A STUDY ON CUSTOMER SATISFACTION TOWARD D-MART

AT THOOTHUKUDI

SUBMITTED BY

NAME REGISTER NO

C.ASIR JAMES 20212021201104

R.DHANASELVAM ROSHAN 20212021201106

Under the supervision of

DR. M.R.KARTHIKEYAN, MHM, M.B.A., Ph.D

Department of Business Administration

Aditanar College of Arts and Science

DEPARTMENT OF BUSINESS ADMINISTRATION

ADITANAR COLLEGE OF ARTS AND SCIENCE

TIRUCHENDUR -628215

APRIL- 2024

1
DR. M.R.KARTHIKEYAN, MHM, M.B.A., Ph.D

Department of Business Administration.

Aditanar College of Arts and Science,

Tiruchendur-628215.

CERTIFICATE

Certified that this project report entitled “A Study on Customer Satisfaction

Towards D-Mart” is a bonafide record of the work done by

NAMES REGISTER NO.

C.ASIR JAMES 20212021201104

R.DHANASELVAM ROSHAN 20212021201106

Place: TIRUCHENDUR

Date:

DR. M.R.KARTHIKEYAN,

( EXTERNAL EXAMINER) INTERNAL EXAMINER

2
 DECLARATION BY THE CANDIDATES
We do hereby declare that this project report entitled “A
Study on Customer Satisfaction Towards D-Mart” submitted in partial
fulfillment of the requirement for the award of the degree of Bachelor of
Business Administration, is our original work and no part of this report
has been submitted for the award of any degree or diploma what so ever.

C.ASIR JAMES
R.DHANASELVAM ROSHAN
(Signature of the candidates)

The project report is prepared by these students under my guidance and

supervision during the year 2024.

Place: TIRUCHENDUR
Date:

(Dr. A. ANTHONY SAGAYA CHITHRA)

Head of the Department of Business Administration

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 ACKNOWLEDGEMENT

First of all, we are extremely thankful to Almighty for

having blessed all endeavors in submitting this Project.

We wish to express our deep sense of gratitude to, Dr.

M.R.KARTHIKEYAN, MHM, M.B.A, Ph.D., Assistant Professor of the
Department, Department of Business Administration for his
encouragement and guidance in constructing this report.

We are thankful to Dr. D.S. Mahendran M.Sc., M.Phil., Ph.D.,

P.B.D.C.S.A, Principal of our college, for encouraging us to do this
project.

We are grateful to our Head of the Department Dr. A.ANTHONY

SAHAYA CHITRA M.Com, M.Phil, Ph.D., B.Ed., Mr. A. Dharma
Perumal, M.B.A., M.Phil., Mrs. T. MALARKODI M.B.A., We
heartily thank our librarian Mr. S. Muthukumar for his kind help.

We especially thank Our Parents for encouraging and helping us in

all aspects. We also thank Every one of those who extended their
support to make this project successful...

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 CONTENTS
CHAPTER TITLE PAGE NO.

1 Introduction &Research Design.

1.1.Introduction
1.2. Review of Literature
1.3. Statement of problem
1.4. Need and significance of study
1.5. Objectives of study
1.6. Research Methodology
1.6.1. Introduction
1.6.2. Sampling Design
1.6.3. Sampling Size
1.6.4. Tools for Data collection
1.6.5. Source of Data
1.6.6. Primary Data
1.6.7. Tools for Analylsis
1.7 Limitation of study
II Theory and Company profile
2.1.Company history
2.2.Company profile
2.3.Mission
2.4.Vision

III Data analysis and Interpretation.

3.1.Age-wise classification
3.2.Gender-wise classification
3.3.Marital status-wise classification
3.4.Educational Qualification-wise
classification
3.5.Occupation-wise classification
3.6.Monthly income-wise classification
3.7.Purchase-wise classification
3.8.Payment-wise classification
3.9.Distance-wise classification
3.10.Transport-wise classification
3.11.Time-wise classification
3.12.Frequency of visiting-wise classification

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 3.13.Purchase decision influencer-wise
classification
3.14.Reason-wise buying classification
3.15.Category-wise classification
3.16.Advertisement-wise classification
3.17.Offer-wise classification
3.18.Satisfied-wise classification
IV 4.1.Findings
4.2.Suggestions
4.3.Conclusion
Bibliography
Questionnaire

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 LIST OF TABLES
S.. No CONTENTS Page no.

