A STUDY ON CUSTOMER BRAND LOYALTY TOWARDS DECATHELON

BRAND WITH SPECIAL REFERENCE TO KOCHI TALUK

Project Report Submitted to the University of Kerala in Partial Fulfillment of the

Requirements for the Award of Integrated (5yr) B.Com LLB Degree.

Submitted by
Name : ANUSREE BABU
Registration no: 47119553020

Under the guidance of:

REJI.R
ASSISTANT PROFESSOR

SREE NARAYANA GURU COLLEGE OF LEGAL STUDIES

KOLLAM
2023

I
 DECLARATION

I, ANUSREE BABU , hereby declare that the project report entitled “A STUDY ON
CUSTOMER BRAND LOYALTY TOWARDS DECATHELON BRAND WITH
SPECIAL REFERENCE TO KOCHI TALUK ”, which I have carried out under the
guidance of REJI.R, Assistant Professor , Sree Narayana Guru College Of Legal Studies,
Kollam is bonafide work done and submitted to the University of Kerala in partial
fulfillment for the award of Integrated Degree in Bachelor of Commerce and LLB.

ANUSREE BABU

KOLLAM

DATE:18/8/2023

II
 SREE NARAYANA GURU COLLEGE OF LEGAL STUDIES
KOLLAM

CERTIFICATE
This is to certify that ANUSREE BABU , student of 4th year Integrated B. Com LLB of
Sree Narayana Guru College Of Legal Studies, has done this project work and submitted
for partial fulfillment of the requirement for the Integrated (5year) B. Com LLB Degree.
This is true and bonafide work done by her under our guidelines and supervision.

Prof. S. USHA
Mrs. REJI. R
Principal
Assistant Professor

Kollam
Date:18/8/2023

III
ACKNOWLEDGEMENT

I thank GOD ALMIGHTY for his blessings and presence during the period of study.

I extend my sincere gratitude to Prof. S.USHA, Principal,Sree Narayana Guru College of

Legal Studies, Kollam for allowing me to do the project and providing valuable suggestions
throughout.

I offer my sincere indebtedness to my guide Mrs. REJI R , so valuable suggestion and

support for the completion of my project.

I thank the 50 customers who have furnished me with necessary details for the study.

My sincere thanks to all faculty members in my college for guidance and encouragement.

Words are insufficient in attempting to bring out my gratitude to my parents, my dear

friends and all others who encouraged me.

ANUSREE BABU

IV
 CONTENTS

CHAPTER TITLE PAGE NO

LIST OF TABLES

LIST OF GRAPHS

1 INTRODUCTION 1

REVIEW OF
2 5
LITERATURE
INDUSTRY AND
3 8
COMPANY PROFILE

DATA ANALYSIS AND

4 23
INTERPRETATION
FINDINGS
5 SUGGESTIONS AND 43
CONCLUSIONS

BIBLIOGRAPHY

ANNEXURE

V
 LIST OF TABLES

TABLE NO: TABLE NAME PAGE

NO:
1 Gender of respondents 24
2 Age of respondents 25
3 Familiarity of decathlon products among respondents 26
4 Medium through which respondents came to know about 27
decathlon
5 Did you ever use any decathlon products 28
6 Sports brand choice of respondents 29
7 Respondents choice between favourite brand and decathlon 30
8 Usage of decathlon products 31
9 Sports professionals among respondents 32
10 Sports interest of decathlon 33
11 Product preference among customers 34
12 Quality of decathlon product according to respondents 35
13 Average product life of decathlon 36
14 Economical choice according to respondents 37
15 Choices offered by decathlon 38
16 Product you recommend from decathlon 39
17 Satisfaction of respondents 40
18 After sales purchase offered to customers 41
19 Discounts offered by decathlon 42
20 Repurchase rate among respondents 43
21 Affordability of decathlon products by respondents 44
22 Reliability of decathlon products 45

VI
 LIST OF GRAPHS

GRAPH GRAPH NAME PAGE

NO: NO:

1 Gender of respondents 24

2 Age of respondents 25

3 Familiaritiy 26

4 Knowledge 27

5 Usage 28

6 Sports brand choice of respondents 29

7 Preference 30

8 Usage of decathlon products 31

9 Users of decathlon 32

10 Sports interest of respondents 33

11 Products preference 34

12 Quality of decathlon products 35

13 Life of products 36

14 Economical choice 37

15 Choice offered 38

16 Recommendations 39

17 Quality 40

VII
18 After purchase service 41

19 Discounts 42

20 Repurchase 43

21 Budget friendly 44

22 Reliability 45

VIII
 CHAPTER 1

INTRODUCTION

1.1 INTROUCTION
A consumer is person or a group who intends to order or use purchased goods ,
products , or services primarily for personal ,social, family, house hold and similar
needs ,who is not related directly to entrepreneurial or business activities.
In an economy a consumer buys goods or service primarily for consumption and not for
resale or for commercial purpose . Without consumer demand ,producers would lack one
of key motivation to produce : to sell to consumers. The consumer also forms one end of
the chain of distribution.

Consumer satisfaction is the happiness of the consumer with a company’s product . it’s a
prime indicator of repurchase intentions and consumer loyalty . In marketing , brand
loyalty describes the positive feelings of a consumer towards brand without regard
towards competitors actions, prices or other changes.

Brand loyalty is when consumers purchase from same brand over and over again ,
despite competitors offering similar products or services . Not only do consumers
engaging and purchasing , but they also associate positive feelings towards the brand.
Brand loyalty has a lot to do with how customers perceive your brand , its action , and
its values. And its an important way to help retain customer loyalty and repurchase rates.

Brand loyalty focuses on consumer perception ,which can also be considered as

emotional loyalty . brand loyalty can be associated with so much more than the price of
the products; its also developed by how customers feel , see, and value your brand .
passion brands are brands which purely invented to build up the brand loyalty of the
consumers towards the brand . Brand passion is that excitement , belief , passion,
connected with specific brand and that leads you to brand loyalty.

