MINOR PROJECT
THAKUR SHANKER SINGH
IMBA 2102D70009
CHAPTER-I
INTRODUCTION:- Consumers Buying Behavior towards DMart
Quality + Quantity + Brand + Varieties + Affordability +Offers =
Dmart
"Dmart is an Indian retail corporation that operates a chain of
hypermarkets in India." It has its headquarters in Powai, Mumbai,
[Link] supermarket chain of Dmart stores is owned and
operated by Avenue Supermarts Ltd. (ASL). The company has its
headquarters in Mumbai.
The concept of Dmart comes into existence from 2002 with its first
branch in Powai's Hiranandani Gardens. It was founded by Radhakishan
Damani .Now it has 214 stores in 72 cities 11 states across all over India.
And in 1 Union Territory. Dmart research, identify and make available
new products and categories in their stores to meet the everyday needs
of the Indian family. Their mission is to provide the best value possible for
their customers, so that every rupee their customers spend on shopping
with dmart gives customers more value for money than they would get
anywhere else. Dmart deals with products like Grocery &Staples,
DailyEssentials, Dairy&Frozen, Home and Furniture, Home Appliances,
Bed&Bath, Clothing, Footwear,Toys,Crockery,Luggage,Health and beauty,
Sporting goods and fitness,Grocery,Fruits & Vegetables which comes
under one roof . So, it is easy for consumers to get any products of their
choice easily. The main highlight of dmart is that the consumer can view
and examine all the products before buying for their satisfaction. It fulfills
wants of middle class society to buy best quality goods in affordable
prices. It provides comfortable and convincing shopping to peoples and
also it has easy exchange and return policies for the customers. Dmart
was established for the middle income group but now days it is center of
attraction of shopping for everyone, even high class people also prefer
Dmart due to its various features. Shopping for every member of family
in one roof is Dmart. As every product like Grocery, Cosmetic, Clothing
etc are easily available. Basicallythe research includes study of consumer
buying behavior towards Dmart with respect to its different perspectives
in Nagpur city. As the different policies it has and how it is differ from
other retail stores towards their customers. The strategy Dmart uses
helps them to fulfill their customer’s wants and needs. It also provides
online shopping experience to the consumer’s .Hence the establishment
of Dmart was also successful in Nagpur. The first outlet of Dmart in
Nagpur was established in Hingna road wanadongri after its successful
journey in Nagpur till the date the another outlet is established in
Beltarodi Nagpur, and they are planning third outlet in Nagpur near
nandanvan shri Krishnanagar.
NEEDS AND IMPORTANCE:-
Consumer buying behavior refers to the decisions and actions that
consumers undertake when purchasing goods or services. It encompasses a
wide range of factors, including psychological, social, cultural, and
economic influences that shape how individuals make choices in the
marketplace. Understanding consumer buying behavior is crucial for
businesses because it allows them to tailor their marketing strategies,
product development, and customer service efforts to better meet the
needs and preferences of their target audience. Here's a breakdown of the
needs and importance of understanding consumer buying behavior:
1. Identifying Needs and Wants: Consumer buying behavior helps
businesses identify the needs and wants of their target market. By
understanding what motivates consumers to make purchases, businesses
can develop products and services that address those needs effectively.
2. Market Segmentation: Consumer buying behavior helps in segmenting
the market based on various factors such as demographics, psychographics,
and behavioral patterns. By segmenting the market, businesses can create
targeted marketing campaigns that resonate with specific groups of
consumers.
3. Product Development: Businesses can use insights into consumer buying
behavior to develop products and services that align with consumer
preferences. By understanding what features, attributes, or benefits are
most important to consumers, businesses can create offerings that are
more likely to succeed in the market.
4. Marketing Strategy: Consumer buying behavior guides marketing
strategies, including advertising, promotion, pricing, and distribution
channels. By understanding how consumers make purchasing decisions,
businesses can develop marketing campaigns that effectively communicate
the value proposition of their products or services and influence consumer
behavior.
5. Brand Loyalty and Customer Retention: Understanding consumer buying
behavior helps businesses build brand loyalty and retain customers. By
consistently meeting or exceeding customer expectations and delivering
superior value, businesses can foster long-term relationships with their
customers, leading to repeat purchases and positive word-of-mouth
recommendations.
