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TABLE OF CONTENTS

1. Table of Contents 5
2. Abstract 6
3. Introduction to Consumer behavior . 7
4. Introduction . 9
D-Mart . 11
Culture, Mission, Vision and Presence 12
5. Objectives .. 14
Scope of study ...... 15
Limitations of study ......... 16
Review of Literature ........ 17
6. 4 Ps of D-Mart 19
7. Buying behavior of consumers .. 22
8. Consumer Personality Factors ... 24
9. Consumer Perception Factors ... 25
10. Research Methodology ...... 26
11. Questionnaires ... 29
12. Bibliography . 32








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ABSTRACT

In Present Marketing Scenario, the Study of
Consumer Behavior has become essential. Consumers are the kings of
markets. Without consumers no business organization can run. All the
activities of the business concerns end with consumers and consumer
satisfaction. Customer behavior study is based on consumer buying behavior,
with the customer playing the three distinct roles of user, payer and buyer.
Consumer buying behavior has become an integral part of strategic market
planning. In order to develop a framework for the study consumer behavior it
is helpful to begin by considering the evolution of the field of consumer
research and the different paradigms of thought that have influenced the
discipline. As described in this article, a set of dimensions can be identified in
the literature, which can be used to characterize and differentiate the various
perspectives on consumer research.





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CHAPTER 1 : INTRODUCTION TO CONSUMER
BEHAVIOUR
Consumer behavior has been always of great interest to marketers.
The knowledge of consumer behavior helps the marketer to understand how
consumers think, feel and select from alternatives like products, brands and
the like and how the consumers are influenced by their environment, the
reference groups, family,
and salespersons and so
on. A consumers buying
behavior is influenced by
cultural, social, personal
and psychological factors.
Most of these factors are
uncontrollable and beyond
the hands of marketers but they have to be considered while trying to
understand the complex behavior of the consumers. Consumer is the study of
the processes involved when individuals or groups select, purchase, use, or
dispose of products, services, ideas, or experiences to satisfy needs and
desires. In the marketing context, the term consumer refers not only to the
act of purchase itself, but also to patterns of aggregate buying which include
pre-purchase and post-purchase activities. Pre-purchase activity might consist
of the growing awareness of a need or want, and a search for and evaluation of
information about the products and brands that might satisfy it. Post-
purchase activities include the evaluation of the purchased item in use and the
reduction of any anxiety which accompanies the purchase of expensive and
infrequently-bought items. Each of these has implications for purchase and
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repurchase and they are amenable in differing degrees to marketer influence.
Consumer behavior can be define as those acts of individuals directly
involved in obtaining, using, and disposing of economic goods and services,
including the decision processes that precede and determine these acts.
Simple observation provides limited insight into the complex nature of
consumer choice and researchers have increasingly sought the more
sophisticated concepts and methods of investigation provided by behavioral
sciences in order to understand, predict, and possibly control consumer
behavior more effectively. Psychology, social psychology, and sociology are the
disciplines most widely employed in this endeavor which has become a
substantial academic industry in its own right.












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CHAPTER 2 : INTRODUCTION

Shopping malls contribute to business more significantly than
traditional markets which were viewed as simple convergence of supply and
demand. Shopping malls attract buyers and sellers, and induce customers
providing enough time to make choices as well as a recreational means
of shopping. However, competition between malls, congestion of markets and
traditional shopping centers has led mall developers and management to
consider alternative methods to build excitement with customers. This study
examines the impact of growing congestion of shopping mall in urban areas on
shopping conveniences and shopping behavior. Based on the survey of urban
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shoppers, the study analyzes the cognitive attributes of the shoppers towards
attractiveness of shopping malls and intensity of shopping. The results of the
study reveal that ambiance of shopping malls, assortment of stores; sales
promotions and comparative economic gains in the mall attract higher
customer traffic to the malls.
Shopping malls are an emerging trend in the global arena. The first
thing that comes in our mind about the shopping malls is that it is a big
enclosed building housing a variety of shops or products. According to
historical evidences shopping malls came into existence in the Middle Ages,
though it was not called so. The concept of departmental stores came up in the
19th century with the Industrial Revolution. Consumers wanted a better
shopping experience and this demand gave rise to the emergence of shopping
malls in India.













