Summer Training Report

Submitted by- Harsha Seth Submitted to-

Course- P.G.D.M 3rd Sem Dr. Avinash Kr Supkar
Roll no- PG/24/033 (Associate Professor)
DECATHLON SPORTS INDIA PVT. Ltd

ACKNOWLEDGEMENT

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Research work is a combined effort, so one should thank all that has helped
in making the report purposeful. Hence I take this opportunity to thank all that
have been instrumental in helping me to prepare this report.
I am immensely grateful to Prof. P.N. JHA (Director – SMS Varanasi) for
providing me this opportunity to prove my skills and shoulder the
responsibilities through this survey report.
It is great honour to be assigned this topic. I am immensely grateful to
Dr Avinash Kumar Supkar Sir, for his continuous support and guidance
while pursuing the survey and for taking pains to give his valuable inputs to
structure the report. Without her help and valuable inputs and guidelines, the
completion of this survey would not have been possible.
I also want to thank all the teachers, the staff member and library members for
their valuable advice and guidance which helped me to make this report
purposeful. I specially wish thank to all other people directly or indirectly
related with my research and my friend as without their valuable support this
report would not have been possible.

Harsha Seth
PG/23/033

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DECLARATION

I hereby declare that the information presented in this summer training Report
is correct to the best of my knowledge and the analysis is as per the norms and
guidelines provided for the report. I have utilized the requisite concepts and
applied the required methodologies to analyze the data collected to reach the
conclusion present in the report.

I claim the report to be my indigenous work and has not been published
anywhere else.

Harsha Seth

PG/24/033

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Table of content
Points page no.

1 Introduction
A. Industry overview 5-9
B. Company overview 10-18
2.Experiential learning 19-20
3.Introduction to project 21-22
4.Literature overview 23-24
5. Research methodology 25
6.Data analysis results and interpretation 26-32
7. Conclusion 33
8. Recommendations 34
Appendix 35-37
Bibliography 38

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INDUSTRY
OVERVIEW

PAGE 5
Sport industry is a market in which people, activities, business, and
organizations involved in producing, facilitating, promoting, or organizing
any activity, experience, or business enterprise focused on sports. It is the
market in which the businesses are products offered to its buyers are sports
related and may be goods, services, people, places, or ideas.
A sports industry is developing one of the biggest in the world. More & more
people are participating in sport & recreational activities throughout a wide
spectrum of activities. Indian sports goods retail industry has grown
significantly over the years. Technology, coupled with few government
initiatives, leading to cost-effective production techniques, would be the
prerequisites for this highly evolving industry.
The Indian sports goods retailing sector is becoming intensely competitive, as
more and more players are vying for the same set of customers and is
witnessing a radical transformation. The increase in the number of retailers
across the country indicates that sports industry will boom in a big way in the
near future.
The new entrant in retailing in India signifies the beginning of retail
revolution. Retailing of Sports Goods Market in India is growing due to the
rise in per capita income, changing lifestyle, and consumer preferences. India
has been a manufacturing hub for various sports products and brands sourcing
which has tremendously increased.
Sports are becoming increasingly important as a passive entertainment, both
live and in the media. The most popular "equipped' sport in India is cricket;
next comes volleyball and racket sports. Beyond these, sports equipment’s
market is extremely fragmented. Home fitness equipments is nearly second
only to cricket in terms of consumer expenditure. As maximum consumers of
fitness equipments is by clubs and gyms. Consumers also spend more on
sportswear but their spending is exaggerated by the fashion for wearing sports
clothing and sports shoes as all-purpose leisurewear. As ever, a sport in the
21st century is a market full of extremes. With markets throughout the world

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becoming increasingly more competitive, market research is now on the main
agenda of marketing the sports goods; it means identifying customers and
providing services of uncompromising quality in return for an optimal profit
on investments.
Generally, a growing market is more desirable, not only there is great sales
potential but also usually easier to enter and build sales in a growing market
place. For very small firms, however, a large market can be a double edge
sword. On the positive side of course there is a potential for huge sales,
negatively though larger firms with well established access to marketing
channels and better financing might be tempered to enter such an attractive
market place.
Sports Goods

Sports Goods are defined as tangible, physical products that offer benefits to
consumers.
Conversely, services are intangible, non-physical products. Most sports
products possess the characteristics of both goods and services. Sports goods
industry is comprised of all establishments primarily engaged in retailing new
sporting goods, health and fitness equipment’s, apparels or hosiery, sports
shoes various sports equipment’s and accessories which are sold by sports
good retailers and whole sellers. It is axiomatic that consumers participate in
the activities for which they buy various sports products; where as in some
cases it may be in obverse condition people may not buy products for
participation; e.g. Tread - mill or Jogger may not be used at Health clubs,
Cricket Matting or Helmets may be shared by one or more teams. Table
Tennis Table may be borrowed or rented etc. None less in many sports events
participating trends are clearly correlated with consumer's products. One
believes that sports product is a good, service or any combination such (a)
Product availability in the region, b) Geographic location of the region, c)
Economic condition of the sports participants, etc. are the few points to be
mentioned.
Indian Retail Sector of sports goods

