Summer Internship Project

On

A study of consumer behaviour towards

decathlon products

Submitted in partial fulfillment of the requirements

for the award of the degree of

Bachelor of Business Administration (BBA)

To

Guru Gobind Singh Indraprastha University, Delhi

Submitted to: Submitted by:

Mr PRAMOD PANDEY MANIK RAWAT

07814201719

Jagannath International Management School

Vasant Kunj
Batch (2019-2022)
 CERTIFICATE

This is to Certify that the Project Report (BBA-311) titled “A study of consumer behaviour
towards decathlon products ” done by MANIK P.S.RAWAT ,
Enrolment no. 07814201719 is completed under my guidance.

Signature of the Guide:

Date:

Name of the Guide: Ms. SEEMA

 ACKNOWLEDGEMENT

From the bottom of my heart I would like to thank the external guide for the opportunity

to share my views on this topic.

I am highly indebted to Ms. Seema , for her guidance and constant supervision and

support throughout the entire project. She has also provided me with all the necessary

information regarding the project. I am thankful to her as she has been a constant source of

advice by providing her aspiring guidance and invaluably constructive criticism.

I would like to express my gratitude towards my parents & members of Jagannath

International Management School, Vasant Kunj as their kind co-operation and encouragement

has helped me in completion of this project. I am sincerely grateful to them for sharing their

truthful and illuminating views on a number of issues related to the project.

I would like to express my special gratitude and thanks to industry persons for giving me

such attention and time.

MANIK

CHAPTER 1
 INTRODUCTION

1.1 INTRODUCTION TO THE TOPIC

Consumer Perception

Perceptions of Consumers’ about a brand are positively enhanced and dampen with increasing levels of
perceived quality and with increasing levels of endure they ambience respectively. For instance, customers’
judgments of quality are likely to be affected by the quality suggested by such exotic cues as brand name and
price. Brand name, price, store name/image, and country of origin have also been identified by researchers as
extrinsic cues to (quality) perceptions. (Teas and Agarwal, 2000 , Zeithaml, 1996)

Branding

A brand, or a brand name, is the attempt to impose some kind of identifying feature on a product or
service so that it is easily recognized by the general public. A brand is oftentimes associated with an
image, a set of expectations or recognizable logo. The goal of a brand is to set a product or service
apart from others of its kind, and influence the consumers to choose the product over similar products
simply because of its associations. Role of Perception in Consumer Behavior The perceptions
consumers have of a business and its products or service have a dramatic effect on buying behavior.
That’s why businesses spend so much money marketing themselves, honing their customer service and
doing whatever else they can to favorably influence the perceptions of target consumers. With careful
planning and execution, a business can influence those perceptions and foster profitable consumer behaviors.
(Stan Mack, 2010)

How to measure Consumer Perception Customers that are satisfied with a product or business have an overall
good perception of that product or business. When consumers' perceptions are good, they will continue
purchasing goods from this company. These customers also will avoid spreading disappointing experiences
to others. Consumer perceptions are based on feelings. A customer perception measurement is an important
tool used by companies that expresses how well the companies are satisfying customers.(VanBaren, 2010)
1.2 OBJECTIVES OF THE STUDY
1. To study the perception of customer towards Decathlon Sports India Pvt. Ltd.

2. To understand the type of branded products purchased by customers at Decathlon Sports India Pvt. Ltd.

1.3 LITERATURE REVIEW

According to Namita Kapoor, Sporting events come with huge opportunities for encouraging sports activities

and the development of regions where these events are held. Brand awareness, as one of the fundamental

dimensions of brand equity, is often considered to be a prerequisite of consumers’ buying decision, as it

represents the main factor for including a brand in the consideration set.(Ovidiu Ioan Moisescu) Decathlon is
one of the worlds’ leading sports companies which fathoms to shine as bright as it logo ‘Providing Pleasure of

Sports at Affordable Price’. It has created an edge over its counterparts by being a force to reckon with in its

domain of services ranging from sports to clothes and catering every sports’ need. The crux of this report is to

study the fundamental ways of marketing by Decathlon, understand consumer perception and give

recommendations for the same. (Rishabh Singh Bharaj and Sheefali Gupta) Brand name, price, store

name/image, and country of origin have also been identified by researchers as extrinsic cues to (quality)

perceptions. (Teas and Agarwal, 2000 , Zeithaml, 1996) Prof. Dr. Muhammad Ehsan Malik says, Brand

Awareness and brand loyalty have strong positive association with purchase intention. Dr. Hsin Kuang Chi

says, (a) the relations among the brand awareness, perceived quality and brand loyalty for purchase intention

are significant and positive effect, (b) perceived quality has a positive effect on brand loyalty, (c) perceived

quality will meditate the effects between brand awareness and purchase intention, and (d) brand loyalty will

mediate the effects between brand awareness and purchase intention. Zeenat Ismail et al (2012) find out the

Factors Affecting Consumer Preference of International Brands over Local Brands. This study was conducted

in order to determine the consumer preferences of global brands instead of local ones. There are a number of

factors affect the consumer purchase decisions. The results suggest that most important factors that influence

a consumer’s final decision are the price and quality of the product.

1.4.1 Research Method

Qualitative Method- Qualitative research is defined as a market research method that focuses

on obtaining data through open-ended and conversational communication. This method is not

only about “what” people think but also “why” they think so. This method is designed in a

manner that helps reveal the behaviour and perception of a target audience with reference to a

particular topic.
Quantitative Method- Quantitative research collects information from existing and potential

customers using sampling methods and sending out online surveys, online polls,

questionnaires, etc., the results of which can be depicted in the form of numerical.

For this study both the methods have been used.

1.4.2 Research Design

Descriptive- Descriptive research is used to describe characteristics of a population or phenomenon being

studied. The descriptive research method primarily focuses on describing the nature of a demographic

segment, without focusing on “why” a particular phenomenon occurs.

Exploratory- Exploratory research is the process of investigating a problem that has not been studied or

thoroughly investigated in the past. Exploratory type of research is usually conducted to have a better

understanding of the existing problem, but usually doesn't lead to a conclusive result. Researchers use

exploratory research when trying to gain familiarity with an existing phenomenon and acquire new insight into

it to form a more precise problem.

Experimental- Experimental research is research conducted with a scientific approach using two sets of

variables. The first set acts as a constant, which you use to measure the differences of the second set.

Any research conducted under scientifically acceptable conditions uses experimental methods.

For this study exploratory research design has been used. 21

1.4.3 Data Collection
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 also described as raw data or first-hand information.

For this study primary data has been collected through

Questionnaire

Secondary Data- Secondary data are second-hand data that is already collected and recorded by some

researcher for their purpose and not for the current research problem. It is accessible in the form of data

collected from different sources such as government publications, censuses, internal records of the

organisation, books, journal articles, websites, and reports etc.

For this study secondary data has been collected through

Internet

Published sources

1.4.4 Sampling
Sampling Method Used-

Probability Sampling- Convenience Sampling

Sampling Unit- Individuals where the age group is 18-60 years

Sampling Size- 50 respondents were selected from which all 50 filled the questionnaire

Sampling Area- Customers

Sampling Tool Used- Questionnaire

1.5 LIMITATIONS OF THE STUDY

To carry out the study, few limitations were faced due to which the study did not lead to

desired outcome
Meeting uncertainties- Due to Covid-19, all the pre-planned process of carrying out the study had to be

refurbished.

Lack of access- Due to lockdown and the fear of pandemic, data could not be gathered properly from primary

sources.

Time consuming- Since the questionnaires had to be sent online, it was very time consuming to

receive responses as reminder had to be sent for filling the questionnaire.

Lack of motivation- Due to Covid-19 and stress, the motivation of carrying out the study was lacking.

