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M.Sc-Computer Science (Dr. M.G.R. Educational And Research Institute)
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"THE IMPACT OF E-COMMERCE IN EMERGING MARKETS
(DECATHLON)
A PROJECT REPORT
Submitted in the partial fulfillment of the requirements for the award of the degree in
BACHELOR OF COMMERCE
SUBMITTED BY
S.NO STUDENTS NAME REG.NO
1 DHINESHB 193121101085
2 DURAIVELM 193121101105
3 GANESHT 193121101107
4 GOKULC 193121101112
5 GOWTHAMS 193121101127
UNDER THE GUIDANCE OF MR.S.,MADHA VAN

M.COM.,M.PHIL.,M.B.A.,
DEPARTMENT OF COMMERCE
DEPARTMENT OF COMMERCE
BONAFIDE CERTIFICATE
This is to certify that this project report is the bonafide work of MR/MRS.
DHINESH B , DURAIVEL M, GANESH T , GOKUL C and GOWTHAM S

who carried out the project entitled " THE IMPACT OF E-COMMERCE IN
EMERGING MARKETS (DECATHLON)"
Internal Guide Head of the department
Submitted for Viva Voice Examination held
Internal Examiner External Examiner

Declaration Certificate
MR/MRS.
DHINESH B , DURAIVEL M, GANESH T , GOKUL C and GOWTHAM S
Hereby declare that the project report entitled " THE IMPACT OF E-COMMERCE IN
EMERGING MARKETS (DECATHLON) ''
is done by me under the guidance of MR.S.MADHA VAN M.COM.M.B.A,M.PHIL.,
is submitted in partial fulfillment of the requirements for the award of the degree in Bachelor
Of Commerce.
DATE: SIGNATURE OF THE CANDIDATE
PLACE:CHENNAI
ACKNOWLEDGEMENTS
The ultimate results of any project work depends upon the help and guidance of many people.
The help and guidance of such people cannot be left unnoticed.
I take this opportunity to thank them for providing the relevant and necessary inputs for
successful completion of this project.
I thank Dr.M.G.R. Educational and Research Institute, Chennai, for this academic
vision in integrating the classroom learning with real life's situational experience, by making
the project work, a part of curriculum.
I express my sincere thanks to Thiru.A.C.SHANMUGAM,B.A.,B.L. Chancellor,
Er.A.C.S.ARUNKUMAR,B.E. President, Prof. Dr.S.GEETHALAKSHMI Vice
Chancellor for permitting me to do this study and the staff members for the support and
cooperation in completing my project in time.I would like to express my deepest gratitude to
Dr.C.B.SENTHILKUMAR, Head of the Department of Commerce and my guide, Mr.
S.MADHA VAN M.COM, M.PHIL.,M.B.A., for the invaluable guidance, Constant
encouragement, Supervision and motivation especially in times of difficulty and stress. They
have been the inspiration and motivation which encouraged me to work towards excellence
in the challenging task.
I express my sincere thanks to my beloved parents and friends who helped me personally and
for their kind support in completing this project.
JI
TABLES OF CONTENTS
CHAPTER NO. CONTENTS PAGE NO:
LIST OF TABLES
LIST OF FIGURES
CHAPTERl INTRODUCTION 1-5
CHAPTER2 REVIEW OF LITERATURE 6-12
CHAPTER3 INDUSTRY AND 13-24

COMPANY PROFILE
CHAPTER4 DATA ANALYSIS AND 25-46

INTERPRETATION
CHAPTERS FINDINGS, SUGGESTIONS 47-48

& CONCLUSION
BIBLIOGRAPHY
ANNEXURE
Downloaded by SOUMY SHUKLA (soumy_bb21050@srmcem.ac.in)

["
LIST OF TABLES
TABLE NO: TITLE PAGE NO:
4.1 Table showing the gender classification of 25

respondents
4.2 Table showing age of the respondents 26
4.3 Table showing education of the respondents 27
4.4 Table showing internet usage 28
4.5 Table showing most preferred e-commerce website 29
4.6 Table showing frequency of usage of e-commerce 30

website for getting information before physical
store
4.7 Table showing respondents awareness of decathlon an 31
e-commerce website
4.8 Table showing respondents how they know about 32

decathlon
4.9 Table showing satisfaction of customers with 33

regard to usage of e-commerce
4.10 Table showing biggest concern about buying products 34

online
4.11 Table showing frequency of shopping 35

through ecommerce website
4.12 Table showing more preferred brand among 36

respondents
4.13 Table showing types of products respondents 37

typically buy on online
C
4.14 Table showing respondents comfortability on buying 38
products at online
4.15 Table showing privacy concerns of respondents 39

that prevent from buying products online
4.16 Table showing most often used payment method 40

when buying products online
4.17 Table showing acknowledgement of respondents 41

about time saving on online purchases
4.18 Table showing authenticity of products description 42

on the website
4.19 Table showing features that respondents like 43

about decathlon
4.20 Table showing respondents perceive about 44

offering various brands of products by
'decatlon.com' like other offline retail store
4.21 Table showing respondents acknowledgement 45

about decathlon reasonable return and exchange
policy
4.22 Table showing respondents decathlon's rating 46

LIST OF CHARTS
FIGURE NO: TITLE PAGE NO:
4.1 Figure showing the gender classification of 25

respondents
4.2 Figure showing age of the respondents 26
4.3 Figure showing education of the respondents 27
4.4 Figure showing internet usage 28
4.5 Figure showing most preferred e-commerce website 29
4.6 Figure showing frequency of usage of e-commerce 30

website for getting information before physical
store
4.7 Figure showing respondents awareness of decathlon 31
an e-commerce website
4.8 Figure showing respondents how they know about 32

decathlon
4.9 Figure showing satisfaction of customers with 33

regard to usage of e-commerce
4.10 Figure showing biggest concern about 34

buying products online
4.11 Figure showing frequency of shopping 35

through ecommerce website
4.12 Figure showing more preferred brand among 36

respondents
0
4.13 Figure showing types of products respondents 37
typically buy on online
4.14 Figure showing respondents comfortability on buying 38

products at online
4.15 Figure showing privacy concerns of respondents that 39

prevent from buying products online
4.16 Figure showing most often used payment 40

method when buying products online
4.17 Figure showing acknowledgement of 41

respondents about time saving on online
purchases
4.18 Figure showing authenticity of products description on 42

the website
4.19 Figure showing features that respondents like 43

about decathlon
4.20 Figure showing respondents perceive about 44

offering various brands of products by
'decatlon.com' like other offline retail store
4.21 Figure showing respondents acknowledgement 45

about decathlon reasonable return and exchange
policy
4.22 Figure showing respondents decathlon's rating 46
n
CHAPTER 1
INTRODUCTION

