COMPANY PROFILE OF DECATHLON

Decathlon(Sports For All / All For Sports)

Decathlon is one of the world's largest sporting goods retailers.Decathlon started with a store in
Lille France in 1976, founded by Michel Leclercq. It started to expand abroad a decade later,
to Germany in 1986, Spain in1992, Italy in1998, Portugal, the United Kingdom in
1999, China in 2003, India in 2009, Malaysia in 2016 and Southeast Asia in 2012. Today, there
are more than 1100 stores in 38 countries. The company employs more than 78,000 staff from 80
different nationalities.

The retailer stocks a wide range of sporting goods, from tennis rackets to advanced scuba
diving equipment, usually in large superstores which are sized at an average of
4,000m².Decathlon Group also owns over 20 brands, with research and development facilities all
over France to develop the latest innovative designs, registering up to 40 patents per year. Each
brand represents a different sport or group of sports, with a dedicated product development and
design team.

Locations of Decathlon

1000+ stores are located globally, in the following countries.

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 Belgium: 26 stores
 Brazil: 21 stores

 Bulgaria: 4 stores

 Czech Republic: 11 stores

 China: 169 stores

 Croatia: 5 stores

 France: 303 stores

 Germany: 33 stores

 Hungary: 18 stores

 India: 47 stores

 Italy: 108 stores

 Kuwait: 1 store

 Malaysia: 1 store

 Netherlands: 10 stores

 Philippines: 1 store

 Poland: 45 stores

 Portugal: 28 stores

 Romania: 17 stores

 Russia: 41 stores

 Slovenia: 1 store

 South Africa: 1 store

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 Slovakia: 4 stores

 Spain: 144 stores

 Singapore: 3 stores

 Sweden: 2 stores

 Turkey: 19 stores

 Taiwan: 9 stores

 United Kingdom: 25 stores

 United States: (closed 2006)

 Lebanon: 1 store

 United Arab Emirates: 2 stores

 Morocco: 4 stores

 Thailand: 9 stores

 Mexico: 2 stores

 Colombia: 1 store

 Serbia: 1 store

 Tunisia: 1 store

 Australia: Opening soon.

 Ghana: Opening soon.

 Israel: Opening soon.

 Ukraine: Opening soon.

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Online delivery has been introduced in Belgium, France, Netherlands, United Kingdom,
Germany, Turkey, India, Japan, Italy,Singapore, Spain, Brazil, Portugal, Romania, Ireland,
Mexico, Australia, and recently, Vietnam.In India, Decathlon products can be bought directly
through their stores subsequent to change in India's FDI policy and approval for Decathlon in
February 2013. In addition to this, Decathlon products are also available online through their
online resellers.

In late 2016, an online only delivery service has been introduced in Tunisia as preparations to
open the first store in Tunis have already started. The first store is set to open sometime in 2017.

In February 2017, to open the first store in Bogota, Colombia in the mall Parque La Colina.

Brands And Its Usage In Different Fields

The retailer develops and sells its own brands. Each sport or group of sports has a separate brand
name:

 Aptonia - Nutrition and Healthcare

 Artengo - Racket Sports

 B'Twin - Cycling

 Caperlan - Fishing

 Domyos - Fitness, Gym, Yoga, Dance,

 Fouganza - Horse Riding

 FLX - Cricket

 Geologic - Target Sports such as Archery, Darts and Petanque

 Geonaute - Sports Electronics

 Inesis - Golf

 Kalenji - Running

 Kipsta - Team Sports

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 Nabaiji - Swimming

 Newfeel - Walking and Urban Wear

 Orao - Eyewear and Optical Accessories

 Outshock - Combat Sports

 Oxelo - Rollersports, Skating and Scooters

 Quechua - Hiking, Camping and Outdoor Gear

 Simond - Mountaineering

 Solognac - Hunting

 Tribord - Watersports

 Wed'Ze - Skiing and Snowboarding

Economic review

Its success has greatly contributed to the decline of independent retailers in France, while the
spread of its own brands has caused great difficulties for traditional manufacturers. 2008 was a
record year for the company as the brand Decathlon had beaten all its competitors on three key
points: margin, market share, and highest turnover per square meter of retail space. It is arguably
the third at a global level. A 2008 survey of 774 catchment areas at the request of the Ministry of
Economy and Finance shows that "for sporting goods, Decathlon is dominant in 92.8% of
zones".This dominant position has the effect of marginalizing its commercial competitors,
including independent retailer.

Comparison of Decathlon to other sports suppliers

In 2009, Decathlon's sector rivals, Go Sport (fr) and Sport 2000, joined forces to set up a
common purchasing centre in Switzerland, intended to "pressurize most of the major

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international suppliers", according to François Neukirsh, Managing Director of Go Sport, in the
newspaper Les Échos. Otherwise, the company does not have significant competition due to their
specific target audience in mass-market retail. Intersport is also a major competitor mainly in
European market.

“DECATHLON MAKES SPORT ACCESSIBLE FOR THE MANY

70 SPORTS UNDER ONE ROOF”
Decathlon‘s motto of making sport accessible for the many, is not just a mission statement, of
our French sports company Decathlon, its a way of life. The company was founded in 1976 and
offers 70 sports under one roof. No matter what age, spending power or sports ability, everyone
can find the right product for them from a mountain bike to a surfboard. With its 20 own brands
alone the company has more than 35,000 different products sold by more than 1000 retail stores
in 30 countries. All that with a low price and high quality. This is possible as Decathlon’s supply
chain includes product creation, research and development, logistics and of course retail.
Each passion brand has their own research development team pushing innovative products that
ensure customer needs are met both technically and aesthetically.
The company’s head quarter is based in Villeneuve-d'Ascq, Lille (North of France) and is home
to 530 products engineers and 150 product designers who create around 2800 new products and
40 patents on a yearly basis. The surfboards for example are developed and tested in Hendaye, a
town along the atlantic coast (South of France) and sold exclusively through DECATHLON
retail - as all the passion brand products.
In the UK the company has 28 stores. Each one of them is designed to enable the customer to try
the products in store. For example indoor test areas for scooters can make the shopping
experience a family event/day out. Children are cycling through the aisles or playing football
with their friends on the outdoor ground offered by some of the larger stores. Simultaneously
parents have time to explore the large offer of the store.
Large products like tents, table tennis tables and fitness machines are on display so can be tried
and then taken away in a box. Additionally, many stores offer cycling trainings, pony 2008 riding
or inline skate courses on a regular basis. Trying a new sport has never been so easy!
Shopping in Decathlon is quick and easy. The products have signs that make it easy to
differentiate the use and ability level of each product. In addition there is a team of sports

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advisors who are happy to spend time with each customer to advise as well as carry out repair
and/ or maintenance on the sports products.
Everyone who doesn‘t have a store near them at the moment in the UK can shop online.
Decathlon offers, the click and collect service, so that the products can be ordered to home or for
free to the store. Alternatively, customers can browse the full online catalogue through the range
plus screens (touch screens) in store. There they can nd other delivery methods, more colours, or
products that better suit their sporting ability - easily orderable by themselves. The aim of all
digital services is to make the shopping experience as comfortable and easy, as possible.

