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CONSUMER PERCEPTION TOWARDS DECATHLON AND BRAND AWARENESS LEVEL
A STUDY IN DHARWAD CITY
Ms. Siddiqa Soudagar
MBA, Global Business School Email Id: [email protected]
Address: Opp. Hubballi residence, Beside Bellad Hyundai Showroom, Bhairidevarkoppa, Hubballi-
580025, Karnataka
ABSTRACT
Purpose: The main purpose of this article is to know the investigate the consumer perception towards Decathlon and brand awareness level of the consumers there off.
Methodology/Approach: The research question is “what are the factors that impact on the perception
of the consumers and the awareness of the brand?” A questionnaire was developed on the basis of
literature review and objectives and distributed to 120 sports players in Dharwad city using convenience sampling method.
Originality: This study is explore the sports players and their perception towards Decathlon as well
as their awareness about the brands available at Decathlon Sports India Private Limited, Hubli. Findings: A sample of 120 completed questionnaire were analyzed, the findings of the study says that
the customers feel staff knowledge and the wide range of products as the most prominent factors as
per their perception, the customers who are aware about Decathlon as well as the brands prefers Quechua brand the most.
Keywords: Consumer Perception, Brand awareness, Perception, Brand, Awareness level
INTRODUCTION Consumer Perception Perceptions of Consumers’ about a brand are positively enhanced and dampen
with increasing levels of perceived quality and with increasing levels of endure they ambience
respectively. For instance, customers’ judgments of quality are likely to be affected by the quality suggested by such exotic cues as brand name and price. Brand name, price, store name/image, and
country of origin have also been identified by researchers as extrinsic cues to (quality) perceptions.
(Teas and Agarwal, 2000 , Zeithaml, 1996)
Consumer perception towards brand is an important aspect of marketing mix (Gabor & Contiu, 2012). Jin and Weber (2013) proposed that, brands served primarily as a way for customers to identify
and recognize goods and their manufacturer. The focus of brand value creation was on individual
goods whereby firms used brands to show ownership and take responsibility for their goods. This in turn helped customers identify and recognize a firm’s goods on sight. From the 1930s onwards,
brands were viewed as images that firms create to enable customers to both differentiate a brand from
its competitors and identify the needs a brand promises to satisfy (Jin & Weber, 2013). Another aspect of brand is that, it is strongly believed by academics and practitioners that brand
reputation is becoming increasingly important. Brands should have a positive reputation to be
successful and therefore profitable, (Veloutsou & Moutinho, 2009). On the other hand, Schmitt (2012)
describes a comprehensive model of five brand-related processes: identifying, experiencing, integrating, signaling and connecting with the brand. The personal experience of using a brand can be
of assorted shapes from the personal experience of using an indistinguishable product without the
brand (Sheena & Naresh, 2012). Brands can form relations with other brands. Brands can be anthropomorphized, and many of them
are appreciated as cultural symbols. Finally, consumers can organize communities around brands.
Consumers know and experience these characteristics about brands and respond to them. The model presented here accounts for these essential characteristics of brands (Schmitt, 2012).
Perception In general psychological terms, perception is the ability to make some kind of sense of
reality from the external sensory stimuli to which we are exposed. Several factors can influence our
perception, causing it to change in certain ways. For example, repeated exposure to one kind of stimuli can either make us oversensitive or desensitized to it. Additionally, the amount of attention we
focus on something can cause a change in our perception of it.
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Branding A brand, or a brand name, is the attempt to impose some kind of identifying feature on a product or service so that it is easily recognized by the general public. A brand is oftentimes
associated with an image, a set of expectations or recognizable logo. The goal of a brand is to set a
product or service apart from others of its kind, and influence the consumers to choose the product
over similar products simply because of its associations. Role of Perception in Consumer Behavior The perceptions consumers have of a business and its
products or service have a dramatic effect on buying behavior. That’s why businesses spend so much
money marketing themselves, honing their customer service and doing whatever else they can to favorably influence the perceptions of target consumers. With careful planning and execution, a
business can influence those perceptions and foster profitable consumer behaviors.(Stan Mack, 2010)
Influencing Perception Consumers continually synthesize all the information they have about a company to form a decision about whether that company offers value. In a sense, consumer
perception is an approximation of reality, notes the book “Consumer Behavior,” by Atul Kr. Sharma.
