Competition Mapping and Market Analysis for

Sportswear

ALISHA KAPOOR

M/BFT/10/04

Department of Fashion Technology

National Institute of Fashion Technology, Mumbai

May 2014

0
Competition Mapping and Market Analysis for Sportswear

A dissertation submitted in partial Fulfillment

Of the Requirement for the award of Degree

in

Bachelor of Fashion Technology (Apparel Production)

Submitted By

ALISHA KAPOOR

M/BFT/10/04

Under the Guidance of

MS. ABOLI NAIK

Department of Fashion Technology

National Institute of Fashion Technology, Mumbai

May 2014
1
Index

ABSTRACT ............................................................................................................................... 4

CERTIFICATE ...................................................................................................................................... 4
ACKNOWLEDGEMENT ........................................................................................................................ 6
1. Introduction .................................................................................................................................... 8
2. Review of Literature ..................................................................................................................... 13
2.1 What is Market Research? .................................................................................................... 13
2.2 Important tools for Market Research: .................................................................................... 14
2.3 What is competitor Mapping? ................................................................................................ 17
2.4 Identifying Competitors ......................................................................................................... 17
2.5 THE OBJECTIVES OF COMPETITOR ANALYSIS ............................................................... 19
2.6 Analyzing a Competitor’s Response Profile: .......................................................................... 23
3. METHODOLOGY ......................................................................................................................... 25
3.1 Types of Data Required for the Study: .................................................................................. 25
3.2 Methods of Collecting Market Information: ............................................................................ 25
3.3 TIME AND ACTION CALENDAR .......................................................................................... 28
3.4 Competitor’s Analysis through Competitor Array ................................................................... 30
3.5 Positioning ............................................................................................................................ 33
3.6 PRODUCT ............................................................................................................................ 37
3.7 PRICE ................................................................................................................................... 38
3.8 PROMOTION ........................................................................................................................ 42
3.9 PEOPLE ............................................................................................................................... 46
3.10 Recommendations for 5P: ..................................................................................................... 51
3.11 SWOT ANALYSIS ................................................................................................................. 54
4. LIMITATIONS OF THE PROJECT ............................................................................................... 68
5. CONCLUSION ............................................................................................................................. 70
6. REFRENCES ............................................................................................................................... 72
7. ANNEXURES:.............................................................................................................................. 75
7.1 QUESTIONNAIRE: (Feedback Survey)................................................................................. 75
7.2 Pre-Religa ............................................................................................................................. 81
7.3 Questionnaire:......................................................................................................................... 8

2
ABSTRACT:

India’s sportswear market has evolved from a niche segment, which was exclusively aimed at

sportspersons, to a burgeoning consumer sector. The industry has witnessed rapid growth over

the past few years, driven by growth in income levels, changing lifestyles and the entry of foreign

players after liberalization.

The ever-increasing popularity of cricket, combined with the growing interest in sports such as

football, hockey and tennis, has contributed to the growth of the functional sportswear market in

the country.

In addition to this, the trend of using sportswear as casual wear has expanded the definition of

target consumers for leading brands. Some brands also offer collections to cater to this demand

for casual wear.

The sportswear retail market in India is estimated at INR365.8 billion and is expected to grow at

a robust CAGR of 33% during 2010–2014. The market includes sports apparel, footwear and

accessories, with footwear being the largest segment, accounting for around 60% of the total

market.

The country’s sportswear segment is largely unorganized with organized players constituting

only around 30% of the market. Franchised exclusive brand outlets (EBOs) and multi-brand

outlets form the core retail channels for sportswear in India.

Thus, there is need of research and analyzing the market trends through competition Analysis

which comprises of Tools like Marketing Mix, SWOT Analysis so as to fulfill customer demand

and at the same time maintaining the brand profitability.

3
CERTIFICATE

This is to certify that this Project Report titled “Market Analysis and Competitor Mapping of

Decathlon Sports India” is based on my, Alisha Kapoor, original research work, conducted under

the guidance of Ms. Aboli Naik towards partial fulfillment of the requirement for award of the

Bachelor’s Degree in Fashion Technology (Apparel Production), at the National Institute of

Fashion Technology, Mumbai.

No part of this work has been copied from any other source. Material, wherever borrowed has

been duly acknowledged.

Alisha Kapoor

M/BFT/10/04

Semester VIII

Department of Fashion Technology, NIFT, Mumbai

4
5
ACKNOWLEDGEMENT

Completion of any work is not possible without the humble and deep felt gratitude to the people

who have contributed their valuable time and help to make it success.

I express my sincere gratitude to Ms. Aboli Naik, my faculty guide, for helping me throughout

the graduation project with her insight, knowledge and kind support.

I would like to extend my sincere gratitude to the management of National Institute of Fashion

Technology, Mumbai for giving me the opportunity to experience the professional environment

at Decathlon, Mumbai (Thane). This study has given me an insight on the functioning and

processes of the sports retail industry.

I would like to extend my heartfelt thanks and profound gratitude to my industry guide, Mr.

Sachin Sharma, who has been a constant source of inspiration and knowledge throughout the

project period, for his valuable guidance and support in doing this fruitful and challenging project.

It was an unforgettable and enriching experience to me.

Without the guidance, help and insight of all these people, it would have been an uphill task for

me to execute and implement my project.

Thanking You

Alisha Kapoor

M/BFT/10/04

Semester VIII

Department of Fashion Technology, NIFT, Mumbai

6
 CHAPTER 1:

INTRODUCTION

7
 1. Introduction

“WE ARE ABOUT SPORT. ONLY SPORT”

“PROVIDING PLEASURE OF SPORTS AT AFFORDABLE PRICE”

“SPORT FOR ALL|ALL FOR SPORT”

Founded in 1976, in France, Decathlon has set about making the pleasure and benefit of sports

available for everyone across the globe. They do that by providing world class products both for

enthusiastic beginners as well as passionate professionals at extremely affordable prices.

At Decathlon people have an extremely unique advantage that very few sports goods retailers

can boast off. Their team is powered to design, manufacture and sell products that are

technically as superior as they are affordable to all. The designers and engineers partner with

sportspersons across the world adding a new dimension to the design process; this coupled with

cutting edge technology and innovation delivers products that are absolute winners.

Decathlon India started in the year 2009. Stores located throughout the world with 800 stores all

over. Group is largest sporting goods reseller in domestic market.

Large variety of sports goods in affordable pricing for all classes of consumers. Strong and

innovative marketing since years have created a strong brand retention in the minds of

customers.

