PROJECT REPORT

ON

MARKETING MIX OF D-MART

Submitted to:

GURU NANAK DEV UNIVERSITY AMRITSAR

IN THE PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR DEGREE OF
MBA
SESSION 2022- 24

Submitted By:
KABIR PAL SINGH
 DECLARATION

I hereby declare that the project work entitled "PERFORMANCE APPRAISAL"

submitted to GURU NANAK DEV UNIVERSITY, AMRITSAR, is a record of an
original work done by me under the guidance of my teachers- Mr YADVINDER
SINGH PARMAR . This project work is submitted in the partial fulfilment of the
requirements for the award of the degree of Master of Business
Administration (General) and has not been submitted to any other University
or Institute for the award of any degree or diploma.
 ACKNOWLEDGEMENT

I would like to thank respected Mr YADVINDER SINGH PARMAR for giving me

such a wonderful opportunity to expand my knowledge for my own branch and
giving me guidelines to present a seminar report. It helped me a lot to realize
of what we study for.

I would like to thank my parents and brother who patiently helped me as went
through my work and helped to modify and eliminate some of the irrelevant or
un-necessary stuffs and would like to thank my friends who helped me to make
my work more organized and well-stacked till the end.

Next, I would thank Microsoft for developing such a wonderful tool like MS
Word. It helped my work a lot to remain error-free.

Last but clearly not the least; I would thank GNDU for designing a curriculum
that focuses on overall development of its students.

Regards,
Kabir Pal Singh
 PREFACE

D-Mart is a private company and is associated with the retail industry. It was
launched in the year 2002 in the month of May by its esteemed founder R. K.
Damani. It is a chain of supermarkets and hypermarkets established in India. It
is designed for providing maximum customer convenience and offers a
diversified choice at affordable rates.
DMart 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.
 CONTENTS

1. INTRODUCTION OF DMART
2. REVIEW OF LITRATURE
3. RESEARCH METHODOLOGY
4. RESEARCH OBJECTIVE
5. DATA ANALYSIS AND INTERPRETATION
6. DATA ANALYSIS
7. RECOMMENDATION
8. LIMITATIONS
9. CONCLUSION
10.REFERENCE
1. INTRODUCTION OF D-MART STORE:
D-Mart is a chain of discount stores in India that offers groceries, food,
clothing, home appliances, and personal care products. It was founded in 2000
by Radhakishan Damani and is headquartered in Mumbai. As of 2021, D-Mart
has over 220 stores across various Indian states and is one of the largest retail
chains in the country.

The stores offer products at lower prices compared to traditional retail stores,
and they operate on a low-cost business model that aims to reduce costs and
pass on the savings to customers. The company also focuses on providing a
customer-friendly shopping experience and keeping its stores neat and
organized.

D-Mart is known for its wide range of products, including groceries, fresh
produce, household essentials, and clothing, among others. It also offers
private label products, which are sold under the D-Mart brand, at a lower price
compared to national brands.

In addition to its physical stores, D-Mart also has an online presence, with an e-
commerce website that offers home delivery and click-and-collect services.
The company also has a loyalty program, D-Mart Ready, which offers exclusive
benefits and discounts to members.

D-Mart has been consistently growing and expanding its presence in India, and
has received recognition for its business practices and commitment to
customer satisfaction. In 2021, Forbes listed D-Mart as one of the "World's
Best Employers.(DMart Website,2022)
Avenue Super Marts Ltd (ASL) owns and operates hypermarkets and
supermarkets by the store name D-Mart seeks to provide a 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. Since D-Mart first opened its doors in the Mumbai region in
2000, it has grown into a trusted and well-established shopping destination in
Maharashtra, Gujarat, Andhra Pradesh, and Karnataka.
D-Mart's expansion began in 2007, when stores were opened in Ahmedabad,
Baroda, Pune, Sangli and Solapur. Currently, DMart is present in India across 10
States, 1 Union Territory and NCR.

