KCE Society’s

Moolji Jaitha College, Jalgaon

A Consumer Buying Behavior With Reference

To D-Mart In Jalgaon

A project submitted in the partial fulfillment of the requirement

for the award of the Degree of

Bachelor of Business Administration (BBA):2016 – 2017

Submitted by: Under Guidance of:

Rajeshwari Vikas Chaudhari Dr. Pradip Joshi

Vidya Nandkishor Narkhede

 UNDERTAKING
Ourselves Chaudhari Rajeshwari Vikas & Vidya Nandkishor Narkhede have
completed the study project titled “A Consumer Buying Behavior With Reference
To D-Mart” under the guidance of Dr. Pradip Joshi in the partial fulfillment of the
requirement for the award of degree of Bachelor of Business Administration from
North Maharashtra University, Jalgaon.

This is the original piece of work & we have neither copied and nor submitted it
earlier elsewhere.

Vidya Nandkishor Narkhede Rajeshwari Vikas Chaudhari

i
 ACKNOWLEDGEMENT
Ourselves Chaudhari Rajeshwari Vikas & Vidya Nandkishor Narkhede have
completed the study project titled “A Consumer Buying Behavior With Reference
To D-Mart” under the guidance of Dr. Pradip Joshi in the partial fulfillment of the
requirement for the award of degree of Bachelor of Business Administration from
North Maharashtra University, Jalgaon.

This project consumed huge amount of work, Research and dedication

Still, implementation would not have been possible If we did not have a support
of many individual customers. Therefore we would like to extend our sincere
gratitude to all of them.

First of all we are thankful to Dr. Pradip Joshi Sir for providing his expert
guidance and extending continuous support in completion of project.

We are also grateful to all the D-mart customers for provision of data and
responses on implementation of product buying behavior with D-Mart by them.
Without their support and cooperation, the project would lack in quality of
outcomes, and thus their support has been essential.

Rajeshwari Vikas Chaudhari Vidya Nandkishor Narkhede

ii
iii
 INDEX

CHAPTER NO PARTICULARS PAGE NO

1 Conceptual Framework 1 to 3

2 Review of Literature 4 to 5

3 Research Methodology 6 to 10

4 Data Analysis 11 to 22

5 Findings & Conclusion 23

6 Suggestions 24

7 Bibliography 25

iv
 Chapter 1- Conceptual framework
A consumer buying behavior with reference to D-Mart is to checking the buying behavior 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. The key objectives
of this project are:

 To study of availability of offers and services.

 To know availability of varieties of products.
 To know about affordable price for everyone.
 To know the customer satisfaction level.
 To study of quality of products.

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, Aadhtra Pradesh, Madhya Pradesh, Chattisgarh and Karnatka. The company shows a
good pace in advancing towards expanding across India.

The retailer has 29 stores in Maharashtra and Gujarat, and is likely to double that
number in the next two years. “The plan is to close financial year 2010 with 35 stores, up from
29,” a D-Mart executive said. A second executive said, on condition of anonymity, D-Mart will
add 10-15 large-format stores of 30,000-40,000 sq. ft every year for the next two years. D-Mart
did not reply to email queries. Industry observers said D-Mart enjoys an edge due to its
combination of large stores and a value platform. D-Mart is a one-stop supermarket chain that
aims to offer customers a wide range of 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 to address the growing needs of the
Indian family. From the launch of its first store in Powai in 2002, DMart today has a well -
established presence in 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.
The supermarket chain of D-Mart stores is owned and operated by Avenue Supermarts Ltd.
(ASL). The company has its headquarters in Powai, Mumbai.
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Since last 3 years Avenues Super Mart Ltd owned D-Mart has announced opening up of its
shopping mall in Jalgaon city on Shirsoli road near Shirsoli Naka. This would be city third
shopping mall after Vishal and Big Bazaar and It has prepared for its extensive marketing in the
region. This area has lot of potential in terms of customer. The middle income group mainly
resides here and nearby area. It is easy to access from every place of Jalgaon by auto rickshaws
and vehicles. Large frontage makes mall clearly visible from outside. ATMs are available near
the mall for one to withdraw money, if required. D-Mart is provide parking space for the every
customer to park their vehicle like two wheelers and four wheelers also. There are various
sections for every type of product is available.

The project was carried out as per the steps of Marketing Research. The well supportive
objectives were set for the study. To meet the objectives primary research was undertaken. The
data collection approach adopted was experimental research & survey research. The
instrument used for the data collection was observation & questionnaire. The target
respondents were the visitors of D-Mart, with the sample size of 50 for the study of sales
management of the company. Tables & charts were used to translate responses into
meaningful information to get the most out of the collected data. Based on those the
inferences have been drawn with peer supportive data

The product mix is good & lot of variety is available. The D-Mart offer price and the Max. Retail
Price both ware visible on the price card. The whole area was divided as per the products that
they offered like apparels, stationeries, crockery’s, sanitary items, gift articles, steel items,
detergents, vegetables, fruits etc. D-Mart executives credit the chain’s operating model for its
smooth sailing. The chain pays its suppliers within 48 hours of delivery, gaining a 1-2%
advantage on cost margin over other national retailers, claimed the first company executive
mentioned earlier.

Thomas Verghese, chief executive of Aditya Birla Retail Ltd, said D-Mart is a “well-
established mini-hypermarket player”, but would face its “test” in the next three months as it
competes with “hypermarkets, which are larger, offer international experience and strong
value positioning”. D-Mart offer products to satisfy the entire family’s needs Merchandise
offered at D-Mart is always at lower prices.

2
 Stores are designed with customer convenience in mind. D-Mart respects your intelligence by
offering a wide choice of brand and pack sizes, couple with easy-to-understand communication and
information. D-Mart seeks to provide one-stop shopping experience 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.

D-mart’s vision is to make available products/categories for the customer’s everyday use at
the ‘best’ value than D-Mart is constantly expanding across departments to keep pace with our
rapidly growing business. If you are looking for a career in an exciting environment, with lots of
potential for professional and personal growth, then join us at D-Mart!
D-Mart will believe in ‘learning through opportunities’. As an equal opportunity employer, it
strongly believe that ANYBODY can be a part of D-Mart. it encourage candidates from every
background to bring in their best in terms of new ideas, innovative thinking and positive
outlook towards work. They judge their prospective and existing employees only on the basis of
their professional mettle.

3
 Chapter 2- Review of literature
Review of literature literally means reviewing already acquired knowledge in a detailed and
completely connected way. It is a summary in which, Various truths intensively studied are seen
as an organized whole, accurately related and well unified. Researcher takes advantage of the
knowledge which has accumulated in the past as a result of constant human Endeavour.
Research can never be undertaken in isolation of the work that has already been done on the
problems which are directly or indirectly related to a study proposes by a researcher.

One of the important steps in the planning of any research study is a careful review of the
research journals, books, dissertations, theses and other sources of information on the problem
to be investigated. It enables the researcher to define the limits of his field and to avoid
unfruitful and useless problem areas. The knowledge of related literature makes the researcher
up-to-date on the work which others have done and help him to avoid unintentional
duplication of well established findings. The review of related literature gives the researcher an
understanding of the research methodology, tools and instruments, which have proved to be
useful and promising in the previous studies and provides an insight into the statistical methods
through which validity of results is to be established.

In the words of Best, “A familiarity with the literature in any problem area helps the students to
discover what is already known, what others have attempted to find out, what methods have
been promising and disappointing and what problems remain to be solved.” In view of the
importance of the review of related research, an attempt was made to analyze the related
researches on A consumer buying behavior with reference to D-Mart. These studies have been
systematically presented in the following section.

STUDIES RELATED TO RESEARCH ON A CONSUMER BUYING

BEHAVIOR WITH REFERENCE TO D-MART

(Doyle & Fenwick 1974; Jain & Etgar 1976; King & Ring 1980; Chowdhury 1998), with some
research efforts having attempted to explore the evolution of store image formation.