1.1 INTRODUCTION
E-commerce, is more than just electronics and commerce added together. It

represents an entirely new way of doing business over a medium that changes the
very rules of doing business. It is therefore, far more about strategy and business
management than it is about technology. E-commerce and the internet, if con-ectly
utilized for development, can be instruments for ensuring future sustainable
economic growth. Throughout the world, the profound impact of electronic
commerce in the economics and societies of the glob will no doubt improve
economic efficiency, competitiveness, and profitability (for those engaging in
ecommerce) and, therefore result in the development of the information society.
Ecommerce and the new emerging digital technologies and services can be tools
for development and help improve the livelihood of millions across the globe, by
linking up remote regions and bringing together scientist, administrators
development professionals, managers, and people into projects and programmes to
promote economic and social development
The Internet revolution was really about people customer and fundamental shift of
market power from the seller to buyer. In the new economy customers
expectations are very different than before. A company understanding of this
difference and its ability to capitalize on it will be the key to success. The web, the
internet and emerging computing and communication technologies have redefined
business erasing traditional boundaries of time and geography and creating new
virtual communities of customers and suppliers with new demand to product and
services. E-commerce only forms a fragment of e-business. Earlier companies had
web sites displaying the company products etc. then they started to use the
ecommerce as one of the distribution channel in addition to the existing system for
sales that is e commerce. The term Electronic commerce or e-commerce consists
of all business activities can-ied on with the use of electronic media, that is,
computer network. It involves conducting business with the help of the electronic
media, making use of
1
the information technology such as Electronic Data Interchange (EDI). In simple
words, Electronic commerce involves buying and selling of goods and services
over the World Wide Web. Customers can purchase anything right from a car or a
cake sitting comfortably in his room and gift it to someone sitting miles apart just
by click of a mouse. Shipping method is generally used for the delivery of the
goods ordered. Every Bank which is highly leading now performs their transaction
through computer and computer is not only the concept can make off the
transaction automatic. All the commercial application now transfers to the concept
of e commerce and is one of the very important aspects for carrying bank
transactions falsity. In the commercial world surrounded by highly competitive
and volatile market conditions, any new concept or technology would be
acceptable only if it provides strong benefits to all concerned. Ecommerce offers
some distinct advantages. The E-commerce is more than just electronics and
commerce added together. It represents an entirely new way of doing business
over a medium that changes the very rules of doing business. It is therefore, far
more about strategy and business management than it is about technology (ILO,
1999). Throughout the world, the profound impact of electronic commerce in the
economics and societies of the globe will no doubt improve economic efficiency,
competitiveness, and profitability (for those engaging in e-commerce) and,
therefore result in the development of the information society
E-commerce involves conducting business usmg modem communication

instrument: telephone, fax, e-payment, money transfer systems, e-data
inter-change and the internet. E-commerce is not only a new technology and a new
frontier for global business and trade, it is also still evolving. It is essential,
therefore for Nigerians to understand in detail what is e-commerce, what are their
challenges, and opportunities it holds, lastly what can be done to harness the
benefits from e commerce. All these are being focused upon in this study.

1.2 Statement of the Problem
With increasing retail space rental and other operating cost, with declining sales
and financial constraints, retailers have new choice but urgently need to find
alternative to increase profit. Online store/ e-shop can be one of the attractive
solution. It is the fact that most business organisation use the internet to cut
marketing cost of the product and to improve competitiveness in the market.
However, before venturing in it, it is important for retailers to understand clearly
such opportunity of online shopping.
1.3 Significance of the Study
E-commerce provides many of the important way to do business as well.

Consumers attitude or behaviour toward online shopping are attracting substantial
attention of the customers in research. Unlike the requirements necessary to run a
business from a physical building, e-commerce does not require storage space,
insurance, or infrastructure investment on the part of the retailer. The only
prerequisite is a well designed web storefront to reach customers. In such business
it is necessary to know the potential consumers and their attitude towards online
buying of the product.
1.4 Objectives of the Study
• To study the effectiveness of e-commerce in emerging markets
• To study the awareness of customers regarding decathlon
• To study the role of Decathlon in the present e-commerce emerging markets

• On the basis of the college sports students of total 10 group. From each
taken 5 respondents

1.5 Research Design
1.5.1 Nature of study
A descriptive study is used is used for conducting the research
1.5.2 Nature of data
Both p1imary and secondary data are utilized for conducting the study
1.5.3 Source of data
Primary data: Data collected from college sport students of Thrissur
Secondary data: Internet, Books
1.6 Sample design
1.6.1 Nature of population
The study is conducted among the college sport students of Thrissur
1.6.2 Sample unit
College Sport student of Thrissur
1.6.3 Method of sampling
Cluster sampling method is used for the study
1.6.4 Size of sample
The size of sample to be taken is 50
1.7 Tools used for the study
• Percentage analysis
• Charts and diagrams

1.8 Limitations of study
Financial constraint- Insufficient fund tends to impede the efficiency of the

researcher in sourcing for the relevant materials, literature or information and in
the process of data collection (internet, questionnaire and interview).
Time constraint- The researcher will simultaneously engage in this study with
other academic work. This consequently will cut down on the time devoted for the
research work.
1.9 Chapterisation
This research work is organized in five chapters, for easy understanding, as follows
Chapter 1: Introduction
Chapter 2: Review of literature
Chapter 3: Industry profile and Company profile
Chapter 4: Data analysis and interpretation
Chapter 5: Findings, Suggestions, Conclusion

CHAPTER2
REVIEW OF LITERATURE

2.1 Conceptual review
2.1.1 Meaning
E-Commerce or Electronic Commerce means buying and selling of goods,

products, or services over the internet. E-commerce is also known as electronic
commerce or internet commerce. These services provided online over the internet
network. Transaction of money, funds, and data are also considered as E-
commerce. These business transactions can be done in four ways: Business to
Business (B2B), Business to Customer (B2C), Customer to Customer (C2C),
Customer to Business (C2B). The standard definition of E-commerce is a
commercial transaction which is happened over the internet. Online stores like
Amazon, Flipkart, Shopify, Decathlon, Myntra, Ebay, Quikr, Olx are examples of
E-commerce websites. By 2020, global retail ecommerce can reach up to $27
Trillion.
2.1.2 Definition
Electronic commerce or e-commerce (sometimes written as e-commerce) is a

business model that lets firms and individuals buy and sell things over the
internet. E-commerce operates in all four of the following major market segments:
business to business, business to consumer, consumer to consumer, consumer to
business.
2.1.3 Types of e-commerce
Generally speaking, when we think of e-commerce, we think of an online

commercial transaction between a supplier and a client. However, and although
this idea is right, we can be more specific and actually divide e-commerce into six
major types, all with different characteristics. They are;
1. Business-to-Business (B2B)
2 Business-to-Consumer (B2C)
3. Consumer-to-Consumer (C2C)

4. Consumer-to-Business (C2B).
5. Business-to-Administration (B2A)
6. Consumer-to-Administration (C2A)
Business-to-Business (B2B)
Business-to-Business (B2B) e-commerce encompasses all electronic transactions of

goods or services conducted between companies. Producers and traditional
commerce wholesalers typically operate with this type of electronic commerce.
Business-to-Consumer (B2C)
The Business-to-Consumer type of e-commerce is distinguished by the

establishment of electronic business relationships between businesses and final
consumers. It corresponds to the retail section of e-commerce, where traditional
retail trade normally operates.
These types of relationships can be easier and more dynamic, but also more
sporadic or discontinued. This type of commerce has developed greatly, due to the
advent of the web, and there are already many virtual stores and malls on the
Internet, which sell all kinds of consumer goods, such as computers, software,
books, shoes, cars, food, financial products, digital publications, etc.
When compared to buying retail in traditional commerce, the consumer usually

has more information available in terms of informative content and there is also a
widespread idea that you'll be buying cheaper, without jeopardizing an equally
personalized customer service, as well as ensuring quick processing and delivery
of your order.

