A

PROJECT REPORT
On
“A Study on Consumer buying behavior with reference to D-
Mart”
Submitted in the partial fulfillment for the award degree of
BACHELOR OF BUSINESS ADMINISTRATION

By
PRAKASH BIRADAR
(1051-16-684-046)
Under the guidance of
NAVEEN

AURORA DEGREE COLLEGE (AFFILIATED TO OSMANIA

UNIVERSITY) RTC BLOCK, CHIKKADPALLY, HYDERABAD.

2016-2019
 DECLARATION

I hereby declare that this Project Report titled “A study on Consumer buying

behavior with reference to D-Mart” submitted by me to the Department of Business

Management, O.U., Hyderabad, is a bonafide work undertaken by me and it is not submitted

to any other University or Institution for the award of any degree diploma / certificate or

published any time before.

Date:
Place:
(Prakash Biradar)
 ACKNOWLEDGEMENT

On the very outset of this project, I would like to extend my sincere and heartfelt obligations

towards all the personages who have helped me in this Endeavour.

I take the immense pleasure in thanking Sri. VISHWANATHAM BULUSU sir Principal of

Aurora Degree College and Mrs. G. CHAMUNDESHWARI class in-charge of BBA-3 for

permitting me to carry out this project work.

I wish to extend gratitude to Mr. NAVEEN, faculty of Aurora Degree College, my project

mentor for the guidance and encouragement given by him to accomplish this thesis.

Finally, yet importantly I would like to express my heartfelt thanks to my beloved parents for

their blessings and wishes in successful completion of the work.

Any omission in this brief acknowledgement does not mean lack of gratitude.
 CERTIFICATE

This is to certify that the Project Report title “A Study on Consumer buying

behavior with reference with D-Mart” submitted in partial fulfillment for the

award of BACHELOR OF BUSINESS ADMINISTRATION, OSMANIA

UNIVERSITY, and HYDERABAD was carried out by PRAKASH BIRADAR

bearing ROLL NO: 1051-16-684-046 under my guidance. This report has not

been submitted to any other University or Institution for the award of any

degree/diploma/certificate.

Signature of the Principal Signature of the mentor

Signature of HOD Signature of the class incharge

 CONTENTS
LIST OF TABLES i

LIST OF FIGURES ii

CHAPTER PARTICULARS PAGE NO:

NO:
1 Introduction

2 Literature review

3 Company profile

4 Data analysis and

Interpretation
5 Findings and conclusions

 Bibliography

 Questionnaire
LIST OF TABLES
TABLE LIST OF TABLES PAGE NO:
NO:
1 Personal details

2 How many members in your

family?
3 Which store you prefer first?

4 How frequently do you use D-Mart?

5 Level of shopping from D-Mart?

6 Distance between your house & D-

Mart?
7 Type of products you prefer to
purchase?
8 Reason behind D-Mart purchasing?

9 Offers of D-Mart as compare to

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

11 For day to day need you prefer?

12 For monthly purchasing you prefer?

13 Do you think D-Mart is more

affordable for everyone?
LIST OF FIGURES
TABLE LIST OF FIGURES PAGE NO:
NO:
1 Personal details

2 How many members in your

family?
3 Which store you prefer first?

4 How frequently do you use D-Mart?

5 Level of shopping from D-Mart?

6 Distance between your house & D-

Mart?
7 Type of products you prefer to
purchase?
8 Reason behind D-Mart purchasing?

9 Offers of D-Mart as compare to

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

11 For day to day need you prefer?

12 For monthly purchasing you prefer?

EFFECTS OF D-MART ON THE LOCAL MARKET

INTRODUCTION:
A supermarket is a self-service shop offering a wide variety of food, beverages
and household products, sometimes organized into sections and shelves. It is
larger and has a wider selection than earlier grocery stores, but is smaller and
more limited in the range of merchandise than a hypermarket or big-box
market. Some supermarkets also sell other household products that are
consumed regularly. A larger full-service supermarket combined with a
department store is known as a hypermarket.