3.1 Age-wise classification

3.2 Gender-wise classification

3.3 Marital status-wise classification

3.4 Education Qualification-wise classification
3.5 Occupation-wise classification
3.6 Monthly income-wise classification
3.7 Purchase-wise classification
3.8 Payment-wise classification
3.9 Distance-wise classification
3.10 Transport-wise classification
3.11 Time-wise classification
3.12 Frequency of visiting-wise classification
3.13 Purchase decision influencer-wise classification
3.14 Reason-wise buying classification
1.15 Category-wise classification
3.16 Advertisement-wise classification
3.17 Offer-wise classification
3.18 Satisfied-wise classification

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 LIST OF CHARTS
S.. No CONTENTS Page no.

3.1 Age-wise classification

3.2 Gender-wise classification

3.3 Marital status-wise classification

3.4 Education Qualification-wise classification
3.5 Occupation-wise classification
3.6 Monthly income-wise classification
3.7 Purchase-wise classification
3.8 Payment-wise classification
3.9 Distance-wise classification
3.10 Transport-wise classification
3.11 Time-wise classification
3.12 Frequency of visiting-wise classification
3.13 Purchase decision influencer-wise classification
3.14 Reason-wise buying classification
1.15 Category-wise classification
3.16 Advertisement-wise classification
3.17 Offer-wise classification
3.18 Satisfied-wise classification

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 CHAPTER-1
1.1 INTRODUCTION:
Customer satisfaction with the purchase depends on the product
performance relative to a buyer's expectation. Customers might experience
various degrees of satisfaction. If the product performance is short of
expectation, the customers are dissatisfied. If performance matches expectation,
the customers are satisfied. If performance exceeds expectation, the customers
are highly satisfied delighted.

Expectations are based on the customers past buying experience, the

opinion of friends, associated, marketer, competitor information and promises.
Marketers must be careful to set the right level of expectation. If they set
expectations too low, they may satisfy those who buy but fail to attract enough
buyer in contrast, if they rise expectations too high, buyer is likely to be
disappointed.

1.2 REVIEW OF LITERATURE

Balasivanandha Prabu, S., & Venkataraman, P. S. (2020). "Impact of

mobile applications on consumer behaviour towards D-Mart." This study

investigates the impact of mobile applications on consumer behaviour towards

D-Mart. The findings highlight the significance of factors such as app usability,

features, convenience, and personalized offers in influencing consumers'

perception and engagement with D-Mart's mobile application.

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 Venkataraman, P. S., & Singh, V. (2022). "An exploratory study on the

influence of cultural factors on consumer behaviour towards D-Mart." This

exploratory study investigates apologize, but unable to generate the requested

content for the literature reviews as it goes beyond my capabilities as a language

model.

1.3 STATEMENT OF THE PROBLEM

As in retail market there are so much of competition in retail industry

there are many problems.

Which are faced by the different Retail stores and Retail hubs which are

there in Indian market, as retail consumers are the main earnings and main

factor affects the industry at a huge ratio. Due to changes in test, technology,

satisfaction level between the customers it is more important to know about the

satisfaction level of a consumer another things.

Some problems like:

Are all consumers are satisfied with the Products which are been sold in a

retail store?

Are all consumers are satisfied with the service given by the Retail

stores?

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 Are all consumers satisfied by the price, quantity, and quality of goods

and services of the retail market?

1.4 NEED AND SIGNIFICANCE OF STUDY

Our research aimed to explore D-Mart's marketing strategies and its

methods for maintaining customer satisfaction. We were particularly interested

in how D-Mart effectively utilizes the four P's to enhance consumer awareness

and promotions. Assessing D-Mart's customer satisfaction levels was

accomplished through an open-ended questionnaire.

1.5 OBJECTIVES OF THE STUDY

 To find out the customer expectation towards the availability of product

in the D-mart.
 To know about the customer preference towards D-mart.
 To find out the sales promotional strategy used by D-mart
 To study about the frequency of purchase and the mode of delivery

1.6 RESEARCH METHODOLOGY

1.6.1 INTRODUCTION
In any study of research, a proper reason of analysis is essential for

searching for the goal or an effective solution to the problem. This reasoning

can be done in a research study with the help of research methodology.

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1.6.2 SAMPLING DESIGN:

Random sampling technique was adopted by the researcher to select the

50 respondents from the customers of D-mart at Thoothukudi.

1.6.3 SAMPLING SIZE:

The data was collected from 50 respondents.

