A Study based on D-Mart customer satisfactory level and its

marketing strategies connected to future development

Submitted in partial fulfilment for the award of the post-degree in

Master of Business Administration

Submitted by :
C. Charan P19MT23M015106

Under the mentorship of

Mr. Shreesha R
Assistant professor

Master of Business Administration

East point college of higher Education
Banglore-562 164

EAST POINT COLLEGE OF HIGHER EDUCATION

Jnana Prabha, East point Campus, Virgo Nagar Post, Avalahalli ,Banglore, Karnataka-560049

2023-24
Table of Contents
CHAPTER-01 ...................................................................................................................................................................... 4
INTRODUCTION ................................................................................................................................................................. 4
CHAPTER 02....................................................................................................................................................................... 9
LITERATURE REVIEW ......................................................................................................................................................... 9
CHAPTER-03 .................................................................................................................................................................... 12
RESEARCH METHODOLOGY ............................................................................................................................................ 12
CHAPTER-04 .................................................................................................................................................................... 14
DATA ANALYSIS AND INTERPERTATION .......................................................................................................................... 14
CHAPTER 05..................................................................................................................................................................... 30
CONCLUSION ................................................................................................................................................................... 30
CHAPTER 06..................................................................................................................................................................... 32
FINDINGS AND STUDY ..................................................................................................................................................... 32
CHAPTER 07..................................................................................................................................................................... 34
ANNEXURE ...................................................................................................................................................................... 34
 A study based on D-mart customer satisfactory level and its marketing strategies
connected to future development.

Abstract:

D-Mart is a one-stop supermarket chain that aims to offer customers a wide range of basic home and
personal products. This study is to understand the customer preference and perception on D-Mart products
and services. The study reveals that the customers are satisfied with the services. Also as the competition is
getting stiffer and stiffer, product innovativeness and product modification becomes the backbone in
sustaining and attracting new customers. To do this systematically, market requirements and knowledge of
rivals plays a pivotal role. For this study the four major marketing variables such as product, price,
promotion, and place are being considered as major parameters of innovativeness which could bring about
customer satisfaction, customer loyalty and helps to a great extent in customer acquisition.

This study focuses on the enquiry of the magnitude of adoption of innovative marketing strategies by
retailing giants Viz., Big Bazaar and D-Mart. With the intention to know the wide range of marketing
elements which play important role to get competitive advantage in retail sector and to identify the
importance of four marketing strategies namely product, price, place, promotion. Therefore, retailing
emerged as a discipline and considerable thinking and research went into it for the development and
substantiation. D-MART is one such big retail giant that has a wide market with verity of product lines. It
has introduced its own brands of products to its customers. This research study mainly focuses on the
marketing activities and consumer response towards D-MART.

Keywords: Customer response, substantiation, marketing strategies, product innovativeness, personal

products.
 CHAPTER-01

INTRODUCTION
The retailing industry is booming industry in India. It has been considered as equal competent with IT
industry. D-MART is one of the renowned retail companies in India. It is famous for its low price and good
quality products. It has its branches all over the India. Retailing is one such step in the marketing chain of
activities that facilitates the distribution function. Initially it was considered as just another step in the
marketing chain and the function was accepted as obvious. As the competition increased globally,
differentiation became more and more difficult. Consumer purchasing power increased as economy opened
up into more market-oriented mode. Often used and final link with the ultimate consumer, marketers thought
of using it for differentiate and positioning. So, retailing ceased to be considered as an outgrowth of
traditional marketing activity, rather it was recognized as an important business proposition in its own
accord, which ultimately helps marketing in performing its function and successfully satisfying the
objectives.

The future is promising; the market is growing, government policies are becoming more favorable and
emerging technologies are facilitating operations. Retailing in India is gradually inching its way toward
becoming the next boom industry. The whole concept of shopping has altered in terms of format and
consumer buying behavior, ushering in a revolution in shopping in India.

Modern retail has entered India as seen in sprawling shopping centers, multi-storied malls and huge
complexes offer shopping, entertainment and food all under one roof. The Indian retailing sector is at an
inflexion point where the growth of organized retailing and growth in the consumption by the Indian
population is going to take a higher growth trajectory. The Indian population is witnessing a significant
change in its demographics. A large young working population with median age of 24 years, nuclear
families in urban areas, along with increasing working-women population and emerging opportunities in the
services sector are going to be the key growth drivers of the retail sector in India. Apparels and consumer
durables are the fastest growing vertical in the retail sector.

