Date post: | 07-Mar-2015 |
Category: |
Documents |
Upload: | ashubhojwani |
View: | 70 times |
Download: | 0 times |
“STUDY OF STUDENTS’ PERCEPTION TOWARDS WINDOW SHOPPING”
MAJOR RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE
OF MASTERS IN BUSINESS ADMINISTRATION
Research Guide: Submitted By:
Student’s Declaration
I Nitin Garg hereby declare that the Project Work titled “A study of students’ perception
towards window shopping”, is the original work done by me and submitted to DAVV, Indore
in partial fulfillment of requirements for the award of Master of Business Administration under
the supervision of Dr. Gupta of Indore.
1 | P a g e
Further I hereby declare that the work done by me can be used for academic purposes.
Roll No: 09160334
Date:
Signature of the Student
CERTIFICATE
This to certify that the report of the project submitted is the outcome of the project work
entitled “Study of Students’ Perception Towards Window Shopping ” carried out by Nitin
2 | P a g e
Garg carried by under my guidance and supervision for the award of Degree in Master of
Business Administration of Devi Ahilya Vishwavidhyalya Indore (MP).
To the best of the my knowledge the report
i) Has duly been completed,
ii) Fulfils the requirement of the ordinance relating to the MBA degree of the University
and
iii) Is up to the desired standard for the purpose of which is submitted.
ACKNOWLEDGEMENT
It gives me immense pleasure to acknowledge and thank all those who have given consistent
guidance, advice and encouragement in our endeavor. I would also like to thank all those
persons who have spent their valuable time to contribute the required information to me and
3 | P a g e
Dr. Gupta
gave me support while preparing this report.
I gratefully acknowledge our sincere gratitude to Dr. Gupta for his kind guidance and helpful
suggestions in every stage of the preparation of this report.
TABLE OF CONTENTS
Chapter-1: Abstract
Chapter -2: Introduction
4 | P a g e
Chapter-3: Aim and Objective
Chapter -4: Theoretical Framework
Chapter -5: Literature Review
Chapter-6: Methodology
Chapter-7: Analysis and Interpretation
Chapter-8: Finding and Conclusions
Chapter-9: Limitations
Chapter-10: Bibliography
APPENDIX
LIST OF FIGURES AND TABLES
Serial. No Title Page No.1 Table no. 1 & fig no.1.1 Page no.29
5 | P a g e
2 Table no. 2 & fig no.1.2 Page no.30
3 Table no. 3 & fig no.1.3 Page no.31
4 Table no. 4 & fig no.1.4 Page no.32
5 Table no. 5 & fig no.1.5 Page no.33
6 Table no. 6 & fig no.1.6 Page no.34
7 Table no. 7 & fig no.1.7 Page no.35
8 Table no. 8 & fig no.1.8 Page no.36
9 Table no. 9 & fig no.1.9 Page no.37
10 Table no. 10 & fig no.1.2.1
Page no.38
11 Table no. 11 & fig no.1.2.2
Page no.39
12 Table no.12 & fig No. 1.2.3
Page no.40
13 Table no.12 & fig No. 1.2.3
Page no.41
6 | P a g e
Chapter – 1
ABSTRACT
Abstract
This research describes student’s perception towards window shopping; It has been primarily
responsible, through its innovative practices.
7 | P a g e
This paper draws various lessons that would be useful to cooperatives globally as well as firms
that are interested in doing business in large emerging markets like India and China.
In this research efforts are put to understand the perception of students towards window
shopping. In this report, a brief review about retailing industry sector as a whole is given. Then
the findings of the research that has been conducted is mentioned. Research methodology i.e., the
sample unit, sample size, sampling region, sampling procedure is described. Then Analysis of
data collected by Questionnaire is done. Then findings of the survey are stated. Then
suggestions & recommendations regarding the topic is given.
The study involved a survey in city of Indore in few colleges and coaching institutes. Various
kinds of perceptions of students on window shopping is involved in this survey. All the
respondents were students of undergraduate and post graduate level. The sample size for the
survey is 100. The inputs were analyzed using Charts, graphs, pie charts etc to record perception
and analyze the data.
This study lead to
• successfully find out students perception about Merchandising, Point of Sale, Lighting
system
8 | P a g e
• Successfully find out differences in perception about Merchandising, Point of Sale,
Lighting between male and female.
• Successfully find out differences in perception about Merchandising, Point of Sale, and
Lighting between UG and PG Students.
9 | P a g e
Chapter – 2
INTRODUCTION
B. Main Body
1. Introduction
Perception:
10 | P a g e
Perception is the process by which individuals organize and interpret their sensory impressions
in order to give meaning to their environment. However, what we perceive can be substantially
different from objective reality.
