“THE IMPACT OF E-COMMERCE IN EMERGING

MARKETS (DECATHLON)

A SPECIAL STUDY AMONG THE COLLEGE STUDENTS

OF THRISSUR”

Project Report submitted to

UNIVERSITY OF CALICUT

In partial fulfillment of the requirement for the award of the degree of

BACHELOR OF COMMERCE
Submitted by

AMAL ROY K
(CCASBCM065)

Under the supervision of

Ms. PRESSY VISWAMBHARAN

DEPARTMENT OF COMMERCE

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

MARCH 2021
 CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA
CALICUT UNIVERSITY

DEPARTMENT OF COMMERCE CERTIFICATE

This is to certify that the project report entitled “THE IMPACT OF E-

COMMERCE IN EMERGING MARKETS, A SPECIAL STUDY
AMONG THE COLLEGE STUDENTS OF THRISSUR” is a bonafide
record of project done by AMAL ROY K, Reg. No. CCASBCM065, under my
guidance and supervision in partial fulfillment of the requirement for the award
of the degree of BACHELOR OF COMMERCE and it has not previously formed
the basis for any Degree, Diploma and Associateship or Fellowship.

Prof. K.J.JOSEPH Ms. PRESSY VISWAMBHARAN

Co-ordinator Project Guide
 DECLARATION

I, AMAL ROY K, hereby declare that the project work entitled “THE
IMPACT OF E-COMMERCE IN EMERGING MARKETS, A SPECIAL
STUDY AMONG THE COLLEGE STUDENTS OF THRISSUR” a record of
independent and bonafide project work carried out by me under the supervision
and guidance of Ms. Pressy viswambharan Assistant Professor, Department of
Commerce, Christ College, Irinjalakuda.

The information and data given in the report is authentic to the best of my
knowledge. The report has not been previously submitted for the award of any
Degree, Diploma, Associateship or other similar title of any other university or
institute.

Place: Irinjalakuda Amal roy k

Date: CCASBCM065
 ACKNOWLEDGEMENT

I would like to take the opportunity to express my sincere gratitude to all people
who have helped me with sound advice and able guidance.

Above all, I express my eternal gratitude to the Lord Almighty under whose
divine guidance; I have been able to complete this work successfully.

I would like to express my sincere obligation to Rev.Dr. Jolly Andrews,

Principal-in-Charge, Christ college Irinjalakuda for providing various facilities.

I am thankful to Prof. K.J.Joseph, Co-ordinator of B.Com (Finance), for

providing proper help and encouragement in the preparation of this report.

I am thankful to Mr. Lipin raj, Class teacher for his cordial support, valuable
information and guidance, which helped me in completing this task through
various stages.

I express my sincere gratitude to Ms. Pressy viswambharan, Assistant Professor,

whose guidance and support throughout the training period helped me to
complete this work successfully.

I would like to express my gratitude to all the faculties of the Department for
their interest and cooperation in this regard.

I extend my hearty gratitude to the librarian and other library staffs of my college
for their wholehearted cooperation.

I express my sincere thanks to my friends and family for their support in

completing this report successfully.
 TABLES OF CONTENTS

CHAPTER NO. CONTENTS PAGE NO:

LIST OF TABLES

LIST OF FIGURES

CHAPTER 1 INTRODUCTION 1–5

CHAPTER 2 REVIEW OF LITERATURE 6 – 12

CHAPTER 3 INDUSTRY AND 13 – 24

COMPANY PROFILE

CHAPTER 4 DATA ANALYSIS AND 25 – 46

INTERPRETATION

CHAPTER 5 FINDINGS, SUGGESTIONS 47 – 48

& CONCLUSION

BIBLIOGRAPHY

ANNEXURE
 LIST OF TABLES
TABLE NO: TITLE PAGE NO:

4.1 Table showing the gender classification of 25

respondents

4.2 Table showing age of the respondents 26

4.3 Table showing education of the respondents 27

4.4 Table showing internet usage 28

4.5 Table showing most preferred e-commerce website 29

4.6 Table showing frequency of usage of e-commerce 30

website for getting information before physical store

4.7 Table showing respondents awareness of decathlon an 31

e-commerce website

4.8 Table showing respondents how they know about 32

decathlon

4.9 Table showing satisfaction of customers with regard 33

to usage of e-commerce

4.10 Table showing biggest concern about buying products 34

online

4.11 Table showing frequency of shopping through 35

ecommerce website

4.12 Table showing more preferred brand among 36

respondents

4.13 Table showing types of products respondents typically 37

buy on online
4.14 Table showing respondents comfortability on buying 38
products at online

4.15 Table showing privacy concerns of respondents that 39

prevent from buying products online

4.16 Table showing most often used payment method when 40

buying products online

4.17 Table showing acknowledgement of respondents about 41

time saving on online purchases

4.18 Table showing authenticity of products description on 42

the website

4.19 Table showing features that respondents like about 43

decathlon

4.20 Table showing respondents perceive about offering 44

various brands of products by ‘decatlon.com’ like
other offline retail store

4.21 Table showing respondents acknowledgement about 45

decathlon reasonable return and exchange policy

4.22 Table showing respondents decathlon’s rating 46

 LIST OF CHARTS
FIGURE NO: TITLE PAGE NO:

4.1 Figure showing the gender classification of 25

respondents

4.2 Figure showing age of the respondents 26

4.3 Figure showing education of the respondents 27

4.4 Figure showing internet usage 28

4.5 Figure showing most preferred e-commerce website 29

4.6 Figure showing frequency of usage of e-commerce 30

website for getting information before physical store

4.7 Figure showing respondents awareness of decathlon 31

an e-commerce website

4.8 Figure showing respondents how they know about 32

decathlon

4.9 Figure showing satisfaction of customers with regard 33

to usage of e-commerce

4.10 Figure showing biggest concern about buying 34

products online

4.11 Figure showing frequency of shopping through 35

ecommerce website

4.12 Figure showing more preferred brand among 36

respondents
4.13 Figure showing types of products respondents 37
typically buy on online

