1. Amity School of Fashion Technology
Presented To : Shikha Chantia Presented By: Vishwa Varun
Industry Internship
“Impact of Store Atmospheric & Fixtures on
Consumer Behaviour”
2. Objective of Study:
Objective of my study to understand the consumer behavior in today’s retail apparel
business.
What are the factors which influencing consumer behaviour.
What is the role of store atmospherics in consumer buying behaviour?
Is there any relation in consumer buying behaviour and store format, store display?
To study the factors which influence consumers to buying apparel products?
Objective to find the consumer needs?
3. About Landmark Group
Statement of Purpose:
Creating exceptional value for all lives we touch.
Core values:
Passion for excellence
Integrity in everything we do
Empowering people to strive and deliver
Adapting to changing market and consumer needs
Founded in 1973 in Bahrain, the Landmark Group has successfully grown into one of the
largest and most successful retail organizations in the Middle East and India. An
international, diversified retail and hospitality conglomerate that encourages
entrepreneurship to consistently deliver exceptional value, the Group operates over 1800
outlets encompassing over 24 million square feet across the GCC, Egypt, Turkey, Jordan,
Lebanon, Yemen, Iraq, Sudan, Kenya, Libya, Nigeria, Tanzania, India, Pakistan and Sri
Lanka. The Group employs over 50,000 people.
4. Key Strengths:
The Landmark Group has grown consistently in every market condition displaying
stability of performance and high value for our customers across the globe.
Our strengths lie on the four pillars of strategic business, efficient operations,
logistics and the people who drive our success as a group.
Business
Logistics
Operations
People
Large and diversified retail formats with anchor stores
in major malls.
Efficient supply chain management
Cost efficient operations and optimum use of resources.
Decentralized decision making teams with hands-on
management capability.
5. Our businesses:
As one of the largest retail conglomerates in the Middle East and India, the
Landmark Group has a diverse portfolio of retail and hospitality brands.
o Retail Brands
o Hospitality Brands
o Mall Management
Retail Brands:
The Landmark Group provides value-driven products for the entire family
through a diverse portfolio of core retail brands:
Centre point
Baby shop
Splash
Shoe mart
Lifestyle
Iconic
Max
6. About Max
Launched in the UAE in May 2004, Max is the largest value-fashion brand in the Middle
East and caters to the mid-market segment.
With over 226 stores across the Middle East, North Africa and India, Max plans to expand
its network to more markets within the region.
With stores that typically measure between 1,800 sq. m to 2,800 sq. m, the company sells
its own-label apparel for men, women and children, along with footwear and home
accessories. With a friendly shopping experience, Max delivers More Fashion More Value.
Brand Vision: To be the leading value-fashion retailer in the region by offering
good products at great prices.
Brand Philosophy: To be fair and transparent in our business transactions with all
stakeholders and to provide maximum opportunities for growth.
7. Management Hierarchy level
Here is explaining hierarchy of max at store level.
Area Manager
Assistant Store Manager
Departmental Manager
Senior Sales Executive
Sales executive
8. Max offers apparels for whole Indian family from kids to adults and Men’s
to women’s, from ethnic to modern apparels.
Max target consumer is middle class and lover middle class.
As Max tagline says “Look Good, Feel Good”.
If female wants to shop for daily wear she can get a t-shirt and kurtis in just
250 rupees onwards. Same with males.
Max knows his target consumer and offer according to that.
9. Departments in Max Fashion
Max has following departments in each retail store
a. Western wear Department 52
b. Ethnic Wear Department 48
c. Footwear Department 49
d. Men’s Department 51
e. Accessories Department 46
f. Kid’s Wear Department 50
During my internship I studied each and every department with the range and depth of
department.
Each and every department has particular codes so that people can understand the
merchandise which it belongs.
10. Average contribution of various departments in regular business
Western wear department 20%
Ethnic Wear department 14%
Footwear Department 7%
Men’s wear Department 21%
Accessories Department 4%
Kid’s Wear department 22%
Concessional Department 12%
On the basis of price band they categories products
1)Basic 2)Non Basic
11. Fixtures and setting used in Max Fashion
Fixtures and setting used in max Fashion India are as follows
o Gondola
o 4 way browser
o 6 way browser
o D-shape browser
o T-arm
o Step Arm
o Round Table
o Nesting Table
o A-Stand
o A-Rail
o Wall (area count in meters )
SOP: Standard of the Process.
oMax follows SOP designed by landmark group.
oQuality and service standard defined by
group.
oMax follows human resource policies to
employees.