Their Brands are Artengo ( Racket Sports), Btwin ( Cycling), Domyos (Fitness),

Flx(Cricket),Inesis(Golf),Kalanji(Walking),Kipsta(TeamSports), Newfeel(Walking), Oxelo( Roller

Sports),Quechua( Mountain and outdoor Sports), Rockrider (Moutain Biking), Solognac(

Hunting), Triboard( Water sports) and other brands like EQUAREA , Essensole, Novadry.

8
 Company Profile:

The hierarchy of the company is following:

1. CEO (Decathlon India Head) – Michelle

2. COO

The departments under them:

India Production (Oxylane) | DMI | Finance | E-Commerce | IT & ERP| Business

Development | CRM | Import | Design Team

Under these individual departments, the following hierarchy is there:

1. Regional Manager

2. Store Manager

3. Operations Manager

4. Department Manager

5. Sales Manager

9
 NEED OF RESEARCH

Decathlon aims at providing sports benefits at affordable prices be it sports equipment,

Sports Apparel or sports accessories. To meet this objective there is a strong need to

reduce the incurred cost so as to widen the range of customers. Thereby evaluating the

current market for sports apparel and to do a competitive analysis to see the market

performance and to determine the extent to what level of sports apparel appeals to the

current customer.

 PROBLEM

 Decathlon is new in Indian cash and carry scenario, therefore there is a need of

competitor analysis to keep the product ranges competitive thereby satisfying

customers.

 High inflation doesn't give opportunity of cost advantage in competitive environment.

 To seek opportunity for further Expansion plans as the company is still in the growth

stage.

 Limited Global presence as comparison to its competitors.

 High competition from global and domestic players.

10
  Objective: Competition Mapping and Market Analysis for

Sportswear.

Sub Objective:

1) Market Research

2) Reduce stock holding cost through fast sales of goods

3) Ascertain the competitor’s positioning and value proposition in the market and in

consumer perception.

4) Understand the assortment breadth/depth in terms of the major items, quality,

styles, colors, sizes and Brands stocked.

5) Determining the price points of different categories.

6) Determining the Promotion Mix used by the competitors.

Location: The Study will be carried out in Mumbai Metropolitan Region (MMR)

i.e. Mumbai city, Suburb, Thane, Raigad .

Sampling Design:

1) Target Population : Above 18

2) Sampling Techniques : Quota Sampling

3) Total Sample Size : 100

11
 CHAPTER 2:

REVIEW OFLITERATURE

12
 2. Review of Literature

2.1 What is Market Research?

Philip Kotler (1994) define the marketing research as

“function that links the consumer, customer, and public to the marketer through information-

information used to identify and define marketing opportunities and problems; to generate,

refine, and evaluate marketing actions; to monitor marketing performance; and to improve

understanding of the marketing process. Marketing research specifies the information required

to address these issues, designs the methods for collecting information, manages and

implements the data collection process, analyses, and communicates the findings and their

implications”

Ref: “Kotler on Strategic Market Research” 14th Edition (Feb 8, 2011)

Chapter-4 , Page 59 (First paragraph)

 Market research is any organized effort to gather information about target markets or

customers. It is a very important component of business strategy. The term is

commonly interchanged with marketing research; however, expert practitioners may

wish to draw a distinction, in that marketing research is concerned specifically about

marketing processes, while market research is concerned specifically with markets.

(Ref: ((Marketing 3.0)) Hermawan Kartajaya and Iwan Setiawan Chapter 1 page 10

(May 3, 2010 Edition)

 Market research is a key factor to maintain competitiveness over competitors. Market

research provides important information to identify and analyze the market need,

market size and competition. (Ref: (Frame of Market Management) kelvin keller,

March 8, 2006 Edition) Chapter 1 , Page 3

13
  Market research, which includes social and opinion research, is the systematic

gathering and interpretation of information about individuals or organizations using

statistical and analytical methods and techniques of the applied social sciences to gain

insight or support decision making.(Ref: Marketing 3.0) Hermawan Kartajaya and Iwan

Setiawan Chapter 5 page 1 (May 3, 2010 Edition)

 There are two major types of market research.

 Primary Research sub-divided into Quantitative and Qualitative research and

 Secondary research.

2.2 Important tools for Market Research:

Market information: Through Market information one can know the prices of different

commodities in the market, as well as the supply and demand situation. However, not market

research reveal more than economic information. Market researchers have a wider role than

previously recognized by helping their clients to understand social, technical, and even legal

aspects of markets. Ref:(“The Theory of Marketing Economy” William Stanely Jevons, Chapter 1

Market segmentation: Market segmentation is the division of the market or population into

subgroups with similar motivations. It is widely used for segmenting on geographic differences,

personality differences, demographic differences, techno graphic differences, use of product

differences, psychographic differences and gender differences. Companies create product

differentiation strategies to target market segments.

14
Ref: (Wagner A. Kamakura and Jose Alfonso Mazzon, “Value segmentation”: A model for the

measurement of values and value systems’,joumal of Consumer Research 18 (September 1991)

Chapter 19

SWOT Analysis: Is a written analysis of the Strengths, Weaknesses, Opportunities and Threats

to a business entity. Not only should a SWOT be used in the creation stage of the company but

could also be used throughout the life of the company. A SWOT may also be written up for the

competition to understand how to develop the marketing and product mixes. Setting the

objective should be done after the SWOT analysis has been performed. This would allow

achievable goals or objectives to be set for the organization.

 Strengths: characteristics of the business or project that give it an advantage over

others.

 Weaknesses: characteristics that place the business or project at a disadvantage

relative to others.

 Opportunities: elements that the project could exploit to its advantage.

15
  Threats: elements in the environment that could cause trouble for the business or

project.

Identification of SWOTs is important because they can inform later steps in planning to achieve

the objective. The decision makers should consider whether the objective is attainable, given the

SWOTs. If the objective is not attainable a different objective must be selected and the process

repeated.

Users of SWOT analysis need to ask and answer questions that generate meaningful

information for each category (strengths, weaknesses, opportunities, and threats) to make the

analysis useful and find their competitive advantage.

Ref: (RK Andrews “Stakeholders concept and SWOT Analysis”) Chapter 2.

A few techniques are:

 Customer analysis

 Choice modelling

 Competitor analysis

 Risk analysis

 Product research

 Advertising the research

 Marketing mix modeling

 Simulated Test Marketing

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 2.3 What is competitor Mapping?

Competitor analysis is an assessment of the strengths and weaknesses of current and

potential competitors. This analysis provides both an offensive and defensive strategic context to

identify opportunities and threats. Profiling coalesces all of the relevant sources of competitor

analysis into one framework in the support of efficient and effective strategy formulation,

implementation, monitoring and adjustment.