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India is a country having one of the most unorganized sports goods retail
markets.
Traditionally it is a family’s livelihood, with more than 90% retailers function
in less than 500 square feet of shopping space Purchasing power of Indian
urban consumer is growing and branded merchandise in sports are slowly
becoming lifestyle products that are widely accepted.
Indian sports goods retailers need to take advantage of this growth and aim to
grow, diversify and introduce new formats and to face fierce competitive
pressure they 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. No doubt Indian sports goods retail scene is booming
and has witnessed too many players in short time, crowding several categories
without looking at their core competencies, or having a well thought out
branding strategy. Some retailers have still been able to maintain their ground
in the market in spite of the arrival of new entrants. Consumer insights built
over their years of experience in business is helping them to hold the fort
against the onslaught of the new players on the horizon. Researcher quotes
that “Consumers also now play games with retailers – sitting tight and waiting
for the discounts to come. Because purchases are not necessities as they have
more choice about when they buy.”

Sports goods Retail market in Indirapuram

In Indirapuram region sports goods retail has developed a lot and sports goods
market is growing rapidly at an average annual rate of around 5-10 per cent in
the past few years, as young and educated population, higher disposable
income, urbanization, awareness and exposure to international markets,
presence of foreign brands, corporate entry into sports, technological
developments and good performance of the country in some international
events. Also hosting a series of international / national sporting events,

PAGE 8
increased training and infrastructure facility had boosted sports goods
business in the region. Although, sarjapur is not a major sporting region in
country and neither does the players won a significant number of medals in
major sporting events but participants had actively participates in all types of
sporting events.
Also consumers are health conscious as is evident from the growing number
of health clubs, gyms and fitness centres. Sports goods retailing in sarjapur is
not a new concept but the retail formats have changed in the post liberalization
period. In the past, sports retailing was through family-owned single shop
outlets which mostly sold sports equipment and toys. Sports apparel was sold
by apparel retailers and shoes by footwear retailers. There were hardly a any
outlets providing sports apparel, shoes, equipment and accessories under one
roof. After last few decades sports goods retail business in sarjapur under gone
a massive changes from family-owned, one-shop businesses to corporate
retailing, presence all type of foreign brands through exclusive outlets,
department stores, other convenience stores, etc.
There are a number of studies on the various retail sectors in sarjapur.
However, they do not specifically look at sports goods retailing.
Researcher pointed out that sports goods retailers in the region are more likely
to sell high-value technology-oriented products, fast-moving products along
with foreign brands that operate across all segments including sports
equipment, apparel, shoes and sports accessories which help them to increase
their retail footprints. However, penetration of sports retailers in smaller cities
of region is somewhat restricted by availability and access to sports
infrastructure.

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PAGE 10
Services offered by sports goods retailers
The general services which a sports goods retailer should provide are as
below:
1. Sports goods retailers anticipate the wants of the consumers and then
supplies them right kind of goods at reasonable price. Retailers make
consumers buying easy & convenient as possible.
2. Retailers perform the service of bulk-breaking i.e. dividing large quantities
into small units, appropriate for consumer use.
3. Retailers create time and place utility by storing the products in off season
and by transporting these goods to the places where they can be readily
available as and when needed by the consumer.
4. Retailers also help the manufacturers in distributing their goods by using
advertisement display and personal selling.

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5. Retailers sometimes also offer free delivery of goods, credit, free alteration,
liberal exchange facilities, instructions in the use of goods, revolving credit
plans, etc.
Marketing

Marketing is one of the most misunderstood and confused terms used in

business. Many of us are often confused between marketing and selling.
However, these two concepts have exactly opposite connation. Marketing is
existed in the world of business and commerce. The marketing concept is very
logical. In general, marketing activities are all those associated with
identifying the particular wants and needs. The two can be differentiated as
(1) Manufacturers
Create a product, which is given to sales representatives to find a customer
and sell that product;
Where as in the marketing approach the information is given to the designer
who develops a
Product and finally the manufacturer who produce the desired product. Thus,
the sales approach begins and ends with the customers.
(2) The second major difference between sales and marketing approaches is
the focus of management. The sales approach almost always focuses on
volume; while the marketing approach focus on profit. Marketing is a
dynamic discipline, one must adapt quickly to new technologies, new
products & new consumer tastes, as rapid technological innovations continue
to change human needs & provide goods & services to consumers at an
affordable price. A need occurs when an individual feels that they lack a
necessity. A want, on the other hand, is something learned; it is shaped by
various factors such as culture, experience, social-influence etc. Thus, a
market is composed of potential consumers with the desire and ability to
purchase a specific product.
Four P’s of Marketing

