DISSERTATION

ON
" A STUDY ON CONSUMER BEHAVIOUR WITH
REFERENCE TO D MART"

SUBMITTED BY
NAMAN CHAKRAPANI DAVE
STUDENT OF
BACHELOR OF BUSINESS ADMINISTRATION
UNDER THE GUIDANCE OF
DR REENA BIJU
AMITY GLOBAL BUSINESS SCHOOL
AHMADABAD
 DECLARATION

I, Naman C Dave, Enrolment No. A30806420035 student of Faculty of Management hereby

declare that I have successfully completed this Disseration on A STUDY ON CONSUMER
PERCEPTION TOWARDS POST OFFICE SAVING SCHEMES in the academic year
2020- 2023.I declare that this submitted work is done by me and to the best of my knowledge; no
such work has been submitted by any other person for the award of degree or diploma.

I also declare that all the information collected from various secondary and primary sources
has been duly acknowledged in this minor project.
 ACKNOWLEDGEMENT
I am glad to express my profound sentiments of gratitude to all who rendered their valuable help
for the successful completion of term paper titled

“A STUDY ON CONSUMER PERCEPTION TOWARDS POST OFFICE SAVING

SCHEMES”.

I am highly indebted to my External Guide and for their continuous support, supervision,
motivation, and guidance throughout the tenure of my project in spite of their hectic schedule
who truly remainder driving sprite in my project and helped me in my project and helped me in
clarifying the abstruse concept requiring knowledge and perception, handling critical situations
and in understanding the objective of my work.

Lastly, I would like to express my deepest gratitude towards Dr Reena Biju - FACULTY OF
MANAGEMENT, my internal guide and DEAN Dr Tejas Joshi who helped me with successful
completion of project and give valuable suggestions and opinions for the project.
 TABLE OF CONTENTS

Chapter Topic
Title ………………………………………….
Declaration…………………………………
Acknowledgement……………………….
Table of content………………………….
Abstract…………………………………….
Chapter I INTRODUCTION

Chapter II LITERATURE REVIEW

Chapter III RESEARCH METHODOLOGY

Chapter IV DATA ANALYSIS

Chapter v CONCLUSION

REFERENCE
 ABSTRACT

This study investigates consumer behaviour towards D Mart, a significant network of Indian retail stores.
500 clients were surveyed for the research using a standardized questionnaire. The goal of the study is
to comprehend what makes customers select D Mart over other retail establishments, what they prefer
to buy, and how satisfied they are with the business.

The study's conclusions show that the availability of products, affordable prices, and a variety of options
are the main factors motivating customers to pick D Mart. Additionally, the study shows that customers
prefer to buy at D Mart for their monthly grocery needs, favoring fresh produce and household goods.

According to the study, customer happiness is greatly influenced by customer service, and customers
are quite happy with the service provided by D Mart staff. The study also shows that customers are
pleased with D Mart's layout, cleanliness, and product display in general as well as their overall shopping
experience.

According to the report, D Mart has been successful in establishing a devoted customer base by
concentrating on offering a large selection of products at affordable rates together with top-notch
customer support. To meet the evolving demands and tastes of contemporary consumers, the study
advises D Mart to concentrate on expanding its online presence and enhancing its delivery services.
 CHAPTER-I

INTRODUCTION

1.1 ABOUT COMPANY

Since opening in 2002, the Indian retail chain D Mart has grown to have a considerable impact
on the market. The chain sells a variety of goods at reasonable costs, including groceries,
household goods, apparel, electronics, and more. Due to its emphasis on offering high-quality
products at competitive prices and its aptitude to comprehend its clients' demands and
preferences, D Mart has grown to be a well-liked option for customers.

The effective operational model of D Mart, which prioritizes cost control and supply chain
management, is responsible for its success.

One of D Mart's distinctive qualities is its well-organized store layout, which makes shopping for
customers convenient and simple. Customers get a great shopping experience because to the
clean, well-maintained stores and the helpful employees.

D Mart has increased its footprint in recent years, and there are now over 200 locations spread
over India. For its business methods, which include an emphasis on cost management, supply
chain management, and customer happiness, the company has won numerous awards and
accolades.