Businesses attempt to influence this perception of reality, sometimes through trickery and
manipulation but often just by presenting themselves in the best possible light. For example, advertisements often 10 trumpet the quality and convenience of a product or service, hoping to foster
a consumer perception of high value, which can pay off with increased sales. (Sharma, 2006)
Consumer Perception of Product Quality The age income and educational level of consumers, if it has or no effect on their perception on product quality specifically and their decision to buy the
product. It also to find out what influence the consumer in determining the quality of the product as
well as to understand if there is a positive relative relationship between price and the product quality, consumers have different ideas or perception on the product quality based on their ages, income
levels, and, educational background and this goes a long way to influence them on the criteria used in
determining the quality of product when making a purchase.
Factors Affecting Consumer Perception Although a consumer's perception of a product or service is at least partially based on his actual experience with the good, a significant amount of market research
suggests that a consumer's view of a product is also conditioned by a variety of other factors. From
very 12 concrete factors of price and quality to less tangible factors such a consumer's view of the manufacturer's reputation, experience with service and the quality of packaging and branding, a
number of complex and interrelated psychological factors determine a consumer's perception of goods
and services.(Mercer, 2009)
Price Price has a complex effect on consumer perception. On the one hand, consumers appreciate a bargain and are often likely to favor an economically-priced item. On the other, consumers often
perceive very inexpensive items as cheap, ultimately damaging a consumer's view of a product even if
the product remains the same and the consumer is benefited from a price reduction. Especially sophisticated or skeptical consumers are even prone to distrust a product that is considerably cheaper
than the alternatives. As a result, price should be part of a comprehensive marketing plan, where even
inexpensive products are depicted as favorable alternatives with similar levels of quality to the competition, with a price that is somewhat lower but still comparable with other possibilities.
Quality The actual quality of a product is a vital part of a consumer's perception of a good or service.
Quality can describe any attribute in a set of characteristics that satisfy or disappoint a consumer,
including usability, reliability and durability. Marketing can influence a consumer's perception of quality, but, in the end, and particularly with non-durable goods, a consumer's actual experience with
a product will determine his perception of quality. Outside the realm of mass communication, word of
mouth regarding quality also travels very quickly. Service Quality Even in the case of goods that exhibit numerous flaws, excellent service quality can
often overshadow a negative experience with the product itself. If a consumer feels that he receives
exceptional attention when encountering a problem with a product, that consumer is somewhat more likely to trust the brand or product knowing that the manufacturer or retailer provides a prompt and
effective response to problems. Humans are social animals and their consumer 13 behavior is often
determined by the social relationships that surround a product, including interactions with customer
service representatives. Packaging and Branding Packaging and branding have a huge effect on consumer perceptions,
particularly at the point of purchase. Especially when consumers are purchasing a type of product for
the first time, the way the product is presented can wholly determine their perception of the item.
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Packaging and branding, of course, cover everything from the attractiveness and display quality of an item to the attributes of a product the manufacturer chooses to highlight. Depending on the type of
product and market, different branding messages from tough and reliable to fine and luxurious can be
appropriate and effective.