Mobile phone as a product category has witnessed the highest growth in the consumer demand amongst all
retail products offering, with increasing penetration of telecommunication in towns and villages. The
telecommunication sector has been adding on an average 5 million new users every month. The other
product categories are gaining traction predominantly in the urban areas and emerging cities, with increasing
average income and spending power of young urban India. India remained as the most attractive market for
third year in a row in an index prepared by At Kearney. Retail sector is the largest contributing sector to
country’s GDP.

Indian Retail Sectors an Overview:

India represents an economic opportunity both as a global base and as a domestic market. The real GDP is
expected to grow at 8-10 percent per annum in the next five years and consuming class with annual
Household incomes above Rs. 90,000 is expected to rise from about 370 million in 2006-07 to 620 million
in [Link]’s vast middle class and its almost untapped retail industry are key attractions for global
retail giants wanting to enter newer markets. At present Indian retail sector is massive contributing around
10% to India’s GDP and employing millions of people. It projected to reach a market size of $1.1 trillion by
2025. Indian retail sector is a big deal. It covers everything from groceries to clothing to electronics it is a
various segment of diverse and encompasses and it’s a major contribution to the economy.

Information about d-mart:

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 Poway in 2002, D-Mart today has a well-established presence
in 336 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 Super marts Ltd. (ASL). The
company has its headquarters in Mumbai.

The brands D-Mart, D-Mart Mini max, D-Mart Premia, D Homes, Dutch Harbour, etc are brands owned by
ASL.

MISSION STATEMENT OF D-MART

At D-Mart, we research, identify and make available new products and categories that suit the everyday
needs of the Indian family. 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.

Retailing formats in India:

1. Malls
2. Specialty Stores
3. Discount Stores
4. Department Stores
5. Hyper marts / Supermarkets
6. Convenience Store 7. MBO’s
7. E-trailer

Malls:

Mall is largest form of organized retailing today. Located mainly in metro cities, in proximity to urban
outskirts they range from 60,000 sqft to 7, 00,000 sqft and above. They lend an ideal shopping experience
with an amalgamation of product, service and entertainment, all under a common roof. Examples include
Shoppers Stop, Pyramid, and Pantaloon.

Specialty Stores:

Focusing on specific market segments and have established themselves strongly in their sectors. Chains such
as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword, RPG's Music World and the Times
Group's music chain Planet M are a couple of examples.

Discount Stores:

As the name suggests, discount stores or factory outlets, offer discounts on the MRP through selling in bulk
reaching economies of scale or excess stock left over at the season. The product category can range from a
variety of perishable/ non-perishable goods. Discount Circuit is one such example Department Stores: Large
stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs. Further they are classified
into localized departments such as clothing, toys, home, groceries, etc.

Hyper marts/Supermarkets:

Large self service outlets, catering to varied shopper needs are termed as Supermarkets. These are located in
or near residential high streets. These stores today contribute to 30% of all food & grocery organized retail
sales. Super Markets can further be classified into mini supermarkets typically 1,000 sq ft to 2,000 sq ft and
large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft. having a strong focus on food & grocery and
personal sales.

Convenience Stores:

These are relatively small stores 400-2,000 sq. feet located near residential areas. They stock a limited range
of high-turnover convenience products and are usually open for extended periods during the day, seven days
a week. Prices are slightly higher due to the convenience premium.

MBO’s:
Multi Brand outlets, also known as Category Killers, offer several brands across a single product category.
These usually do well in busy market places and Metros.

E-trailers:

Retailers providing online buying and selling of products and services.

Corporate Social Responsibility (CSR) Initiative at D-MART:

Better schools, brighter futures! At D-Mart, we believe in corporate social responsibility and always been
committed to contributing to the communities in which we operate. While being focused on sustained
economic performance, we are also acutely aware of the necessity and importance of social stewardship.
Towards this end, we seek to enrich the lives of the future generation – the children of our country – through
our efforts to create better environments and infrastructure in public schools in select wards of Mumbai city.
We have a school excellence program through which we aim to develop infrastructure, improve educational
facilities and work towards sustainable progress in public schools in selected wards of Mumbai. We work with
these schools and seek to implement better teaching facilities (such as libraries & science labs) and develop
infrastructure (such as toilets and playgrounds) by working with partner organizations. We hope to improve
the quality of education and provide children with better education and development opportunities.