Ref: Competitive Strategy: “Techniques for Analyzing Industries and Competitors” by

Michael E Porter January 2004, Chapter 1 page 19

2.4 Identifying Competitors

Identifying competitors for analysis is not quite as obvious as it might seem. Two

complementary approaches are possible.

 The first is demand-side based, comprised of firms satisfying the same set of customer

needs.

 The second approach is supply-side based, identifying firms whose resource base,

technology, operations, and the like, is similar to that of the focal firm.

X axis: Resource Similarity

Y axis: Market commonality

17
Ref: Market Research: “A Guide to Planning, Methodology and Evaluation”

By Paul Haque , Chapter 3 page 2

INDIRECT DIRECT
COMPETITOR
S COMPETITO
RS S

POTENTIAL

COMPETITORS

18
 2.5 THE OBJECTIVES OF COMPETITOR ANALYSIS

The ultimate objective of competitor analysis is to know enough about a competitor to be able to

think like that competitor so the firm's competitive strategy can be formulated to take into

account the competitors' likely actions and responses.

 To understand the degree of competitive edge.

 How to assimilate competitive tactics into our own market or site design.

 How competitor analysis can help?

 Understanding Strengths, Weakness, Opportunities, and Threats relative to your

competitors.

 Understanding past, future, present strategies of the competition.

 Assessing competitors reaction to our firm strategies such as those based on pricing or

when launching a new product or service.

Ref: “Competitive Advantage: Creating and Sustaining Superior Performance” by Michael E.

Porter, January 2004, Chapter 2 page 25

Why Competitor Analysis is needed?

1. Learn and create the insights about existing and future competitors.

2. Create a shared understanding of dynamics of the competitive landscape in the

leadership team.

3. Create a basis of Strategy Development and decision making.

19
For what Purpose do we need it?

1. Strategy Process

2. Business Plan

3. Marketing Plan

4. Research and Development Decision

5. Shareholder Investment Decision

There are 6 main steps to competitor Analysis:

1. Determine the competitive set: Focus on the key competitors and key types of

competitors or what other substitute product or services customers might buy and not

just the close competitors.

2. Gather the information: This is the time consuming part of competitor Analysis, it

helps to have a clear view of the questions one need to answer in order to focus the

information-gathering process.

3. Analyze the information: Focus the analysis of providing answers to the need to know

questions.

4. Make Deductions: There are always information gaps. But with the information you

sometime need to make deductions. One can deduce competitor’s current and future

Strategy.

20
Identifying Competitors:

The competitor’s marketplace strategy defines the way the competitor is currently

competing in the marketplace. It defines the strategic choices the competitor has made

about where, how, and why it seeks to attract, win, and retain customers.

A competitor’s marketplace strategy has three elements:

1. Scope – the product-customer segments the organization is in or wants to be in.

2. Posture – how it competes or wants to compete in those marketplace segments.

3. Goals – its purpose in being in those segments

21
22
 2.6 Analyzing a Competitor’s Response Profile:

Ref: “Competitive Strategy” By Michael E. Porter Edition 2008 , Chapter 3 page 10.

23
 CHAPTER 3:

METHODOLOGY

24
3. METHODOLOGY

3.1 Types of Data Required for the Study:

 Primary Data:

1. Direct Personal Observation: The information is collected by direct personal

interview from the people who buy sportswear frequently.

2. Indirect oral Interviews: By Preparing checklists (Good, Bad, Neutral) Reactions

of the costumer, which will be collected from past reports, projections, information

of the previous sales reports.

3. Pre- Religa a tool used to Study Economic Figures.

4. Analysis of the target objective and their variances.

5. Mailed Questionnaire.

 Secondary Data:

1. Competitor Mapping

2. Comparative analysis of the Stores and online portals.

3. Demographic Study

4. 5P’S Analysis

3.2 Methods of Collecting Market Information:

 Desk Research:

25
  This would be collected through various resources like Journals, Specialized

editions, Electronic information sources e.g. Internet, Newsletters, Reports published

by research agencies.

 Thus the Information obtained through desk research will be verified, defined.

 Quantitative studies:

 Retail audit:

The information would be gathered about the product range of the competitors of

sportswear.

Price Range of the Product.

Location of the Stores.

Promotion/ Advertising (Participating in various events, Trade Fairs)

 Phone Interviewing:

Interviewing through the questionnaire developed especially for research.

 Face-to-face interviewing

Face-to-face interviewing is based on personal interviews and questionnaires.

26
a) Qualitative Studies

b) Qualitative data would be collected from various techniques from SWOT , , 5P’S

Analysis .

c) Conducting PESTLE analysis to inform a SWOT analysis that can result in recognizing

more opportunities and threats, which can translate into better decisions, thus will be

able to identify risks involved in taking various decisions.

d) Group discussion upon collected data and free exchange of opinion under the

guidance of experienced moderator.

e) Data Decoding and data Analysis thereby preparing final report.

27
 3.3 TIME AND ACTION CALENDAR

S.NO Description Start End Remarks

Date Date

th th
1 Competitor Mapping 20 Jan 10 Feb 2014

2014

a) Market Scanning

b) Write Up

2 Review of Literature 11 Feb 2014 28 Feb 2014

a) Consumer

Behavior

b) Market Research

st th
3 Questionnaire Development 1 March 9 March
a) Pilot Testing 2014 2014

th th
4 Data Collection 10 March 24 March

2014

th th
5 Data Decoding(Process Data) 25 March 4 April 2014

th th
6 Data Analysis 5 April 19 April

2014 2014

28
S.NO. Description Start Date End Date Remarks

6 Report Preparation/ 20th April 2014 30th April 2014

Presentation

29
3.4 Competitor’s Analysis through Competitor Array

 Define your industry -scope and nature of the industry.

 Determine who your competitors are.

 Determine who your customers are and what benefits they expect.

 Determine what the key success factors are in your industry.

 Rank the key success factors by giving each one a weighting -The sum of all the

weightings must add up to one.

 Rate each competitor on each of the key success factors.

Step 1: Defining the Industry:

 Format Type : Multi- Brand Sportswear Retail Store

 Merchandise Mix: Comprising of 100% International Labels.

 Retail Space: 30,000 Sq. feet (approx...)

