Impact of Online Marketing on Retail Sports Industry in India

This research analyzes the influence of online marketing on the retail sports industry in India, focusing on the effectiveness and popularity of online sports retailing compared to offline brick and mortar models. The study examines the growth prospects of major companies like Adidas, Reebok, and Nike, and explores the different approaches and models used in digital marketing. The research also investigates consumer preferences and the impact of online marketing on purchasing decisions in the Indian market.

IMPACT OF ONLINE MARKETING ON RETAIL SPORTS INDUSTRY IN INDIA
NAME OF THE STUDENT : SATYA PRADEEP CHANDRA POLIREDDY
G NUMBER :
NAME OF THE DEGREE : MASTER OF BUSINESS ADMINISTRATION
DATE OF SUBMISSION :14 APRIL 2020
NUMBER OF WORDS :16886

Abstract
The entire research has helped in analyzing and identifying the influence of online sports
retail market on different purchasing decisions of different individuals in the Indian market.
The different companies such as Adidas, Reebok and Nike are the three major companies
which have been taken into consideration which has been accommodating in improving
growth prospects of organization successfully. The main aim and purpose for conducting the
respective research is to analyze the effectiveness and popularity of the online sports retailing
in India in comparison to the other offline brick and mortar model that needs the people to go
to various places for choosing their favorites.
In the current scenario of the Indian economy, the online retail services and marketing have
been into trend wherein close to 329.1 million people are being projected who are purchasing
and preferring to purchase the different products online in Indian market till the year 2019
(IBEF.org 2020). It means that more than 70% of the internet users in the Indian market will
be purchasing the product online which is creating high level of ineffectiveness to the offline
marketing techniques. In such scenario, the companies or the online retailers need to
understand the different approaches such as the McKinsey’s Consumer decision process
along with the Kurt Lewin’s three stage models can be used which will be delivering high
level of effectiveness in the era of the digital marketing approaches (Bakari, Hunjra and Niazi
2017).
In the section of methodology, the main element which has been implemented is the
positivism approach as it helped the researcher in investigating the topic in a more crucial
manner (Ryan 2018). It helped and provided proper emphasis on the different kinds of critical
aspects which will be beneficial in making the research highly effective and appropriate such
as understanding the percentage of the consumers preferring to buy products online along
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with through interviews and surveys, the analysis was being made. It was being seen and
noticed that majority percentage of the individuals preferred to consume the different
products and services from the online market itself especially the sports related products.
Through the help of deductive approach, the different models and theories Kurt Lewin’s
Three Step Change Model along with Consumer Behaviour Theory have been used which
played a vital role in understanding the entire research paper thoroughly. The descriptive
research design has been effective in understanding the impact of the online sports retailers in
generation of information suitably.
In case of the data collection method, the primary data collection has been chosen wherein
different surveys and interviews have been conducted as to gain the proper insights on the
different approaches to conduct the analysis effectively wherein 150 customers in the Indian
market were being interviewed and it was being analysed that most of them preferred to
purchase the different products and services from the online market. In addition, the
secondary data collection has helped in understanding the theories and other articles which
are already present and it is effective in understanding the growth of the online sports
retailers successfully.
In the Indian economy, from the different surveys, it has been seen and found that more than
forty percentage of the population prefer to consume the different products which are bought
by them from offline marketing channels or retailers as they trust the offline techniques more
than online marketing techniques. In such scenario, the companies can implement the
different facilities such as the inclusion of drone facilities for delivering the different products
and services to the customers and satisfy their needs in a successful manner. The proposed
research strives towards understanding the process of the decision-making of the different
customers. As e-retailing is worth millions of dollars, it is highly essential for the
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organizations to know the degree of the impact of the new social media marketing practices
and their impact on the potential customers present in Indian market.
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Acknowledgement
I want to sincerely thank the ones who have provided me with the immense support
throughout conducting the research on Impact of Online Marketing on Retail Industry in
India (Apparel Industry). I would like to thank my guide as well as supervisor Victoria
Jackson and academic advisor Nadia Zahoor who have been highly supportive for me during
the completion of the research work. Without their tremendous support, it could not have
been possible, and I am grateful for their valuable time.
Moreover, I am thankful to my peers and parents who have showered love and support in
completing the project. Lastly, I would extend my gratitude towards the ones who have lend
their valuable time in providing me with the responses from their busy schedule.
Thank You
Yours Faithfully
Satya Pradeep Chandra Polireddy
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Table of Contents
Chapter 1: Introduction............................................................................................................13
1.0 Overview............................................................................................................................13
1.1 Background of the Study....................................................................................................14
1.2 Problem Statement.............................................................................................................16
1.3 Rationale of the Study........................................................................................................17
1.4 Research Aim.....................................................................................................................17
1.5 Research Objectives...........................................................................................................18
1.6 Research Questions............................................................................................................18
1.7 Research Hypothesis..........................................................................................................18
1.8 Significance of Study.........................................................................................................19
1.9 Structure of Research.........................................................................................................19
Chapter 2: Literature Review...................................................................................................21
2.1 Introduction........................................................................................................................21
2.2 Effect of Digital Marketing on Revolution of sports Retail Industry in Indian Economy.22
2.3 Influence of Digital Marketing on Behavior of Consumers in Indian Sports apparel wear
Industry....................................................................................................................................23
2.4 Role of Digital Marketing in Retail Sports apparel wear Industry in Indian Economy....25
2.5 Factors Affecting the Online Marketing in Sports apparel wear Retail Business.............28
2.6 Analysis of Indian Sports apparel wear Retail Market and Online Marketing.................30
2.6.1 Marketing Mix................................................................................................................30
2.7 Strategizing Relationship Marketing to Respond Revolution of Retail Sports apparel wear
Industry....................................................................................................................................32
2.8 Negative Impacts of Digital Media on the Sports apparel wear Retail Business..............35
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2.9 Key Factors of Enhancing Relationship Marketing in Retail Context...............................36
2.10 Conclusion........................................................................................................................37
Chapter 3- Research Methodology...........................................................................................39
3.0 Introduction........................................................................................................................39
3.1 Research method outline....................................................................................................39
3.2 Research Philosophy..........................................................................................................40
3.2.1 Explanation for research philosophy Chosen..................................................................40
3.3 Research Approach............................................................................................................40
3.3.1 Justification for the chosen research approach................................................................41
3.4 Research Design.................................................................................................................41
3.4.1 Justification for the chosen research design....................................................................41
3.5 Research strategy...............................................................................................................42
3.6.1 Justification for the selection of Research Strategy........................................................42
3.7 Selection of Sampling Methods and Sample Size..............................................................43
3.8 Data collection method......................................................................................................43
3.8.1 Secondary Research........................................................................................................43
3.8.2. Primary Research...........................................................................................................44
3.8.2.1 Quantitative Data Collection Method..........................................................................44
3.8.2.2 Qualitative Data Collection Method............................................................................44
3.9 Data analysis......................................................................................................................44
3.10 Research ethical consideration.........................................................................................45
3.11. Research limitation..........................................................................................................46
3.12 Summary..........................................................................................................................46
Chapter 4: Data Analysis.........................................................................................................47
4.1 Descriptive statistics...........................................................................................................47
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4.1.1 Demographic Features....................................................................................................47
Influential Factors of Offline Shopping...................................................................................54
Influential Factors of Online Shopping....................................................................................64
Ordinal Logistic Regression.....................................................................................................75
Chapter 5- Findings and Discussion........................................................................................79
Chapter 6- Conclusion and Recommendations........................................................................81
Conclusion................................................................................................................................81
Recommendations....................................................................................................................83
References................................................................................................................................87
Appendix..................................................................................................................................93
APPENDIX A: Survey Questionnaire............................................................................93
Overall structure looks good and constituent with what we would expect
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List of Figures
Figure 1.1: Statistics on Market Share and Revenue of Sports Retailers.................................10
Figure 1.2: Structure of Dissertation........................................................................................15
Figure 2.1: Mind Map for Analyzing Role of Digital or Online Marketing in Retail Sports
apparel wear Industry..............................................................................................................21
2.6.1 Marketing Mix................................................................................................................24
Figure 2.2: McKinsey’s Consumer Decision Journey.............................................................27
Figure 2.3: Decision-Making process......................................................................................28
Figure 2.4: Force Field Analysis..............................................................................................30
3.2.1 Explanation for research philosophy Chosen..................................................................34
3.3.1 Justification for the chosen research approach................................................................35
3.4.1 Justification for the chosen research design....................................................................35
3.6.1 Justification for the selection of Research Strategy........................................................36
3.8.1 Secondary Research........................................................................................................37
3.8.2. Primary Research...........................................................................................................38
Figure 4.1: Pie Chart of Gender...............................................................................................42
Figure 4.2: Pie chart of Age.....................................................................................................43
Figure 4.3: Pie chart of Education............................................................................................44
Figure 4.4: Pie Chart for Monthly Income...............................................................................45
Figure 4.5: Pie Chart for online shopping................................................................................46
Figure 4.6: Pie Chart for Offline Shopping..............................................................................47
Figure 4.7: Pie Chart for Favorite Brand.................................................................................48
Influential Factors of Offline Shopping...................................................................................48
Figure 4.8: Pie Chart of 5-liker scale for Brand.......................................................................49
Figure 4.9: Pie Chart of 5-liker scale for Product Range.........................................................50
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Figure 4.10: Pie Chart of 5-liker scale for Staff Knowledge...................................................51
Figure 4.11: Pie Chart of 5-liker scale for Stock Availability.................................................52
Figure 4.12: Pie Chart of 5-liker scale for Fitting Room.........................................................53
Figure 4.13: Pie Chart of 5-liker scale for Return Process......................................................54
Figure 4.14: Pie Chart of 5-liker scale for In-store Promotion................................................55
Figure 4.15: Pie Chart of 5-liker scale for No-shipping Cost..................................................56
Figure 4.16: Pie Chart of 5-liker scale for hands on interaction with products.......................57
Figure 4.17: Pie Chart of 5-liker scale for Store location........................................................58
Influential Factors of Online Shopping....................................................................................58
Figure 4.18: Pie Chart of 5-liker scale for better availability of products...............................59
Figure 4.19: Pie Chart of 5-liker scale for delivery option in remote areas.............................60
Figure 4.20: Pie Chart of 5-liker scale for options to choose...................................................61
Figure 4.21: Pie Chart of 5-liker scale for Return Process......................................................63
Figure 4.22: Pie Chart of 5-liker scale for Promotion..............................................................64
Figure 4.23: Pie Chart of 5-liker scale for Lower price than retailers.....................................65
Figure 4.24: Pie Chart of 5-liker scale for website usability....................................................66
Figure 4.25: Pie Chart of 5-liker scale for 24*7 shopping.......................................................67
Figure 4.26: Pie Chart of 5-liker scale for comparison with similar products.........................68
Figure 4.27: Pie Chart of 5-liker scale for same day delivery in most areas...........................69
Ordinal Logistic Regression.....................................................................................................69
Good
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List of Tables
3.8.2.1 Quantitative Data Collection Method..........................................................................42
3.8.2.2 Qualitative Data Collection Method............................................................................42
Table 1: Frequency table of Gender.........................................................................................45
Table 2: Frequency table of Age..............................................................................................47
Table 3: Frequency table of Education....................................................................................48
Table 4: Frequency table of Monthly Income..........................................................................49
Table 5: Frequency table of online shopping...........................................................................50
Table 6: Frequency table of Offline Shopping.........................................................................51
Table 7: Frequency table of Favorite Brand............................................................................52
Table 8: Frequency table of Brand...........................................................................................53
Table 9: Frequency table of Product Range.............................................................................54
Table 10: Frequency table of Staff Knowledge.......................................................................55
Table 11: Frequency table of Stock Availability.....................................................................56
Table 12: Frequency table of Fitting Room.............................................................................57
Table 13: Frequency table of Return Process..........................................................................57
Table 14: Frequency table of In-store Promotion....................................................................58
Table 15: Frequency table of No-shipping Cost......................................................................59
Table 16: Frequency table of hands on interaction with products...........................................60
Table 17: Frequency table of Store location............................................................................61
Table 18: Frequency table of better availability of products...................................................63
Figure 19: Frequency table of delivery option in remote areas...............................................64
Table 20: Frequency table of options to choose.......................................................................65
Table 21: Frequency table of Return Process..........................................................................66
Table 22: Frequency table of Promotion..................................................................................67
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Table 23: Frequency table of Lower price than retailers.........................................................68
Table 24: Frequency table of website usability........................................................................69
Table 25: Frequency table of 24*7 shopping...........................................................................70
Table 26: Frequency table of comparison with similar products.............................................71
Table 27: Frequency table of same day delivery in most areas...............................................72
Table 28: Test for the model fitting.........................................................................................73
Table 29: Goodness of fit of the model and Pseudo R-square.................................................74
Table 30: Estimates of parameters...........................................................................................75
Good
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Chapter 1: Introduction
1.0 Overview
This chapter will be discussing and analyzing the influence of the online e-commerce
marketing on sports apparel segment in India. In the present scenario, the internet plays vital
role in individual’s daily life as they prefer to use the internet daily for every single work
(Kandampully, Zhang and Bilgihan 2015). In the Indian economy, it has been noticed that the
internet base is around 462 million as of the December 2019 as per the different reports and
surveys. In India, the e-tailing has the high potential for growing more than hundredfold for
reaching USD 76 billion till the year 2021 (IBEF.org 2020). While the rise in the social
media usage in the current scenario, there has been heightened kind of interest from the
different marketing professionals for reaching the customers in Indian market through such
portals. Prior to introduction of the e-commerce in respective market, the buying along with
proper selling of different products and services were done without internet in a physical
manner. From the respective figure, it can be seen that in the year 2019 and 2020, the online
spending has increased twice in comparison to the previous year’s which showcases the fact
that as the individuals are busy with their tight working schedules, it is important for them to
shop online and save time for the other activities.
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Figure: Trend in the Online Retail Spending in Indian Economy
(Source: IBEF.org 2020)
However, through introduction of e-commerce in Indian economy, life of individuals
has been hugely convenient as it has number of advantages in the market. The online
shopping is the part of the e-commerce which is done in an appropriate manner by the
different users due to the different e-commerce websites in India that allows them to sell
along with buy the different sport apparels at their own choice and at a reasonable price as
well. In the current scenario, the e-commerce growth in India has increased to a large extent
wherein the internet customer base is around 462 billion that proves the fact that they are
preferring to shop online in comparison to use the Brick and Mortar Model (IBEF.org 2020).
However, there are different kinds of issues which are being faced by the different
middle-class income grouped individuals in which it affects the overall effectiveness of the
growth of e-commerce. According to different studies, it can be seen and identified that e-
commerce related sector has estimated for reaching Rs. 211,005 crores by the month of
December 2016 and the entire retail market in India has been estimated at $470 billion till
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2011 and it will be growing to more than $675 Bn in the year 2016 as well. However, there
are certain groups of individuals wherein it can be seen that the net banking and other
procedures related to payments due to the ecommerce aspects have been the major concern in
the respective regard and it affected effectiveness of ecommerce market in current
environment.
From the respective figure, it can be seen that after 2016, in 2017 onwards, the graph
has been growing up which means that the total sales and the retail e-commerce sales have
reached a great height which means that Indian market prefers to shift their focus on online
shopping rather than the physical or offline shopping techniques. As commented by Ryan
(2018), it has been noted that the retailers need to start with the development of the mission
statement, objectives along with value proposition that will be measuring the marketing
efforts in the online shopping technique and understand the performance in comparison to the
physical Brick and Mortar Stores.
Figure; Growth of E-commerce in India
(Source: IBEF.org 2020)
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With growth of e-commerce popularity in overall competitive market, it can be seen
that there is reduction in the foreign direct investment policies, and it impacts overall
appropriateness of the growth of FDI in the market as well. The Indian foreign policy has
reduced barriers for FDI to increase inflows, and Walmart-Flipkart is a great example of
increased FDI into India within the e-commerce industry..Furthermore, there are different
advantages of the online shopping of the sports apparel wear or the sports retailing and the e-
commerce is proper availability of the various products as well as services in different places
at any time (Bakari, Hunjra and Niazi 2017). Moreover, the different customers can purchase
the sport apparels which cannot be found in physical stores which helps in reducing the time
along with cost without stepping out of the home and receiving the different sport apparels
selected by the individuals at the doorstep. In addition to e-commerce, there is a term e-
business due to that the different enterprises have increased their presence with assistance of
internet through which they can reach to customers that will increase overall sales and
profitability of the entire organization through purchase of the different products as well as
services (Kalita 2017).
Reebok and Nike are the major competitors of Adidas and they have been successful
in taking the half of the share in the market which assists in enhancing overall efficiency of
the sports retail industry in the market in an appropriate manner. As commented by
Kandampully, Zhang and Bilgihan (2015), the sports retail industry is small yet the growing
industry in the Indian economy and due to the same, it has helped the customers in receiving
the different views on the various types of sportswear which can be available in the
competitive scenario.
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Figure: Analysis of Market Share of Sports Retailers in Indian Market
(Source: IBEF.org 2020)
The above paragraphs are providing the context - you are setting the scene for india and e-
commerce, but your discussions are too vague, please add more detail and references.
1.1 Background of the Study
The concepts related to e-commerce along with e-marketplace have revolutionized the
sports retailing apparel industry in the Indian economy in many ways wherein the individuals
can shop from the convenience of the home, furthermore, the different favored brands which
are selected by the customers can find ways in the wardrobe in a positive manner. – expand
on this with examples and references.
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Figure 1.1: Statistics on Market Share and Revenue of Sports Retailers
(Source: Kandampully, Zhang and Bilgihan 2015)
From the statistics, it can be described and estimated the Indian sports retail apparel
industry has been able to gain high profitability level and revenues in comparison to the other
countries such as United States of America or Hong-Kong and other Asian countries that
affects the overall growth of the companies which resulted in the entire appropriateness of the
company appropriately as well. In addition, the main age groups which are being attracted
includes the ones starting or ranging from 20-35 years age (IBEF.org 2020) and it helps the
companies in manufacturing and producing the different items based on their demands that
impacts the entire company’s effectiveness appropriately as well as efficiently.
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The involvement of internet in the apparel businesses is not limited merely towards
the marketing along with selling of the products; however, it is being utilized in managing the
different processes of the company. In addition, the different software applications which can
be managed in an accurate manner by the different people who are located at different places
can be used in the sports apparel industry. Moreover, it has been noticed that e-commerce
helps in providing opportunities to the different sports apparel wear companies to shift their
focus on the online marketing tools which will improve their presence in competitive
business environment. In the present scenario, the overall revenue of the sports retail industry
in the present scenario includes the different kinds of average 37 to 38 percentage gross profit
and as per the sports retailers, it can be seen that largest GPM for the different sporting goods
stores is about 23.90% in the year 2019 and it will be increasing in the near future with the
help of proper sustainability related practices as well (Kalita 2017).
Figure: Analysis of e-commerce Sales in India
(Source: Kalita 2017)
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1.2 Problem Statement
In the present scenario of the competitive environment of business, different
customers are aware about the fact that the online e-commerce retail industry that is making
the different activities more effective and making the purchasing decisions of the different
customers easier apparently. However, the customers are not aware regarding overall extent
wherein the e-commerce markets are improving the lives of the individuals in Indian
economy. As per the New February 2019 regulation from Indian government which stated
that large e-commerce giants could not pass on discounts to consumers to prevent anti-
competition for the smaller retailers (IBEF.org 2020). Therefore, the main problem statement
is relating to analysis of extent of the online ore-commerce industry on the sports apparel
wear / sports retail industry in India and it is required to be identified whether the online e-
commerce will be making their strong position in market of India. In the present scenario, the
Indian customers prefer the overall growth of the online sports retail companies in such a
manner which will be enhancing their experience and it will be suitably enhancing the
profitability of the company effectively as well as in an apparent manner.
1.3 Rationale of the Study
The main issue of the research is related to the entire influence of the online e-
commerce stores on various sports retailers in the economy of India. The online or the e-
commerce strategies have become a huge success among the different individuals in the
present era. The rationale is to identify the different kinds of processes such as making the
customers aware regarding the online approaches of buying the products and satisfy the needs
appropriately. The various individuals in market try and purchase along with enhance the
online shopping aspects as it will be making their lives easier and it will be creating the
enhancement in company’s growth in a positive manner in the future (Durrani 2017). The
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major importance is to analyse the growth of the e-commerce market in India and the growth
prospects of the same in the near future as well.
1.4 Research Aim
The purpose is to analyze and identify the importance of online e-commerce
and its influence on the sports clothing segment in India. Through the introduction of the
online retail stores, the main aim is analyzing the actual influence of online shopping for
Indian customers buying sports footwear and clothing. The research aims to better understand
what influences Indian customer buying behaviours when using online methods to purchase
sporting clothes and goods.
The different factors related to the buying behavior of the consumers are required to
be addressed which will be enhancing the effectiveness and profitability positively and
appropriately. Additionally, the present trends of the e-commerce sports apparel wear
retailers are required to be identified which will be creating proper impact on the growth of
the same in Indian economy. The aim is to make the customers understand that the online
shopping creates the platform for them in buying the products virtually rather than the
traditional forum of shopping.
1.5 Research Objectives
The research has been conducted on the following objectives that are effective in
analyzing the significance of the study appropriately.
 To explore the effect of profitability of the retail stores on the advent of the different
e-stores (annual reports from sports retailers)
 To identify as well as analyze the satisfaction among the customers who use different
buying methods (online versus in-store)
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 To recognize proper relationship between the e-commerce aspects along with various
changes in the retail industry in the Indian economy
 To provide the recommendations which can make the e-commerce sporting apparel
industry more effective in the current scenario
1.6 Research Questions
Question 1- what is the impact of the online sports retailers on the modern fashion business?
Question 2- What are the different factors related to online marketing on the Indian sports
apparel wear industry which helps the customers in choosing online shopping?
Question 3- What are the positive impacts of the e-commerce in the sports retailing related
business in India?–
Question 4- Analyze the different recommendations which can be helpful in making the
online e-commerce business more effective.
1.7 Research Hypothesis
The research hypotheses are as follows:
H0- The growth of e-commerce market does not have any influence on the fashion business
in Indian market
H1- The growth of the e-commerce market does have huge influence on the fashion business
in Indian market
1.8 Significance of Study
The respective study will be helpful for the different sports wear brands to understand
the importance along with significance of the ecommerce in the market. The different sports
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apparel wear brands can be helpful in creating positive impact on the different kinds of
purchasing which are done by the different individuals in the market. Furthermore, the
research will be helpful in providing path to the different marketers of e-commerce for
conducting the different ways in introducing the online marketing technique for selling the
different products in a positive manner (Durrani 2017).
1.9 Structure of Research
The dissertation will be divided in few chapters for proper understanding of the
structure of the research which is summarized as follows:
Figure 1.2: Structure of Dissertation.
(Source: Created by author)
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Chapter 2: Literature Review
2.1 Introduction
This chapter will critically review the literature in the field of digital marketing and
understanding the positive and negative impacts o the online sports retailers in the Indian
economy. It is analyzed as the form of entire direct kind of marketing that assists in
connecting buyers with sellers in an electronic manner through the interactive type of
technologies such as websites, emails along with online forum along with mobile related
communications. As commented by Verma, SharmaandSheth (2016), due to the connectivity
which is high in nature, the digital or online marketing facilitates many communication
processes, and it is utilized in promoting the different products as well as services in relevant,
timely along with gainful manner. As commented by Verhoef, Kannanand Inman (2015), the
marketing is the major tool which helps the different online sports apparel wear brands or
companies to become competitive in nature in the market. It is the process which assists in
gathering the different kinds of information in relation to understanding along with
anticipating the different wants of the potential customers. In the online marketing, it has
been noticed that more than 53% of the organizations spend less than 5% of the marketing
budgets on the optimization of the conversion followed by 22% spending 6-10%. In the
current scenario, the social media advertising and promotional tactics are mostly used by the
companies for improving their presence in the market and it enhances the business prospects
of the company successfully.
Furthermore, as opined by Shen et al. (2016), the major objective of the marketing is
development of the sustainable competitive advantage for the organization which is helpful in
gaining proper market share as well as consumers. According to Rezaeiand Ismail (2014), the
good digital or online marketing related strategy is considered as the key for having the
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healthy retail market. The good strategy is the process of describing how the things are
needed to be done and the good strategy will be taking into account existing the barriers as
well as the resources such as people, money along with power and materials (Kalita 2016)..
The chief aspect of the digital marketing is to take proper advantage of the different
techniques out of the offline world and translate the same in the online world through
application of the different marketing related strategies which will be beneficial in enhancing
the success of the companies or the sports apparel wear brands such as Adidas, Nike and
Reebok. These companies try to use the social media marketing and promotional techniques
for making the customers aware regarding their new product launches or the discounts when
they are being offered.
There are several sports companies currently doing business in India and some them
are Nike, Adidas, Reebok, Puma, Fila, Lotto Sports Italia and Columbia Sportswear.
However, the most influential sports companies are Nike, Adidas and Reebok as they
function in each sector (Kalita 2017). Their most popular product categories are running,
aquatic activities, cross-training, volleyball, golf, football, soccer, baseball, tennis, bicycling,
Wrestling, cheerleading, basketball and auto racing. These three brands have the more
qualitative product than others and the revenue of these companies are enough higher which
leads the researcher to choose three companies in the filtering process. Nike’s direct revenue
was $11.8 billion and 16% by according to the currency neutral basis. This revenue is
generated by a 35% hike in the digital commerce sales and a 6% of growth in the store sales
along with the addition of new stores. The rise in sales is increased by 10% including sales to
wholesales customers (Nike News, 2019). There is a hike of 8% in the currency neutral sales
of Adidas in the year of 2018. The gross margin has also raised by 1.4pp to 51.8%, whereas
the operating margin has increased by 1.1pp to 10.8%. The net income has increased by 20%
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which is from the continuing operations. The average operating capital working has fallen by
1.4pp to 19% (Report.adidas-group.com 2019).
2.2 Effect of Digital Marketing on Revolution of sports Retail Industry in Indian
Economy
As commented by Rathnayaka (2018), the social media is treated as the most effective
trend in entire clothing industry Furthermore, as commented by RahimniaandHassanzadeh
(2013), the world of the sports apparel marketing has emerged and the main reason is due to
overall fortification of different digital marketing with the branding along with innovative
kind of usage of the technology that entrenched with the different sports apparel wear trends
which are recently introduced in the market in an appropriate manner. As stated by Pappas
(2016), the different antecedents such as online shopping attitude, online search of
information as well as gender towards online shopping through websites have come into
existence that has been proved to be helpful in generating high level of connectivity for
promoting the different products as well as services in timely manner.
As opined by OzenandEngizek (2014), the different marketers need to be able to
estimate along with analyze various trends related to sports apparel wear before different
individuals can be helpful for playing against the competitors so that the sports apparel wear
marketer becomes the actual trend setter. In such scenario, the digital media has become most
effective platform to acquire along with convert the different customers through the
measuring along with optimizing the digital media for the purpose for satisfying the different
customers for retaining them loyal for life long (Kalita 2017). As commented by Nagraand
Gopal (2013), the digital marketing has been assessed for the creation of success in the sports
apparel wear industry on the other hand, in the current business world, the digital marketing
25