There is evidence that some universal rules are applicable to successful

marketing in retail sports goods industries. Studies have found that some of

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the characteristics affecting consumer behaviour that marketers must take into
account, due to the influence on consumer purchases are product, pricing,
positioning, and placement. What is known in marketing circles
as 4 P’s? As selling sports goods need to create a successful mix of:
1) The right product, 2) Sold at the right price, 3) In the right place & 4) Using
the most

Geographical location can be important in retailing. Sports goods consumers

are not quite sure what they want and want to be able to make comparisons
among a number of different shops, retailers can attract customers by
clustering together. The importance of geographical location means that local
market power can be high and the inability to find an appropriate location can
act as a barrier to entry.

Product selection (Quality and Range of Products Retailed)

Location in product space tends to be very important in retailing. Retailers
carry out a selective gatekeeper function: consumers do not have the time or
ability to look at all products available from manufacturers, and they prefer

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retailers to carry out some selection on their behalf. Consumers then choose
between retailers on the grounds of the sort of product selection they expect
the retailer to have already done.

Level and quality of retailer service

Simply deciding which products to retail, however, is only part of a retailer’s
quality choice. In addition to the physical characteristics of the products
chosen, the retailer has to decide how much, and what form, of retailer service
to provide.
There are various possible types of service that retailers can provide:
1. Shop ambience 2. Point-of-sale service
3. After-sales service 4. Product promotion
5. Retailer image/reputation
There are a variety of opportunities to market within the sports industries, as
it views marketing not as hunting but as gardening. Minds are like parachutes,
they only function when they are open. Many sports goods manufacturers
have formed their own wholesale and retail networks. Also a new marketing
strategy the in- house retail system is being applied by various manufacturers
to achieve consumers loyalty and strengthen their competitiveness, ultimately
leading to greater market share, because instead of product centered "make
and sell" philosophy,
the sports product marketing concept is a customer centered "sense and
respond" philosophy.

COMPANY OVERVIEW

PAGE 14
Decathlon Sports India pvt..Ltd

PAGE 15
Founded 1976

Headquarters Villeneuve d'Ascq, France

Michel Aballea
Key people
Michel Leclercq, founder and 40% owner

Clothing
Products Sportswear
Sports equipment

Revenue €10 billion (2015)

Number of employees 78,000 (2016)

Quechua, Tribord, Domyos, B'Twin, Kipsta

Wed'ze, Simond, Kalenji, Newfeel, Arteng
Subsidiaries
Geologic, Caperlan, Solognac, Fouganza
Aptonia, Geonaute, Orao, Subea

Website www.decathlon.com

(French pronunciation) is a French sporting goods retailer. They are the

largest sporting goods retailer in the world.
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, Hong Kong in 2013, Malaysia in 2016
and Southeast Asia in 2012 and South Africa, Philippines in 2017
and Australia in 2018. Today, there are more than 1100 stores in 38 countries.
The company employs more than 78,000 staff from 80 different nationalities.

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The retailer stocks a wide range of sporting goods, from tennis rackets to
advanced scuba diving equipment, usually in large superstores which are
sized at an average of 4,000m².Decathlon Group also owns over 20 brands,
with research and development facilities all over France to develop the latest
innovative designs, registering up to 40 patents per year. Each brand
represents a different sport or group of sports, with a dedicated product
development and design team..
1000+ stores are located globally, in numerous countries.
Online delivery has been introduced in Belgium, France, Netherlands,
Hungary, United Kingdom, Germany, Turkey, Hong Kong, India, Japan,
Italy, Singapore, Spain, Brazil, Portugal, Romania, Ireland, Mexico,
Australia, and recently, Vietnam.
In India, Decathlon products can be bought directly through their stores
subsequent to change in India's FDI policy and approval for Decathlon in
February 2013. In addition to this, Decathlon products are also available
online through their online resellers.
In late 2016, an online only delivery service has been introduced in Tunisia as
preparations to open the first store in Tunis have already started. The first store
opened in November 2017 in Tunis City commercial center in Tunis. A
second store opened on April 2018 in the country situated in La Marsa.
In February 2017, they opened the first store in Bogota, Colombia in the mall
Parque La Colina And last July 2017, Decathlon has opened its doors to the
Filipino people located at Festival Mall in Filinvest Corporate City, Alabang,
Muntinlupa, Philippines Their first Australian store has also opened in
Tempe, Sydney, NSW, in December 2017.
In August 2017, the company announced it would open its first Canadian store
in Brossard, Quebec during the spring of 2018.
In April 2018, the company announced it would open its first Serbian store
in Belgrade, Serbia during the spring of 2019.

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Mission
Decathlon’s main mission is to make sports accessible to as many people as
we can . we would like to help, inspire and guide you through your sports
experiences. We believe that being active and discovering new sports every
day is an important part of a healthy lifestyle. Let’s do some sports together,
as together is always more fun!

Values
OUR VALUES

Vitality

Vitality is Life, intense activity, energy, drive and vigor. Our employees are
full of vitality as they have, first and foremost, a positive mindset and are
bursting with energy. They are enthusiastic, they love creating and innovating,
and relentlessly strive to improve and make things around them change.

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

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Employees
Our teammates are the engine of everything we do. That's why we are
investing in our people and we always co-build the future of Decathlon
together. Everyone has their say in our strategy and project ideas. We believe
in the motto: "Happy employees, Happy Customers". Currently, we have over
80 000 employees worldwide.

Customer orientation
Our mission at Decathlon is to make sport accessible to the many.
To achieve this, we always aim to keep our prices as low as possible, whilst
doing what is best for you - our customer.
We will continue to focus our energy on keeping our great prices and quality,
carrying on our expansion to become closer to even more British sports users,
and improving your sporting and shopping experience in our stores and
online.

Product ranges
The retailer develops and sells its own brands, which the company
characterizes as "passion brands". Each sport or group of sports has a
separate brand name:
Aptonia - Nutrition and Healthcare
Quechua – Mountain Hiking
Artengo - Racket Sports
B'Twin - Cycling and Workshop
Caperlan - Fishing

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Domyos - Fitness, Gym, Yoga, Dance,
Forclaz - Trekking
Fouganza - Horse Riding
FLX - Cricket
Geologic - Target Sports such as Archery, Darts and Pétanque
Geonaute - Sports Electronics
Inesis - Golf
Itiwit - paddle sports
Kalenji - Running
Kipsta - Team Sports
Nabaiji - Swimming
Newfeel - Sport Walking
Orao - Eyewear and Optical Accessories
Outshock - Combat Sports
Oxelo - Rollersports, Skating and Scooters
Quechua - Hiking, Camping and Outdoor Gear
Simond - Mountaineering
Solognac - Hunting
Subea - Diving
Tarmak - Basketball
Triban - Cycling
Tribord - Water sports
Wed'Ze - Skiing and Snowboarding

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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)

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 François Neukirsh,
Managing Director of Go Sport, in the newspaper Les Échos. Otherwise, the
company does not have significant competition due to their specific target
audience in mass-market retail. Intersport is also a major competitor mainly
in European market.

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Social Standards
Decathlon has been criticised for violation of social standards and local laws
in the factories run by its contractors in Sri Lanka. Workers are forced to work
over-long shifts and do not receive any holidays, even though local laws in
Sri Lanka require paid holidays. Similarly, in violation of local laws, workers
do not receive payment if sick.

REPLACEMENT POLICY

WARRANTY:
The Buyer undertakes to take all the necessary measures to preserve in good condition all
the products ordered.

TERM:
Most of the DSI brand products are covered by a contractual one year warranty unless
otherwise specified on the product or its packaging or by Decathlon at the time of sale.
However, this warranty shall not apply in the case of natural wear and tear of the product,
damage caused by negligent use of the product, or by use in a manner for which the product
was not intended.

The 90 Day Replacement Guarantee seeks to assist Buyers who have received defective
goods due to purchase on the Website. If at the time of delivery and/or within 90 days from
the date of delivery of the product/s, if any defect is found, then the buyer of the product/s
can ask for replacement of the product/s from Decathlon subject to the following terms and
conditions:

1. Notify Decathlon of any defects in the product/s at the time of delivery of the product/s
and/or within 90 days from the date of delivery and the same product/s will be replaced in
return of the defective product/s.

2. Replacement can be for the entire product/s or part/s of the product subject to availability
of the same with Decathlon.

Following products shall not be eligible for return or replacement:

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Damages due to misuse of product;
Incidental damage due to malfunctioning of product;
Any consumable item which has been used/installed;
Products with tampered or missing serial/UPC numbers;
Digital products/services;
Any damage/defect which are not covered under the Decathlon warranty
policy;
Any product that is returned without all original packaging and accessories,
including the box, packaging if any, and all other items originally included
with the product/s delivered;
On Clothing, and footwear, Decathlon accepts 90 day exchange subject to the following
conditions:

Clothes and footwear are not used (other than for trial), altered, washed, soiled
or damaged in any way.
Original tags and packaging should be intact. For items that come in
packaging, the box should be undamaged.
Damaged or defective clothing and footwear products are covered by the 30
Day Replacement Guarantee.