A consumer buying behavior with reference to D-mart is to checking the

buying behavior of an individual consumer when he used to shopping in D-
mart. D-mart offers all over the household products for our daily routine in
best affordable prices for every customer.

THE KEY OBJECTIVES OF THIS PROJECT ARE:

 To study of availability of offers and services.
 To know the customer satisfaction level.
 To study of quality of products.

SCOPE: The scope of this study is to make analysis on the D-mart stores that
are located in Hyderabad. It gives detailed information on the buying pattern
of the consumers in the metro cities.

LIMITATIONS: As the scope of the study is restricted only to Hyderabad city,

complete evaluation on the performance of D-mart may not be accurate.
 CHAPTER 1- CONCEPTUAL FRAMEWORK

A consumer buying behavior with reference to D-Mart is to checking the

buying behavior of an individual consumer when he used to shopping in D-
Mart. D-Mart offers all over the household products for our daily routine in
best affordable prices for every customer. The key objectives of this project
are:
 To study of availability of offers and services.
 To know availability of varieties of products.
 To know about affordable price for everyone.
 To know the customer satisfaction level.
 To study of quality of products.

D-Mart is a chain of hypermarket and supermarkets in India started by R K

Damani. It founded in 15th May 2002 as of 2016, it has 110 stores spread
across Maharashtra, Gujarat, Telangana, Andhra Pradesh, Madhya Pradesh,
Chattisgarh and Karnataka. The company shows a good pace in advancing
towards expanding across India.

The retailer has 29 stores in Maharashtra and Gujarat, and is likely to

double that number in the next two years. “The plan is to close financial year
2010 with 35 stores, up from 29,” a D-Mart executive said. A second executive
said, on condition of anonymity, D-Mart will add 10-15 large-format stores of
30,000-40,000 sq. ft every year for the next two years. D-Mart did not reply to
email queries. Industry observers said D-Mart enjoys an edge due to its
combination of large stores and a value platform. D-Mart is a one-stop
supermarket chain that aims to offer customers a wide range of home and
personal products under one roof. Each D-Mart store stocks home utility
products - including food, toiletries, beauty products, garments, kitchenware,
bed and bath linen, home appliances and more - available at competitive
prices that our customers appreciate. Our core objective is to offer customers
good products at great value.

D-Mart was started by Mr. Radhakishan Damani to address the growing

needs of the Indian family. From the launch of its first store in Powai in 2002,
DMart today has a well - established presence in 110 locations across
Maharashtra, Gujarat, Andhra Pradesh, Madhya Pradesh, Karnataka,
Telangana and Chhattisgarh. With our mission to be the lowest priced retailer
in the regions we operate, our business continues to grow with new locations
planned
In more cities.
The supermarket chain of D-Mart stores is owned and operated by Avenue
Super marts Ltd. (ASL). The company has its headquarters in Powai, Mumbai.

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

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

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

Stores are designed with customer convenience in mind. D-Mart respects

your intelligence by offering a wide choice of brand and pack sizes, couple with
easy-to-understand communication and information. D-Mart seeks to provide
one-stop shopping experience for the entire family, meeting all their daily
household needs. A wide selection of home utility products is offered,
including foods, toiletries, beauty products, garments, kitchenware, bed and
bath linen, home appliances and much more.

D-mart’s vision is to make available products/categories for the customer’s

everyday use at the ‘best’ value than D-Mart is constantly expanding across
departments to keep pace with our rapidly growing business. If you are looking
for a career in an exciting environment, with lots of potential for professional
and personal growth, then join us at D-Mart!