becomes the most suitable medium for managing the different interests of the customers
along with desire towards the action towards the particular product or the brand.
2.3 Influence of Digital Marketing on Behavior of Consumers in Indian Sports apparel
wear Industry
As commented by Mohr (2013), the consumer behavior is the specific code of
conduct where in the different customers are being shown in purchasing, proper evaluating
along with disposing of the different products as well as services which will be helpful in
satisfying the different needs of the consumers in the market. The buying process of the
consumers is defined as the internal type of process that occurs in the inner mind of the
customers and the final type of decision is being taken by the different customers itself on
their own experience which is made from the analysis of internal and external stimulus. In the
respective aspect, the different online marketers play a vital role in inducing the different
customers through the external efforts related to marketing through the usage of price, place,
product along with promotion (Mohajeri et al. 2014).
Furthermore, as commented by Min, Lim and Magnini (2015), the socio-cultural or
environmental related features create impact on inputs that are being assessed through
external or the internal kind of environment which are included in the process wherein the
customers identify the need, search along with evaluating the alternatives which will be
helpful in making decisions as per the psychological conditions. Moreover, as opined by Liu
and Park (2015), with extensive availability of the information, the different consumers in the
present scenario are becoming knowledgeable along with becoming powerful wherein these
are capable in evaluation of information as well as purchase best option in a proper manner.
Therefore, proper generation of information along with active kind of presence in online type
of environment has become one of the most significant components in the business in the
26

present scenario. In addition, the Artificial Intelligence is becoming the biggest technological
developments in the retail business lately and the ability for transforming in the vast along
with diverse data in the valuable kind of information is highly necessary and successful for
managing the growth in the Indian economy (Kalita 2017).
With the different technological advancement, the traditional type of process of the
decision-making aspects of the consumers has been able to transform in the digitalized
process, however in the present scenario, the different customers utilize the internet as the
hub of the decision-making process which has been established. As commented by Lin and
Lekhawipat (2014), the digital era has been of huge importance that has changed the social
trends that resulted in the huge impact on the changing behavior of the different consumers.
With the dynamic type of nature of the different needs as well as wants of the consumers, the
different marketers are required to strategically change as well as adopt to satisfy the different
requirements of the various customers in the market suitably.
As commented by KeinänenandKuivalainen (2015), when the same is applicable to
the sports apparel wear industry, the different consumers ageing between 22-55 years of age
both male and female are finding the different kinds of ways along with means of
experiencing the sports apparel buying and not purchasing the different products as well as
services whichever is required by them. As opined by Kandampully, Zhang and Bilgihan
(2015), in the present scenario, the different consumers are experiencing the choice of the
proper range of the different kinds of offline as well as online channels and the different
marketers are required to arouse the sports apparel related shoppers with proper and optimal
usage of the digital media. In the era of retail sports apparel, sports apparel industry has been
capable of developing within day to day operations and trends which are changing in sports
apparel in the Indian economy.
27

Within the actual digital marketing culture in the sports apparel industry in Indian
economy, proper identification of the preferences of the different customers along with
changes are important as well as complex. There are different kinds preferences like Setting
of Standards, Tolerance of Different Customers, Experimentation Done by Customers, and
Dialogue of the Customers and Loyalty for the ones who have been working in the different
sectors and do not have time for shopping through offline or physical stores (Ryan 2018).
The Artificial Intelligence used by different online sports retailers play a vital role in
launching their visual tool. It is capable of improving the growth of the company and gain
competitive advantage in the market. The brand named ASOS has been successful in
implementing and introducing the same wherein ticking on the camera icon and then
choosing the photo of the favourable and favourite items from camera rolls from the devices
(Ryan 2018).
2.4 Role of Digital Marketing in Retail Sports apparel Industry in Indian Economy
As commented by BilgihanandBujisic (2015), with the presence of the digital media
in the market, there has been increased internet related penetration which leads to more
engagement with the online platforms in the Indian economy. Through the implementation of
the AI tools, it will be becoming much easier for the online retailers to gain competitiveness
in market and improve their brand effectiveness. In the current scenario of the business
environment, the sports apparel trends are changing to a great extent and it helps the different
customers in selecting the different products from the online marketing channels that helps
the marketers to generate huge revenues as it is the newest trend in the market. The main
customers in the current scenario are the millennials wherein they are trying to take the
approach of online retail marketing to the next level that will be enhancing the growth of the
companies, It will be suitable for their purchasing related aspects as well–who are having
28

busy working schedules, they are the ones who reasoned to the online shopping approach for
the shopping of sports apparels which helps the companies to gain more presence of the
customers and improve their effectiveness (Baoand Chang 2014).
In addition, Amaro and Duarte (2015), have opined various customers are able to
analyze the proper availability of the different information on the different sports apparel
related brands in the different wide varieties that assists the customers in letting them know
regarding the different brands which are available online and they can be analyzing the
reviews as it will be appropriate for the satisfaction of the customers. In addition, as
commented by Adnan (2014), the online marketing of the various products and services are
available in the online stores 24*7 and it helps the customers in constantly updating regarding
the latest information in a proper manner. Through the online channels, it helps in providing
proper access to the different global brands as well as customers that will be enhancing their
brand in the market positively as well. Moreover, as opined by Baoand Chang (2014), the
different millennial such as young generation the in the present scenario are conscious related
to the brand and the concerns of the customers can be reduced through providing them with
the different kinds of access to the different kinds of brands and they can select their favorite
brands which will be helpful in attracting them and improving their overall experience in a
positive manner.
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Figure 2.1: Mind Map for Analyzing Role of Digital or Online Marketing in Retail
apparel Industry
(Source:BilgihanandBujisic 2015)
Through the inclusion of digital marketing, it helps in affecting the interactions of the
work among the different individuals and habits. Digital marketing has been effective in
creating the profound effect on the different traditional ways of marketing which will be
effective in generating the level of efficiency in the management of the services successfully.
Due to the help of the online marketing techniques, the companies have been able to reach to
the high and more level of target audience through the usage of the online marketing and
online retail stores. There can be saving of the money and reach more customers within less
amount of time which enhances the growth of the companies successfully in comparison to
the other competitors which are present in the market.
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Effective marketing techniques allow the business to stay competitive and relevant
through engaging the different customers which will be enhancing the growth of the
companies through different digital media channels. These are the various platforms allows
the businesses for answering the questions of the customers and there will be delivery of the
products within 24 hours and there is inclusion of the robotic services for 24*7. As
commented by Chen (2013), the shopping which is done online is form of electronic
commerce that allows the customers in directly buying the different goods as well as services
over internet through the usage of web browser. The largest of the online retailing
corporations include Adidas, Reebok and Nike that are performing effective in managing the
services in a successful manner. Leveraging of the social media is the main aspect which will
be affecting the business and it will be generating through partnerships.
2.5 Factors Affecting the Online Marketing in Sports apparel Retail Business
As commented by Brogi et al. (2013), there are numerous types of influences that
impacts the online kind of marketing in the sports apparel retail business in appropriate
aspect. Moreover, the different constant type of advancement in the technology helps in
providing the business owners with the different aspects which helps them in digitally
connect with the huge potential and existing customers in the market. As opined by Chen
(2013), the digital marketing assists in covering the wide range of the different types of
opportunities which can be explored by the businesses such as email related campaigns,
blogging along with mobile marketing which helps them in improving their presence in a
positive manner.
Firstly, as commented by Dahiya (2013), before deciding in order to utilize the digital
marketing tactics to attract the different target customers in the entire market as well as
increasing the sales, it is required to determine whether the customers utilize the digital
31

marketing in order to receive information regarding the different products, services or topics
which are related to the business. Moreover, as opined by Escobar-Rodríguez and Carvajal-
Trujillo (2013), the efforts related to digital marketing needs to include images along with
language which helps in reflecting the target market as well as resonate with them effectively.
In such scenario, the target markets play a beneficial role in influencing the entire
appropriateness of the digital or online marketing in a positive manner which will be suitable
for the sports or the fashion retailers to manufacture the different products which are liked by
them as it will be beneficial in selling the clothing in a much easier manner.
Secondly, as opined by Gu, Oh and Wang (2013), the budget is the other factor which
should be included in analyzing the importance of the digital marketing in the Indian sports
apparel industry. Cost is one of the major factors which should be adopted as in different
marketing campaigns, the cost is the other essential factor that is required to be analyzed by
the companies as it will be enhancing the growth. There can be different sports apparel
retailers in Indian countries, which have limited budget and due to that fear, they can skip the
digital marketing aspects. In such scenario, the low-cost digital marketing options that can be
inclusive of creating proper presence of social media or creation of the marketing videos
through the usage of camera or web-camera which will be effective in managing the overall
efficiency of the different kinds of aspects of online marketing in a proper manner.
As commented by Dahiya (2017), proper planning, implementing along with
monitoring of the strategies related to digital marketing requires proper commitment related
to time as it will be helpful in enhancing the growth of the company in a proper manner. In
addition, as commented by Gu, Oh and Wang (2013), the digital marketing strategies requires
proper and constant monitoring that helps in measuring what is working and what are the
different aspects which requires to be altered as it will be enhancing the growth of the digital
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marketing which will be appropriate for the growth of the online marketing in the Indian
sports apparel retail companies (IBEF.org 2020).
From the overall analysis of various factors which affects the online marketing of the
sports apparel retailers in Indian economy, it can be inferred that there are different other
factors which is involved in the online marketing and all the factors play a vital role which
will be helpful in summing up the value. In order to supplement the marketing along with
sales, the digital marketers in the market needs to offer the different services such as mobile
applications development (IoanăsandStoica 2014). However, it is essential in nature in
understanding the different kinds of aspects such as the planning and interaction of the
customers and it will be helpful in enhancing satisfaction among customers that will be
beneficial for enhancing the ecommerce marketing for selling the sports apparel in Indian
retail industry that will be appropriate (IBEF.org 2020).
2.6 Analysis of Indian Sports Apparel Retail Market and Online Marketing
2.6.1 Marketing Mix
In the present scenario in the Indian economy, there are various types of changes
involved in the purchasing preferences of the different customers that have led to the overall
enhancement of ecommerce industry in Indian economy. Due to the large unsaturated market
in India, there has been huge chance for the sports retailers to create their online presence and
they took advantage of the same and created huge revenue and profitability in the last few
years as well. Due to the same, since the year 2008, the online sports industry has been
growing health and fitness awareness and it constituted more than 2.7% of the total retail
market and Indian sports retail industry have become the largest sports goods manufacturers
in Asia after China and Japan as well.
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Through the inclusion of marketing mix, the different aspects can be learnt which will
be beneficial in understanding the position of the product and the company. For instance- The
Marketing Mix of Nike can clarify the entire scenario and it will be capable of enumerating
the organizational outputs successfully.
Product- It is the first and foremost element wherein the growth of Nike mainly
comes from the changes in the product mix. For instance- The business of Nike tries to
constantly invest in the research and development prospects to produce the different new
products as well as enhanced versions of the current products. There are different categories
of products which are sold by Nike that includes apparel, shoes along with accessories which
will be liked by the customers.
Price- Nike Inc has been successful in utilizing the value-based pricing technique
which helps them in considering the perceptions of the customers regarding the value of the
different products and services. In the marketing mix content, the value is being utilized in
order to determine maximum prices that the customers are willing to pay for the sports shoes
or equipment. On the other hand, the company utilizes the premium based pricing strategy
that will be capable of determining the value of the products and satisfying the different
needs of the clients thoroughly.
Place- There are different places wherein Nike has been successful in showcasing
their products which helps them in meeting the different needs of customers. Through the
online or the official portal of the company, they have been successful in managing their
business successfully. Nike Inc has been able to control their distribution channels through
retail outlets of Nike that will be beneficial in improving the progress of the company.
Promotion- There are different promotional tools used by Nike which includes the
advertising, personal selling along with public relations which makes the company highly
34