Consumer-to-Consumer (C2C)
Consumer-to-Consumer (C2C) type e-commerce encompasses all electronic

transactions of goods or services conducted between consumers. Generally, these
transactions are conducted through a third patty, which provides the online
platform where the transactions are actually caITied out.
Consumer-to-Business (C2B)
In C2B there is a complete reversal of the traditional sense of exchanging goods.

This type of e-commerce is very common in crowdsourcing based projects. A
large number of individuals make their services or products available for purchase
for companies seeking precisely these types of services or products.
Examples of such practices are the sites where designers present several proposals
for a company logo and where only one of them is selected and effectively
purchased. Another platform that is very common in this type of commerce are the
markets that sell royalty-free photographs, images, media and design elements,
such as istackphoto.
Business-to-Administration
This part of e-commerce encompasses all transactions conducted online between

companies and public administration. This is an area that involves a large amount
and a variety of services, particularly in areas such as fiscal, social security,
employment, legal documents and registers, etc. These types of services have
increased considerably in recent years with investments made in e-govemment.
Consumer-to-Administration
The Consumer-to-Administration model encompasses all electronic transactions

conducted between individuals and public administration.
Examples of applications include:

Education - disseminating information, distance learning, etc.
Social Security - through the distribution of information, making payments,

etc.
Taxes - filing tax returns, payments, etc.
Health - appointments, information about illnesses, payment of health

services, etc.
Both models involving Public Administration (B2A and C2A) are strongly
associated to the idea of efficiency and easy usability of the services provided to
citizens by the government, with the support of information and communication
technologies.
2.2 Empirical Literature
• Gupta (2014), in her paper "E-Commerce: Role of e-commerce in today's

business", presents a comprehensive definition of e-commerce while
isolating it from e-business. The paper enlists the different ecommerce
models i.e. B2B, B2C, B2G and C2C, narratively analysing the nitty gritties
of each.
• Rina (2016), also elaborates the different applications of e-commerce in
"Challenges and Future Scope of E-commerce in India", at the same time,
defining the degree to which they are operational in the country.
• Windrum and Berranger (2002) suggest that the commercial benefits of

ebusiness lie in five areas. Firstly, firms are able to expand their
geographical reach. Secondly, important cost benefits lie in improved
efficiency in procurement, production and logistics processes. Thirdly,
there is enormous scope for gaining through improved customer
communications and management. Fourthly, the Internet reduces barriers to
entry for new market entrants and provides an opportunity for small firms
to reorient their supply

chain relationships to forge new strategic partnerships. Finally, e-business
technology facilitates the development of new types of products and new
business models for generating revenues in different ways. According to
Windrum and Berranger (2002) it is hypothesized that many of the factors
affecting the successful adoption of new technologies such as e-business are
generic in nature and that the successful adoption of internet technologies in
part depends on how these are used in conjunction with the other
technologies
and management practices that form a 'technology' cluster.
• Ayo (2006), investigated the prospects of e-commerce based on ability,

motivation and opportunities (AMO) model and observed that virtually
all companies have online presence. The paper reported the motivation
and opportunities for e-commerce as low based on
lack of e-Payment infrastructure and access to information and
communication technology (ICT) facilities.
• Melao (2008), the clear commonalities among these definitions, include the
improvement of business processes and the use of ICT in intranets,
extranets and the Internet to conduct business. He defines e-Business as the
use of ICT as an enabler to (re)design, manage, execute, improve and
control business processes both within and between organizations. Thus,
front and back-office integration and multi-channel integration become
crucial in e-Business, which requires a challenging process improvement
approach to support the necessary organizational, technological and social
changes.
• Mishra & Kotkar (2015), trace the timeline and development of B2C
ecommerce in "A Study on Current Status of E-Commerce in India: A
Comparative Analysis of Flipkart and Amazon" with its inception in the
midl990s through the advent of matrimonial and job portals. However, due
to limited internet accessibility, weak online payment systems and lack of
awareness, the progress was very slow. The Indian B2C e-commerce industry

got a major boost in mid 2000s with the expansion of online services to
travel and hotel bookings which continue to be major contributors even
today.
• Das & Ara (2015) observe in "Growth of E-Commerce in India" that

though online travel and hotel bookings still control the lion's share of e-
commerce market, their share has comparatively fallen over the years due
to the recent augmentation and consequent rise of e-tailing services. There
has been a tremendous surge in the volume of investment in this sector.
With the ecommerce markets in the west reaching their saturation, investors
see tremendous potential in the Indian market, in the light of which, many
startups have received funding from venture capitalists and private equity
firms. China's Alibaba Group and affiliate Ant Financial became the largest
shareholders of One97 Communications, the parent of Indian e-tailer
Paytm, by investing $680 million, in 2015
• Aulakh (2015), To tap the potential of what it regards as "underdeveloped

internet economy" of India, Japanese investment company and technology
powerhouse Softbank invested $627 million into online retailing
marketplace Snapdeal and $210 million in Ola cabs. (Mac, 2014). Similarly,
New York firm Tiger Global Management has funded companies such
MakeMyTrip, Decathlon, Flipkart, Myntra and Quickr. The availability of
funds has presented a favorable ecosystem and growth opportunities for big
as well as small companies. It has enabled local startups to survive in cut
throat competition against foreign giants and has facilitated the penetration
of ecommerce to every facet of human life; such that the differentiation
between e-commerce and traditional business is getting blurred.
• Raghunath & Panga (2013), present a comprehensive analysis of various
nuances of e-commerce while accentuating that, in present time every
business activity, be it advertising, ordering, payment etc, can be performed
in the digital ecosystem. The paper also enlists numerous points on the

importance of e-commerce which are responsible for its development as the
new convention. It has enabled the creation and exploitation of new
business opportunities, at the same time increasing the say of customers in
the development of new products and services. E-commerce has not only
augmented the performance of internal business management, but, has also
enabled better customer relationships by promoting a business model that is
essentially based on information sharing. The accessibility of internet
connectivity and other online tools herald, a new revolution.
• Deshmukh, Deshmukh & Thampi (2013), recognize another important
development: m-commerce, which they identify as a subset of e-commerce.
"Transformation from E-commerce to M-commerce in Indian
Context" reviews the current and potential status of e-commerce and

mcommerce in the Indian market, while projecting the latter as the
potential future. The paper discerns ubiquity, personalization, flexibility
and immediacy as the singular advantages of m-commerce. The authors
affirm the idea that smart phone penetration and rise in internet user base,
mostly driven by youth, shall propel the growth of e-commerce.