If Decathlon has suspicion or knowledge, that any of its buyers are involved in any activity
that is intended to provide claims or information that is false, misleading or not genuine,
then Decathlon may while reserving its rights to initiate civil and/or criminal proceedings
against such person may also at its sole discretion suspend, block, restrict, cancel the
Display Name of such buyer and /or disqualify that Buyer and any related Buyers from
availing protection through this program.

Decathlon reserves its right to initiate civil and/or criminal proceedings against a Buyer
who, files an invalid and/or false claims or provides false, incomplete, or misleading
information. In addition to the legal proceedings as aforesaid, Decathlon may at its sole
discretion suspend, block, restrict, cancel the Display Name [and its related Display
Names] of such Buyer and/or disqualify that Buyer and any related Buyers from availing

PAGE 23
protection through this program. Any person who, knowingly and with intent to injure,
defraud or deceive, files a Fraudulent Complaint containing false, incomplete, or
misleading information may be guilty of a criminal offence and will be prosecuted to the
fullest extent of the law.

DECATHLON SPORTS INDIA – WARRANTY

On most products of Decathlon sold online, you can enjoy a 2 year warranty
while some products may offer a 5 to 10 year warranty as well
The warranty holds good for products that are used within the prescribed
norms. Those that are not eligible for warranty are:
1) Products that have surpasses the warranty period
2) Damages due to misuse of product
3) Incidental damage to the product
4) Products that do not have serial/chassis number (Bikes and gym
equipment)
5) Malfunction of digital product due to user settings
6) Negligence and improper care in maintenance of the product
7) Products that come under the category of natural wear and tear (tires,
racket guts, bearings, wheels, etc.)
WARRANTY ON BICYCLES

A Life Time Warranty on the frame of the bicycle and a 2 year warranty on
the front fork
There is no warranty on parts subject to wear and tear - internal and external
tubes, brake locks, brake handlebars, pedals, the chain, fro and back
derailleurs, brake lines, light bulbs, wheel rims, transmission and derailing
chain devices
Other conditions not covered by our warranty

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a)Damage by third-party, intentional damage or will full negligence
b)Improper use and maintenance
c) Bike modifications
d) Use of non-original parts
e) Natural disaster and force
f) Damage during transportation

WARRANTY ON CLOTHING

- Most apparels have a 2 year warranty policy

- Warranty is ensured on the quality of the fabric, zippers and buttons
- NO WARRANTY on induced tears, fading due to detergents, a leaking
phenomenon, etc

WARRANTY ON SWIMMING PRODUCTS

- 2 year warranty on the Quality of the product, stitching and colour

- NO WARRANTY on physical induced damage, inappropriate usage or
negligence

WARRANTY ON SHOES
- 2 years warranty on the Quality of the product, stitching, colour, sole and
in case of a manufacturing defect
- NO WARRANTY on laces and mesh of the shoe
- NO WARRANTY on physical induced damaged, inappropriate usage or
negligence

PAGE 25
WARRANTY ON ROLLER SKATES AND SKATEBOARDS
-2 year warranty on body parts, wheels, brackets and pedals
- NO WARRANTY on any induced damage to the wheels, brackets, pedals,
wheel bearings, brake blocks, handles and other consumables

WARRANTY ON FITNESS/GYM EQUIPMENT

- 2 year warranty on exercise bikes (wearable parts), elliptical trainers
(wearable parts), treadmills (vulnerable motor parts). muscle exercise
machines and consumable parts
- 5 year warranty on the framework for all the above mentioned products
- NO WARRANTY on screws, plastic parts, wires, plugs and batteries

WARRANTY ON SEATING PRODUCTS

- 2 year warranty on quality of the material or fabric used
- NO WARRANTY if weight endured is more than maximum load, excessive
use of knobs ( if any), man-made or induced physical damage

WARRANTY ON ELECTRONICS
- 2 year warranty on most of the electronic gadgets
- NO WARRANTY on improper usage, submersion in water (unless
otherwise specified), severe impact, physical damage
- NO WARRANTY on batteries, belts and buckles

PAGE 26
WARRANTY ON RACKET SPORT PRODUCTS

- 2 year warranty on - Shoes and Apparel (refer details mentioned above)

- NO WARRANTY on guts, sweat bands and Towels
- No warranty can be claimed on physical or induced damage
- Wear and tear of balls and shuttle corks

WARRANTY ON CRICKET EQUIPMENT AND ACCESSORIES

(FLX)
- 6 months warranty on Bats and Balls
- Refer Clothing, Apparel and Shoes warranty terms above

WARRANTY ON TEAM SPORTS AND RELATED PRODUCTS

- 2 years warranty applicable on all products unless otherwise specified on the
same
- 6 months warranty on the football bladder
- Refer Clothing, Apparel and Shoes warranty terms above

