A PROJECT REPORT ON

“CONSUMER BEHAVIOUR TOWARDS DMART”

Submitted in partial fulfilment of the award of the degree of

BCOMGENERAL

Submitted by

RAVVA VARSHITHA H.T.NO: 109421401048

RIDHI SINGHVI H.T.NO: 109421401049

SAAKSHI AGARWAL H.T.NO: 109421401050

SAANJH AGARWAL H.T.NO: 109421401051

Under the Guidance of

Saipriya

HAINDAVI DEGREE & PG COLLEGE

BARKATHPURA, HYDERABAD-500028

(Affiliated to Osmania University)

2023-2024

Internal Guide External Guide

 TELANGANA STATE COUNCIL OF HIGHER EDUCATION
DEPARTMENT OF COMMERCE-OSMANIA UNIVERSITY
HAINDAVI DEGREE & PG COLLEGE

CERTIFICATE OF PARTICIPATION
This is to certify that Mr/mrs RAVVA VARSHITHA, RIDHI SINGHVI, SAAKSHI
AGARWAL, SAANJH AGARWAL.

B. Com IV Semester, Hall Ticket Number 109421401048, 109421401049,

109421401050, 109421401051.

College HAINDAVI DEGREE & PG COLLEGE has participated in Free Online

Student Development Program (SDP) on “Project Report Preparation”, organized by
Telangana State Council of Higher Education, Department of Commerce-Osmania
University and Haindavi Degree & PG College, Hyderabad to the B.Com Students on
25 February,2024.
 HAINDAVIDEGREECOLLEGE
(Affiliated to Osmania University)
#3-4-760/8 PH: 9248121181
BARKATHPURA ,
HYDERABAD.
CERTIFICATE
This is to certify that the project report of RESEARCH METHODOLOGY on – A
CASE STUDY OF CONSUMER BEHAVIOUR ON DMART has been accomplished
by RAVVA VARSHITHA, H.T.NO:109421401048; RIDHI SINGHVI,
H.T.NO:109421401049; SAAKSHI AGARWAL, H.T.NO:109421401050; SAANJH
AGARWAL, H.T.NO: 109421401051; Student of B.Com General under my guidance
and supervision.

This Project is Submitted by him/her in partial fulfilment for the award of BACHELOR
OF COMMERCE by OSMANIA UNIVERSITY.

All source of information has been duly mentioned and is a record of bonafide work
carried out by his/her.

PROJECTGUIDE PRINCIPAL
 DECLARATION

I hereby declare that this project titled “Consumer Behaviour on DMART”

submitted by me to department of commerce, Osmania university, Hyderabad, is a
Bonafide work under taken by me and it is not submitted to any other university or
institution for the award of any degree, diploma certificate or published any time
before.

MOHAMMED RAFATH

PRINCIPAL

Hyderabad Signature of students

 ACKNOWLEDGEMENT
Firstly, I would take the opportunity to thank the entire management and the faculty
of HAINDAVI DEGREE COLLEGE, NARAYANAGUDA FLYOVER, BARKATHPURA,
HYDERABAD for implementing the project as part of B.com curriculum.

I am indebted to my guide, commerce lecturer Mrs. SAIPRIYA for her constructive

suggestions and encouragement right from conception of idea to the completion of
the project. My sincere thanks to her for guiding me whenever I seek her help and
without whose help this work would not have been completed effectively on time.

I take this opportunity to express my profound gratitude to the principal, Haindavi

degree college, BARKATHPURA, Hyderabad for her support. I sincerely thank the
entire commerce faculty for their support and guidance. I also sincerely thank to M.
Mounika and M. Pravallika admins and also the library staff. I sincerely give thanks
to my parents, siblings and my friends who helped a lot to complete this project.