• Improving Computer Literacy

• Reading Program
• Spoken English Proficiency
• Habits of Cleanliness and Hygiene
• Building as a Learning Aid
• Remedial Classes
• Public Private Partnership (PPP) Model School
• Parents Outreach

Each D-Mart outlet has following products in its portfolio-

• Food items including vegetables, fruits, dairy products, frozen eatables

• Grocery items like flour, rice, dhal, sugar, salt
• Apparels for kids, male and females
• Beauty products and personal care including soap, shampoo, cleanser, toner
• Kitchenware including crockery, utensils, plastic containers
• Toys and games for children
• Home appliances like iron, mixer grinder, grill toaster
• Bed and bath linen
• Luggage like trolley bags
• Footwear for everyone including children, men and women
• Daily essentials like biscuits.
 CHAPTER 02
LITERATURE REVIEW

Hansemark & Albinsson (2004) in their research article opined that satisfaction is an overall attitude towards
a product provider or an emotional reaction to the difference between what customers expect and what they
actually receive regarding the fulfillment of a need”. Kotler (2000) also define satisfaction as a person’s
feelings of pleasure, excitement, delight or disappointment which results from comparing a products perceived
performance to his or her expectations.

Nair Suja (2008) in her book Retail Management has tried to explain the growth of retailing in Indian context
especially in the context of new economic policy, global economic development, changes in the marketing
and economic system as well as changing pattern and classification of economic activity.

Hamilton Ryan (2009) in their research paper majorly focused on the important decision that retailers always
involves in selecting the number of items constituting their assortments. A key issue in making these decisions
is the role of assortment size in determining consumers’ choice of a retailer. The authors address this issue by
investigating how consumer choice among retailers offering various-sized assortments is influenced by the
attractiveness of the options constituting these assortments. The data show that consumer preference for
retailers offering larger assortments tends to decrease as the attractiveness of the options in their assortments
increases and can even lead to a reversal of preferences in favour of retailers offering smaller assortments.
This research further presents evidence that the relationship between assortment size and option attractiveness
is concave, such that the marginal impact of assortment size on choice decreases as the attractiveness of the
options increases. Data from eight empirical studies offer converging evidence in support of the theoretical
predictions.

Tiwari (2009) Retailing is as old as exchange. Retailing is one of the oldest businesses in the world and was
practiced in prehistoric times. Earlier it was the exchange of food and traditional weapon which followed the
emergence of traders and peddlers. The day barter has been replaced by exchange through money (in any
form) the retailing came into existence A few centuries ago, in the 16th and 17th centuries, some retail chains
in some European cities were known. However, the beginning of retailing development is acknowledged to
be at the end of the 19th century and early of the 20th century. At the beginning, retailers dominated with any
merchandise. Later, retailers specializing in the market began to gain momentum. Last few years, there are
very large stores, but again selling every kind of merchandise. In countries that have developed retailing,
competition has reached high levels and has again started focusing on specialized stores.
Dwivedi (2010) explained that when compared to major cities in India, the smaller cities seem to be a better
place for investment. This is because these cities have low priced lands, low functional and operational
expenses and greater number of available lands. He further specified and explained that there has been a
transition in the taste and purchasing priorities of the customers from Tier II and III cities in the past ten years.
He also presented the views of Ernst and Young which illustrated that there was twenty six percentage of
growth in mall of the metropolitan cities while malls in Tier II and III cities showed fifty five percentage of
growth.

Amit & Kameshvari (2012) the origin of word “retail” comes from the French “retailer”, that means to cut a
piece off or to break bulk. In other words, it shows a first hand-transaction with the customer The retailer is a
person or agent or agency or company or organization who sends the products or services to the ultimate
consumer Thus, the customer and the fulfillment of customer desires and needs which are the key points of
retailing are the retailing focus.

Maithili R.P. Singh and Anuradha Agarwal (January 2018) “The Relationship between Retail Experience,
Customer Satisfaction and Behavioural Intention: Exploring the consumer shopping Behaviour in
Unorganized Retail Settings”, Indian Journal of Marketing, Vol. 48, Issue-1 “This research explored of
consumer satisfaction in unorganized retailing sector of Jaipur. The basic factors are motivating factors of
shopping, marketing persons, ambience of retail store and products, which affected the satisfaction of
customer. ”

SM Zulaikha Fatima Charu Bisaria ; Ajay Prakash (2017) “Retailing: An Emerging Trend• In India –
Literature Review” Revista ESPACIOS, Vol. 38, Page 26 “ This research article emphasized on the burning
issues of retail sector. According to this research, retail sector is being affected by innovations. Today, retailer
wants to know more information about the customer due to deeper involvement. Online and Offline both the
stores are affected to the customer. Thus, it is needed to know the consumer behavior at the time of
purchasing.”

