SUMMER TRAINING REPORT

ON
“RETAIL AND BEHAVIORAL STUDY OF CUSTOMERS PAYING
THROUGH UPI”

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

In partial fulfillment of the requirements for the award of the degree of
BACHCELOR OF BUSINESS ADMINISTRATION
Batch 2019- 2022

SUBMITTED BY: SUBMITTED TO:

MANSI JAIN MR. BYAS
ENROLLMENT NO: 06050601720 PROFESSOR

NEW DELHI INSTITUTE OF MANAGEMENT

61, TUGHLAKABAD INSTITUTIONAL AREA NEW DELHI-110062
 ACKNOWLEDGEMENT
I would like to offer my sincere gratitude to various people, who directly or indirectly
contributed in the development of this work and who influenced my thinking, behavior and
acts during study.
I wish to thank all those people who directly or indirectly contributed towards the success of
my project. I would also like to thank my Coach Mr. S Naveen , (Recruitment head and
Coach) who not only hired me but also helped me with my project report and all my team
members who helped me complete my internship and to work fruitfully in this internship.
I am indebted to give a special thanks to Mr. Byas , who supported me throughout the project
with utmost cooperation and patience. I am very much thankful to you, for sparing your
precious and valuable time for me and for helping me in this project.
The project has been a learning experience for me and would not have been possible without
the support and guidance of the above-mentioned people. Needless to say, I alone remain
responsible for any errors that might have crept into the page’s despite of my best possible
efforts to avoid them.

MANSI JAIN
Enrollment number- 06050601720
BBA (G) [5th Semester]
 Declaration
I, MANSI JAIN a bonafide student of New Delhi Institute of Management, would like to
declare that the dissertation entitled “RETAIL AND BEHAVIORAL STUDY OF
CUSTOMERS PAYING THROUGH UPI” submitted by me in partial fulfillment of the
requirements for the award of the degree BACHELORS OF BUSINESS
ADMINISTRATION is my original work.

Date-

Signature of the Candidate

 CERTIFICATE
This is to certify that the summer training report titled “RETAIL AND BEHAVIORAL
STUDY OF CUSTOMERS PAYING THROUGH UPI” submitted by MANSI JAIN,
Of Bachelors of Business administration (BBA) 3rd year to New Delhi Institute of
Management, Guru Gobind Singh Indraprastha University in partial fulfilment of requirement
for the award of the Bachelor of Business Administration degree is an original piece of work
carried out during his internship period at Decathlon.
This project report is the result of his dedication and efforts towards his internship. This
project is found worthy of acceptance as a final project report
This Report in made under the guidance of Mr. Byas.
The assistance rendered during the study has been duly acknowledged.

No part of this work has been submitted for any other degree.

Place- New Delhi Faculty Guide

Date- Mr. Byas
 TABLE OF CONTENTS
Sr. No. TOPICS
1 Experiencing Decathlon
2 About the Topic
3 Introduction
4 Types of retail formats in India
5 Market size of retail industry in India
6 Economic review or retail in India
7 Review of Literature
8 Research Methodology
9 Company Profile
10 Job Description
11 Facts about Decathlon

12 Kalenji- Decathlon
13 Timeline of Decathlon
14 Future of Decathlon in India
15 Competitors of Decathlon

16 SWOT- Decathlon
17 Observation and Findings

18 Conclusion
19 References
20 Recommendations
21 Questionnaires
 EXPERIENCING DECATHLON
Decathlon India in its Sustainable Development Department offers Internship Program
where students from reputed universities perform as sports leader in the store and get to
practice the various managerial concepts which are been taught to them in their studies.

As an Intern in Sustainable Development, the company fortunate us that at the very

beginning of our career where we will work with highly experienced people in export-
oriented companies.

It is really a great opportunity to learn, to show our courage and to work with experts. We get
an opportunity to work directly on versatile topic such as ethical compliance, human project,
environment topic etc. based on the need of the Sustainable Development project we are
attached with in terms of our specialization.

However, the profile of a sports leader requires courage to challenge, to collaborate, to

animate people who have more experience than you. Clearly, you need to be organized and
analytical to gather right people around the topic with right kind of information. Working
among the motivated sports people makes the workplace Fun and energetic, it is stressful on
the weekend but that's just part of working in retail where we interact with different
customers which helps us in knowing the market demand and especially the consumer
behavior of possible customers as well as opinion leaders which are been created by the
company by making them the regular user of their products. Employees at the workplace are
free to do what they like inside the store as long as they are doing their jobs as well all the
employees were like family. And gel up very quickly with new employees.

If you have great communication skill and confidence with get the job done attitude you will
be successful and if an individual is a sports enthusiast decathlon is the best place to work. If
the corporate readiness is there and one is willing to be a part of success journey then doing
internship with decathlon is the best possible option with the students.
 About the Topic
BEHAVIORAL STUDY OF CUSTOMERS PAYING THROUGH UPI

