PLC Apayakaran Jegatheeswaran 322061507 Professional Project - PDF document

Impact of visual merchandising on consumer impulse buying behaviour - Case study on Cargills PLC Apayakaran Jegatheeswaran 322061507 Professional Project Module ABM 308 Business Research Methods 7551 words 18 February 2016 i | P a g e

Declaration I declare that this professional project is an original work carried out by me, under the supervision of Ms.Himashi De Mel, Module tutor and submitted in the partial fulfillment of the requirement for the award of International Advanced Diploma in Business Management. Signature…………………………………… D ate……………………………………….. ii | P a g e

Table le o of C Contents List of Tables ............................................................................................................................ iv Abstract ..................................................................................................................................... vi Chapter 01: Introduction ............................................................................................................ 1 1.1 Project rationale and significance .................................................................................... 1 1.2 Background to the industry .............................................................................................. 1 1.3 Current situation of the company ..................................................................................... 2 1.4 Academic aim and objectives .......................................................................................... 2 1.5 Outline of chapters ........................................................................................................... 3 Chapter 02: Literature Review ................................................................................................... 4 2.1 Introduction to literature review ...................................................................................... 4 2.2 Introduction Visual merchandising .................................................................................. 4 2.2.1 Different techniques of visual merchandising .......................................................... 5 2.2.1.1 Store Layout ....................................................................................................... 6 2.2.1.2 Promotional Signage .......................................................................................... 7 2.2.1.3 In-Store product display ..................................................................................... 8 2.2.1.4 Product Shelf Presentation ................................................................................. 8 2.3 Introduction to Consumer Impulse buying behaviour ..................................................... 9 2.3.1 Internal motivators .................................................................................................... 9 2.3.2 External Motivators ................................................................................................ 10 2.4 Synthesis of Literature review ....................................................................................... 10 2.5 Chapter Summary .......................................................................................................... 11 Chapter 03: Methodology ........................................................................................................ 12 3.1 Introduction .................................................................................................................... 12 3.2 Research Choice and Philosophy ................................................................................... 12 3.2.1 Research Choice...................................................................................................... 12 3.2.2 Research philosophy ............................................................................................... 13 3.3 Research Strategy........................................................................................................... 14 3.4 Population and Sampling ............................................................................................... 14 3.5 Pilot survey .................................................................................................................... 15 3.6 Data collection techniques ............................................................................................. 15 3.7 Limitations of the methodology ..................................................................................... 15 3.8 Ethical approach to research .......................................................................................... 16 3.9 Chapter Summary .......................................................................................................... 16 Chapter 4: Findings and Analysis ............................................................................................ 17 iii | P a g e

4.1 Introduction .................................................................................................................... 17 4.2 Presentation of the finding ............................................................................................. 17 4.3 Chapter Summary .......................................................................................................... 40 Chapter 5: Conclusion and Recommendation .......................................................................... 41 5.1 Academic Objectives ..................................................................................................... 41 5.2 Synthesis of Literature review and findings .................................................................. 41 5.3 Limitations of the research ............................................................................................. 42 5.4 Further developments for future research ...................................................................... 43 5.5 Recommendations .......................................................................................................... 43 References ................................................................................................................................ 45 Appendix A Questionnaire ...................................................................................................... 53 Appendix B Rationale table ..................................................................................................... 56 Appendix C Project Timeline .................................................................................................. 60 List of Tables Table 1 Difference between quantitative and qualitative methods .......................................... 12 Table 2 Gender of the respondents .......................................................................................... 17 Table 3 Age of the respondents ............................................................................................... 19 Table 4 Customer of super market ........................................................................................... 20 Table 5 Frequency of visit ....................................................................................................... 21 Table 6 Average time spent ..................................................................................................... 22 Table 7Attractiveness of presentation ...................................................................................... 24 Table 8 Influence of presentation on customers ...................................................................... 25 Table 9 significance of product shelf position ......................................................................... 26 Table 10 Position of the shelves .............................................................................................. 27 Table 11 Impact of effective packaging ................................................................................... 28 Table 12 Impact of store layout ............................................................................................... 29 Table 13 Impact of lighting...................................................................................................... 30 Table 14 Effectiveness of promotional mannequins ................................................................ 31 Table 15 Psychological impact ................................................................................................ 32 Table 16 psychological behaviour ........................................................................................... 33 Table 17 Effectiveness of window displays ............................................................................. 34 iv | P a g e

Table 18 Impact of cleanliness ................................................................................................ 35 Table 19 Effectiveness of in-store displays ............................................................................. 36 Table 20 Correlation of displayed products and unplanned purchases .................................... 37 Table 21 Rating of the shopping experience............................................................................ 38 Table 22 Comparativeness of Visual merchandising............................................................... 39 v | P a g e