Decathlon is a French sporting good retailer . the company manages the

research ,design , production ,logistics and distribution of its products in house ; partners
with global suppliers ; and markets its own brand directly to consumers. It is passion
brand that offers changes according to the consumers perception .

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1.2 STATEMENT OF PROBLEM

Brand loyalty is one of the major factors that influencing the repurchase of the products
offered by the company or business. Brand loyalty has brought up the idea that a product
can be offered according to the consumer needs. Decathlon is sporting retailer company
that offers passion brands ,the brand that changes according to the needs of their
consumers. Hence there was a need to analyze, whether the products that changed
according to their customers need can build brand loyalty. This study was conducted
among the customers of decathlon in Kochi taluk at Ernakulam district.

1.3 OBJECTIVES

 To study on the reasons for which customers choose Decathlon products.

 To study on the brand loyalty of Decathlon sports product among
professional sports men.
 To study on the customer satisfaction and repurchase rate of Decathlon
products.
 To study on the effectiveness of passion brand strategy introduced by the
Decathlon group.
 To compare the brand loyalty towards Decathlon and other sports brands.

1.4 SCOPE OF THE STUDY

The study mainly attempts to provide maximum information on the factors, which
include brand loyalty, the ability of a brand to offer products that build the brand loyalty
and how they keep up with the offers that they make.

And how decathlon sports use these techniques in their marketing and how effective
these are in customers of Kochi taluk . The offers and after service provided to the
customers are also evaluated. And this study also compares decathlon with the other
leading sports brand among the customers in Kochi taluk.

1.5 SIGNIFICANCE OF THE STUDY

In today's world we can get a product in different quality , in different , in different price
from different retailers. The same products are offered by the different companies gives
the customers a lot of options to chose from. So here the competition increases for the

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brands . even though so many brands offers the same products we all stick to any one of
the brand which offers us the more in an affordable price.

Decathlon is one of biggest sports retailers in the brand, this company offers passion
brands in the most affordable price. This study is a comparative study which offers the
comparison of a passion brand to other leading brands in the sports retail industry.
Decathlon sports is now a leading sports brand among the professionals and the normal
customers because of their widest product ranges and also of their techniques they
adopted to increase the brand loyalty among their customers.

1.6 LIMITATION OF THE STUDY

This study has following limitations ;

 The sample size taken was very less. Hence the results of study cannot be
generalized.
 Accuracy of responses from respondents cannot be assured.
 The study is limited to specified time period.
 It covers only the parts regarding to the brand loyalty and does not
concentrate on any other parts.
 The study is limited to available data.

1.7 CHAPTERISATION

CHAPTER 1 - INTRODUCTION

This chapter includes a brief introduction of the study, needs and statement of the
problem and also contain the objectives of the study. This includes the scope of the
study and significance of study . this chapter also contains the limitation of the study.

CHAPTER 2 – LITERATURE REVIEW

Under the literature review it is based on various studies and research about the topic
that need to be addressed.

CHAPTER 3 – PROFILE OF DECATHLON SPORTS LTD

This chapter contains the study about the sports retail industry. Also it includes the
international scenario of the sports industry as well as the Indian scenario of the sports

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retail industry. And an over look on the Decathlon sports retail industry in India and
other nations and the values, objectives , products offered etc. by the Decathlon
company.

CHAPTER 4 – RESEARCH METHODOLOGY

This chapter contains the research methodology and research design used for the study .
Also it contains the area of study, population, sampling unit, sampling techniques ,
methods of data collection which includes primary and secondary , period of study and
tools used for data collection. CHAPTER 5 – DATA ANALYSIS AND
INTERPRETATION

This chapter contains the analysis and interpretation of data collected from respondents.

CHAPTER 6 – FINDINGS, SUGGESTIONS AND CONCLUSION

The last and final chapter gives a summary of findings . Here it is found out from the
data analysis . based up on the findings ,recommendations and suggestions are
formulated. This chapter ends with a conclusion about the whole study.

Page 4
 CHAPTER 2

REVIEW OF LETERATURE

Page 5
Page 6
Page 7
 CHAPTER 3

AN OVERVIEW OF SPORTS INDUSTRY

Sports are group games and individual activities that involve physical activity and skills.
Sports help to overcome adversities and win. Playing sports helps release pressure and
tension in a healthy and controlled way, and improves mood, and concentration.

The main types of sports are spectator sports and participatory sports. Spectator sports
include the presentation of sporting events by teams and clubs or independent athletes.
The various sources of revenue are media rights, merchandising, tickets, and
sponsorship and involve different ownership's including chained, and standalone.

The global sports market grew from $486.61 billion in 2022 to $512.14 billion in 2023
at a compound annual growth rate (CAGR) of 5.2%. The Russia-Ukraine war disrupted
the chances of global economic recovery from the COVID-19 pandemic, at least in the
short term. The war between these two countries has led to economic sanctions on
multiple countries, a surge in commodity prices, and supply chain disruptions, causing
inflation across goods and services and affecting many markets across the globe. The
sports market is expected to grow to $623.63 billion in 2027 at a CAGR of
5.0%.Description

North America was the largest region in the sports market in 2022. Africa is expected to
be the fastest-growing region in the forecast period. The regions covered in the sports
market are Asia-Pacific, Western Europe, Eastern Europe, North America, South
America, the Middle East, and Africa.

The countries covered in the sports market are Argentina, Australia, Austria, Belgium,
Brazil, Canada, Chile, China, Colombia, Czech Republic, Denmark, Egypt, Finland,
France, Germany, Hong Kong, India, Indonesia, Ireland, Israel, Italy, Japan, Malaysia,
Mexico, Netherlands, New Zealand, Nigeria, Norway, Peru, Philippines, Poland,
Portugal, Romania, Russia, Saudi Arabia, Singapore, South Africa, South Korea, Spain,
Sweden, Switzerland, Thailand, Turkey, UAE, UK, USA, Venezuela, and Vietnam.

The market is expected to benefit from the steady economic growth forecasted for many
developed and developing countries. The International Monetary Fund (IMF) stated that
the global real GDP growth was 3.7% in 2019 and 2020 and 3.6% from 2021 to 2023.
Recovering commodity prices are further expected to be a significant factor driving

Page 8
economic growth. The US economy is expected to register stable growth during the
forecast period. Additionally, emerging markets are expected to continue to grow
slightly faster than developed markets in the forecast period. For instance, India’s GDP
grew at 8.7% in 2021-22, up by 1.5% compared to 2019-20, whereas China registered a
GDP growth of 8.1% in 2021. This continued economic growth is expected to drive the
demand for sports.

The sports market includes revenues earned by entities by providing services like live
sporting events before a paying audience or entities that operate golf courses and
country clubs, skiing facilities, marinas, fitness, and recreational sports centers, and
bowling centers. The market value includes the value of related goods sold by the
service provider or included within the service offering. Only goods and services traded
between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods
and/or services within the specified market and geography through sales, grants, or
donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues
generated by organizations in the specified geography within the market, irrespective of
where they are produced. It does not include revenues from resales along the supply
chain, either further along the supply chain or as part of other products.

Major companies in the market include Maruhan, Life Time Fitness, Inc., Liberty Media
Corporation, Futbol Club Barcelona, Dallas Cowboys, Heiwa Corporation, Manchester
City F.C., New York Yankees, Manchester United Football Club, and Juventus.

3.1 Indian Sports Industry

The sports goods industry of India is nearly a century old and holds a prominent position
in the global market. The industry has flourished, driven by a skilled workforce hence
known for its role in creating employment and contributing to the country's economy.
The industry employs more than 500,000 people. India currently manufactures more
than 300 sports-related goods such as toys, video game consoles and articles, festive and
carnival articles, gymnastics and sportswear goods, fishing articles, outdoor games, toys,
etc. Uttar Pradesh, Punjab, Maharashtra, Delhi, Tamil Nadu, Jammu, and West Bengal
are among the top sports goods producing states in India. Among these, Jalandhar city in

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Punjab and Meerut city in Uttar Pradesh account for about 75-80% of the total
production in the country.

The global sports goods industry is highly competitive owing to the presence of many
established multinational players. The majority of the production of sports goods is
outsourced to the Asia-Pacific region, making it one of the largest sports goods
manufacturing regions in the world. During 2019-20, India was the 24th largest exporter
of sports goods in the world, accounting for 0.56% of the global exports of sports goods,
indicating significant headroom for growth in the future.LOGIN

India exports all kinds of sporting goods such as toys, recreational games, puzzles, video
games, parlor 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%.

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 3.2AN OVER VIEW OF DECATHELON SPORTS

Decathlon SE (French pronunciation: ​ [dekatlɔ̃]) is a French sporting goods retailer.

With over 2080 stores in 56 countries and regions (2023) it is the largest sporting goods
retailer in the world.

The company manages the research, design, production, logistics and distribution of its
products in-house; partners with global suppliers; and markets its own brands directly to
consumers in Decathlon-branded big-box stores.

As of late in India , the brandishing business has seen an intense move as far as being a
one sports country to multi-sports seeing country. The upsurge in interest and
commitment has driven the brands to carry out their speciality in a few pieces of nation
and develop their business in a sheer speed . India is the 7th biggest economy on the
planet.

Sports as a business is experiencing an enormous pattern of progress , which is going

towards a positive way . The beginning business which is sprouting at a consistent rate
has prompted a lot of development as far as training; well being joined by wellness and
in particular works.

Among different rivals in the market , Decathlon a French based company , who
altogether overwhelm the market around the world , has seen a consistent development
in India.

3.3 HISTORY OF DECATHELON

Founded by Michel Leclercq in 1976, Decathlon started with a store in Lille, France. Its
holding company was formerly known as Oxylane.

The company expanded abroad a decade later: to Germany in 1986, Spain in 1992, Italy
in 1993 Belgium, in 1997 Portugal and the United Kingdom in 1999, Brazil in 2001,
mainland China in 2003, India in 2009, Turkey and Czech Republic in 2010, Taiwan in
2012, Hong Kong in 2013, Malaysia and Singapore in 2016, South Africa, Philippines
and Indonesia in 2017 in South Korea and Australia in 2018, and Canada in 2019. The
company employs more than 87,000 staff from 80 different nationalities.

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The retailer stocks a wide range of sporting goods, from tennis rackets to advanced
scuba diving equipment, usually in large, big-box superstores averaging 4,000m2 in
size.Decathlon Group markets its products under more than 20 brands.Its research and
development facilities are located across France, where the company develops its
product designs, registering up to 40 patents per year.

3.4 DECATHELON IN INDIA

Decathlon initially settled their establishment in 2009 in Bengaluru. It was the principal
substance to fuse a major configuration specialty retail chain in India. They before long
extended their stores in Mumbai, Hyderabad, and Chandigarh which had an
extraordinary reaction. It required some investment to equal the initial investment in
India. As of late, Decathlon intend to contribute a thundering 700 Crores INR
to extend its business in India. Decathlon Sports India CEO, Steve Dykes said in a
meeting,"India is a need nation. We dream to open 100 stores in India in five years."
Also, the organization considers India to be a key market to extend their business as they
named India to be their top worldwide market as far as stores. For the most part,
Decathlon stores are immense rambling over at any rate 4000 square feet. In
examination, different sports merchandise shops are modest in size. Not just has
Decathlon opened vocation open doors for the sports aficionados in the nation, yet it has
also assisted with moldings donning environment in the nation. Decathlon as an
association stresses item quality and they have 20 brands which spread 70 sports. The
expense of the items is very

32conservative also. In India, individuals are famished for diversion past motion
pictures, cafes, and shopping centers. Decathlon can possibly give end of the week
diversion options as they offer to rehearse indoor sports in their gigantic showrooms.

3.5 VALUES OF DECATHELON GROUP

Decathlon has a committed group for Research and Development of sporting gear and
products. With a committed item improvement and configuration group, they
experience different models of tests and build up the most recent creative
structures,enrolling up to 40 licenses for each year. Each brand speaks to an alternate
sport or gathering of sports. Decathlon's fundamental strategic to make sport
open to each individual on the planet as they accept, the sports has the ability to
change the globe. As an organization, they foresee to help, rouse and control

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through fluctuated wearing encounters.The retailer stocks a wide scope of outdoor
supplies, from tennis rackets to cutting edge scuba plunging gear, for the most part in
enormous superstores which are measured at a normal of 4,000m². Decathlon Group
also possesses 20 brands, with innovative work offices all over France to build up the
most recent inventive structures, enrolling up to 40licenses for every year. Each brand
speaks to an alternate sport or gathering of sports,with a devoted item advancement and
configuration group.With the productive joining to Decathlon data frameworks and new
advances like RFID,portable installments, and the utilization of Open bravo Web
POS in Decathlon stores truly helps our staff as far as registration process proficiency
and lessens time spent on staff preparing. On account of its B/S engineering, it
makes numerous chances to reconsider the registration procedure in stores. We
accept this inventive arrangement will assist us with the advanced change of our
business.As of January 2020, there are 1,647 Decathlon stores worldwide in about
1,000 urban communities of 57 countries. Online conveyance has been presented in
Taiwan, Belgium,Bulgaria, France, Netherlands, Poland, Czech Republic,
Hungary, United Kingdom,Germany, Turkey, Hong Kong, India, Japan, Italy,
Singapore, Spain, Brazil, Portugal,Romania, Ireland, Mexico, Australia, and as of
late, Malaysia, Egypt, Vietnam and Thailand.

3.6 VISION AND MISSION

As a non-profit organization, they aim to inspire students of all achievement

levels to work together to learn more than they ever thought possible. Their mission is
to promote learning and academic excellence among students of varying achievement
levels by developing and providing multidisciplinary academic competitions using
Academic Decathlon curricula.

Their vision is to provide all students the opportunity to excel academically through
team competition. Their core values include:

 The academic growth of students

 Challenging multidisciplinary learning

 Teamwork as a means to achieve self-knowledge and life skills

 Providing equal opportunities for students of different achievement levels

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 The importance of inclusive and diversity to learning and the human experience

 High standards of honesty and integrity

 Transparency in our relations and interactions with all of our stakeholders

 Excellence in our programs, services and activities

 Respect for diverse points of view.

Page 14
 3.7 PRODUCT RANGES OF DECATHELON

The retailer develops and sells its own brands, which the company characterizes
as "passion brands". Each sport or group of sports has a separate brand name:

Caperlan - Fishing

Page 15
Domyos - Fitness, Gym, Yoga, Dance,

Fouganza - Horse Riding

Geologic - Target Sports such as Archery,

Darts and PétanqueGeonaute - Sports Electronics

Inesis - Golf

Kalenji - Running

Kipsta - Team Sports

Nabaiji - Swimming

Newfeel - Walking and Urban Wear

Orao - Eyewear and Optical Accessories

Outshock - Martial Sports

Oxelo - Roller sports, Skating and Scooters

Quechua - Hiking, Camping and Outdoor Gear

Simond - Mountaineering

Solognac - Hunting

Tribord - Watersports

Wed'Ze - Skiing and Snowboarding

Brands providing technical support for the products of its passionbrands:

EQUAREA - Clothing designed for the active removal of sweat

ESSENSOLE - Shoe soles and insoles

NOVADRY - Waterproof and breathable clothes

STRATERMIC - Warm and light clothes

STRENFIT - Light and Robust Synthetic fabrics (non-garment)

SUPPORTIV - Support and compression

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 3.8 DECATHELON FOOTPRINTS IN INDIA.

3.9 DIFFERENT LOCATIONS OTHER THAN INDIA

France , Italy, Spain, russia , Poland, Germany, Portugal, Belgium, United Kingdom,
Brazil , hungary, Turkey, Romania, Czech Republic ,Netherlands , Thailand, Morocco,
Bulgaria , Croatia , Slovakia, Mexico, Sweden ,Singapore , Ivory coast, Malasyia ,
Slovenia.

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All out of all around decathlon have about 1800 stores all over the world , that make
them the greatest retailer on the planet who make sports accessible to all.

3.10 TWO BINIDING VALUES OF DECATHELON

VITALITY ; Essentialness is life ,serious movements, vitality, drive and life. Decathlon
is loaded with imperatives as they have, above all else, an uplifting attitude and are
overflowing with vitality. They are energetic , they love making and developing, and
steadily endeavour to improve and make things around them change.

RESPONSIBILITY ; Being capable is tied in with settling on choices and ensuring

they are followed up on. Their representatives are completely available for the choices
made by customers and group. Duty is also about foreseeing the difficulties confronting
the society and situating their activities towards the supportable turn of events. Whats
more , it is also their obligation to ensure the well being of their customer and
representative everywhere throughout the world.

SWOT ANALYSIS

SWOT investigation is an examination attempted by an association to distinguish its

inside qualities and shortcomings, just as its outside circumstances and dangers.
Strengths:
 attributes of the business or undertaking that give it a bit of leeway over others.
 Weaknesses: attributes that place the business or venture off guard comparative
with others.
 Opportunities: components that the business or undertaking could adventure to
further its potential benefit.
 Threats: components in the condition that could mess up the business or undertaking

Strength:
 Targeted toward athletes (global).

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 Product is not the same as the other companies (i.e. our specialization in the market
of marathons and bicycles)
• We have a reasonable vital course.
• More than So retailers everywhere throughout the world. • Wide assortment of items.
• Affordable costs

Weakness:
 Not sufficiently enhanced.
 Currently make athletic footwear as it were.
 Current picture rating is not as much as contenders
 Wholesale region and lost income.
 Increasing efficiency.
 Being progressively proficient.
 Fewer spotlights on consumer loyalty.
 Decathlon centers on retail deals.
 Only 7 branches in the Netherlands.

Opportunity:

 Untapped universal areas.

 Target an occasion field (Triathlons/cycle).
 Market a shoe explicitly for an occasion
 Making gear for all zones of exercise (ie. Athletic wear).
 The showcase has such huge numbers of dimensions, in Americans, Europe and
Asia.
 Open more stores in the Netherlands.
 Focus on the interest of web-based retailing

Threats:
 Competitive markets-elective brands (EIRA has a developing business sector.
 Consumers searching for bargains.
 Limited advertise.
 Currency contrasts in various nations/advertise vacillations and volatility (i.e.cash or
political). High rivalry from worldwide and residential players.

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 High swelling
 Being incapable to foresee to changing economic situations

FUTURE GROWTH

As we realized the development pace of the decathlon is practically close to 25%. In the
event that we look in this money related year in Bangalore itself there been opened 2
new stores. Furthermore, till now the fundamental focal point of the decathlon was
Bangalore yet for coming monetary year they will concentrate on the Chennai. By and
by decathlons have 3 stores in the Chennai which will be expanded by 7 to 9 in coming
money related year.

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 CHAPTER 4

RESEARCH METHODOLOGY

4.1. RESEARCH METHODOLOGY

Research methodology is a way of describing how the researcher intends to carry out
their research it is a logical and systematical plan to re-solve a research problem. A
methodology explains the researcher's approach to ensure reliable ,and valid results that
address their aim and objectives. It encompasses what data they are going to collect ,as
well as how it is being collected and analyzed.

This study in hand titled 'A STUDY ON CUSTOMER BRAND LOYALTY

TOWARDS DECATHELON BRAND WITH SPECIAL REFERENCE TO KOCHI
TALUK' is a descriptive and analytical study. This study is conducted by collecting data
from the customers of decathlon in Kochi taluk of Ernakulam district . This study
includes both primary and secondary data. The technique of sampling used here is
convenient sampling.

4.2 RESEARCH DESIGN

The research design process is a systematic and structured approach to conducting

research . The process is essential to ensure that the study is valid, reliable and produces
meaningful results. The research design is the framework of research methods and
technique chosen by re-searcher to conduct study. The design allows researchers to
sharpen the research methods suitable for the subject matter and setup their studies for
success. There are mainly three type of designs for research ; data collection,
measurements, data analysis .

The study is conducted on the basis of two sources of data .The primary data is collected
from the volunteers who responded to the survey conducted for the people aged between
15 and 30 years of age. The data was collected using questionnaire. Then the data
collected was tabulated and analyzed using percentage method and representing this data
by using graphs. The secondary data was collected from articles, books, journals,
internet etc...

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4.3. AREA OF STUDY

The area of study is marketing with regards to" A study on customer brand loyalty
towards decathlon brand"

4.4. POPULATION

Population which consists of customers of decathlon brand in Kochi taluk..

4.5. SAMPLING UNIT

Sampling units are the respondents who is asked to fill the questionnaire. In this study
the customers of decathlon brand in Kochi taluk is considered as sample.

4.6. SAMPLE SIZE

The sample size consists of 50 customers of decathlon in Kochi taluk.

4.7. SAMPLING TECHNIQUE

It is a systematic way of choosing from whom the researcher wants to collect

information . In this study convenient sampling is used.

4.8 .METHODS OF DATA COLLECTION

The process of gathering and analyzing accurate data from various sources to find out
the answers to research problems, trends and probabilities etc ..to evaluate the possible
outcomes is known as data collection.

Data are of two types they are primary data and secondary data.

Primary data as the name implies, it is an original, first handed data collected by the
researchers,in this study data is collected from the customers of Decathlon in Kochi
taluk who responded to the survey conducted through questionnaire.

Secondary data ; secondary data is second handed data collected by other parties and
already have under gone statistical analysis . In this study data have been collected from
article, books, journals etc..

4.9. PERIOD OF STUDY

The study was conducted for a period of three months.

Page 22
4.10. TOOLS USED FOR DATA COLLECTION

Questionnaire is a research instrument that consist of questions or other types of prompts

that aims to collect information from a respondent . In this study questionnaire is
selected for data collection .

Page 23
 CHAPTER 5

DATA ANALYSIS AND INTERPRETATION

TABLE 5. 1

GENDER OF RESPONDENTS

options Number Percentage

Male 15 30
Female 33 66
Others 2 4
Total 50 100
SOURCE : Primary data .

Figure 5.1

GENDER OF RESPONDENTS.

INTERPRETATION ; The above table reveals that the significant portion of the
respondents are females (66%) followed by male and others .

Page 24
 TABLE 5 .2

AGE OF THE RESPONDENTS.

Options Number Percentage

15 – 20 7 14
20-25 40 80
25 – 30 0 0
30 above 3 6
Total 50 100
SOURCE : Primary data.

Figure 5.2

AGE OF THE RESPONDENTS.

INTERPRETATION : The above table shows that 80% of the respondents comes
within the age group of 20 – 25 years followed by the others.

Page 25
 TABLE 5.3

FAMILIRIATY OF DECATHELON PRODUCTS AMONG RESPONDENTS

Option Number Percentage

Very familiar 5 10.4
Familiar 26 54.2
Rarely familiar 17 35.4
Total 50 100

SOURCE : Primary data

Figure 5.3

FAMILIRIATY OF DECATHELON PRODUCTS AMONG RESPONDENTS.

INTERPRETATION : By looking in to the table 3 we can understand that 54.2% of

respondents familiar with the decathlon products , 35.4% of people are rarely familiar
with decathlon products and only 10.4% people are very familiar with decathlon
products.