4.14 Figure showing respondents comfortability on buying 38

products at online

4.15 Figure showing privacy concerns of respondents that 39

prevent from buying products online

4.16 Figure showing most often used payment method 40

when buying products online

4.17 Figure showing acknowledgement of respondents 41

about time saving on online purchases

4.18 Figure showing authenticity of products description on 42

the website

4.19 Figure showing features that respondents like about 43

decathlon

4.20 Figure showing respondents perceive about offering 44

various brands of products by ‘decatlon.com’ like
other offline retail store

4.21 Figure showing respondents acknowledgement about 45

decathlon reasonable return and exchange policy

4.22 Figure showing respondents decathlon’s rating 46

 CHAPTER 1
INTRODUCTION
1.1 INTRODUCTION

E-commerce, is more than just electronics and commerce added together. It

represents an entirely new way of doing business over a medium that changes the
very rules of doing business. It is therefore, far more about strategy and business
management than it is about technology. E-commerce and the internet, if correctly
utilized for development, can be instruments for ensuring future sustainable
economic growth. Throughout the world, the profound impact of electronic
commerce in the economics and societies of the glob will no doubt improve
economic efficiency, competitiveness, and profitability (for those engaging in
ecommerce) and, therefore result in the development of the information society.
Ecommerce and the new emerging digital technologies and services can be tools for
development and help improve the livelihood of millions across the globe, by
linking up remote regions and bringing together scientist, administrators
development professionals, managers, and people into projects and programmes to
promote economic and social development

The Internet revolution was really about people customer and fundamental shift of
market power from the seller to buyer. In the new economy customers expectations
are very different than before. A company understanding of this difference and its
ability to capitalize on it will be the key to success. The web, the internet and
emerging computing and communication technologies have redefined business
erasing traditional boundaries of time and geography and creating new virtual
communities of customers and suppliers with new demand to product and services.
E-commerce only forms a fragment of e-business. Earlier companies had web sites
displaying the company products etc. then they started to use the ecommerce as one
of the distribution channel in addition to the existing system for sales that is e-
commerce. The term Electronic commerce or e-commerce consists of all business
activities carried on with the use of electronic media, that is, computer network. It
involves conducting business with the help of the electronic media, making use of

1
the information technology such as Electronic Data Interchange (EDI). In simple
words, Electronic commerce involves buying and selling of goods and services over
the World Wide Web. Customers can purchase anything right from a car or a cake
sitting comfortably in his room and gift it to someone sitting miles apart just by click
of a mouse. Shipping method is generally used for the delivery of the goods ordered.
Every Bank which is highly leading now performs their transaction through
computer and computer is not only the concept can make off the transaction
automatic. All the commercial application now transfers to the concept of e-
commerce and is one of the very important aspects for carrying bank transactions
falsity. In the commercial world surrounded by highly competitive and volatile
market conditions, any new concept or technology would be acceptable only if it
provides strong benefits to all concerned. Ecommerce offers some distinct
advantages. The E-commerce is more than just electronics and commerce added
together. It represents an entirely new way of doing business over a medium that
changes the very rules of doing business. It is therefore, far more about strategy and
business management than it is about technology (ILO, 1999). Throughout the
world, the profound impact of electronic commerce in the economics and societies
of the globe will no doubt improve economic efficiency, competitiveness, and
profitability (for those engaging in e-commerce) and, therefore result in the
development of the information society

E-commerce involves conducting business using modern communication

instrument: telephone, fax, e-payment, money transfer systems, e-data

inter-change and the internet. E-commerce is not only a new technology and a new
frontier for global business and trade, it is also still evolving. It is essential, therefore
for Nigerians to understand in detail what is e-commerce, what are their challenges,
and opportunities it holds, lastly what can be done to harness the benefits from e-
commerce. All these are being focused upon in this study.

2
1.2 Statement of the Problem

With increasing retail space rental and other operating cost, with declining sales
and financial constraints, retailers have new choice but urgently need to find
alternative to increase profit. Online store/ e-shop can be one of the attractive
solution. It is the fact that most business organisation use the internet to cut
marketing cost of the product and to improve competitiveness in the market.
However, before venturing in it, it is important for retailers to understand clearly
such opportunity of online shopping.

1.3 Significance of the Study

E-commerce provides many of the important way to do business as well. Consumers

attitude or behaviour toward online shopping are attracting substantial attention of
the customers in research. Unlike the requirements necessary to run a business from
a physical building, e-commerce does not require storage space, insurance, or
infrastructure investment on the part of the retailer. The only prerequisite is a well-
designed web storefront to reach customers. In such business it is necessary to know
the potential consumers and their attitude towards online buying of the product.

1.4 Objectives of the Study

• To study the effectiveness of e-commerce in emerging markets

• To study the awareness of customers regarding decathlon

• To study the role of Decathlon in the present e-commerce emerging markets

• On the basis of the college sports students of total 10 group. From each taken
5 respondents

3
1.5 Research Design

1.5.1 Nature of study

A descriptive study is used is used for conducting the research

1.5.2 Nature of data

Both primary and secondary data are utilized for conducting the study

1.5.3 Source of data

Primary data: Data collected from college sport students of Thrissur

Secondary data: Internet, Books

1.6 Sample design

1.6.1 Nature of population

The study is conducted among the college sport students of Thrissur

1.6.2 Sample unit

College Sport student of Thrissur

1.6.3 Method of sampling

Cluster sampling method is used for the study

1.6.4 Size of sample

The size of sample to be taken is 50

1.7 Tools used for the study

• Percentage analysis

• Charts and diagrams

4
1.8 Limitations of study

Financial constraint– Insufficient fund tends to impede the efficiency of the

researcher in sourcing for the relevant materials, literature or information and in the
process of data collection (internet, questionnaire and interview).
Time constraint– The researcher will simultaneously engage in this study with
other academic work. This consequently will cut down on the time devoted for the
research work.

1.9 Chapterisation

This research work is organized in five chapters, for easy understanding, as follows

Chapter 1: Introduction

Chapter 2: Review of literature

Chapter 3: Industry profile and Company profile

Chapter 4: Data analysis and interpretation

Chapter 5: Findings, Suggestions, Conclusion

5
 CHAPTER 2
REVIEW OF LITERATURE
2.1 Conceptual review

2.1.1 Meaning

E-Commerce or Electronic Commerce means buying and selling of goods, products,

or services over the internet. E-commerce is also known as electronic commerce or
internet commerce. These services provided online over the internet network.
Transaction of money, funds, and data are also considered as E-commerce. These
business transactions can be done in four ways: Business to Business (B2B),
Business to Customer (B2C), Customer to Customer (C2C), Customer to Business
(C2B). The standard definition of E-commerce is a commercial transaction which
is happened over the internet. Online stores like Amazon, Flipkart, Shopify,
Decathlon, Myntra, Ebay, Quikr, Olx are examples of E-commerce websites. By
2020, global retail ecommerce can reach up to $27 Trillion.

2.1.2 Definition

Electronic commerce or e-commerce (sometimes written as e-commerce) is a

business model that lets firms and individuals buy and sell things over the internet.
E-commerce operates in all four of the following major market segments: business
to business, business to consumer, consumer to consumer, consumer to business.