Reputation A product's reputation is built up over time and is usually a combination of actual experience with the product, word-of-mouth recommendations and marketing campaigns that attempt
to establish a status or shared view of the product or brand. A consumer's perception of a product's
reputation, moreover, is not only determined by the product's brand identity and manufacturer but by the whole chain of distribution. Even if a consumer trusts a product's manufacturer, for example, that
consumer may change his mind about the product upon seeing it available in a retailer he associates
with cheap, defective products.(Ha, 2004) How to measure Consumer Perception Customers that are satisfied with a product or business have
an overall good perception of that product or business. When consumers' perceptions are good, they
will continue purchasing goods from this company. These customers also will avoid spreading
disappointing experiences to others. Consumer perceptions are based on feelings. A customer perception measurement is an important tool used by companies that expresses how well the
companies are satisfying customers.(VanBaren, 2010)
LITERATURE REVIEW
According to Namita Kapoor, Sporting events come with huge opportunities for encouraging sports
activities and the development of regions where these events are held. Brand awareness, as one of the fundamental dimensions of brand equity, is often considered to be a
prerequisite of consumers’ buying decision, as it represents the main factor for including a brand in
the consideration set.(Ovidiu Ioan Moisescu)
Decathlon is one of the worlds’ leading sports companies which fathoms to shine as bright as it logo ‘Providing Pleasure of Sports at Affordable Price’. It has created an edge over its counterparts by
being a force to reckon with in its domain of services ranging from sports to clothes and catering
every sports’ need. The crux of this report is to study the fundamental ways of marketing by Decathlon, understand consumer perception and give recommendations for the same. (Rishabh Singh
Bharaj and Sheefali Gupta)
Brand name, price, store name/image, and country of origin have also been identified by researchers
as extrinsic cues to (quality) perceptions. (Teas and Agarwal, 2000 , Zeithaml, 1996) Prof. Dr. Muhammad Ehsan Malik says, Brand Awareness and brand loyalty have strong positive
association with purchase intention.
Dr. Hsin Kuang Chi says, (a) the relations among the brand awareness, perceived quality and brand loyalty for purchase intention are significant and positive effect, (b) perceived quality has a positive
effect on brand loyalty, (c) perceived quality will meditate the effects between brand awareness and
purchase intention, and (d) brand loyalty will mediate the effects between brand awareness and purchase intention.
Zeenat Ismail et al (2012) find out the Factors Affecting Consumer Preference of International Brands
over Local Brands. This study was conducted in order to determine the consumer preferences of
global brands instead of local ones. There are a number of factors affect the consumer purchase decisions. The results suggest that most important factors that influence a consumer’s final decision
are the price and quality of the product.
NEED FOR THE STUDY
Decathlon Sorts India Pvt. Ltd., Gokul road, Hubli
To know the perception of the customers towards Decathlon Sports India Pvt. Ltd.
To know the awareness about the brand as well as about the store.
Scope of the study:
This study helped to find the Perception and brand awareness level of the selected customers.
This project also helped me to undergo the market research of Decathlon in Dharwad city to know the purchase of sports materials as well as the passion of sports which encourage them
to buy from Decathlon Sports India Pvt. Ltd., Hubli.
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OBJECTIVES
1. To study the perception of customer towards Decathlon Sports India Pvt. Ltd.
2. To understand the type of branded products purchased by customers at Decathlon Sports India
Pvt. Ltd.
RESEARCH METHODOLOGY
1. Research Approach: Survey method 2. Research Method: Descriptive method
3. Data Collection Approach:
a. Primary Data: Survey with structured questionnaire and personal interview. b. Secondary Data: Literature review, websites, blogs etc.
4. Area of research: Dharwad City
5. Research Instrument: Questionnaire
6. Sampling Method: Convenience sampling 7. Sample Size: 120
8. Statistical tools: MS Excel and SPSS
DATA AND DISCUSSION
PART 1: Demographic details
1. Gender
Interpretation: The above graph represent that sample size of 120
includes 82 male respondents and 38 female respondents.
2. Age
Interpretation:
The above graph represents the age group of the respondents and the major population of the sample
belongs to 21-25 years of age. As the respondents of this
age group were available during the survey.
3. Occupation
Interpretation:
The above project represents the occupation of the respondents. 45.8% of the major
respondents are yet pursuing their studies, 43.3
respondents are private employers, 7.5% are self-
employed and remaining 3.3% are government employees.
Frequency Percent
male 82 68.3
female 38 31.7
Total 120 100
Freque
ncy
Percent
14 - 13 12 10
15-20 17 14.2
21-25 75 62.5
26-30 9 7.5
30-35 3 2.5
Above 40 4 3.3
Total 120 100
Frequency Percent
Govt. Employee 4 3.3
Private Employee 52 43.3
Self Employed 9 7.5
Student 55 45.8
Total 120 100.0
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4. Monthly income Interpretation:
The above graph represents the monthly
income of the respondents in which major
population of the sample size lies in the income group of 0 to 9000 INR. As the major group of
respondents lies in the student category income
level is low.
