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Maximizing the Products Display for Purchaser Lucidity and
Alleviation in Circulation to Augment the Sale of Supermarket:
Milieu of Bangladesh
I. Ar. Farhana Choudhury
Lecturer, Department of Interior Architecture
Shanto-Mariam University of Creative Technology, Bangladesh
Abstract
The purpose of this study is to appraise the accessible products display for the purchaser lucidity which may
maximizes offers and actions of business with the alleviation in circulation to augment the random sale in the
arena of supermarket. The study scrutinizes a fundamental research on the context of Bangladesh and especially
for the Dhaka zone. A supermarket, a large form of the traditional grocery store, is a self-service shop offering a
wide variety of food and household products, organized into aisles. It is larger in size and has a wider selection
than a traditional grocery store, but is smaller and more limited in the range of merchandise than
a hypermarket or big-box market. The traditional supermarket occupies a large amount of floor space, usually on
a single level. It is usually situated near a residential area in order to be convenient to consumers. The basic
appeal is the availability of a broad selection of goods under a single roof, at relatively low prices. Other
advantages include ease of parking and frequently the convenience of shopping hours that extend far into the
evening or even 24 hours a day.
Key words: Circulation, Supermarket, Alleviation, Sale, Products, Variation, Lucidity
1. Prologue
Supermarkets usually allocate large budgets to advertising, typically through newspapers. They also present
elaborate in-shop displays of products. The shops are usually part of corporate chains that own or control other
supermarkets located nearby-even transnational-thus increasing opportunities for economies of scale. All the
products displayed in the Shopping Space are consumer products and will be sold to the customers & used by
them. So it’s a requirement to include the flexibility of assemblage, along with maximum exposure for customer
clarity and ease in circulation while designing the Display Units. Durability, cost, maintenance and ergonomics
considerations and effective and efficient circulation for consumers, sales and maintenance personnel are also
should be considered while designing. Many of our Dhaka city customers are now seek for an easy-care lifestyle
based on simple, functional and aesthetics and quality design products. The idea of supermarkets flourished in
the country last decade, fueled by growing urbanization, increasing number of women working outside their
home, and rising per capita income. Under the above circumstance following propositions can be taken care of
Supermarket design is an emerging discipline in Dhaka city.
2. Surroundings on the Cram
Supermarket is a new concept in Dhaka city. The Chain Supermarkets are now a growing phenomenon in city
area. As the customers are increasingly becoming more aware of the conveniences and their own lifestyles, they
are in many cases preferring to go to a Supermarket for their everyday shopping rather than to small
departmental stores around. So, the customer satisfaction is important for growth of this sector. Supermarkets are
set to boom in Dhaka city as the current market players are planning to open several hundred more outlets in the
next few years to cope with the rising demand from the consumers. With a strong 15-20 per cent annual sales
growth, about 30 companies with more than 200 outlets have already made foray into the industry. The annual
turnover of the supermarkets now stands at around Tk 15.0 billion (1500 core). [1]
2.1. Reasons for developing the need of Supermarkets in Bangladesh
The idea of supermarkets flourished in the country last decade, fueled by growing urbanization, increasing
number of women working outside their home, and rising per capita income etc. [2] Many of our Bangladeshi
customers are now seek for an easy-care lifestyle based on simple, functional and aesthetics and quality design
products. Some of the major reasons are described bellow;
2.2. Rapid Urbanization
Population growth rates in Bangladesh are the highest among
the South- and South-East Asian countries. Migration figures give a picture on the affinity of the migrants
towards the bigger cities. [3]
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Figure 1: Population growth rates in Bangladesh
2.2.1. Reasons
Change in the status of towns in different levels accompanied with offices, industries, and academic institutions
attracting people of various professions and the attraction of socio-cultural, educational and health and others
facilities in the city. The concentration of different institution also led to high growth of the educated middle
class.
