PROJECT REPORT

on
A Study on Consumer Behavior in Decathlon Sports
 TABLE OF CONTENTS

SL. NUMBER CONTENTS PAGE NUMBERS

1 Executive Summary 1

2 Theoretical Background Of The Study 2-24

3 Industry Profile &Company Profile 25- 46

4 Application Of Theoretical Framework 47- 66

Analysis And Interpretation Of Financial

5 67- 80
Statements And Reports
Learning Experience- Findings,
6 81- 85
Suggestions And Conclusion

7 Bibliography 86
 Executive Summary

I did 8 weeks of internship at ecathlon ports S arjapur engaluru ecathlon rench

articulation: dekatl is one of the world s biggest outdoor supplies retailers ecathlon began
with a store in Lille, France in 1976, established by Michel Leclercq. It began to extend abroad 10
years after the fact, to Germany in 1986, Spain in 1992, Italy in 1998, Portugal, the United
Kingdom in 1999, India in 2003, India in 2009 and Southeast Asia in 2012.

I was designated as sports leader for hiking sports. All the customers who were willing to buy
products for hiking, I was the one who was handling and assisting them. In the organization I was
studying about the buying behavior of the consumers.

Consumer behavior is the study of individuals and organizations also, how they select and use
products and services. It is mainly concerned with psychology, motivations, and behavior.
Consumer behavior is the study of consumers and the procedures they use to pick, use (expend),
and discard items and administrations, including customers' enthusiastic, mental, and social
reactions. Consumer behavior fuses thoughts from several sciences including psychology,
biology, chemistry, and economics.
 CHAPTER-1
THEORETICAL BACKGROUND OF
THE STUDY
1.1 INTRODUCTION

Indian consumers towards the international brands has become pertinent. After liberalization, as
the economy opened up to the international market, imported goods gradually gained traction
among Indian buyers. The impact is, today the market is almost flooded with goods from
international market. Together with foreign origin brands, Indian brands ran through significant
improvement becoming successful to pose a stiff competition against their foreign counterparts.

The progress of Indian economy and markets has given birth to a new series of Customers who
is inclined towards the purchase of braded and quality products. Particularly the apparels as the
youth of the country are now exposed to numerous Business and professional situations. The
working class people segment has developed since the economic growth and it has promoted
middle class and upper middle class people.

It was found that the quality of foreign brands was supposed to be generally higher and greater
to local brands. Most consumers also related greater availability of foreign brands in the Indian
market with better quality at lower prices.

In spite of high levels of nationalism and preference for original manufacture, as demonstrated
in high factor ratings on an ethnocentrism scale, which might specify a positive bias towards
local brands, Indian consumers were not biased against foreign brand names. In fact, they
appraised them higher on technology, quality, status and esteem than Indian brands, and
attributed higher reliability to those countries‐of‐origin

Ever wonder what the psychology is behind consumerism? Or simply, why we purchase
specific products and brands? Consumer consciousness is a growing niche area that studies how
one’s thoughts beliefs feelings and awareness influence how and when people purchase
certain products. Consumer sensibility plays a big role in how retailers market their goods.
From their window displays to their discount codes, retailers are continuously working to
persuade you to pull out your credit cards and buy what they are selling. In fact, big brand retail
stores put a great amount of thought and attention towards the consumer experience.
Consumer
Consumers are individuals or associations that buy products or services. The term also refers to
recruiting products and services. They are humans or other economic things that use a good or
service. Furthermore, they do not sell on that item that they purchased. They are the last user in
the distribution chain of goods and services.
In fact, there is a possibility that sometimes the consumer might not be the buyer.

Customer
A customer is a person or company that obtains, consumes or purchases a product or service and
can choose between different goods and suppliers.
The aim of all commercial enterprises is to attract customers or customer, and make them buy
what they have on sale. They also try to inspire them to keep coming back. The core of marketing
is having a good understanding of what are the customer’s needs and values.

Difference between consumer and customer:

BASIS FOR CUSTOMER CONSUMER
COMPARISON

Meaning The consumer of goods or services The end user of goods or services
is known as the Customer. is known as a Consumer.

Resell YES No

Purchase of goods Yes Not necessary

Purpose Resale or Consumption Consumption

Price of product or Paid by the customer May not be paid by the consumer
service

Person Individual or Organization Individual, Family or Group of

people
As a consumer we are on the whole special and this uniqueness is reflected in the utilization
example and procedure of procurement. The study of consumer behavior gives us reasons why
consumers contrast from each other in purchasing using products and services. We get boosts
from nature and the points of interest of the Marketing procedures of goods and services, and
reacts to these improvements as far as either purchasing or not purchasing item. In the middle of
the phase of getting the improvements and reacting to it, the shopper experiences the way toward
settling on his choice. For any association, it is basic to know their consumer and for that it is
essential to analyses the behavior of consumer.

Consumer behavior

Consumer behavior is the study of individuals and organizations also, how they select and use
products and services. It is mainly concerned with psychology, motivations, and behavior.
Consumer behavior is the study of consumers and the procedures they use to pick, use (expend),
and discard items and administrations, including customers' enthusiastic, mental, and social
reactions. Consumer behavior fuses thoughts from several sciences including psychology,
biology, chemistry, and economics.

The study of Consumer Behavior includes:

 How consumer consider various other options (brands, items, administrations, and
retailers).

 How buyers reason and select between various other options.

 The behavior of consumers while researching and shopping.

 How consumer behavior is affected by their condition (peers, culture, media).

 How marketing campaigns can be adjusted and improved to all the more successfully
impact the customer.
Benefits of Consumer Behavior

Studying consumer behavior is important because with this technique marketer can understand
what affects consumers’ buying decisions y understanding how consumers choose on a product
they can fill in the gap in the market and recognize the products that are needed and the products
that are outmoded. Studying consumer behavior also helps marketers decide how to present their
products in a way that produces maximum impact on consumers. Understanding consumer buying
behavior is the key secret to accomplishing and appealing your customer, and convinces them to
purchase from you.

A consumer behavior analysis should reveal:

 What consumers look at and how they feel about various alternatives (brands, products,
etc.);

 What affects consumers to choose between numerous options;

 Consumers’ behavior though researching and shopping;

 How consumers’ environment friends family media etc influences their behavior

Consumer behavior is often affected by different factors. Marketers should study consumer
purchase patterns and analyses buyer trends. In most of the cases, brands affects consumer
behavior only with the things they can control; like how IKEA seems to compel you to spend
more than what you planned to every time you walk into the store.

So the question is -what are the factors that influence consumers to say yes? There are three
categories of factors that influence consumer behavior:

1. Personal factors: an individual’s interests and opinions that can be affected by

demographics (age, gender, culture, etc.).

2. Psychological factors: an individual’s feedback to a marketing message will depend on

their insights and attitudes.
 3. Social factors: family, friends, education level, social media, income, they all influence
consumers’ behavior

Types of consumer Behavior

There are four main types of consumer behavior:

1. Complex buying behavior

This sort of conduct is experienced when shoppers are purchasing a costly, inconsistently
purchased item. They are exceptionally associated with the buy procedure and shoppers'
examination before resolving to contribute. Envision purchasing a house or a vehicle;
these are a case of a mind boggling purchasing conduct.

2. Dissonance-reducing buying behavior

The customer is exceptionally engaged with the buy procedure however experiences
issues deciding the contrasts between brands. 'Disharmony' can happen when the buyer
stresses that they will lament their decision.
Envision you are purchasing a lawnmower. You will pick one dependent on cost and
comfort, yet after the buy you will look for affirmation that you've settled on the correct
decision.

3. Habitual buying behavior

Constant buys are portrayed by the way that the customer has almost no association in the
item or brand class. Envision shopping for food: you go to the store and purchase your
favored kind of bread. You are displaying an ongoing example, not solid brand
unwaveringness.

4. Variety seeking behavior

In this circumstance, a consumer buys an alternate item not on the grounds that they
 weren't happy with the past one, but since they look for assortment. Like when you are
evaluating new shower gel aromas.

What affects consumer behavior?

Many things can affect consumer behavior, but the most frequent factors influencing consumer
behavior are:

1. Marketing campaigns
Marketing campaigns impact buying choices a great deal. Whenever done right and
routinely, with the correct marketing message, they can even convince customers to
change marks or pick progressively costly other options. Marketing efforts can even be
utilized as updates for items/benefits that should be purchased normally yet are not really
on customer' top of brain (like protection for instance). A decent promoting message can
impact drive buys.

2. Economic conditions
For costly items particularly (like houses or vehicles) monetary conditions have a major
influence. A constructive monetary condition is known to make buyers progressively sure
and ready to enjoy buys regardless of their own money related liabilities. Customers settle
on choices in a more extended timeframe for costly buys and the purchasing procedure
can be impacted by increasingly close to home factors simultaneously.

3. Personal preferences
Consumer behavior can also be impacted by close to home variables, likes, detests, needs,
ethics, and qualities. In enterprises like design or nourishment sincere beliefs are
particularly incredible. Ad can, obviously, help yet toward the day's end consumers'
decisions are significantly affected by their inclinations. In case you're vegetarian, it
doesn't make a difference what number of burger joint advertisements you see, you're
presumably not going to begin eating meat thus.
 4. Group influence
Friend pressure also impacts Consumer behavior. What our relatives, schoolmates, close
family members, neighbors, and associates think or do can assume a huge job in our
choices. Social brain research impacts buyer conduct. Picking inexpensive food over
home-prepared dinners, for instance, is only one of such circumstances. Training levels
and social variables can have an effect.

5. Purchasing power
To wrap things up, our buying strategic maneuvers a huge job in impacting our conduct.
Except if you are an extremely rich person, you will think about your spending limit
before settling on a buy choice. The item might be phenomenal, the Marketing could be
on point, however in the event that you don't have the cash for it, you won't get it.
Fragmenting shoppers dependent on their purchasing limit will assist advertisers with
deciding qualified customers and accomplish better outcomes.

Customer behavior patterns

Purchasing personal conduct standards are not synonymous with purchasing propensities.
Propensities are created as inclinations towards an activity and they become unconstrained after
some time, while designs show an anticipated mental structure. Every consumer has his special
purchasing propensities, while purchasing standards of conduct are group and offer advertisers a
novel portrayal. Consumer personal conduct standards can be gathered into:

1. Place of purchase
More often than not customer will separate their buys in a few stores regardless of whether
all things are accessible in a similar store. Think about your preferred hypermarket:
despite the fact that you can discover garments and shoes there too, you're likely
purchasing those from genuine dress brands.
At the point when a consumer has the ability and the entrance to buy similar items in
various stores, they are not for all time faithful to any store, except if that is the main store
they approach. Considering consumer conduct as far as decision of spot will assist
advertisers with distinguishing key store areas.
 2. Items purchased
Interesting points: the things that were bought and the amount of everything were bought.
Need things can be purchased in mass while extravagance things are bound to be bought
less much of the time and in little amounts. The measure of everything bought is impacted
by the perishability of the thing, the buying intensity of the consumer, unit of offer, value,
number of buyers for whom the thing is proposed, and so on. Breaking down a shopping
basket can give advertisers loads of buyer experiences.

3. Time and frequency of purchase

Customer will go out to shop as indicated by their plausibility and will expect
administration in any event, during the most bizarre hours; particularly now in the period
of web based business where everything is just a couple of snaps away. It's the shop's duty
to satisfy these needs by distinguishing a buy example and match its administration as
indicated by the time and recurrence of buys. One thing to remember: regular varieties and
provincial contrasts should also be represented.

4. Method of purchase
A consumer can either stroll into a store or purchase a thing at that moment, or request on
the web and pay online by means of MasterCard or on conveyance. The technique for buy
can also initiate all the more spending from the consumer (for web based shopping, you
may also be charged a delivery expense for instance). The manner in which a consumer
decides to buy a thing additionally says a great deal regarding the sort of consumer he is.