 Manpower : 20 -30 people /store

 Targeted Customer Profile : Sports Enthusiastic

30
 Step 2: Determining the Competitors:

NIKE ADIDAS DECATHLON

Positioning World’s Leading brand for Trendy, style, Trendy, youthful,

sports apparel and shoes. Diversified Product. Variety

Best among many

Format Type Private Label Private Label Private Label (Multi-

(Adidas Group) Brand)

Pitch High Performance Fabric Latest Trend in Affordable Clothing

and technologies used. sports apparel and accessories

Target Upper class & upper Upper class & Upper Middle Class, Lower

Customer middle class Middle class –Middle Class

31
 Step 3: Determining the key success factor:

Competitor Analysis is done with respect to the following key parameters 5P:

1. Positioning

2. Product

3. Price

4. Promotion

5. People

 Positioning: Positioning strategy, by its very nature, involves value relative to

competition. What do you do or offer that’s better (or not as competitive) as others

who offer similar products and services. Various CSR (Corporate Social

Responsibility) is also related to positioning of the brand in the business.

 Product: A product is seen as an item that satisfies what a consumer demands. It is

a tangible good or an intangible service. Tangible products are those that have an

independent physical existence.

 Price: The amount a customer pays for the product. The price is very important as it

determines the company's profit and hence, survival. Adjusting the price has a

profound impact on the marketing strategy, and depending on the price elasticity of

the product, often it will affect the demand and sales as well.

 Promotion: All of the methods of communication that a marketer may use to provide

information to different parties about the product. Promotion comprises elements

such as: advertising, public relations, sales organization and sales promotion.

 People: Ultimate Consumer of the product. Customer’s Satisfaction is the priority of

any business. They play most important role out of all P’s.

32
3.5 Positioning

33
 PARAMETERS FOR POSITIONING:

 Aisle Space: There should be minimum gap of 6 feets , so as to allow free

movement of customer ,goods in the store.

 In Store- Ambience: In Store-ambience should attract customer, should be kept

neat, clean.

 Planograms: The planogram is a visual diagram, or drawing, that provides in detail

where every product in a retail store should be placed.

 Visual Merchandise: The use and manipulation of attractive sales displays and

retail floor plans to engage customers and boost sales activity.

 Parking Facility: There should be enough parking spaces and parking Garages in

the mall.

 Membership Privileges: These programmes provides exceptional offers on quality

products and services for the customer, basically meant to create customer loyalty.

 Signage’s : signage are used in retail store communicating ,branding,

merchandising, promoting specials offers.

 Alteration Services/Exchange Policy : These policies are introduced in order to

ensure full Customer Satisfaction .

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 3.5
3
5

3.2
3.6
3.2

4.2
4.5
4.7

4.5
4
2

3
2
Nike

5
4.5
1
Adidas

35
4.5
5
4
Decathlon

5
3
4

4.5
4.5
2
COMPARISON OF POSITIONING

4
4
1

4.5
4
5

5
5
3
 OVERALL COMPARISON OF POSITIONING
STRATEGY
Series 1 Series 2 Series 3

48

43.5

41

Nike ADIDAS DECATHLON

36
 3.6 PRODUCT

General Observations:

 It is noted that in most of the sportswear no. of options available in Nike and adidas is

20%-25% lesser as compared to Decathlon.

 3-4 Colors are available for most of the products be it Jersey, T-shirt Dry Fit,

Trousers, Shorts, Track Pants, Shirts, jacket.

 Decathlon is very specific to every Sports.

 e.g. Dry Fit Garments for Running ,Inbuilt Padded Shorts for Cycling (Women,

Men, Children)

 Organic Cotton Tanks, T-shirt for Yoga and Fitness.

 Water Repellent Garments for Swimming, Diving Purpose.

 Nike and adidas doesn’t Provide enough range for Children especially infants or

toddlers whereas in Decathlon there is Special Section for Kids.

 Nike and Adidas doesn't include categories like :

 Inner Wear Both for men Women , Infants (Vests, Underwear, Ladies bra)

 Thermal Wear, Jersey’s with Mesh for Hiking and all.

 Accessories like Bandana, Hairband, wrap rounder.

 Value Pack of 3 T-shirts are Promoted in Decathlon.

 Fast Moving Sizes: (Women)

Large (L) & Medium (M)

 Fast Moving Sizes: (Men)

XL & Large (L)

In Decathlon for Infants there is a dominance of Blue and Pink Color, Wider options are available

for smaller sizes.

37
3.7 PRICE

Price Point of Nike and Adidas are almost on head-on-head except.

 Women casual T-shirts

 Accessories like Socks , Head Band, Bra

 Women Track Pants

The Price Point of Decathlon Brands is comparatively very low and economical.

Thus, it caters to all sections of society i.e. Upper Class, Middle Class, and Lower-Middle

Class.

 Maximum options were present in the price-point Rs. 2400 for both Nike and adidas in

basic adult Jerseys and while in Decathlon it was in Price point of Rs. 1200.

 Highest Price-point for Jersey’s and Dry Fit Trousers were available in Nike for Rs.

9000.

 For Kids Wear Maximum options were present in the Price-point Rs. 399 in Decathlon

whereas in Nike and Adidas there were not many options for Kids especially Infants

and toddlers and most them were Priced above Rs. 999

38
 Parameters for Pricing :

 Comparitive Pricing : A Marketing technique in which selling price of the brand is directly

contrasted with the price of other competitor.

 So as to make comparitive pricing more transparent and logical I have taken products

which are made up simliar material and finishes.

 Comparitive Pricing of Track Pants (Women) , Casual T-shirt (Men), Women Innerwear.

39
 NIKE ADIDAS DECATHLON

Casual

T-Shirt

Men

Material

100%

Price
Rs. 1795 Rs. 1295 Rs. 699

Men T-Shirt Comparison:

40
Women Innerwear Comparison:

NIKE ADIDAS
DECATHLON

80-90%

Polyeste

20-10%

Elastane

Price Rs. 1695 Rs. 2280 Rs. 600

41
 3.8 PROMOTION

Nike Promotions:

42
Adidas Promotions:

43
Decathlon Promotions:

They don’t believe in Advertising, Sponsorship.

Only Means of awareness is done through Facebook regarding

upcoming events.

But they do offer Discounts on products and also Clearance sale on

many off-season products, which is only circulated to the customer

through Facebook.

44
 Comparison of Promotion Elements
6

5 5 5 5
5
4.5

4 4
4
3.5 3.5

1
1

0 0
0
Nike Adidas Decathlon
Festive Promotions End Of Season Brand Endorsement Media

Parameters for Promotion:

 Festive Promotions: Marketing Strategy used during festivals like Diwali, Hoili, Christmas,

Navratra e.g. Diwali Bumper , Buy 2 get 1 Free.

 End of Season sale : Most of the customers wait for this particular season when there is

discount on every product.

 Brand Endorsement : A form of brand or advertising campaign that involves a well

known person using their fame to help promote a product or service.