2.1.3 Types of e-commerce

Generally speaking, when we think of e-commerce, we think of an online

commercial transaction between a supplier and a client. However, and although this
idea is right, we can be more specific and actually divide e-commerce into six major
types, all with different characteristics. They are;

1. Business-to-Business (B2B)

2. Business-to-Consumer (B2C)

3. Consumer-to-Consumer (C2C)
6
 4. Consumer-to-Business (C2B).

5. Business-to-Administration (B2A)

6. Consumer-to-Administration (C2A)

Business-to-Business (B2B)

Business-to-Business (B2B) e-commerce encompasses all electronic transactions of

goods or services conducted between companies. Producers and traditional
commerce wholesalers typically operate with this type of electronic commerce.

Business-to-Consumer (B2C)

The Business-to-Consumer type of e-commerce is distinguished by the

establishment of electronic business relationships between businesses and final
consumers. It corresponds to the retail section of e-commerce, where traditional
retail trade normally operates.

These types of relationships can be easier and more dynamic, but also more sporadic
or discontinued. This type of commerce has developed greatly, due to the advent of
the web, and there are already many virtual stores and malls on the Internet, which
sell all kinds of consumer goods, such as computers, software, books, shoes, cars,
food, financial products, digital publications, etc.

When compared to buying retail in traditional commerce, the consumer usually has
more information available in terms of informative content and there is also a
widespread idea that you’ll be buying cheaper, without jeopardizing an equally
personalized customer service, as well as ensuring quick processing and delivery of
your order.

7
Consumer-to-Consumer (C2C)

Consumer-to-Consumer (C2C) type e-commerce encompasses all electronic

transactions of goods or services conducted between consumers. Generally, these
transactions are conducted through a third party, which provides the online platform
where the transactions are actually carried out.

Consumer-to-Business (C2B)

In C2B there is a complete reversal of the traditional sense of exchanging goods.

This type of e-commerce is very common in crowdsourcing based projects. A large
number of individuals make their services or products available for purchase for
companies seeking precisely these types of services or products.

Examples of such practices are the sites where designers present several proposals
for a company logo and where only one of them is selected and effectively
purchased. Another platform that is very common in this type of commerce are the
markets that sell royalty-free photographs, images, media and design elements, such
as istackphoto.

Business-to-Administration

This part of e-commerce encompasses all transactions conducted online between

companies and public administration. This is an area that involves a large amount
and a variety of services, particularly in areas such as fiscal, social security,
employment, legal documents and registers, etc. These types of services have
increased considerably in recent years with investments made in e-government.

Consumer-to-Administration

The Consumer-to-Administration model encompasses all electronic transactions

conducted between individuals and public administration.

Examples of applications include:

8
 • Education – disseminating information, distance learning, etc.

• Social Security – through the distribution of information, making payments,

etc.
• Taxes – filing tax returns, payments, etc.

• Health – appointments, information about illnesses, payment of health

services, etc.

Both models involving Public Administration (B2A and C2A) are strongly
associated to the idea of efficiency and easy usability of the services provided to
citizens by the government, with the support of information and communication
technologies.

2.2 Empirical Literature

• Gupta (2014), in her paper “E-Commerce: Role of e-commerce in today’s

business”, presents a comprehensive definition of e-commerce while
isolating it from e-business. The paper enlists the different ecommerce
models i.e. B2B, B2C, B2G and C2C, narratively analysing the nitty gritties
of each.
• Rina (2016), also elaborates the different applications of e-commerce in
“Challenges and Future Scope of E-commerce in India”, at the same time,
defining the degree to which they are operational in the country.

• Windrum and Berranger (2002) suggest that the commercial benefits of

ebusiness lie in five areas. Firstly, firms are able to expand their geographical
reach. Secondly, important cost benefits lie in improved efficiency in
procurement, production and logistics processes. Thirdly, there is enormous
scope for gaining through improved customer communications and
management. Fourthly, the Internet reduces barriers to entry for new market
entrants and provides an opportunity for small firms to reorient their supply

9
 chain relationships to forge new strategic partnerships. Finally, e-business
technology facilitates the development of new types of products and new
business models for generating revenues in different ways. According to
Windrum and Berranger (2002) it is hypothesized that many of the factors
affecting the successful adoption of new technologies such as e-business are
generic in nature and that the successful adoption of internet technologies in
part depends on how these are used in conjunction with the other technologies
and management practices that form a ‘technology’ cluster.

• Ayo (2006), investigated the prospects of e-commerce based on ability,

motivation and opportunities (AMO) model and observed that virtually all
companies have online presence. The paper reported the motivation and
opportunities for e-commerce as low based on lack of e-Payment
infrastructure and access to information and communication technology
(ICT) facilities.

• Melao (2008), the clear commonalities among these definitions, include the
improvement of business processes and the use of ICT in intranets, extranets
and the Internet to conduct business. He defines e-Business as the use of ICT
as an enabler to (re)design, manage, execute, improve and control business
processes both within and between organizations. Thus, front and back-office
integration and multi-channel integration become crucial in e-Business,
which requires a challenging process improvement approach to support the
necessary organizational, technological and social changes.
• Mishra & Kotkar (2015), trace the timeline and development of B2C
ecommerce in “A Study on Current Status of E-Commerce in India: A
Comparative Analysis of Flipkart and Amazon” with its inception in the
mid1990s through the advent of matrimonial and job portals. However, due
to limited internet accessibility, weak online payment systems and lack of
awareness, the progress was very slow. The Indian B2C e-commerce industry

10
 got a major boost in mid 2000s with the expansion of online services to travel
and hotel bookings which continue to be major contributors even today.
• Das & Ara (2015) observe in “Growth of E-Commerce in India” that though
online travel and hotel bookings still control the lion’s share of e-commerce
market, their share has comparatively fallen over the years due to the recent
augmentation and consequent rise of e-tailing services. There has been a
tremendous surge in the volume of investment in this sector. With the
ecommerce markets in the west reaching their saturation, investors see
tremendous potential in the Indian market, in the light of which, many
startups have received funding from venture capitalists and private equity
firms. China's Alibaba Group and affiliate Ant Financial became the largest
shareholders of One97 Communications, the parent of Indian e-tailer Paytm,
by investing $680 million, in 2015

• Aulakh (2015), To tap the potential of what it regards as “underdeveloped

internet economy” of India, Japanese investment company and technology
powerhouse Softbank invested $627 million into online retailing marketplace
Snapdeal and $210 million in Ola cabs. (Mac, 2014). Similarly, New York
firm Tiger Global Management has funded companies such MakeMyTrip,
Decathlon, Flipkart, Myntra and Quickr. The availability of funds has
presented a favorable ecosystem and growth opportunities for big as well as
small companies. It has enabled local startups to survive in cut throat
competition against foreign giants and has facilitated the penetration of
ecommerce to every facet of human life; such that the differentiation between
e-commerce and traditional business is getting blurred.
• Raghunath & Panga (2013), present a comprehensive analysis of various
nuances of e-commerce while accentuating that, in present time every
business activity, be it advertising, ordering, payment etc, can be performed
in the digital ecosystem. The paper also enlists numerous points on the

