This research paper considers the understanding of the customers’ satisfaction towards and perceptions towards D-mart;. Specifically this research will seek to identify which factors effect on satisfaction. The purpose of this study is to find out overall satisfaction towards Dmart. Some people are satisfied about price, some people about product variety. Research was done through questionnaire and discus with some customers in college campus who are customers of D-mart. Retailers have recognized this trend and are of the view that customer satisfaction plays a role in the success of business strategies. Therefore it has become important for grocery retail stores to try and manage customer satisfaction. This paper was thus developed to investigate the satisfaction levels of customers in D-mart. Data was collected from D-mart in akurdi, pune. The study examined the importance of overall dimensions and specific elements of customer satisfaction towards the measurement of satisfaction levels.

1. Research Report
On
“SATISFACTION OF CUSTOMERS TOWARDS D-MART”
Submitted By:
Ritesh M. Gholap
Under Guidance:
Prof.Amitabh Patnaik
Dr. D.Y. Patil Pratishtan’s
Padmashree Dr. D.Y. PATIL INSTITUTE OF MANAGEMENT STUDIES
AKURDI, PUNE-411044

2. ACKNOWLEDGEMENT
We would like to take this opportunity to express our sincere thanks to all those who have
provided us with valuable guidance towards the completion of this research.
First and foremost, to our subject teacher Prof. Amitabh Patnaik for his useful guidance,
making available to us his immense knowledge and experience.

3. ABSTRACT
This research paper considers the understanding of the customers’s satisfaction towards and
perceptions towards Dmart;. Specifically this research will seek to identify which factors
affect on satisfaction.
The purpose of this study is to find out overall satisfaction towards Dmart. Some people are
satisfied about price,some people about product variety.Research was done through
questionnaire and discus with some customers in college campus who are customers of
Dmart.. Retailers have recognized this trend and are of the view that customer satisfaction
plays a role in the success of business strategies. Therefore it has become important for
grocery retail stores to try and manage customer satisfaction. This paper was thus developed
to investigate the satisfaction levels of customers inDmart. Data was collected fromDmart in
akurdi,pune. The study examined the importance of overall dimensions and specific elements
of customer satisfaction towards the measurement of satisfaction levels.

4. INTRODUCTION
1.1 Background
D-Mart is a chain of hypermarket and supermarkets in India started by R K Damani. As
of 2015, it has 89 stores spread across Maharashtra, Gujarat, Telangana, Andhra
Pradesh,Madhya Pradesh and Karnataka, and a recent purchase of property in Rajkot[2]
shows that it is well advancing towards expanding across India.Traditionally, companies
have relied only on differentiation of products and services to retain their customers and
also to satisfy the consumers. However, times have changed, due to fierce competition
from new players entering the market, imitation of new features and increase in number
of new offers, customers have acquired new choices and they have also become more
price sensitive, which has forced marketers to adapt differentiated and customer oriented
strategies in order to enable them to stand out in the competition and gain a competitive
edge. According to Singh (2006), one of the fundamentally important drivers of
organizational success is that enterprisers must take the needs and wants of their
customers into account. That is the reason why the researcher such as Reicheld & Sasser
(1990); Ciavolino & Dahlgaard (2007), Singh (2006); LaBabera & Mazursk (1983);
Carpenter (2008); Bridson et al (2008) have paid attention to the importance of customer
satisfaction, loyalty and retention have been continuously paid attention worldwide.
Due to the tremendous growth of service industry in which retailing sector plays an
important role, it is vital for retailers to understand the degree of importance of listening
to the inner voice of customers´ needs to create, increase level of satisfaction. Ultimately,
effective satisfaction leads to prospective long term relationship and loyalty through
repeating purchase and recommendation, which helps retailers maintain their market
share and position. Consumer´s needs have become sophisticated and it is imperative that
grocery stores look for building long term and stable relationships with their customers
as a way of driving satisfaction up since satisfaction does translate later into loyalty and
retention

5. 1.2 Aim and Objective
 The aim of the paper was to identify and describe factors of customer about overall
satisfaction of d- mart.
 The research also measured level of satisfaction customers towards D-mart.
 Comparatively analyze customer satisfaction for D-mart.

6. LITERATURE REVIEW
In this chapter of the research, we have given a theoretical background of customer
satisfaction and also explained all the factors which influence customer satisfaction in
Supermarkets. This section described what a supermarket and hypermarket are. Section 2.1
described customer satisfaction using the available literature from other researchers; 2.2
described the different dimensions of customer satisfaction
2.0 Definitions Supermarket (D-mart)-
According to the Webster International dictionary (1993), a Supermarket is a self-service
store or independent retail market offering a wide variety of food and household
merchandise, organized into departments. It is larger in size and has a wider selection than a
traditional grocery store and it is smaller than a hypermarket or superstore.
2.1 Customer Satisfaction
According to Hasemark and Albinsson (2004) cited in Singh (2006:1) “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); Hoyer &MacInnis (2001) 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. Satisfaction means the contentment one
feels when one has fulfilled a desire, need or expectation. Furthermore, Customer satisfaction
can be a measure of how happy customers are with the services and products of a
supermarket. Keeping customers happy is of tremendous benefit to companies. Satisfied
customers are more likely to stay loyal, consume more and are more likely to recommend
their friends to the business.