6. Competitive Advantage: Businesses that understand consumer buying
behavior gain a competitive advantage in the marketplace. By staying
ahead of changing consumer trends and preferences, businesses can
anticipate shifts in demand, identify new opportunities, and differentiate
themselves from competitors.
7. Adapting to Market Changes: Consumer buying behavior is not static and
can change over time due to various factors such as economic conditions,
technological advancements, and cultural shifts. Businesses that monitor
and adapt to these changes can stay relevant and responsive to evolving
consumer needs and preferences.
OBJECTIVES OF THE STRATEGIES:-
D-Mart, a prominent retail chain in India, employs various strategies to influence
consumer buying behavior. The objectives of these strategies can be summarized
as follows:
1. Customer Satisfaction: One of the primary objectives of D-Mart's consumer
buying behavior strategies is to enhance customer satisfaction. By understanding
the needs, preferences, and buying patterns of consumers, D-Mart aims to provide
them with a satisfying shopping experience. This satisfaction can lead to repeat
purchases and positive word-of-mouth, fostering customer loyalty.
2. Value Proposition: D-Mart focuses on offering value to its customers through
competitive pricing, quality products, and a wide range of choices. The objective is
to position D-Mart as a retailer that provides the best value for money, attracting
price-conscious consumers and those seeking quality products at affordable prices.
3. Convenience and Accessibility: Another objective is to make shopping
convenient and accessible for consumers. D-Mart strategically locates its stores in
areas with high foot traffic and ensures they are easily accessible by various modes
of transportation. Additionally, the layout and design of D-Mart stores are planned
to facilitate easy navigation and quick shopping, contributing to a seamless buying
experience.
4. Promotion of Impulse Buying: D-Mart employs various marketing and
promotional tactics to encourage impulse buying among consumers. This includes
strategically placing products at checkout counters, offering attractive discounts
and deals on impulse purchase items, and using persuasive advertising techniques
to stimulate unplanned purchases.
5. Building Trust and Credibility: D-Mart aims to build trust and credibility among
consumers by consistently delivering on its promises, maintaining transparency in
its dealings, and providing excellent customer service. Trust is crucial in
influencing consumer buying behavior, as consumers are more likely to make
purchases from brands they perceive as trustworthy and reliable.
6. Understanding Consumer Behavior: D-Mart invests in market research and
consumer behavior analysis to gain insights into the factors influencing buying
decisions. By understanding consumer preferences, motivations, and purchase
triggers, D-Mart can tailor its product offerings, pricing strategies, and marketing
campaigns to better resonate with its target audience.
7. Brand Differentiation: D-Mart strives to differentiate itself from competitors by
emphasizing its unique value proposition, such as everyday low prices, a diverse
product assortment, and a hassle-free shopping experience. The objective is to
carve out a distinct identity in the minds of consumers and create a competitive
advantage that sets D-Mart apart in the retail landscape.
RESEARCH METHODOLOGY:-
I have collected the data from the 100 peoples from the Dmart, it is located in
Warangal. Any I have designed all the 100 people’s as samples by asking 15 questions
each. So I, have asked the 15 questions to the 100 people And they have answered the
15 questions so that I have collected the data. And I have surveyed this data in 27 days
from afternoon to evening. And Sunday morning to evening.
To, analyze the consumers buying behavior towards Dmart 100 respondents
were taken and a structured questionnaire was designed of 15 questions to gather the
information. The respondents are those persons who have visited Dmart so it will be
easy for the researcher to collect the required information. The questionnaire was taken
to test the validity and reliability of the study. The data which was gathered further
proceed and analyzed with descriptive statistics like tables, percentage, bar graph and
pie chart.
So here are the 15 questions that I have asked to the 100 respondents:-
QUESTIONS:-
1) How frequently do you shop at Dmart?
a) Daily b) Weekly c) Bi-weekly d) Monthly
2) What factors influence your decision to choose Dmart over other
retailers?
a) Pricing b) Product variety c) Convenience of location d) Quality of
products
3) Which departments or sections do you typically visit during your
shopping trips?
a) Groceries b) Household essentials c) Electronics d) Apparel and
accessories
4) How do you usually find out about promotions or special offers at
Dmart?
a) Email newsletters b) Social media c) In-store signage d) Dmart app
notifications
5) What types of products do you tend to purchase the most at Dmart?
a) Fresh produce b) Packaged foods c) Cleaning supplies d) Personal
care products
6) Do you prefer to shop for essentials or luxury items at Dmart?