RAVVA VARSHITHA
MOHAMMED RAFATH RIDHI SINGHVI

PRINCIPAL SAAKSHI AGARWAL

SAANJH AGARWAL

ABSTRACT
The retail industry is a dynamic sector encompassing the sale of goods and services directly
to consumers. It plays a pivotal role in the global economy, serving as a bridge between
producers and consumers. Organized retail refers to the sector characterized by established,
formal retail outlets operated by corporations or chains. This segment often emphasizes
standardized processes, centralized management, and a consistent shopping experience.
Consumer behaviour is influenced by various factors such as demographics,
psychographics, social factors, and cultural influences. Consumer behaviour is a crucial
aspect of marketing research as it provides insights into the purchasing patterns,
preferences, and decision-making processes of individuals. The study explores consumer
behavior towards D Mart, a prominent retail chain, with a focus on understanding key factors
that influence consumer preferences and decision-making processes. By examining the
shopping habits and motivations of consumers, the study aims to provide insights into the
unique aspects of D Mart that attract and retain customers. The research adopts a mixed-
method approach, combining qualitative interviews and quantitative surveys to gather
comprehensive data. Key variables investigated include product assortment, pricing
strategies, store layout and ambiance, customer service, and promotional activities.
Keywords: Consumer Behavior, D Mart, Retail Chain, Shopping Habits, Consumer
Preferences.

D-mart is an Indian chain of hypermarkets in India which provides wide range of daily
household need products to its customers for best prices. This study is to understand
customer overall behavior and satisfaction on D-mart products and services and also to
understand which level income people are buying more from D-marts. This study reveals
that the customers are satisfied with the services of D-marts.

CONTENT
Chapter Page
No. Topic No.

Titlepage

University participation Certificate

College Certificate

Declaration Guide Certification

Acknowledgement

1 INTRODUCTION

1.1 Need To The Study

1.2 Objectives

1.3 Research Methodology

1.4 Limitations

2 REVIEW OF LITERATURE

3 RESEARCH METHODOLOGY

4 COMPANY PROFILE
5 DATA ANALYSIS & INTERPRETATION

6 FINDINGS & SUGGESTIONS

7
CONCLUSION

8
REFERENCE

BIBILOGRAPHY
 CHAPTER-1
.

INTRODUCTION

INTRODUCTION
Consumer behaviour is the study of how individual customers, groups or
organizations select, buy, use, and dispose ideas, goods, and services to satisfy
their needs and wants. It refers to the actions of the consumers in the marketplace
and the underlying motives for those actions. It is a study of the actions of the
consumers that drive them to buy and use certain products. Understanding
consumer behavior at the current market moment is very important for all companies
that strive for achieving competitive advantage. Study of consumer buying behavior
is most important for marketers as they can understand the expectation of the
consumers. It helps to understand what makes a consumer to buy a product. The
retail sector scenario in India is very dynamic and varied. With the phenomenal
growth in this sector, India has become an attractive destination for the foreign
player.

Consumer behaviour is a crucial aspect of marketing research as it provides

insights into the purchasing patterns, preferences, and decision-making processes of
individuals. Understanding consumer behaviour is essential for businesses to
effectively position their products and services in the market. This study focuses on
exploring the consumer behaviour towards D Mart, a well-known retail chain in India.
D Mart is known for its wide range of products, attractive pricing, and convenient
shopping experience. By examining the consumer behaviour towards D Mart, this
study aims to shed light on the factors influencing consumers' store choice, their
purchase decisionmaking process, and their overall satisfaction with D Mart.
Demographic factors like age, gender, income, and occupation play a significant role
in determining consumers' preferences and shopping behaviours.

1.1. NEED TO THE STUDY

▪ To understand and analyze the consumer behaviour .

▪ To understand about retail sector.

▪ To study how D-marts are attracting its customers

▪ How much customers are satisfied with D-mart services

▪ To understand customers awareness about D-mart services.

1.2. OBJECTIVES

● To know the satisfaction level of consumers towards D Mart stores.

 To find the factors influencing purchasing behaviour with respect to D-Mart.

●To study which income level group people are purchasing more from D-marts.

● To analyze buying behaviour of consumers of D-mart stores in twin Cities.

● To find knowledge of customers about all services provided by D-mart.

1.3. RESEARCH METHODOLOGY

Study was conducted in the area of Twin cities. ”Convenient sampling” is used in this
study. Sample size of the study is 175 respondents. Data collection is done from
various customers through Google forms. Questionnaire was prepared for collecting
data. Majority questions in the questionnaire were close ended questions and a few
open ended questions. Data was Collected through Primary source.

