Summer Training Project Report

on
“A Study of Consumer Behaviour towards
D Mart”

Submitted in partial fulfillment of requirement of award of BBA degree of

GGSIPU, New Delhi

Faculty Guide:
Ms. Teena Agarwal

Submitted By:
Mr. Lakshay Khanna
Enrolment No.: 02315601719
Semester: BBA Vth Semester (Section-A )
Batch: 2019-22

Dr. Akhilesh Das Gupta Institute of Technology &

Management
(Affiliated to GGSIPU)
FC-26, Shastri Park, Delhi-110053
CERTIFICATE OF INTERNSHIP
 ACKNOWLEDGEMENT

The successful completion of the project would be incomplete without the mention of the
people who made it possible.
I would like to take the opportunity to thank and express my deep sense of gratitude to
my corporate mentor, Mr. Vipin Sharma , Marketing Manager , D Mart . I am greatly
indebted to him/her for providing valuable guidance at all stages of the study,
constructive suggestions, positive and supportive attitude and continuous
encouragement, without which it would have not been possible to complete the project.

I would like to take the opportunity to thank and express a deep sense of gratitude to my
Project Guide, Ms. Teena Agarwal, Asst. Professor, BBA Department, Dr. Akhilesh
Das Gupta Institute of Technology & Management, New Delhi who in spite of her
busy schedule has co-operated with me continuously and has provided valuable guidance
at all stages of the study, that has been certainly indispensable for my project work.
I owe my wholehearted thanks and appreciation to Ms. Shelly Gosain, Department
Incharge, for her continuous encouragement and cooperation during the course of my
study.
I express my sincere thanks to Prof. (Dr.) Tusshar Mahajan, Dean (Management), Dr.
Akhilesh Das Gupta Institute of Technology & Management, New Delhi, for being a
constant source of knowledge, motivation and guidance.
I would also like to convey my warm regards to my family members and friends for their
kind support and helping hand.

Student Name: Lakshay Khanna

Enrollment No.:02315601719
BBA Vth Semester, Batch 2019-22
 TABLE OF CONTENTS

S. PAGE NO.
No.
CONTENTS

1 01 - 12
Introduction to the topic

2 13
Objective of the study

3 14 - 17
Company Profile

4 18 - 22
Literature Review

5 23 - 24
Research Methodology

6 25 - 40
Data Analysis

7 41 - 43
Findings & Conclusions

8
References

9 Questionnaire
 INTRODUCTION

Marketing is so much more than creating a catchy phrase or a jingle people will sing for
days. Understanding consumer behaviour is a vital aspect of marketing.

Consumer behaviour is the study of how people make decisions about what they buy,
want, need, or act in regards to a product, service, or company. It is critical to understand
consumer behaviour to know how potential customers will respond to a new product or
service. It also helps companies identify opportunities that are not currently met.

Marketing is the moving and exciting activity in everybody activities. The sellers,
distributors, advertising agencies, consultants, transporters, financers, store agencies and
every one as a counter are part of the marketing system. Any exchange process be it
consumer, goods, intermediary goods, services of ideas, comes under the preview of
marketing. It is very often regarded that the development of markets and marketing is
synonymous with the economic development of account. Through marketing is an action
discipline. In the ever-growing corporate world, marketing is being regarded as a crucial
element for the success of an Enterprise.

The marketing discipline is undergoing fresh reappraisal in the light of the vast global,
technological, economic and social challenges facing today’s companies and countries.
Marketing at its best is about value creation and raising the world’s living standards.
Today’s winning companies are those who succeed most in satisfying, indeed delighting
their target customers.

Marketing is so basic that it cannot be considered a separate function. It is whole business

seen from the point of view of its final result, that is, from the customer’s point of view.
Business success is not determined by the producer but by the customer.

1
INTRODUTION TO CONSUMER BEHAVIOUR:

One thing that we have in common is that we all are consumers. In fact everybody in this
world is a consumer. Every day of our life we are buying and consuming an incredible
variety of goods and services. However, we all have different tastes, likes, dislikes, and
adopt different behaviour patterns while making purchase decisions.

The term consumer behaviour refers to the behaviour that consumers display in searching
for purchasing using evaluation and disposing in searching for purchasing using
evaluating and disposing of products and services that they exact will satisfy o how
individuals make decisions to send their available resources (time, money and effort) on
consumption related items. It includes the study of “What they buy”, ”Why they buy”,
“When they buy it”, “Where they buy it”, “how often they buy it” and “how often they
use.

Consumer Behaviour (or Buyer Behaviour) is broadly defined by various scholars &
researchers as:
1. It’s the behaviour displayed by the consumers during the acquisition,
consumption and disposition of products, services, time and ideas by decision
making units.
2. It is the body of knowledge which studies various aspects of purchase and
consumption of products and services by individuals with various social and
psychological variables at play.
3. The behaviour that the consumers display in searching for, purchasing, using,
evaluating and disposing of products and services that they expect will satisfy
their needs.
4. The process and activities people engage in when searching for, selecting,
purchasing, using, evaluating, and disposing of products and services so as to
satisfy their needs and desires.

