Consumer buying behaviour of D-Mart

A
MANAGEMENT RESEARCH PROJECT REPORT
ON
“CONSUMER BUYING BEHAVIOUR OF D-MART”
SUBMITTED TO:-
A. S. B. PATEL COLLEGE OF BUSINESS ADMINISTRATION, UNJHA
AFFILIATED TO:-
HEMCHANDRACHARYA NORTH GUJARAT UNIVERSITY, PATAN
UNDER THE GUIDANCE OF:- SUBMITTED BY:-
Prof. Ashish J. Patel Jainy M. Patel (101)
Shashi A. Suthar (111)
Shrey M. Patel (113)
Shreya S. Panchal(114)
ACADEMIC YEAR:-
2017-18

PRAFACE
Theory of any subject is important but without its practical knowledge it becomes
unless particularly for the Management Students. As a student’s of the Business Administration,
we have studied many theories and concepts in the classroom, but only after taking up this
project work we have experienced & understood these management theories & practices in its
fullest sense, which plays a very vital role in business field today. The knowledge of
management is incomplete without knowing the practical application of the theories studied.
This training provides golden opportunity for all students, especially to the management
students.
Therefore we have to undergo analysis project for a particular organization in
marketing research project as on subject. After doing lots of brainstorming, we choose D-Mart as
our organization and studied it under the title of “consumer buying behaviour” of D-Mart.
For the said purpose, we have prepared a questionnaire and collected the
information. Based on this we have analyzed the collected information and obtain the position of
the company and its findings.
This project is really enhancing our knowledge about industry and we gain lot of
knowledge from this project. We hope that this project helpful to us in future marketing field
work.

ACKNOWLEDGEMENT
Practical training is one of the most important requirements in B.B.A. Through
this acknowledgement, we express our sincerer gratitude towards those entire respondent helped
in the preparation of this project, which been a learning experience.
We would like to thank to our respected (I/C) Principal MR. ALPESH A. SONI
for giving us the opportunity to learn about practical knowledge of business environment.
Because of him only, we get the valuable opportunity to work on this project. This experience
was fully filed with enthusiasm.
We are also thankful to respected PROF. ASHISH J. PATEL faculty of
A.S.B.PATEL COLLEGE OF BUSINESS ADMINISTRATION, UNJHA for providing his
valuable time with us and giving necessary information. We are also thankful to him for
providing guidance to us. We express our sincere gratitude towards all the faculty members and
those people who helped directly and indirectly to complete this project successfully. It was an
admirable learning experience.
We have tried our level best to present the available information in the best
possible manner.

EXECUTIVE SUMMARY
Impulsive purchasing, generally known as a consumer’s unplanned purchase is an
important part of buyer’s behaviour. The objective of the project is customer’s buying behaviour
about D-Mart, to measure the level of satisfaction derived by the shoppers at D-Mart and to
assess the future relationship between the retailer and his customers.
The study is based on the primary data collected from D-Mart in Mahesana
district with the help of a structured questionnaire. We were taken the 100 sample from
Mahesana district to know the customer’s buying behaviour. Out of 100 samples, the samples are
filled up 31% of house wife, 28% of service person, 23% of businessmen and 18% of student.
The highest samples are filled up by house wife it show the house wife mostly go to the D-Mart.
According to our research we detected that the customer’s purchase from D-Mart
because of their offers and good quality products.
The findings of the study states that consumer’s impulsive buying behaviour and
customer satisfaction are linked with buying behaviour performance.
The survey report of the consumer’s buying behaviour about the products quality
& preference of D-Mart. It is the study of various parameters of behaviour of consumer toward
D-Mart and relates to the theoretical aspect. It gives a glance toward the psyche of buyers, their
needs and expectations for purchasing the product of D-Mart.

INDEX
Ch.
No.
Sub.
No.
Particular Page
No.
 Preface I
 Acknowledgement II
 Executive summary III
1. Introduction to the study
1.1 Introduction of the study 2
1.2 Objectives of the study 2
1.3 Research methodology 3
1.4 Scopes of the study 6
1.5 Significance of the study 6
1.6 Limitation of the study 7
2. Introduction to the organization
2.1 Introduction to the Industry 9
2.2 Company profile 11
2.3 History of the Organization 14
2.4 Subsidiaries of the Company 16
2.5 Organization structure 18
2.6 Statistical information 19
2.7 Future prospect 20
3. Theoretical background
3.1 Basic concepts 22
4. Data analysis and interpretation 27

5. Finding and observation 43
6. Conclusions and suggestions
6.1 Suggestions 47
6.2 Conclusions 48
 Bibliography 49
 Appendix 51