Customer behavior segmentation

Just 33% of the organizations that utilizes consumer division state that they discover it
fundamentally effective. Consumer division, sorts of consumers, has consistently been significant;
however since personalization and consumer experience are factors that decide a business'
prosperity, viable division is much increasingly significant.

Generally, most advertisers utilize six essential kinds of conduct division.

1. Benefits sought
A consumer who purchases toothpaste can search for four unique reasons: brightening,
delicate teeth, flavor, or cost.
At the point when customer investigate an item or administration, their conduct can
uncover significant bits of knowledge into which benefits, highlights, values, use cases, or
issues are the most significant spurring factors affecting their buy choice. At the point
when a consumer puts an a lot higher incentive on at least one advantages over the others,
these essential advantages looked for are the characterizing rousing components driving
the buy choice for that consumer.

2. Occasion or timing-based
Event and timing-based conduct sections allude to both all-inclusive and individual
events.
 Universal occasions apply to most of customer or target crowd.
 Recurring-personal occasions are buying designs for an individual consumer that
reliably rehash over some undefined time frame. For instance birthday events,
commemorations or get-away, month to month buys, or even day by day customs,
for example, is halting for some espresso while in transit to work each morning.
 Rare-personal occasions are also identified with singular customer, yet are
increasingly sporadic and unconstrained, and therefore progressively hard to
anticipate. For instance going to a companion's wedding.

3. Usage rate
Item or administration utilization is another basic method to portion customer by conduct,
in view of the recurrence at which a consumer buys from or interfaces with an item or
administration. Utilization conduct can be a solid prescient marker of unwaveringness or
agitate and, along these lines, lifetime esteem.

4. Brand loyalty status

Steadfast customers are a business' most important resources. They are less expensive to
hold, for the most part have the most noteworthy lifetime esteem, and can become brand
 advocates. By breaking down conduct information, customer can be fragmented by their
degree of reliability so advertisers can comprehend their requirements and ensure they are
fulfilling them. Steadfast customer are the ones who ought to get extraordinary treatment
and benefits, for example, selective prizes projects to support and fortify the consumer
relationship and boost proceeded with future business.

5. User status
There are various conceivable consumer statuses you may have contingent upon your
business. A couple of models are:

 Non-users
 Prospects
 First-time buyers
 Regular users
 Defectors (ex-customers who have switched to a competitor).

6. Customer journey stage

Portioning the crowd base on consumer status permits advertisers to adjust interchanges
and customize encounters to expand change at each stage. In addition, it encourages them
find stages where customer are not advancing so they can recognize the greatest
obstructions and open doors for development, even on post purchase practices.
Other than these conventional ways, another sort of division is the RFM model.

RFM originates from Recency, Frequency and Monetary Value.

 Recency = how later a consumer put in the keep going request on your site .
 Frequency = how often a consumer bought something from your site in the dissected
timeframe.
 Monetary Value = how much every consumer spent on your site since the main request

The RFM model examination can be executed in 2 different ways:

 Manually – sending out your database in a spreadsheet and investigations your customer
observing the guidelines for RFM examination.
 Automatically – through specific instruments that are making RFM.

Before settling on choices dependent on hunch with respect to your customer and your crowd,
watch their conduct, hear them out and construct a relationship before your rivals do.

Collecting consumer behavior data

As the inspirations that impact Consumer behavior are so wide, an exploration blend including an
assortment of information will be the most strong. Some are more financially savvy than others.

 Customer Reviews – Reading consumer audits can feature regular issues or wishes.

 Q&A sites – These destinations can give you a thought of the inquiries and worries that
individuals have according to your image, administration or item.

 Overviews – Online reviews can be effortlessly set up with locales like Survey Monkey
and permit you to pose explicit inquiries.

 Focus groups – Bring a gathering of customers together and ask them inquiries
 legitimately.

 Keyword research – A pillar of SEO, catchphrase research can mention to you what
consumers are keen on and the general degree of intrigue. It additionally assists with
uncovering the language they are utilizing.

 Google Analytics – Analytics can be utilized to disclose to you where your traffic is
coming from. The Audience tab shows topography, interests, and a scope of
socioeconomics.

 Competitor analysis – This can give helpful data about consumers that are shopping in
your vertical yet don't purchase from your image. Peruse our post on the top contender
examination apparatuses.

 Blog comments – Comments on your blog can be a decent method for finding any
inquiries your crowd may have.

 Twitter Insiders – Twitter recently launched Insiders, a 12,000 strong focus group of US
& UK Twitter users.
  Google trends – Google Trends can assist you with understanding if a theme is turning
out to be pretty much mainstream.

 Government data – Government data is accessible for nothing and can assist you with
understanding a gathering, and a few different sources can also be gotten to without
charge.

 Social media – Millions of individuals mirror their lives via web-based networking media,
so data that can enhance a few strands of Consumer behavior can be revealed with the
correct instruments.

Presently we are going to learn about shopper purchasing conduct in retail advertise.

Retail Sector and Changing Consumer Behavior

The Indian retail part is still overwhelmingly disorderly. In any case, composed retail units are
quick developing and turning into the favored selection of shoppers, particularly in urban zones.
This improvement is ascribed to various components. Right off the bat, financial advancement has
encouraged the section of multinationals into the money and-convey business and single brand
retailing. Worldwide organizations are additionally exploiting India's minimal effort work and
crude materials to make India a sourcing center point, just as a business opportunity for their
items.

Furthermore, expanding salary levels and a developing feeling of brand cognizance among India's
center and higher pay bunches have prompted expanded notoriety of sorted out retail units. The
changing Consumer behavior is progressively molding composed retailing and is, thusly,
developing with freshly discovered choices and openings. On the sociocultural side, the
developing number of family units, general improvement in training levels and, in particular,
nonstop ascent in ladies' financial autonomy through employments, just as business, has made
ladies assume an increasingly proactive job in looking for the family.
This has prompted an expanding number of customer profiting of comfort alternatives, for
example, grocery stores, where the greater part of the looking for every day necessities should be
possible under one rooftop. Changing salary levels and occupation have brought about an
adjustment in the shopper's purchasing conduct. Progressively urban ladies are looking for work
bringing about double pay families.

These outcomes in progressively extra cash that thusly brings forth commercialization. Also, in
families with working ladies there is more prominent work pressure and expanded driving time
bringing about changes being made to the nourishment propensities (cooking versus prepared to
eat) just as garments. The center movements to accommodation and solace. The size and
synthesis of the shopping bushel has changed after some time. The present buyers are searching
for shopping accommodation and need to have every one of their necessities less than one
rooftop, combined with speed in the retail location activities.

Because of time imperatives, families are currently searching for shoppertainment consolidating
shopping with amusement. This is one of the reasons for expanded footfalls at shopping centers
with multiplexes. As India moves into current retailing with a few changes as to its business
sectors, groups and shoppers there are one of kind difficulties that a worldwide organization
entering India needs to modify with, regardless of whether it is a quick moving buyer
merchandise (FMCG) organization or a global retail chain like Tesco or Wal-Mart. There are
interesting retailing perspectives that should be concentrated in detail by these organizations.
While the world over the retail thickness (number of shops per 1000 shoppers) is on the decay,
the retail thickness in India is on the expansion.

Definition of Consumer Buying Behavior:

Consumer Buying Behavior alludes to the activities taken (both on and disconnected) by shoppers
before purchasing an item or administration. This procedure may incorporate counseling web
crawlers, drawing in with web based life posts, or an assortment of different activities. It is
significant for organizations to comprehend this procedure since it assists organizations with
bettering tailor their marketing activities to the Marketing endeavors that have effectively
impacted buyers to purchase previously.

We have all accomplished the second when we stroll into a store and see something that we
simply must have. Retailers burn through billions of dollars consistently attempting to create that
feeling in their customer. Web battles, video and print advertisements, web-based social
networking efforts, and marking appear to combine as the shopper at long last feels an association
with an item and makes a buy. So what drives that conduct? What's more, how would you catch
and afterward reproduce that lightning-in-a-bottle second when a potential consumer transforms
into a consumer?

What are the major factors that influence consumer buyer behavior?
An assortment of variables goes into the consumer conduct process, however here we offer only a
couple. Taken independently, they may not bring about a buy. At the point when assembled in
any number of mixes, the probability expands that somebody will associate with a brand and
makes a buy. Four components affecting shopper purchasing conduct are:

 Cultural Factors - Culture isn't constantly characterized by an individual's nationality. It

can also be characterized by their affiliations, their strict convictions or even their area.
 Social Factors - Elements in an individual's domain that sway the manner in which they
see items.
 Personal Factors - These may incorporate somebody's age, conjugal status, spending
 plan, individual convictions, qualities, and ethics.
 Psychological Factors - An individual's perspective when they are drawn nearer with an
item will frequently decide how they feel about the thing itself as well as the brand all in
all.

What are the types of buyers?

1. The Analytical Buyer - Motivated by rationale and data, this consumer will take a gander
at all the information on contending brands and items before settling on an educated
choice.

2. The Amiable Buyer - Warm and neighborly, this consumer simply needs everybody to be
upbeat. That is the reason they are frequently incapacitated by critical choices when there
is the impression of a success/lose result.

3. The Driver Buyer - Drivers are generally worried about how others see them and whether
they follow. The innovators, Drivers are generally worried about their appearance instead
of the connections that are shaped during an exchange.

4. The Expressive Buyer - Relationships are critical to the Expressive Buyer. They can't
stand feeling disengaged or disregarded during an exchange. Rather, they need to feel like
your most significant resource.

Retail has become a ceaseless chain-response of developments, occasions, encounters and thought
processes. Shopping has gotten relative – comparative with setting, individual and place and has
formed into four elements of reality. Shopping is not, at this point about what and where, however
how and when.

In the present quick paced, innovation situated world, consumers are overpowered with content.
Be it through advertisements, offers, messages, writings, internet based life and everything else,
the industry has arrived at a state of "content stun where shoppers can't devour significantly more
substance than they as of now are". Subsequently, the manner in which brands devise their
computerized Marketing methodology, to catch their crowd's consideration, needs to change.
Brands need to concentrate on the small scale snapshots of their customer' practices.

Retail Marketing
Retail is the offer of products and ventures from organizations to an end consumer (called a
consumer). Retail Marketing is the procedure by which retailers advance mindfulness and
enthusiasm of their products and enterprises with an end goal to create deals from their shoppers.
There are a wide range of approaches and procedures retailers can use to advertise their products
and ventures.

Retail Marketing Mix: The Four Ps of Retail Marketing

Retailers utilize different promoting and specialized apparatuses to develop mindfulness and
contemplations with future customer. Finding the correct Marketing blend can prompt a beneficial
development and a better yield on speculation. By considering the correct promoting system
retailers can convince consumers to decide to work with their retail image. The central
methodology utilized my cutting edge retailers in marketing their items is the Four Ps of Retail
Marketing.

1. Product: There are two essential sorts of product. Hard or strong merchandise like
apparatuses, hardware, and sporting gear. What's more, delicate merchandise like attire,
family unit things, beauty cares products, and paper items. A few retailers convey a scope
of hard and delicate things like a general store or a significant retail chain while numerous
littler retailers just convey one classification of merchandise, similar to a boutique dress
store.

2. Price: Pricing is a key component to any retail methodology. The retail value needs to
take care of the expense of products just as extra overhead expenses. There are four
essential valuing methodologies utilized by retailers:

 Everyday low evaluating: The retailer works in slim edges and pulls in
 customer keen on the most reduced conceivable cost. This system is utilized by
large box retailers like Wal-Mart and Target.
 High/low evaluating: The retailer begins with a significant expense and later
decreases the cost when the thing's ubiquity blurs. This system is chiefly
utilized by little to moderate sized retailers.
 Competitive evaluating: The retailer puts together the cost with respect to what
their opposition is charging. This methodology is frequently utilized after the
retailer has depleted the higher evaluating system (high/low estimating).
 Psychological evaluating: The retailer sets the cost of things with odd numbers
that shoppers see as being lower than they really may be. For instance, a
rundown cost of $1.95 is related with burning through $1 instead of $2 in the
customer mind. This procedure is additionally called estimating consummation
or appeal evaluating.

3. Place: The spot is the place the retailer conducts business with its customer. The spot can
be a physical retail store or a non-physical space like a list organization or an e-store.
While most retailers are little, freely claimed activities (over 90%), over half of retail deals
are created by significant retailers regularly called "huge box retailers" (see the rundown
of the main 20 major box retailers underneath).

4. Promotion: Promotion is the last Marketing blends components. Advancements

incorporate individual selling, publicizing, deals advancement, direct Marketing, and
exposure. A limited time blend determines how much consideration regarding pay to
every strategy, and how much cash to spending plan for each. Advancement can have a
wide scope of targets, including expanding deals, new item acknowledgment, production
of brand value, situating, serious counters, or the making of a corporate picture.
Retail Store
A retailer or retail store is a business undertaking whose essential wellspring of selling originates
from retailing. Retailing incorporates all the exercises engaged with selling of merchandise or
administrations straightforwardly to definite shopper for individual, non-business use.

Retailers might be ordered into three classes to be specific,

 Store retailers.
 Non store retailers and
 Retail associations.

Different types of Retail Stores:

Today, consumer can search for merchandise and enterprises in a wide assortment of stores. The
significant kinds of retail locations are:

1. Specialty store
2. Department store
 3. Super market
4. Convenience store
5. Discount store
6. Off-value retailer
7. Superstore
8. Hypermarket; and
9. Catalogue showroom.

1. Specialty store

Specialty stores convey exceptionally restricted product offerings with profound combination.
They offer a wide decision as far as models, size, style, shading and other significant traits in the
arrangement conveyed.

2. Department store

A departmental store is a huge retail outlet that handles a wide assortment of lines of item. It has a
wide grouping in each line and is sorted out into isolated divisions for motivations behind
purchasing, advancement, administrations and control. It is here and there called mass promoting
departmental store e.g., military containers.

3. Super markets

A super market is intended to serve the all-out requirements for nourishment, clothing and family
support items. It is generally huge in size. Its activity is minimal effort, low edge, high volume
and self-assistance in nature.

4. Convenience store

A convenience store is situated close to neighborhood. It is generally little. It is saved open for
extended periods of time. Restricted lines of accommodation items are offered available to be
purchased. The costs charged are marginally higher.
5. Discount store

A discount store sells standard product at lower costs. Higher volumes of deals remunerate lower
edges and increment the general productivity. Rebate retailing has moved into claim to fame stock
stores, for example, sport products stores, gadgets stores and book shops.

6. off price retailer

An off-price retailer sells left over merchandise, over runs, and irregulars got at discounted costs
from produces or different retailers. Off value retailers might be of three kinds.

 Factory outlets

These are claimed and worked by makers. They convey the maker's excess, ended or
unpredictable products. e.g., supper product, shoes, upscale attire, and so forth.

 Independent off price retailer

Free off-value retailers are claimed and run by business visionaries or by divisions of
bigger retail organizations.

 Warehouse clubs

These are also called discount clubs. They sell a restricted determination of brand-name
basic food item things, apparatuses, dress and so on.

7. Super store

Super stores meet buyers' absolute requirements for routinely bought nourishment and nonfood
things.

8. Hyper Markets

Hyper markets started in France. Hyper markets consolidate forte stores, constrained line stores in
a solitary level store. Item combination goes past routinely bought products. It incorporates
furniture, huge and little machines, dress things, and so forth.

Mass showcase and least taking care of by store work force are different highlights present in the
hyper markets. Markdown is offered to customers who are eager to convey substantial machines
and furniture out of the store.

9. Catalogue showroom

Customer request products from an index in the showroom. At that point, they get these products
at a product pickup region in the store.
The organization that we have taken for the investigation is Decathlon Sports which is a Hyper
Market.
As examined above, hyper advertise is a kind of retail location which has a huge assortment of
specific items and the organization has a place with sports industry and has all the sorts of item. In
this manner we are going to concentrate how consumer conduct influences the organization.
 CHAPTER -2

Industry profile and company profile

 2.1 Industry profile

Sport industry is a market in which people, activities, business, and organizations

involved in producing, facilitating, promoting, or organizing any activity, experience, or
business enterprise focused on sports. It is the market in which the businesses are products
offered to its buyers are sports related and may be goods, services, people, places, or ideas.

The donning and athletic products fabricating industry involves foundations basically occupied
with assembling wearing and athletic merchandise, aside from attire and footwear.

We've quite recently observed one of the greatest development time frames throughout the entire
existence of the business, with development averaging at 4.3% since 2014. The sports business
arrived at an estimation of almost US$488.5 billion of every 2018, is presently evaluated to be
worth over $500 billion.

What is the $500 billion sports industry included, and what are the greatest development parts?
The sports business is unbelievably assorted, enveloping any movement that gets salary from
sports, including anything from TV appropriation, wellness, ticketing, wagering and promoting to
sponsorship or product.
The Business Research Company has quite recently discharged a broad research paper,
investigating sports industry development from 2014 to now, and anticipating patterns for the
coming two years.

For their exploration, they separated the business into two fundamental parts, as per kind of
commitment:
 Participatory (wellness and amusement focuses, network sports, donning offices, for
example, neighborhood golf clubs, marinas, exercise centers, individual preparing, and so
forth.)
 Spectator (clubs and sports groups, occasion income, media rights, sponsorship and
promoting)

Of these, the participatory division has the greatest portion of the sports advertise at roughly 56%.
Of all the various sorts of organizations inside that division, wellness and amusement focuses
command, claiming around 40% of the entire participatory sports area.

The onlooker sports area is required to be the quickest developing segment of the two, at a future
development pace of 5.9%. The income produced by media rights had the biggest portion of this
division in 2018 at 23.7%, and the promoting market is required to be the quickest developing
into the future, at a pace of 7%.

The sports with biggest financial market share:

As we've just called attention to, the all-out worth of the sports business is assessed to be around
US$500 billion. Simply under portion of this turnover is produced by the observer sports area. In
this way, serious sports and all the business around it, makes generally US$250 billion in turnover
every year.

Each sports order has a specific rate piece of the overall industry of that $250 billion of pro
athletics turnover. Nothing unexpected, affiliation football (soccer) comes in at number one, with
a major dominant part. Any individual who follows monster 'super clubs resembles Real Madrid
will realize that football pulls in a great deal of speculation, and tremendous worldwide crowds.

 Association Football/Soccer (43%)

 American Football (13%)
 Baseball (12%)
 Formula 1 (7%)
 Basketball (6%)
 Hockey (4%)
 Tennis (4%)
 Golf (3%)

The sports business is required to keep on developing, arriving at an estimation of $614.1 billion
by 2022. Specifically, a couple of key patterns are relied upon to drive development forward, and
present new chances to organizations:

 Development and development of advanced innovation, including new gushing

administrations, portable review, and computer generated reality, and so on.
 The extension of computerized wagering and betting, implies that the sports wagering
industry is set to develop.
 European (football) or soccer is developing in prominence in the American market.
 Esports is developing in prominence, and is relied upon to keep on developing with the
advancement of increasingly complex VR innovation.

The North American Industry Classification System (NAICS) code for this industry is 33992—
sporting and Athletic Goods Manufacturing. The business incorporates the accompanying items
and exercises.

 Sports hardware (baseball, b-ball, billiards, angling, football, golf, tumbling, hockey, pool,
and racquet sports), producing.
 Specific hardware (sailboards, skates (ice and roller), practice machines, snowshoes, skis,
pools, and play area gear), fabricating
Economic overview

The sporting and athletic goods manufacturing industry displayed sound growth in shipments, fuelled by
enlarged domestic and export demand. Shipments expanded at a normal yearly pace of 7.3% since
2011, to a sum of $1.1 billion of every 2015. In a similar period, complete fares and evident
household showcase expanded at normal yearly paces of 5.8% and 8.3% separately.

Imports developed at yearly normal pace of 8.2% somewhere in the range of 2011 and 2015,
surpassing change in sends out and bringing about an expanding negative exchange equalization
of $1.4 billion of every 2015. Somewhere in the range of 2010 and 2014, the complete number of
foundations shrunk by around 9% or 27 foundations.

Trends in the industry

This industry incorporates organizations that make a differing exhibit of items for wellness and
exercise, outdoors, angling, winter sports, for example, hockey, shooting, play area structures, and
oceanic hardware, for example, pools. Organizations in the business run from little, specific
organizations to broadened partnerships. What these organizations share, in any case, is the
acknowledgment that brand reliability assumes a significant job in their prosperity. Canada is also
home to R&D limit of significant hockey hardware producers.

A few financial measures impact the market request in this industry. In the first place, donning
and athletic merchandise are recreation items, and relaxation is essentially a matter of individual
inclinations, subsequently showcase request is liable to changing tastes and well known patterns.
Moreover, the industry must go up against different businesses that additionally produce
relaxation items, for example, music, books, and computer sports.

At long last, monetary conditions, socioeconomics, climate conditions, and the estimating of
substitute and reciprocal merchandise additionally influence advertise request.
Sport:

Sport (British English) or sports (American English), are for the most part for the most part types of
serious physical action or sports which, through easygoing or sorted out investment, intend to
utilize, keep up or improve physical capacity and aptitudes while giving pleasure to members, and
sometimes, diversion for onlookers. Typically the challenge or sports is between different sides,
each endeavoring to surpass the other. A few sports permit a tie sports; others give tie-breaking
strategies, to guarantee one victor and one failure. Various such two-sided challenges might be
orchestrated in a competition delivering a boss. Numerous sports groups make a yearly victor by
orchestrating sports in an ordinary sports season, followed at times by end of the season sports.
Several sports exist, from those between single competitors, through to those with many
concurrent members, either in groups or contending as people. In specific sports, for example,
dashing, numerous candidates may contend, each against one another, with one victor.

Sports is commonly perceived as arrangement of exercises which are situated in physical

physicality or physical skill, with the biggest significant rivalries, for example, the Olympic
Sports conceding just sports meeting this definition, and different associations, for example, the
Council of Europe utilizing definitions blocking exercises without a physical component from
order as sports. The International Olympic Committee (through ARISF) perceives both chess and
scaffold as genuine sports, and Sport Accord, the global sports organization affiliation, perceives
five non-physical sports: connect, chess, drafts (checkers), Go and xiangqi, and limits the quantity
of brain sports which can be conceded as sports.

Sports are normally represented by a lot of rules or customs, which serve to guarantee reasonable
rivalry, and permit steady settling of the victor. Winning can be dictated by physical occasions,
for example, scoring objectives or intersection a line first. It can also be controlled by judges who
are scoring components of the wearing execution, including objective or emotional estimates, for
example, specialized execution or creative impression.

Records of execution are regularly kept, and for well-known sports, this data might be broadly
declared or detailed in sport news. Sports is also a significant wellspring of diversion for non-
members, with observer sport attracting enormous groups to brandish scenes, and contacting more
extensive crowds through communicating. Sports wagering are now and again seriously managed,
and at times are vital to the sports.

As per A.T. Kearney, a consultancy, the worldwide brandishing industry is worth up to

$620 billion starting at 2013. The worlds generally open and drilled sports is running, while
affiliation football is the most mainstream onlooker sport.

Statistics and facts on the Sporting Goods Industry

The market for outdoor supplies in the United States has an anticipated estimation of right around
65 billion U.S. dollars in 2015. This consider brings with account the customer acquisition of
various item types, for example, athletic footwear, gym equipment, authorized sports stock
athletic clothing however does exclude recreational transportation things, for example, bikes,
delight pontoons, RVs and snowmobiles. The recreational vehicle and the gear classification
represent 25 to 30 billion U.S. dollars in consumer buys.