2
 5. The activities directly involved in obtaining, consuming, and disposing of
products and services, including the decision processes that precede and follow
these actions.
6. The American Marketing Association (AMA) defines consumer behaviour as
“The dynamic interaction of cognition, behaviour & environmental events by
which human beings conduct the exchange aspect of their lives.

Consumer behaviour is helpful in understanding the purchase Behaviour and

preferences of different consumers. As consumers, we differ in terms of sex age,
education, occupation, income, Family setup, religion, nationality and social status.
Because of this different background factors, have different needs and we have only buy
those products and services, which we think, will satisfy our needs.

3
 FACTORS INFLUENCING CONSUMER BEHAVIOUR

CULTURAL FACTORS:
Culture: Culture is the most fundamental determinant of a person’s wants and behaviour
like set of values, perceptions, preferences and behaviours through his or her family
member.
Subculture: social classes are relatively homogeneous and enduring divisions in a
society which are hierarchically ordered and whose members shares similar Values,
interest and behaviour and social classes includes upper class, middle class and lower
class.

SOCIAL FACTORS:
References Groups: A persons reference groups consist of all the groups that have a
direct (face to face) are indirect influence on the person’s altitude or behaviour. This
group to which the person, belongs and interacts.
Personal Factors: A consumer decision also influenced by personal characteristics
notably the buyers age & life cycle stage, occupation, economic circumstances, life style
and personality and self-concept.

PSYCHOLOGICAL FACTORS:
Motivation: A person has many needs at any given time. Some needs are biogenic. They
arise from psychological states of tension such as hunger, tryst and discomfort.
Perception: Perception is defined as “the process by which an individual selects,
organizes, intercepts, information, inputs to create a meaningful picture of the world.

4
NEED FOR THE STUDY:
Consumer behaviour plays a major role for the growth of the company in the modern
market scenario. The basic idea of this study is to find the consumer behaviour towards D
Mart. The needs have to be recognized and necessary steps have to be taken to make the
changes.

India is growing rapidly and changes are dynamic. People are changing, the preference
and the demand is changing. The market also has to change accordingly.
The purpose of consumer behaviour is not only for retaining the customers but also
attracting new customers and increasing the sales also creating and maintenance of brand
awareness.
In this competitive market the level of consumer satisfaction decides the success of any
product and any company. The night consumers have to be targeted and the right strategy
should be implemented at the right time. This will give the desired results.

5
RETAIL SECTOR
Retail is India’s largest industry accounting for over 10 per cent of the country’s GDP
and eight per cent of the employment. The industry in India has emerged as one of the
most dynamic and fast paced ones with several players entering the market. Driven by
changing lifestyle’s, strong income growth, western influence and favorable change in
demographic patterns, Indian retail is expanding at a rapid pace.
Retail market essentially comprises:
 Shopping centers: there is an increase in the number of shopping centers in
both tier-I and tier-II cities.
 Food retail
 Kid’s retail
 Agriculture and Floriculture
 Electronics goods market.
“Retailing is a distinct, diverse and dynamic sector” . “It is an activity of enormous
economic significance to most developed nations”. It generates revenue and wealth for
nation, encourages investments and brings technological advancements.
Stated that “it brings employment and creates wealth of the economy”. “It is a vibrant
part of our changing society and a major source of employment” Retailing performs
activities at larger level so it requires massive manpower to handle and manage it’s
operations. Retailing also helps society in general by providing goods and services in
reasonable price and increasing their standards of living. “Retailing activity can be
viewed as a significant contributor to the economy in general”.
Retailing is the set of activities that markets products or services to final consumers for
their own personal or household use. It does this by organizing their availability on a
relatively large scale and supplying them to consumers on a relatively small scale.”
Retailing makes products and services available in large quantities. Retailers produce or
order the products/services in bulk so they can take advantage of economy of scale and
thus they can formulate competitive pricing strategies. Products and services are
generally sold through the store or on the internet.

6
INTRODUCTION TO RETAIL INDUSTRY:

Retailing is the distribution process in which products are provided to the consumer for
consumption. It consists sales of merchandise or goods from a location which is fixed,
like as a department store. Retailing also includes the service called subordinated service,
such as delivery of products to the customers. In retailing the retailers are buys the
products or the goods from the manufactures or the importers in a bulk, either through
directly or through the wholesalers, and then the retailers sells the products in a smaller
quantities to the end users for consumption. Retailers are the last step of the supply chain
for delivering the products. The retail sector is categories in two categories which are
called organize category of retailing or the other one is unorganized category of retailing.
In India, majority of retail stores are unorganized. Currently, organized retail sector is
increasing day by day which is good for the nation like India. The retail sector motive is
to change the lifestyle of the Indian customer.

