, offer
direction to various departments, and announce upcoming events and providing
information about product benefits are some common purposes of using interior
signs.

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  Space & Layout

It represents how effectively the retailer utilizes its space. The objectives of store
design are to guide the customer around the store and entice increase of purchase,
to create a balance between sales and shopping space, to create an effective
merchandising presentation and use multi-level to provide sense and variety.

 Creative display

According to seasonal themes creating different displays & arrangements and use of
different folding and hanging methods are categories of the creative display. Props
and fixtures are commonly used.

 Focal point

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A focal point is a place that peoples’ eyes will immediately focus on when they
first look at the display. Creating an attractively highlighted area with
mannequins, accessories and attractive designs is important.

 Cleanliness
The cleanliness of the store and items is the very important. Maintain shop
floor and fit on rooms and racks and other fixtures in a cleanly manner.

 Music
Western classical slow music played except at CIB. Background music makes
customers tend to spend more time and make choices freely.

 Fragrance
For fragrance air fresheners are used.

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CHAPTER 2
COMPANY PROFILE

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17
About The Company
Voted as 'India's Most Trusted Apparel Retail Brand,' (Brand Equity
Survey 2016), Arvind Lifestyle Brands Limited, a division of ALBL has
always been one of the most loved large format fashion retailers in
India. Today is the fastest growing large format retailer in the country.
The rate of new store openings has increased from one every two
months to one every two weeks. The brand is now present in 127
Indian cities / towns.
Arvind Lifestyle Brands Limited posted revenues of INR 5,407.26
corers in FY16. The company offers a wide range of brand offerings
across apparel and non-apparel categories and across varied price
points.
It operates across categories of casual wear, ethnic wear, formal
wear, party wear and active wear for men, women and kids. Women
swear is the lead category contributing to half of total apparel sales.
Non-apparel products include footwear, handbags, cosmetics,
perfumes, fashion jewellery and watches.

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lEAdInG BRAnds AT ARVInd lIFEsTYlE BRAnds lIMITEd
Arvind Lifestyle Brands Limited to day retails over 200 licensed and
international brands, including 24 exclusive in- house brands.

The Arvind Lifestyle Brands Limited exclusive brands and many international
Brands including U.S. POLO ASSN., Gant, Arrow, Izod, Nautica, Elle, Ed Hardy,
Hanes, Cherokee, Sephora, Aeropostale, Nautica, GAP, The Children's Place.

The company launched new brand sin FY'16 TRUE BLUE, True Blue is a joint
venture between cricket legend Sachin Tendulkar and Arvind Lifestyle Brands
Limited.

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Company profile- Arvind Lifestyle Brands Limited
Arvind Limited (formerly Arvind Mills) is a textile manufacturer and the flagship
company of the Lalbhai Group. Its headquarters are in Naroda, Ahmadabad, Gujarat,
India, and it has units at Santej (near Kalol). The company manufactures cotton
shirting, denim, knits and bottom weight (khaki) fabrics. It has also recently ventured
into technical textiles when it started Advanced Materials Division in [Link] is India's
largest denim manufacturer. Sanjaybhai Lalbhai is the current Chairman and
Managing Director of Arvind and Lalbhai Group. In early 1980s, he led the 'Reno-
vision' whereby the company brought denim into the domestic market, thus starting
the jeans revolution in India. Today it retails its own brands like Flying Machine,
Newport and Excalibur and licensed international brands like Arrow, Tommy Hilfiger,
and Calvin Klein through its nationwide retail network. Arvind also runs three
clothing and accessories retail chains, the Arvind Store, Unlimited and Mega mart,
which stocks company brands.