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D-MART


Avenue Supermarts Ltd (ASL) owns and operates
hypermarkets and supermarkets by the store name D-Mart.
D-Mart seeks to be a one-stop shopping destination for the entire
family, meeting all their daily household needs. A wide selection of home
utility products is offered, including foods, toiletries, beauty products,
garments, kitchenware, bed and bath linen, home appliances and much more.
Since D-Mart first opened its doors in the Mumbai region in 2000, it
has grown into a trusted and well-established shopping destination in
Maharashtra, Gujarat, Andhra Pradesh and Karnataka. D-Mart is now looking
forward to growing its stores across India.
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D-Mart is a chain of hypermarket and supermarkets in India started
by R K Damani. As of 2014, it has 79 stores spread across
Maharashtra, Gujarat, Andhra Pradesh (AP), Madhya Pradesh (MP)
and Karnataka.






CULTURE, MISSION, VISION AND PRESENCE



CULTURE
At ASL, were strong believers in deriving excellence in customer
service through systemic training and rigor at work. We value simplicity and
humility in our people and strongly believe that integrity and merit is the only
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route to growth at ASL. We hire professionals who share our values and
unabashedly lead by example.
MISSION
To be the lowest priced retailer in the area of operation/ city/
region.

VISION
It is our continuous endeavor to investigate, identify and make
available new products/categories for the customers everyday use and at the
best value than anybody else.


PRESENCE
D-Mart's expansion began in 2007, when stores were opened in Ahmedabad,
Baroda, Pune, Sangli and Solapur. Today D-Mart is established in 79 locations
across Maharashtra, Gujarat, Andhra Pradesh, Karnataka and Madhya
Pradesh, in:
Maharashtra
Mumbai
Navi Mumbai
Thane
Pune
Solapur
Sangli
Kolhapur
Amravati
Jalgaon
Ichalkaranji
karad
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Gujarat
Ahmedabad
Rajkot
Baroda
Surat
Anand
Gandhinagar
Valsad
Andhra Pradesh
Hyderabad
Karnataka
Bengaluru
Madhya Pradesh
Indore
CHAPTER 3 : OBJECTIVES

1. What are the promotional activities carried out by D-Mart?
To study the promotional or advertising activities carried out by
D-Mart.

2. Which segment of population visit D-Mart?
To understand about buying behavior of consumers at D-Mart.
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3. Whether the consumers are satisfied in buying products in D-Mart?
To study the levels of satisfaction of consumers with D-Marts
products and services.

4. How the consumers feel after purchasing at D-Mart?
To identify good and bad experiences regarding shopping at D-
Mart.









SCOPE OF STUDY



This study will provide us data and information about Shopping malls
and its competitive position in the market and this will also help us to
analyze the market potential of shopping malls as per consumer needs.
This study provides a full idea about shopping malls pattern and how
customers are getting product from there.
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How Mall owners could draw more people to their malls if they act upon
customer feedback and the researchers suggestions, which might not
cost much.



















LIMITATIONS OF STUDY



In today market there are lot of general store existing in the market and they
are also giving a big challenge to shopping malls thats why we face many
problem at the time of data collection like.
Consumers are not interested to give their opinion about shopping
malls.
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There are many people dont know different between shopping mall and
general store.
In this study we felt that some consumers are not able to recollect their
past experience regarding shopping mall.
With respect to actual population the sample size is too small. This
might be effect the final result.










CHAPTER 4 : REVIEW OF LITERATURE


This article presents a review of the literature in the field of
consumer buying behavior. The first section, describes, the importance of
various factors including lifestyle and its impact on the consumer buying
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behavior. The second section describes the dominant. The main purpose of
this article is to identify different streams of thought that could help and guide
for future consumer researcher.

Shopping Malls Facing Consumer Decision Making Style
Summary: Retailers and marketers often seek to learn how and why people
shop. The consumer decision- making process is a complex phenomenon. The
purchase of goods or services includes a number of factors that could affect
each decision. Decision making is more complex and even more important for
consumers today than in the past. Consumers are besieged by advertising,
news articles, and direct mailings that provide an abundance of information,
much of it with mixed messages. In addition, increases in the number and
variety of goods, stores, and shopping malls, and the availability of multi
component products and electronic purchasing capabilities have broadened
the sphere for consumer choice and have complicated decision making. In the
extant consumer behavior literature, most studies assume that all consumers
approach shopping with certain decision-making traits that combine to form a
consumer's decision-making styles. Academicians and researchers have long
been interested in identifying these underlying decision styles of shoppers. For
example, consumers are identified as economic shoppers, personalizing
shoppers, ethical shoppers, apathetic shoppers, store- loyal shoppers,
recreational shoppers, convenience shoppers, price-oriented shoppers, brand-
loyal shoppers, name-conscious shoppers, problem-solving shoppers, quality
shoppers, fashion shoppers, brand conscious shoppers and impulse shoppers.






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4 PS OF D-MART

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The marketing mix and the 4 Ps of marketing are often used as synonyms for
each other. In fact, they are not necessarily the same thing.
"Marketing mix" is a general phrase used to describe the different kinds of
choices organizations have to make in the whole process of bringing a product
or service to market. The 4Ps is one way probably the best-known way of
defining the marketing mix, and was first expressed in 1960 by E J McCarthy.
The 4Ps are:
Product (or Service).
Place.
Price.
Promotion.
A good way to understand the 4Ps is by the questions that you need to ask to
define your marketing mix. Here are some questions that will help you
understand and define each of the four elements:

Product/Service: D-Mart offers a wide selections of products in the following
categories:
Foods
Toiletries and Beauty products
Garments
Kitchenware
Bed and Bath linen
Toys & Games
Stationery
Home Appliances
Footwear
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Place:
There is lot of traffic (both vehicular and pedestrian).
Also it is easy to access from Nahur side since TMT, NMMT,and BEST
bus stop is nearby.
This area has got lot of potential in terms of customers.
The middle income group mainly resides here and nearby areas.
Situated at Nahur since the last seven years.
ATMs are available near the mall for one to withdraw money, if
required.
Large frontage makes mall clearly visible from outside.
Price : The prices offered are economical in D-mart.
EDLP (Everyday low pricing) pricing strategy is followed.
D-Mart offers minimum 2% to 10% discount on MRP and straight 5%
on medical product, except grocery, vegetables and fruit items.
(Bundled price) Two or more products were packed and were available
at a discounted price.
E.g.:- Santoor soap bundled along with a Wipro CFL bulb.
Multiple unit pricing: - This strategy was followed for stimulating sales.
E.g.:- Soap bars bundled together
Promotion : Promotion relates to communicating with customers. It will
provide information to assist them in making a decision to buy a product or
service. The cost associated with promotion often represents a sizeable
proportion of the overall cost of producing an item. However, successful
promotion helps to build long term relationship. With increased sales due to
promotion, costs are spread over a larger output. Promotion mix contains four
elements:
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Advertising (paid, non-personal communication through mass media),
Personal selling (a paid personal communication to inform and
persuade customers to purchase),
Sales Promotion (to provide added value or incentives to consumers,
wholesalers, retailers, or other organizational customers to stimulate
immediate sales), and
Public Relations (a broad set of communication efforts to create and
maintain favorable relationship
between organization and
stakeholder).
It is important to note that for every
element of promotion mix word-of-mouth-
communication (a one to one, informal
exchange in which customers share with
one another information about product and
company).
CHAPTER 5 : BUYING
BEHAVIOR OF CONSUMERS
Consumer behavior has been
always of great interest to marketers. The
knowledge of consumer behavior helps the marketer to understand how
consumers think, feel and select from alternatives like products, brands and
the like and how the consumers are influenced by their environment, the
reference groups, family, and salespersons and so on. A consumers buying
behavior is influenced by cultural, social, personal and psychological factors.
Most of these factors are uncontrollable and beyond the hands of marketers
Page 23 of 33