proactive in attracting the large number of customers throughout the world. The advertising
of the different unique aspects which have been introduced by them helps them in becoming
attractive and people can purchase the products successfully.
As commented by Mohajeri et al. (2014), the retail marketing mix refers to the
different variables that the retailer needs to use in the variable methods for arriving at the
effective marketing strategy for attracting the prospects successfully. Moreover, as opined by
Mohajeri et al. (2014), the different retailers can be employing variety of the combinations
for promoting their business for ensuring proper reach to their prospective customers and the
usage of the multiple methods are mainly dependent
Over time, as commented by Keinänen and Kuivalainen (2015), there are two more
major elements namely physical evidence and processes which have been included in the
marketing mix and it is known as the 7Ps of marketing mix. As opined by Lin and
Lekhawipat (2014), starting with the product of the marketing mix, in the context of the
sports apparel industry, the different items are being designed, made as well as sold to the
different customers. In such scenario, the different products require high quality that helps in
making the overall brand successful.
In addition, as stated by Liu and Park (2015), the price is the other major element
which should be considered as well as measured based on material along with the costs of
production that will be helpful in deciding the final price of the product as it will be
enhancing the growth of online marketing in a positive manner. According to Mohajeri et al.
(2014), the service related provision needs to be balance between the standardization along
with customization which will be beneficial in delivering the different products along with
services in a positive manner and it will be beneficial in improving the overall enhancement
of the services.
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With the e-commerce business in comparison to the physical location, the location or
the place element is being created which helps the business in growing and it helps in
boosting the overall sales through selection of the location with the ease of access. However,
in case of the offline business, the stores should be in the attractive place that will be helpful
for them in attracting more customers. Meanwhile, in case of the online marketing, it should
be properly established using the high-tech site that will be appropriate for the overall success
of the company in a proper manner. Moreover, as opined by Mohajeri et al. (2014), the
promotion aspect helps in fulfilling the role of the marketing context through adding
markdown to the reduced items, and it can be displayed through the visual merchandising as
well as the public relations.
In addition, as commented by OzenandEngizek (2014), in both offline as well as
online businesses, the people are the most significant aspect due to the need of being served
and effective communication in the trading of the businesses. There are various e-commerce
businesses which are offering the different services to the customers 24*7 through live robot
chat as it is considered as one of the important strategies for providing the customer services.
2.7 Strategizing Relationship Marketing to Respond Revolution of Retail Sports apparel
Industry
As commented by Rathnayaka (2018), the customers are the decisive factor that helps
in defining the success or the failure of the business. In the competitive business environment
of the present scenario, there are different kinds of technologies along with development
which are being undertaken by the companies, the core concentration are the customers who
has remained higher than in comparison to the earlier times.
In the context of the sports apparel wear industry in Indian economy in the digital
phase, the consumer behavior have changed to the digital age and culture wherein the
36

customers have become more knowledgeable as well as informative with extensive kind of
access for the different kinds of information and due to the same, the customers have the right
to choose from the different products and services in the online market and they can select the
other competitors over them in case they do not like the products of the companies. As
commented by Rezaei and Ismail (2014), the Mckinsey’s Consumer Decision Journey is the
most effective model which helps in creating digital frameworks which will be beneficial for
the company in reviewing the online consumer journey from consideration to the purchase
successfully.
From the below diagram, it can be seen and analyzed that while purchasing the
different products as well as services from the different online brands, there should be proper
awareness along with familiarity regarding the different brands in a successful manner as it
will be enhancing the effectiveness of the online shopping approaches. With the respective
model, there can be inclusion of the customer loyalty approaches which will be generating
high level of success and the challenges can be reduced with the help of the managing the
experience of the customers successfully. Finally, the research is capable of reinforcing the
belief that the proper assessment of the strategy, channel management, spending along with
message are the crucial elements that are required to be incorporated by the company for
developing the effectiveness in the brand and improvise their facilities to deliver the
customers with the most significant services which assists them in generating profitability
and revenues successfully.
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Figure 2.2: McKinsey’s Consumer Decision Journey
(Source: Verhoef, Kannan and Inman 2015)
Moreover, as commented by Rezaei and Ismail (2014), the different customers in the
market make the suitable decisions regarding the different purchases which are made by
them. However, the different people create various impressions of the different brands such
as Adidas, Reebok and Nike for the advertisements, reports, conversations along with reports
which needs to be changing the preferences of the customers in a proper manner. The funnel
kind of analogy helps in suggesting the fact that the different customers systematically
narrow the overall initial consideration which are done through weigh options and make the
decisions and buy products.
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Figure 2.3: Decision-Making process
(Source: Verhoef, Kannan and Inman 2015)
The process of decision-making is known as the circular journey which includes the
various phases that are required to be followed by the customers beforehand taking final
decision which is relating to the entire purchase of the different products as well as services
from the online portals and websites. The active evaluation is the first aspect that assists the
various customers understands the different attributes of the brand which are sold by them in
the online platform.
The research on the potential purchases will be the second stage wherein the
evaluation is the main criteria which needs to be included in the process as it will be
generating high level of sales and revenues for the company and satisfy the needs of the
clients successfully as well. In addition, the next step consists of the selection of the brand by
the customers at the moment of the purchase which will be enhancing the effectiveness and
growth of the company and implement the various practices that will be impacting the
effectiveness of the brand and the trust level of customers in the market as well.
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Lastly, the fourth stage consists of the building of expectations among the customers
which will be enhancing their purchasing process and it will be helpful for the companies to
generate high level of ongoing exposure for them in purchasing the different products within
the short span of time or in the near future as well. Through the entire process of the decision-
making approaches, it can be considered the fact that there are different issues that is required
to be implemented by organization for generating huge revenues in comparison to the offline
marketing techniques or the retail stores which are running their business online. The brand
consideration is the most prime factor which needs to be included in process of delivering the
proper kind of services as it will be effective in analyzing the entire purchase and improve the
brand image as well as reputation successfully in comparison to the other competitors.
2.8 Negative Impacts of Digital Media on the Sports apparel wear Retail Business
From the respective diagram, it can be identified that the online marketing has been
able to create proper and effective impact on the retail sports apparel wear industry in Indian
economy. As per the force field analysis, it can be identified that through the digital
marketing approach, it helps in promoting the different products which is cost effective in
nature and it helps the companies in reaching to wider range of audiences in the market as
well. Furthermore, through online marketing, the different kinds of abilities have been grown
to generate huge revenues along with enhance the overall reputation of the brand in a positive
manner.
However, on the other hand, there are different kinds of negative aspects which can
affect the growth of the digital marketing in the sports apparel wear retail industry as there
can be different individuals who may not be aware relating to the technological
advancements and it affects the growth of the online marketing technique negatively. On the
other hand, there are different other disadvantages which includes the fact that the digital
40

marketing aspects are easy to imitate the different kinds of online campaigns as well as
promotions that can affect the company’s growth prospects negatively and it will be difficult
for the companies to optimize the digital media in a positive manner as well (Rezaeiand
Ismail 2014).
Figure 2.4: Force Field Analysis
(Source: Verhoef, Kannan and Inman 2015)
2.9 Key Factors of Enhancing Relationship Marketing in Retail Context
As commented by Verhoef, Kannanand Inman (2016), the degree of the personal
interaction along with customer service plays a major role in creating as well as developing
proper kind of relationship with different customers in the entire competitive environment.
There are different factors which have been identified for enhancing the relationship in the
following manner:
The first and foremost element for execution of relationship marketing in the digital
media prospects is relating to the satisfaction related to customers that can prove to be helpful
41

in enhancing the quality of the relationship marketing. Proper development of the technique
related to segmentation will be helpful in identifying the requirements of the customers in a
better manner that will be helpful in improving online or digital marketing in an appropriate
manner through the incorporation of various techniques (Verhoef, Kannan and Inman 2015).
Furthermore, proper fixing of the communication link is the other factor which should
be beneficial in creating proper emotional connection wherein the customers are changing
their preferences which are increasing the overall sales of the online sports retailers and it
enhances the appropriateness of the company in a positive manner as well. In order to create
engagement among the customers as it needs to properly increase the entire engagement
among the customers through the proper interactions with the customers which will be
enhancing the online marketing.
From the analysis of the different theories and models of the consumer behavior, the
main aspect which has been noticed is the fact that force field analysis is the appropriate in
comparison to the others as the changes which are occurring, the visual image of the same is
analyzed and it impacts the potential decisions into the single kind of graph. It helps in
simplifying the communication among the consumers and the companies which will be
capable of breaking down the communication barriers and it will be suitable for the growth of
the company in the competitive market as well.
2.10 Conclusion
Therefore, it is seen that e-commerce is one of the most essential aspects which has
gained huge importance in the present scenario as it provides the different customers with
different kinds of products and services with proper and appropriate information along with
attractive pictures that will be affordable in nature and at the door step of the customers. In
addition, it has been noticed that the online marketing provides proper convenience to the
42

different customers along with allowing the enterprise to expand the business over internet.
Through the introduction of the online marketing technique, it will be helpful for the different
sports apparel wear retail brands to attract the millennials who are the main attraction as they
are busy with their lives and they prefer to buy the different clothing from the online stores
that will be generating huge revenues for the entire industry and the companies.
Furthermore, with the introduction of e-commerce marketing, it has been able to
create proper and good impact on the different markets such as reduction of cost of
advertisements as there are different customers who will be attracted through internet and
there can be introduction of the different customized products such as sports apparel wear
available for the customers which will be improving appropriateness of the company
positively as well. Through the online marketing, the different sports apparel wear retailers
can gain huge competitiveness in the market that assists in achieving the competitiveness and
expand their presence in the market as well that will be beneficial for their growth.
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Chapter 3- Research Methodology
3.0 Introduction
The methodology is defined as technique that assists the researcher in designing the
research in a positive and appropriate manner. It falls in analysing the methodology section in
dissertation wherein the main aspects which are required to be considered includes the
research philosophy, strategy along with sampling technique which will be appropriate for
collecting the data appropriately (Walliman 2017). The appropriate and accurate selection is
beneficial for the respective researcher in deducing the findings appropriately.
3.1 Research method outline
In analysing and identifying the outline for the research method, researcher is able to
utilize different tools which will be suitable for the deduction of the results appropriately. In
the respective case, the positivism aspect is chosen as the philosophy of the research and on
the other hand, the deductive technique is selected for the approach related to research
(Taylor et al. 2016). The method related to research has helped researcher in finding the
different details of the research in a suitable manner. With proper assistance of the descriptive
statistics, it is suitable for the researcher to collect the different data in a suitable manner.
In addition, there has been collection of both primary along with secondary data
which helped him in gaining all information which are required for collecting the data in a
positive manner (Silverman 2016). The main aspect is on probability along with non-
probability techniques related to sampling and for managing the entire research, it has been
helpful in collecting the information from 150 respondents through method of survey
(Silverman 2016).
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3.2 Research Philosophy
There are different beliefs which consist of three major research philosophies that are
realism, positivism along with interpretivism. It helps in study development in such a manner
which will help researcher in carrying the research in depth with the incorporation of the
various theories as well as models in a proper manner (Osanloo and Grant 2016). The
positivism approach assists in identifying the problem, realism is the proper mixture of the
positivism and interpretivism. The interpretivism helps in managing business activities
wherein the respective technique will be helpful for analysing the market that is suitable for
generating wider the procedure related to research (Molina-Azorín et al. 2015).
3.2.1 Explanation for research philosophy Chosen
In the respective scenario, the positivism approach has been considered as it has been
proposed by the researcher. With the assistance of respective approach, it will be efficient for
the researcher to investigate entire topic in a more critical and logical manner. Through the
usage of the positivism approach, the actual impact of the online sports retail marketing in
Indian economy can be analysed and understood suitably. The objectives such as exploring
the effect of the profitability of retail stores on advent of the different retailers need to be
ascertained which will be effective in managing the growth prospects suitably (McKim
2017). Therefore, with the help of same, it helps in analysing the influence of the online kind
of marketing on the sports retail industry in India.
3.3 Research Approach
While analysing the approach, these are the different approaches that are deductive or
inductive in nature. The inductive type of approach of philosophy deals with different
theories along with models which are existing in nature (Mackey and Gass 2015). On
contrary, the deductive approach concerns relating to the new theories as well as models in
45