11
 importance of e-commerce which are responsible for its development as the
new convention. It has enabled the creation and exploitation of new business
opportunities, at the same time increasing the say of customers in the
development of new products and services. E-commerce has not only
augmented the performance of internal business management, but, has also
enabled better customer relationships by promoting a business model that is
essentially based on information sharing. The accessibility of internet
connectivity and other online tools herald, a new revolution.
• Deshmukh, Deshmukh & Thampi (2013), recognize another important
development: m-commerce, which they identify as a subset of e-commerce.
“Transformation from E-commerce to M-commerce in Indian

Context” reviews the current and potential status of e-commerce and

mcommerce in the Indian market, while projecting the latter as the potential
future. The paper discerns ubiquity, personalization, flexibility and
immediacy as the singular advantages of m-commerce. The authors affirm
the idea that smart phone penetration and rise in internet user base, mostly
driven by youth, shall propel the growth of e-commerce.

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 CHAPTER 3
INDUSTRIAL AND COMPANY’S PROFILE
3.1 Industry profile

Retail industry

The India Retail Industry is the largest among all the industries, accounting for
over 10 per cent of the country’s GDP and around 8 per cent of the employment.
The Retail Industry in India has come forth as one of the most dynamic and fast
paced industries with several players entering the market. But all of them have
not yet tasted success because of the heavy initial investments that are required to
break even with other companies and compete with them. The India Retail
Industry is gradually inching its way towards becoming the next boom industry.

The total concept and idea of shopping has undergone an attention drawing
change in terms of format and consumer buying behavior, ushering in a revolution
in shopping in India. Modern retailing has entered into the Retail market in India
as is observed in the form of bustling shopping centers, multistoried malls and the
huge complexes that offer shopping, entertainment and food all under one roof.

In India the vast middle class and its almost untapped retail industry are the
key attractive forces for global retail giants wanting to enter into newer markets,
which in turn will help the India Retail Industry to grow faster. Indian retail is
expected to grow 25 per cent annually. Modern retail in India could be worth US$
175-200 billion by 2016. The Food Retail Industry in India dominates the
shopping basket. The Mobile phone Retail Industry in India is already a US$ 16.7
billion business, growing at over 20 per cent per year. The future of the India
Retail Industry looks promising with the growing of the market, with the
government policies becoming more favorable and the emerging technologies
facilitating operations.

13
The Indian retail scene

India is the country having the most unorganized retail market. Traditionally
it is a family’s livelihood, with their shop in the front and house at the back, while
they run the retail business. More than 99% retailer’s function in less than 500
square feet of shopping space. Global retail consultants KSA Techno park have
estimated that organized retailing in India is expected to touch Rs 35,000 crore in
the year 200506. The Indian retail sector is estimated at around Rs 900,000 crore,
of which the organized sector accounts for a mere 2 per cent indicating a huge
potential market opportunity that is lying in the waiting for the consumer-savvy
organized retailer.

Purchasing power of Indian urban consumer is growing and branded

merchandise in categories like Apparels, Cosmetics, Shoes, Watches, Beverages,
Food and even Jewelry, are slowly becoming lifestyle products that are widely
accepted by the urban Indian consumer. Indian retailers need to advantage of this
growth and aiming to grow, diversify and introduce new formats have to pay more
attention to the brand building process. The emphasis here is on retail as a brand
rather than retailers selling brands. The focus should be on branding the retail
business itself. In their preparation to face fierce competitive pressure, Indian
retailers must come to recognize the value of building their own stores as brands
to reinforce their marketing positioning, to communicate quality as well as value
for money. Sustainable competitive advantage will be dependent on translating
core values combining products, image and reputation into a coherent retail brand
strategy.

Strategies, Trends and Opportunities 2007

Retailing in India is gradually inching its way toward becoming the next boom
industry. The whole concept of shopping has altered in terms of format and
14
consumer buying behavior, ushering in a revolution in shopping in India. Modern
retail has entered India as seen in sprawling shopping centres, multistoried malls
and huge complexes offer shopping, entertainment and food all under one roof.
The Indian retailing sector is at an inflexion point where the growth of organized
retailing and growth in the consumption by the Indian population is going to take
a higher growth trajectory. The Indian population is witnessing a significant
change in its demographics. A large young working population with median age
of 24 years, nuclear families in urban areas, along with increasing workingwomen
population and emerging opportunities in the services sector are going to be the
key growth drivers of the organized retail sector in India.

Growth of retail sector in India

Retail and real estate are the two booming sectors of India in the present times.
And if industry experts are to be believed, the prospects of both the sectors are
mutually dependent on each other. Retail, one of India’s largest industries, has
presently emerged as one of the most dynamic and fast paced industries of our
times with several players entering the market. Accounting for over 10 per cent
of the country’s GDP and around eight per cent of the employment retailing in
India is gradually inching its way toward becoming the next boom industry.

As the contemporary retail sector in India is reflected in sprawling shopping

centers, multiplex- malls and huge complexes offer shopping, entertainment and
food all under one roof, the concept of shopping has altered in terms of format
and consumer buying behavior, ushering in a revolution in shopping in India. This
has also contributed to large-scale investments in the real estate sector with major
national and global players investing in developing the infrastructure and
construction of the retailing business. The trends that are driving the growth of the
retail sector in India are

• Low share of organized retailing

15
 • Falling real estate prices

• Increase in disposable income and customer aspiration

Another credible factor in the prospects of the retail sector in India is the
increase in the young working population. In India, hefty pay packets, nuclear
families in urban areas, along with increasing working-women population and
emerging opportunities in the services sector. These key factors have been the
growth drivers of the organized retail sector in India which now boast of retailing
almost all the preferences of life - Apparel & Accessories, Appliances,
Electronics, Cosmetics and Toiletries, Home & Office Products, Travel and
Leisure and many more. With this the retail sector in India is witnessing
rejuvenation as traditional markets make way for new formats such as
departmental stores, hypermarkets, supermarkets and specialty stores.

The retailing configuration in India is fast developing as shopping malls are

increasingly becoming familiar in large cities. When it comes to development of
retail space specially the malls, the Tier II cities are no longer behind in the race.
If development plans till 2007 is studied it shows the projection of 220 shopping
malls, with 139 malls in metros and the remaining 81 in the Tier II cities. The
government of states like Delhi and National Capital Region (NCR) are very
upbeat about permitting the use of land for commercial development thus
increasing the availability of land for retail space; this making NCR render to 50%
of the malls in India.

India is being seen as a potential goldmine for retail investors from over the
world and latest research has rated India as the top destination for retailers for an
attractive emerging retail market. India’s vast middle class and its almost untapped
retail industry are key attractions for global retail giants wanting to enter newer
markets.

