CHAPTER 1

Introduction to the Topic

Background

“Sales are activities related to selling or the number of goods sold in a given targeted time
period. The delivery of a service for a cost is also considered a sale. In the case of indirect
interaction, a person who sells goods or service on behalf of the owner is known as
a salesman or saleswoman or salesperson. Although the skills required are different, from a
management viewpoint, sales are a part of marketing. Sales often form a separate grouping in
a corporate structure, employing separate specialist operatives known as salespersons. Selling
is considered by many to be a sort of persuading art. Selling has become more difficult in
recent years due to changes in technology and general access to prospects. While the sales
process refers to a systematic process of repetitive and measurable milestones, the definition of
the selling is somewhat ambiguous due to the close nature of advertising, promotion, public
relations, and direct marketing. Many believe that the focus of selling is on the human agents
involved in the exchange between buyer and seller. Effective selling also requires a systems
approach, at minimum involving roles that sell, enable selling, and develop sales capabilities.
Selling also involves salespeople who possess a specific set of sales skills and the knowledge
required to facilitate the exchange of value between buyers and sellers that is unique from
marketing and advertising.”

In any organization whether profit or non-profit oriented the main purpose of the organization is
to achieve its objective. The objectives cannot be achieved in a vacuum there must be a clearly
set strategy that management should use in order to meet these objectives. Sales promotion
became an essential motivating factor in the area of marketing in any organization whether in
the Sportswear industry or any other company.

10
“Sales promotion is an initiative undertaken by organizations to promote and increase sales,
usage or trial of a product or services. Sales promotion refers to the provision of incentives to
customers or to the distribution channel to stimulate demand for a product. It is an important
component of an organizations overall marketing strategy along with advertising, public relations
and personal selling. Sales promotion acts as a competitive weapon by providing an extra
incentive for the target audience to purchase or support one brand over the other. It is
particularly effective in spurring product trials and unplanned purchases (Aderemi, 2003). Many
businesses fail to realize that they cannot stay in business without any marketing strategies.
This is because they were operating in a market that was monopolistic in nature. This means
that there was no intense competition from other organization. But these days due to dynamic
nature of the market, and consumer taste changes every day it has become imperative on the
part of the business to look into their strategies and review them if at all they want to remain in
business.”

“The marketing communication mix consists of the subsets of marketing tools that are primarily
communicational in nature. They are tools normally classified under promotion which is one of
the controllable variables of the 4ps of marketing promotional mix, is made up of advertising,
personal selling, sales promotion and publicity. The element in the promotional mix that is
rapidly gaining additional recognition in most industries especially in the brewery industry in
Africa is the sales promotion. It is not enough mostly in developing countries like Africa in
manufacturing to merely produce and trust that consumers will become aware of such products.
The researcher intends to identify the level of depending on sales promotion and its importance
to Telecommunication consumers and customer alike. The researcher deliberated on the
effectiveness achievements and the results. The merits and demerits associated with sales
promotion are also highlighted.

11
Sportswear companies like Decathlon needs to provide products or services that satisfy
consumer needs and expectations to ensure the company’s economic survival. Intense
competition among the sportswear brands in India has led to the application of various
marketing strategies and tactics to win a good share of the market. Sales promotion has been
widely used by these networks in their attempt to outsmart their competitors. Meanwhile Sales
Promotion which is a key ingredient in marketing campaigns and consists of a diverse collection
of incentive tools is mostly short term designed to stimulate quicker or greater purchase of
products or services by consumers but seen as lacking the capacity.

ECONOMIC GROWTH

One can define economic growth as the increase in the inflation-adjusted market value of the
goods and services produced by an economy over time. Statisticians conventionally measure
such growth as the percent rate of increase in real gross domestic product, or real GDP. The
geometric annual rate of growth in GDP between the first and the last year over a period of
time can be termed as "rate of economic growth". This growth rate represents the trend in the
average level of GDP over the period and ignores any fluctuations in the GDP around this
trend.

12
STOCK MANAGEMENT
“Understanding the stock mix of a company and the different demands on that stock can be
termed as stock management. The demands are influenced by both external and internal
factors and are balanced by the creation of purchase order requests to keep supplies at a
reasonable or prescribed level. Stock management is important for every other business
enterprise.”

1. Stock management in the retail supply chain follows the following sequence:
2. Request for new stock from stores to head office,
3. Head office issues purchase orders to the vendor,
4. Vendor ships the goods,
5. Warehouse receives the goods,
6. Warehouse stores and distributes to the stores,
7. Shops and/or consumers (e.g., wholesale shops) receive the goods,
8. Goods are sold to customers at the shops.

Stock Management in DECATHLON

1st level of Stock

It is the minimum quantity of an item required for an article to have a good display of product.
Stock is maintained according to the plan of the layout.

2nd level of Stock

It is the main forecast of the product which depends upon the sales history of past 2 years and
events, weather and calendar.

3rd level of Stock

This is the last level of stock. It is the safety stock which depends upon the selling class level
items.

13
 CHAPTER 2
COMPANY PROFILE

14
About the Sportswear Industry

“The global sportswear market size was estimated at USD 239.78 billion in 2018 and is
expected to register a CAGR of 10.4% from 2019 to 2025. Increasing awareness about leading
a healthy lifestyle and about the health benefits of fitness activities, such as swimming, yoga,
running, and aerobics are expected to drive the market. Increasing popularity of sports events,
such as Soccer World Cup, Olympic Games, and Cricket World Cup, is also boosting the growth
of this market. Rising cases of work-related health issues, such as stress and obesity, are
pushing more people to follow any sport and fitness activity, which is further increasing the
demand for trendy and comfortable sportswear. In addition, growing popularity of international
sportswear brands is also contributing to the product demand.”

THE INDIAN SPORTSWEAR SECTOR

“The sportswear segment in India, like many other fashion segments, is undergoing an
astounding change of perception as well as evolution. A noticeable change in the Indian
sportswear industry is that it’s becoming increasingly organized. Rising incomes and
discretionary expenditure in urban India have allowed people to focus increasingly on health
and wellness, as well as rising awareness of lifestyle diseases. Overall, the industry is poised to
grow, and India will be a key market as the awareness about sports and fitness increases and
people become aware of being healthy.”

15
About the Company

Decathlon Sports is a French retailer in sporting goods. In 57 countries it has over 1,500 stores
and it is the largest sporting goods retailer in the world. Oxylane was its previous holding
company.
“Decathlon was founded by Michel Leclercq in 1976, with a store in Lille, France. It started to
expand a decade later to other countries. It came to India only in 2009.
Decathlon has a wide range of sporting goods, usually in large superstores which are sized at
an average of 4,000m2, from tennis rackets, cricket bats, hiking equipment’s to advanced scuba
diving equipment. Decathlon Group also owns over 20 brands and has research and
development facilities all over France, which is crucial in developing the latest innovative
designs, registering up to 40 patents per year.
In India, subsequent to change in India's FDI policy and approval for Decathlon in February
2013, Decathlon products can be bought directly through their stores. Decathlon products are
also available online through their online resellers.

“Its success has greatly contributed to the decline of independent retailers in France, while the
spread of its own brands has caused great difficulties for traditional manufacturers. 2008 was a
record year for the company as the brand Decathlon had beaten all its competitors on three key
points: margin, market share, and highest turnover per square meter of retail space. It is
arguably the third at a global level. A 2008 survey of 774 catchment areas at the request of the
Ministry of Economy and Finance shows that for sporting goods, Decathlon is dominant in
92.8% of zones. This dominant position has the effect of marginalizing its commercial
competitors, including independent retailers.”

MISSION OF DECATHLON
“TO SUSTAINABLY MAKE THE PLEASURE AND BENEFIT OF SPORT ACCESSIBLE TO
THE MANY”.