Page 26
 TABLE 5 . 4

MEDIUM THROUGH WHICH RESPONDENTS CAME TO KNOW ABOUT

DECATHELON

Option Numbers Percentage

By word of mouth 15 30
By advertisement 19 38
By other means 16 32
Totaly 50 100

SOURCE :Primary data

Figure 5.4

MEDIUM THROUGH WHICH RESPONDENTS CAME TO KNOW ABOUT DECATHELON

INERPERTION : The above table shows that the people knows about the decathlon
almost equaly through almost all means.

Page 27
 TABLE 5 . 5

RESPONDANTS USAGE OF DECATHLON PRODUCTS

Options Number Percentage

once 27 56.3
More than once 19 39.6
Regular customer 4 4.1
Total 50 100
SOURCE: Primary data.

Figure 5.5

RESPONDANTS USAGE OF DECATHLON PRODUCTS.

INTERPRETATION : The above table shows that almost 56 % of customers used the
decathlon products atleast once ,29.6% of the customers have used their products more
than once, only 4.1% of the customers are regular customers.

Page 28
 TABLE 5. 6

SPORTS BRAND CHOICE OF RESPONDENTS

OPTION NUMBER PERCENTAGE

Nike 13 26

Adidas 12 24

Puma 12 24

Fila 1 2

Kalenji 5 10

Reebook 7 14

SOURCE ; primary data

Figure 5.6

INTERPRETATION : This table shows the customers preference other than decathlon .
the studies shows that Nike is the most preferred brand among the customers.

Page 29
 TABLE 5 . 7

RESPONDENT’S CHOICE BETWEEN THEIR FAVOURITE SPORTS BRAND

AND DECATHELON

Option Number Percentage

Convenient location 7 6.5
Low price 8 17.4
Superior quality 25 54.3
Good service 10 21.7
Total 50 100
SOURCE : Primary data.

Figure 5.7

RESPONDENT’S CHOICE BETWEEN THEIR FAVOURITE SPORTS BRAND

AND DECATHELON .

INTERPRETATION : The table shows that majority (54.3%) of the customers chose
the brand because of the brand prefer decathlon due their superior quality.

Page 30
 TABLE 5 .8

USAGE OF DECATHELON PRODUCTS

Options Number Percentage

Very often 11 20.4
Often 16 32.7
Rarely 23 46.9
Total 50 100
SOURCE : Primary data.

Figure 5.8

USAGE OF DECATHELON PRODUCTS .

INTERPRETATION : This table shows that almost 46 % of the persons rarely uses
decathlon products.

Page 31
 TABLE 5 . 9

SPORTS PROFESSIONALS IN RESPONDENTS.

Options Numbers Percentage

Not really 39 78
Was a sportsman 7 14
Full time sports man 4 8
Total 50 100
SOURCE : Primary data.

Figure 5.9

SPORTS PROFESSIONALS IN RESPONDENTS.

INTERPERTION : The table above shows that 78% of the users are non professional
sports man followed by the others.

Page 32
 TABLE 5 . 10

SPORTS INTREST OF RESPONDENTS

Options Number Percentage

Cricket

Badminton

Football

Running

Judo

Cycling

Swimming

Others

SOURCE :Primary data .

Figure 5.10

INTERPRETATION: The graphical representation shows that most of the respondents are
football and badminton players followed by cricket and other sports.

Page 33
 TABLE 5. 11

PRODUCT PERFERENCES AMONG CUSTOMERS

Options Number Percentage

Shoes 23 46.9
Sports wear 19 38.8
Gym aids and supplies 4 8.2
Sports aid and supplies 4 8.2
Total 50 100
SOURCE : Primary data .

Figure 5.11

PRODUCT PERFERENCES AMONG CUSTOMERS

INTERPRETATION : The table above shows that 46.9% of people uses decathlon
shoes , 38.8% of people uses sports wears from decathlon , gym aids and supplies and
sports aids and supplies are used by 8.2% of people .

Page 34
 TABLE 5 .12

QUALITY OF DEACTHELON PRODUCT ACCORDING TO RESPONDENTS.

Options Numbers Percentage

Better 28 56
Almost same 7 14
Slightly lower 9 18
Not comparable 6 12
Total 50 100
SOURCE : Primary data.

Figure 5.12

QUALITY OF DEACTHELON PRODUCT ACCORDING TO RESPONDENTS.

INTERPRETATION : the table above reveals that almost 56% of the respondents says
that decathelon product have a superior quality than other leading brands.

Page 35
 TABLE 5 .13

AVERAGE PRODUCT LIFE OF DECATHELON.

Options Number Percentage

6 months 6 12.5
One year 13 21.7
Above one year 29 60.4
Total 50 100
SOURCE : Primary data.

Figure 5.13

AVERAGE PRODUCT LIFE OF DECATHELON.

INTERPRETATION : The table above shows that 60.4% of respondents says that the
life of Decathlon products are above one year.

Page 36
 TABLE 5 . 14

ECONOMICAL CHOICE ACOORDING TO RESPONDENTS

Options Number Percentage

Normal 26 53.1
Economic 12 24.5
Expensive 11 22.4
Total 50 100
5SOURCE :Primary data.
Figure 5.14

ECONOMICAL CHOICE ACOORDING TO RESPONDENTS

INTERPRETATION : The table above shows that 53.1% of population says that it is a
normal choice ,24.1% of population says that its is an economical choice, 22.4% of
population says that it is an expensive choice.

Page 37
 TABLE 5.15

CHOICES OFFERED BY DECATHELON.

Options Numbers Percentage

So many 14 28
Decent 31 62
Not many 5 10
Total 50 100
SOURCE : Primary data .

Figure 5.15

CHOICES OFFERED BY DECATHELON.

INTERPRETATION : the table above shows that 62% of respondents says that
decathlon offers decent variety of options followed by so many and not so many.

Page 38
 TABLE 5 . 16

PRODUCT YOU RECOMMEND FROM DECATHELON.

Options Number Percentage

Shoes 20 40.8
Sports wear 17 34.7
Gym aids and supplies 5 10.2
Sports aids and supplies 7 14.3
Total 50 100
SOURCE : Primary data .