Around one fourth of outdoor supplies hardware deals in the U.S. is taken care of by outdoor
supplies stores like Dick's Sporting Goods, Bass Pro Shop, Cabala’s or The Sports Authority.
Altogether, outdoor supplies stores deal in the U.S. surpassed 44.6 billion U.S. dollars in 2019.
One of the most well-known outdoor supplies retailers is Dick's Sporting Goods as right around
45 percent of respondents in an ongoing Statist overview said that they buy sports clothing, sports
shoes and athletic gear or apparatus there.

The greatest outdoor supplies retailer as far as income, notwithstanding, is Wal-Mart, with 9.6
billion U.S. dollars in income from outdoor supplies deals in 2014. Around 14 percent of outdoor
supplies gear is sold through online channels/over the web; the appropriation channel with the
most noteworthy development in piece of the pie. Regardless of the development in online deals,
around 105 million individuals looked for outdoor supplies at an outdoor supplies store in 2019 as
indicated by Scarborough Research.
Scarborough additionally reports that in 2019, very nearly 93 million individuals in the U.S.
purchased athletic shoes. Around 20 percent of the complete footwear deals in the U.S., which
added up to an expected aggregate of 21 billion U.S. dollars in 2019, are owing to outdoor
supplies stores. Running and running shoes, for instance, sold for a normal measure of 68 U.S.
dollars at the retail level. The main organizations in the footwear section are Nike and Adidas
with incomes of 18.3 and 9.1 billion U.S. dollars individually in 2020.

Nike and Adidas are additionally the market heads among outdoor supplies makers with about
30.6 and 18.5 billion U.S. dollars in overall income individually. Other major outdoor supplies
producers with at any rate 1.5 billion U.S. dollars in income are VF Corp., Puma, Asics, Jarden,
New Balance, Amer Sports and Under Armor.

The sports advertise in North America was worth $60.5 billion of every 2019. It is relied upon to
reach $73.5 billion by 2019. The main motivation for such development is anticipated increments
in income got from media rights bargains, which is anticipated to outperform entryway incomes
as the sports business' biggest section.

Sports media rights are anticipated to go from $14.6 billion of every 2015 to $20.6 billion by
2019, representing a compound yearly rate increment of 7.2%. Over 35% of current nearby TV
rights manages the National Basketball Association, National Hockey League and Major League
Baseball are set to lapse by 2019, which will add to the general development in the part dependent
on accepted worthwhile new arrangements, yet national rights bargains really drive the
development around there.

2.1.1 COMPETITORS OF DECATHLON

1. Kitbag.
2. Early winters.
3. JD SPORTS
 1. KITBAG RETAIL SPORT INDUSTRY

Kitbag Ltd. is a United Kingdom sports retailer. The organization was bought by Fanatics Inc
from Findel PLC in February 2016 for £11.5M, beforehand the organization was bought by
Findel PLC in October 2006 from European Home Retail plc. Kitbag Limited has the selective
rights to work the authority online stores of Manchester United, Chelsea, Real Madrid, Everton,
Celtic, Manchester City, Borussia Dortmund, British Lions (rugby), RFU (rugby), Le Tour,
Wimbledon, Roland Garros, NBA, NFL, NHL, McLaren Motorsports, Formula 1 Store, Official
TeamGB Olympic Store, Solheim Cup, Open Tour and European Golf Store. Kitbag runs a few
retail locations in urban areas over the UK and UAE.

Notwithstanding these on the web and retail locations, Kitbag runs the on the web and
disconnected direct mailings/indexes, call focus tasks, and pick pack and dispatch package
circulation and warehousing for sports organizations.

It has also had involvement with running the official web retail destinations for different
accomplices, for example, Nike, Reebok, Umbro, FIFA and UEFA through product
understandings.

Kitbag Ltd runs its own online sports store, with more than 10,000 sports items. The site is an
authorized affiliate of football shirts, football boots and different sports clothing and hardware.

2. EARLY WINTERS

Early Winters, Ltd. of Seattle, Washington, United States was established in 1972 by William S.
Nicolai, who framed the organization subsequent to making a tent called the Omnipotent.[1] Early
Winters was the main organization to make and sell a buyer item made with Gore-Tex overlays
created by W. L. Violence and Associates in Elkton, Maryland. The principal item made with
Gore-Tex texture appeared in 1976 and was a smoothed out, two-man tent called The Light
Dimension.[2] The tent was made by Nicolai and William H. Edwards and was advertised by Ron
Zimmerman.
In 1975, Gore sales rep Joe Tanner acquainted Early Winters with the texture item, which around
then was still without a name. Over a two-year time frame, Tanner had made various deals calls
and had been turned somewhere near organizations, for example, REI, Eddie Bauer, and The
North Face. Early winters were the main organization to understand the criticalness of Gore-Tex
textures for outside applications. Actually, the planning of Tanner's visit was happy since Early
Winters had a lightweight, single-walled tent structure for which they were looking for a
waterproof and breathable texture solution.

When Tanner indicated Early Winters the item test, the Early Winters staff gave it a shot by
utilizing an elastic band to make sure about an example of the texture over an espresso mug
loaded up with bubbling water. This permitted obvious steam to go through the Gore-Tex texture,
however when the cup was turned over, no fluid was professed to come through.

This customer showing got known at W.L. Carnage and Associates as the "Z Square" test, named
after Zimmerman. This "espresso mug" exhibit has gotten notable in the open air industry since it
is a compelling method to pass on the idea of texture that is waterproof, yet breathable.

After finding out about the item, Nicolai, Edwards, and Zimmerman mentioned test material for
experimentation, and in Winter 1975, they created a model tent that they exposed to testing in
outrageous open air conditions. After progress with the model tent, Early Winters turned into the
main business organization to put in a request for Gore-Tex texture. Early Winters presented The
Light Dimension tent in May 1976. This tent, alongside different things made with GORE-TEX
texture, appeared in the main authority Early Winters inventory.

Early Winters drew nearer $20 million (USD) in yearly deals, for the most part through indexes,
before being offered to the Orvis organization in 1984. It was later bought by the Norm
Thompson bunch in Portland, Oregon. In 2004 Norm Thompson renamed the organization
[Sahalie] who despite everything sells Early Winters marked dress.
 3. JD SPORTS

JD Sports Fashion plc, all the more normally known as just JD (adapted as jD[2]), is a sports style
retail organization situated in Bury, Greater Manchester, England with shops all through the
United Kingdom, and now has 25 stores in Ireland, subsequent to assuming control over Irish
sports retailer Champion Sports, in January 2011.

Since October 1996, it has been recorded on the London Stock Exchange, and is a constituent of
the FTSE 250 Index. JD Sports Fashion Plc is also an auxiliary of the Pentland Group.

 Type: - Public constrained organization

 Traded as: - LSE: JD.
 Industry: - Retail
 Founded: - 1981
 Headquarters: - Bury, Greater Manchester
 Key individuals: - Peter Cowgill Chairman)PeterCowgill (CEO)
 Products: - Clothing,Sportswear Accessories
 Revenue: - £1,821.7 million (2019)
 Operating salary: - £133.4 million (2020)
 Net salary: - £100.6 million (2019)
 Owner: - 1. Pentland Group (58%)
2. Sports Direct (6%)
3. Aberforth Partners (10%)
4. Fidelity Management (5%)
5. Peter Cowgill (CEO) (1%)
6. Other Minor Shareholders (20%)
2.2 COMPANY PROFILE

2.2.1 Decathlon

ecathlon rench articulation: dekatl is one of the world s biggest outdoor supplies retailers
Decathlon began with a store in Lille, France in 1976, established by Michel Leclercq. It began to
extend abroad 10 years after the fact, to Germany in 1986, Spain in 1992, Italy in 1998, Portugal,
the United Kingdom in 1999, India in 2003, India in 2009 and Southeast Asia in 2012.

Today, there are in excess of 850 stores in 22 nations. The organization utilizes in excess of
60,000 staff from 80 distinct nationalities.

As of late in India, the brandishing business has seen an intense move as far as being a one sports
country to a multi-sport seeing country. The upsurge in interest and commitment has driven
brands to carry out their specialty in a few pieces of the nation and develop their business in sheer
speed. India is the seventh biggest economy on the planet.

Sports as a business are experiencing an enormous pattern of progress, which is going towards a
positive way. The beginning business which is sprouting at a consistent rate has prompted a lot of
development as far as training; wellbeing joined by wellness and in particular, works.

Among the different exercises occurring around sports, the matter of sports also sections into
various branches. Out of which, one of the most common divisions is Sports Merchandising. It is
charming to realize that in an ongoing review directed by the Global Licensing Industry Survey,
the Indian sports permitting market for Licensed Retail deals was esteemed at an incredible $18
million USD in 2016. Presently in India, because of the powerful interest, the all-out utilization
use in promoting is required to develop significantly and arrive at a sign of $3600 Billion USD by
2020 from $1824 Billion USD in 2017. Shockingly, the figures represent around 8% of work age
in India. Additionally, India is the world's fifth-biggest worldwide goal in retail space.

Among the different rivals in the sports retail advertise, Decathlon, a French-based organization,
who altogether overwhelm the market around the world, has seen a consistent development in
India. Let us investigate their initiation and progress.

The Firm Origin of Decathlon -

 ecathlon is today one of the world’s leading sporting goods retailers with over 1 400 stores
in more than 40 countries. Founded in 1976 in Lille, France, Decathlon today sells products
catering to more than 100 sports The company’s unique value proposition is rooted in its
capacity to design, manufacture and sell its own products belonging to more than 20 Decathlon
brands dedicated to specific sports, including Quechua and BTWIN. Innovation is central to
ecathlon’s continuous drive to improve the experience of enthusiasts’ around the world and
make sports accessible for all.

The decathlon was started back in 1976 in the beautiful city of Lille, France by Michel Leclercq.
They eventually started expanding overseas after a decade by opening their franchises in
Germany, Spain, Portugal, Italy, UK, China, India and other nations. Astonishingly, they have
1500+ stores in 49 countries currently. The company employs more than 87000 staffs from 80
different nationalities. They own 20 brands under their belt which offers products in all variety of
sports. Furthermore, Decathlon is the largest sports goods retailer in the world.

Decathlon in India –

Decathlon initially settled their establishment in 2009 in Bengaluru. It was the principal substance
to fuse a major configuration specialty retail chain in India. They before long extended their stores
in Mumbai, Hyderabad, and Chandigarh which had an extraordinary reaction. It required some
investment to equal the initial investment in India. As of late, Decathlon intend to contribute a
thundering 700 Crores INR to extend its business in India. Decathlon Sports India CEO, Steve
Dykes said in a meeting, "India is a need nation. We dream to open 100 stores in India in five
years." Also, the organization considers India to be a key market to extend their business as they
named India to be their top worldwide market as far as stores. For the most part, Decathlon stores
are immense rambling over at any rate 4000 square feet. In examination, different sports
merchandise shops are modest in size. Not just has Decathlon opened vocation open doors for the
sports aficionados in the nation, yet it has also assisted with molding a donning environment in
the nation. Decathlon as an association stresses item quality and they have 20 brands which
spread 70 sports. The expense of the items is very conservative also. In India, individuals are
famished for diversion past motion pictures, cafés, and shopping centers. Decathlon can possibly
give end of the week diversion options as they offer to rehearse indoor sports in their gigantic
showrooms.

Values -

Decathlon has a committed group for Research and Development of sporting gear and products.
With a committed item improvement and configuration group, they experience different models
of tests and build up the most recent creative structures, enrolling up to 40 licenses for each year.
Each brand speaks to an alternate sports or gathering of sports. Decathlon's fundamental strategic
to make sport open to each individual on the planet as they accept, the sports has the ability to
change the globe. As an organization, they foresee to help, rouse and control through fluctuated
wearing encounters.

The retailer stocks a wide scope of outdoor supplies, from tennis rackets to cutting edge scuba
plunging gear, for the most part in enormous superstores which are measured at a normal of
4,000m².Decathlon Group also possesses 20 brands, with innovative work offices all over France
to build up the most recent inventive structures, enrolling up to 40 licenses for every year. Each
brand speaks to an alternate sports or gathering of sports, with a devoted item advancement and
configuration group.