D-Mart will believe in ‘learning through opportunities’. As an equal

opportunity employer, it strongly believe that ANYBODY can be a part of D-
Mart. it encourage candidates from every background to bring in their best in
terms of new ideas, innovative thinking and positive outlook towards work.
They judge their prospective and existing employees only on the basis of their
professional mettle.
 CHAPTER 2- REVIEW OF LITERATURE
Review of literature literally means reviewing already acquired knowledge in a
detailed and completely connected way. It is a summary in which, various
truths intensively studied are seen as an organized whole, accurately related
and well unified. Researcher takes advantage of the knowledge which has
accumulated in the past as a result of constant human Endeavour. Research
can never be undertaken in isolation of the work that has already been done
on the problems which are directly or indirectly related to a study proposes by
a researcher.
One of the important steps in the planning of any research study is a careful
review of the research journals, books, dissertations, theses and other sources
of information on the problem to be investigated. It enables the researcher to
define the limits of his field and to avoid unfruitful and useless problem areas.
The knowledge of related literature makes the researcher up-to-date on the
work which others have done and help him to avoid unintentional duplication
of well established findings. The review of related literature gives the
researcher an understanding of the research methodology, tools and
instruments, which have proved to be useful and promising in the previous
studies and provides an insight into the statistical methods through which
validity of results is to be established.
In the words of Best, “A familiarity with the literature in any problem area
helps the students to discover what is already known, what others have
attempted to find out, what methods have been promising and disappointing
and what problems remain to be solved.” In view of the importance of the
review of related research, an attempt was made to analyze the related
researches on a consumer buying behavior with reference to D-Mart. These
studies have been systematically presented in the following section.
STUDIES RELATED TO RESEARCH ON A CONSUMER BUYING
BEHAVIOR WITH REFERENCE TO D-MART

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

(Mazursky and jacoby 1986); and others seeking to conduct a meta-analysis of

retail patronage studies (Pan & Zinkhan 2006). However, the exciting literature
did not retail image Consumers perception of store image is based, in part, on
functional qualities that the store may possess, and by other, less tangible or
psychological attributes (Lindquist 1974).

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

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

A later study by Baker, Grewal and Voss (2002) also confirmed that service
quality was a key determinant of store image. Given the prevalence in the
literature of merchandise and service as two key determination in the
formation of store image, these two attributes were selected for present study
to gauge consumer’s perception of retail stores. These attributes were
incorporated in this study by obtaining consumer similarity judgments on
retailers “service quality” and “merchandise quality”. The clustering of retail
stores based on these two attributes will yield a better understanding of
competition within the retailing industry.
Feinberg, Sheffler, Meoli and Rummel (1989) considered the social
stimulation provided by malls, finding that the mall served as an outlet for
social behavior. Further examination of this issue was made by Lotz, Eastlick
and Shim (2000), who studied the similarities and differences between mall
entertainment seekers and mall shoppers. Their results supported hypotheses
that there are different motivations for individuals who visit a mall for
entertainment activities versus those who visit for shopping purposes.

Roy (1994) in his study considered several characteristics of shoppers - such as

functional shopping motivation, deal proneness, recreational shopping
motivation, age, income and family size, to be a significant influence on mall
shopping frequency.

Burns and Warren (1995) opined that since the store mix and product
offerings of many regional shopping malls are very similar, often the primary
discriminator between many of these centers is merely location. Making the
choice to shop at a regional shopping mall other than the one nearest to one’s
place of residence, therefore, does not appear to be a logical choice in many
instances. Such behavior, however, appears to be relatively common. It would
appear; therefore, that regional shopping mall choice may not always be based
solely on the offerings and location of the available shopping alternatives

Jackson (1996) in his study observed that malls have become the place where
senior citizens walk in comfort and security, where parents lead their young to
Santa Clauses, where singles court, where teenagers socialize and where
everybody consumes. Indeed a new term, “Mall Rats” has been coined to
describe the legions of Young people who spend their free time cruising indoor
corridors. This proliferation of uses and of customers has led to the frequent
observation that regional malls are the new downtowns, the centers of informal
social interactions, the successors to the Traditional marketplace.