OTHER WARRANTY DETAILS

Warranty on Sleeping Bags

- 5 year warranty on sleeping bags

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Warranty on Backpacks

- 10 year warranty on all hiking and trekking backpacks except the ultra-
compact backpacks
- 2 year warranty on the other backpacks

Warranty on Golf Kits

- 2 year warranty on golf kits and apparel

- NO WARRANTY on Golf Balls

PAGE 28
Experiential learning

Department I worked with

I worked with Quechua department in the store which consist of three sub
departments’ Hiking, Trekking and skiing departments. All these departments
works together with few members of sports enthusiast people

Experience

I joined Decathlon Indirapuram store at Indirapuram Ghaziabad. I could tell

from the first sight that it was different from any other workplace! Employees
were coming in sports attire, dropping by and shaking hands with each other,
greeting them with a warm smile. I soon figured that it was part of the
awesome work culture and fantastic employee bonding at Decathlon. I met
my mentor, Kundan (Quechua coach), who briefed me about the company and
its values. Being a sports enthusiast myself, I was deeply convinced by
Decathlon’s vision to make sports accessible to all and it didn’t take me long
to blend into the sporting culture of the place. Decathlon was not all about
playing around and having fun. I was soon assigned Quechua department, the
in-house running brand of the company. I was expected to manage the sales
of the brand for the next two months, at the mean while working on my
assigned summer internship project. That means I worked for straight 9-hour
long shifts in which one wasn’t expected to sit even once, except the lunch
break!
I managed the visual merchandising of the brand and dealt with even the
‘unfriendliest’ of customers in the friendliest way possible! It wasn’t an easy
job, but it helped me learn the nitty-gritty of sales .I also cherished the freedom
that was given to every intern and employee when it came to work. I could set
daily pilot strategy, manage my layout format, and set my own merchandising
display! I wasn’t supposed to follow any set pattern and could try anything
and everything. I could make any no. of mistakes as long as I kept learning
from them. Was there any downside? Well, as they say, with great power
comes great responsibility. True ownership meant I was accountable for every

PAGE 29
minute details of my layout, something as big as deciding the growth strategy
to as trivial as managing the cleaning work. There was no concept of
weekends, rather I was overloaded with work on weekends! It was very
demanding at times, and I could perform only because I was passionate about
it.
From this internship, I got a real hang of how sales work, how visual
merchandising is taken care of in a retail outlet, how a brand’s commercial
policy should be developed, etc. I made some great friends, tried my hands on
skateboarding, cycling, and of course, my fitness improved too. On the last
day of the internship, I was also offered a full-time job! Overall, it was an
enriching experience and I couldn’t be any happier. Decathlon, you will
always be an inevitable part of my life!
Department members or employees are responsible for all the growth and de-
growth of their specific department
1. Layout management
2. Manual ordering of stocks
3. Direct customer interaction
4. Refilling of stock
5. Inventory Counting
6. Cashiering

PAGE 30
 SECTION B

Introduction

What is project ?
The study of sport consumer behaviour developed from the general field of
consumer behaviour. Consumer behaviour emerged in the early 1980s from a
variety of disciplines such as marketing, psychology, sociology,
anthropology, communication, and education to examine consumption in
many forms and contexts Provides the reader with an introduction to sport and
event consumer behaviour followed by a comprehensive understanding of
motivation, decision-making and a discussion of sport marketing activities
1. Who are our consumers? 2. What do they buy and how often do they use
it? 3. Where do our consumers live? 4. Where, when, and how are our
consumers exposed to our product/service? 5. How does our consumer use
and dispose of the product/service? 6. How does the product/service make the
consumer feel physically and feel about his/herself emotionally?
Based upon the amount time and financial resources individuals devote to
sport and related event consumption activities, sport consumer behaviour
represents an important and central aspect of life. As a result, marketing
actions should develop a better understanding of consumer decision-making
before any strategies are developed. Such an approach involves asking general
questions to develop marketing strategies designed to increase and sustain
consumer demand for products and services.

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Outline of the project
The time devoted to sport and event related consumption activities is not
isolated and can include the interaction of multiple sport and non-sport
consumption activities. For example, being a professional football fan can
have an impact on consumption of football at other levels, or consumption of
other spectator sports, or active recreational sport participation. Similarly,
devoting time to train for a marathon will have consequences for other
consumption activities. The level of attention devoted to sport impacts
consumption behaviour not traditionally sport related. For example,
individuals may decide on sport related home decorating, food and dining,
movies, clothing, education, automobiles, and office supplies. Sport lifestyle
purchases often occur among committed bikers, rock climbers, as well as die
hard sport fans.

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Objective of Research

1. Competition mapping & market analysis

2. To understand the assortment depth in terms of quality,
technicalities, sizes & brand stocked.
3. To ascertain the sales volume of different sub brands of
Decathlon under one roof .
4. To understand customers brand loyalty.
5. To understand the volume of sales of each department.