CHAPTER3
INDUSTRIAL AND COMPANY'S PROFILE

3.1 Industry profile
Retail industry
The India Retail Industry is the largest among all the industries, accounting for
over 10 per cent of the country's GDP and around 8 per cent of the employment.
The Retail Industry in India has come f01th as one of the most dynamic and fast
paced industries with several players entering the market. But all of them have
not yet tasted success because of the heavy initial investments that are required
to break even with other companies and compete with them. The India Retail
Industry is gradually inching its way towards becoming the next boomindustry.
The total concept and idea of shopping has undergone an attention drawing
change in terms of format and consumer buying behavior, ushering in a
revolution in shopping in India. Modern retailing has entered into the Retail
market in India as is observed in the form of bustling shopping centers,
multistoried malls and the huge complexes that offer shopping, entertainment
and food all under one roof.
In India the vast middle class and its almost untapped retail industry are the
key attractive forces for global retail giants wanting to enter into newer markets,
which in turn will help the India Retail Industry to grow faster. Indian retail is
expected to grow 25 per cent annually. Modern retail in India could be worth
US$ 175-200 billion by 2016. The Food Retail Industry in India dominates the
shopping basket. The Mobile phone Retail Industry in India is already a US$
16.7 billion business, growing at over 20 per cent per year. The future of the
India Retail Industry looks promising with the growing of the market, with the
government policies becoming more favorable and the emerging technologies
facilitating operations.

The Indian retail scene
India is the country having the most unorganized retail market. Traditionally
it is a family's livelihood, with their shop in the front and house at the back,
while they run the retail business. More than 99% retailer's function in less than
500 square feet of shopping space. Global retail consultants KSA Techno park
have estimated that organized retailing in India is expected to touch Rs 35,000
crore in the year 200506. The Indian retail sector is estimated at around Rs
900,000 crore, of which the organized sector accounts for a mere 2 per cent
indicating a huge potential market opportunity that is lying in the waiting for the
consumer-savvy organized retailer.
Purchasing power of Indian urban consumer is growmg and branded

merchandise in categories like Apparels, Cosmetics, Shoes, Watches,
Beverages, Food and even Jewelry, are slowly becoming lifestyle products that
are widely accepted by the urban Indian consumer. Indian retailers need to
advantage of this growth and aiming to grow, diversify and introduce new
formats have to pay more attention to the brand building process. The emphasis
here is on retail as a brand rather than retailers selling brands. The focus should
be on branding the retail business itself. In their preparation to face fierce
competitive pressure, Indian retailers must come to recognize the value of
building their own stores as brands to reinforce their marketing positioning, to
communicate quality as well as value for money. Sustainable competitive
advantage will be dependent on translating core values combining products,
image and reputation into a coherent retail brand strategy.
Strategies, Trends and Opportunities 2007
Retailing in India is gradually inching its way toward becoming the next
boom industry. The whole concept of shopping has altered in terms of format
and

consumer buying behavior, ushering in a revolution in shopping in India.
Modem retail has entered India as seen in sprawling shopping centres,
multistoried malls and huge complexes offer shopping, ente11ainment and food
all under one roof. The Indian retailing sector is at an inflexion point where the
growth of organized retailing and growth in the consumption by the Indian
population is going to take a higher growth trajectory. The Indian population is
witnessing a significant change in its demographics. A large young working
population with median age of 24 years, nuclear families in urban areas, along
with increasing workingwomen population and emerging opportunities in the
services sector are going to be the key growth drivers of the organized retail
sector in India.
Growth of retail sector in India
Retail and real estate are the two booming sectors of India in the present
times. And if industry experts are to be believed, the prospects of both the
sectors are mutually dependent on each other. Retail, one of India's largest
industries, has presently emerged as one of the most dynamic and fast paced
industries of our times with several players entering the market. Accounting for
over 10 per cent of the country's GDP and around eight per cent of the
employment retailing in India is gradually inching its way toward becoming the
next boomindustry.
As the contemporary retail sector in India is reflected in sprawling shopping

centers, multiplex- malls and huge complexes offer shopping, entertainment and
food all under one roof, the concept of shopping has altered in terms of format
and consumer buying behavior, ushering in a revolution in shopping in India.
This has also contributed to large-scale investments in the real estate sector with
major national and global players investing in developing the infrastructure and
construction of the retailing business. The trends that are driving the growth of
the retail sector in India are
• Low share of organized retailing

• Falling real estate prices
• Increase in disposable income and customer aspiration
Another credible factor in the prospects of the retail sector in India is the
increase in the young working population. In India, hefty pay packets, nuclear
families in urban areas, along with increasing working-women population and
emerging opportunities in the services sector. These key factors have been the
growth drivers of the organized retail sector in India which now boast of
retailing almost all the preferences of life - Apparel & Accessories, Appliances,
Electronics, Cosmetics and Toiletries, Home & Office Products, Travel and
Leisure and many more. With this the retail sector in India is witnessing
rejuvenation as traditional markets make way for new formats such as
departmental stores, hypermarkets, supermarkets and specialty stores.
The retailing configuration in India is fast developing as shopping malls are

increasingly becoming familiar in large cities. When it comes to development of
retail space specially the malls, the Tier II cities are no longer behind in the race.
If development plans till 2007 is studied it shows the projection of 220 shopping
malls, with 139 malls in metros and the remaining 81 in the Tier II cities. The
government of states like Delhi and National Capital Region (NCR) are very
upbeat about permitting the use of land for commercial development thus
increasing the availability of land for retail space; this making NCR render to
50% of the malls in India.
India is being seen as a potential goldmine for retail investors from over the
world and latest research has rated India as the top destination for retailers for
an attractive emerging retail market. India's vast middle class and its almost
untapped retail industry are key attractions for global retail giants wanting to
enter newer markets.

