CHAPTER 2

REVIEW OF LITERATURE AND RESEARCH

DESIGN
LITERATURE REVIEW

According to Namita Kapoor, Sporting events come with huge opportunities for encouraging
sports activities and the development of regions where these events are held. Brand awareness, as
one of the fundamental dimensions of brand equity, is often considered to be a prerequisite of
consumers’ buying decision, as it represents the main factor for including a brand in the
consideration set.

(Ovidiu Ioan Moisescu) Decathlon is one of the worlds’ leading sports companies which
fathoms to shine as bright as it logo ‘Providing Pleasure of Sports at Affordable Price’. It has
created an edge over its counterparts by being a force to reckon with in its domain of services
ranging from sports to clothes and catering every sports’ need. The crux of this report is to study
the fundamental ways of marketing by Decathlon, understand consumer perception and give
recommendations for the same.

(Rishabh Singh Bharaj and Sheefali Gupta) Brand name, price, store name/image, and
country of origin have also been identified by researchers as extrinsic cues to (quality)
perceptions. (Teas and Agarwal, 2000 , Zeithaml, 1996) Prof. Dr. Muhammad Ehsan Malik says,
Brand Awareness and brand loyalty have strong positive association with purchase intention.

Dr. Hsin Kuang Chi says, (a) the relations among the brand awareness, perceived quality and
brand loyalty for purchase intention are significant and positive effect, (b) perceived quality has
a positive effect on brand loyalty, (c) perceived quality will meditate the effects between brand
awareness and purchase intention, and (d) brand loyalty will mediate the effects between brand
awareness and purchase intention.

Zeenat Ismail et al (2012) find out the Factors Affecting Consumer Preference of International
Brands over Local Brands. This study was conducted in order to determine the consumer
preferences of global brands instead of local ones. There are a number of factors affect the
consumer purchase decisions. The results suggest that most important factors that influence a
consumer’s final decision are the price and quality of the product.
Bryan Clay 2008: I fascinated to see what sort of analytics could be applied to thissport, which
even admits does not get much respect. I decided to do my best to rectify the problem by doing
my own analysis on the skill of decathletes.

Lebrun, 2006: Decathlon Group is different from its main competitors such as Intersportand Go
Sport which have not chosen to design and manufacture their own innovative and strong sub-
brands. The latter has many own brands, but they are not built on characteristics related to
technical performance or innovation

Michel &Salha, 2005: Decathlon Group follows the strategy of a big company willingto
increase its market share by seeking to enter high margin segments although it was rather forced
to do so. Indeed, the solution of sports specialized superstores – invented by Decathlon and
successful either in France or in Europe - is a failure in countries where consumer patterns are
different. Not to mention that, on some markets, particularly in the United States, there are
situations of quasi-monopoly on behalf of local retailers (barrier at the entry) which cancel any
thought of expansion of a newcomer, even a big one.

According to the prospects of Akrich, Callon&Latour (1988) to make progress in theart of

managing innovations: understanding the mechanisms by which innovations succeed or fail to
develop principles that serve as guide to action. To a great extent, the success of the Decathlon
Group innovations and “passion-brands” depends, first of all, on an excellent understanding and
coordination between the various components of the company involved, but also on an atypical
innovative projects management system.

Irwin Wouts: According to the him, innovation of the Decathlon Group “passionbrands”,
method, not very directive, seemed more adapted to an executive officer unfamiliarwith more
sophisticated techniques.

Métais, 1997 : The concept of resources or strategic assets derives from the desire toaccurately
describe the full potential of a company. It allows us to identify the basic entities which make up
the innovative potential of a firm
Achrol (1991):focusing on the effect of increasing environmental turbulence onmarketing
organization, argues that a higher level of organizational flexibility is needed and suggests two
ideal forms that he refers to as the marketing exchange company and the marketing coalition
company.

Webster (1992): discusses changes in marketing’s role within the firm and argues thatmanaging
strategic partnerships and positioning the firm between vendors and customers in the value
chain” (p. 1) will become the focus of marketing

Zarnowski,2001 :In decathlon,even before seeking to perform during each event ,the veryfirst
aim is to complete all 10 events consequently, decathletes have to face their own ability to
perform and score points at each event.

