A

Project Report
On
A Study of Sports Stores in India with Special
Reference to Decathlon.

Submitted in Partial Fulfilment for the Degree of

Bachelor of Business Administration.

S.S. JAIN SUBODH P.G. (AUTONOMOUS) COLLEGE JAIPUR

(2023-24)

SUBMITTED BY SUBMITTED TO
Vidit Goyal (2241226) Ms. Nikita Jhamani
Tanvi Khandelwal (2241222) Assistant Professor
Tarun Singhal (2241223) Department of Business
Vansh Makhija (2241225) Administration
Vinayak Sirohiya (2241227)
(VI Semester)
 CERTIFICATE

This is to certify that the Project Report entitled “A study of sports stores in India with special
reference to Decathlon” is a record of project work done independently by VIDIT GOYAL
under my guidance and supervision and that it has not previously formed the basis for the award
of any degree, fellowship or associate ship.

MS. NIKITA JHAMANI

Assistant Professor
Department of Business Administration
S.S. Jain Subodh P.G. (Autonomous) College
Jaipur
 DECLARATION

I, VIDIT GOYAL, student of BBA Semester VI hereby declare that the project work presented
in this report is my own work and has been carried out under the supervision of MS. NIKITA
JHAMANI of S.S. Jain Subodh P.G. (Autonomous) College. This work has not been previously
submitted to any other university for any examination.

Vidit Goyal

S.S. Jain Subodh P.G. (Autonomous) College

Jaipur
 ACKNOWLEDGEMENT

It is not often in life that you get a chance of appreciating and expressing your feelings in black
and white to thank the people who have been a crucial part of your successes, your
accomplishments, and your being what you are today. I take this opportunity to first of all thank
the Faculty at S.S. Jain Subodh P.G. (Autonomous) College, especially Prof. K.B. Sharma,
Principal, and Dr. Preeti Gupta, Head of the Department of BBA, for inculcating and instilling
in me the knowledge, learning, will-power, values, and the competitiveness and
professionalism required by me as a management student.

I would like to give special thanks to Ms. Nikita Jhamani for educating me silver lining in every
dark cloud. Her enduring efforts, guidance, patience, and enthusiasm have given a sense of
direction and purposefulness to this project and ultimately made it a success.

I express my sincere and heartiest thanks to everyone who has contributed towards the
successful completion of the Project.

Last but not least, I would like to thank my family: my parents for supporting me spiritually
throughout my life.

The errors and inconsistencies remain my own.

Vidit Goyal (2241226)

(VI Semester)
 TABLE OF CONTENTS

Serial Chapter Page

Number Number
INTRODUCTION TO SPORTS
1. INDUSTRY IN INDIA 1-7

2. MAJOR PLAYERS IN INDIAN

MARKET 8-24

3. INTRODUCTION TO DECATHLON 25-44

4. LITERATURE REVIEW 45-49
5. RESEARCH METHODOLOGY 50-52
6. DATA ANALYSIS AND
PRESENTATION 53-69

7. FINDINGS 70-74
8. BIBLIOGRAPHY 75-80
- QUESTIONNAIRE
 1 INTRODUCTION TO SPORTS INDUSTRY IN INDIA

The sports industry in India has been rapidly growing in recent years, fuelled by factors
like increased interest in sports, growth in infrastructure, and the success of Indian
athletes in various international events. Cricket has traditionally been the most popular
sport in India, but other sports like football, kabaddi, badminton, and hockey have also
gained significant popularity.

The Indian Premier League (IPL) has played a crucial role in revolutionizing cricket in
India, making it not just a sport but also a massive entertainment industry. Other
professional leagues like the Pro Kabaddi League (PKL), Indian Super League (ISL)
for football, and Premier Badminton League (PBL) have also contributed to the growth
of their respective sports.

Additionally, the government and private sector investments in sports infrastructure,

training facilities, and grassroots development programs have further boosted the
industry. The emergence of sports management and marketing agencies, along with
endorsements and sponsorships, has also added to the commercialization of sports in
India. Overall, the sports industry in India is experiencing a positive trajectory with
increasing opportunities for athletes, fans, and businesses alike.

1.1 Growth in the Industry

The Indian sports industry is experiencing a significant boom, with an impressive 11%
growth reported in 2023 [Sportstar, Indian sports industry registers 11% growth in
2023]. This translates to a current market value of Rs. 15,766 crore, a substantial
increase from just a decade ago [Sportstar, Indian sports industry registers 11% growth
in 2023]. This growth is fueled by a number of factors, including:

• Rising disposable income: More Indians have more money to spend on leisure
activities, including sports goods and participation.
• Increased interest in fitness: Health awareness is growing, leading to a greater
emphasis on physical activity.

1
• Success of Indian athletes: Cricket's enduring popularity and the rise of stars in
other sports like badminton and kabaddi are inspiring a new generation.
• Investment in infrastructure: The government is recognizing the potential of the
sports industry and allocating funds to develop facilities.

1.2 Export trend`

India exports all kinds of sporting goods such as toys, recreational games, puzzles,
video games, parlour and billiard games, casino articles, festive, carnival, and
entertainment articles, gymnastic articles, swimming and outdoor games equipment,
fishing and hunting equipment, swings, circus, shooting gallery and fairground
amusement articles. From April 2022-August 2022, India exported sporting goods
worth US$ 280.37 million.

During 2021-22, India exported sporting goods of total worth US$ 546 million. This
was a significant increase from the last year's exports valued at US$ 402.44 million.
Since 2016-17, the sporting goods exports from India have witnessed growth at a
CAGR of 13%. Major exported items are inflatable balls and accessories, nets, general
exercise equipment, boxing equipment, toys and games, protective equipment, cricket
equipment, sportswear, carrom boards, and hammock.

India is one of the leading international sourcing destinations for inflatable balls and
other sports goods for global brands such as Mitre, Lotto, Umbro, and Wilson. During
2019-20, gymnasium equipment contributed 10% to exports, while sports gloves and
water surfing boards accounted for 3% and 2% of exports. During the last decade (2010-
22 to 2019-20), India has grown its competitiveness in exports of 'articles and
equipment for table tennis, tennis, badminton, and similar rackets, with a thirty-fold
increase in exports. In 2019, India's share in the global market for tennis products
increased to 1.2%.

2
1.3 Efforts to promote sports in India

‘Sports’ being a state subject, the responsibility for development of sports rests
with the State/Union Territory Governments. Central Government supplements their
efforts in this regard.

Figure 1.1 Source: Google

Sports Ministry Budget for India in 2024

India's sports ministry received an allocation of Rs. 3,442.32 crore in the 2024
Union Budget. This represents a modest increase of Rs. 45.36 crore compared to the
previous year [Financial Express, Budget 2024: Sports Ministry gets Rs 45 crore boost
in the Olympics year].

3
 Sports Authority of India is the premier sports body that is in charge of
implementing the sports schemes to promote sports culture in India. The Ministry of
Youth Affairs & Sports has formulated the following schemes to promote sports in
the country, including in rural, tribal and backward areas:

o Khelo India Scheme:

In 2016, the government combined three existing schemes: the Rajiv Gandhi Khel
Abhiyan, the Urban Sports Infrastructure Scheme and the National Sports Talent Search
System—into the Khelo India scheme.
India is divided into 5 zones namely North, East, West, South and North-East Zones to
carry out talent identification.
Talent search is started at grassroots level in two categories: Sports potential talent
identification & Proven talent identification.
Khelo India Athletes identified and selected under the scheme are provided annual
financial assistance of Rs. 6.28 lakh per athlete.

Figure 1.2 Source: Google

4
 o Target Olympic Podium Scheme:
TOPS provides assistance to India’s top athletes. Under the Scheme, the Department of
Sports shall identify athletes who are potential medal winners in 2020/2024 Olympics.
o Assistance to National Sports Federations
o Special Awards to Winners in International sports events and their Coaches
o National Sports Awards, Pension to Meritorious Sports Persons
o Pandit Deendayal Upadhyay National Sports Welfare Fund
o National Sports Development Fund
o Running Sports Training Centres
o Other efforts:
FIT INDIA Movement to make fitness an integral part of our daily lives.
Promotion of sports in the country is recognized as a CSR activity.

1.4 Government initiatives

For the development and exposure of Indian sporting goods, the Sports Goods Export
Promotion Council (SGEPC) regularly arranges international and domestic trade
events. The Market Access Initiative (MAI) scheme has been implemented to play a
catalytic role in promoting and exporting Indian goods and services. The scheme for
the remission of Duties and Exported Products (RODTEP) has also been implemented
to support the Indian exporters.

a) Market Development Assistance (MDA) Scheme

The MDA scheme works mainly to assist the exporters in export promotion activities
in the international markets. The scheme also assists the respective export promotion
councils in undertaking export promotion activities for their products. Similarly,
through this scheme, the government helps focus export promotion programs on
international regions such as the LAC, Africa, CIS, and the ASEAN economies.

5
 b) Market Access Initiative

The main objective of the MAI scheme is to promote the export of Indian goods to
international markets. Under this scheme, financial assistance will be provided to export
& trade promotion organizations, national institutes, research institutes, exporters, etc.
The parameters covered under the financial aid will be marketing projects, capacity
enhancement, supporting statutory compliances, studies, research, project
development, and supporting cottage and handicraft units in India.

1.5 Governing body

Sports Goods Export Promotion Council (SGEPC)

The SGEPC is a Government of India sponsored organization that works towards the
promotion of the export of Indian sports goods and toys. The council represents the
leading manufacturers and exporters in the country. The main activities of the SGEPC
are trade promotion, information dissemination, export statistics tracking and
projection.

Major companies in Industry

The sports industry in India has been experiencing significant growth in recent years,
driven by factors like increased interest in fitness and sports, rising disposable incomes,
and government initiatives promoting sports at various levels. Some major companies
in the Indian sports industry are:

• Decathlon India: Decathlon is a well-known international sports retailer that offers a

wide range of sports equipment, apparel, and accessories. It has a strong presence in
India with numerous stores across the country, catering to a diverse range of sports
enthusiasts.
Focus on affordability: Decathlon offers a wide range of sports products under its own
brands at competitive prices, making them accessible to a wider audience.

6
 Variety of sports: They cater to a diverse range of sports, not just cricket, which is a
major advantage in a country where multiple sporting interests are growing.

One-stop shop: Decathlon stores provide a convenient shopping experience for all
things sports, from apparel and equipment to footwear and accessories.

Looking ahead, the Indian sports industry has immense potential for further growth.
Decathlon, with its strategic approach, is well-positioned to be a major part of this
exciting journey.

• Nike India: Nike is a global leader in sports apparel and equipment. In India, it has a
substantial presence with a focus on performance-oriented products for various sports
like running, football, basketball, and more.

• Adidas India: Adidas is another major player in the sports industry, offering a range
of sports apparel, footwear, and accessories. It has a significant market share in India,
especially in categories like lifestyle sports and performance wear.

• Puma India: Puma is known for its trendy and innovative sports products. In India, it
has a strong presence in categories like athletics, football, and casual sports fashion.

7
 2 MAJOR PLAYERS IN INDIAN MARKET

INDIAN SPORTS MARKET OVERVIEW

As a nation developing at an unprecedented pace, India’s sporting goods needs have

been rising rapidly and consistently. The industry has flourished, driven by a gifted
labour force consequently known for its role in creating employment and adding to the
nation's economy. 60 percent of Indian sporting goods are exported and around 500,000
people are employed in the sports goods manufacturing sector in India.

The sports goods industry is highly competitive globally due to the presence of
numerous established multinational companies. India has made significant progress in
boosting its soft power and has become a major player in the sporting goods sector,
ranking as the third largest manufacturer in Asia. India exports a variety of sporting
goods including inflatable balls, general exercise equipment, cricket gear, sportswear,
and more to over 200 countries, including the US, China, the UK, and Australia. Major
international brands such as Mitre, Umbro, and Wilson source their inflatable balls and
other sports goods from India.

The government aims to transform India into a global sporting powerhouse with a long-
term impact on health, education, and tourism by undertaking mega-sports
infrastructure projects and encouraging investments through the public-private
partnership (PPP) model. To boost the sporting goods manufacturing sector, the
government has established the Sports Goods Export Promotion Council (SGEPC),
dedicated to promoting India's sports goods exports. SGEPC regularly organizes both
international and domestic trade events to provide Indian manufacturers with exposure
to global market trends and a platform to showcase their products. The Market Access
Initiative (MAI) scheme and the Remission of Duties and Exported Products (RoDTEP)
scheme have been implemented to promote the export of Indian goods and services.

In recent years, India has seen an influx of sports-focused start-ups. With the growing
importance of sports, many entrepreneurs have ventured into the industry to cater to the
needs of athletes and sports enthusiasts. These start-ups are attracting investment from

8
venture capitalists and other investors, contributing to the growth of the sports
manufacturing industry. The sports sector in India is expected to see continued growth
through start-ups as the market is still in its early stages. These start-ups offer a range
of services such as online ticket purchasing, prediction games, and the provision of
high-quality sports and fitness products and equipment. These sports start-ups are
primarily focused on delivering sports-related services and products to people in the
country.

