Title - Studying Store
Layouts and Visual Merchandising and its effect on Sales
Table of Contents
1.
Background
A
number of consumer behavior researchers have affirmed that store layout and
visual merchandising is a key element in increasing foot falls and boosting
sales (Pal and Byrom (2003); Dabholkar, 2006; Krishnan et al, 2002). Store
layout as described by Rani et al (2008) is the expected and anticipated
advantage that a shopper connects with shopping at some definite store.
Therefore it is of extreme significance for shop owners to build and maintain
an eye-catching layout and a constructive visual merchandising.
The
overall objective of the present research work will be to study the effect of
store layout on sales. To facilitate attainment of the objectives of the
research, the researcher plans to conduct a quantitative study across some
selected stores in Mumbai through self designed questionnaires. A sample of 100
respondents will be asked questions relating to the research. The respondents
will be selected through non-probability sampling within which convenience
sampling is planned to be implemented. Conclusions and recommendations will
subsequently be drawn from the review of past literature on the subject area
and the findings of the study will be framed.
The
researcher will distribute the questionnaire among a sample of 100 respondents.
The sample population will comprise of customers and store owners. The
researcher intends to use convenience sample under the purview of
non-probability sampling for the study. Conclusions and recommendations will be
framed based on the analysis of findings from the study and relating it to the
secondary study conducted in the form of a review of past literature on the
subject area.
2.
Need, Importance and
Significance of the Study
A
key aspiration of this study is to show consumers experience what kind of
problems with store layout. The study will aim to analyze how outward show of
the store, visual merchandising, store ambiance, and service and convenience
can be major aspects for boosting sales. Further on the basis of the findings
the resear5ch will recommend owners of the store to concentrate to those aspect
and make sure that essential strategies are put into practice to help alter the
store layout and wherever there is a requirement and thus increase sales. The
research will also add to the current literature on store layout and its
relation with sales figures. It can be observed that majority of past studies
conducted in the subject area has focused on the relation between customer
retention and satisfaction and the store layout. These studies have however not
focused on the direct link between store layout and visual merchandising and
sales. Further most of the studies have been conducted on foreign shores and
thus have less relevance to Indian scenario. This study will therefore be of
significance for establishing a direct link between store layout and sales
figures and will further present information of high relevance with regards to Indian context.
3. Scope and Limitations of the study
The
scope of the study will extend to store Layout, consumer behaviour, and its
relation with sales. Te scope will not include financial calculations, human
resource management and management control of the organizations.
Limitations
of the study include the compromised generalizability due to the individualized
basis in which each case is built upon. However, if multiple cases within a
specific domain are combined than the external validity is believed to
increase.
Limitations
of the study will be the some limitations connected with questionnaire based
method such as that some respondents might not take interest in the questions
and may not provide genuine responses, further responses will only be based on
the query and respondents will not have the opportunity to tell something on
their own. These limitations will be dealt by careful selection of questions
and filtering of the questionnaire after the collection. Further a pilot study
will be conducted on the questionnaire with some sample respondents.
To read more…….
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