1.6.4 TOOLS FOR DATA COLLECTION:

The data was collected through a multiple choice questionnaire.

1.6.5 SOURCE OF DATA:

The required data were collected through primary data.

1.6.6 PRIMARY DATA:

Primary data were collected by using a questionnaire. Contains 26

questions. The questionnaire entitled 'A STUDY ON CUSTOMER

SATISFACTION TOWARDS D-MART.

1.6.7 TOOLS FOR ANALYSIS:

The researcher has used percentage analysis for analysis of collected data

and used tables & charts for presentation.

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1.7 LIMITATION OF THE STUDY
The sample size was confined to 50 respondents selected from customers

of D-mart. Moreover, the research study has been conducted only in Tuticorin.

So, the results obtained from this study can be generalized.

Some of the respondents were busy with their schedule. So, it was very

difficult for the researcher to convince and get the answer from the respondents

and the response may be biased.

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 CHAPTER-2

THEORY AND COMPANY PROFILE

2.1 COMPANY HISTORY

D-Mart was founded by Radhakrishnan Damani (“India’s Warren

Buffett”) in 2002, with its first branch in Powai's Hiranandani Gardens. D-mart

has well-established presence in 263 locations across Maharashtra, Gujarat,

Karnataka, Telangana, Andhra Pradesh, Chhattisgarh, Madhya Pradesh, NCR,

Tamil Nadu, and Rajasthan. In Beginning Mr. Radhakrishnan Damani was a

broker in stock market and later he became an investor, and he gained a lot of

knowledge about companies while trading that made his fundamentals very

strong in business. In 1999 he bought a franchise of Apna Bazaar but at that

time he was not able to understand their business model and was not convinced

with it and later he went to USA where he visited Walmart he found system and

business model of Walmart very interesting and was quite impressed with it

then he took time to understand the functioning of Walmart then here returned

back to India in 2002 and started his own hyper market chain d-Mart from2002

to 2010 DMART had established 25 stores and now in 2022 it has more than200

stores D-Mart saw massive growth in these past 10 years . In 2017 D-Mart

Owner Avenue Super marts announced Rs 1,870-cr IPO to be out on 8 march

After the IPO Ltd.), it made a record opening on the market on the National

Stock Exchange. After the close of the stock on 22 March 2017, its market

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value rose to Rs 39,988 crore. This pegged it as the 65th most valuable Indian

firm, ahead of Britannia Industries, Marico and Bank of Baroda. As of 21

November 2019, the market capitalization of D-Mart is close to Rs 114,000 Cr,

making it the 33rd largest company listed on the Bombay Stock Exchange the

IPO hit so high that it gave back the premium of 114% till date D-mart has

valuation of more than 2 trillion company also along with d-mart, D-mart

Premia, DHomes, Dutch Harbour etc. are the brands owned by D-mart under

ASL. In just 20years it has dominated a massive market of retail sectors.

2.2 COMPANY PROFILE

D-Mart is a one-stop supermarket chain that aims to offer customers a

wide range of basic home and personal products under one roof. Each D-Mart

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.

D-Mart 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, D-Mart today has a well-established presence

in 365 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

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operate, our business continues to grow with new locations planned in more

cities.

2.3 MISSION

At D-Mart, 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.

2.4 VISION

Pursue ceaselessly & delight our customers by delivering luxury and

elegance through our inspiration and innovation and remain most admired.

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 CHAPTER-3

DATA ANALYSIS AND INTERPRETATION

ANALYSIS OF DATA
In this chapter, the research team has analyzed the primary data collected
from the respondents by applying percentage and ranking tools.

3.1 AGE-WISE CLASSIFICATION

Age is one of the decisive factors which decides the nature of any venture.
The age wise classification of respondents is given below

Table 3.1 AGE WISE CLASSIFICATION

Age No. Of Respondents Percentage
Below 20 Years 6 12
21 To 30 Years 29 58
31 To 40 Years 10 20
Above 40 Years 5 10
TOTAL 50 100

Source: Primary data

The above table shows that 58% of the respondents belong to the age of
Below 21-30 years, 20% of the respondents between the age group of 31-40
years ,12% of the respondents between the age group of below 20 years and
10% of the Respondents are above the age of 40years.

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Chart No.3.1 Age-Wise Classification

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3.2 GENDER-WISE CLASSIFICATION
Gender is an important element to make a person purchase the product in
D-mart. Gender being another demographic factor plays a significant role in
consideration of analyzing data. The Gender wise classifications of respondents
are given below.

Table 3.2 GENDER-WISE CLASSIFICATION

Gender Respondents Percentage

Male 36 72
Female 14 28
Transgender 0 0
TOTAL 50 100

Source: Primary data

The above table shows that 72% of the respondents are males and 28% of
the respondents are females.

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Chart No 3.2 Gender-Wise Classification

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3.3 MARITAL STATUS-WISE CLASSIFICATION
In Indian society, marriage is supposed to be a religious obligation. In
the social context, it is the prelude to the family formation, expansion or even
bifurcation. Hence the following table shows the classification based on marital
status.

TABLE 3.3 MARITAL STATUS-WISE CLASSIFICATION

Marital Status No. Of Respondents Percentage
Married 27 54
Un Married 23 46
TOTAL 50 100

Source: primary data

From the following table 3.3, it is observed that 54% of the respondents
are married, 46% of the respondents are unmarried.

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Chart No 3.3 Marital Status-Wise Classification

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3.4 EDUCATIONAL QUALIFICATION - WISE
CLASSIFICATION
Education is one of the most important traits of the customers because the
Perception, awareness and behavior of the customers depend largely on his/her
educational qualifications.

TABLE NO.3.4 EDUCATIONAL QUALIFICATION-WISE

CLASSIFICATION

Qualification Respondents Percentage

Illiterate 3 6
School Education 6 12
Graduate 31 62
Postgraduate 5 10
Professional 5 10
TOTAL 50 100

Source: Primary Data

Table 3.4 reveals that out of the total respondents, 62% of the respondents
were graduate, 12% of the respondents have completed school education, 10%
of the respondents were postgraduates, 10% of the respondents were
professional, 6% of the respondents are illiterates.

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Chart No 3.4 Educational Qualification-Wise
Qualification

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3.5 OCCUPATION-WISE CLASSIFICATION
Income is a major determining factor and is usually used as a measure of
potential demand. The income levels of the respondents are analyzed in the
following table.

TABLE 3.5 OCCUPATION-WISE CLASSIFICATION

Occupation Respondents Percentage

Government 1 2
Employee
Private Concern 10 20
Employee
Businessman 7 14
Others 32 64
TOTAL 50 100

Source: Primary Data

From the table 3.5, it is observed that 64% of the respondent are doing are
other occupations, 20% of the respondent are working in private concern,14%
of the respondent are businessman and 2% of the respondent are government
employee, so most of the respondents are doing other occupation like farmers,
petty shop owner etc....

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Chart No 3.5 Occupation-Wise Classification

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3.6 MONTHLY INCOME-WISE CLASSIFICATION
Income plays a vital role in making decisions regarding the purchase of
customers.

The following table exhibits the Income level of the respondents.

TABLE 3.6 MONTHLY INCOME-WISE CLASSIFICATION

Monthly Income Respondents Percentage

Below Rs. 5000 5 10

Rs 5001 To 10,000 21 42

Rs 10,001 To 17 34
20,000
Above 20,001 7 14

TOTAL 50 100

Source: Primary data

The above table shows that 42% of the respondents earn monthly income
between Rs.5001 – Rs.10000, 34% of the respondents earn Rs.10001- Rs.20000,
14% of the respondents are earning above Rs.20001 and 10% of the respondents
are earning below Rs.5000.

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Chart No 3.6 Monthly Income Wise Classification

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3.7 PURCHASE-WISE CLASSIFICATION
How much was spent by the respondents approximately every month to
purchase the goods from the D-Mart is analyzed in the following table.

TABLE 3.7 PURCHASE-WISE CLASSIFICATION

Purchase-Wise Respondents Percentage
Classification

BELOW Rs.1000 8 16
Rs.1001-rs.3000 15 30
Rs.3001-rs 5000 17 34
Rs.5001-rs.8000 9 18
ABOVE Rs.8000 1 2
TOTAL 50 100

Source: Primary data

The above table exhibits that 34% of the respondents spend Rs. 3001-Rs
5000,30% of the respondents spend Rs.1001- Rs.3000,18% of the respondents
spend Rs. 5001-Rs.8000,16% of the respondents spend below Rs.1000 and 2%
of the respondents spend on purchase monthly between Rs.8001-Rs.10000.

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Chart No 3.7 Purchase-Wise Classification

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3.8 PAYMENT-WISE CLASSIFICATION
Below table shows what type of payment methods respondents Use while
purchasing.

