...Statement of the Problem The effect of In-store advertising and strategic shelf space within the South African FMCG market, and the impact it has on consumer buyer behaviour. Impulse buys are a form of consumer buyer behaviour but could it be that these buys are purchases that are fueled by emotion and desire, for instant gratification and not just a spontaneous urge. Research shows (Shaw, 2014) us that in fact we are drawn out of a subconscious state of being into a conscious one when that “impulse” to buy something not on our list occurs. “Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society” (Kuester, 2012). This proposal is going to look at different influences and how these influences affect consumer buyer behaviour. Objectives: This proposal is going to establish to what extent the effects of in store advertising and shelf space/product locations have on consumers buying behaviour 1. To examine how in store advertising effects the consumer buying behavior. 2. To determine the effect of shelf space / product locations on consumer buyer behaviour. Further detailing on the above objectives: 1. To examine how in store advertising effects a shoppers buying behaviour This objective is to prove the relationship between how in store advertising such as promotions through...
Words: 6025 - Pages: 25
...Visual Merchandising The Last Weapon of the Brick and Mortal Fast Fashion Retail Visual Merchandising The Last Weapon of the Brick and Mortal Fast Fashion Retail David Game College HND Business Management Simeon Alvas D0913058 David Game College HND Business Management Simeon Alvas D0913058 Abstract Consumer behaviour models are designed to explain how individuals make decisions to spend their available resources. It includes what they buy, how they buy it, why and when they buy it and how often they used it. One of the ways to influence this behaviour in a fast fashion retail setting is to use visual merchandising strategies which trigger a number of stimuli influencing the consumers’ perception. The purpose of this research is to establish to what extent this visual merchandising strategies influencing consumers with a different cultural background in a highly competitive multicultural retail environment with an emphasis on the flagship store of Armani Exchange Regent Street, London. The author argues that the available models of consumer behaviour does not provide sufficient flexibility due to their linear nature. Therefore, they are unsuitable to address the needs of a contemporary retailer operating in a multicultural environment. The researcher build his hypothesis by examining the available literature in the area of retail marketing. Consequently, the hypothesis is tested by analysing a mixed sources of primary and secondary data. The conclusion of the author...
Words: 20248 - Pages: 81
...Organization Culture: Dicks Sporting Good Logistics: The store I chose to observe was Dicks sporting goods, which is located in the Cordova Mall at the intersection of Airport Boulevard and North 9th Avenue, Pensacola, FL. It is located directly across from both Pensacola State College and Sacred Heart Hospital, each a very busy campus. It is also right by the airport, which attracts lots of attention and traffic flow. These roads are extremely busy during almost all hours of the day, so the likelihood of stores’ hosting shoppers in indirectly increased. Dicks Sporting Goods is in a great location and is surrounded by many stores and restaurants, ultimately giving customers perceived convenience. My observation was done on November 12th at 6pm with my father. Overview of the Organization: Stores that deliver finished products to the public classify the retail industry. In 1927, there was an unjust tax on sporting goods of 10 percent tax on every retail stores of sporting goods. This tax led sporting good dealers to create The National Sporting Goods Association (NSGA), which fought to repeal the tax, and supports its members by allowing them to be profitable. Hard goods are just one of many categories that retail entails. Hard goods include those products that are sold in sporting goods stores. Much of society today now prefers one-stop shopping with retail stores emerging on every corner that provide all types of products from groceries to clothing. Dick’s Sporting...
Words: 688 - Pages: 3
...to be one of America’s largest retail companies known for their low prices, large selection, and the largest based retail for employment. In addition, Wal-Mart is ranked Fortune 500’s top two, bringing in revenues of $446,950.0 million and profit of $15,699.0 million and continues to grow (CNN, 2012). Wal-Mart’s mission “help people save money so they can live better” and vision “Always low prices, always!” tells customers that they will always keep lower prices, maintaining loyalty to continue to be competitive in the market (Wal-Mart 2012). To continue their efforts in maintaining the lower prices, the company must accomplish two goals; customer satisfaction and keeping lower prices. To accomplish these goals, a detailed evaluation needs to be performed to identify the most useful tools to measure the company’s performance. Planning and measuring the performance of the company will guarantee that Wal-Mart will continue to be the largest, most profitable, and successful retail store in the industry. To evaluate the company’s goals, managers will need to have a control process. This entails “the process of monitoring, comparing, and correcting performances” (Robinson & Coulter, 2012, p. 4). According to Robbins and Coulter (2012), there are four control processes that managers may use to measure performance; personal observation, statistical, oral, and written reports. Wal-Mart managers would benefit performing personal observations and statistical reports. Using...