 Media : Media Plays an important role In advertising and creating an awareness.

45
 3.9 PEOPLE

NIKE ADIDAS DECATHLON

CSA (Customer 1 CSA per Segment 2 CSA per Brand Per Segment (Sports) 2-3

Service ( Women Apparel, CSA

Associate) Women Footwear

CSA Capablity Strong Knowledge Strong Knowledge Strong Knowledge base

base. base. and technically sound.

Proper training of 3- Good PR and 6-Months Training before

months before communication Joining.

Joining. Skills.
Good PR and

Well Groomed. Communication Skills.

Recruitment as per their

Qualification and

experience.

Remuneration Graduates Graduates Graduates & Post-

Structure Graduates
12th Pass 12th Pass 15,000-

Incentive 20,000 (CTC) 24,000 -35,000 (CTC)

18,000 (CTC)

46
Scheme

Determining Customer Preferences and

7
expectations
6

0
Convienent Store Easy Availablity Easy Exchange Has Latest Employees Gives Gives a great
Layout of the Size and returns Trends in Sports Prompt Service Shopping
Wear Experience
NIKE ADIDAS DECATHLON

Parameters for Customer Prefrences and Expectaions:

1. Convienent Store Layout : Store layout is an important factor affecting consumer

behavior, it should be self –administered and communicable.

2. Easy Availability of the sizes: Inventory should be stocked in such a way that fast moving

sizes should be more in number as comparative to slow moving sizes.

3. Easy Exchange and returns: If a customer is not satisfied with the product, he/she can

return the product within specified period of time.

4. Has Latest Trends of Sportswear: Sportswear as a fashion trend has been evolving in

past few years, so its very important to fulfill customers demand for the latest trend and

technology in sportswear.
47
 5. Employees gives Prompt Service: Employees should be ready for the help, and they

should be able to answer any query regarding the products available in the store.

Thus, Decathlon has emerged as a great brand in terms of satisfying customers with the

services and products they offer.

Purchase Determining Factors (Attributes)

: Merchandise Related

10% 10%

Color
15%
Fabric
30% Price
Quality
Style

35%

Purchase Determining Factors:

1. Color

2. Fabric

3. Price

4. Quality

5. Style

48
Thus, Price and quality are the most influtential purchase determining factors.

PURCHASE FREQUENCY- CATEGORY

WISE
Nike Adidas Decathlon

5 5 5 5 5
4.3
4.9 4 4.5
3.5
4 3.9 3.3
2.8
2

1 Decathlon
0
Adidas
0
Nike
Dry Fit T- Organic Water High Waist Padded Skeing
shirts Cotton repplent Shorts Shorts Wear
Track Paints Apparels

Size-wise

7%
20%
13%
X-S
Small (S)
Medium (M)
Large (L)
X-L
26%
34%

49
 Price-Wise

15% 8%

500- 1000
1000-2000
2000 - 3000
32% 45%
> 3000

Purchase Frequecy: The number of time Customer has Purchased a product, it is a powerful

predictor of the response. This is a metric that can be calculated for a week, a month, 6 months

or a year depending on the specific category

1. Size wise: XS (extra –small), S (Small), Medium (M), Large

2. Price wise : Range (500- 1000) , 1000 – 2000 , 2000 -3000 , >3000

As , Price tag is a key to consumer willingness to purchase spontaneously.

Decathlon sells maximum Medium and Large Sizes

Whereas, the price range for the same effectively is Rs. 1,000 – 2,000

50
3.10 Recommendations for 5P:

 Recommendations for Positioning:

 The Tagline of the Store should be clear and Simple so that the Customer can easily

relate it to the retail store.

 Advertisement via Television should be used apart from other means like Facebook

or pamphlets to create awareness and publicity.

 Brand Endorsement Should be done by using Celebrities to arouse the interest of the

target customer and to position it on the fashion plank.

 The Upcoming Stores Should have suitable loyalty program.

 Visual Merchandise:

 Mannequins should be properly located and used wisely to provide effective visual

merchandising.

 Planogram should have logical flow to add to the customer’s convenience.

 The Merchandise Should be Stacked Low.

 There should be minimum 6 feet Isle Space between the segments so as to

facilitate the movement of the customer.

 Comfortable sitting Arrangement.

 There is should be correct Sign ages.

51
  There should be at least 5 trial rooms in each segment which should be spacious.

Recommendations for Product:

 Fast Moving sizes should be determined and provisions should be made for stock

replenishment.

 There should be sufficient Style and comfort options for different sportswear.

 Quality should be maintained and merchandise should be kept neat and clean.

 Trendy Colors especially Neon colors for Sportswear should be available.

 New Offerings should be clubbed and highlighted for the display.

 Recommendations for Price:

 Price gaps should be minimum to offer customer options at each point of time.

 Merchandise should cover wide range in terms of price point so that it caters to

different customer segment.

 Merchandise Mix Should be priced at intervals of not more than hundred rupees.

 Psychological Pricing should done on the Merchandise e.g. 499 instead of 500 or

1999 instead of 2000.

52
 Recommendations for Promotion:

 Promotion Mix should include print media, hoardings, and advertisement on

TV/Radio.

 Since in different parts of India, different festivals are important merchandise

according to the demography to encash on the happy mood of the customers .e.g.

Theme based offers Diwali bumper, Holi festivities.

 During end of season sale, the VM of the merchandise should not be dumped

rather it should appeal to the customers eye.

 Recommendations for People:

 The CSA should be regularly given training on the upcoming merchandise so that

they can clear the minor queries of the customer regarding fabric composition,

fabric quality, wash care details etc.

 CSA training should be given to the customer so as to understand the customer

temperament and convince them to buy.

 They should be taught the ultimate Mantra “CUSTOMER SATISFACTION “

 There should be some incentive or bonus scheme given to the CSA so as to

provide them motivation to work and boost their morale.

53
3.11 SWOT ANALYSIS

Analysis is a structured planning method of the Strengths, Weaknesses, Opportunities

and Threats involved in a project. Not only should a SWOT be used in the creation stage

of the company but could also be used throughout the life of the company.

A SWOT may also be written up for the competition to understand how to develop the

marketing and product mixes. Setting the objective should be done after the SWOT

analysis has been performed. This would allow achievable goals or objectives to be set

for the organization.

 Strengths: characteristics of the business or project that give it an advantage over

others.

 Weaknesses: characteristics that place the business or project at a disadvantage

relative to others.

 Opportunities: elements that the project could exploit to its advantage.

 Threats: elements in the environment that could cause trouble for the business or

project.