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Literature overview

Sports and games have become one of the most essential elements of human
life as it contributes to both the physical as well as mental fitness. Now day’s
people are trying to get involved in any sports activities to build their team
spirit, mental strength, constructive use of time, confidence and decision
making. This in turn has created a rise for the sports goods industries. These
industries are now competing against each other to become world leaders in
sports industry with the help of newly innovative branding techniques and
marketing strategies to attract more customers.

Brand allows consumers to filter out the countless generic items and gives
them a reason to buy the product. Brand is essentially the sum of all
experiences related to the product, service, and companies that make and
deliver the product. Branding is a very powerful component in business as it
can make or break business interests, it can destroy corporate image or it can
build public trust and credibility. It all depends on how it creates an impact on
the consumer’s perception.

Brand perceptions are shaped by functional experiences (i.e. design, comfort,

quality, price, reliability, ease of use) as well as emotional experiences (i.e.
social status, make me feel better, improve my performance, make my life/job
more gratifying or easier) the customer associates with the product and
company. Once a customer likes your brand he/she will definitely come back
for repeated services or products. The qualities of the product or services are
ensured through the customers minds from the brand image. Brand
recognition is acquired when a brand is widely known in the marketplace. The
ability of creating and retaining a brand is called brand management.

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With the demand in the market for sports goods, various prominent brands are
trying their best to satisfy the customers with the help of innovative techniques
which causes impact on the perception of the consumers to change their
brands. This changes the buying behaviour of the consumers which is a
process they use to make purchase decisions as well as the use and disposal
of the purchased goods and services.

Consumer behaviour is comparatively a new field of study which evolved just

after the Second World War. The seller’s market has disappeared and buyer’s
market has come up. This led to paradigm shift of the manufacturer‘s attention
from product to consumer and specially focused on the consumer behaviour.

The evaluation of marketing concept from mere selling concept to consumer-

oriented marketing has resulted in buyer behaviour becoming an independent
discipline. The growth of consumerism and consumer legislation emphasizes
the importance that is given to the consumer. Consumer behaviour is a study
of how individuals make decision to spend their available resources (time,
money and effort) or consumption related aspects (What they buy? When they
buy?, How they buy? etc.).
The heterogeneity among people makes understanding consumer behaviour a
challenging task to marketers. Hence marketers felt the need to obtain an in-
depth knowledge of consumers buying behaviour. Finally this knowledge
acted as an imperative tool in the hands of marketers to forecast the future
buying behaviour of customers and devise four marketing strategies in order
to create long term customer relationship. Consumer Behaviour
It is broadly the study of individuals, or organisations and the processes
consumers use to search, select, use and dispose of products, services,
experience, or ideas to satisfy needs and its impact on the consumer and
society. Customers versus Consumers

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The term customer’s specific in terms of brand, company, or shop. It refers
to person who customarily or regularly purchases particular brand, purchases
particular company‘s product, or purchases from particular shop. Thus a
person who shops at Bata Stores or who uses Raymond clothing is a customer
of these firms. Whereas the consumer‘is a person who generally engages in
the activities - search, select, use and dispose of products, services,
experience, or ideas.

Consumer Motives
Consumer has a motive for purchasing a particular product. Motive is a strong
feeling, urge, instinct, desire or emotion that makes the buyer to make a
decision to buy

PAGE 36
 Research
Methodology

PAGE 37
Research methodology
Type of research:
Type of data:
Data collection method:
Data collection instrument:
Sampling technique:
Sample size:
Universe of study:
Data analysis tools:
Descriptive Research
Primary data
Survey
Questionnaire
Convenience sampling
100
Decathlon Indirapuram
Microsoft Excel, SPSS

PAGE 38
Q.3 How much would you usually spend per month on
clothing and accessories ?

Data Analysis:
Out of 100 respondents 50% of the respondents spend upto
5000-7000 and 25.51% spend upto 3000-5000 while
shopping 22.45% of the people shop for 7000 and above
whereas 2.04%
Data Interpretation:
Descriptive Statistics

PAGE 39
 Std.
Minim Maxi Deviatio Varia
N um mum Sum Mean n nce Skewness Kurtosis
Statis Statist Statist Statis Statis Statis Statis Std. Statis
tic ic ic tic tic Statistic tic tic Error tic Std. Error
How well do you feel that our -
99 1 5 403 4.07 1.052 1.107 .243 2.186 .481
company understands your needs ? 1.484
Valid N (listwise) 99

Majority of the people spend more or less than 5000 and 7000
which shows that people living in indirapuram have a good
purchasing power and a better standard of living

Q. 4 How well do you feel that our company understands

your needs?