16
 Even though India has well over 5 million retail outlets, the country sorely
lacks anything that can resemble a retailing industry in the modern sense of the
term. This presents international retailing specialists with a great opportunity. The
organized retail sector is expected to grow stronger than GDP growth in the next
five years driven by changing lifestyles, burgeoning income and favorable
demographic outline.

Retailing format in India

Malls:

The largest form of organized retailing today. Located mainly in metro cities, in
proximity to urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq ft and
above. They lend an ideal shopping experience with an amalgamation of product,
service and entertainment, all under a common roof. Examples include Shoppers
Stop, Pyramid, and Pantaloon.

Specialty Stores:

Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer
Crossword, RPG's Music World and the Times Group's music chain Planet M,
are focusing on specific market segments and have established themselves
strongly in their sectors.

Discount Stores:

As the name suggests, discount stores or factory outlets, offer discounts on the
MRP through selling in bulk reaching economies of scale or excess stock left

17
over at the season. The product category can range from a variety of perishable/
nonperishable goods.

Department Stores:

Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer
needs. Further classified into localized departments such as clothing, toys, home,
groceries, etc.
Departmental Stores are expected to take over the apparel business from
exclusive brand showrooms. Among these, the biggest success is K Raheja's
Shoppers Stop, which started in Mumbai and now has more than seven large
stores (over 30,000 sq. ft) across India and even has its own in store brand for
clothes called Stop.

Hyper marts/Supermarkets:

Large self-service outlets, catering to varied shopper needs are termed as

Supermarkets. These are located in or near residential high streets. These stores
today contribute to 30% of all food & grocery organized retail sales. Super
Markets can further be classified in to mini supermarkets typically 1,000 sq ft to
2,000 sq ft and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft.
having a strong focus on food & grocery and personal sales.

Convenience Stores:

These are relatively small stores 400-2,000 sq. feet located near residential areas.
They stock a limited range of high-turnover convenience products and are
usually open for extended periods during the day, seven days a week.
18
Prices are slightly higher due to the convenience premium

Retail sales in India Challenges & Opportunities

Retailing has seen such a transformation over the past decade that its very
definition has undergone a sea change. No longer can a manufacturer rely on sales
to take place by ensuring mere availability of his product. Today, retailing is about
so much more than mere merchandising. It’s about casting customers in a story,
reflecting their desires and aspirations, and forging long-lasting relationships. As
the Indian consumer evolves they expects more and more at each and every time
when they step into a store

Retailing in India is currently estimated to be a US$ 200 billion industry, of

which organized retailing makes up a paltry 3 percent or US$ 6.4 billion. By 2010,
organized retail is projected to reach US$ 23 billion. For retail industry in India,
things have never looked better and brighter. Challenges to the manufacturers and
service providers would abound when market power shifts to organized retail.

3.2 COMPANY’S PROFILE

Decathlon is a French sporting goods retailer. With over 1647 stores in nearly
1000 cities in 57 countries and regions (Jan 2020), it is the largest sporting goods
retailer in the world. Its holding company was formerly known as Oxylane.

Industry Retail

Founded 1976; 45 years ago

Founder Michel leclercq

Headquarters Villeneuve d’Ascq. France

Number of locations 1,647 stores in 57 countries

Key people Michel Aballea (CEO)

19
 Osvaldo Fusardi (COO)

Products Clothing

Sportswear

Sports Equipment

Revenue US$ 12.80 billion (2017)

No. of Employees 87000 (2017)

Subsidiaries Tribord, Quechua, Domyos, B’Twin, Kipsta, Nabaiji,

Wed’zi, Simond, Kalenji, Newfeel, Artengo, Inesis,

Geologic, Caperlan, Solognac, Fouganza, Oxelo,

Aptonia, Geonaute, Orao, Subea, Outshock

Website www.deccathlon,com

History

Founded by Michel Leclercq in 1976, Decathlon started with a store in Lille,

France. The company expanded abroad a decade later: to Germany in 1986, Spain
in 1992, Italy in 1993, Belgium in 1997, Portugal, the United Kingdom in 1999,
Brazil in 2001, China in 2003, India in 2009, Taiwan in 2012, Hong Kong in
2013, Malaysia and Singapore in 2016, South Africa, Philippines and Indonesia
in 2017 and South Korea, Australia in 2018.The company employs more than
87,000 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, big-box superstores averaging
4,000m2 in size. Decathlon Group markets its products under more than 20

20
brands. Its research and development facilities are located across France, where
the company develops its product designs, registering up to 40 patents per year.

Product brands

Decathlon is vertically integrated, designing and developing its own products

and marketing under its more than 20 brands, with each sport—and often sub-
sports and sports groups—having their own brand:

• Aptonia - Nutrition and Triathlon

• Artengo - Tennis

• B'Twin - Cycling

• Caperlan - Fishing

• Domyos - Fitness, Gym, Yoga, Dance,

• Forclaz - Trekking

• Fouganza - Horse Riding

• FLX - Cricket

• Geologic - Target Sports such as Archery, Darts and Pétanque

• Geonaute - Sports Electronics

• Inesis - Golf

• Inovik - Cross-country skiing

• Itiwit - paddle sports

• Kalenji - Running

• Kipsta - Team Sports

• KOROK - Field hockey

21
• Kuikma - Padel (sport)

• Nabaiji - Swimming

• Newfeel - Sport Walking

• Offload - Rugby

• Olaian - Surfing and Boardwalking

• Opfeel - Squash

• Orao - Kiting and Kitesurfing

• Oroks - Ice hockey

• Outshock - Combat Sports

• Oxelo - Rollersports, Skating and Scooters

• Perfly - Badminton

• Quechua - Hiking, Camping

• Rockrider - Mountain Biking

• Sandever - Beach Tennis

• Simond - Mountaineering

• Solognac - Hunting

• Subea - Diving

• Tarmak - Basketball

• Triban - Cycling (Comfort-Oriented)

• Tribord - Sailing

• Van Rysel - Cycling (Performance/Racing-Oriented)

• Wed'Ze - Skiing and Snowboarding

22
 Brands providing technical support for the products for the company's passion
brands:

• Equarea - Clothing designed for the active removal of sweat

• Essensole - Shoe soles and insoles

• Novadry - Waterproof and breathable clothes

• Stratermic - Warm and light clothes

• Strenfit - Light and Robust Synthetic fabrics (non garment)

• Supportiv - Support and compression

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 retailers.

Competition

In 2009, Decathlon's sector rivals, Go Sport and Sport 2000, joined forces to
set up a common purchasing centre in Switzerland, intended to "pressurize most
of the major international suppliers", according to François Neukirsh,

23
Managing Director of Go Sport, in the newspaper “Les Echos”. Otherwise, the
company does not have significant competition due to their specific target
audience in mass-market retail.