1.1 INTRODUCTION OF THE STUDY
We have got theoretical knowledge from the business school. We also required
some practical knowledge even and that is we are getting from making a project report in the any
company and it is a marketing research report.
All things done so that is must be goal oriented means any work we have doing
that have his own objectives are required for the success. So this type the marketing research
report have requires his own objective and that is customers of D-Mart are buying or not.
If yes then it is good for the company or if it is no then which thing that the
company requires to do for the customer buying from D-Mart. If they are not satisfied by his
price, quality of product, service etc. Above of which reason affects for the buying behaviour
that is we have finding by this research of D-Mart and how that is remedies by the different way
and the company can increases his selling and make market leader.
1.2 OBJECTIVES OF THE STUDY
 To scan the customer buying behaviour.
 To know availability of varieties of products.
 To know about affordable price for everyone.
 To know the customer satisfaction level.
 To study of availability of offers and services.
 To study of quality of products.
 To determine the current status of D-Mart.
 To find out customers response towards D-Mart.

1.3 RESEARCH METHODOLOGY
 RESEARCH DESIGN
Research is a process of getting information about the product or service by using
a strategy and plan so as to obtain answer of research question and control the variance.
In the marketing there are three types of research design that are descriptive
research deign, exploratory research design, and experimental research design. We are using in
this report first one descriptive research design because in the descriptive research we are
collects data by way of survey of customer, market area.
 DATA COLLECTION METHOD
There are two types of data sources
1) Primary data sources
2) Secondary data sources
Primary Data
a) Questionnaires
b) Personal interaction
Primary data can be collected through the questionnaires. Which contain the
different question to measure the customers buying behaviour. Primary data sources are very
useful for research.

Secondary data
a) Company websites
b) Related information from internet
c) Company reports
d) Marketing books
Secondary data can collected through marketing books, internet and other sources.
 RESEARCH INSTRUMENT
We have used questionnaire as a research instrument which consisted of
structured questions and they were of open ended and close ended questions, dichotomous
question, multiple choice question, rank order scaling question.
 RESEARCH APPROACH
In our marketing research survey we had collected primary data through survey
research. Survey best suited for descriptive research and it is only concerned with getting
practical knowledge. We had undertaken survey to learn about people’s satisfaction and buying
behaviour of D-Mart.
 POPULATION
We have taken the responses of 100 people and selected in Mehsana district
people as the target audience where questions were asked.

 SAMPLING PLAN
Sampling Unit
Customers of D-Mart.
Sampling Area
Here the survey was made from Mehsana district.
Sampling method
Non - Probability Convenient sampling for collecting Information.
Sampling size
100 samples are surveyed.
 CONTACT METHOD
We conducted personal interview because it is helpful in asking more questions
and in taking suggestions about the product from the respondent.
 SAMPLING CONFIGURATION
Sampling configuration means to take the samples from the market as
on his arrangement for taking samples from the whole population. We have taken samples from
Mehsana district for the marketing research.

1.4 SCOPES OF THE STUDY
Since the study is on D-Mart shopping the detail study of the D-Mart is been
conducted about its customers and buying behaviour of customers of D-Mart in Mehsana district.
This research is based on primary data and secondary data.
Based on the topic objectives were set and to arrive at the opinion on objectives a
set of 100 questionnaires were designed of 15 questions and response is collected from the
customers who are visiting the D-Mart. For data collection Random Sampling Method was
adopted.
1.5 SIGNIFICANCE OF THE STUDY
 Research says about customer buying behaviour towards D-Mart in Mehsana.
 The research is also important to identify market size, growth and market potential of D-
Mart in Mehsana.
 The research shows future scenario of D-Mart in current perspective.
 The study shows opportunities and challenges for D-Mart respect of internal and external
environment.
 Research say about main competitors in the field of organized retain sectors.
 The study provides guideline to further extension of D-Mart in Mehsana.

1.6 LIMITATION OF THE STUDY
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 of the D-
Mart.
 The study was restricted to only the customers of D-Mart.
 The result and analysis based on the customer survey method and small sample size has
taken only 100.
 Findings are related to particular areas.
 It might be possible that the answers given by the respondents are of biasness.

2.1 INTRODUCTION TO THE INDUSTRY
Retail industry in India is undoubting one of the fastest growing retail industries
in the world. It is the largest among all industries accounting to 10 per cent of the country GDP
and employs around 8 per cent of the workforce. India has seen a drastic shopping revolution in
terms of format and consumer buying behaviour.
From shopping centers to multi-storied malls to huge complexes offering
shopping, entertainment and food all under one roof and it is because of this trend that the retail
industry is witnessing a revolution as many new format markets like hypermarkets,
supermarkets, department stores have made their way in the market.
India has also been world’s top sourcing destination in 2016-17 and the share in
this category is 55 per cent. In India, a major chunk of the middle class and also the untapped
market of retail is an attractive force for all the retail giants from across the globe.
Our working population with a median age of 24 years, along with emerging
opportunities in the retail sector is one of the major factors of the growth in the retail industry of
the India. As many new businessmen are entering the industry, there is expected to be a growth
in the retail sector.
India is still largely an unorganized retail market where maximum retailers
operate in less than 500 sq. ft. of space. The total retail industry is estimated at 9 lakh crore of
which the organized sector accounts for a mere 9 percent indicating a huge potential market
opportunity that is lying in the waiting for the consumer-savvy organized retailer.