Perception is the process by which people select, organize, interpret and respond to information
to the world around them. This information is gathered from the five senses- sight, hearing,
touch, taste and smell. It represents the psychological process whereby people take information
from the environment and make sense of their world.
Perception can be defined as the process of receiving, selecting, organizing, interpreting,
checking and reacting to sensory stimuli and data.
Perception is an important mediating cognitive process through which persons make
interpretations of the stimulus or situation they are faced with.
Perception is the psychological process of creating an internal picture of the external picture. It
is the way that we organize information about people and things, the attribution of properties to
them on the basis of the information and the way we make cause/effect attributions about them.
It is the process of interpreting what information our senses provide to us as to give meaning to
the environment we are in.
Perception, as described by Schermerhorn, Hunt, and Osborn (2000), is “the process by which
people select, organize, interpret, retrieve, and respond to information from the world around
them”). Perception allows people to formulate impressions about themselves and others. Many
factors influence perception, and perceptual responses differ from person to person.
"Window shopping" is an activity that shoppers engage in by browsing shops with no intent to
purchase, possibly just to pass the time between other activities, or to plan a later purchase.
True window shopping is an activity that is never hurried. In order to receive the full benefit, it is
important to pursue windows shopping at a leisurely pace. The typical window shopper is not
concerned with how many window displays are observed or how much time is spent enjoying
each of the displays. Instead, the focus is on enjoying the wares displayed in the windows, as
11 | P a g e
well as making note of the way each shop owner chooses to display all the items included in the
presentation.
One of the greatest attractions of window shopping is that the activity does not cost anything.
This means that anyone, regardless of current financial status, can go on
a window shopping expedition. The activity is generally considered to be safer, in that people on
limited budgets are much less likely to make impulse buys if they remain outside the store.
window shopping primarily involves observations leading to intelligent choices---selected topics
on relationships, travel, beliefs, music, culture, home deals, science, books, TV programs, films
and a lot more. The process involves walking through a shopping district or mall with the
express purpose of looking at the window displays for each retail store in the area. People may
choose to window shop as a way to pass the time, get ideas for displays that can be used at home,
or to collect some inspiration for future gift giving. Retailers are sprucing up their store window
displays in a bid to stand out from the crowd.
Mall culture in India and especially in metro cities has grown with an incredible pace. Just a few
years back, people had to make a choice among shopping, movies or hanging out on a holiday
but thanks to our malls, all these jobs can be performed at the same time, under the same roof
and that too with a wonderful experience. And it is basically the experience and not the intention
that counts when it comes to malls. People find these malls to be the best place to shop or hang
out in summer heat as they offer free entry to a completely air conditioned complex with good
music playing all around and loads of window shopping opportunity which is appreciated by one
and all.
12 | P a g e
Chapter – 3
AIMS & OBJECTIVES
Aim:
To know the perception of students towards window shopping.
13 | P a g e
Objective:
The main objectives of the study are:-
To find out students perception about Merchandising, Point of Sale, Lighting system
To find out differences in perception about Merchandising, Point of Sale, Lighting
between male and female.
To find out differences in perception about Merchandising, Point of Sale, Lighting
between UG and PG Students.
14 | P a g e
Chapter – 4
THEORETICAL FRAMEWORK
Theoretical frame work
Merchandising
Merchandising is the methods, practices, and operations used to promote and sustain certain
categories of commercial activity. In the broadest sense, merchandising is any practice which
contributes to the sale of products to a retail consumer. At a retail in-store level, merchandising
15 | P a g e
refers to the variety of products available for sale and the display of those products in such a way
that it stimulates interest and entices customers to make a purchase.
In retail commerce, visual display merchandising means maximizing merchandise sales using
product design, selection, packaging, pricing, and display that stimulates consumers to spend
more. This includes disciplines in pricing and discounting, physical presentation of products and
displays, and the decisions about which products should be presented to which customers at what
time.
Point of sales
A point-of-sale display (POS) is a specialized form of sales promotion that is found near, on, or
next to a checkout counter (the "point of sale"). They are intended to draw the customers'
attention to products, which may be new products, or on special offer, and are also used to
promote special events, e.g. seasonal or holiday-time sales. POS displays can include shelf
edging, dummy packs, display packs, display stands, mobiles, posters, and banners. POS can also
refer to systems used to record transactions between the customer and the commerce.
Lighting system
Lighting or illumination is the deliberate application of light to achieve some aesthetic or
practical effect. Lighting includes use of both artificial light sources such as lamps and natural
illumination of interiors from daylight. Day lighting (through windows, skylights, etc.) is often
used as the main source of light during daytime in buildings given its high quality and low cost.
