Dissertation Project Report

(Project Semester Jan-June 2024)

“A STUDY ON VISUAL MERCHANDISING IN DECATHLON”

Submitted by
Ajay Singh
Student ID: 21BBAN309

Under the Guidance of

Faculty Dissertation Guide: DR ASHOK MEENA

Designation : ASSISTANT PROFESSOR

Faculty of Management

JECRC UNIVERSITY, JAIPUR

______________ To _____________, ____________
Start Month End Month Year

Declaration

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I hereby declare that the project work entitled “A STUDY ON VISUAL MERCHANDISING IN
DECATHLON” is an authentic record of my own work carried out at "Decathlon (Ajmer road ,
Jaipur)" as requirements for the award of degree of B.B.A, JECRC University, under the
guidance of Mrs. Bhawana Rathore, during ______ to ________, 2024.

Signature of student
Ajay Singh
21BBAN309

Date: ___________________

Certified that the above statement made by the student is correct to the best of our knowledge

Name & Designation

Faculty Dissertation Guide

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Acknowledgement

Working on this project has presented with many insights and challenges. This
project would not have been the same without the dedicated guidance of my
project guide Prof. Renu Pareek Dean at JECRC University, Prof. Ruchi
Goyal HOD and Mrs. Bhawana Rathore our TG, (JECRC University Jaipur)
and Mr. Daman GambhirStore Leader at Decathlon (Ajmer road, Jaipur), I thank
them for their support and patience.

This project is a synergistic product of many minds. Therein, I take this

opportunity to express my profound appreciation to everyone who has directly or
indirectly helped me in the successful completion of this project.

The project would not been completed without their support and guidance.
Thanking them is a small gesture for the generosity they showed. It was a great
learning experience to work on such a project.

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Table of Contents

CHAPTER COMPONENTS PAGE NUMBER

1 EXECUTIVE SUMMARY 5
2 INTRODUCTION 7
3 COMPANY PROFILE 10
4 MARKETING TACTICS 41
5 RESEARCH 48
METHODOLOGY
6 SUGGESTIONS 64
7 CONCLUSION 69
8 REFERENCE 71

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 CHAPTER-1

EXECUTIVE SUMMARY

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 Virtual merchandizing is the art of creating visual displays and arranging merchandize
assortments with in a store to improve the layout and presentation and to increase growth,
sales and hence in turn the profitability. VM helps to attract the customers, towards the
displayed products and also improves the shopping experience for customer by sending the
right message about the merchandize and presenting it in a unique manner with effective
creative quotient. Hence passion for design and creativity are essential to be a good visual
merchandiser. The study was focused to determine the important factors of visual
merchandising which influence consumer’s perceptual process, buying behavior and in-store
promotion activities. Various visual merchandising techniques like graphics and signage,
fixtures, props, lighting and space management were considered and study there impact on
the buying of the customers. The study also tried to understand and explain the relationship
between impulse buying and visual merchandising. Through research we will be able to see
that whether visual merchandising can attract more customers, increase the traffic in the
store, which ultimately would, increases the sales figures that will pamper the bottom line.
This research paper is focusing on perceptions of consumers regarding visual merchandising
and influence of visual merchandising on consumer buying behavior towards apparels.
Primary data was collected fromrespondents from Ajmer Road, Jaipur store who were
visitors of decathlon store.

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 CHAPTER-2

INTRODUCTION

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Origin of Word
Decathlon from deca- and athlon, “contest”, means “ten contests”. The ancient Greek
Olympics held five-contest competitions, or pentathlons, that were based on the skills
needed in battle.
An athlete taking part in ten sports is hence termed as Decathlon.

Journey of Decathlon in India as well Globally.

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

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

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Among the various competitors in the sports retail market, Decathlon, a French-based
company, who thoroughly dominate the market worldwide, has seen a steady growth in
India. Let us take a look at their inception and progress

The Firm Origin of Decathlon –The decathlon was started back in 1976 in the beautiful city of
Lille, France by Michel Leclercq. They eventually started expanding overseas after a decade
by opening their franchises in Germany, Spain, Portugal, Italy, UK, China, India and other
nations. Astonishingly, they have 1500+ stores in 49 countries currently. The company
employs more than 87000 staffs from 80 different nationalities. They own 20 brands under
their belt which offers products in all variety of sports. Furthermore, Decathlon is the largest
sports goods retailer in the world.

Decathlon in India –Decathlon first established their franchise back in 2009 in Bengaluru. It
was the first entity to incorporate a big-format niche retail chain in India. They soon
expanded their stores in Mumbai, Hyderabad, and Chandigarh which had a great response. It
took Decathlon no time to break even in India. Recently, Decathlon plan to invest a roaring
700 Crores INR to expand its business in India. Former Decathlon Sports India CEO, Steve
Dykes said in an interview, “India is a priority country. We dream to open 100 stores in India
in five years.” Also, the company sees India as a key market to expand their business as they
termed India to be their top global market in terms of stores. Generally, Decathlon stores are
huge- sprawling over at least 4000 square feet. In comparison, the other sports goods shops
are tiny in size. Not only has Decathlon opened career opportunities for the sports
enthusiasts in the country, but it has also helped to shape a sporting ecosystem in the
country. Decathlon as an organization emphasizes product quality and they have 20 brands
which cover 70 sports. The cost of the products is quite economical as well. In India, people
are starved for entertainment beyond movies, restaurants, and malls. Decathlon has the
potential to provide weekend entertainment alternatives as they offer to practice indoor
sports in their enormous showrooms.

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 CHAPTER 3

COMPANY PROFILE

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Company Profile
Decathlon is one of the world's leading designers and distributors of products and services
dedicated to sport, now present in approximately 70 countries. The company designs,
manufactures, and sells athletic apparel and equipment for sports, including cycling, hiking,
hunting, basketball, swimming, running, soccer, and tennis. It operates a global chain of
more than 1,700 stores worldwide. Stores also offer sporting activities, after-sales assistance,
ski rental, trek rental, personalization and other services. Decathlon was founded in 1976 by
Michel Leclercq and is owned by the Mulliez family, one of the wealthiest in France. The
company expanded abroad a decade later: to Germany in 1986, Spain in 1992, Italy in 1993,
Belgium in 1997, Portugal, the United Kingdom in 1999, Brazil in 2001, China in 2003, India in
2009, Turkey and Czech Republic in 2010, Taiwan in 2012, Hong Kong in 2013, Malaysia and
Singapore in 2016, South Africa, Philippines and Indonesia in 2017 in South Korea and
Australia in 2018, and Canada in 2019. The company employs more than 87,000 staff from 80
different nationalities The retailer stocks a wide range of sporting goods, from tennis racket
to advanced scuba diving equipment, usually in large, big-box superstores averaging
4,000m2 in size. Decathlon Group markets its products under more than 20 brands. Its
research and development facilities are located across France, where the company develops
its product designs, registering up to 40 patents per year. In January 2022, Decathlon named
Ingka group's chief digital officer, Barbara Martin Coppola, as its new global chief executive
officer. Decathlon is not just a reseller. It is unique because it has its own in-house brands.
they are experts in their fields, and they draw on their knowledge and experience to create,
design and manufacture their own products in their own studios and labs. Currently,
Decathlon have over 20 Decathlon brands, each dedicated to a specific sport or practice.
And, their family ownership means they are here for the long term. They reinvest their
profits into research and development, helping to lower the cost of participating in sport

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DECATHLON STORES IN INDIA
Back in 2014. In an interview, the CEO of decathlon sports india at the time,
steve dykes, had said the company was planning to open more than a 100
stores in the country over the next few years. It had 12 then.

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Merchandising plays a crucial role in Decathlon's business strategy for several
reasons:

1. Product Presentation and Visibility: Effective merchandising ensures that

products are displayed attractively and prominently, making it easier for
customers to find what they need. Decathlon typically organizes its stores by
sport, making it convenient for shoppers to navigate and find relevant
products.

2. Enhanced Customer Experience: By arranging products logically and

providing clear signage and information, Decathlon enhances the overall
shopping experience. This can lead to increased customer satisfaction and
loyalty.

3. Promotion of Brand Identity: Decathlon's merchandising reflects its brand

values of accessibility, affordability, and quality in sporting goods. Consistent
and well-executed merchandising reinforces these values to customers.

4. Optimized Inventory Management: Merchandising involves managing

inventory levels, ensuring that popular items are well-stocked while less
popular items are minimized. This helps in optimizing inventory turnover and
reducing costs associated with overstocking or understocking.

5. Cross-Selling and Upselling Opportunities: Effective merchandising can

encourage customers to explore related products or accessories, leading to
increased sales through cross-selling and upselling techniques.

6. Seasonal and Trend Adaptation: Decathlon adjusts its merchandising

strategies to align with seasonal demand and emerging trends in sports and

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outdoor activities. This flexibility helps in meeting customer needs and
preferences effectively.

7. Online and Offline Integration: With an increasing focus on omnichannel

retailing, Decathlon ensures consistency in merchandising across its physical
stores and online platforms. This integration enhances the overall customer
experience and facilitates seamless shopping transitions between channels.
In conclusion, merchandising is pivotal for Decathlon to not only showcase its
extensive range of sporting goods but also to create a positive and engaging
shopping environment that aligns with its brand ethos and customer
expectations.

Decathlon places a strong emphasis on merchandising for several strategic

reasons that are central to its business model and customer engagement:

1. Customer-Centric Approach: Decathlon prioritizes merchandising to enhance

the overall customer experience. By organizing stores according to sports
categories and ensuring products are displayed logically and attractively,
Decathlon makes it easy for customers to find what they need. This customer centric
approach fosters satisfaction and loyalty.

2. Brand Identity and Values: Merchandising plays a crucial role in reflecting

Decathlon's brand values of accessibility, affordability, and quality in sporting
goods. Consistent and well-executed merchandising reinforces these values,
helping to build a strong brand identity among customers.

3. Product Expertise and Education: Decathlon employs knowledgeable staff

who are often sports enthusiasts themselves. Effective merchandising allows
these staff members to educate and guide customers, enhancing the shopping
experience and building trust in the brand's expertise.

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4. Sales Optimization: Well-planned merchandising strategies help Decathlon
optimize sales by showcasing products effectively, promoting cross-selling and
upselling opportunities, and ensuring that popular items are well-stocked while
less popular ones are managed efficiently.

5. Omni channel Integration: In an increasingly digital world, Decathlon

integrates its merchandising efforts across physical stores and online
platforms. This omnichannel approach ensures consistency in product
presentation and availability, providing customers with a seamless shopping
experience across different channels.

6. Adaptability to Market Trends: Merchandising allows Decathlon to

adapt quickly to seasonal demand changes and emerging trends in sports and
outdoor activities. This flexibility helps the company stay relevant and
responsive to customer preferences.

7. Operational Efficiency: Effective merchandising also contributes to

operational efficiency by optimizing inventory management, reducing stock outs, and
minimizing excess inventory. This, in turn, helps control costs and
improve overall profitability.

In essence, Decathlon places merchandising at the forefront of its strategy

because it directly impacts customer satisfaction, brand perception, sales
performance, and operational effectiveness. By prioritizing merchandising,
Decathlon aims to create a compelling and enjoyable shopping experience that
resonates with its target audience of sports enthusiasts and outdoor
adventurers.

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DECATHLON AND IT’S FUTURE IN MERCHANDISING
Decathlon's future in merchandising is poised to be shaped by several key
trends and strategies:

1. Omnichannel Integration: Decathlon will likely continue to integrate its

physical and online merchandising efforts seamlessly. This involves ensuring
consistency in product presentation, availability, and customer experience
across all channels. Emphasizing click-and-collect options and enhancing their
digital platforms will be crucial.

2. Personalization: As consumer expectations evolve, Decathlon may invest

more in personalized merchandising approaches. This could involve leveraging
data analytics to offer tailored recommendations and promotions based on
individual preferences and past purchases.

3. Sustainability: Given the growing importance of sustainability, Decathlon is

likely to prioritize eco-friendly merchandising practices. This includes offering
more sustainable product lines, reducing packaging waste, and promoting
transparency in their supply chain practices.

4. Innovative Retail Concepts: Decathlon may explore innovative retail

concepts to enhance the in-store experience. This could involve interactive
displays, virtual try-ons, or experiential zones where customers can test
products before purchase.

5. Digital Transformation: Embracing digital transformation will continue to be

a focus for Decathlon in merchandising. This could involve leveraging AI and
machine learning for demand forecasting, improving inventory management
systems, and enhancing online merchandising strategies.

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6. Localization: Decathlon might further tailor its merchandising strategies to
local markets and customer preferences. This includes adapting product
assortments, promotions, and store layouts to better resonate with regional
tastes and sports cultures.

7. Community Engagement: Strengthening community engagement

through sports events, workshops, and partnerships will likely remain integral
to Decathlon's merchandising strategy. This fosters brand loyalty and connects
with customers on a deeper level beyond just product offerings.

8. Agility and Adaptability: In a fast-paced retail environment, Decathlon

will continue to prioritize agility and adaptability in its merchandising practices.
This involves responding quickly to market trends, customer feedback, and
external factors such as economic changes or technological advancements.
Overall, Decathlon's future in merchandising appears promising as they
continue to innovate, prioritize sustainability, enhance customer experiences,
and adapt to evolving consumer behaviors and expectations. By staying true to
their mission of making sports accessible to all, Decathlon is well-positioned to
thrive in the competitive retail landscape.

Decathlon focuses on continuously improving its merchandising skills through

several strategic approaches:

1. Market Research and Consumer Insights: Decathlon invests in extensive

market research to understand consumer preferences, trends, and behaviors.
This data-driven approach helps them anticipate demand, identify popular
products, and tailor their merchandising strategies accordingly.

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2. Product Development and Innovation: Decathlon emphasizes
innovation in product development, constantly introducing new and improved
sporting goods. They collaborate with designers, engineers, and athletes to
create innovative products that meet consumer needs and reflect the latest
trends.

3. Category Management: Decathlon organizes its stores by sports

categories (e.g., cycling, hiking, swimming), ensuring that each category is well curated with
a comprehensive range of products. This approach facilitates
easier navigation for customers and enhances the overall shopping experience.

4. Visual Merchandising: Visual merchandising is key to Decathlon's strategy, as

they focus on presenting products in an appealing and informative manner.
This includes using effective displays, signage, and product placements that
highlight features, benefits, and usage scenarios.

5. Store Layout and Design: Decathlon pays attention to store layout and
design to create an inviting and efficient shopping environment. They optimize
traffic flow, allocate space based on category importance and customer traffic
patterns, and ensure that each section is well-stocked and visually attractive.

6. Training and Development: Decathlon invests in training its staff to be

knowledgeable about products and customer service. This includes product
training sessions, workshops on merchandising techniques, and ongoing
education to keep employees updated with the latest trends and innovations.

7. Omnichannel Integration: Decathlon integrates its merchandising efforts

across physical stores and online platforms. They maintain consistency in
product assortment, pricing, and promotions while leveraging digital channels
to enhance customer engagement and accessibility.

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8. Sustainability Initiatives: Recognizing the importance of sustainability,
Decathlon incorporates eco-friendly practices into its merchandising strategies.
This includes offering sustainable product options, minimizing packaging
waste, and promoting ethical sourcing and production methods.

9. Feedback and Adaptation: Decathlon actively seeks feedback from

customers through surveys, reviews, and direct interactions. They use this
feedback to continuously refine their merchandising strategies, address issues,
and improve customer satisfaction.

10. Partnerships and Collaborations: Decathlon collaborates with sports

federations, athletes, and organizations to enhance their merchandising
expertise. These partnerships provide insights into consumer behavior,
product performance, and market trends, allowing Decathlon to stay ahead in
the competitive retail landscape.

By focusing on these areas, Decathlon strives to enhance its merchandising

skills continually, ensuring that they meet the needs and expectations of their
diverse customer base while maintaining their position as a leader in the sports
retail industry.

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What are the VALUES of an Decathlete

Generosity :
The habit of not just being self-serving to our own self but taking care of rights and interests
of others and the community. And letting our personal benefit stay aside for the welfare of
organisation and the people.
Generosity at Decathlon starts with giving a seat at lunch room during crowd.
Wishing all teammates , guards and house keeping staff at the time of entering the store.

Generosity in Helping
WE KEEP SANITARY PADS AT OUR STORAGE FOR OUR FEMALE TEAMMATES and OTHER
STAFFS. WHICH SHOWS OUR CLEAR INTENTION TOWARDS FOLLOWING GENEROSITY AS A
VALUE.
Generosity happened to me:
At the time of cricket match with ajmer road store. Being an extra player. I was still given a
over to bowl by SACHIN , SUNIL and ABHISHEK SOLANKI. During critical times of match.
Which really helped me to show my potential and charm which further made Jaipur City
store to win. Hence it all happened by there generous nature and love towards the
teammates.
Our Generosity towards customers
•There are days when female customer comes with infants and if there is a need of baby
feeding we provide our meeting rooms as a safe area to feed the babies.
•We BSUs every month at our layout to make sure the safety and best experience of the
consumers.
•Induction and store safety training is given to every teammate and other staff just to make
sure the safety of consumers.
•We give preference to Aged people, Handicapped Person.

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Authenticity:
The truthfulness which we have, The property of being real and having a singular face
towards the teammates and consumers in all the situations.
Authenticity towards layout & customers
Being at decathlon we are very clear and AUTHENTIC towards our outcomes and they are
managed in the following hierarchy.

1.PEOPLE
2.PLANET
3.PROFIT

People
At Decathlon we starts as serving to people. We have giant store , sport passionate team and
lowest value best product to help and serve our customers. Which satisfies the need of
customers.

Planet
At Decathlon we make eco-friendly products starts with eco-design bottles and ends at paper
bags. Which creates less burden to environment and nature and satisfies the need of .

Profit
At last in order to sustain these big projects and satisfy the financial need of the Team we get
some part as.

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Responsibility :
It is the property for being accountable and responsible for actions and products which we
advice either by ourselves Or by our teammates.

Responsibility in Wearing Gille everyday.