Today, the organized players have ventured into each and every retail category.
The purchasing power of Indian consumer is growing in categories like apparels, cosmetics,
shoes, watches, beverages, food and even jewelry.
Due to the large scope of business and high growth potential, India is attracting
investors across the globe. In FDI Confidence Index, India ranks 8th
(after U.S., Germany,
China, UK, Canada, Japan, and France.
The expansion of middle class has led to higher purchases of luxury products and
brand consciousness. Significant growth in discretionary income and changing lifestyles are
among the major growth drivers of Indian retail industry.
With GST taking its shape, it has helped the retailers simplify its tax structure.
This will lead to better supply chain structure, better cash flows, pricing, and profitability

2.2 COMPANY PROFILE
 Type of Organization
Public
 Type of Industry
Retailing
 Founded
15th
May, 2002
 Founder
Radhakishan Damani
 Parent
Avenue Supermarts Ltd. (ASL)
 Number of Location
140
 Headquarter
Mumbai, India
 Products
Department stores

 D-Mart Mumbai office address
Anjaneya Cooperative Housing Society Ltd.,
Opposite Hiranandani Foundation School,
Orchard Avenue, Powai,
Mumbai, Maharashtra
India- 400076
 Revenue
$1.86 Billion (2016-17)
 Net Income
$74.64 Million (2016-17)
 Website
http://www.dmartindia.com/
 D-Mart customer care number for support & Help
+91 22 33400500
 D-Mart customer care officially E-Mail address
suggestion@dmartindia.com
 D-Mart page for feedback & complaints
http://www.dmartindia.com/feedback

 Company Promoters
Radhakishan S. Damani
Gopikishan S. Damani
Shrikantadevi R. Damani
Kirandevi G. Damani
Bright Star
Royal Palm Trust
Bottle Palm Trust
Mountain Glory Trust
Gulmohar Trust
Karnikar Trust
 Company contact information
Avenue Supermarts Limited
B – 72/72A, Wagle Industrial Estate,
Road No. 33, Kamgar Hospital Road,
Thane – 400 604
Phone: 022 3340 0500
Fax: 022 3340 0599
Email: investorrelations@dmartindia.com

2.3 HISTROTY OF THE ORGANISATION
D-Mart is a chain of hypermarket and supermarket in India started by
Radhakishan Damani in Powai in the year of 2002 and head office is located in Mumbai,
Maharashtra. As of 2017, it has 140 stores spread across Maharashtra, Andhra Pradesh,
Telangana, Gujarat, Madhya Pradesh, Chhattisgarh, Rajasthan, National Capital Region, Tamil
Nadu, Karnataka, Daman and Diu and Punjab. The company shows a good pace in advancing
towards expanding across India.
The retailer has 29 stores in 2016 in Maharashtra and Gujarat, and is likely to
double that number in the next two years. A 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.
The supermarket chain of D-Mart stores is owned and operated by Avenue
Supermarts Ltd. (ASL). The brands D-Mart, D-Mart Minimax, D-Mart Premia, D Homes, Dutch
Harbour, etc are brands owned by ASL.
D-Mart time to time gives offers to their consumers and discount in all major
brands. Company operates and manages all its stores. Company also operate distribution centre’s
and packing centre’s which form the backbone of the supply chain to support its retail store
network. Company has 21 distribution centers and six packing centre’s in Maharashtra, Gujarat,
Telangana and Karnataka.

Company is among the largest and the most profitable F&G (Food & Grocery)
retailer in India. Company offers a wide range of products with a focus on the Foods, Non-Foods
(FMCG) and General Merchandise & Apparel product categories. D-Mart is planning to grow
their business in more places or cities.
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.

