THE INFLUENCE OF VISUAL MERCHANDISING ON CONSUMER BUYING BEHAVIOUR AT REEBOK

ABOUT REEBOK
 Type  Founded

Subsidiary of Adidas 1895, Bolton, England  Headquarters Canton, Massachusetts, USA  Industry Sportswear and Sports Goods  Products Footwear, Accessories, Sportswear  Website http://www.reebok.com

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.

REEBOK'S VISION & MISSION
Fulfilling Potential Reebok is dedicated to providing each and every athlete – from professional athletes to recreational runners to kids on the playground - with the opportunity, the products, and the inspiration to achieve what they are capable of. We all have the potential to do great things. As a brand, Reebok has the unique opportunity to help consumers, athletes and artists, partners and employees fulfill their true potential and reach heights they may have thought unreachable. Always Challenge and Lead through Creativity At Reebok, we see the world a little differently and throughout our history have made our mark when we’ve had the courage to challenge convention. Reebok creates products and marketing programs that reflect the brand’s unlimited creative potential.

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:
Signage Store Interior Marquees Banners Store Exterior Displays

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.

STORE EXTERIORS
 The exterior

appearance of a store silently announces what customers can expect inside.  Good exterior visual merchandising attracts attention,creates interest,and invites the customer into the business.

Displays
A display is an arrangement of

merchandise designed to get attention and thus promote sales.

Displays: Types of Displays

Types of Apparel Display Fixtures

Gondola

Straight Rack

Rounder

Four-Way

Element of store interiors

Atmospheric:Lights Music Color Fragrance

CONCEPT OF VISUAL MERCHANDISING

VM
AIDA
Attract Interest Desire Action

“Attractive displays attract and stimulate .This, in turn, creates desire and behavior-that of increased sales”.

VM helps in:
Educating the customers about the product/service in an

effective and creative way. Drawing the attention of the customer to enable him to take purchase decision within shortest possible time. Visual merchandising also helps to increase the Sales. Visual merchandising is a silent seller & it gives an appeal to the customer for buying. It helps create positive customer image. It encourages impulse buying .

SWOT Analysis of Reebok

• • •

Strengths Strong Brand names • like Hexride,Dmxride etc. Rich Product Mix • Good market penetration. Better customer • service.

Weakness Lack of products for price sensitive customers. Supply in certain area is very irregular. Poor signage and display is making the routes week for

Opportunities
It is observed that in

Threats
 There are lot of competitors of

some newly establishing areas many new Outlets are opening; Reebok needs to concentrate on this new outlets and can gradually increase its sale in these area. There are huge potential in footwear and apparel industries

Reebok so that the pressure on the company to provide the better service to the client.  Market is too sensitive.  Its competitors are availing more & more services or facilities, which the company is not availing, which attract the customers towards other competitors.

RESEARCH METHODOLOGY
A. PROBLEM DEFINITION  “Identifying the influence of Visual Merchandising on Sales.” B. PROBLEM ENVIRONMENT  The environment under study is Reebok Store Hazratganj, Lucknow. C. SAMPLE SIZE: 100 D. SAMPLING TECHNIQUE: Convenience Sampling E. QUESTIONNAIRE DESIGN  The questionnaire was based on multiple-choice questions and dichotomous questions. F. DATA COLLECTION  Data Collected through questionnaires. G. RESEARCH PROBLEM  “How does Visual Merchandising influence the consumer buying behavior?” H. RESEARCH DESIGN  Exploratory Method

RESEARCH OBJECTIVES AND SUB-OBJECTIVES
OBJECTIVE“Identifying the influence of Visual Merchandising on consumer buying behavior” SUB-OBJECTIVEAcknowledging Brand awareness of Reebok. Analyzing the main target market. Determining the Footfall at Store Increasing customer concern about shopping.

Data Analysis And Interpretation

Analysis of Footfall
(From 25-6-09 to 16-7-09) Total 22 days Total No. of Customer Visited the Store = 384 No. of Customer Converted = 167 Conversion Rate = 43.48 % No. of Footwear Sold = 78 No. of Apparel Sold = 91 No. of Accessories Sold = 74 Total Sales = Rs. 3, 29,698   Average No. of Customer visited the store daily = 17 Average No. of Customer Converted daily = 7 Average Sales (per day)= Rs. 14,986

Gender Distribution Gender Distribution

34% 34%

Male Male Female Female
66% 66%

Most of the Customers who visited the Store

are Male

Age Group

9% 31% 26%

16-25 26-35 36-45 45-60
34%

Maximum Customers belong to age group of

26 to 35 years.

Annual Income

15%

18%

Upto 2 lakh 2 lakh to 5 lakh 5 lakh to 8 lakh
29% 38%

Above 8 lakh

Majority of the Customers have the annual

income from 2 lakh to 5 lakh.

Regular Customer

41%

Yes No
59%

Most of the Customers are Casual Buyers.

Attracted by Signage

8%

17%

Always Often
38% 37%

Sometime Not at all

Majority of the Customer are often attracted

by Signage.

Which one of attracts you most?

8% 16%

22%

Window display Colors Lighting Music
15%

19% 20%

Fixture Others

Majority of the Customer are attracted by

Window Display & lighting.

50 45 40 35 30 25 20 15 10 5 0 Store Front Display Lighting 35 25 18 12 10 26 24 22 20 8 38 27

45

43 35 29

Rating 1 Rating 2 Rating 3

23 15 8 12 15 12 5

20

17 14 6

15 11 10

Rating 4 Rating 5

Music

Color

Interior Design

The degree of attractiveness of different elements of

VM in decreasing order are Display > Store Front> lighting > Interior Design> music >color

Attributes

11%

27%

26%

Price Brand image Service Others
36%

Majority of the Customer’s buying is affected

by Brand Image.

substitute of Reebok

11%

26%

Adidas Puma
29%

Nike Others
34%

It was found that Majority of the Customer

believes that Puma is a Competitor of Reebok.

MAIN FINDINGS
conti…..

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

RECOMENDATION
Create an emotional connect between the

viewer and the display. Get the customer to pause and “shop” the selling floor. Establish, promote, and enhance the store’s visual image. Entertain customers and enhance their shopping experience.

Introduce and explain new products. The styles and code to the brand should

change as clientele advance and grow. Thus, we can say that companies which want to make their brands No. 1 should adopt the above findings in their Visual merchandising.

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