J.A.F. Nicholls (1997) in his article has mention about the situational
dimensions affecting purchasing behavior of Hispanic customers in a mall at
some distance from their neighborhoods. The Hispanic shopper (which would
also include a large segment of immigrants) makes the (shopping) trip
worthwhile by traveling with companions, consummating a purchase while at
the mall, and buying food or beverage during the visit. The Hispanic shopper
also spends more time at the mall and visits more stores while there.
Pashigian and Gould (1998) stated that consumers are attracted to malls
because of the presence of well-known anchors - department stores with
recognized names. Anchors generate mall traffic that indirectly increases the
sales of lesser-known mall stores. Lesser-known stores can free ride off of the
reputations of better-known stores. Mall developers internalize these
externalities by offering rent subsidies to anchors and by charging rent
premiums to other mall tenants. The results of this article suggested that mall
developers are behaving rationally because they know that anchors attract
customers to the mall and increase the sales of other mall stores.

Kay M. Palan (2000) in his paper outlined gender identity, of consumer

behavior
Studies in the marketing literature that have examined gender identity. Based on
the literature review, the paper evaluates whether gender identity research is still
warranted, and proposes specific research questions to guide future research.
The author is of the view that it is very essential to understand the complex and
changeable nature of personality traits associated with gender categories.

Nikhilesh Dholakia & Piyush Kumar Sinha (2005)

Customers tend to come to the stores with a choice set. This set varies according
to the extent of planning that the customer undertakes before reaching the store.
With more planning, this choice set narrows. While buying from the traditional
format (serviced) stores, the customers carry lists. These lists, in many cases,
mention the brand name of the product. Generally, the retailer simply fetches
the sought brands and collects them on the counter, ready for tallying and
payment. In the very affluent families, these patterns exhibit variations. Rather
than the husband, the cart pusher may be the maid or the driver (chauffer). Of
course, in such cases, almost all the picking and paying is done by "madam," the
housewife-employer. While not yet much evident in Ahmadabad, in bigger
metropolitan areas such as Delhi or Mumbai, there are some observed cases of
maids coming to shop on their own, using lists provided by the employer. To
command appropriate respect from the store help, the maids "dress up" in such
situations. There has not been significant effort by research scholars and
marketers to study the consumer behavior pattern in Malls and to differentiate
the same with behavior pattern in traditional Mom-&-Pop shops. If the research
has been conducted it is not being made available to the other researchers.

Surbhi Khosla (2006) in her article briefly discussed about the retail sector in
India and its journey. The article mentions in the chronological order the
evolution of different retail formats in India and also major retailers in different
formats. The article also discussed the recent trends in the formats and future
scope of the different formats of retailing.
Prakash Chandra Dash (2007) studied and explodes the opportunities,
challenges and strategies of Indian retail sectors. The paper discusses the
challenges like merchandising mix, retail differentiation, supply chain
management and also competition from supplier's brand in the Indian
perspective.

Sonal Kureshi, Vandana Sood, Abraham Koshy (2007) conducted a

research study on “Comprehensive Analysis of Exclusive Brand Store Customer
in Indian Market”. The objective of the research was (a) to provide insight about
the profile of the consumers of exclusive brand store, based on their
demographic and psychographic characteristics (b) to find out differences if any
between the
„Browser‟ and „Purposive‟ customers and (c) to examine the differences that
emerge and draw implications for the retailer.

CONCLUSION:
D-Mart is a major shopping complex for today’s customers. It is a place where
customers find variety of products at a reasonable price the majority of
customers belong to middle class family. The youth generation also likes
shopping & moving around D-mart. As it is surveyed it seems that D-Mart is big
competitors store at today’s level.
CHAPTER 3- RESEARCH METHODOLOGY
Since the study is on retail sector first the detail study of the store is been
conducted about its Management team its structure the number of
departments which all brands does the store has, who are the suppliers about
its warehouses. Based on the topic objectives were set and to arrive at the
opinion on objectives a set of 50 questionnaires were designed of 11 questions
and response is collected from the customers who are visiting the store. For
data collection Personal investigation, Filed survey, as well as Sampling method
are adopted. For this project the area of research is Hyderabad.

OBJECTIVES OF PROJECT:

 To scan the customer buying behavior.