5. Favorite sport
Interpretation:
The above table and chart represents the most
preferred sport by the respondents is cricket around 26%, badminton around 17%, basketball around 11% and so on.
Hence, it can be said that the most prominent sport among list
is Cricket.
26%
17%
11%
8%
7%
7%
6%
3%2%
2% 2%
2%
2%
2%1%
1%
1% 1% 1%
1%Favorite sport
cricket
badminton
basketball
chess
carom
football
volleyball
Frequency Percent
0-9K 59 49.2
10-15K 14 11.7
16-20K 19 15.8
21-25K 16 13.3
26-30K 6 5.0
Above 30K 6 5.0
Total 120 100.0
Favorite Sport Frequency %
cricket 33 25.98
badminton 22 17.32
basketball 14 11.02
chess 10 7.87
carom 9 7.09
football 9 7.09
volleyball 7 5.51
tennis 4 3.15
table tennis 3 2.36
cycling 2 1.57
handball 2 1.57
kho-kho 2 1.57
soccer 2 1.57
wrestling 2 1.57
athletics 1 0.79
Cards 1 0.79
Kabaddi 1 0.79
snooker 1 0.79
swimming 1 0.79
throwball 1 0.79
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PART 2: General details related to sports 1. What is your perception towards Decathlon?
Interpretation:
The above table represents the perception of the respondents towards Decathlon which says
the major two components preferred by the consumers are Staff has good product knowledge and they orient the customers while purchasing 1st component and Wide range of products are available 2nd
component.
2. Are you brand conscious while purchasing sports materials?
Interpretation:
The above graph represents the brand conscious level of the consumers towards sports materials around
33% of the respondents are brand conscious around
21% have probability to purchase branded sports materials whereas 50 respondents are not aware about
Decathlon in sample size.
Rotated Component Matrixa
Component
1 2
Wide range of products are available -.105 .842
Pricing is competitive .599 .226
Quality of sports materials excellent .496 .470
All branded sports items are available under one umbrella .394 .514
Sufficient Quantity of sports items are available .593 .249
Ambiance is excellent .496 .563
Staff are cooperative and helpful .500 .502
Store has sufficient space for easy movement .314 .660
Customers are given freedom to trail the product before actual buying .572 .500
Staff has good product knowledge and they orient the customers while purchasing
.825 .166
Billing section is hassle free and there is no wastage of time .759 .027
Offers and Discount are widely displayed for easy understanding .590 .362
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 3 iterations.
Frequency Percent
Yes 40 33.3
No 5 4.2
Sometimes 25 20.8
Total 70 58.3
Not aware about
Decathlon
50 41.7
Total 120 100.0
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3. Have you purchased any sports material from Decathlon India Pvt. Ltd, Hubli?
Interpretation: The graph represents the statistics of sports
materials purchased at Decathlon around 56% of the
population who are aware and brand conscious purchase at Decathlon and 2.5% of the population have not
purchased any sport material as this sample size visits
Decathlon to accompany their friends or to try out new products.
4. Brand Awareness level
Interpretation:
The above graph represents the most prominent brand preferred by the population
and their brand awareness level. Around
26% of the respondents use Quechua brand the most, 17% use Domyos brand and so
on.
5. What kind of sports do you play?
Interpretation
The above graph says the sports preferred by the
population almost 70% of the sample play both indoor and outdoor games and 15% play indoor and 15% play
outdoor games.