Kadrovik since 2007: Until recently, the system was used for HR records and
documentsmanagement, organizational prototyping and time track, and the payroll was carried
out by an outsourcing company in its own program. Exchange of data between the two systems
for payroll purposes had a number of significant drawbacks

Tomas Chommaro 2009: CQ are generally more tolerant of ambiguity. This

nuanced,sophisticated, subtle thinking style defines the very essence of complexity. Second, CQ
leads to higher levels of intellectual investment and knowledge acquisition over time, especially
in

formal domains of education, such as science and art (note: this is of course different from IQ’s
measurement of raw intellectual horsepower). Knowledge and expertise, much like experience,
translate complex situations into familiar ones, so CQ is the ultimate tool to produce simple
solutions for complex problems.

Prezumic 1989: argues that CQ is just as important when managing complexity in twomajor
ways: increased tolerance for ambiguity and a higher investment over time in knowledge and
expertise acquisition which leads to a nuanced, sophisticated way of thinking over time.

Cari E. Guittard: CQ is the ultimate tool,” he argues, “to produce simple solutions forcomplex
problems.” And as Thomas Friedman noted in his article from last year It’sthe skill required for
every decent job is rising as is the necessity of lifelong learning... those with more P.Q. (passion
quotient) and C.Q. (curiosity quotient) to leverage all the new digital tools to not just find a job,
but to invent one or reinvent one, and to not just learn but to relearn for a lifetime.”

Thomas L. Friedman 2003: as part of an illustrative formula to explain how individualscan be

powerfully motivated to learn about a personally interesting subject, whether or not they possess
a particularly high intelligence quotient (IQ). The non-mathematical and fictitious formula is
[[CQ + PQ > IQ]]; where CQ is "curiosity quotient" and PQ is "passion quotient." Thomas
Friedman states that when curiosity is paired with passion in the exploration of a subject of
interest, an individual may be able to acquire an amount of knowledge comparable that of a
person who is exceptionally intelligent, because of the vast amount of information resources
available through the Internet.

JOSEPH E. STIGLITZ, 2000: “how to be a political activist and social entrepreneur ina flat
world; and on the more troubling question of how to manage our reputations and privacy in a
world where we are all becoming publishers and public figures. CQ is an essential update on
globalization, its opportunities for individual empowerment, its achievements at lifting millions
out of poverty, and its drawbacks–environmental, social, and political.

Charles Sull 2006: Curiosity is, “the desire to learn or know more about something orsomeone.”
It is the starting point to every great idea, invention and new business. It is what makes some
businesses wildly successful while others are just average and it’s the real reason why some
leaders and their teams succeed, while others fail. The same happens in business every day.
Leaders fail time and time again to understand the situations, people or customers they are
engaging with because they simply aren’t curious about them and feel more comfortable not
leaving their comfort zones to find out.

Micha Kaufman 2014: suggests CQ is just as important when it comes to managingcomplexity.

First, individuals with higher CQ are generally more tolerant of ambiguity. This nuanced,
sophisticated, subtle thinking style defines the very essence of complexity. Second, CQ leads to
higher levels of intellectual investment and knowledge acquisition over time. Knowledge and
expertise, much like experience, translate complex situations into familiar ones, so CQ is the
ultimate tool for leaders and their teams to devise simple solutions for complex problems.
 Rebecca Homkes 2005: argue that organizations fail at execution because they don’tadapt
quickly enough to changing market conditions and that most leaders solve problems by trying to
reduce them to single dimensions. And while that’s true, what they really lack is more
fundamental. They lack Business Curiosity. Thriving in a complex and volatile business
environment requires leaders who approach every day, every problem and every opportunity
with an inquisitive spirit. It’s this curiosity that drives leaders to learn their companies inside and
out and to never stop looking for ideas to improve.

Paula Roy 2002: curiosity is very evident throughout early childhood and into the firstfew years
of elementary school. Depending on the practices of local school systems, that curiosity may be
encouraged with “discovery learning” methods where children are exposed to information,
puzzles, and challenges and are taught the tools to uncover more information or find solutions.