16
 Product Ranges in DOMOYOS (T-shirts)

1) MENS T- SHIRTS

a) MEN’S GYM T- SHIRT REGULAR FIT SPORTEE- 100

Made for the Gym & Pilates Sportee T-Shirt for its regular fit, crew neck and soft fabric.
Made in India cotton T-Shirt 145g pure cotton good to wear in the summer season. This T-
shirt is a must for your gym and Pilates activities.

b) BASIC POLYESTER MEN’S GYM T- SHIRT

For starting or getting back into fitness workouts. Made with a breathable fabric and a classic
design, this men's T-shirt is your go-to for fitness and cardio training.

c) RECYCLED POLYESTER MEN’S GYM T- SHIRT

A great technical fitness T-shirt with an excellent value for money. With soft, breathable material
and a ventilated back, this piece with an excellent quality for money will become your go-to for
fitness.

d) MICRO MASH BLACK POLYESTER SLIM FIT MEN’S GYM T – SHIRT

It is for training regularly and reaching your goals. For tough workouts, you need T-shirts
that deliver. That's why we choose the most breathable, durable, stretchy fabrics for
your training sessions.

e) LONG SLEEVED POLYESTER MEN’S GYM T- SHIRT

For training regularly and reaching your goals. Long-sleeved technical T-shirt: breathable and
stretchy for 360° movement with a flattering style

17
2) WOMEN’S T -SHIRTS

a) LOOSE FITNESS T-SHIRTS

The ultimate short-sleeved T-shirt with a loose cut and a drawstring at the waist that makes
it easy to change your look. With a loose cut for maximum comfort, a drawstring to adjust
the top's style and lightweight breathable fabric, this piece is a definite must!

b) WOMEN’S URBAN DANCE CROP TOP T-SHIRTS

This crop top with a subtle graphic pattern offers excellent ease of movement so you can
express yourself.

c) LOOSE CROPPED FITNESS T- SHIRTS

With an elastic on the front, a very trendy look and lightweight breathable fabric for maximum
comfort, this crop top pairs perfectly with high-waisted leggings.

d) WOMEN’S FITNESS DANCE T- SHIRTS

This T-shirt for fitness dancers looking for an elegant yet comfortable style, With its voile details,
this lightweight and comfortable T-shirt keeps you covered but moving freely.

e) LONG SLEEVED CROPPED FITNESS T- SHIRTS

This long-sleeved crop top is sure to become your go-to while working out. They have
everything you could want: a cropped cut that shows your stomach, long sleeves, breathable
stretchy fabric and even a sporty trendy look
18
 Competitors

Top competitors are:

1) NIKE- It remains the biggest sportswear brand in the world. With a revenue nearing $40
billion now, the Oregon-based American company has been and still is quite comfortably in
the lead within the global sportswear market. Shoes still represent the main product line of
Nike, but they are far from the only one at this point.

2) ADIDAS- The second giant on the global sportswear market is Adidas, a company
founded by Adolf Dassler (hence the name). Like arch competitor Nike, the German
corporation mainly produces shoes for all kinds of sporting activities but is also a more
general sports brand at this point and active in many other fields of the world of sports
and daily lifestyle.

3) PUMA- It Puma was founded by Rudolf Dassler, the brother of Adidas founder Adolf
Dassler. The brothers originally founded and led their company. After a major argument
they then decided to part ways, and each founded their own respective company. Puma
is based in the same small Bavarian town as Adidas. While it is far smaller than their
brotherly company, they do still hold a strong third place on the global sportswear market.

4) UNDER ARMOUR - Like the top three sports brands, Under Amour is also mainly, but not
exclusively, offering T- shirts. The American company is fairly new, having been founded
only in the mid-90s. But the Baltimore-based sportswear brand has been quite ambitious
and is rising fast in the world of footwear and sporting apparel.

