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 weve had the courage to challenge convention. Reebok creates products and marketing programs that reflect the brands 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 ofpurchase 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 customers 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

Activity of promoting the sale of goods,

especially by their presentation in retail outlets.

This includes combining product, environment, and space into a stimulating and engaging display to encourage the sale of a product or service.
Visual merchandising is the art of implementing

effective design ideas to increase store traffic and sales volume.

Objectives of 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 area is very irregular. Good market penetration. Poor signage and display is making the Better customer routes week for the service. Sale of Reebok

Opportunities
It is observed that in some

Threats
There are lot of competitors

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

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 SUBOBJECTIVES

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

34%

Male Female
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 Sometime

38% 37%

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 38 27

45

43 35 29

Rating 1 Rating 2 Rating 3

23 20 15 8 8 5 12 15 12 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 Customers 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
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.

conti..

Males are the main customers of Reebok as compared

 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 stores 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.