VAR00005

PAGE 40
 Cumulative
Frequency Percent Valid Percent Percent
Valid disagree 6 6.0 6.1 6.1
neutral 12 12.0 12.1 18.2
agree 35 35.0 35.4 53.5
strongly Agree 46 46.0 46.5 100.0
Total 99 99.0 100.0
Missing System 1 1.0
Total 100 100.0

VAR00006

PAGE 41
 Cumulative
Frequency Percent Valid Percent Percent

Valid Not at all good 3 3.0 3.0 3.0

somewhat good 7 7.0 7.1 10.1

neutral 4 4.0 4.0 14.1

good 41 41.0 41.4 55.6

extremely good 44 44.0 44.4 100.0

Total 99 99.0 100.0

Missing System 1 1.0

Total 100 100.0

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VAR00007
Cumulative
Frequency Percent Valid Percent Percent
Valid very low 3 3.0 3.0 3.0
low 16 16.0 16.2 19.2
neither low neither high 30 30.0 30.3 49.5
high 35 35.0 35.4 84.8
very high 15 15.0 15.2 100.0
Total 99 99.0 100.0
Missing System 1 1.0
Total 100 100.0

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PAGE 44
VAR00008
Cumulative
Frequency Percent Valid Percent Percent
Valid not at all 1 1.0 1.0 1.0
somewhat 3 3.0 3.0 4.0
neutral 2 2.0 2.0 6.1
likely 31 31.0 31.3 37.4
very likely 62 62.0 62.6 100.0
Total 99 99.0 100.0
Missing System 1 1.0
Total 100 100.0

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 Dichotmous Questions
Descriptive Statistics

N Minimum Maximum Sum Mean Std. Deviation

VAR00001 100 1 2 118 1.18 .386
Valid N (listwise) 100

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PAGE 47
Descriptive Statistics

N Minimum Maximum Sum Mean Std. Deviation

VAR00001 100 1 2 118 1.18 .386
Valid N (listwise) 100

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VAR00006

Interpretation:-
Out of 100 respondents 39.39% of the people shop for once
in a 4 months 25.25% of the people once in a 6 month
and 25.25% shop for once in a month whereas 10.10% once
in a year .
Q.3 How much would you usually spend per month on
clothing and accessories ?
Descriptive Statistics

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 N Minimum Maximum Sum Mean Std. Deviation Variance

Statistic Statistic Statistic Statistic Statistic Statistic Statistic

How much would You
usually spend per month on 61 300 700 25600 419.67 137.622 1.894E4
clothing and acccessories ?
Valid N (listwise) 61

Interpretation :-
Out of the 100 respondents 39% people shop for once in 4 month whereas
25.25% respondents shop for once in a month likewise 25.25 % shop for once
in 6 months

PAGE 50
and rest of the 10.10% once in a month.
shfhehefhanfjesnDescriptive Statistics
Maximu Std.
N Minimum m Sum Mean Deviation Variance Skewness Kur
Std.
Statistic Statistic Statistic Statistic Statistic Statistic Statistic Statistic Error Sta
How much would You
usually spend per
61 300 700 25600 419.67 137.622 1.894E4 .744 .306 -.56
month on clothing and
acccessories ?
Valid N (listwise) 61

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PAGE 56
Q.3 How much would you usually spend on clothing and accessories?

Descriptive Statistics

N Minimum Maximum Sum Mean Std. Deviation Varianc

Statistic Statistic Statistic Statistic Statistic Statistic Statistic

How much would You
usually spend per month on 61 300 700 25600 419.67 137.622 1.894E4
clothing and acccessories ?
Valid N (listwise) 61

Descriptive Statistics
Minimu Maximu Std. Varianc
N m m Sum Mean Deviation e Skewness Kurtosis
Std.
Statistic Statistic Statistic Statistic Statistic Statistic Statistic Statistic Error Statistic
How much would
You usually spend
per month on 61 300 700 25600 419.67 137.622 1.894E4 .744 .306 -.563
clothing and
acccessories ?
Valid N (listwise) 61

PAGE 57
Out of the 100 respondents 39% of the respondents shop for once in a 4
months whereas 25.25 % respondents shop once in a 6 months but on the
contrary there are same number of respondents who shop for once in a month
also. There are 10 % of people who rarely shop in a year from Decathlon.

Q.3 How much you would usually spend on clothing and accessories?
Descriptive Statistics
Minimu Maximu Std. Varianc
N m m Sum Mean Deviation e Skewness Kurtos
Std.
Statistic Statistic Statistic Statistic Statistic Statistic Statistic Statistic Error Statisti
How much would You
usually spend per
61 300 700 25600 419.67 137.622 1.894E4 .744 .306 -.563
month on clothing
and acccessories ?
Valid N (listwise) 61

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