A STUDY ON SALES THROUGH STORE DISPLAY MANAGAMENT

BY
Samrat Majumder (PGPBM+MBA)
 INDUSTRY PROFILE

Voted as 'India's Most Trusted Apparel Retail Brand' (Brand Equity Survey 2014-15), Pantaloons, a
division of ABFRL, is one of the most loved large format fashion retailers in India. Post-acquisition by
Aditya Birla Nuvo Limited in 2013, Pantaloons is today the fastest growing large format retailer in the
country. The rate of new store openings has increased from one every two months to one every two
weeks. The brand is now present in 78 Indian cities/towns.

Pantaloons offers a wide range of brand offerings across apparel and non-apparel categories and across
varied price points. It operates across categories of casual wear, ethnic wear, formal wear, party wear
and active wear for men, women and kids. Women`s wear is the lead category contributing to half of
total apparel sales. Non-apparel products include footwear, handbags, cosmetics, perfumes, fashion
jewellery and watches.
Pantaloons began in 1997 as a Future Group company in the quest to equip the emerging Indian
middle-class with an indigenous fashion retail format. Consistent with the times, the model was of a
discount fashion retailer.
 COMPANY INTRODUCTION
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.

Aditya Birla Fashion and Retail

Limited (ABFRL) emerged after
the consolidation of the branded
apparel businesses of Aditya
Birla Group comprising ABNL's
Madura Fashion division and
ABNL's subsidiaries Pantaloons
Fashion and Retail (PFRL) and
Madura Fashion & Lifestyle
(MF&L) in May 2015. Post the
consolidation, PFRL was
renamed Aditya Birla Fashion
and Retail Limited.

ABFRL brings together the learnings and businesses of two renowned Indian fashion icons, Madura
Fashion & Lifestyle and Pantaloons Fashion and Retail. ABFRL is India's No 1. Fashion Lifestyle
entity with a combined revenue of Rs. 6,633 crore for FY17, growing at a rate of 10 per cent and
EBITDA of INR 476 crore for FY'17 that has grown at 18 per cent over the last year.
 INTRODUCTION
Shopping has transformed from necessity to an adventure. It is more of an experience, opportunity
for celebration. The good old days have gone when a list is made and shopping is done at the nearby
Grocery store. Now shopping is a welcome break from hectic schedules. Retail giants like Pantaloons
rule hearts with “In love with life, in love with fashion” Central with motto of “Shop Eat and
Celebrate”. The double conversion theory talks about visitors converting into buyers.

Store Display Management is the art and science of displaying and presenting product on the sales
floor and in the windows with the purpose to increase store traffic and sales volume. Along with the
store design, it is a key component of store’s unique identity and best form of advertising. Store
Display Management can be defined as everything the customer sees, both exterior and interior, that
creates a positive image of a business and results in attention, interest, desire and action on the part
of the customer. It includes the presentation of merchandise as well as other important, features that
create the store’s overall atmosphere.
 OBJECTIVES OF THE RESEARCH
• The purpose of this research is to examine the relationship between impulse buying behaviours and
common external factors that trigger impulse buying.

• External factors that the research will examine are attributes likely to be encountered in many
retailing contexts, such as store display management.

• The research, therefore, will focus on effects of 3 types of store display management on impulse
buying behaviour.

• The types of store display management used as predictors in this study are window display, in-store
form/mannequin display, promotional signage, store layout and organisation, creative style and
store atmosphere.
 DATA ANALYSIS

Graph showing distribution of respondents to enter the clothing store due to display and store
exterior.

No. of respondents

12

88

YES NO

The above graph shows that 88% of respondents were influenced to enter the store due to the window
displays and store exterior
Graph showing the % of respondents purchase what they initially intend to buy.

% of respondents

32

68

Yes No

The above chart shows that 68% of respondents purchase merchandise what they initially intend to buy
whereas 32% of respondents purchase changes according to the promotional offers offered by the store.
Graph showing the no. of respondents who think that store display management a factor in deciding
which stores to visit.

% of Respondents

31

69

Yes No

The above graph shows that 69% of respondents agree to the fact that store display management is a
factor which helps in deciding which stores to visit whereas the rest 31% think quality of the store and
its product is much more important than SDM.
Graph showing the no. of respondents that are more likely going to buy the product if they are
offered more colours.

% of Respondents
40

35
34

30
25
25 22
20
15
15

10

5
4

0
Strongly Agree Agree Strongly Disagree None
Disagree
% of Respondents

The above graph shows that 34% of respondents agree to the fact that they would buy the product if
they are provided with more colours whereas 25% of respondents are not sure that they would buy due
to variety of colour schemes.
 FINDINGS
A. From the Questionnaires:
1. From the perspective of the shoppers it is clear that many people were satisfied by the display management and the
promotional offers of the store which was attracting many customers.

2. The brands which were in Pantaloons are of best quality and at reasonable prices which was one of the main cause for
the customers to buy

3. The store is well decorated and the ambiance of the store is nice and it offers the shoppers a wide range of products so
that they can shop well.

4. There is no proper advertising of the offers available at Pantaloons through electronic media like e-mail and SMS.
Most of the respondents came to know about offers at Pantaloons through Newspapers, Hoardings and other means
(Friends, Relatives. etc….).

5. The satisfaction level and experience of the customers with respect to their shopping is good and they want to
purchase again which shows Pantaloons is good in customer retention.

B. From the interaction with Customers:

1. Most of the customers who comes to Pantaloons feel that the store is the one stop for all types of apparels needs.

2. Some of the customers are not informed about the offers that are happening in Pantaloons, Diamond Plaza Store at
regular intervals.

3. Most of the customers felt that the employees of the store are very friendly all the time to help in selections of
merchandises.

4. Most of the customers felt that the SDM (Store Display Management) at Pantaloons is very good and they have an
updated collection all the time.

5. Some customers felt that the Merchandises are placed closely and which gave a clumsy look which makes decision
sometimes difficult.
 RECOMMENDATIONS & CONCLUSIONS
Recommendation:
1. Pantaloons at Diamond Plaza Mall should put more effort in advertising its products and offers
through social media so that it can attract more footfalls.
2. It should include frequent SMS and E-mail system so that the customers can be aware of the offers.
3. It can also provide 3 months EMI options to the customers such as other online shopping brands.
The offer can be subjected to all the brands with a minimum purchase of Rs.2000 and above.
4. This can help Pantaloons retain its impulsive buyers.
5. A play area for kids can be made so that customers can shop freely even when they come with kids.

Conclusions:
1. The study helped me in understanding the retail sector and the format of organized retail sector. It
also helped in understanding the customer behaviour while purchasing the merchandise in the
store and also about the visual factors that they consider while making the purchases.
2. Based on the study and customer’s responses, we can be able to fill the gap between the customers
and their needs.
3. The study helped in understanding the customer behaviour and to identify their considerations
during the purchases. This study helps in finding the customers responses and to make the services
offered by Pantaloons more efficiently.
4. The study helped in finding about the store atmosphere, location, operation of the merchandise
offered at Pantaloons, knowledge of the sales force, displaying factors that affect the consumer`s
response towards the products.