4
( Mazursky and jacoby 1986); and others seeking to conduct a meta-analysis of retail patronage
studies (Pan & Zinkhan 2006). However, the exciting literature did not retail image Consumers
perception of store image is based, in part, on functional qualities that the store may possess,
and by other, less tangible or psychological attributes (Lindquist 1974).

Lindquist analyzed over 20 studies dealing with store image formation and indentified 35
different aspects that in reveal in prior studies where clustering techniques had been used to
study consumers perception of influence store image formation. These were grouped into nine
broad categories, including: merchandise, service, clientele, physical facilities, convenience,
promotion, store atmosphere, institutional attributes, and post-transaction satisfaction.

Mazursky and Jacoby (1986) conducted a similar analysis and verified that “merchandise retail
aspects” (such as quality, pricing and assortment), and “service related aspects” (such as quality
in general and sales persons’s service) are among the most important components of store
image. A 1994 study by Baker, Grewal and Parasuraman confirmed that “the store image
literature suggests there are linkages between merchandise and service quality, and store
image.”

A later study by Baker, Grewal and Voss (2002) also confirmed that service quality was a key
determinant of store image. Given the prevalence in the literature of merchandise and service
as two key determination in the formation of store image, these two attributes were selected
for present study to gauge consumer’s perception of retail stores. These attributes were
incorporated in this study by obtaining consumer similarity judgments on retailers “service
quality” and “merchandise quality”. The clustering of retail stores based on these two attributes
will yield a better understanding of competition within the retailing industry.

CONCLUSION:

D-Mart is a major shopping complex for today’s customers. It is a place where customers find
variety of products at a reasonable price The majority of customers belong to middle class
family. The youth generation also likes shopping & moving around D-mart. As it is surveyed it
seems that D-Mart is big competitors store at today’s level.

5
 Chapter 3- Research Methodology
Since the study is on retail sector first the detail study of the store is been conducted about
its Management team its structure the number of departments which all brands does the store
has, who are the suppliers about its warehouses. Based on the topic objectives were set and to
arrive at the opinion on objectives a set of 50 questionnaires were designed of 11 questions
and response is collected from the customers who are visiting the store. For data collection
Personal investigation, Filed survey, as well as Sampling method are adopted. For this project
the area of research is Jalgaon.

Objectives of Project:

Project was undertaken bearing following objective:

 To Scan the customer buying behavior.
 To comprehend the determinants of customer satisfaction.
 To know about the growth prospective with respect to demand analysis.
 To study of availability of offers and services.
 To know availability of varieties of products.
 To know about affordable price for everyone.
 To know the customer satisfaction level.
 To study of quality of products.

Scope of Study:
Since the study is on D-Mart shopping the detail study of the D-Mart is been conducted about
its customers & their behavior regarding shopping in D-mart.

Based on the topic objectives were set & to arrive at the opinion on objectives a set of 50
questionnaire were designed of 13 questions & response is collected from the customers who
are visiting the D-mart. For data collection Random Sampling Method was adopted.

6
Data Collection:

For this project the area of research is Jalgaon.

Any research requires two types of data i.e. primary data & secondary data. Primary data has
been used abundantly for the study. Well structured questionnaires were prepared & the
survey was undertaken. Feedback for the display has been taken by asking questions &
observations has also done to gather primary information. Their is also a use of secondary data,
collected from the various journals, books, & websites & from store managers.

Types of Data:

There are two types (sources) for the collection of data. (1) Primary Data (2) Secondary Data
(1) Primary Data: The primary data are the first hand information collected, compiled and
published by organization for some purpose. They are most original data in character and have
not undergone any sort of statistical treatment. Example: Population census reports are
primary data because these are collected, complied and published by the population census
organization.

(2) Secondary Data: The secondary data are the second hand information which are already
collected by someone (organization) for some purpose and are available for the present study.
The secondary data are not pure in character and have undergone some treatment at least
once. Example: Economics survey of England is secondary data because these are collected by
more than one organization like Bureau of statistics, Board of Revenue, the Banks etc…

Primary Data - Field Survey

Secondary Data - D-Mart records

Company Websites

Area of research - Jalgaon

Research approach - Survey method

7
Methods of Collecting Primary Data: Primary data are collected by the following
methods:

1) Personal Investigation: The researcher conducts the survey him/herself and collects data
from it. The data collected in this way is usually accurate and reliable. This method of collecting
data is only applicable in case of small research projects.