Even though India has well over 5 million retail outlets, the country sorely
lacks anything that can resemble a retailing industry in the modern sense of the
term. This presents international retailing specialists with a great opportunity.
The organized retail sector is expected to grow stronger than GDP growth in the
next five years driven by changing lifestyles, burgeoning income and favorable
demographic outline.
Retailing format in India
Malls:
The largest form of organized retailing today. Located mainly in metro cities, in
proximity to urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq ft and
above. They lend an ideal shopping experience with an amalgamation of product,
service and entertainment, all under a common roof. Examples include Shoppers
Stop, Pyramid, and Pantaloon.
Specialty Stores:
Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer
Crossword, RPG's Music World and the Times Group's music chain Planet M,
are focusing on specific market segments and have established themselves
strongly in their sectors.
Discount Stores:
As the name suggests, discount stores or factory outlets, offer discounts on the
MRP through selling in bulk reaching economies of scale or excess stock left

over at the season. The product category can range from a variety of perishable/
nonperishable goods.
Department Stores:
Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer
needs. Further classified into localized departments such as clothing, toys, home,
groceries, etc.
Departmental Stores are expected to take over the apparel business from
exclusive brand showrooms. Among these, the biggest success is K Raheja's
Shoppers Stop, which started in Mumbai and now has more than seven large
stores (over 30,000 sq. ft) across India and even has its own in store brand for
clothes called Stop.
Hyper marts/Supermarkets:
Large self-service outlets, catering to varied shopper needs are termed as

Supermarkets. These are located in or near residential high streets. These stores
today contribute to 30% of all food & grocery organized retail sales. Super
Markets can further be classified in to mini supermarkets typically 1,000 sq ft to
2,000 sq ft and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft.
having a strong focus on food & grocery and personal sales.
Convenience Stores:
These are relatively small stores 400-2,000 sq. feet located near residential areas.
They stock a limited range of high-turnover convenience products and are
usually open for extended periods during the day, seven days a week.

Prices are slightly higher due to the convenience premium
Retail sales in India Challenges & Opportunities
Retailing has seen such a transformation over the past decade that its very
definition has undergone a sea change. No longer can a manufacturer rely on
sales to take place by ensuring mere availability of his product. Today, retailing
is about so much more than mere merchandising. It's about casting customers in
a story, reflecting their desires and aspirations, and forging long-lasting
relationships. As the Indian consumer evolves they expects more and more at
each and every time when they step into a store
Retailing in India is currently estimated to be a US$ 200 billion industry, of

which organized retailing makes up a paltry 3 percent or US$ 6.4 billion. By
2010, organized retail is projected to reach US$ 23 billion. For retail industry in
India, things have never looked better and brighter. Challenges to the
manufacturers and service providers would abound when market power shifts to
organized retail.
3.2 COMPANY'S PROFILE
Decathlon is a French sporting goods retailer. With over 1647 stores in nearly
1000 cities in 57 countries and regions (Jan 2020), it is the largest sporting goods
retailer in the world. Its holding company was formerly known as Oxylane.
Industry Retail
Founded 1976; 45 years ago
Founder Michel leclercq
Headquarters Villeneuve d'Ascq. France
Number of locations 1,647 stores in 57
countries Key people Michel Aballea (CEO)

Osvaldo Fusardi (COO)
Products Clothing
Sportswear
Sports Equipment
Revenue US$ 12.80 billion (2017)
No. of 87000 (2017)
Employees Tribord, Quechua, Domyos, B'Twin, Kipsta, Nabaiji,
Subsidiaries Wed'zi, Simond, Kalenji, Newfeel, Artengo, lnesis,
Geologic, Caperlan, Solognac, Fouganza, Oxelo,
Aptonia, Geonaute, Orao, Subea, Outshock
www.deccathlon,com
Website
History
Founded by Michel Leclercq in 1976, Decathlon started with a store in Lille,

France. The company expanded abroad a decade later: to Germany in 1986,
Spain in 1992, Italy in 1993, Belgium in 1997, Portugal, the United Kingdom in
1999, Brazil in 2001, China in 2003, India in 2009, Taiwan in 2012, Hong Kong
in 2013, Malaysia and Singapore in 2016, South Africa, Philippines and
Indonesia in 2017 and South Korea, Australia in 2018.The company employs
more than 87,000 staff from 80 different nationalities.
The retailer stocks a wide range of sporting goods, from tennis rackets to
advanced scuba diving equipment, usually in large, big-box superstores
averaging 4,000m2 in size. Decathlon Group markets its products under more
than 20

brands. Its research and development facilities are located across France, where
the company develops its product designs, registering up to 40 patents per year.
Product brands
Decathlon is vertically integrated, designing and developing its own products

and marketing under its more than 20 brands, with each sport-and often sub
sports and sports groups-having their own brand:
Aptonia - Nutrition and Triathlon
• Artengo - Tennis
B'Twin - Cycling
• Caperlan - Fishing
• Domyos - Fitness, Gym, Yoga,
Dance, Forclaz - Trekking
• Fouganza - Horse Riding
• FLX - Cricket
• Geologic - Target Sports such as Archery, Darts and
Petanque Geonaute - Sports Electronics
• Inesis - Golf
• Inovik - Cross-country
skiing ltiwit - paddle sports
• Kalenji - Running
• Kipsta - Team Sports
KOROK - Field
hockey

Kuikma - Padel (sport)
• Nabaiji - Swimming
• Newfeel - Sport Walking
Offload - Rugby
Olaian - Surfing and Boardwalking
Opfeel - Squash
Orao - Kiting and Kitesurfing
Oroks - Ice hockey
Outshock - Combat Sports
Oxelo - Rollersports, Skating and Scooters
• Perfly - Badminton
Quechua - Hiking, Camping
• Rockrider - Mountain
Biking Sandever - Beach
Tennis Simond -
Mountaineering Solognac -
Hunting
Subea - Diving
• Tarmak - Basketball
• Triban - Cycling (Comfort-Oriented)
• Tribord - Sailing
• Van Rysel - Cycling (Performance/Racing-Oriented)
• 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
Economic review
Its success has greatly contributed to the decline of independent retailers in

France, while the spread of its own brands has caused great difficulties for
traditional manufacturers. 2008 was a record year for the company as the brand
Decathlon had beaten all its competitors on three key points: margin, market
share, and highest turnover per square meter of retail space. It is arguably the
third at a global level. A 2008 survey of 774 catchment areas at the request of
the Ministry of Economy and Finance shows that "for sporting goods,
Decathlon is dominant in 92.8% of zones". This dominant position has the
effect of marginalizing its commercial competitors, including independent
retailers.
Competition
In 2009, Decathlon's sector rivals, Go Sport and Sport 2000, joined forces to
set up a common purchasing centre in Switzerland, intended to "pressurize most
of the major international suppliers", according to Frarn;ois Neukirsh,

Managing Director of Go Sport, in the newspaper "Les Echos". Otherwise, the
company does not have significant competition due to their specific target
audience in mass-market retail.
Social Standards
Decathlon claims to follow a strict policy when it comes to employee
welfare and that all contractors working with Decathlon follow the Human
Responsibility in Production (HRP) process in all activities. The HRP
designates the management system and resources implemented by Decathlon
relative to workplace conditions at production sites and with suppliers.
Since 2003, Decathlon has adopted a social charter of the Social and
Environment Responsibility World Forum regarding human rights, health and
safety, respect for the environment, corruption and management and
communication.
Decathlon has however declined to disclose the names of their suppliers, and
has been under scrutiny after reports indicate that the company's suppliers in Sri
Lanka free trade zones violate the country's labor laws.