Frequency Percent
Yes 67 55.8
No 3 2.5
Total 70 58.3
Not aware about
Decathlon
50 41.7
Total 120 100.0
Brands Frequency Percent
Quechua 31 26.27
Domyos 20 16.95
Artengo 15 12.71
Kipsta 15 12.71
Btwin 4 3.39
Kalenji 12 10.17
Tarmak 6 5.08
Simond 1 0.85
Nabaiji 0 0.00
Newfeel 5 4.24
Tribord 2 1.69
Inesis 1 0.85
Oxelo 6 5.08
Aptonia 0 0.00
Frequency Percent
Indoor games
18 15.0
Outdoor
games
18 15.0
Both 84 70.0
Total 120 100.0
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6. Why do you play sports?
Interpretation
The above graph represents the reason to play sports. Almost 45% of the respondents play for entertainment,
25% play to maintain healthy lifestyle, around 24% play
to participate in future competition who even play regularly and around 6% play for leisure.
7. How often you play the sport?
Interpretation:
The above graph represents the frequency of sports
played by the population. Almost 50% of the respondents play whenever they’re free, 30% play every day, to
participate in future competition. Around 17.5% play
once in a week only 2.5% play once in fortnight.
8. Where do you buy your sports materials?
Interpretation: The graph represents that around 53% of the
population buy sports materials from local
sports shop, around 37% buy from company showroom and 10% buy at
shopping malls.
9. How often do you buy the sports materials?
Interpretation:
The graph represents the frequency of
purchase of sports
materials. 65% of the sample size purchase
on need basis, around
14% purchase to
participate in the competition who
belong to regular
players and to participate in future competition, around 13% buy if something happens with the sports materials.
Frequency Percent
To maintain healthy
lifestyle
30 25.0
For leisure 7 5.8
For
Entertainment
54 45.0
To participate
in any future competition
29 24.2
Total 120 100.0
Frequency Percent
Every day 36 30
Once in a week
21 17.5
Once in
fortnight 3 2.5
Whenever
I'm free 60 50
Total 120 100
Frequency Percent
Local sports
shops
64 53.3
Company
showroom
44 36.7
Shopping
Malls
12 10.0
Total 120 100.0
Frequency Percent
On need basis 78 65.0
On the occasion of participating in competition
17 14.2
During festive season 9 7.5
Every time when the existing sports material
become worn out or breaks etc
16 13.3
Total 120 100.0
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10. What factors do you consider while purchasing the sports materials?
Interpretation:
The above graph represents the factors considered while purchasing sports materials. Around 41% prefers
quality as the main factor to buy, 32.5% says all the
factors mentioned are important to buy, 17.5% says
brand is important, around 6% considers brand to purchase and 2% believes in offers. This shows that
quality is the major factor while purchasing sports
equipments.
11. While selecting a particular store for purchasing sports material. What factors you normally consider?
Interpretation: The data says the
factors
considered while selecting a sport
outlet. So the
highlighted components
which says the
important factors
are 1st says guarantee and
warranty
facilities, 2nd says nearness to their
place, 3rd says
provision for trial and 4th says
services and the
spares by the
sample size.
Frequency Percent
Price 7 5.8
Quality 49 40.8
Brand 21 17.5
Offers 2 1.7
Services
and
spares
2 1.7
All of the
above
39 32.5
Total 120 100.0
Rotated Component Matrixa
Component
1 2 3 4
Nearness to your place .134 .790 -.052 -.033
Availability of various
brands of sports items
in the store
.366 -.531 .472 .144
Competitive pricing .292 .025 -.529 .405
Provision for using
trial -.045 .064 .833 .129
E-pay option .256 .735 .188 .229
Guarantee or warranty facilities
.826 .153 .046 -.156
Services and spares -.023 .056 .082 .896
Offers and discounts .747 .130 -.213 .225
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 7 iterations.
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12. Have you heard about Decathlon Sports Pvt. ltd exclusive Shopping Mall for Sports materials?
Interpretation:
The graph says that how many out of the sample are
aware about the Decathlon sports India Pvt. Ltd. And it came to be known that 73 of the population are aware
and 47 are not after the survey.
13. How did you come to know about Decathlon Sports India Pvt. Ltd. Hubli?
Interpretation:
The graph says the source or the media through
while the population who are aware came to know about decathlon. In this 50 of the sample size are
not aware about Decathlon so they are not
considered for this analysis and remaining 70 who are aware and have visited Decathlon in that major
population around 39% came to know from their
friends, 10% from word of mouth, around 6%
through social media and rest 3.3% from social events conducted by Decathlon.