2.4 SUBSIDIARIES OF THE COMPANY
 Avenue Food Plaza Private Limited
Avenue Food Plaza Private Limited is a Private incorporated on 08 June 2004. It
is classified as Non-govt. Company and is registered at Registrar of Companies, Mumbai. Its
authorized share capital is Rs. 1,00,000 and its paid up capital is Rs. 1,00,000. It is involved
in Restaurants, bars and canteens. Directors of Avenue Food Plaza Private Limited are
Prakash Nand Kishore Pachisia, Navinchandra Nishikant Nerurka. Its Email address is
investorsrelations@dmartimdia.com and its registered address is Anjaneya CHS Limited,
Orchard Avenue, Opp. Hiranandani Foundation School, Powai, Mumbai MH 400076 IN.
 Align Retail Trades Private Limited
Align Retail Trades Private Limited is a Private incorporated on 22 September
2006. It is classified as Non-govt. Company and is registered at Registrar of Companies,
Mumbai. Its authorized share capital is Rs. 20,000,000 and its paid up capital is Rs.
20,000,000. It is involved in Non-specialized retail trade in stores. Directors of Align Retail
Trades Private Limited are Prakash Nand Kishore Pachisia, Navinchandra Nishikant
Nerurkar. Its Email address is investorrelations@dmartindia.com and its registered address is
Plot No. C-40, TTC Industrial Area, Village Pawane, Thane Belapur Road Navi Mumbai
MH 400705 IN

 Nahar Seth & Jogani Developers Private Limited
Nahar Seth & Jogani Developers Private Limited is a Private incorporated on 21
February 2014. It is classified as Non-govt. Company and is registered at Registrar of
Companies, Mumbai. Its authorized share capital is Rs. 1,000,000 and its paid up capital is
Rs. 1,000,000. It is involved in Building of complete constructions or parts thereof; civil
engineering. Directors of Nahar Seth & Jogani Developers Private Limited is Ramakant
Baheti and Gopikishan Shivkishan Damani. Its Email address is info@derivetrading.co.in
and its registered address is 903, Dalamal House, 206, J. B. Marg, Nariman Point, Mumbai
City MH 400021 IN

2.5 ORGANIZATION STRUCTURE
Store
Manager
Dept.
Manager
Asst.
Dept.
Manager
Team
Leader
Team
Member
Customer
Service
Dept.
HR
Asst. HR
Visual
Merchandise Administration
Maintenance
House
Keeping
Security
Marketing
Cashing
Dept
Cashier
Info Tech
Asst. Store
Manager

2.6 STATISTICAL INFORMATION
Rs. (in crore)
Year Total Assets Total Revenue Net Sales Profit After Tax
2013 1,490.0 3,350.96 3,334.62 92.34
2014 1,791.25 4,699.32 4,680.60 159.65
2015 2,347.80 6,454.39 6,433.52 211.39
2016 3,081.54 8,599.63 8,651.96 318.24
2017 5,802.15 11,912.41 11,956.82 482.64
10%
13%
18%
25%
34%
Net sales
2013
2014
2015
2016
2017

2.7 FUTURE PROSPECT
 Mission
“ To be the lowest priced retailer in the area of operation/ city/ region.”
 Vision
It is our continuous endeavor to investigate, identify & make available new
product categories for customer’s everyday use & at the best values than anybody else

3.1 BASIC CONCEPTS
 DEFINITIONS
Marketing:
“Marketing is the performance of business activities that direct the flow of goods
and services from producer to consumer or user”.
AMA
Research:
Research is a structured inquiry that utilizes acceptable scientific methodologies
to slove problems and creates new knowledge that is general acceptable.
Marketing Research
“Marketing research is the systematic design, collection analysis and reporting of
data and findings relevant of a specific marketing situation facing the company”.
Dr. Philip Kotler
Consumer Buying Behaviour
Consumer buying behaviour is the sum total of a consumer’s attitudes,
preferences, intentions, and decisions regarding the consumer’s behaviour in the marketplace
when purchasing a product or service. The study of consumer behaviour draws upon social
science disciplines of anthropology, psychology, sociology, and economics.

 THE BUYING DECISION PROCESS: THE FIVE STAGES MODEL
The consumer typically passes through five stages before he purchases: problem recognition,
information search, evaluation of alternatives, purchase decision, and post purchase behaviour.
Consumers may skip or reverse some of these steps. These steps may differ between first time
buyers and regular or repetitive purchases.
Problem Recognition
Information Search
Evaluation Alternatives
Purchase Decision
Post-purchase Behaviour