Figure 2: Number of Total Rural to Urban Migration
2.3. Introduction of Nuclear Family Concept
Urbanization introduced major changes in the system of education and occupation. Western ideas increasingly
infiltrated into the middle-class thinking through their education, in service training and the media- books,
journals and press. This influenced gradual change in the concept of family, life-style and living. Metropolitan
society and the job structure together created preference for nuclear family to replace the traditional joint family.
[4]
2.4. Economic Solvency among the Middle Class
In the middle class sector there has been a definite shift in the financial capacity as well as attitude towards life
in the people of the capital and maybe a couple of other major cities during the last couple of years. Bangladesh's
PPP (purchasing power parity) GNI per capita has steadily increased. People are increasingly spending more for
food, clothes and life style management. This time, the spending spree was observed even in remote northern or
southern districts. Multi-storied shopping malls are coming up at upazila (sub district) level. [5]
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Figure 3: $ 6.0 Billion reportedly alter during the month of Ramadan
2.5. Increasing Woman Employment and Busy life style of Mothers
Now a day’s our life is getting more and more busy so managing a busy lifestyle specially for a working mother
doing all the household things can be merely challenging sometimes. [6] Ten years ago, a majority of the women
workers in Bangladesh worked in the informal sector. However, the demographic structure of the employment
participation in Bangladesh is witnessing a remarkable change. An increasing number of women are working in
the formal sector as entrepreneurs and paid workers, a situation that was not seen in the past.
Figure 4: Labor force status, Bangladesh 1983-2000
2.6. Inconvenience in the Conventional Shopping Practice
Shopping in untidy ambiance such as muddy floor, insufficient space to move, unhygienic arrangement of
product, bargaining process, inconsistence price, a shopper in urban area lose his or her interest to shop in market
and get panicked subsequently. Shopping in the traditional way is no longer a pleasant experience rather
nightmare for shopper. As a result, Shopping mall is getting popularity among urban people. [7]
2.6.1. Unprofessional Attitudes of the Conventional Sellers
Customers in urban area are being deceived everyday by shopkeepers with selling inferior goods, charging
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excessive price and incorrect measurement. In other words, consumers are one sort of hostage to these shoppers,
who form one kind of syndicate and dictate the market. [8]
2.6.2. Unjustified Pricing
The agony of the consumer compound with exorbitant price, inferior quality of the products, and long bargaining
custom in Bangladesh, inaccurate measurement, traffic jam, and so forth triggered by lose of interest for
shopping. Notably, consumers of Bangladesh have always been the victim of deception by the shoppers, who
invariably manipulate the price.
2.7. Time Consumption
Time consumption is another major concept that changes consumer behavior (e.g. People are going into
shopping malls rather than local markets). To avoid unnecessary trips: stores, finding a single place to get all the
needs to run a family and Shop for things in bulk. This in return saves both time and money. All these
requirements for our busy life end up with a good solution that is a well organized modern shopping mall.
2.8. Store Loyalty and Customer Care
The Shopping malls, customers go to have a lot more to do with the customers’ experience than with the prices.
Customers value more about being greeted by the workers then the price tag of groceries. Customer service plays
a huge role for why people go back to the same store. Also, people like how convenience of finding all their
grocery items in the same store. [9]
2.9. Accessibility of credit or debit card
People care about their safety and always try to avoid the hustle of carrying cash. That is why people changes the
local shops and turns towards the shopping malls.
2.10. Parking Facility
Shopping malls are convenient places to shop. They provide shoppers with abundant and secure parking areas.
Shoppers need not drive around for fifteen minutes looking for a parking place, nor need they be afraid to walk
to their cars after they have completed their shopping. [10]
2.11. Over all Factors affecting Customers to shop at supermarket
The very first reason of sample customers to purchase from shopping mall is quality products, products
variety and special products that are 66%, 54% and 52% respectively. The other reasons, by order based on
percentages of the sample customers’ preference, are location (48%), hygienic environment (46%), hassle
free shopping and freshness (36%), competitive price (28%), service and layout of the store (24%). Some
customers like to purchase baby food from the shopping malls as well. All the malls possess their specialty
on gathering certain products by which some of the customer prefers purchasing from the particular store.
[11]
Figure 5: Overall Factors affecting Customers to Shop at Supermarket
3. Intends of the Study
• To provide a contemporary, functionally and aesthetically solved interior of a supermarket
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• Allocation of space to different functional areas and utilization of every inch of it
4. Purpose of the Study
• Space is one of the scarcest resources in Dhaka city. So allocation of space to different functional areas
and utilization of every inch of it is most important factor.
• Giving a modern and modified look to the shopping space. Contemporary, functionally and aesthetically
solved interior of a supermarket.
• Interior space distribution and utilization, circulation, display unit arrangement to highlight each product
equally will be done by following the proper standard.
• A clear and free flowing circulation segmented zoning into fresh section, followed by the dry area which
encompasses non-food, beauty and preserved items. For allowance for browsing and wandering freely to
increased impulse purchases. To enhance visual appeal and flexibility.
• With a stand out storage system to fast replacement of the sold products.
• Some unique features to draw more customer attention will also be added while designing. By using
echo friendly furniture material and blend of colors & shapes.
• Durability, cost, maintenance and ergonomics considerations for consumers, sales and maintenance
personnel will also be considered.
5. Institution of the Study
The study deals with various perspectives to fulfill the designated objectives and to reach the final goal. Thus
successful completion of the job is done by going through the following arrangement of the study report. Chapter
one deals with the introduction of the research topic and some general in formations about Supermarket. It
contains background of the study and a general reason behind selecting the task along with its justification.
Chapter two deals the declaration of the aims and objectives, it also contains the scope of the study along with
constrains and limitations prevailed in completion of the job. Chapter three presents a review of literature on
General history of Supermarket, general Characteristics, Classifications, Supermarket Planning System,
Ergonomics Study, international practice for standard supermarket design. Chapter four deals with the
methodology and procedural approach followed to carry out this study and steps followed for successful
completion of the job through attaining the objectives working behind the whole activity.
6. Supermarket Planning System
Every new development for a supermarket needs planning permission and the developer/ supermarket must
submit a planning application to the relevant local authority. This application must be made public by the local
authority and will have the opportunity to make case against the development. It may seem complex and
intimidating but getting to grips with the ins and outs of the planning process and challenging the supermarkets
through this process may be chance to win campaign. Developer and super marketers will need to accept a
greater variety of scale, design and car parking. With supermarket developments over 2500 Sq.ft gross floor area
regards must be paid to:
• Whether the sequential approach has been adopted
• How local development plans will be affected
• The impact on existing town centers and rural
• Accessibility of both public and private transport
• Overall effect on traffic patterns
• Any significant environmental impact
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Delivery
Stack Room
Work Room Each Floor
Stack room
Controller\Buyer
Staff Entry Sales
Display
Staff Entry
Admin Staff Accommodation
Directors Canteen
Personnel Lockers
Accounts Training
Advertising Customer Entry Rest Room
Medical Care
Figure 6: Plan Analysis of Room and Routes of Customer and Goods in a Supermarket
6.1. Space analysis
Psychology plays a role behind a Supermarket’s floor plan and how consumers shop. Focus groups, sales data
and general psychology have helped to understand shopper habits, which have led to the formulation of effective
floor plans and shelf layouts. Supermarkets use the same basic layout principles to create a general flow to their
Supermarkets that keeps customers efficiently moving through the aisles and purchasing products.
Store Layout Considerations
a. High margin items should be placed in high traffic areas
b. High demand items should be placed in low traffic areas
c. Complementary items should be placed near each other
d. Seasonal needs should be considered
e. Items need frequent restocking should be placed near storeroom or cash registers
f. Complementary items should be placed near each other.
g. Seasonal needs should be considered
6.2. Supermarket Layout and Design Basics
Supermarket Image is the overall perception the consumer has of the supermarket’s environment.
Supermarket Design
1. Storefront Design
2. Interior Design
3. Lighting Design
4. Sounds and Smells: Total Sensory Marketing
6.3. Supermarket Interior Design (Floor plan)
Floor plan is a schematic that shows where merchandise and customer service departments are located, how
customers circulate through the store, and how much space is dedicated to each department.
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6.4. Objectives of the Supermarket Environment
Tasks to create desired Supermarket image and increase productivity:
1. Get customers into the Supermarket (market image).
2. Convert them into customers buying merchandise once inside the Supermarket (space productivity).
3. Do this in the most efficient manner possible.
7. Elements That Compose the Supermarket Environment
Store Planning
a. Allocating Space
Types of space needed:
i. Back room
ii. Office and other functional spaces
iii. Aisles, services areas, and other no selling
iv. Areas of the main sales floor
v. Wall merchandise space
vi. Floor merchandise space
b. Circulation
7.1. Planning Fixtures, Display Units and Merchandise Presentation.
1. Fixture Types
2. Merchandise Presentation Planning
3. Selecting Fixtures and Merchandise Presentation Methods
4. Visual Merchandising
Advantages
1. Low cost
2. Customer familiarity
3. Merchandise exposure
4. Ease of cleaning
5. Simplified security
6. Possibility of self-service
Disadvantages
1. Plain and uninteresting
2. Limited browsing
3. Stimulation of rushed shopping behavior
4. Limited creativity in decor
7.2. Visual Merchandising
“Visual merchandising”, the art of attracting patrons with visual cues, is central to a super marketer’s ability to
generate sales. Visual Merchandising got its start at the turn of the century, when department stores began using
theatrical set design and lighting to create exotic displays. Today, the way the departments are arranged, the
location of the escalators, the lighting--all are carefully planned to earn the store more sales per square foot.
7.3. Lighting Design
Contemporary lighting design requires an in depth knowledge of electrical engineering and the effect of light on
color and texture. The Limited, as many specialty apparel super marketers, has found that lower light levels help
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convey a more fashion oriented image. Good lighting should do more than illuminate space. It can highlight
merchandise, space, display units, and capture a mood that enhance the image of supermarket. A typical 100,000
Sq. Ft. Supermarket has over 1000 light fixtures.
7.4. Visual Communications
1. Name, Logo, and Supermarket Identity
2. Institutional Signage
3. Directional, Departmental, and Category Signage
4. Point-of-Sale (POS) Signage
5. Lifestyle Graphics
7.5. Departmental Signage
Departmental signage serves as the highest level of organization in an overall signage program. These signs are
usually large and placed fairly high to they can be seen throughout the store. Category Signage are smaller than
directional and departmental signage and are intended to be seen from a shorter distance; they are located on or
close to the fixture itself where the merchandise is displayed. It helps consumers negotiate throughout the store
to find the product categories they are looking for. The size of category signage varies widely from a lettering
that is a few feet in height to merely inches.
7. 6. Point-of-Sale (POS) Signage
Point-of-Sale Signage is relatively small signage that is placed very close to the merchandise and is intended to
give details about specific items. POS signage for clearance and sale items tends to be in red to draw a
consumer’s attention.
7.7. Ergonomics Study
Ergonomics (or human factors) is the scientific discipline concerned with the understanding of interactions
among humans and other elements of a system, and the profession that applies theory, principles, data and
methods to design in order to optimize human well-being and overall system performance. Since the evolution of
supermarket design and its impact on productivity have perspective of the structure of the space, entrances,
circulation systems, atmospheric qualities (light and sound) and materiality. The basic idea of ergonomics is to
design the workplace to fit the worker and not change the worker to fit into a poorly designed workplace. So the
design of a supermarket involves to coordinate those standards of supermarket with proper ergonomics.
7.8. Lighting
Lighting can have a dramatic impact on the space. It needs to be functional but also complement the merchandise
as well as emphasize key points throughout the store. The lighting should be layered and of a variety of
intensities and fixtures. Firstly, examine the natural light and what impact it has in the space. Natural light adds
interest and clarity to the space; also consumers also prefer to examine the quality of merchandise in natural
light. If no natural light exists, a sky light can be used to introduce it to the retail space. The lighting of the
ceiling and roof is the next thing to consider. This lighting should wash the structural features while creating
vectors that direct the consumer to key merchandise selling areas. The next layer should emphasize the selling
areas. These lights should be direct but not too bright and harsh. Poor lighting can cause eye strain and an
uncomfortable experience for the consumer. To minimize the possibility of eye strain, the ratio of luminance
should decrease between merchandise selling areas. The next layer will complement and bring focus onto the
merchandise; this lighting should be flattering for the merchandise and consumer. The final layer is to install
functional lighting such as clear exit signs.