1.4. LIMITATIONS

● Due to constraints of time and sample responsiveness, the sample size is

convenience.

● Time allotted for the project was one month.

● This research is limited to twin cities of Telangana.

India's retail market is estimated to reach $1.1-1.3 trillion by 2025, from $0.7 trillion in
2019, growing at a compound annual growth rate (CAGR) of 9-11%, driven by socio-
demographic and economic factors such as urbanization, income growth and rise in
nuclear families. 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. From
the launch of its first store in Powai in 2002, DMart today has a well established
presence in 2021.
 CHAPTER-2
REVIEW
OF
LITERATURE

1. Jain, R., & Kumar, A. (2016). "A comparative study of consumer behaviour
towards D Mart and other retail chains." This study compares consumer behaviour
towards D Mart with other retail chains. The findings indicate that D Mart's
competitive pricing, wide range of products, and customer-friendly services positively
influence consumers' store choice and overall satisfaction.

2. Mishra, S., & Singh, P. (2016). "Impact of demographic factors on consumer

behaviour towards D Mart." This study examines the impact of demographic factors
on consumer behaviour towards D Mart. The research reveals that age, income, and
occupation significantly influence consumers' preferences and shopping behaviour at
D Mart.

3. Kumar, S., & Singh, V. (2017). "A study on the impact of social media on
consumer behaviour towards D Mart." This study examines the impact of social
media on consumer behaviour towards D Mart. The findings indicate that social
media platforms play a vital role in influencing consumers' perceptions, brand
awareness, and purchase decisions related to D Mart.

4. Reddy, N. V., & Prabu, S. B. (2017). "Influence of store atmosphere on consumer

behaviour towards D Mart." This study focuses on the influence of store atmosphere
on consumers' behaviour towards D Mart. The research findings suggest that factors
such as store layout, cleanliness, lighting, and music contribute significantly to
consumers shopping experiences and overall satisfaction.

5. Banerjee, S., & Sharma, M. (2018). "A study on the impact of advertising on
consumer behaviour towards D Mart." This study investigates the impact of
advertising on consumer behaviour towards D Mart. The findings suggest that
effective advertising campaigns positively influence consumers brand perception,
store choice, and purchase decisions at D Mart.

6. 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.

7. 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.

RESEARCH GAP

Identifying research gaps is an essential part of any study as it helps researchers

understand the areas where further research is needed. In the context of the study
on consumer behaviour towards D Mart, some potential research gaps can be
identified as limited focus on specific geographic regions where many studies on
consumer behaviour towards D Mart may have focused on specific regions or cities.
There could be a research gap in understanding the variations in consumer
behaviour across different regions or the impact of regional factors on consumer
preferences.

According to Avinash and B.V Sangvikar(2019), their objective is to provide insight

about Dmart success of in India and their conclusion is D-mart techniques and
strategies it uses for cost efficiency and higher sales and D-mart has restricted
segmentation, this made D-mart more profitable.

According to M.Guruprasad(2018), Director research, Universal Business School ,

Concluded there was 50-50 opinion from customers of Badalpur and Karjat about
online offering D-mart products and D-marts mainly faces the competition from small
shop which deal in single variety of commodity.
According to Muhammad Sabbir Rahman , there is a strong relationship between
consumer perception and behaviour in selecting a super market when age, gender
and income play a mediating role. In addition it is also found that consumers age
differences have the highest influence on their buying behavior.

According to Rajiv Lal,Ram Rao(1997) ,Every day low pricing strategy has proved
to be a successful innovation resulting in higher profits to super markets adopting it
in competition with promotional pricing.

According to Howard Smith(2004),Multistore firms are common in the retailing

industry project suggests that cross elasticity between stores of the same firm
enhance marketpower.Profit margins for each chain, a survey of consumer choices
and the data set of store characteristics are taken into consideration to estimate a
model of consumer choice.

According to Krishnaveni(2006), Identified that the most important paradigm which

is associated with promotion of loyalty among consumers is the attribute of
quality.She concluded present generation invest more on the basic factors such as
books,clothes,food,music and gadgets such as mobile phones

According to Ronald E Milliman (1982),his paper critically reviews the literature

available and presence and empirical study that examines the effects of the
background music on instore shopping behaviour.It finds that music tempo variations
can significantly affect the pays of instore traffic flow and dollars sales volume.