The first decade of modern retail in India has been characterized by a shift from
traditional kirana shops to new formats including department stores, specialty stores
hypermarkets, and supermarkets and across a range of categories. Modern retail formats
have mushroomed in metros and mini-metros. In the last few years, modern retail has
also established its presence in the small cities, exposing residents to shopping options
like never before.Some of these stores are branded stores(exclusive showrooms either
owned or franchised out by a manufacturer) , specialty stores(greater choice to consumer,
comparison between brands is possible) , department stores/supermarkets (one stop shop
catering to varied consumer needs) , hyper-mart (low prices , vast choice available
including services such as cafeterias.) , shopping malls (variety of shops available to each
other ).

7
AN OVERVIEW ON RETAIL REVOLUTION IN INDIA :

Retail in India is on a cusp of transformation. Organized retailing as a professional

service-oriented set-up, is a recent phenomenon in India but is growing at a tremendous
pace with a potential of creating over 2 million new (direct) jobs within the next six
years, assuming an 8 to 10 per cent share of organized retailing in the total retail
business.
The fast changing retail environment demands that professionals learn new skills,
improve their efficiency, learn to compete and think out of the box. As retailers work
directly with customers and there is need for good managerial talent to interpret and
satisfy the needs and desires of customers. All this requires an education that is intensive,
comprehensive and closely linked to the retail business world. The need is to have a
program which has all the inherent features of a business management program and
includes experiential learning throughout the program.

BENEFITS OF RETAIL INDUSTRY:

 Improves efficiency in Retail stores:

 Enhances customer satisfaction.
 Production is more.
 Cost saving.
 Strong customer database.
 Reduce paperwork.
 Profit generation.

8
MARKET TRENDS, CHALLENGES & OPPORTUNITIES :

1. Across BRIC countries, the food and grocery (F&G) segment is clearly driving
retail growth. For eg, retail food sales dominate the total retail market in Brazil,
accounting for almost 54 percent of the total retail sales, while Russia is the
fastest growing retail food sales market in the world, with the potential to again
double in size.
2. The prevalence of English as a language of communication to a very great extent
facilitates material sourcing and business communication. While India and Russia
pose no problems in this regard, Brazil and China present communication
problems for foreign companies.
3. The importance of governments that are quick on decision-making and passing
liberal trade laws cannot be emphasized enough. In China, for instance, being a
non-democratic country makes it easier for foreign investors to do business sans
bureaucratic red-tapism (in comparison to a democratic country like India), the
obvious reason being that the political establishment is not directly accountable to
the people.
4. Growing urbanization and metropolitan saturation is leading to the expansion of
retail formats and investment opportunities towards tier-II cities and rural hubs
across all four countries.
5. Continued economic reforms together with the growth of organised retail
(especially in the F&G segment) have led to growing rural incomes, triggering off
far-reaching, social impacts. The upcoming ‘Golden Quadrilateral' plan for
roadways in India, which is to connect the four cities of Delhi, Kolkata, Mumbai
and Chennai, will have massive economic and social repercussions on rural and
semi-rural clusters along the vast network. In China too, the government plans to
create a rural retail network covering 70 percent of all villages.

9
RETAIL AND INDIA:

India's imminent urbanization process has implications for demand for housing,
urban infrastructure, location of retail, and demand for consumer durables.
The on-stream infrastructure development will drive growth in the transportation
sector, spur demand for vehicles, increase real estate values along the “Golden
Quadrilateral” corridor, and potentially boost construction of suburban homes as
people escape congested cities. Plus, it will open up thousands of villages en route to
a global audience and effectively integrate them with the growing Indian economy.

o Growth of the Retail market, to a great extent, is the dependent on the size
of the country's consuming class and the rate of growth of GDP,
especially disposable incomes.

o India is the world's second most populous country and its GDP growth is
likely to surpass that of China.

o It is estimated that India's GDP will surpass that of the US before 2050, to
make it the world's second largest economy.

o Reflecting on the robust growth in India's GDP, consumer expenditure (in

current prices) grew at a relatively high pace of nearly 10 percent per
annum over the past two years.

o India's advantage lies in the fact that it has the largest young population in
the world – over 890 million Indians are below 45 years of age. The
median age for India is 25 years as compared to 28 years for Brazil, 33
years for China and 38 years for Russia.

o There are more English speaking people in India than on the European
continent.

10
o The size of the organized retailing market in 2006 stood at USD 12.4
Billion in 2006, thereby making up a mere 4.7 percent of the total retailing
market.

o Of the total retail market, food and grocery retail is by far the single
largest block estimated to be worth a whopping Rs.642, 200 crore, but
more than 99 percent of this market is dominated by the neighbourhood
mom & pop stores.

o Clothing, textiles and fashion accessories constitute the second largest

block.

o In terms of formats, the energy in terms of new investments is expected to

be driven towards the supermarkets and hypermarket segments.

o All new players – Reliance Industries, Bharti Retail/ Wal-Mart, AV Birla

Group – have shown interest towards developing these two formats, along
with wholesale, cash & carry outlets, while India's largest retailer – Retail
India Ltd. – has a continuous store rollout schedule for its D Mart
hypermarkets and Food Bazaar supermarkets.

