General Project report on

“ A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS D-MART AT THANE DISTRICT”

Submitted to the in partial fulfillment for the award of the degree of

Master of Management Studies (MMS)
(Under University of Mumbai)

Submitted by
Miss PALAK P. AGRAWAL

(Roll No._____________)
Under the Project Guidance of
PROF. BHOJRAJ SHEWALE
2018-19
SUBMITTED TO

SHIVAJIRAO S. JONDHLE INSTITUTE OF MANAGEMENT SCIENCE AND

RESEARCH
 CERTIFICATE

This is certify that project titled “A STUDY ON CONSUMER BUYING BEHAVIOUR

TOWARDS D-MART AT THANE DISTRICT"

is successfully completed by Miss Palak P. Agrawal during the IV Semester, in

partial fulfillment of the Master’s Degree in management studies recognized by
the University of Mumbai for the academic year 2018-2019 through Shivajirao .S
Jondhle institute of management science & Research
this project work is original and not submitted earlier for the award of any degree/
diploma or associated of any other University/ Institution.

Name: BHOJRAJ

Date :-26/03/2019
(Signature of Guide)
 DECLARATION

I hereby declare that this project Report submitted by me to the Shivajirao S.

Jondhle Institute of Management Science & Research, 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.

Name: Miss Palak P Agrawal.

Roll No:

Signature of the student

 ACKNOWLEDGEMENT

It gives me great pleasure to submit this project to UNIVERSITY OF MUMBAI as

part of MMS course.
With profound veneration, first we recline ourselves before ALMIGHTY without
whose blessings ourselves is cipher.
It is my pleasure to be indebted to various people, who directly or indirectly
contributed in the development of this work and who influenced my thinking,
behavior, and acts during study.
It would be unfair if I do not mention the name of MR .BHOJRAJ SHEWALE sir
MBA INSTITUTE who gave me valuable tips to complete this project.
Lastly, I would like to thank the almighty and my parents for their moral support
and my colleagues with whom I shared my day-to-day experience and received lots
off suggestions that improved my work quality.

Miss Palak P. Agrawal

ii
iii
 INDEX

CHAPTER NO PARTICULARS PAGE NO

1 Conceptual Framework 1 to 3

2 Review of Literature 4 to 5

3 Research Methodology 6 to 10

4 Data Analysis 11 to 22

5 Findings & Conclusion 23

6 Suggestions 24

7 Bibliography 25

iv
 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 2019, it has 110 stores spread across Maharashtra, Gujarat,
Telangana, Aadhtra Pradesh, Madhya Pradesh, Chattisgarh and Karnatka. 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 Supermarts Ltd.
(ASL). The company has its headquarters in Powai, Mumbai.
1
It has prepared for its extensive marketing in the region. This area has lot of potential in terms
of customer. The middle income group mainly resides here and nearby area. It is easy to
access from every place of Jalgaon by auto rickshaws and vehicles. Large frontage makes mall
clearly visible from outside. ATMs are available near the mall for one to withdraw money, if
required. D-Mart is provide parking space for the every customer to park their vehicle like two
wheelers and four wheelers also. There are various sections for every type of product is
available.

The 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 is good & lot of variety is available. The D-Mart offer price and the Max. Retail
Price both ware 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.

2
 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.

3
 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.

4
( 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 consumers 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.

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.

5
 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 Kalyan (Thane District).

Objectives of Project:

Project was undertaken bearing following objective:

 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
questionnaire 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.

6
Data Collection:

For this project the area of research is Kalyan (thane District).

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 has also done to gather primary information. Their 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

Kalyan
Area of research - (Thane District )

Research approach - Survey method

7
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.

8
 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 consumer 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 consumers 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 a 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 biasness.

9
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

10
 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 Kalyan city (Thane District). To evaluate the
effectiveness of this program in Jalgaon 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 Kalyan city (Thane District). 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 Responses 38 8 4 0 50
Percentage 76 16 8 0 100

D-Mart
Store
Both
None

11
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 interprent that the D-Mart comparision is more powerful attract with the Puchasing
syatems by the D-Mart.