Words: 913 - Pages: 4
...Retail Marketing Investigation Report MKT236 Retail Marketing: Assessment 1 Word Count: 2789 Executive Summary The aim of this report is to examine the characteristics of merchandise assortment and store design within two retail companies to identify constituents that can have a negative and positive influence on the stores. Apparel department of two discount department stores were selected and observed in the constituents that create their merchandise assortment and store design. Apparel departments of Target and Big W at Fountain Gate in Victoria, Australia were selected as locale of study. The report consists of two sections. The theoretical study section is based on literature review of two elements of marketing mix; merchandise assortment and store design. The second section will discuss the similarities and differences between the two retailers. Recommendations will be provided to both retailers based on the study. The survey method was followed to conduct the study and data were collected through an unobtrusive observation and also a use of a retailer observation checklist. Table of Contents Introduction 3 Literature Review 4 Retailers’ Store Design & Merchandise Assortment 6 Recommendation & Justifications 9 Conclusions 10 References 11 Appendix 1: Observation Checklists ...
Words: 3442 - Pages: 14
...1 How Vidal Sassoon could increase its brand awareness on the Danish market? Theory of Science and Methodology Abstract This paper is exploring the brand awareness for Vidal Sassoon in Denmark. The investigation conducted on this subject will touch the following points: brand awareness, characteristics of buying process in Danish market, the role of brand heritage for Danish consumer and the retail position and influences for the customer. 2 The writers will use in the following paper a deductive approach, using different theories explained further in the Methodology Chapter. Using the data collected through interviews and observation studies, we will define the findings and conclusion for the problem formulation. This paper contributes to a better understanding of brand awareness and gives a theoretical framework consisting of definition and qualitative investigation of the Danish consumer. The investigation conducted analysis also the buying process of Danish consumer and the retail environment. The research is using both qualitative and qualitative data collection and it focuses mainly in analysing the brand awareness and how this could be increased in the Danish market. Further investigation is necessary for defining the complete steps for creating and revitalize the brand Vidal Sassoon. This research is useful, as a prior step in creating a different marketing strategy that will help the brand Vidal Sassoon to become a strong competitor in the hair...
Words: 3669 - Pages: 15
...Similar? Evidence from Large Multi-Channel Retailers Alberto Cavallo∗† MIT & NBER This version: April 18, 2016 Abstract Online prices are increasingly being used for a variety of inflation measurement and research applications, yet little is know about their relation to prices collected offline, where most retail transactions take place. This paper presents the results of the first large-scale comparison of online and offline prices simultaneously collected from the websites and physical stores of 56 large multi-channel retailers in 10 countries. I find that price levels are identical about 72% of the time for the products sold in both locations, with significant heterogeneity across countries, sectors, and retailers. The similarity is highest in electronics and clothing and lowest for drugstores and office-supply retailers. There is no evidence of prices varying with the location of the ip address or persistent browsing habits. Price changes are un-synchronized but have similar frequencies and average sizes. These results have implications for National Statistical Offices and researchers using online data, as well as those interested in the effect of the internet on retail prices in different countries and sectors. ∗ Email: acavallo@mit.edu Financial support for this research was provided by the JFRAP at MIT Sloan and the NBER’s Economics of Digitization and Copyright Initiative. I thank Maria Fazzolari for her outstanding work implementing and coordinating all the offline...