11
CHALLENGES FACED BY INDIAN RETAIL INDUSTRY:

 One of the major challenges is lack of retail space.

 Difficult to find trained person who have knowledge of how to handle retail
sectors.
 Competition among organized retailers and unorganized retailers is very high.
 Government rules and restriction are also creating a burden to the retail sectors.
 Tax system of government.
 Lack of new technology which adds more value to their retail business.
 Approval of foreign investment is not easy.

12
 OBJECTIVES OF THE STUDY:

The Main Objectives is

 To study the factors influences consumer behaviour towards D Mart.

 To study and analyze consumer shopping behaviour towards D Mart.

 To suggest the measures for positive consumer behaviour towards D Mart .

13
 COMPANY PROFILE

DMart is a one-stop supermarket chain that aims to offer customers a wide range of basic
home and personal products under one roof. Each DMart store stocks home utility
products - including food, toiletries, beauty products, garments, kitchenware, bed and
bath linen, home appliances and more - available at competitive prices that our customers
appreciate. Our core objective is to offer customers good products at great value.

DMart was started by Mr. Radhakishan Damani and his family to address the growing
needs of the Indian family. From the launch of its first store in Powai in 2002, DMart
today has a well-established presence in 238 locations across Maharashtra, Gujarat,
Andhra Pradesh, Madhya Pradesh, Karnataka, Telangana, Chhattisgarh, NCR, Tamil
Nadu, Punjab and Rajasthan. With our mission to be the lowest priced retailer in the
regions we operate, our business continues to grow with new locations planned in more
cities.

The supermarket chain of DMart stores is owned and operated by Avenue Supermarts
Ltd. (ASL). The company has its headquarters in Mumbai.

* The brands D Mart, D Mart Minimax, D Mart Premia, D Homes, Dutch Harbour, etc
are brands owned by ASL.

14
FOUNDERS
DMart is owned and operated by Avenue Supermarts Ltd. (ASL) – a company founded
by Mr. Radhakishan Damani. Mr. Radhakishan Damani is respected in the business
world as an astute investor in the Indian equity market, he has built a company that
constantly strives towards developing a deep understanding of customer needs and
satisfying them with the right products. A firm believer in core business fundamentals
and strong ethical values, Mr. Damani has built DMart into an efficient, large and
profitable retail chain that is highly respected by customers, partners and employees
alike.

OUR MISSION
At DMart, we research, identify and make available new products and categories that suit
the everyday needs of the Indian family. Our mission is to provide the best value possible
for our customers, so that every rupee they spend on shopping with us gives them more
value for money than they would get anywhere else.

15
OUR CUSTOMER SERVICE PLEDGE
At DMart, we place strong emphasis on excellence in customer service. Our employees
believe in the values of Action, Care and Truth (ACT) to get the job done, with
Dedication and Determination.

Focus:
To be focused about what I do.
Motivated:
To be clear of achieving my goal.

Enthusiastic:
To love what I do.

Respect:
To respect every individual in the organisation and provide her/him with the dignity and
attention to make her/him believe that she/he makes a difference to the organisation.

16
Listen:
To listen and resolve any employee / customer grievance quickly and fairly.

Integrity:
By being open, honest and fair in all our relationships and being respectful and trustful to
others.

We strongly believe that honesty and sincerity are critical in achieving complete
customer satisfaction. We welcome individuals who share our values and believe in
leading by action.

17
 REVIEW OF LITERATURE

According to Kotler-Customer satisfaction depends on the product’s perceived

performance relative to buyer’s expectations. If the product performance falls short of
expectations, the customer is dissatisfied. If performance matches expectations, the
customer is satisfied. If performance exceeds expectations, the customer is highly
satisfied or delighted.

Since the origin of organized retail itself is very ne win India, there is not enough
literature, which studies the factors that govern consumer choice of retail outlets and their
relative positions. However, studies in the west have found out that though consumers
buy products from the same supermarket in multiple occasions, they are not 100% loyal
i.e., they buy similar products form other outlets in different occasions (Keng and
Ehrenberg, 1984).

Although most literature has found out that consumer choice of retail outlets follow a
non-hierarchical process, there are studies (Fotheringham, 1988) which show that
consumer choice may follow a hierarchical model at times. Most studies have focused on
the relation between store choice and price formats.

Price formats have an impact on store choice. There have been studies which found out
that store choice is also related to perceive ed shopping utility which may depend on
Service Quality (Parking space, friendliness of employees, billing time), Assortment of
products (popular brands), Purchase Flexibility etc. (Tang, Bell and Ho, 2001) Lastly,
unplanned time spend in store and unplanned purchases have been found to be linked
with factors like perceived quality, variety, specials and value for money.