➢ The Indian sports goods market is estimated to grow to $ 6.6 Bn by 2027.

The key sports goods manufacturing clusters will play an important role in
reaching growth targets. India consists of 7 major sporting goods
manufacturing cities. Cluster cities for sports goods manufacturing
Jalandhar and Meerut account for ~ 82 percent of total production and host
more than 3000 manufacturing units and 130 exporters owing to their
expertise. Currently, most sports and fitness goods are produced through
small and medium enterprises (SMEs).

Indian sports manufacturing sector has come a long way from being just a provider of
basic sports equipment to a full-fledged producer of world-class sports goods. With
advancements in technology, the sector will be able to produce innovative products that
cater to the needs of sports enthusiasts across the world. The increasing demand for
sports equipment globally presents a huge opportunity for the Indian Sports
manufacturing sector to make its mark on the world stage.

Rise in participation of women in sports and fitness and increasing social media
influence and celebrity endorsement are the leading factors driving the India sports
market. According to TechSci Research report, “India Sports Market– By Region,
Competition Forecast & Opportunities, 2019-2029F,” the India sports market is
expected to grow during the forecast period due to the rise in consumers’ adoption of
fitness activities like aerobics, swimming, running, and yoga. Sportswear is apparel that
is widely worn by both men and women who participate in physical activities.
Moreover, the Indian sports apparel market will grow during the projected period due
to Indian icons routinely supporting their own sports brands.

9
The increasing government initiatives such as The Khelo India Scheme, has been
influential in highlighting the obstacles that girls and women face while participating in
sports. The government is also focusing on developing strategies to overcome obstacles
and boost sports participation. The number of women competing in the Khelo India
Games increased by 161%. Thus, with increasing participation of women in sports and
fitness the market for India sports apparel will grow at a faster rate.

Additionally, the growing use of social media among Indian consumers and the
increasing health awareness are leading to a significant rise in the demand for sports
apparel in India. In addition to this, the athletic apparel industry has been concentrating
on various trends including change in consumer behavior, the digital revolution, and
industrial changes. Also, modern organized retail has been coordinating strategies for
logistics and distribution that target both urban and rural population and supports future
market expansion. Such factors are expected to boost the market growth of sports
apparel in India during the forecast period.

The rise in the number of people who continue to work from home are more likely to
engage in exercises such as aerobics and yoga. As a result, athleisure has gained
popularity, which has led to a significant increase in the demand for sports apparel in
India. This shows a perspective change from traditional attire towards sportswear. Many
people have a new perspective on sports and fitness in general as they are becoming
more health conscious. Also, consumers are shifting towards online shopping which is
further contributing to the market growth of sports apparel in India.

Major multinational sportswear brands like Reebok, Adidas, Nike, and Puma have all
had presence in the Indian market for more than 20 years in the past. They have grown
by collaborating with sports events. For instance, Puma India sponsored the Indian
Premier League (IPL) in 2021 with the aim to promote their brand.

The India sports apparel market is segmented based on product type, end user,
distribution channel, region, and competitional landscape.

Based on product type the market is further fragmented into t-shirts, sweatshirts, sports
vests, track pants & tights, others, which include swimsuits, sports hoodies, sports bra,
etc. Among these, due to widespread preference, sports t-shirts are anticipated to

10
dominate the market. T-shirts are popular choices among people as they offer a high
level of comfort.

Based on distribution channel the market is segmented into exclusive stores,

supermarket/hypermarket, multi-branded stores, online, non-retail. Among these
segments online is the fastest growing segment due to a wide selection of consumer
goods available on a single platform.

Based on end user the market is further fragmented into men, women, and kids. The
market analysis also studies the regional segmentation among North, South, East and
West.

Key market players in the Indian sports market:

• Puma Sports India Pvt Ltd

• Adidas India Marketing Private Limited
• Nike India Private Limited
• ASICS India Private Limited
• Decathlon Sports India Private Limited
• Sareen Sports Industries
• Sanspareils Greenlands

PUMA SPORTS INDIA Pvt Ltd

PUMA Sports India Pvt Ltd is the Indian subsidiary of PUMA SE, a globally renowned
sports lifestyle brand headquartered in Herzogenaurach, Germany. PUMA is known for
designing, manufacturing, and marketing footwear, apparel, and accessories for various
sports and lifestyle activities.

Here's an overview of PUMA Sports India Pvt Ltd:

1. Background and History

PUMA was founded in 1948 by Rudolf Dassler, the brother of Adolf Dassler,
who founded Adidas. The company has since established itself as one of the

11
 leading sports lifestyle brands worldwide, with a strong focus on innovation,
design, and performance.

2. Operations in India

PUMA Sports India Pvt Ltd was established to oversee PUMA's operations and
expansion in the Indian market. The company operates through various channels
including company-owned stores, franchise outlets, multi-brand retailers, and
e-commerce platforms.

3. Product Range

PUMA offers a wide range of products catering to different sports and lifestyle
categories. This includes athletic footwear for running, training, football,
basketball, golf, and motorsports, as well as sports apparel, accessories, and
equipment. PUMA is known for its iconic footwear models such as the PUMA
Suede, PUMA Clyde, and PUMA RS series.

4. Marketing and Branding

PUMA has a strong presence in India's sports and fashion scenes, leveraging
endorsements by international athletes, celebrities, and influencers to promote
its products. The brand has collaborated with renowned designers, artists, and
celebrities to create limited-edition collections and exclusive partnerships.

5. Retail Presence

PUMA operates a network of retail outlets across India, including flagship

stores in major cities like Delhi, Mumbai, Bangalore, and Chennai. The brand
also has a significant presence in department stores, malls, and specialty sports
retailers nationwide. Additionally, PUMA sells its products through e-
commerce platforms such as Amazon, Flipkart, and its own official website.

6. Community Engagement and Sponsorships

PUMA is actively involved in supporting sports and fitness initiatives in India

through sponsorships, partnerships, and grassroots programs. The brand

12
 sponsors various sports teams, athletes, and events, including cricket, football,
running, and motorsports.

7. Corporate Social Responsibility (CSR)

PUMA is committed to sustainability and social responsibility. The company

has implemented initiatives to reduce its environmental footprint, promote fair
labor practices, and support social causes related to education, community
development, and environmental conservation.

Overall, PUMA Sports India Pvt Ltd plays a significant role in bringing
PUMA's innovative and stylish sports products to Indian consumers while also
contributing to the country's sports culture and community development
initiatives.

Adidas India Marketing Private Limited

Adidas India Marketing Private Limited is the Indian subsidiary of Adidas AG, a
multinational corporation headquartered in Herzogenaurach, Germany. Adidas is a
globally renowned brand specializing in sportswear, footwear, and accessories, catering
to athletes and enthusiasts across various sports and lifestyle segments.

Here's an overview of Adidas India Marketing Private Limited:

1. Background and History

Adidas was founded in 1949 by Adolf Dassler, following a split from his brother
Rudolf Dassler, who went on to establish PUMA. Since its inception, Adidas
has grown to become one of the world's leading sportswear brands, known for
its innovation, performance-oriented products, and iconic designs.

2. Operations in India

Adidas India Marketing Private Limited oversees Adidas's operations and

presence in the Indian market. The company engages in the design,

13
 manufacturing, marketing, and distribution of Adidas products across India. It
operates through various channels including company-owned stores, franchise
outlets, multi-brand retailers, and e-commerce platforms.

3. Product Range

Adidas offers a wide range of products encompassing footwear, apparel, and

accessories for sports such as running, football, basketball, tennis, golf, and
training. The brand is known for its innovative technologies such as Boost
cushioning, Primeknit uppers, and AdiPRENE+ midsoles, which enhance
performance and comfort.

4. Marketing and Branding

Adidas has a strong marketing and branding presence in India, leveraging

endorsements by international athletes, teams, and celebrities to promote its
products. The brand collaborates with sports personalities and cultural
influencers to create marketing campaigns and initiatives that resonate with
Indian consumers.

5. Retail Presence

Adidas has a significant retail presence in India, with flagship stores located in
major cities like Delhi, Mumbai, Bangalore, and Chennai. The brand also
operates in department stores, malls, and specialty sports retailers across the
country. Additionally, Adidas products are available for purchase through e-
commerce platforms such as Amazon, Flipkart, and its own official website.

6. Community Engagement and Sponsorships

Adidas is actively involved in promoting sports and fitness culture in India

through sponsorships, partnerships, and grassroots initiatives. The brand
sponsors sports events, teams, and athletes across various disciplines,
contributing to the development of sports at the grassroots level.

14
 7. Corporate Social Responsibility (CSR)

Adidas is committed to sustainability and ethical business practices. The

company has implemented initiatives to reduce its environmental impact,
promote fair labor standards, and support social causes related to education,
empowerment, and community development.

Overall, Adidas India Marketing Private Limited plays a pivotal role in bringing
Adidas's innovative and performance-driven products to Indian consumers while also
contributing to the growth of sports and fitness culture in the country.

Nike India Private Limited

Nike India Private Limited is the Indian subsidiary of Nike, Inc., an American
multinational corporation headquartered in Beaverton, Oregon. Nike is one of the
world's largest and most recognizable brands in athletic footwear, apparel, equipment,
and accessories. Here's an overview of Nike India Private Limited:

1. Background and History

Nike was founded in 1964 as Blue Ribbon Sports by Bill Bowerman and Phil
Knight. It officially became Nike, Inc. in 1971. Since then, Nike has grown into
a global powerhouse in the sports industry, known for its innovative products,
iconic branding, and high-profile endorsements.

2. Operations in India

Nike India Private Limited manages Nike's operations and presence in the
Indian market. The company is responsible for the design, development,
marketing, and distribution of Nike products across India. Nike operates
through various channels including company-owned stores, franchise outlets,
multi-brand retailers, and e-commerce platforms.

15
3. Product Range

Nike offers a diverse range of products catering to various sports and lifestyle
categories. This includes athletic footwear for running, training, basketball,
football, and other sports, as well as apparel, accessories, and equipment. Nike
is known for its cutting-edge technologies such as Nike Air cushioning, Flyknit
uppers, and Dri-FIT moisture-wicking fabric.

4. Marketing and Branding

Nike is renowned for its iconic branding and marketing campaigns that inspire
athletes and enthusiasts worldwide. The brand leverages endorsements by top
athletes and cultural icons to create compelling storytelling and impactful
advertising campaigns. Nike's "Just Do It" slogan has become synonymous with
the brand's ethos of empowerment and performance.

5. Retail Presence

Nike has a significant retail presence in India, with flagship stores located in
major cities like Delhi, Mumbai, Bangalore, and Chennai. The brand also
operates in department stores, malls, and specialty sports retailers across the
country. Additionally, Nike products are available for purchase through e-
commerce platforms such as Amazon, Flipkart, and Nike's official website.

6. Community Engagement and Sponsorships

Nike is actively involved in supporting sports and fitness initiatives in India

through sponsorships, partnerships, and grassroots programs. The brand
sponsors sports events, teams, and athletes across various disciplines,
contributing to the development of sports at all levels.

7. Corporate Social Responsibility (CSR)

Nike is committed to sustainability and social responsibility. The company has

implemented initiatives to reduce its environmental footprint, promote fair labor

16
 practices, and invest in communities through programs focused on education,
empowerment, and sustainability.

Overall, Nike India Private Limited plays a pivotal role in bringing Nike's innovative
products and inspirational brand ethos to Indian consumers, while also contributing to
the growth of sports and fitness culture in the country.

ASICS India Private Limited

ASICS India Private Limited is the Indian subsidiary of ASICS Corporation, a Japanese
multinational corporation specializing in athletic footwear, apparel, and accessories.
Here's an overview of ASICS India Private Limited:

1. Background and History

ASICS, an acronym for "Anima Sana In Corpore Sano" (Latin for "Healthy Soul
In a Healthy Body"), was founded in 1949 by Kihachiro Onitsuka in Kobe,
Japan. Initially focusing on basketball shoes, ASICS has since expanded its
product range to cater to various sports including running, tennis, volleyball,
and wrestling.

2. Operations in India

ASICS India Private Limited manages ASICS's operations and business

activities in the Indian market. The company is responsible for the design,
development, marketing, and distribution of ASICS products across India.
ASICS operates through various channels including company-owned stores,
franchise outlets, multi-brand retailers, and e-commerce platforms.

3. Product Range

ASICS offers a wide range of products designed to enhance athletic

performance and promote a healthy lifestyle. This includes performance-
oriented footwear featuring technologies such as GEL cushioning, FlyteFoam

17
 midsoles, and Trusstic systems, as well as apparel, accessories, and equipment
for various sports and activities.