According to Peter R Dickson, Alan G Sawyer(1990), A model of grocery shopper

response to price and other point of purchase information was developed. The
findings suggest that shoppers tended to spend only a short time making their
selection and many did not check the price of the item they selected.

According to Mr.Ansari Arbaz (2019)

● It has positioned itself in the market as discounted store.

● Youth likes shopping and moving around D-mart.

 CHAPTER-3
RESEARCH
METHODOLOGY

Scope of the Study at Nelamangala:

The scope of this study will focus on understanding the consumer behaviour
towards D Mart at Nelamangala. The study will examine the factors that influence
consumers' store choice, their decision-making process while purchasing products at
D Mart, and their overall satisfaction with D Mart's offerings. It will encompass
consumers of different demographics and psychographics who regularly shop at D
Mart. The study will provide insights into the preferences, motivations, and
perceptions of consumers towards D Mart, enabling the company to improve its
marketing strategies and enhance customer satisfaction.

SOURCES OF DATA:

Primary data: Collected personally by the researcher through surveys and

questionnaires. The questionnaire will utilize the like scale options to measure timely
remittance, satisfaction levels and preferences towards the implications of
automation. Survey: A structured questionnaire will be used to collect data from the
sample respondents, capturing information related to store choice, decision-making
process, and satisfaction levels.

Secondary data: Published data from reports, journals, papers, articles and
publications related to consumer behaviour and retail industry trends. Data collected
by others for different purposes, such as industry reports, market research studies,
and online sources.

SAMPLING PLAN: Sampling Unit: Consumers who have shopped at D Mart.

Sample Size: 100 respondents. Sampling Method: Offline Survey using a structured
questionnaire will be employed to collect data from a diverse sample of D Mart
customers. Convenience sampling is a non-profitable sampling technique used in
research to select participants based on their easy availability and accessibility to the
researcher. It is one of the simplest and most commonly used sampling methods, but
it comes with certain limitations and potential biases.

HYPOTHESIS OF THE STUDY:

 H0: There is no significant relationship between income and the amount spending
in D Mart.

 H1: There is significant relationship between income and the amount spending in
D Mart.

Statistical Techniques: The data collection from the survey will be complied,
classified and tabulated to facilitate analysis. The analysis will involve interpreting the
data, identifying will primarily use percentage analysis to understand the distribution
of responses. Additionally, hypothesis testing using the chi-square test, co-relation,
Anova will be conducted to examine the relationships between variables and validate
any significant findings.
 CHAPTER-4
COMPANY
PROFILE

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, DMart today has a wellestablished presence in 221 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 D-Mart stores is owned and operated by Avenue

Supermarts Ltd. (ASL). The company has its headquarters in Mumbai.The brands D-
Mart, D Mart Minimax, DMart Premia, D Homes, Dutch Harbour, etc are brands
owned by ASL.

● Retail businesses sell finished goods to consumers in exchange for money. Retail
businesses can include grocery, drug, department and convenient stores. Service
related businesses such as beauty salons and rental places are also considered
retail businesses

● .Indian retail industry has emerged as one of the most dynamic and fast-paced
industries due to the entry of several new players.

● The retail sector in India is emerging as one of the largest sectors in the economy.

● The total market size of the Indian retail industry reached US$ 672 billion in 2017.It
is forecasted to increase to US$ 1,200 billion by 2021 and 1,750 billion by 2026.

● India will become a favourable market for fashion retailers on the back of a large
young adult consumer base , increasing disposable incomes and relaxed FDI norms.

● India is ranked first in the Global Retail Development Index 2017, backed by rising
middle class and rapidly growing consumer spending.

● India's population is taking to online retail big way. India's E-commerce business
will reach US$ 99 billion by 2024.
 CHAPTER-5
DATA
&
INTERPRETATION

Table 1: Gender of Respondents:

Gender No. of Respondents %
Male 75 42.9
Female 100 57.1
Total 175 100

Graphical Representation:
Gender of Respondents
 120

100

80

60 Column1
no. of respondents

40

20

0
male female

Interpretation:

From the above data the study has 57.1% of female respondents and 42.9% of
male respondents.