Decathlon Purpose

1. “Together, create desirability and make the pleasure and benefits of sports accessible to
everyone”.

2. “Involving all sports under one roof, DECATHLON promotes accessibility to the sport”
Accessibility by price while maintaining a high exigency on the development of the quality
of our products.Simple stores, optimal logistics, efficient organizations and an ongoing
commitment to control costs and allow us to decrease regularly the prices for our products.

3. “Accessibility by a wide range of sports products”.

Our own brands called Passion Brands such as Quechua, b'Twin, Kipsta, Nabaiji…that
generate loyalty thanks to their value for money ratio: safety, use, style, instruction for use,
availability…
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 The famous International sport brands create and design affordable and qualitative products
to practice sports.

Beyond these products, DECATHLON also offers many services to repair the sport
equipment. And also a customer card, the gift card... (messages the details about our services)
A fast and pleasant store thanks to self informed choice and assistance from helpful and
friendly sports sales assistants

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 Decathlon propose sports events in the stores or in the free playgrounds. These free events
allow our customers to discover sports and have fun, and speak with other sports enthusiast

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 · Finally, Decathlon China, it is above all 4,000 people passionate about sports that
contribute daily to the satisfaction of our customers and are the primary asset of the Company.

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Decathlon Vision

"Make the pleasure and benefits of sports accessible to all."

Decathlon, a network of innovative retail chain and brands providing enjoyment for all sports
people.At Decathlon, 70,000 of us live our common Purpose on a daily basis: “to make the
pleasure and benefits of sport accessible to all”. In every country where we are present, we share
a strong and unique company culture, reinforced by our two values: Vitality and Responsibility.

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At Decathlon, we place innovation at the heart of our activities: from research to retail, including
design, production and logistics. Our twenty Passion Brand teams channel all their energy in to
developing technical, good-looking and simple products, always at the lowest possible prices.

These products are aimed at all sports enthusiasts, from beginners to experts, and are sold
exclusively at Decathlon.

Decathlon Mission

 Decathlon‘s motto of making sport accessible for the many, is not just a mission
statement, of our French sports company Decathlon, its a way of life.
 Decathlon makes sports accessible for many throughout the world, Decathlon team mates
share a common culture rooted in their passion for sport.
 Designing products for sportspeople, making them available wherever they are needed, in
our stores and online, at the lowest prices.
 Every sport under one roof Spaces for trying out and playing different sports Up to 70
sports per store, on areas ranging from 1,000m2 to 12,000m2.
 Corporate and social responsibility commitments 38 Sustainable preservation of our
environment, a playing field for sportspeople everywhere, and a commitment to
controlling our environmental impact.

Core Values

 Vitality
Vitality is Life, intense activity, energy, drive and vigour. Our employees are full of
vitality as they have, first and foremost, a positive mindset and are bursting with energy.
They are enthusiastic, they love creating and innovating, and relentlessly strive to
improve and make things around them change.
 Responsibilty
Being responsible is about making decisions and making sure they are acted upon. Our
employees are fully responsible for their decisions, both in terms of their team and their
customers. Responsibility is also about anticipating the challenges facing society
orienting our actions towards sustainable development. And it is also our responsibility to
guarantee the safety of our customers and employees all over the world.

HISTORY OF DECATHLON

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Decathlon: How it all began
Decathlon has spent the last 40 years innovating with the aim of making sport accessible to all.
The company’s founders, Benoît, Didier, Hervé, Nicolas, Stanislas and Stéphane, are passionate,
bursting with energy and common sense, and driven by Michel Leclercq’s vision. They talk
about how our company first started and subsequently expanded worldwide, growing from 7 to
70,000 employees.
In 1976, the AS Saint-Etienne football team turned France green with their epic European tale,
Guy Drut hoisted the Tricolor at the pinnacle of athletic achievement, and a certain Bernard
Hinault amassed an impressive stash of amateur titles. Sport has always been high on the agenda
in France, and it’s becoming more popular all the time. It was during this boom in sporting
federations and clubs, which boasted seven million members, that the Decathlon adventure
began, in the car park of the Auchan shopping centre in Englos, about thirteen miles from Lille.

The first Decathlon store, near Lille in France

9,999 Francs and a pair of socks

The very first Decathlon opened its doors on 27 July 1976. It soon had everyone talking: a store
dedicated exclusively to sport was something of a revolution! For the very first time, people who

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enjoyed playing sport could find a wide range of equipment and clothing all under one roof and
at extremely competitive prices. On the company’s first day of trading, 27 July 1976, word was
quick to spread. “When we closed for the day, we quickly counted our takings: 9,999 Francs!”
remembers BenoîtPoizat. “We bought a pair of socks to make it 10,000!” Decathlon found its
style and its customer base, and soon took off.
Tens of thousands of employees have since jumped on board. This pioneering team of “friendly
nutters”, as BenoîtPoizat likes to refer to them, saw that the passion for sport remained
undimmed. There were setbacks, of course, but each obstacle was viewed as an opportunity.
There is no shortage of examples where Decathlon has bounced back. “In the months leading up
to the opening, when we were holding initial meetings with our suppliers, the store hadn’t even
been built. We met them in a dilapidated house, and had to sound convincing. If they arrived
when it had been raining, they had to come in through the window, as the door had swollen! At
that time, our first store was still just a blueprint, but the unique Decathlon spirit was already a
reality,” says Benoît, with a knowing smile.

Benoît and the ducks

Evolution of Decathlon

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At the beginning of 1976, StanislasErnoult returned from a round-the-world trip. He had heard
from his sporty friends about Michel Leclercq’s project and decided to apply. “I had done three
years of business studies, but meeting Michel was when it all clicked into place. From the outset
he gave us an enormous amount of autonomy and required us to be pragmatic, both constantly
and in the future.” The challenges started to pile up: selecting products, managing supplier
relations, drawing up budgets, and – not a simple task – choosing a company name. Michel
Leclercq consulted with his employees. “We had lots of brainstorming sessions,”
remembers StanislasErnoult. Pentathlon, Triathlon, Décathlon, Marathon, Sportland and
Sportmarché were all thrown into the ring. There was a veritable string of names! “I think there
must have been several dozen. We took our time. In the end, Decathlon encapsulated the ten
main sports we wanted to feature in our store.” Decathlon it was. “But, to prevent a future
competitor from pinching one of the other suggestions at a later date, we also registered
exclusive rights to those too!” continues Stan. A decade on and the group was building small
city-centre stores under the name Marathon, before these same stores became Decat’ stores that
we see now.