but they have to be considered while trying to understand the complex
behavior of the consumers.
Consumer is the study of the processes involved when individuals
or groups select, purchase, use, or dispose of products, services, ideas, or
experiences to satisfy needs and desires. In the marketing context, the term
consumer refers not only to the act of purchase itself, but also to patterns of
aggregate buying which include pre-purchase and post-purchase activities.
Pre-purchase activity might consist of the growing awareness of a need or
want, and a search for and evaluation of information about the products and
brands that might satisfy it. Post-purchase activities include the evaluation of
the purchased item in use and the reduction of any anxiety which accompanies
the purchase of expensive and infrequently-bought
items. Each of these has implications for purchase
and repurchase and they are amenable in differing
degrees to marketer influence.
Consumer behavior can be define as
those acts of individuals directly involved in
obtaining, using, and disposing of economic goods
and services, including the decision processes that
precede and determine these acts. Simple
observation provides limited insight into the complex
nature of consumer choice and researchers have
increasingly sought the more sophisticated concepts
and methods of investigation provided by behavioral
sciences in order to understand, predict, and possibly
control consumer behavior more effectively.
Psychology, social psychology, and sociology are the
disciplines most widely employed in this endeavor
which has become a substantial academic industry in its own right.
Page 24 of 33

This article presents a review of the literature, in the field of
consumer buying behavior. The first section, describes, the importance of
various factors including lifestyle and its impact on the consumer buying
behavior. The second section describes the dominant, positivistic consumer
perspectives. The third section, presents a methodological and analytical
overview of the traditional perspectives. The remainder of this section is
devoted to presenting the highlights of the debate between the recent non-
positivist perspectives and the traditional positivist-based approaches. This
discussion surrounds the issues of fundamental assumptions and techniques
of analysis of various alternative modes of enquiry. The main purpose of this
article is to identify different streams of thought that could help and guide for
future consumer researchers.





CONSUMER PERSONALITY FACTORS
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There are two factors mainly influencing the consumers for
decision making: Risk aversion and innovativeness. Risk aversion is a measure
of how much consumers need to be certain and sure of what they are
purchasing. Highly risk adverse consumers need to be very certain about what
they are buying. Whereas less risk adverse consumers can tolerate some risk
and uncertainty in their purchases. The second variable, innovativeness, is a
global measure which captures the degree to which consumers are willing to
take chances and experiment with new ways of doing things. The shopping
motivation literature is abound with various measures of individual
characteristics (e.g., innovative, venturesome, cosmopolitan, variety seeking),
therefore, innovativeness and risk aversion were included in this study to
capture several of these traits.




CONSUMER PERCEPTION FACTORS
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Perception is a mental process, whereby an individual selects data or
information from the environment, organizes it and then draws significance or
meaning from it.
PERCEIVED FIT : Perceived fit is an attitudinal measure of how appropriate
a certain channel of distribution is for a specific product. Consumers
perception of the fit between a service/product and a channel is very
influential in determining whether they will consider using that channel for a
specific service. In fact, perceived fit was found to be more important than
consumers preferences for the distribution method or service.
QUALITY : It is our aim to provide the best product for the consumer and we
believe that if the products have quality the consumer will pay the price, says
Amal Pramanic, regional business director. Oral-B
PACKAGING : Packaging establishes a direct link with the consumers at the
point of purchase as it can very well change the perceptions they have for a
particular brand. A product has to draw the attention of the consumers
through an outstanding packaging design. Earlier packaging was considered
only a container to put a product in, but today, research in to the right
packaging is beginning at the product development stage itself.





CHAPTER 6 : RESEARCH METHODOLOGY
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For finding out various details of our project we have to find the
various factors which are making the shopping malls so attractive to the
customer. Is it the huge variety attainability, effortless business, service variety
ambience, active marketing and cleanliness .We have to also find out the
impact of these malls on the small retail shops. We have to visit D-Mart and by
observation method we have to find out the various factors which is making
these malls so attractive to the customer, we also need to interview the
customer and ask them about their choice and preferences like what are the
thing they like about the shopping malls that includes (variety, price shopping
environment, service, cleanliness, attainability) etc. And for finding out the
impact of these malls on the small retailers we need to interview some small
retailer and know their opinion and position.
Research problem Consumer Buying Behavior toward Shopping malls
D-Mart
Data source - Primary data
Research Approach - Survey Approach
Research Methodology - Exploratory method
Research Instruments - Questionnaire
Sampling plan
Sample collection - D-Mart
Sample method - Random Sample method
Sample Size 50
Primary Data Questionnaire


Primary data :
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Primary data is the specific information collected by the person
who is doing the research. It can be obtained through clinical trials, case
studies, true experiments and randomized controlled studies. This
information can be analyzed by other experts who may decide to test the
validity of the data by repeating the same experiments. Primary data can also
be retrospective, interventional and observational in nature. Retrospective
primary data gathers information about past conditions or behaviors.
Interventional primary data may be gathered to see the effect of a new product
or services.