a) Essentials b) Luxury items c) Both d) Neither
7) What motivates you to make impulse purchases while at Dmart?
a) Promotional discounts b) Attractive packaging c) Product displays d)
Recommendations from staff
8) How do you feel about the pricing of products at Dmart compared to
other retailers?
a) Much cheaper b) Slightly cheaper c) About the same d) Slightly more
expensive
9) Do you prefer shopping in-store or online at Dmart? Why?
a) In-store for immediacy b) Online for convenience c) In-store for
browsing experience d) Online for better deals
10) How important is the quality of products in your decision to shop at
Dmart?
a) Extremely important b) Very important c) Somewhat important d)
Not important
11) What improvements would you like to see in the layout or organization
of the store?
a) Clearer signage b) Better aisle arrangement c) Enhanced product
categorization d) More spacious aisles
12) How satisfied are you with the customer service you receive at Dmart?
a) Very satisfied b) Somewhat satisfied c) Neutral d) Dissatisfied
13) Do you tend to explore new products at Dmart, or do you stick to your
usual purchases?
a) Explore new products b) Stick to usual purchases c) A combination
of both d) Rarely shop at Dmart
14) How likely are you to recommend Dmart to others based on your
shopping experiences?
a) Highly likely b) Likely c) Unlikely d) Highly unlikely
15) What aspects of Dmart's store layout and organization do you find
appealing or challenging?
a) Easy navigation b) Clear signage c) Crowded aisles d) Limited space
for maneuvering
CHAPTER-II
LITERATURE REVIEW:-
I have collected the data from the people and I have researched some books how to
satisfy the need of the customers. So here are the some famous personality has
said or concluded about the consumer buying behavior strategies.
[1] Abdul Rahim Munshi, International Journal of Research in Impact of Store
Atmospherics On ConsumerBuying Behavior At D-MART [Link], Arts
and Literature Issue 8, Aug 2018.
[2] M. Guruprasad , Study on the Consumer Preference and Perception of
Supermarket Chain -Case of Dmart .Volume 3, Issue 11, November – 2018
[3] A Comparative Study of Factors Influencing Purchasing Decisions at D-Mart
and Metro in Vijayawada City. D. Satish Kumar, P. Bindu , D.S. Rao , S. Anusha, J.
Srinivas International Journal of Engineering & Technology, 7 (4.10) (2018) 221 -
224
[4] C S Venkata Ratnam “Changing Consumer Behaviour and Emerging Challenges
to the Retail Trade In India” Indian Retail Review Vol. 1 Issue 1, Jan. 2007.
[5] Baker, J., Parasuraman, A., Grewal, D. & Voss, G.B. (2002). The influence of
multiple store environment cues on perceived merchandise value and patronage
intentions. Journal of Marketing, 66 (2), 120-122.
[6] Amit P. and Kameshvari B., “A Study on Consumer Behaviour of Organized and
Unorganized Retail Outlets in Vadodara City” International Journal of Engineering
and Management Sciences, Vol. 3, (4), 2012, pp 466 -474
[7] Verma, S. (2007). An Exploratory Study of Consumer Perception for Retail
Store Selection in Mumbai. Indian Retail Review, Vol 1 (2).
[8] 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.
[9] 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.
[10] 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.
[11] 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.
[12] 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.
[13] 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.
[14] 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
[15] Parvathi Venkatesh, Vijaya Lakshmi Kannah (2014) Customer Perception
towards Shopping in Malls in Chennai. International Journal of Innovative
Technology and Exploring Engineering (IJITEE), 8(11), 3195-3197.
CHAPTER-III
ABOUT COMPANY:-
DMart is a one-stop supermarket chain that aims to offer
customers a wide range of basic home and personal
products under one roof. Each DMart 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.
DMart 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 well-established presence in 347 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 DMart stores is owned and
operated by Avenue Supermarts Ltd. (ASL). The company
has its headquarters in Mumbai.
* The brands D Mart, D Mart Minimax, D Mart Premia, D
Homes, Dutch Harbour, etc are brands owned by ASL
D-Mart Mission Statement
Our mission is to provide the best value possible for our
customers, so that every rupee they spend on shopping with
us gives them more value for money than they would get
anywhere else.
D-Mart Vision Statement
To offer customers a wide range of basic home and personal
products under one roof.
CHAPTER-V
CONCLUSION:-
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.
