“THE IMPACT OF E-COMMERCE IN EMERGING MARKETS

(DECATHLON)

A SPECIAL STUDY AMONG THE COLLAGE STUDENTS OF

CHENGAROOR”

Project report submitted to the Mahatma Gandhi University in partial

fulfillment of the requirements for the award of

Bachelor Degree in Commerce

Submitted By

AKHIL KRISHNA (Reg no: 190021078285)

BRIYAN STEFY B S (Reg no:190021078289)

VARSHA B (Reg no: 190021078300)

VISHNU K (Reg no: 190021078301)

ABHINANDA RAJAN (Reg no: 190021078302)

Under the supervision of

Ms. PRATHIBHA MARIAM PRAKASH

Faculty in Commerce

Department of Commerce

MAR IVANIOS COLLEGE FOR ADVANCED STUDIES

(Affiliated to Mahatma Gandhi University, Kottayam)

CHENGAROOR

2021
 DECLARATION

We hereby declare that this dissertation entitled “THE IMPACT OF E-COMMERCE

IN EMERGING MARKETS (DECATHLON), A SPECIAL STUDY AMONG THE
COLLAGE STUDENTS OF CHENGAROOR” submitted in partial fulfillment for the
Degree of Bachelor of Commerce in Mahatma Gandhi University is a record of bonafide
research work carried out by us under the guidance and supervision of Ms.PRATHIBA
MARIAM PRAKASH, Faculty in Commerce, Department of Commerce, MICFAST,
Chengaroor.

We also declare that the empirical findings in this report are based on the data collected
by us and no part of this report has been submitted fully or partially for any other degree,
diploma, title or recognition earlier.

AKHIL KRISHNA

BRIYAN STEFY B S

VARSHA B

VISHNU K

ABHINANDA RAJAN
Chengaroor

Date:
 DEPARTMENT OF COMMERCE

MICFAST, CHENGAROOR

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

EMERGING MARKETS (DECATHLON), A SPECIAL STUDY AMONG THE

COLLAGE STUDENTS OF CHENGAROOR” is an authentic record of bonafide research
work done by Mr. AKHIL KRISHNA, Mr. BRIYAN STEFY B S, Ms. VARSHA B, Mr.
VISHNU K and Ms. ABHINANDA RAJAN in partial fulfillment for the Degree of
Bachelor in Commerce in Mahatma Gandhi University, under my supervision and guidance
and no part of this has been presented before, for the award of any degree, diploma or similar
title.

PRATHIBA MARIAM PRAKASH

Faculty of Commerce

Chengaroor

Date:
 DEPARTMENT OF COMMERCE

MICFAST, CHENGAROOR

CERTIFICATE
This is to certify that the project report entitled “THE IMPACT OF E-COMMERCE IN
EMERGING MARKETS (DECATHLON), A SPECIAL STUDY AMONG THE
COLLAGE STUDENTS OF CHENGAROOR”is an authentic record of bonafide research
work done by Mr. AKHIL KRISHNA, Mr. BRIYAN STEFY B S, Ms. VARSHA B, Mr.
VISHNU K and Ms. ABHINANDA RAJAN partial fulfillment for the Degree of Bachelor
in Commerce in Mahatma Gandhi University, under the supervision and guidance of
Ms.PRATHIBA MARIAM PRAKASH , Faculty in Commerce, Department of Commerce,
submitted to the Mahatma Gandhi University during the year 2020-2021.

PROF. EBY K ABRAHAM

Head Of the Department

Chengaroor

Date:
 MAR IVANIOS COLLEGE FOR ADVANCED STUDIES

CHENGAROOR

CERTIFICATE

This is to certify that the project is a bonafide record of by Mr. AKHIL KRISHNA, Mr.
BRIYAN STEFY B S, Ms. VARSHA B, Mr. VISHNU K and Ms. ABHINANDA
RAJAN, VI semester B.com (Computer Application) students of this college. The project
work entitled “THE IMPACT OF E-COMMERCE IN EMERGING MARKETS
(DECATHLON), A SPECIAL STUDY AMONG THE COLLAGE STUDENTS OF
CHENGAROOR” has been prepared by them under the supervision of Ms.PRATHIBA
MARIAM PRAKASH, in Commerce, Department of Commerce, in partial fulfillment of
requirements for the award of degree of Bachelor in Commerce of the Mahatma Gandhi
University, Kottayam.