CHAPTER4
DATA ANALYSIS AND
INTERPRETATION

This chapter is considered to be the core part of this project. The data collected
using questionnaire is represented in graphical forms as graphs and diagrams.
This is for the purpose of making analysis of data and interpret the results there
of. The sample size is 50. Tool used for data analysis is percentage analysis.
Graphical representation helps us in easy interpretation of the results
4.1 Table showing the gender classification of respondents
Respondents No of respondents Percentage
Male 21 42%
Female 29 58%
Total 50 100%
Source: Primary data
42% of the respondents are male and 58% of the respondents are female.
4.1 Figure showing the gender classification of respondents
■ Male ■ Female

4.2 Table showing age of the respondents
Responses No of respondents Percentage
18-25 48 96%
25-30 1 2%
30-35 0 0%
More than 35 1 2%
Total 50 100%
96% of the respondents are between the age group 15-25, 2% of the respondents
are between the age group 25-30, 0% of the respondents are between the age
group 30-35 and 2% of the respondents are between the age group More than 35.
4.2 Figure showing age of the respondents
120
100
96%
80
60
40
20
0
18- 25- 30- More than

4.3 Table showing education of the respondents
SSLC 0 0%
HSC 7 14%
UG/PG 43 86%
I Total 50 100%
14% of the respondents are HSC qualified, 86% of the respondents are UG/PG
qualified and None of the respondents are SSLC qualified.
4.3 Figure showing education of the respondents
100
%
90
%
80
%
70
%
60
%
50
%
40
%
30
SSL HS UG/P

4.4 Table showing internet usage
Yes 50 100%
No 0 0%
Total 50 100%
All of the respondents used internet
4.4 Figure showing internet usage
120%
80%
60%
40%
20%
0%
Yes No

4.5 Table showing most preferred e-commerce website
Flipkart 26 52%
Amazon 22 44%
Decathlon 2 4%
Uber 0 0%
Total 50 100%
52% of the respondents most preferred e-commerce website is Flipkart, 44% of

the respondents most preferred e-commerce website is Amazon, 4% of the
respondents most preferred e-commerce is Decathlon, no one preferred
ecommerce website as Uber in this study.
4.5 Figure showing most preferred e-commerce website
60
50
40
30
20
-
10
0
Flipkar Amazo D Ube
ecathlo

4.6 Table showing frequency of usage of e-commerce websites for getting
information before physical store
Always 5 10%
Most often 31 62%
Quiet rarely 8 16%
Rarely 5 10%
Never 1 2%
Total 50 100%
62% of respondents use e-commerce websites for getting information before

physical store, 16% of respondents use e-commerce websites for getting
information before physical store, 10% of respondents use e-commerce websites
for getting information before physical store, l 0% of respondents use e-
commerce websites for getting information before physical store
4.6 Figure showing frequency of usage of e-commerce websites for getting

information before physical store
■ Always ■ Most often ■ Quiet rarely ■ Rarely ■ Never

4.7 Table showing respondents awareness of Decathlon an e-
commerce website
Yes 31 62%
No 19 38%
Total 50 100%
62% of the respondents are aware of Decathlon an e-commerce website and 38%
of the respondents are aware of Decathlon an e-commerce website.
4.7 Figure showing respondents awareness of Decathlon an e-

commerce website
■ Yes ■ NO

4.8 Table showing source of knowledge of customers regarding decathlon
Respondents No of respondents Percentage
Word of mouth 23 46%
TV 2 4%
Internet 16 32%
Print media I 2%
Other 8 16%
Total 50 100%
46% of the respondents knew Decathlon through word of mouth, 4% of the

respondents knew Decathlon through TV, 32% of the respondents knew Decathlon
through Internet, 2% of the respondents knew Decathlon through print media, 16%
of the respondents knew about Decathlon through other ways.
4.8 Figure showing source of knowledge of customers regarding decathlon
50
%
45
%
40
%
35
%
30
%
25
%
• -
20
%
15
Word of T Internet Print Othe

4.9 Table showing satisfaction of customers with regard to usage
of ecommerce
Yes 48 96%
No 2 4%
Total 50 100%
96% of the respondents are satisfied of using e-commerce often and 4% of the
respondents are satisfied of using e-commerce often.
4.9 Figure showing satisfaction of customers with regards to usage

of ecommerce
• Yes•No

4.10 Table showing biggest concern about buying products online
Fake products 18 36%
Online payments 14 28%
Wrong information 11 22%
Privacy 7 14%
Total 50 100%
36% of the respondents biggest concern about buying products online are fake
products, 28% of the respondents biggest concern about buying products online
are online payments, 22% of the respondents biggest concern about buying
products online is wrong information, 14% of the respondents biggest concern
about buying products online is privacy.
4.10 Figure showing biggest concern about buying products online
■ Fake products ■Online payments ■ Wrong information ■ Privacy

4.11 Table showing frequency of shopping through e-commerce website
Responses No of Percentage
respondents
Once in a month 26 52%
1-2 times in a month 9 18%
3-6 times in a month 4 8%
More than 6 times in a month 11 22%
Total 50 100%
52% of the respondents shopped through e-commerce website once in a month,

18% of the respondents shopped though e-commerce website 1-2 times in a
month, 8% of the respondents shopped though e-commerce website 3-6 times in a
month, 22% of the respondents shopped through e-commerce website more than 6
times in a month.
4.11 Figure showing frequency of shopping through e-commerce website
■ once in a ■ 1-2 times in a

■ 3-6 times in a ■ More than 6 times in a

4.12 Table showing more preferred brand among respondents
B'TWIN 16 32%
KIPSTA 20 40%
TRIBORD 11 22%
APTONIA 3 6%
Total 50 100%
32% of the respondents more preferred brand is B'TWIN, 40% of the respondents
more preferred brand is KIPSTA, 22% of the respondents more preferred brand is
TRIBORD and 6% of the respondents more preferred brand is APTONIA.
4.12 Figure showing more preferred brand among respondents
■BTWIN ■KIPSTA■TRIBORD■

4.13 Table showing types of products respondents typically buy on online
Responses No of responses Percentage
Shoes 42 84%
Training kit 1 2%
Gym equipment 2 4%
Track suits 5 10%
Total 50 100%
84% of the respondents buy shoes in online, 2% of the respondents buy training kit
in online, 4% of the respondents buy gym equipment in online and 10% of the
respondents buy track suits in online.
4.13 Figure showing types of products respondents typically buy on online
90
%
80
%
70
%
60
%
50
%
40
-
%
30
%
T Gym
Shoe Track
raining
-
4.14 Table showing respondents comfortability on buying products at online
Not at all comfortable 0 0%
Slightly comfortable 8 16%
Moderately comfortable 23 46%
Quiet comfortable 18 36%
Extremely comfortable 1 2%
Total 50 100%
0% of the respondents are not at all comfortable on buying products at online,

16% of the respondents are slightly comfortable on buying products at online,
46% of the respondents are moderately comfortable on buying products at online,
36% of the respondents are quiet comfortable on buying products at online, 2% of
the respondents are extremely comfortable on buying products at online
4.14 Figure showing respondents comfortability on buying products at online
■ Not at all comfortable ■ Slightly ■ Moderately