16 | P a g e
Artificial lighting represents a major component of energy consumption, accounting for a
significant part of all energy consumed worldwide. Artificial lighting is most commonly
provided today by electric lights, but gas lighting, candles, or oil lamps were used in the past,
and still are used in certain situations. Proper lighting can enhance task performance or
aesthetics, while there can be energy wastage and adverse health effects of poorly designed
lighting. Indoor lighting is a form of fixture or furnishing, and a key part of interior design.
Lighting can also be an intrinsic component of landscaping.
17 | P a g e
Chapter – 5
LITERATURE REVIEW
Review of Related Literature
Window Shopping: Fashioning a Scholarship of Interdisciplinary Teaching and Learning
(Colleen M. Tremonte) [1]
Tremonte proposes the practice of window shopping, systematically switching between various
modes of inquiry to understand and evaluate evidence of student learning in interdisciplinary
18 | P a g e
courses. Because interdisciplinary by nature is epistemologically flexible and often yields fluid
subject matter content, it can complicate (and dissuade) scholars from undertaking
SoTL(Scholarship of Interdisciplinary Teaching and Learning). This essay addresses this
problem, particularly in respect to the issue of ‘novice-stry’. In addition, it offers window
shopping as a practice that can support instructors grappling with what constitutes actual ‘data’
of substantive interdisciplinary learning intimately connected to local contexts and pedagogic
reasoning. Eventually the practice of window shopping gives way to the critical shopper: a
scholar adapt and rehearsed in identifying, documenting and publically disseminating evidence
of interdisciplinary learning and understanding across contexts. Before then, however, window
shopping makes available to those of us who may feel constrained by our (inter)disciplinary
expertise—and who fear novice-stry—the means by which we can approach and undertake
SoTL. Window shopping, thus, is not an act of cavalierly embracing multiple disciplinary or
interdisciplinary methods in the study of practice; rather it is a practice for systematically.
‘Window’ shopping and browsing opportunities in cyberspace (Jennifer Rowley,) [2]
Professor Rowley reviews in his article that the integral nature of browsing to the shopping
experience and then explores the different types of browsing and searching that are supported in
the online environment. Browsing contexts and episodes occur when consumers use browsers,
URLs, search engines, menu categories and shopping bots to identify merchants and products.
Browsing may be both intentional and unintentional, from the consumer's perspective, and
controlled or uncontrolled, on the merchant's part. A matrix proposes four different categories of
searching: partnership, consumer owned, merchant owned, and no-one's land
Interactive window shopping: enchantment in a rationalized world(Julie Marshall) [3]: In a
world mediated by technology, interactive window shopping is the key keeping enchantment
alive within cathedrals of consumption. Tower Records, Borders, and the Apple store all embody
the magic, fantasy, and mystery found in traditional cathedrals of consumption but with the rise
of technology and a more efficient means of consumption consumers are now more likely to visit
treat these locations as an interactive advertisement – a playground for adults. These cathedrals
of consumption create enticing experiences that the consumer cannot resist. Tower Records
19 | P a g e
symbolizes an oasis of consumption, and closely resembles a traditional location of consumption
where the consumption of goods is expected. Tower Records expects people consumers to
purchase their products however, technology creates new locations of consumption that are more
efficient.
Shop ‘til they drop- An insight into shopping basket abandonment (Karen Renaud &
Tunde Cockshott) [4]
Karen Renaud concluded that customers become more savvy online, navigating easily around a
variety of online stores, it seems inevitable that all customers will eventually abandon. But
abandonment rates should not be held as a primary indicator of an online store’s success rate.
Online retailers should be developing a deeper understanding of their customers’ motivations,
creating methods of identifying them in order to implement tools and techniques specifically for
their behavior model to dissuade abandonment. While the technology to target consumers with
product choices is developing, online retailers should be looking at the psychology of shoppers
rather than just relying on technology related to behavioral targeting. This should take the form
of online user surveys, ethnographic observational research and the application of insights gained
from traditional psychology. While window shoppers will remain a fact of life in the real and
virtual world, it’s now more important than ever that online retailers focus on human psychology
rather than analytics if they are to get their share of the online consumer’s wallet.