PROF. MATHEW KURIEN

Chengaroor

Date:
 ACKNOWLEDGEMENT

“Fear of God is the beginning of wisdom”. First of all we thank God Almighty for his
abundant blessings.

We wish to place on record our sincere thanks to Ms.Prathiba Mariam Parkash , Faculty in
Commerce, Department of Commerce, MICFAST for giving us valuable suggestions at
every stage of project work. The influence of her vast scholarship and affection has been a
chief contributory factors to the successful completion of this project.

We are deeply obliged to Prof. Eby K Abraham, Head of the Department, MICFAST,
Chengaroor for the valuable help and support given to us throughout the project work.

We are grateful to Prof. Mathew kurien, Principal, MICFAST, Chenagroor for the
encouragement and help in this venture.

We wish to express our thanks to the teaching and non-teaching staff of the department and
college from whom we had much inspiration in our project work.

We wish to express our deep sense of gratitude to our parents and family members for the
encouragement and help given for us to complete this project work.

AKHIL KRISHNA

BRIYAN STEFY B S

VARSHA B

VISHNU K

ABHINANDA RAJAN
Chengaroor

Date:
 CONTENTS

CHAPTER TITLE PAGE NO

LIST OF TABLES _

LIST OF FIGURES _

CHAPTER 1 INTRODUCTION 1-5

CHAPTER 2 6-13
REVIEW OF LITERATURE

CHAPTER 3 14-27
INDUSTRIAL AND COMPANY’S
PROFILE

CHAPTER 4 DATA ANALYSIS AND 28-50

INTERPRETATION

CHAPER 5 FINDINGS, SUGGESTIONS & 51-53

CONCLUSION

BIBLIOGRAPHY 54- 56

ANNEXURE 57-60
 LIST OF TABLES
FIGURE NO TITLE PAGE NO

4.1 Age of the respondents 29

4.2 Gender of the Respondents 30

4.3 Educational Qualification of the Respondents 31

4.4 Internet usage of the respondents 32

4.5 Most preferred e-commerce website 33

4.6 Frequency of usage of e-commerce website for getting 34

information before physical store
4.7 Awareness of Decathlon an e-commerce website 35

4.8 Source of knowledge of customer regarding decathlon 36

4.9 Satisfaction of customer will regard to use of e- 37

commerce
4.10 Biggest concern about buying products online 38

4.11 Frequency of shopping through e-commerce website 39

4.12 More preferred brand among respondents 40

4.13 Type of products typically buy on online 41

4.14 Respondents comfortability on buying products at 42

online

4.15 Privacy concerns of respondents that prevent from 43

buying products online
4.16 Most often used payment method when buying 44
products online
4.17 Acknowledgement of respondents about time saving 45
on online purchase

4.18 Authenticity of products description on the website 46

4.19 Features that respondents like about Decathlon 47

4.20 Respondents perceive about offering various brands 48

product by

"decathlon.com" like other offline retail store

4.21 Decathlon's reasonable return and exchange policy 49

4.22 Respondents Decathlon's experience 50

LIST OF FIGURES
FIGURE NO TITLE PAGE NO
4.1 Age of the respondents 29

4.2 Gender of the Respondents 30

4.3 Educational Qualification of the Respondents 31

4.4 Internet usage of the respondents 32

4.5 Most preferred e-commerce website 33

4.6 Frequency of usage of e-commerce website for getting 34

information before physical store

4.7 Awareness of Decathlon an e-commerce website 35

4.8 Source of knowledge of customer regarding decathlon 36

4.9 Satisfaction of customer will regard to use of e- 37

commerce

4.10 Biggest concern about buying products online 38

4.11 Frequency of shopping through e-commerce website 39

4.12 More preferred brand among respondents 40

4.13 Type of products typically buy on online 41

4.14 Respondents comfortability on buying products at 42

online
4.15 Privacy concerns of respondents that prevent from 43
buying products online