Survey Approach :
We collected primary data through sample survey from the
selected elements in D-Mart. So for this purpose we have used the most
popular tool of primary data collection through direct communication with
respondents. The tools we used are questionnaires. After fulfilling the
questionnaires we asked some verbal question also. According to their
response we are able to recollect some more information regarding this study
and survey.
Exploratory method :
Exploratory research is a type of research conducted for a
problem that has not been clearly defined. Exploratory research helps
determine the best research design, data collection method and selection of
subjects. It should draw definitive conclusions only with extreme caution.
Given its fundamental nature, exploratory research often concludes that a
perceived problem does not actually exist.
Questionnaire :
Under the Questionnaire we have 20 Question and each Question
related to different-different factor (purchasing or buying at the shopping
malls, pattern of the selling, rang and product price, offer, parking facilities,
employee behavior) of shopping malls.
Sample collection :
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For collecting the sample we had visited D-Mart. What we had done
there is simply approach the people who came out from shopping mall.

Sample Method-
Random Sample method-
A random sample is one chosen by a method involving an
unpredictable component. Random sampling can also refer to taking a
number of independent observations from the same probability distribution,
without involving any real population. The sample usually is not are
presentative of the population from which it was drawn this random variation
in the results is known as sampling error.
Simple random sample is selected so that all samples of the same size have
an equal chance of being selected from the population.
(Here I have chosen simple random sample method for collecting the data)
Sample Size - We have collected 50 samples from the population of
different- different area of Mulund and from our friend.














QUESTIONNAIRES
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Dear sir/ madam,

Name :
Gender : M F
Age :
Marital status:
Profession: Student Housewife Employed Self-employed Other
Address :

Contact no :

Im Ms.Chandrika Pai, student of Mulund College of Commerce, Mulund (E)
Studying M.com (II) and presently doing a project on Consumer buying behavior
towards shopping Malls. I request you to kindly fill the questionnaire below and
assume you that the data generated shall be kept confidential. I would be obliged if you
co-operate with me in filling the questionnaire.
OBJECTIVE : To analyze the buying habits of consumer at DMart.
( For academic purpose only )
Questionnaires:

Yes No
1. Do you like purchasing or buying ay the shopping malls?

2. Do you like the pattern of the selling product at shopping malls?

3. Do you feel any type of differences between shopping malls and
general stores?

4. Did you get confuse at the time of product searching in malls?

5. Do you like purchasing product at the offer time only?

6. Are you satisfy with shopping malls facilities?

7. Do you face any problem at the payment counter?
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8. Are you satisfy with their parking facilities?

9. Do you feel the product arrangement is good in shopping malls?


10. Are you always finding shopping mall which is located at the good
location?


11. Did you purchase daily use products prom shopping malls only?

12. Factors affecting your purchasing decision?

Factors

Options

Strongly
Disagree

Disagree
Neither
Disagree
nor
agree

Agree

Strongly
Agree
Price
Quality
Design
Color
Material
Variety
Location
Brand Name

13. How many time you visiting at shopping malls in a month?
1 Time
2 Times
3 Times
More Than 3

14. Who influences your purchase at DMart?
Friends
Self
Family
( ) Spouse
Others specify




15. On which occasion usually you buy at DMart?
Festivals
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Gifts
Offers
No specific reason
Others specify
16. How much you satisfy with their range and product price?
Satisfy
Highly satisfy
Unsatisfied
Highly unsatisfied

17. How much will you rate the parking facilities at shopping malls out of 10?
1 2 3 4 5

6 7 8 9 10

18. How much you rate the employee behavior in shopping malls out of 10?
1 2 3 4 5

6 7 8 9 10

19. How much you will rate the product quality in shopping malls out of 10?
1 2 3 4 5

6 7 8 9 10


20. Any Suggestion?







Thank you for your time and consideration..!!



CHAPTER 8 : BIBLIOGRAPHY
Page 33 of 33

WEB :
www.google.com
www.scribd.com
www.dmartindia.com
www.slideshare.com
www.mildtools.com
www.yourarticlelibrary.com
en.wikipedia.org
REFERENCE BOOK :
Consumer Behavior- Fifth edition by Leon G. Schiffman