Segmenting Internet shoppers based on their web-usage-related lifestyle: a cross-cultural
validation. (Brengman, Maggie Geuens, Bert Weijters, S. M. Smithand R. Swinyard ) [5]
Online surveys in the US and Belgium were conducted to cross-culturally validate the Internet
shopper lifestyle scale (Smith and Swinyard, 2001). Special attention was devoted to sample,
construct and measurement equivalence. In both countries, the same six basic dimensions were
found to underlie the scale: Internet convenience, perceived self-inefficacy, Internet logistics,
Internet distrust, Internet offer, and Internet window-shopping. Except from having the same
basic meaning and structure in Belgium as in the US, the Web-usage-related-lifestyle scale also
20 | P a g e
led to the same segments in both countries. Four online shopping segments (Tentative Shoppers,
Suspicious Learners, Shopping Lovers and Business Users) and four online non shopping
segments (Fearful Browsers, Positive Technology Muddlers, Negative Technology Muddlers and
Adventurous Browsers) are profiled with regard to their Web-usage-related lifestyle, themes of
Internet Usage, Internet attitude, psychographic and demographic characteristics
Considering Organization’s Effectiveness in Business Plans: An Approach for Human
Resources Performance Evaluation (Dimitrios Georgakellos) [6]
According to Georgakellos, Turkish consumers who score on this factor enjoy shopping and
perceive shopping as recreational activity. Window shopping is very common. In Turkey most
stores are small and people enjoy doing “window shopping”. They might feel the pressure of
overcrowding but at the same time enjoy shopping. In the challenging and rapidly changing
economic environment, where firms and organizations are trying to gain a competitive advantage
and to succeed in global markets, nothing is more important than planning and specifically
developing a business plan. A business plan is an integral part of strategically managing
businesses, helping them in building and sustaining competitive advantages. On the other hand,
in many successful firms, the most valuable strategic advantages may not involve technology or
marketing strategy, but may be directly linked to their human resource policies and practices. In
other words, the role of all levels employees in organizations’ effectiveness is apparent. In this
context, and since human resources’ issues is a very significant section in every business plan,
the present work aims to provide an approach for the appraisal of human resources performance
that could be deployed in business plans development. This approach, which is a relative one,
has been developed according to the ranking principle, presenting the basic features of this kind
of techniques: it is based on general factors with few specifics, an overall score is available, it is
inexpensive to be developed and to be applied, while it is usually consistent.
According to Internet and Mobile Association of India (IAMAI) " Window shoppers
demonstrate how widespread this phenomenon is: while 55% of the 3,099 respondents we
surveyed had indeed bought something online, 45% visited online shopping sites without buying
anything. It's only a matter of time before they begin to buy online following their online
21 | P a g e
research. It's also an opportunity for online advertisers. The window shoppers enjoy shopping
offline, but have spent as much time online as shoppers who have already purchased something
via the Net. The extent to which cyber window shopping has become commonplace is clearly
revealed by this report where more than 69% of consumers would like to shop online".
According to Uma Avantsa (Business Writer), generally there are two types of consumers who
visit malls – focused buyers and impulse buyers. The time spent by focused buyers inside the
mall is relatively lower as compared with impulse buyers who spend a lot of time window
shopping. Malls which have entertainment zones and/ or promotional activities have larger foot
falls and more percentage of impulse buyers.
A. Statement of the Problem
The key objective of the research study is to know what are the prospects which turns window
shopping into real transaction. The behavior of students towards window shopping was analyzed
with the help of three variables i.e. Merchandising, Point of Sale and Lightning System.
B. Purpose
The purpose of this study is to identify factors which help to turn window shopping purposeful
into purchase of goods. The other thing which is important to know how window shopping can
be beneficial for students. This research framework is helpful in providing insight into window
shopping with students’ perception.
C. Statement of Hypothesis
22 | P a g e
Ho: - There is no significant difference in perception towards merchandising between male and
female students
Ho: - There is no significant difference between perception about merchandising in male &
female
Ho: - There is no significant difference between perception about Point of sale in male & female
Ho: - There is no significant difference between perception about lighting system in male &
female.
Ho: - There is no significant difference between perception about merchandising in UG and PG.
Ho: - There is no significant difference between perception about Point of sale in UG and PG.
Ho: - There is no significant difference between perception about lighting system in UG and PG.
23 | P a g e
Chapter - 6
RESEARCH METHODOLOGY
3. Design of the Study
The Study
The research in common parlance refers to a search for knowledge. One can also define research as scientific and systematic search for pertinent information on a specific topic. In fact research is an art of scientific investigation. It is based on some given principles, method or concepts. It
24 | P a g e
mainly involves collection, describing and analyzing the facts related to the study. As such there are various types of research viz:
Descriptive vs. Analytical research
Applied vs. Fundamental research
Quantitative vs. Qualitative research
Conceptual vs. Empirical research
The study undertaken provides insights into and an understanding of student’s perception towards Window Shopping. The study will be mainly based upon the primary data collection.
The Design was descriptive in nature and an attempt was made to analyze how students perceive the Window Shopping. Also, in this research it was proposed to evaluate the students’ perception towards Window Shopping. Further, the research identified and study the factors which influences to buy products while Window Shopping. The questionnaire was designed to know the opinion of students towards Window Shopping. Finally it was lead to find out the prospects of turning window shopping into real transactions to meet the above mentioned objectives.