4.16 Most often used payment method when buying 44

products online

4.17 Acknowledgement of respondents about time saving 45

on online purchase

4.18 Authenticity of products description on the website 46

4.19 Features that respondents like about Decathlon 47

4.20 Respondents perceive about offering various brands 48

product by
"decathlon.com" like other offline retail store

4.21 Decathlon's reasonable return and exchange policy 49

4.22 Respondents Decathlon's experience 50

LIST OF FIGURES
 CHAPTER 1
INTRODUCTI ON
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 customer 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 product 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 market

3
1.5 METHODOLOGY OF THE STUDY

Research methodology is a systematic analysis of a problem and reaches a conclusion. It may

be understood as a science of studying how research is done systematically. This study is
done through primary and secondary data. The primary data has been collected through the
structured questionnaire and information was gathered by those who had conducted the study.
The secondary data was collected from internet and books.

1.6 SAMPLE OF THE STUDY

To collect the required primary data, one sampling survey is conducted with a special study
among the college students of Chengaroor, with the help of one questionnaire in a sample
survey. 50 samples have been taken for the study. The sample was selected through the
convenience method (as per the availability).

1.7 TECHNIQUE OF ANALYSIS

Primary Data has been collected using a questionnaire and analysed by applying appropriate
statistical techniques, and also presented by means of tables and diagrams.

1.8 DURATION OF THE STUDY

4
The study was conducted for a period of three months to make suggestions based on the
study.

1.9 Limitations of study

 The study that conducting in a small area.

 The cost of project becomes a barrier.
 Lack of time and money.
 The study is limited by the knowledge and experience of the researcher on the project

1.10 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

Chapter4: Data analysis and interpretation

Chapter 5: Findings, Suggestions, Conclusion

5
 CHAPTER 2

REVIEW OF LITERATURE

6
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)

7
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.

8
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 crowd source 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 is tack photo.

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, 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:

9
 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 e-
business 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

10
 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 e-
commerce in "A Study on Current Status of E-Commerce in India: A
Comparative Analysis of Flipkart and Amazon" with its inception in the mid
1990’s 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 B2Ce-commerce industry.

11
 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

12
 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 heard, 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 m-
commerce 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.

13
 CHAPTER 3
INDUSTRIAL AND COMPANY’S PROFILE

14
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 centre’s, 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 USS 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 USS 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.

15
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 Technopark 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 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

16
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

• 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

17
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 I 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.

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.

18
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 Over at the season. The
product category can range from a variety of perishable/ nonperishable goods.

19
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.

20
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

21
Headquarters Villeneuve d’Ascq. France

Number of locations 1,647 stores in 57 countries

Key people Michel Aballea (CEO)

Osvaldo Fusardi (CO0)

Products Clothing

Sportswear

Sports Equipment

Revenue USS 12.80 billion (2017)

No. of Employees 87000 (2017)

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

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

Geołogic, 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.

22
The retailer stocks a wide range of sporting goods, from tennis rackets to advanced scuba
diving equipment, usually in large, big-box superstores averaging 4,000m in size. Decathlon
Group markets its products under more than 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

23
 Geonaute – Sports Electronics

 Inesis – Golf

 Inovik – Cross-country skiing

 Itiwit – paddle sports

 Kalenji – Running

 Kipsta – Team Sports

 KOROK – Field hockeKuikma – 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

24
 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)

 WedZe – Skiing and Snowboarding

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

25
  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,

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

26
 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.

27
 CHAPTER 4
DATA ANALYSIS AND
INTERPRETATION

28
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 casy
interpretation of the results.

Table 1.1
Table showing age of the respondents

AGE NO. OF RESPONDENTS PERCENTAGE

15-25 32 64%

25-35 17 34%

35 ABOVE 1 2%

TOTAL 50 100%

Source: Primary data

Figure 4.1

Figure showing Age of the Respondents

INTERPRETATION:64% of the respondents are between the age group 15-25, 34% of the
respondents are between the age group 25-35 2% of the respondents are between the age
group above 35.