7. 2.2. Dimensions of customer Satisfaction.
Satisfaction is affected by many factors which include price, billing systems, location,
parking system, location etc.

8. METHODOLOGY
In this chapter, methodology is explained in order to relate literature review and the analysis
of the data to be done for this research. In section 3.1 research question was defined. Section
3.2 explained approach, strategy and data collection methods. Section 3.3 was about research
related questionnaire design. Theoretical framework for analysis was given in section 3.4.
Sampling procedure for service quality related questionnaire was given in section 3.5.
3.1 Researchquestions
In the research, we have identified the elements of consumer satisfaction regarding their
shopping experiencesin Dmartthrough the eyes of the customer and to measure satisfaction
levels for Dmart.
What is the satisfaction level of customers at supermarkets?
3.2 ResearchStrategy and Data collection Method
Research Type This research was descriptive, which drew a picture of the topic and
describes characteristics of a phenomenon or situation in its current state, namely customer
satisfaction. Besides, the research sought to indentify relevant attributes of this phenomenon
to answer the question what and how. In descriptive research, correlation, and survey
research are used. For the research, survey plus observation were the suitable ways to capture
the phenomenon at the moment. The selected approach was based on personal observation
and shopping experiences from perspectives of customers when they do their grocery.
This research adopted quantitative research is aimed to identify various elements and measure
level of customer satisfaction. It also focused on known variables and they described
predictable features of the subject such as service, billing facilities, personnel service, price
etc.Our aim is to analyze empirical result from the survey for reliable conclusion of

9. satisfaction level measured atDmart. Measurement based on statistical evaluation on rate of
importance of related dimensions which the researchers developed in the model before survey
was conducted. The result was calculated with SPSS TOOL.Quantitative takes less time to
complete and it is normally possible to predict accurately the time schedules whereas
qualitative research can be much more prolonged. Most of thesis studies were time
constrained. Hence, quantitative approach was the preferred approach. In quantitative
research, survey is a frequently used and universal approach because it covers a larger
respondent population to collect data in highly economical way in comparison with
qualitative.

10. SELECTED PARAMETER FOR STUDY
Satisfaction:
Why was this parameter selected ?
Customers satisfaction is main factor of study because it directly contributes to overall sales
of D-mart. If customer is satisfied then he will allways prefer our product alllways and it
leads to loyal customer. So it is very important to consider satisfaction of our loyal customers
Place:
DYPIMS is very close to Dmart. And most of students in college prefer to buy from D-mart
on regular basis. So it was convenient to take response from them as customers.
OBJECTIVE OF THE STUDY
The objective of this study is to find out which mode of transport is mostly preferred by the
passenger. On what basis people choose their mode of transport. Is there any improvement
needs to be done in local railway and bus transport. If they are asked about rush, littering,
unhygienic, safety and comfort, place, fare, theft than which mode of transport they would
choose.

11. RESEARCH METHODOGLY
Type of Research: Descriptive Research
Field of Study:Satisfaction of customers towards Dmart
Spss method used –regression anlysis
Sample Size:50
Data collection Technique:
a)Primary data – Collected through Questionnaire and Discussions
B)Secondary data - Collected from various research journals, periodicals and reports
Main Hypothesis:
1) Nul l hypothesis: Customers of D-mart are not satisfied about Dmart.
2) Alternative hypothesis: Customers are satisfied about Dmart..
a) merchandise
1)Null hypothesis: Customers are not satisfied about the merchandise.
2)Alternative hypothesis: Customers are satisfied about the merchandise.
b)service
1)Null hypothesis: Customers are not satisfied about theservice.
2)Alternative hypothesis: Customers are satisfied about the service.
c)price
1)Null hypothesis: Customers are not satisfied about the price.
2)Alternative hypothesis: Customers are satisfied about the price.