Two variables X (Independent Variable) and Y (dependent Variable) were taken, where
X Stands for Students (Male/Female, and UG/PG students)
Y stands for perception about window shopping (Merchandising, Point of sale, lighting system)
The questionnaire was filled up by students of different institutes, coaching centers and the data was filled in excel sheet on different criterion and was analyzed using pie charts graphs etc
B Sources of Data
The responses were taken up by students of Indore in few colleges and coaching institutes. All the respondents were students of undergraduate and post graduate level.
These responses were taken up by personally meeting them and convinced them to fill up the questionnaire made.
25 | P a g e
Questionnaire consisting of scales on students and their perception towards merchandising, point of sale, lighting system variables was created for collecting the primary data to conduct this research. The respondents were asked to fill some necessary personal information also and the results will be obtained by using standardized likert scales for the measurement which have high reliability and validity.
C. Sampling Procedures
The focus group for this study was student of different colleges/coaching institutes from Indore region only. An effort was made in this research to analyze the perception of students on Window Shopping. The total sample size of this research was 200 from Indore region only.
The Sample Size:-
The sample consists of 100 graduating students.
Sampling Technique
Sampling is the process of systematically selecting that which will be examined during the course of a study. Use of Convenience sampling will be done to select the Sample Units.
In convenience sampling, the selection of units from the population is based on easy availability and/or accessibility. It is a sampling method in which units are selected based on easy access/availability. The disadvantage of convenience sampling is that the units that are easiest to obtain may not be representative of the population. For example products on top of a box of parts may be a different quality from those at the bottom, people who are at home when the market researcher calls may not be representative of the entire population. It is also called as Accidental Sampling.
For achieving the objectives of study, survey was conducted. For survey, questionnaires were filled by the engineering students. It was selected as the mode of survey to make the study more meaningful & so that maximum information could be collected. The questionnaire was structured with open ended and close ended questions.
26 | P a g e
Convenience sampling (sometimes known as grab or opportunity sampling) is a type of non probability sampling which involves the sample being drawn from that part of the population which is close to hand. That is, a sample population selected because it is readily available and convenient. It may be through meeting the person or including a person in the sample when one meets them or chosen by finding them through technological means such as the internet or through phone. The researcher using such a sample cannot scientifically make generalizations about the total population from this sample because it would not be representative enough.
27 | P a g e
CHAPTER 7
ANALYSIS AND INTERPRETATION
4. Analysis of data
Q.1:- I am UG Or PG?
TABLE NO.1
28 | P a g e
GRADUATION STATUSRESPONSES UG 37PG 63
No. of responses
Fig. 1. 1
Most of the respondents are falling in 18-28 years.
Maximum number of youth visits malls.
Sample was selected in a way that there were no respondents in above 30yrs category.
Students were either pursuing their UG or PG / were just passed out.
Q.2 :- I am MALE or FEMALE?
TABLE . NO. 2
29 | P a g eGENDER
RESPONSES
% RESPONSES
MALE 67 67 %FEMALE33 33%
No. of respondents
Fig. 1. 2
Major portion of respondents are males.
There were only 33 female respondents out of 100.
So, results will be guided by this factor.
Q. 3.:-How many times in a month you go to shopping mall??
30 | P a g e
Fig. 1. 3
TABLE . NO. 3
No. of visits to mall RESPONSES % RESPONSESONCE 17 17 %TWICE 24 24%THRICE 10 10%MORE THAN THREE TIMES 49 49%
This question is being added to know the frequency of students going to shopping in a
month’s time.
Almost 50% of respondents go out for shopping thrice a month at least.
Personnel interaction with respondents stated that it is usually on weekends.
24 % go twice in a month and 17% ones in a month.
Q.4 ( a):-Please tick the level of attraction of following features of the mall – Discount
TABLE . NO. 4
31 | P a g e
Fig. 1. 4
It’s important to understand what kind of promotion attracts maximum number of people
into retail stores.
35 % respondents are neutral towards discount. This shows they are fully fashion
conscious , discounts generally doesn’t affect their buying decision
28 % of students have high affinity to discounts.
Only 10 % need a very low discount
Q.4 (b):-Please tick the level of attraction of following features of the mall - variety of goods
TABLE . NO. 5
32 | P a g e
Scale Responses % Responses1. Very High 28 282.High 19 19%3. Neutral 35 35%4. Low 8 8%5. very low 10 10%
Scale Responses % Responses1. Very High 39 39 %2. High 25 25%3. Neutral 14 14%4. Low 16 16%5. very low 6 6%
Fig. 1. 5
It’s important to understand what kind variety of goods attracts maximum number of
people into retail stores.
39 % of students say they are attracted to that stores which have large range of variety of
goods.