29
 TABLE 4.2
Table showing Gender of the Respondents

GENDER RESPONDENTS PERCENTAGE

MALE 24 48%
FEMALE 26 52%
OTHER NIL NIL
TOTAL 50 100%
Source: Primary data

FIGURE 4.2

Figure showing Gender of the Respondents

INTERPRETATION: 48% of respondents are male and 52% of the respondents are female.

30
 TABLE 4.3
Educational Qualification of the Respondents

EDUCATION NO. OF RESPONDANTS PERCENTAGE

QUALIFICATION

SSLC NIL NIL

HSE 21 42%
UG/PG 29 58%
TOTAL 50 100%
Source: Primary data

FIGURE 4.3
Figure showing Qualification of the Respondents

INTERPRETATION: 42% of the respondents are HSC qualified and 58% of the respondents
are UG/PG qualified.

TABLE 4.4
Table showing internet usage

RESPONSES NO. OF RESPONDANTS PERCENTAGE

31
 YES 50 100%
NO NIL NIL

TOTAL 50 100%

Source: Primary data

FIGURE 4.4
Figure showing internet usage

INTERPRETATION: All of the respondents used internet

TABLE 4.5
Table showing most preferred e-commerce website

WEBSITES NO. OF RESPONDANTS PERCENTAGE

FLIPKART 26 52%
AMAZONE 14 28%
DECATHLON 2 4%
MYNTRA 8 16%
TOTAL 50 100%
Source: Primary data
FIGURE 4.5

32
 Figure showing most preferred e-commerce website

INTERPRETATION: 52% of the respondents most preferred e-commerce website is

Flipkart, 28% of the respondents most preferred e-commerce website is Amazon, 4% of the
respondent most preferred e-commerce is Decathlon, 16% preferred e-commerce website is
Myntra.

TABLE 4.6

Table showing frequency of usage of e-commerce website for getting

information before physical store

RESPONSES NO. OF RESPONDANTS PERCENTAGE

ALWAYS 21 42%

MOST OFTEN 17 34%

QUITE RARELY 10 20%

NEVER 2 4%

TOTAL 50 100%

Source: Primary data

FIGURE 4.6
Figure showing frequency of usage of e-commerce website for getting information before
physical store

INTERPRETATION: 42% of respondents use e-commerce websites for getting information

before physical store, 34% of respondents use e-commerce websites for getting information
before physical store. 20% of respondents use e-commerce websites for getting information

33
before physical store, 4% of respondents use e-commerce websites for getting information
before physical store.

TABLE 4.7

Table showing respondents awareness of Decathlon an e-commerce website

RESPONSES NO. OF RESPONDANTS PERCENTAGE

YES 46 92%
NO 4 8%
TOTAL 50 100%
Source: Primary data

FIGURE 4.7
Figure showing respondents awareness of Decathlon an e-commerce website

INTERPRETATION:92% of the respondents are aware of Decathlon an e-commerce website

and 8% of the respondents are aware of Decathlon an e-commerce website.

TABLE 4.8
Table showing source of knowledge of customer regarding decathlon

34
 RESPONSES NO. OF RESPONDANTS PERCENTAGE

WORDS OF MOUTH 35 70%

TV 1 2%
INTERNET 8 16%
PRINT MEDIA NIL NIL
OTHER 6 12%
TOTAL 50 100%
Source: Primary data

FIGURE 4.8
Figure showing source of knowledge of customer regarding decathlon

INTERPRETATION: 70%of the respondents knew Decathlon through word of mouth, 2%

of the respondents knew Decathlon through TV. 16% of the respondents knew Decathlon
through Internet, no one preferred e-commerce website as print media,12% of the
respondents knew about Decathlon through other ways.