From the above analysis it is observed that:

 38 cunsumers 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.

12
 2. How frequently do you use D-Mart?

Daily Weekly Monthly Yearly Total

1 17 30 2 50
No of Responses
2 34 60 4 100
Percentage

Daily
Weekly
Monthly
Yearly

From the above analysis it is observed that:

  Only 1 consumer can prefer D-Mart for daily shopping purpose.

  17 number of consumers can prefer D-Mart for weekly shopping purpose.
  30 number of consumers can prefer D-Mart for monthly shopping purpose.
 Lastly 2 number 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.

13
 3. Level of shopping from D-Mart?

Below 1000 Below 3000 More than 5000 Total

17 26 7 50
No of Responses
34 52 14 100
Percentage

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% gor the sopping 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 Jalgaon city D-Mart shopping mall is
affordable for the middle income group. It is not suitable for every income group.

14
 4. Distance between your house & D-Mart?

Below 2 KM Below 5 KM Below 10 KM More Total

20 21 1 8 50
No of Responses
40 42 2 16 100
Percentage

Below 2 KM
Below 5 KM
Below 10
KM MORe

From the above analysis it is observed that:

 Distance between 20 consumers 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 have 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 its 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.

15
5. Type of products you prefer to purchase?

Grocery Cloths Household Food items Total

16 19 34 22 50
No of Responses
32 38 68 44 100
Percentage

Grocery
Cloths

Household
Food Items

From the above analysis it is observed that:

From the survey, from 50 respondents, gave response foe which section like of the store to
68% of them Household, & 44% of them Food, & 38% of them Cloths, & 32% 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.

16
 6. Reason behind D-Mart Purchasing?

Fashion Quality Price Offers Purchasing Total

System
No of Responses 7 30 28 18 6 50
14 60 56 36 12 100
Percentage

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 & there after to Store.

 28 the consumer give response to the Price of products of D-Mart its 56%, because its
 price of product is fixed & they gives discount to consumers.
  30 number of consumers give response to the quality of products of D-Mart is 60%.
  18 number of consumers give responds to the offers of D-Mart is 36%.
 14% & 12% are gives to the purchasing systems & fashion of the products.

17
 7. Offers of D-Mart as compare to Store?

Same Low High Total

13 17 20 50
No of Responses
26 34 40 100
Percentage

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 & there after 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 number of consumers give responds in 26% to the D-Mart.

18
 8. How would you rate the returns policy of D-Mart?

Excellent Good Satisfactory Not- Total

Satisfactory
24 20 17 0 50
No of Responses
48 40 34 0 100
Percentage

Excellent
Good
Satisfactory
Not-Satisfactory

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.
  17 numbers of consumers gives responds in 34% 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 34% isof returns
policy id satisfactory. Zero number of consumers are not satisfied with the returns policy.

19
 9. For day to day need you prefer?

D-Mart Store Total

27 23 50
No of Responses
54 46 100
Percentage

D-Mart
Store

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.

20
 10. For monthly purchasing you prefer?

D-Mart Store Total

47 3 50
No of Responses
94 6 100
Percentage

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

21
 11. Do you think D-Mart is more affordable for everyone?

Yes No Total
45 5 50
No of Responses
90 10 100
Percentage

Yes
No

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 think 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.

22
 Chapter 5- Findings and Conclusion

After obtaining the responses from questionnaire distributed among 50 customers of of Kalyan
city (Thane District), 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
  & any Stores provide
store on daily basis only. Customers retailed that D-Mart
qualitative products & services with reasonable price.

or small stores provide different types of
At present D-mart & any other Superstore
 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
 of D-Mart lying as customers demand is increasing for D-Mart as
there is a vast growth
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 through out 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.

23
 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
Jalgaon 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.

  be provided for shoppers purchasing, few products for
Separate billing counter should
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.

  so they should create its new website, which is
D-Mart doesn’t have its website,
updated on a regular basis.
 
Products should be kept in shelves, instead of products lying on the flooer.

24
 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 determination 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.business-standard.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
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 25
 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 [ ]

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