7.9. Furniture
Ergonomics and Analysis of Retail Checkout Tasks Other important factors to consider in the design of a retail
checkout workstation are checking stand layout and ergonomics and their physical impact on the cashier. The
physical demands of a cashier’s job include force, repetition, awkward postures and static postures (FMI, 1995.)
In a study of US Commissaries, researchers observed cashiers working, on average, a total of 7.5 hours during a
shift at a check stand, where scanning and weighing items consisted of 5 hours, cleaning scanner window was
done for 0.5 hours, and key pad entry comprised 2 hours of the shift. By law, cashiers must be relieved for a 15
minute break after 1.5 to 2.5 hours of continuous work. While the implementation of bar-code scanners has
improved productivity and efficiency, the physical demands of the scanning action have taken a toll on workers'
health.
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It is also important to acknowledge that a supermarket space must combine both permanent and non permanent
features that allow it to change as the needs of the consumer and merchandise change. By exploring these
standardizations in supermarket design the consumer will be given a thematic experience that entices them to
purchase the merchandise.
8. Methodological Approach
Supermarkets introduced a whole new experience in the shopping of daily needs. They offered quality products
at a stable price in safe and clean environment in order to survive and achieve profitability. Although there are
many factors which relate to customer satisfaction, but this study field tended to emphasize on layout of the
supermarket ,Interior space distribution and utilization, circulation, display unit arrangement to highlight each
product equally by following the proper standard. The purpose of the study is to identify the role of each of the
factors to respond to customer requirements to satisfy customers and what and how they behave in the market
place toward these factors. The totality of their movement toward the factors and attitude, the researcher liked to
demonstrate here. To fulfill the objectives of the research, the entire study has been carried out through an
orderly step by step process. This chapter illustrates these sequential steps.
The Total Procedure of Methodology is represented by the following Flow Chart:
Identification of problem
Topic selection Conceptualization
Literature Review
Formulation of objectives
Selection of the study area
Reconnaissance survey
Collection of Data and Information
Primary Data Collection Secondary Data Assimilation
Questionnaire Survey
Data analysis
Observation
Final Report and Presentation
Interview
9. Case study
Sometimes questionnaire survey cannot explore some matters in details which can be more descriptive through
case study. The selected sample supermarkets were six in numbers namely, Agora, Meena Bazar, Swapno, Big
bazar, Gift village and Family needs. These activities required to gather information includes;
i. Photography
ii. Measuring dimension of the space, circulation, furniture etc
iii. Interviewing the employee, owner for helpful information.
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iv. Discussion with relevant experienced personnel about the topic.
In this way, the abstracting and indexing journals published or unpublished were selected as first place to go.
Academic journals, annual report, BSOA (Bangladesh Supermarket Owners Association) reports, conference
proceedings, government reports, books and finally the current and available information from the newspapers
were tapped depending upon the nature of the problem.
End Notes
The traditional supermarket occupies a large amount of floor space, usually on a single level. It is usually
situated near a residential area in order to be convenient to consumers. The basic appeal is the availability of a
broad selection of goods under a single roof, at relatively low prices. According to Bangladesh Supermarket
Owners Association (BSOA) the supermarkets of Dhaka City can be broadly divided into two groups; Retail
chain Supermarket (With several branches in different areas of Dhaka city) and Neighborhood Supermarket
(May be another one or two branches in the same locality). The idea of supermarkets flourished in the country
last decade, fueled by growing urbanization, increasing number of women working outside their home, and
rising per capita income. So, maximizing the products display for purchaser lucidity and alleviation in circulation
to augment the sale of supermarket concerning the milieu of Bangladesh is destined.
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