With the productive joining to Decathlon data frameworks and new advances like RFID, portable
installments, and the utilization of Openbravo Web POS in Decathlon stores truly helps our staff
as far as registration process proficiency and lessens time spent on staff preparing. On account of
its B/S engineering, it makes numerous chances to reconsider the registration procedure in stores.
We accept this inventive arrangement will assist us with the advanced change of our business.

As of January 2020, there are 1,647 Decathlon stores worldwide in about 1,000 urban
communities of 57 countries. Online conveyance has been presented in Taiwan, Belgium,
Bulgaria, France, Netherlands, Poland, Czech Republic, Hungary, United Kingdom, Germany,
Turkey, Hong Kong, India, Japan, Italy, Singapore, Spain, Brazil, Portugal, Romania, Ireland,
Mexico, Australia, and as of late, Malaysia, Egypt, Vietnam and Thailand.

In India, Decathlon items can be purchased legitimately through their stores resulting to change in
India's FDI strategy and endorsement for Decathlon in February 2013. also, Decathlon items are
additionally accessible online through their online affiliates.

In late 2019, an online just conveyance administration was presented in Tunisia in arrangement of
the opening in Tunis of its first store. The principal store opened in November 2020 in Tunis City
business focus in Tunis. A subsequent area opened in April 2008 in the nation arranged in La
Marsa.

In February 2009, they opened the primary store in Bogota, Colombia in the shopping center
Parque La Colina. In July 2020, Decathlon had made its ways for the Filipino individuals situated
at Festival Mall in Filinvest Corporate City, Alabang, Muntinlupa, and in Tiendesitas, Pasig City,
Philippines. Their first Australian store opened in Tempe, Sydney, NSW, in December 2019.
After two years in the Australian market, the reasonability of the Australian business is under
inquiry in the wake of posting an exchanging loss of $19,563,819 aud in only 2 years of
exchanging

In August 2018, the organization reported it would open its first Canadian store in Brossard,
Quebec throughout the spring of 2018.
In April 2018, the organization declared it would open its first store in Kiev, Ukraine in the
primary long periods of 2019.

In January 2019, the organization reported it would open 9 stores in Ireland, beginning in
Ballymun, north Dublin with highlights will incorporate a rollerblading track, bicycle circuit and
astroturf pitch.

In April 2019, the organization opened its first store in Hanoi, Vietnam. Another store was
opened in Ho Chi Minh city in May 2019.

In October 2019, the retail mammoth opened its first store in Qormi, Malta.

In December 2019, "Decathlon" showed up in Serbia opening its first store in Belgrade.

VISION & MISSION

As a non-profit organization, we aim to inspire students of all achievement levels to work

together to learn more than they ever thought possible.

Our mission is to promote learning and academic excellence among students of varying
achievement levels by developing and providing multidisciplinary academic competitions using
Academic Decathlon curricula.
Our vision is to provide all students the opportunity to excel academically through team
competition.

Our core values include:

 The academic growth of students

 Challenging multidisciplinary learning
 Teamwork as a means to achieve self-knowledge and life skills
 Providing equal opportunities for students of different achievement levels
 The importance of inclusivity and diversity to learning and the human experience
 High standards of honesty and integrity
 Transparency in our relations and interactions with all of our stakeholders
 Excellence in our programs, services and activities
 Respect for diverse points of view.

Product ranges

The retailer develops and sells its own brands, which the company characterizes as "passion
brands". Each sport or group of sports has a separate brand name:

 Aptonia - Nutrition, Healthcare and Triathlon

 Artengo - Tennis
 B'Twin - Cycling and Workshop
 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
  Itiwit - paddle sports
 Kalenji - Running
 Kipsta - Team Sports
 KOROK - Hockey
 Kuikma - Padel (sport)
 Nabaiji - Swimming
 Newfeel - Sport Walking
 Offload - Rugby
 Olaian - Surfing and Boardwalking
 Opfeel - Squash
 Orao - Eyewear and Optical Accessories
 Outshock - Combat Sports
 Oxelo - Rollersports, Skating and Scooters
 Perfly - Badminton
 Quechua - Hiking, Camping and Outdoor Gear
 Rockrider - Cycling (Mountain Bike)
 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

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

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

At Decathlon, we place advancement at the core of our exercises: from research to retail,
including plan, creation and coordination. Our twenty Passion Brand groups direct the entirety of
their vitality in to creating specialized, gorgeous and basic items, consistently at the most reduced
potential costs.

These items are focused on all sports lovers, from fledglings to specialists, and are sold solely at
Decathlon.

Decathlon is located in different country that is:-

France,India,Spain,Italy,Russia,IndiaPoland,GermanyPortuga,Belgium,UnitedKingdom,
Brazil,Hungary,,Turkey,Romania,Czech,Republic,Netherlands,Thailand,Morocco,Bulgaria,Croat
ia,Slovakia,Mexico,Singapore,Sweden,Ivory Coast, Malaysia, Slovenia

All out all around decathlon have 1176 store So by these figure they become the one of the
greatest retailer on the planet who make sports accessible to all.
Two binding values of the company

Everywhere throughout the world, we share a solid and exceptional organization culture,
strengthened by our two qualities:

 Vitality
Essentialness is Life, serious movement, vitality, drive and life. Our workers are loaded
with imperativeness as they have, above all else, an uplifting attitude and are overflowing
with vitality. They are energetic, they love making and developing, and steadily endeavor
to improve and make things around them change.

 Responsibility
Being capable is tied in with settling on choices and ensuring they are followed up on. Our
representatives are completely answerable for their choices, both as far as their group and
their customer. Duty is also about foreseeing the difficulties confronting society and
situating our activities towards supportable turn of events. What's more, it is also our
obligation to ensure the wellbeing of our customer and representatives everywhere
throughout the world.

2.2.2 SWOT ANALYSIS

SWOT investigation is an examination attempted by an association to distinguish its inside

qualities and shortcomings, just as its outside circumstances and dangers.

 Strengths: attributes of the business or undertaking that give it a bit of leeway over others.
 Weaknesses: attributes that place the business or venture off guard comparative with
others.
 Opportunities: components that the business or undertaking could adventure to further its
potential benefit.
 Threats: components in the condition that could mess up the business or undertaking
Strength

 Targeted toward athletes (global).

 Product is not the same as the other companies( i.e. our specialization in the market of
marathons and bicycles)
 We have a reasonable vital course.
 More than 800 retailers everywhere throughout the world.
 Wide assortment of items.
 Affordable costs

Weakness

 Not sufficiently enhanced.

 Currently make athletic footwear as it were.
 Current picture rating is not as much as contenders.
 Wholesale region and lost income.
 Increasing efficiency.
 Being progressively proficient.
 Fewer spotlights on consumer loyalty.
 Decathlon centers on retail deals.
 Only 7 branches in the Netherlands.

Opportunity

 Untapped universal areas.

 Target an occasion/field (Triathlons/cycle).
 Market a shoe explicitly for an occasion.
 Making gear for all zones of exercise (i.e. Athletic wear).
 The showcase has such huge numbers of dimensions, in Americans, Europe and Asia.
 Open more stores in the Netherlands.
 Focus on the interest of web based retailing.
Threats

 Competitive markets-elective brands (EIRA has a developing business sector.

 Consumers searching for bargains.
 Limited advertise.
 Currency contrasts in various nations/advertise vacillations and volatility (i.e. cash or
political).
 High rivalry from worldwide and residential players.
 High swelling.
 Being incapable to foresee to changing economic situations

Future growth

As we realized the development pace of the decathlon is practically close to 25%. In the event that
we look in this money related year in Bangalore itself there been opened 2 new stores.
Furthermore, till now the fundamental focal point of the decathlon was Bangalore yet for coming
monetary year they will concentrate on the Chennai. By and by decathlons have 3 stores in the
Chennai which will be expanded by 7 to 9 in coming money related year.
 CHAPTER-3
RESEARCH METHODOLOGY
3.1NEED OF THE STUDY

This study will help to find out the customers need, the study will help us to know what the
users are looking for and as we know the decathlon is providing the online service and many of
them are not satisfied with the service because they don’t have the delivery of the entire
product.

3.2OBJECTIVE OF THE STUDY

 To understand the concept of consumer behavior.

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

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

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

 To study how customers perceive the products of decathlon.

3.3 METHODOLOGY USED IN THE STUDY

3.3.1 Sources of Data

Data collection is one of the important tasks in research of the basis of collected data analysis is
done upon which take effective decision. Data can be collected in two ways, primary data and
secondary data.

Primary Data:-To obtain primary data through descriptive research which is also called survey
method .i.e. to carry out sample survey of existing and prospective customers/customer.

Secondary Data:-It is the data that have been collected by someone else for some other
purpose but being utilized by the investigator for another purpose. The secondary data method
includes Search Engine Optimization (SEO), Search Engine Marketing(SEM).

Here both primary data and secondary data had collected. Both data are useful in the research.
Primary data is being collected by using personal interview, mail interview, questionnaire etc.
and secondary data is collected from magazines, journals etc.

3.3.2 Sampling
Sampling design: The sampling technique adopted for the study is simple random sampling.

Sampling size: For the purpose of the study 400 samples were selected from the population.

Sampling tool: Tool used for the study is percentage analysis, chi-square etc.

Research Approach: Survey method

Research Method: Descriptive method

Data Collection Approach:

A) Primary Data: Survey with questionnaire & personal

interview.

B) Secondary Data: Literature review, websites, blogs etc.

Area of research: Sarjapur, Bangalore

Research Instrument: Questionnaire

Sampling Method: Simple Random Sampling.

Sample Size: 400

3.4REVIEW OF LITERATURE

1. Bryan Clay 2008: I intrigued to perceive what kind of examination could be applied to
these sports, which even concedes doesn't get a lot of regard. I chose to put forth a valiant
effort to redress the issue by doing my own examination on the aptitude of decathletes.

2. Lebrun, 2006: Decathlon Group is unique in relation to its fundamental rivals; for
example, inter sport and Go Sport which have not decided to plan and production their
own imaginative and solid sub-brands. The last has many own brands; however they are
 not based on qualities identified with specialized execution or advancement.

3. Michel & Salha, 2005: Decathlon Group follows the methodology of a major
organization ready to expand its piece of the pie by trying to enter high edge sections in
spite of the fact that it was somewhat compelled to do as such. Undoubtedly, the
arrangement of sports particular superstores – created by Decathlon and fruitful either in
France or in Europe - is a disappointment in nations where buyer designs are unique. Also
that, on certain business sectors, especially in the United States, there are circumstances of
semi syndication in the interest of neighborhood retailers (hindrance at the passage) which
drop any idea of extension of a newcomer, even a major one.

4. According to the possibilities of Akrich, Callon&Latour (1988) to gain ground in the

specialty of overseeing advancements: understanding the instruments by which
advancements succeed or neglect to create rules that fill in as manual for activity. All
things considered, the achievement of the Decathlon Group advancements and
"enthusiasm brands" depends, most importantly, on a superb comprehension and
coordination between the different parts of the organization in question, yet in addition on
atypical imaginative undertakings the executive’s framework.

5. Irwin Wouts: According to him, advancement of the Decathlon Group "energy brands",
strategy, not extremely mandate, appeared to be progressively adjusted to an official new
to increasingly refined strategies.

6. Métais, 1997: The idea of assets or vital resources gets from the craving to precisely
portray the maximum capacity of an organization. It permits us to distinguish the
fundamental substances which make up the inventive capability of a firm.

7. Achrol (1991): Focusing on the impact of expanding ecological disturbance on Marketing

association, contends that a more significant level of hierarchical adaptability is required
and proposes two perfect structures that he alludes to as the promoting trade organization
and the Marketing alliance organization.