TABLE 4.9
Table showing satisfaction of customer will regard to usage of e-commerce

RESPONSES NO. OF RESPONDANTS PERCENTAGE

YES 48 96%
NO 2 4%
TOTAL 50 100%
Source: Primary data

FIGURE 4.9

Figure showing satisfaction of customer will regard to usage of e-commerce

35
INTERPRETATION: 96% of the respondents are satisfied of using e-commerce often and
4% of the respondents are satisfied of using e-commerce often.

TABLE 4.10
Table showing biggest concern about buying products online

RESPONSES NO. OF RESPONDANTS PERCENTAGE

FAKE PRODUCTS 19 38%
WRONG INFORMATION 18 36%
ONLINE PAYMENT 9 18%
PERSONAL SECURITY 4 8%
TOTAL 50 100%
Source: Primary data

FIGURE 4.10

Figure showing biggest concern about buying products online

INTERPRETATION: 38% of the respondents biggest concern about buying products online
are fake products, 36% of the respondents biggest concern about buying products online are
online payments, 18% of the respondents biggest concern about buying products online is
wrong information, 8% of the respondents biggest concern about buying products online is
privacy.

36
 TABLE 4.11
Table showing frequency of shopping through e-commerce website

RESPONSES NO. OF RESPONDANTS PERCENTAGE

ONCE IN A MONTH 20 40%
1 OR 2 TIMES IN 20 40%
AMONTH
3 OR 4 TIMES IN A 10 20%
MONTH
MORE THAN 6 TIMES IN NIL NIL
A MONTH
TOTAL 50 100%
Source: Primary data

FIGURE 4.11

Figure showing frequency of shopping through e-commerce website

INTERPRETATION: 40% of the respondents shopped through e-commerce website once in

a month, 40% of the respondents shopped though e-commerce website 1-2 times in a month.
20% of the respondents shopped though e-commerce website 3-6 times in a month. No one
of the respondents shopped through e-commerce website more than 6 times in a month.

TABLE 4.12
Table showing more preferred brand among respondents

BRAND NO. OF RESPONDANTS PERCENTAGE

BTWIN 13 26%
KIPSTA 22 44%
TRIBORD 10 20%
APTONIA 5 10%

37
 TOTAL 50 100%
Source: Primary data

FIGURE 4.12

Figure showing more preferred brand among respondents

INTERPRETATION: 26% of the respondent are preferred brand is B'TWIN, 44% of the
respondents more preferred brand is KIPSTA, 20% of the respondents more preferred brand
is TRIBORD and 10% of the respondents more preferred brand is APTONIA.

TABLE 4.13
Table showing type of products typically buy on online

PRODUCTS NO. OF RESPONDANTS PERCENTAGE

SHOES 17 34%
TRAINING KIT 3 6%
GYM EQUIPMENT NIL NIL
TRACKSUIT 1 2%
OTHER 29 58%
TOTAL 50 100%
Source: Primary data

FIGURE 4.13

Figure showing type of products typically buy on online

38
INTERPRETATION: 34% of the respondents buy shoes in online, 6% of the respondents buy
training kit in online, 2% of the respondents buy gym equipment in online and 58% of the
respondents buy others in online.

TABLE 4.14
Table showing respondents comfortability on buying products at online

RESPONSES NO. OF RESPONDANTS PERCENTAGE

NOT ALL 2 4%
COMFORTABLE
SLIGHTLY 15 30%
COMFORTABLE
COMFORTABLE 31 62%
EXTREMELY 2 4%
COMFORTABLE
TOTAL 50 100%
Source: Primary data

FIGURE 4.14

Figure showing respondents comfortability on buying products at online

INTERPRETATION: 4% of the respondents are not at all comfortable on buying products at

online, 30% of the respondents are slightly comfortable on buying products at online, 62% of
the respondents are moderately comfortable on buying products at online, 4% of the
respondents are quiet comfortable on buying products at online. 4% of the respondents are
extremely comfortable on buying products at online.