Problem Recognition
The buying process starts once the consumer recognizes a problem or need
triggered by internal or external stimuli. A consumer’s buying behaviour is influenced by
cultural, social, and personal factors such as reference groups, family, and social roles and
statuses. Reference groups have a direct or indirect influence on consumers’ attitudes and
behaviour.
Information Search
Search through social networking sites is on rise as consumers are turning to
social media channels for their information search phase during decision making process.
Influencers within the social media channels can have a significant impact on consumer
behaviour without even having any direct contact with the online visitor.
Evaluation of alternatives
Marketers, on behalf of their firms, generate content on social media to engage
consumers actively. Researchers have concluded that engagement in social media brand
communities leads to a positive increase in purchase expenditures. Moreover, a large number of
alternatives options are constantly evaluated every minute by consumers. Due to the engagement
of consumers and marketers through social media, consumers purchase decisions are often
influenced by both user-generated content and marketer-generated content.
Purchasing decision
The purchase of products and services via the Internet could be considered by
consumers as risky alternative due to the absence of personal contact, the inability to have
physical product evaluation, and in some cases the lack of secure transactions. The efforts
towards increasing the fundamental factor of trust in consumer behaviour could be supported
with the use of social media channels, such as Facebook, YouTube, Twitter, and corporate blogs
as they enhance the feeling of social presence. In addition, consumers could use social media as a
communication tool which will help them decide what to buy.

Post purchase behaviour
Once a consumer has purchased a product or service he might notice that there are
certain features which do not meet his initial perceptions or expectations. In other occasions, he
might listen to positive comments about similar brands which might also shake his confidence
regarding the product he purchased. A satisfied customer is likely to repeat the purchase again
but also share his positive views about the brand in blogs and other social networking platforms.
Consumers could also express their negative opinion about a brand based on their personal
experience
 TYPES OF CONSUMER BUYING BEHAVIOUR
1. Complex buying behaviour
Consumers go through complex buying behaviour when they are highly involved
in a purchase and aware of significant differences among brands. Consumers are highly involved
when the product is expensive, bought infrequently, risky and highly self-expressive. Typically
the consumer does not know much about the product category and has much to learn.This buyer
will pass through a learning process characterized by first developing beliefs about the product,
then attitudes, and then making a thoughtful purchase choice.
2. Dissonance- Reducing buying behaviour
Sometimes the consumer is highly, involved in a purchase but sees little
difference in the brands. In this case, the buyer will shop around to learn what is, available but
will buy fairly quickly because brand differences are not pronounced. The consumer will be alert
to information that might justify his or her decision. The consumer will first act, then acquire
new beliefs and end up with a set of attitudes. Here marketing communications should aim to
supply beliefs and evaluations that help the consumer feel good about his or her brand choice.

3. Habitual Buying Behaviour:
A typical consumer’s involvement in the buying process is low because the
consumer doesn’t see much difference between available brands in habitual buying behaviour.
The purchase of a food commodity such as a sack of flour or sugar is a good example.
4. Variety-Seeking Buying Behaviour:
Some buying situations are characterized by low consumer involvement but
significant brand differences. Here consumers are often observed to do a lot of brand’ switching.
An example occurs in purchasing cookies. The consumer has some beliefs, chooses a brand of
cookies without much evaluation, and evaluates it during consumption. But next time, the
consumer may reach for another brand out of boredom or a wish for a different taste. Brand
switching occurs for the sake of variety rather than dissatisfaction.

Que:- 1 Which store first comes to your mind when you think to purchasing a product?
Frequency Percent Valid Percent
Cumulative
Percent
Valid D-Mart 76 76.0 76.0 76.0
V-Mart 5 5.0 5.0 81.0
Store 14 14.0 14.0 95.0
Aadhaar Mall 5 5.0 5.0 100.0
Total 100 100.0 100.0
Interpretation:
Here, we have targeted to the person who are purchasing from D-Mart. As per the survey report
we found that out of 100 customers 76% customers gave responded to D-Mart, V-Mart is 5%,
Store is 14% and Aadhaar Mall is 5%. We can interpret that the D-Mart is more powerful attract
with the purchasing as compare to any other superstore or small store.

Que:- 2 How frequently do you visit a D-Mart?
Cumulative
Percent
Valid Weekly 5 5.0 5.0 5.0
Monthly 83 83.0 83.0 88.0
Yearly 12 12.0 12.0 100.0
Total 100 100.0 100.0
Interpretation:
Here, we have asked this question to know how frequently they are visit D-Mart. In response, we
got that out of 100 customers only 5% consumer’s visit weekly, 83% consumers visit monthly
and 12% consumers visit yearly. No one can prefer for a daily purpose. It means majority of
consumers like D-Mart for monthly shopping purpose.

Que:- 3 Reason behind to purchase from D-Mart?
Interpretation:
Here, we have asked on what basis people purchase from D-Mart. From the above information
we found that, 54 number of consumers give response to the offers of D-Mart i.e. 43.2% because
D-Mart provide different offers to the customers, 32 number of consumers give response to the
price of products of D-Mart i.e. 25.6%. Mostly respondent like offers and price of D-Mart and 26
and 13 customers are attracted to purchase from D-Mart by quality and service.
Cumulative
Percent
Valid Price 32 25.6 25.6 25.6
Offers 54 43.2 43.2 68.8
Quality 26 20.8 20.8 89.6
Service 13 10.4 10.4 100.0
Total 125 100.0 100.0

Que:- 4 For monthly purchasing you prefer?
Cumulative
Percent
Valid D-Mart 87 87.0 87.0 87.0
Store 11 11.0 11.0 98.0
Aadhaar Mall 2 2.0 2.0 100.0
Total 100 100.0 100.0
Interpretation:
On the basis of survey we got that for monthly purchasing most of the customers prefer D-Mart
as compare to any other i.e. 87 responded gave first priority to D-Mart for monthly purchasing.
11 responded prefer store and only 2 customers select Aadhaar mall and no one can prefer V-
Mart for monthly purchasing.