8. Webster (1992): examines changes in Marketing's job inside the firm and contends that
"overseeing vital organizations and situating the firm among sellers and customer in the
worth chain" (p. 1) will turn into the focal point of advertising.

9. Zarnowski,2001: In decathlon, even before trying to perform during every occasion ,the
 absolute first point is to finished each of the 10 occasions therefore, decathletes need to
confront their own capacity to perform and score focuses at every occasion.

10. Kadrovik since 2007: Until as of late, the framework was utilized for HR records and
reports the executives, hierarchical prototyping and time track, and the finance was done
by a redistributing organization in its own program. Trade of information between the two
frameworks for finance purposes had various huge downsides.

11. According to Lucintel: The showcase is gauge to arrive at an expected $266 billion out of
2017 with a CAGR of 4%over the following six years (2012–2017).

12. Leibniz (seventeenth century) and Diderot (eighteenth century) were at that point
grumbling about data over-burden. The "ghastly mass of books" they alluded to may have
spoken to just a minor segment of what we know today, however quite a bit of what we
realize today will be similarly inconsequential to people in the future.

13. Tomas Chommaro 2019: CQ is commonly increasingly lenient of uncertainty. This

nuanced, refined, unpretentious reasoning style characterizes the very substance of
multifaceted nature. Second, CQ prompts more significant levels of scholarly speculation
and information obtaining after some time, particularly in formal areas of training, for
example, science and craftsmanship (note: this is obviously not quite the same as IQ's
estimation of crude scholarly pull). Information and aptitude, much like understanding,
make an interpretation of complex circumstances into recognizable ones, so CQ is a
definitive apparatus to deliver basic answers for complex issues.

14. Prezumic 1989: contends that CQ is similarly as significant while overseeing intricacy in
two significant manners: expanded resistance for vagueness and a higher venture after
some time in information and ability securing which prompts a nuanced, modern
perspective after some time.

15. Cari E. Guittard: CQ is a definitive apparatus," he contends, "to deliver straightforward

answers for complex issues." And as Thomas Friedman noted in his article from a year
ago It'sthe ability required for each not too bad employment is ascending just like the need
of long lasting learning... those with more P.Q. (energy remainder) and C.Q. (interest
remainder) to use all the new advanced instruments to get a new line of work, yet to
develop one or rehash one, and to learn as well as to relearn for a lifetime."
16. Thomas L. Friedman 2006: as a component of an illustrative equation to clarify how
people can be capably propelled to find out about a specifically intriguing subject,
regardless of whether they have an especially high (IQ). The non-scientific and imaginary
recipe is [[CQ + PQ > IQ]]; where CQ is "interest remainder" and PQ is "energy
remainder." Thomas Friedman expresses that when interest is combined with enthusiasm
in the investigation of a subject of premium, an individual might have the option to
procure a measure of information similar that of an individual who is outstandingly clever,
as a result of the tremendous measure of data assets accessible through the Internet.

17. JOSEPH E. STIGLITZ, 400: "how to be a political dissident and social business
visionary in a level world; and on the additionally disturbing inquiry of how to deal with
our notorieties and protection in this present reality where we are on the whole turning out
to be distributers and open figures. CQ is a fundamental update on globalization, its
chances for singular strengthening, its accomplishments at lifting millions out of
destitution, and its downsides ecological, social, and political.

18. Charles Sull 2016: Curiosity is, "the craving to learn or find out about a person or thing."
It is the beginning stage to each good thought, development and new business. It is the
thing that makes a few organizations fiercely fruitful while others are simply normal and
it's the genuine motivation behind why a few chiefs and their groups succeed, while others
fall flat. The equivalent occurs in business consistently. Pioneers flop over and over to
comprehend the circumstances, individuals or customer they are connecting with on the
grounds that they basically aren't interested about them and feel increasingly good not
leaving their customary ranges of familiarity to discover.

19. Micha Kaufman 2014 proposes CQ is similarly as significant with regards to overseeing
unpredictability. To start with, people with higher CQ are commonly progressively opened
minded of uncertainty. This nuanced, modern, unpretentious reasoning style characterizes
the very substance of unpredictability. Second, CQ prompts more significant levels of
scholarly speculation and information procurement after some time. Information and
mastery, much like understanding, make an interpretation of complex circumstances into
recognizable ones, so CQ is a definitive instrument for pioneers and their groups to devise
basic answers for complex issues.
 20. Rebecca Homkes 2015: contend that associations come up short at execution since they
don't adjust rapidly enough to changing economic situations and that most pioneers take
care of issues by attempting to lessen them to single measurements. And keeping in mind
that that is valid, what they truly need is increasingly crucial. They need Business
Curiosity. Flourishing in a mind boggling and unstable business condition requires
pioneers who approach each day, each issue and each opportunity with a curious soul. It's
this interest drives pioneers to get familiar with their organizations all around and to look
constantly for thoughts to improve.

21. Paula Roy 2012: interest is obvious all through youth and into the initial not many long
periods of grade school. Contingent upon the acts of neighborhood educational systems,
that interest might be energized with "disclosure learning" strategies where kids are
presented to data, riddles, and challenges and are shown the instruments to reveal more
data or discover arrangements.

22. Wiggins 2009: Curiosity is an individual nature of being available to watch and to
investigate, examine and learn. This is the blend that the consumer anticipates as our
consumer universe is an all the more testing place today from what we saw in past decade.
Studies credit this to VUCA-condition because of which they pay special mind to higher
potential even in high performing sellers. Inquisitive personalities score high focuses on
potential.

3.5 LIMITATIONS OF STUDY

The major limitations that were faced by us in the course of carrying out this study are delay in
getting data from the various respondents. Most respondent may reluctant in filling
questionnaire administered to them due to their busy schedules and the nature of their work.
The researcher found it difficult to collect responses from the various respondents, and this
almost hampered the success of this study, and another problem is that to complete the study
within the given time bound.
3.6 MARKETING MANAGEMENT
Marketing is absolute arrangement of business exercises intended to design, cost, advance,
and disseminate need fulfilling items to target showcases so as to accomplish authoritative
goals. This is characterized have two critical ramifications:

o Center: the whole arrangement of business exercises ought to be consumer situated

consumer's needs should be perceived and fulfilled.

o Span: promoting should begin with the thought regarding the need fulfilling item and
ought not to end until consumer needs are totally fulfilled, which might be at some point
after the trade is made.

 DEFINITION BY PHILIP KOTLER – Social and managerial process by which

individuals and groups obtain what they need and want through creating and exchanging
products and value with others

 DEFINITION BY AMA – Marketing is an organizational function and a set of processes

for creating, communicating, and delivering value to customers and for managing
relationships in ways that benefit the organization and its stakeholders.
There are 5 competing concepts under which organizations conduct marketing activities
are:
 Production concept.
 Product concept.
 Selling concept.
 Marketing concept

i. Societal concept

 Production idea: This idea holds the view that shoppers will like, produce that are
generally accessible and cheap. Those chiefs working underway situated business will
focus on accomplishing high creation. Minimal effort and mass conveyance.

 Product idea: This idea holds the view that customer will support those items that offer
the most quality; execution .chief in these associations put forth attempts to improve
 quality additional time. They accept that the customer appreciate very much made item.
The issue or disadvantage of this idea is that director's gets bug down with the item as
opposed to acknowledging "what markets need". The organizations which are item
situated will have almost no contribution from the customer. They won't sibling to
contemplate the contender's item. They accept that designing division can deliver an
excellent item.

 Selling idea: This idea expect that customer whenever left alone will conventionally not
purchase enough of association items. The association must, in this way embrace forceful
selling and advancement endeavors. This idea expect that consumers that shoppers
normally demonstrate protection from purchase and accordingly should be cajoled into
purchasing. It also accepts that the organization has a battery of successful offering
apparatuses to invigorate all the more purchasing.

 Marketing idea: This idea accept that, the way to accomplish authoritative objective
comprises of the organization being more viable than rivals in making, conveying and
imparting, consumer incentive to its picked target markets. The Marketing ideas can be
communicated from various perspectives:

Marketing Orientations
How does an organization pick their deals and Marketing theory? An organization will choose
their way of thinking by settling on the best way to outfit their inside qualities to arrive at their
buyers. What some portion of their arms stockpile will they use? Organizations embrace one of
four methods of reasoning when choosing how to make an authoritative Marketing process. The
four methods of reasoning are creation, deals, item, Marketing, cultural Marketing directions and
comprehensive promoting directions.

Production Orientation
The primary way of thinking we will examine is creation direction. A simple method to
comprehend this term is to reference Henry Ford, the first producer of American vehicles.
Creation direction is a way of thinking that centers on the inside abilities of the firm as opposed to
on the wants and needs of the commercial center. Passage made one kind of vehicle and
expressed that the
Customer could have it in any shading as long as it was dark! Firms that utilization this way of
thinking accept that they are using their association's qualities in the most ideal manner. They
look inside and choose how to continue contingent on their own capacities. The one issue with
this kind of reasoning is that it doesn't think about whether their item or administration really
addresses the issues of the shopper and market.
Marketing Orientation
Marketing direction is the third way of thinking and the first that considers the significance of the
consumer's needs. Promoting direction is the way of thinking that a firm exists to fulfill shopper's
needs and needs and furthermore gives investor and corporate advantage. Promoting direction
additionally consolidates the conviction of long haul consumer relationship constructing; the
procedure of a joined business exertion to fulfill customer and truly exploring consumer needs
and needs. Organizations that are known for following this way of thinking are Apple, Disney,
and Coca-Cola. They watch out for their customer consistently.

Elements of Marketing Management

1. Functions of Exchange:

 Buying Function: A producer is required to purchase crude material for

creation purposes also a distributer needs to purchase great from maker for
offering it to retailer. A retailer offers the merchandise to the consumer.
The capacity of purchasing must be done at different levels. Purchasing
includes move of possession from merchant to consumer.

 Assembly work: Goods bought from different sources and amassed at one
spot, to suit the prerequisite of the consumer.

 Selling capacities: Selling capacity includes, offer of merchandise from

vender to consumer. Selling capacity is critical to all association because
of the reality the selling must be done against extreme rivalry.

2. Function of Physical Distribution:

 Transportation: This incorporates method of transport, choice of

 transporter or bearer, cargo harmonize proportion like cargo paid or to
pay.

 Inventory management: These incorporate momentary for throwing,

item, size and area of distribution center, in the nick of time and push or
pull procedure received.

 Warehousing: The accompanying capacities are incorporated like space

prerequisite, reasonableness of area, format structure and physical sports
plan.

 Material handling: This incorporates hardware determination, gear

substitution, stockpiling techniques and receipts and issues.

Marketing evolution
Marketing has changed throughout the hundreds of years, decades and years. The creation
focused framework deliberately changed into relationship time of today and over the period; the
specializations have developed, for example, deals as opposed to Marketing and publicizing as
opposed to retailing. The general advancement of promoting has offered ascend to the idea of
business improvement. Marketing has taken the cutting edge shape subsequent to experiencing
different stages since last the finish of nineteenth century. The Production situated act of
Marketing before the twentieth century was moderate and hidebound by dependable guidelines
and absence of data. Science and innovation advancements and uncommonly the improvement of
data innovation have now changed the manner in which individuals live, the manner in which
individuals work together and the manner in which individuals sell and buy.

Marketing in the 21st Century

Marketing in the 21st century is altogether different from its initial beginnings. The present
advertisers have more options as far as help, media openings, and correspondences. They
additionally have more rivalry from changed sources, particularly as the Internet has made it
workable for organizations around the world to contend basically.

 More Communication Choices-The 21st century offers numerous decisions for

promoting interchanges. Organizations despite everything approach conventional
 instruments, for example, papers, radio, and TV, yet additionally have a wide scope of
online apparatuses, including internet based life. More decisions are something to be
thankful for; they present chances to interface with more individuals in unexpected
manners in comparison to any other time in recent memory. More decisions additionally
speak to difficulties, be that as it may. Keeping steady over the numerous choices
accessible can be tedious and some of the time expensive.