19
 SWOT Analysis

STRENGTHS

1. More than 800 stores located throughout the world.

2. It provides large variety of sports products for all classes of consumers in affordable pricing
3. In domestic market, Decathlon is the largest sporting goods reseller
4. To get high brand recall Decathlon has own private label brands
5. Strong and innovative marketing for years have created, a strong brand retention in the
minds of customers

WEAKNESSES

1. Compared to leading global companies, Decathlon has limited global presence

2. Company has limited presence in E- retailing.
3. Low stock available after the covid-19 pandemic.

OPPORTUNITIES

1. Tie-up with emerging clubs/teams/players can help in brand building.

2. Company has opportunity to design new products by innovating on technological front.
3. High brand awareness can be created by exploring advertising media tactically.

THREATS

1. Other brands who provide goods at lower price pose a threat.

2. Competition from domestic and global players is very high
3. In a competitive environment high inflation doesn't give opportunity of cost advantage

20
 CHAPTER 3

Research Methodology

21
 Research refers to the search of knowledge. The pattern in which a
research is carried out to arrive at a conclusion or to final new
relationship within a particular framework is called research
methodology. A research design must contain the clear statement of
the research problem, procedures and techniques for gathering
information.

Objective of the Study

1. To learn about the operations and features of the GYM (fitness) department.
2. To demonstrate and explain products and services in order
to persuade customers to purchase products or utilize
services.
3. To study the behavior in the buying pattern of the customers after

the covid pandemic.

4. To set up and arrange displays and demonstration areas to attract

the attention of prospective customers.

5. To suggest specific product according to the needs of the customers.

6. To learn about competitors' products and consumers' interests and

concerns in order to answer questions and provide more complete

information.

7. To identify interested customers in order to provide them

with additional information.

Data collection

This study is descriptive and analytical in nature. The main motive for
the descriptive research is to describe the state of affairs which exist in
the current scenario.

22
 Data source:

The two main data sources for the study has been primary data
and secondary data.

PRIMARY DATA

“Primary data is data that is collected by a researcher from first-hand

sources, using methods like surveys, interviews, or experiments. It is
collected with the research project in mind, directly from primary
sources

Here Information is collected by conducting a survey with 50 customers

that came to the Decathlon Khelgaon store. These 50 samples are of
different age group, different occupation, different income levels, and
different qualifications. (A copy of the questionnaire is given in the last
as ANNEXURE 1).

Sampling unit:

 Random samples selected.

Sampling size:

 The sample size will be restricted to only 50, which comprised of

mainly people that came to the Decathlon Khelgaon store.

23
 SECONDARY DATA

Secondary data include information from the website of the company

regarding
the cycles being sold by them and checking out their social media posts
on various platforms which include promotional offers, brand
endorsement etc.
The secondary data for this study was collected from various
research articles found from various websites listed later in the
bibliography.
In this project, secondary data has been used to analyze:
 Promotional offers released by the competitors
 Response of customers towards the similar line of products
launched before

24
 CHAPTER 4
ANALYSIS & INTERPRETATIONS

25
Analysis in this report:

The Primary analysis is made on the responses received from 50

sample people. The objective of the report is to find out the customers
behavior regarding the company offered t-shirts.

The Secondary data analysis will be on the basis my personal visit on

the store of competitor’s analysis and from their website.

PRIMARY DATA ANALYSIS

TABLE 1: Activity To Maintain Health

Activities No. of Percentage

Respondents
Walking/Running 20 40%
Yoga 5 10%
Gym 16 32%
Cycling 9 18%
Total 50 100%
SOURCE: PRIMARY DATA

Fig 1. Activities to Maintain Health

45%
40%
35%
30%
25%
20% Activities
15%
10%
5%
0%
WalkingYoga gym cyclingYocyc

26
Interpretation:

This chart shows that after Covid-19 situation, 40% of the customers
are in the activity of walking/running, followed by Gym by 32%, cycling
by 18% and Yoga by 10% of the customers.