39
 TABLE 4.15
Table showing privacy concerns of respondents that prevent from buying
products online

RESPONSES NO. OF RESPONDANTS PERCENTAGE

NEVER 23 46%
ONCE IN AWHILE 23 46%
ABOUT HALF THE TIME NIL NIL
MOST OF THE TIME 3 6%
ALWAYS 1 2%
TOTAL 50 100%
Source: Primary data

FIGURE 4.15

Figure showing privacy concerns of respondents that prevent from buying

products online

INTERPRETATION: 46% of the respondents had privacy concerns once in a while, 46% of
the respondents had privacy concerns about half the time, 6% of the respondents had privacy
concerns most of the time and 2% of the respondents had privacy concern always.

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

PAYMENT METHOD NO. OF RESPONDANTS PERCENTAGE

PAYTM 17 34%

40
 DEBIT CARD 5 10%

CREDIT CARD 1 2%

GOOGLE PAY 18 36%

CASH ON DELIVERY 9 18%

TOTAL 50 100%

Source: Primary data

FIGURE 4.16

Figure showing most often used payment method when buying products online

INTERPRETATION: 34%of the respondents used Paytm, 10% of the respondents used Debit
card, 2% of the respondents used Credit card, 36% of the respondents used Google pay. 18%
of the respondents used Cash on delivery.

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

RESPONSES NO. OF RESPONDANTS PERCENTAGE

AGREE 46 92%

NEUTRAL 3 6%
DISAGREE 1 2%
TOTAL 50 100%
Source: Primary data

FIGURE 4.17

41
 Figure showing acknowledgement of respondents about time saving on online
purchase

INTERPRETATION: 92% of the respondents are Agree about time saving, 6% of the
respondents are Neutral about time saving, 2% of the respondents are Disagree about time
saving.

TABLE 4.18
Table showing authenticity of products description on the website

RESPONSES NO. OF RESPONDANTS PERCENTAGE

YES 47 94%
NO 3 6%
TOTAL 50 100%

Source: Primary data

FIGURE 4.18

Figure showing authenticity of products description on the website

INTERPRETATION: 94% of the respondents agree that authenticity of products description

on the website and 6% of the respondents disagree that authenticity of products description
on the website.

42
 TABLE 4.19
Table showing features that respondents like about Decathlon

RESPONSES NO. OF RESPONDANTS PERCENTAGE

DISCOUNT 14 28%
CUSTOMER SERVICE 20 40%
CASH ON DELIVERY 4 8%
PACKING 3 6%
OTHER 9 18%
TOTAL 50 100%
Source: Primary data

FIGURE 4.19

Figure showing features that respondents like about Decathlon

INTERPRETATION: 28% of the respondents like discounts about Decathlon. 40% of the
respondents like customer service about Decathlon, 8% of the respondents like cash on
delivery, 6% of the respondents like packing about the Decathlon and 18% of the respondents
like other about Decathlon.

TABLE 4.20
Table showing respondents perceive about offering various brands product by

"decathlon.com" like other offline retail store

43
 RESPONSES NO. OF RESPONDANTS PERCENTAGE
VERY GOOD 28 56%
GOOD 18 36%
AVERAGE 3 6%
POOR 1 2%
TOTAL 50 100%
Source: Primary data

FIGURE 4.20

Figure showing respondents perceive about offering various brands product by

"decathlon.com" like other offline retail store

INTERPRETATION: 56% of the respondents very good about the perceive, 36% of the
respondents are good about the perceive, 6% of the respondents are average about the
perceive and 2% of the respondents are poor about the perceive.

TABLE 4.21
Table showing respondents acknowledgement about Decathlon's reasonable
return and exchange policy

RESPONSES NO. OF RESPONDANTS PERCENTAGE

STRONGLY AGREE 16 32%
AGREE 27 54%
NEUTRAL 6 12%
DISAGREE NIL NIL
STRONGLY DISAGREE 1 2%
TOTAL 50 100%
Source: Primary data

FIGURE 4.21

44
 Figure showing respondents acknowledgement about Decathlon's reasonable
return and exchange policy

INTERPRETATION: 32% of the respondents strongly agree about return and exchange
policy, 54% of the respondents agree about return and exchange policy. 12% of the
respondents neutral about return and exchange policy, none of the respondents disagree about
return and exchange policy and 2% of the respondents strongly disagree about return and
exchange policy.

