THE INFLUENCE OF VISUAL

MERCHANDISING ON CONSUMER BUYING

BEHAVIOUR AT REEBOK
 ABOUT
REEBOK
 Type Subsidiary of Adidas
 Founded 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 un-
reachable.
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 Weakness
• Strong Brand names • Lack of products for
like Hexride,Dmxride price sensitive
etc. customers.
• Rich Product Mix • Supply in certain
• Good market area is very
penetration. irregular.
• Better customer • Poor signage and
service.
display is making
the routes week for
 Opportunities
It is observed that in
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
Threats
 There are lot of competitors of
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
GenderDistribution
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% Above 8 lakh
38%

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
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.
 50 45
45 43
40 38
35 35
35 Rating 1
29
30 26 27 Rating 2
25 24
25 22 23 Rating 3
20 20
20 18 17
15 15 15 Rating 4
14
15 12 12 12 11 10 Rating 5
10
10 8 8
5 6
5
0
Store Front Display Lighting 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%

Price
26%
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.