Responsibility happened to me at Decathlon

•At the layout PRIYA used to be always there for my help. She usually used to be like a
guardian at my very initial workplace. She always takes the responsibility for all the issues or
any discomfort happens to me at the workplace. She always makesures that I am getting
proper breaks and offs. Hence she is the perfect finish of responsibility for me.

•Once mistakenly I gave wrong information to the customer related to a bicycle. In that case SACHIN took my
responsibility and dealed with the customer.

Responsibility at store level and with consumers.

•At store we ask every customer for there reviews about store experience because we at decathlon feel our
responsibility towards assisting the customers .

And always improving if anything wrong happens.

•At store level issues it’s been seen that sometimes direct store leader and coach are there to hold the backs of
teammates during hard situations.

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Vitality:
It is the property of being energetic and enthusiast for the work which we are doing at store.

Vitality Starts at Sports

How Vitality is in our Nerves.

•We hire people through processes such as DRD & LOL which are core at testing the vitality
of an individual
•We play sports matches Intrastore and Interstore.
Just to keep the sprit of VITALITY alive inside us.
•Me, kaif and Aditya commute to workplace through our bicycles to spread the message for
Vitality.

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Promises cum Values of DECATHLON towards there customers

• “Sports for All “

“All for Sports”
•What makes a customer enters the store
•At decathlon we have sports items for people of all age group starts for kids and toddlers to
late adults.
•We at decathlon have products for all economic groups. It starts for 12Rs Paper bag to
1,00,000Rs + bicycles.
•We have products for Beginners, Intermediates and Professional .
In forms of 100 series, 500 series, 900 series
•At last we at Decathlon serves more than 70 sports to sports passionate

•Lowest Price , Best value

•What makes customer stay in the store and experience the product
• At decathlon we are providing the best products at lowest price in every segment. Which
shows are consumer centric approach.
Swimming (NABAIJI) – The lowest price glasses starts at the cost of 199Rs . Which no other
company in the market providing.
Walking(NEW-FEEL) – The lowest price shoes are starting 699Rs.Which no other company in
the market providing.

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Views of Decathletes towards the values of Decathlon.

Authenticity & Trust.

At initial days at decathlon. An order demand came from J&K to Bengaluru. And 2009 it was
really hard to send the products this long. But I trusted a local a vendor and it helped send
the parcel for rupees 1 lakhs to kashmir . Then the vendor worked with Decathlon for couple
of years. Which helped the business and wining the trust of people.
We play Sports everyday after the work to keep Vitality sustained within us and the team. To
always be active and attain the goals.
-:HARISH PRAVIN
STORE LEADER (NOLAMBUR)

Vitality & Livelihood

At initial days , at Sarjapur store double digit walking’s were also celebrated to maintain the
spirit and vitality among people. And great role of vitality in introduction of DECATHLON IT in
India. Where earlier it was prepared in Foreign.
-:DHIREN SHETTY

Responsibility

At decathlon we change products on very minor defects and we used to sell products at
margin and low price.
When I said not be at CAPERLAN layout and to sell those products which are used in hunting
of animals cause it’s against my value system.
-:Sangita Padiyar

Generosity

Here at decathlon we hire better than ourselves. Which shows our generous nature.

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Views on values of my teammate.
The values play a vital role in the journey of a Omni Sport Leader as it gives you sense of
responsibility towards your work , make you generous towards your teammates and
authentic at the same time in your workplace.

In your personal life as well it help you to be more generous & considerate towards your
loved ones, make you accountable & responsible for them and to take care of them,
You will be authentic with your family & friends as it’s a part of your behaviour now , ones a
sport person always a sports person so energetic & vital every time and ready for adventure
& new learning through experience!

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 SATISFIED Or SATISFIED
•What makes a customer tap green smiles at the POS
•The store are fully customer centric.
•The assistance towards the consumers starts from Store gate which is opened by guard to
Buying at the layout and further billing at the cash counter and followed by rating a store.
•We hire best of best sports passionate to assists the customers.
•At times on customer demands we decrease the price of a product.
•We provide at least 2 year warranty on every product
•We provides the exposure to try out the product at the store and 30 days exchange on all
the stores.
•We provide free water facilities and free washroom facilities even to those who are not
buying anything.
Satisfied or satisfied. It’s a simple yet powerful promise we make to our
customers.
Reflected in:
• The store continues to run 365 days,
• Our 90 days return policy,
• 2 years warranty,
• Different methods of check-out like by POS (Point of Sale), SCO (Self Check-
Out) and Scan & Pay,
• Different methods of product ordering like RNC (Reserve & Collect) and CNC
& Collect).
Sports leader are at the forefront of everything: we interact with users and try
to understand what is the requirement of them, collect feedback, connect
them with the right options, and relay their suggestions directly to our brands.
In- store, we observe user preferences to optimize replenishment, and online
we observe reviews.
Decathlon mission is to deliver the best experience online and in-store,
answering questions and gauging product interest to better serve customer.
From offering warranties to providing an omnichannel experience, we always

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strive for satisfaction. By doing this, we hope to bring a long-lasting
relationship with customers, from providing users first set of gear to
cheering users on as they grow within a Totally satisfied customers are more
likely to be loyal customers. The best approach to customer retention is to
deliver high customer satisfaction and value that result in strong customer
loyalty and well developed business relationships.
Customer retention is more important than customer attraction, and a key to
customer retention is customer satisfaction. New customers and Repeat
customer approx. year to date in Decathlon ajmer road jaipur.

New customer (44%)

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CUSTOMER-SATISFACTION-THEORIES
Dissonance Theory
Contrast Theory
Comparison Level Theory
Value Percept Theory
Attribution Theory
Equity Theory
Evaluative Congruity Theory

Let’s take a look at various types of customer satisfaction theories.

Dissonance Theory
Dissonance Theory (also known as dissonance reduction theory) is a term used
in psychology that refers to the mental stress experienced by someone who
simultaneously holds two or more contradictory beliefs, ideas, or values. In
other words, they find themselves in conflict.
It also suggests that a person who expected a high-value product and received
a low-value product would recognize the disparity and experience cognitive
dissonance. That is, the disconfirmed expectations create a state of dissonance
or psychological discomfort.
Dissonance Theory can explain our present experience of cognitive dissonance
when a customer experiences the physical manifestation of a company’s brand
promise but does not receive the level of customer service he or she expected.
For example, you purchase an expensive pair of headphones from a wellknown
brand. You take them home and find that the headphones are
defective.
When you contact the customer service department about this problem, your

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call is routed to a voice mailbox where you’re told to leave a message and will
be contacted within 24 hours. You never receive a call back so you call again
several times over the next several days.