Words: 8766 - Pages: 36
...Assignment on Retail Visit to SONY CENTER-Green Park Market. Submitted to: Prof. Sujit Sengupta Group Members Tuhina Bhattacharya Veronica S. Gomes Mukul Gola Rajeev Kumar Radheev Kumar PREFACE We were given an assignment on a retail visit where we had to find out in details about the merchandise, store layout, signage and profitability of any particular retail store. Since we had been to SONY CENTER at South Extension for a previous assignment, we decided to repeat our visit to SONY itself but at some other destination. This time we visited SONY CENTER located at the Green Park Market. Our interaction with the manager was brief as he did not much entertain us. Neither did he want to disclose much about his store, evaluation methods used, store management and so on. Major parts of the report are thus based on our observations and assessment of the store layout, look and feel. Following are the answers to the questions put up. 1. In general, are the store layout, design, and visual merchandising techniques used consistent with the exterior of the store and layout? The store has a Carpet Area of approximately 700 square feet. Since the area is comparatively less than other SONY CENTERS, additional spaces have been created intelligently by utilizing walls and fixtures. The store has a Straight Floor Layout. Figure 1.1 below shows a Straight Floor Layout. Fig. 1.1 Straight Floor Layout. There is a good display...
Words: 1262 - Pages: 6
...Froppa: Building an e-commerce business for an existing retail chain This case was written by Devendra Mangani and Dinesh Singh under the supervision of Dr. Bennett McClellan. The purpose of this case is only to provide material for online/offline discussion and the authors do not intend to provide any view points on Indian e-commerce or retail industry. The authors may have disguised certain names, information and situations to protect confidentiality. Part of the Sunstone Business School courseware.© Anytime Learning Pvt. Ltd. Sunstone Business School prohibits any form of reproduction, storage of transmittal without its written permission. To order copies or request permission to reproduce material, contact Sunstone Business School (www.sunstone.in) Sitting at the café shop at the Marriott, lot of thoughts were going into Amit’s head. It has been a while thinking about launching his own venture under the umbrella of his family business, and he needs to make significant progress now. Pankaj is a good friend and today’s conversation with him will provide him more perspective and direction. He has done his own bit of research but there is still a lot to do. His family is supportive of him and willing to invest Rs ~2Cr but he needs to think it through. Is the risk even worth taking? Even if he doesn’t want to do his regular software engineering job, he can always start working with his father and family. Now, since he has given the background to Pankaj, he is...
Words: 2620 - Pages: 11
...Tony Shun-Te Yuo*#, Neil Crosby*, Colin Lizieri* and Philip McCann** *Department of Real Estate & Planning **Department of Economics The University of Reading Business School Whiteknights, Reading RG6 6AW UK #Corresponding Authors: c.m.lizieri@rdg.ac.uk tonyyuo@yahoo.com Key words: retail agglomeration, inter-store externalities, core-periphery model, shopping centre image I. Introduction The planned shopping centre or mall has become an important part of contemporary life style. It has been changing patterns of shopping as well as social and recreational activities since its first appearance in 1920s in the US: now malls are found almost everywhere in the world (Brown, 1992; Urban Land Institute, 1999). One of the major reasons for this creation was to engineer a better shopping environment and, thus, gain better operational performance. In this created shopping environment, negative agglomeration effects can be more easily eliminated or keep under proper control, further reinforcing favourable interactions among tenants. Consequently, agglomeration economies generated from the clustering of tenants are one of the most significant benefits to be pursued by retail managers. This cluster of tenants is referred to as the “tenant mix” by the shopping centre industry. It has been a long-term concern for shopping centre managers/operators and researchers in this area1 because of its significance in establishing the shopping centre’s image and enhancing the synergies within the...
Words: 10809 - Pages: 44
...Corey Jones Field Observation October 22, 2014 Easton Towne Center For my field observation I decided to go to the Easton Towne Center that is located in Columbus, Ohio. The owners of Easton include a partnership between Limited Brands and The Georgetown Company. It was originally a real estate project of Les Wexner, who is an Ohio State University Alum, billionaire, and CEO of the Limited Brands Corporation. It is one the first shopping center of its kind. The mall itself is very large because the majority of it is outside, which gives it the look of an actual “town”. Throughout the town center there are elaborate fountains that light up at night, and during the scorching summer months young children will run and...
Words: 963 - Pages: 4
...aspects of your company and seek ways to improve the overall success of your establishment. The audit will be conducted over an extended period, as yet to be outlined. In order to establish a thorough audit one will conduct assessments and surveys in most of the company’s UK, Ireland, European stores and the head office headquarters in Oxford Street. Before one begins it must be outlined why one believes that this innovation audit will significantly improve the prosperity of this company: Innovation has become one of the key business progressions to deliver sustainable competitive advantage. It is a complex process, one easily identified as being of critical eminence for organisational success yet not easily controlled. The successful management of innovation delivers value to end users, meeting business and organisational objectives and visions. Innovation is the lifeblood of any business. It prevents a business from stagnation by giving its products or services a competitive edge. 2. DESCRIPTION OF THE COMPANY History Urban Outfitters was established in 1970 in a Philadelphia row house a few blocks from the University of Pennsylvania campus. Originally called “Free People”, the store catered for young adults. After changing its...