Table 2: Age Group of Respondents:

Age Group No. of Respondents %

15-20 33 18.9
20-30 136 77.7
30-40 6 3.4
40 to above 0 0
Total 175 100

Graphical Representation:
 Chart Title
160

140

120

100
no. of respondents
80

60

40

20

0
15-20 20-30 30-40 40 to above

Interpretation:

From the above data it is specified that 77.7% are 20-30 years , 18.9% are under 20
years 3.4% are 30-40 years, & 40 years above no of respondents.According to this
survey, maximum respondenyts come between 20-30 age and least respondents
comes under 40 above.

Table 3: Income Group of Respondents:

Income group No.of Respondents %
High level 1 0.6
Middle level 151 86.3
Low level 23 13.1
Total 175 100

Graphical Representation:
 no. of respondents
160

140

120

100
no. of respondents
80

60

40

20

0
high level middle level low level

Interpretation:

From the above data it shows that 86.3% income level is middle level, 13.1%
income level is low level & 0.6% income level is high level , most of respondents
comes under middle level income level and least is high level income people.

Table 4: Distance Between Respondents house and D-mart:

Distance No. of Respondents %

Below 2km 10 5.7
2km-5km 43 24.5
5km – 10km 62 35.4
Above 10km 60 34.2
Total 175 100

Graphical Representation:
 no. of respondents
70

60

50

40 no. of respondents

30

20

10

0
below 2km 2km-5km 5km-10km above 10km

Interpretation:

From the above data, it shows that 35.4% respondents are 5km-10km , 34.3% are
more than 10km, 24.6% are 2km-5km and 5.7% are below 2km, most of the
respondents comes between 5km-10km and then above 10km. Least respondents
comes under below 2km.

Table 5: Types of products respondents prefer to purchase:

Type of Most likely Likely Not Not at All Total

product Frequently
Groceries 85 63 20 7 175
Clothes 34 56 68 17 175
Household 53 76 39 7 175
Fooditems 86 63 17 9 175

Graphical Representation:
 100

90

80

70

60
groceries
50 clothes
household
40 fooditems
30

20

10

0
most likely likely not frequently not at all

Interpretation:

From the above data, it shows that food items and groceries are prefers to purchase
Most likely, Clothes are purchased not frequently. Household items are purchase
likely.

Table 6: Reason behind D-mart purchasing of Respondents:

Reason Very Important Neutral Not so Not Total

Behind Important Important important
Purchase
Brand 52 68 46 8 1 175
Quality 87 62 23 3 0 175
Price 76 63 33 3 0 175
Offers,
Discount 90 59 23 1 2 175

Others 40 52 64 14 5 175

Graphical Representation:
 100

90

80

70

60 brand
quality
50
price
40 offers,discount
others
30

20

10

0
very important important neutral not so important not important

Interpretation:
From the above data, the very important factors behind D-mart purchasing of respondents
are offers and then Quality & Important factors are Brand , Price. The neutral factors are
others.

Table 7: Customers referring to visit D-mart:

No. of respondents Yes No
175 168 7

Graphical Representation:

customers
200
180
160
140
120
customers
100
80
60
40
20
0
no. of respondents yes no

Interpretation:
From the above data it shows that 97% respondents feels that they will refer his friends &
relatives to visit D-mart is 3% respondents accept that they will not refer their friends or
relatives . Maximum consumers like to refer D-mart to their friends & relatives

Table 8: Respondents about Products Availability to all income level

people:
Products available for all No. of respondents %
Level of income
Agree 123 70.2
Strong agree 41 23.4
Disagree 9 5.1
Strong disagree 2 1.1
Total 175 100

Graphical Representation:

no. of respondents
140

120

100

80 no. of respondents

60

40

20

0
agree strong agree disagree strong disagree

Interpretation:
From the above data the respondents are agree 70.3%, strongly agree 23.4%, disagree
5.1% and strongly disagree 1.1% for the products availability for all level income people.
Maximum Respondents are agree and strongly agree for the availability for all level income
people.
Table 9: Respondents about behaviour of D-mart Staff:
Behaviour of DMART staff No. of respondents
Excellent 5
Good 30
Average 55
Fair 35
Poor 50
Total 175

Graphical Representation:

No. of respondents
60

50

40
No. of respondents
30

20

10

0
excellent good average fair poor

Interpretation:

From the above data, out of 175 respondents 5 are excellent, 30 are good, 55 are
average, 35 are fair, 50 are poor towards the behaviour of D-mart staff. Most of the
respondents are not so satisfied with D-mart staff.