Contrast Theory
It is another well-known theory of customer satisfaction. Contrast Theory
suggests the opposite of the Dissonance Theory. According to this theory,
when actual product performance falls short of the consumer’s expectations
about the product, the contrast between the expectation and outcome will
cause the consumer to exaggerate the disparity.
It implies that the negative impact of actual product performance on customer
satisfaction is greater than the positive impact of higher performance over
lower performance.
Contrast Theory states that, when the expectation of a product is high and the
actual product performance is perceived to be low, the consumer will
exaggerate the difference between the expectation and the outcome.
Contrast theory proposes that we do not judge qualities on the basis of
absolute standards, but rather on the basis of how they compare with other
qualities.

Comparison Level Theory

According to the HLT, satisfaction is not the evaluation of a product or service
after it has been consumed. Instead, it is the comparison level, or the degree
to which a product or service is better than any of the other options that are
available in the market.

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The theory suggests that consumers set a comparison level in their minds with
respect to several aspects while they begin evaluating a product or service.

These aspects include:

The price at which the product was purchased
The expectations pertaining to quality
The expectations pertaining to performance
The expectations pertaining to features and functionalities of the product
The comparison level set by an individual’s peers, family members, and friends
The comparison level was set by all other customers who bought the same
Brand.

The extent to which a product meets or exceeds the comparison level (CL) is
the basis of customer satisfaction.

The comparison-level theory is a branch of marketing theory that states that

consumers evaluate their level of satisfaction based on an implicit comparison
to an internal standard, rather than the outcome they actually experienced.

Critics of this theory suggest that it is nuanced and that it is incomplete. One of
the main criticisms made of CLT is that it does not take into account other
important determinants of customer satisfaction, such as relevance and quality
(Yi, 1990).

Value Percept Theory

Value percept is a popular theory on customer satisfaction. This can be seen

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clearly in many of the recurrent types of cases, such as cases involving brand
switching, cases involving the failure of trial products, and cases involving the
purchase of services.

A common characteristic In such cases is that consumers base their evaluations

on products, services, and brands that are absent from their initial perceptions.
Value-Percept Disparity theory has also been applied to explain why
consumers value some brands, products, and services over others, even if
these other brands, products, and services are more highly expected (e.g.,
Westbrook 1992).

The Value-Percept theory explains customer satisfaction by two factors that

are central to customer perception of value – Actual Value (AV) and Ideal
Value (IV). AV is the actual quality or performance of a product that is
perceived by a customer.

IV is the “ideal” quality or performance of a product that a customer expects

before purchasing the product. The difference between AV and IV can be
named Perceptual Discrepancy (PD)

32
 CUSTOMER FEEDBACK

Feedback offers company a valuable tool to improve the way they engage
with their customers.
It lets customers know their opinion matters.
It shows that the company listen to their customers, value their opinion, and
care about their experience.

33
 MY ROLE AND RESPONSIBILITIES :

During my internship at Decathlon sports Ltd., a significant portion of my

responsibilities revolved around the Layout optimization. These tasks required
a combination of Logical thinking , creativity, and attention to detail.

ROLE - Omni sport Leader

- Passionate about sports
- Visionary
- Excel at programatic creativity
- Lives decathlon values in everyday life
- Sports practice

34
 RESPONSIBILITIES

 selection ( I choose my range as per my catchment analysis)

 “I say, I do” - The freedom to experiment, and even more important, the
 freedom to fail and then figure out why ?
 To build sports community in my catchment via events, workshops etc.
 I greet , smile and engage with customers to guide them in proper way
 about product’s specialist.
 Green To keep layout commercially optimized according to CAD plan.
 To implant products according to implantation logic
 Range plan
 Inventory management
 BSU
 (Satisfied customer family)
 Community Engagement

35
 LEARNINGS DURING INTERNSHIP

 Customer Interaction
 Customer Behaviour
 Presentation of 1 LM
 SCF (Satisfied Customer Family)
 BSU (Basic Safety unit)
 Layout Presentation
 Visual Merchandising
 S+1 and S+
 TG Display
 CAD Plan
 Cross Marketing
 Product Knowledge
 Beginner, Intermediate and Expert Usage
 Team Work
 Product Training of mountain products

36
Advertising Strategies & Techniques

Decathlon does not do any advertising. They firmly believe in word of mouth marketing. In case of
new Product introduction if their customer is really attached to their store, they would ask them to
register in their website and they would notify them ofthe latest products of their interests.

They also put Banners to notify them

37
Ecommerce
Decathlon is also an online Retailer, providing Goods via Internet. The Price is the same as
that of the Decathlon retail Store and shipping charges differ depending upon the Size and
Weight. Shipping
charges are free for lightweight Products that costs above ‹3,000 is free.

Societal Marketing
Decathlon follows Societal Marketing where the Company markets it's values not only with
Customer needs in mind rather taking the long term well being of the Society as a whole.
They often conduct
tournaments during weekends to promote their company.

38
Factors affecting the Business

a) Seasons - Seasons affect their business a lot. During summer they would expecting
whole lot of customers. It is the same during the weekends & government holidays.
Other than that customers are relatively low.

b) Competitors - Other Sportswear brands such as Nike, Adidas etc.

c) Location - The store is located far away from city. This is a major disadvantage as
people usually don't travel a long distance just to buy a single product which can
rather be bought from nearby stores.

Handling Returns and Damaged Products

Returns are accepted in Decathlon as long as the Products returned are in good
conditions for resale. The time limit to return a Product is 15 Days. As far as the
Damaged Products are concerned Decathlon repairs them in its Service section that is
available in the Decathlon Store itself.

39
Pricing Strategies and Price variation

Decathlon follows Psychological Pricing strategy. The prices of the various Products in
Decathlon remain the same throughout the year despite the changes in demand for those
Products.