CHAPTER 2

INTRODUCTION TO THE COMPANY

2.1INTRODUCTION
The Indian retail industry has emerged as one of the most dynamic and fast-paced industries due to the

entry of several new players. It accounts for over 10 per cent of the country’s Gross Domestic Product

(GDP) and around 8 per cent of the employment. India is the world’s fifth-largest global destination in the

retail space. Indian Retail Industry has immense potential as India has the second largest population with

affluent middle class, rapid urbanisation and solid growth of internet.

Within this retail industry there is also growth of sports industry, which is driven by ever-increasing

popularity of involving sports in daily life by major part of population. Today all premier schools are

focussing on training kids in at least one sport in addition to the regular curriculum. Sports academies are also

gaining popularity, which is accelerating demand of sports equipment’s in India.

India’s sports goods industry is nearly a century old and has flourished, driven by a skilled workforce.

Being labour-intensive in nature, the industry provides employment to more than 500,000 people. India’s

sporting goods are popular around the world and have made a mark in the global sports goods market. The

domestic industry exports nearly 60 per cent of its total output.

Total sports goods exports for the year ended FY 2016-17 is US$ 227.70 million, as compared to the US$

274.50 million during the previous year.

In 2014–15, the UK, the US, the UAE, Australia, South Africa and Germany were the major export markets

for Indian sports goods. France, Poland, the Netherlands, Canada, Belgium, New Zealand and Italy, were

among other export destinations.

Inflatable balls, cricket bats & leg pads, rugby balls, sports nets and gymnasium & athletics equipment

accounted for about 35 per cent share of the total sports goods exports, as of 2014–15.

Indian sports products have been exported for global events.

India has emerged as the leading international sourcing destination for inflatable balls and other sports

goods for international brands such as Mitre, Lotto, Umbro and Wilson.

And Decathlon is looking towards India to expand its business by riding on this growth wave and increasing

demand for sports among new generation.

2.2 HISTORY
Decathlon started with a store in Lille, France in 1976, founded by Michel Leclercq. It started to expand

abroad a decade later, to Germany in 1986, Spain in 1992, Italy in 1998, Portugal, the United Kingdom in

1999, China in 2003, India in 2009 and Southeast Asia in 2012. Today, there are more than 1000 stores in 26

countries. The company employs more than 60,000 staff from 80 different nationalities. The retailer stocks a

wide range of sporting goods, from tennis rackets to advanced scuba diving equipment, usually in large

superstores, which are sized at an average of 4,000m². Decathlon Group also owns 20 brands, with research

and development facilities all over France to develop the latest innovative designs, registering up to 40 patents

per year. Each brand represents a different sport or group of sports, with a dedicated product development and

design team. At Decathlon, 70,000 of them live their common Purpose on a daily basis: “to make the pleasure

and benefits of sport accessible to many”. In every country where they are present, they share a strong and

unique company culture, reinforced by their two values: Vitality and Responsibility. At Decathlon, they place

innovation at the heart of their activities: from research to retail, including design, production and logistics.

Their twenty Passion Brand teams channel all their energy in to developing technical, good-looking and

simple products, always at the lowest possible prices. These products are aimed at all sports enthusiasts, from

beginners to experts, and are sold exclusively at Decathlon

2.3 PASSION BRAND OF DECATHLON :

Twenty Passion Brand teams channel all their energy into developing attractive, technical, yet simple

products, always at the lowest possible prices.

The retailer develops and sells its own brands. Each sport or group of sports has a separate brand name:

1. Aptonia - Nutrition and Healthcare

2. Artengo - Racket Sports

3. B'Twin – Cycling

4. Caperlan - Fishing

5. Domyos - Fitness, Gym, Yoga, Dance,

6. Fouganza - Horse Riding

7. Geologic - Target Sports such as Archery, Darts and Pétanque

8. Geonaute - Sports Electronics

9. Inesis - Golf

10. Kalenji - Running

11. Kipsta - Team Sports

12. Nabaiji - Swimming

13. Newfeel - Walking and Urban Wear

14. Orao - Eyewear and Optical Accessories

15. Outshock - Martial Sports

16. Oxelo - Rollersports, Skating and Scooters

17. Quechua - Hiking, Camping and Outdoor Gear

18. Simond - Mountaineering

 19. Solognac - Hunting

20. Tribord - Watersports

21. Wed'Ze - Skiing and Snowboarding

2.4 MOTTO

“SPORTS ACCESSIBLE TO ALL ”