TABLE 3.8 PAYMENT-WISE CLASSIFICATION

Mode Of Payment Respondents Percentage
By Cash 34 68
Credit Card 6 12
Debit Card 3 6
Online Payment 7 14
TOTAL 50 100

Source: Primary data

From the table 3.8, It is observed that 68% of the respondents are using
cash for payment,14% of the respondents are using online payment, 12% of the
respondents are using credit card and 6% of the respondents are using debit card.
So, most of the respondents are using cash for payment.

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Chart No 3.8 Payment-Wise Classification

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3.9 DISTANCE-WISE CLASSIFICATION
The following table analyzes the distance travelled by the respondents to
reach the D-mart.

TABLE 3.9 DISTANCE WISE CLASSIFICATION.

Distance No. Of Respondents Percentage
Km
Below 2km 4 8
2km-4km 3 6
4km-6km 7 14
6km-8km 9 18
Above 8km 27 54
TOTAL 100 100

Source: Primary data:

The above table exhibits that 54% of the respondents are travelling to D-
mart with the distance above 8km, 18% of the respondents are between 6km-
8km, 14% of the respondents are between 4km-6km, 8% of the respondents
below 2km and remaining 6% of the respondents are between 2km-4km.

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CHART No 3.9 Distance-Wise Classification

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3.10 TRANSPORT-WISE CLASSIFICATION
The below table analyzed in what way the respondents reach the D-mart.

TABLE 3.10 TRANSPORT-WISE CLASSIFICATION

Mode Of Respondents Percentage
Transportation
By Walk 1 2
By Bus 15 30
By Auto 1 2
By Car 5 10
By Two-wheeler 28 56
TOTAL 50 100

Source: Primary data

From the table 3.10 .it is observed that 56% of the respondents arrive
the D-mart by two-wheeler,30% of the respondents by bus,10%of the
respondents by car,2% of the respondents by auto and another 2% of the
respondents by walk. So, most respondents arrived in two-wheeler.

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Chart No 3.10 Transport-Wise Classification

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3.11-TIME-WISE CLASSIFICATION
The following table analyzed the time preferred by the respondents to
visit D-mart.

TABLE 3.11-TIME-WISE CLASSIFICATION

Time Of Shopping No Of Respondents Percentage

Morning 3 6
Afternoon 7 14
Evening 33 66
Night 7 14
TOTAL 50 100

Source: Primary data:

The above table exhibits that 66% of respondents prefer to purchase in

the morning, 14% of the respondents in the afternoon, 14% of the respondents
at night and the remaining 6% of the respondents prefer to purchase in the
morning.

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Chart No 3.11 Time-Wise Classification

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3.12 FREQUENCY OF VISITING-WISE CLASSIFICATION
The table below shows the frequency of visits by the respondents.

TABLE 3.12 FREQUENCY OF VISITING-WISE CLASSIFICATION

Frequency Of No Of Respondents Percentage

Visiting
Once in a week 2 4
Twice in a week 5 10
Once in 15 days 10 20
(about 2 weeks)
monthly 33 66
Total 50 100

Source: Primary data

From table 3.12 it is observed that 66% of the respondents prefer to

purchase monthly, 20% of the respondents prefer shopping once in 15 days
(about 2 weeks),10% of the respondents prefer twice in a week and 4% of the
respondents once in a week visit D-mart.

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Chart No 3.12 Frequency of Visiting-Wise Classification

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3.13 PURCHASE DECISION INFLUENCER-WISE
CLASSIFICATION
The below table, shows the influencer through which they got the
knowledge about D-mart

TABLE NO.3.13 PURCHASE DECISION INFLUENCER-WISE

CLASSIFICATION

Influenced To Respondents Percentage

Purchase
Friends 11 22
News Paper 6 12
Ads 1 2
Satisfied 6 12
Customer
Others 26 52
TOTAL 50 100

Source: Primary data

The above table shows that 52% of the respondents are influenced by
other factor, 22% of the respondents are influenced by friends,12% of the
respondents are influenced by newspaper, 12% of the respondents are
influenced by satisfied customer and 2% of the respondents are influenced by
ads.

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Chart No 3.13 Purchase Decision Influencer-Wise
Classification

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3.14 REASON-WISE BUYING CLASSIFICATIONS
The Following table shows that prefer to purchase the D-mart.