TABLE 2: Preferred Brand of Cycles

Brand No. of Percentage
Respondents
NIKE 30 60%
DOMYOS 10 20%
ADIDAS 3 6%
PUMA 2 4%
UNDER ARMOUR 5 10%
Total 50 100%
SOURCE: PRIMARY DATA

Fig 2. Preferred Brand

NIKE

Domyo
adidas
puma
Under
Armou
r

Interpretation:

This shows that most of customers prefer NIKE (60%), but people are also
interested in Domyos (20%) and Adidas (10%) T-shirts as well.

27
 TABLE 3: Type of T- SHIRTS

Type No. of Percentage

Respondents
Cotton 23 46%
T-shirts

Polyester 17 34%
T-shirts

Mixed 10 20%
(cotton +
polyester)
Total 50 100%
SOURCE: PRIMARY DATA

Fig 3. Types of Cycles

50%
45%
40%
35%
30%
25%
Types of Cycles
20%
15%
10%
5%
0%
Cotton polyester mixed
Tssshits

Interpretation:

This table shows that people are more interested in buying cotton t-shirts (46%)
which is because it is more comfortable. Then 34% customers are interested in
buying polyester T-shirts.

28
 TABLE 4: Preferred Price Range While Buying T-SHIRTS

Price No. of Percentage

Respondents
Rs. 100 - 15 30%
500

Rs. 500 - 20 40%

1000
Rs. 1000 - 10 20%
1500
Above Rs. 5 10%
1500
Total 50 100%
SOURCE: PRIMARY DATA

Fig 4. Price Range

Rs. 100-500
Rs. 500- 1000
Rs. 1000- 1500
Above Rs. 1500

Interpretation:

This table shows that 40% of the customers are interested in buying T-shirts
within the price range of Rs. 100-500 because it is an affordable amount followed
by 30% of customers preferring to buy T- shirts within Rs. 500-1000.

29
 TABLE 5: Key factors customers looks first while buying T-SHIRTS.

Key Factors No. of Percentage

Respondents
Features 15 30%
Price 16 32%
Color 7 14%
Quality 12 24%
Total 50 100%
SOURCE: PRIMARY DATA

Fig 5. Key
35% Factors
30%

25%

20%

15% Key Factors

10%

5%

0%
Features Price Color quality

Interpretation:

This table shows that most looked factor by the customers are the price (32%),
followed by the features of the t-shirts (30%). Then (24%) are the quality of t-
shirts the next most factor sought out by the customers and then the color factor
(14%).

30
 TABLE 6: Mode of Payment

Mode No. of Percentage

Respondents
Cash 5 10%
Card 28 56%
Decathlon 17 34%
App
Total 50 100%
SOURCE: PRIMARY DATA

Fig 6. Mode Of Payment

Cash Card
Decathlon App

Interpretation:

This table shows that majority of the customers prefer buying using their Debit/Credit
cards (56%), followed by customers paying through the Decathlon app (34%) and
only 10% of the customers prefer paying through cash.

31
 SECONDARY DATA ANALYSIS

SWOT analysis of the top competitors:

1. Nike
2. Adidas
3. Puma
4. Under Armour

NIKE
STRENGTHS

 Strong Brand Awareness – Nike is one of the most recognizable brands in the world
as its name alone is memorable, easy to pronounce, and unique. Its swoosh symbol is
easily recognized by everyone. 

 Huge Customer base – Nike has millions of customers from around the world who
loyally follow Nike’s trends, participate in Nike events, and even provide customer
feedback. Due to its huge customer base, Nike’s market cap has grown to $224
billion as of Feb 2021.

 Side Brands – Nike’s ability to maintain and enhance its side brands such as converse
and Hurley have enabled it to enjoy unparalleled success for decades.

 Superior Marketing Capabilities – Nike has excellent marketing campaigns. The brand
heavily relies on demand generation expense. In the fiscal year 2019 and 2020, Nike
spent $3.7 billion and $3.5 billion respectively.

32
WEAKNESSES

a) Relatively high prices.

b) Less access to capital.
c) Seasonality of the business is challenging.