In India after the Demonetization there was huge requirement for currency notes but the
Government was not able to provide required quantity of currency notes and also Indian
Government wanted to promote cashless transactions with the campaign of Digital India.
Unified Payments Interface (UPI) is a payment system launched by National Payments
Corporation of India and regulated by the Reserve Bank of India which facilitates the instant
fund transfer between two bank accounts on the mobile platform based mobile application. UPI
is built over Immediate Payment Service (IMPS) for transferring funds using Virtual Payment
Address (a unique ID provided by the bank), Account Number with IFS Code, Mobile Number
with MMID (Mobile Money Identifier), Aadhaar Number, or a one-time use Virtual ID. An
MPIN (Mobile banking Personal Identification number) is required to confirm each payment
has made digital transaction for individuals as easy as sending text messages service is
available 24X7, and not as like RTGS or NEFT which don’t work on holidays or during non-
banking hours. This will bring enormous efficiency in the system and help India become a truly
cashless economy.
UPI has been launched recently. Therefore, the data has been collected from Government and
other mobile wallet-based companies like Paytm, Google-TEZ, Phone pay, etc. and compared
different mode of payments and their number of transactions are collected. Information has
been drawn from e-journals, articles from renowned analyst and newspapers. Thus, the study is
conceptual and descriptive type.
 INTRODUCTION
Indian retail industry has risen as a standout amongst the most powerful and quick paced
ventures because of the section of a few new entrants in the industry. It represents more than
10 for each penny of the nation's Gross Domestic Product (GDP) and around 8 for each penny
of the business. India is the world's fifth-biggest worldwide goal in the retail space. There has
been an unexpected growth in this industry the most influenced factor is Globalization and
that’s the reason behind the growth as these are expanding into various market of India.

The Indian retail industry is one of the fastest growing in the world. Retail industry in India is
expected to grow to US$ 1,100 trillion by 2020 from US$ 672 billion which was in 2017.
Indian retail industry is one of the quickest developing businesses in India, particularly
finished the last few a long time. Despite the fact that at first the retail business in India was
for the most part disorderly, however with the change of taste and inclinations of shoppers,
the Industry is getting more diversifying in the time.

India is the fifth largest preferred retail destination globally because of it mass market
opportunity. The country is among the highest in the world in terms of per capita retail store
availability. India’s retail sector is experiencing exponential growth, with retail development
taking place not just in major cities and metros, but also in Tier-II and Tier-III cities. Good
economic growth, changing demographic profile, increasing disposable incomes,
urbanization, changing consumer tastes and preferences are the other factors driving growth
in the organized retail market in India.
Increasing participation from foreign and private players has given a boost to
Indian retail industry. India’s price competitiveness attracts large retail players to use it as a
sourcing base. Global retailers such as Walmart, GAP, Tesco and JC Penney are increasing
their sourcing from India and are moving from third-party buying offices to establishing their
own wholly- owned/wholly-managed sourcing and buying offices.

The chaotic retail area is required to develop at around 10% for every annum with deals
anticipated that would ascend from $309 billion out of 2006-07 to $496 billion out of 2011-
12.Retailing is one of the mainstays of the economy in India. In the course of recent years, the
retail deal in India is floating around 33-35% of GDP as contrast with 20% in the US.

The Indian retail industry is the fifth biggest on the planet. Including composed and chaotic
segments, Indian retail industry is one of the quickest developing businesses in India,
particularly finished the most recent couple of years. The Government of India has
introduced reforms to attract Foreign Direct Investment (FDI) in retail industry.
The government has approved 51 per cent FDI in multi-brand retail and 100 per cent in
single brand retail under the automatic route which is expected to give a boost to ease of
doing business and Make in India, and plans to allow 100 per cent FDI in e-commerce. India
will becoming a favorable market for fashion and now sports accessories retailers on the back
of a large young adult consumer base, increasing disposable incomes and relaxed FDI norms
by the political and legal factors of the country.

TYPES OF RETAIL FORMATS IN INDIA

Hyper marts/supermarkets: Large self-servicing outlets offering products from a variety of

categories.

Departmental stores: Are general retail merchandising stores offering quality products and
service.

Convenience stores: Stores which are located in residential areas with slightly higher prices
goods due to the convenience offered.

Shopping malls: The biggest form of retail in India, malls offer customers a mix form of all
products and services including entertainment and food under a single roof.

E-trailers: Are retailers providing online buying and selling of products and services.

Discount stores: these are factory outlets that give discount on the MRP.

Vending: It is a relatively new entry, in the retail sector. Here beverages, snacks and other
small items can be bought via vending machine.

Category killers: Small specialty stores that offer a variety of categories. They are known as
category killers as they focus on specific categories, such as electronics and sporting goods.
This is also known as Multi Brand Outlets or MBO's.

Specialty stores: Are retail chains dealing in specific categories and provide deep assortment.
Mumbai's Crossword Book Store and RPG's Music World are few examples of it.
 MARKET SIZE OF RETAIL INDUSTRY IN INDIA

The Indian retail market is relied upon to almost twofold to US$ 1 trillion by 2020 from US$
600 billion which was in 2015, driven by pay development, urbanization, and attitudinal
movements. While the general retail market is required to develop at 12 for each penny for
every annum, the present-day exchange would grow twice as quick at 20 for every penny for
each annum and conventional exchange at 10 for each cent. India is relied upon to wind up
noticeably the world's quickest developing online business advertise, driven by strong
interest in the division and fast increment in the quantity of web clients. Different offices
have elevated standards about development of Indian web-based business markets.

Indian web-based business deals are required to achieve US$ 120 billion by 2020 from US$
30 billion in FY2016. India's web-based business market is required to achieve US$ 220
billion as far as gross stock esteem (GMV) and 530 million customers by 2025, driven by
quicker speeds on dependable telecom systems, speedier appropriation of online
administrations and better assortment and additionally convenience.

ECONOMIC REVIEW
Its prosperity has enormously added to the decrease of free retailers in France, while the
spread of its own brands has caused awesome troubles for customary makers. 2008 was a
record year for the organization as the brand Decathlon had beaten every one of its rivals on
three key focuses: edge, piece of the overall industry, and most elevated turnover per square
meter of retail space. It is apparently the third at a worldwide level. A 2008 study of 774
catchment ranges at the demand of the Ministry of Economy and Finance demonstrates that
"for wearing products, Decathlon is prevailing in 92.8% of zones”. This overwhelming
position has the impact of underestimating its business rivals, including free retailers.
REVIEW OF LITERATURE
1. Bryan Clay 2008: I fascinated to see what sort of analytics could be applied to
this sport, which even admits does not get much respect. I decided to do my best
to rectify the problem by doing my own analysis on the skill of decathletes.

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

3. Michel &Salah, 2005: Decathlon Group follows the strategy of a big company
willing to increase its market share by seeking to enter high margin segments
although it was rather forced to do so. Indeed, the solution of sports specialized
superstores – invented by Decathlon and successful either in France or in Europe -
is a failure in countries where consumer patterns are different. Not to mention
that, on some markets, particularly in the United States, there are situations of
quasi-monopoly on behalf of local retailers (barrier at the entry) which cancel any
thought of expansion of a newcomer, even a big one.
4. According to the prospects of Akrich, Callon&Latour (1988) to make progress
in the art of managing innovations: understanding the mechanisms by which
innovations succeed or fail to develop principles that serve as guide to action.
To a great extent, the success of the Decathlon Group innovations and “passion-
brands” depends, first of all, on an excellent understanding and coordination
between the various components of the company involved, but also on an
atypical innovative projects management system.
5. Irwin Wouts: According to the him, innovation of the Decathlon Group
 “passion- brands”, method, not very directive, seemed more adapted to an
executive officer unfamiliar with more sophisticated techniques.

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

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

9. Zarnowski, 2001: In decathlon, even before seeking to perform during each

event, the very first aim is to complete all 10 events consequently, decathletes
have to face their own ability to perform and score points at each event.

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

11. According to Luc intel: The market is forecast to reach an estimated $266
billion in 2017 with a CAGR of 4%over the next six years (2012–2017).
12. Leibniz (17th century) and Diderot (18th century) were already complaining
about information overload. The “horrible mass of books” they referred to may
have represented only a tiny portion of what we know today, but much of what we
know today will be equally insignificant to future generations.

13. Tomas Chommaro 2009: CQ are generally more tolerant of ambiguity. This
nuanced, sophisticated, subtle thinking style defines the very essence of
complexity. Second, CQ leads to higher levels of intellectual investment and
knowledge acquisition over time, especially in formal domains of education, such
as science and art (note: this is of course different from IQ’s measurement of raw
intellectual horsepower). Knowledge and expertise, much like experience,
translate complex situations into familiar ones, so CQ is the ultimate tool to
produce simple solutions for complex problems.

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

15. Cari E. Guittard: CQ is the ultimate tool,” he argues, “to produce simple
solutions for complex problems.” And as Thomas Friedman noted in his article
from last year It’s the skill required for every decent job is rising as is the
necessity of lifelong learning... those with more P.Q. (passion quotient) and C.Q.
(curiosity quotient) to leverage all the new digital tools to not just find a job, but to
invent one or reinvent one, and to not just learn but to relearn for a lifetime.”
16. Thomas L. Friedman 2003: as part of an illustrative formula to explain how
individuals can be powerfully motivated to learn about a personally interesting
subject, whether or not they possess a particularly high intelligence quotient
(IQ).
 The non-mathematical and fictitious formula is [[CQ + PQ > IQ]]; where CQ is
"curiosity quotient" and PQ is "passion quotient." Thomas Friedman states that
when curiosity is paired with passion in the exploration of a subject of interest, an
individual may be able to acquire an amount of knowledge comparable that of a
person who is exceptionally intelligent, because of the vast amount of information
resources available through the Internet.

17. JOSEPH E. STIGLITZ, 2000: “how to be a political activist and social

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

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

Target population is the source from where data needed to be collected for the
research purpose. The target population is the collection of the object which
process the information required by the researcher about which an inference is to
be made.

In the research the target population will be people between the age group of 18
and 40 years. These age groups have disposable income to get influenced by
influencers. Also they are having different emotion on which the study can be done
in order to understand whether there is any effect of UPI on Point of sale.

RESEARCH TYPE

Different type of research type descriptive, analytical, applied, fundamental,

quantitative, qualitative, conceptual and empirical.

According to the research that is conducting basic research is going to be

implemented. In basic research it fills the knowledge that we do not have by basic
research one can learn things that are not always directly applicable or useful
immediately.

In the research it is to find that what will be the behavior of the people towards the
UPI transaction or adaptability. So here we try to fill our knowledge of how people
reacted to UPI.
RESEARCH DESIGN

There are three types of research design exploratory, descriptive and casual
research design. In the research Descriptive research design is used.

Descriptive researches are concerned with describing the characteristics of a

particular individual or a group. The main aim is to obtain complete accurate
information. The design of descriptive studies the main focus is on

Formulating the objective of the study

Designing the method of data
collection Selecting sample
Collecting the data
Processing and analyzing data
Reporting the findings

RESEARCH AREA

Analyzing the secondary research data in the literature review it has been found
that the researcher is doing research targeting buying behavior of consumers in
respect to UPI transactions. Therefore this research will be conducted on the
target demographic basis as on age within a limited area of north Indian cities
that is the NCR, Jalandhar and Ludhiana Also it is feasible to conduct the research
as there is a growing trend of sports.
SAMPLING TECHNIQUE

Sampling technique help to get the data accurately if the sampling techniques are
wrong then the output of the research will be wrong. So choosing the sampling
technique is important to make the error in the research less. In the research
Non-probability sampling is used in Non-probability sampling technique the
samples are gathered in the process that does not give the entire individual in the
population equal chances of being selected.