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  Financial restructuring

In the mid-1990s, the company undertook a massive expansion of its

denim capacity even though other cotton fabrics were slowly replacing
the demand for denim. The expansion plan was funded by loans from
both Indian and overseas financial institutions. With the demand for
denim slowing, the company found it difficult to repay the loans, resulting
in an increased interest burden on the loans. In the late 1990s, the
company encountered financial problems due of its debt burden,
resulting in incurring significant losses.
The company came up with a debt-restructuring plan for the long-term
debts being taken up in February 2001. This complex financial
restructuring exercise, which involved several domestic and international
lenders, is considered to be the benchmark and a case study in India. The
restructuring was overseen by Jayesh Shah, CFO, and advised on by a JP
Morgan Hong Kong team, led by Ahmad Ayaz.
In 2018, Arvind Ltd. demerged its branded apparel and engineering
business into separate entities for enhanced focus and value addition for
the shareholders of the Company. It got the nod from NCLT Ahmadabad
bench for demerger in Oct 2018. Arvind Fashions, the branded apparel
entity, will be scaling up existing brand portfolio and improve profitability
across brands. Anveshan Heavy Engineering, earlier known as Anup
Engineering, has laid down capex plans of ₹80 crore to double existing
fabrication capacity of 15,000 tons per annum by implementing product
mix. Out of the planned investment, ₹40 crore has already been invested.

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  Vision and mission of the company

 Visions
Arvind Lifestyle Brands Limited shall deliver Everything, Everywhere,
Everytime for Every Indian Consumer in them cost profitable manner.
 Mission
• We shall in fuse Indian brands with confidence and renewed
ambition
• We shall be efficient, cost-conscious and committed to quality in
whatever we do
• We shall ensure that our positive attitude, sincerity, humility and
united determination shall be the driving force to make us successful.

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 CHAPTER – 3
RESEARCH METHEDOLOGY

23
  What is research?
Research is “creative and systematic work undertaken to increase the stock
of knowledge". It involves the unbiased collection, organization and analysis of
information to increase understanding of a topic or issue. A research project
may be an expansion on past work in the field. To test the validity of
instruments, procedures, or experiments, research may replicate elements of
prior projects or the project as a whole.

 Definitions:

Research is the careful consideration of study regarding a particular

concern or problem using scientific methods. According to the American
sociologist Earl Robert Babbie, “research is a systematic inquiry to
describe, explain, predict, and control the observed phenomenon. It
involves inductive and deductive methods.”
According to (Thayer, 2001), "the word research is composed of two
syllables, re and search. re is a prefix meaning again, anew or over again
search is a verb meaning to examine closely and carefully, to test and try,
or to probe. Together they form a noun describing a careful, systematic,
patient study and investigation in some field of knowledge, undertaken to
establish facts or principles."
According to (Creswell, 2008), "Research is systematic investigation to
establish the facts." In the broadest sense of the word, the definition of
research includes any gathering of data, information and facts for the
advancement of knowledge
According to Clifford woody, "research comprises defining and
redefining problems, formulating hypothesis or suggested solutions
collecting, organizing and evaluating data, making deductions and
reaching conclusions; to determine whether they fit the formulating
hypothesis’’

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 souRCEs oF dATA
The study involves both primary and secondary data.
 Primary Data:
Data that has been collected by the researcher himself through
surveys, specially designed for understanding and solving the
research problem at hand.
The primary data is first handed data collected with the help of a
structured questionnaire.
 Secondary Data:
Secondary data is data gathered from previous studies, surveys, or
experiments that have been run by other people or for other
researches. The secondary data were collected from different sources
like books, reports, Research articles, Wikipedia, Google scholars.

25
 dATA CollECTIon TECHnIQuE
The primary data are collected from the customers who visited to the retail
store located inside the Utkala Kanika galleria, Kalpana for purchasing apparels
of U.S. Polo during my internship.

o Structured questionnaire:
Structured Questionnaire Method is a method for research and was
constituted by Emile Durkheim. They fall under the category of quantitative
research. Also known as closed questionnaire - they are positivist research
method.
In such questionnaires, there exists low level of involvement of the person who
is conducting the questionnaire and high level of involvement of the person
who is answering the questionnaire.
Structured questionnaires ask direct and close questions. If structured
appropriately, they can accumulate large amounts of valuable data that gives
deep insight into the minds of the large number of people who answer those
questions. Usually, they are used for market research or social research
questions. Closed answers are fixed and rigid and have no scope of confusion.
Upon analysing these results and applying them on various established
theories - statements can be made about the subject groups. These results can
be extrapolated and later on be used for making important business decisions.
Incorrect questions, their incorrect sequence or incorrect scales given to them
can give convoluted results.
A structured questionnaire was developed to collect the responses from the
customers. A Google form was asked to be filled by the customers from the
researcher’s device.
The questionnaire had two sections. The questions relating to demographic
profile were included in section A. whereas, statements related to visual
merchandizing and impulse buying were included in section B. The statements
were measured with the help of 5 point likert scale.