OPPORTUNITIES

a) Active lifestyle is an increasing trend.

b) Fossil fuel cost regularly increasing.
c) Growth in population.
d) Emerging Markets – Although Nike already has a presence in many foreign
countries, there is still plenty of opportunities for Nike. This is because emerging
markets like India, China, and Brazil are gradually flourishing.  

THREATS

a) More players entering the segment.

b) Mass merchants and large discount chains have price pressure.
c) Low online presence is a big blow in the sales.
d) Increased competitive pressure – Although, Nike is a dominating the athletic
industry, competition, and new emerging brands are still potential threats to the
company. With higher competition ratio, Nike has to spend more money on marketing
and advertising.

33
 ADIDAS

STRENGTHS

a) Advertising a better quality of life.

b) Has wide variety of colors and designs in t-shirts.
c) Brand Value: Adidas is one of the most valuable brands in sports.

WEAKNESSES

a) Expensive Products: Adidas charges a premium or high prices for its products,

which has alienated low-income consumers. .
b) Limited Product Line: Adidas Group has only Adidas brand and Reebok brand
under its portfolio, which has restricted the company within sports t-shirts.
c) Supply Chain Shortage: Adidas outsources the production of most of its products to
3rd party or independent manufacturing suppliers, mainly in China, Cambodia, and
Vietnam. It has exposed Adidas to the risk of overdependence on foreign suppliers.

OPPORTUNITIES

a) Increasing Demand for Premium Sports Products: Improved economic situation in

developing countries has increased purchasing power and demand for premium
products.

b) E-commerce: In recent years, the number of consumers who shop online or use e-
commerce sites has increased significantly. 

THREATS

a) Competition: The main threat facing Adidas is increased competition due to

globalization and technological advancements, which has enabled entry and penetration
of small and medium companies.

b) Rapid Expansion and Adoption of Ecommerce: Companies are adopting the rapidly

expanding e-commerce at an alarming rate, which can pose a threat to Adidas if its main
competitors such as Nike and Puma adopt e-commerce before them.

34
 PUMA

STRENGTHS

a) SPONSORSHIPS - Puma has sponsored international events like FIFA Football World
Cup. Millions of people watch such events. When a company sponsors such an event, it
builds up a strong customer base overnight and increases its sales.

b) Puma uses advanced levels of marketing techniques for the promotion of its products.
Like TV, social media platforms, and target marketing.

c) RECOGNIZED BRAND - Puma has been in the sportswear industry for the
past 70 years. The company has always stood toe to toe with the competitive world’s
leading brands. 

WEAKNESSES

A) LOW CUSTOMER LOYALTY - MANY brands are available in the market, and customers
keep on switching brands. It has decreased brand loyalty among customers. 

b) LOWER MARKET SHARE - PUMA is indeed the world’s leading brand. But the company’s
market share is lower if you compare it with other competitors like Adidas, Nike, and others.

C) CHEAP LABOR - Puma is a German brand and the company gets its products manufactured
from developing Asian countries.

35
THREATS

a) COUNTERFEIT - Counterfeit products are very common in the 3rd world countries.
They use the Puma logo and sell lower quality products at a high price range.

B) ECONOMIC RECESSION -The pandemic of covid-19 has pushed the global economy

into an economic recession. The buying power of ordinary people has decreased

OPPORTUNITIES

A) WOMEN FITNESS ATTIRE - Many women have also been showing interest in the
fitness activities like running, walking, yoga, etc. 

B) DEVELOPING MARKET - Trends like a healthy diet, exercising, and sporting activities
are increasing across the world. Different types of sports are popular in various
countries. When people play games, they need sporting equipment and accessories

C) LIFESTYLE PRODUCTS - Not everyone is a sports lover and wears sports shirts,
boots, and tracksuits. If Puma starts offering casual lifestyle apparel, it will attract the
attention of many people.

36
 UNDER ARMOUR

STHRENGTHS

a) High brand awareness

b) Well- established product line
c) Strong technical research and development capabilities.

WEAKNESSES

a) Dealers expanded too fast, leading to incomplete personnel training.

b) High operating and labor cost.
c) Brand positioning is not clear.