■ Quiet comfortable ■Extremely

4.15 Table showing privacy concerns of respondents that prevent
from buying products online
Once in a while 23 46%
About half the time 19 38%
Most of the time 7 14%
Always 1 2%
Total 50 100%
46% of the respondents had pnvacy concerns once m a while, 38% of the
respondents had privacy concerns about half the time, 14% of the respondents had
privacy concerns most of the time and 2% of the respondents had privacy concern
always.
4.15 Figure showing privacy concerns of respondents that prevent from

buying products online
■ Once in a while■ About half the time ■ Most of the time ■ Always

4.16 Table showing most often used payment method when buying
products online
Paypal 0 0%
Debit card 18 36%
Credit card ] 2%
Google pay 11 22%
Cash on delivery 20 40%
Total 50 100%
None of the respondents used Paypal, 36% of the respondents used Debit card, 2%
of the respondents used Credit card, 22% of the respondents used Google pay, 40%
of the respondents used Cash on delivery.
4.16 Figure showing most often used payment method when buying
products online
45%
40%
35%
30%
25%
20%
15%
-
10%
5%
0%
Paypal Debit card Credit card Google pay Cash on delivery

4.17 Table showing acknowledgement of respondents about time saving on
online purchase
Strongly disagree 0 0%
Disagree 0 0%
Neutral 19 38%
Agree 23 46%
Strongly agree 8 16%
Total 50 100%
None of the respondents strongly disagree or disagree on time saving, 38% of the
respondents are neutral about time saving, 46% of the respondents are agree about
time saving, 16% of the respondents are strongly agree about time saving
4.17 Figure showing acknowledgement of respondents about time saving on

online purchase
50
%
45
%
40
%
35
%
30
%
25
%
20
%
Strongly Disagre Neutra Agre Strongly

4.18 Table showing authenticity of products description on the website
Yes 31 62%
No 19 38%
Total 50 100%
62% of the respondents agree that authenticity of products description on the

website and 38% of the respondents disagree that authenticity of products
description on the website.
4.18 Figure showing authenticity of products description on the website
■ Yes• No

4.19 Table showing features that respondents like about Decathlon
Discounts 17 34%
Customer service 19 38%
Authenticity 7 14%
Packing 7 14%
Total 50 100%
34% of the respondents like discounts about Decathlon, 38% of the respondents
like customer service about Decathlon, 14% of the respondents like Authenticity
and 14% of the respondents like packing about the Decathlon.
4.19 Figure showing feature that respondents like about Decathlon
■ Discounts ■ Customer service ■ Authenticity ■Packing

4.20 Table showing respondents perceive about offering various
brands product by II decathlon.com II like other offline retail store
Disagree 2 4%
Neutral 29 58%
Agree 19 38%
Strongly agree 0 0%
Total 50 100%
None of the respondents strongly disagree or strongly agree about the perceive, 4%
of the respondents disagree about the perceive, 58% of the respondents are neutral
about the perceive and 38% of the respondents agree about the perceive.
4.20 Figure showing respondents perceive about offering various brands

II II
of products by decathlon.com like other offline retail store
70
60
50
40
30
20
-
10
Strongly D Neutra Agre Strongly
isagre

4.21 Table showing respondents acknowledgement about Decathlons
reasonable return and exchange policy
Disagree 2 4%
Neutral 15 50%
Agree 21 42%
Strongly agree 2 4%
Total 50 100%
None of the respondents strongly disagree about return and exchange policy, 4% of
the respondents disagree about return and exchange policy, 50% of the respondents
neutral about return and exchange policy, 42% of the respondents agree about return
and exchange policy and 4% of the respondents strongly disagree about return and
exchange policy.
4.21 Figure showing respondents acknowledgement about Decathlons

reasonable return and exchange policy
60%
50%
40%
30%
20%
- -
10%
0%
Strongly disagree D Neutral Agree Stro
isagree ngly agree

4.22 Table showing respondents Decathlon's rating
Poor l 2%
Average l 22%
Good 30 60%
Excellent 8 16%
Total 50 100%
2% of the respondents rated poor experience, 22% of the respondents rate average
experience, 60% of the respondents rated good experience and 16% of the
respondents rated excellent experience.
4.22 Figure showing respondents Decathlon's rating
■ Poor ■Average ■Good ■ Excellent

CHAPTERS
FINDINGS, SUGGESTIONS & CONCLUSION

5.1 FINDINGS
• I00 percentage of the students uses the internet.
• More than half of the student says that Flipkart is the most preferred
ecommerce website.
• More than half of the students most commonly use the e-commerce
website for getting information before physical store.
• More than half of the students says that they are aware about Decathlon as
ecommerce website.
• Less than half of the students says that they know about the Decathlon
through word of mouth.
• Majority of the students are satisfied using e-commerce website often.
• Less than half of the students are concerned about the fake products on online
purchase.
• More than half of the students says that they use e-commerce website
only once in a month.
• Less than half of the students says that KIPSTA is the more preferred brand.
• Majority of the students says that they typically purchase shoes through
online purchase.
• Less than half of the students says that they are moderately comfortable
while using online purchase.
• Less than half of the students says that privacy concerned once in a
while preventing them buying products through online.
• Less than half of the students prefer cash on delivery while buying the
products through online.
• Less than half of the students acknowledge about saving the time
while purchasing products through online.

• More than half of the students says that description about the product
on online is accurate.
• Less than half of the students says that customer service is the best
feature about Decathlon.
• Half of the students neutrally satisfied with the Decathlon's reasonable

return and exchange policy.
• More than half of the students gives good rating about Decathlon's website
5.3 SUGGESTIONS
• Company needs to spend a lot on advertising and promotion to create

an better reputation among the public.
• Provide better customer service.
• Need to include varieties of similar items.
• Better if they provide filtered information.
5.2 CONCLUSIONS
In this study we have taken cluster sampling method in a selected college, sports
students by random selected students. Decathlon success is a direct result of its
detailed pricing and marketing strategies, but Omnia gave the company the tools
to ensure that strategy became a success.
After completing this research, we come to know that Decathlon website is the
most preferred website by the sports students. Decathlon has successfully placed
itself into the prospects mind making it as worlds emerging markets with huge
sports products. KIPSTA is the most preferred brand in Decathlon website.
Customers gives good rating about the Decathlon's service. It provides services
through online as well as offline retail shop.