13. Factors Influencing Customers
In today’s keen competitive environment store image and atmosphere are
recognized by retailers as important factors influencing customers’ decision
making processes.
Kotler was the first person to define atmospheric ….
“The conscious designing of space to create certain effects in buyers. More
specifically, atmospherics is an effort to design buying environment to produce
specific emotional effects in the buyer that enhance his purchase probability”
Moreover, the term atmospherics refers to the stimuli in the store environment
which have a direct influence on customers purchase behavior.
Visual /Light
Sound
Fragrance /Smell
Touch
14. This buying decision process is shaped by social, marketing and situational influences.
Firstly, social factors involve geographic and sociologic influences, which are culture,
subculture, social class and family that affect the consumer’s behaviour through direct
and indirect messages and feedbacks.
Sticking to the social factors, reference groups also affect consumers’ thoughts, feelings,
and actions. Secondly, marketing influences, known as the 4P’s (Product, Price, Place,
Promotion), also have an impact on the process.
Internal Stimuli
Hedonic needs
Self regulatory
Resource availability
Social status
Subjective well being
External Stimuli
Visual stimulus
Self service
Store environment
Discounts
Display
Social factors
Ownership of credit card
Shopping format
15. Objective
↔ Objective of my study to understand the consumer behavior in today’s retail
apparel business.
↔ What are the factors which influencing consumer behaviour.
↔ What is the role of store atmospherics in consumer buying behaviour?
↔ Is there any relation in consumer buying behaviour and store format, store
display?
↔ To study the factors which influence consumers to buying apparel products?
↔ Objective to find the consumer needs?
16. Hypothesis
Aims to discover whether there is a significant relationship, correlation between
customers’ impulse buying behavior and the layout of the studied store and if this
visual merchandising technique enhances this behavior.
What are the factors which influencing consumer behaviour.
What is the role of store atmospherics in consumer buying behaviour?
Is there any relation in consumer buying behaviour and store format, store
display?
To study the factors which influence consumers to buying apparel products?
17. Data Collection
↔ During the study, five important factors (quality, price, variety, design and
visual merchandising) affecting the purchase of apparels have been identified.
↔ Data collection by following methods
↔ Direct interaction and solving queries of consumers. To find out the affect of
visual merchandising on buying behavior of customers.
↔ I frequently asked question to consumer’s sample of questioaire attached in
last.
18. Findings
As window display is the face of store, it must need to change on regular basis.
Visual display change as per seasons and latest arrival in the stores.
Which apparels are displayed in store branding was not available in store.
Music was also not happening in the store to set consumer mood.
Assortment planning need improvement. Which products are not moving are
still displayed in sections.
Fast moving product need to replenish as soon as product move from store.
Inventory management & assortment planning in store from corporate office is
poor.
19. Like in kids department consumers were looking for more ethnic and party
dresses.
Max doesn’t have kurta form men’s so many consumer asked.
Relationship between sales executive presentation and consumer behaviour.
Shopping basket is necessary to give every consumer?
Consumer behaviour on product out of stock.
Accessories department product width & depth (Assortment).
So many consumer asked for resting area.
20. Recommendation
Visually appealing stores and outlets did help the respondents to create an
image of the brand in the minds of the customers.
There should be proper relation between the season and the products
displayed. The store environment should be warm, welcoming and friendly
giving a customer a memorable shopping experience.
Music is played in retail store not with the objective of providing entertainment
but for influencing buying behavior.
The Store should be organized logically like proper groups and categories should
be mentioned, so that all merchandize of one type, color, and size is positioned
together helping the customer to make a clear choice.
Do proper assortment planning from corporate to store level as per trend and
past sale.
21. Max running out of stock in many categories, on moving stock stored in stock.
It needs improvement.
In accessory department also introduce Bronze, Copper, and Silver Jewellery.
Improve consumer and sales people interaction; way of interaction must be
different from shopping basket.
It may be some fabric knowledge, Washing pros and cons, how to improve life
of garment, something interesting.
Why not introducing some CREDIT facility for students, either students can
deposit small amount in installments and shop after 3 or 6 month of whole
amount they deposited.
Introduced resting area in store if possible in all the departments. So many
consumers complained.