OPPORTUNITIES

a) Introduce New Products – Under Armour prides itself in its innovative The products

it has conceived since its inception have been technologically advanced.

b) International Markets – International markets have much scope for Under Armour to
generate more sales and get new customers. The company’s sales grew by 57% in the
second quarter of 2017. This figure guarantees a promising future.

THREATS

a) Competing with foreign luxury brands.

b) Other brands giving more features in the same price.
c) Increased Competition – Its major competitors Nike and Adidas have higher brand
recognition and better operational experiences overseas. This has helped them
to gain a stronger customer base that could threaten Under Armour’s working ability
in the future.

37
CHAPTER 5

FINDINGS

38
 FINDINGS

i. After interacting with customers, it can be analyzed that DOMYOS has

been a brand that people look forward to buying because of the features
and low-price range provided by Decathlon sports: -

ii. The major findings that emerged from the analysis were that most people had
started doing walking/running (40%), followed by cycling (32%), yoga (18%)
and gym (10%).

iii. Most of the customers prefer buying NIKE T-shirts (60%)

Then customers preferred domyos (20%) which is decathlon brand, followed
by Giant (10%), Trek (6%) and Raleigh (4%)

iv. Most of the customers prefer Cotton T-shirts (46%) as they want to ride only
within the city. Polyester T-shirts (34%) were bought by those who liked the
features or looks of the T-shirts. Mixed (20%) were bought by only the track
racers or customers preferring low handlebars.

v. Most customers bought T- shirts between the price range of Rs. 100-500
(40%) as it was affordable. Then most customers chose t-shirts between
the price range of Rs. 500-1500 (30%) who just wanted for a leisure
activity. The rest bought above price range of Rs. 2000 (30%).

vi. The key factors most people looked was the price (32%) of the t-shirts,
followed by its features (30%). Then people considered the quality (24%)
provided by Decathlon followed by the color of the t-shirts (14%).

vii. Most of the people were determined to pay through their debit/credit cards
(56%), followed by the Decathlon app (34%) through which people can shop
or make payment with going to the payment counter. Only few customers
had bought cash (10%) to buy t-shirts.

39
CHAPTER 6

CONCLUSION

40
 CONCLUSION

Decathlon T-shirts- DOMYOS has a high demand in the market due to

the following reasons:
i. Low cost compared to the other brands
ii. Has quality which is not present in many of the competitor
brands.
iii. Domyos t-shirts are made and sold only after knowing the
needs of the customers and suggesting them their options.

Customers preferred other brands like Nike because they had a wide
variety of products, and good supply too. Decathlon stores were out of
stock of the T-shirts 3 months after the lockdown because the demand
was very high. This stock out of t-shirts made customers look for other
brands like adidas, puma and Nike.

This has suddenly increased the demand of T-shirts in the market

which also led to stock out in many of the Decathlon stores and many
of its competitors.

41
 BIBLIOGRAPHY

1) https://www.decathlon.com
2) https://en.wikipedia.org/wiki/Sales.com
3) https://www.firefoxbikes.com
4) https://www.raleighusa.com

42
 ANNEXTURE I

Questionnaire

Survey on buying behavior of bicycles

Name
………………………………………

Gender

 Male
 Female

What activities do you perform to maintain your health?

a) Walking/Running
b) Gym
c) Cycling
d) Yoga

Which brand do you prefer in terms of buying a cycle?

a) DOMYOS
b) NIKE
c) ADIDAS
d) PUMA
e) UNDER ARMOUR

What is your preferred type of cycles?

a) Cotton t- shirts
b) Polyester t- shirts
c) Mixed (cotton +polyester)

43
 What is your preferable price range while buying a cycle?

a) Rs 100 - 500
b) Rs 500 - 1500
c) Rs 1000 - 1500
d) Above Rs 1500

What are the key factors you look while buying a cycle?

a) Features
b) Price
c) Color
d) Quality

What is your preferred mode of payment?

a) Cash
b) Card
c) Decathlon app

44