The samples are usually selected on the basis of their accessibility or by the
purposive personal judgment of the researcher.

In the Non-Probability sampling convenience sampling is used. This type of

sampling is also known as grab man in the street samples. With the convenience
sample the sample are selected because they are accessible to the researcher.
This technique is easy, cheap and least time consuming.

SAMPLE SIZE

Sample is a group of people, object or items that are taken from a large
population for the measurement. Sample represents the population or it is the
subset of population. It is impractical to do research on every member of a
particular population because of large population samples are used according to
characteristics of population.

In the research the sample size used is 150 samples from the population.
DATA COLLECTION TECHNIQUE

The data is collected using the survey method. Survey is quantitative

research and the researcher selects the sample of respondents from the
population.

The research data is collected using the survey using the questionnaires. Using
the questionnaires data can be collected which can be evaluated to find the
individual behavior, fact and preference.

Self-Administrated Questionnaire is used to collect the data. The SAQ

are designed to complete by the respondent without the intervention of
the researcher collecting the data.
COMPANY PROFILE
ABOUT THE COMAPNY:-

Decathlon S.A. is a French sporting goods retailer. With over 1500 stores in 49
countries, it is the largest sporting goods retailer in the world. Its holding company
was formerly known as Oxylane.
Founded by Michel Leclercq in 1976, Decathlon started with a store in Lille,
France.
It started to expand abroad a decade later, to Germany in 1986, Spain in 1992,
Italy in 1998, Portugal, the United Kingdom in 1999, China in 2003, India in
2009, Hong Kong in 2013, Malaysia in 2016 and Southeast Asia in 2012 and
South Africa, Philippines in 2017 and Australia in 2018. The company employs
more than 87,000 staff from 80 different nationalities.
The retailer stocks a wide range of sporting goods, from tennis rackets to advanced
scuba diving equipment, usually in large superstores which are sized at an average
of 4,000m². Decathlon Group also owns over 20 brands, with research and
development facilities all over France to develop the latest innovative designs,
registering up to 40 patents per year. Each brand represents a different sport or
group of sports, with a dedicated product development and design team.
CURRENT STATUS:-
As of May 2021, Decathlon operated 1,655 Decathlon stores worldwide in nearly
1,000 cities and 65 countries. In India, Decathlon products can be bought directly
through their stores subsequent to change in India's FDI policy and approval for
Decathlon in February 2013.In addition to this, Decathlon products are also
available online through their online resellers.
Decathlon is dominant in 92.8% of zones.
Decathlon is retail business that has opened its store in many locations all over
India. DSI Khelgaon store is amongst some of the stores of Decathlon Sports India
in the whole country generates huge turnover and revenue.

Online delivery has been introduced in Australia, Bangladesh, Belgium, Brazil,

Bulgaria, Czech Republic, Chile, Colombia, Estonia, France, Germany, Greece,
Hong Kong SAR, Hungary, India, Indonesia, Ireland, Israel, Italy, Japan, Mainland
China, Mexico, Netherlands, Poland, Portugal, Philippine, Romania, Singapore,
Spain, Taiwan, Turkey, United Kingdom, and recently, Egypt, Malaysia, Thailand,
Vietnam, and parts of Canada (Ontario & Quebec).
In India, Decathlon products may be purchased directly through their stores,
subsequent to change in India's FDI policy and approval for Decathlon in February
2013. In addition to this, Decathlon products are also available online through
their online resellers.
Recently Decathlon has opened its 15th standalone store in the country at New
Delhi’s Pacific Mall, which is also the brand’s largest store in India
For its International market Decathlon is expanding at a good pace within the UK
to bring more convenience to one’s sports equipment shopping journey.

MARKET SHARE AND POSITION OF DECATHLON

1. Decathlon has 70 large-scale stores in India and retails over 500
products including running shoes, clothing, and other sports goods.
2. Decathlon has taken over its competitive brands like Adidas, Nike in sports
gear retailing
3. Decathlon, the second largest sportswear retailer, had a 15.7 percent
market share and Nike was third with almost five percent.
4. Decathlon has lower-end price positioning and targets consumers who see
value-for-money as more important than brand image
5. Decathlon has 70 large-scale stores in India and retails over 500 products
including running shoes, clothing, mountaineering equipment, and other
sports goods. Decathlon entered India in 2009 as a cash-and-carry retailer and
was approved for single-brand retail in 2013.

COMPANY VISSION:-
Decathlon promotes the motive of sports for all and all for sports. The
company vision is to make decathlon accessible to all and to make sports
accessible to all and spreading it all over the world.
Decathlon also believes in making innovative products that helps in satisfying
different sports users. Decathlon also co-designs and co-produces innovative
products with partners through an open manufacturing eco-system (100 industrial
partners)
Creating an amazing experience and satisfying customer to 100% is what
decathlon focuses on and is what best at.
1. Decathlon has opened 1511 stores worldwide. In 869 urban clusters i.e.
168 more than in 2017
2. With 85 of its own brands it has 69 warehouses and logistic platforms
and nearly covers 275 Million sports users
3. Their vision 2026 is
- do what I love
- co-create unique products
- Be where we are needed
- Making @store a fantastic Experience
- Preserve to products.
4. Decathlon also supports employment for people with disabilities in
France and around the world
5. Each sports leader himself or herself take initiative to teach under privileged
children different sports or activity the leader is best at and indulge them
into sports
6. Decathlon promotes and believes autonomy, accountability and
local decision making.
7. Each department is encouraged to do an event where they can promote
the importance of the sport.
COMPANY MISSION:-
Decathlon main mission is to make sports accessible to as many as possible. It
believes in helping, inspiring and guiding the customers through their sports
experiences. We believe that being active and discovering new sports every day is
an important part of healthy lifestyle.
Decathlon mission is to be present wherever they can and open more and more
stores around the society.
Decathlon also believes in maintaining long term relationship with their
customers. Hence daily customer feedbacks are taken into consideration so as to
improve their efficiency more.