Decathlon‘s motto of making sport accessible for the many, is not just a mission statement, of our French

sports company Decathlon, its a way of life. The company was founded in 1976 and offers 70 sports under

one roof. No matter what age, spending power or sports ability, everyone can find the right product for them

from a mountain bike to a surfboard. With its 20 own brands alone the company has more than 35,000

different products sold by more than 1000 retail stores in 30 countries. All that with a low price and high

quality. This is possible as Decathlon’s supply chain includes product creation, research and development,

logistics and of

course retail. Each passion brand has their own research development team pushing innovative products that

ensure customer needs are met both technically and aesthetically. The company’s head quarter is based in
Villeneuve-d'Ascq, Lille (North of France) and is home to 530 products engineers and 150 product designers

who create around 2800 new products and 40 patents on a yearly basis. The surfboards for example are

developed and tested in Hendaye, a town along the atlantic coast (South of France) and sold exclusively

through DECATHLON retail - as all the passion brand products. In the UK the company has 28 stores. Each

one of them is designed to enable the customer to try the products in store. For example indoor test areas for

scooters can make the shopping experience a family event/day out. Children are cycling through the aisles or

playing football with their friends on the outdoor ground offered by some of the larger stores.

Simultaneously parents have time to explore the large offer of the store. Large products like tents, table

tennis tables and fitness machines are on display so can be tried and then taken away in a box. Additionally,

many stores offer cycling trainings, pony 2008 riding or inline skate courses on a regular basis. Trying a new

sport has never been so easy! Shopping in Decathlon is quick and easy. The products have signs that make it

easy to differentiate the use and ability level of each product. In addition there is a team of sports 6 advisors

who are

happy to spend time with each customer to advise as well as carry out repair and/ or maintenance on the sports

products. Everyone who doesn‘t have a store near them at the moment in the UK can shop online. Decathlon

offers, the click and collect service, so that the products can be ordered to home or for free to the store.

Alternatively, customers can browse the full online catalogue through the range plus screens (touch screens)

in store. There they can nd other delivery methods, more colours, or products that better suit their sporting

ability

- easily orderable by themselves. The aim of all digital services is to make the shopping experience

as comfortable and easy, as possible.

2.5VISION
Decathlon Vision "Make the pleasure and benefits of sports accessible to all." Decathlon, a network of

innovative retail chain and brands providing enjoyment for all sports people.At Decathlon, 70,000 of us live

our common Purpose on a daily basis: “to make the pleasure and benefits of sport accessible to all”. In every

country where we are present, we share a strong and unique company culture, reinforced by our two values:

Vitality and Responsibility. 11 At Decathlon, we place innovation at the heart of our activities: from research

to retail, including design, production and logistics. Our twenty Passion Brand teams channel all their energy

in to developing technical, good-looking and simple products, always at the lowest possible prices. These

products are aimed at all sports enthusiasts, from beginners to experts, and are sold exclusively at Decathlon.

Decathlon Mission

1. Decathlon‘s motto of making sport accessible for the many, is not just a mission statement, of

our French sports company Decathlon, its a way of life.

2. Decathlon makes sports accessible for many throughout the world, Decathlon team mates share a

common culture rooted in their passion for sport.

3. Designing products for sportspeople, making them available wherever they are needed, in our stores

and online, at the lowest prices.

4. Every sport under one roof Spaces for trying out and playing different sports Up to 70 sports per

store, on areas ranging from 1,000m2 to 12,000m2 .