Although 25 % students have affinity to very high range of variety of goods.
14 % are neutral to this feature.
Q.4 (C):-Please tick the level of attraction of following features of the mall - outside displays
TABLE . NO. 6
33 | P a g e
Scale Responses % Responses1.VeryHigh 16 162. High 33 333. Neutral 26 264. Low 14 145. very low 11 11
]
Fig 1.6
Its important to know that how outside displays in malls attracts students i.e. the level of
attraction by outside display.
This question was designed to know the perception of students towards outside displays
in the shopping mall.
Maximum respondents i.e. 33 % of the respondents have maximum affinity to outside
displays. They have a high attraction by outside displays.
Q.4(d):-Please tick the level of attraction of following features of the mall - staff service
TABLE . NO. 7
.
34 | P a g e
Scale Responses % Responses1. Very High 9 9%2. High
33 33%
3. Neutral 39 39%4. Low 14 14%5. very low 5
5%
FIG. 1.7
This questions talks about how staff service plays an important role in making actual sales.
Most of the consumers go to these stores because they believe in quality provided by these store in
The form of products and services.
Price is not a matter for those who go to these branded stores.
Maximum no. of respondents are neutral to this respect they are hardly attracted by this feature
Of the shopping mall
However 33% of the respondents says they are highly attracted by staff service.
26%
Q.5:-Do u find your product easily accessible you are looking for? TABLE . NO. 8
Scale ResponsesStrongly disagree 4Disagree 10Neutral 35Agree 44Strongly agree 7
35 | P a g e
Fig. 1.8
This question was designed to check whether the product which the customer is looking for is easily accessible to him or not
44% Of respondents says they agree to the statement However 35 % are neutral to this statement
Q.6:-Window displays attract me to enter the store
TABLE 9
36 | P a g e
Scale ResponsesStrongly disagree
6
Disagree 6Neutral 23Agree 55Strongly agree 7
Fig. 1. 9
It’s important to understand how displays outside showrooms attract maximum number
of people into retail stores.
This question was designed to understand the perception of students towards outside
displays.
55 % students agree to the fact that the outside displays attract them to enter the store.
Only a few % disagree this hard fact.
Q.7:-I get proper knowledge of the product by seeing point of purchase advertisement
TABLE 10
37 | P a g e
Scale ResponsesStrongly disagree
1
Disagree 19Neutral 39Agree 35Strongly agree 6
Fig. 1. 10
Point of purchase advertisements are the advertisement where the product is palced and
where actual sales takes place
The question was designed to know about student’s perception that he / she gets the
proper knowledge of the product or not by seeing pop advertisements.
Maximum students i.e. 39 % of the total respondents are neutral to this respect
35 % agree that they get the proper knowledge buy seeing pos advertisement.
Only very few amongst all respondents disagree to this.
Q.8:-Good lighting in the store attracts me to enter the showroom
TABLE 11
38 | P a g e
Scale ResponsesStrongly disagree
4
Disagree 26Neutral 30Agree 28Strongly agree 12
Fig. 1. 2.1
This question was designed to know about how the lighting system affects the students
in a shopping mall.
30 % of the total respondents are neutral to lighting. by personal questioning it has been
found out that sometimes it affects but the frequency is very low.
26 % of the total respondents disagree in this regard
However 28 % agrees that lighting attracts them.
Q.9:-I get quality products when there are special discount at stores
TABLE 12
39 | P a g e
Scale ResponsesStrongly disagree
6
Disagree 21Neutral 39Agree 30Strongly agree 4
Fig. 1. 22
This question was designed to know students perception that they get quality products during discounts or at discounted stores or not
39 % respondents are neutral to this question However 30 % students agree to this.
Q.10:- Displays motivate me to go for unplanned purchase?
TABLE 13
40 | P a g e
Scale ResponsesStrongly disagree
3
Disagree 15Neutral 24Agree 43Strongly agree 15
Fig. 1. 2.3
This question was designed to know the perception of the students that how displays
affects their mind to go for unplanned purchase.
From the responses it has been found that 43 % of the total respondents agrees that the
displays attract them to go for unplanned purchase
24 % amongst them are neutral in this regard
Hypothesis testing procedure and analysis
For testing all the stated hypothesis ,SPSS software was used in which the variables
1. INDEPENDENT VARIABLE
GENDER = (MALE, FEMALE) defined in Nominal Scale.
41 | P a g e
EDUCATION = (UG, PG ) defined in Nominal scale.
2. DEPENDENT VARIABLE
MERCHANDISING defined in ordinal scale.
POINT OF SALE defined in Ordinal Scale.
LIGHTING SYSTEM defined in ordinal scale.