The purpose of decathlon is to sustainably make the pleasure and benefit of

sports accessible to many.
Decathlon not only believes in promoting sports in the outer world but also focuses
on making its sports leader enhance and improve their skills.

Decathlon defined the role of company specialist for greater agility in the roll out
and sharing of skills and sharing of skills knowledge basis.

Decathlon also made it easier for all the teammates to access skill building tools
through the decathlon academy platform.

The goal of decathlon is to promote personal development, empower our

teammates and convey our corporate culture.
ORGANIZATIONAL STRUCTURE AT DECATHLON

Decathlon, as a job prospect is not your everyday corporate culture bearing

organization. The 'non-existent' hierarchy is just to channelize the flow of
information (not commands).
Every single person that you find working in Decathlon, be it a person heading the
country (country leader) or any random employee in a store near you, all start
their journey as a 'SPORT LEADER'. There is no skipping the roots.
Each Sport leader is assigned to a COACH who ushers the path of your
development, this development is in your skillsets, your business handling
capabilities and your behavior.
Everyone at the end of the day is a sport leader with some 'added responsibilities'.
These responsibilities are the ones which influence your appraisals.
There are no official promotions as such within the organization. It’s just the
addition of responsibilities and the relevant hike in salaries which imitate the feel
of a promotion.
A person might grow to at rapid paces, depending upon his/ her skill sets and their
conduct. I have been witnessing to people who have traversed their journey from a
Sport Leader to having their own Stores (store leader) in a span of 2–3 years, and
I have also seen people who have been a sport leader for the mentioned span.
The crux is, Decathlon does not work with the hierarchy concept where in
decisions are taken up by higher authorities and the subordinates execute them.
Here the decision is yours, execution is yours and the experienced people are there
to guide you and support you.
THE MANPOWER
50+ sports leader is assigned to Khelgaon Decathlon including the part-timers, the
full timers and the interns. Decathlon believes in keeping sports leader and not a
sales person as they believe a sport leader can relate more to the customer through
their sport and can help with technicality through their experiences in that
particular field.

PRODUCT RANGE OF DECATHLON:-

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 and Olaian - Surfing and Board walking
Healthcare Artengo - Racket Orao - Eyewear and Optical
Sports Accessories
B'Twin - Cycling and Workshop Outshock - Combat Sports
Caperlan - Fishing Oxelo - Rollersports, Skating and
Domyos - Fitness, Gym, Yoga, Scooters
Dance, Quechua - Hiking, Camping and
Forclaz - Trekking Outdoor Gear
Fouganza - Horse Riding Simond -
FLX - Cricket Mountaineering
Geologic - Target Sports such as Solognac - Hunting
Archery, Darts and Pétanque Subea - Diving
Geonaute - Sports Electronics Tarmak - Basketball
Inesis - Golf Triban - Cycling (Comfort-Oriented)
Itiwit - paddle sports Tribord - Watersports
Kalenji - Running Van Rysel - Cycling
Kipsta - Team (Performance/Racing-Oriented)
Sports Nabaiji - Wed'Ze - Skiing and
Swimming Snowboarding
Newfeel - Sport Walking

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
 JOB DESCRIPTION

RESPONSIBILITY OF A SPORT LEADER

Being responsible is about making decisions and making sure they are acted upon.
Our employees are fully responsible for their decisions, both in terms of their
team and their customers. Responsibility is also about anticipating the challenges
facing society and orienting our actions towards sustainable development. And it
is also our responsibility to guarantee the safety of our customers and employees
all over the world.

PRODUCT RANGES

Decathlon develops and sells its own brands. Each sport or group of sports has a
separate brand name differentiating its use in apparels and accessories:

APTONIA - Nutrition and

Healthcare ARTENGO - Racket
Sports B'TWIN - Cycling
CAPERLAN - Fishing
DOMYOS - Fitness, Gym, Yoga, Dance, [12]
FOUGANZA - Horse Riding
FLX - Cricket
GEOLOGIC - Target Sports such as Archery, Darts and Pétanque
GEONAUTE - Sports Electronics
INESIS - Golf
KALENJI - Running
KIPSTA - Team Sports
NABAIJI - Swimming
NEWFEEL - Walking and Urban Wear
ORAO - Eyewear and Optical Accessories
OUTSHOCK - Combat Sports
OXELO - Roller sports, Skating and Scooters
QUECHUA - Hiking, Camping and Outdoor Gear
SIMOND - Mountaineering
SOLOGNAC - Hunting
TRIBORD - Watersports
WED'ZE - Skiing and Snow-boarding.

Brands that provides technical support for the products of its 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 BRAND-LOGO

Decathlon is a consolidated occasion in games comprising of 10 Olympic style

events occasions. The word “Decathlon” is of Greek source, from deka (déka,
signifying "ten") and athhlos (áthlos, or ἄθλον, áthlon, signifying
"accomplishment"). Occasions are held more than two back to back days and the
victors are dictated by the consolidated execution taking all things together.
Decathlon promotes more than fifty sports in different nations.

The Blue color is associated with the sky and the ocean, which both evoke feelings
of tranquility and security. It has also been proven that people are the most
productive when they work in blue rooms. Blue is also known to curb appetites,
and although it is not as attention-grabbing as colors like red or yellow, blue is
also the most popular favorite color of both men and women. This means that it is
universally well-liked. A blue logo shows that your brand is professional and
logical, but not invasive. It can create a sense of security and trust in company
where one is working.
FACTS ABOUT DECATHLON

There have few brands which have come up all around and increased present
expectations of games and wellness industry. We see demonstrate organizations
like Nike, Puma and so on coming up on a worldwide level and advancing
sportsmanship more than their item.

There is one brand which has remained in all parts of games and wellness. Yes, we
are discussing the unrivaled Decathlon. It is one of the world's biggest donning
products retailers. It begun with a store in Lille, France in 1976, established by
Michel Leclerc.

When we discuss India, they have assumed a noteworthy part in developing the
way individuals take a gander at games and wellness industry. Beginning from
their client administration to their play field to every single item is no not as much
as extraordinary.

This is a tribute from our end to the ones who have assumed a noteworthy part in
Indian games and wellness.

What users love about Decathlon -

Will discover nearly everything identified with games and wellness.

Big space for anyone to try out any equipment.
Extraordinarily learned representatives – can even be ref of any games!
 Brilliant sports ground facility.
They are not just selling they are good sportsmen as well.
Brilliant event organization.
Amazing customer experience is the only thing they believe in.
Mantra is to build a community around sports and fitness.
Best place children to be away from typical video games and PC.
Best clothing product to make you look just awesome even while playing.

KALENJI (LOGO)

At an altitude of 2000m on the high plateau of West Kenya, a place called Eldoret
is the home of the Kalenjins. The name ‘Kalenji’ is a reference to this tribe.
They represent barely 3 million people, or ten percent of the Kenyan population.

Runners from the beginning: As an ancient nomadic tribe, running has been part
of their lives throughout their history. At one time it was a mean of survival by
escaping rival tribes. Their children run 15km each day: the kilometers mount up
running to and from school, without noticing it they start running soon after
taking their first steps. Now considered as a sport, running was also important to
the youth of the tribe as an important stage in their life: by catching an antelope
they obtained the status of an adult.

An original training approach: Less training, more rest phases but more variations
in tempo. They run according to what feels right and in harmony with the
countryside. They force less speed and heart rate constraints on themselves. They
rarely run on a track, yet always as a group and with a smile.

"Running is man's most natural sport. You do it from your childhood with pleasure
among friends, nobody teaches you how to run, and running comes from instinct.
However, running is often seen as an intense experience, sometimes violent both
for the body and the spirit." This experience should not bring suffering but instead
a moment of pleasure. It is important to run at your rhythm: as dictated by your
body, not by your mind, the rhythm where you feel at balance.
With the running passion brand KALENJI, it's this style of running we wish to
promote and develop, and it's with this new approach to running that we want to
encourage participation. Every runner has different constraints according to stride
type and running style. KALENJI products are designed to allow runners of all
levels to move on to a free style of running and bring about a new way of running:
running with for pleasure. Come and join the "last free tribe", one that runs for
pleasure not suffering, where feelings count more than results, where runners
choose their own paths and aren’t held back. With a light stride, those who run let
their body and spirit soar, and they are free.

TIMELINE OF DECATHLON

1976 Decathlon founder Michel Leclerq opens 1st store in

Englos, Lille.
1986 Launch of Decathlon Production, designing and
manufacturing our products.
1996 Decathlon creates in house brands Tribord (water sports),
and Quechua (Mountain Sports).
1999 Decathlon opens its 1st store in the UK in Surrey Quays,
London.
2003 Decathlon heads East and opens 1st store in China, in
Shanghai.
2005 The Decathlon Foundation is created to assist with
making sport accessible.
2011 Decathlon.co.uk website is launched!
2013 Decathlon UK opens its first warehouse in Northampton.
2015 Decathlon Creation is produced to provide an innovation
platform for customers.
2016 Decathlon has expanded to over 1,095 stores worldwide
2017 Decathlon UK will open its 30th store and employ over
1,100 people
FUTURE OF DECATHLON IN INDIA

“Be where Decathlon is needed, to make the sports an equity, not a privilege.”

Decathlon's main mission is to made sport accessible to as many people as they

can. Decathlon helps, inspire and guide user through their sports experiences
they believe that being active and discovering new sports every day is an
important part of a healthy lifestyle. Let's do some sports together, as together is
always more fun in a team.

Being responsible is about making decisions and making sure they are acted upon.
Decathlon employees are fully responsible for their decisions, both in terms of
their team and their customers. Responsibility is also about anticipating the
challenges facing society and orienting our actions towards sustainable
development. And it is also their responsibility to guarantee the safety of their
customers and employees all over the world.

In India e commerce business is growing consistently in the nation. Clients have

the always expanding selection of items at the most reduced rates. Web based
business is most likely making the greatest upheaval in the retail business, and
this pattern would proceed in the years to come. Retailers ought to use the
computerized retail channels (internet business), which would empower them to
spend less cash on land while connecting with more clients in level 2 and level 3
urban areas both composed and sloppy retail organizations need to cooperate to
guarantee better prospects for the general retail industry, while producing new
advantages for their clients. Composed Retail is developing as the new wonder in
India and regardless of the droop, the market is developing exponentially.
As monetary development brings a greater amount of India's kin into the
expending classes and sorted out retail baits increasingly existing customers, by
September 2018, more than 300 million customers are probably going to
disparage composed retail chains. Buyer advertises in developing business sector
economies like India are becoming quickly attributable to powerful financial
development. India's cutting-edge utilization level is set to twofold inside five
years to US$ 1.5 trillion from the present level of US$ 750 billion.