This dissertation intends to examine the consumer behaviour with reference to D Mart, with an
emphasis on finding the elements that influence consumers' decision-making when shopping at
D Mart, their buying habits, and preferences. By examining consumer behaviour, we can offer
insightful recommendations that can benefit D Mart by strengthening its ability to serve
customers and grow its business.
1.2 OBJECTIVE OF THE STUDY
The main purpose for the study is mentioned below. The main objectives of the study are –
1. To conduct a survey of current perception and visibility of Consumer Behavior
2. To comprehend how consumer behaviour affects retail firms
3. To comprehend how consumer behaviour is related to D-Mart

1.3 IMPORTANCE OF THE STUDY

Consumer behaviour is an essential component of every business since it enables companies to

better understand why customers buy their goods and services. Businesses can identify consumer
wants and preferences by observing consumer behaviour, and then design and advertise their
goods and services to satisfy those demands.

D mart is a well-known retail chain in India, and researching customer behaviour in relation to
this business can give important insights into how Indian consumers choose to purchase. The
results of this study can be used to pinpoint the important variables that affect consumer
behaviour, including demographics, product quality, price, brand image, advertising, and
customer service.

analyzing can aid D mart and other Indian companies in creating marketing plans that are more
able to target consumers, boosting revenue and profitability. The study can assist firms in
determining where they can enhance their pricing, product quality, and customer service
initiatives.

The study can also shed light on the evolving shopping preferences of Indian customers,
particularly their growing reliance on e-commerce sites and the influence of social media on their
actions. These data can assist companies in modifying their marketing plans to stay up with
shifting consumer tastes and behaviour.
In general, researching consumer behaviourwith regard to D mart can offer insightful
information for companies trying to better comprehend and serve Indian consumers, and
eventually improve.
1.4LIMITATION OF THE STUDY

Every facet of the subject was taken into consideration in an effort to set this endeavour apart
from others. The restrictions in this case are as follows:
 Only a select few persons were chosen for the study due to time constraints. So, there
weren't enough consumers to observe the study's data.
 Less honest education is attempted with the aid of direct identity questions.
 Individuals are reluctant to admit the truth.
 To avoid the based reply that can't be ignored attempt, all necessary measures were done.
1.5 COMPANY PROFILE

A large selection of goods are available at reasonable costs from the Indian retail brand D Mart.
Avenue Super marts Limited, which was established in 2002 by Mr. Radhakishan Damani, is its
owner and operator. Since the opening of the first D Mart location in Mumbai, the chain has
rapidly grown to include more than 200 locations across the nation.

D Mart's emphasis on cost management and operational effectiveness is one of its distinctive
characteristics.
For its business methods, D Mart has won numerous honours and distinctions, including the
2017 India Retail Forum's "Retailer of the Year" award. The business has also received praise for
its social and environmental programs, such as its efforts to manage waste and conserve energy.

Groceries, household goods, apparel, electronics, and more are all available in D Mart locations.
The businesses are renowned for their neat and orderly layout, which makes shopping for clients
convenient. D Mart also has a number of house brands that sell premium goods for affordable
pricing.

Overall, D Mart has made a name for itself as a well-liked retail chain in India, renowned for its
inexpensive prices, premium goods, and effective operations. The business is dedicated to giving
its clients value and is actively growing its footprint in the nation.

1.6ROLE OF CONSUMER BEHAVIOUR IN SUPERSTORES

The success of superstores is significantly influenced by consumer behaviour. Superstores are

enormous retail establishments that offer a broad range of goods, including food, furniture,
electronics, apparel, and other commodities. These businesses strive to give clients a one-stop
shopping experience, where they can get all the things they require in one location. In order to
satisfy their customers' wants and expectations, raise customer happiness, and ultimately boost
sales and revenue, superstores must have a solid understanding of consumer behaviour.
Here are some ways in which customer behaviour effects superstores -

1.Product Selection: Superstores must have a deep understanding of consumer behavior to make
informed decisions about product selection. They must know what products are in demand, what
products are likely to sell, and what products consumers are willing to pay for.

2.Store Layout and Design: The layout and design of a superstore can influence consumer
behavior. Superstores must create an environment that is easy to navigate, visually appealing,
and encourages customers to explore the store.

3.Pricing: Pricing strategies play a crucial role in consumer behavior. Superstores must
understand consumer preferences and buying habits to set competitive prices that will attract and
retain customers.

4.Customer service: To keep consumers happy and promote repeat business, superstores must
offer top-notch customer service. Superstores can offer personalized services, such as tailored
recommendations or targeted discounts, to fit the unique requirements and interests of their
clients by better understanding consumer behaviour.
Generally, in a highly competitive retail market, superstores that comprehend and respond to
consumer behaviour are more likely to succeed and survive.