14. Have you visited Decathlon Sports Pvt. ltd exclusive Shopping Mall?
Interpretation:
The above says that the awareness which led to visit
Decathlon and out of the 73 who said that they’re aware in that 70 visited and 3 didn't who are
included in remaining who are not aware so the total
sample size of 50 didn’t visited Decathlon Sports India Pvt. Ltd.
15. How frequently you visit Decathlon Sports India Pvt. Ltd, Hubli?
Interpretation:
The graph represents the visits of the
population who are aware about Decathlon and the percentage who
are aware are 58.3% in that around
21% visit the store once in 3 months, around 17% visits once in a month.
So the major possibility of the
customers to visit is 3 times in 3
months and 1 time in one month.
Frequency Percent
Yes 73 60.8
No 47 39.2
Total 120 100.0
Frequency Percent
Friends 47 39.2
Word of mouth 12 10.0
Social media 7 5.8
Social events 4 3.3
Total 70 58.3
Not aware about
Decathlon
50 41.7
Total 120 100.0
Frequency Percent
Yes 70 58.3
No 50 41.7
Total 120 100.0
Frequency Percent
Once in a month 20 16.7
Once in 3 months 25 20.8
Once in 6 months 13 10.8
Once in a year 4 3.3
More frequently 8 6.7
Total 70 58.3
Not aware about Decathlon 50 41.7
Total 120 100.0
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16. What was the purpose of your visit?
Interpretation: The above graph says that 58.3% of
population who are aware in that around 36%
visits decathlon with the major purpose to buy
sports materials, 15% visit to try out new products, around 4% to accompany with their
friends who have heard, visited but never
purchased and rest 3.3% visits for leisure.
Reasons for unawareness
17. The reason for not knowing and not visiting the Decathlon Store?
Interpretation: The above graph represents the
reason for the 58.3% of the
population who are not aware about Decathlon. Around 19% of
the sample size are not aware
due to no advertisements, around
13% are unaware due to no proper location information,
around 8% are unaware because
they feel it’s far from Dharwad after knowing the location and
rest 0.8% says the materials are
costly while they look for low
range products.
FINDINGS As per the findings it was found that in the sample size of 120,
In 100%, 70% of the population play both indoor and outdoor games, 15% of them indoor
and 15% of them play outdoor which shows equal preference is given for both type of games.
25.98% of the population prefers cricket as the most prominent sport played by them, 17.32%
play badminton as their favorite sport, 11.02% play basketball as their favorite sport and so on.
50% of the total population play their favorite game whenever they’re free as it was found
that the population also includes occupation which sometimes doesn’t allow them to manage
proper time, 30% play every day as it was also found that the population includes participants
who practice regularly, 17.5% play once in a week it can include the private employers and 2.5% play once in fortnight.
Around 45% of the population plays sports for entertainment who comes under private, 25%
play to maintain healthy lifestyle who comes under private employee.
Around 53% of the sample size buy sports materials from local sports shop because they
purchase whenever there is need for the materials.
65% of the population buy sports materials on need basis as they play only for entertainment.
Frequency Percent
To buy sports
materials
43 35.8
To accompany with friend
5 4.2
To try out new
products
18 15.0
Just for leisure 4 3.3
Total 70 58.3
Not aware about
Decathlon
50 41.7
Total 120 100.0
Reason for not knowing
Frequency
Percent
No advertisement (Print, TV, Hoarding) 23 19.2
Not aware of the store location 16 13.3
Too far from Dharwad to visit 10 8.3
Sports items to be purchased is of low budget, so no plan to visit
1 .8
Total not aware about Decathlon 50 41.7
Aware about Decathlon
70 58.3
Total 120 100.0
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Around 41% of the sample size prefer quality as the most prominent factor and 33% prefer all
the mentioned factors as prominent.