 It will help in examine each competitor's cost structure, sources of profits, resources

and competencies, competitive positioning and product differentiation

54
  Nike SWOT Analysis

Strength Weakness

o World’s leading brand for sports  Offers mostly high priced

apparel and shoes products or the price range is

quite high, in comparison to other

 Recognized three times by
brands.
fortune magazines on “100 best

companies to work for”  In Vietnam the company faced

allegations of labor and wage

 It differentiates by making
laws with employees.
innovative products which has

global recognition  In Cambodia and Pakistan there

have been allegations for child

 Launched many other products in
labor and poor working
collaboration with companies e.g.
conditions.
launched music player, watches

etc.

 Manufactures 30% lighter shoes

than their competitors making

them preferred by consumers.

55
 Nike Grind Program is the

company’s recycling program

meant for eliminating wastes

during production.

 High performance fabrics and FIT

(Fitness Information Technology)

technologies are used to manage

temperature and moisture.

56
 Opportunities Threats

 Product expansion in areas like  Footwear market is so

more concentration in competitive, major competition

sportswear, sunglasses etc. from other brands

which gives high profit.

 As it is an international brand

 They can open their stores in tier currency fluctuations of countries

2 cities in emerging economies affects the business

as well.
 Fake imitations and knock-offs

 They can enhance brand visibility often cause a problem

by opening sports academies

 Adaption of new techniques and
across the world for nurturing
innovation by other brands
talent.

57
  ADIDAS SWOT Analysis

Strength Weakness

 The company has a long  The products can sometimes

heritage and high brand be costly due to innovative

value since 1924. technology or production

method.
 The company sponsors

major sporting events  Stiff competition and similar

including Olympics and big brands means customers

major sportsmen and teams. have high brand switching.

 The company has worldwide

presence and is

internationally recognized.

 The company has a very

diversified product portfolio

ranging from sports shoes,

equipment's to clothing and

accessories.

 Strong and innovative

58
marketing since years have

created a strong brand

retention in the minds of

customers.

59
 Opportunities Threats

 To keep up with the  Other brands offer more styles

competition, Adidas and varieties, thus more

generates close to 60 new competition.

foot-friendly designs each

 Threat from other competitive
year.
brand who produce sports

 The company can venture equipment and accessories at

into making more stylish a lesser cost

designs and cuts

 Pirated/fake imitations affect

 Tie-up with emerging sports brand image

teams/clubs/players

internationally

 Brand building by setting up

sports academies

60
  CONVERSE SWOT Analysis:

STRENGTH WEAKNESS

 Mid premium segment  Tough competition from

apparels, shoes and other existing brands means limited

accessories for the youth with market share

good advertising
 Converse buys and sells in
 Range captures international different currencies and hence

designs and trends and also can be at a loss sometimes.

special editions are launched

for special occasions.

 The shoes and the skate

boards come in customizable

designs.

 The company has a long

history since 1908 and a huge

loyal customer base.

 The company has partnered

with a NGO called RED,

working for AIDS relief in

61
 Africa.

 Famous sports celebrities are

brand ambassadors.

 The lean organization system

which converse follows makes

in manufacture at least cost

and minimum wastage.

62
 OPPORTUNTIES THREAT

 Very well-known brand in  The industry is very price and

across the world fashion sensitive and hence

More product development converse too faces the threat.

opportunities exist for

 Local market also poses risk.
Converse as most of the
 Fake imitation products is a
products are fashion sensitive
threat to the brand.
 Converse can also diversify

into shirts, bags as these are

high value items.

63
  DECATHLON SWOT Analysis:

STRENGTH WEAKNESS

 Stores located throughout the

 Limited global presence as
world with 800 stores all over.
compared to leading global

companies.
 Group is largest sporting

goods reseller in domestic

 E- Retailing is gaining
market.
importance but still company
 Large variety of sportswear in
has limited presence on the
affordable pricing for all
same.
classes of consumers

 Own private label brands to get

high brand recall

64
 Strong and innovative

marketing since years have

created a strong brand

retention in the minds of

customers

65
OPPORTUNITIES THREATS

 Brand building by tie-up  High inflation doesn't give

with emerging opportunity of cost

clubs/teams/players advantage in competitive

environment

 Company has opportunity  High competition from

to innovate on technology global and domestic

front to design new players

products

 Threats from other brands

 Creating high brand who provide goods at

awareness by exploring lower price

advertising media

tactically

66
 CHAPTER 4:

LIMITATIONS OF THE PROJECT

67
4. LIMITATIONS OF THE PROJECT
 Time Constraint: The operational period of the project didn’t match with the

promotional schemes and offers of the store under study.

 The issues considered confidential by the authorities because of which I couldn’t

gain access to several data and information which I considered vital for the

betterment of the project.

 The project doesn’t delve into the financial aspects of retailing such as ROI (Return
on Investment), Inventory turns, Return per Square feet. It focuses clearly on the

marketing and merchandising elements.

68
CHAPTER 5:

CONCLUSION

69
 5. CONCLUSION

Since, Customer Satisfaction is of key importance, it is necessary to analyze the market trends

and to study consumer behavior in the changing market scenario.

Market analysis identifies the loopholes in Quality, price, style, fabric and the type of technology

and finishes required in sportswear. Sports retail industry is catching up in India and the same

principles of retail industry apply in Sportswear. Following activities were undertaken in the

duration of the project:

1. Analyzing Family/Department wise fast moving sports apparel, after the research.

2. Merchandise which are absent in the Indian market but Decathlon offers the same e.g.

Padded Bibs Shorts for Cycling.

3. Consumer Mind Mapping, what Quality, Technical Specifications, Price range, or Design they

are looking for in the Garment.

4. Store Forecasting for Autumn- Winter 2014

5. Understanding the assortment breadth/depth in terms of the major items, quality, styles,

colors, sizes and Brands stocked.

6. Development of a list of issues that need to be addressed in order to compete effectively with

competitors.

70
CHAPTER 6:

REFERENCES

71
 6. REFRENCES

 “Kotler on Strategic Market Research” 14th Edition (Feb 8, 2011)

Chapter-4 , Page 59 (First paragraph)

 “Marketing 3.0” by Hermawan Kartajaya and Iwan Setiawan Chapter 1 page 10 (May 3,

2010 Edition)

 “Frame of Market Management” by kelvin keller, March 8, 2006 Edition) Chapter 1 , Page

 “Marketing 3.0” Hermawan Kartajaya and Iwan Setiawan Chapter 5 page 1 (May 3, 2010

Edition)

 “The Theory of Marketing Economy” by William Stanely Jevons, Chapter 1)

 Wagner A. Kamakura and Jose Alfonso Mazzon, “Value segmentation”: A model for the

measurement of values and value systems’,]oumal of Consumer Research 18

(September 1991) Chapter 19

 RK Andrews “Stakeholders concept and SWOT Analysis” Chapter 2.