1.7 TYPES OF CONSUMER BEHAVIOR OBSERVED IN SUPERMARKET

In a supermarket, one can see various different sorts of consumer behaviour:

Routine Reaction Behavior: This conduct is defined by the consumer making impulsive,
routine purchases of the same goods. They may not be interested in exploring new things
because they have developed a purchase routine for goods.
Minimal Information Reliance: In this behaviour, customers have some product expertise but
nevertheless make decisions based on scant information. Although they can have a preference for
a specific brand or price range, they are willing to examine other options.

Extensive Decision Making: This behaviour takes place when buyers spend a lot of time
investigating and weighing their options. They may look at reviews, compare costs, and get
referrals from others.

Impulse buying: During shopping, customers may buy things they hadn't planned to. This
conduct is frequently motivated by feelings, enthusiasm, or boredom.

Brand Loyalty: Some customers exclusively buy products from certain brands because of their
loyalty to certain companies. This behaviour is frequently driven by brand recognition, quality,
and trust.

price sensitivity:Customers that are price-sensitive concentrate largely on a product's pricing

and look for the best value for their money. To get a better value, they could be prepared to
change brands or retailers.

Status consumption: Consumers that buy things to project their social status or improve their
self-image are said to engage in status consumption. Desire to belong to a certain group or to set
oneself apart from others frequently motivates this conduct.
 CHAPTER II

LITERATURE REVIEW

(K. Vasubabu and N. Venkatesh, 2019). Consumer behaviour was the subject of a research.
According to studies on the value of customer loyalty, fulfillment is "the feeling of satisfaction
or dissatisfaction that an individual experiences as a result of contrasting how an item acts in
relation to his or her desires." Determining the requirements and desires of target markets and
delivering the optimum fulfillment more successfully and effectively than competitors are crucial
to achieving authoritative aims.

In 2015, Dr. RajaThe identification of consumer behaviour with regard to a product and the
market is aided. Discovering general consumer behaviours is the study's primary goal. In order to
conduct a population research, information from huge bazaar visitors was gathered. Secondary
data came from firm records and the internet, while the primary data came from a questionnaire
and the primary data from the internet. To assess the enormous bazaar's consumer behaviour, a
survey procedure is being used. to gain market parity and become competitive. A genuine
concept that highlights important elements that are crucial to clients will be proposed by the
research effort.

(2012) Shen, Wang, Lo, and Shum With an emphasis on consumers' concerns, perceptions, and
understanding about ethical fashion, researchers aim to investigate the link between ethical
fashion and consumer buying behaviour. 109 responders were given a questionnaire to complete
on their own. To test hypotheses, factor analysis and other statistical techniques were used. The
results imply that consumer opinions about a firm's reputation in the fashion industry, which are
based on their judgments of that company, may influence consumer beliefs regarding ethical
fashion
Impact their commitment to companies they believe are socially and ecologically responsible.
This study's sample size, which is rather small, is a drawback. Findings are only applicable to
Hong Kong because that is where the data were obtained. An key corollary is that raising
consumer awareness of ethical challenges facing the fashion industry and reducing the pervasive
throwaway culture require consumer education. Retailers should thus make an effort to inform
consumers in order to guarantee the success of their recently released ethical fashion items. The
researcher offers a method to properly comprehend how ethical fashion influences customer
purchasing decisions.

(2012) Sangvikar and Katole This study largely focused on consumer behaviour, namely their
shopping habits and favourite stores based on factors including product availability, spending
habits, customer preferences, salesman services, and store architecture. Customers like retail
stores because of price discounts, followed by a range of goods in the shop and customer
convenience, according to researchers. Additionally, researchers have noted that shoppers prefer
department shops. Customers' purchasing patterns vary according to product pricing and
availability, and their spending habits decline as a result of subpar items.

Elango and Dr. P. Gowthaman, 2021 Researchers conducted a study on customer service
interactions. In just a few short years, the phrase "service encounter" has gained widespread
usage in marketing speeches, papers, and studies. According to Supernatant and Solomon (1987),
a service encounter is a two-way conversation between a client and a service provider. This term
is based on their past research that claimed service interactions were role-playing.