The dependent variable scale was on Five Point Ordinal Scale which is
1. Disagree
2. Strongly disagree
3. Neutral
4. Agree
5. Strongly agree
The variables were defined in SPSS software and the responses recorded earlier were converted
according to the defined scale .
Now the whole data was entered and put to compare means of independent sample t – test
The following comparison was given by the software for all individual hypotheses.
HYPOTHESIS 1
Ho: - There is no significant difference in perception towards merchandising between male and
female students
T-TEST GROUPS=GENDER ('MALE' 'FEMALE') VARIABLE=MERCHENDISING
42 | P a g e
Group Statistics
GENDER N Mean Std. Deviation Std. Error Mean
MERCHANDISING MALE 67 3.57 .988 .121
FEMALE 33 3.61 .998 .174
From the comparison of means by t test it has been found that the standard deviation of males
and females for the dependent variable, merchandising is similar i.e. no hardly any difference
So the above hypothesis is accepted.
HYPOTHESIS 2
Ho: - There is no significant difference between perception about merchandising in UG and PG.
T-TEST GROUPS=EDUCATION ('UG' 'PG') VARIABLE=MERCHENDISING
Group Statistics
EDUCA
TION N Mean Std. Deviation Std. Error Mean
MERCHENDISING UG 37 3.59 1.166 .192
PG 63 3.57 .875 .110
From the comparison of means by t test it has been found that the standard deviation of UG and
PG Students for the dependent variable Merchandising is similar i.e. no hardly any difference
So the above hypothesis is accepted.
HYPOTHESIS 3
Ho: - There is no significant difference between perception about Point of sale in male & female
T-TEST GROUPS=GENDER('MALE' 'FEMALE')VARIABLE=POS
43 | P a g e
Group Statistics
GENDER N Mean Std. Deviation Std. Error Mean
POS MALE 67 3.25 .975 .119
FEMALE 33 3.30 .728 .127
From the comparison of means by t test it has been found that the standard deviation of males
and females for the dependent variable Point of sale is similar i.e. there is some difference but it
can be considered as no difference
So the above hypothesis is accepted.
HYPOTHESIS 4
Ho: - There is no significant difference between perception about Point of sale in UG and PG.
T-TEST GROUPS=EDUCATION ('UG' 'PG')VARIABLE=POS
Group Statistics
EDUCA
TION N Mean Std. Deviation Std. Error Mean
POS UG 37 3.19 .967 .159
PG 63 3.32 .858 .108
From the comparison of means by t test it has been found that the standard deviation of UG and
PG students for the dependent variable Point of sale is similar i.e. there is some difference but it
can be considered as no difference
So the above hypothesis is accepted.
HYPOTHESIS 5
44 | P a g e
Ho: - There is no significant difference between perception about lighting system in male &
female.
T-TEST GROUPS=GENDER('MALE' 'FEMALE')VARIABLE=LIGHTING
Group Statistics
GENDER N Mean Std. Deviation Std. Error Mean
LIGHTING MALE 67 3.18 1.114 .136
FEMALE 33 3.09 .947 .165
From the comparison of means by t test it has been found that the standard deviation of males
and females for the dependent variable lighting system is similar i.e. no hardly any difference
So the above hypothesis is accepted.
HYPOTHESIS 6
Ho: - There is no significant difference between perception about lighting system in UG and PG.
T-TEST GROUPS=EDUCATION ('UG' 'PG')VARIABLE=LIGHTING
45 | P a g e
Group Statistics
EDUCA
TION N Mean Std. Deviation Std. Error Mean
LIGHTING UG 37 3.08 1.090 .179
PG 63 3.19 1.045 .132
From the comparison of means by t test it has been found that the standard deviation of UG and
PG Students for the dependent variable lighting system is similar i.e. no hardly any difference
So the above hypothesis is accepted.
46 | P a g e
CHAPTER 8
FINDINGS AND CONCLUSION
FINDINGS
Almost 50% of respondents go out for shopping thrice a month at least.
Personnel interaction with respondents stated that it is usually on weekends.
It’s important to understand what kind variety of goods attracts maximum number of
people into retail stores.
47 | P a g e
39 % of students say they are attracted to that stores which have large range of variety of
goods.
Maximum respondents i.e. 33 % of the respondents have maximum affinity to outside
displays. They have a high attraction by outside displays.
Most of the consumers go to these stores because they believe in quality provided by
these store in
Price is not a matter for those who go to these branded stores. 35 % respondents are
neutral towards discount. This shows they are fully fashion conscious , discounts
generally doesn’t affect their buying decision
35 % agree that they get the proper knowledge buy seeing pos advertisement
55 % students agree to the fact that the outside displays attract them to enter the store
CONCLUSION
The process of Window Shopping involves walking through a shopping district or mall with the
purpose of looking at the window displays for each retail store in the area. People may choose
to window shop as a way to pass the time, get ideas for displays that can be used at home, or to
collect some inspiration for future gift giving. Retailers are sprucing up their store window
displays in a bid to stand out from the crowd. In this study the perception of students’ on window
shopping is evaluated whether window displays attracts customers to go for spontaneous
purchase or not.