The oldest and most basic one can be credited to Martineau (1958) who defined a store’s
personality as the way in which the store is defined in the shopper’s mind; partly by its
functional qualities and partly by an aura of psychological attributes.

18
Oxenfeldt (1974) defined it as an image is more than the sum of its parts…..it represents
interaction among characteristics and excludes extraneous elements… It has some
emotional contents… a combination of factual and emotional material.

Dichter 91985) who also emphasized on the image being something complete.
“It describes not individual traits or qualities, but the total impression an entity makes on
the minds of others… an image is not anchored in just objective e data and details. It is
the configuration of the whole field of the object.”

All over the world there has been a considerable amount of research to find out retail
store image. However, most of the studies can be divided into three different categories
based on the methodology used which are semantic differential scales, multidimensional
scaling and qualitative techniques.

Most of the research on controllable cues has focused on price, brand name, store name
and level of advertising (Dodds et al., 1991; Rao and Monroe, 1989).

However, the focus has been almost exclusively on the perceived price-quality
relationship, even though it has been demonstrated that the availability of other cues
typically reduces the importance of price as a cue (Bonner and Nelson, 1985; Dodds et
al., 1991).

Based on Monroe and Krishnan (1985), a positive relation between the perceived price
and perceived quality can be price-sensitive, it is expected that price play a very
important role in determining the quality of the merchandise. In order to avoid
confounding the price and value constructs, price perceptions were operationalized as
perception of price within the range of known prices of equivalent products in the
product category. Hence it can be posited that: “There exist a positive relationship
between relative price and goods quality.”

19
The Kano model is a theory of product development and customer satisfaction
developed in the 1980s by Professor Noriaki Kano that classifies customer preferences
into five categories: Attractive, One-Dimensional, Must-Be, Indifferent, Reverse. The
Kano model offers some insight into the product attributes which are perceived to be
important to customers. Kano also produced a methodology for mapping consumer
responses to questionnaires onto his mode

J.D. Power and Associates provides another measure of customer satisfaction, known
for its top-box approach and automotive industry rankings. J.D. Power and Associates'
marketing research consists primarily of consumer surveys and is publicly known for the
value of its product awards.

Other research and consulting firms have customer satisfaction solutions as well. These
include A.T. Kearney's Customer Satisfaction Audit process, which incorporates the

Stages of Excellence framework and which helps define a company’s status against
eight critically identified dimensions.

Martineau (1958) categorized store attributes in two main categories: functional and
psychological. The functional category includes attributes like location, assortment of
products and store layout. The psychological category represents the feelings generated
by the functional elements of the store. The former category has gained more attention in
the subsequent research into store choice than the latter.
Doyle &Fenwick (1975), propose that price, product variety, one-stop shopping,
quality, location of the store, advertisement, general appearance of the store and
convenience are some major attributes looked upon by the consumers while evaluating a
grocery store.

The model proposed by Seth (1981), explained the competitive structure of the retail
markets, the corporate image of the retailers, and the marketing activities influence the
retailers‟ accessibility.

20
Shaw et al (1992) in their opinion on the retailers and customer purchases stated that
buyers use only a subset of product requirements to decide among many retailers when
making an actual purchasing decision. Retailing is the one of the most dynamic and
rapidly changing sectors of Indian industry. Multiple retail companies now dominate the
unorganized retail sector and threatening their existence.
Arnold et al (1998) with reference to Wal-Mart discount departmental stores in United
States of America that the impact on the other retail stores is high and many of which
have at the disappearing stage.

(Dawson, 1988) The unorganized retail sector face increased pressure from the
organized retailers, super stores. Further as the economy and society has changed, so
have retailers and shopping habits of consumers also altered enormously.

Another study conducted by Morganosky (1997), on the structural changes in the retail
markets and their implications on consumers revealed that due to the emergence of new
retail formats, competition between retailers of organized and unorganized is tightening
with pervasiveness and complexity of consumer cross shopping patterns across various
retail channels.

Brennan & Lundsten (2000), in their study on the consumer shopping habits identified
that consumers shop at discounts for low prices and large variety and stores for the
unique items they cannot find elsewhere.

The closure of a small shop with a super store nearly would affect the residents of a
local neighborhood differently compared to the closure of only shop in a small locality
without a super store nearby and the decline in the number of small shops has different
implications to the existing customers depending upon the locations and alternative
options to shop (Smith & Sparks, 1997).

21
Another study conducted by Radha Krishnan (2003), found that with the entry of
superstores, the most affected stores are precisely the smaller stores, whose sales are
associated with small areas, few number of employees, low sales volumes and the
isolated stores( Stores that do not have partnership with other retailers).

Brennan(1991), in his view on strategies adopted by the retailers opined that providing
specialized services, offering better quality products and improved customer services
were the most successful strategies , on the other hand increasing sales and promotions,
lowering prices and increasing advertising were least successful.

