1.The major purpose of displays is to excite customer interest in the merchandise.2.Displays can also provide information about the products, show customers how to use or accessorize products, and add to the store image.
CONSUMER BUYING BEHAVIOUR AT REEBOK
PRESENTATION ON<br />THE INFLUENCE OF VISUAL MERCHANDISING ON CONSUMER BUYING BEHAVIOUR AT REEBOK<br />
INTRODUCTION<br />Reebok is an American-inspired, global brand that creates and markets sports and lifestyle products.<br /> The brand is committed to designing products and marketing programs that reflect creativity and the desire to constantly challenge the status quo.<br />
Visual Merchandising<br />Visual Merchandising is the art of displaying merchandise in a manner that is appealing to the eyes of the customer. <br />Visual merchandising includes window displays, signs, interior displays, cosmetic promotions and any other special sales promotions taking place. <br />
Signage:-<br />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.<br /> A good sign provides the most information in the fewest possible words. <br />
Store interiors<br /><ul><li>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. </li></li></ul><li><ul><li>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.</li></li></ul><li><ul><li>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.</li></li></ul><li>Displays<br />A display is an arrangement of merchandise designed to get attention and thus promote sales.<br />
Maximum Customers belong to age group of 26 to 35 years.<br />
Most of the Customers are Casual Buyers.<br />
Majority of the Customer are often attracted by Signage.<br />
Majority of the Customer are attracted by Window Display & lighting.<br />
MAIN FINDINGS<br />Males are the main customers of Reebok as compared to female.<br />Youngsters are the prime customer of Reebok.<br />Customer having annual income 2 to 5 lakhs are the main target Market.<br />There are more occasional customer as compared to regular.<br />Customers are attracted by signage (reduced price, sales promotion etc.)<br />Customers are more concern about brand image and price when buying from Reebok.<br />
<ul><li>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 </li></li></ul><li>