Billing process No. of respondents

Satisfied 55
Unsatisfied 120
Total 175

Table 10:Respondents about billing process:

Graphical Representation:

no. of respondents
140

120

100

80 no. of respondents

60

40

20

0
satisfied unsatisfied

Interpretation:
From the above data, out of 175 respondents 120 respondents are unsatisfied, 55
respondents are satisfied with the billing process in D-mart.

Table 11: Customers Satisfaction with Shopping:

Satisfied with shopping No. of respondents %

Satisfied 161 92
Dissatisfied 5 2.9
Delighted 9 5.1
Total 175 100
Graphical Representation:

No. of respondents
180

160

140

120

100 No. of respondents

80

60

40

20

0
satisfied dissatisfied delighted

Interpretation:

From the above data , it shows that 92% respondents agreed D-mart satisfied their
consumers, 5.1% respondents are delighted and 2.9% are dissatisfied. As on survey
it founds that D-mart always satisfy consumer. Maximum respondents are satisfied
by shopping in D-mart.

Table 12: Number of visitors to D-mart from Respondents:

Respondents Visitors Non visitors
175 168 7

Pie Chart:

respondents

visitors
non visitors

.
Interpretation:
From the above data , visitors of D-mart is 168 and non visitors are 7, maximum
respondents are visited D-mart.

Table 13: Respondents visit to D-mart:

Visit No. of respondents %
Daily 0 0
Weekly 14 8
Monthly 132 75.4
Yearly 29 16.6
Total 175 100

Pie Chart:

no. of respondents

daily
weekly
monthly
yearly

Interpretation:

From the above data it shows that 75.4% respondents visit monthly, 16.6% yearly ,
7.3% respondents visit D-mart weekly. Most people like to visit D-mart is monthly
and Less people like to visit once in a month.
Table 14: Respondents level of shopping per month:
Level of shopping No. of respondents %
Below 1000 33 18.9
1000-2000 60 34.3
2000-3000 44 25.1
More than 3000 38 21.7
Total 175 100

Pie Chart:

no. of repondents

below 1000
1000-2000
2000-3000
more than 3000

Interpretation:

From the above data , it shows that 34.3% respondents shopping level is 1000-
2000, 25.1% are 2000-3000 , 21.7% are more than 3000 & 18,9% respondents
shopping level is below 1000. Most respondents purchase level of shopping per
month is 1000-2000 & least are below 1000.

Table 15: Customers Like to visit:

Visiting D-mart with No. of respondents %
Friends 78 44.6
Family 91 52
Spouse 4 2.3
Others 2 1.1
Total 175 100
Pie Chart:

no. of respondents

friends
family
spouse
others

Interpretation:

From the above data indicates that 52% are like to visit D-mart with their family
44.6% respondents are like to visit D-mart with their Friends, 4% are like to visit with
their spouse is 2% are visit with others. Maximum respondents like ton visit D-mart
with their family and friends.

Table 16: D-mart and other supermarket Differentiation:

Dmart differentiate from NO. of respondents %

Other supermarkets
Shopping 20 11.4
Product availability 51 29.1
Offers & discounts 82 46.9
D-mart services 22 12.6
Total 175 100
Pie Chart:

no. of respondents

shopping
product availibility
offers & discounts
D-mart services

Interpretation:

From the above data shows that the respondents are differentiate D-mart &
supermarkets are offers & Discounts are 46.9 , 29.1% areproduct availability, D-mart
services are 12.6% % shopping are 11.4%. Maximum Consumers are mostly
differentiate.D-mart & other supermarkets are offers & discounts and then product
availability.