Mc Gee (1996) is also of the opinion that retailers facing threat from new discounters
respond with lower prices and increased promotions.

Watkins (1986) proposed that the strategies adopted should avoid low price and
differentiation domain of the large retailer and emphasize a focused offer.

22
 RESEARCH METHODOLOGY

RESEARCH DESIGN - DESCRIPTIVE RESEARCH

In this project, information pertaining to customer needs satisfaction and their
demographic profile was collected; hence it is a Descriptive Research.

COLLECTION OF DATA

1). Primary data: Questionnaires.

2). Secondary data: Business Magazines , News Letters and Journals.

SAMPLING METHODOLOGY :
Sample Technology : Non Random convenient sampling
Sample size: 100 respondents are selected
Sample Unit: 18 – 45 years and above (Students , households and working people)
Sample Area: Delhi NCR
Period of study: The study is undertaken in the duration of 45 days

Tools and Techniques for data Analysis and Interpretation:

Percentage analysis, Tables , Charts and Bars, etc.

23
LIMITATIONS

Followings are the limitations created by external and internal factors:

 The time period i.e., 45 days was too short for the study.
 Reaching to the respondents was very difficult.
 Consumer behaviour varies from consumer to consumer.
 100 respondents are not enough for the study.
 Respondents did not like to respond they tried to escape.

24
 DATA ANALYSIS AND INTERPRETATION

1 . Gender of Respondents:
Gender Responses Percentage
Male 40 40
Female 60 60
Total 100 100

GENDER
Male Female

40%

60%

INTERPRETATION:
From the above study shows that 40 % respondents are males & 60 % respondents are
females. So, according to the survey result, the female respondents are more and can be
told that they interested to shopping more than male.

25
2. Age of respondents :
Age group No. of Customers Percentage (%)
15 - 25 63 63
25 - 35 24 24
35 - 45 12 12
45 & Above 1 1
Total 100 100

AGE GROUP
35 - 45 45 & above
12% 1%

25 -35
24%
15 -25
63%

INTERPRETATION:
From the above study shows that 63% respondents are between 15-25 years old, 24%
respondents are between 25-35 years old, 12% respondents between 35-45 years old, and
1% respondents are between 45 & above.

26
3. Come to know about D Mart :
Promotion No. of Customers Percentage (%)
Advertisement 80 80
Colleagues references 12 12
Friends/Relatives references 4 4
Any other specify 4 4
Total 100 100

4% 4%

12%

82%

Advertisement Colleagues references Friend/Relatives references Any other

INTERPRETATION:
From the above study 80% of respondents from Advertisement, 12% of respondents from
Colleagues and 4% of respondents from Friends/Relatives Remaining 4% of respondents
from others.

27
4. Frequently visit D Mart :
Particulars No. of Customers Percentage (%)
Once in a week 30 30
Twice in a week 43 43
Once in every 15 days 15 15
Once in a month 12 12
Total 100 100

43%
45%

40%

35% 30%
30%

25%
No. of respondents
20% 15%
15% 12%

10%

5%

0%
Once in a Twice in a Once in every Once in a
week week 15 days month

INTERPRETATION:
From the above study,30% of respondents from once in a week, 43% of respondents
from twice in a week and 15% of respondents from every 15 days Remaining 12% of
respondents from every month.

28
5. Main purpose of Purchase :
Particulars No. of respondents Percentage (%)
Personal usage/consumption 71 71
To Gift 19 19
Any other pl. Specify 10 10
Total 100 100

No. of respondents

100% 71%

50%
19%
10%

0% No. of respondents

INTERPRETATION:
From the above table we can conclude that the major numbers of respondents of 71%
personal usage, 19% to gift and remaining 10% any other.

29
6 . Category of products people buy most at D Mart :
Aspects No. of respondents Percentage
Food items 45 45
Clothes 33 33
Electronics 20 20
Any other pl. Specify 2 2
Total 100 100

No. of respondents
50%
45%
45%

40%

35% 33%

30%

25%
20%
20%

15%

10%

5% 2%
0%
Food items Clothes Electronics Others
No. of respondents

INTERPRETATION:
From the above study 45% of respondents from Food items, 33% of respondents from
Clothes and 20% of respondents from Electronics & 2% from Others.

30
7. Prefer to go in D Mart with :
Particulars No. of respondents Percentage (%)
Family members 28 28
Spouse 13 13
Friends 55 55
Others 4 4
Total 100 100

No. of Customers

4%
28%

Family members
55% Spouse
13%
Friends
Others

INTERPRETATION:
From the above study 28% of respondents from Family, 13% of respondents from
Spouse and 55% of respondents from Friends and remaining 4% are others.

31
 8. Reason behind purchasing in D Mart :
Particulars No. of Respondents Percentage (%)
Good satisfaction over 10 10
products
Reasonable prices 76 76
More offers 12 12
Any others 2 2
Total 100 100

No. of respondents
80% 76%

70%

60%

50%

40%

30%

20%
10% 12%
10%
2%
0%
Good satisfaction over Reasonable prices More Offers Any others
products

No. of respondents

INTERPRETATION
From the above study it is observed that 10% of respondents for Good satisfaction over
products, 76% of respondents for Reasonable prices, 12% of respondents form more
offer and 2% of from any other.

