CONSUMER

BEHAVIOUR -
REEBOK
 What is consumer behaviour?
 Study of when, why, how and where people
do or do not buy products.
 Blends elements from psychology, sociology,
social anthropology and economics to
understand decision making process.
 Assess influence on consumers by family,
friends, reference groups and society.
 Consumer plays 3 distinct roles:
buyer/payer/user.
 Consumer Types
 Existing consumers can be segmented into 3
categories:

 Occasional

 Regular

 Loyal
 Factors Affecting
Consumer Behaviour
 Culture- the fundamental determinants of a persons
wants and behaviors acquired through socialization
processes with family and other institutions.

 Social- reference groups, status in the society, and

 Personal- age, self concept, lifestyle, occupation,

 Psychological- perception of the product/brand,

 Buyer
 Impact Of The Store’s
Personality on Consumer
Behaviour
 Store has three broad components

 Actor: consumer who perceives the store.

 Activity: The process of perception.

 Object: The store that is perceived.

 Perception process:
 Need of accord
 Evaluation of Elements

 Store Image: Store as object

 Store Patronage: Behavioral measure,

 Outcome of image
 Store Atmosphere
The design of an environment through visual
communications, lighting, colors, music, and
scent to stimulate customers’ perceptual and
emotional responses and ultimately to affect
their purchase behavior.

 Lighting
 Highlight merchandise
 Structure space and capture a mood

 Energy efficient lighting

 Downplay features
 Color
 Warm colors (red, gold, yellow) produce emotional,
vibrant, hot, and active responses
 Cool colors (white, blue, green) have a peaceful, gentle,
calming effect
 Culturally bounded
 French-Canadians – respond more to warm colors
 Anglo-Canadians – respond more to cool colors

 Music
 Control the pace of store traffic, create an image, and
attract or direct consumers’ attention
 A mix of classical or soothing music encourage
shoppers
 Scent
 Has a positive impact on impulse buying
behavior and customer satisfaction
 Scents that are neutral produce better
perceptions of the store than no scent
 Customers in scented stores think they spent
less time in the store than subjects in unscented
stores
 REEBOK-
SWOT ANALYSIS
 Strength:  Weakness:
 Size & strong brand  Too much reliance
awareness and on retail stores to sell
perception. products.
 Wide range of  poor employment
celebrity associated practices at over seas
sponsorship manufacturing sites
 It's strong position in  heavy dependency
the women's sector on footwear sales.
 Reebok owns twelve  High % of upper
separate companies management
throughout the turnover
world
continued…
 Opportunity:  Threat:
 Result-oriented culture.  Weak department store
 Current plans are to open channels.
over 1,000 new mono-  Chinese products
branded stores including
the introduction of a new
 strong competition.
Women’s Fitness retail
format.
 Reebok is also leveraging
the digital space to
control distribution and
build direct consumer
relationships.
S.T.P Analysis of the Field-Study
INCOME AGE
15000+ 15-30

GENDER
MALE
 Do you prefer branded  How do you gather information
products? about Reebok?
a) Yes b) No c) Not a) Family& friend
often b) advertisement c) personal
experience d) Impulse purchase
e) others
 How would you rate
Reebok ?  Which of these factors affect your
a) 1 b) 2 c) 3 d) 4 purchase decision?
e) 5 a) Assortment b) Brand name
c) Quality d) Ambience
 Which motivates you to go
for Reebok ?  what do you think of product after
a) brand image b) quality purchase? [post purchase
c) price d) comfort e) behavior].
others a) Good b) Excellent
c) satisfactory d) poor
 How do you utilize the  Whether you are a
product? frequent user of the
a) Gift purpose b) product.
Personal use. c) a) Often b) occasional
Maintenance c) not a user d) never
 Which one you will heard of.
prefer?  How would you like to
a) Reebok b) Nike c) dispose the Reebok
Puma d) Others products?
a) Disposing b) keeping
aside c) others
Important Factors to be Considered
Before Purchase
Consumer Willingness to Buy
Market-Share of Reebok Compared
to Other Brands
 Suggestions
 Open more of “coco” stores which will lead to
less dependency on departmental stores.

 Focus more on kids range.

 Focus more on internal management issues.

 Importance to sports apparel.

From the field-study conducted at the Reebok