12. d)billing system
1)Null hypothesis: Customers are not satisfied about the billing system.
2)Alternative hypothesis: Customers are satisfied about the billing system
e)location
1)Null hypothesis: Customers are not satisfied about the location.
2)Alternative hypothesis: Customers are satisfied about location.
e)parking
1)Null hypothesis: Customers are not satisfied about theparking
2)Alternative hypothesis: Customers are satisfied about parking

13. RESULT AND DISCUSSIONS
Correlation table ……
Mechandise Service price billing location parking satisfaction
Merchandise
Pearson
Correlation
1 .593**
.594**
.528**
.631**
.194 .537**
Sig. (2-tailed) .000 .000 .000 .000 .060 .000
N 95 95 95 95 95 95 95
Service
Pearson
Correlation
.593**
1 .560**
.757**
.686**
.201 .589**
Sig. (2-tailed) .000 .000 .000 .000 .051 .000
N 95 95 95 95 95 95 95
Price
Pearson
Correlation
.594**
.560**
1 .622**
.682**
.425**
.674**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 95 95 95 95 95 95 95
Billing
Pearson
Correlation
.528**
.757**
.622**
1 .701**
.365**
.697**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 95 95 95 95 95 95 95
Location
Pearson
Correlation
.631**
.686**
.682**
.701**
1 .391**
.712**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 95 95 95 95 95 95 95
Parking
Pearson
Correlation
.194 .201 .425**
.365**
.391**
1 .390**
Sig. (2-tailed) .060 .051 .000 .000 .000 .000
N 95 95 95 95 95 95 95
satisfaction
Pearson
Correlation
.537**
.589**
.674**
.697**
.712**
.390**
1
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 95 95 95 95 95 95 95
**. Correlation is significant at the 0.01 level (2-tailed).

14. Inter pretation- table corelations are positive means data collected is reliable
and correct.
Model-
Variables Entered/Removed
Model Variables Entered Variables Removed Method
1 merchandise, price, service,
billing, location, parking.
. Enter
a. All requested variables entered.
Interpretation-here F ratio is significant.
Model R R Square
Adjusted R
Square Std. Error of the Estimate
1 .689a .613 .527 .81770
a. Predictors:
(Constant),parkingmean,locationmean,merchandisemean,pricemean,locationme
an,servicemean
b. Dependent Variable: satisfaction
Description of f factor

15. Coefficiennt
Model
Unstandardized
Coefficients
Standardized
Coefficients
T Sig.B Std. Error Beta
1 (Constant) .389 .432 .970 .335
mechandise .045 .088 .047 .508 .612
Service .024 .102 .027 .239 .812
Price .263 .109 .240 2.415 .018
Billing .332 .118 .319 2.819 .006
Location .297 .113 .293 2.618 .010
Parking .029 .041 .053 .698 .487
a. Dependent Variable: satisfaction
Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 1.8683 7.0094 5.4105 1.07881 95
Residual -2.26641 2.84914 .00000 .83955 95
Std. Predicted
Value
-3.283 1.482 .000 1.000 95
Std. Residual -2.612 3.284 .000 .968 95
a. Dependent Variable: satisfaction
Model Sum of Squares df Mean Square F Sig.
1 Regression 109.401 6 18.233 21.218 .000a
Residual 66.255 88 .553
Total 175.656 94
a. Predictors: (Constant),
parkingmean,locationmean,merchandisemean,pricemean,locationmean,servicemean
b. Dependent Variable: satisfaction

16. ANALYSIS OF DATA AND RESULT
Model Summary:
The first table provided by SPSS is the summary of the model that gives the value of R and
R2 for the model for this data R is 0.689 and because there are multiple predictors this value
represent the simple correlation between customer satisfaction and online shopping.The value
for R2 is 0.527 which tells us that predictors can account for 59.7% of the variation in
customer satisfaction of online shopping.
These are many factors like convenience, webdesign and benefits can explain this variation.
Therefore there 40-50%c of the variation in customer satisfaction as un-explain. Therefore
there must be other variables that have an influence also.
Anova:
The next part of the output reports analysis of variance [Anova]. The most important part of
the table is the F Ratio which is calculated using equation,(2) and the associated significance
value for this data F is 21.218 which is significant at P<0.001 because the value in the
column table significance is less than 0.001. This result tells us that there is less than
0.001%chamce that a F Ratio this large would happen by chance alone. Therefore it is to be
concluded that the regression model result in significantly paper prediction of customer
satisfaction that the mean value is used for customer satisfaction.
Co-efficients:
This table in SPSS output provides details of the model parameter and the significance of the
values.Equation 1 shows that was the intercept and this value is the value B for the constant
so from the table B0 is 0.389.

17. CONCLUSION-
So here our null hypothesis gets rejected and alternative hypothesis has been accepted means
D mart customers are satisfied towards facilities provided by D-mart.

18. Bibliography
 "D'Mart beats the Goliaths" Business Standard http://www.business-
standard.com/article/management/d-mart-beats-the-goliaths-113071000948_1.html"
D'Mart beats the Goliaths" Business Standard.
 "On day 3, Rajkot Municipal Corporation Plot Fetches 18 Crore" Indian Express
http://indianexpress.com/article/cities/ahmedabad/on-day-3-rajkot-municipal-
corporation-plot-fetches-rs-18-crore/"On day 3, Rajkot Municipal Corporation Plot
Fetches 18 Crore" Indian Express