Social Standards
Decathlon claims to follow a strict policy when it comes to employee welfare
and that all contractors working with Decathlon follow the Human Responsibility
in Production (HRP) process in all activities. The HRP designates the
management system and resources implemented by Decathlon relative to
workplace conditions at production sites and with suppliers.

Since 2003, Decathlon has adopted a social charter of the Social and
Environment Responsibility World Forum regarding human rights, health and
safety, respect for the environment, corruption and management and
communication.

Decathlon has however declined to disclose the names of their suppliers, and
has been under scrutiny after reports indicate that the company's suppliers in Sri
Lanka free trade zones violate the country's labor laws.

24
 CHAPTER 4
DATA ANALYSIS AND
INTERPRETATION
This chapter is considered to be the core part of this project. The data collected
using questionnaire is represented in graphical forms as graphs and diagrams. This
is for the purpose of making analysis of data and interpret the results there of. The
sample size is 50. Tool used for data analysis is percentage analysis. Graphical
representation helps us in easy interpretation of the results

4.1 Table showing the gender classification of respondents

Respondents No of respondents Percentage

Male 21 42%

Female 29 58%

Total 50 100%

Source: Primary data

42% of the respondents are male and 58% of the respondents are female.

4.1 Figure showing the gender classification of respondents

42%

58%

Male Female

25
4.2 Table showing age of the respondents

Responses No of respondents Percentage

18-25 48 96%

25-30 1 2%

30-35 0 0%

More than 35 1 2%

Total 50 100%

Source: Primary data

96% of the respondents are between the age group 15-25, 2% of the respondents
are between the age group 25-30, 0% of the respondents are between the age group
30-35 and 2% of the respondents are between the age group More than 35.

4.2 Figure showing age of the respondents

120%

100%
96%

80%

60%

40%

20%

2% 0% 2%
0%
18-25 25-30 30-35 More than 35

26
4.3 Table showing education of the respondents

Responses No of respondents Percentage

SSLC 0 0%

HSC 7 14%

UG/PG 43 86%

Total 50 100%

Source: Primary data

14% of the respondents are HSC qualified, 86% of the respondents are UG/PG
qualified and None of the respondents are SSLC qualified.

4.3 Figure showing education of the respondents

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
SSLC HSC UG/PG

27
4.4 Table showing internet usage

Responses No of respondents Percentage

Yes 50 100%

No 0 0%

Total 50 100%

Source: Primary data

All of the respondents used internet

4.4 Figure showing internet usage

120%

100%

80%

60%

40%

20%

0%
Yes No

28
4.5 Table showing most preferred e-commerce website

Responses No of respondents Percentage

Flipkart 26 52%

Amazon 22 44%

Decathlon 2 4%

Uber 0 0%

Total 50 100%

Source: Primary data

52% of the respondents most preferred e-commerce website is Flipkart, 44% of the
respondents most preferred e-commerce website is Amazon, 4% of the respondents
most preferred e-commerce is Decathlon, no one preferred ecommerce website as
Uber in this study.

4.5 Figure showing most preferred e-commerce website

60%

50%

40%

30%

20%

10%

0%
Flipkart Amazon Decathlon Uber

29
4.6 Table showing frequency of usage of e-commerce websites for getting
information before physical store
Responses No of respondents Percentage

Always 5 10%

Most often 31 62%

Quiet rarely 8 16%

Rarely 5 10%

Never 1 2%

Total 50 100%

Source: Primary data

62% of respondents use e-commerce websites for getting information before

physical store, 16% of respondents use e-commerce websites for getting
information before physical store, 10% of respondents use e-commerce websites
for getting information before physical store, 10% of respondents use e-commerce
websites for getting information before physical store

4.6 Figure showing frequency of usage of e-commerce websites for getting

information before physical store

2% 10%
10%

16%

62%

Always Most often Quiet rarely Rarely Never

30
4.7 Table showing respondents awareness of Decathlon an e-commerce
website

Responses No of respondents Percentage

Yes 31 62%

No 19 38%

Total 50 100%

Source: Primary data

62% of the respondents are aware of Decathlon an e-commerce website and 38%
of the respondents are aware of Decathlon an e-commerce website.

4.7 Figure showing respondents awareness of Decathlon an e-commerce

website

38%

62%

Yes N0

31
4.8 Table showing source of knowledge of customers regarding decathlon

Respondents No of respondents Percentage

Word of mouth 23 46%

TV 2 4%

Internet 16 32%

Print media 1 2%

Other 8 16%

Total 50 100%

Source: Primary data

46% of the respondents knew Decathlon through word of mouth, 4% of the

respondents knew Decathlon through TV, 32% of the respondents knew Decathlon
through Internet, 2% of the respondents knew Decathlon through print media, 16%
of the respondents knew about Decathlon through other ways.

4.8 Figure showing source of knowledge of customers regarding decathlon

50%

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
Word of mouth TV Internet Print media Other

32
4.9 Table showing satisfaction of customers with regard to usage of
ecommerce

Responses No of respondents Percentage

Yes 48 96%

No 2 4%

Total 50 100%

Source: Primary data

96% of the respondents are satisfied of using e-commerce often and 4% of the
respondents are satisfied of using e-commerce often.

4.9 Figure showing satisfaction of customers with regards to usage of

ecommerce

4%

96%

Yes No

33
4.10 Table showing biggest concern about buying products online

Responses No of respondents Percentage

Fake products 18 36%

Online payments 14 28%

Wrong information 11 22%

Privacy 7 14%

Total 50 100%

Source: Primary data

36% of the respondents biggest concern about buying products online are fake
products, 28% of the respondents biggest concern about buying products online are
online payments, 22% of the respondents biggest concern about buying products
online is wrong information, 14% of the respondents biggest concern about buying
products online is privacy.

4.10 Figure showing biggest concern about buying products online

Fake products Online payments Wrong information Privacy

14 %

36 %

22 %

28 %

34
4.11 Table showing frequency of shopping through e-commerce website

Responses No of Percentage
respondents

Once in a month 26 52%

1-2 times in a month 9 18%

3-6 times in a month 4 8%

More than 6 times in a month 11 22%

Total 50 100%

Source: Primary data

52% of the respondents shopped through e-commerce website once in a month,

18% of the respondents shopped though e-commerce website 1-2 times in a month,
8% of the respondents shopped though e-commerce website 3-6 times in a month,
22% of the respondents shopped through e-commerce website more than 6 times in
a month.

