CONSUMER PERCEPTION TOWARDS DECATHLON AND BRAND …joics.org/gallery/ics-1750.pdf · Consumer...

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.

Journal of Information and Computational Science

Volume 9 Issue 11 - 2019

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mailto:[email protected]

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.



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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.

Bibliography

(n.d.). Retrieved from www.decathlon.in agyekum, C. k. (2015). Consumer perception of product quality. management and economics

department, beijing, china.

kapoor, N. (2013). analytical study of consumer perceptiontowards brand: Acase of sport maeketing.

Global journal of management and business studies. Lassar W, M. B. (1995). Measuring customer based brand equity . journal of consumer marketing.

Naufal iza aberdeen, M. s. (n.d.). A study on consumer perception . international journal of scientific

and research publications. Prof. Dr Muhammad Ehsan Malik, M. M. (2013). Importance of brand awareness and brand loyalty

in assessing purchase intentions of consumer. International journal of business and social

science. Risabh singh, S. g. (2018). A study on customer perception towards Decathlon road cycles.

International journal of management and technology and engineering.



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