STP

 Segment - Behavioral Segmentation as it target Sports enthusiasts

 Target group - Middle Class and Upper Class
 Positioning - Quality Sports goods in affordable price

#MY FIRST CUSTOMER ASSISTANCE THESE PEOPLE WERE GOING ON CHANDRASHILA TREK THEY
BROUTH PRODUCTS OF WORTH 1.70LAKH WITH US.

40
 CHAPTER- 4
MARKETING TACTICS

41
Decathlon has managed to carve out a distinctive position in the industry with its exceptional
marketing strategies. Founded in 1976, the French company has expanded its presence to
over 70 countries, offering a wide range of sports equipment and apparel for both amateur
and professional athletes.

Unique Value Proposition: Decathlon’s marketing success lies in its ability to deliver a unique
value proposition to its customers. The company focuses on democratizing sports by
providing affordable and high-quality products for various sports disciplines. By positioning
itself as a one-stop-shop for all sporting needs, Decathlon attracts a diverse customer base,
from casual fitness enthusiasts to dedicated athletes.

Product Innovation and Research: Decathlon’s commitment to innovation and research has
been instrumental in its marketing triumphs. The company employs a team of engineers and
designers who work closely with athletes to develop cutting-edge products that enhance
performance and meet customer demands. By leveraging technological advancements and
staying abreast of market trends, Decathlon continually introduces innovative and functional
sports gear, appealing to a wide range of sports enthusiasts.

In-store Experience and Visual Merchandising: Decathlon emphasizes creating an immersive

in-store experience for its customers. The company’s stores are designed to resemble sports
arenas, with dedicated sections for each sport, enabling customers to explore and interact
with the products. Additionally, Decathlon utilizes effective visual merchandising techniques,
such as attractive displays, informative signage, and interactive product demonstrations, to
engage and educate shoppers about their offerings.

Strong Online Presence: Recognizing the importance of digital channels, Decathlon has built
a robust online presence. The brand’s website provides a seamless browsing and shopping
experience, with intuitive navigation, detailed product descriptions, and customer reviews.
Decathlon also leverages social media platforms to engage with its audience, sharing
inspirational content, tutorials, and customer stories. By embracing e-commerce and social
media, Decathlon extends its reach, enhances brand awareness, and fosters customer
loyalty.

Community Building and Partnerships: Decathlon goes beyond traditional marketing

approaches by actively engaging with sports communities. The company organizes sporting
events, workshops, and competitions, fostering a sense of belonging among customers and
promoting an active lifestyle. Decathlon also collaborates with sports clubs, federations, and

42
local communities, forging strategic partnerships that align with its brand values. These
collaborations not only amplify brand visibility but also establish Decathlon as a trusted
supporter of sports at various levels.

Customer-centric Approach: Decathlon’s marketing strategies are centered around its

customers. The brand invests in understanding their needs, preferences, and aspirations
through market research and customer feedback. Decathlon encourages customer
participation by soliciting product reviews, hosting focus groups, and maintaining an open
line of communication. This customer-centric approach enables Decathlon to tailor its
offerings, create personalized experiences, and cultivate brand advocates.

Sustainability Initiatives: In recent years, Decathlon has taken significant strides towards
sustainability, aligning its marketing efforts with environmental and social responsibility. The
company has introduced eco-designed products, reduced packaging waste, and
implemented recycling programs. By communicating its sustainability initiatives through
marketing campaigns and partnerships with environmental organizations, Decathlon attracts
environmentally conscious consumers and reinforces its commitment to a better future.

Decathlon’s remarkable success in the sporting goods market can be attributed to its well-
crafted marketing strategies. By offering a unique value proposition, prioritizing innovation,
providing immersive in-store experiences, embracing digital channels, fostering community
engagement, and adopting a customer-centric approach, Decathlon has captured the
attention and loyalty of sports enthusiasts worldwide.

Marketing Mix of Decathlon

Decathlon has gained prominence for its exceptional marketing strategies. An integral part of
their success lies in their skillful implementation of the marketing mix. In this article, we will
delve into the various elements of Decathlon’s marketing mix, exploring how the company
effectively combines product, price, place, and promotion to create a competitive advantage
in the sports retail industry.

43
Product: Decathlon offers an extensive range of sports equipment, apparel, and accessories
for a wide array of sporting disciplines. Their product strategy revolves around providing
high-quality and affordable options to cater to diverse customer needs. Decathlon invests
heavily in product innovation, leveraging technological advancements and collaborating with
athletes to develop cutting-edge sporting gear. By offering a comprehensive selection of
products that meet the demands of both amateur and professional athletes, Decathlon
establishes itself as a trusted one-stop-shop for sporting needs.

Price: Decathlon’s pricing strategy is focused on affordability without compromising on

quality. The company’s mission to democratize sports is evident in its commitment to
offering competitive prices across its product range. By leveraging economies of scale,
vertical integration, and direct sourcing, Decathlon keeps its prices accessible to a wide range
of customers. Their value-for-money proposition enhances their appeal and enables them to
reach a broader customer base.

Place: Decathlon employs a multi-channel distribution strategy, ensuring convenient access

to its products. The company operates a vast network of physical stores, strategically located
in urban centers, shopping malls, and sports complexes. Decathlon’s store layout is designed
to provide an immersive experience, with dedicated sections for different sports and
knowledgeable staff to assist customers. Additionally, Decathlon has a strong online
presence, offering e-commerce services through its website, providing customers with the
flexibility to shop from anywhere at any time.

Promotion: Decathlon adopts a comprehensive promotional strategy to build brand

awareness and engage with its target audience. The company utilizes various channels,

44
including traditional advertising, digital marketing, and social media platforms. Decathlon’s
marketing campaigns focus on showcasing the joy and benefits of sports, inspiring customers
to lead an active lifestyle. The brand also leverages content marketing by sharing informative
articles, tutorial videos, and customer stories to educate and engage with its audience.
Furthermore, Decathlon actively participates in sporting events, sponsors athletes, and
collaborates with sports clubs, thus reinforcing its brand presence.

People: Decathlon places great emphasis on its personnel as part of its marketing mix. The
company hires sports enthusiasts who are passionate about their respective disciplines,
ensuring that employees possess a deep understanding of the products and can provide
expert advice to customers. This knowledgeable and enthusiastic staff enhances the
customer experience, fosters trust, and reinforces Decathlon’s brand positioning as a sports
expert.