4. Focus on Performance and Innovation

ASICS is known for its commitment to performance and innovation,

continuously researching and developing new technologies to improve athletic
performance and comfort. The brand collaborates with athletes, coaches, and
sports scientists to create products that meet the rigorous demands of
professional athletes and enthusiasts alike.

5. Retail Presence

ASICS has a growing retail presence in India, with flagship stores located in
major cities like Delhi, Mumbai, Bangalore, and Chennai. The brand also has a
presence in department stores, malls, and specialty sports retailers across the
country. Additionally, ASICS products are available for purchase through e-
commerce platforms such as Amazon, Flipkart, and ASICS's official website.

6. Community Engagement and Sponsorships

ASICS is actively involved in promoting sports and fitness culture in India

through sponsorships, partnerships, and grassroots initiatives. The brand
sponsors sports events, teams, and athletes across various disciplines,
supporting their training and development efforts.

7. Corporate Social Responsibility (CSR)

ASICS is committed to sustainability and social responsibility. The company

has implemented initiatives to reduce its environmental impact, promote ethical
manufacturing practices, and support social causes related to health, education,
and community development.

Overall, ASICS India Private Limited plays a significant role in bringing ASICS's
performance-driven products and ethos of healthy living to Indian consumers, while
also contributing to the growth of sports and fitness culture in the country.

18
Decathlon Sports India Private Limited

Decathlon Sports India Private Limited is the Indian subsidiary of Decathlon S.A., a
French multinational sporting goods retailer. Here's an overview of Decathlon Sports
India Private Limited:

1. Background and History

Decathlon was founded in 1976 by Michel Leclercq in Lille, France. The

company's mission is to make sports accessible to all by offering a wide range
of affordable and high-quality sports products under its own brands. Decathlon
has since grown into one of the world's largest sporting goods retailers, with
stores in over 60 countries.

2. Operations in India

Decathlon Sports India Private Limited manages Decathlon's operations and

presence in the Indian market. The company is responsible for the design,
manufacturing, distribution, and retailing of Decathlon's products across India.
Decathlon operates through its own retail stores, e-commerce platform, and
partnership with third-party retailers.

3. Product Range

Decathlon offers a comprehensive range of sports products covering over 70

sports and activities, including running, cycling, swimming, football,
basketball, hiking, camping, and more. The company designs and manufactures
its own brands, ensuring quality control and affordability across its product
range.

4. Affordable Pricing

Decathlon is known for its competitive pricing strategy, offering sports products
at affordable price points without compromising on quality. The company
adopts a vertical integration model, controlling the entire supply chain from

19
 design to distribution, which helps in keeping costs low and passing on the
savings to customers.

5. Retail Presence

Decathlon has a strong retail presence in India, with multiple stores located in
major cities and towns across the country. The stores are designed to provide an
immersive shopping experience, allowing customers to try out products and
receive expert advice from Decathlon's staff, who are often sports enthusiasts
themselves.

6. E-commerce Platform

In addition to its brick-and-mortar stores, Decathlon operates an e-commerce

platform in India, offering customers the convenience of shopping online and
doorstep delivery of products. The platform provides a wide selection of sports
products, along with detailed product information and customer reviews.

7. Community Engagement

Decathlon is actively involved in promoting sports and fitness culture in India

through various initiatives and partnerships. The company organizes sports
events, workshops, and training sessions to encourage participation in sports
and outdoor activities, particularly among children and youth.

8. Sustainability Initiatives

Decathlon is committed to sustainability and environmental responsibility. The

company has implemented initiatives to reduce its environmental footprint,
including eco-design of products, use of sustainable materials, and recycling
programs.

Overall, Decathlon Sports India Private Limited plays a significant role in

democratizing sports and making quality sports products accessible to a wide
range of consumers in India, while also promoting an active and healthy lifestyle
across the country.

20
Sareen Sports Industries

Sareen Sports Industries, often known simply as SS, is a prominent manufacturer and
supplier of cricket equipment based in Meerut, India. Here's an overview of Sareen
Sports Industries:

1. History

Sareen Sports Industries was founded by Mr. N.K. Sareen in 1969. Over the
decades, the company has grown to become one of the leading manufacturers
of cricket bats and other cricket equipment in India.

2. Product Range

SS specializes in the production of cricket bats, which are renowned for their
quality, performance, and craftsmanship. The company offers a wide range of
cricket bats catering to different playing styles, skill levels, and budgets. SS bats
are crafted from high-grade English willow and undergo rigorous quality
control processes to ensure consistency and performance.

3. Innovation and Technology

Sareen Sports Industries is committed to innovation and continuous

improvement in its product offerings. The company invests in research and
development to incorporate the latest technologies and manufacturing
techniques into its cricket bats. This includes advancements in blade profiles,
handle designs, and weight distribution to optimize power, balance, and control
for the batsmen.

4. International Presence

SS cricket bats are used by professional cricketers around the world in

international matches, domestic leagues, and tournaments. The company
exports its cricket equipment to cricket-playing nations globally, earning a
reputation for quality and performance among players and coaches.

21
 5. Endorsements

Many renowned cricketers have endorsed SS cricket bats over the years. SS has
sponsored and supplied cricket gear to international cricketers such as Kumar
Sangakkara, Suresh Raina, VVS Laxman, and many others. These
endorsements have contributed to the brand's credibility and popularity among
cricket enthusiasts.

6. Quality Standards

Sareen Sports Industries adheres to strict quality control measures throughout

the manufacturing process to ensure that its cricket bats meet the highest
standards of quality and performance. The company uses premium-grade
English willow sourced from select plantations and employs skilled craftsmen
to handcraft each bat with meticulous attention to detail.

7. Community Engagement

SS is actively involved in promoting cricket at the grassroots level in India and

other countries. The company sponsors local cricket tournaments, provides
support to cricket academies, and conducts coaching camps to nurture young
talent and promote the sport's development.

Overall, Sareen Sports Industries is a respected name in the cricketing world,

known for its premium-quality cricket bats and commitment to the sport's
growth and development. With a legacy of craftsmanship and excellence, SS
continues to be a preferred choice for cricketers seeking high-performance
equipment.

Sanspareils Greenlands

Sanspareils Greenlands, often abbreviated as SG, is a renowned manufacturer of cricket

equipment based in Meerut, India. Here's an overview of Sanspareils Greenlands:

22
1. History

Founded in 1931 by brothers Kedarnath and Dwarakanath Anand, Sanspareils

Greenlands has a rich heritage in the manufacturing of cricket equipment. The
company started as a small workshop in Meerut and has since grown into one
of the leading cricket equipment manufacturers globally.

2. Product Range

SG specializes in the production of cricket balls, bats, protective gear, clothing,

and accessories. The company is particularly renowned for its cricket balls,
which are widely used in domestic and international cricket matches. SG cricket
balls are known for their quality, durability, and performance on various
surfaces.

3. Innovation and Technology

Sanspareils Greenlands is committed to innovation and continuous

improvement in its product offerings. The company invests in research and
development to incorporate the latest technologies and materials into its cricket
equipment. This includes advancements in ball construction, bat design, and
protective gear to enhance player performance and safety.

4. International Presence

SG has a strong international presence and exports its cricket equipment to

cricket-playing nations around the world. The company's products are used by
professional cricketers in major cricket leagues, international tournaments, and
domestic competitions globally.

5. Endorsements

Many renowned cricketers have endorsed SG cricket equipment over the years.
SG has sponsored and supplied cricket gear to international cricketers such as
Sunil Gavaskar, Virender Sehwag, Rahul Dravid, and many others. These

23
 endorsements have contributed to the brand's credibility and popularity among
cricket enthusiasts.

6. Quality Standards

Sanspareils Greenlands maintains strict quality control measures throughout the

manufacturing process to ensure that its products meet the highest standards of
quality and performance. The company adheres to international cricketing
regulations and works closely with cricket boards and governing bodies to
ensure compliance.

7. Community Engagement

SG is actively involved in promoting cricket at the grassroots level in India and

other countries. The company sponsors local cricket tournaments, provides
support to cricket academies, and conducts coaching camps to nurture young
talent and promote the sport's development.

Overall, Sanspareils Greenlands is a trusted name in the world of cricket, known for its
quality cricket equipment and commitment to the sport's growth and development. With
a legacy spanning several decades, SG continues to be a preferred choice for cricketers
at all levels, from aspiring amateurs to professional athletes.

24
 3 INTRODUCTION TO DECATHLON

In recent times in India, the sporting industry has seen a drastic shift in terms of being
a one sports nation to a multi-sport viewing nation. The upsurge in participation and
engagement has led brands to ply their trade in several parts of the country and grow
their business in sheer rapidity. India is the 7th largest economy in the world. Sports as
a business is going through a massive cycle of change, which is headed towards a
positive path. The nascent industry which is blooming at a steady rate has led to a great
amount of growth in terms of education, health accompanied by fitness and most
importantly, employment.

Among the various activities happening around a sport, the business of sports also
segments into different branches. Out of which, one of the most prevalent sectors
is Sports Merchandising. It is intriguing to know that in a recent survey conducted by
the Global Licensing Industry Survey, the Indian sports licensing market for Licensed
Retail sales was valued at a whopping $18 million USD in 2016. Now in India, due to
the robust demand, the total consumption expenditure in merchandising is expected to
grow by leaps and bounds and reach a hallmark of $3600 Billion USD by 2020
from $1824 Billion USD in 2017. Surprisingly, the figures account for around 8% of
employment generation in India. Also, India is the world’s fifth-largest global
destination in retail space.

Among the various competitors in the sports retail market, Decathlon, a French-based
company, who thoroughly dominate the market worldwide, has seen a steady growth
in India.

The Firm Origin of Decathlon

The decathlon was started back in 1976 in the beautiful city of Lille, France by Michel
Leclercq. They eventually started expanding overseas after a decade by opening their
franchises in Germany, Spain, Portugal, Italy, UK, China, India and other nations.
Astonishingly, they have 1500+ stores in 49 countries currently. The company employs
more than 87000 staffs from 80 different nationalities. They own 20 brands under their

25
belt which offers products in all variety of sports. Furthermore, Decathlon is the largest
sports goods retailer in the world.

Decathlon in India

Decathlon first established their franchise back in 2009 in Bengaluru. It was the first
entity to incorporate a big-format niche retail chain in India. They soon expanded their
stores in Mumbai, Hyderabad, and Chandigarh which had a great response. It took
Decathlon no time to break even in India.

Recently, Decathlon plan to invest a roaring 700 Crores INR to expand its business in
India. Decathlon Sports India CEO, Steve Dykes said in an interview, "India is a
priority country. We dream to open 100 stores in India in five years.” Also, the company
sees India as a key market to expand their business as they termed India to be their top
global market in terms of stores.

Generally, Decathlon stores are huge- sprawling over at least 4000 square feet. In
comparison, the other sports goods shops are tiny in size. Not only has Decathlon
opened career opportunities for the sports enthusiasts in the country, but it has also
helped to shape a sporting ecosystem in the country. Decathlon as an organization
emphasizes product quality and they have 20 brands which cover 70 sports. The cost of
the products is quite economical as well.

In India, people are starved for entertainment beyond movies, restaurants, and malls.
Decathlon has the potential to provide weekend entertainment alternatives as they offer
to practice indoor sports in their enormous showrooms.

Values

Decathlon has a dedicated team for Research and Development of sporting equipment
and goods. With a dedicated product development and design team, they undergo
various models of tests and develop the latest innovative designs, registering up to 40
patents per year. Each brand represents a different sport or group of sports. Decathlon’s
main mission is to make sport accessible to every person in the world as they believe,

26
the sport has the power to change the globe. As a company, they anticipate to help,
inspire and guide through varied sporting experiences.

So, the next time you think of purchasing a sporting good, be assured, Decathlon has it
in store!

Decathlon, a renowned French sporting goods retailer, is more than just a store; it's a
brand that embodies a philosophy of making sports accessible to all. To understand
Decathlon's mission and vision, one must delve into its history, ethos, and the values it
upholds.

History and Background

Decathlon was founded in 1976 by Michel Leclercq in Lille, France. From its humble
beginnings, the company has grown into one of the world's largest sporting goods
retailers, with a presence in over 60 countries and more than 1,600 stores worldwide.
Decathlon's success lies in its commitment to offering a wide range of high-quality
sporting goods at affordable prices, making sports accessible to people of all ages and
backgrounds.

Mission Statement

Decathlon's mission is to "Make Sports Accessible for the Many." This succinct
statement encapsulates the brand's core purpose: to break down barriers and make
sports participation achievable for everyone. Whether you're a seasoned athlete or a
beginner, Decathlon aims to provide the necessary equipment, apparel, and guidance to
help you pursue your sporting passions.