TABLE 3.14 REASON-WISE BUYING CLASSIFICATION

Reason to Respondents Percentage
Purchase
Service 5 10
Availability/ 10 20
Variety
Price 6 12
Quality 29 58
TOTAL 50 100

Source: Primary data

From the table 3.14 it is observed that 58% of the respondents prefer
quality of the product, 20% of the respondents prefer availability/ variety, 12%
of the respondents prefer price and 10% of the respondents prefer service.

35
Chart No 3.14 Reason-Wise Buying Classification

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3.15 PURCHASE CATEGORY-WISE CLASSIFICATION
Below the table analyzed category of the product purchase in D-mart

3.15 CATEGORY-WISE CLASSIFICATION

Category No Of Respondents Percentage
Ethnic Wears 9 18
Food Products 12 24
Cosmetics 3 6
Electronics 7 14
Others 19 38
TOTAL 50 100

Source: Primary data

The above table shows that 38% of the respondents purchase other
products, 24% of the respondents purchase food products, 18% of the
respondents purchase ethnic wears, 14% of the respondents purchase electronic
products and 6% of the respondents purchase cosmetic products.

37
Chart No 3.15 Category-Wise Classification

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3.16 ADVERTISEMENT-WISE CLASSIFICATION
Below table analyzed people who were seen advertisement of D-mart

TABLE 3.16 ADVERTISEMENT- WISE CLASSIFICATION

Advertisement No Of Respondents Percentage
Yes 19 38
No 31 62
TOTAL 50 100

Source: Primary data

The above table exhibits that 62% of respondents say no and 38% of the
respondents say yes.

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Chart No 3.16 Advertisement-Wise Classification

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3.17 OFFER-WISE CLASSIFICATION
Below the table is an analysis of who was waiting for the offers.

TABLE 3.17 OFFER-WISE CLASSIFICATION

Offer Respondents Percentage
Yes 30 60
No 20 40
TOTAL 50 100

Source: Primary data

The above table shows that 60% 0f the respondents are waiting for offers
and 40% of the respondents don't wait the offers.

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Chart No 3.17 Offer-Wise Classification

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3.18 SATISFACTION-WISE CLASSIFICATION

The following table shows who were satisfied with their service.

TABLE 3.18 SATISFIED WISE CLASSIFICATION

Satisfied No Of Respondents Percentage

Yes 36 72
No 14 28
TOTAL 50 100

Source: Primary data

The above table shows that the72% of the respondents say yes and 28%
of the respondents say no.

43
Chart No 3.18 Satisfied-Wise Classification

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 CHAPTER IV

FINDINGS

1. It was found that 58% of the total customers are between the age of 21-30
years as they look after the family.
2. The majority of the respondents 72% were males.
3. It was found that 54% of the respondents were married.
4. The majority of the respondents, 62%, were graduates.
5. 64% of the respondents were doing other occupations.
6. The majority of the respondents, 42% monthly income level is Rs.5001-
Rs.10000.
7. 34% of the respondent's purchase Rs.3001-Rs.5000.
8. The majority of the respondents, 68%, use cash for the payment.
9. The majority of the respondents, 54%, travel to purchase from a distance
above 8 km.
10.The majority of the respondents travel by two-wheelers.
11.66% of the respondents prepare to purchase in the evening.
12.66% of the respondents frequently visit monthly.
13.It was found that 52% of the respondents were influenced by other factors.
14.58% of the respondents prefer D-mart for better quality.
15.It was found that 38% of the respondents prefer to purchase other
category products.
16.The majority of the respondents, 62%, do not see advertisements for D-
mart.
17.60% of the respondents say yes to waiting for the offers.
18.72% of the respondents are satisfied with the service provided by D-mart.

45
 SUGGESTIONS

 The company has to give more advertisement on its company and

products because respondents know it’s by added are only of 17%.
 The company give attention to product durability because 37% are
looking durability in product while buying them.
 The display in store may improve by adding attractive things in it. New
things like more attractive colors on the display which attract the children
and new trendy items which attract the youngsters and things which
attract the old people.
 The company has to maintain its products as it. How they maintain the
products availability as it is. It will attract the customer and they will not
change their shopping place.
 Company should not raise their product price. As most of the Indians are
living in middle class family they look for the price of the products so it
has to maintain the same price for the products.
 The company has to look after the substitute goods.
 Company has to improve their ambiance because 71% are neutral.
 It has to maintain the current billing system.
 The company has to maintain the staff as it is and provide training based
of need assessment