Fornell (1992) found in the study that customer satisfaction enhances the customer loyalty, reduce the
customer churn, decrease the costs of failed marketing, signifies the price sensitivity of customers, create new
customers, enhance the effect of advertising, lowers the cost of operations and finally improves the reputation.

DR. Girish K. Nair & Harish K. Nair (2013) conclude that “the customer perception of retail service quality
is an important segment to the emerging and the existing retailers in the market. As the study reveals that
perception of service quality is influenced by the various natures among various customers, even some of the
general factors like Personal interaction, physical aspects are the dimensions on which customer perception
remains constant and common to the entire customer on a majority basis. So the retail outlets have to frame
their own strategies in order to attract the customers on a longer basis.
Marten son (2007) researched the effect of the corporate store image on customer satisfaction and store
loyalty in grocery retailing and deduced that the brand image of the store is an important aspect for the
customer satisfaction. If the retailers understand and address the need of the customers, the customers are
satisfied.

ZIELKE (2008) indicated that value for money, the price level and special offers are both satisfiers and
dissatisfies; price perceptibility, price process ability and price fairness tend to be dissatisfiers only; and price
advertising and products in the upper price range are indifferent requirements.

Fonseca (2009) by adopting a new technique and a new conceptual model of customer’s satisfaction
expressed that in order to estimate the global customer satisfaction measure; one should appeal to
methodologies recognizing that satisfaction must be understood as a latent variable, quantified through
multiple indicators.

Kannan & Srinivasan (2019) D-Mart tailors its product offerings to the local tastes and preferences of the
regions where its stores are located. This localization strategy helps in better inventory management and customer
satisfaction

Reddy & Thomas (2021) With the rise of online shopping, D-Mart has slowly begun to explore e-commerce.
However, studies suggest that a hybrid model, combining physical stores with online shopping, could be more
effective in maintaining customer satisfaction while expanding reach

Verma & Shah, (2022) As consumer awareness of environmental issues grows, integrating sustainability into D-
Mart’s operations, such as reducing plastic usage or offering eco-friendly products, could enhance brand loyalty and
attract a broader customer base
 CHAPTER-03
RESEARCH METHODOLOGY
Since the study is on retail sector first the detail observation of the store is been conducted about its
management team, the number of departments, which are all brands the store has, who are its suppliers, about
its warehouse etc. Based on the topic objectives questionnaire wise designed which consist of 21 questions
and response is collected from the customers who are visiting the store. For data collection a convenient
sampling method was adopted.

STATEMENT

A study based on customer overall satisfaction level towards the product and service which are offered by d-
mart. To know the overall customer preference and their purchasing power. To study overall marketing
structure and strategies of d-mart this is to know in future which shopping mart will be a competitor to d-mart.

SCOPE OF THE STUDY

1. Scope of the study is D-Mart, Karnataka

2. It aims at understanding the company's establishment, organizational structure, department,
techniques, marketing strategies and the advantages it is having over the competitors.

OBJECTIVES

1. To study the demographic profile of the customer preference towards d-mart.

2. To study the relationship between consumer preference and buying behavior related to their income
pattern.
3. To know the overall satisfactory level of consumers.
4. To identify the competitor for d-mart and studying the overall marketing strategies.

HYPOTHESIS
➢ H0 there is no significance between customer satisfaction and d-mart marketing strategies.
➢ H1 there is significance between customer satisfaction and d-mart marketing strategies.

➢ H0 there is no significance between the future competitor of d-mart and income level of the
customers.
➢ H1 there is significance between the future competitor of d-mart and income level of the customers.
SAMPLING
• Type of research : Descriptive research and exploratory research
• Sample population : Karnataka (India)
• Sample size : 50
• Sampling method : Non Probabilistic(Convenience)
• Data collection : Primary Data (questionnaire) and Secondary Data (company website)
• Data analysis : SPSS
 CHAPTER-04
DATA ANALYSIS AND INTERPERTATION
1. Gender of respondents? (Primary data)

Gender Frequency Percentage

Male 21 42

Female 29 58

Total 50 100

DATA ANALYSIS

Research is conducted for both male and female. In the overall survey the Male respondent are-42% and
Female-58%. From the table and graph it was found that 42% of the respondents are male and the remaining
is female.

INTERPERTATION

In the above graph it shows that female respondent are more than male.

2. Age group of the respondents?

Age group Frequency Percentage

Below 20 4 8
 20 to 30 years 46 92
30 to 50 years 0 0
50 years and above 0 0
Total 50 100

DATA ANALYSIS

The above data describes the age group of the respondents there are totally 50 respondents where 4 are below
20 years and the remaining 46 are from 20 to 30 years there are no respondents above 30 years.