5. Corporate and social responsibility commitments 38 Sustainable preservation of our environment, a

playing field for sportspeople everywhere, and a commitment to controlling our environmental impact.
 Questions were asked from the targeted population via

questionnaires through online mode and provided below are the

responses

Frequency Percent

MALE 82 68.3

FEMALE 38 31.7

TOTAL 120 100

Q. Gender of the respondent

INTERPRETATION

In total there were 120 responses out of which, 68.3% of the respondents who took part

in the questionnaire were males and the rest 31.7% were females.
The above graph represent that sample size of 120 includes 82 male respondents and 38 female

respondents.

Q. Which age group do you fall into ?

Interpretation:

The above graph represents different age groups of people 21-25 are the people which buy the

decathlon products most often

Q. Have you purchased any sports material from Decathlon India?

Interpretation:

The graph represents the statistics of sports

materials purchased at Decathlon around 56% of the

the population who are aware and brand-conscious purchase

at Decathlon and 2.5% of the population have not

purchased any sports material as this sample size visits

41.7% ARE NOT AWARE ABOUT DEATHLON PRODUCTS

 Q. What kind of sports do you play?

Frequency Percent

Indoor 18 15.0

games

Outdoor 18 15.0

games

Both 84 70.0

Total 120 100.0

Interpretation

The above graph says the sports preferred by the

population almost 70% of the sample play both indoor

and outdoor games and 15% play indoor and 15% play

outdoor games.
Q Why do you play sports?

Frequency Percent

To maintain 30 25.0

healthy

lifestyle

For leisure 7 5.8

For 54 45.0

Entertainment

To participate 29 24.2

in any future

competition

Total 120 100.0

 Interpretation

The above graph represents the reason to play sports. Almost 45% of the respondents play for

entertainment, 25% play to maintain healthy lifestyle, around 24% play to participate in future

competition who even play regularly and around 6% play for leisure.

Q .What factors do you consider while purchasing the sports materials?

Frequency Percent
Price 7 5.8
Quality 49 40.8

Brand 21 17.5

Offers 2 1.7

Services 2 1.7
and

spares

All of 39 32.5
the

above

Total 120 100.0

Interpretation:

The above graph represents the factors considered while purchasing sports materials. Around 41%

prefers quality as the main factor to buy, 32.5% says all the factors mentioned are important to buy,

17.5% says brand is important, around 6% considers brand to purchase and 2% believes in offers. This

shows that quality is the major factor while purchasing sports equipments.
 Q. How did you come to know about Decathlon Sports India Pvt. Ltd.?

Frequency Percent

Friends 47 39.2
 Word of 12 10.0
mouth
Social media 7 5.8

Social events 4 3.3

Total 70 58.3

Not aware about 50 41.7

Decathlon

Total 120 100.0

Interpretation:

The graph says the source or the media through while the population who are aware came to know about

decathlon. In this 50 of the sample size are not aware about Decathlon so they are not considered for this
 analysis and remaining 70 who are aware and have visited Decathlon in that major population around

39% came to know from their friends, 10% from word of mouth, around 6% through social media and

rest 3.3% from social events conducted by Decathlon.

Q How frequently you visit Decathlon Sports India ?

Frequency Percent

Once in a month 20 16.7

Once in 3 months 25 20.8

Once in 6 months 13 10.8

Once in a year 4 3.3

More frequently 8 6.7

Total 70 58.3

Not aware about Decathlon 50 41.7

Total 120 100.0

Interpretation:

The graph belowrepresents the visits of the population who are aware about Decathlon and the
percentage who are aware are 58.3% in that around 21% visit the store once in 3 months, around 17%
visits once in a month. So the major possibility of the customers to visit is 3 times in 3 months and 1
time in one month.
 Q.From the following decathlon brand which of the following have you bought items from?

Brands Frequency Percent

Quechua 31 26.27

Domyos 20 16.95

Artengo 15 12.71

Kipsta 15 12.71

Btwin 4 3.39

Kalenji 12 10.17

Tarmak 6 5.08
Simond 1 0.85

Nabaiji 0 0.00

Newfeel 5 4.24

Tribord 2 1.69

Inesis 1 0.85

Oxelo 6 5.08

Aptonia 0 0.00
How often do you buy sports materials from decathlon ?