Que:- 5 Types of products you prefer to first purchase? (Please give ranks)
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Total Rank
Grocery 13 24 26 32 5 Grocery 308 3
Food
Items
20 32 24 12 12 Food Items 336 2
House
Hold
42 22 20 13 3 House Hold 387 1
Clothes 18 17 14 25 26 Clothes 276 4
Stationary 7 5 16 18 54 Stationary 193 5
Interpretation:
Here, we asked this question to know that first and last priority of the customers. From the
survey we found that 42 customers give first rank to house hold and 54 customers give fifth rank
to the stationary. And other gave second, third & fourth rank to food items, grocery and clothes
respectively. It means most of the customers prefer house hold items as a first preference and
stationary as a last preference.
0
50
100
150
200
250
300
350
400
450
Grocery Food Items House Hold Clothes Stationary

Que:-6 Offers of D-Mart as compare to other?
Cumulative
Percent
Valid Same 28 28.0 28.0 28.0
Low 8 8.0 8.0 36.0
High 64 64.0 64.0 100.0
Total 100 100.0 100.0
Interpretation:
Here, we asked this question to know that offers given by D-Mart as compare to other is same or
not. From the survey we found that 64% give responds to the offers of D-Mart has high compare
to any other, 28% give responds that offers of D-Mart and other is same, and remaining 8% give
responds that there is a low offers as compare to any other.

Que:- 7 Rank the price of D-Mart on the basis of your evaluation?
Cumulative
Percent
Valid 1 9 9.0 9.0 9.0
2 19 19.0 19.0 28.0
3 24 24.0 24.0 52.0
4 37 37.0 37.0 89.0
5 11 11.0 11.0 100.0
Total 100 100.0 100.0
Interpretation:
Here, we give 1st
rank of price for highly dissatisfied and 5th
rank of price for highly satisfied.
From the survey report 11% customers out of 100% customers give 5th
rank it means they are
highly satisfied with the price of D-Mart, 37% respondents give 4rd
rank it means they are
satisfied with the price, 24% customers give 3rd
rank it saws that they are fair with the price,
19% respondents are dissatisfied because they are giving 2nd rank to the price, 9% customers
are highly dissatisfied because they are giving 1st
rank to the price.

Que:- 8 Level of shopping from D-Mart?
Cumulative
Percent
Valid Below Rs.500 2 2.0 2.0 2.0
Below Rs.1000 21 21.0 21.0 23.0
Below Rs.3000 43 43.0 43.0 66.0
More thanRs.3000 34 34.0 34.0 100.0
Total 100 100.0 100.0
Interpretation:
As per the above information we interpret that, 43 customer’s out of 100 customer’s level of
shopping from D-Mart is below Rs. 3000 while 34 customer’s level of shopping from D-Mart is
more than Rs. 3000, and rest of 21% and 2% customer’s level of shopping from D-Mart is
respectively below Rs. 1000 and below Rs. 500. So from this analysis it is observe that D-Mart is
affordable for every income group.

Que:- 9 Which is your mode of payment in D-Mart?
Cumulative
Percent
Valid Cash payment 77 77.0 77.0 77.0
Debit Card 22 22.0 22.0 99.0
Credit Card 1 1.0 1.0 100.0
Total 100 100.0 100.0
Interpretation:
Here, as per the above chart, it is clear that 77% customers out of 100% have preferred to make
payment as a cash basis and 22% customers give preference to the debit card for payment and
remaining 1% use credit card for payment. So we can say that customers are more convenient to
make payment by cash than by debit card.

Que:- 10 How much time do you spend in a visit to D-Mart?
Cumulative
Percent
Valid Less than half an hour
4 4.0 4.0 4.0
Half an hour to 1 hour 26 26.0 26.0 30.0
1 hour to 1 1/2 hour 42 42.0 42.0 72.0
More than 1 1/2 hour 28 28.0 28.0 100.0
Total 100 100.0 100.0
Interpretation:
Here, we asked this close ended question to check how much time they spend into D-Mart. In
response we found that majority of the respondents i.e. 42 customers out of 100 spend between
1 hour to 1 ½ hour into D-Mart, 28 customers spend more than 1 ½ hour, 26 customers spend
between half an hour to 1 hour and 4 customers spend less than half an hour.

