CAPSTONE PROJECT REPORT ON

A Study on Impact of Visual Merchandising on Consumer Behaviour

SUBMITTED BY
Akash Lathiya
Roll No. 6957
T.Y. BACHELOR OF MANAGEMENT STUDIES
SEMESTER VI

SUBMITTED TO
UNIVERSITY OF MUMBAI
(2018-2019)

UNDER THE GUIDANCE OF

Prof. Sonal Jain
 DECLARATION

I, Mr. Akash Lathiya, student of Thakur College of Science and Commerce

(TCSC), Mumbai, hereby declare that the project entitled “A Study on Impact
of Visual Merchandising on Consumer Behaviour” is the record of an
authentic work carried out by me during the Academic Year 2018-2019 and
the information provided in this study is authentic to the best of my
knowledge. This report has not been submitted to any other university or
institute towards an attempt has been made by me to provide all relevant and
important details regarding the topic to support the theoretical edifice with
concrete project report evidence.

Date: Signature
Place: Akash lathiya
 CERTIFICATE

This is to certify that Akash Lathiya has completed the Capstone Project
entitled “A Study on Impact of Visual Merchandising on Consumer
Behaviour” during 2018-2019 under my guidance.

To the best of my knowledge the Report submitted by him is original, no part

of the report has been submitted for award of any other degree fellowship or
other similar titles or prizes.

Signature of the Faculty Guide

Prof. Sonal Jain

 ACKNOWLEDGEMENT

No one ever achieves a success without the help and friendly guidance and
cooperation of so many people involve in the work. I feel great pleasure in
submitting this project report, for this, I would like to convey few words
of thanks to all of them who had made valuable contribution and guided
me in achieving my objectives.

As a part of practical study, industrial training and research projects are

necessary for each student. It provides necessary exposure towards
industry, which is equally important as practical knowledge in brightening
of one’s career.

I express my deepest sense of gratitude to many who have helped in

making this project successful. I would like to express my gratitude to my
project guide Prof. Sonal Jain for providing his valuable advice and constant
support during my project work on A Study on Impact of Visual
Merchandising on Consumer Behaviour. It was indeed a commendable
task on his part in spite of the time constraints and other commitments that he
was involved in. Without his help, support and guidance completing this
project would have been impossible.

Also, last but not the least I would like to thank all my faculties, TCSC,
Mumbai who have always helped the student achieve the best through their
words of encouragement and by being very supportive.

Finally, I would be grateful to all readers of

the project.
Date: Akash Lathiya
 EXECUTIVE SUMMARY

The background of the India Retail Industry is the largest among all the
industries, accounting for over ten per cent of the country’s GDP and around
eight per cent of the employment. The Retail Industry in India has come forth
as one of the most dynamic and fast paced industries with several players
entering the market.

The retailers are facing a keen competitive market place and as a consequence
of that they find many difficulties to differentiate their stores on the basis of
product, place, people, price and promotion. Retail store elements such as
color, lighting and visual merchandising have always been considered as
having immediate effects on the buying decision making process.

The purpose of the study was to determine the important factors of visual
merchandising which influence consumer’s buying behaviour.
 INDEX
Chapter No. Particulars Page No.
1 INTRODUCTION
1,1 Background
1.2 visual merchandising
1.3Role of visual merchandising
1.4 70% Rule
1.5 The 5 sensory element
1.6 visual merchandising elements
1.7 About industry
2 RESEARCH METHODOLOGY
2.1 Research design
2.2 Information required
2.3 Data source
2.4 Sample size
2.5 Data analysis

3 LITERATURE REVIEW

4 DATA ANALYSIS, INTERPRETATION

AND PRESENTATION
4.1 gender
4.2 age
4.3 occupation
4.4 monthly income
4.5 monthly noticed feature inside store
display
4.6factor analysis
5 CONCLUSION AND SUGGESTION