Vision Statement

Decathlon's vision is to "Be The World Leader In Sports Retail By 2030." This
ambitious vision reflects the company's desire not only to maintain its position as a
leading sporting goods retailer but also to expand its global footprint and influence in
the world of sports. Decathlon aspires to be synonymous with sports retail excellence,
innovation, and accessibility on a global scale.

27
Core Values

Decathlon's mission and vision are underpinned by a set of core values that guide its
operations and decision-making processes.

1. Passion

Decathlon is driven by a passion for sports and a belief in their transformative

power to improve lives. Passion lies at the heart of Decathlon's ethos. It's not
just about selling sports equipment; it's about fostering a genuine love for sports
and outdoor activities.

Decathlon believes that sports have the power to inspire, motivate, and bring
people together. This passion is evident in the company's dedication to
promoting an active lifestyle and supporting athletes of all levels, from
beginners to professionals.

Whether it's through sponsoring events, organizing community activities, or

simply providing expert advice in-store, Decathlon strives to ignite and nurture
the same passion for sports in its customers.

2. Sustainability

Decathlon is committed to promoting sustainable practices throughout its

supply chain, from product design to manufacturing and distribution.
Sustainability is a core pillar of Decathlon's business philosophy.

The company recognizes the importance of minimizing its environmental

impact and promoting responsible consumption practices. This commitment to
sustainability manifests in various ways, including sourcing eco-friendly
materials, reducing waste in production and packaging, and implementing
energy-efficient practices in its operations.

Decathlon also takes responsibility for the entire lifecycle of its products, from
design to disposal, aiming to minimize resource depletion and pollution at every

28
 stage. By prioritizing sustainability, Decathlon not only contributes to
environmental conservation but also sets an example for the industry as a whole.

3. Innovation

Decathlon strives to innovate continuously, developing new products and

technologies to enhance the sporting experience for its customers. Innovation is
ingrained in Decathlon's DNA.

The company is constantly pushing the boundaries of product design and

technology to enhance the sporting experience for its customers. Whether it's
developing new materials to improve performance, integrating smart features
into sports equipment, or refining product designs based on customer feedback,
Decathlon is always striving to innovate and stay ahead of the curve.

This spirit of innovation extends beyond just product development; it permeates

every aspect of Decathlon's operations, from logistics and supply chain
management to retail experiences and digital platforms. By embracing
innovation, Decathlon not only enhances the quality and functionality of its
products but also drives progress and advancement in the sports industry as a
whole.

4. Accessibility

Decathlon believes that everyone should have access to sports, regardless of

their age, background, or ability level. Accessibility lies at the core of
Decathlon's mission. The company firmly believes that sports should be
inclusive and accessible to everyone, regardless of their background, ability, or
financial status.

Decathlon works tirelessly to break down barriers to sports participation by

offering affordable, high-quality products that cater to a diverse range of sports
and activities. Whether you're a professional athlete or a recreational enthusiast,
Decathlon aims to provide the equipment, apparel, and support you need to
pursue your sporting passions.

29
 This commitment to accessibility extends beyond just product availability; it
also involves creating welcoming and inclusive environments in-store and
online, where customers feel empowered to explore and engage with sports on
their own terms.

5. Customer Focus

Decathlon places a strong emphasis on customer satisfaction, ensuring that its

products and services meet the needs and expectations of its diverse customer
base. Customer focus is at the forefront of Decathlon's business strategy.

The company places a strong emphasis on understanding and meeting the needs
of its diverse customer base, striving to deliver exceptional value and service at
every touchpoint. Decathlon listens to customer feedback attentively, using
insights to improve products, refine processes, and enhance the overall shopping
experience.

Whether it's through knowledgeable staff, user-friendly websites, or hassle-free

returns policies, Decathlon is committed to putting the customer first and
ensuring their satisfaction every step of the way. This customer-centric approach
not only fosters loyalty and trust but also drives continuous improvement and
innovation within the organization.

Implementation of Mission and Vision:

Decathlon's commitment to its mission and vision is evident in its day-to-day operations
and strategic initiatives:

1. Product Range

Decathlon offers a vast and diverse range of sports equipment, apparel, and
accessories, covering virtually every sport and outdoor activity imaginable.
From popular sports like soccer, basketball, and tennis to niche activities like
hiking, fishing, and yoga, Decathlon caters to a wide spectrum of interests and
preferences. The company's extensive product range ensures that customers can
find everything they need to pursue their sporting passions under one roof.

30
 Moreover, Decathlon's products are designed and developed in-house, allowing
for greater control over quality, performance, and affordability.

2. Affordability

Decathlon's products are priced competitively, making them accessible to

people of all income levels. One of the key ways it achieves this is by offering
products at affordable price points without compromising on quality. By
leveraging economies of scale, vertical integration, and efficient supply chain
management, Decathlon is able to keep costs low and pass on the savings to
customers. This affordability factor makes Decathlon's products particularly
appealing to budget-conscious consumers, students, families, and sports
enthusiasts who may be deterred by the high prices typically associated with
sporting goods.

3. Inclusivity

Decathlon actively promotes inclusivity and diversity in sports by organizing

events, workshops, and initiatives aimed at engaging underrepresented groups.
This includes initiatives to encourage participation among women, children,
seniors, people with disabilities, and individuals from marginalized
communities. Decathlon also collaborates with local organizations, schools, and
grassroots sports clubs to create opportunities for people of all backgrounds to
get involved in sports. By fostering a culture of inclusivity and belonging,
Decathlon seeks to break down barriers and empower individuals to lead
healthier, more active lifestyles.

4. Innovation

Decathlon invests heavily in research and development to innovate new

products and technologies, such as eco-friendly materials and smart sports
equipment. Innovation is a cornerstone of Decathlon's strategy for staying
competitive and meeting the evolving needs of customers. The company invests
heavily in research and development to develop new products, technologies, and
solutions that push the boundaries of sports performance and functionality. This

31
 includes advancements in materials science, product design, and digital
integration, as well as innovations in areas like sustainability, safety, and user
experience. Decathlon also collaborates with athletes, coaches, and sports
scientists to incorporate real-world insights and feedback into its product
development process, ensuring that its offerings are relevant, effective, and
cutting-edge.

5. Global Expansion

Decathlon is continually expanding its global presence, opening stores in new

markets and forging partnerships with local communities and sporting
organizations. Decathlon's global expansion strategy involves entering new
markets, establishing a strong presence, and building lasting relationships with
local communities and stakeholders. This includes opening physical stores in
strategic locations, launching e-commerce platforms tailored to local
preferences, and adapting products and marketing strategies to suit regional
tastes and trends. Decathlon also invests in localized sourcing, manufacturing,
and distribution networks to minimize costs and optimize efficiency in each
market. By embracing cultural diversity and embracing global opportunities,
Decathlon aims to reach more people and make a positive impact on a global
scale.

Challenges and opportunities

1. Competition

Challenge: Decathlon operates in a highly competitive industry with numerous

players ranging from traditional sporting goods retailers to online marketplaces
and specialty stores. Competitors often offer similar products and services,
making it challenging for Decathlon to differentiate itself solely on price or
product range.

Opportunity: Despite the intense competition, there are opportunities for

Decathlon to distinguish itself through its unique value proposition. By focusing
on its core strengths such as affordability, innovation, and customer service,

32
 Decathlon can carve out a distinct niche in the market and attract customers who
value these qualities.

2. Sustainability

Challenge: As consumers become increasingly concerned about environmental

issues, there is growing pressure on companies like Decathlon to adopt
sustainable practices throughout their operations. This includes sourcing eco-
friendly materials, reducing carbon emissions, and minimizing waste in
production and packaging.

Opportunity: Embracing sustainability presents an opportunity for Decathlon to

differentiate itself as a responsible and ethical brand. By investing in sustainable
initiatives, such as using recycled materials, promoting circular economy
principles, and implementing eco-friendly manufacturing processes, Decathlon
can appeal to environmentally conscious consumers and gain a competitive
edge in the market.

3. Digital Transformation

Challenge: The rise of e-commerce and digital technologies has transformed the
retail landscape, posing challenges for brick-and-mortar retailers like
Decathlon. Consumers increasingly expect seamless omni channel experiences,
personalized recommendations, and convenient online shopping options.

Opportunity: Digital transformation also presents opportunities for Decathlon

to enhance the customer experience, streamline operations, and reach new
audiences. By investing in e-commerce platforms, mobile apps, and digital
marketing strategies, Decathlon can engage with customers across multiple
touchpoints, offer personalized shopping experiences, and leverage data
analytics to optimize inventory management and product assortment.

4. Changing Demographics

Challenge: Demographic shifts, including aging populations, urbanization, and

changing lifestyle preferences, can impact consumer behavior and purchasing

33
 patterns. Decathlon must adapt its product offerings and marketing strategies to
cater to the evolving needs and preferences of different demographic segments.

Opportunity: By understanding and anticipating demographic trends, Decathlon

can identify new market opportunities and tailor its products and services
accordingly. For example, targeting active seniors with specialized fitness
equipment or offering urban commuters innovative solutions for cycling and
mobility can help Decathlon tap into niche markets and expand its customer
base.

5. Global Expansion

Challenge: Expanding into new markets presents numerous challenges,

including cultural differences, regulatory complexities, and logistical hurdles.
Decathlon must navigate these challenges while maintaining consistency in
brand identity, product quality, and customer experience across diverse
geographical regions.

Opportunity: Global expansion also offers opportunities for Decathlon to access

new growth markets, diversify revenue streams, and capitalize on emerging
trends. By conducting thorough market research, forging strategic partnerships,
and adapting its business model to local market dynamics, Decathlon can
successfully penetrate new territories and establish a strong foothold in the
global sports retail industry.

Global Presence and Expansion of decathlon

Decathlon, a household name in the realm of sporting goods, has transcended

geographical boundaries to become a global phenomenon. This essay explores
Decathlon's remarkable journey of expansion, highlighting its strategic approach, key
markets, milestones, and the impact of its global presence on sports enthusiasts around
the world.

34
Decathlon's Strategic Approach to Global Expansion

Decathlon's expansion strategy is grounded in its mission to make sports accessible to

all, a mission that transcends borders and cultures. The company's global expansion is
not just about increasing market share but about empowering individuals worldwide
through sport. Decathlon strategically selects markets based on factors such as
population demographics, sports culture, and economic potential.

Key Markets and Regional Strategies

1. Europe: Decathlon's expansion in Europe has been a cornerstone of its global

presence. With its roots in France, Decathlon has expanded its footprint across
the continent, capitalizing on Europe's rich sporting heritage and diverse
consumer base. From France to Spain, Germany, and beyond, Decathlon has
established itself as a go-to destination for sporting goods.
2. Asia: Asia represents a key growth market for Decathlon, driven by rising
disposable incomes, urbanization, and a growing interest in sports and fitness.
Decathlon's success in Asia can be attributed to its localization strategy, tailoring
products and experiences to meet the unique needs and preferences of Asian
consumers. Markets like China and India have been particularly lucrative for
Decathlon, with the company investing heavily in store expansion and e-
commerce infrastructure.
3. Americas: Decathlon's foray into the Americas marks a significant milestone in
its global expansion journey. Despite facing stiff competition from established
players, Decathlon has made steady progress in markets like the United States
and Canada. The company's emphasis on affordability, quality, and innovation
has resonated with American consumers, positioning Decathlon as a formidable
player in the region.

Expansion Milestones and Success Stories

Decathlon's global expansion is marked by several milestones and success stories. From
opening its first store in a new market to achieving significant sales milestones,
Decathlon has consistently demonstrated its ability to penetrate new territories and win
over consumers. Success stories like the rapid expansion of Decathlon in China or its

35
innovative store formats in Europe serve as testaments to the company's global
ambitions and operational excellence.

Decathlon, the global sporting goods giant, is known for making high-quality,
affordable sports products accessible to everyone. But beyond its impressive product
range and competitive prices, Decathlon is also quietly making a name for itself as a
leader in sustainability.

In recent years, Decathlon has been on an impressive journey towards becoming a more
sustainable company. They've adopted a number of innovative technologies and
practices that have helped them reduce their environmental impact.

➢ Here are just a few examples:

• Eco-design: Decathlon is committed to eco-designing 100% of its products

by 2026. This means that they are using renewable, recycled, and raw-
recyclable materials whenever possible.
• Sustainable manufacturing: Decathlon is investing in sustainable
manufacturing processes, such as using less water and energy. They are also
working with their suppliers to improve their sustainability performance.
• Circular economy: Decathlon is committed to the circular economy, which
means designing products that can be easily repaired, reused, or recycled.
They are also exploring ways to take back used products and give them new
life.

These are just a few of the ways that Decathlon is embracing innovation to become a
more sustainable company. Their efforts are paying off, and they are now seen as a
leader in the sustainability movement.

Here are some of the key takeaways from Decathlon's success story:

• Sustainability is a top priority: Decathlon has made sustainability a top

priority for the company. This is evident in their commitment to eco-design,
sustainable manufacturing, and the circular economy.