100
90
80
70
60
50 FREQUENCY

40 PERCENTAGE

30
20
10
0
Below 20 20 to 30 years 30 to 50 years 50 years and
above

INTERPRETATION

The majority of the responses is from the age group between 20 to 30 years.

3. Occupation of the respondents? (Primary data)

Occupation Count Percentage

Student 36 72

Employed 8 16

House wife 2 4

Prefer not to 3 6
say
 Others 1 2

Total 50 100

DATA ANALYSIS

From the above table it represent the occupation of respondents in the overall 50 respondents 8 people are
employed, 2 people are housewife, 36 people are students and 3 people preferred not to and tell other response
is 1. Represented in percentage where employed is 16%, housewife is 4%, student is 72%, prefer not to say
where 6%, and blank response is 2%.

INTERPRETATION

In the above graph it shows that majority occupation in this research is students and employed peoples.

4. Income group of the respondents? (Primary data)

Income group Frequency Percentage

Not earning 26 52

Less than 20000 13 26

40000 to 60000 2 4

20000 to 40000 8 16

60000 and above 1 2

Total 50 100

DATA ANALYSIS
The following data represent the income group of the respondents where it is represented is percentage format
not earning is 52%, less than 20000 is 26%, 20000 to 40000 is 16%, 40000 to 60000 is 4%, and 60000 and
above is 2%.

INTERPRETATION

The majority of the respondents are not earning.

5. How often do you visit d-mart? (Primary data)

Visit Category Frequency Percentage

Blanks 1 2
Often 5 10
Very often 8 16
2-3 times in month 9 18

Not sure 11 22

Once in a month 16 32

Total 50 100

DATA ANALYSIS

From the above it show the often visit of the respondents is represented in count and percentage format where
the graph represents only the count of the respondents blank response is 1, often visit is 5 response, very often
is 8 response, 2-3 times in month is 9 response, not sure is 11 response, and once in a month is 16 response,
where the overall response is 50 responses.
INTERPRETATION

The majority of the respondents shop only once in a month.

6. Items that are often purchased in d-mart? (Primary data)

Items purchased Frequency Percentage

Blanks 2 2.3809524

Home appliances 19 22.619048

Others 15 17.857143

Groceries 26 30.952381

Gifts 6 7.1428571

Clothes 16 19.047619

Total 84 100

DATA ANALYSIS

From the given data it represents the frequent purchasing items of respondents where the graph is shown in
percentage format. The blank response is 2.38%, home appliances is 22.62%, groceries is 30.95%, gifts is
7.14%, clothes is 19.05% and others is 17.86%. This is the analysis and interpretation of items purchased in
D-mart. In thus majority purchases groceries comes around 26 counts and 30.95% rate.
INTERPRETATION
The majority stands in groceries where most of the purchase only groceries the most.

7. Do you feel the product arrangement is good in d-mart?

Product arrangement satisfactory Count Percentage

Yes 34 68

No 2 4

May be 12 24

Blank 2 4

Total 50 100

DATA ANALYSIS

From the given data the tells the overall product arrangement structure in d-mart do people feel good about
the arrangement and from the 50 respondents the count and its percentage is shown in the graph what people
response to yes it is good is 34 count (68%), no response is 2 count (4%), maybe response is 12 count (24%),
and blank responses is 2 count (4%).
INTERPRETATION
In the data collected majority people have agreed by telling yes the product arrangement is good in D-mart.

8. Your satisfactory level with the range of product price and its quality?

Price satisfaction Count Percentage

Satisfied 43 86

Unsatisfied 3 6

Highly satisfied 4 8

Total 50 100
DATA ANALYSIS

From the analysis of the satisfactory level with the range of the product price and its quality the graph is
represented in both count and percentage format. Where satisfied count is 43 (percentage is 86%), unsatisfied
count is 3(percentage is 6%), and highly satisfied count is 4 (percentage is 8%). Majority have agreed it is
satisfied, this is the interpretation of the satisfactory level of people who visit d-mart.
INTERPRETATION
The graph shows that the majority people are satisfied with the product price and its quality.

9. Are you satisfied with the parking facility provided by the d-mart?

Parking Satisfaction Frequency Percentage

Yes 31 62

No 8 16

Maybe 11 22

Total 50 100
DATA ANALYSIS

From the collected data is shows the overall satisfactory level at d-mart parking facilities. The collected
responses are shown in a pie chart format where it shows the count structure response of yes is 31 counts, no
is 8 counts and maybe is 11 counts. Majority as selected may be, this includes the total 50 respondents.
INTERPRETATION
In the above data that respondents have agreed that they are satisfied with the parking facility that is
provided by the D-mart.