Figure 5.16

PRODUCT YOU RECOMMEND FROM DECATHELON.

INTERPRETATION : the table above shows that 40.8% of population recommend

shoes from decathlon, 34.7% of population recommends sports wear followed by sports
aids and supplies and gym aids and supplies.

Page 39
 TABLE 5. 17

SATISFACTION OF RESPONDENTS.

Options numbers Percentage

Excellent 7 14
Good 38 76
Average 2 4
Poor 3 6
Total 50 100
SOURCE : Primary data .

Figure 5.17

SATISFACTION OF RESPONDENTS.

INTERPRETATION : the table above shows that 76 % says that decathlon products
have a good quality followed by other options.

Page 40
 TABLE 5. 18

AFTER SALES PURCHASE OFFERED TO CUSTOMERS

Options Numbers Percentage

According to products 27 55.1
Rarely 20 40.8
Receive often 3 4.1
Total 50 100
SOURCE : Primary data.

Figure 5.18

AFTER SALES PURCHASE OFFERED TO CUSTOMERS

INTERPRETATION : the table above shows that 55.1 % of respondents says that
decathlon offers after purchase service according to the products.

Page 41
 TABLE 5.19

DISCOUNTS OFFERED BY DECATHELON.

Options Numbers Percentage

Sometimes 41 83.7
Yes 6 12.2
Only for regular customers 3 4.1
Total 50 100
SOURCE : Primary data .

Figure 5.19

DISCOUNTS OFFERED BY DECATHELON.

INTERPRETATION : the table above shows that 83.7% of respondents are agreeing
that decathlon gives discounts some times.

Page 42
 TABLE 5.20
REPURCHASE RATE AMONG RESPONDENTS.

Options Number Percentage

Absolutely 10 20.4
May be 15 30.6
According to needs 18 36.7
Not really 7 12.2
Total 50 100

SOURCE : Primary data.

Figure 5.20
REPURCHASE RATE AMONG RESPONDENTS.

INTERPRETATION : from the above table we can understand that 20.4 % of

respondents have an absolute repurchase rate, 30.6 % respondents responded with may
be, 36.7 % respondents will repurchase according to their needs ,12.6 % of respondents
does not consider a repurchase.

Page 43
 TABLE 5. 21

AFFORDABILITY OF DECATHELON PRODUCTSS BY RESPONDENTS.

Options Number Percentage

According to products 35 70
yes 15 30
Total 50 100
SOURCE :Primary data .

Figure 5.21

AFFORDABILITY OF DECATHELON PRODUCTSS BY RESPONDENTS.

INTERPRETATION : from the above table we can analyze that 70% of respondents
are of opinion that decathlon comes with in their budget according to products.

Page 44
 TABLE 22

RELIABILTY OF DECATHELON PRODUCTS.

Options Number Percentage

Yes 22 42.9
According to products 23 46.9
not really 5 10.2
Total 50 100
SOURCE : Primary data.

Figure 5.22

RELIABILTY OF DECATHELON PRODUCTS.

INTERPRETATION : the above table shows that 42.9 % of respondents agrees that
decathlon is a reliable choice, 46.9% of respondents says the reliability is according to
products, 10.2% of respondents says that decathlon is not really a reliable choice.

Page 45
 CHAPTER 6

FINDINGS, SUGGESTIONS &RECOMMENDATION AND

CONCLUSION

6.1. FINDINGS

1. The analysis of the data shows that 66% of the respondents were females.
2. The analysis of results reveals that the 80% of the respondents comes within the
age group of 20 - 25 yrs .
3. The analysis shows that 54.2 % of the population is familiar with decathlon
products.
4. The analysis reveals the result that decathlon is advertised and made popular
through almost all means.
5. The results reveals that 56 % of respondents used the decathlon products at least for
once and 4.1 % of population are regular customers
6. The analysis shows that Nike is the most preferred decathlon customers other than
decathlon products.
7. The results reveals that 56 % of population chooses decathlon products due to their
superior quality.
8. The study reveals that 46 % of the respondents does not use decathlon products that
often.
9. It is clear from the analysis that 78 % of the respondents are non professionals
10. The results reveals that most of the respondents are football and cricket players.
11. The study reveals that 46.9% of the respondents uses decathlon shoes and 38.8%
of respondents uses sports wear.
12. The results shows that 56 % of the population agrees that decathlon has a superior
quality than other brands.
13. 60.4 % of respondents says that decathlon products have a life of above than 1 year.
14. It can be found that 53.1 % of population consider decathlon as a normal
economical choice .
15. The analysis results shows that 62% of the respondents are saying , decathlon offers
decent options to chose from.
16. The results shows that respondents recommend shoes and sports wear from
decathlon.

Page 46
17. 76 % of respondents made sure that decathlon product have a superior quality.
18. The study shows that 55.1 % of respondents are saying ,decathlon only offers after
purchase services according to products
19. 83.7% respondents reveals that decathlon offers discounts sometimes.
20. The study reveals almost half of the customers want to repurchase according to
products and 20 .4% of them consider they will absolutely repurchase from
decathlon.
21. The results reveals that 80% of customers says decathlon is a budget friendly
choice according to the products choice.
22. From the results we can found out that decathlon is a reliable choice to 42.9% of
customers . It's a reliable choice for 46.9% according to products .

6.2.SUGGESTIONS AND RECOMMENDATIONS

 It is suggested that decathlon should build more strategies to improve repurchase rate.
 It's is advisable to introduce interesting marketing policies to introduce the brand to
newbies to the brand
 Decathelon should provide more after purchase service by not concentrating on the
category of products
 Only products that are popular among the customers are shoes and sports wear,
decathlon should adapt more measures to introduce their other products and brands to
customers.

6.3.CONCLUSION

Decathlon SE is a French sporting goods retailer. With over 2080 stores in 56 countries
and regions (2023) it is the largest sporting goods retailer in the world.The company
manages the research, design, production, logistics and distribution of its products in-
house; partners with global suppliers; and markets its own brands directly to consumers
in Decathlon-branded big-box stores.

The study analyzes the brand loyalty of consumers towards the decathlon. Decathelon is
a company which offers passion brand to maintain brand loyalty and to increase
repurchase rate. This study shows that their strategy is partially successful b,because the
customers are satisfied with the quality and price of the products they offers. The

Page 47
customer themselves have been agreed that they chose decathlon because of superior
quality and the products has a life expectancy.Even though this the scenario the
repurchase rates from the decathlon is very low compared to the product satisfaction.The
customers are not really have an emotional attachment towards the brand .

Decathlon is a multinational retailer that offers such quality of products need to

concentrate on their strategies to increase repurchase. The after purchase rewards and
services offered are categorized according to products t

Page 48
 BIBLIOGRAPHY

JOURNALS

1. JOSEPH ARTHUR ROONEY ,1995, journel on product and brand

management ,volume no. 4, pp.48 - 55

2. WIM WESTERA ,2006, decathlon towards a balanced and sustainable

performance assessment method. New studies in athletics , IAAF,21(1),39-51.

3. DIETER HILLAIRET, GUILLAUME RICHARD, PATRICK

BOUCHET,2009, the dual management of innovation by the decathlon group.a
distinctive strategic system on sports good market. Dans Journel Of Innovation
Economics and Management pages 189 - 210.

4. ZEENAT ISMAIL,SARAH MASOOD, ZAINAB MEHMOOD TAWAB, 2012,

journel on factors affecting consumer preference of international brand over local
brands.

5. XIN JIN , KARIN WEBER ,2013,developing and testing a model of exhibition

brand preference; the exhibition perspective ,tourism management.38:94-104,
DOI:10.1016/j.tourman.2013.02.018.

6. EMMANUEL SELEASE ASSAMOAH , 2014, journal of small business and

enterprise development, volume 21, number 1, pp.117-131 (15).

7. NEIL BRIGDEN , GERALD HAUBL ,2014, the preference - signaling effect of

search ,journal of consumer psychology 25(2).

8. ABDURRAHAMAN ISIK, MEHEMET FATIH YASAR,2015,Eurrasian Journel

Of Business and Economics ,vol.8 n0.16 (2015):November.

9. JANE HEMSLEY BROWN , IBRAHIM ALNAWAS,2016, service quality and

brand loyalty : the mediation effect of brand passion , brand affection and self
brand connection, international journal of of contemporary hospitality management.

10. CHRISTINE D’LIMA ,2017 , brand passion and its implication on consumer
behaviour . volume 4 issue 1 pp 30-42.

Page 49
BOOKS

1. DAVID AAKER ,2009 , Managing brand equity, the free press Newyork London
Toronto , Sydney.

2. FRANK ZARNWOSKI ,The Decathlon A Colourful History of Track and Fields

most challenging event ,1991,published by Leisure printers.

ONLINE RESOURCES

1 D. HILLAIRET ,The dual management of innovation by decathlon group. A

distinctive strategic system on sports goods.

https://www.cairn.info/revue-journal-of-innovation-economics-2009-1-page-189.htm

2 DECATHLON SPORTS

https://www.decathlon.in/

3 PRADEEP G , A study on visual merchandising in decathlon

https://sist..sathyabama.ac.in/sist-naac/documents/1.3.4./1922-b.com-batchno-13pdf

4 RAHUL ARORA ,Decathlon Faridabad study on increase market share for badminton
products.

https://www.scribd.com/document/385895305/Decathlon-Faridabad-project-report-
Rahul-arora

5 SURESH P S , Organizational study and routine work at decathlon sports India pvt
limited.

https://www.corsehero.com/file/928282571/Suresh-internship-project-reportdocx/

6 DECATHLON GROUP

https://g.co/kgs/5whbtg

Page 50
 QUESTIONNAIRE

1. What is your gender?

a) Male

b) Female

c) Other:

2. What is your age?

a. 15-20

b. 20-25

c. 25-30

d. 30 above

3. Have you familiar with decathlon products?

a) Familiar

b) Very familiar

c) Rarely familiar

4.How did you know about decathlon?

a. By word of mouth

b. By advertisement

c. By other means

5. Did you ever used decathlon brand?

a) Once

b) More than once

c) I am a regular customer

6. Which is your favourite sports brand?

Page 51
7. Why did you prefer decathlon products over your favourite brand

a. Convenient location

b. Low price

c. Superior quality

d. Good service

8.How much often did you use decathlon products?

a) Often

b) Very often

c) Rarely

9.Are you a professional sports player

a. Full time sports man

b. Was a sports man

c. Not really

10 If so what kind of sports are you involved in?

11.Which type of products you use from decathlon

a) Sports wear

b) Shoes

c) Sports aid and supplies

d) Gm aids and supllies

12 What do you think about the quality of decathlon product to your favourite brand?

a. Better

b. Almost same

Page 52
c. Slightly lower

d. Not comparable

13. What is the average site of decathlon product according to you?

a) 6 months

b) One year

c) More than one year

14 Do you think decathlon is economic?

a. Economic

b. Normal

c. Experisive

15.How many choices does decathlon offers to you?

a) So many

b) Decent

c) Not many

16. Which type of product you recommend from decathlon?

a. Shoes

b. Sports wear

c. Sports aids and supplements

d. Gym aids and supplement

17. How satisfied you are with the quality of products?

a) Excellent

b) Good

Page 53
c) Average

d) Poor

18.Did you recieve any after purchase services

a. Yes

b. According to products

c. Rarely

19. Did decathlon offers any discounts?

a) Yes

b) Sometimes

c) Only for regular customers

20.Would you prefer a repurchase?

a. Absolutely

b. May be

c. According to needs

d. Not really

21.Would you recommend decathlon products to others

a) Absolutely

b) May be

c) Not really

22. Did decathlon is a realiable choice

a. Mark only one oval

b. Yes

Page 54
c. According to products

d. Not really

Page 55