32
 9. Rate the pricing of products at D Mart :
Particulars No. of Respondents Percentage (%)
Expensive 09 09
Competitive 21 21
Affordable 36 36
Reasonable 34 34
Total 100 100

No. of respondents

9%

34%
21% Expensive
Competitive
Affordable
Reasonable

36%

INTERPRETATION:
From the above study 09% of respondents from Expensive, 21% of respondents from
Competitive and 36% of respondents from Affordable 34% of respondents from
Reasonable.

33
10. Prefer to shop in D Mart :
Particulars No. of respondents Percentage
Availability of adequate stock 16 16
Convenience of location and timing 21 21
Offers and discounts 36 36
Variety of products 27 27
Total 100 100

No. of respondents
40%
36%
35%

30% 27%
25%
21%
20%
16%
15%

10%

5%

0%
Availability of adequate Convenience of location Offers and disconts Variety of products
stock and timing

No. of respondents

INTERPRETATION:
From the above study 16% of respondents from Availability of adequate stock, 21% of
respondents from Convenience of location and timing, and 36% of respondents from
offers and discounts, 27% of respondents from variety of products.

34
11. More facilities you like to get at D Mart :
facilities No. of respondents Percentage (%)
Membership card 18 18
Discount card 53 53
Free parking offers 9 9
Lucky draw 20 20
Total 100 100

No.of respondents

20% 18%

9%
Membership card
Discount card
Free parking offers
53% Lucky draw

INTERPRETATION:
From the data specified, 18% of customers are interested in membership card, whereas
9% are interested in parking offers, 20% are interested in lucky draw but more than half
are interested in discount card i.e.53% by this we can say that most of the customers
prefer to have discount cards at D Mart .

35
12 . Assistance from store staffs in selecting you purchase :
Particulars No. of respondents Percentage (%)
Almost always 22 22
Frequently 30 30
Sometimes 40 40
Never 8 8
total 100 100

No. of respondents

40%
40% 30%
30% 22%

20% 8%
10%
0%
Almost always Frequently Sometimes Never

No. of respondents

INTERPRETATION:
From the above data, we decide that 22% of the customers take assistance from staff
always, whereas 30% take help frequently, 40% have taken assistance sometimes, and
8% will not depend on others. From the collected data, we can say that the minority of
the customers take assistance from the store staff sometimes.

36
13 . Overall experience in D Mart :
Particulars No. of respondents Percentage (%)
Excellent 63 63
Good 27 27
Poor 10 10
Total 100 100

No. of respondents

63%
70%
60%
50%
40% 27%
30%
20% 10%
10% No. of respondents
0%
Excellent Good Poor

No. of respondents

INTERPRETATION:
From the above data, we decide that 63% of the customers overall experience in D Mart
is excellent, 27% of the customers overall experience is Good and only 10% of customers
overall experience is poor. From this we can decide that, the overall customer satisfaction
level is good

37
14 . Visits D Mart again :
Particulars No. of respondents Percentage (%)
Sure 85 85
May be 12 12
Never 3 3
Total 100 100

No. of respondents
3%

12%

85%

Sure May be Never

INTERPRETATION:
From the above table we can conclude that the major numbers of respondents 85% of the
respondents say sure, 12% of the respondents say May be, 3% of the respondents say
Never.

38
15. Suggest any one to shop at D Mart :
Particulars No. of respondents Percentage (%)
Yes 85 85
No 15 15
Total 100 100

INTERPRETATION:
From the above table we can conclude that the major numbers of respondents Yes, 85%,
which comprises of 15% of the No.

39
16. Suggestion to D Mart Management to making present D
Mart to more attractive :
Particulars No. of respondents Percentage (%)
To maintain quality products 45 45
Reasonable prices 25 25
Giving more offers and 25 25
discounts
convenience 5 5
Total 100 100

No. of respondents

5%
25%
45%
To maintain quality products
Reasonable prices
Giving more offers and discounts
25%
Convenience

INTERPRETATION:
From the study it is observed that 45% of respondents for To maintain quality products,
25% of respondents Reasonable Prices, 10% of respondents in Every month, 25% of
respondents for Giving more of offers and discounts, 5% respondents for convenience.

40
 FINDINGS

• Generally youth (customers between 15 – 25 years of age) are the main customers at
D Mart.

• Advertisement has an great impact on customers they are getting aware about new
products and related offers.

• Due to availability of all products under one roof and near by their house helps
customers to shop weekly and shop fresh every time.

• Most of the customers found it convenient to visit the store once & twice in a week.

• Food items are the main items purchased by the customers and they are aware about
D Mart brands and mostly are satisfied with them.

