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:
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.
 Displays
A display is an arrangement of merchandise
designed to get attention and thus promote
sales.
 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.
 Regular Customer

41%
Yes
No
59%

Most of the Customers are Casual Buyers.

 Attracted by Signage

8% 17%

Always
Often
Sometime
38%
Not at all
37%

Majority of the Customer are often attracted by

Signage.
 Which one of attracts you most?

8%
22%
Window display
16%
Colors
Lighting
Music
15% Fixture
19%
Others
20%

Majority of the Customer are attracted by Window

Display & lighting.
 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