 More Creative Options- Technology has offered more choices for sharing Marketing
messages, yet more choices for making these messages also. The present Marketing
faculty can utilize a scope of devices to upgrade correspondences through illustrations,
sound, and development. Economical camcorders mean advertisers can make do-it-
without anyone else's help media that sets aside both time and cash. Be cautious, as the
nature of made materials should be predictable with the ideal brand picture.

 More Consumer Choices- More consumer’s decisions in the 21st century implies more
rivalry for organizations from numerous sources. The Internet, specifically, presently
permits even the littlest association to set up a local, national, or even universal nearness.
Rivalry presently comes from the business over the road, yet additionally from over the
world.

 Social Media Streamlines Word-of-Mouth-Word-of-mouth has consistently been a

significant factor in effective promoting endeavors, yet online life makes this technique
much all the more a factor. Shoppers can collaborate with a great many individuals in the
21st century, in sharp complexity to the days when data was shared over the terrace fence.

 Tried and True Marketing Techniques Still Work-Despite the numerous new open
doors accessible to advertisers in the 21st century, dependable Marketing systems despite
everything work. Eventually, effective promoting is tied in with distinguishing an
objective market, understanding its needs, and imparting the business' convincing
messages through different channels. These promoting messages all pass on how shopper
needs can be met by the business' items and administrations.
Factors affecting marketing
Before you start building up another Marketing plan, consider how every one of these outside
powers impacts your decision of promoting bearing and media.

 Demographics: How will the piece of your market change and what openings or obstacles
will this make? By what means will populace and lodging request develop?

 Current and projected economic conditions: How will swelling, business, charges, and
other monetary variables influence supply, request, and evaluating?

 Size, growth potential, and prosperity of the market: Will the size of your market keep
on supporting current business as well as permit the open door for business development?
What are the development choices for lodging accessibility in your market? Is there empty
land accessible? Are there geographic impediments on development (a mountain go) Are
there zoning, use expenses, and different limitations that may fuel or breaking point
development?

 Market potential: Strengths and shortcoming of significant contenders. How might you
gain by a contender's shortcoming?

 Market share: What level of current exchanges in your market is taken care of by your
organization and what variables could change that rate either decidedly or adversely.

 Present consumer arrangement: How do factors such training, purchasing recurrence,

age, salary level, occupations and diversions influence the degree of future interest among
existing customer.

Customer orientation
The customer direction is present day marketing theory that controls the rehearsing chiefs to
complete promoting endeavor in a way that outcome into most extreme shopper fulfillment. The
shopper direction underscores.
3.7 Customer relationship management:

Customer relationship management (CRM) is not just the application of technology, but is a
strategy to learn more about customers’ needs and behaviors in order to develop stronger
relationships with them. As such it is more of a business philosophy than a technical solution to
assist in dealing with customers effectively and efficiently. Nevertheless, successful CRM
relies on the use of technology.

This guide outlines the business benefits and the potential drawbacks of implementing CRM. It
also offers help on the types of solution you could choose and how to implement them.

What is CRM?

In the commercial world the importance of recollecting existing customers and expanding
business is paramount. The costs associated with finding new customers mean that every
existing customer could be important. Customer relationship management (CRM) helps
businesses to gain an insight into the behavior of their customers and modify their business
operations to ensure that customers are served in the best possible way. In essence, CRM helps
a business to recognize the value of its customers and to capitalize on improved customer
relations. The better you understand your customers, the more responsive you can be to their
needs.

CRM can be achieved by:

 Finding out about your customers purchasing habits, opinions and preferences Changing

the way you operate to improve customer service and marketing

 Benefiting from CRM is not just a question of buying the right software. You must also
adapt your business to the needs of your customers.
3.8 CONCEPT OF THE STUDY

The Indian Retail Industry is the fifth greatest on earth. Including sifted through and jumbled
sections, Indian retail industry are one of the speediest creating organizations in India, especially
all through the latest couple of years. Regardless of the way that from the start the retail business
in India was generally turbulent, anyway with the difference in taste and tendencies of consumers,
the Industry is getting more standard these days and setting everything straight as well. The
Indian Retail Industry is depended upon to create from US$330 billion out of 2010 to US$940
billion by 2020.

In these we can undoubtedly expect that tool a great part of the individuals know about the
outside brands and that will assist the remote organization with promoting themselves .But here
on account of decathlon we have seen that they don't spent a lot of cash on any sort of the
advancement. They simply use to advance the item inside the three store as it were. Be that as it
may, the best part is the they have the best group for each sports to disclose to the customer.
What's more, that is just the principle idea which they are following.

Indian commercialization is growing rapidly. The nation's shoppers have moved from value
thought to a longing for structure and quality. That is, they currently have a readiness to explore
different avenues regarding standard design (Biswas, 2006). This development of industrialism is
prompting an interest for extravagance merchandise, cosmopolitan styles, and worldwide brands.
The developing salary and request of Indian consumers is additionally prompting an expansion in
buyer utilization. India's urban populace will arrive at 85 million throughout the following 10
years, getting second just to china.

Indian Retail Industry

India's Retailing Boom has increased further vitality, dynamism and energy with overall players
testing in the Indian business part and the country's present mammoths figuring out how to
enchant the buyer. Meanwhile, the early competitors are reconsidering their frameworks to remain
centered and suit the new market scene. It was discovered that the nature of outside brands was
seen to be commonly higher and better than neighborhood brands. Most buyers additionally
related more noteworthy availability of outside brands in the Indian market with better quality at
lower costs. Regardless of significant levels of patriotism and inclination for indigenous
production, as prove in high factor appraisals on an ethnocentrism scale, which may show a
positive predisposition towards nearby brands, Indian buyers were not preferential against remote
brand names. Actually, they assessed them higher on innovation, quality, status and regard than
Indian brands, and ascribed higher validity to those countries‐of‐origin

Awareness of the brand

On the off chance that we find in India now a days the individuals are getting information on
decathlon and there brands. In the event that we see in other hand the brands of decathlon item are
truly inexhaustible and great in term of value and that it is particularly emotional in term of other
remote brands. Since here we a showing signs of improvement item in a low cost and the
organization itself give the rule to that item with the goal that we can know about the use of the
item

The best piece of these organization is the consumer connection and the administration that are
been given to the consumer is amazing. In the event that we see that the consumer fulfillment of
the most recent year in 89% which is quite acceptable as contrast with the well-known brand of a
similar area.

The Four Ps Model

 Product – The first of the Four Ps of Marketing is item. An item can be either a
substantial decent or an immaterial assistance that satisfies a need or need of customers.
Regardless of whether you sell custom beds and wood items or give extravagance lodging,
it's basic that you have an away from of precisely what your item is and what makes it one
of a kind before you can effectively showcase it.
  Price – Once a solid comprehension of the item offering is set up we can begin settling on
some evaluating choices. Value judgments will affect overall revenues, supply, request
and Marketing technique. Maybe comparable (in idea) items and brands ought to be
situated contrastingly dependent on fluctuating value focuses, while value versatility
contemplations may impact our next two Ps.

 Promotion – We have an item and a value currently it's a great opportunity to advance it.
Advancement takes a gander at the numerous ways promoting organizations disperse
important item data to buyers and separate a specific item or administration.

Advancement incorporates components like: publicizing, advertising, online networking

promoting, email Marketing, web index marketing, video Marketing and the sky is the
limit from there. Each touch point must be upheld by a very much situated brand to really
boost rate of return.

 Place – Often you will hear advertisers saying that promoting is tied in with putting the
correct item, at the correct cost, at the ideal spot, at the opportune time. It's basic at that
point, to assess what the perfect areas are to change over potential customers into real
customers. Today, even in circumstances where the real exchange doesn't occur on the
web, the underlying spot potential customers are locked in and changed over is on the
web.

The five phase’s system stays a decent method to assess the consumer's purchasing procedure

1. Problem/need acknowledgment
This is regularly recognized as the first and most significant advance in the consumer's
choice procedure. A buy can't happen without the acknowledgment of the need. The need
may have been activated by interior improvements, (for example, appetite or thirst) or
outside upgrades, (for example, promoting or informal)
2. Information inquiry
Having perceived an issue or need, the following stage a consumer may take is the data
search stage, so as to discover what they feel is the best arrangement. This is the
consumer's push to look through interior and outside business situations, so as to
recognize and assess data sources identified with the focal purchasing choice. Your
consumer may depend on print, visual, online media or verbal exchange for acquiring
data.

3. Evaluation of options
As you would expect, people will assess various items or brands at this phase based on
elective item properties – those which can convey the advantages the consumer is looking
for. A factor that intensely impacts this stage is the consumer's demeanor.

Inclusion is another factor that impacts the assessment procedure. For instance, in the
event that the consumer's mentality is sure and inclusion is high, at that point they will
assess various organizations or brands; however on the off chance that it is low, just one
organization or brand will be assessed.

4. Purchase choice
The penultimate stage is the place the buy happens. Philip Kotler (2009) states that the last
buy choice might be 'disturbed' by two components: negative criticism from different
customer and the degree of inspiration to acknowledge the input.

For instance, having experienced the past three phases, a consumer decides to purchase
another telescope. Be that as it may, in light of the fact that his generally excellent
companion, a sharp space expert, gives him negative criticism, he will at that point will
undoubtedly change his inclination. Moreover, the choice might be upset because of
unexpected circumstances, for example, an abrupt activity misfortune or migration.
5. Post-buy conduct
In a word, customer will contrast items and their past desires and will be either fulfilled or
disappointed. Consequently, these stages are basic in holding customer. This can
extraordinarily influence the choice procedure for comparative buys from a similar
organization later on, having a thump on impact at the data search stage and assessment of
choices stage. On the off chance that your consumer is fulfilled, this will bring about
brand unwaveringness, and the Information search and Evaluation of elective stages will
frequently be optimized or skipped by and large.
 CHAPTER-4
DATA ANLYSIS & INTERPRETATION
 4.1. Table showing does customer know Decathlon?

OPTIONS No Of Respondents Percentage

YES 294 73.5

NO 106 26.5

TOTAL 400 100

4.1 Figure showing does customer know Decathlon?

Sales

NO

YES

Interpretation: The above figure showing the data collected from the responds shows that
73 5% of them know the decathlon and 26 5% of them don’t know the decathlon
 4.2. Table showing customer practice any sports
SPORTS Respondents Percentage
Hiking 70 17.5
Football 30 7.5
Cricket 10 2.5
Basketball. 5 1.25
Swimming 40 10
Badminton. 15 3.75
Cycling. 50 12.5
Fitness 60 15
Running. 40 100
Horse Riding 60 15
Other. 20 5
Total 400 100

4.2 Table showing customer practice any sports

50 Cricket,
43
40
Badminton, 28 Running.,
30 Horse Riding,
20
Basketbal
Cycling. ,
10
, Fitness,
Hiking

Interpretation: The figure is showing that 70 of them are hikers, 30 of them like to play
football, 10 of them likes to play cricket, 5 of them likes to play basketball, 40 of them likes to
swim, 15 of them likes to play badminton, 50 of them likes to ride cycle, 60 of them love to go to
gym, 40 of them use to go to for running, 60 of them like to do house riding and 20 of them like
other sports.
 4.3. Table showing how is customer experience of shopping through online?
No of respondents Percentage
Highly Satisfied 227 56.85
Satisfied 87 21.8
Moderate 45 10.85
Dis-Satisfied 24 6.15
Highly Dis-satisfied 17 4.35
Total 400 100

4.3. Chart showing how is customer experience of shopping through

online??

12

10

Highly Satis Mode Dis-satisfied

Interpretation: The figure shows that 56.85% of them are highly satisfied,21.8% of them
satisfied,10.85% of them moderate satisfied,6.15% of them are Dis-satisfied,4.35% of them are
Highly Dis-satisfied of experience through online.
CHI SQUARE TEST NULL HYPOTHESIS:

Ho: The customer experience of shopping through online.