which it can be analyzed that the only and most appropriate means in approaching the new
topic is the incorporation of the different kinds of approaches which are suitable in nature.
3.3.1 Justification for the chosen research approach
While conducting the respective research of analyzing the impact of the online
marketing on the sports retailers in India, the researcher has adopted deductive kind of
approach which will be suitable for making the different considerations with theories along
with models which are already present (Kumar 2019). On the contrary, the inductive
approach is avoided in the respective scenario as development of new theories along with
models cannot be able to provide necessary kind of information for making the right kind of
direction (Humphries 2017).
3.4 Research Design
In conducting the research in a suitable manner, there are major designs related to
research, which is being followed which are namely analytical, descriptive, exploratory as
well as explanatory designs. In case of the descriptive aspect, it helps the researcher in
providing the detailed as well as descriptive aspects of the different tasks which are being
performed (Huber et al. 2016). In addition, exploratory type of design assists in conducting
the initial type of stages of the entire study which will be based on the hypothesis which will
be done by researcher in a suitable manner. Lastly, exploratory kind of design of the research
assists in properly developing the appropriate kind of relationship between the two-existing
kind of variables of the research.
3.4.1 Justification for the chosen research design
In order to get the detailed kind of information on the respective topic related to
research, it can be seen that it preferable always to choose and select the analytical or the
46

descriptive kind of research design which will be appropriate for generating the information
in a suitable manner (Greysen et al. 2017). Furthermore, the respective method has assisted
the researcher in reaching the research topic in a more critical manner along with other two
designs are not being selected in the respective research study as it will not be able to provide
the detailed information relating to the research study in a suitable manner as well.
3.5 Research strategy
While conducting the research study, proper and affluent research strategy is the most
critical element which should be incorporated by the respective researcher as to take the
entire research in right direction. The strategies related to research is inclusive of the focus
group, case studies along with interview related procedure which will be suitable for
collecting the data in a positive manner (Creswell and Creswell 2017). The time it is
necessary to be collect data from the large group of the individuals, the survey as well as
interview method are best aspects that can be incorporated and followed which will be
beneficial in generating the accurate results within the specified deadline. The respective
process will be helpful in providing the views along with proper thinking of the customers
and essential people present in company.
3.6.1 Justification for the selection of Research Strategy
In order to conduct the research in a more suitable manner, proper selection of the
research related strategy plays a vital role in making the research more accurate and it will
take the research in the right direction as well. In the respective research topic, proper
viewpoint of the different customers along with the viewpoints of the heads of the company
needs to be taken into consideration which will be suitable for conducting the various surveys
among the different customers of the apparel industry which are situated in India in collecting
47