Table 17: Customers about unavailability of Products:

Unavailability of products No. of respondents %
Yes 95 54.3
No 80 45.7
Total 175 100
Pie chart:

no. of respondents

yes
no

Interpretation:

From the above data, it shows that 54,3% respondents are accept that they have
facing unavailability of products, 45.7% respondents are not facing the problem of
Unavailability of products. It shows that maximum consumers are facing the
unavailability of product situations.

Table 18: Respondents about D-mart Ready Awarness:

D-mart ready No. of respondents
Aware 75
Unaware 100
Total 175
Pie Chart:

no. of respondents

aware
unaware

Interpretation:

From the above data, out of 175 respondents, 75 respondents are aware of Dmart
ready and 100 respondents are unaware of D-mart ready. So, maximum
respondents are unaware of D-mart ready.

Table 19: Respondents about all kind of payment modes at D-mart:

All payments modes at D-mart No. of respondents

Strongly agree 35
Agree 75
Neutral 30
Disagree 25
Strongly disagree 10
Total 175
Pie chart:

no. of respondents

strongly agree
agree
neutral
disagree
strongly disagree

Interpretation:

From the above data, 75 respondents are agree, 35 respondents are strongly agree,
30 respondents are neutral, 25 are disagree, 10 are strongly disagree regarding the
all payment modes at D-mart. Maximum respondents are from agreed for all kind of
payment modes at Dmart.

Table 20:Respondents about Ambience and Parking of D-mart:

No.of respondents Yes No
175 120 55
Pie chart:

No. of respondents

yes
no

Interpretation:

From the above data, Out of 175 respondents , 120 respondents like the ambience
and parking of D-mart and 55 responses did not like the ambience and parking of D-
mart.

Table 21: Type of Product Mostly Purchased in D Mart

Response No. of respondents %
Clothes 12 12%
Grocery 43 43%
Food item 30 30%
Electronic item 8 8%
Any other item 7 7%
Total 100 100%

Analysis: From the above table, 43% of respondents mostly purchase groceries at
D Mart, followed by food items is 30%. Clothes and electronic items have relatively
lower shares at 12% and 8%, respectively

no. of respondents

clothes
grocery
food item
electronic item
any other item
Interpretation:

From the above chart, it can be interpreted that D Mart's primary product category is
groceries, attracting the highest number of customers. This suggests that D Mart has
positioned itself as a go-to destination for grocery shopping, making it a significant
driver of footfall and revenue for the store

Table 22: Preferred Days to Visit D Mart

Response No. of respondents %
Weekdays 46 46%
Weekends 54 54%
Total 100 100

Analysis: From the table above, 54% of respondents prefer visiting D Mart on
weekends and 46% are weekdays.

no. of respondents

weekdays
weekends

Interpretation:

From the above chart, it can be interpreted that the majority of respondents prefer
visiting D Mart on weekends, possibly due to more free time and leisure activities
available on those days. However, a significant portion still opt for weekdays,
indicating a balanced footfall distribution throughout the week
Table 23: Purpose behind visiting D Mart
Response No. of respondents %
Shopping 78 78%
Outing 5 5%
other 17 17%
total 100 100%

Analysis: From the above table, 78% of respondents are the primary purpose
behind visiting D Mart for most customers is shopping, 17% of respondents are other
and 5% are outing.

no. of respondents

shopping
outing
other

Interpretation:

From the above chart, it can be interpreted that D Mart is primarily seen as a
shopping destination, attracting a majority of customers for their retail needs.
However, it also caters to a smaller segment seeking an outing experience or other
specific purposes.
Table 24: Occasions for Purchase
Response No. of respondents %
Regularly 28 28
Festivals 23 23
Special occasions 18 18
Special offers/deals 20 20
Other occasions 11 11
Total 100 100

Analysis: From the above table, 28% of respondents make purchases regularly,
23% are festivals, 20% are special offers/ deals, 18% are special occasions and
11% are other occasions.