36
 • Innovation is key: Decathlon is constantly innovating to find new ways to
reduce its environmental impact. This includes adopting new technologies
and practices.
• Collaboration is essential: Decathlon is working with its suppliers, partners,
and customers to achieve its sustainability goals. This collaboration is
essential for success.

Decathlon's story is an inspiration for other companies that are looking to become more
sustainable. It shows that it is possible to achieve ambitious sustainability goals by
embracing innovation.

The company has set ambitious goals for itself, including becoming carbon-neutral by
2040 and reducing its environmental footprint by 50% by 2026. To achieve these goals,
Decathlon is embracing innovation across its entire business, from product design and
manufacturing to logistics and supply chain management.

Embracing New Technologies for Product Design and Manufacturing

One of the key ways Decathlon is driving sustainability is through the use of new
technologies in product design and manufacturing. The company has invested heavily
in research and development to create products that are made from recycled materials,
use less water and energy to produce, and are more durable and long-lasting.

For example, Decathlon has developed a new line of running shoes that are made from
recycled plastic bottles. The shoes are just as comfortable and durable as traditional
running shoes, but they have a significantly lower environmental impact.

Learning from Success stories: Decathlon charts a path to sustainability

In the world of sports retail, Decathlon is a name synonymous with affordability and
quality. But lately, the global giant has been making headlines for another reason: its
commitment to sustainability.

Decathlon has set ambitious goals for itself, aiming to eco-design 100% of its products
by 2026. And to achieve this, the company is embracing cutting-edge technologies in
both product design and manufacturing

37
Innovation driving change

One of the key areas where Decathlon is innovating is in materials science. The
company is researching and using renewable, recycled, and raw-recyclable materials in
its products. For example, its Quechua Forclaz 500 hiking boots are made with recycled
polyester and a bio-based sole.

Decathlon is also utilizing digital tools to optimize its supply chain and reduce waste.
The company is using 3D printing to create prototypes and test new designs, and it is
also investing in artificial intelligence to improve its forecasting and inventory
management.

Reinventing the business model- These innovations are not just about making more
sustainable products; they are also about reinventing the way Decathlon does business.
The company is moving away from the traditional linear model of "take, make, dispose"
and transitioning towards a circular economy model.

In addition to using recycled materials, Decathlon is also exploring new ways to reduce
water and energy consumption in its manufacturing processes. The company has
installed new equipment that uses less water and energy to dye and finish its products.
Decathlon is also working with its suppliers to implement more sustainable
manufacturing practices.

Rethinking Logistics and Supply Chain Management

Decathlon is also rethinking its logistics and supply chain management to reduce its
environmental impact. The company is working to reduce its reliance on air freight and
increase its use of sea freight and rail transport. Decathlon is also exploring new ways
to optimize its delivery routes and reduce the number of trucks on the road.

In addition to these efforts, Decathlon is also working to educate its customers about
sustainability. The company has launched a number of initiatives to help customers
make more informed decisions about the products they buy. For example, Decathlon
has created a website that provides information about the sustainability of its products.

38
Reinventing the Way it Does Business

By embracing innovation and making a commitment to sustainability, Decathlon is

reinventing the way it does business. The company is demonstrating that it is possible
to be successful in business while also being environmentally responsible.

Decathlon's commitment to sustainability is a great example of how businesses can

make a positive impact on the world. The company's success shows that it is possible
to create high-quality, affordable products without sacrificing the environment.

In a circular economy, resources are kept in use for as long as possible, and waste is
minimized. Decathlon is implementing this model by:

• Designing products for durability and repairability.

• Offering repair services and spare parts.
• Encouraging customers to recycle their old products.

Lessons for other businesses

The success of Decathlon's sustainability efforts is a valuable lesson for other

businesses. It shows that innovation and commitment can lead to significant progress
towards a more sustainable future.

Here are some of the key takeaways from Decathlon's journey:

• Set ambitious goals. Decathlon's commitment to eco-designing 100% of its

products is a bold but achievable goal that has driven change throughout the
company.
• Embrace innovation. Decathlon is using cutting-edge technologies to create
more sustainable products and processes.
• Think circular. Decathlon is moving away from the traditional linear model of
production and consumption and transitioning towards a circular economy
model.
• Be transparent. Decathlon publishes annual sustainability reports and shares
its progress publicly.

39
By following in Decathlon's footsteps, other businesses can also play a vital role in
creating a more sustainable future.

Would you like to learn more about Decathlon's sustainability efforts? Visit the
company's website or read its annual sustainability reports.

Key Takeaways:

• Decathlon is a global leader in sustainability.

• The company is using new technologies to create products that are made from
recycled materials, use less water and energy to produce, and are more durable
and long-lasting.
• Decathlon is also working to reduce its environmental impact by rethinking its
logistics and supply chain management.
• Decathlon is a great example of how businesses can make a positive impact on
the world.

Challenges and Opportunities

While Decathlon's global expansion has been largely successful, it has not been without
its challenges. Regulatory hurdles, cultural differences, and competitive pressures pose
significant challenges for Decathlon in new markets. However, these challenges are
outweighed by the immense opportunities that global expansion presents. With the rise
of e-commerce and digitalization, Decathlon is well-positioned to capitalize on
changing consumer behavior and further expand its global footprint.

Impact on Sports Enthusiasts Worldwide

Decathlon's global presence has had a profound impact on sports enthusiasts

worldwide. By offering a wide range of high-quality, affordable sporting goods,
Decathlon has democratized access to sports, making it possible for people from all
walks of life to pursue their passion for fitness and outdoor activities. Decathlon's stores
serve as hubs of community engagement, where people come together to discover new
sports, learn from experts, and share their experiences.

40
Corporate Social Responsibility (CSR) Initiatives

Decathlon's impact extends beyond the realm of sports retail, as the company is deeply
committed to corporate social responsibility (CSR) initiatives that empower
communities and promote sustainable development. This essay delves into Decathlon's
CSR efforts, exploring its initiatives, partnerships, and the profound impact they have
on society.

Decathlon's CSR Philosophy

At the heart of Decathlon's CSR philosophy lies a belief in the transformative power of
sports to drive positive change. The company recognizes its responsibility to contribute
to the well-being of society and the environment, and this ethos permeates all aspects
of its operations. Decathlon's CSR initiatives are guided by principles of inclusivity,
sustainability, and community engagement.

Promoting Sports Participation

Decathlon is dedicated to making sports accessible to all, regardless of age, gender, or

socioeconomic background. The company's initiatives aim to break down barriers to
sports participation by providing affordable equipment, organizing community events,
and supporting grassroots sports programs. Decathlon's sports accessibility programs
have empowered millions of people around the world to lead active and healthy
lifestyles.

Community Engagement and Empowerment

Decathlon actively engages with local communities through a variety of initiatives

designed to foster social cohesion and empower individuals. From sponsoring local
sports clubs to organizing volunteer activities, Decathlon encourages its employees and
customers to give back to their communities. Through these efforts, Decathlon seeks to
build meaningful relationships with communities and create lasting positive impact.

41
Sustainability and Environmental Stewardship

Decathlon is committed to minimizing its environmental footprint and promoting

sustainable practices throughout its supply chain. The company invests in eco-friendly
technologies, reduces waste, and promotes recycling and reuse. Decathlon's sustainable
product lines, such as eco-designed clothing and equipment, reflect its commitment to
environmental stewardship and responsible consumption.

Ethical Sourcing and Supply Chain Transparency

Decathlon prioritizes ethical sourcing and supply chain transparency to ensure that its
products are produced under fair and safe working conditions. The company works
closely with suppliers to uphold labor rights, eliminate child labor, and promote
responsible production practices. Decathlon's commitment to ethical sourcing is
reflected in its strict supplier code of conduct and ongoing efforts to improve supply
chain transparency.

Partnerships and Collaborations

Decathlon collaborates with a wide range of organizations, including NGOs,

government agencies, and other businesses, to maximize the impact of its CSR
initiatives. These partnerships enable Decathlon to leverage resources, expertise, and
networks to address complex social and environmental challenges. By working together
with stakeholders, Decathlon aims to create meaningful and sustainable change.

Future outlook of decathlon

Decathlon's journey is not just about its past achievements; it's also about its future
aspirations. As a leading player in the sports retail industry, Decathlon continues to
innovate, adapt, and evolve to meet the changing needs and expectations of its
customers. This essay explores Decathlon's future outlook, focusing on its strategic
priorities, emerging trends, and the path ahead.

42
1. Innovation and Product Development:

Decathlon has always been at the forefront of innovation in sports retail, and its
commitment to product development remains unwavering. The company
continues to invest in research and development, leveraging technology and
design to create cutting-edge sporting goods that enhance performance and
experience for athletes of all levels. Future innovations may include
advancements in wearable technology, sustainable materials, and personalized
products tailored to individual preferences.

2. Digital Transformation and Omnichannel Retailing:

The rise of e-commerce and digitalization presents both challenges and

opportunities for Decathlon. The company is embracing digital transformation,
expanding its online presence and investing in omnichannel retailing to provide
customers with seamless shopping experiences across all channels. In the future,
Decathlon may further integrate online and offline channels, leveraging data
analytics and artificial intelligence to personalize customer interactions and
optimize inventory management.

3. Sustainability and Environmental Stewardship:

Decathlon recognizes the urgent need to address environmental issues and is

committed to sustainability across its operations. The company aims to
minimize its environmental footprint by reducing waste, promoting recycling,
and adopting eco-friendly practices throughout its supply chain. Future
initiatives may include increasing the use of recycled materials, implementing
circular economy principles, and partnering with stakeholders to drive systemic
change toward a more sustainable future.

4. Expansion into Emerging Markets:

While Decathlon has a strong presence in established markets, the company sees
significant growth opportunities in emerging markets. Decathlon is expanding
its footprint in regions such as Asia, Latin America, and Africa, where rising
incomes, urbanization, and changing lifestyles are driving demand for sporting

43
 goods. In the future, Decathlon may focus on tailoring its offerings to local
preferences, investing in infrastructure, and building brand awareness to capture
market share in these regions.

5. Community Engagement and Social Impact:

Decathlon's commitment to social responsibility extends beyond its business

operations to include community engagement and social impact initiatives. The
company will continue to support grassroots sports programs, promote active
lifestyles, and empower communities through sports. Decathlon may also
explore new partnerships and collaborations to amplify its social impact and
contribute to positive change in society.

As Decathlon looks to the future, it remains steadfast in its commitment to innovation,

sustainability, and social responsibility. By embracing emerging trends, expanding into
new markets, and continuing to prioritize the needs of its customers and communities,
Decathlon is well-positioned to lead the way in shaping the future of sports retail. With
its visionary leadership, entrepreneurial spirit, and unwavering dedication to its
mission, Decathlon is poised to write the next chapter in its storied history of success.

44
 4 LITERATURE REVIEW

1. The emerging trends in sports analytics in India

By Suraj Bhosale and Samrat Ray

The development of new technologies and tools, application to new domains and
contexts, integration with other disciplines and fields, and evaluation of the impact on
the sports industry.

2. Availability of world-class testing facility

Need for sector-specific testing facilities in a new regime in the region

Sports: Economic, Management, Marketing & Social Aspects Abstracts: 14th

Annual International Conference
2014 Gregory T Papanikos

This abstract book includes all the summaries of the papers presented at the 14th Annual
International Conference on Sports: Economic, Management, Marketing & Social
Aspects, 19-22 May 2014, Athens, Greece, organized by the Human Development
Research Divisionof the Athens Institute for Education and Research. In total there
were 21 papers, coming from 14 different countries (Algeria, Brazil, China, Czech
Republic, Estonia, Germany, Iran, Iraq, Jamaica, Malaysia, Peru, Turkey, UK and
USA). The conference was organized into 6 sessions that included areas of Health &
Medical Sciences and other related fields. As it is the publication policy of the Institute,
the papers presented in this conference will be considered for publication in one of the
books of ATINER.

3. Research and development facility in the sector

Need for sector-specific research and development facility

4. Government support system

Glass et 2018, Kamble et 2018

45
Need for favourable government policies and support to the sector and technological
transformation.

5. Management's willingness
(Glass et al., 2018; Kamble et al., 2018; Kumar et al., 2020b)

Replacement of ‘CHALTA HAI/ KUCHH NAHI HO SAKTA’ (it is as it is/nothing can

be done) attitude by ‘We will’.

6. Sports Retailing In India: The Case of Decathlon

Arpita Mohanty, Arun K Nair, Abin George, Gowtham N

the policies and practices of the French sports goods retailer –Decathlon, factors
contributed to its success, its marketing strategy and the like, largely focusing on its
Indian operations.

Chureill (1982) customer satisfaction has overall reaction of expectation of

consumption with a product or service on fise base of perception, evaluation and
psychological reaction. According to Kottler (2000) Satisfaction is the attributes of
product or servios.