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

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

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

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

TYPES OF DATA:

There are two types (sources) for the collection of data. (1)Primary Data
(2)Secondary Data

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

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

Primary Data - Field Survey

Secondary Data - D-Mart records
Company Websites
Area of research - Hyderabad
Research approach - Survey method
METHODS OF COLLECTING PRIMARY DATA: Primary data are collected
by the following methods:

1) Personal Investigation: The researcher conducts the survey him/herself and

collects data from it. The data collected in this way is usually accurate and
reliable. This method of collecting data is only applicable in case of small
research projects.

2) Through Investigation: Trained investigators are employed to collect the

data. These investigators contact the individuals and fill in questionnaire after
asking the required information. Most of the organizing implied this method.

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

4) Through Telephone: The researchers get information through telephone

this method is quick and give accurate information.

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

the following sources:

1) Official: e.g. the publications of the Statistical Division, Ministry of Finance,

the Federal Bureaus of Statistics, Ministries of Food, Agriculture, Industry,
Labor etc…

2) Semi-Official: e.g. State Bank, Railway Board, Central Cotton Committee,

Boards of Economic Enquiry etc…

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

4) Technical and Trade Journals and Newspapers.

5) Research Organizations such as Universities and other institutions.

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

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

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

purpose.

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

Limitations:
This research is conducted on a sample size, so it might be possible that the
information given by such respondents may not match with the replay of total
customer available in the D-Mart that time.
 The study was restricted to only the customers of D-Mart.
 The time constrain was an irritating factor, as more time was required to
carry out study on other aspects of the topic.
 The result & analysis based on the customer survey method & small
sample size has taken only 50.
 Findings are related to particular areas.
 It might be possible that the answers given by the respondents are of
business.
Sampling Method:

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

SAMPLING:
Sample size 50 questionnaires
Sampling Method Random Sampling Method
Sample Unit Customers of D-Mart
Measuring Tools Questionnaires
 CHAPTER 4- DATA ANALYSIS

The project aims to study A Consumer Buying Behaviors with Reference to D-

Mart implemented by many number of consumers in Hyderabad city. To
evaluate the effectiveness of this program in Hyderabad city, a questionnaire
was prepared for finding out the Actual consumer who shops from D-Mart as
well as any small Store or Superstore. This questionnaire was distributed
among a sample of 50 Consumers who shops from D-mart & others in a
particular area of Hyderabad city. The results obtained from the responses
were analyzed.
ANALYSIS OF RESPONSES:

1. Which Store you prefer first?

D-Mart Store Both None Total
No of Response 38 8 4 0 50

Percentage 76 16 8 0 100

consumer preference

d-mart
store
both
none

Analysis:
From the survey, from 50 respondents, gave response for more powerful
preference to D-Mart is 76%, Store 16%, both 8% & none 0%.
Interpretation:
Majority of the customers are give response for most powerful preference is D-
Mart. We can also interpret that the D-Mart comparison is more powerful
attract with the Purchasing systems by the D-Mart.
From the above analysis it is observed that:
 38 consumers are needs to use D-Mart.
 8 customers are needs to use Store.

It is found that majority of number of consumers of D-Mart is very high as

compare to any other superstore or small store.
2. How frequently do you use D-Mart?

Daily Weekly Monthly Yearly Total

No of Response 1 17 30 2 50

Percentage 2 34 60 4 100

daily
weekly
monthly
yearly

From the above analysis it is observed that:

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

Majority of consumers like D-Mart for monthly shopping purpose. D-Mart

offers the various numbers of offers with affordable prices which are easily
preferable for every individual in any income group.hly
3. Level of shopping from D-Mart?

Below 1000 Below 3000 More than Total

5000
No of Response 17 26 7 50

Percentage 34 52 14 100

price levels

below 1000
below 3000
more than 5000

From the above analysis it is observed that:

 17 number of Consumers level of shopping from D-Mart is 34% for the
shopping of a product at the below 1000 price list.
 While 26 number of consumers level of shopping from D-Mart 52% got
the shopping of products at the below 3000 price list.
 Only 7 number of consumers level of shopping is more than 5000
 So from this analysis it is observe that at present in the Hyderabad city
D-Mart shopping mall is affordable for the middle income group. It is not
suitable for every income group.0 0
More than 5000
4. Distance between your house & D-Mart?