Sales

regularly
festivals
special occasions
special offers/deals
other occasions

Interpretation:

From the above chart, it can be interpreted that the majority of customers tend to
make purchases on a regular basis or during festivals and are attracted by special
offers. Businesses should capitalize on these patterns and plan marketing strategies
accordingly to optimize sales and customer engagement.
Table 5: Primary Reasons for Customers to Re-enter the Store
Response No. of respondents %
Low price 42 42
Product quality & 31 31
availability
Customer service 13 13
Seasonal offers& discounts 14 14
Total 100 100

Analysis: From the above table, 42% of respondents are the primary reason for
customers to re-enter the store is the low price, 31% of respondents are product
quality and availability, 14% are customer service and 13% are seasonal offers and
discounts.

no. of respondents

low price
product quality& availability
customer services
seasonal offers &discounts

Interpretation:

From the above chart, it can be interpreted that D Mart's competitive pricing strategy and focus
on product quality and availability resonate well with customers, driving a significant portion of
repeat visits. However, the store could potentially enhance customer satisfaction further by
improving customer service and leveraging seasonal offers and discounts to attract more
returning customers.

HYPOTHESIS

 H0: There is no significant relationship between income and the amount spending in D Mart.

 H1: There is significant relationship between income and the amount spending in D Mart
Oneway
CHAPTER-6
FINDINGS
&
SUGGESTIONS
 FINDINGS

The findings suggest that the primary purpose of visiting D Mart is for shopping with
a smaller percentage considering it as an outing, The most influential source of
information for customers to buy products from D Mart is friends/others, Grocery
items are the top choice for customers when shopping at D Mart, while clothes and
electronic items are less preferred. Regular shopping and festival seasons are the
primary occasions for making purchases at D Mart. Customer Service Enhancement
at D Mart should focus on improving its customer service to provide a seamless and
satisfying shopping experience. Customer Loyalty Program to Implement a customer
loyalty program to reward repeat customers and encourage continued patronage.
Diverse Product Range at D Mart can expand its product range to cater to a wider
audience, addressing different customer needs and preferences. This will allow
customers to access information about the store, products, and promotions
conveniently. Maintain a high standard of product quality to build and reinforce trust
among customers. This can help customers make informed purchase decisions

● From our study it is observed that 92% of customers are satisfied with overall

shopping at D-marts.

● Age, Income and Family are the main factors influencing the consumer behaviour.

● It is found that Middle Income Level group people are the main customers of D-

marts with 86.3% in our study.

● Products availability, Quality, Offers and Discounts are the main reasons for

buying from D-mart stores in Hyderabad .

● Most of the consumers are not aware of D-mart online services.

● D-mart customers are facing inconvenience with the staff and with the billing

process.
 SUGGESTIONS
● D-mart should provide high quality products so that it can attract more high income

people too.

● D-mart should concentrate on Clothes and Household items, So that it can

increase the sales.

● Offers and Discounts are needed to be provided more , as it is the main reason

behind purchasing.

● D-mart need to promote about its online services.

● The staff is not well trained to handle customers belonging to different

backgrounds and attitudes, so better selection and training programs should be

initiated.

● Billing process should be improved as most of the customers are dissatisfied with

it.
CHAPTER-7
CONCLUSION
 CONCLUSION

According to the analysis we conclude that the consumers of D-mart are satisfied
with the services provided by D-mart. Large majority of consumer are loyal to brand.
What contribute to the popularity of the demand is the service. Quality of the service
provided by D-mart coupled with the attractive pricing strategy followed by it. D-mart
also has huge Verity of product all under one roof which is one of its largest
competencies.

D Mart, as a popular retail store, has garnered a loyal customer base with positive
perceptions in various aspects. The majority of customers find the pricing
competitive and consider the store to offer good value for money. Customers also
appreciate the range and quality of products available at D Mart. The store can
further improve by focusing on enhancing customer service, optimizing store layout,
and paying attention to product packaging. The implementation of a customer loyalty
program and continuous engagement with customers through promotional offers and
discounts can boost customer retention. The majority of customers expressing a
sense of trust and reliability when shopping at D Mart, the store can capitalize on this
positive sentiment to encourage more customers to recommend it to others. Active
efforts to seek and incorporate customer feedback can help address concerns and
cater to evolving customer preferences. By embracing the suggestions and building
on its existing strengths, D Mart can continue to thrive in the competitive retail
landscape, offering a satisfying and rewarding shopping experience to its valued
customers.
CHAPTER-8
REFERENCE
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