26
 o Mall intercept technique:
It is a method of data collection in which interviewers in a shopping mall
stop or intercept a sample of those passing by to ask them if they would
be willing to participate in a research study; those who agree are typically
taken to an interviewing facility that has been set up in the mall where
the interview is conducted, your objective of maximum data is achieved
with Survey Analytics.
A mall-intercept is a survey whereby respondents are intercepted in
shopping in malls. The process involves stopping the shoppers, screening
them for appropriateness, and either administering the survey on the
spot or inviting them to a research facility located in the mall to complete
the interview. While not representative of the population in general,
shopping mall customers do constitute a major share of the market for
many products. Survey Analytics helps you analyse the shoppers with
simple yet dynamic questionnaires.
Mall-intercepts are also an effective way to conduct package and product
tests. By locating these tests at a mall, you gain access to a wide range of
people who are already conveniently available at the testing facility.
In this study a Mall intercept technique was adapted here to collecting the
data.

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 dATA AnAlYsIs TECHnIQuE

 After collecting the primary data excel was use to analyse and
draw conclusions.
 The data were presented in the form of pie-charts for
categorical questions.
 For likert-scale based questions, mean, correlation were used.
 Scattered diagram also use to present the correlation between
two variables in graphical manner.

sAMPlInG TECHnIQuE And sAMPlE sIzE

Random sampling technique was use to select the sample of 39

customers to understand the influence of visual merchandising on
consumer impulse buying behaviours.

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 CHAPTER -4
DATA ANALYSIS & INTERPRITATION

29
DATA ANALYSIS:
The data collected from the respondents are being analysed in this chapter. The
statistical tools like mean, standard deviation and correlation were used to
analyse the data. Subsequently, data of the variables like gender, educational
qualification, occupation, monthly income and marital status are presented
through a frequency distribution tables and graphs.
Table 4.1: GENDER
CATEGORY GENDER FREQUENCY PERCENTAGE
MALE 45 76.28%
FEMALE 14 23.72%
TOTAL 59 100%
Source: primary data

It can be observed from the table 4.1 that majority of the respondents are
male (76.9%) and rest (23.1%) are female. The same result is presented bellow
in the figure 4.1.

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Table 4.2: EDUCATIONAL QUALIFICATION
CATEGORY FREQUENCY PERCENTAGE
UNDERGRADUATE 45 76.27%
GRADUATION 3 5.08%
POST GRADUATION 9 15.25%
ANY OTHERS 2 3.4%
TOTAL 59 100%
Source: primary data

It can be seen from the table 4.2 that the educational qualifications of
majority respondents are Post graduation (15.25%). Whereas, (5.08%),
have an educational qualification of graduation, followed by under
graduation (76.27%), others (3.4%). The same result is presented bellow
in the figure 4.2.

EDUCATIONAL QUALIFICATION
UNDER GRADUATE GRADUATE POST GRADUATE OTHER

4%

15%

5%

76%

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Table 4.3: MARITAL STATUS
CATEGORY FREQUENCY PERCENTAGE
MARRIED 4 6.78%
UNMARRIED 55 93.22%
OTHERS 0 0%
TOTAL 59 100%
Source: Primary data

It can be evident from the table 4.3 the majority of the respondent are
married (6.78%) and rest (93.22%) are unmarried. The same results are
presented in the figure no 4.3.