As per the factor analysis it was found that .826 is the 1st highest component who prefers Guarantee and warranty facility, .790 is the 2nd highest component who prefers location, .833
is the 3rd highest component who prefers provision for trial and .896 is the 4th highest
component who prefers services and spares.
Around 61% are aware about Decathlon and almost 39% are not aware.
Around 58% of the sample size who are aware visited Decathlon 42% didn’t visited in which 3% are aware.
In 58.3% who are aware who are aware about Decathlon around 39% of them came to know
about Decathlon through their friends.
In 58.3% who are aware who are aware about Decathlon around 21% visit Decathlon once in
three months so shopping frequency is highest three times in three months.
In 58.3% of population who are aware in that around 36% visits decathlon with the major
purpose to buy sports materials, 15% visit to try out new products, around 4% to accompany with their friends who have heard, visited but never purchased and rest 3.3% visits for leisure.
As per the factor analysis in 58.3% who are aware it was found that .825 is the 1st highest
component whose perception about Decathlon is that Staff has good product knowledge and
they orient the customers while purchasing and .842 is the 2nd highest component whose perception about Decathlon is that Wide range of products are available at one store.
In 58.3% who are aware about Decathlon around 33% of them are brand conscious.
In 58.3% who are aware about Decathlon around 56% have purchased selected brand from
Decathlon.
In 58.3% who are aware about Decathlon in that around 26% use Quechua brand. So the sales
are highest of this brand through the selected sample.
41.7% of them are not aware about Decathlon in that around 19% say that there is no advertisement, around 13% says that they are unaware about the location of the store.
SUGGESTIONS
As per the survey, analysis and findings it can be suggested that,
The perception towards Decathlon comes with a positive note on staff knowledge and wide range of products availability but the store should work on the remaining perspectives.
Although friends is one of the strongest communication media Decathlon Sports India Pvt.
Ltd. Should be more visible on advertisements in print media like hoardings, magazines,
newspapers and it will give more awareness to the customers if they use broadcast media with some ads.
Brand awareness can be enhanced by collaborating with sports academics or through national
events, by this even the young talent can be captured who are interested in sports.
Around 42% who are not aware Decathlon 13% are not at all aware about the store location
so there should be awareness about the location it can be done through hoardings.
Some of the respondents are not aware about the services provided by Decathlon so its must to provide proper information to the customers to attract them towards the sports materials as
this can increase the sales.
Some of the respondents feel like it’s far from Dharwad so they don’t visit so as Decathlon
conduct sports events it should be promoted even in Dharwad city so they get attracted
towards these events and feel to purchase the sports materials in future.
An open-ended questions should be asked to the customers who visits to collect proper feedback which may help to overcome the problems.
Journal of Information and Computational Science
Volume 9 Issue 11 - 2019
ISSN: 1548-7741
www.joics.org1650
CONCLUSION Consumer perception and brand awareness is the two concepts which directly impact on the sales of
the company. Sport’s marketing also includes marketing through sports. It’s been discovered that,
consumers have different ideas or perception on the product quality based on their ages, income
levels, and, educational background and this goes a long way to influence them on the criteria used in determining the quality of product when making a purchase. Brand awareness affects brand image,
brand image affects perceived quality, and perceived quality significantly affects consumer purchase
intention. Decathlon is one of the worlds’ leading sports companies which fathoms to shine as bright as it logo
‘Providing Pleasure of Sports at Affordable Price’. It has created an edge over its counterparts by
being a force to reckon with in its domain of services ranging from sports to clothes and catering every sports’ need.
The perception of the consumers lies on the staff knowledge and how they orient to purchase the
product and also the wide range of products availability makes them feel to purchase. In Dharwad the
awareness about the brands present at Decathlon Hubli is only about 58.3% with this it is understood that the perception and the awareness about the brand is less compared to other areas.
Consumer Perception and Brand Awareness depend upon the guarantee and warranty facilities,
location, provision for trial and services provided in this study and the awareness can be made through advertisement through the events conducted by Decathlon.
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Journal of Information and Computational Science
Volume 9 Issue 11 - 2019
ISSN: 1548-7741
www.joics.org1651