10. The rating of parking facility at d-mart from 1 to 10?

Scaling factor Count

scale 1 3

scale 2 4

scale 3 2

scale 4 3

scale 5 12

scale 6 4
scale 7 5

scale 8 8

scale 9 4
 scale 10 3

Blank 2

Total 50

DATA ANALYSIS

From this data we can see what rating is been given for parking facilities in d-mart it is measured
from scale 1 to 10. Scale 1 its 3 response, scale 2 its 4 response, scale 3 its 2 response, scale 4 its 3
response, scale 5 is 12 responses, scale 6 its 4 response, scale 7 its 5 response, scale 8 is 8 response,
scale 9 is 4 response, scale 10 is 3 response and blank no response is 2. Scale 5 has the majority
ratting, this is the scale for d-mart parking facility given by the respondents.

INTERPRETATION
From the collected data the majority of the respondents have a scaled as average for the parking
facility provided by d-mart.
11. Employee behavior in d- mart from 1 to 10?

Scaling factor Count

scale1 3

scale2 1

scale3 4

scale4 2

scale5 11

scale6 5

scale7 4

scale8 10

scale9 3

scale10 7

Total 50

DATA ANALYSIS
From the data it shows the employees behavior at the d-mart towards the consumers, the scale 1
shows 3response, scale 2 shows 1response, scale 3 shows 4response, scale 4 shows
2response,scale 5 shows 11response,scale 6 shows 5response,scale 7 shows 4response,scale 8
shows 10response, scale 9 shows 3 response and scale 10 shows 7 response.
 INTERPRETATION
The majority of the respondents have given average rating for the employee behavior and the
second majority of them have scaled as 8 where there are 10 responses.

12. Do you think that d-mart will have a competitor in future?

Will there be any competitor? Count Percentage

Yes 28 56

No 5 10

May be 17 34

Total 50 100

DATA ANALYSIS

From the data collected on future competitor for d-mart the majority of people have agreed and
the responses are like yes 28 members, no 5 members and maybe 17 members if that is taken
in from of percentage 36% on yes, 10% on no and 34% have told maybe .
 INTERPRETATION

The majority of the respondents agree that d-mart will have a competition in future.

13. Do you think that marketing strategy of d-mart is effective?

Is D-mart market strategy effective? Count Percentage

Yes 29 58

No 6 12

Maybe 14 28

blank 1 2

Total 50 100

DATA ANALYSIS
The data is about the marketing strategies of the d-mart is that effective or not effective but in the responses
collected the respondents is like yes 29 count and 58%, no 6 count and 12%, maybe is 14 count and 28%
and later on other were only 1 responses.

INTERPRETATION

The majority of the respondents are satisfied with the marketing strategies of the d-mart.

14. Ratings for the marketing strategy of d-mart?

count

scale 1 1

scale 2 2

scale 3 1

scale 4 4

scale 5 5
 scale 6 7

scale 7 13

scale 8 8

scale 9 4

scale 10 5

Total 50

DATA ANALYSIS
The data collected shows the marketing strategies of the d-mart and how people are aware about
that and are given in a scalinf format where scale 1 shows 1response, scale 2 shows 2response,
scale 3 shows 1response, scale 4 shows 4response, scale 5 shows 5response, scale 6 shows
7response, scale 7 shows 13 response, scale 8 shows 8reponse,scale 9 shows 4response and scale
10 shows 5response the overall reponses are 50.
INTERPRETATION
The majority of the responses are scale 7 where there is 13 responses means most of then are
agreing that marketing strategy in good at d-mart.

HYPOTHESIS TESTING

t-Test: Paired Two Sample for Means

1 9

Mean 1.693877551 6.591836735

Variance 0.800170068 4.621598639

Observations 49 49

Pearson Correlation 0.020340576

Hypothesized Mean Difference 0

df 48

t Stat -14.83196781

P(T<=t) one-tail 7.48273E-20

t Critical one-tail 1.677224197

 P(T<=t) two-tail 1.49655E-19

t Critical two-tail 2.010634722

CHAPTER 05
CONCLUSION
I have used hypothesis testing for customer satisfaction and the marketing strategies of the d-mart
where I made a t-test to identify the null and alternative hypothesis to find out where it satisfied or
it is not satisfied.
The significance level used in this hypothesis was 0.05 that is 5% alpha by which the
 z-Test: Two Sample for Means

1 3

Mean 1.795918367 3.387755102

Known Variance 1 1

Observations 49 49

Hypothesized Mean Difference 0

z -7.879189848

P(Z<=z) one-tail 1.66533E-15

z Critical one-tail 1.644853627

P(Z<=z) two-tail 3.33067E-15

z Critical two-tail 1.959963985

 CHAPTER 06
FINDINGS AND STUDY
➢ In this study it was found that most of the customers who shop at D-Mart are of age 18- 30.