2011's (PUGHAZHENDI & RAVINDRAN) An author discusses client satisfaction. Researchers

have examined the significance of client satisfaction. A person's sentiments of joy or
disappointment as a result of evaluating a product's perceived performance (or outcome) in light
of his or her expectations are described as satisfaction. Finding out what target audiences want
and need, and satisfying those needs and wants more effectively and efficiently than competitors
are the keys to accomplishing organizational goals. In their 2009 study "An Empirical Study of
Consumer Impulse Buying Behaviour in Local Markets," Muhammad Ali Tirmizi, Kashif-ul-
Rehman, and M. Iqbal Saif made it abundantly clear that there is only a tenuous correlation
between consumer lifestyle, fashion involvement, and post-decision stage of customer
purchasing behaviour and impulsive buying behaviour.
 CHAPTER III

RESEARCH METHODOLOGY

3.1.1 Problem Identification:The primary problem for academics is to determine how pricing
and indicators like price, education, sex, and professional price of consumers, affect consumer
buying behaviour in D market.

3.1.2 PROBLEM STATEMENT: Analysis of consumer behaviour using Dmart as an

illustration. Understanding how customers interact with a company's products and services is
vital for organizations. It helps companies select the best marketing strategy so they may create,
upgrade, and build upon their present products.

3.1.3 THE NEED FOR THE STUDY: To ascertain consumer satisfaction with D-Mart.
prior to purchasing, to comprehend customer tastes and preferences.
to both acquire and retain customers.

3.1.4 TERMS USED IN THE STUDY BY ABBREVIATIONS:

At the heart of Dmart's ideology are customer service and a comfortable shopping experience.
Its brand personality is defined by initiative and innovation. More customers visit the store
because of the all-under-one-roof concept, competitive pricing, responsiveness, certainty,
empathy, quality, and brand loyalty. Thus, an effort has been made to shed light on how
customers behave toward D Mart.
3.2 RESEARCH OBJECTIVE. :-
Discovering the variables impacting consumer behaviour.
 • To look at D-Mart's customer satisfaction rates.
 To find out what customers think about the deals and discounts.
 To understand how customers feel about D-pricing Mart's and quality policies.

3.3 DATA COLLECTION METHOD :-

1. Primary Data: This refers to data that has been gathered for the first time in relation to a
specific predetermined goal. Data is collected using the following methods:
 Questionnaire
 Observation

2. Secondary data: Information that has already been gathered by someone else for a specific
purpose or that is publicly available. The sources listed below were used to compile the
secondary data for this study:
The secondary data for this study was gathered from the sources below:
 Internet
 Projects 
 Journals

3.4 Sampling Design: This study uses a descriptive survey methodology. Questions
pertaining to the study topic are asked in a descriptive survey methodology. The survey
questions are then delivered to the audience in an effort to get their honest response. A survey is
a flexible tool for data collection.
3.5 Sampling Components:

Buying motives: - The impulse or motivation that drives people to purchase products or services
is known as a buying motive. Every purchase has a motivation behind it. It describes the ideas,
sentiments, feelings, and instincts that prompt consumers to purchase a product.

Buying intention: - is the likelihood that a customer will purchase a good or service. Marketers
use predictive modelling to assess purchase intent by identifying the likelihood of potential
future events based on past data.

Purchase habits:-Purchases of a particular brand repeatedly are referred to as habitual purchases

or habit buying. The consumer typically sticks with the same brand because they aren't
dissatisfied. In other words, it has less to do with brand loyalty and more to do with the product's
lack of defects.

Consumption habits and attitude: An individual's favourable or unfavourable feelings

regarding an object are referred to as their consumer attitude

3.6 Sampling Approach

A strategy known as non-probability sampling was used in this investigation. Non-probability
sampling does not provide every person of the population an equal opportunity to participate in
the study, in contrast to probability sampling. Every member of the population has a known
probability of being picked.

3.7 Sample Size:

204 people.

3.8 Sampling Approach:-

Convenience sampling will be employed in the study. Researchers typically employ convenience
sampling, the most well-liked non-probability sampling approach, due to its efficiency,
quickness, and ease of sample availability.

3.9 Data Analytical Tools:

Interacting D-Mart customers do a market survey on marketing strategies and the types of
expenses.
 CHAPTER IV

DATA ANALYSIS AND INTERPRETATION

4.1 Age
1 Table showing the age of the respondents.
Age No. of respondents Percentage
18-25 111 54.4%
26-40 52 25.5%
41-60 36 17.6%
Above 60 5 2.5%
Total 204

4.1.1 Interpretation: -
According to the information provided, 54.4% of the population is between the ages of 18 and
25, 25.5% are between the ages of 26 and 40, 17.6% are between the ages of 41 and 60, and
2.5% are beyond 60.
Most responses to this poll are between the ages of 18 and 25, while the fewest are under the age
of 60.