Wiggins 1998: Curiosity is a personal quality of being open to observe and the toexplore,
analyze and learn. This is the combination that the customer look forward to as our customer
universe is a more challenging place today from what we saw in past decade. Studies attribute
this to VUCA- environment due to which they look out for higher potential even in high
performing vendors. Curious minds score high points on potential…..
STATEMENT OF THE PROBLEM

Though you have a targeted customer demographic in your business, you can still have
variations between individual customers. Each group of consumers are different and their needs
and wants differ from other groups. When a marketer is knowledgeable about differentiation of
each group of consumers, he can design separate marketing programes.Consumer differentiation
will help to tailor your strategies to the needs of varying customer groups. When consumer
differentiation is done, you can expand the width and breadth of your services. You will be able
to effectively serve a wider group of people.

POINTS:

Decathlon not loading

You want to download or update Decathlon and it takes forever for the download to start or for
the app to be completely downloaded because it just won’t load. Many then desperately try to
restart the download of Decathlon, but this does not lead to any useful result either.The next
attempt by many will be to check the internet connection. But the WLAN shows full reception
and it still doesn’t work or works very slowly.

Decathlon loads very slowly

If Decathlon is downloading very slowly, it could also be due to thesize of the app itself. The
progress bar gives you a slow download, but this may only appear because of the size of the app.
In the event of an update, you can check in the respective app store how big the installation file is
and see whether it may load for so long due to its size.

Decathlon Update does not start

Whether you want to update Decathlon or download it again. If one doesn’t work, you probably
have the same problems with the other thing and should look for the same solutions.We have
therefore put together a few possible solutions so that you can download the Decathlon app
without any problems.

SCOPE OF THE STUDY

Problem/need recognition

This is often identified as the first and most important step in the customer’s decision process. A
purchase cannot take place without the recognition of the need. The need may have been
triggered by internal stimuli (such as hunger or thirst) or external stimuli (such as advertising or
word of mouth)

Information search

Having recognised a problem or need, the next step a customer may take is the information
search stage, in order to find out what they feel is the best solution. This is the buyer’s effort to
searchinternal and external business environments, in order to identify and evaluate information
sources related to the central buying decision. Your customer may rely on print, visual, online
media or word of mouth for obtaining information.

Evaluation of alternatives

As you might expect, individuals will evaluate different products or brands at this stage on the
basis of alternative product attributes – those which have the ability to deliver the benefits the
customer is seeking. A factor that heavily influences this stage is the customer’s attitude.
Involvement is another factor that influences the evaluation process. For example, if the
customer’s attitude is positive and involvement is high, then they will evaluate a number of
companies or brands; but if it is low, only one company or brand will be evaluated.
Purchase decision

The penultimate stage is where the purchase takes place. Philip Kotler (2009) states that the final
purchase decision may be ‘disrupted’ by two factors: negative feedback from other customers
and the level of motivation to accept the feedback. For example, having gone through the
previous three stages, a customer chooses to buy a new telescope. However, because his very
good friend, a keen astronomer, gives him negative feedback, he will then be bound to change
his preference. Furthermore, the decision may be disrupted due to unforeseen situations such as a
sudden job loss or relocation.

Post-purchase behavior

In brief, customers will compare products with their previous expectations and will be either
satisfied or dissatisfied. Therefore, these stages are critical in retaining customers. This can
greatly affect the decision process for similar purchases from the same company in the future,
having a knock-on effect at the information search stage and evaluation of alternatives stage. If
your customer is satisfied, this will result in brand loyalty, and the Information search and
Evaluation of alternative stages will often be fast-tracked or skipped altogether.
OBJECTIVES OF THE STUDY
The objectives of consumer behaviour analysis are mostly consumer researches are undertaken to
find out the attitudes of the consumer about a product. Their preferences, likes and dislikes
which lead to the further modernization of the sales strategies by the marketer.

Researches can be conducted to find out the percentage of people using a certain product or
facility (a pager or mobile phone).

Researchers may also like to know the types of consumers and their demographic characteristics
for a particular product.

They may also like to experiment with new promotional campaigns, and since these campaigns
require a lot of expenditure, they may do researches to be sure of the campaign’s success, before
the final launch of the campaign.

The decline in sales may require the marketer to conduct researches which can give a clue of the
changing consumer behaviour.

The objective therefore, must be clearly set and followed strictly. Then only can we decide what
type of Research Design should be used. The researches can be quantitative or qualitative in
nature.

 To understand the concept of curiosity quotient.