Process: Decathlon’s focus on providing a seamless and enjoyable customer experience is

reflected in its well-defined processes. The company places importance on efficient inventory
management, ensuring a wide range of products are readily available. In-store processes are
designed to enable customers to explore and interact with the merchandise, while online
processes are optimized for easy navigation, secure transactions, and prompt delivery. By
streamlining its processes, Decathlon aims to provide a hassle-free and satisfying shopping
experience.

Physical Evidence: Decathlon’s physical evidence encompasses its stores, packaging, and
branding elements. Their stores are designed to create an immersive sports environment,
with clear signage, attractive displays, and engaging product presentations. Decathlon’s
packaging is often functional and eco-friendly, reflecting the company’s commitment to
sustainability. The brand’s distinctive logo and visual identity reinforce its credibility and help
customers easily identify and connect with the brand.

45
46
THIS WAS OUR TEAM FROM LAST 6 MONTHS TILL I LEFT THE COMPANY EVERYONE WAS
VERY HELPFUL AND POLITE THOUGH OUT MY JOURNEY.

47
 CHAPTER- 5
RESEARCH AND METHOLOGY

48
This study has included data collection, sample selection, and contents of questionnaire,
processing of data analysis. Quantitative and Qualitative research approaches have been
embraced for the purpose of research by this study. The simple random sampling technique
was use to choose the sample.

RESEARCH DESIGN
A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure.
This study is of descriptive in money management practices.

SOURCES OF DATA
The research uses both Primary and Secondary data.
● Primary data had been collected by questionnaire survey method.

STRUCTURE OF QUESTIONNAIRE
The questionnaire follows a simple and basic layout. It is made easy for the participants to
respond to the questionnaire without any delay or confusion. The set of questions and the
answer options present in the questionnaire are predetermined and are constructed by
myself based on general questions regarding the main topic. The structure of the
questionnaire used in this project is as follows.

SIZE AND DESIGN SAMPLE

The study was conducted in Ajmer Road, Jaipur. The sample unit of 75 people, both women
and men in the age group of 15-30 and above having knowledge of visual merchandising
were selected.

SAMPLING TECHNIQUE
The information required for the study has been collected by the well Structured
Questionnaire to Learn and examine the study on virtual merchandising in decathlon. The
total 75 respondents have been selected randomly through online survey.

49
PERIOD OF THE STUDY
This is one-time research where the research is conducted only for one-time and that the
project is based on the responses derived from a definite period of time. The period of
study for the project of about 30 days project is based on theresponses collected from the 75
participants in the 6 days' time period.

DATA ANALYSIS AND INTERPRETATION:

AGE OF RESPONSE

AGE NO. OF RESPONDENT PERCENTAGE

16-20 17 22.6%

21-30 34 45.3%
ABOVE 30 24 32%
TOTAL 75 100%

Interpretation:

From the above table, it is interpreted that 22.6% of respondents are of age group 16-20,
45.3% of them belong to age group 21-30, 32% belong to the age Group above 30.

GENDER NO. OF RESPONDENT PERCENTAGE

MALE 42 56%
FEMALE 33 44%

OTHER 0 0

TOTAL 75 100%

50
Interpretation:
From the above table, it is interpreted that 56% of respondents are of

Male, 44% of respondents are of Female.

OCCUPATION NO. OF RESPONDENT PERCENTAGE

STUDENT 21 28%
EMPLOYEE 29 38.6%
BUSINESSMAN 13 17.3%

OTHER 2 2.6%
TOTAL 75 100%

Interpretation:

From the above table, it can be interpreted that out of the option given 21% of respondents
are students, 38.6% of respondents are employees, 13% of respondents are business
persons, 2.6% of the respondents are doing other.

51
 How many sports were you able to discover?

Figure 1

INTERPRETATION

From the above chart 73 persons could identify the sport fitness, 74 persons could identify
cycling, 72 persons could identify the sport trekking and these are the top 3 sport identified
by the users of decathlon. 19 persons could identify the sport fishing, 12 persons could
identify the sport golf, 16 persons could identify the sport boxing and these are the least
identified sport by the users of decathlon. On an average 44 respondents could identify all
the sport in the store

52
Were you able to move freely inside the store & different aisles?

Figure 2

7%

24% yes
couldbebetter
no
69%

Table 4
PARTICULARS NO. OF RESPONDENTS
YES 52
COULD BE BETTER 18

NO 5
TOTAL 75

INTERPRETATION

From the above piechart we could derive that 69% of the users could able to move freely inside the
store and in between different aisles, 24% of the users suggest that the spacing could be better
inside the store to move freely inside the store and in between different aisles and 7%of the user
says that they couldn’t move freely inside the store and in between different aisles.

53
 Figure 3

WITH WHOM DID YOU VISIT THE STORE?

11%

25%

64%

FAMILY FRIENDS SINGLE

TABLE 5
PARTICULARS NO. OF RESPONDENTS
FAMILY 48

FRIENDS 19
SINGLE 8

TOTAL 75

INTERPRETATION

From the above pie chart 64% of the user come to store with their family and 25% of the
users shop the products with their friends and only 11% of the users purchase the
product by themselves.

Figure 4

Is your Shopping Experience a destination purchase or a walk by purchase?

54
 WALKBY
PURCHASE
37% DESTINATION
PURCHASE

63%

Table 6

PARTICULARS NO. OF RESPONDENTS

DESTINATION PURCHASE 47

WALK BY PURCHASE 28
TOTAL 75

Interpretation

From the above pie diagram 63% of the users i.e 47 people out of 75 come to store for the
destination purchase where as 37% of the user i.e 28 people out of

75 come to store as a walk by purchase

Figure 5

TIME SPENT IN THE STORE

55
 12% 16%

30.60%

41.30%

<15 MINS <30 MINS <45MINS MORE THAN 1 HR

TABLE 7
PARTICULARS NO. OF RESPONDENTS
<15 MINS 12

<30 MINS 31
<45 MINS 23
MORE THAN 1 HR 9

TOTAL 75

INTERPRETATION

From the above pie chart, 16% of the respondents spends <15 mins in the store, 41.3% of the
respondents spends <30 mins in the store, 30.6% of the respondents spends <45 mins in the store
and 12% of the respondents spends more than 1 hr in the store

Figure 6

How long you have been using decathlon products?