In this study, we have built on current knowledge and outlined a series of research proposition that can
move us towards a more comprehensive understanding of students’ view on window shopping. The
research framework is one of the very first studies incorporates direct variables i.e. lightning system,
merchandising and point of sales; helps initiate to analyzed and evaluate students’ view on window
shopping.
The results about students’ purpose on going for window shopping are they get proper
knowledge about products and get variety of goods at one place. 43% of respondents attracted
towards store window display, lightning system, point of sales and merchandising which make
them to go for unplanned purchase. To conclude all, research study states that discount attracts
48 | P a g e
only few i.e. 30% respondents; quality of product and outside displays matters to customer which
is possible with proper lightning system, merchandising and point of sales.
49 | P a g e
CHAPTER 9
LIMITATIONS
50 | P a g e
Limitations of the study
Being a management research the study is not free from limitations. The coverage of the study
has been limited to the students of few colleges and coaching institutes of Indore. However all
efforts have been made to present an unbiased report on the study and it is hoped that this study
will contribute albeit its limitations, to undertake the study of students' perception on window
shopping.
Sample size was very small. Only 100 students were taken.
Focuses only about the perception of UG and PG students.
Only few colleges were taken.
It was conducted in Indore only.
51 | P a g e
Chapter 10
Bibliography
52 | P a g e
REFERENCES
1. Colleen M. Tremonte, Vol. 5, No. 1 (January 2011) ISSN 1931-4744 @ Georgia Southern
University, Window Shopping: Fashioning a Scholarship of Interdisciplinary Teaching
and Learning
2. Professor Jennifer Rowley, Journal of Consumer Behaviour, Volume 1 , Issue 4 , pages
369–378, June 2002, ‘Window’ shopping and browsing opportunities in cyberspace.
3. Julie Marshall, Electronic Journal of Sociology (2006), ISSN: 1198 3655, Interactive
window shopping: enchantment in a rationalized world
4. Karen Renaud & Tunde Cockshott, The research paper was conducted as a joint project
with Karen Renaud from the Department of Computing Science, University of Glasgow.
5. M. Brengman, Maggie Geuens, Bert Weijters, S. M. Smithand R. Swinyard, Journal of
Business Research, 58 (1), 2008, 79-88, Segmenting Internet shoppers based on their web-
usage-related lifestyle: a cross-cultural validation
6. Dimitrios Georgakellos, European Journal of Economics, Finance and Administrative
Sciences, ISSN 1450-2887 Issue 9 (2007), Considering Organization’s Effectiveness in
Business Plans: An Approach for Human Resources Performance Evaluation
53 | P a g e
Webliography
http://blogs.nyu.edu/projects/materialworld/2010/12/practising_display_window_shop.html
http://www.iamai.in/Research.aspx?Fileid=r4_home.htm&rid=4
http://th.nielsen.com/news/20061009.shtml
www.wikipedia.com
www.google.com
54 | P a g e
Appendix
QUESTIONNAIRE
Dear Respondents,
For the partial fulfillment of my MBA (Marketing & Operations) Full Time degree program I am
conducting a research on “Students Perception towards window shopping”. For the sake of
successfully completing out this research I am hoping your generous support.
1 UG PG
MALE FEMALE
How many times in a month you go to shopping mall?
ONCE
TWICE
55 | P a g e
THRICE
MORE THAN THREE TIMES
Please tick the level of attraction of the following features of mall?
1. Very High 2. High 3. Neutral 4. Very Low 5. Low
1 2 3 4 5
A) Discount
B) Variety of goods
C) Outside display
D) Staff service
Do you find your product easily accessible you are looking for?
Strongly disagree. Disagree Neutral Agree Strongly agree
Window display attracts me to enter the store?
Strongly disagree. Disagree Neutral Agree Strongly agree
I get proper knowledge about the product by seeing point of purchase advertisement?
Strongly disagree. Disagree Neutral Agree Strongly agree
56 | P a g e
Good lighting in the store attracts me to enter the showroom?
Strongly disagree. Disagree Neutral Agree Strongly agree
I get quality products when there are special discount at stores?
Strongly disagree. Disagree Neutral Agree Strongly agree
Displays motivate me to go for unplanned purchase?
Strongly disagree. Disagree Neutral Agree Strongly agree
NAME:-
COLLEGE:-
COURCE: - CONTACT NO.:-
57 | P a g e