TABLE 4.22
Table showing respondents Decathlon's rating
RESPONSES NO. OF RESPONDANTS PERCENTAGE
POOR NIL NIL
AVERAGE 6 12%
GOOD 26 52%
EXCELLENT 18 36%
TOTAL 50 100%
Source: Primary data

FIGURE 4.22

Figure showing respondents Decathlon's rating

INTERPRETATION: None of the respondents rated poor experience, 12% of the respondents
rate average experience, 52% of the respondents rated good experience and 36% of the
respondents rated excellent experience.

45
 CHAPTER 5

FINDINGS, SUGGESTIONS & CONCLUSION

46
5.1 FINDINGS
 More than half of the students are from age 15-25.
 Half of the respondents are male students.
 Half of the students educational qualification is UG/PG
 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 e-
commerce 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 once in a month and 1
or 2 times 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 never 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
 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.

47
  Half of the students agree with the Decathlon's reasonable return and exchange policy.
 More than half of the students gives good rating about Decathlon's website.

5.2 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.

5.3 CONCLUSIONS
In this study we use Questioner sampling method in Micfast college. 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 customers. 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

49
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.

50
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

51
APPENDIX

52
 QUESTIONNAIRE

“The impact of e-commerce in emerging markets( Decathlon ) A special

study among the college students of Chengaroor.

Dear Respondents,

We hereby declare that the information supplied by you will be used only for academic
purposes and personal details will be kept strictly confidential.

Akhil Krishna

Briyan Stefy B S

Varsha B

Vishnu K

Abhinanda Rajan

3rd BCom Computer Application

Mar Ivanios College for Advanced Studies, Chengaroor

53
 Name:

1. Age: 15-25 ☐ 25-35 ☐ 35 above ☐

2. Gender: Male ☐ Female ☐
3. Education qualification :

SSLC ☐ HSC ☐ UG/PG ☐

4. Do you use internet?

Yes ☐ No ☐

5. Which is your most preferred e-commerce website?

Flipkart ☐ Amazon ☐ Decathlon ☐

Myntra ☐

6. How frequency of usage of e-commerce website for getting information before

physical store?
Always ☐ Most often ☐ Quiet rarely ☐

Never ☐

7. Are you awareness of decathlon an e-commerce website?

Yes ☐ No ☐

8. Knowledge of customer regarding Decathlon?

Word of mouth ☐ TV ☐ Internet ☐

Print media ☐ Other ☐

9. Are you satisfied using e-commerce often?

Yes ☐ No ☐

10. What are your biggest concerns about buying products online?

Fake product ☐ Wrong information ☐ Online payment☐ Personal

security☐

54
11. How frequency of shopping 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 ☐

12. Which brand do you prefer more?

B’TWIN☐ KIPSTA ☐ TRIBORD☐

APTONIA ☐

13. What type of products do you typically buy online?

Shoes ☐ Training kit☐ Gym equipment ☐

Track suits ☐ Other ☐

14. How comfortable are you buying products online?

Not at all comfortable ☐ Slightly comfortable ☐ comfortable☐

Extremely comfortable ☐
15. 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 ☐

16. Which payment method do you use most often when buying products online?
Paytm ☐ Debit card ☐ Credit card ☐

Google pay ☐ Cash on delivery☐

17. Do you agree that online purchase will save your time?

Agree ☐ Neutral☐

Disagree ☐

18. The description of the products shown on the website are very accurate?

Yes ☐ No ☐
19. Which of the features do you like about Decathlon?

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 Discounts ☐ Customer service ☐ Cash on delivery ☐

Packing ☐ Others ☐

20. How do you feel about offering in various brands of products by Decathlon.com like
other offline retail store?
Very Good ☐ Good ☐ Average☐

Poor ☐

21. Decathlon had a reasonable return and exchange policy?

Strongly agree ☐ Agree ☐ Neutral☐

Disagree ☐ Strongly disagree ☐

22. How do you rate Decathlon experience?

Poor ☐ Average ☐ Good ☐

Excellent ☐

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