4.11 Figure showing frequency of shopping through e-commerce website

22 %

8% 52 %

18 %

Once in a month 1-2 times in a month

3-6 times in a month More than 6 times in a month

35
4.12 Table showing more preferred brand among respondents

Responses No of respondents Percentage

B’TWIN 16 32%

KIPSTA 20 40%

TRIBORD 11 22%

APTONIA 3 6%

Total 50 100%

Source: Primary data

32% of the respondents more preferred brand is B’TWIN, 40% of the respondents
more preferred brand is KIPSTA, 22% of the respondents more preferred brand is
TRIBORD and 6% of the respondents more preferred brand is APTONIA.

4.12 Figure showing more preferred brand among respondents

6%

22% 32%

40%

B’TWIN KIPSTA TRIBORD APTONIA

36
4.13 Table showing types of products respondents typically buy on online

Responses No of responses Percentage

Shoes 42 84%

Training kit 1 2%

Gym equipment 2 4%

Track suits 5 10%

Total 50 100%

Source: Primary data

84% of the respondents buy shoes in online, 2% of the respondents buy training kit
in online, 4% of the respondents buy gym equipment in online and 10% of the
respondents buy track suits in online.

4.13 Figure showing types of products respondents typically buy on online

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
Shoes Training kit Gym equipment Track suits

37
4.14 Table showing respondents comfortability on buying products at online

Responses No of respondents Percentage

Not at all comfortable 0 0%

Slightly comfortable 8 16%

Moderately comfortable 23 46%

Quiet comfortable 18 36%

Extremely comfortable 1 2%

Total 50 100%

Source: Primary data

0% of the respondents are not at all comfortable on buying products at online, 16%
of the respondents are slightly comfortable on buying products at online,
46% of the respondents are moderately comfortable on buying products at online,
36% of the respondents are quiet comfortable on buying products at online, 2% of
the respondents are extremely comfortable on buying products at online

4.14 Figure showing respondents comfortability on buying products at online

20%%
16%

36%

46%

Not at all comfortable Slightly comfortable Moderately comfortable

Quiet comfortable Extremely comfortable

38
4.15 Table showing privacy concerns of respondents that prevent from
buying products online

Responses No of respondents Percentage

Once in a while 23 46%

About half the time 19 38%

Most of the time 7 14%

Always 1 2%

Total 50 100%

Source: Primary data

46% of the respondents had privacy concerns once in a while, 38% of the
respondents had privacy concerns about half the time, 14% of the respondents had
privacy concerns most of the time and 2% of the respondents had privacy concern
always.

4.15 Figure showing privacy concerns of respondents that prevent from buying
products online

2%
14%

46%

38%

Once in a while About half the time Most of the time Always

39
4.16 Table showing most often used payment method when buying products
online

Responses No of respondents Percentage

Paypal 0 0%

Debit card 18 36%

Credit card 1 2%

Google pay 11 22%

Cash on delivery 20 40%

Total 50 100%

Source: Primary data

None of the respondents used Paypal, 36% of the respondents used Debit card, 2%
of the respondents used Credit card, 22% of the respondents used Google pay, 40%
of the respondents used Cash on delivery.

4.16 Figure showing most often used payment method when buying products
online

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
Paypal Debit card Credit card Google pay Cash on delivery

40
4.17 Table showing acknowledgement of respondents about time saving on
online purchase

Responses No of respondents Percentage

Strongly disagree 0 0%

Disagree 0 0%

Neutral 19 38%

Agree 23 46%

Strongly agree 8 16%

Total 50 100%

Source: Primary data

None of the respondents strongly disagree or disagree on time saving, 38% of the
respondents are neutral about time saving, 46% of the respondents are agree about
time saving, 16% of the respondents are strongly agree about time saving

4.17 Figure showing acknowledgement of respondents about time saving on

online purchase

50%

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
Strongly disagree Disagree Neutral Agree Strongly agree

41
4.18 Table showing authenticity of products description on the website

Responses No of respondents Percentage

Yes 31 62%

No 19 38%

Total 50 100%

Source: Primary data

62% of the respondents agree that authenticity of products description on the

website and 38% of the respondents disagree that authenticity of products
description on the website.

4.18 Figure showing authenticity of products description on the website

38%

62%

Yes No

42
4.19 Table showing features that respondents like about Decathlon

Responses No of respondents Percentage

Discounts 17 34%

Customer service 19 38%

Authenticity 7 14%

Packing 7 14%

Total 50 100%

Source: Primary data

34% of the respondents like discounts about Decathlon, 38% of the respondents
like customer service about Decathlon, 14% of the respondents like Authenticity
and 14% of the respondents like packing about the Decathlon.

4.19 Figure showing feature that respondents like about Decathlon

14%

34%

14%

38%

Discounts Customer service Authenticity Packing

43
4.20 Table showing respondents perceive about offering various brands
product by "decathlon.com" like other offline retail store

Responses No of respondents Percentage

Strongly disagree 0 0%

Disagree 2 4%

Neutral 29 58%

Agree 19 38%

Strongly agree 0 0%

Total 50 100%

Source: Primary data

None of the respondents strongly disagree or strongly agree about the perceive, 4%
of the respondents disagree about the perceive, 58% of the respondents are neutral
about the perceive and 38% of the respondents agree about the perceive.

4.20 Figure showing respondents perceive about offering various brands of

products by "decathlon.com" like other offline retail store
70

60

50

40

30

20

10

0
Strongly disagree Disagree Neutral Agree Strongly agree

44
4.21 Table showing respondents acknowledgement about Decathlons
reasonable return and exchange policy
Responses No of respondents Percentage

Strongly disagree 0 0%

Disagree 2 4%

Neutral 15 50%

Agree 21 42%

Strongly agree 2 4%

Total 50 100%

Source: Primary data

None of the respondents strongly disagree about return and exchange policy, 4% of
the respondents disagree about return and exchange policy, 50% of the respondents
neutral about return and exchange policy, 42% of the respondents agree about return
and exchange policy and 4% of the respondents strongly disagree about return and
exchange policy.

4.21 Figure showing respondents acknowledgement about Decathlons

reasonable return and exchange policy

60%

50%

40%

30%

20%

10%

0%
Strongly disagree Disagree Neutral Agree Strongly agree

45
4.22 Table showing respondents Decathlon’s rating

Responses No of respondents Percentage

Poor 1 2%

Average 1 22%

Good 30 60%

Excellent 8 16%

Total 50 100%

Source: Primary data

2% of the respondents rated poor experience, 22% of the respondents rate average
experience, 60% of the respondents rated good experience and 16% of the
respondents rated excellent experience.

