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
3.
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
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
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
(MMR)
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 informationinformation 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
16
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
COMPETITOR
S
DIRECT
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
S.NO
1
TIME AND ACTION CALENDAR
Description
Competitor Mapping
Start
End
Date
Date
th
20 Jan
th
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
3
Questionnaire Development
a) Pilot Testing
4
Data Collection
st
th
1 March
9 March
2014
2014
th
10 March
th
24 March
2014
th
th
5
Data Decoding(Process Data)
25 March
6
Data Analysis
5 April
19 April
2014
2014
th
28
4 April 2014
th
Remarks
S.NO.
Description
Start Date
End Date
6
Report Preparation/
20th April 2014
30th April 2014
Presentation
29
Remarks
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:
Positioning
NIKE
ADIDAS
DECATHLON
World’s Leading brand for
Trendy, style,
Trendy, youthful,
sports apparel and shoes.
Diversified Product.
Variety
Best among many
Private Label
Private Label (Multi-
(Adidas Group)
Brand)
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
Format Type
Pitch
Private Label
31
–Middle Class
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 .
34
35
3
3.6
4
4
4
4
4
4
4.2
4.5
4.5
4.5
4.5
4.5
4.5
4.5
4.7
5
5
5
5
5
5
5
5
Adidas
1
2
3
3
3.2
3.2
3.5
Nike
1
2
2
3
COMPARISON OF POSITIONING
Decathlon
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
PRICE
3.7
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
Men T-Shirt Comparison:
40
Rs. 699
Women Innerwear Comparison:
NIKE
ADIDAS
DECATHLON
80-90%
Polyeste
r
20-10%
Elastane
Price
Rs. 1695
Rs. 2280
41
Rs. 600
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
3
2
1
1
0
0
0
Nike
Festive Promotions
Adidas
End Of Season
Decathlon
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,
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.
CSA
Well Groomed.
Good PR and
Communication Skills.
Recruitment as per their
Qualification and
experience.
Remuneration
Structure
Incentive
Graduates
Graduates
12th Pass
12th Pass 15,000-
18,000 (CTC)
20,000 (CTC)
46
Graduates & PostGraduates
24,000 -35,000 (CTC)
Scheme
7
Determining Customer Preferences and
expectations
6
5
4
3
2
1
0
Convienent Store Easy Availablity
Layout
of the Size
Easy Exchange
Has Latest
Employees Gives
and returns
Trends in Sports Prompt Service
Wear
NIKE
ADIDAS
DECATHLON
Gives a great
Shopping
Experience
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%
15%
Color
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
5
Adidas
5
Decathlon
5
5
5
4.3
4.9
4
4
3.5
4.5
3.9 3.3
2.8
2
Decathlon
1
0
Adidas
0
Dry Fit Tshirts
Organic
Cotton
Track Paints
Water
repplent
Apparels
High Waist
Shorts
Padded
Shorts
Nike
Skeing
Wear
Size-wise
7%
20%
13%
X-S
Small (S)
Medium (M)
Large (L)
26%
34%
49
X-L
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
Weakness
Strength
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
 In Cambodia and Pakistan there
global recognition
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
Threats
Opportunities
 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
 The company has a long
Weakness
 The products can sometimes
heritage and high brand
be costly due to innovative
value since 1924.
technology or production
 The company sponsors
major sporting events
method.
 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
 To keep up with the
Threats
 Other brands offer more styles
competition, Adidas
and varieties, thus more
generates close to 60 new
competition.
foot-friendly designs each
year.
 The company can venture
into making more stylish
designs and cuts
 Tie-up with emerging sports
 Threat from other competitive
brand who produce sports
equipment and accessories at
a lesser cost
 Pirated/fake imitations affect
brand image
teams/clubs/players
internationally
 Brand building by setting up
sports academies
60
 CONVERSE SWOT Analysis:
STRENGTH
 Mid premium segment
WEAKNESS
 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
 Very well-known brand in
THREAT
 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
products are fashion sensitive
 Fake imitation products is a
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
3
 “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
77
2
3
4
5
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 ?
 The Product is effective and
1) ShortBike 7Black (8126007)
long lasting, it’s appropriate for
long distance Cycling
 The Product is cost effective,
2) B'TWIN Cycling Shorts 3 MAN
BLACK (1726857)
provides features such as
cushioning through built in pads.
 Product provides benefits like
3) B'TWIN Cycling Shorts 500 Flat
(8165635)
Extra comfort, antibacterial
treatment.
 Lightweight, comfortable , Value
4) B'TWIN BLACK SS JERSEY 3
(8237965)
for money
 Ideal for regular cycle at any
5) B'TWIN 7 LS JERSEY WHITE
RED (8200171)
season, two large pockets at the
back.
82
> 5/40 quantities ? Why ?
 Provides Cushioning and
1. B'TWIN Cycling Shorts 3 MAN
BLACK (1726857)
Comfort in Less Price
 Apart from Cushioning provides
2. B'TWIN Cycling Shorts 500 Flat
(8165635)
anti-bacterial treatment, at good
price, long term.
 Good for longer rides and MTB
3. B'TWIN Black Bibless Shorts 700
(8126007)
Rides
 Long tights to protect from sun
4. B'TWIN Black Leggings 300
(8047834)
with in built padding
 Lightweight, comfortable, value for
5. B'TWIN SS JERSEY 3 BLACK
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
(8165770)
 Indian Women cyclist generally
don’t go for long distance or MTB
cycling, moreover the cost does’nt
match their need.
3. B'TWIN Black Leggings 300
(8047834 )
 Instead of choosing Leggings
women go for shorts
4. Leg Short 3 Grey Woman
5. Jersay mc 7 woman
> 80/20 quantities? Why ?
1. JERSAY 5 RED/WHITE
( 8200134)
 Most of the women cyclists go
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