• Customers are interested in discounts cards facilities to be added in D mart

• Customers shared an excellent shopping experience with D Mart.

• All the customers is attracted towards the reasonable price policy offered by the D
Mart.

• The customers is more loyal towards the quality products provided by the store .

41
 CONCLUSION

• The target market for the D Mart hyper market is the growing youth . Customers
found the prices are affordable with a good variety of the products available under one
roof.

• Customers are satisfied with the facilities & services provided by the store.

• Reasonable price of the products at the store was the driving factor for the customers
to shop in the store. Most of the customers found it convenient to visit the store once
& twice in a week.

• The customers are attracted towards the quality products provided by D mart at
reasonable prices.

• Customers also prefer to shop in D Mart because of lots of offers and discount
provide by D Mart.

• The customers are more likely to suggest D mart to their friends , relatives and other
known persons.

• Most of the consumers agree that D mart provided value of their money.

• The overall perception of the D Mart store is good except in some areas like
Assistance system provided by the employees.

• So we can conclude that the overall perception of the customers towards the store is
positive and customers are satisfied with the way the store is managed.

42
 RECOMMENDATIONS

• The ambience, such as the lighting in the store, the music that is being played etc.
should be taken care of.

• As sales people in the store are the one who face the customers and interact with
them on the consistent basis they should possess a descent knowledge of products.

• D Mart should create more unique offers to attract customers.

• The store should not focus only on one or two areas to improve the customer
perception towards the store instead, the organization should involve itself in
improving all the customer influencing areas and try to improve the overall customer
perception towards the store.

• Instead of focusing on capturing new customers’ D Mart should focus on their loyal
customers for maintain the relationship between them.

• Last and not the least all the employees should work as a team to provide a better
shopping experience to the customers. At the end of the day what counts is, what is
that the customers have taken away from the store. So all the employees should work
as a team and provide a good shopping experience to the customers so that the
customers visit the store frequently.

43
 REFERENCES

Reinartz, W., Dellaert, B., Krafft, M., Kumar, V., & Varadarajan, R. (2011). Retailing
innovations in a globalizing retail market environment. Journal of Retailing, 87, S53-S66.

Lakshmanan, J. R., & Hansen, W. G. (1965). A retail market potential model. Journal of the
American Institute of planners, 31(2), 134-143.

Holdren, B. R. (1960). The structure of a retail market and the market behaviour of retail
units. The structure of a retail market and the market behaviour of retail units.

Giese, J. L., & Cote, J. A. (2000). Defining consumer satisfaction. Academy of marketing
science review, 1(1), 1-22.

Balderjahn, I. (1988). "Personality Variables and Environmental Attitudes as

Predictors of Ecologically Responsible Consumption Patterns." Journal of
Business Research 17(1): 51-56.

Mont, O. (2000). Product-Service Systems. Stockholm, Swedish EPA, AFR-report

288: 83.

Bowen, J. T., & Chen, S. L. (2001). The relationship between customer loyalty and customer
satisfaction. International journal of contemporary hospitality management.

Churchill Jr, G. A., & Surprenant, C. (1982). An investigation into the determinants of
customer satisfaction. Journal of marketing research, 19(4), 491-504.

Barsky, J. D., & Labagh, R. (1992). A strategy for customer satisfaction. Cornell Hotel and
Restaurant Administration Quarterly, 33(5), 32-40.

Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of service

research, 1(1), 5-17.
Questionnaire:

Name _____________________

Gender ____________________

1. What age group do you belong from ?

15-25  25-35  35-45  45 & above 

3. How frequently do you visit D Mart?

Once in a week  Twice in a week  Once in every 15 days  Once in a month 

4. What is the main purpose of Purchase?

Personal usage/consumption  To Gift  Others 

5. Which category of products do you buy most at D Mart?

Food items  Clothes  Electronics  Others 

6. You prefer to go in D Mart with?

Family members  Spouse  Friends  Others 

7. What is the reason behind purchasing in D Mart?

Good satisfaction over products  Reasonable prices  More offers  Others 

8. How do you rate the pricing of products at D Mart ?

Expensive  Competitive  Affordable  Reasonable 

9. Why do you prefer to shop in D Mart?

Availability of adequate stock  Convenience of location and timing 

Offers and Discounts  Variety of products 

10. What more facility would you like to get at D Mart?

Membership card  Discount card  Free parking offers  Lucky draw 

11. How often do you ask for Assistance from store staffs in selecting you purchase ?

Almost always  Frequently  Sometimes  Never 

12. How is your overall experience in D Mart?

Excellent  Good  Poor 

13. Would you visit D Mart again?

Sure  May be  Never 

14. Do you suggest any one to shop at D Mart ?

Yes  NO
15. How do you suggest to D Mart Management to making present D Mart to more
attractive?

To maintain quality products  Reasonable prices 

Giving more offers and discounts  convenience 

16. Would you like to provide any suggestions -

________________________________________________________________________
______________________________________________________________________