Frequency Percent

On need basis 78 65.0

On the occasion of participating in 17 14.2

competition

During festive season 9 7.5

Every time when the existing sports material 16 13.3

become worn out or breaks etc

Total 120 100.0

Interpretation: The below graph represents the frequency of

sports played by the population. Almost 50% of the respondents

play whenever they’re free, 30% play every day, to

participate in future competition. Around 17.5% play

once in a week only 2.5% play once in fortnight.

Chapter 4
 Conclusions
And
Recommendations

4.1 CONCLUSION

1. Around 41% of the sample size prefer quality as the most prominent factor and

33% prefer all the mentioned factors as prominent.

st
As per the factor analysis it was found that .826 is the 1 highest component who
nd
prefers Guarantee and warranty facility, .790 is the 2 highest component who prefers
rd
location, .833 is the 3 highest component who prefers provision for trial and .896 is
th
the 4 highest component who prefers services and spares.
2. Around 61% are aware about Decathlon and almost 39% are not aware.

3. Around 58% of the sample size who are aware visited Decathlon 42% didn’t

visited in which 3% are aware.

4. In 58.3% who are aware who are aware about Decathlon around 39% of them

came to know about Decathlon through their friends.

5. In 58.3% who are aware who are aware about Decathlon around 21% visit

Decathlon once in three months so shopping frequency is highest three times in

three months.

6. In 58.3% of population who are aware in that around 36% visits decathlon with

the major purpose to buy sports materials, 15% visit to try out new products,

around 4% to accompany with their friends who have heard, visited but never

purchased and rest 3.3% visits for leisure.

7. As per the factor analysis in 58.3% who are aware it was found that .825 is the

st
1 highest component whose perception about Decathlon is that Staff has good

product knowledge and they orient the customers while purchasing and .842 is

nd
2
the highest component whose perception about Decathlon is that

Wide range of products are available at one store.

8. In 58.3% who are aware about Decathlon around 33% of them are brand conscious.

9. In 58.3% who are aware about Decathlon around 56% have purchased selected

brand from Decathlon.

10. In 58.3% who are aware about Decathlon in that around 26% use Quechua brand.

So the sales are highest of this brand through the selected sample.

11. 41.7% of them are not aware about Decathlon in that around 19% say that there

is no advertisement, around 13% says that they are unaware about the location of
the store.

4.2 RECOMMENDATION

1. Although friends is one of the strongest communication media Decathlon

Sports India Pvt. Ltd. Should be more visible on advertisements in print

media like hoardings, magazines, newspapers and it will give more

awareness to the customers if they use broadcast media with some ads.

2. Brand awareness can be enhanced by collaborating with sports academics or

 through national events, by this even the young talent can be captured who

are interested in sports.

3. Around 42% who are not aware Decathlon 13% so there should be awareness about
the location it can be done through hoardings

4.3 LIMITATIONS
4.4 CITATION

1. (n.d.). Retrieved from www.decathlon.in

2. agyekum, C. k. (2015). Consumer perception of product quality. management and
economics department, beijing, china.
3. kapoor, N. (2013). analytical study of consumer perceptiontowards brand: Acase of
sport maeketing.
4. Global journal of management and business studies.
5. Lassar W, M. B. (1995). Measuring customer based brand equity . journal of consumer
marketing.
6. Naufal iza aberdeen, M. s. (n.d.). A study on consumer perception . international
journal of scientific and research publications.
7. Prof. Dr Muhammad Ehsan Malik, M. M. (2013). Importance of brand awareness and
brand loyalty in assessing purchase intentions of consumer. International journal of
business and social science.
8. Risabh singh, S. g. (2018). A study on customer perception towards Decathlon road
cycles.
9. International journal of management and technology and engineering.