PRESENTATION ON

THE INFLUENCE OF VISUAL MERCHANDISING ON CONSUMER BUYING

BEHAVIOUR AT REEBOK

INTRODUCTION

Reebok is an American-inspired, global brand that creates and markets sports and lifestyle products.

The brand is committed to designing products and marketing programs that reflect creativity and the desire to constantly challenge the status quo.

Visual Merchandising

Visual Merchandising is the art of displaying merchandise in a manner that is appealing to the eyes of the customer.

Visual merchandising includes window displays, signs, interior displays, cosmetic promotions and any other special sales promotions taking place.

Components of Visual Merchandising:SignageStore InteriorMarqueesBannersStore ExteriorDisplays

Signage:- Signage is a critical part of interior display and

point –of-purchase promotion. Store signage that communicates a sales message can make up for a lack of sales personnel.

A good sign provides the most information in the fewest possible words.

Store interiors Store interior is an important element of a store concept.

The industry, product selection, price segment, customer group and company vision form the foundation of the concept.

Marquees :- A special type of sign is used to display the name of the

store.

An effective marquee must stand out from the other businesses to attract customers.

It can be used to announce a change in season, sale, a

special event or a promotion.

Banners:-

These are used increasingly as an inexpensive but colorful , eye-catching means of promotion.

Banners can be hung from flagpoles , projected from the building or hung flat against the exteriors.

Where many signs compete for customer’s attention , design and logo become more important . They should be unique, noticeable and readable.

DisplaysA display is an arrangement of

merchandise designed to get attention and thus promote sales.

Maximum Customers belong to age group of 26 to 35 years.

Age Group

31%

34%

26%

9%

16-25

26-35

36-45

45-60

Most of the Customers are Casual Buyers.

Regular Customer

41%

59%

Yes

No

Majority of the Customer are often attracted by Signage.

Attracted by Signage

17%

37%

38%

8%

Always

Often

Sometime

Not at all

Majority of the Customer are attracted by Window Display & lighting.

Which one of attracts you most?

22%

15%

20%

19%

16%

8%Window display

Colors

Lighting

Music

Fixture

Others

MAIN FINDINGS Males are the main customers of Reebok as

compared to female.Youngsters are the prime customer of

Reebok.Customer having annual income 2 to 5 lakhs

are the main target Market.There are more occasional customer as

compared to regular.Customers are attracted by signage (reduced

price, sales promotion etc.)Customers are more concern about brand

image and price when buying from Reebok.

Most of the customers believe that Puma can be a substitute of Reebok.

Moreover, in terms of gender response it was found that women were more influenced by signages as compared to men in making their purchase decisions.

Non-working women were the ones who were much influenced by signages.

The degree of attractiveness of different elements in decreasing order is Display > Store Front> lighting > Interior Design> music >color