➢ It is found that 59% respondents say they visit D-Mart once in a month, 17% twice in a month,
9% other, 8% twice in a month and 7% once in a week. Thus, it can be interpreted that most of the
customer visit D-Mart monthly followed by once in a while.

➢ It is found that respondents mostly shop for grocery and staples in D-Mart i.e.34%, 26% of
them shop for dairy and essentials and the least shopped category of product is dairy and frozen
and footwear’s.

➢ It is found that customers shop at D-Mart mainly because of low price offered by them and
second most reason is due to its quality.

➢ Apart from D-Mart respondents mostly shop at Big Bazaar and Reliance Mart (34% and 31%)
and 28% of them from local stores. This indicates that most of customers are loyal towards D-
Mart.

➢ It is found that 69% of customers agreed that billing process at D-Mart is good, 17% agree that
it is excellent, 13% agrees that it is average, 1% very poor. It indicates that 69% of respondents
happy and only 17% are fully satisfied with billing process. This can be an area for improving
service for enhanced customer satisfaction.

➢ It is found that 72% of respondents says staff survives provided at D-Mart is good, 11% of
them agrees that it is excellent and 15% of them says average. This is a good indicator for the
company.

➢ It is found that 53% customers are satisfied with the offers made from D-Mart, 28% of
respondents say it is excellent, 18% are says it is average, and 1% say it is bad. Thus it is
interpreted that majority of the respondents are satisfied with the offers made by D-Mart.
However, 18% customers are not sure and hence, it is essential to improve their services during
offer days to enhance customer’s satisfaction and to maintain happy customers.

➢ It is found that 67% of respondents agree that product availability at D-Mart is good, 22% says
that it is excellent and 10% of them says it is average which indicates that DMart is efficiently
managing the products so that it is available to the customers.
➢ 10- It is found that 68% of the customers say that the store ambience and atmosphere is good,
15% say it is excellent, and 17% say that it is average. Thus, it can be interpreted that maximum
number of respondents are happy and satisfied with store ambience and atmosphere. But nearly
17% are not sure and this has to be looked into by the company.

➢ It is found that 64% of respondents say that discount and offers made by D-Mart is good, 21%
say that it is excellent and 15% of them say that it is average. This shows that customers are
happy with that discount and offers made by D-Mart but 15% of them neither full agree nor
disagree this must be looked into by the company.

➢ Regarding overall experience about D-Mart, it is found that 68% say that it is good, 23% say
that it is excellent, 8% say that it is average, 1% say that it is average. Thus, it can be interpreted
that as 68% are satisfied and 23% are full satisfied with D-Mart, company is performing very well
and customer are highly satisfied.

➢ It is found that 94% of them are willing to suggest others to visit D-Mart which indicates that
most of the customers are happy with the overall services provided by D-Mart. Suggestions and
recommendations:

✓ Study reveals that more number of customer’s visits once in a month to D-Mart, and D-Mart
can be more towards customer’s benefits by giving offers and discounts to their customers so they
can visit to D-Mart in more number of times.

✓ From the study it is found that Footwear, dairy and frozen and D-Mart brands are shopped at a
low rate by the customers hence company should improve in this category of product in order to
attract more number of customers.

✓ Regarding customers satisfaction about the discounts and offers made from D-Mart 15% are
neither satisfied nor dissatisfied hence, it is essential to ascertain why the respondents feel so. The
company may look to gather this information from their sales force or customer service
department. Conclusion and further scope of study: From this study it can be concluded that
innovativeness and modification is very essential especially in sectors like retailing. The major
retailers viz. Big Bazaar and D-mart striving hard to increase their market share by adopting
innovative means of attracting and luring customers. This study focuses on the innovativeness in
marketing strategies by the retailing giants and the tug of war between them, the innovative
marketing strategies have been identified with the help of four major marketing variables each
retailer is implementing and succeeding to pull the customers towards them, and the outcome of
adoption of innovative marketing strategies has been measured in terms of the revenue generated
by them. DMART is also providing good billing services and customers are also happy with the
ambience and atmosphere at D-Mart.
It is also managing the products efficiently in order to meet customers’ requirements. As
customers visit mostly once in a month D-Mart should provide more discounts and offers to
increase the visits of the customers. In categories like footwear and dairy and frozen special
attention is needed to improve their sales. The findings of the study have ascertained that how
discount and offers affect the buying behavior of the customers and the factors which influence
customers buying behavior.