From the very beginning, the company decided to locate wherever there was customer demand,
in stores of varying sizes and on different land types, but always under the same name.
Decathlon became synonymous with “All sports under one roof”.

Decathlon products
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It was officially in 1986 that the business created, designed and manufactured the first ever
Decathlon products. This marked the beginning of the Passion Brands story. When it first opened
in 1976, Decathlon was in fact already selling an own-brand product: the Decathlon bicycle, that
you can still sometimes see out and about! “To start with, manufacturers weren’t keen to sell us
their products,” remembers BenoîtPoizat. We took them to court and, one by one, they agreed.”
Given the initial refusal by major manufacturers to supply Decathlon, taken aback as they were
by our small margins, StéphaneDelesalle, cycle department manager in our first store, had the
idea to go and see Leleu, a bicycle manufacturer in Lomme, near Lille. “Would it bother you if
we stuck our name on it?” Not at all. And Leleu was happy to produce the first cycles ever to go
on sale at Decathlon. At that time, they came in just one colour: grey. “But they were available in
all sizes,” remembers BenoîtPoizat. This was something that other cycle manufacturers simple
weren’t doing. Marketing–without knowing it. Metallic grey Decathlon bikes were instantly
recognisable from afar.” It was success guaranteed, and the start of steady growth.
These pioneering years have already illustrated Decathlon’s entire philosophy. “We did it in ’76
and we’re still doing it in 2016: taking our customers’ side by building on our core values – that’s
the secret,” explains BenoîtPoizat. “In our line of business, we’re pretty sure that in the week
following a purchase, our customer is in a changing room or stadium somewhere. If they’re
impressed by our services and products, they’ll tell those around them that Decathlon is great!
DIY doesn’t have a changing room, and neither does food and drink, but sport does! It’s a
valuable growth market, but we’ve been both demanding and disciplined in our approach. From
novices to top level sportspeople, and from children to seniors, sport for all is not wishful
thinking but a reality.” Decathlon: the home of specially designed products that are both user-
friendly and safe, fulfil a specific sporting need and represent unbeatable value.

Decathlon Growth
Our rise through the years are given below:-
1976- Decathlon founder Michel Leclerq opens 1st store in Englos, Lille.

1986-Launch of Decathlon Production, designing and manufactoring our products.

1996- Decathlon creates in house brands Tribord (water sports), and Quechua (Mountain Sports).

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1999-Decathlon opens its 1st store in the UK in Surrey Quays, London.

2003-Decathlon heads East and opens 1st store in China, in Shanghai.

2005-The Decathlon Foundation is created to assist with making sport accessible.

2011-Decathlon.co.uk website is launched!

2013-Decathlon UK opens its first warehouse in Northampton.

2015-Decathlon Creation is produced to provide an innovation platform for customers.

2016-Decathlon has expanded to over 1,095 stores worldwide

2017-Decathlon UK will open its 30th store and employ over 1,100 people

DECATHLON TURNOVER
Decathlon revenues exceed 10 billion euros in 2016.Marking 40 years of operation, Decathlon
is in good shape. The French sporting goods retailer revealed on Monday a 12% lift in revenues
during 2016 (+4.4% on a like-for-like basis), reaching 10 billion euros, excluding taxes.
Decathlon In France, the chain store, which opened eight additional domestic outlets over the 12
months, recorded a sales growth of 2.2%, or 3.3 billion euros. Online sales for the year
represented 4.1% of total revenues, compared to 3.1% in 2015, it said.
Decathlon revealed international sales represented 67% of total revenues. The chain opened an
extra 164 outlets, and entered five new markets (Mexico, Ivory Coast, Malaysia, Singapore and
Slovenia) in 2016, taking its reach to 28 countries and 1,176 stores (including franchises).
France remains Decathlon's biggest retail market by far with 301 stores, followed by China and
Taiwan (214) and Spain (149).

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 VISUAL MERCHANDISING

Introduction

Visual Merchandising is everything the customer sees, both exterior and Interior, that creates a
positive image of the business and results in attention, interest, desire and action on part of the
customer” There is a growing recognition of the need for an effective Visual Merchandising. But
even as it continues to grow, the understanding of Visual Merchandising impact and effectiveness
is still in its infancy.

The study is based on how the visual merchandising components such as Color and Lighting,
Props and Decorative items, Fixtures and Hardware, Store Design and Display and overall
ambience of the store plays a crucial role in influencing the purchase decision making of the
customer..

The ambience of the store is a very important element in Visual Merchandising as it influences
consumers in purchase decision.

A customer is highly influenced by the look and feel of the store Visual merchandising when
used effectively is no doubt a powerful tool to entice customers in making a purchase decision.
Visual merchandising will lead to impulse purchase of the product.

Impact of Visual Merchandising on Sales at Decathlon Store

Visual merchandising is the practice in the retail industry of developing floor plans and three-
dimensional displays in order to maximize sales.Both goods and services can be displayed to
highlight their features and benefits. The purpose of such visual merchandising is to attract,
engage, and motivate the customer towards making a purchase. Visual merchandising commonly
occurs in retail spaces such as retail store.
In the beginning of twenty-first century, visual merchandising is forming as a
sсience. Nowadays, visual merchandising became one of the major tool of business promotion
which is widely used to attract customers and increase sales.

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CONTRIBUTION TO RETAIL BRAND STRATEGY
Visual merchandising contributes to a brand's personality and the characteristics associated with
the brand. The design of the store should reflect this as part of their retail brand strategy. This
includes the in-store environment and brand communications used such as signage and images
displayed in-store. These visual elements all play a part in building a retail brand and therefore
they help a brand differentiate itself from its competitors, create brand loyalty, and allows for a
brand to place premium pricing on their products. Part of the brand strategy used in visual
merchandising is research into the brand's target market to find out what their customers’ values
and self-images are. This information can allow the retailer to cater the design of a store and their
advertising to match their consumers.
Methodology
a) Techniques
Visual merchandising supports retail sales by creating environments to further maximize growth,
opportunity, educate customers, and easily stretch brand image.In order for retailers to gain an
important competitive advantage in the marketplace, visual merchandising is an important factor
and an effective way of adding value to their brand. Visual merchandising communicates with

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customers through elements that stimulate their senses such as lighting, music, aromas, and
television screens.
The environment in which a consumer is in can influence the purchasing
decisions they make. Research shows that stores that do not communicate well with their
customers, such as the retail store having a poor layout can cause customers to incur psychic
costs, and may lead to customers being deterred from shopping again as overall shopping
pleasure has been reduced. The physical environment is a primary objective in communicating
with customers in retail. Research from Thaler shows that consumers are more willing to pay a
higher price for a product if the product is purchased in a more favourable environment. This
makes customers become more accepting of the higher price, rather than if it were to be sold in
an old rundown store. Customers can form an important bias of the merchandise quality based
on the retail store design environment, and even factors such as employee's interpersonal skills
and how they are treated.
Visual merchandising consists of mainly two techniques; interior and exterior
displays, also known as in-store design. The goal of these two techniques is to attract the
attention of consumers, entice them into the store, to keep them in the store as long as possible,
and influence purchasing decisions. A recent study has found that these two techniques have the
greatest effect on impulse buying; therefore, they are important aspects for the retailer. In-store
design techniques can be used to enhance the store environment, influencing consumer
behaviour and purchasing decisions. In-store design is a technique, which can be used to
enhance the atmosphere of the store and the overall store environment. Having a visually
appealing store design can simulate the representation of the brand and attract customers.
Efficient, customer friendly environment makes shopping easier for consumers, which
encourages buying and, most importantly, reassures repeat purchasing.

b)Interior displays
In-store visual merchandising can be used to capture the attention of consumers whilst they are
in the store, which essential in the buying decision-making process. To capture the attention of
the customer, the retailer must consider the customer's needs during this process. Factors that
contribute to the overall in-store design include; the store layout, store design, point of purchases
displays, item display, assortment display, and signage. When applied successfully to a store,

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these factors can meet the needs of the consumer and provide a positive in-store purchasing
environment.

In Decathlon, interior displays are displayed according to the demand of the products by the
customers in different types of season. Like in monsoon season, pools are displayed; indoor
badminton nets are also displayed.

In the above diagram we can easily see the interior display of the decathlon store.

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c)Store layout
The layout of a store is a significant factor for the maintenance of a thriving business, which can
help advance sales and profitability. An effective store layout encourages consumers to shop the
entire store and view an extensive assortment of merchandise.

In Decathlon, layouts are segregated according to brand. Quechua, B-twin and Domyos as these
three brands contribute highest turnover to decathlon. The space provided to them is more than
as comparative to others. Other brands are provided less space.

B-Twin (Cycling Department) layout space

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 Kalenji (Running department) Layout space
From the above two diagrams we can easily differentiate that cycling department is given
more space than the running department.

d)Mannequins
Mannequins are used by apparel retailers to display their products in-store and in the window
display. They are a tool used to show consumers what their products look like on a person. The
mannequins will commonly be styled to match trends as well display the latest products
available. A study found that retailers projected an ideal image to consumers with the size and
proportions of the mannequins. This is used to further reinforce the characteristics of their target
market. However, consumers found the size of mannequins to be unrealistic but would give a
favorable response to the mannequins when they were headless. This was because the
participants in the study found the faces of the mannequins unrealistic and could not relate to
them. Therefore, it is important for retailers to understand the thoughts and opinions of
consumers on visual stimuli such as mannequins so they can create a more desirable shopping
environment for the consumers.

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In Decathlon, mannequins are used for the folded apparels, so that the customers will easily see
the apparels and they will choose the sizes what they want to buy.

From the above diagram, we can see that mannequins are used for the folded apparels.

e)Point of purchase display

Merchandise must be visible, easy to access, and there must be a range of merchandise to choose
from. Having visible merchandise is essential for retailers as consumers to not only "buy what
they see" but are also able to tangibly engage with the physical product. This creates an
emotional connection, which can drive the customer to purchase the product. Considering these
elements when merchandising gives the customer a sense of freedom of choice. Less is more is a
key principle in visual merchandising. Although having a wide variety of stock and product
options is important for consumers, it is also important not to overwhelm the consumer.
Arranging stock, so it is not overcrowded and limiting the amount of merchandise on the shop
floor, is an important aspect of merchandising. Over-crowded stores can create a sense of stress
and anxiety, which does not encourage the consumer to shop the entire store.In Decathlon, point
of purchase is that place where the customer is going to pay the amount of the products, which
they have purchased from the store.

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The above diagrams shows that a customer is paying at the point of sale(POS) for which
products he/she has purchased from the store.

f)Atmospherics
The atmospherics also have a large influence on the store environment. Atmospherics should all
coordinate with each other to create a consistent ambiance and positively influence the
consumer's shopping experience and buying decision-making process. Visuals such as light and
display are not always enough to enhance the overall ambience of the store, and retain customer
attention; therefore, other elements such as music and scents can be used.
In Decathlon, proper lightning and coolers are there. No a/c’s and music systems are there. Some
customers give complaint to the store about the humidity.

g)Exterior displays
Exterior window displays can be used to sell product and entice customers into the store. An eye-
catching, innovative window display can promote the brand image. It can be used to advertise.
Windows can give consumers and by-passers understanding as to what goods are sold in
store. They are also an effective way of promoting fashion trends and providing useful
information to the target audience.
In Decathlon, parking area is allotted for two and four wheelers. In decathlon Amritsar, skating
training for kids is given from Monday to Saturday by the trainer. Basketball backboard is also
available for the players.

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In the above diagram, we can see the exterior displays of the store where the children are
playing skating.

h)Colour
Colour is a powerful tool in exterior displays. It can aid creativity for exterior window displays
and can have a unique effect on the consumer. The use of color can create atmosphere, grab the
attention of by-passers, and attract them to the store. Different colors can trigger different
emotional responses. For example, blue can trigger a calm response, green and brown can
promote restfulness, warm colours such as red, orange and yellow can initiate exciting, cheerful,
friendly, vibrant, simulating reactions, purple can give the impression of elegance and
sophistication, while grey colours can give off a depressing, dull feel. Using colors that associate
with a certain product or brand representation is also a useful technique when planning window
displays. For example, using neutral colors such as green and brown when promoting
environmentally friendly products is favorable, as they give off an earthy, relaxing effect;
therefore, the consumer perceives those products as environmentally friendly.
Colour is a significant tool used in visual merchandising. It can be used
to influence the behavior of consumers and evoke different reactions. Each color can make

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consumers feel a different emotion, and therefore, retailers will use colors selectively to help
consumers make associations about their products on display. Bright and warm colors such as
red and yellow can be used to attract attention as well as excite the viewer. Cooler colors such a
blue and green gives a calm and tranquil response to the viewer while purple gives the feeling of
sophistication and elegance. A mixture of colors to create a contrasting background to the
products on display can have a high recall rate by consumers. International retailers need to be
wise on their choice of colors used in visual merchandising as colors take a different meaning in
different countries. For example, red is seen as a color of luck and good fortune in many Asian
countries while it represents danger and excitement in Western countries. Therefore, global
retailers are not able to use one set of colors for their visual merchandising across all their stores
around the world.