46
 CONCLUSION
D-Mart is a hypermarket as it provides various kinds of goods like
apparels, grocery, stationary, food items, electronic items, leather items,
watches, jewellery, crockery, decorative items, chocolates and many more. It
completes all socially stores of different product which provides good at a
discounted rate all throughout the year. It holds a large customer based and it
seemed from the study that the customer is quite satisfied with D-Mart. The
customers are also satisfied with some services like complaints & return
handling, packaging / gift wrapping, information from the store, safety of
personal things, alteration, refreshment facilities, shopping carts as well as the
pricing of these services. However, many services fall short of the expectations
of the customers, e.g. parking, baby strollers, fitting / trial room, personal
assistance in selecting merchandise, washrooms and drinking water, billing
facilities, store environment, warranties. It can be concluded that customer
satisfaction is very important. Thus, though customer satisfaction does not
guarantee repurchase on the part of the customers but still it plays a very
important part in ensuring customer loyalty and retention. Therefore,
organizations should always strive to ensure that their customers are very
satisfied.

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 BIBLIGRAPHY

 https://www.dmartindia.com/
 https://en.wikipedia.org/wiki/DMart
 https://www.scribd.com/document/560138207/Dmart
 https://www.ambitionbox.com/reviews/dmart-career-growth-reviews-
375548

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 ADITANAR COLLEGE OF ARTS AND SCIENCE , THIRUCHENDUR
DEPARTMENT OF BUSINESS ADMINISTRATION

A STUDY ON CUSTOMER SATISFACTION TOWARDS D-MART AT THOOTHUKUDI

QUESTIONNAIRE

1) Name of the respondent:

2) Age :

a) Below 20Years b) 21years to 30years

C) 31 years to 40 years d) above 40 years

3) Marital status:

a) Married b) unmarried
4) Gender:

a) Male b) female c) transgender

5) Address:

6) Educational qualification:
a) Illiterate b) school education c) graduate

d) Post graduate e) professional

7) Occupation:

a) Government employee b) Private concern employee

c) Business man d)Other

8) Monthly income?

a)Bellow Rs. 5000 b)Rs. 5001- Rs.10000

c) Rs. 10001- Rs 20000 d) above Rs. 20001

9) How much do you spend on purchase per month?

a) Below Rs. 1000 b) Rs. 1001- Rs. 3000

c) Rs. 3001 – Rs. 5000 d) Rs. 5001 –Rs. 8000

e) above Rs. 8000
10) Mode of payment
a) By cash b) By credit card c) By debit card d) online payment

11) What is the distance between your residencesto D-mart?

a)Below 2km b)2Km - 4km c) 4km – 6km

d) 6Km – 8km e) Above 8km

12) Mode of transport

a) By walk b) By bus c) By auto

d) By car e) By two - wheeler

13) At what time do you prefer to purchase the products?

a) Morning b) Afternoon c) Evening d) Night

14) State the frequency of visiting this D-mart

a) Once in a week b) Twice in a week c) Once in 15 days d) Monthly

15) What are the factors influenced you to purchase in the D-mart?

a) Friends b) Newspaper c) TV adds

d) Satisfied customer e) Others

16) Why do you prefer to make your purchase in D- mart?

a) Service b) Availability / variety c) Price d) Quality

17) Which category of products do you prefer to buy frequently?

a) Ethnic wears b) Food products c) Cosmetics

d) Electronics e) Other
18) Have you seen advertisement of d-mart?

a) Yes b) No

19) Do you wait for offer to make purchase?

a) Yes b) No

20) Are you satisfied with the services provided by d-mart?

a) Yes b) No
21) Your satisfaction level
PARTICULARS STRONGLY AGREE NO OPINION DISAGREE AGREE
AGREE
The d-mart has
good infra
structure facility
Is the car
parking place is
adequate
Is the store
atmosphere in
clean and neet

Whether the
products are
good quality in
the d-mart

Are the
branded
products
available
Whether the
price is
reasonable

Have they
arrange the
products
properly
Whether the
billing system is
quick

Is the customer
service good

Is the employee
attitude good

Not provision
of bag to carry
the goods
22) Rank the following features of D- mart on the basis of your evaluation?
(I) PRICE
1 2 3 4 5

(ii) QUALITY

1 2 3 4 5

23)Do you recommend the D-mart to others?

a) Yes b) No

Thank You