7. Measuring customer satisfaction in the fast food industry: A cross national

approach

Kurniawan (2010) customer satisfaction change over the period of time; it is a dynamic
process. The individual perception about the products or servicce performance Leeds
to customer satisfaction.

Sports Management and Business: This area focuses on the financial and operational
aspects of sports organizations. Research by authors like Sandra Armour and Andrew

46
Inkster in "Sport Marketing" (2014) examines marketing strategies, sponsorship deals,
and financial management specific to the sports industry.

8. Intelligent Data Analysis Methods for Smart Sport Training

Alen Rajšp and Iztok Fister Jr

The rapid transformation of our communities and our way of life due to modern
technologies has impacted sports as well. Artificial intelligence, computational
intelligence, data mining, the Internet of Things (IoT), and machine learning have had
a profound effect on the way we do things. These technologies have brought changes
to the way we watch, play, compete, and also train sports. What was once simply
training is now a combination of smart IoT sensors, cameras, algorithms, and systems
just to achieve a new peak: The optimum one. This paper provides systematic literature
review of smart sport training, presenting 109 identified studies. Intelligent data
analysis methods are presented, which are currently used in the field of Smart Sport
Training (SST). Sport domains in which SST is already used are presented, and phases
of training are identified, together with the maturity of SST methods. Finally, future
directions of research are proposed in the emerging field of SST.

9. Title: "Market Analysis of Sports Apparel Industry in India"

Summary: This paper provides a comprehensive analysis of the sports apparel industry
in India, focusing on market trends, consumer behavior, and key players in the market.
It also discusses the challenges and opportunities for growth in this sector.

Author: Dr. R. Srinivasan

10. Title: "Emerging Trends in Sports Apparel Consumption in India"

Summary: This paper examines the emerging trends in sports apparel consumption
among Indian consumers. It analyzes factors driving the growth of the market, such as
increasing health awareness and changing lifestyles.

Author: Dr. Anjali Guglani

47
11. Title: "Challenges and Opportunities for Sports Apparel Retailers in India"

Summary: This study explores the brand preferences of sports apparel among Indian
youth. It investigates factors influencing their brand choices and the significance of
brand image and quality perception.

Author: Dr. Nisha Singh

12. Title: "Sustainable Practices in the Indian Sports Apparel Industry"

Summary: This paper delves into the challenges faced by sports apparel retailers in
India, including competition from international brands, changing consumer
preferences, and supply chain issues. It also highlights opportunities for retailers to
thrive in the market.

Author: Dr. Prakash Chandra

13. Source- britannica.com

The decathlon is a two-day athletic competition consisting of 10 track-and-field events.

It was initially introduced as a three-day event at the 1912 Olympic Games. The events
include the 100m dash, long jump, shot put, high jump, 400m run, 110m hurdles, discus
throw, pole vault, javelin throw, and 1,500m run. Contestants are scored based on their
performance in each event, with scoring tables adjusted periodically to reflect world
record improvements. Notable decathletes include Jim Thorpe, Rafer Johnson, Bob
Mathias, Bruce Jenner, Daley Thompson, and Ashton Eaton.

14. Source: Sitejabber.com

Adidas is known for its blend of fashion-forward designs and performance-oriented

products. Customers praise the comfort and durability of their shoes and apparel,
especially for sports like running and soccer. However, there are occasional complaints
about pricing, with some items being considered expensive for the quality offered.
Sizing consistency can also be an issue for some users.
48
15. Source - economictimes.com

Decathlon's impact on India's sports culture has been significant, particularly in

diversifying away from cricket. They started with running products and expanded into
various sports, revitalizing old malls with their stores. Decathlon's entry marked a shift
from unorganized to organized retail, offering a wide range of sports gear previously
unavailable in local shops. This disrupted the market dominated by expensive brands
like Nike, Reebok, and Adidas, bridging the gap between affordability and quality in
sports equipment.

49
 5 RESEARCH METHODOLOGY

5.1 Scope of the study

This study is being conducted among people all over Jaipur who has experienced
Decathlon. The researcher aims to collect data from 50+ participants to get a better idea
on instore shopping experience and customer satisfaction in Decathlon.

5.2 Significance of the study

• The research will help the brand to create an idea where they have to improve
their satisfaction level.
• Also, it will help Decathlon to measure the service quality provided that has
been provided to the customers on a general basis.

5.3 Research objectives

The main objectives of the study are:

• Understand the customer expectation and its impact on customer satisfaction

and loyalty.
• To review customer instore shopping experience in Decathlon.
• To understand the factors the customers, have on the brand Decathlon.
• To understand various factors influencing customers to purchase at decathlon.

5.4 Research hypothesis

Hypothesis 1 - In sports retail stores, a positive instore shopping customer experience

is positively related to customers satisfaction with the store.

Hypothesis 2 - In sports retail stores, a positive instore shopping customer experience

is positively related to customers likeliness to recommend the store to a friend or
colleague.

50
Hypothesis 3 – In sports retail store, a pleasant experience or satisfaction from the
supplier is positively related to instore shopping experience and regular visit of the
customer.

5.5 Research methodology

Population

Population is the collection of the elements which has some or the other characteristics
in common. The number of elements in the population is the size of the population. In
this survey, the population comprises all the people who have experienced Decathlon
in between the age group of 15-40 years.

Sample size

The sample for the research is confined to people between 15-40 years old in Jaipur.
Keeping in view the limitation of time and resources, the sample size taken is 50
respondents. Questionnaires were distributed through such social media platforms as
WhatsApp and Instagram to the respondents and enough time was given to the
respondents to fill the questionnaire to reduce sampling error within Jaipur.

Sampling techniques

There are mainly two types of sampling, probability sampling and non-probability
sampling. The sampling that is used here is cluster sampling which comes under non-
probability sampling.

Tools used for data collection

The questionnaire is carefully designed to meet the requirements of the research. The
questionnaire focuses on two parts. The first part is the demographic aspects of the

51
respondents and the second part focuses on the insights of customer perception in
offline shopping at decathlon.

To understand the customer perceptions, most of the questions in the second part were
provided to be ranked between a scale of strongly agree to strongly disagree.

5.6 Analysis Approach

1. Descriptive Statistics: Calculate summary statistics such as mean, median,

mode, and standard deviation for quantitative data (e.g., age). Analyse
frequency distributions for categorical variables (e.g., shopping frequency).
2. Correlation Analysis: Examine relationships between different variables to
identify any patterns or associations. For example, assess if there's a correlation
between age and shopping frequency.
3. Segmentation Analysis: Segment respondents based on demographic
characteristics (e.g., age, gender, occupation) and analyse how different
segments perceive Decathlon and its offerings.
4. Comparative Analysis: Compare responses across different demographic
groups or segments to identify any significant differences or trends.

5.7 Limitations of the study

• It was difficult to reach out to such a large sample size.

• Getting the respondents to trust the researcher and get them to answer the
questionnaire was quite challenging.
• There are higher chances of inaccuracy as respondents may not have answered
honestly due to less patience or being busy.

52
 6 DATA ANALYSIS AND PRESENTATION

6.1 Demographic Analysis

Figure 6.1

Figure 6.2

53
 Figure 6.3

Insights:

Age Distribution:

• The majority of respondents (29 out of 52) fall within the 20-24 age range,
indicating a predominant representation of young adults.
• There is also representation from respondents under 20 years old and those in
their late twenties, though to a lesser extent.

Gender Distribution:

• Male respondents (32 individuals) outnumber female respondents (20

individuals) in the survey population, suggesting a slightly male-dominated
demographic.

Occupation Distribution:

• The majority of respondents (41 individuals) identify as students, indicating that

the survey primarily captures insights from individuals currently pursuing
education.
• There is also representation from employed individuals (8 respondents), as well
as a smaller number of unemployed individuals and those with other
occupations.

54
Implications:

• Targeting Young Adult Demographic: Given the predominant representation of

respondents in their early twenties and the majority being students, Decathlon
may consider tailoring its marketing strategies and product offerings to appeal
to the preferences and lifestyles of young adults. Factors such as affordability,
innovation, and sustainability may be prioritized by this demographic.
• Consideration of Gender Preferences: While the gender distribution is slightly
male-dominated, Decathlon should still consider potential gender preferences
in its product range, marketing communications, and customer engagement
efforts to ensure inclusivity and relevance to all customers.
• Engagement with Students: The significant representation of students indicates
an opportunity for Decathlon to engage with this demographic through targeted
marketing campaigns, student discounts, and partnerships with educational
institutions. Events, promotions, and initiatives specifically tailored to students'
needs and interests can help foster brand loyalty and attract new customers.

6.2 Consumer perception and behaviour analysis

1. Frequency of Shopping at Decathlon:

Figure 6.4

55
Insights:

• Rarely: The most common response is "Rarely", with 35 out of 50 respondents

indicating that they shop at Decathlon infrequently. This suggests that a
significant portion of respondents do not make frequent purchases at Decathlon.
• Monthly: 11 respondents stated that they shop at Decathlon on a monthly basis.
This indicates a smaller but notable segment of customers who visit Decathlon
stores or make online purchases regularly, approximately once a month.
• Never: 5 respondents mentioned that they never shop at Decathlon. While this
group represents a smaller proportion of the respondents, their feedback is still
important in understanding why they choose not to shop at Decathlon.
• Weekly: 1 respondent reported shopping at Decathlon on a weekly basis.
Although this response is less common, it suggests the presence of highly
engaged customers who make frequent purchases at Decathlon, possibly due to
their active lifestyle or specific sporting needs.

Implications:

• Customer Retention: Decathlon may need to explore strategies to encourage

more frequent visits and purchases from customers who shop at the store
infrequently. This could involve targeted promotions, loyalty programs, or
enhancing the overall shopping experience.
• Understanding Non-Shoppers: Understanding the reasons why some
respondents never shop at Decathlon is crucial. Conducting further research or
surveys to identify barriers to entry, preferences, or concerns of non-shoppers
can help Decathlon tailor its offerings and marketing strategies to attract this
segment.
• Engagement with Regular Shoppers: For customers who shop at Decathlon on
a monthly or weekly basis, Decathlon should focus on maintaining high levels
of satisfaction, offering personalized recommendations, and continuously
updating its product range to meet their needs and preferences.

56
 2. Factors Influencing Decision to Choose Decathlon:

Figure 6.5

Insights:

• Quality of Products: The most frequently mentioned factor influencing

respondents' decision to choose Decathlon is the quality of its products, with 37
mentions. This indicates that respondents place a high value on the quality and
reliability of Decathlon's offerings when making purchasing decisions.
• Wide Range of Products: The availability of a wide range of products is also
a significant factor, mentioned by 27 respondents. Decathlon's diverse product
selection appears to attract customers seeking a variety of options for their
sports and outdoor gear needs.
• Brand Reputation: Brand reputation emerges as another important
consideration, with 20 mentions. Decathlon's strong brand image and reputation
for quality and value likely contribute to its appeal among consumers.
• Convenient Location and Online Shopping Experience: While convenient
location (13 mentions) and online shopping experience (9 mentions) are
mentioned by fewer respondents, they still play a role in influencing purchasing
decisions.
• Affordable Prices and Knowledgeable Staff: Affordable prices (14 mentions)
and knowledgeable staff (7 mentions) are also cited as contributing factors.

57
 Competitive pricing and helpful, informed assistance from staff members are
valued by respondents when choosing Decathlon for their purchases.
• Other Factors: Several respondents provided additional factors influencing
their decision to choose Decathlon, indicating unique preferences or
considerations. These responses could offer valuable insights into specific areas
for improvement or opportunities to further enhance the customer experience.

3. Perceived Understanding and Meeting of Customer Needs:

Figure 6.6

Insights:

• Positive Perception: The majority of respondents (34 out of 50) expressed

positive perceptions of Decathlon's understanding and meeting of customer
needs. This includes respondents who selected "Very well" (14 mentions) and
"Well" (20 mentions). These responses suggest that Decathlon is generally
perceived favorably in terms of its responsiveness to customer needs and
preferences.
• Neutral Perception: A notable portion of respondents (14 out of 50) indicated
a neutral stance regarding Decathlon's understanding and meeting of customer
needs. This could reflect a lack of strong opinions or uncertainty among
respondents about Decathlon's customer-centricity.
• Limited Negative Perception: Only one respondent expressed a negative
perception by selecting "Very poorly." While this represents a small minority, it

58
 is still important to acknowledge and address any concerns or areas for
improvement identified by customers.

Implications:

• Strengths in Customer-Centricity: The predominance of positive responses

suggests that Decathlon is generally effective in understanding and meeting the
needs of its customers. This reflects positively on Decathlon's customer service
efforts, product offerings, and overall brand experience.
• Areas for Improvement: While the majority of respondents perceive
Decathlon positively, the presence of neutral and negative responses indicates
that there may be areas for improvement in terms of enhancing customer
satisfaction and addressing any gaps in meeting customer needs. Decathlon
could consider gathering more detailed feedback from customers to identify
specific areas for enhancement and implement targeted strategies to address
them.

4. Importance of Sustainability and Eco-Friendliness:

Figure 6.7

Insights:

• Mixed Importance Levels: The responses indicate a varied level of importance

placed on sustainability and eco-friendliness in respondents' purchasing

59
 decisions. While a significant portion of respondents consider sustainability
important or very important (29 out of 50), there is also a considerable number
of respondents who are neutral on the issue (19 mentions).
• Positive Perceptions: A notable number of respondents (12 out of 50) regard
sustainability and eco-friendliness as very important factors influencing their
decision to purchase from Decathlon. This suggests that a segment of customers
prioritizes environmentally responsible practices and products when choosing
where to shop.
• Room for Improvement: Despite the positive responses, there is also a sizeable
proportion of respondents who are neutral on the importance of sustainability.
Decathlon could potentially enhance its sustainability initiatives and
communication efforts to further engage customers and raise awareness about
its eco-friendly practices.
• Limited Negative Perception: Only a small minority of respondents (2 out of
50) indicated that sustainability and eco-friendliness are not important at all in
their purchasing decisions. While this represents a small percentage, it is still
important for Decathlon to consider and address the diverse range of customer
preferences and priorities.

Implications:

• Opportunity for Differentiation: The positive responses highlight an

opportunity for Decathlon to differentiate itself by emphasizing its commitment
to sustainability and offering eco-friendly product options. By aligning with
customer values and preferences, Decathlon can enhance its brand image and
appeal to environmentally conscious consumers.
• Education and Awareness: The presence of neutral responses suggests that
there may be a lack of awareness or understanding among some customers
regarding Decathlon's sustainability initiatives. Decathlon could consider
implementing educational campaigns or initiatives to raise awareness about its
eco-friendly practices and encourage more environmentally conscious
purchasing behaviours.

60
 5. Satisfaction with Variety of Sports and Outdoor Activities:

Figure 6.8

Insights:

• Positive Satisfaction Levels: The majority of respondents (31 out of 50)

expressed positive satisfaction levels with the variety of sports and outdoor
activities catered to by Decathlon. This includes respondents who selected
"Very satisfied" (10 mentions) and "Satisfied" (21 mentions). These responses
indicate that Decathlon offers a diverse range of products that meet the needs
and interests of its customers.
• Neutral Perception: A significant portion of respondents (14 out of 50)
indicated a neutral stance regarding their satisfaction with the variety of sports
and outdoor activities offered by Decathlon. This suggests that while these
respondents may not have strong opinions either way, they may still find
Decathlon's product selection adequate but not exceptional.
• Limited Dissatisfaction: Only a small minority of respondents expressed
dissatisfaction with the variety of sports and outdoor activities offered by
Decathlon. One respondent selected "Dissatisfied," and two respondents
selected "Very dissatisfied." While this represents a small percentage, it is still
important for Decathlon to address any gaps or shortcomings in its product
assortment to ensure customer satisfaction.

61
Implications:

• Strengths in Product Variety: The predominance of positive responses

suggests that Decathlon is generally successful in offering a diverse range of
sports and outdoor activities catered to its customers' preferences. This indicates
that Decathlon's product assortment aligns well with the interests and needs of
its target market.
• Opportunities for Improvement: While the majority of respondents are
satisfied with Decathlon's product variety, the presence of neutral and negative
responses highlights opportunities for improvement. Decathlon could consider
expanding its product range further or refining its assortment to better meet the
evolving needs and preferences of its customer base.

6. Ratings of Decathlon's Customer Service:

Figure 6.9

Insights:

• Positive Ratings: The majority of respondents (28 out of 50) provided positive
ratings for Decathlon's customer service, including "Excellent" (5 mentions)
and "Good" (23 mentions). This indicates that a significant portion of
respondents have had favorable experiences with Decathlon's customer service
interactions.
• Neutral and Negative Ratings: A smaller portion of respondents provided
neutral or negative ratings for Decathlon's customer service. This includes
62
 "Average" ratings (10 mentions) and one respondent who rated it as "Poor."
While these responses represent a minority, they still highlight areas where
Decathlon may have room for improvement in delivering consistent and
exceptional customer service experiences.
• Non-Interactions with Customer Service: A notable number of respondents
(11 out of 50) indicated that they have not interacted with Decathlon's customer
service. While this may limit the sample size for evaluating customer service
experiences, it also suggests an opportunity for Decathlon to proactively engage
with customers and provide support and assistance when needed.

Implications:

• Recognition of Positive Experiences: The positive ratings provided by a

majority of respondents indicate that Decathlon has been successful in
delivering satisfactory customer service experiences. These positive
interactions can contribute to customer satisfaction, loyalty, and positive word-
of-mouth referrals.
• Areas for Improvement: While the majority of respondents provided positive
ratings, the presence of neutral and negative ratings suggests areas where
Decathlon could focus on improving its customer service practices. Addressing
any issues or concerns raised by customers and implementing measures to
enhance service quality can help Decathlon maintain high levels of customer
satisfaction.

63
 7. Ratings of Decathlon's Online Shopping Experience:

Figure 6.10

Insights:

• Positive Ratings: The majority of respondents (31 out of 50) provided positive
ratings for Decathlon's online shopping experience, including "Excellent" (5
mentions) and "Good" (26 mentions). This indicates that a significant portion
of respondents have had satisfactory experiences with Decathlon's online
platform, finding it user-friendly, efficient, and effective.
• Neutral and Negative Ratings: A portion of respondents provided neutral or
negative ratings for Decathlon's online shopping experience. This includes
"Average" ratings (12 mentions) and one respondent who rated it as "Poor."
While these responses represent a minority, they suggest areas where Decathlon
could focus on improving its online platform to better meet customer needs and
expectations.
• Non-Interactions with Online Shopping: A notable number of respondents (6
out of 50) indicated that they have not interacted with Decathlon's online
shopping platform. While this may limit the sample size for evaluating the
online experience, it also presents an opportunity for Decathlon to engage with
customers and encourage online shopping through effective marketing and
outreach efforts.

64
Implications:

• Recognition of Positive Experiences: The positive ratings provided by a

majority of respondents indicate that Decathlon has been successful in
delivering satisfactory online shopping experiences. These positive interactions
can contribute to customer satisfaction, loyalty, and repeat purchases.
• Areas for Improvement: While the majority of respondents provided positive
ratings, the presence of neutral and negative ratings suggests areas where
Decathlon could enhance its online shopping platform. Addressing any usability
issues, improving website/mobile app functionality, and streamlining the
checkout process can help Decathlon provide a seamless and enjoyable online
shopping experience for all customers.

8. Likelihood to Recommend Decathlon:

Figure 6.11

Insights:

• Positive Likelihood of Recommendation: The majority of respondents (35 out

of 50) expressed a positive likelihood of recommending Decathlon to a friend
or family member, including "Very likely" (12 mentions) and "Likely" (23
mentions). This indicates that a significant portion of respondents are satisfied
with Decathlon's products and services and would endorse the brand to others.
• Neutral Perception: A portion of respondents (15 out of 50) provided a neutral
response regarding their likelihood of recommending Decathlon. While these

65
 respondents may not have strong opinions either way, they may still consider
Decathlon as a potential option for recommending to others based on their
experiences.
• Limited Negative Likelihood: Only a small minority of respondents (2 out of
50) expressed a very unlikely likelihood of recommending Decathlon. While
this represents a small percentage, it is still important for Decathlon to address
any concerns or issues raised by customers to prevent negative word-of-mouth
and maintain a positive brand reputation.

Implications:

• Recognition of Positive Experiences: The positive likelihood of

recommendation provided by a majority of respondents indicates that Decathlon
has been successful in satisfying customers and building loyalty. Positive word-
of-mouth referrals can contribute to brand advocacy and attract new customers
to Decathlon.
• Areas for Improvement: While the majority of respondents expressed positive
likelihoods of recommendation, the presence of neutral responses suggests areas
where Decathlon could focus on enhancing the customer experience to further
encourage advocacy and referrals. Proactively addressing any concerns,
improving product offerings, and providing exceptional customer service can
help Decathlon strengthen its reputation and increase customer loyalty.

66
 9. Likelihood to Continue Shopping at Decathlon:

Figure 6.12

Insights:

• Positive Likelihood of Future Shopping: The majority of respondents (32 out

of 50) expressed a positive likelihood of continuing to shop at Decathlon in the
future, including "Very likely" (10 mentions) and "Likely" (22 mentions). This
indicates that a significant portion of respondents are satisfied with their current
shopping experiences and intend to remain loyal customers of Decathlon.
• Neutral Perception: A portion of respondents (18 out of 50) provided a neutral
response regarding their likelihood of continuing to shop at Decathlon in the
future. These respondents may not have strong opinions either way, indicating
a level of uncertainty or indecision about their future shopping behaviour.
• Limited Negative Likelihood: Only a small minority of respondents (3 out of
50) expressed an unlikely likelihood of continuing to shop at Decathlon in the
future. While this represents a small percentage, it is still important for
Decathlon to address any concerns or issues raised by customers to prevent
churn and retain customer loyalty.

Implications:

• Recognition of Positive Intentions: The positive likelihood of future shopping

expressed by a majority of respondents indicates that Decathlon has been
successful in satisfying customers and fostering loyalty. Continued positive
67
 experiences and satisfaction with Decathlon's products and services can
contribute to long-term customer retention and repeat purchases.
• Opportunities for Engagement: While the majority of respondents expressed
positive intentions to continue shopping at Decathlon in the future, the presence
of neutral responses suggests areas where Decathlon could focus on engaging
with customers and strengthening their loyalty. Proactively communicating with
customers, offering personalized promotions, and seeking feedback can help
Decathlon maintain and strengthen its relationships with customers over time.

10. Participation in Decathlon-Sponsored Events or Community Initiatives:

Figure 6.13

Insights:

• Limited Participation: The majority of respondents (41 out of 50) indicated

that they have not participated in any Decathlon-sponsored events or
community initiatives. This suggests that there may be opportunities for
Decathlon to increase engagement and participation among its customer base
by promoting and hosting more events or initiatives.
• Positive Participation: Despite the majority indicating non-participation, a
notable portion of respondents (9 out of 50) reported participating in Decathlon-
sponsored events or community initiatives. This indicates that there is interest
and willingness among some customers to engage with Decathlon beyond
traditional retail transactions.

68
Implications:

• Opportunity for Engagement: The limited participation in Decathlon-

sponsored events or community initiatives suggests an opportunity for
Decathlon to enhance its community engagement efforts and create
opportunities for customers to interact with the brand in meaningful ways
beyond shopping. By hosting events, workshops, or community activities,
Decathlon can foster a sense of belonging and strengthen its relationship with
customers.
• Awareness and Promotion: Increasing awareness and promotion of
Decathlon-sponsored events and community initiatives can help attract more
participants and encourage greater engagement among customers. Utilizing
various marketing channels, such as social media, email newsletters, and in-
store promotions, can effectively communicate upcoming events and initiatives
to the target audience.

69
 7 FINDINGS

7.1 Conclusion

❖ Demographic analysis provides insights into customer characteristics, aiding

Decathlon in tailoring strategies to meet diverse needs and foster relationships.
❖ Shopping frequency analysis guides marketing strategies to enhance customer
engagement and improve the shopping experience.
❖ Factors influencing Decathlon choice include product quality, variety, brand
reputation, convenience, and pricing, informing strategy optimization.
❖ Positive customer sentiment regarding Decathlon's understanding of needs
underscores its customer-centric approach.
❖ Mixed perceptions on sustainability indicate an opportunity for Decathlon to
improve communication and appeal to eco-conscious consumers.
❖ High satisfaction with product variety highlights Decathlon's strength in catering
to diverse sports and outdoor activities.
❖ Customer service ratings show room for improvement, suggesting a need for
enhanced practices to ensure consistent excellence.
❖ Online shopping experience ratings indicate areas for refinement to provide a
more exceptional and consistent experience.
❖ Strong likelihood of customer recommendations and continued shopping
underscores Decathlon's potential for long-term success.
❖ Limited engagement in sponsored events suggests room for improvement in
community initiatives to strengthen customer connections and loyalty.

