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RACKET SPORTS

A Market Research Approach


Presented By:

Ultramaxit

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INDEX
Brief history on Decathlon, Artengo
Defining the market study
Analysis of the sample survey

Conclusion
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DECATHLON
All for sport, Sport for all
Sports equipment and retail

40 sports under one roof


Thane store: 15th December, 2012
21,000sq ft.

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ARTENGO
Motto: With Artengo, I begin, I progress and I

perform
Badminton
Table-Tennis
Lawn Tennis
Squash
Player Category: Beginner,
Intermediate, and Recreational

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COMPETITORS

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EXECUTIVE SUMMARY
AIM: Understanding the racket sports market in and
around Thane for the brand Artengo
OBJECTIVES:
To understand the market ranking of Artengo
To understand the brand awareness with help of a
sample survey
To understand the correlations between various aspects
of a sport and the purchasing capacity of a customer
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APPROACH TO THE PROBLEM

Study the current situation in the racket sports market


Preparation of questionnaire
Pilot survey
Sample survey
Analytical techniques used:
Summary statistics
Categorical data analysis (Logistic Regression)

Statistical software used:


SAS 9.3
SAS Enterprise Guide 5.1
SAS Enterprise Miner 7.1
MS Excel 2007
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Sport-wise Distribution Of
Respondents
SPORT-WISE DISTRIBUTION OF RESPONDENTS

%RESPONDENT

120
100
12.28

13.39

87.72

86.61

Squash

Tennis

23.88

80
65.85
60
40
20

76.12

34.15

0
Badminton

Table_Tennis

SPORT

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PLAY

DON'T PLAY
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Gender-wise Distribution Of
Respondents
Gender

36.61
63.39

Female

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Male

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Table of Gender by Target


Frequency
Percent

Target
Total

Gender

Dont use

Use

Female

158
35.27

6
1.34

164
36.61

Male

267
59.60

17
3.79

284
63.39

Total

425
94.87

23
5.13

448
100.00

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Age-wise Distribution Of Sample

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Table of Age group by Target


Frequency
Percent
Age_Group
Less than 15
15 to 20
21 to 30
31 to 40
41 to 60

Greater than
60
Total

Target
Dont use
165
36.83
50
11.16
82
18.30
64
14.29
53
11.83
11
2.46
425
94.87

Total
Use
8
1.79
3
0.67
2
0.45
9
2.01
1
0.22
0
0.00
23
5.13

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173
38.62
53
11.83
84
18.75
73
16.29
54
12.05
11
2.46
448
100.00
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Occupation-wise Distribution Of Sample

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Table of Occupation by Target


Frequency
Percent
Occupation
Student
Salaried
Business
Self
Employed
Retired
Total

Target
Dont use
Use
235
11
53.53
2.51
115
11
26.20
2.51
41
1
9.34
0.23
15
0
3.42
0.00
10
0
2.28
0.00
416
23
94.76
5.24
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Total
246
56.04
126
28.70
42
9.57
15
3.42
10
2.28
439
100.00
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Income-wise Distribution Of Sample

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Table of Annual Family Income by Target


Frequency
Percent
Income
Less than 2.5lacs

2.5lacs to 5lacs
5lacs to 7.5lacs
7.5lacs to 10lacs
Greater than
10lacs
Total

Target

Total

Dont use

Use

12
2.85
51
12.11
51
12.11
121
28.74
163
38.72
398
94.54

0
0.0
0
0.00
1
0.24
6
1.43
16
3.80
23
5.46

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12
2.85
51
12.11
52
12.35
127
30.17
179
42.52
421
100.00
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Level Of Play-wise Distribution Of Sample


LEVEL OF PLAY

7.83
19.24
17.9

Professional
Recreational

30.43
24.61

Beginner

Intermediate
Advanced

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Table of Level of play by Target


Frequency
Percent
Level
Recreational

Beginner
Intermediate
Advanced
Professional
Total

Target

Total

Dont use

Use

78
17.45
95
21.25
132
29.53
84
18.79
35
7.83
424
94.85

2
0.45
15
3.36
4
0.89
2
0.45
0
0.00
23
5.15

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80
17.90
110
24.61
136
30.43
86
19.24
35
7.83
447
100.00
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Brand awareness comparison


Racket brand usage comparison
Priority-wise factor ranking

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Badminton
39.46

BRAND

Victor

60.54
98.3

Yonex

1.7
82.99

Li Ning

AWARE

17.01

NOT AWARE
34.01

Artengo

65.99
0

20

40

60

80

100

120

PERCENTAGE

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Table-Tennis
79.44

GKI

20.56
89.72

BRAND

Butterfly

10.28

AWARE

80.37

Stiga

NOT AWARE

19.63
41.12

Artengo

58.88
0

20

40

60

80

100

PERCENTAGE

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Lawn-Tennis
33.33

Prince

66.67
90

Wilson

10
91.67

Head

8.33

AWARE
NOT AWARE

40

Artengo

60
0

20

40

60

80

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100

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Squash
100

Head

0
74.55

Prince

25.45
80

Dunlop

AWARE

20

NOT AWARE
41.82

Artengo

58.18
0

20

40

60

80

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100

120

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Summarization of priority-wise ratings


of factors in a sports brand
5.2

PRODUCT AVAILABILITY

48.87
45.93
26.02

FACTOR

BRAND VISIBILITY

52.26

21.72
36.43

WARRANTY

30.32
33.26

BRAND AMBASSADOR

17.19

54.98

27.83

QUALITY

MEDIUM
HIGH

14.48

AFFORDABLE PRICE

LOW

40.72
44.8

8.82
0

91.18
20

40

60

80

100

PERCENTAGE

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CONCLUSION
Approximately 40% of the consumers are aware of Artengo
MALE DOMINATED
AGE GROUP:
6 years to 15 years (Students),
21 years to 30 years (majorly working category), and the 31
years to 40 years
PRODUCT RANGE: Less than 1500INR

RECREATIONAL TO INTERMEDIATE PLAYER LEVELS


WARRANTY AND AVAILABILITY IMPORTANT FACTORS

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Ultramaxit

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Building,
S. Radha Krishna Road,
Andheri East Mumbai 400069
Phone: +91-2261398700/01/02/03/04/99

2Floor,Shan Hira Building , Above


Titan Showroom,
M.G. Road ,Camp,Pune 411001
Phone: +91-20-41463502/05/06/07

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