the data in an appropriate manner and gain the positive insights related to the respective
aspect in a positive manner (Creswell and Clark 2017).
3.7 Selection of Sampling Methods and Sample Size
The probability along with non-probability sampling techniques tries to gain a
positive role for the researcher in collecting the data along with performing the sampling
methods in a suitable manner. Additionally, the simple random kind of sampling technique
has been utilized by the researcher which provides a proper as well as better understanding
and 150 respondents and sample surveys have been conducted in a suitable manner among
the different customers of the respective sports retail industry and they have been interviewed
properly by the researcher (Carter 2018).
3.8 Data collection method
The primary data collection is referred as proper information which has been gathered
in a suitable manner by conducting various surveys along with interviews. In such scenario,
the information which have been generated are genuine and assists in dealing in a suitable
and better approach to the respective study. On the contrary, the secondary data are defined
as the information that is readily or already available in the printed form or other form and it
will be suitable for selecting the data in an accurate manner (Carter 2018). It is inclusive of
the different data which exist from the previous kind of surveys or various kinds of
researches that have been analysed by organization in a positive or suitable manner. The
researcher has been able to use both the methods related to collection of data which will be
suitable for improving the overall scenario in a positive manner.
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3.8.1 Secondary Research
For the respective kind of research, it can be seen the respective researcher is efficient
in order to use the different facts as well as different figures which are made available from
the different sources which includes the articles from the various newspaper along with
authenticated journals which will be suitable for enhancing efficiency of research study. In
addition, the various types of articles or the issues which are being published by the sports
retailers in India has been used as the source of the research in a positive manner (Bozkurt,
Keskin and de Waard 2016).
3.8.2. Primary Research
As mentioned in the previous aspects, the survey is conducted for150 customers of the
Sports Retailers in India who uses the products of one of the Nike, Adidas and Reebok which
will be playing a suitable role in collecting the data and gain more and proper understanding
related to the research study in a suitable manner.
3.8.2.1 Quantitative Data Collection Method
The simple random survey has been playing a vital role by interviewing 150
customers in the Indian market of the Sports Retailers.
3.8.2.2 Qualitative Data Collection Method
In the respective scenario, the three types of the customers of the sports retailers are
being interviewed which helped them in generating proper information related to the
company along with analyzing the overall effectiveness of the data in a suitable manner.
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3.9 Data analysis
While conducting the overall research, it is required for the respective researcher to
conduct the data analysis procedure in such a manner which will be helpful for them in
making the viewers or audiences understand the overall effective of the data efficiently. In
conducting research, the analysis part can be analyzed with the help of the different charts or
various tables which will be beneficial for the overall suitable understanding of the deduced
figures in a proper manner. While evaluating the qualitative data, which are considered to be
the numerical kind of digits, which will be converted in percentages and they are being able
to demonstrate the same in form of the various charts or the tables which will be beneficial
for the overall effectiveness of the data in a suitable manner (Bozkurt, Keskin and de Waard
2016).
Apart from the aspect of the descriptive statistics, it can be identified that there can be
calculation of the mean, median and mode along with standard deviation which will be
helpful for analyzing the figures in a suitable manner.
3.10 Research ethical consideration
While analysing as well as managing the entire research, the strict ethical related
guidance has been followed which helped in showcasing the overall efficacy of entire data
that have been gathered by the researcher for the collecting the data suitably and it will be
enhancing overall growth of the research study in efficient and operative manner. It can be
identified that while interviewing the different customers in the business environment, it
should be kept in mind that the customers should not be forced to incorporate their views in
the process related to interview. In addition, they have the absolute freedom through which
the customers have the liberty to leave the process of interview at any point of time and the
researcher does not have any right to ask the reasons as it can be personal aspects and it
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should not be entertained in such scenarios as well. As per the convenience of the customers,
at any point of time, it is needed that the customers can leave the interview and it will be
helpful for the conducting the research in a positive and suitable manner without hurting the
sentiments of the individuals in an appropriate manner as well. Apart from the respective
aspects, the other aspects which should be considered as it should be sole responsibility of the
researcher to analyze that there should not be any kind of promotional aspects involved in the
same and it was not any kind of the promotional aspects included in the same. Moreover,
while conducting the survey in the market of Indian retail industry, it is required to be seen
that there should not be any inclusion of the logo or symbol of the companies which are
included in the respective procedure of the research study.
3.11. Research limitation
While conducting the entire research in a suitable manner, there can be different kinds
of limitations which can be faced by the researcher wherein the first and foremost aspect is
related to the fact that the entire research should be conducted among the customers than the
perspective towards the company would have gained in the better manner. There was a severe
chance that the different customers would be providing with the biased approach as they are
directly related to the company, in addition, the other aspect which should be considered in
the respective research is related to the company and if more time was being provided to the
company, it can be seen that the study would have been much better and appropriate in nature
for making the aspect more effective and understanding in nature for the customers in the
Indian retail industry related to sports.
3.12 Summary
Therefore, from identification of the research methodology, it can be summarized that
respective chapter is efficient to provide the detailed feedback on conducting the research
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study in a suitable manner. The different points along with the sub-points are being
considered while conducting the entire research study which helped in making the study
clearer and it provided the individuals with the generalized overview on the same.
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Chapter 4: Result and Discussion
This section analyzes the results obtained from performing different statistical
analysis. The statistical computation method includes descriptive analysis, analysis of
correlation using cross tabulation and regression analysis. The statistical results are then
discussed with practical implication for online and offline shopping.
Descriptive analysis
Figure 1: Proportion of male and female
Of the 150-sample respondent 83 are females and 67 are males. The percentage of
female and male respondents are 55.3 percent and 44.7 percent respectively.
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Figure 2: Information on age of the respondent
Of the 150 respondents surveyed 110 respondents belong to the age group 18-29
followed by the age group of 30-39, 40-49 and 50 and above.
Figure 3: Information on education background of the respondent
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Considering the educational background of the respondents most of the sample
respondents have master degree followed by bachelor degree, high school degree and
diploma.
Figure 4: Monthly income of the respondent
So far the income group of the sample customers have income within 6500 AED with
number of people belonging to the income group is 59. This is followed by an income group
of AED 6501-12,000, AED 12,001 – 18,500, AED 18,501 – 25,000 and above AED 25000.
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Figure 5: Online shopping frequency
Considering the online shopping frequency, most of the customers have found to shop
online in an interval of one month.
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Survey on offline shopping frequency reveals that most of the customers never shop
offline. Those who shop offline the frequency of offline shopping is highest in shopping in
daily basis followed by monthly and weekly shopping frequency.
Figure 6: Frequency of offline shopping
Figure 7: Favorite brand of people
When people area asked for their favorite brand most people expressed Adidas as
their favorite brand followed by Nike and Reebok.
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Figure 8: Product range for offline shopping
Most people agree the fact that availability of product range is one factor affecting
offline shopping.
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There is very little disagreement on the fact that availability of brand is one reason for
offline shopping most people agree the fact that brand availability is one factor influencing
offline shopping.
Figure 9: Brand preference for offline shopping
Figure 10: Usefulness of staff knowledge for offline shopping
Of the 150 sample respondent 62 people agree on the fact that knowledge of staffs is
one reason for customers to shop offline.
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Figure 11: Stock availability for offline shopping
Regarding the availability of stock for offline shopping most people fund to agree that
stock availability is one factor affecting behavior of offline shopping.
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Figure 12: Usefulness of fitting room facility in offline shopping
Most people also agree on the fact that advantage of fitting room is one important
factor for offline shopping.
Figure 13: Convenient return process
Return process is another factor that most of respondents considers as important for
offline shopping.
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Figure 14: In-store promotion in case of offline shopping
Among total 150 sample customers surveyed 71 people agree on the fact that in store
promotion is an important aspect for offline shopping.
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Figure 15: Advantage of no-shipping cost for offline shopping
Most people though remain neutral about the advantage of no shipping cost for offline
shopping there are 52 people among the sample respondents who agree that no-shipping cost
is one factor that is taken into consideration for shopping offline.
Figure 16: Advantage of hand on interaction with products in offline shopping
Most of the sample customers agree that hands on interaction with products during
offline shopping is one reason for their decision to shop offline.
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Figure 17: Advantage of store location in offline shopping
When the customers are asked about advantage of store location while considering
offline shopping most people agree on the fact that convenient store location influence
shopping behavior.
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Figure 18: Better availability of product in online shopping
So far as the online shopping is considered better, most of the sample customers opine
that better availability of products is one factor affecting online shopping.
Figure 19: Advantage of delivery option in remote areas in online shopping
Another advantage that most customers consider as favoring online shopping is the
advantage of delivery option to the remote areas.
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Figure 20: Availability of more options in online shopping
The availability of more shopping options online is another aspect that customers
consider as an influencing factor for online shopping.
Figure 21: Favorable return process for online shopping
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While shopping online most of the customers are concerned about procedure of
return.
Figure 22: Brand promotion in online shopping
Brand promotion on online shopping platform is another aspect that affects the
shopping decision offline. Of the 150 sample customers 50 customers agree on the fact that
brad promotion plays an important role in online shopping.
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Figure 23: Advantage of lower price in online shopping
Most people also agree on the fact that branded sport apparels are available at a lower
cost online relative to price offered by retailers and this is one important factor affecting
online shopping.
Figure 24: Website usability in the online shopping
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While deciding over online shopping people take into consideration usability of
websites.
Figure 25: 24*7 shopping facility in online shopping
71 people of the 150 sample respondents agree that 24*7 shopping facility is one
important factor while deciding for online shopping.
Figure 26: Advantage of comparability with similar products in online shopping
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Most customers agree on the fact that advantage of comparison of similar products on
online shopping platform is one aspect for choosing to shop online.
Figure 27: Advantage of same day delivery in online shopping
Of the 150 sample customers 60 people agree on the fact that same day delivery is one
important factor for considering on line shopping.
Correlation analysis
The statistical technique of correlation is used to determine how the two variables are
associated with each other. In interpreting estimated correlation coefficient obtained from
bivariate correlation estimates both the sign and magnitude of obtained correlation
coefficient. The direction of association between two variables is determined from the sign of
obtained correlation coefficient. A positive sign indicates positive association between the
variables meaning the two variables are moving in the same direction (GogtayandThatte
2017). The negative sign suggests that there is an inverse association between the variables
meaning the variables are moving in the opposite direction. Value of correlation coefficient
moves between the range of 0 and 1. Correlation coefficient closer to 0 means that
association is weak. The correlation coefficient closer to 1 in contrast suggest a strong
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association between the variables. The table below shows the correlation between frequency
of offline shopping and various factors that influence the decision to shop offline. Association
has been estimated between frequency of offline shopping and factors such as range of
product, brand, knowledge of staffs, availability of stocks, fitting room, process of return, in
store promotion, absence of shipping cost, hands on interaction with the products and
location of retail stores.
Table 1: Correlation matrix between offline shopping frequency and different factors
affecting offline shopping
The obtained correlation coefficient between range of product and offline shopping
frequency is 0.119. The coefficient is positive. This suggests that range of product has a
positive association with frequency of offline shopping (Ly, Marsman and Wagenmakers
2016). If range of product increases, then offline frequency increases as well. In case of brand
availability, the estimated correlation coefficient is 0.077. The correlation coefficient is
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positive meaning that availability of brands in offline retail stores may increase frequency of
visiting offline stores. For staff knowledge, the correlation coefficient between staff
knowledge and frequency of offline shopping is 0.111. From the correlation coefficient a
positive association is expected between knowledge of staff in the offline stores and that of
frequency of shopping (Haghighat, Abdel-Mottaleb and Alhalabi 2016). More knowledgeable
staffs are able to provide customers a better knowledge about products and helps to improve
shopping experiences and increases shopping frequency. Increase in number of
knowledgeable staffs is therefore helpful in increasing frequency of offline shopping. The
estimated correlation coefficient between availability of stocks and frequency of offline
shopping is 0.130. The correlation coefficient is positive. Positive correlation coefficient
indicates positive association between the two variables. Availability of stocks in the stores
this have a positive association with frequency of offline shopping. If the stores increase their
stocks, then this attract customers to visit the stores more frequently. Another factor that is
positively associated with offline shopping frequency is fitting room. The offline stores
provide the facility of fitting clothes in the stores if required. The computed correlation
coefficient between fitting room and frequency of offline shopping is 0.091. Therefore, with
improvement in fitting room facility frequency of offline shopping increases. Another factor
that may be associated with frequency of offline shopping is the return process. The
estimated correlation coefficient between return process and frequency of offline shopping is
0.158. The correlation estimate suggests that improvement in return process has a positive
association with frequency of offline shopping. Quick and easy process of return help to
increase frequency of offline shopping. The correlation coefficient between offline shopping
frequency and that of in store promotion is 0.131. The positive correlation coefficient
indicates that in store promotion has a positive association with frequency of offline
shopping. Increase in in store promotion therefore is may be helpful to increase frequency of
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shopping offline (Coolidge 2020). Absence of shipping cost is another advantage for offline
shopping. The correlation coefficient between offline shopping and absence of shipping cost
is 0.064. Therefore, while determining frequency of offline retailing absence of shipping cost
may work as a positive factor in boosting shopping frequency. In case of offline shopping
customers can have a hand on interaction with products. This factor has a positive association
with the offline shopping frequency as obtained from the positive correlation coefficient of
0.105 between offline shopping frequency and hands on interaction on with products. Better
hands on interaction with the products help to increase frequency of offline shopping. In case
of store location, the correlation coefficient between store location and frequency of offline
shopping is 0.016. This means convenient store location has a positive association with
increase in shopping frequency offline.
For online shopping frequency the factors that likely to be associated with online
shopping frequency are better availability of products, options of delivering products in
remote areas, more options to choose, return procedure, promotion, lower price than retailers,
website usability, 24*7 shopping facility, comparison of similar items and delivery of the
products on same day. The result of correlation coefficient between online shopping
frequency and associated factors produced in the following table.
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Table 2: Correlation matrix between online shopping frequency and different factors
affecting offline shopping
As obtained from the above table the estimated correlation coefficient between better
availability of product and online shopping frequency is 0.008. The coefficient is positive.
This suggests that better availability of product has a positive association with frequency of
online shopping. If availability of product increases, then online frequency increases as well.
In case of delivery option in the remote areas the estimated correlation coefficient is -0.031.
The correlation coefficient is negative meaning delivery option to the remote areas may
reduce frequency of online shopping. When customers had a greater tendency to shop online,
they have more available option to choose from (De Vries 2018). The obtained correlation
coefficient between availability of more options for shopping and that of frequency of online
shopping is -0.009. The implication of negative correlation coefficient is that more available
options has an inverse association with frequency of online shopping.Another factor that may
be associated with frequency of online shopping is the return process. The estimated
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correlation coefficient between return process and frequency of offline shopping is 0.045.
The correlation estimate suggests that improvement in return process has a positive
association with frequency of online shopping. Quick and easy process of return help to
increase frequency of shopping online. The correlation coefficient between online shopping
frequency and that of promotion is 0.056. The positive correlation coefficient indicates that