Below 2 KM Below 5 KM Below 10 More than 10 Total

KM km

No of Response 20 21 1 8 50

Percentage 40 42 2 16 100

Distance

Below 2 km
Below 5 km
Below 10 km
More than 10km

From the above analysis it is observed that:

 Distance between 20 consumer’s house and below D-Mart is 2KM and
40% from the above chart.
 Distance between 21 consumers house and D-Mart is below 5KM and
42%. It means large number of consumer have to go below than 5Km of
distance for the shopping.
 Only 1 consumer has to go more than 10km distance for the shopping
from D-Mart.
 Lastly more than 10km distance is 8 number of consumers which is 16%
of the above chart. From this explanation it is observed that below than
5 km distance have huge numbers of consumers. After that 2km distance
of 40% consumers. It means D-Mart is easily access to anyone.
5. Type of products you prefer to purchase? M
 Below 5 KM
Grocery Clothes Household Food items Total
No of Response 9 11 8 22 50

Percentage 18 22 16 44 100

Products

Grocery
Clothes
Household
Food items

KM
From the above analysis it is observed that:

From the survey, from 50 respondents, gave response for which section like of
the store to 16% of them Household, & 44% of them Food, & 22% of them
Cloths, & 18% of them Grocery.

Interpretation:

Majority of customers are give response for household items of the store like
the most. We are also interpret that some of the products brand are pre
decided in advance and for some of the products customers don’t all pre
decide any brand. As per household items are concerned customers pre decide
the brand as many branded products are available in the store. And some
people are don’t like purchase Grocery from the store.
6. Reason behind D-Mart Purchasing?
Fashion Quality Price Offers Purchasing Total
systems
No of 4 15 14 9 8 50
Response
Percentage 8 30 28 18 16 100

Food Items

Fashion
Quality
Price
Offers
P.S.

From the above analysis it is observed that:

From the survey from 50 respondents, gave response for choose from factor
which attracted consumer most while purchasing, to give first rank D-Mart &
thereafter to Store.
 14 of the consumer give response to the Price of products of D-Mart its
28%, because its Price of product is fixed & they give discount to
consumers.
 15 number of consumers give response to the quality of products of D-
Mart is 30%.
 9 number of consumers give responds to the offers of D-Mart is 18%.
 16% & 12% are gives to the purchasing systems & fashion of the
products.
7. Offers of D-Mart as compare to Store?
Price
Same Low High Total
No of Response 13 17 20 50

Percentage 26 34 40 100
Offers
P. S.

offers

same
low
high

From the above analysis it is observed that:

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

 20 numbers of consumers gives respondents 40% to the D-Mart offers of

products.
 17 numbers of consumers gives responds in 34% to the D-Mart offers. So
as per their opinion D-Mart have low offers compare to store.
 13 numbers of consumers give responds in 26% to the D-Mart.
8. How would you rate the returns policy of D-Mart?
Sam
Excellent Good Satisfactory Not - Total
satisfactory
No of Response 24 20 6 0 50

Percentage 48 40 12 0 100

Excellent
Good
Satisfactory
Not-satisfactory

Low
High
From the above analysis it is observed that:
 24 numbers of consumers give responds in very huge percentage is 48%
for returns policy of D-Mart.
 20 numbers of consumers give responds in 40% to the returns policy of
D-Mart.
 6 numbers of consumers gives responds in 12% to the returns policy.
 Lastly no one consumer says that with the D-Mart policy they are not
Satisfied.

48% of returns policy is excellent, 40% of returns policy is good and lastly 12%
is of returns policy id satisfactory. Zero number of consumers are not satisfied
with the returns policy.
9. for day to day need you prefer? Good
D-Mart Store Total
No of Response 27 23 50
Satisfa
ctory
Percentage 54 46 100
Not-
Not ory

D-Mart
Store

Not

From the above analysis it is observed that:

 From the survey of 50 responds 27 numbers of consumers, give

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

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

to day need of shopping.

D-Mart
Store
10. For monthly purchasing you prefer?