 To study the awareness level of the consumers towards the foreign brands of decathlon.

 To examine the factors affecting the curiosity quotient of the consumers.

 To study the attitude of customers towards brand of decathlon.

SAMPLING:

Sample Population: Persons are selected randomly.

Sample Size: Out of the total population, the sample taken among random people from different
areas across the countries.

Sampling Area: The research was conducted through online surveys using Google forms.

Sample Method: The Sampling technique is chosen for this study is based on random sampling.
In a way that all the necessary aspects of the study are covered.

TOOLS FOR DATA COLLECTION:

1)Primary Data: The primary data was collected from the respondents by administering an online
structured questionnaire and also through observations, interviews and discussion with the
management team.

2) Secondary Data: Apart from primary data, the secondary data is being collected through
Textbooks, Journals from Library, Academic Reports, and Internet is used for the study.

DATA ANALYSIS:

Data will be collected, organized and analysed with the help of tables, charts and other relevant
and required graphs. Interpretation will be from the data thus obtained and this will then form the
basis for inferences, and suggestions to better understand and conclude this study.
LIMITATIONS OF STUDY

1) Teamwork

Humans naturally feed off each other’s energy when in a team. Learning how to work with the
weaknesses and strengths of others, or how to give fair play to teammates so they can develop
themselves, is a skill exercised throughout a sport. Even if you play a solo sport, there may be
opportunities to join a league or learn from a coach. Better yet, it gives you the opportunity to
have your effort add to the overall success of a team (Olympics, anyone?). Practicing a sport--
such as soccer or basketball--teaches one how to appreciate the differences every player brings to
the table, to provide help and support when their teammates need it, and to work best with others.
The ability to work effectively in a team setting will help you become an effective player off-
field too.

2) Leadership

Eventually, your team effort in a sport may grow into an opportunity for leadership. Learning
how to direct, encourage, and help your players meet a mutual end goal for everyone’s benefit
will help you in both your personal life and in the workplace. Becoming a leader within a team
creates a level of self-confidence and understanding that is hard to find elsewhere. Leadership
teaches you to express yourself, encourage others to fulfill their abilities, and make the team as
strong as possible.

3) Bond

There is no greater feeling in the world when you meet others that share the same passions as
you when it comes to sports. Some people’s best friends and networks are built around their
hobbies, and since team sports like rugby or football fall within that bucket, you could create a
lifelong network introduced to you by your favorite activity. You never know where else these
connections can tap into as well!

4) Physical Health
It’s no surprise that playing a sport is often attributed to great physical shape. Sports are a great
way to challenge yourself to build stamina and endurance. Bulk up, tone, strengthen, you name it
- sports will help you reach your physical goals. Though each sport varies in its type of workout
(HIIT, cardio, low-impact), you can find the best sport that suits your lifestyle. Consider how
much energy you’d like to exert, any restrictions your body may have, and your areas of strength
when picking the sport that works best for you.

5) Mental Wellness

Physical shape isn’t the only reason to opt into a sport. Give your mind a workout too by
committing time to learning something new, which stimulates your brain and can energize your
soul. Some sports involve an intense physical challenge, some may be related to focus and
precision, and others may involve both. Either way, sports help fine-tune your mental fitness as
well as your physical ability. Here are several positive ways sports and wellness are linked:

 Boosts self-esteem
 Relieves stress (catharsis)
 Boosts confidence and can-do attitude
 Trains your brain to focus
 Teaches nutrition for performance, which can also boost your brain
 Releases endorphins, making you happier throughout your day

6) Perseverance

Have you ever felt like giving up? If so, you’re not alone; we all have, and it’s easy to give up
when we face rejection. Rejection or failure is a common obstacle in life, and it’s one we should
never be afraid to face. Falling down teaches us the strongest lessons about how we can improve
and get back up to make progress. Anything that doesn’t result in a win teaches patience,
understanding and growth. Learning how to pursue a goal and being driven or determined
despite failure teaches perseverance, which is a key ingredient to long-term success.
7) Time Management and Goal Setting

Aside from managing your time in a sports environment, you will need to manage your time both
in a team and independently. This could leave you juggling multiple responsibilities at once.
You’ll accomplish these things much more easily with prior experience spent managing your
time in a sports setting. Two minutes left to shoot, one more chance to hit a home run,