promotion has a positive association with frequency of online shopping. Improvement in
promotional strategy thus may help to enhance frequency of online shopping. Different
online websites offer a price lower than the price offered at the retail stores. This is another
aspect that is expected to be associated with online shopping frequency. The obtained
correlation coefficient between frequency of online shopping and lower price compared to
that in retail stores is -0.031. The correlation coefficient indicates that the fact that prices are
often lower in online compared to the price in retail stores is inversely associated with online
shopping frequency.The estimated correlation coefficient between website usability and
frequency of online shopping is 0.030. The correlation coefficient is positive. Positive
correlation coefficient indicates positive association between the two variables. Greater the
usability of website higher is the frequency of online shopping and vice-versa. Another
advantage of online shopping is the 24*7 shopping facilities. Customer can shop anytime as
per their convenience. The correlation coefficient between 24*7 shopping facility and
frequency of online shopping is -0.024. The negative coefficient suggests that 24*7 shopping
facility is not supportive to boost frequency of online shopping (Schroeder, Sjoquist and
Stephan 2016). Customers are able to make comparison of similar products available on the
online platform. The correlation coefficient between advantage of comparing similar products
and frequency of online shopping is -0.018 suggesting an inverse association between the
two. Different online website also provide facility for delivering items on one day. The
computed correlation coefficient between same day delivery and online shopping frequency
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is -0.051. The correlation coefficient suggests that there is an inverse association between the
online shopping frequency and same day delivery in most areas.
Regression
The regression analysis has been used to estimate a relation between shopping
frequency and factors affecting shopping decision. Two sets of regression analysis have been
conducted – one for offline shopping frequency and one for online shopping frequency. In the
first regression the dependent variable is offline shopping frequency and independent
variables are the ten factors affecting offline shopping. In the second regression, the
dependent variable is online shopping frequency and that of the independent variables are
different aspects influencing frequency of online shopping.
Table 3: Regression result of offline shopping frequency and different factors affecting
offline shopping
Variables Entered/Removeda
Model Variables
Entered
Variables
Removed
Method
1
Store Location,
Returns
proocess, Staff
knowledge, No-
shipping cost,
Product range,
Stock
availability,
Hands on
interaction with
products, Brand,
Fitting room, In-
store promotionb
. Enter
a. Dependent Variable: Offline Shopping frequency
b. All requested variables entered.
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Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .215a .046 -.023 1.52604
a. Predictors: (Constant), Store Location, Returns proocess, Staff
knowledge, No-shipping cost, Product range, Stock availability, Hands
on interaction with products, Brand, Fitting room, In-store promotion
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 15.632 10 1.563 .671 .750b
Residual 323.702 139 2.329
Total 339.333 149
a. Dependent Variable: Offline Shopping frequency
b. Predictors: (Constant), Store Location, Returns proocess, Staff knowledge, No-shipping cost,
Product range, Stock availability, Hands on interaction with products, Brand, Fitting room, In-store
promotion
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 2.268 .563 4.032 .000
Product range .099 .148 .080 .670 .504
Brand -.057 .175 -.039 -.328 .744
Staff knowledge .041 .177 .028 .229 .820
Stock availability .098 .160 .068 .611 .542
Fitting room -.089 .177 -.064 -.504 .615
Returns proocess .181 .151 .142 1.199 .233
In-store promotion .086 .202 .056 .423 .673
No-shipping cost -.092 .172 -.060 -.536 .593
Hands on interaction with
products .124 .170 .088 .726 .469
Store Location -.145 .139 -.115 -1.041 .300
a. Dependent Variable: Offline Shopping frequency
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The R square value of the first regression model is 0.046. The R square value implies
that the ten factors together account of 4 percent variation in the offline shopping frequency.
The first factor that is considered to have an influence on offline shopping frequency is
product range. The coefficient of product range is 0.099. Positive value of regression
coefficient suggests that product range has a positive influence on offline shopping frequency
(Darlington and Hayes 2016). People has a greater tendency to visit shops when variety of
products are available in the store. Higher range of product thus increases frequency of
shopping offline and vice versa. In case of availability of brands, the regression coefficient is
-0.057. The negative regression coefficient implies that availability of brands has an adverse
effect on shopping frequency. This may be due to the fact that when more brands are
available under one roof this may limits variety of products belong to each group. This
reduces may reduce the frequency of offline shopping. An advantage of shopping offline is
the chance of having assistance from the available staffs (Sarkar and Das 2017). Knowledge
of the staffs therefore an important factor for determining frequency of shopping offline. The
regression coefficient for staff knowledge is 0.041. The slope coefficient for staff knowledge
is positive meaning that influence of staff knowledge on offline shopping frequency is
positive. As the store employs more knowledgeable staffs there is a greater frequency of
visiting offline stores. The next determinant for offline shopping frequency is availability of
stock. The estimated regression coefficient for stock availability is 0.098. The regression
coefficient suggests a positive influence of stock availability on the offline shopping
frequency. When more stocks are available it is possible for the stores to meet the demand of
customers. This helps to attract more customers and increases frequency of offline shopping.
Another benefit that customers who shop offline receive is the availability of fitting room.
The regression coefficient for fitting room is -0.089. From the regression coefficient it can be
said that the impact of fitting room on frequency of offline shopping is negative. One factor
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that affects shopping behavior is the return process. Easy return process increases flexibility
of customers to shop freely as they can easily return or exchange the purchased items. From
the result of the regression, the coefficient of return process is obtained as 0.181. The
regression coefficient is positive meaning that there is a positive relation between return
process and offline shopping frequency (Brook and Arnold 2018). Improvement in the return
process therefore helps to increase frequency of offline shopping. This suggests if the
retailers make the return process easy and less time consuming then this will attract more
buyers to shop offline and increase frequency of offline shopping. Promotion in the store is
another factor that influence shopping frequency of buyers. Suitable promotional strategy
attracts more buyers towards the brand. The obtained regression coefficient for in store
promotion is 0.086. The positive slope coefficient implies that in store promotion positively
influences frequency of shopping. If the retailers adapt a better in store promotional strategy,
then this will increase offline shopping frequency. In case of offline shopping, there is no
shipping cost as customers physically go for shopping and purchase whatever they want. This
is considered as another factor that may influence frequency of offline shopping (Bagla
2017). The estimated regression coefficient for absence of shopping cost is -0.092. The
negative regression coefficient shows that this factor dies not help to boost offline shopping
frequency. A big advantage of shopping offline is customers can have a hands on interaction
with the products. Better hands on interaction with the product improve shopping experience
and increases frequency of offline shopping. The regression coefficient for hands on
interaction with the products is 0.124. The regression coefficient suggests that the fact that
customers can have a hands on interaction with products for offline shopping has a positive
influence on offline shopping frequency. Better the hands on interaction with products higher
is the frequency of offline frequency. The last factor that is taken to influence frequency of
offline frequency is location of stores (Attri and Jain 2018). The coefficient of regression for
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the store location is -0.145. The negative regression coefficient suggests that store location
does not have a positive influence on offline shopping frequency.
Table 4: Regression result of online shopping frequency and different factors affecting
online shopping
Variables Entered/Removeda
Model Variables
Entered
Variables
Removed
Method
1
Same day
delivery in most
areas, Website
Usability, Better
availability of
products,
Promotion,
Provides
comparison with
similar products,
More oprions to
choose from,
Lower price than
retailers, Return
process,
Delivery options
in remote areas,
24*7 Shoppingb
. Enter
a. Dependent Variable: Online Shopping frequency
b. All requested variables entered.
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .159a .025 -.045 1.38877
a. Predictors: (Constant), Same day delivery in most areas, Website
Usability, Better availability of products, Promotion, Provides
comparison with similar products, More oprions to choose from, Lower
price than retailers, Return process, Delivery options in remote areas,
24*7 Shopping
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Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 3.102 .533 5.820 .000
Better availability of products .138 .143 .119 .966 .336
Delivery options in remote
areas -.096 .184 -.069 -.524 .601
More options to choose
from -.088 .182 -.062 -.486 .628
Return process .157 .177 .115 .886 .377
Promotion .133 .153 .108 .870 .386
Lower price than retailers -.101 .149 -.084 -.678 .499
Website Usability .086 .143 .069 .605 .546
24*7 Shopping -.123 .195 -.087 -.627 .531
Provides comparison with
similar products -.029 .155 -.021 -.188 .851
Same day delivery in most
areas -.082 .151 -.063 -.539 .591
a. Dependent Variable: Online Shopping frequency
Like offline shopping frequency there are different factors that influence online
shopping frequency. The R square value of the model capturing impact of different factors on
online shopping frequency is 0.025. From the R square value, it can be inferred that all the
factors together account for 3% variation of offline shopping frequency (Stockemer 2019).
While considering online shopping one factor that customers taken into consideration is the
better availability of products online compared to a single retail stores. The coefficient of
better availability of products is 0.138 suggesting the factor has a positive influence on online
shopping frequency. As more products are available online there is an increase in online
shopping frequency (Badre 2020). Different retailers online now provide facility to deliver
items even to the remote areas. This is considered as another factor that influence online
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shopping frequency. The coefficient for delivery option in remote areas is -0.096 showing
this factor is not helpful in boosting the online shopping frequency (Murteira and Ramalho
2016). In remote areas because of less access of internet or less knowledge about different
shopping websites and brand, deliver option to the remote areas is not helpful in boosting
online shopping frequency. Online platform offers more options to the customers to choose.
The regression coefficient for availability of more shopping option is -0.088. From the
regression coefficient it can be said that availability of more shopping option is not a
favorable factor for increasing frequency of online shopping. People often fear to purchase
from online thinking of complexity of return process. More easy the return process, the
shopping is more customer friendly which increases frequency of online shopping. The
regression coefficient associated with the return process is 0.157, The positive regression
coefficient suggests the return process has a positive influence on online shopping frequency.
Seller selling on online platform need to keep the return process quick and simple. This will
help to increase frequency of online shopping. An advantage of shopping online is the
possibility of getting the same products but at a relatively lower cost than retailers. The
coefficient of the factor that prices are lower than retailers is -0.101. The negative regression
coefficient suggests that this factor has an adverse effect on online shopping frequency. This
may be because lower price results in a doubt among customers regarding authenticity of the
brand. This encourages customers to buy the product offline from the retail store rather than
buying online (Bahl and Kesharwani 2018). This explains the inverse relation between lower
price and online shopping frequency. Another factor that influences online shopping
frequency is the usability of the website. Better usability of website makes customer more
comfortable to shop online and increase frequency of shopping online. The coefficient of
website usability is 0.086. Positive regression coefficient implies that website usability has a
positive impact on online shopping frequency. More is the use of website higher is the
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frequency of online shopping and vice-versa. While shopping offline customers can have the
advantage of shopping 24*7 which is not possible in case of offline shopping where time for
shopping is limited depending on time of opening and closing of retail stores
(AndalandMythili 2019). The slope coefficient is -0.123. Since the regression coefficient is
negative it can be said that the facility of 24*7 shopping online is not relevant for increasing
online shopping frequency. Another advantage provided by online shopping platform is that
it offers comparison of similar products available on different website. For this factor, the
obtained regression coefficient is -0.029. Negative value of the coefficient suggests that this
factor is not helpful in boosting online shopping frequency. In order to attract more customers
to shop online many websites provide the facility to give same day delivery. The obtained
regression coefficient for this component is -0.082. The regression coefficient is negative
meaning that the advantage of same day delivery is most areas is not a significant factor that
boost online shopping frequency.
The obtained result from the statistical analysis suggests that in case of offline
shopping factors positively influencing offline shopping behavior include product range, staff
knowledge, stock availability, return process, in store promotion and hands on interaction
with products. This finding supports previous literatures indicating these factors are important
determinant of offline shopping (Agarwal and Agarwal 2018). There are also studies that
found brand availability, fitting room, absence of shipping cost and store locations are other
determinants of offline shopping (Gupta and Sethi 2016). Result of the paper however do not
support claim of these studies. In case of online shopping, factors that found to have a
positive influence on online shopping are better availability of products, return process,
promotion and website usability which is consistent with some of the previous literatures
considering these factors as important determinant of online shopping (Tabari and Abroud
2017). There are papers claiming availability of more options for online shopping, lower
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price than retailers, 24*7 shopping facilities, comparison with similar products and facility of
same day delivery are some the factors that positively affect online shopping behavior (Song
and Lai 2017). The paper however fails to provide supportive evidences to these findings.
Chapter 5- Findings and Discussion
The demographic characteristics of the sample say that 55.3% are female respondent
and 44.7% are male respondent. Most of the respondents are young, more specifically 78% of
the sample is young and below the age of 29 years. Most of the respondents have at least a
bachelor’s degree and belongs to the lower income class. Very few people belong to the
higher income class. The favorite brand among the sample is Adidas as 39% of the
respondents preferred this over Nike and Reebok. Most of the people go for either daily basis
online shopping or monthly basis online shopping. In the meantime, most of respondents
does not go for offline shopping.
38.7% of the sample are agreed while 29.3% are neutral with the fact that brand
quality is the reason behind offline shopping. 34% of the sample are agreed while 20% are
disagreed with the fact that product range is the reason behind offline shopping. 41.3% of the
sample are agreed while 28.7% are neutral with the fact that the staff knowledge is the reason
behind offline shopping. 47.3% of the sample are agreed as well as 14.7 % are disagreed with
the fact that the stock availability is the reason behind offline shopping. 36.7% of the sample
are agreed while 27.3% are neutral with the fact that availability of fitting room is the reason
behind offline shopping. 33.3% of the sample are agreed while 16% are disagreed with the
fact that return process is easy in offline shopping. 37.3% of the sample are agreed while 26%
are neutral that in-store promotion is available and better in offline shopping. 34.7% of the
sample are agreed while 37.3% are neutral with the fact that no-shipping cost attracts offline
shopping. 36.7% of the sample are agreed while 29.3% are disagreed with the fact that hands
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on integration with products satisfies the consumer in offline shopping. 33.3% of the sample
are agreed while 24% are neutral with the fact that store location plays a role in offline
shopping.
40% agreed with the fact that better products are available in online shopping while
14% of the sample are disagreed. 46.7% agreed fact that the delivery options in remote areas
is available while 26.7% of the sample are neutral. 42.7% agreed fact that in online shopping
ample amount of options are available while 12.7% of the sample are disagreed. 42% agreed
fact that the return process is better while 26.7% of the sample are neutral. 38.7% agreed fact
that promotion is better in online shopping while 10% of the sample are disagreed. 26% of
the sample are neutral about this opinion. 39.3% agreed fact that price is lower than retailers
while 7.3% of the sample are disagreed. 33.3% agreed that the website usability is better
while 30.7% of the sample are neutral. 47.3% agreed that 24*7 shopping facility is attractive
for the online shopping while 13.3% of the sample are disagreed. 26% of the sample are
neutral that 24*7 shopping facility is attractive for the online shopping. 34.7% agreed that the
facility to compare products is available and better in case of online shopping while 37.3% of
the sample are neutral. 40% agreed that they receive the delivery on the same day while 14%
of the sample are neutral.
Lower price, 24*7 Shopping, availability of Comparing products have the positive
influence on raising the probability of higher frequency of online shopping. Better
availability of products, promotion and website usability have the negative influence on
reducing the probability of falling at a high level of online shopping.
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Chapter 6- Conclusion and Recommendations
Conclusion
Therefore, from the entire dissertation, it can be concluded that Indian Sports apparel
wear Apparel Online industry has been successful in encompassing the plethora of the
different opportunities which will be suitable for the entire growth of the company in a
successful manner. However, the tapping of the respective opportunities as well as converting
the same in the business value requires a proper and holistic approach and understanding
regarding the industry starting from the online retail industry. In case of online sports apparel
wear retailers, it can be seen that the individuals need to go beyond boundaries of proper
sales, merchandising as well as sales that will be creating sustainable level of effectiveness
while selling and purchasing the products to the different customers present in the market.
Objective 1- To explore the effect of profitability of the retail stores on the advent of the
different e-stores (annual reports from sports retailers)
The current study which has been conducted is descriptive in nature and through the
usage of the same; it is helpful in attempting to understand the behaviour of the different
Indian customers towards different websites of online shopping. From the different statistical
analysis of the impact of the online retail stores on the purchasing behaviour of the
consumers, it can be seen that both male and female customers are spending much on the
different kinds of online websites for purchasing the different clothing in a significant
manner. The online retailers in the Indian market needs to go beyond the different boundaries
of marketing, sales as well as category management which will be encouraging the growth of
the market in a proper manner.
86