D-Mart Store Total

No of Response 47 3 50

Percentage 94 6 100

D-Mart
Store

From the above analysis it is observed that:

 47 numbers of consumers gives respondents to the D-Mart in very huge

percentage i.e.94%.
 Only 3 numbers of consumers gives respondents to the Stores i.e. 6%.

So, from the above explanation it is observed that many of consumers in

Hyderabad city can prefer D-Mart for the shopping purpose & for value for the
money.

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

Yes No Total
No of Response 45 5 50

Percentage 90 10 100
Sto
re

Yes
No

Store

From the above analysis it is observed that:

 From the survey, from 50 respondents it is observed that 45 numbers of

consumers can gives respondents in large percentage i.e. 90%.
 There after 5 numbers of consumers can gives the respondents in 10%
to the stores.

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

highly preferable for everyone. And there after only 10% are given to the
stores price of the products.
CHAPTER 5- FINDINGS AND CONCLUSION
YES
No
After obtaining the responses from questionnaire distributed among 50
customers of Hyderabad city, the data obtained was analyzed and following
inferences were drawn.

Inferences from responses given by consumers:

 Most of the customers by their requirement in D-mart & any other

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

CONCLUSION:
D-Mart is a hypermarket as it provides various kinds of goods like apparels,
grocery, stationary, food items, electronic items, leather items, watches,
jewellery, crockery, decorative items, sport items, chocolates and many more.
It competes with all the specialty stores of different products which provide
goods at a discounted rate all throughout the year. It holds a large customer
base and it seemed from the study that the customers are quite satisfied with
D-Mart. As of now there are 110 stores of D-Mart in different cities of India, It
seems that there is a vast growth of D-Mart lying as customers demand,
increasing for D-Mart. It has emerged as a hub of shopping specially for middle
class people.
CHAPTER 6- SUGGESTION

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

 D-Mart should provide large parking places for customers as compare to

stores. So they can easily part their vehicles.
 The infrastructure is needed to be changed to a bit during weekends as
heavy crowd comes in to D-Mart during those days.
 D-mart should include more of branded products its product category as
compare to stores. So as to attract the brand choosy people to come in
to D-Mart.
 D-Mart should keep offers to attract customers in regular intervals so
that there should not be long term gap, because offer is the most
influencing factor which is responsible for customer purchase decision.
 They also concentrate on hoardings advertisements they should show
ads and promotional offers in a regular interval in languages like Hindi &
English.
 Hoarding should be placed uncovered area.
 Separate billing counter should be provided for shoppers purchasing,
few products for faster customer turnover.
 The staff is not well trained to handle customers belonging to different
backgrounds and attitudes, so better selection and training programs
should be initiated.
 D-Mart doesn’t have its website, so they should create its new website,
which is updated on a regular basis.
 Products should be kept in shelves, instead of products lying on the
floor.
CHAPTER 7- BIBLIOGRAPHY

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

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

1) Personal Details:
Name: ______________________
Address: ______________________
Gender: Male [ ] Female [ ]
Age: ____________ Occupation: _______________

2) How many members in your family?

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

3) Which store you prefer first?

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

4) How frequently do you use D-Mart?

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

5) Level of shopping from D-Mart?

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

6) Distance between your house & D-Mart?

a) Below 2km [ ] b) Below 5km [ ]
c) Below 10km [ ] d) More [ ]

7) Type of products you prefer to purchase?

a) Grocery [ ] b) Clothes [ ]
c) House Hold [ ] d) Food items [ ]

8) Reason behind D-Mart purchasing?

a) Fashion [ ] b) Quality [ ] c) Price [ ]
d) Offers [ ] e) Purchasing system [ ]

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

a) Same [ ] b) Low [ ] c) High [ ]
10) How would rate the returns policy of D-mart?
A) Excellent [ ] b) Good [ ]
c) Satisfactory [ ] d) Not-Satisfactory [ ]

11) For day to day need you prefer?

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

12) For monthly purchasing you prefer?

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

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

a) Yes [ ] b) No [ ]