Whatever is Seen is Sold: Merchandise Mantra

Purpose: This paper aims to analyze the effect of the future display to know the changing scenario of the promotion tactics used for sales especially the display matrix and its importance. Design/methodology/approach: A complete of fifty retail stores were personally surveyed with a structured questionnaire. These retailers are spread across the well-developed Mall road area of Bathinda city. Simple statistical analysis like descriptive statistical analysis evaluates the effectiveness of future displays and understands consumers’ level of satisfaction was administered. Findings: The preferences of the consumers indicate their priority for future display. The consumers’ preference of marketplace largely depends on the convenience in purchasing at the marketplace alongside the supply of attractive display, basic amenities, and affordability. Results suggest that the proper investment in retail merchandise with proper planning will help in selling more products with higher margins. It had been found that a lot of times consumers make their purchase on basis of the attractive display of products without an entire search and analysis about the merchandise. Hence, buyers are often attracted to a far better presentation and may pay more prices for it. Research Limitations/Implications: This paper analyses the extent of satisfaction of the consumers under survey concerning future display. The retailers are in a relatively advantageous position in terms of awareness of the effectiveness of future displays. Practical implications: The results may help the retail outlet owners to know the role of future display in an increment of store sales volume so that they will make better decisions within the emerging merchandise techniques as per the predictive retail environment. Originality/value: The subject is comparatively less researched in emerging markets especially where organized retail remains in its early stages.

Exploring The Colonial Era Developments of The Mall Road, Lahore

Lahore, a city with Aurenhammer, is the second largest city of Pakistan. The antiquities of Lahore span over three historic periods including pre-colonial, colonial and post-independence periods. Colonial period laid the foundations of modern Lahore with Indo- Islamic style of architecture. To connect Anarkali with the new British administrative area known as Mian Mir Cantonment, a public road was built that was later named Mall Road. This research paper is a descriptive evaluation of the literature available on Mall Road, Lahore and is an attempt to disclose the concept of this road and to unveil the developments on this promising public road made by the British; hence, it will provide the reader a glimpse of the Mall Road, Lahore. This paper concludes the Mall Road as the representative of a rich urban character and as a hub of different activities which made it the spine of the city during the colonial era.

DOCUMENTING THE ARCHITECTURAL CHARACTERISTICS OF THE CATHEDRAL CHURCH OF THE RESURRECTION, LAHORE

The Cathedral Church of the Resurrection is a spectacular, monumental structure having distinctive features of Gothic architecture located on Mall Road, Lahore. In the nineteenth century, British rulers developed this road as the foremost city centre after they established their government in the area. Other important buildings situated on this road are High Court, General Post Office, Town Hall, Montgomery Hall, Punjab University, Atchison College, churches and cathedrals. Among various structures, the enormity of this Cathedral reflects its glory, in cosmic green meadows. The artistic style of Gothic architecture introduced by the British is truly represented in this monument. Every day, many Christians visit here to perform their sacramental obligations. In addition, the Cathedral includes its adjacent missionary school, known as Lahore Cathedral School. The structure seems to be intact; but, closer examination reveals the reality of major aspect in need of attention. The research was carried out by closely scrutinizing numerous fragments of the Cathedral through surveys and photography. The paper highlights the distinct character of the monument by assessing its architectural features in detail and concluding various measures needed to conserve the monument’s heritage. Keywords: Gothic, architecture, church, monument, Cathedral

SPIRIT OF THE PLACE: EVOLUTIONAND TRANSFORMATION OF ISTANBUL CHOWK, LAHORE

The main focus of this research is the study of Istanbul Chowk, Lahore from the perspective of its historical evolution during the British Colonial period and post partition transformation. This area was known as 'Exhibition Road' during the British times and Patras Bukhari Chowk after partition, named after the famous writer and the former principal of Government College of Lahore. The name 'Istanbul Chowk' was given later, named after the city of Istanbul in Turkey. This is the first chowk or public space on the west end of the Mall Road, institutional in character and an example of 19th century colonial planning. The Mall Road is named after the central street of London, which leads from Buckingham Palace to Trafalgar Square. Ceremonial royal processions pass down the Mall. This road was planned in 1851 by Col. Napier to connect the city with the new cantonment that was 7 miles to the east. The theoretical aspect of 'Colonial spatial imagination' is discussed in connection with the design of this unified urban space in its form and character. The intangible aspects of urban culture contributing towards the construction of 'spirit of place' over a period of time extending into the post partition era have also been explored. This research paper also studies the post partition gradual transformation of this place and identifies the spatial changes and loss of urban heritage which played an important role in forming the identity and spirit of this place. Keywords: Place making, colonial spatial imagination, genius loci, palimpsest, Lahore