D-MART REACH
S.no States Store Locations
Amravati, Aurangabad, Dhule, Ichalkaranji, Jaisingpur,
Jalgaon, Jalna, Karad, Kolhapur, Latur, Miraj, Mumbai
1 Maharashtra
(MMR), Nagpur, Nanded, Nandurbar, Nashik, Osmanabad,
Pune, Ratnagiri, Sangli, Satara, Solapur, Wardha, Yavatmal
Ahmedabad, Anand, Ankleshwar, Bharuch, Bhuj, Bilimora,
Gujarat Gandhidham, Gandhinagar, Godhra, Himmatnagar, Kalol,
2
Mahesana, Nadiad, Navsari, Palanpur, Rajkot, Surat,
Surendranagar, Vadodara, Valsad, Vapi
Anantapur, Bhimavaram, Eluru, Gudivada, Guntur,
Kakinada, Kurnool, Machilipatnam, Nellore, Ongole,
3 Telangana
Rajahmundry, Suryapet, Tanuku, Tirupati, Tuni, Vijayawada,
Visakhapatnam
Anantapur, Bhimavaram, Eluru, Gudivada, Guntur,
Andhra Kakinada, Kurnool, Machilipatnam, Nellore, Ongole,
4
Pradesh Rajahmundry, Suryapet, Tanuku, Tirupati, Tuni, Vijayawada,
Visakhapatnam
Bengaluru, Belgaum, Gulbarga, Mangaluru, Tumakuru,
5 Karnataka
Udupi
Madhya Bhopal, Dewas, Indore, Jabalpur, Mandsaur, Dr. Ambedkar
6 Nagar (Mhow), Neemuch, Pithampur, Ratlam, Ujjain
Pradesh
7 Chhattisgarh Bhilai, Durg, Raipur, Rajnandgaon
8 NCR Delhi, Faridabad, Ghaziabad, Gurugram, Noida
 Chennai, Coimbatore, Dindigul, Erode, Hosur, Madurai,
9 Tamil Nadu
Salem, Shoolagiri, Sulur, Tiruchirappalli, Tiruppur
Amritsar, Barnala, Chandigarh, Jalandhar, Ludhiana, Mandi
10 Punjab
Gobindgarh, Patiala
11 Rajasthan Ajmer, Alwar, Bhilwara, Jaipur, Kishangarh, Kota
1(a). FOUNDER

DMart is owned and operated by Avenue Supermarts Ltd. (ASL) – a

company founded by Mr. Radhakishan Damani. He is respected in the
business world as an astute investor in the Indian equity
market, he has built a company that constantly strives towards developing a
deep understanding of customer needs and satisfying them with the right
products.

Mr. Radhakishan Damani is a firm believer in core business fundamentals

and strong ethical values, Mr. Damani has built DMart into an efficient,
large, and profitable retail chain that is highly respected by customers,
partners, and employees alike.
1(b) PRODUCT OFFERINGS:

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

• Foods
• Toiletries and Beauty products
• Garments
• Kitchenware
• Bed and Bath linen
• Toys & Games Stationery
• Home Appliances
• Footwear
2. REVIEW OF LITERATURE

The literature on the formation of store image has been explored by several
researchers such as Doyle and Fenwick (1974), Jain and Etgar (1976), King
and Ring (1980), and Chowdhury et al. (1998). Some studies have focused on
the evolution of store image formation, for example, Mazursky and Jacoby
(1986), while others have conducted meta-analyses of retail patronage
studies, such as Pan and Zinkhan (2006). However, the existing literature has
not considered the use of clustering techniques to study consumers'
perceptions of store image.

Lindquist (1974) analyzed over 20 studies on store image formation and

identified 35 different aspects that influence store image. These aspects
were grouped into nine categories, including merchandise, service, clientele,
physical facilities, convenience, promotion, store atmosphere, institutional
attributes, and post-transaction satisfaction. The study by Mazursky and
Jacoby (1986) confirmed that merchandise-related aspects, such as quality,
pricing, and assortment, and service-related aspects, such as salesperson
service, are among the most important components of store image.

Similarly, studies by Baker, Grewal, and Parasuraman (1994) and Baker,

Grewal, and Voss (2002) confirmed that service quality is a key determinant
of store image. Therefore, this present study focuses on gauging consumer
perceptions of retail stores by incorporating consumer similarity judgments
on "service quality" and "merchandise quality." The clustering of retail stores
based on these two attributes will provide a better understanding of
competition within the retail industry, which is of strategic marketing
interest.

Off-price retailers, who offer products with the same quality as department
stores and specialty stores, compete to convince consumers that their
product quality is comparable to that of department stores. This study will
provide valuable information for retailers to understand consumer
perceptions of product quality and help develop their marketing strategies.

3. RESEARCH METHODOLOGY
Data Sampling, SWOT and market analysis were done to interpret the strategy
of DMART and to achieve a deep understanding of their customer acquisition
model market mix and 4ps has been also discussed. As retail is a high
competition market it is henceforth important to benchmark a business with its
competitors. Thus, comparative data has also been analysed.

4. RESEARCH OBJECTIVE
• To scan customer buying behaviour.
• To know the promotional strategy of big bazar vs D-Mart.
• To know the relation between promotional strategy and buying
decision.
• To comprehend the determinants of customer satisfaction.
• To know about the growth prospective with respect to demand
analysis.
• To analyse product mix.

4.1 How Big Bazaar and D-mart Establish and maintain the in retailing
through promotion:

4(a). 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.

o 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 Convenience Sampling.
Sample size : 120 respondents

Sampling Method : Random Convenience sampling

Sample Unit : Customer of Big bazaar & D-Mart

Measuring Tools : Questionnaire

INDUSTRY ANALYSIS: D MART

D'mart Exclusive, Dolphin Mart's home decor and gifting solutions brand,
plansto open around 35 stores and is targeting a turnover of Rs 80 crore this
fiscal. In the currentfinancial year, the company plans to invest a total sum of
Rs 20-25 crore for expansion.d'mart Exclusif 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 Delhiand 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 and1,000 sq.ft. For the shop-in-shop
format, the franchisee will have to invest up to Rs 20 lakhand must have an
area of 500-
600 sq.ft..‖

He confirmed that d'mart Exclusive spends 10 percent of its total sales on

advertising andmarketing 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 Exclusie, the price band between Rest25,000 and Rs
35,000 is the most popular among Indian customers. Worldwide
limitededitions sell the most in India, contributing almost 60 percent towards
the total sales of thecompany.There is a huge untapped market for the Rs
140 billion home improvement vertical inIndia. Indian consumers have
disposable incomes and are looking for more upgradedlifestyles, 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.

Big bazaar

Big Bazaar: This hypermarket chain was introduced in India by

PantaloonRetail (India) Limited. The year was 2001. The first store opened in
Kolkata and wasfollowed by stores in Hyderabad and Bangalore, in a short
span of 22 days. These stores
contributed over Rs 43 crores to the company‘s turnover and over Rs 2.89
crores to the
PBDIT in the first year itself. In 2006-2007 more Indians discovered the value
of shopping inBig Bazaar. Big Bazaar launched 27 new stores in 22 cities,
covering over 1.40 millionsquare feet. While Big Bazaar continued to expand
in the large cities it also tappedconsumptions potential in smaller cities like
Agra, Allahabad, Coimbatore, Surat, Panipat,Palakkad, Kanpur, and Kolhapur.
By May 2008, there were 89 Big Bazaars spread acrossvarious cities and
towns across the country.
Jo bazaar mein milta who sab yahan milta hai‖ is how Rakesh Biyani Director
Pantaloon
Retail (India) Limited describes Big Bazaar. The bazaar is a term commonly
used for themarket or market place. Whenever any of us need anything the
simplest way to get it is to goto the bazaar. Big Bazaar represents a location
where a customer can shop for anything thathe needs for which he would
normally visit a bazaar or the markets.Retail in India is still at a nascent stage.
This case study has been prepared as a basis for discussions, on evolving
formats suitable for India.Pantaloon Retail (India) Limited was incorporated
as Manz Wear Private Limited in the year 1987. It became a public limited
company in 1991 and was renamed Pantaloon Fashions(India) Limited and
then Pantaloon Retail (India) limited in 1999. Over the years thecompany has
accelerated growth through its ability to manage change. It integrated
backwards into garment manufacturing and expanded its retail network at
the same time. Itlaunched three successful brands
–
Pantaloon trouser bar denims and John Miller shirts between 1987 and
1993.The
company introduced the concept of The Pantaloon Shoppe, an exclusive
men‘s wear
retail store, which expanded across India from 1994-1998 . In the year 1997,
Pantaloon
moved to large format lifestyle retailing with the launch of Pantaloons India‘s
family St
ore.Pantaloon has grown to a 29 store network and occupies 263,000 sq ft of
the retail space.They contributed Rs 174 crores to the total turnover of the
company.The management was aware that in retail, size mattered. The
business revolved aroundvolumes. Lifestyles retailing did not rally provide
these volumes the volumes came from thelarge Indian middle class market
that was waiting to be tapped. Big Bazaar
–
the discountstore
—
was launched in the year 2001, to meet the aspirations of he middle class. In
a shortspan of two years it had added a Food Bazaar and Gold Bazaar to its
ranges of offerings.At the time of the launch of Big Bazaar there was no real
precedent in the Indian marketGiants the RPG hypermarkets had opened in
Hyderabad only two months prior to the launchof Big Bazaar. A western
model had to be adapted to suit the needs of the Indian environmentvarious
 local markets and local market leaders were studied. This was done to
understand the product mix and the prices offered. One of the key discount
retailers studied was Sarvanna Stores in Chennai.
Saving is the key to the Indian middle class consumer. The store which would
be created had to offer value to the consumer. Keeping this in mind, the
concept of Big Bazaar was created.

5. DATA ANALYSIS AND INTERPRETATION

Strengths:
➢ High brand equity enjoyed by Big Bazaar
➢ State of the art infrastructure
➢ A vast variety of stuff available under one roof
➢ Everyday low prices, which attract customers
➢ Maximum percent of footfalls converted in sales
➢ Huge investment capacity
➢ Biggest value retail chain in India
➢ It offers a family shopping experience
➢ Available facilities such as online booking and delivery of goods

Weakness:
➢ Unable to meet store opening targets on time
➢ Falling revenue per sq. ft
➢ General perception: Low price = Low quality‘
➢ Overcrowded during offers
➢ Long lines at billing counters which are time consuming
➢ Limited only to value offering low price products. A no of branded
products are still missing from Big Bazaar‘s line of products. E.g. Jockey,
Van Heusen.
Opportunity:

➢ A lot of scope in Indian organized retail as it stands at approximately 4%.

➢ Increasing mall culture in India.
➢ More people these days prefer to visit big stores where they can find
large varietyunder one roof

Threats :

➢ Competition from other value retail chains such as Shoprite, Reliance

(Fresh and trends), Hypercity and D mart.
➢ Unorganized retail also appears to be a threat to Big Bazaar‘s business.
A large population still prefers to visit local convenient stores for daily
purchases
➢ Changing Government policies
➢ International players looking to foray India
6. DATA ANALYSIS

6.1 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.
 Stores Advertisement

STORE'S ADVERTISEMENT

Dmart

Big Bazaar

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 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, newspaper, is
most of the part of purchasing by advertisement.
4P’s of Big bazaar vs Dmart

1. Product:

Purchasing a product in Store

ANALYSIS:
From the survey, from 120 respondents, gave response Big-Bazaar is 43.33% &
D-martis 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 his that big bazaar has located itself in a good place from where
it is able to attractcustomers. As a hypermarket which is to be located far off
the city, big bazaar has locateditself in a good place from where it is
convenient for people to visit big bazaar.

Big-Bazaar

Big Bazaar offers a wide range of products which range from apparels, food,
farm products, furniture, child care, toys, etc. of various brands like Pantaloon,
Levis, AllenSolly, Pepsi, Coca- Cola, HUL, ITC, P&G, LG, Samsung, Nokia, HP
etc.Big Bazaar also promotes a number of in house brands like:- DJ & C- Tasty
Treat
End. Notes Four Cs! - Consumer wants and need Vs Product

- Cost to satisfiy Vs Price- Convenience to buy Vs Place- Communication Vs

Promotion
HUC - Hindustan Unilever Ltd.
ITC - Indian Tobacco Company
P&G - Procter & Gambler

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 casy-to-understand communications and
information.D-Mart offers a wide selections of products which range from
pparels,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
scaling 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 (Ifree 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.

2.Pricing :-

Products MRP D'Mart Big Bazaar

Price Price

Amul Pure Ghee 500 ml Rs 245 Rs 227 Rs 229

Gemini Sunflower Oil Rs Rs 935 Rs 895

1155

Pampers New Baby 86 Diaper Pants Rs Rs 820 Rs 999

1149

Tata Tea Premium 1 kg Rs 560 Rs 450 Rs 540

Surf Excel Matic Top Load Detergent Powder 6 Rs Rs 749 Rs 800

kg 1050

Cadbury Dairy Milk Minis Home Treats Rs 149 Rs 99 Rs 127

Chocolate
Maggi 2-Minute Masala Noodles 560 gms Rs 91 Rs 79 Rs 83

Dettol Original Soap 3x75 gms Rs 110 Rs 103 Rs 107

Aashirvaad Multigrain Atta 5 kgs Rs 305 Rs 239 Rs 295

India Gate Basmati Rice Feast Rozzana 5 kgs Rs 475 Rs 370 Rs 339

ANALYSIS

From survey price of some product in both Dmart and Big Bazaar

INTERPRETATION

Almost in all Prices of Products in Dmart are less than Big Bazaar

Big-Bazaar

The pricing objective at Big Bazaar is to get ³Maximum Market Share.

Pricing at BigBazaar is based on the following techniques:

Value Pricing (EDLP – Every Day Low pricing):

Big Bazaar promises consumers the lowest available price without

coupon clipping,waiting for discount promotions, or comparison
shopping.

Promotional Pricing:
Big Bazaar offers financing at low interest rate. The concept of
psychological discounting(Rs. 99, Rs. 49, etc.) is also used to attract
customers. Big Bazaar also caters on SpecialEvent Pricing (Close to
Diwali, Gudi Padva, and Durga Pooja).
Differentiated Pricing:

Differentiated pricing i.e. difference in rate based on peak and non-

peak hours or days of shopping is also a pricing technique used in
Indian retail, which is aggressively used byBig Bazaar. e.g. Wednesday
Bazaar

Bundling

It refers to selling combo-packs and offering discount to customers.

The combo- packsadd value to customer and lead to increased sales.
Big Bazaar lays a lot of importance on bundling.e.g. 3 Good Day family
packs at Rs 60(Price of 1 pack = Rs 22)5kg oil + 5kg rice + 5kg sugar for
Rs 599

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 sizenos. 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
3. PLACE

Distance From Store

Distance in KM NO %
00-05 39 32.5
05-10 50 41.68
10-15 17 14.6
More than 15 14 11.66
Total 120 100

Distance From Store

16%
00-05
50% 21% 05-.10
10-.15
7% More than 15
6%
Total
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 10-15km, & 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 100 100

PARKING

34%

YES
66% NO
ANALYSIS:

From the survey, from 120 respondents, gave response for happy with
the parkingfacility provided to Yes is 65.83%, & No is 34.17%.

INTERPRETATION:
We interpret that majority of the customers are satisfied with the
parking spaceavailability provided by store. Hence In holidays probably
it will be very essay for customersto park their vehicle in store

Big-Bazaar

The Big Bazaar stores are operational across three formats ²

hypermarkets spread over 40,000-45,000 sq ft, the Express format
over 15,000-20,000 sq ft and the Super Centers setup over 1 lake sq ft.
Currently Big Bazaar operates in over 34 cities and towns across India
with 116 stores. Apart from the Metros these stores are also doing well
in the tier II cities.These stores are normally located in high traffic
areas. Big Bazaar aims at starting stores indeveloping areas to take an
early advantage before the real estate value booms. Mr. Biyani is
planning to invest around Rs 350 crore over the next one year
expansion of Big Bazaar. Inorder to gain a competitive advantage Big
Bazaar has also launched a websitewww.futurebazaar.com,which
helps customers to orders products online which will bedelivered to
their doorstep. This helps in saving a lot of time of its customers.

D-Mart
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 1lake 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.

4.PROMOTION

Choose factor for most while purchasing.

ANALYSIS:
From the survey, from 120 respondents, gave response for Choose
from factor whichattracted 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 themOffer. 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 is20.27%, & second rank is 16.21%, & third rank is
25.68%, fourth rank is 31.08% of themService. Give First rank D-Mart
is 34.78%, & Second rank is 19.56%, & Third rank is13.04%, & 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%, & Fourthrank is 39.14% of them
Quality. Give first rank Big-Bazaar is 14.86%, & second rank is35.14%,
& third rank is 35.13%, fourth rank is 14.87% of them Availability of
Product. GiveFirst rank D-Mart is 23.91%, & Second rank is 34.78%, &
Third rank is 34.79%, & Fourthrank 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 canalso 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 encouragethem to visit d-mart more and more times.
So that customers can get more satisfaction.
Source about outlet

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 gave response for News paper 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 news paper. The various
promotion schemes used at Big Bazaar include
 OFFER

ANALYSIS

D-mart is 43.47% & second rank is 28.26% & third rank is28.26%.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 give 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 favourite
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.

Big-Bazaar
• Saal ke sabse saste 3 din‖
• Hafte ka sabse sasta din ―Wednesday bazaar‖
• Exchange Offers ―Junk swap offer‖
• Future card(3% discount)
• Shakti card
• Advertisement (print ad, TV ad, radio)
• Brand endorsement by M.S Dhoni and AsinBig Bazaar has come up
with 3 catchy lines written on hoardings taking on biggies
likeWestside, Shoppers stop and Lifestyle. They are:
➢ Keep West a Side. Make a smart choice!‖
➢ Shoppers! Stop. Make a smart choice!‖
➢ Change your Lifestyle. Make a smart choice!‖
➢ Each party is free to accept or reject the exchange offer.
Each party believes it is appropriate or desirable to deal with
the other party

Whether exchange actually takes place depends upon whether

the two parties can agree on terms that will leave them both
better off (or at least not worse off) than before. Exchange is a
value-creating process because it normally leaves both parties
better off. Note that exchange is a process rather than an
event. Two parties are engaged in exchange if they are
negotiating-trying to arrive at mutually agreeable terms. When
an agreement is reached, we say that a transaction takes place.
A transaction involves at least two things of value, agreed-upon
conditions, a time of agreement, and a place of agreement.
Usually a legal system exists to support and enforce
compliance among transactions. However, transactions do not
require money as one of the traded values. A barter transaction
,e.g., involves trading goods or services for other goods or
service
D-Mart

Promotion and sales offers were present for most of the items. There
were 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
apparelsthere is a variety available ranging from menswear, women
swear and kids wear.

Advertising

When D-mart had opened up, on the way towards Nahur station, there
was a hoardingnearly 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.Promotionaltools are very much
important for D-Mart, in incrasing sales and also in introducing new
products.

Customers are also satisfied with the promotional tools of D-Mart,

mostly they are satisfiedwith the discount offers.Customer are
satisfied with the products of D-Mart and also with the behavior of
theemployees.To knoe abiut 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 tounderstand 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 tomotivate the
consumer for buying the products

Customers are also satisfied with the promotional tools of D-Mart,

mostly they are satisfiedwith the discount offers.Customer are
satisfied with the products of D-Mart and also with the behavior of
theemployees.To knoe abiut sales promotional technoques and its
effectiveness of D-mart.The study will be carride out in the city of
ahemdabad and will enable D-Mart to understand which consumer
and sales promotion scheme are beneficial and like by customer so as
to retain for longer period .This research 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.!

NO %
YES 69 57.5
NO 51 42.5
TOTAL 102 100

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 Saving 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 ascompared to the
market. Even it provides a good service and ambience to itscustomers
who encourage them to visit D-Mart more and more times.
7. RECOMMENDATIONS

➢ 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.

 8. 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 store that time.

➢ The study was restricted to only the customers of BIG BAZAAR & D-Mart.

➢ The time constrain was a limiting factor, as more time was required to
carry outstudy on other aspects of the topic.

➢ The result and analysis based on the customer survey method and small
sample size has taken only 120.

➢ Findings are related to particular areas

➢ It might be possible that the answers given by the respondents are of

biasness.
 9. CONCLUSION

Big Bazaar & D-Mart area 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 indifferent 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.
10. REFERENCE

[1] Business Standard(2022,March 31) AVENUE SUPERMARTS LTD.

https://www.business-standard.com/company/avenue-super-
40942/information/company-history
[2] DMart website (2022,December 22) Introduction of DMart
https://www.dmartindia.com/about-
us#:~:text=The%20supermarket%20chain%20of%20DMart,are%20brand
s%20owned%20by%20ASL.

[3] Purbalee Dutta(2022,May 13) Introduction of Big bazaar

https://startuptalky.com/big-bazaar-success-story/
[4] Wikipedia(2022,Jan 15) Information about DMart and Big Bazaar
https://www.wikipedia.org/
[5] Hitesh Bhasin(2018,December 9) Marketing Mix of DMart
https://www.marketing91.com/marketing-mix-d-mart/

[6] Aditya Shastri(2021,Spetember22)Marketing Mix OF BIG Bazaar

https://iide.co/case-studies/marketing-mix-of-big-bazaar/