Que:- 11 Which time of the day do you mostly prefer to visit D-Mart?
Cumulative
Percent
Valid 10 am - 1 pm 8 8.0 8.0 8.0
1 pm - 3 pm 29 29.0 29.0 37.0
3 pm - 6 pm 50 50.0 50.0 87.0
6 pm - 10 pm 13 13.0 13.0 100.0
Total 100 100.0 100.0
Interpretation:
Here, we asked this close ended question to know which time of the day mostly customers prefer
to visit D-Mart. As per the survey of 100 responded we got that 50% customers prefer between 3
pm to 6 pm, 29% customers visit between 1 pm to 3 pm, 13% customers visit between 6 pm to
10 pm and 8% customers visit between 10 pm to 1 pm.

Que:- 12 Distance between your house & D-Mart?
Cumulative
Percent
Valid Below 2 km 1 1.0 1.0 1.0
Below 5 km 3 3.0 3.0 4.0
Below 10 km 11 11.0 11.0 15.0
More than 10 km 85 85.0 85.0 100.0
Total 100 100.0 100.0
Interpretation:
As per the chart, we found that majority of the customers i.e. 85% have distance between their
house and D-Mart is more than 10 km. It shows the willingness of the customers towards
company and its product as they have purchase from D-Mart. Here 11% customers have a
distance below 10 km and remaining 3% and 1% have a distance between their house and D-
Mart is below 5 km and below 2 km respectively.

Que:- 13 Are you happy with the location of D-Mart?
Cumulative
Percent
Valid Yes 83 83.0 83.0 83.0
No 17 17.0 17.0 100.0
Total 100 100.0 100.0
Interpretation:
Here, we asked this question to know people are satisfied with the location of D-Mart in
Mehsana can see that 83 customers out of 100 customers are satisfied with the location and rest
of 17 customers are dissatisfied with the location because of the more distance between their
house and D-Mart.

Que:- 14 Are you happy with the parking facility provided by D-Mart?
Cumulative
Percent
Valid Yes 79 79.0 79.0 79.0
No 21 21.0 21.0 100.0
Total 100 100.0 100.0
Interpretation:
Here, we asked this question to know customers of D-Mart are happy with the parking facilities
which is provided by them. As per the survey report 79% customers out of 100% customers are
satisfied with parking facilities. And remaining 21% customers are not satisfied with parking
facilities because of sometimes there are so much overcrowd for parking.

Que:- 15 Would you recommend shopping at D-Mart to someone?
Cumulative
Percent
Valid Yes 96 96.0 96.0 96.0
No 4 4.0 4.0 100.0
Total 100 100.0 100.0
Interpretation:
From the above graph we see that 96% of customers will suggest to shop at D-Mart and
remaining 4% of customers will not suggest to shop. Hence we conclude that majority number of
customers will suggest to shop at D-Mart.

 Out of 100 respondents majority of the respondents i.e. 76% responds to D-Mart when
they think to purchase a products.
 Most of the customers buy their requirement in D-Mart on monthly basis. Customers
realized that D-Mart store provides qualitative products with reasonable price.
 Most of the customers give response to the offers of D-Mart. Because of D-Mart provide
different offers to the customers.
 87% customers give response to D-Mart for a monthly purchase.
 As per the finding, majority of the respondents are interested to shopping house hold
products as compare to any other product.
 Because there are so many competitors in the market that’s why D-Mart give more offers
as compare to any other.
 D-Mart has positioned itself in the market as a discounted store because it provides low
price products.
 D-Mart holds a huge customers base because it is suitable to all level of income group.
 Majority of the respondents i.e. 77% respondents make a cash payment at the time of
payment.
 At the time of visit or purchase 42 customers out of 100 spend between one hour to one
and half hour into D-Mart.
 50% customers mostly prefer time between 3p.m. to 6p.m. of the day.

 85% customer out of 100% customers have a distance between their house and D-Mart
more than 10k.m..
 The location of D-Mart is 3.5 km away from Mehsana city. Even then people happy with
the location of D-Mart.
 Most of the customers are satisfied with parking facility provided the D-Mart.
 All most 96% customers recommend D-Mart to someone for shopping. But only 4%
didn’t recommend shopping from D-Mart because of parking facility, unavailability of
products and untrained staff.

6.1 SUGGESTIONS
After analyzing the data and successfully testing the methods the researcher
would like to make following suggestion in context of Consumer buying behaviuor of D-Mart in
Mehsana city.
 D-Mart should provide large parking space for its customer’s so that they can easily park
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.
 Some of the member of 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 websites, 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 floor.
 It should make different cash counter for different customers. Cash counter and debit or
credit card payment counter should be placed differently in order to reduce the rush and
save the customer’s time. This will be a kind of motivator for the customer of D-Mart.

 Company must provide schemes and offers on various festivals because here people are
attracted much by offers and schemes.
 The no. of competitors in the market is more so company should adopt & implement new
marketing strategies to face competition.
6.2 CONCLUSIONS
Every industry initially steps ahead in the corporate world. It always keeps in the
mind with amazement motive. The motive of the company is known as “Identified needs and
expectations of the customers, as well as provide the appreciable service.”
Now-a-days D-Mart is having a competent mall in the present market. It provides
incredible facilities and services to its customers. Here, we have done research project entitled
with consumers buying behaviuor.

 Books:-
 N.C. JAIN & SAAKSHI JAIN, “Textbook of Marketing Management”, AITBS
PUBLISHERS
 DR. VIJAY UPAGADE & DR. ARVIND SHENDE, “Research Methodology”,
S. CHAND
 N.C. JAIN & SAAKSHI JAIN, “Textbook of Marketing Management”, AITBS
PUBLISHERS
 Websites:-
 http://www.indiaretailing.com/2017/11/16/retail/indian-retail-industry-growth-
trends-challenges-opportunity/
 https://en.wikipedia.org/wiki/D-Mart
 http://customercarephonenumbers.in/shopping/d-mart-customer-care-phone-
number-email-office-address-and-support/
 http://www.dmartindia.com/about-us
 https://www.researchgate.net/figure/The-five-stage-model-in-consumer-
behaviour-Kotler-2012_fig1_291691535
 http://www.yourarticlelibrary.com/consumers/consumer-buying-behaviours-4-
important-types-of-consumer-buying-behaviours/22153

QUESTIONNAIRE
Dear sir/madam,
We are students of BBA SEM-VI of A. S. B. Patel College of Business Administration (B.B.A
Programmme), Unjha. For academic purpose, a research project is to be held on topic of
“Consumer Buying Behaviour of D-Mart”. For this purpose we would like to ask you few
questions. We would to be grateful if you spare few moments and co-operates with us.
1) Which store first comes to your mind when you think to purchasing a product?
a) D-Mart [ ] b) V-Mart [ ]
c) Store [ ] d) Aadhaar Mall [ ]
2) How frequently do you visit a D-Mart?
a) Daily [ ] b) Weekly [ ]
c) Monthly [ ] d) Yearly [ ]
3) Reason behind to purchase from D-Mart?
a) Price [ ] b) Offers [ ]
c) Quality [ ] d) Service [ ]
4) For monthly purchasing you prefer?
a) D-Mart [ ] b) V-Mart [ ]
c) Store [ ] d) Aadhaar Mall [ ]
5) Types of products you prefer to first purchase? (Please give ranks)
a) Grocery [ ] b) Food items [ ]
c) House hold [ ] d) Clothes [ ]
e) Stationary [ ]
6) Offers of D-Mart as compare to other?
a) Same [ ] b) Low [ ] c) High [ ]
7) Rank the price of D-Mart on the basis of your evaluation?
a) 1 [ ] b) 2 [ ] c) 3 [ ] d) 4 [ ] e) 5 [ ]

8) Level of shopping from D-Mart?
a) Below Rs.500 [ ] b) Below Rs.1000 [ ]
c) Below Rs.3000 [ ] d) More than Rs.3000 [ ]
9) What is your mode of payment in D-Mart?
a) Cash payment [ ] b) Debit card [ ] c) Credit card [ ]
10) How much time do you spend in a visit to d-Mart?
a) Less than half an hour [ ] b) Half an hour to 1 hour [ ]
c) 1 hour to 1½ hour [ ] d) More than 1½ hour [ ]
11) Which time of the day do you mostly prefer to visit D-Mart?
a) 10 am – 1 pm [ ] b) 1 pm – 3 pm [ ]
c) 3 pm – 6 pm [ ] d) 6 pm – 10 pm [ ]
12) Distance between your house & D-Mart?
a) Below 2 km [ ] b) Below 5 km [ ]
c) Below 10 km [ ] d) More than 10 km [ ]
13) Are you happy with the location of D-Mart?
a) Yes [ ] b) No [ ]
14) Are you happy with the parking facility provided by D-Mart?
a) Yes [ ] b) No [ ]
15) Would you recommend shopping at D-Mart to someone?
a) Yes [ ] b) No [ ]
If no, reason ____________________________________________________
PERSONAL DETAILS
Name:- ___________________________________________________________
Address:- __________________________________________________________
Gender:- Male [ ] Female [ ]
Occupation:- _________________________________________________

Consumer buying behaviour of D-Mart

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