 Competitive Strategy: “Techniques for Analyzing Industries and Competitors” by Michael

E Porter January 2004, Chapter 1 page 19

 “Competitive Advantage: Creating and Sustaining Superior Performance” by Michael E.

Porter, January 2004, Chapter 2 page 25

 : Market Research: “A Guide to Planning, Methodology and Evaluation” By Paul Hague ,

Chapter 3 page 2

72
 “Competitive Strategy” By Michael E. Porter Edition 2008 , Chapter 3 page 10.

 http://www.nikebiz.com/media/pr/2011/06/27_Q4FY11Earnings.html

 http://www.fibre2fashion.com/news/leathers-news/newsdetails.aspx?news_id=31395

 http://www.rncos.com/Market-Analysis-Reports/Sports-Wear-Market-in-India-IM235.htm

 http://www.degree-essays.com/essays/marketingessays/nike-marketing-strategies.php

73
CHAPTER 7:

ANNEXURE

74
7. ANNEXURES:

7.1 QUESTIONNAIRE: (Feedback Survey)

1) Are you Male or Female?

 Male

 Female

2) What is your age?

 Below 18

 18-22

 22-25

 25-30

 35-45

75
  45 Above

Chart Title

1 2 3 4 5 6 7 8

3) Are you a member of any Sports, Gym or Health Club?

 Yes

 No

 I would like to be a member

76
 Chart Title

1 2 3 4

4) Do you wear your specific sports garment for any particular sport?

 Yes

 No, its too expensive

 No, dnt do much sports

 No, dnt see a point buying sportswear

Chart Title

1 2 3 4 5

77
5) How would you describe the clothes that you do sports in?

 Dry Fit

 Comfortable

 Stylish

 Functional

 Loose

Chart Title

1 2 3 4 5 6 7

6) Do you feel better or the difference if you wearing particular sportswear

while Playing?

 Yes, I feel better and comfortable

 Yes, I feel healthier

 Yes, I feel better and motivated to play a sports

78
  No, I dnt

Chart Title

1 2 3 4

7) Would you be prepared to pay more to get similar sports clothing to

what you may already have but with upgraded technology and comfort

levels?

 More

 Same

 Depends upon how intensive I play

79
 Chart Title

1 2 3 4

8) In general, outside of the playground and doing exercise, do you buy

clothes out of necessity (e.g. worn out), or because of fashions?

 Necessity

 Fashion

 Comfort

Chart Title

1 2 3 4 5 6 7

80
 7.2 Pre-Religa

The target of PRE RELIGA is to collect store’s feedback about each Sport.

It is the time where Country Brand Manager will give back needs and

requests from stores and market about many topics linked to the sport,

products and to Decathlon store.

Then, the Brand Manager will take decisions to build a better products offer

and try to develop the growth of the sport in store.

It is time to express what you think about Btwin!

> Please give us clear explanations and examples.

> Please give us economics figures as arguments.

> Pictures + explanations are welcome. (use drive in Google / share).

> Please give all comments to improve our retail and customers

satisfactions.

NAME: ALISHA KAPOOR

81
POSITION: Marketing Intern

YEAR EXPERIENCE IN THE LAYOUT: 1 Month 10 Days

Best

> 5/40 turn over ? Why ?

1) ShortBike 7Black (8126007)  The Product is effective and

long lasting, it’s appropriate for

long distance Cycling

2) B'TWIN Cycling Shorts 3 MAN  The Product is cost effective,

BLACK (1726857) provides features such as

cushioning through built in pads.

3) B'TWIN Cycling Shorts 500 Flat  Product provides benefits like

(8165635) Extra comfort, antibacterial

treatment.

4) B'TWIN BLACK SS JERSEY 3  Lightweight, comfortable , Value

(8237965) for money

5) B'TWIN 7 LS JERSEY WHITE  Ideal for regular cycle at any

RED (8200171) season, two large pockets at the

back.

82
 > 5/40 quantities ? Why ?

1. B'TWIN Cycling Shorts 3 MAN  Provides Cushioning and

BLACK (1726857) Comfort in Less Price

2. B'TWIN Cycling Shorts 500 Flat  Apart from Cushioning provides

(8165635) anti-bacterial treatment, at good

price, long term.

3. B'TWIN Black Bibless Shorts 700  Good for longer rides and MTB

(8126007) Rides

4. B'TWIN Black Leggings 300  Long tights to protect from sun

(8047834) with in built padding

5. B'TWIN SS JERSEY 3 BLACK  Lightweight, comfortable, value for

BLUE (8237966) money

83
 > 5/40 margin ?

1. Bibs S Graphic Red 12

2. Jersey 3 Blue Woman

84
3. Jersey 5 Red/ White

4. Short Bike Perorme Blk

5. Jersey SS 3 Black

Worse

> 80/20 turnover? Why ?

1. Cycle Socks  There are more cheaper socks

in the layout e.g. Newfeel,

Kalenji

2. SHORT 7 WOMAN BLACK/RED  Indian Women cyclist generally

(8165770) don’t go for long distance or MTB

cycling, moreover the cost does’nt

match their need.

3. B'TWIN Black Leggings 300  Instead of choosing Leggings

(8047834 ) women go for shorts

 4. Leg Short 3 Grey Woman

5. Jersay mc 7 woman

> 80/20 quantities? Why ?

1. JERSAY 5 RED/WHITE  Most of the women cyclists go

( 8200134) for loose tops instead of

jersey’s

2. Cropped Trousers 3 (1443205)

3. Wind Breaker 3 in 1 (1199680)

4. Jersey Women 3

5. Polyshirt Women 3 Blk Pink

> 80/20 margin ? Why ?

1. Cycling Socks
2. Bibs 3 Black

3. Bibs Short Women

4. Jersey SS 7 GRAPHIC XC

5. Tght Perform Trousers

Btwin PRODUCTS

 Which products are strong and should be kept in our range?

Short Bike Performe N Blk 971968 – Rs. 749

 Which products are missing? (technical usage …)

Bandana, Water Proof Jackets and gloves

 Which products are missing? (Customers asking....)

 Bandana , Btwin Cycling shorts 500 Flat

 Which products you don’t want to have any more in layout?

SHORT 7 WOMAN BLACK/RED

USERS & USAGES

 Which kind of bikes activities are possible on your area?

City Biking, MTB, off Road Biking

 How many place to practice do you have in your area?