The developing white-collar class is a vital element adding to the development of

retail in India. By 2030, it is assessed that 91 million family units will be 'white
collar class', up from 21 million today. Likewise, by 2030, 570 million individuals
are relied upon to live in urban communities, about double the number of
inhabitants in the United States today.

In this way, with enormous potential and colossal populace, India is set for high
development in customer use with India's vast "youthful" populace and high
residential utilization, the large-scale patterns for the part look positive.

Bellow tables charts shows the trend of retail sector in India and it’s a positive
graph another image is showing the various shares growth in the retail sector
according to the different consumer goods due to FDI.
COMPETITORS OF KALENJI

COMPETITORS OF KALENJI

Nike

Puma

COMPETITORS 3. Reebok

2. Woodland

NIKE

Nike is a leading international brand which deals in the design, development,

manufacturing and global marketing and sales of its footwear and apparels. It is
an American multinational Fortune 500 company based at Portland, Oregon. It is
one of the top sports business brand and also the biggest sports equipment
manufacturer with turnover of around $26 billion. They come in different types,
sizes and colors and hence choose the right model according to your preference
and budget. For casual look, they have canvas shoes which are teamed up with
shirt and blue denims for perfect look and feel. Nike offers shoes in various
categories like running, golf, snowboarding, skateboarding, basketball, soccer,
tennis, football etc.
PUMA

Puma is a globally renowned footwear and apparel brand which was launched in
2005 and sells its merchandise through online stores as well retail outlets in India.
It is among the top five sport shoe and apparel manufacturers. Puma shoes are
comfortable, durable and pair them with Puma polo t-shirts and blue jeans to get
the cool and smart look. Puma's IGNITE range of running shoes are most popular
and are high on style and functionality. Their best-selling sport shoes are
evoPower football shoes and evoSpeed cricket shoes.

REEBOK

Reebok is one of the leading multinational footwear brand dealing in sports

shoes, apparel and sports accessories. It is a subsidiary of Adidas and is known for
its quality, original designing and appeal. Reebok shoes are durable and
comfortable to wear. They come in a varied price range starting from Rs. 500 and
go up to Rs. 10,000. Between the price range of Rs. 2000 - Rs. 3000, you can
choose from the models like Reebok Sprint Affect running shoes, Ride Lite running
shoes and Reebok Zest. Their affordable shoe range below INR 1000 includes
Reebok Athletic Run, Transit Runner and more. Their high-end premium models
are Reebok cross fit shoes like Reebok Cross fit Nano 7.0, Cross fit Nano Pump 2.0
and Reebok Dash TR LP, REALFLEX TR, Reebok TRAIN among others. Their
upgraded RopePro technology and a Kip Klip help in speed training and CrossFit
high-impact workouts to a great extent.
WOODLAND

Woodland's parent company Aero Group is a well-known and established name

in outdoor shoes since 1950 and launched Woodland brand in 1992. The brand
gained immense popularity in short span of time owing to its quality, durability
and latest designs. They make rough and tough shoes, boots which are apt for
outdoor adventure and rough terrain. They sport off terrain look best suited for
"sturdy mountaineer". At present, the brand has 350 exclusive outlets across the
world and is present in at least 3000 multi brand stores in various countries.

BATA

Bata is the biggest retailer and manufacturer of shoes in India. It has more than
5000 retail stores in the different parts of the world. They offer huge variety of
products like casual shoes, formal shoes, sports shoes and sandals in unique and
impressive designs. The company owns premium brands like Hush Puppies, North
Star and Dr Scholls. It is supposedly the first shoe brand in India to have been
given the ISO: 9001 certification.
SWOT ANALYSIS –DECATHLON

SWOT Analysis is a tool that provides valuable information to correspond

resources and possibility to the environments of competitiveness that the
organization operates. This Analysis model can also be used as an effective tool
that can be adapted for strategy selection and decision-making situations for the
organization. As the first stage of performing the SWOT analysis it is necessary to
identify the organization's Strengths, Weaknesses, Opportunities and Threats
where the Strengths and Weaknesses are factors that are important for analyzing
the internal factors, the Opportunities and Threats to analyze the external factors.
Furthermore, the internal factors are identified as the talent and the asset which
increases the values of the company, and the external factors which aren't
created because of the company, but affects the company due to the activities
performed by the external forces. This mainly involves with the competitors.

STRENGTHS

1. Decathlon Stores located throughout the world with 800+ stores all around.

2. Largest sporting goods seller in domestic market dealing over 50+ sports.

3. Varieties of sports goods at an affordable pricing for all classes of consumers

in terms of users classified into beginners, intermediate, advanced and athletes.

4. Decathlon deals with its own private label brands to get high brand recall.

5. Strong and innovative marketing since years have created a strong

brand retention in the minds of customers.

6. Attractive after sales exchange and return policy for the users, and
warranty of 2 years on every product with specific terms and conditions.
WEAKNESSES

Limited global presence as compared to leading global companies.

E- Retailing is gaining importance but still company has limited presence on the same.

Online orders take more time to get delivered in northern region on India.

Shrinkage in retail stores. Less trial space for the sports in most of the stores.

OPPORTUNITY

Building tie-up with emerging clubs/teams/players to make them opinion leaders.

Decathlon has opportunity to innovate on technology front to design new products.

Creating high brand awareness by exploring advertising media tactically.

Promoting their communities in order to define customer needs and wants.

Pricing strategy of mixed bundling can be made in all brands to have more sales.

Developing the mobile applications and increasing the accessibility for the

users.

THREAT

1. Unexpected or high inflation doesn't give opportunity of cost advantage

in competitive environment.

2. High competition from global and domestic players like Nike, adidas, track, wild
craft etc.

3. Decathlon faces threats from other brands that provide goods at lower price.
OBSERVATION AND FINDINGS

The overall study on the Factors of UPI transactions and communication was a
successful one. It could be found out that customers have less awareness
regarding the paying option. The findings from this study can be summarized as
follows:

From the research conducted it can be analyzed that 59.3% of the customers
prefer to pay through Debit card or Credit card option where as 46.3% of the
customer prefer to pay through cash and only 25.9% of the customers prefer
to pay through online transaction that is UPI transactions and only 7.4% of
the customers prefer to pay through online payment gateway in retail stores.

70% of the respondents strongly believe that using mobile payment would
enable them to conduct their payment transaction more quickly as they feel
secure while using the mobile transaction option on the Point of sales in
retail.

35% of the customers hesitate to try out new technology as they believe that
increasing Cybercrimes might make face losses and also they hesitate to try
out the new technology of mobile wallet and UBI transaction.

75% of the respondents believe that using mobile payment would enable
them to conduct their tasks more quickly and they feel confident about
having good knowledge to use mobile payment and agree that it will add
a value to their purchasing behavior in the retail stores and will make their
cars get over quickly.

Only 11.1% of the respondents believe that mobile payment is a secure

option through which they can send sensitive information safely where as
about 31% of the customers totally dinner that they are not at all safe on
transferring the data from mobile.

33.3% of customers strongly agreed upon the point that they use mobile
payment as their daily life where as 34% of the customers still does not
believe in preferring or going for u p or mobile transaction.

53% of the respondents do not feel safe by providing sensitive information

about themselves over the mobile payments like bank account details CVV
number and saving their card details on payment applications.

60% of the customers would prefer to try out new technology as these have
the potential of influencing other customers who can further influence others
for paying through UPI transaction by evolving their risk-taking confidence.
 OBSERVATIONS

As an intern one should must have that zest towards their work. Dedication and Hard
work are the two very important aspects and also which helps in achieving your goals.
One must grasp knowledge from their co-workers and team members. This not only
improves one’s knowledge but also develops skills and always gives a new perspective
towards handling the situation and gives new and better ways to improve your skills

One must should always be open towards others to have a better flow of
communication. Maintaining a happy environment minimizes lots of hindrances and
allows one to build relationship that can last longer.
 CONCLUSION
Decathlon gave me a very comfortable and competitive environment during my tenure
of 1.5 months. There were times when I was not able to cope up with too much pressure
and 9 hours of daily customer interaction and work, but my co-team members and my
coaches really helped me throughout the 1.5 months.

Decathlon made me understand the role of a sport leader and the importance of sports
in one’s life. Piloting and layout management were two aspects that really showed that
what all strategies are made to achieve the target and what all efforts are required to
achieve those targets

Teamwork and time management are another two aspects which were learnt during the
tenure. The internship at decathlon also helped me at improving my communication
skills and helped me build a strong networks and relationship with the customers as
well as the team members.
 REFERENCES

1. Aggarwal, S., Bamba, M., & Bamba, A. (2018). AWARENESS OF DIGITAL

PAYMENT SYSTEM. Digitalization.

2. Avula, S. (2017). The Cashless Economy in India

3. CHATTOPADHYAY, S., GULATI, P., & Indranil, B. O. S. E. (2018). Awareness

and Participation of Small Retail Businesses in Cashless Transactions

4. Dhull, M. S. Indian Society towards a Cashless Future.

5. Jha, A. K., Shrivastava, A., & Sharma, V. K. (2018). INDIA’S DRIVE FOR A

CASHLESS ECONOMY-VIRTUES AND CHALLENGE

6. Joshi, M. (2017). Digital Payment System

7. MISHRA, P., & VASHISHT, A. A Study on Consumer Adoption towards Digital Modes of

Payments with Special Reference to Gwalior City. Technological and Managerial Strategies

for Next Generation Transformation, 405.

8. ORF_Occasional_Paper_153_Cashless_India

9. Patel, R. AN EMPIRICAL STUDY OF MOBILE WALLET USER BEHAVIOUR

TO UNDERSTAND CONSUMER PREFERENCES AND INTENTION.

10. Patil, H. S., & Bhujbal, S. P. Impact of Cashless Transactions on Retail Business Merchants

in Latur City.

11. Prakash, A. S., & Bhadauria, M. S. S. DIGITAL REMONETIZATION OF

INDIAN ECONOMY.

12. Thomas, R., & Chatterjee, A. Unified Payment Interface (UPI).

13. Tzanetou, A. (2018). Digital Payments.

 RECOMMENDATIONS
Employees working at the POS are confused between Mobile wallet
payment and UPI payment for which POS training program and check
should be taken on their performance.
Communications & signages can be placed at the point of sale which would
give customer an awareness and strike in mind for paying through mobile
UPI transaction.
Placing the “Pay Online” & ”Pay Through UPI” can be placed at the corners
of the mirrors or in the trail room as per the visual merchandising plan.
More communication marketing strategies should be made by the company.
Place more of Communications and try to promote UPI transaction among
the customers to generate more awareness. Some discount or cash back
could be given by the retail stores in order to create stimuli and promote UPI
transaction.
As a campaign of digital and if the government is promoting the campaign
of digital India they can also provide a subsidy program to promote UPI
transaction where they can also get benefit in receiving tax payments from
the customers.
 QUESTIONNAIRE

BEHAVIORAL STUDY OF CUSTOMERS ON UPI TRANSACTION

The purpose of filling this questionnaire is to conduct a study upon retail and customer behavior on UPI

Transactions in retail stores of India.