Synopsis for project report

(3rd semester)

“AN EMPERICAL ANALYSIS OF CONSUMER BUYING BEHAVIOUR

IN BANGALORE D-MART”

Submitted in partial fulfilment of the requirements for the award of the

degree of

Master Business Administration

OF

BENAGALORE UNIVERSITY

Submitted by

PRAVEEN H J

(REG NO: 17OTCMD026)

Under the guidance of

GANESHKUMAR C

Assistant professor

INDIAN INSTITUTE OF PLANTATION MANAGEMENT

2017-2019
TITLE: –“AN EMPERICAL ANALYSIS OF CONSUMER BUYING
BEHAVIOUR IN BANGALORE D-MART”

1. INTRODUCTION:-
Consumer buying behaviour is the sum total of a consumer's attitudes, preferences,
intentions, and decisions regarding the consumer's behaviour in the marketplace when
purchasing a product or service. A consumer buying behaviour with reference to D-Mart is to
checking the buying behaviour of an individual consumer when he used to shopping in D-
Mart. D-Mart offers all over the household products for our daily routine in best affordable
prices for every customer.

D-Mart is a chain of hypermarket and supermarkets in India started by R K Damani. It

founded in 15th May 2002 As of 2016, it has 110 stores spread across Maharashtra, Gujarat,
Telangana, Andhra Pradesh, Madhya Pradesh, Chattisgarh and Karnataka. The company
shows a good pace in advancing towards expanding across India. D-Mart was started by Mr.
Radhakishan Damani 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 110 locations
across Maharashtra, Gujarat, Andhra Pradesh, Madhya-Pradesh, Karnataka, Telangana and
Chhattisgarh. 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.

2. NEED FOR THE STUDY:-

 One’s a customer get inside the store they will find all kinds of products
available that may be Food item, Cosmetic, Electronic, Garments,
Furniture etc.
 Because of these features it has a very good reputation in that area and
customers who are residing far away and in other areas they also visit the
store.
 This department will be responsible for the product arrangement at the
store with respect to their nature.
 This department will be responsible for the maintenance of the systems of
the store.

3. STATEMENT OF THE PROBLEM:-

In today’s market it is very challenging to understand the consumer buying

behaviour and their life style. D-MART has more competition in the market
like reliance retail, to overcome this problem D-mart keep its cost low.
The impact of changing life style of the consumer ,where their buying
behaviour will be changing.
4. OBJECTIVE OF THE STUDY:-

 To know availability of varieties of products.

 To know about affordable price for everyone.

 To study the customer buying behaviour.

 To comprehend the determinants of customer satisfaction.

 To study of availability of offers and services.

 To know the customer satisfaction level.

 To study of quality of products.

5. Scope of study:-

Since the study is on D-Mart shopping the detail study of the D-Mart will be
conducted about its customers & their behaviour regarding shopping in
D-Mart.

The scope of study is limited to D-Mart Vijay Nagar branch.

Study is conducted to understand general and specific customer behaviour.

Various factors that are essential for the customers are in the store.

6. Research Design:

Type of study will be descriptive research.

7. Data Sources:

Primary Data:
The primary data will be collected with the aid structured of structured
questionnaire with respect to the objective of the project.
Secondary Data:
Data regarding the industry, company and products will be obtained from
internet, company personnel and customer feedback book.

8. Sampling Design:

Sample unit: Customers of D-Mart who shop inside the mall.

Sample size: The total sample size was 150.

Sampling technique:
The sampling is non-probability convenient sampling of customers. The
respondents are chosen according to the convenience of the researcher. The
customers who visited the Vijay Nagar store during the period of study were
picked randomly according to the researcher convenience.

9. Research instrument:

The instrument will be a structured questionnaire.

10. Statistical tools for analysis:

Descriptive statistical tools like mean, chart tables etc and inferential statistics
like ANOVAs, t- test etc using MS Excel Software.

11. Limitations of the study:

 The study is limited only to the customers of D-Mart in Vijay Nagar.
 The analysis is based on the responses given by individuals, which
depends on the perception of the customers.
 Qualitative aspects of buying behaviour cannot be measured accurately
i.e. the opinion might have been biased.
12. Chapter scheme:

Chapter Contents

1 Introduction

2 Industry profile

3 Research methodology

4 Data Analysis & Interpretation

5 Conclusion

Signature of Guide: Signature of Student: