A

Project Report

On
“A STUDY OF MARKETING BEHAVIOUR TOWARDS D MART
Cerebrum Complex, Kalyani Nagar, Pune.”

Submitted to the D.Y Patil University, Ambi, Pune in Partial Fulfillment of Requirement for
the Award of Degree of

BACHELOR OF BUSINESS ADMINISTRATION

SUBMITTED BY

ANIMESH KOLEY

BBA-III Semester

Exam Seat No.

F2000501009

Under the Guidance of

PROF. KSHITIJA MORE

Through

The Director, Dr. D. Y. Patil Educational Academy’s

D. Y. Patil Institute of Management, Ambi

Sr. No. 124&126, Talegaon Dabhade Tal. Maval Dist. Pune-410507

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 GUIDE CERTIFICATE

This is to certify that the Project Report titled “STUDY OF MARKETING

STRATEGIES TOWARDS D-MART which is being submitted herewith for the
award of the degree of Bachelors of Business Administration of D.Y Patil University,
Ambi is the result of the original research work completed by Animesh Koley under
my supervision and guidance and to the best of my knowledge and belief the work
embodied in this project report as not form earlier the basis for the award of any
degree or similar title of this or any other university or examining body.

Place: - Talegaon Dabhade Prof. Kshitija More

Date: - 08/12/2021 Project Guide

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 ACKNOWLEDGEMENT

It is not possible to prepare a project report without the assistance & encouragement of
PROF. KSHITIJA MORE. I am grateful towards my project guide PROF. KSHITIJA
MORE for helping me in completion of my internship project. Without her support
this project would not have turned into reality. She has helped me throughout the
project. I am indebted to her for extending me all cooperation and patronage while
completing the project. She has been a wonderful supporter and continuous motivator
for me who helped me in turning my ordinary project into an excellent one.
I also acknowledge with a deep sense of reverence, my gratitude towards my family
and friends who have supported my morally as well as economically.
Any omission in this brief acknowledgement does not mean lack of gratitude.

ANIMESH KOLEY

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4
 INDEX

Sr. CONTENT Page

No. No.
1 INTRODUCTION 7

2 ORGANIZATIONAL PROFILE 10

3 LITERATURE REVIEW/THEORETICAL BACKGROUND 11

4 RESEARCH METHODOLOGY 15

5 DATA ANALYSIS & INTERPRETATION 17

6 OBSERVATION & FINDINGS 36

7 SUGGESTIONS & RECOMMENDATION

8 CONCLUSION 37

9 BIBLIOGRAPHY 38

10 QUESTIONAIRE 39

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6
 CHAPTER 1
INTRODUCTION

INTRODUCTION

Market behaviour is a broad economic term that refers to the behaviour of consumers, businesses, or
the stock market It is often analysed and used to generate various marketing strategies aimed at boosting
sales or brand recognition when dealing with businesses and consumers by analysing their purchasing
behaviour. Niche marketing often considers the target demographics, the most likely consumer needs
addressed by a product, and the most effective advertising stimuli to begin a successful campaign strategy.
Understanding stock market behaviour is also important for investors looking to predict trends, time the
market, or choose the best outlets for their investments.
Consumers are more likely to make large purchases, such as cars and houses, when they feel the economy is
doing well.
Consumer behaviour is one of the most common focuses of market theory, and it incorporates elements
of economics and finance as well as psychology and sociology. Both transactional and relationship
marketing play into this theory, and each tries to maximize sales according to different strategies.
Relationship marketing capitalizes on market behaviour by building brand recognition and long-term
relationships with customers, ensuring high percentages of return visits. In contrast, transactional marketing
focuses on the individual transactions and takes advantage of consumer behaviour with that goal in mind.
Comprehensive models of consumer behaviour consider personality and demographics as well as external
factors such as advertising.
There are several models for consumer behaviour, the most common of which is the black box model. This
model proposes that there are both internal and external factors that influence a consumer’s buying decision.
Internal factors include individual traits, such as personal history, lifestyle, attitude, and the decision-making
process itself, which includes brand comparisons, searching for data about a product, and behaviour after
making a purchase. External factors include a consumer’s surrounding environment, such as the current
economic conditions or cultural trends, as well as the implemented marketing strategies. These strategies
usually include choosing an appropriate price point for a product, optimizing its purpose and design, and
creating effective advertising stimuli, sales, or other promotions.

Market behaviour can also refer to the behaviour of the stock market. Some of the same observations from
consumer behaviour analysis can be applied to buying and selling behaviour within the stock market. For
example, many investors are likely to sell their stocks as the market dips and buy when it’s on the rise, and
many others will act according to group behaviour. Much of this day-to-day fluctuation in the stock market
is simply "noise," and the long-term market behaviour is quite different. Understanding these trends can help
investors better understand the stock market, when to buy and sell, and which investing strategies are best.

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 1.1 OBJEVTIVES OF STUDY
 To study customer needs.
 To understand the consumer preference towards D-Mart Products.
 To study the consumer satisfaction level towards products of different parameters.
 To identify why customer, prefer D-Mart rather than Reliance or any other supermarket.
 To know about the growth prospective with respect to demand analysis.

1.2 NEED/PURPOSE OF STUDY

 For the success of the business, strategy is the big point how will you place your position to
grab more and more customer.
 External environmental factor, internal factor, influence the scope of the business. So, in such
a competitive environment customer satisfaction becomes a prime important. if customers are
satisfied, they will become asset for the company on whom it can rely. But if the customers
are dissatisfied, they will switch over to competitor brands and will be a loss for the
company.
 Effective marketing focuses on two activities: Retaining Existing Customers and Adding
New Customers. Customer satisfaction measures a critical to any product or service company
because customer satisfaction is strong predictor of customer relation, customer loyalty and
product repurchase.
 Customer who are satisfied are also loyal. So, there is loss possibility that they will revoke to
the company. So, in such scenario customer satisfaction need to be analyzed. It will give an
insight into where the company is falling short of expectations of customers.so that it can
improve upon it and gain customer satisfaction.

1.3 SCOPE OF STUDY

 This project helps us to study consumer satisfaction towards products on different parameters
via pricing, discount, offer, quality and availability of product.
 This project even helps to know that why most of the customer opts for D-Mart rather than
any other supermarket.
 This project will help us to know about the marketing strategies of D-Mart.

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9
 CHAPTER 2
ORGANISATION PROFILE

Introduction to Organization

Company Name: D Mart

Founded: 15 May 2002

Founder: Mr. Radhakishan Damani

Area Served: All over India

Number of Employees: 9,456 permanent (2002) 38,952 contractual (2002)

Revenue: Rs.12,681 crore

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2.1 History of the Organization

Avenue Supermarts Limited, a D Mart, is an Indian retail corporation that operates a chain

of hypermarkets in India. It was founded by Radhakishan Damani in 2002, the company has its headquarters
in Mumbai. The brands D Mart, D Mart Minimax, D Mart Premia, D Homes Dutch Harbour etc are brands
owned by ASL. D mart is a one-stop supermarket chain that aims to offer customers a wide range of basic
home and personal products under one roof. Each D mart store stocks home utility products - including food
toiletries beauty products garments kitchenware bed and bath linen home appliances and more - available at
competitive prices. The company's core objective is to offer customers good products at great value. D mart
was started by Mr. Radhakishan Damani and his family to address the growing needs of the Indian family.
From the launch of its first store in Powai in 2002 D mart today has a well-established presence in 154
locations across Maharashtra Gujarat Andhra Pradesh Madhya Pradesh Karnataka Telangana Chhattisgarh
NCR Tamil Nadu Punjab and Rajasthan. In 2007 D mart entered Gujarat with its first store in the state. In
2010 the total store count of our company crossed 25 stores and the audited consolidated revenue crossed Rs
1000 crore mark. In 2012 the store count of the company crossed 50 stores. In 2014 the store count of our
company increased to 75 stores. In 2015 audited consolidated revenue of the company crossed Rs 5000
crore mark. In 2016 the store count of our company increased to 110 and the consolidated revenues crossed
Rs 7500 crore mark. On 30 September 2016 the company filed Draft Red Herring Prospectus and on 2
March 2017 filed Red Herring Prospectus with SEBI for raising Rs. 1870 crore. The IPO was open through
the book building route from 8 March 2017 to 10 March 2017 with Price Band of Rs 295 to Rs 299 per
share. The Issue got subscribed 73.41 times leading to its Issue Price being fixed at Rs 299 per share. The
Shares got listed on BSE and NSE on 21 March 2017. The stock debuted at Rs 604.40 on BSE which is
102.14% above issue price. On 2 February 2018 Avenue Supermarts (ASL) announced that the company has
completed the acquisition of 4.35 crore equity shares of Rs 10 each fully paid-up of Avenue E-Commerce
Limited at a price of Rs 11.30 per equity share aggregating to Rs 49.21 crore. Pursuant to this Avenue E-
Commerce Limited has become a wholly owned subsidiary of the company. As of 31 December 2019, it had
196 stores in 72 cities across 11 states in India including Maharashtra, Andhra
Pradesh, Telangana, Gujarat, Madhya Pradesh, Chhattisgarh, Rajasthan, National Capital Region, Tamil
Nadu, Karnataka, Uttar Pradesh, Daman and Punjab.
D mart is promoted by Avenue Supermarts Ltd. (ASL). The company has its headquarters in Mumbai. As of
31 March 2019, D mart had a total of 7,713 permanent employees and 33,597 employees hired on
contractual basis.
After the IPO listing (as Avenue Supermarts Ltd.), it made a record opening on the market on the National
Stock Exchange. After the close of the stock on 22 March 2017, its market value rose to ₹39,988 crore. This
pegged it as the 65th most valuable Indian firm, ahead of Britannia Industries, Marico and Bank of Baroda. 
As of 21 November 2019, the market capitalization of D mart is close to ₹114,000 crore, making it the 33rd
largest company listed on the Bombay Stock Exchange.

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2.2 Products Offering:

D mart offers a wide selection of products in the following categories:

 Grocery and staples

 Daily essentials
 Dairy & frozen
 D Mart brands
 Home & personal care
 Bed & bath
 Home appliances
 Crockery
 Footwear
 Luggage
 Toys & games
 Plastic containers
 Kid’s apparel
 Women’s apparel
 Men’s apparel
 Fruits & vegetables

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 CHAPTER 3
THEOROTICAL BACKGROUND

D mart is a one-stop supermarket chain that aims to offer customers a wide range of basic home and
personal products under one roof. Each D mart store stocks home utility products - including food,
toiletries, beauty products, garments, kitchenware, bed and bath linen, home appliances and more -
available at competitive prices that the customers appreciate. The core objective is to offer customers good
products at great value.

D mart was started by Mr. Radhakishan Damani and his family to address the growing needs of the Indian
family. From the launch of its first store in Powai in 2002, D mart today has a well-established presence
in 238 locations across Maharashtra, Gujarat, Andhra Pradesh, Madhya Pradesh, Karnataka, Telangana,
Chhattisgarh, NCR, Tamil Nadu, Punjab and Rajasthan. With a mission to be the lowest priced retailer in
the regions where D mart operate.

The supermarket chain of D mart stores is owned and operated by Avenue Supermarts Ltd. (ASL). The
company has its headquarters in Mumbai. The brands D Mart, D Mart Minimax, D Mart Premia, D
Homes, Dutch Harbour, etc are brands owned by ASL.

Avenue Supermarts was incorporated as Avenue Supermarts Private Limited on May 12 2000 at Mumbai
Maharashtra as a private limited company under the Companies Act 1956. Subsequently the name of the
Company was changed to Avenue Supermarts Limited due to conversion from a private company to a public
company pursuant to a special resolution passed by the Shareholders at an extraordinary general meeting
held on February 1 2011. Pursuant to the aforesaid change of name a fresh certificate of incorporation was
issued to the Company by the RoC on May 3, 2011.The supermarket chain of D mart stores is owned and
operated by Avenue Supermarts Ltd. (ASL).

D mart has reported a standalone revenue of Rs 9,065 crore for the quarter ending December, 2021
(Q3FY22) as against from Rs 7,432.69 crore reported in the same quarter last year. In a company update
filing with BSE, D mart, one of the largest retail chains in India also said that the total number of stores as of
December 31, 2021 stood at 263. On 31 st December 2021, D mart NSE 0.17 % shares closed 0.55% to close
at Rs 4,665 apiece on NSE.

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3.1 Literature Review
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 advantages of the knowledge
which has accumulated in the past as a result of constant human Endeavor. Research can never be
undertaken in isolation of the work that has already been done on the problem which are directly or
indirectly related to a study proposes by a researcher.

Kotler and Armstrong (2012) define retailing as all the activities for selling goods or services directly to
ultimate buyers for their personal, non-business use.
According to Amit & Kameshvari, (2012), the origin of word “retail‟ comes from the French „retailer‟, that
means „to cut a piece off‟ or „to break bulk‟. In other words, it shows a first hand-transaction with the
customer The retailer is a person or agent or agency or company or organization who sends the products or
services to the ultimate consumer Thus, the customer and the fulfilment of customer desires and needs
which are the key points of retailing are the retailing focus
According to Tiwari, (2009), Retailing is as old as exchange. Retailing is one of the oldest businesses in the
world and was practiced in prehistoric times. Earlier it was the exchange of food and traditional weapon
which followed the emergence of traders and peddlers. The day barter has been replaced by exchange
through money (in any form) the retailing came into existence A few centuries ago, in the 16th and 17th
centuries, some retail chains in some European cities were known. However, the beginning of retailing
development is acknowledged to be at the end of the 19th century and early of the 20th century. At the
beginning, retailers dominated with any merchandise. Later, retailers specializing in the market began to
gain momentum. Last few years, there are very large stores, but again selling every kind of merchandise. In
countries that have developed retailing, competition has reached high levels and has again started focusing
on specialized stores.
According to Hansemark & Albinsson (2004), “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 fulfilment of a need”. Kotler (2000) also define satisfaction as a person’s feelings of pleasure,
excitement, delight or disappointment which results from comparing a product perceived performance to his
or her expectations.
Nair Suja (2008) in her book Retail Management ‘has tried to explain the growth of retailing in Indian
context especially in the context of new economic policy, global economic development, changes in the
marketing and economic system as well as changing pattern and classification of economic activity.
Hamilton Ryan (2009) in their research paper majorly focused on the important decision that retailers
always involve in selecting the number of items constituting their assortments. A key issue in making these
decisions is the role of assortment size in determining consumers choice of a retailer. The authors address
this issue by investigating how consumer choice among retailers offering various-sized assortments is
influenced by the attractiveness of the options constituting these assortments. The data show that consumer
preference for retailers offering larger assortments tends to decrease as the attractiveness of the options in
their assortments increases and can even lead to a reversal of preferences in favour of retailers offering
smaller assortments. This research further presents evidence that the relationship between assortment size
and option attractiveness is concave, such that the marginal impact of assortment size on choice decreases as
the attractiveness of the options increases. Data from eight empirical studies offer converging evidence in
support of the theoretical predictions.

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Krishnaveni (2006) identified that the most important paradigm which is associated with promotion of
loyalty among consumers is the attribute of quality. Present generation invest more on the basic factors such
as books, clothes, food, music and gadgets such as mobile phones.
Kuruvilla and Ganguli (2008) explained that shopping develops into important aspect in the lives of people,
as they are becoming financially sound to do purchase in malls and they begin to consider the shopping
value as an important factor along with the price of the products. In 1990s the modern trend in shopping
mall concept had been introduced by Spencer Plaza ‘in Chennai and Crossroads ‘in Mumbai. After that,
there has been a great improvement in this modern concept.
Dwivedi (2010) explained that when compared to major cities in India, the smaller cities seem to be a better
place for investment. This is because these cities have low priced lands, low functional and operational
expenses and greater number of available lands. He further specified and explained that there has been a
transition in the taste and purchasing priorities of the customers from Tier II and III cities in the past ten
years. He also presented the views of Ernst and Young which illustrated that there was twenty-six
percentage of growth in mall of the metropolitan cities while malls in Tier II and III cities showed fifty-five
percentage of growth.
Bijapurkar (2008) explained that the reduction indicates the increase in the number of middle-class
populations who can manage to pay for food, beverage and entertainment in addition to their basic needs. In
India a great increase in family income has been observed. Feinberg, Sheffler, Meoli and Rummel (1989)
considered the social stimulation provided by malls, finding that the mall served as an outlet for social
behaviour.
C S Venkata Ratnam (2007) have detailed changing consumer behavior in retail trade in India in his
paper entitled “Changing Consumer Behavior and Emerging Challenges to the Retail Trade In India”
The author has highlighted that sustained and rapid growth of China and India, which together provide
home to over a fifth of the humanity, are creating a tremendous surge in consumerism on a scale
which is unprecedented. Both the countries are attractive destinations for investment and production as
well as sales and marketing.

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 CHAPTER 4
Research Methodology

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 do the store has, who are
its suppliers about its warehouses.

Based on the topic objectives were set and to arrive at the opinion on objectives a set of 120 questionnaires
were designed of 26 questions and response is collected from the customers who are visiting the store. For
data collection Random Convenient sampling method was adopted. For this project the area of research is
Cerebrum complex, Kalyani Nagar.

4.1 Data Collections Methods:

Market research requires two types of data i.e., secondary data and primary 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 & observation has also done to gather primary
information. 

There is also a use of secondary data, collected from the various journals, books, and websites & from Store
managers.
Primary data Field Survey
Secondary data D-Mart records, Book, Company Websites
Area of research Cerebrum Complex, Kalyani Nagar, Pune
Research approach Survey method

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4.2 Sampling Method

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

Sampling

Sample size : 120 respondents

Sampling Method : Random Convenience sampling

Sample Unit : Customer of Big bazaar & D-Mart

Measuring Tools : Questionnaire

4.3 INDUSTRY ANALYSIS:

D mart Exclusive, Dolphin Mart's home decor and gifting solutions brand, plans to open around 35 stores
and is targeting a turnover of Rs 80 crore this fiscal. In the current financial year, the company plans to
invest a total sum of Rs 20-25 crore for expansion. D mart Exclusive plans to open 3 stand-alone
showrooms, 15-16 boutiques at airports/ malls, and 14-16 franchise stores this fiscal. It also plans to open a
kiosk at T3 Terminal in Delhi and stores in tier 2 and 3 cities as well. The company will also venture into e-
commerce by the end of this year.
Dolphin Mart is the importer and distributor of premium signature art and decor pieces including silverware,
crystal ware, limited edition collectibles, objects d’art, figurines, furniture accessories and gifts items,
selected and sourced from international brands in Italy, Spain, Germany, France, UK, and China. The
company claims that D mart Exclusive is the sole product distributor for such premium brands in India as
per an agreement. 

Speaking about the location preferences for its new stores, Praveen Rao, Vice President, and Dolphin Mart,
said: “The ideal location to open a new store depends on a number of factors. Our first preference is stand-
alone showrooms on high streets, followed by reputed mall/shopping complexes.” 

Highlighting the key requirements of a franchisee, he said that an exclusive franchisee would be required to
invest a sum of Rs1 crore and must have an area of 1,200 sq.ft. while a non-exclusive franchisee would have
to invest Rs 30 lakh and have an area between 800 and 1,000 sq.ft. For the shop-in-shop format, the
franchisee will have to invest up to Rs 20 lakh and must have an area of 500-600 sq.ft..”

He confirmed that d mart Exclusive spends 10 percent of its total sales on advertising and marketing
including more than 15 exhibitions annually. Kiosks are an important lead creation point for the retailer.
Stores contribute 35 percent towards total sales of d mart Exclusive.
to Rao, among all the products sold at demark Exclusive, the price band between Rest 25,000 and Rs

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35,000 is the most popular among Indian customers. Worldwide limited editions sell the most in India,
contributing almost 60 percent towards the total sales of the company. 
There is a huge untapped market for the Rs 140 billion home improvement vertical in India. Indian
consumers have disposable incomes and are looking for more upgraded lifestyles, which d'mart Exclusive
caters to. The market has also extended from metro to tier 2 cities as well, which shows exponential growth
in the sector. 

4.5 Company overview:

Dolphin Mart Limited, founded in 1992 is engaged in Lifestyle Retail Marketing of imported rare
collectibles ranging from home decor, art pieces, corporate gifts, furniture and furniture accessories under
two established premium brands namely D mart Exclusive and Woodmart Exclusive. A national player in
the premium luxury segment, is dedicated to offering a range of aspirational and lifestyle decoratives
handpicked from renowned world class brands across the world, with products from the classic to the
contemporary.

“It is a challenge to handle fresh produce,” says S Jagdish Krishnan, chief operating officer, retail and
bakery divisions, at Heritage Foods. “For, it goes through the farmer-broker-wholesaler-retailer chain which
roughly takes a day. If we work along with farmers and process it quickly, we can sell it profitably.”
Besides, it also has a 50-member team which procures 55 per cent of its fresh produce locally in the areas
where it operates.

It has one of the largest multi-product, multi brand service centre in the country, where 400 service staff and
120 skilled technicians work, who provide after-sales, collection and delivery services to customers.
So whenever a customer buys a big product like air-conditioner, its service centre is informed about the
purchase which in turn calls the customer and says it will send technicians to install it. Its technicians get in
touch with customers and install it.

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 CHAPTER 5
DATA ANALYSIS
AND
INTERPRETATION

5 SWOT ANALYSIS

Strengths

Strengths are defined as what each business does best in its gamut of operations which can give it an upper
hand over its competitors. The following are the strengths of D mart:

 Focus on long-term: Damani, the founder of D Mart is an investor and thus the company has been
focused entirely on long-term gains. This has made the company maximize its returns through a
value is driven pricing strategy.
 Slow scaling up: D Mart started off on a very low key note and slowly took its time to move up the
ladder. This gave the company a better control and deeper understanding of its supply chain and also
helped them manage the bottom line better.
 People-centric management style: D Mart has a very good employee policy in place and is very
transparent in its employee relations. They also have a good relationship with vendors and suppliers
and the stakeholders are happy.
 Discount Policy: One factor that delineates D Mart from its competitor is its huge discount policy.
The retailer sells essential goods at a flat discount price which most competitors cannot match and
this helped them penetrate the market.
 Clear price based differentiation : D Mart never followed the trends set by other competing retail
brands but believed in setting their own trends. They captured the market through a clear price-based
differentiation and priced their goods at significantly lower prices than competitors.

Weaknesses

Weaknesses are used to refer to areas where the business or the brand needs improvement. Some of the key
weaknesses of D Mart are:

 Focus on certain places: Quite unlike their competitors, who are present everywhere, D Mart has
focused more on the Western States and has a very low presence in the South. This has restricted
them from gaining market prominence.
 Slow growth: D Mart has established almost 16 years ago much before the retail boom set a fire in
India. However, it has not been able to capture the market even as much as many of the later entrants
primarily because of its long-term focus.
 Sustainability of low pricing: The company has a zero-credit policy and thus vendors and suppliers
give them a much better price which is how the company is able to afford the low prices that the
competitors cannot imagine.

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  No frills: D Mart follows a no-frills approach where the focus in to cut costs wherever possible.
Their facilities are basic and lack the frills of most upmarket retailers. The customers who come here
essentially look at the low prices of products on offer. So thus, the sustainability of this differentiator
is questionable.

Opportunities

Opportunities refer to those avenues in the environment that surrounds the business on which it can

capitalize to increase its returns. Some of the opportunities include:

 Technology: Technology has a lot to offer to retailers in terms of in-store experiences and retailer
can use IoT, artificial intelligence etc. to create value-adding services to their customers for which a
premium can be charged.
 Personalization of services: Customers are looking for personalized services for which they are
willing to pay extra. Retailers should capitalize on this propensity to pay more and increase the
quality of their services.

Threats

Threats are those factors in the environment which can be detrimental to the growth of the business. Some of
the threats include:

 Online retailers: People in cities especially are highly lethargic about leaving their homes and prefer
to shop online today. Companies like Amazon and Flipkart thus become major threats to most
retailers.
 Online Start-ups: The hottest trend in India is online start-ups. Many of them are aggregators who
bring together the supplier and the customer cost-effectively. These companies are the emerging
threats more so because many new brands are cropping up in the aggregation market primarily
because of lower barriers to entry.

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5.2 Definition of Marketing mix.

Marketing mix is the combinations of elements that you will use to market your product. There are four
elements: Product, Place, Price and Promotion. They are called the four Ps of the marketing mix. Some
people think that the four Ps are old fashionable and propose a new paradigm: The four Cs! * Product
becomes customer needs; Place becomes convenience, price is replaced by cost to the user, promotion
becomes communication. It looks like a joke but the Cs is more customer-oriented.

Store’s advertisement:

Store No. %
Big-Bazaar 74 61.67
D-Mart 46 38.33
Total
Store’s advertisement
120 100

38.33

Big-Bazaar
D-Mart
61.67

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ANALYSIS:
From the survey, from 120 respondents, gave response for more powerful advertise to Big-Bazaar is 61.67%
& D-Mart is 38.33%.
INTRPRETATION:
Majority of the customers are given response for most powerful advertisement is Big-Bazaar. We can also
interpret that the big-bazaar comparison is more powerful people attract with advertisement like T.V.,
Hoarding, newspaper, is most of the part of purchasing by advertisement.

5.3 4p’s of Big Bazaar & D-Mart

Product:

 Purchasing a product in Store

Store NO. %
Big-Bazaar 52 43.33
D-mart 38 31.67
Both 30 25.5
Purchasing a product in Store
None 0 0.0
Total 120 100
7.5
17.5

43.33 Big-Bazaar
D-Mart
Both
None

22

31.67
ANALYSIS:

From the survey, from 120 respondents, gave response Big-Bazaar is 43.33% & D-mart is 31.67% &
both is 17.5% and none 7.5%.
INTERPRETATION:

Majority of the customers are given response to Big-Bazaar, We can also interpret from this that big
bazaar has located itself in a good place from where it is able to attract customers. As a hypermarket which
is to be located far off the city, big bazaar has located itself in a good place from where it is convenient for
people to visit big bazaar.

D-Mart
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 communications and
information. D-Mart offers a wide selections of products which range from apparels, Foods, Toiletries and
Beauty products, Garments, Kitchenware, Bed and Bath linen, Toys & Games Stationery, Home Appliances,
Footwear. The service offered was somewhat okay. As soon as we went in, the security (lady) informed us
that she was putting our belongings inside a D-Mart’s green clothed bag and sealing it. Even the purse bag
of my mother was sealed inside. We had to argue with the security guard and finally we managed to get the
purse out. We began shopping with 10 minutes of wasted time and a rather bad mood to begin shopping
with. The staff was unfriendly and unfamiliar with rules. It seemed as if they wanted to sell without
understanding the requirements of the customer. On the Priya pickle offer (1free for 2 bought) the staff lady
wanted us to buy the same pickle three times. This was a stupid idea, what would we do with 3 achaars of
the same mango, or ginger, or lime? Finally, after we explained the stupidity behind her reasoning she
relented and let us chooses a variety of three.

23
 Choose the product from the store.

D-Mart

1 2 3 4 5 6
% % % % % %
Advertisement 16.13 22.58 20.16 13.71 12.1 15.32
Reference 14.51 19.35 15.32 18.55 20.16 12.1
Experience 25 17.74 22.58 8.06 11.29 15.32
Quality 23.39 12.1 7.26 17.74 16.13 23.39
Quantity 10.48 13.71 20.97 21.77 17.74 15.32
Service 10.48 14.52 13.71 20.16 22.58 18.55

Choose Product
100%
15.32 12.1 15.32 15.32
90% 23.39 18.55
80% 12.1 20.16 11.29
17.74 D-Mart 6 %
70% 8.06 16.13 22.58
13.71 D-Mart 5 %
60% 18.55 D-Mart 4 %
22.58 21.77 D-Mart 3 %
17.74
percentage

50% 20.16 20.16 D-Mart 2 %

40% 15.32 7.26 D-Mart 1 %
17.74 20.97
30% 12.1 13.71
22.58
19.35
20% 13.71 14.52
10% 25 23.39
16.13 14.51 10.48 10.48
0%
Advertisement Reference Experience Quality Quantity Service

ANALYSIS:
Give response for choose product from the store to First rank D-Mart is 16.12%, & Second rank is 22.58%,

24
& Third rank is 20.16%, & Fourth rank is 13.70%, & Fifth rank is 12.09%, & Sixth rank is 15.32% of them
Advertisement. Give First rank is 14.51%, & Second rank is 19.35%, & Third rank is 15.32%, & Fourth
rank is 18.54%, & Fifth rank is 20.16%, & Sixth rank is 12.09%, of them Reference. Give First rank is 25%,
& Second rank is 17.74%, & Third rank is 22.58%, & Fourth rank is 8.06%, & Fifth rank is 11.29%, &
Sixth rank is 15.32%, of them Experience. Give First rank is 23.38%, & Second rank is 12.09%, & Third
rank is 7.25%, & Fourth rank is 17.74%, & Fifth rank is 16.12%, & Sixth rank is 23.38%, of them Quality.
Give First rank is 10.48%, & Second rank is 13.70%, & Third rank is 20.96%, & Fourth rank is 21.77%, &
Fifth rank is17.74%, & Sixth rank is 15.32% of them Quantity. Give First rank is 10.48%, & Second rank is
14.51%, & Third rank is 13.70%, & Fourth rank is 20.16%, & Fifth rank is 22.58%, & Sixth rank is 18.54%
of them Service.
INTERPRETATION:
Majority of the customers are giving response for quality choose the product from the store. We can also
interpret that D-mart are provided to customers good quality of products. And many people are satisfied to
service & quality.

Pricing:

 Unexpected offers

No. %

Yes 71 59.17

No 49 40.83

Total 120 100

Unexpected offers

40.83

Yes
No

59.17

25
ANALYSIS:
From the survey, from 120 respondents, gave response for like to make your purchase under unexpected
offers to Yes is 59.17%, & No is 40.83%.
INTERPRETATION
Majority of the customers are given response for interested to buy under unexpected offers only.

D-Mart
The prices offered are economical over here. D-Mart offers minimum 5% discount on MRP on all items
except medicines, grocery and vegetables and fruit items. The product mix was fairly good. Lot of variety
was available for all types of products. The assortments done for apparels was as per the price in descending
order and as per the size i.e., extra-large, large, medium and small. Also, in nearby racks the assortment was
as per size nos. i.e., 28, 30, 32, etc. for trousers and 38, 39, 40, 42, 44, etc. for shirts. D-Mart gift coupons us
an ideal way for organization to reward or gift their employees. D-Mart offers gift coupons in denominations
of 250 (worth Rs 250) and 500 (worth Rs 500). Individuals may also receive gift coupons if their off-take us
Rs 10,000 or more.
Place:
Distance of store

No. %
00-05 39 32.5
05-10 50 41.68
10-15 17 14.16
More thane 15 14 11.66
Total 120 100

Distance of store

11.66 32.5
14.16
00--05
05--10
10--15
More thane 15
26
41.68
ANALYSIS:
From the survey, from 120 respondents, gave response for How much distance to the store to 32.5% of them
0-5 km, & 41.68% of them 5-10 km, & 14.16% of them 10-15 km, & 11.66% of them More than 15 km.
INTERPRETATION:
Majority of the customers are give response for 0-5 km distance to the store.

 Parking facility

No. %

Yes 79 65.83

No 41 34.17

Total 120 100

Parking facility

34.17

Yes
No

65.83

ANALYSIS:
From the survey, from 120 respondents, gave response for happy with the parking facility provided to Yes is

27
65.83%, & No is 34.17%.
INTERPRETATION:
We interpret that majority of the customers are satisfied with the parking space availability provided by
store. Hence In holidays probably it will be very essay for customers to park their vehicle in store.

 Location of store

No. %

Yes 83 69.17

No 37 30.83

Total 120 100

Location of store
30.83

Yes
No

69.17

ANALYSIS:
From the survey, from 120 respondents, gave response for happy with the location of the store to Yes is
69.17%, No is 30.83%.
INTERPRETATION:
Majority of the customers are given response for happy with the location of the store. We can also interpret
from this that store has located itself in a good place from where it is able to attract customers. As a
hypermarket which is to be located far off the city, store has located itself in a good place from where it is
convenient for people to visit store.
D-Mart

28
The D-Mart stores are operational across three formats hypermarkets spread over 30,000-35,000 sq ft, the
Express format over 7,000-10,000 sq ft and the Super Centers set up over 1 lake sqft. Currently D-Mart
operates in over 15 cities and towns across India with 70 stores. These stores are normally located in high
traffic areas. Which helps customers to orders products online which will be delivered to their doorstep?
This helps in saving a lot of time of its customers.
Promotion:
 Choose factor for most while purchasing.

Big-Bazaar
1 2 3 4 5
Factor
No. % No. % No. % No. % No. %
Offer 22 29.73 21 20.2 17 22.97 10 13.51 14 18.92
7 Big Bazar
100% 5.41%

90%
Service 14.86% 15 20.27
17.57% 12 16.2 21.62%
27 36.49 12
16.22% 16.22 22 29.73
18.92%
80%
12.16% 1 10.81%
18.91% Series6
Quality
70% 17 22.97 2016.21%
27.0 12 16.21 11 14.86 18 24.32
22.97% 33.78% 24.32% Quantity
60% 2
27.02%
Availability 09
50% 12.16 0836.49%
18.9 14 18.92 25 33.78 08 of Products
Availability 10.81
20.27%
14.86%
of Products
40%
1 29.73% Quality
30% 16.21%
Quantity 11 14.86 13 17.5 16.22%
04 05.41 16 21.62
Service12 16.22
20% 29.73%
10%
20.27% 7
22.97%
13.51%
18.92%

Total
0% 74 100 74 100 74 100 74 100 74 100
1 2 3 4 5
D-Mart
1 2 3 4 5
Factor
120.00% No. % No. % No. % No. % No. %
Offer 15 32.61 15.22%
12 26.0 14 30.43 07 21.73 04
D-mart 08.69
100.00% 6.52% 6.53% 9
13.04% 19.55%
Service10.87%0917.39% 19.57
32.60% 10 21.7 05 10.87 13 32.60 15 32.61
80.00%
39.14% 4
23.91% Series6
23.91% 28.26% 6.52%
Quality
60.00% 11 23.91 13 28.2 09 19.57 16 39.14 07
Quantity 15.22
Availability of Products
19.57%
615.22% Quality
19.57% Service
Availability 05
40.00% 21.74% 10.87 08 17.3 03
10.87% 32.60% 06.52 03 6.53 11 23.91
of Products 932.61%
20.00%
quantity31.91%06
26.09% 13.04
30.43% 03
21.73% 06.5 15 32.60 07 15.22 09 19.55
8.69%
0.00%
2
Total 1 462 100
3 46 100
4 5 46 100 46 100 46 100
29
ANALYSIS:
From the survey, from 120 respondents, gave response for Choose from factor which attracted you most
while purchasing, to give first rank Big-Bazaar is 29.73%, & second rank is 20.27%, & third rank is 22.97%,
fourth rank is 13.51% and five rank 18.92% of them offer. Give First rank D-Mart is 32.61%, & Second
rank is 26.09%, & Third rank is 30.43%, & Fourth rank is 21.73% and five 8.69% of them Offer. Give first
rank Big-Bazaar is 20.27%, & second rank is 16.21%, & third rank is 25.68%, fourth rank is 31.08% of
them Service. Give First rank D-Mart is 34.78%, & Second rank is 19.56%, & Third rank is 13.04%, &
Fourth rank is 32.60% of them Service. Give first rank Big-Bazaar is 22.99%, & second rank is 20.28%, &
third rank is 16.22%, fourth rank is 40.54% of them Quality. Give First rank D-Mart is 19.57%, & Second
rank is 13.06%, & Third rank is 28.26%, & Fourth rank is 39.14% of them Quality. Give first rank Big-
Bazaar is 14.86%, & second rank is 35.14%, & third rank is 35.13%, fourth rank is 14.87% of them
Availability of Product. Give First rank D-Mart is 23.91%, & Second rank is 34.78%, & Third rank is
34.79%, & Fourth rank is 6.53% of them Availability of Product.

INTERPRETATION:
Majority of the customers are like to offer to Big-Bazaar. & Like service to D-Mart. We can also interpret
that some people are like Wednesday Discount Offers on Food, Fashion, household Items at Big Bazaar. it’s
means wide range of products available in big bazaar. and D-Mart are Even it provides a good service and
ambience to its customers who encourage them to visit d-mart more and more times. So that customers can
get more satisfaction.

 Source about outlet

Big-Bazaar D-Mart
Source
No. % No. %
T.V. 18 24.3243 11 23.9130
Hoarding 19 25.6756 8 17.3913
Bus Painting 13 17.5675 10 21.7391
News Paper 24 32.4324 17 36.9565
Source about outlet
Total 74 100 46 100
40
36.95
35 32.43
30
25.67
25 24.32 23.91
Big-Bazaar
21.73
D-Mart
20 17.39 17.56

15 30
10

0
T.V. Hoarding Bus Painting News Paper
ANALYSIS:
From the survey, from 120 respondents, gave preference for Big-Bazaar is 24.32% of them T.V., & 25.67%
of them Hoarding. & 17.56% of them Bus Painting. & 32.43% of them News Paper. And Give preference
for D-Mart is 23.91% of them T.V. & 17.39% of them Hoarding, & 21.73% of them Bus Painting, &
36.95% of them News Paper.

INTERPRETATION:
Majority of the customers are giving response for newspaper is the most influencing factor which is
responsible for awareness of Big Bazaar & D-Mart. We can also interpret that some people are visited a
store through seen to advertisement in newspaper. The various promotion schemes used at Big Bazaar
include.
 Offer

Big-Bazaar D-Mart
1 2 3 1 2 3
Offer
No. % No % No % No. % No. % No. %
. .
Buy 1,Get 1 26 35.22 25 39.2 23 25.57 14 30.43 9 19.5 23 50.00
free 6
Gift 31 41.48 29 38.65 14 19.88 20 43.47 13 28.2 13 28.26
Voucher 6
Future Card 17 23.29 20 22.15 37
Offer 54.55 12 26.08 24 52.1 10 21.73
100% 7
90%
Total 74 100
23.29 74
22.15
100 74
26.08 100 4621.73 100 46 100 46 100
80%
54.55 52.17
70%
28.26
60% 38.65 Future Card
41.48
43.47 Gift Voucher
50%
Buy 1,Get 1 free
40%
30%
19.88 31 28.26
50
20% 35.22 39.2
25.57 30.43
10% 19.56
0%
Big-Bazaar Big-Bazaar Big-Bazaar D-Mart D-Mart 2% D-Mart 3%
1% 2% 3% 1%
ANALYSIS:
From the survey, from 120 respondents, gave response for like the most offer to give first rank Big-Bazaar is
35.22% & second rank is 39.2% & third rank is 25.57%. And give first rank D-mart is 30.43% & second
rank is 19.56% & third rank is 50.00%. of them Buy 1, Get 1 free. Give first rank Big-Bazaar is 41.48% &
second rank is 38.65% & third rank is 19.88%. And give first rank D-mart is 43.47% & second rank is
28.26% & third rank is 28.26%. of them gift voucher. Give first rank Big-Bazaar is 23.29% & second rank is
22.15% & third rank is 54.55%. And give first rank D-mart is 26.08.55% & second rank is 52.17% & third
rank is 21.73% of them future card.
INTERPRETATION:
Majority of the customers are given first rank gift voucher to Big-Bazaar & D-mart. We can also interpret
that Big Bazaar & D-Mart is the destination where you get products available at prices lower than the MRP,
setting a new level of standard in price, convenience and quality, making Big Bazaar & D-Mart, India’s
favorite shopping destination. Big Bazaar & D-Mart Gift Vouchers are available in convenient
denominations of Rs. 50, 100, 250, 500 & 1000. They are redeemable at all Big Bazaar & D-Mart stores
across India. Some people are don’t like service of future card.
D-Mart
Promotion and sales offers were present for most of the items. There was a discount of 10 % on all Navneet
products and Cadbury celebrations. There was one separate whole shelf for garbage dust bin bags selling at
Rs.29 wherein the actual MRP was Rs.45. In case of apparels there is a variety available ranging from
menswear, women swear and kids wear.

Advertising

32
When D-mart had opened up, on the way towards Nahur station, there was a hoarding nearly for 3 months to
advertise that the mall has opened up at Mulund.
D-Mart mostly use discount offers as a promotional tool for increasing sales. Promotional tools are very
much important for D-Mart, in increasing sales and also in introducing new products. Customers are also
satisfied with the promotional tools of D-Mart, mostly they are satisfied with the discount offers. Customer
are satisfied with the products of D-Mart and also with the behavior of the employees. To know about sales
promotional technoques and its effectiveness of D-mart. The study will be carride out in the city of
ahmedabad and wwill enable D-Mart to understand which consumer and sales promotion scheme are
beneficial and like by cistomer so as to retain for longer period.
This reasearch is helpful to know type of sales promotional scheme used by retail store and to motivate the
consumer for buying the products.
 Tagline of D-Mart ‘Daily Discounts, Daily Savings.!

Tagline of D-Mart

42.5

Yes
No

57.5

No. %

Yes 69 57.5

No 51 42.5

Total 120 100

33
ANALYSIS:
From the survey, from 120 respondents, gave response for agree with the tagline of D-Mart ‘Daily
Discounts, Daily Savings…!’ to Yes is 57.5% & No is 42.5%.
INTERPRETATION:
Majority of the customers are give response for agree with the tagline of D-Mart ‘Daily Discounts, Daily
Savings…!’ we can also interpret from this that tagline of D-Mart It is also clearly known that D-Mart sales
its goods at a discounted price as compared to the market. Even it provides a good service and ambience to
its customers who encourage them to visit D-Mart more and more times.
 Advertisement effects in shopping behavior.

No. %.

Yes 88 73.33

No 32 26.67

Total 120 100

Advertisement effects
26.67

Yes
No

73.33

ANALYSIS:
From the survey, from 120 respondents, gave response for advertise effect your shopping behavior to Yes is
73.33% & No is 26.67%.
INTERPRETATION:

34
Majority of the customers are give response for advertisement effect in shopping behavior to People mostly
come to store as they get various kinds of products under one roof. Store should try and produce more
qualitative products so that customers can get more satisfaction and would never think of not doing shopping
in store.

 Promotional activities conducted by store

No. %

Yes 64 53.33

No 56 46.67
Promotional activities of store
Total 120 100

46.67
Yes
53.33 No

ANLAYSIS:
From the survey, from 120 respondents, gave response for aware of promotional activities conducted by
store to Yes is 53.33%, & No is 46.67%
INTERPRETATION:
Majority of the customers are given response for aware of promotional activities conducted by store. We are
also interpreting that product categories like grocery and clothes, big bazaar has many local branded
products. Customers purchase a lot of these as its cheap in price even though its quality is not so good. As

35
most of the customers belong to lower class and middle-class people, they purchase those local branded
products as it gives them value for money. Different products of the same category have different prices.
Some customers also pre decides the brand on the local manufactured grocery and food products of the
store. Store should include more of the branded products in its each category so that customers have more
options to choose among the brands. This will bring in a greater number of people to store which will
definitely increase the sales.

 Purchase pattern changes at the promotions.

No. %

Yes 39 32.5

No 81 67.5

Total 120 100

Pattern change at promotion

32.5

Yes
No

67.5

ANALYSIS:
From the survey, from 120 respondents, gave response for purchase pattern changes, looking at the
promotions to Yes is 32.5%, No is 67.5%.
INTERPRETATION:

36
Majority of the customers are give response to don’t believe that promotions is responsible for their
purchase decision.

5.4 D-Mart External Design:

As mentioned earlier D-MART is located in the middle of three bustling towns, namely Mulund, Bhandup,
and Nahur. The exterior design of D-MART is very ordinary and functional at best. It consists of a small
complex with trees lining its front entrance. The building is painted white with D-MART logo clearly
visible from the road. The exterior also houses certain food and refreshment stalls for the shoppers to
enjoy.
Interior Design:
The interiors were predominantly green thus associating it with the colour of their logo. This also made the
store look more spacious and organized. As far as the flooring is considered the whole store was floored
with ceramic tiles. Adequate light was present focusing on the merchandise as well as for the convenience of
the customers. Music was pure soft Hindi music which appealed to the target customers. Separate entrance is
present for the physically challenged.
Layout:
Layout is fairly simple and it is kept simple with a view to keep everything that customer in his eye sight
and reach. The whole store has been divided into various sections according to the categories that are
stacked there was found the most used products i.e. FMCG* were very easy to support and purchase.
ImageSetup:
The image that D-Mart wants to set up is that of a discount store that offers most of the products with all the major
brands. D-Mart is a store offers value for money. The store puts various offers on products some throughout the year
and some periodically. When a customer enters the gate first thing he notices are the boards that say “Minimum 5%
discount on all products”. This itself makes customer think of a good value for money

TARGET CUSTOMER:
D-mart projecting itself as a discount store targets the middle income group. The area in which it is located
is predominantly middle class residential area. So the location is such that it is very convenient for its target
customers. Also it is a very fast growing and value conscious segment. In order to attract their attention, D-
mart keeps giving several offers that directly projects greater value to the customer.

37
 
Big-Bazaar
1 2 3 4
Services
No. % No. % No. % No. %
Food 29 39.18 21 28.36 15 20.27 9 12.16
Clothe 22 29.72 19 25.63 13 17.58 20 27.02
Accesseries 13 17.58 14 19.00 27 36.52 20 27.02
Stationary 10 13.51 20 27.02 19 25.63 25 33.78
Total 74 100 74 100 74 100 74 100
D-Mart
1 2 3 4
Services
No. % No. % No. % No. %
Food 10 21.73 12 26.08 20 43.47 4 8.70
Clothe 12 26.08 8 17.40 12 26.08 14 30.43
Accesseries 15 32.61 13 28.26 9 19.56 9 19.56
Stationary 9 19.56 13 28.26 5 10.87 19 41.30
Total 46 100 46 100 46 100 46 100

Service provided by store

No. %

Yes 74 61.67

No 46 38.33

Total 120 100

38
 Service provided by store

38.33
Yes
No

61.67

ANALYSIS:
From the survey, from 120 respondents, gave response for satisfied with service provided by store to Yes is
61.67%, & No is 38.33%.
INTERPRETATION:
We interpret that majority of the customers are satisfied with service provided by store. It is a threat for big-
bazaar & d-mart as some of the attributes of other organized stores facility provides more satisfaction to
customers. People mostly come to big bazaar & d-mart as they get various kinds of products under one roof,
It is also clearly known that big bazaar & d-mart provided to good quality of the product.

 Services of store

Services of store
100%
13.51 10.87
90% 19.56
27.02 25.63 28.26
33.78
80% 17.58 19.56 41.3
70%
19 32.61 Stationary
60% 28.26
29.72 36.52 26.08 Accesseries
50% 27.02
19.56 Clothe
40% 25.63 Food
26.08 17.4
30% 17.58
27.02 30.43
20% 39.18 43.47
28.36 39 26.08
10% 20.27 21.73
12.16 8.7
0%
1%

2%

3%

4%
%

%
1

4
aar

aar

aar

aar

rt

rt

rt

rt
ANALYSIS:
From the survey, from 120 respondents, gave response for purchase, what kind of service go to the store, to give
first rank Big-Bazaar is 39.18%, & second rank is 28.36%, & third rank is 20.27%, fourth rank is 12.16% of them
Food. Give first rank D-Mart is 21.73%, & second rank is 26.08%, & third rank is 43.47%, & fourth rank is 8.70% of
them Food. Give first rank Big-Bazaar is 29.72%, & Second rank is 25.63%, & third rank is 17.58%, & Fourth rank is
27.02% of them clothe. Give first rank D-Mart is 26.08%, & Second rank is 17.40%, & Third rank is 26.08%, &
Fourth rank is 30.43% of them clothe. Give first rank Big-Bazaar is 17.58%, & Second rank is 19.00%, & Third rank
is 36.52%, & Fourth rank is 27.02% of them Accessories. Give First rank D-Mart is32.61%, & Second rank is28.26%,
& Third rank is 19.56%, & Fourth rank is 19.56% of them Accessories. Give First rank Big-Bazaar is 13.51%, &
Second rank is 27.02%, & Third rank is 25.63%, & Fourth rank is 33.78% of them Stationary. Give First rank D-Mart
is 19.56%, & Second rank is 28.26%, 10.87& Third rank is %, & Fourth rank is 41.30% of them Stationary.

INTERPRETATION:
Majority of the customers are give First rank food items to big bazaar and accessories to D-Mart. From this we
interpret that some of the products brand are pre decided in advance and for some of the products customers don’t at
all pre decide any brand. As per food items are concerned customers pre decide the brand as many branded food items
are available in big bazaar. The customers pre decides brands on cloths and grocery most as big bazaar produces much
of local brands and also have some well known branded products of clothes with it like flying machine jeans. As per
accessories items are concerned customers pre decide the brand as many branded accessories items like that furniture,
house decoration, etc. are available in D-Mart. The customer’s pre decides brands on grocery most as D-Mart
produces much of local brands and also have some well known branded products.

40
4.3 Organizational Structure (Zonal)
Organization is a set of people working together for accomplishment of a common objective. The role adn
responsibilities are stated clearly without any ambiguity. The positions occupied by different individuals are presented
in the form of resources.
An organization structure consist of activities such as task allocation, coordination and supervision, which are
directed towards the achivement of organization aims. It ca also be considered as the viewing glass or perspective
through which individuals see their organization and its environment.
An organization can be structure in many different ways, depending on their objective. The structure of an
organization will determine the modes in which it operates and performs.
Organizational structure allows the expressed allocation of responsibilities for different entities such as the branch,
department, workgroup, and individual. Organization structure affects organizational action in two big way. First , it
provided the foundation on which standard operating procedures and routines rest. Second, it determines which
individuals get to participate in which decision-making processes.

President

Vice
President

Marketin
HR Category Finance Operation
g
Manager Manager Manager Head
Manager

Marketin
HR Category Finance Store
g
Head Head Head Manager
Head

Store Structure

41
 The store structure of a retail store will vary by the size and type of the business. Most tasks involved with
operating a retail business will be the same. However, small or independent retail stores may combine many sectors
together under one division, while larger stores create various divisions for each particular function along with many
layers of management.
For example, the small specialty shop may have all of its employees under one category called Store
Operations. A large department store may have a complete staff consisting of a manager, assistant manager and sales
associates for its Sporting Goods department, Home and Garden, Bed and Bath, and each additional department.
In order to define the store's organization, start by specifying all tasks that need to be performed.

Then divide those responsibilities among various individuals or channels. Group and classify each task into a
job with a title and description. The final step is to develop an organizational chart.

4.4 CUSTOMER BUYING DETERMINANTS:

Store Manager

Assist Store Manager

Dept Human Visual Cashing Marketing

CDC Administration Info Tech
Manager Resource Merchandise Dept
(Customer
Service
Assist DM desk) assistent HR Maitanance Security Cashier

team House
leader keeping

team
member

Customer’s satisfaction with a product depends upon how well the product performance lives up to customer
expectation. It is a key influence on future buying behavior.

42
 Consumers make many buying decisions every day. Most large companies research Consumers buying decisions in
great details to consumer questions about what customer buy, where customer buy, how and how much they buy, why
they buy.

It is very easy to get the answer to first three questions. but finding way they buy is very difficult because it
require studying deep the Consumer behaviour. The model of the customer buying behavior answer the question
affecting buying behavior of the customers.
Consumers make many buying decisions every day. Most large companies reaserch consumer buying decision in grat
details to answer question about what cinsumer buy, where they buy, how and ho

They are every where on the T.V. hoarding, posters and print media. Brands while proclasiming their positive
qualities pull down those of their rivals. Intagible assets such as brands, patents and know now have become
incrasingly dominats elements of company value. Brand are widely recognized as corporate assets but have been
historically evaluated on non financial attributes like awareness, recognition.

 Demographic Analysis- Age

Male Female
Age
No. % No. %
18-20 24 35.82 21 39.62
21-26 17 25.37 13 24.53
26-30 15 22.39 9 16.98
Above 30 11 16.42 10 18.86
Total 67 100 53 100

Age
45
39.62
40
35.82
35

30
25.37 24.53 Male
25 22.39 Female
20 18.86
16.98 16.42
15

10

0
18-20 21-26 26-30 Above 30

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ANALYSIS:
From the survey, from 120 respondents, gave response Male is 35.82% & Female is 39.62% of them 18-20
year., and gave preference Male is 25.37% & Female is 24.53% of them 21-26 year., and gave preference
Male is 22.39% & Female is 16.98% of them 26-30 year., and gave preference Male is 16.42% & Female is
18.86% of them Above 30 year.

INTERPRETATION:
Majority of the Male and Female customers are gave response for 18-20 year, means his prefer to store and

 OCCUPATION:

Male Female
Occupation
No. % No. %
Student 27 40.29 18 33.96
Employed 18 26.86 23 43.39
Self Employee 22 32.84 12 22.64
Total 67 100 53 100

Occupation
50
45 43.39
40.29
40
35 33.96 32.84
30 Male
26.86
Female
25 22.64
20
15
10
5
0
Student Employed Self Employee

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ANALYSIS:
From the survey, from 120 respondents, gave response Male is 43.71% & Female is 39.85% of them Student.,
and gave preference Male is 40.72% & Female is 44.36% of them Employed., and gave preference Male is
15.57% & Female is 15.79% of them Self employee.

INTERPRETATION:
Majority of the male customers are give response to Student & Female customer are gave response to
employed. We can also interpret that some boys are like visited to store. Because some boys are purchase a
sport equipment (ball, bats, helmets, hoops, goals, etc.), & jeans-T-shirt. Majority female are purchase a
household items, jewel mart.

 Family Member

Male Female
Member
No. % No. %
0-2 9 13.43 6 11.32
2-4 33 49.25 19 35.85
4-6 10 14.92 18 33.96
More thane 6 15 22.39 10 18.87
Total 67 100 53 100

Family Members
60

49.25
50

40
35.85 Male
33.96
Female
30
22.39
20 18.87
13.43 14.92
11.32
10

0
00--02 02--04 04--06 More thane 6

ANALYSIS:
From the survey, from 120 respondents, gave response Male is 13.43% & Female is 11.32% of them 0-2

45
 member, and gave preference Male is 49.25% & Female is 35.85% of them 2-4 member, and gave preference
Male is 14.92% & Female is 33.96% of them 4-6 member, and gave preference Male 22.39% & Female
18.87% of them More than 6 member.

INTERPRETATION:
Majority of the male & female customers are given response for 2-4 family member. We can also interpret
that mostly customer are not visited a store in more thane 6 family member.

 Visit a store.

Time No. %
Daily 16 13.33
Weekly 48 40.00
Monthly 53 44.17
Yearly 3 2.5
Total 120 100

Visit a Store

2.5
13.33
Daily
Weekly
44.17 Monthly
Yearly

40

ANALYSIS:
From the survey, from 120 respondents, gave response Daily is 13.33% & Weekly is 40.00 & Monthly is 44.17% and
Yearly 2.5%.

INTRPRETATION:

46
Majority of the customers are give preference to store visited monthly. We can also interpret that some of the
customer vis-ited weekly and monthly basis for purchase their requirements.

 Expense shopping.

20.83 18.33

Below 1000
22.5 1000-2000
2000-5000
38.33 More thane 5000

Amount No. %
Below 1000 22 18.33
1000-2000 27 22.5
2000-5000 46 38.33
More thane 5000 25 20.83
Total 120 100

No. %
Food 41 34.17
House hold 29 24.16
Kids 33 27.5
Jewel mart 17 14.17
Total 120 100

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 Section of Store

Food
14.17 House hold
34.17
Kids
Jewel mart

27.5

24.16

ANALYSIS:
From the survey, from 120 respondents, gave response for which section like of the store to 34.17% of
them Food, & 24.16% of them House Hold, & 27.5% of them kids, & 14.17% of them Jewel mart.

INTERPRETATION:
Majority of the customers are give response for food items section 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 at all pre decide any brand. As per food 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 jewel mart from the
store.

 Gender

Gender No. %

MALE 66 55

FEMALE 54 45

GENDER

Male
Female
45% 55%

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 Reason for coming to the store

26.33%
38.33%
Value for money
Discount
Saving of time

35.33%

32% 29% Discount

Wide product range

available
39%

Brand consciousness

24.67%
34.00%
Discount
Saving of time
Brand consciousness

41.33%

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INTERPRETATION:
Majority of the customers are gave response for saving to the time is the most reason for coming to the store. We can
also interpret that availability of product save the time of customer. Customer get all the product like food, cloths,
stationary are available in store. So whatever they want to purchase they get in store and not going to different shop
which are located in different places.

Reason it's an Big-Bazaar

Wide range of products

48% Varieties of differnt brand
52%

INTREPRETATION:
Majority of the customers are give response for why big bazaar called big bazaar? we are also interpret
that big-bazaar is offer the widest range of product with the varieties of different brand.
Big Bazaar wins its first award and national recognition. Big Bazaar and Food Bazaar awarded the
country’s most admired retailer award in value retailing and food retailing segment at the India Retail Forum

50
 FINDINGS

 Most of the customers buy their requirement in Big Bazaar & d-mart on the basis of Weekly and monthly basis.
Customers realized that Big Bazaar & d- mart stores provide qualitative products/service with reasonable price.
 At present time Big Bazaar & d-mart provide different types of product assortments to the customers.
 Big bazaar & 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 the year.
 Big Bazaar and d-mart mainly deal with middle income group people who want qualitative product with
reasonable cost.
 There are more than 50 big bazaars in different cities of India, it seems that there is a vast growth of big bazaar
lying as customers demand is increasing for big bazaars.
 the customers are give response for most powerful advertisement is Big-Bazaar. We can also interpret
that the big-bazaar comparison is more powerful people attract with advertisement like T.V., Hoarding,
news paper, is most of the part of purchasing by advertisement.

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 SUGGESTIONS

 Big bazaar and d-mart should provide large parking space for its customers so that they can easily park their
vehicles.
 The infrastructure is needed to be changed a bit during weekends as heavy crowd comes in to big bazaar and
d-mart during those days.
 Big bazaar and d-mart should include more of branded products its product category so as to attract the brand
choosy people to come in to big bazaar.
 Big bazaar should keep offers in regular intervals so that there should not be a long term gap, because offer is
the most influencing factor which is responsible for customer purchase decision
 they also concentrate on TV advertisement they should show ads and promotional offers in a regular interval
in languages like Hindi English.
 Hoarding should be placed uncovered area.

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 CONCLUSION

Big Bazaar & D-Mart are a major shopping complex for today’s customers. It is a place where customers find
variety of products at a reasonable price. Big Bazaar & D-Mart has a good reputation of itself in the market. It has
positioned itself in the market as a discounted store. It holds a huge customer base. The majority of customers belong
to middle class family. The youth generation also likes shopping and moving around Big Bazaar & D-Mart. Volume
sales always take place in Big Bazaar & D-Mart. Impulse buying behavior of customers comes in to play most of the
times in Big Bazaar & D-Mart.

Big Bazaar & 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 Big Bazaar & D-Mart. As of now there are 34 Big Bazaar & D-Marts in different cities of India, it seems that
there is a vast growth of Big Bazaar & D-Mart lying as customers demand; increasing for Big Bazaar & D-Marts. It
has emerged as a hub of shopping specially for middle class people.
Different types of products starting from a baby food to pizzas wide range is available under one roof. In Delhi it
is the middle class people who mostly do marketing from Big Bazaar & D-Mart. Even most of the people do their
monthly shopping from Big Bazaar & D-Mart. People not only visit Big Bazaar & D-Mart to do shopping but also
visit for outing purpose as it provides a very nice ambience to its customers. As people go to malls they just tend to
move around Big Bazaar & D-Mart whether it is for shopping purpose or for outing purpose. Grocery, apparels and
food items are the products which are demanded most by the customers of Ahmedabad in Big Bazaar & D-Mart. The
major drawback of Big Bazaar & D-Mart is that it lacks in providing enough parking space for their customers. This
may discourage the customers to come to Big Bazaar & D-Mart and shop as they face difficulty in parking their
vehicles. Even though some customers say that they don’t feel problem in parking their vehicle, it is because of the
parking space available to them by the mall. As it is surveyed it seems that the biggest competitors of Big Bazaar &
D-Mart are the kirana stores, discounted specialty stores like Vishal mega mart, The Tata Groups (Croma), Reliance
Retail, & Sabka Bazaar etc.

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