Amity Business School 201

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QUESTIONNAIRE
Dear Respondent,
I am Ankita Kohli, a student of Amity Business School Noida. As a part of my college
project, I am conducting a study on “The importance of Visual Merchandising
in modern trade”. I would request you to go through the below mentioned
questions and share your views with us on the same. I assure you that your
answers will be held confidential. I thank you for sparing your precious time for me.

NOTE: Your name is not included as a part of the questionnaire to maintain

confidentiality of your personal details.

1. What is your frequency of shopping for grocery?

a. Daily b. Weekly c. Fortnightly d. Monthly

2. What kind of stores do you visit?

a. Kirana stores
b. Departmental stores
c. Exclusiv e outlets

3. What do you shop for mostly?

(Rank them in order of your preference 1 being least & 5 being most
preferred)
a. Necessities ………..
b. Luxuries ………..
c. Comforts ………..
d. Gift items ………..
e. Novelties ………..

Section 1: Store Design Layouts

5. Have you indulged in any impulse purchase (is an unplanned or

otherwise spontaneous purchase)?
a. Yes b. No
6. What kind of products have you purchased on impulse?
……………………………………………………………………………………………
………………………………………

7. Where are the products being generally placed when you have
indulged in impulse purchases?
1. At the checkout counters
2. Window Displays
3. In a rack below eye level
4. In a rack which is at eye level
5. In a rack above eye level

8. Do you have a tendency to pick up products impulsively placed at eye

level?
1. Yes b. No

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If yes, what products?

………………………………………………………………..
…………………………………………………………..
9. What in your opinion are reasons for marketers to place products at
eye level?
a. The products are inferior in quality
b. It is an innovative method for promoting a new product
c. To encourage impulse buying
d. Because the brand/product is the market leader
e. They get paid by companies to place their products

10. Because of a product being placed at eye level, what is the amount of
additional money that you spend on an unplanned purchase?
………………………………………………………

11. What is the frequency for the above?

a. Never
b. Rarely
c. Sometimes
d. Frequently

12. In your opinion, does shopping become easier similar products

are arranged in a separate section?
a. Yes b. No

Section 2: Product Display

13. Can you think of a memorable shop window display you've seen
recently, what shop was it and why was it memorable?

14. Rate the following from 1 to 5

(1 being completely disagree and 5 being completely agree)

S. No Question 1 2 3 4 5
You always pay attention to different
1 window displays no matter what is being
displayed.
Window displays always increase your
2 interest towards those product items being
displayed.
Absorbing contents of window displays
3 could increase your interest to go into the
store.
Frequent change of the window display
4 arouse your interest towards products of
that store.

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Frequent change of the window display help
5 you to learn about the new merchandises in
H&M.
If the item you like appears in the window
6 display, your desire of buying it will be
stimulated.

Section 3: Lighting
15. Rate the following from 1 to 5 (1 being completely disagree and
5 being completely agree)

S.No Question 1 2 3 4 5
.
You always pay attention to things covered
1
with strong lighting.
The use of lights in different brightness to
2 decorate the store would stimulate your
preference towards product items.
The use of lights in different brightness to
3 decorate the store would Increase your
possibility of making purchase.
Your interest towards a product can be raised
4
if you can see it clearly.
You would like to buy the product only when
5
you have already checked it clearly.
Mood generated by using dimmed lights
6
increase your interest of shopping.
7 Mood can stimulate your buying intention.
You would make a purchase easily when you
8
are in a good mood.

Section 4: Cleanliness
16. In your opninion, does the cleanliness and the hygiene factors
within a store influence your purchase decision?
1. Yes 2. No 3. Doesn’t matter

17. When deciding which store to visit, do you give more preference
to a store which is neater and cleaner?
1. Yes 2. No 3. Doesn’t matter

Section 5: Demographics:

Age group (in years):

a. Below 20 b. 20-40 c. 40-60 d. 60
& above

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Gender:
a. Male b. Female
Marital Status:
a. Married b. Single
Educational Qualification:
a. Post Graduate b. Graduate c. Others_______________
Employment details:
a. Salaried b. Self Employed c. Housewife d.
Others:_____________
Annual Family Income:
b. Below 3Lakhs b. 3-5Lakhs c. 5-10Lakhs d. Above
10Lakhs

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