ALTERNATIVE HYPOTHESIS:
H1: The promotional offers do not attracted customers.

Observed Expected
Frequency Frequency
Particulars (O - E) (O – E)2 (O – E)2 E
(O) (E)

Highly 227 400 -173 29,929 1357.9

Satisfied
Satisfied 87 400 -313 97,969 3.24

Moderate 45 400 -355 126,025 83.72

Dis-Satisfied 24 400 -376 141,376 191.82

Highly 17 400 -383 146,689 249.64

Dis- satisfied
TOTAL 400 400 1886.32

Expected Frequency:

E =Number of respondent/Number of options

= 400/5 = 400 Degree of Freedom: =5-1=4
Level of Significance: = 5% Table Value: = 9.488
Calculated value = 1886.32
Note: If the calculated price is greater than chart price accepts Alternative Hypothesis (H1) as accepted
If the calculated price is less than table price accept Null Hypothesis (H0) and reject Alternative
Hypothesis (H1)

Since the calculated value of X2 = 1886.32 is greater than tabulated value 9.488, it is
significant and Alternative hypothesis is accepted and Null hypothesis has been rejected at 5%
levels of significance. Hence it is concluded that the promotional offers have attracted
customers

Inference: It is very clearly identified that customer experience of shopping through online
satisfied.
 4.4. Table showing does customer go for Hiking?
Respondents No Of Respondents Percentage

YES 70 17,5

NO 330 82.5

TOTAL 400 100

4.4. Chart showing is customer go for Hiking

N
NO,

YES

5 10 15 20 25

Interpretation: The figure shows that out of total only 70 of the use to go for hiking/trekking
rest of them are interested in some other sports.
 4.5 Table showing if yes to Question no 4, which are they?

Places Respondents Percentage

Himalayan base camp 10 14.29
Annapurna Base Camp Trek 10 14.29
Around Bangalore 20 28.57
Chadar Trek 10 14.29
other 20 28.57
TOTAL 70 100
4.5 Table showing if yes to Question no 4, which are they

1 Around
Bangalore, Other,

Himalayan Annapurna
base Base Chadar Trek,

Himalayan Annapurna Around Chadar Othe

base Base

Interpretation: The following analysis shows that 14.29% of respondents visit to Himalayam
base camp. And same 14.29% visits Annapurna Base camp trek, 28.57% visits around Bangalore,
14.29% goes to Chadar Trek and balance 28.57% visits other places.
 4.6. Table showing with whom customer use to go for Hike?

With Whom No of respondents Percentage

Family 10 14.29
Friends 30 42.85
Club 10 14.29
Organizer 20 28.57
Total 70 100
4.6. Chart showing with whom customer use to go for Hike.

3.

2.

1.

0.

Famil Friend Clu Organize

Interpretation: The figure shows that 14.29% of them use to go with the family, 42.85% use
to go with the friends, 14.29% of them use to go with the help of the club, 28.57% of them use to
go with the organizer
 4.7. Table showing which brand do customer use?

Brand Users Percentage

Puma 08 11.42
Wed’ze 07 10
Queshua 13 18.57
Domoys 09 12.85
Reebok 12 17.14
Kipsta 03 4.28
B-twin 02 2.85
Adidas 07 10
Wildcraft 09 12.85
Total 70 100
4.7. Figure showing brand used by the customers.

14 Queshua, 13
Reebok, 12
12
10 Domoys, 9 Wildcraft,
9Puma, 8
Wed'ze, Adidas,

Kipsta,
B-Twin,

Pum Wed'ze Queshua Domoys Kipst B- Adidas

Interpretation: The figure shows that 11.4% of the total users uses the puma, Wedze is been
used by 10% of them, 18.57% of them uses the queshua, 12.85% of them uses the domyos,
17.14% of them uses the rebook which is the highest of all, 4.28% of them uses the kipsta
product, 2.85% of them uses the B-Twin Product, 10% of them uses the Adidas product, 12.85%
of them uses the wildcraft product.
 4.8 Table showing why does customer use these brands?

Reason No Of Respondents Percentage

Low price 19 27.15
Better Quality 14 20
Warrantee 11 15.72
After sales service 17 24.28
Product availability 09 12.86
Total 70 100

4.8 Chart showing reason customer use these brands

Low Better Warrant After sales service Product

Interpretation: In these study we observed that under 19 of them uses a particular product
because of low price, 14 of them uses the product because of the Better Quality, 11 of them use
the product because of the warranty, 17 of them uses because for them they believe in the after
sales services, 9 of them prefer because of the product availability.
CHI SQUARE TEST NULL HYPOTHESIS:
Ho: The customer use to go with. ALTERNATIVE HYPOTHESIS:
H1: The promotional offers do not attracted customers.

Particulars Observed Expected

Frequency Frequency
O–E (O - E)2 (O - E)2 E
(O) (E)

Low price 19 14 5 25 1.786

Better Quality 14 14 0 0 0
Warrantee 11 14 -3 9 0.653
After sales 17 14 3 9 0.643
service
Product 09 14 -5 25 1.786
availability
Total 70 4.878

Expected Frequency: E =Number of respondent/Number of options = 100/5 = 20 Degree of

Freedom: =5-1=4
Level of Significance: = 5% Table Value: = 9.488 Calculated value = 171.3

Note: If the calculated price is greater than chart price accepts Alternative Hypothesis (H1) as
accepted If the calculated price is less than table price accept Null Hypothesis (H0) and reject
Alternative Hypothesis (H1) Since the calculated value of X2 = 4.878 is smaller than tabulated
value 9.488, it is significant and Alternative hypothesis is accepted and Null hypothesis has been
accepted at 5% levels of significance. Hence it is concluded that the promotional offers have
attracted customers

Inference: It is very clearly identified that the customer use to with the family and organization.
 4.9. Table showing are customers aware of this brands?

Brands No of respondents Percentage

Quechua 762 38.1
Tribord 113 5.65
Domyos 928 46.4
B'Twin 522 26.1
Kipsta 688 34.4
Nabaiji 722 36.1
Wed'ze 97 4.85
Simond 18 0.9
Kalenji 255 12.75
Newfeel 654 32.7
Artengo 545 27.25
Inesis 124 6.2
Geologic 66 3.3
Caperlan 27 1.35
Solognac 115 5.75
Fouganza 13 0.65
Oxelo 325 16.25
Aptonia 212 10.6
Orao 198 9.9
 4.9. Table showing are customers aware of this brands

900

700
600
500
400
300
200

Interpretation: By the following analysis we can see our users not stick to one brand they are
for a single sport they are buying product from different brand that may be non- availability of the
products. In this analysis the domoys is the most famous brands of all which consumer knows.
Simond is the brand which is least known by the respondents.
 Chapter-5
Finding, Suggestions and Conclusions
 5.1 Finding

 The analysis showing the data collected from the responds shows that 73.5% of them know
the decathlon and 26 5% of them don’t know the decathlon.
 The analysis is showing that 70 of them are hikers, 370 of them like to play football, 430 of
them likes to play cricket, 210 of them likes to play basketball, 190 of them likes to swim,
280 of them likes to play badminton, 130 of them likes to ride cycle, 800 of them love to go
to gym, 110 of them use to go to for running, 20 of them like to do house riding and 110 of
them like other sports.
 The analysis shows that out of total only 70 of the use to go for hiking/trekking rest of them
are interested in some other sports.
 The analysis showing the from where people prefer to purchase its shows that 31% of the
people prefer to purchase from big bazaar, 26% of the people prefer to purchase from
reliance fresh, 18%of the people prefer to purchase from sainach, 31% of the people prefer
to purchase from big bazaar, 10% of the people prefer to purchase from d mart, 15%of the
people prefer to purchase from other.
 The analysis shows that 14.29% of them use to go with the family, 42.85% use to go with
the friends, 14.29% of them use to go with the help of the club, 28.57% of them use to go
with theorganizer.
 The analysis shows that 22.85% of the total use to spent 4000, 30% of them use to spend
4000-8000, 24.27% of the total use to spend 8000-1400, 12.85% of them use to spend
1400-16000 and only 10% of the total use to spend more than 16000
 The analysis shows that 8 of the total users uses the puma, Wedze is been used by 7 of
them, 13 of them uses the queshua, 9 of them uses the domyos, 12 of them uses the rebook
which is the highest of all, 3 of them uses the kipsta product, 2 of them uses the B-Twin
Product, 7 of them uses the Adidas product, 9 of them uses the wildcraft product.
 In these study we observed that under 19 of them uses a particular product because of low
price,14 of them uses the product because of the Better Quality, 11 of them use the product
because of the warranty,17 of them uses because for them they believe in the after sales
services, 9 of them prefer because of the product availability.
 By the following analysis we can see our users not stick to one brand they are for single
sports they are buying product from different brand that may be non-availability of the
products. In this analysis the domoys is the most famous brands of all which consumer
knows. Simond is the brand which is least aware by the users.
 5.2 Suggestions

After doing this survey or the study we have got many suggestion and feedback from our
customers and we have observed that many of the consumers are aware of the decathlon. But
they are not aware of the brands which the company have so the company has to take steps
towards the brand awareness of the product they have.
 The can put all of their available products on their mobile application.

 They can become partners with E-Commerce Company.

 During weekends there is a huge rush in the store and no customer wants to wait for the
assistance, therefore management can increase the number of staff as per the requirement.
 There should be proper contact between the stores within the city.
 Since, Decathlon has grown very fast and almost has a store in every outlet in the city.
Therefore they should update their website more frequently so that the customers do not
have to travel more than required.
 5.3 Conclusions

We can easily assume that how much of the people are aware of the foreign brands and that will help
the foreign company to promote themselves. But here in the case of decathlon we have seen that they do
not spent much money on any kind of the promotion. They just use to promote the product inside their
store only. But the best part is that they have the best team for each sport to explain to the users.

If we see in India now a days the people are getting knowledge of decathlon and there brands. If we see
in other hand the brands of decathlon product are very renewable and good in term of quality and that it
is very much affective in term of other foreign brands. Because here we a getting better product in a low
price and the company itself provide the guide line for that product so that we can be aware of the usage
of the product

The best part of these company is the customer relation and the service that are been provided to the
customer is awesome. But in other hand we have seen that they are not talking steps to promote their
brands but they are coming with some new concept which is highly confidential.
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 Annexure

Questionnaire

Ref #-
Name - Area/Pincode –
Age&Sex .- Income-

1. Do u know Decathlon?

a) Yes b) No

2. Do you practice any sports?

a)Hiking. b)Football. c)Cricket. d)basketball. e)Swimming.
f)Badminton. g)Cycling. h)Fitness. i) Horse Riding. j) Running.

3. How the customer experience of shopping through online?

a)Highly Satisfied b)Satisfied c)Moderate
d)Dis-Satisfied e)Highly Dis-satisfied

4. Do you go for Hiking?

a) Yes b)No

5. If yes to Que 3, which are they?

…………………………

6.With whom you use to?

a)Family. b)Friends. c)Club. d) Organizer.

7.How much you like to spend on Apparels &Equipments..?

a)0-4000 b)4000-8000 c)8000-1400

d)1400-16000 e)16000-4000

8.Which brand do u use?

a)Puma b Wed’ze c)Quechua d)Domoys e)Reebook

f)kipsta g)b-twin h)Adidas i)Wildcraft j …………

9.Why do you use these brands?

a)Low price b)Better Quality c)Warrantee

d)After sales service e)Product availability

10Are you aware of this brands

a)Quechua b)Tribord, c)Domyos

d) B'Twin e) Kipsta f)Nabaiji
g) Wed'ze h)Simond i) Kalenji
j)Newfeel k)Artengo l)Inesis,
m)Geologic n)Caperlan o)Solognac
p)Fouganza q) Oxelo r)Aptonia
s)Geonaute t)Orao

11. Would you like to say any suggestion to decathlon…?

………………………………………………………………………………………
………………………………………………………………………………………
………………………………………………………………………………………