BIBLIOGRAPHY

Reference
[1] Albert H., Judd, Rivers, (2006) "Creating a winning E-Business", Wagner
Course Technology Thomson Learning, pp. 37-255.
[2] Sumeet Gupta, Hee-Woong Kim, "Linking Structural Equation Modeling to

Bayesian Networks: Decision support for Customer Retention in Viltual
Communities, European Journal of Operational Research, 190(3), November
2008, pp. 818-833..
[3] Melao, N. (2008), "E-Business Processes and E-Business Process Modeling:

A State-of-the-Art Overview", pp. 54-89
[4] Amit B. and Steve M. (2007), "How to Plan E-Business Initiatives m

Established Companies", Vol. 49, No. 1, pp. 11-22
[5] Aranda-M., G. and Stewart, P. (2005), "Barriers to E-Business Adoption in

construction international literature review", pp. 33-49
[6] Ayo, Charles K. (2006). "The Prospects of e-Commerce Implementation in

Nigeria, Journal of Internet Banking and Commerce", Vol. 11, No.3, pp. 68-75
[7] Amar. K., Sohani, (2009), "Technology and Banking Sector", ICFAI
University Press, pp. 1-39
[8] Brahm C., (2009) "E-Business and Commerce Strategic Thinking and
Practice", Houghton Mifflin, pp. 114-312.
[9] Chiemeke, S. C., Evwiekpaefe, A. and Chete, F. (2006), "The Adoption of

Internet Banking in Nigeria: An Empirical Investigation, Journal of Internet
Banking and Commerce", vol. 11, No.3, pp 33-49
[10] David W, (2001) "E-Commerce Strategy, Technologies and Applications",

Tata McGraw Hill, pp. 3-143.

Books
• Managerial economics, Author: A.VINOD, First publication in 2009.

• Business research method, Author: Dr.K.VENUGOPALAN, First
publication in 2011
Website
• En.m.wikipedia.org
• www.decathlon.com

APPENDIX

QUESTIONNAIRE
THE IMPACT OF E-COMMERCE IN EMERGING

MARKETS(DECATHLON)
A special study among the college students of Thrissur
Name:
Age: 18-25 □ 25-35 □ 35 above D

Gender: Male D Female D
1 Education qualification :
SSLC□ HSC □
UG/PG□
2 Do you use
internet? Yes D
No □
3. Which is your most preferred e-commerce
website? Flipkart D Amazon D
Decathlon D
Uber □
4. How frequently have you used the e-commerce website for
getting information before shopping at a physical store?
Always D Most often D Quiet rarely D
Rarely D Never D
5. Are you aware of decathlon an e-commerce website?
Yes D No D
(i How did you know about Decathlon?
□
Word of mouth TV □ Internet □
Yes□ No□

Print media □ Other □
7. Are you satisfied using e-commerce often?
Yes□ No□

8. What are your biggest concerns about buying products online?
Fake product D Wrong information D Online payment□
Personal security□
9. How frequently do you shop through e-commerce website?
Once in a month D 1-2 times in a month D 3-6 times in a month D
More than 6 times in a month D

10. Which brand do you prefer more?
B'TWIN□ KIPSTA □ TRIBORD□
APTONIA □
11. What type of products do you typically buy
online? Shoes D Training kit□
Gym equipment D Track suits D
12 How comfortable are you buying products online?
Not at all comfortable□ Slightly comfortable□ Moderately
comfortable□ Quiet comfortable D Extremely comfortable D
13. How often do privacy concerns prevent you from buying products
online? Never D Once in a while D About half the
time D
Most of the time D Always D

14. Which payment method do you use most often when buying
products online?
Paypal □ Debit card □ Credit card □
Google pay D Cash on delivery□

15. Do you agree that online purchase will save your
time? Strongly agree D Agree D Neutral□
Yes□ No□
Disagree □ Strongly disagree □
16. The description of the products shown on the website are very accurate
Yes □ No □

17. Which of the features do you like about Decathlon?
Discounts D Customer service D Cash on delivery D
Packing D Others D
18. How do you feel about offering various bands of products

by Decathlon.com like other offline retail store?
Strongly agree D Agree D Neutral □

Disagree □ Strongly disagree □
19. Decathlon had a reasonable return and exchange
policy? Strongly agree □ Agree □ Neutral□

Disagree D Strongly disagree D
Xl. How do you rate Decathlon experience?
Poor D Average D Good D
Excellent D

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«:tstudocu

M.Sc-Computer Science (Dr. M.G.R. Educational And Research Institute)

Scan to open on Studocu

S.NO STUDENTS NAME REG.NO

UNDER THE GUIDANCE OF MR.S.,MADHA VAN

DHINESH B , DURAIVEL M, GANESH T , GOKUL C and GOWTHAM S

Internal Guide Head of the department

Submitted for Viva Voice Examination held

Internal Examiner External Examiner

DATE: SIGNATURE OF THE CANDIDATE

The help and guidance of such people cannot be left unnoticed.

successful completion of this project.

the project work, a part of curriculum.

I express my sincere thanks to Thiru.A.C.SHANMUGAM,B.A.,B.L. Chancellor,

Er.A.C.S.ARUNKUMAR,B.E. President, Prof. Dr.S.GEETHALAKSHMI Vice

cooperation in completing my project in time.I would like to express my deepest gratitude to

Dr.C.B.SENTHILKUMAR, Head of the Department of Commerce and my guide, Mr.

S.MADHA VAN M.COM, M.PHIL.,M.B.A., for the invaluable guidance, Constant

in the challenging task.

for their kind support in completing this project.

CHAPTER NO. CONTENTS PAGE NO:

CHAPTERl INTRODUCTION 1-5

CHAPTER2 REVIEW OF LITERATURE 6-12

CHAPTER3 INDUSTRY AND 13-24

CHAPTER4 DATA ANALYSIS AND 25-46

CHAPTERS FINDINGS, SUGGESTIONS 47-48

Downloaded by SOUMY SHUKLA (soumy_bb21050@srmcem.ac.in)

4.1 Table showing the gender classification of 25

4.2 Table showing age of the respondents 26

4.3 Table showing education of the respondents 27

4.4 Table showing internet usage 28

4.5 Table showing most preferred e-commerce website 29

4.6 Table showing frequency of usage of e-commerce 30

4.8 Table showing respondents how they know about 32

4.9 Table showing satisfaction of customers with 33

4.10 Table showing biggest concern about buying products 34

4.11 Table showing frequency of shopping 35

4.12 Table showing more preferred brand among 36

4.13 Table showing types of products respondents 37

4.15 Table showing privacy concerns of respondents 39

4.16 Table showing most often used payment method 40

4.17 Table showing acknowledgement of respondents 41

4.18 Table showing authenticity of products description 42

4.19 Table showing features that respondents like 43

4.20 Table showing respondents perceive about 44

4.21 Table showing respondents acknowledgement 45

4.22 Table showing respondents decathlon's rating 46

4.1 Figure showing the gender classification of 25

4.2 Figure showing age of the respondents 26

4.3 Figure showing education of the respondents 27

4.4 Figure showing internet usage 28

4.5 Figure showing most preferred e-commerce website 29

4.6 Figure showing frequency of usage of e-commerce 30

4.8 Figure showing respondents how they know about 32

4.9 Figure showing satisfaction of customers with 33

4.10 Figure showing biggest concern about 34

4.11 Figure showing frequency of shopping 35

4.12 Figure showing more preferred brand among 36

4.14 Figure showing respondents comfortability on buying 38

4.15 Figure showing privacy concerns of respondents that 39

4.16 Figure showing most often used payment 40

4.17 Figure showing acknowledgement of 41

4.18 Figure showing authenticity of products description on 42