In Decathlon, two colours i.e., blue and grey are used. Blue colour is used for the department
names, FPTP, etc. grey colour is used for the floors and roofs.

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From the diagram we can show that the department name and the FPTP(First Price
Technical Product) are in blue colour and from the same diagram we can see that floor is of
grey colour.

i)Graphics, photography and signage

The use of graphics and photography in window displays is an effective way of communicating
information to the consumer. The most common form of communication in window displays is
through text and signage, especially when advertising a sale or a special. This technique is
commonly directed towards price driven customers who are constantly on the look out for
bargains. Colorful, bold text and graphics are used to grasp the attention of these
consumers. Signage should communicate a short, clear message, which is consistent with the
brand's marketing communications model. Visually, signage should be appealing to the eye and
easy to read.

28
In Decathlon, a customer is allowed to take a photo of the product and can even send to any of
his relatives or a friend. There is no restriction of taking a photograph of the product in the store
as comparative to other stores.
Signages are used to mention the prices of the products and the features of the products. Features
of the product present in the signages are very helpful for customers to understand the product
and they can easily buy it without taking the help of any salesperson.

Th
e above diagram shows that the proper price of product as well the features of the product
are available in the signages.

j)Seasonal displays
Adjusting window displays based on seasonal events, calendar dates, and consumerism-based
holidays such as Christmas, Valentine's Day, and Father's Day can be a useful approach to

29
encourage consumer purchasing. Choosing products that suit the season to display in the window
can remind consumers to purchase gifts and provide gift ideas for the particular holiday.
In Decathlon, seasonal displays changes with the change in the seasons. Like “WORK OUT
CAMP IN” in monsoon season, etc. changes with every seasons.

The diagram shows the seasonal changes done in the store

k)Fashion trends
Window displays can be used to set trends; therefore, window display designers must always be
one step ahead of trends and predict future fashion movements. The merchandise must be able to
direct these trends to the target audience, and be able to communicate them in a way so the
audience is able to understand. Clothing must be styled on mannequins appropriately with
popular clothing to draw consumer attention to the store.

30
l)Tools
A floor map helps visual merchandisers to find the best place for garments, according to the
color stories of clothes and footwear in the shop. In Decathlon, they follow a CAD plan with
merchandise marked. They have a proper CAD plan where each fixtures and shelves are going to
be placed. Each and every layouts are provided with the proper CAD plan and it has to be
followed. According to this CAD plan SCF’s are done on each and every store and marks are
given to them and at last zone wise results are out.

m)Shelving
In order to evaluate the product thoroughly, it is necessary to deploy the folded product. Besides,
it takes time to expand the A 4 format formed product. In addition, there is a psychological fear
among customers to release the product as an indication of breaking the order, especially if there
is a paper gasket in the folded product.
In Decathlon, shelving is of different types like 1m grid, shoe racks for shoes and floaters,
baskets for the folded apparels, wire pegs for cross marketing, etc.

The diagram shows that the baskets are used for the apparels.

31
The diagram shows that shoes are arranged in shoe racks. We can also see that for cross
marketing wire pegs are used and shoe laces are placed on wire pegs.

Events organized at Decathlon

The advertisement of decathlon is done by organising different types of events for the customers
and general public. Decathlon has already organized many events like Skating, Cycling , Yoga,
Marathon, etc. Through which many people come to know about decathlon. They came to know
that the city has the sports store available for them where all the sports items are available under
one roof.

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SKATING EVENT AT DECATHLON

Department Allotted To Me During My Summer Internship

I was allotted with the swimming department at decathlon Amritsar. Swimming is that activity
which people enjoy during summer seasons. Swimming is at peak level in the month of June and
July. There are some people who are professional swimmers and some just enjoy swimming.
There are various types of things available for swimming starting from swimming goggles to
swimming trunks. There are two types of swimmers first is regular swimmers and other is
occasional swimmer.

Overview Of The Department Alloted

WHAT IS SWIMMING?

Swimming is an individual or team sport that uses arms and legs to move the body through
water. The sport takes place in pools or open water (e.g., in a sea or lake). Competitive
swimming is one of the most popular Olympic sports,with varied distance events
inbutterfly, backstroke, breaststroke, freestyle, and individual medley. In addition to these
individual events, four swimmers can take part in either a freestyle or medley relay. Swimming
each stroke requires specific techniques, and in competition, there are specific regulations
concerning the acceptable form for different strokes.There are also regulations on what types
of swimsuits, caps, jewelry and injury tape are allowed at competitions. Although it is possible

33
for competitive swimmers to incur several injuries from the sport -- such as tendinitis in the
shoulder-- there are also multiple health benefits associated with the sport.

 Competitive swimming

Katie Ledecky set the Olympic records in 2016 for the 400 m and 800 m
freestyle.Competitive swimming became popular in the 19th century. The goal
of competitive swimming is to break personal or world records while beating
competitors in any given event. Swimming in competition should create the
least resistance in order to obtain maximum speed. However, some
professional swimmers who do not hold a national or world ranking are
considered the best in regard to their technical skills. Typically, an athlete goes through a cycle of
training in which the body is overloaded with work in the beginning and middle segments of the
cycle, and then the workload is decreased in the final stage as the swimmer approaches
competition.The practice of reducing exercise in the days just before an important competition is
called tapering. A final stage is often referred to as "shave and taper": the swimmer shaves off all
exposed hair for the sake of reducing drag and having a sleeker and more hydrodynamic feel in
the water. Additionally, the "shave and taper" method refers to the removal of the top layer of
"dead skin", which exposes the newer and richer skin underneath. This also helps to "shave" off
milliseconds on your time.

Swimming is an event at the Summer Olympic Games, where male and female athletes compete
in 16 of the recognized events each. Olympic events are held in a 50-meter pool, called a long
course pool.

There are forty officially recognized individual swimming events in the pool; however
the International Olympic Committee only recognizes 32 of them. The international governing
body for competitive swimming is the Fédération Internationale de Natation ("International
Swimming Federation"), better known as FINA.