MARITAL STATUS

7%

MARRIED
UNMARRIED

93%

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 TABLE 4.4: AGE

CATEGORIES FREQUENCY PERCENTAGE

18 - 24 50 84.75%
25 – 34 6 10.17%
35 – 44 2 3.39%
45 – 54 ABOVE 1 1.69%
TOTAL 59 100%
Source: Primary data

It can be viewed from the table 4.4 that 95% of respondents belongs to
the age group 34 or less, and majority is in the age group 18 - 24. The
same result is presented bellow in the figure 4.4

AGE
3%

2%
10%

18 - 24
25 - 34
35 - 44
85%
45 or above

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TABLE 4.5: OCCUPATION

CATEGORIES FREQUENCIES PERCENTAGE

STUDENT 36 61.02%
SERVICE 3 5.08%
BUSINESS 14 23.73%
HOUSEWIFE 4 6.78%
OTHERS 2 3.39%
TOTAL 59 100%
Source: Primary data

It can be observed from the table 4.5 that majority of the respondents’
occupation are business (23.73%) and which is followed by service
(5.08%), Housewife (6.78%), students (61.02%) and rest of the
respondents’ occupation are from others (3.39%). The same result is
presented bellow in the figure 4.4.

OCCUPATION

7% 3%

STUDENTS
24%
SERVICE
61%
BUSINESS
5%
HOUSEWIFE
OTHER

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TABLE 4.6: ANNUAL INCOME (individual in per annum in Rupees)

CATEGORIES FREQUENCIES PERCENTAGE

LESS THAN 20,000 24 40.68%
20,000-39,999 28 47.45%
40,000-59,999 3 5.09%
ABOVE 60,000 4 6.78%
TOTAL 59 100%
Source: Primary data

It can be observed from the table 4.5 that majority of the respondents i.e.
48 % are having a annual income of Rs.20, 000 and above. The same
result is presented bellow in the figure 4.6.

ANNUAL INCOME

7%
5%

41%
Less than 20,000
20,000-39,999
47% 40,000-59,999
60,000 or above

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VARIABLE MEAN
EXTERIOR 4.32
DESIGN
INTERIOR 4.03
DESIGN

It can observe that Exterior Design is having a higher MEAN value of 4.33
in compare to Interior Design where MEAN value is 4.03. So, we can
inform that Exterior Design is playing a very important role than Interior
Design in case of U.S. POLO in Arvind Life Style Brand Limited.

36
 CORELATION BETWEEN
EXTERIOR DESIGN AND IMPULSE
BUYING=0.209

Hence, it is concluded that there is a positive relationship between

Exterior Design and Impulse Buying.

37
CORELATION BETWEEN INTERIOR DESIGN AND IMPULSE BUYING= 0.168

Hence, it is concluded that there is a positive relationship between

Interior Design and Impulse Buying.

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39
 FINDINGS

 According to the study, it is clear that visual merchandising

elements play a vital role in the retail business and it has a
great impact on consumers’ impulse buying behaviour.
 There is a positive relationship between Exterior Design and
Impulse Buying and positive relationship between Interior
Design and Impulse Buying.
 The highly effective visual merchandising elements are
window display, Exterior signs, Marquee, Entrance, colour
combination, focal point, and use of music and creative
displays, Mannequins, lightings.

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 SUGGESTIONS

 It is suggested that the company should come with some

marketing strategies to improve the Interior Design of the
store which may lead to increase the Impulse Buying
behaviour of the customer.

 In specific to Interior Design the elements/ Techniques use

to improve Interior Design.

 Mannequins
 Colours
 Lighting
 Interior signs
 Space & Layout
 Creative Display
 Focal point
 Cleanliness
 Music
 Fragrance

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 CONCLUSION

 The study revealed that visual merchandising has a great

influence on impulse buying.
 Thus it will be very important for retailers be the forefront
endorsers of new merchandising techniques in the clothing
stores.
 The retailers need to be convinced by the values and the
strategic benefits of visual merchandising and the budget
for improving interior and exterior design of the store
should be taken care to be competitive in the market.
 Also, retailers should pay much attention to establish
specialized visual merchandising techniques.
 This suggests that these visual merchandising practices,
serving as stimuli that provoke a desire that ultimately
motivates a consumer to make an unplanned purchase
decision upon entering the store, significantly influence
consumers’ impulse buying behaviours.