2) Through Investigation: Trained investigators are employed to collect the data. These
investigators contact the individuals and fill in questionnaire after asking the required
information. Most of the organizing implied this method.

3) Collection through Questionnaire: The researchers get the data from local representation or
agents that are based upon their own experience. This method is quick but gives only rough
estimate.

4) Through Telephone: The researchers get information through telephone this method is
quick and give accurate information.

Methods of Collecting Secondary Data: The secondary data are collected by the
following sources:

1) Official: e.g. The publications of the Statistical Division, Ministry of Finance, the Federal
Bureaus of Statistics, Ministries of Food, Agriculture, Industry, Labor etc…

2) Semi-Official: e.g. State Bank, Railway Board, Central Cotton Committee, Boards of
Economic Enquiry etc…

3) Publication of Trade Associations, Chambers of Commerce etc…

4) Technical and Trade Journals and Newspapers.

5) Research Organizations such as Universities and other institutions.

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Difference between Primary and Secondary Data: The difference between primary
and secondary data is only a change of hand. The primary data are the first hand data
information which is directly collected form one source. They are most original data in
character and have not undergone any sort of statistical treatment while the secondary data
are obtained from some other sources or agencies. They are not pure in character and have
undergone some treatment at least once. For Example: Suppose we interested to find the
average consumer who are buying in D-Mart. We collect the number of consumer data by two
methods; either by directly collecting from each consumer himself personally or getting their
feedback from the questionnaire. The data collected by the direct personal investigation is
called primary data and the data obtained from the forms of consumers feedback is called
secondary data.

Primary Data: Primary Data for the project was collected by preparing a questionnaire
containing questions relating A consumer buying behavior with D-Mart. This questionnaire was
distributed among a sample of 50 people consisting of:

• 30 individual person who is going to be D-Mart shopping mall for shopping purpose.

• Visit to 20 home for the actual feedback regarding the shopping of D-Mart.

Limitations:
This research is conducted on a sample size, so it might be possible that the information given
by such respondents may not match with the replay of total customer available in the D-Mart
that time.

 The study was restricted to only the customers of D-Mart.

 The time constrain was a irritating factor, as more time was required to carry out study
on other aspects of the topic.
 The result & analysis based on the customer survey method & small sample size has
taken only 50.
 Findings are related to particular areas.
 It might be possible that the answers given by the respondents are of biasness.

9
Sampling Method:

Since the study is restricted to Retail sector, all the functional Departments of D -Mart & the
respondents are found the store only so according to the convenience randomly they are being
picked so sampling method is used in the study is Random convenient sampling.

SAMPLING:
Sample size 50 questionnaires
Sampling Method Random Sampling Method
Sample Unit Customers of D-Mart
Measuring Tools Questionnaires

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 Chapter 4- Data Analysis
The project aims to study A Consumer Buying Behaviors With Reference to D-Mart
implemented by Many number of consumers in Jalgaon city. To evaluate the effectiveness of
this program in Jalgaon city, a questionnaire was prepared for finding out the Actual consumer
who shops from D-Mart as well as any small Store or Superstore. This questionnaire was
distributed among a sample of 50 Consumers who shops from D-mart & others in a particular
area of Jalgaon city. The results obtained from the responses were analyzed.

Analysis of responses

1. Which Store you prefer first?

D-Mart Store Both None Total

No of Responses 38 8 4 0 50
Percentage 76 16 8 0 100

D-Mart
Store
Both
None

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Analysis:

From the survey, from 50 respondents, gave response for more powerful preference to D-Mart
is 76%, Store 16%, Both 8% & None 0%.

Interpretation:

Majority of the customers are give response for most powerful preference is D-Mart. We can
also interprent that the D-Mart comparision is more powerful attract with the Puchasing
syatems by the D-Mart.

From the above analysis it is observed that:

 38 cunsumers are needs to use D-Mart.

 8 customers are needs to use Store.

It is found that majority of number of consumers of D-Mart is very high as compare to any
other superstore or small store.

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2. How frequently do you use D-Mart?

Daily Weekly Monthly Yearly Total

1 17 30 2 50
No of Responses
2 34 60 4 100
Percentage

Daily
Weekly
Monthly
Yearly

From the above analysis it is observed that:

 Only 1 consumer can prefer D-Mart for daily shopping purpose.
 17 number of consumers can prefer D-Mart for weekly shopping purpose.
 30 number of consumers can prefer D-Mart for monthly shopping purpose.
 Lastly 2 number of consumers can prefer D-Mart for yearly shopping purpose.

Majority of consumers like D-Mart for monthly shopping purpose. D-Mart offers the various
numbers of offers with affordable prices which are easily preferable for every individual in any
income group.

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3. Level of shopping from D-Mart?

Below 1000 Below 3000 More than 5000 Total

17 26 7 50
No of Responses
34 52 14 100
Percentage

Below 1000
Below 3000
More than 5000

From the above analysis it is observed that:

 17 number of Consumers level of shopping from D-Mart is 34% for the shopping of a
product at the below 1000 price list.
 While 26 number of consumers level of shopping from D-Mart 52% gor the sopping of
products at the below 3000 price list.
 Only 7 number of consumers level of shopping is more than 5000

So from this analysis it is observe that at present in the Jalgaon city D-Mart shopping mall is
affordable for the middle income group. It is not suitable for every income group.

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4. Distance between your house & D-Mart?

Below 2 KM Below 5 KM Below 10 KM More Total

20 21 1 8 50
No of Responses
40 42 2 16 100
Percentage

Below 2 KM
Below 5 KM
Below 10 KM
MORe

From the above analysis it is observed that:

 Distance between 20 consumers house and below D-Mart is 2KM and 40% from the
above chart.
 Distance between 21 consumers house and D-Mart is below 5KM and 42%. It means
large number of consumer have to go below than 5Km of distance for the shopping.
 Only 1 consumer have to go more than 10km distance for the shopping from D-Mart.
 Lastly more than 10km distance is 8 number of consumers which is 16% of the above
chart. From this explanation its is observed that below than 5 km distance have huge
numbers of consumers. After that 2km distance of 40% consumers. It means D-Mart is
easily access to anyone.

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5. Type of products you prefer to purchase?

Grocery Cloths Household Food items Total

16 19 34 22 50
No of Responses
32 38 68 44 100
Percentage

Grocery
Cloths
Household
Food Items

From the above analysis it is observed that:

From the survey, from 50 respondents, gave response foe which section like of the store to 68%
of them Household, & 44% of them Food, & 38% of them Cloths, & 32% of them Grocery.

Interpretation:
Majority of customers are give response for household items of the store like the most. We are
also interpret that some of the products brand are pre decided in advance and for some of the
products customers don’t all pre decide any brand. As per household items are concerned
customers pre decide the brand as many branded products are available in the store. And some
people are don’t like purchase Grocery from the store.

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6. Reason behind D-Mart Purchasing?

Fashion Quality Price Offers Purchasing Total

System
7 30 28 18 6 50
No of Responses
14 60 56 36 12 100
Percentage

Fashion
Quality
Price
Offers
P. S.

From the above analysis it is observed that:

From the survey from 50 respondents, gave response for choose from factor which attracted
consumer most while purchasing, to give first rank D-Mart & there after to Store.

 28 the consumer give response to the Price of products of D-Mart its 56%, because its
price of product is fixed & they gives discount to consumers.
 30 number of consumers give response to the quality of products of D-Mart is 60%.
 18 number of consumers give responds to the offers of D-Mart is 36%.
 14% & 12% are gives to the purchasing systems & fashion of the products.

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7. Offers of D-Mart as compare to Store?

Same Low High Total

13 17 20 50
No of Responses
26 34 40 100
Percentage

Same
Low
High

From the above analysis it is observed that:

From the survey from 50 respondents, gave response for choose from factor which
attracted consumer most while purchasing, to give first rank D-Mart & there after to
Store.
 20 numbers of consumers gives respondents 40% to the D-Mart offers of products.
 17 numbers of consumers gives responds in 34% to the D-Mart offers. So as per their
opinion D-Mart have low offers compare to store.
 13 number of consumers give responds in 26% to the D-Mart.

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8. How would you rate the returns policy of D-Mart?

Excellent Good Satisfactory Not- Total

Satisfactory
24 20 17 0 50
No of Responses
48 40 34 0 100
Percentage

Excellent
Good
Satisfactory
Not-Satisfactory

From the above analysis it is observed that:

 24 numbers of consumers give responds in very huge percentage is 48% for returns
policy of D-Mart.
 20 numbers of consumers give responds in 40% to the returns policy of D-Mart.
 17 numbers of consumers gives responds in 34% to the returns policy.
 Lastly no one consumer says that with the D-Mart policy they are not satisfied.

48% of returns policy is excellent, 40% of returns policy is good and lastly 34% isof returns
policy id satisfactory. Zero number of consumers are not satisfied with the returns policy.

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9. For day to day need you prefer?

D-Mart Store Total

27 23 50
No of Responses
54 46 100
Percentage

D-Mart
Store

From the above analysis it is observed that:

 From the survey of 50 responds 27 numbers of consumers, give respondents for D-Mart
in huge number of percentage in 56%.
 There after 23 numbers of consumers, give respondents to The Store in 46%.

Majority of consumers gives respondents to the D-Mart in 56% for day to day need of shopping.

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10. For monthly purchasing you prefer?

D-Mart Store Total

47 3 50
No of Responses
94 6 100
Percentage

D-Mart
Store

From the above analysis it is observed that:

 47 numbers of consumers gives respondents to the D-Mart in very huge percentage i.e.
94%.
 Only 3 numbers of consumers gives respondents to the Stores i.e. 6%.

So, from the above explanation it is observed that many of consumers in Jalgaon city
can prefer D-Mart for the shopping purpose & for value for the money.

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11. Do you think D-Mart is more affordable for everyone?

Yes No Total
45 5 50
No of Responses
90 10 100
Percentage

Yes
No

From the above analysis it is observed that:

 From the survey, from 50 respondents it is observed that 45 numbers of consumers can
gives respondents in large percentage i.e. 90%.
 There after 5 numbers of consumers can gives the respondents in 10% to the stores.

Majority of consumers are think that D-mart is affordable to everyone. It is highly

preferable for everyone. And there after only 10% are given to the stores price of the
products.

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 Chapter 5- Findings and Conclusion

After obtaining the responses from questionnaire distributed among 50 customers of of Jalgaon
city, the data obtained was analyzed and following inferences were drawn.

Inferences from responses given by consumers:

 Most of the customers by their requirement in D-mart & any other Superstore or small
store on daily basis only. Customers retailed that D-Mart & any Stores provide
qualitative products & services with reasonable price.
 At present D-mart & any other Superstore or small stores provide different types of
products assortments to the customers.
 D-Mart is hypermarket as it provides various kinds of goods like apparels, grocery,
stationery, food items, electronic items, leather items, watches, jewellery, crockery,
decorative items, sport items, chocolates and many more. It competes with all the
specialty stores of different products which provide goods at a discounted rate all
through the year. We never need to go for a particular store where only one item is
available.
 D-Mart is mainly deal with middle income group people who want qualitative product
with reasonable cost.
 There are more than 110 stores of D-Mart in different cities in India. It seems that there
is a vast growth of D-Mart lying as customers demand is increasing for D-Mart as
compare to Store

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, sport items, chocolates and many more. It competes with all the specialty stores of
different products which provide goods at a discounted rate all through out the year. It holds a
large customer base and it seemed from the study that the customers are quite satisfied with
D-Mart. As of now there are 110 stores of D-Mart in different cities of India, It seems that there
is a vast growth of D-Mart lying as customers demand, increasing for D-Mart. It has emerged as
a hub of shopping specially for middle class people.

23
 Chapter 6- Suggestion

After analyzing the data and successfully testing the methods the researcher would like to make
following suggestions in context of A consumer buying behavior with reference to D-Mart in
Jalgaon City.

 D-Mart should provide large parking places for customers as compare to stores. So they
can easily part their vehicles.
 The infrastructure is needed to be changed to a bit during weekends as heavy crowd
comes in to D-Mart during those days.
 D-mart should include more of branded products its product category as compare to
stores. So as to attract the brand choosy people to come in to D-Mart.
 D-Mart should keep offers to attract customers in regular intervals so that there should
not be long term gap, because offer is the most influencing factor which is responsible
for customer purchase decision.
 They also concentrate on hoardings advertisements they should show ads and
promotional offers in a regular interval in languages like Hindi & English.
 Hoarding should be placed uncovered area.
 Separate billing counter should be provided for shoppers purchasing, few products for
faster customer turnover.
 The staff is not well trained to handle customers belonging to different backgrounds and
attitudes, so better selection and training programs should be initiated.
 D-Mart doesn’t have its website, so they should create its new website, which is
updated on a regular basis.
 Products should be kept in shelves, instead of products lying on the flooer.

24
 Chapter 7- Bibliography

 A study of a project by ( Mazursky and jacoby 1986); and others seeking to

conduct a meta-analysis of retail patronage studies (Pan & Zinkhan 2006).
 To Study of a project of evaluation by Lindquist analyzed over 20 studies
dealing with store image formation and indentified 35 different aspects that in revea l in
prior studies where clustering techniques had been used to study consumers.
 The study of a project by A later study by Baker, Grewal and Voss (2002)
also confirmed that service quality was a key determinant of store image. Given the
prevalence in the literature of merchandise and service as two key determination in the
formation of store image, these two attributes were selected for present study to gauge
consumer’s perception of retail stores.
 “D-Mart beats the Goliaths” business standard http:/www.business-
standard.com/article/management/D-mart.
 http://www.Dmart.co.in
 http://www.pantaloonretail.in/business/d-mar.html
 http://www.scribd.com/doc/D-mart
 http://wikipedia.org
 http://www.pantalooneretail,in
 http://dmartindia.com

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 QUESTIONNAIRE FOR CONSUMERS
Subject:- “A Consumer Buying Behavior With Reference to D-Mart”.
1)Personal Details:-

Name :-

Address:-

Gender:- Male [ ] Female [ ]`

Age:- Occupation:-

2) How many members in your family?

a) 2 [ ] b) 4 [ ] c) 6 [ ] d) More [ ]

3) Which store you prefer first?

a) D-Mart [ ] b) Store [ ] c) Both [ ] d) None [ ]

4) How frequently do you use D-Mart?

a) Daily [ ] b) Weekly [ ] c) Monthly[ ] d) Yearly [ ]

5) Level of shopping from D-Mart?

a) Below 1000 [ ] b) Below 3000 [ ] c) More than 5000 [ ]

6) Distance between your house & D-Mart?

a) Below 2km [ ] b) Below 5km [ ]

c) Below 10km [ ] d) More [ ]

7) Type of products you prefer to purchase?

a) Grocery [ ] b) Clothes [ ]

c) House Hold [ ] d) Food items [ ]

8) Reason behind D-Mart purchasing?

a) Fashion [ ] b) Quality [ ]

c) Price [ ] d) Offers [ ]

e) Purchasing system [ ]

9) Offers of D-Mart as compare to store?

a) Same [ ] b) Low [ ] c) High [ ]

10) How would rate the returns policy of D-mart?

a)Excellent [ ] b)Good [ ]

c) Satisfactory [ ] d) Not-Satisfactory [ ]

11) For day to day need you prefer?

a) D-Mart [ ] b) Store [ ]

12) For monthly purchasing you prefer?

a) D-Mart [ ] b) Store [ ]

13) Do you think D-Mart is more affordable for everyone?

a) Yes [ ] b) No [ ]

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