 Open water

In open water swimming, where the events are swim in a body of open water (lake or sea), there
are also 5 km, 10 km and 25 km events for men and women. However, only the 10 km event is

34
included in the Olympic schedule, again for both men and women. Open-water competitions are
typically separate to other swimming competitions with the exception of the World
Championships and the Olympics.

 Swim styles

In competitive swimming, four major styles have been established. These have been relatively
stable over the last 30–40 years with minor improvements. They are:

 Butterfly
 Backstroke

 Breaststroke

 Freestyle

In competition, only one of these styles may be used except in the case of the individual medley,
or IM, which consists of all four. In this latter event, swimmers swim equal distances of butterfly,
then backstroke, breaststroke, and finally, freestyle. In Olympic competition, this event is swum
in two distances – 200 and 400 meters. Some short course competitions also include the 100-yard
or 100-meter IM – particularly, for younger swimmers (typically under 14 years) involved in
club swimming, or masters swimming (over 18).

 Dolphin kick

Since the 1990s, the most drastic change in swimming has been the addition of the underwater
dolphin kick. This is used to maximize the speed at the start and after the turns in all styles. The
first successful use of it was by David Berkoff. At the 1988 Olympics, he swam most of the
100 m backstroke race underwater and broke the world record on the distance during the
preliminaries. Another swimmer to use the technique was Denis Pankratov at the 1996 Olympics
in Atlanta, where he completed almost half of the 100 m butterfly underwater to win the gold
medal. In the past decade, American competitive swimmers have shown the most use of the
underwater dolphin kick to gain advantage, most notably Olympic and World medal
winners Michael Phelps and Ryan Lochte; however currently swimmers are not allowed to go
any further than fifteen metres underwater due to rule changes by FINA. In addition, FINA

35
announced in 2014 that a single dolphin kick can be added to the breaststroke pullout prior to the
first breaststroke kick.

While the dolphin kick is mostly seen in middle-distance freestyle events and in all distances of
backstroke and butterfly, it is not usually used to the same effect in freestyle sprinting. That
changed with the addition of the so-called "technical" suits around the European Short Course
Championships in Rijeka, Croatia in December 2008. There,Amaury Leveaux set new world
records of 44.94 seconds in the 100 m freestyle, 20.48 seconds in the 50 m freestyle and 22.18 in
the 50 m butterfly. Unlike the rest of the competitors in these events, he spent at least half of
each race submerged using the dolphin kick.

OFFICIALS

There are several types of officials, which are needed to manage the competition.

Referee: The referee has full control and authority over all officials. The referee will enforce all
rules and decisions of FINA and shall decide all questions relating to the actual conduct of the
meet, and event or the competition, the final settlement of which is not otherwise covered by the
rules. The referee takes overall responsibility for running the race and makes the final decisions
as to who wins the competition. Referees call swimmers to the blocks with short blasts of his or
her whistle. This is the signal for the swimmers to stand next to their blocks. Then the referee
will blow a long whistle that will tell the swimmers to step on the block. For backstroke events,
the long whistle is the signal for the swimmers to step in the water. The referee will then blow
another long whistle, signalling the swimmers to grab the gutter or the provided block handle.
The referee will then hand over the rest to the starter by directing his or her hand to the starter.

Starter: The starter has full control of the swimmers from the time the referee turns the
swimmers over to him/her until the race commences. A starter begins the race by saying, "Take
your mark." At this point, the swimmers will get into stationary positions in which they would
like to start their race. After all swimmers have assumed their stationary position, the starter will
push a button on the starting system, signaling the start of a race with a loud noise (usually a
beep or a horn) and flash from a strobe light. A starter sends the swimmers off the blocks and
may call a false start if a swimmer leaves the block before the starter sends them. A starter may
also choose to recall the race after the start for any reason or request the swimmers to "stand" or

36
"relax" (for backstroke/backcrawl events only) if he or she believes that (a) particular
swimmer(s) has gotten an unfair advantage at the start.

Clerk of course: The clerk of course (also called the "bullpen") assembles swimmers prior to
each event, and is responsible for organizing ("seeding") swimmers into heats based on their
times. Heats are generally seeded from slowest to fastest, where swimmers with no previous time
for an event are assumed to be the slowest. The clerk of the course is also responsible for
recording and reporting swimmers who have chosen to "scratch" (not swim) their events after
they have signed up or qualified to a semifinal or final. The clerk is also responsible for
enforcing rules of the swim meet if a swimmer chooses to not show up ("No show" - NS) his or
her events.

Timekeepers: Each timekeeper takes the time of the swimmers in the lane assigned to him/her.
Unless a video backup system is used, it may be necessary to use the full complement of
timekeepers even when automatic officiating equipment is used. A chief timekeeper assigns the
seating positions for all timekeepers and the lanes for which they are responsible. In most
competitions there will be one or more timekeepers per lane. In international competitions where
full automatic timing and video placing equipment is in use timekeepers may not be required.

Inspectors of turns: One inspector of turns is assigned to one or more lanes at each end of the
pool. Each inspector of turns ensures that swimmers comply with the relevant rules for turning as
well as the relevant rules for start and finish of the race. Inspectors of turns shall report any
violation on disqualification reports detailing the event, lane number, and the infringement
delivered to the chief inspector of turns who will immediately convey the report to the referee.

Judges of Stroke: Judges of stroke are located on each side of the pool. They follow the
swimmers during their swim back and forth across the pool. They ensure that the rules related to
the style of swimming designated for the event are being observed, and observe the turns and the
finishes to assist the inspectors of turns.

Finish judges: Finish judges determine the order of finish and make sure the swimmers finish in
accordance with the rules (two hands simultaneously for breaststroke and butterfly, on the back
for backstroke, etc.)

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If an official observes a swimmer breaking a rule concerning the stroke he or she is swimming,
the official will report what they have seen to the referee. The referee can disqualify (or DQ) any
swimmer for any violation of the rules that he/she personally observes or for any violation
reported to them by other authorised officials. All disqualifications are subject to the decision and
discretion of the referee.

Those who are disqualified may choose to protest their disqualification . Protests are reviewed by
a panel of officials instead of the deck referee or stroke judges who may have made the initial
disqualification report.

Elite and international swimming

Elite and international swimming comprises the highest level of competition available to
swimmers, including competitions such as the Olympic Games and FINA World Aquatics
Championships.

Professionalism

Swimming creates a mix of levels, including: fully professional, semi-professional, and amateur.
Fully professional swimmers will typically get a salary both from their national governing body
and from outside sponsors, semi-professionals a small stipend from their national governing
body, and amateurs receive no funding. Outside of these major championships prize money is
low – the 2015 FINA World Cup series has a total prize fund of $3,000 per race shared between
the top three and the 2014–15 USA Grand Prix Series $1,800 compared to the 2015 World
Aquatics Championships fund of $60,000 per race shared between the top eight.

Open-water swimming

Open water swimming is swimming outside a regular pool, usually in a lake, or sometimes
ocean. Popularity of the sport has grown in recent years, particularly since the 10 km open water
event was added as an Olympic event in 2005, contested for the first time in the 2008 Olympic
Games in Beijing.

New recent technology has developed much faster swimsuits. Full body suits have been banned,
but swimmers at the very top levels still wear suits that have been lasered together because
stitching creates drag. The disadvantage of these suits is that they are sometimes uncomfortable
and tight.

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The largest Ocean Swim's in terms of numbers of participants are in Australia, with the Pier to
Pub, Cole Classic and Melbourne Swim Classic all with roughly 5000 swimming participants.

Various types of equipments available for swimming

1. Goggles: Although not essential, wearing swimming goggles is highly recommended by

swimming teachers for adult learners. It is one of the things to take to your first adult swimming
lesson that will help encourage better technique, as well as protecting your eyes from chlorinated
water. In decathlon goggles are available for both juniors and adults. The goggles are also
classified according to occasional and regular swimmers.

The range of goggles in decathlon:

>Rs 159 – The basic range of goggles in decathlon. This is for occasional swimmer. These
goggles are only flexible but not adjustable.There is only one colour available i.e. Yellow

>Rs249- In this amount the goggles are available for juniors as well as adults. The only
difference is the mirror. The junior goggles are having small mirror as comparative to adults
goggles. These goggles are better then the basic range as these are easily adjustable. These are
also for occasional swimmers. For juniors there are two colours available i.e blue and pink. For
the adults also two colours available i.e Purple and black.

Higher range of goggles are available for professional swimmers.(ranges from 599-1199)

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2. Swimwear. This may be a swimming costume, trunks, shorts, t-shirt and/or leggings. Check
with your pool to see if there are any guidelines on what swimwear is permitted. It is advisable
when learning to swim to make sure swimwear is as close fitting as possible. There are different
swimwears available for men, women and kids.

For men, only shorts are available in swimwears.

40
For women there are different swimwears available like skirts, full sleeves swimwears,
half sleeves swimwears, etc

For junior boys only shorts are available

41
 For junior girls, skirts as well as full sleeves swimwears are available.

3. Towel and robe. A towel is essential for drying off after your swim, but if you are nervous
about walking around the poolside in your swimwear, it is a good idea to bring a towelling robe
to cover up and keep warm.
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 Towels available for swimmers

Bath-robes available for swimmers

4. Swimming cap. Swimming caps are particularly useful for those with longer hair, as they not
only keep the hair out of the face, but also will reduce ‘drag’ so make swimming that bit easier.

Why to wear a swimming cap?

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 Nevertheless, there are several reasons why wearing a swim cap makes sense. A swim cap:

 Protects your hair from the chlorine in swimming pools.

 Keeps long hair out of the face.

 Keeps your head warm when swimming in cold or open water (if using a neoprene cap).

 Makes the swimmer more visible in open water, especially if there is a risk of collision
with boats, surfers, etc.

 Is mandatory in many swimming pools to avoid that the water filters become clogged
with hair (if you are bald you may be exempted from this obligation).

 Allows you to swim a bit faster, which is important in competitions. There are even
competitive swimmers who wear two swim caps one on top of the other: one swim cap to cover
the hair, then another one above the strap of the swim goggles to keep them in place and to
further reduce drag.

5. Earplugs/Nose Clips- Some swimmers use earplugs to block water from entering the ear
canal while they are swimming. Excess water entering the ear can cause discomfort for several
hours after swimming and can also increase your chances of developing an outer ear infection,

44
known as "swimmer's ear." Some swimmers also use nose clips to prevent water from entering
their nose while they are swimming.

6. WATER NOODLES
Water noodles or swim noodles are long flexible foam cylinders that can be used as personal
flotation devices and pool toys but also as workout equipment for water aerobics.

Swimming pool noodles come in a multitude of colors which make them attractive as pool toys
for children. The most popular ones are made of solid foam and are between four and five feet
long and between three and four inches thick.
45
 There exist variants with a hardened core that retain their shape and variants with their core
removed. There also exist inflatable swim noodles but they are less popular.
Advantages of Water Noodles
 The solid foam swim noodles are inexpensive and can take a lot of abuse by playing
children. They float extremely well, which makes them very good swimming aids if you
want to learn how to swim.
 They are one of the best personal flotation devices you can use to float in a vertical
position. A swim noodle alone is often enough to keep an adult in a vertical position with
the head above the water without him or her doing any arm or leg motions.
 I personally prefer to use a swim noodle rather than a kick board while I do kicking
exercises because the supple swim noodle provides a more natural support in the water,
for example while placed under an armpit. Holding a kick board with extended arms
strains the shoulders more.

7. SWIMMING FINS

Swimming fins can be a nice addition to your sports bag. They can help you learn a new swim
stroke or improve your technique. But as there are a few types of swimming fins, it can be
interesting to know their uses.

Swimming fins can be classified into the following categories:

1. Diving fins used by scuba divers, too long to be useful for regular swimming.

2. Long blade swimming fins have been available for decades, and are still commonly used
by swimmers. They are shorter than diving fins but still a bit too long for swimming. Because
they provide a lot of propulsion and support for the legs, you can become dependent on them for
swimming. Furthermore, they can strain your Achilles’ tendon.

3. Short blade swimming fins have become popular over the last decade. They provide less
propulsion than long blade fins and as a consequence your kicking movements are closer to those
you do without fins. Those kinds of fins are also gentler on your Achilles’ tendons. Finis Zoomer
and Speedo Biofuse are popular short-blade swimming fins.

46
4. Finis Positive Drive Fins are even shorter and can used to swim breaststroke. I have not
used them yet, but online reviews are positive. They can also be used to swim the other swim
strokes.
Uses of Swimming Fins

 They can be used to swim laps of freestyle, backstroke, butterfly, and even breaststroke
with the aforementioned positive drive fins.

 Swimming fins allow you to keep your legs up while learning the front crawl or
backstroke. It is then easier to concentrate on the other aspects of the stroke.

 Swimming fins help you learn the dolphin kick in the butterfly stroke.

 Fins give you propulsion and support your legs while practicing swimming drills.

 Shorts blade fins can be used in kicking sets to provide a good leg workout.

 Flexible ankles are a prerequisite for an efficient flutter kick. If you have stiff ankles (for
example because you have been running for many years), using fins regularly will stretch and
loosen your ankles.

