CONSUMER BUYING BEHAVIOUR AT REEBOK
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1) Reebok is a global brand that creates sports and lifestyle products and uses visual merchandising to appeal to customers. 2) Visual merchandising includes displays, signs, banners, and promotions to attract customers. Components include signage, store interior and exterior, marquees, banners, and displays. 3) A presentation on the influence of visual merchandising on consumer behavior at Reebok stores found that the majority of customers are male, young adults who are occasional buyers attracted most to signage and window displays.
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CONSUMER BUYING BEHAVIOUR AT REEBOK
- 1. PRESENTATION ON THE INFLUENCE OF VISUAL MERCHANDISING ON CONSUMER BUYING BEHAVIOUR AT REEBOK
- 2. 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.
- 3. 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.
- 4. Components of Visual Merchandising: Signage Store Interior Marquees Banners Store Exterior Displays
- 5. 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.
- 8. A special type of sign is used to display the name of the store.
- 9. An effective marquee must stand out from the other businesses to attract customers.
- 11. These are used increasingly as an inexpensive but colorful , eye-catching means of promotion.
- 12. Banners can be hung from flagpoles , projected from the building or hung flat against the exteriors.
- 14. Maximum Customers belong to age group of 26 to 35 years.
- 15. Most of the Customers are Casual Buyers.
- 16. Majority of the Customer are often attracted by Signage.
- 17. Majority of the Customer are attracted by Window Display & lighting.
- 18. 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.
- 20. 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.
- 21. Non-working women were the ones who were much influenced by signages.
Notes de l'éditeur
- 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.