In the online sports retail market, the profitability can be gained through analysing the
level of satisfaction received by the customers. It has been noticed that the customers are the
asset of the company and while they are satisfied, it will be helping the companies to come up
with new opportunities and ideas that will be suitable for them in earning high revenues.
From the annual reports of Nike or Adidas, the main aspect that has been seen is related to
the fact that the promotional and place of the products are the key aspects which needs to be
implemented strongly as it will be providing them with utmost level of profitability.
In the recent times, the online retailers in Indian economy are trying to constantly
realigning as well as restructuring their position in market which will be helpful for catering
to the different needs of the customers in the market and gain competitive advantage in the
market and improve their growth prospects successfully. There is high level and scope of
opportunity in the online retail market which needs to be incorporated by the retailers in
Indian economy and it will be helping them in gaining a strong market share and they can
have the capability to attain a strong customer base in the market. However, the main
problem lies in the context that the respective opportunity is available to the ones who have
the capacity in visualizing the future and reinvent themselves for meeting the needs of the
customers thoroughly as the customers are considered to be the major asset of the company
and the retailers can invent the different techniques for addressing the different challenges
which are associated with the same.
Objective 2- To identify as well as analyze the satisfaction among the customers who use
different buying methods (online versus in-store)
In addition, the different retailers need to spend more time on the online marketing
techniques as there are various rural areas wherein the different individuals are not aware
87

regarding the concept of the online retail marketing technique. There should be inclusion of
the indulgence in the cost cutting, reaching to the different customers and target customers
which will be effective for building the long-term relationships in a proper manner. The
retailers of the Indian market who have their online presence needs to keep a proper session
which will be easy for them in understanding the different customers in rural areas regarding
the low-cost techniques, availability for 24 hours or any time of the day that will be helpful
for attracting them and it will be generating high level of sales in the market.
The online retail companies need to introduce the different kinds of techniques such
as selling better quality products and increasing their overall sales in a successful manner. In
the present scenario, the society is considered to be the digital era wherein the different
activities are becoming and being done in a digital manner. In order to keep up with the
different new trends in the market which are taking place, there should be creation of new
norms that will be enhancing the business of the companies such as Adidas or Nike in the
competitive business environment. In forming the same, there can be different challenges
which will be evolving which needs to be sorted out by the retailers for gaining competitive
advantage in the market as it will be innovative in the competitive market.
Objective 3- To identify the relationship between the e-commerce aspects and the changes
in the retail industry in the Indian economy
The different variables which helps in keeping the online marketing grow include the
different facilities, advertisements, prices or the services which can impact on the entire
economy. It helps in including the flexibility in order to adapt to the different changes which
will be suitable in improving the scenario and create high level of impact on the purchasing
decisions of the customers. There has been end number of changes in the Indian online retail
stores and due to the same, it creates huge impact on the purchasing of the different
88

customers and it will be generating high level of income for the retailers to showcase their
talent in delivering the effective services to the customers. In the e-commerce industry, the
companies need to have the brief idea on the marketing tactics which are taking place in the
physical retail market. It will be applicable for the online marketing platforms as well as it
will be developing the effectiveness in the services and they will be capable of achieving the
strong financial outcomes as well.
Objective 4- To provide the recommendations which can make the e-commerce sporting
apparel industry more effective in the current scenario
Therefore, it can be seen that online shopping is considered to be the cost-effective
process which will be helpful in generating high level of profitability in the market and gain
competitiveness in the market appropriately. The study aims in analysing influence of the
shopping patterns of the customers in the market and achieve the success in the market
appropriately. From the data analysis and technique, the main aspect which has been
analyzed is the people in Indian economy from a certain age group prefer the offline
shopping medium as they feel comfortable in such scenario and achieve the competitive
advantage in the market successfully. From the entire interview which was conducted, it can
be seen that only 40% of the respondents have agreed to the fact that the online shopping is
far more better than offline shopping or marketing and in order to cover the rest 60% of the
population, the companies who are dealing with the online marketing technique needs to
incorporate the different kinds of strategies such as implementing the different kinds of
privacy in shopping and other convenience which will be helpful for making the
communication appropriate and generate high level of income. Therefore, the respective
objective has been met successfully.
89