CHAPTER 07
ANNEXURE

1. **Overall Satisfaction**: How satisfied are you with your overall shopping experience at D-Mart?

- Very Satisfied

- Satisfied

- Neutral

- Dissatisfied

- Very Dissatisfied

2. **Product Variety**: How would you rate the variety of products available at D-Mart?

- Excellent

- Good

- Average

- Poor

- Very Poor

3. **Product Quality**: How satisfied are you with the quality of products at D-Mart?

- Very Satisfied
 - Satisfied

- Neutral

- Dissatisfied

- Very Dissatisfied

4. **Price Competitiveness**: How would you rate the pricing of products at D-Mart compared to other
supermarkets?

- Much Lower

- Slightly Lower

- About the Same

- Slightly Higher

- Much Higher

5. **Store Cleanliness**: How satisfied are you with the cleanliness of D-Mart stores?

- Very Satisfied

- Satisfied

- Neutral

- Dissatisfied

- Very Dissatisfied

6. **Staff Behavior**: How would you rate the behavior and helpfulness of D-Mart staff?

- Excellent

- Good

- Average

- Poor

- Very Poor

7. **Checkout Process**: How satisfied are you with the checkout process at D-Mart?

- Very Satisfied

- Satisfied

- Neutral

- Dissatisfied

- Very Dissatisfied
8. **Product Availability**: How often do you find all the items you need in stock at D-Mart?

- Always

- Often

- Sometimes

- Rarely

- Never

9. **Return/Exchange Policy**: How satisfied are you with D-Mart's return/exchange policy?

- Very Satisfied

- Satisfied

- Neutral

- Dissatisfied

- Very Dissatisfied

10. **In-Store Navigation**: How easy is it to find products in D-Mart stores?

- Very Easy

- Easy

- Neutral

- Difficult

- Very Difficult

11. **Promotional Offers**: How effective do you find D-Mart's promotional offers and discounts?

- Very Effective

- Effective

- Neutral

- Ineffective

- Very Ineffective

12. **Loyalty Programs**: Are you aware of D-Mart’s loyalty programs?

- Yes

- No

13. **Loyalty Programs (Follow-up)**: If yes, how satisfied are you with the benefits provided by D-Mart’s loyalty
programs?

- Very Satisfied
 - Satisfied

- Neutral

- Dissatisfied

- Very Dissatisfied

14. **Digital Presence**: How do you perceive D-Mart’s online presence (website, social media, etc.)?

- Excellent

- Good

- Average

- Poor

- Very Poor

15. **Advertisements**: How appealing do you find D-Mart's advertisements and marketing campaigns?

- Very Appealing

- Appealing

- Neutral

- Unappealing

- Very Unappealing

16. **Mobile App**: Are you aware of D-Mart’s mobile app?

- Yes

- No

17. **Mobile App (Follow-up)**: If yes, how satisfied are you with the D-Mart mobile app’s features and usability?

- Very Satisfied

- Satisfied

- Neutral

- Dissatisfied

- Very Dissatisfied

18. **Word of Mouth**: How likely are you to recommend D-Mart to your friends and family?

- Very Likely

- Likely

- Neutral
 - Unlikely

- Very Unlikely

19. **Digital Marketing**: How effective do you find D-Mart's digital marketing efforts (emails, SMS, online ads)?

- Very Effective

- Effective

- Neutral

- Ineffective

- Very Ineffective

20. **Brand Perception**: How would you rate your overall perception of the D-Mart brand?

- Very Positive

- Positive

- Neutral

- Negative

- Very Negative

21. **New Products**: How interested would you be in purchasing new product lines (e.g., organic products, private
labels) if introduced by D-Mart?

- Very Interested

- Interested

- Neutral

- Uninterested

- Very Uninterested

22. **Store Expansion**: How important is it for D-Mart to open more stores in your area?

- Very Important

- Important

- Neutral

- Unimportant

- Very Unimportant

23. **Sustainable Practices**: How important is it to you that D-Mart adopts more sustainable and eco-friendly
practices?

- Very Important

- Important
 - Neutral

- Unimportant

- Very Unimportant

24. **Home Delivery**: Would you be interested in using a home delivery service provided by D-Mart?

- Yes

- No

25. **Future Expectations**: What new features or services would you like D-Mart to introduce in the future?

- [Open-ended response]