56
 21%
58% 10%
11%

1 MONTH MORE THAN 3 MONTHS

MORE THAN 6 MONTHS MORE THAN A YEAR

Table 8
PARTICULARS NO. OF RESPONDENTS
1 MONTH 16

MORE THAN 3 MONTHS 8

MORE THAN 6 MONTHS 8

MORE THAN A YEAR 43

TOTAL 75

INTERPRETATION

From the above pie chart, out of 75 respondents 21% of the customers have been using decathlon
products for a month, 10% of the customers have been using decathlon products for more than 3
months, 11% of the customers have been using decathlon products for more than 6 months and
58% of the customers have been using decathlon products for more than a year.

57
 Figure 7

How often do you visit the store?

75 RESPONSES
ONCE IN A WEEK ONCE IN A MONTH
TWICE IN 3 MONTHS FREQUENTLY

16% 11%
21%

52%

Table 9
PARTICULARS NO. OF RESPONDENTS
Once in a week 8
once in a month 16

Twice in 3 months 39
Frequently 12
TOTAL 75

Interpretation

From the above informations, out of 75 respondents 11% of the customers visit the store
once in a week, 21% of the customers visit the store once in a month, 52% of the customers
visit the store twice in 3 months and 16% of the customers visit the store frequently.

Figure 8

58
 Does the product full fills your exact needs?

75RESPONSES
15%
6%

79%

YES NO MAYBE

PARTICULARS NO. OF RESPONDENTS

Yes 59

No 5

Maybe 11
TOTAL 75

Interpretation

From the above diagram, out of 75 respondents the product of decathlon is fulfilled for 79%
of the respondents, the product of decathlon is not fulfilled for 6% of the respondents and
the product of decathlon is partially fulfilled for 15% of the respondents.

Figure 9

59
 Are you able to trial every product kept in the store?

75 RESPONSES

30%

60%
10%

YES NO MAY BE

PARTICULARS NO. OF RESPONDENTS

Yes 45
No 7

Maybe 23
TOTAL 75

Interpretation

From the above details it is said that, out of 75 respondents 60% of them say that they are
able to trial every product displayed in the store, 10% of them say that they are not able to
trial every product displayed in the store, 30% of them partially agree that they are able to
trial every product displayed in the store.

Figure 10

According to you what's the genre of decathlon?

60
 75 RESPONSES

12
20

68

SPORTS STORE APPAREL STORE ANY OTHER

PARTICULARS NO. OF RESPONDENTS

Sports store 51

Apparel store 15

Any other 9
TOTAL 75

Interpretation

From the above pie chart, out of 75 responses 68% of the respondents says that decathlon
is a sport store, 20% of the respondents says that decathlon is a apparel store and 12% of
the respondents are not sure what’s the genre of decathlon.

Figure 11

Would you like to receive some communication about discounts in decathlon?

61
 22%

78%

yes no

PARTICULARS NO. OF RESPONDENTS

Yes 59
No 16
TOTAL 75

Interpretation

From the collected data, out of 75 responds 78% of the respondents wish to receive
communications from decathlon, 22% of the respondents do not wish to receive
communications from decathlon

Figure 12

Do you hesitate to give your mobile number while billing?

62
 20% 15%

65%

yes no maybe

PARTICULARS NO. OF RESPONDENT

Yes 11
No 49

Maybe 15
TOTAL 75

Interpretation
From the collected data, out of 75 respondents 65% of them don’t hesitate to give
theirmobile no. , 15% of them hesitate to give their mobile no. and 20% of them partially
hesitate to give their mobile no.

CHAPTER -6

63
SUGGESTION

64
 The aisle should be clean and tidy

 Minimum of 5 to 7 baskets should be available in every side of the aisle

 The sport banner should reflect what is in the aisle

 The offer on the wall displayed in the aisle should be large and appealing

 Customers should find their product easily because it is in right place and displayed
correctly

 No empty grid should be seen

 Customers can see, touch, feel and buy 100%of the products followed by the store

 There should be a fitting/testing solution suited to the type of product

 Can display sales+1 products

 A communication board for every product’s which describe the usage of the product
should be available for almost every product.

65
66
67
y

68
 CHAPTER- 7
CONCLUSION

69
CONCLUSION

In this time and age, customers need their shopping to be at ease. Some prefer to spend time
and some don’t. Every customer should touch, feel, use and then buy the product and the
layout of the store should be merchandised in a way that every product to attract and should
be easily approchable by the customer. Visual Merchandising as a silent salesperson, as its
tools does not speak but definitely convey their sales message through visual appeal. In order
to full fill the changing expectations of today’s customers, retailers need to place greater
emphasis on presentation of merchandise. Retailers have to understand the importance of

shopper’s expectations and provide the right environment to lure them. VM

serves as a significant influence of the retail experience and the shopper’s decision making
process. It provides competitive advantage and helps in building the overall image of the store.
Since a lot of retailers have started adopting this concept, one should be innovative enough in
VM to achieve better results. It was known from the research that visual merchandizing has
direct relation with the sales performance. Due to Visual merchandising the customers gets
attracted towards hence increasing the stores footfall, which ultimately has a positive impact
on the sales figures. The research also threw light on the fact that visual merchandising has the
capability to invite people to enter the store and develop their buying behaviour. The results
proved that there was relationship between customers’ buying behaviour and in-store
form/mannequin display, promotional signage and window display. The study also provided
insights about types of visual merchandising that can influence customers’ buying behaviours.
Three most important factors of visual merchandising namely attractiveness of window display,
innovative assortments and cleanliness and neatness of store/ store environment have been
identified. Hence, Visual merchandising has become an important variable in present scenario.

70
CHAPTER- 8

REFERENCE

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1. https://docs.google.com/presentation/d/
1MHooWIOMzwUUtPTEflcLDJd3 VyNDxslPz9QdRXttZis/edit?
usp=drivesdk
2. Withthehelpofdecathlonajmerroad team.

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