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8. KICK BOARDS

Kick boards can be useful when you are learning a new swimming stroke or want to improve
your swimming technique. This article gives you a few ideas on how to use them and also
outlines cases where alternative swimming aids are better.

USES OF KICKBOARDS

a)Learning the Breaststroke Kick

In my opinion, the best use of kickboards is to isolate the leg movements while you learn
swimming breaststroke.
To do so, grab one of the narrow ends with your hands, and hold the board so that the other
narrow end points away from you. Then push of the pool ground, get into a horizontal position,
and start to execute the leg movements of the breaststroke. Do this in short repeats so that you
can catch your breath in between.
The kickboard should provide enough buoyancy to your upper body so that you are free to
concentrate on the breaststroke kick.

b) Learning the Flutter Kick

Likewise, you can use kickboards to learn the flutter kick motions in the freestyle stroke or the
backstroke. To do so, again hold the kickboard in front of you so that the free narrow end is
pointed away from you. Then get into a horizontal streamlined position and start to flutter kick.
Again do short repeats.

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However, to learn an efficient flutter kick, I think short swimming fins are better. This is because
they allow your hips to roll, they stretch your ankles and the fins’ blades provide additional
resistance so that your legs get a better workout.

c) Learning the Freestyle and Back Crawl Arm Motions

Another use of kickboards is to isolate the arm motions in freestyle and backstroke. To do so,
simply squeeze the board between your thighs so that your legs are supported. You are now free
to concentrate on your arm motions while trying to swim.
Using a kick board to support the legs can be especially useful in the beginning if a pull buoy
don’t provide enough buoyancy.

d) Learning the Body Undulation in Butterfly

Kick boards can also get you to started learning the body undulation used in the butterfly stroke.
To do so, put on swim fins, grab a kick board, hold it by one of the narrow edges in front of you
and get into a prone position in the water.
Then try to push your hips down, then release them. As you release your hips, push your feet
down. Then as your hips go down again, your feet move up. Repeat. This body undulation is one
of the basics of the butterfly stroke.

e) Kicking Sets
Kicking sets are another common use of kickboards. In fact you use them exactly as described
above in “Learning the flutter kick” section. But in this case the focus is no more on learning the
flutter kick but on building your legs’ endurance.
This means that you flutter kick for several lengths using a kickboard. This is very exhausting
and most swimmers have a love/hate relationship with kicking sets.

9. SNORKEL
A snorkel is a plastic device that helps swimmers breathe while swimming. This piece of
equipment helps the swimmer practice keeping their head in one position, along with training
them for the proper breathing technique of breathing in through the mouth and out the nose. This

49
technique is the opposite of a common runner's breathing pattern, which is in the nose and out
the mouth.

Swimming Terms
a) Balance (body position): in freestyle and backstroke, being balanced means being horizontal
in the water. The feet don’t drop and the head is in a neutral position, in line with the spine.
b) Dorsiflexion (foot): position where the foot is flexed toward the front of the leg.
High elbow position: in the freestyle stroke, at the beginning of the underwater pull, the upper
arm and elbow should stay close to the water surface, while the forearm and hand are
perpendicular to the water surface and facing backwards. This high elbow position at the
beginning of the pull is mandatory for an efficient arm stroke.
c) Plantar flexion (foot): position where the foot is extended (foot pointed).
d) Pressing the buoy (or pressing the T): Your lungs form a natural buoy because they are
filled with air. When you are floating in a prone position (for example in freestyle), if you apply
downward pressure on your chest, your hips and legs will have the tendency to rise as your body
acts like a lever. This is called pressing the buoy.
e) Prone position (body): In swimming, this is a horizontal position in the water with the face
down (floating on your stomach / chest, like in freestyle).
f) Supine position (body): In swimming, this is a horizontal position in the water with your face
up (floating on your back, like in backstroke).

50
QUESTIONNAIRES

Q1. How do you come to know about the Decathlon store?

a. Advertising b. Pamphlets

c. Word-of-mouth d. Events

Conclusion: The word-of-mouth method create the best awareness to know about the
decathlon store

51
Q2.How frequently you visit Decathlon Store?

a. Once a month b. twice a month

c. Once in three months d. once in a year

Conclusion: The customers visits the decathlon store once in a month.

52
Q3. How do you rate the presentation of products in Decathlon Store?

a. Good
b. Average
c. Poor

Conclusion: The customers finds the presentation of the products to be good.

53
Q4. Is the pricing clearly informed on the Shelf?

a. Yes
b. No

Conclusion: From the above,it is concluded that the customers find the pricing is clearly
informed on the racks.

54
Q5. How do you rate the range of Products in Decathlon Store?
a. Good
b. Average
c. Poor

Conclusion: The range of the product finds to be good.

55
Q6. Does the Visual Merchandising activities in Decathlon Store made you to visit Decathlon
Store Again?

a. Yes
b. No

Conclusion: It is concluded that the effect of visual merchandising activities is good on the
customers to visit the store again.

56
Q7. How easily you find the product? [Please rate on a scale of 1-4 (1 as low importance and 4
as high importance)]

a) 1 b) 2 c) 3 d) 4

Conclusion: The customers finds the product in a convenient manner from the above
rating.

57
Q8. Please rate the following parts of Visual Merchandising as per their importance (1 as low
importance & 4 as high importance):

Store Display

Store Interior

Promotional Signage at entrance

Layout

Conclusion: The rating of promotional signage at entrance is given the high importance.

58
Q9. Please read the following statements related to Visual Merchandising and tick the
appropriate option

Strongly Strongly
disagree Disagree Neutral Agree Agree

o
Visual Merchandising changes your perception towards buying

o
Visual Merchandising motivates your buying behaviour

Visual Merchandising affects your decision making process

Visual Merchandising enhances the store image

Conclusion: The visual merchandising does not effect the buying decision of the customer.

Q10. Please read the following statements related to Visual Merchandising* done in a Retail store and
tick the appropriate option

59
 Never Rarely Sometimes Frequently Always
If I see an interesting promotional offer (reduced
price, sales promotion, etc.), I tend to buy
When I see a product that catches my eye, I tend to
buy it
Bad window display affects the impression of the
store
When I see a product featuring a new style or design
on display, I tend to buy it

Conclusion: The visual merchandising sometimes effect the purchasing of the customer.

Biblography

Books concerned:

Principles of Marketing by Philip Kotler / Gary Armstrong

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Marketing management by V.S. Ramaswamy & Namakumari

Search Engines:

http://google.com

http://decathlon.com

http://wikipedia.com

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