Highways, Trasaportation Roads

 What is the level of technicality of your customers?

Customers look for the material apparel is made up of , whether its

Breathable or not.

 Do they have specific requirement?

 They always look for something very comfortable offered in good

prices.

 Where are they buying their equipment

- What is your customer opinion about your product and range?

 Different colours in Apparel, especially women clothing.

 Lower Prices in case of apparel accessories such socks, caps,

bandana etc.

RANGE STRUCTURE

 Does meters allocated to each family are OK?

Yes

 What would be the preferred allocation of meters by family?

PRICES

 Which prices are good, aggressive for competitors?

Prices of Jersey’s as well as shorts are cost effective.

 Which prices are too expensive?

Price of Socks, Women Jersey’s 7 White/Red

MARGIN

 Which product have good margin, aggressive for competitors?

Mens’s Jersey’s and Bibshort

 Which prices are too expensive?

 Cycling Socks for Rs. 399

 Jersey SS7 GRA Rs. 2499

 Women Jersey 7 White/Red Rs 1899

PRICES AND MARGIN

- Which Price did you change in your range.

3,299 to 2,499

2,999 to 2,499

2,499 to 2,399

1,399 to 1,299

1,799 to 1,699

1,999 to 1,799

299 to 249

Other ideas (are welcome)

MERCHANDISING (LOGICS AND DAO)

 Are the logics are OK? Do you understand them?

 Yes
 

 Does DAO is easy to understand and apply when you are in store?

 Yes

 Does our merchandising help you to sell more technical products?

 Yes

COMMUNICATION (POP, SIGNAGE)

 Do you have all POP, signage in your store?

 Yes

 Do you receive them on time?

 Yes

 What think your customer about our Layout and range merchandising?

 They find the Layout well organized and quite spacious.

  Do you need a specific communication and user letter?

 How many time (weekly, monthly, etc...)

 How can we help you?

COMPETITORS

 Who is the strongest competitor for your store?

Hypercity, Firefox

 With which products?

Bicycles

 How many times are you visiting it this year?

Once in a month
TRAINING

 Do you have enough information from Brand?

 Yes

 Is training about all products good enough? What is missing?

 Yes

 What do you think about training material provided in the past?

OTHERS COMMENTS OR REQUEST

Mannequin can be used to dispaly apparel in the Layout.

Sizes like 2XL or 3XL are required for Bibs Shorts

7.3 Questionnaire:

Determining the Positioning of the Company (Rating 1-5)

1. Isle Space?

 0-1 (Very Poor)

 1-2 (Poor)

 2-3 (Fair)

 3-4 (Good)

 4-5 (Very Good)

2. In-store ambience?

 0-1(Very Poor)

 1-2 (Poor)

 2-3 (Fair)

 3-4 (Good)

 4-5 (Very Good)

3. Planogram?

 0-1(Very Poor)
  1-2 (Poor)

 2-3 (Fair)

 3-4 (Good)

 4-5 (Very Good)

4. Visual Merchandise?

 0-1(Very Poor)

 1-2 (Poor)

 2-3 (Fair)

 3-4 (Good)

 4-5 (Very Good)

5. Parking Facility?

 0-1(Very Poor)

 1-2 (Poor)

 2-3 (Fair)

 3-4 (Good)

 4-5 (Very Good)

6. Advertisement?

 0-1(Very Poor)

 1-2 (Poor)

 2-3 (Fair)

 3-4 (Good)

 4-5 (Very Good)

7. Membership Privileges?

 0-1(Very Poor)

 1-2 (Poor)

 2-3 (Fair)
  3-4 (Good)

 4-5 (Very Good)

8. Sign ages?

 0-1(Very Poor)

 1-2 (Poor)

 2-3 (Fair)

 3-4 (Good)

 4-5 (Very Good)

9. Trial Room?

 0-1(Very Poor)

 1-2 (Poor)

 2-3 (Fair)

 3-4 (Good)

 4-5 (Very Good)

10. Alteration Service?

 0-1(Very Poor)

 1-2 (Poor)

 2-3 (Fair)

 3-4 (Good)

 4-5 (Very Good)

11. Billing Service?

 0-1(Very Poor)

 1-2 (Poor)

 2-3 (Fair)

 3-4 (Good)

 4-5 (Very Good)

18.4 Comparison of Promotion Element: (Rating)

1. Festive Promotions:

 0-1(Very Poor)

 1-2 (Poor)

 2-3 (Fair)

 3-4 (Good)

 4-5 (Very Good)

2. End of Season Sale :

 0-1(Very Poor)

 1-2 (Poor)

 2-3 (Fair)

 3-4 (Good)

 4-5 (Very Good)

3. Brand Endorsement :

 0-1(Very Poor)

 1-2 (Poor)
  2-3 (Fair)

 3-4 (Good)

 4-5 (Very Good)

4. Media:

 0-1(Very Poor)

 1-2 (Poor)

 2-3 (Fair)

 3-4 (Good)

 4-5 (Very Good)

18.5 Determining Customer Preferences and Expectations:

1. Convenient Store Layout?

 0-1(Very Poor)

 1-2 (Poor)

 2-3 (Fair)

 3-4 (Good)

 4-5 (Very Good)

2. Easy Availability of the Sizes?

 0-1(Very Poor)

 1-2 (Poor)

 2-3 (Fair)

 3-4 (Good)

 4-5 (Very Good)

3. Easy Exchange and return?

 0-1(Very Poor)

 1-2 (Poor)
  2-3 (Fair)

 3-4 (Good)

 4-5 (Very Good)

4. Has Latest Trends in Sportswear?

 0-1(Very Poor)

 1-2 (Poor)

 2-3 (Fair)

 3-4 (Good)

 4-5 (Very Good)

5. Employees give Prompt Service?

 0-1(Very Poor)

 1-2 (Poor)

 2-3 (Fair)

 3-4 (Good)
  4-5 (Very Good)

6. Gives a great shopping experience?

 0-1(Very Poor)

 1-2 (Poor)

 2-3 (Fair)

 3-4 (Good)

 4-5 (Very Good)

18.6 Purchase Determining Factors: (%age wise)

1. Color

2. Fabric

3. Price

4. Quality

5. Style

18.7 Purchase Determining Factors: (%) Size-wise

1. X-S
 2. Small (S)

3. Medium (M)

4. Large (L)

5. X-L

18.8 Purchase Determining Factors: (%) Price-wise

1. Rs. 500-1000

2. Rs. 1000 – 1500

3. Rs. 1500 – 2000

4. Rs. 2000 – 3000

5. Above 3,000