4.22 Figure showing respondents Decathlon’s rating

2%
16%

22%

60%

Poor Average Good Excellent

46
 CHAPTER 5
FINDINGS, SUGGESTIONS & CONCLUSION
5.1 FINDINGS
• 100 percentage of the students uses the internet.

• More than half of the student says that Flipkart is the most preferred
ecommerce website.
• More than half of the students most commonly use the e-commerce website
for getting information before physical store.
• More than half of the students says that they are aware about Decathlon as
ecommerce website.
• Less than half of the students says that they know about the Decathlon
through word of mouth.
• Majority of the students are satisfied using e-commerce website often.

• Less than half of the students are concerned about the fake products on online
purchase.
• More than half of the students says that they use e-commerce website only
once in a month.
• Less than half of the students says that KIPSTA is the more preferred brand.

• Majority of the students says that they typically purchase shoes through
online purchase.
• Less than half of the students says that they are moderately comfortable while
using online purchase.
• Less than half of the students says that privacy concerned once in a while
preventing them buying products through online.
• Less than half of the students prefer cash on delivery while buying the
products through online.
• Less than half of the students acknowledge about saving the time while
purchasing products through online.

47
 • More than half of the students says that description about the product on
online is accurate.
• Less than half of the students says that customer service is the best feature
about Decathlon.
• Half of the students neutrally satisfied with the Decathlon’s reasonable return
and exchange policy.
• More than half of the students gives good rating about Decathlon`s website

5.3 SUGGESTIONS

• Company needs to spend a lot on advertising and promotion to create an

better reputation among the public.
• Provide better customer service.

• Need to include varieties of similar items.

• Better if they provide filtered information.

5.2 CONCLUSIONS

In this study we have taken cluster sampling method in a selected college, sports
students by random selected students. Decathlon success is a direct result of its
detailed pricing and marketing strategies, but Omnia gave the company the tools to
ensure that strategy became a success.

After completing this research, we come to know that Decathlon website is the most
preferred website by the sports students. Decathlon has successfully placed itself
into the prospects mind making it as worlds emerging markets with huge sports
products. KIPSTA is the most preferred brand in Decathlon website. Customers
gives good rating about the Decathlon’s service. It provides services through online
as well as offline retail shop.

48
BIBLIOGRAPHY
Reference

[1] Albert H., Judd, Rivers, (2006) “Creating a winning E-Business”, Wagner
Course Technology Thomson Learning, pp. 37-255.

[2] Sumeet Gupta, Hee-Woong Kim, “Linking Structural Equation Modeling to

Bayesian Networks: Decision support for Customer Retention in Virtual
Communities, European Journal of Operational Research, 190(3), November
2008, pp. 818-833..

[3] Melao, N. (2008), “ E-Business Processes and E-Business Process Modeling:

A State-of-the-Art Overview”, pp. 54-89

[4] Amit B. and Steve M. (2007), “How to Plan E-Business Initiatives in

Established Companies”, Vol. 49, No. 1, pp. 11-22

[5] Aranda-M., G. and Stewart, P. (2005), “Barriers to E-Business Adoption in

construction international literature review”, pp. 33-49

[6] Ayo, Charles K. (2006). “The Prospects of e-Commerce Implementation in

Nigeria, Journal of Internet Banking and Commerce”, Vol. 11, No.3, pp. 68-75

[7] Amar. K., Sohani, (2009), “Technology and Banking Sector”, ICFAI
University Press, pp. 1-39

[8] Brahm C., (2009) “E-Business and Commerce Strategic Thinking and
Practice”, Houghton Mifflin, pp. 114-312.

[9] Chiemeke, S. C., Evwiekpaefe, A. and Chete, F. (2006), “The Adoption of

Internet Banking in Nigeria: An Empirical Investigation, Journal of Internet
Banking and Commerce”, vol. 11, No.3, pp 33-49

[10] David W, (2001) “E-Commerce Strategy, Technologies and Applications”,

Tata McGraw Hill, pp. 3-143.
Books

• Managerial economics, Author: A.VINOD, First publication in 2009.

• Business research method, Author: Dr.K.VENUGOPALAN, First
publication in 2011

Website

• En.m.wikipedia.org
• www.decathlon.com
APPENDIX
 QUESTIONNAIRE

THE IMPACT OF E-COMMERCE IN EMERGING

MARKETS(DECATHLON)

A special study among the college students of Thrissur

Name:
Age: 18-25 ☐ 25-35 ☐ 35 above ☐
Gender: Male ☐ Female ☐
1. Education qualification :
SSLC ☐ HSC ☐
UG/PG ☐
2. Do you use internet?
Yes ☐ No ☐
3. Which is your most preferred e-commerce website?
Flipkart ☐ Amazon ☐ Decathlon ☐
Uber ☐
4. How frequently have you used the e-commerce website for getting
information before shopping at a physical store?
Always ☐ Most often ☐ Quiet rarely ☐
Rarely ☐ Never ☐
5. Are you aware of decathlon an e-commerce website?
Yes ☐ No ☐
6. How did you know about Decathlon?
Word of mouth ☐ TV ☐ Internet ☐
Print media ☐ Other ☐
7. Are you satisfied using e-commerce often?
Yes ☐ No ☐
8. What are your biggest concerns about buying products online?
Fake product ☐ Wrong information ☐ Online payment☐
Personal security☐
9. How frequently do you shop through e-commerce website?
Once in a month ☐ 1-2 times in a month ☐ 3-6 times in a month ☐
More than 6 times in a month ☐
10. Which brand do you prefer more?
B’TWIN☐ KIPSTA ☐ TRIBORD☐
APTONIA ☐
11. What type of products do you typically buy online?
Shoes ☐ Training kit☐ Gym equipment ☐
Track suits ☐
12. How comfortable are you buying products online?
Not at all comfortable ☐ Slightly comfortable ☐ Moderately
comfortable☐ Quiet comfortable ☐ Extremely comfortable ☐
13. How often do privacy concerns prevent you from buying products online?
Never ☐ Once in a while ☐ About half the time ☐
Most of the time ☐ Always ☐
14. Which payment method do you use most often when buying products
online?
Paypal ☐ Debit card ☐ Credit card ☐
Google pay ☐ Cash on delivery☐
15. Do you agree that online purchase will save your time?
Strongly agree ☐ Agree ☐ Neutral☐
Disagree ☐ Strongly disagree ☐
16. The description of the products shown on the website are very accurate
Yes ☐ No ☐
17. Which of the features do you like about Decathlon?
Discounts ☐ Customer service ☐ Cash on delivery ☐
Packing ☐ Others ☐
18. How do you feel about offering various bands of products by
Decathlon.com like other offline retail store?
Strongly agree ☐ Agree ☐ Neutral☐
Disagree ☐ Strongly disagree ☐
19. Decathlon had a reasonable return and exchange policy?
Strongly agree ☐ Agree ☐ Neutral☐
Disagree ☐ Strongly disagree ☐
20. How do you rate Decathlon experience?
Poor ☐ Average ☐ Good ☐
Excellent ☐