7.2 Recommendations

✓ Enhance Customer Service Practices: Address areas identified for improvement

in customer service ratings by investing in staff training, streamlining processes,

70
 and implementing systems for gathering and addressing customer feedback
promptly.
✓ Optimize Online Shopping Experience: Focus on improving the online platform
to provide a more seamless and user-friendly experience for customers. This can
include optimizing website navigation, enhancing product search functionality, and
ensuring smooth checkout processes.
✓ Communicate Sustainability Efforts Effectively: Increase awareness of
Decathlon's sustainability initiatives by integrating messaging across marketing
channels, product packaging, and online platforms. Highlighting eco-friendly
practices can appeal to environmentally conscious consumers and enhance brand
reputation.
✓ Diversify Community Engagement Initiatives: Expand and promote Decathlon-
sponsored events and community initiatives to foster stronger connections with
customers. Consider hosting sports events, workshops, and educational programs
that align with customer interests and values.
✓ Strengthen Brand Loyalty Programs: Develop and promote loyalty programs to
incentivize repeat purchases and reward customer engagement. Offer exclusive
discounts, early access to sales, and personalized rewards to encourage customer
retention and advocacy.
✓ Invest in Market Research and Customer Feedback: Continuously gather and
analyze customer feedback to identify evolving preferences, trends, and areas for
improvement. Use insights from market research to inform product development,
marketing strategies, and customer service enhancements.
✓ Foster Partnerships and Collaborations: Explore opportunities for partnerships
with other brands, organizations, and influencers to expand Decathlon's reach and
appeal to new customer segments. Collaborations can help amplify marketing
efforts and enhance brand visibility in the market.
✓ Embrace Digital Marketing Strategies: Leverage digital marketing channels
such as social media, email marketing, and influencer partnerships to reach and
engage target audiences effectively. Develop compelling content and campaigns
that resonate with customers and drive brand awareness and loyalty.
✓ Cultivate a Customer-Centric Culture: Place a strong emphasis on prioritizing
customer satisfaction, listening to customer feedback, and adapting strategies
based on customer needs and preferences. Cultivate a customer-centric culture
71
 within the organization to ensure all decisions and actions align with enhancing the
customer experience.

7.3 Scope for Further Study

▪ Exploring Demographic Dynamics: Conduct a deeper analysis of demographic

trends, such as age and occupation, to uncover evolving customer preferences and
behaviors over time. This could involve longitudinal studies or comparative
analyses between different demographic segments to identify emerging trends and
opportunities for targeted marketing strategies.

▪ Understanding Sustainability Preferences: Delve deeper into consumers'

attitudes and perceptions towards sustainability and eco-friendliness in their
purchasing decisions. Qualitative research methods, such as focus groups or
interviews, could provide valuable insights into the factors driving sustainability
preferences and how Decathlon can better align its messaging and initiatives with
customer values.

▪ Enhancing Customer Service Practices: Investigate specific aspects of customer

service experiences, such as response times, problem resolution, and staff
interactions, to identify areas for improvement. Utilize customer feedback
mechanisms, such as surveys or feedback forms, to gather insights into customer
expectations and preferences regarding service excellence.

▪ Optimizing Online Shopping Experience: Conduct usability testing and user

experience research to identify pain points and areas for improvement in
Decathlon's online shopping platform. Analyze metrics such as website traffic,
bounce rates, and conversion rates to assess the effectiveness of recent updates or
changes to the online shopping experience.

72
▪ Community Engagement Strategies: Explore strategies to increase participation
and engagement in Decathlon-sponsored events and community initiatives. This
could involve partnerships with local organizations, targeted marketing campaigns,
or incentives for participation to foster stronger connections between customers
and the brand.

▪ Cross-Cultural Analysis: Extend the study to include a cross-cultural analysis of

customer perceptions and behaviors across different regions or countries where
Decathlon operates. This could provide valuable insights into cultural nuances and
preferences that influence customer engagement and purchasing decisions.

▪ Competitive Benchmarking: Conduct a comparative analysis of Decathlon's

performance against its competitors in the sporting goods retail industry. This could
involve benchmarking key performance indicators such as customer satisfaction,
brand perception, and market share to identify areas where Decathlon can gain a
competitive advantage.

▪ Longitudinal Study of Customer Loyalty: Track customer loyalty and retention

over an extended period to assess the effectiveness of Decathlon's customer
engagement strategies. By monitoring changes in customer behavior and sentiment
over time, Decathlon can identify trends and patterns that impact long-term brand
loyalty and success.

▪ In-Depth Market Segmentation: Further segment Decathlon's customer base

based on psychographic variables, lifestyle preferences, or buying habits to tailor
marketing strategies and product offerings more effectively. This could involve
clustering techniques or advanced analytics to identify distinct customer segments
with unique needs and preferences.

73
▪ Customer Feedback Mechanisms: Implement ongoing customer feedback
mechanisms, such as online reviews, social media monitoring, and customer
satisfaction surveys, to continuously gather insights into customer perceptions and
preferences. Utilize this feedback to iterate and refine Decathlon's strategies and
initiatives in real-time, ensuring alignment with customer expectations and
preferences.

By conducting further research in these areas, Decathlon can gain deeper insights into
customer behaviour and preferences, refine its strategies and initiatives, and maintain
its position as a leader in the sporting goods retail industry.

74
 BIBLIOGRAPHY

1. Al-Gasawneha, J. A., & Al-Adamat, A. M. (2020). The mediating role of e-word of

mouth on the relationship between content marketing and green purchase intention.
Management Science Letters, 10, 1701–1708.
https://doi.org/10.5267/j.msl.2020.1.010
2. Cvijikj, I. P., & Michahelles F. (2011). Monitoring trends on Facebook. Proceedings
of Ninth International Conference on Dependable, Autonomic and Secure Computing
(pp. 895-902). IEEE. https://doi.org/10.1109/DASC.2011.150
3. Cvijikj, I. P., & Michahelles, F. (2013). Online engagement factors on Facebook brand
pages. Social Network Analysis and Mining, 3, 843–861. 4. 4.
https://doi.org/10.1007/s13278-013-0098-8 Decathlon (2021, March 2). Trekking
essentials: Complete list of trekking essentials to pack. Decathlon.
https://blog.decathlon.in/articles/things-required-fortrekking#article-body Dolan, R.,
Conduit, J., Fahy, J., &
4. Goodman, S. (2016). Social media engagement behaviour: A uses and gratifications
perspective, Journal of Strategic Marketing, 24(3–4) 261–277.
http://dx.doi.org/10.1080/0965254X.2015.1095222
5. Eigenraam, A., & Eelen, J., & Verlegh, P. (2021). Let me entertain you? The
importance of authenticity in online customer engagement. Journal of Interactive
Marketing. 54. 53–68. https://doi.org/10.1016/j.intmar.2020.11.001 Rancati, E., &
Gordini, N. (2014). Content marketing metrics: Theoretical aspects and empirical
evidence. European Scientific Journal, 10(34), 1857–7881.
https://eujournal.org/index.php/esj/article/view/4825 Firstcry Parenting (2020).
Firstcry parenting. https://parenting.firstcry.com/ Forouzandeh, S., Soltanpanah, H.,
& Sheikhahmadi, A.
6. (2014). Content marketing through data mining on Facebook social network.
Webology, 11(1), 1–18. Geng, R., Wang, S., Chen, X., Song, D., & Yu, J. (2020).
Content marketing in ecommerce platforms in the internet celebrity economy.
Industrial Management & Data Systems, 120(3), 464–485.
https://doi.org/10.1108/imds-05-2019-0270
7. Gunelius (2011). Content marketing for dummiers. Wiley. Halligan, B., & Shah, D.
(2010), Inbound marketing. Wiley. Herzog, H. (1944). What do we really know about

75
 day-time serial listeners? In P. Lazarsfeld & F. Stanton (Eds.), Radio research 1942-
1943 (pp. 3–33). Duel, Sloan and Pearce. Hollebeek, L. D., Glynn, M. S., & Brodie,
R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale
development and validation. Journal of Interactive Marketing, 29(2), 149–165.
https://doi.org/10.1016/j.intmar.2013.12.002 Hollebeek,
8. L. D., & Macky, K. (2019). Digital content marketing's role in fostering consumer
engagement, trust, and value: Framework, fundamental propositions, Jacob &
Johnson 99 and implications. Journal of Interactive Marketing, 45, 27–41.
https://doi.org/10.1016/j.intmar.2018.07.003 Holliman, G., & Rowley, J. (2014).
Business to business digital content marketing: Marketers’ perceptions of best
practice. Journal of Research in Interactive Marketing, 8(4), 269–293.
https://doi.org/10.1108/JRIM-02-2014-0013 Human
9. G. J., Hirschfelder, B., & Jel, J. (2018). The effect of content marketing on sponsor
favorability. International Journal of Emerging Markets, 13(5), 1233– 1250.
https://doi.org/10.1108/IJoEM-06-2017-0215 Hutchins, J., & Rodriguez, D. X. (2018,
February). The soft side of branding: leveraging emotional intelligence. Journal of
Business & Industrial Marketing, 33(1), 117–125. https://doi.org/10.1108/JBIM-02-
2017-0053 Islam, J. U., Rahman Z., & Hollebeek L. D. (2018).
10. Consumer engagement in online brand communities: A solicitation of congruity
theory. Internet Research, 28(1), 23–45. https://doi.org/10.1108/IntR-09-2016-0279
Jacob, M., E. (2021). Does content dissemination through Facebook matter for
government departments: A study of Kerala Police Departments Facebook page.
International Journal of Advanced Research, 9(4), 272–283.
http://dx.doi.org/10.21474/IJAR01/12684 Jacob
11. M., E., & Johnson, J. (2020). Can digital content marketing (DCM) be used to
influence attitude and purchase intention of consumers? In Conference Proceedings
4th International Conference on Marketing, Technology & Society. Indian Institute of
Management Kozhikode
12. Jӓrvinen, J., & Taiminen, H. (2016), Harnessing marketing automation for B2B
content marketing. Industrial Marketing Management, 54, 164–175.
https://doi.org/10.1016/j.indmarman.2015.07.002 Kang, K., Lu, J., Guo, L., & Li, W.
(2021).

76
13. The dynamic effect of interactivity on customer engagement behavior through tie
strength: Evidence from live streaming commerce platforms. International Journal of
Information Management, 56, 102251. https://doi.org/10.1016/j.ijinf
14. Sports Retailing In India: The Case of Decathlon Arpita Mohanty, Arun K Nair, Abin
George, Gowtham N
https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&ved=2ahUKEwiij5
6xt8OFAxU8xTgGHbbyDKcQFnoECA4QAw&url=https%3A%2F%2Fthinkindiaquarterly.org%2
Findex.php%2Fthink-
india%2Farticle%2Fdownload%2F12470%2F7799%2F%23%3A~%3Atext%3DDecathlon%252
0in%2520India%26text%3DIt%2520has%2520made%2520a%2520profit%2Ccatering%2520
to%252071%2520sporting%2520disciplines.&usg=AOvVaw3vD7ky1P0UofLFVLS40mQG&op
i=89978449
15. Game, set, matched: decoding the footprint of Indian IT on global sports
https://economictimes.indiatimes.com/tech/information-tech/game-set-matched-
footprint-of-indian-it-on-global-sports/articleshow/102863435.cms?from=mdr
16. A Framework for Transforming Indian Sports Goods Manufacturing Industry
https://journals.sagepub.com/doi/10.1177/22779779211040191?icid=int.sj-full-
text.similar-articles.8
17. Sports: Economic, Management, Marketing & Social Aspects Abstracts: 14th Annual
International Conference
2014 Gregory T Papanikos
https://www.academia.edu/41639252/Sports_Economic_Management_Marketing_and_So
cial_Aspects_Abstracts_14th_Annual_International_Conference

77
 QUESTIONNAIRE

1. Name:
2. Age:
3. Gender: [ ] Male [ ] Female [ ] Prefer not to say
4. Occupation:

5. How often do you shop at Decathlon?

[ ] Daily
[ ] Weekly
[ ] Monthly
[ ] Rarely
[ ] Never

6. What factors influence your decision to choose Decathlon for your sports and
outdoor gear purchases? (Select all that apply)
[ ] Wide range of products
[ ] Affordable prices
[ ] Quality of products
[ ] Knowledgeable staff
[ ] Convenient location
[ ] Online shopping experience
[ ] Brand reputation
[ ] Other (please specify): __________

7. How would you rate Decathlon's customer service?

[ ] Excellent
[ ] Good
[ ] Average
[ ] Poor

78
[ ] N/A (have not interacted with customer service)

8. How likely are you to recommend Decathlon to a friend or family member?

[ ] Very likely
[ ] Likely
[ ] Neutral
[ ] Unlikely
[ ] Very unlikely

9. How satisfied are you with the variety of sports and outdoor activities catered to by
Decathlon?
[ ] Very satisfied
[ ] Satisfied
[ ] Neutral
[ ] Dissatisfied
[ ] Very dissatisfied

10. How would you rate Decathlon's online shopping experience (website/mobile
app)?
[ ] Excellent
[ ] Good
[ ] Average
[ ] Poor
[ ] N/A (have not used online shopping)

11. How important is sustainability and eco-friendliness in your decision to purchase

from Decathlon?
[ ] Very important
[ ] Important
[ ] Neutral
[ ] Not very important

79
[ ] Not important at all

12. Have you participated in any Decathlon-sponsored events or community

initiatives? If yes, please describe your experience.
[ ] Yes
[ ] No

80