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 BIBlIoGRAPHY
Journals

1. Saini, C. (2015). Visual Merchandising and Impulse customer service. A

Case of Retail Industry. International Journal of Advance Research in
Science & Engineering, Vol.4, Issue: 2, pp.621-627.
2. Kaur, A. (2013). Effects of Visual Merchandising on Buying Behaviour of
Customers in Chandigarh. International Journals of Engineering Science
and Innovative Technology, Vol.2, Issue:3, pp.247-251.
3. Arjun, R. (2014). Visual merchandising in Retailing: Influencing Customer
service department Towards Apparels with Special Reference to Pune
City in India. International Journal of Marketing and Technology, Vol.4,
Issue: 5, pp.74-94.

Websites

Corporate Website, Arvind Lifestyle, retrieved from

[Link] on 22 August 2022.
Retail Industry in India, India Brand Equity Foundation, retrieved from,
[Link] on 24 August 2022.
Retail sector in India, retrieve from [Link] on
24 August 2022.
Corporate Website, Arvind Lifestyle, retrieved from, [Link]
25 August 2022.

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 ANNEXURE
Questionnaire
Dear Respondent,

I am doing a survey on the topic “Impact of Visual Merchandising on the consumer Buying
Behaviours of Apparels at Arvind life style brand limited” for my project. I kindly request you to spare
few minutes of your valuable time in filling the following questionnaire. Your response in this regard
shall be great input for the act of which I shall be thankful to you.

(Rudra Prasad Acharjya)

(This will only be used in support of abovementioned research paper)

(Guidance to complete)

Please mark your selected answer with (✓) in the given chart and write the specified answer
in given space.
Section A
1. Name: _______________________________
2. Gender

Male☐ Female☐ Other☐

3. Education

Under Graduation ☐ Graduation ☐ Post Graduation ☐ Any other ☐

4. Marital Status

Married ☐ Unmarried ☐ Other ☐

5. AGE

Less than 18 -- 24☐ ☐

25 -- 34 ☐
35 -- 44 45 above ☐
6. Occupation

Student ☐ Service ☐ Business ☐ Housewife ☐ Any other ☐

7. Annual Income: (Individual Income per annum in Rs)

Less than 20000 ☐ 20000 -- 39999 ☐ 40000 -- 59999 ☐ above 60000 ☐

8. Email: _________________________________________

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 Section B
Mark your response (✓) in the appropriate column,

Questions Strongly Agree Neutral Disagree Strongly

agree disagree
Exterior design
1 You choose to enter in to the store
because creative window arrangement in
store front, take your attention, create
interest and invite you into the store.
(ED_1)
2 The display of signs in front of the store
would provide information about the
product items and it attracts you into the
store. (ED_2)
3 The arrangement of the entrance of the
store would positively affect your
impression about the store. (ED_3)
Interior design
4 New clothing designs displayed on
dummies would make an idea about the
outfit which helps to select the items.
(ID_1)
5 Product items placed according to
different colour combinations draw your
attention immediately and allow you to
find items more easily. (ID_2)
6 The use of lights in different brightness
to decorate the store would attract you
to the items which are clearly seen and
swing your mood towards buying. (ID_3)
7 Cleanliness and neatness of the store
would make positive impression about
the products. (ID_4)
8 The use of music in the store tends you
to spend more time and make choices
freely.(ID_5)
9 The signs of the special offers and brands
displayed inside the store would make
positive impact in your mind and tend to
buy more items. (ID_6)
10 A good space and proper layout inside
the store would make a comfortable
environment to you. (ID_7)

45
 11 The way of presenting the items and
decorations of the store would increase
the interest to purchase. (ID_8)
12 Video displayed in digital screens and
walls help you to get information about
new arrivals and promotions. (ID_9)
Impulse Buying
13 I often buy things spontaneously. (IB_1)
14 I often buy things without thinking. (IB_2)
15 Sometimes I feel like buying things on the
spurof-the-moment. (IB_3)

Any Suggestions:
___________________________________________________________________________
___________________________________________________________________________
__________________________________________________________________________.

THANK YOU

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