Recommendations
E-commerce or e-shopping is the online shopping pattern which is incorporated and
adopted by the different working men and women in the different metro cities in Indian
economy. There are more than 90% of the working women who are tech savvy and they are
heavy online shoppers who prefers to shop from online websites as they have time constraints
which impacts the growth of the offline retailers negatively. The e-commerce companies
need to mainly focus on promoting the different products which are delivered and sold by
them for increasing their level of revenues and sales in a successful manner. Therefore, from
the analysis of the entire dissertation, there are different recommendations which can be
incorporated by the retailers as to improve their position in the market and gain high level of
efficiency in the process to maintain appropriateness in the services which are delivered
within the specified time limit to the different customers. Based on the findings of the entire
study, there are following suggestions which have been provided by the researcher as to
overcome the different problems that are associated with the online apparel retailers in the
Indian economy.
Maintaining the Quality of the Products Sold Online
Firstly, the online retailers need to focus mainly on the quality of the sport apparels
which will be delivered by them to the different customers in the market. The quality of the
sport apparels is the first factor which is needed to be checked by the customers as they rely
on the quality rather than the other aspects which are included while purchasing the different
products from the online market. The online retailers in the Indian economy has to implement
the strategies which will be effective in generating the high level of growth and success in
generating the profitability in the market. The incorporation of the email marketing is the best
way which can be incorporated by the companies for leveraging the assets.
90

Introduction of Various Schemes of Marketing
Moreover, like Reebok, Nike or Adidas, the other companies who are preferring to
sell the different products to their customers through the online channels needs to introduce
the different kinds of schemes which will be promoting their brand among customers. The
companies need to convey the messages to the customers regarding the benefits such as
convenience and the time saving approaches which is efficient for generating high sales along
with profitability in the market successfully. The online wardrobe which will be sold by the
different online retailers need to consist of the changes in the apparel as per the changes in
the changes in the sports apparel wear of the customers which will bebe improving the
profitability of company strongly in comparison to the other competitors who does not have
the online presence in the economy of the Indian society.
Concentration on Prompt Delivery
As to attract the customers who prefers the offline shopping mode, the online retailers
need to concentrate on the prompt delivery of products and services along with the supply of
the different non-defective products which will be enhancing the effectiveness of the delivery
system of the companies and improve their proficiency level to a great extent. In the Indian
economy, the different online retailers such as Reebok and Adidas can implement the drone
delivery technology for delivering the costly items for generating the high level of
effectiveness in the services which are delivered by them successfully.
Analysis of Opinion on Returning of Products
In the Indian perspective, there should be an option of returning the products
immediately with the delivery person when the products such as clothing have the fitting
problems. It will be impacting the level of efficiency level suitably and gain high level of
91

competitiveness in the scenario appropriately. Moreover, from the interview, which have
been conducted, there are results which have been generated that have been helpful in
showcasing the approaches that the customers are not able to get the products delivered
within the stipulated date and time. Due to the same, it is impacting the efficiency of the
online retailers and the companies are losing precious and loyal customers in the market. In
such scenario, the companies need to promise and keep the promise towards the different
customers which will be efficient in managing the delivery time and date.
The companies who are the online retailers in the Indian economy needs to target the
different customers as per their demands. The market segments such as toys, electronic
products along with mobile phones must be targeted by marketers for attracting more and
more online shoppers. On the other hand, the market for the other products as well as services
are required to be expanded through providing proper kind of awareness as well as
knowledge among the different online shoppers as well as customers. According to the
different researches, there are different customers who have showcased that there is fear
among them for shopping from different online sites as there are fear among them due to the
unsecured type of transactions in the online payment. The misuse of the personal information
which are provided by the online shoppers are being utilised in a wrong manner by the other
individuals and it impacts the entire process of selling the products and services regarding the
online shopping.
Therefore, from the analysis of the recommendations, it can be analyzed that these are
the major aspects which needs to be included in the process which will be effective in
managing the process and achieving high level of appropriateness in comparison to the
offline market. There is vast type of scope for online marketing in Indian economy which will
be generating high effectiveness for the different shoppers which includes both young
generation or the ones who are living their retired life as it is the most convenient and time
92

saving process which will be making their lives better. The online shopping or the online
retail stores in Indian economy is the most fastest growing trends which is taking a wider
scope in the market and the study has found the fact that the changes in the trends in the
online shopping will be enabling and allowing the different individuals to try and opt for the
online against the offline shopping approaches sustainably and successfully. The lower
pricing strategies and the different discounts which are made available by the online
companies are required to be incorporated by the company for generating high level of sales
and revenues within the near future and improve their sustainability related practices.
93

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Appendix
Questionnaire
APPENDIX A: Survey Questionnaire
Impact of online marketing on retail sports industry in INDIA
This questionnaire is designed to study the major factors which “Impact of online marketing
on retail sports industry in INDIA.” Your participation is much appreciated, and your answers
will be treated confidentially and will be used for academic purpose only.
Section1 General Information (Please choose the most convenient answer)
G01 Gender ☐ Male ☐ Female
G02 Age group (years) ☐ 18 -29 ☐30-39 ☐40-49 ☐50+
G03 Education ☐ Up to High School ☐ Diploma ☐ Bachelor Degree ☐ Master/Doctorate
G04 Monthly Income ☐Less than ₹10000 ☐₹10000 - ₹20000 ☐₹20000 - ₹40000 ☐ 4₹ 0000 - ₹60000 ☐₹60000 +
G05 How often do you shop online? ☐Daily ☐Weekly ☐Monthly ☐Rarely ☐ Never
G06 How often do you shop offline? ☐Daily ☐Weekly ☐Monthly ☐Rarely ☐ Never
G07 Which one is your favorite? ☐Nike ☐Adidas ☐ Reebok
Section 2: Impact of online marketing on retail industry (apparel segment) in INDIA
102

We would like your impressions to study the “Impact of online marketing on retail industry
(apparel segment) in INDIA.” Choose the most suitable answer that reflects your impression knowing that
SD = Strongly Disagree, D= Disagree, N=Neutral, A=Agree and SA=Strongly Agree
Reasons for offline shopping
RETAIL1 Product Range SD D N A SA
RETAIL2 Brand SD D N A SA
RETAIL3 Staff Knowledge SD D N A SA
RETAIL4 Stock Availability SD D N A SA
RETAIL5 Fitting Room SD D N A SA
RETAIL6 Returns Process SD D N A SA
RETAIL7 In-store promotion SD D N A SA
RETAIL8 No-shipping cost SD D N A SA
RETAIL9 Hands-on interaction with product SD D N A SA
RETAIL10 Store Location SD D N A SA
Reasons for online shopping
ONLINE1 Better availability of Products SD D N A SA
ONLINE2 Delivery options in remote areas SD D N A SA
ONLINE3 More options to choose from SD D N A SA
ONLINE4 Returns Process SD D N A SA
103

ONLINE5 Promotion SD D N A SA
ONLINE6 Lower prices than retailers SD D N A SA
ONLINE7 Website Usability SD D N A SA
ONLINE8 24*7 Shopping SD D N A SA
ONLINE9 Provides comparison of items with similar products SD D N A SA
ONLINE10 Same day delivery in most areas SD D N A SA
Figure: Percentage of Male and Female
104

Figure 2: Information on age of the respondent
Figure 3: Information on education background of the respondent
105

Figure 4: Monthly income of the respondent
Figure 5: Online shopping frequency
106

Figure 6: Frequency of offline shopping
Figure 7: Favorite brand of people
107

Figure 8: Product range for offline shopping
Figure 9: Brand preference for offline shopping
108

Figure 10: Usefulness of staff knowledge for offline shopping
Figure 11: Stock availability for offline shopping
109

Figure 12: Usefulness of fitting room facility in offline shopping
Figure 13: Convenient return process
110

Figure 14: In-store promotion in case of offline shopping
Figure 15: Advantage of no-shipping cost for offline shopping
111

Figure 16: Advantage of hand on interaction with products in offline shopping
Figure 17: Advantage of store location in offline shopping
112

Figure 18: Better availability of product in online shopping
Figure 19: Advantage of delivery option in remote areas in online shopping
113

Figure 20: Availability of more options in online shopping
Figure 21: Favorable return process for online shopping
114

Figure 22: Brand promotion in online shopping
Figure 23: Advantage of lower price in online shopping
115

Figure 24: Website usability in the online shopping
Figure 25: 24*7 shopping facility in online shopping
116

Figure 26: Advantage of comparability with similar products in online shopping
Figure 27: Advantage of same day delivery in online shopping
Correlation Analysis
Table 1: Correlation matrix between offline shopping frequency and different factors
affecting offline shopping
117

Table 2: Correlation matrix between online shopping frequency and different factors
affecting offline shopping
118

Table 3: Regression result of offline shopping frequency and different factors affecting
offline shopping
Variables Entered/Removeda
Model Variables
Entered
Variables
Removed
Method
1
Store Location,
Returns
proocess, Staff
knowledge, No-
shipping cost,
Product range,
Stock
availability,
Hands on
interaction with
products, Brand,
Fitting room, In-
store promotionb
. Enter
a. Dependent Variable: Offline Shopping frequency
b. All requested variables entered.
119

Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .215a .046 -.023 1.52604
a. Predictors: (Constant), Store Location, Returns proocess, Staff
knowledge, No-shipping cost, Product range, Stock availability, Hands
on interaction with products, Brand, Fitting room, In-store promotion
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 15.632 10 1.563 .671 .750b
Residual 323.702 139 2.329
Total 339.333 149
a. Dependent Variable: Offline Shopping frequency
b. Predictors: (Constant), Store Location, Returns proocess, Staff knowledge, No-shipping cost,
Product range, Stock availability, Hands on interaction with products, Brand, Fitting room, In-store
promotion
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 2.268 .563 4.032 .000
Product range .099 .148 .080 .670 .504
Brand -.057 .175 -.039 -.328 .744
Staff knowledge .041 .177 .028 .229 .820
Stock availability .098 .160 .068 .611 .542
Fitting room -.089 .177 -.064 -.504 .615
Returns proocess .181 .151 .142 1.199 .233
In-store promotion .086 .202 .056 .423 .673
No-shipping cost -.092 .172 -.060 -.536 .593
Hands on interaction with
products .124 .170 .088 .726 .469
Store Location -.145 .139 -.115 -1.041 .300
a. Dependent Variable: Offline Shopping frequency
120

Table 4: Regression result of online shopping frequency and different factors affecting
online shopping
Variables Entered/Removeda
Model Variables
Entered
Variables
Removed
Method
1
Same day
delivery in most
areas, Website
Usability, Better
availability of
products,
Promotion,
Provides
comparison with
similar products,
More oprions to
choose from,
Lower price than
retailers, Return
process,
Delivery options
in remote areas,
24*7 Shoppingb
. Enter
a. Dependent Variable: Online Shopping frequency
b. All requested variables entered.
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .159a .025 -.045 1.38877
a. Predictors: (Constant), Same day delivery in most areas, Website
Usability, Better availability of products, Promotion, Provides
comparison with similar products, More oprions to choose from, Lower
price than retailers, Return process, Delivery options in remote areas,
24*7 Shopping
Coefficientsa
121

Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 3.102 .533 5.820 .000
Better availability of products .138 .143 .119 .966 .336
Delivery options in remote
areas -.096 .184 -.069 -.524 .601
More oprions to choose
from -.088 .182 -.062 -.486 .628
Return process .157 .177 .115 .886 .377
Promotion .133 .153 .108 .870 .386
Lower price than retailers -.101 .149 -.084 -.678 .499
Website Usability .086 .143 .069 .605 .546
24*7 Shopping -.123 .195 -.087 -.627 .531
Provides comparison with
similar products -.029 .155 -.021 -.188 .851
Same day delivery in most
areas -.082 .151 -.063 -.539 .591
a. Dependent Variable: Online Shopping frequency
122