Words: 2173 - Pages: 9
...1 Dhirubhai Ambani Institute of Information and Communication Technology Study the Supply Chain of Fruits and Vegetables of Reliance Fresh By Vishal K. Patel (201013015) 201013015@daiict.ac.in To Dr. Girja sharan 2 DECLARATION I VISHAL K PATEL, Post Graduate student of Information and Communication Technology in Agriculture and Rural Development 2010-11 batch, from Dhirubhai Ambani Institute of Information and Communication Technology (DA-IICT), Gandhinagar, Gujarat. Hereby declare that this project report titled, “Study the Supply Chain of Fruits and Vegetables of Reliance Fresh” is an original study and has been carried out by me as a part of winter project under the guidance of Mr. Mr. Shusilkumar singh (Project Director cum zonal head) in Reliance Fresh Ltd I further declare that no any part of this report has been copied from any source, or if taken, the original source has been given due credit in the content. I have worked for four months on our winter project as required under manual of policies of our institute. Place: Date: Vishal K Patel Id: (201013015) 3 CERTIFICATE This is certifying that Mr. VISHAL K PATEL student of post graduate institute of DA-IICT (Dhirubhai Ambani Institute of Information and Communication Technology), Gandhinagar has satisfactorily completed his project work from 1/01/2012 to 30/04/2012 in Reliance Fresh Ltd. He has undertaken the project of “Study the Supply Chain of Fruits and Vegetables of Reliance Fresh”...
Words: 2876 - Pages: 12
...story of Shangri-La itself is a modern one, told by the English novelist James Hilton in his novel Lost Horizon(1933). To start my paper we should use page 380 from the book retail stores as brands: performance, theatre and space spatial settings and the aesthetic structuring of a range of expressive artefacts are increasingly pervasive components of the construction and communication of brands AS per the consumer culture theory, service scape studies generally include environmental dimensions such as ambient conditions (noise, music and aromas) and space (design, layout and furnishing) as well as signs and symbols (style and personal artefacts) . If brands represent symphonies of meaning, managers must be viewed as orchestrators and conductors as well as composers, whose role is not only to coordinate and synchronise but also to create space and spatial arrangement(s) in retail shops as used to construct and to communicate a brand theatrical experience: This perspective allows us to understand how a theatre removes consumers from everyday life and isolates them in a constructed environment in order to create a unique and aesthetic experience to be used for first page for work introduction: In this way, initial observations have been made concerning location, atmosphere, in-store design, retail space, clothing, uniforms and customers. . Furthermore, desk research was carried out to understand the history, development and vision of the fashion house. We analysed the...
Words: 934 - Pages: 4
...Barnes & Noble Observation project Company Profile: Barnes & Noble is a publicly traded company listed on the NYSE under the symbol “BKS.” Barnes & Noble offers customers premier destination for book, eBooks, Magazines, toys & games, music, DVD and Blu-ray, and related products and services. Barnes & Noble (B&N) is the leading book retailer in the United Stated, with over 1,300 stores across all 50 states and Washington D.C. as well as holding 36.4% of the market share. The company consists of thee segments, which includes a retail segment, a college bookstore segment and its e-reader segment. Barnes & Noble also owns a publishing company, Sterling Publishing, a leading publisher of nonfiction books. “Barnes & Noble acquired B&N College in September 20009; it is now a wholly owned subsidiary. B&N College has 700 stores and operates on college and university campuses across the United State.” (IBISWorls) “Of these 700 stores, 664 are traditional college book stores and range in size from 500 to 48,000 square feet. The other 36 stores are academic superstores ranging in size from 11,000 to 75,000 square feet. B&N College caters toward students and faculty and offers textbooks, course-related materials, emblematic apparel, schools supplies and more. In June 2014, the company announced that it will be separating its Nook and retail store businesses. The transition is expected to be completed by early 2015.” Competitors: Barnes...
Words: 1505 - Pages: 7