4.2 Gender
2 Table showing the gender of respondents.

Gender No. of Respondents Percentage

Male 130 64%
Female 73 36%
Total 203

4.2.1 Interpretation: -

From the given data it is specified that, 64% are males and 36% are Females.
According to this survey, maximum responses were given by Females and least by Males.

4.3 Occupation 
3 Table showing occupation of respondents:

Occupation No. of Respondents Percentage

Business 20 9.9%
Salaried 53 26.1 %
Self-Employed 16 7.9%
Housewife 16 7.9%
Student 98 48.3%
Total 203

4.3.1 Interpretation: -

According to the above table, 9.9% of respondents work in business, 26.1% are salaried, 7.9%
are self-employed, 7.9% are housewives, and 48.3% are currently enrolled in school.

4.4 Have you visited "D mart" Supermarket before? 

4 Table showing respondents visited D mart before:

Visited Before No. of Respondents Percentage

Yes 203 99.5%
No 1 0.5%
Total 204 100%

4.4.1 Interpretation: -

From the above survey, it is concluded that out of 204 responses, 99.5% have visited D MART
before and 0.5% does not visit before.

4.5 If yes, what encourages you to visit the D MART? 

5Table showing what encourages respondents to visit d MART:

Sources No. of Respondents Percentage

Price 94 46.3%
Service 89 43.8%
Product Variety 87 42.9%
Others 15 7.4%
Total 203

4.5.1 Interpretation: -
According to the data, 46.3% of respondents enjoy shopping because of price, 43.8% enjoy it
because of service, 46.9% enjoy it because of product variety, and 15% enjoy it for any other
reason.

According to a survey, D Mart's prices, services, and selection of products draw many
respondents.

4.6 Which Super Market you like the most in the city? 

6. Table showing which supermarket respondents like the most:

Sources No. of Respondents Percentage

Reliance fresh 43 21.9%
Big bazaar 50 24.9%
Hyper city 29 14.4%
Star 41 20.4%
Others 38 18.9%
Total 201

4.6.1 Interpretation: -

From the given data it shows that, 24.9% respondents likes to visit Big bazaar, 21.4%
respondents likes to visit Reliance Fresh, 14.4% respondents like to visit hyper and 20.4% likes
to visit Star.

4.7 What is the reason behind purchasing at D mart? 

7. Table showing reason behind purchasing at d MART:

Sources No. of Respondents Percentage

Good satisfaction 53 26.1%
Reasonable prices 92 45.3%
More offers 39 19.2%
others 19 9.4%
Total 203

4.7.1 Interpretation: -
According to the information provided, 26.1% of customers chose D-Mart because they were
happy with the products, 45.3% because the prices were fair, 19.2% because there were more
offers, and 9.4% because of any other reason.

4.8 How do you rate the pricing of products at D mart? 

8. Table showing the pricing of products at D mart :

Pricing of Products No. of Respondents Percentage

Expensive 29 14.3%
Affordable 91 44.8%
Competitive 44 21.7%
Reasonable 39 19.2%
Total 203

4.8.1 Interpretation: -

The given data shows that 14.3% of respondents rated the pricing of products as expensive,
44.8% rated to affordable, 21.7% rated to competitive and 14.3% rated to reasonable pricing.

4.9 How often do you ask for Assistance from store staff in selecting your purchase? 
9. Table showing Assistance from store staff in selecting your purchase:

Sources No. of Respondents Percentage

Always 55 27.2%
Sometimes 86 42.6%
Rarely 48 23.8%
Never 13 6.4%
Total 202

4.9.1 Interpretation: -

According to the study, 27.2% of respondents always accept assistance help, 42.6% occasionally
accept assistance help, 23.8% seldom accept assistance help, and 6.4% never accept assistance
help.

4.10. Location review

10 Table showing suggestions regarding location:

Sources No. of Respondents Percentage

Satisfied 70 34.5%
Neutral 68 33.5%
Dissatisfied 65 32%
Total 203

4.10.1Interpretation: -

From the above study it shows that, maximum respondents (34.5%) are satisfied with the
location of D mart.

4.11How frequently do you visit D MART? 

11 Table showing how frequently respondents visit d MART:

Sources No. of Respondents Percentage

Once in a week 15 7.5%
Once in every 15 days 65 32.3%
Twice in a week 37 18.4 %
Once in a month 84 41.8%
Total 201

4.11.1 Interpretation: -
According to the information provided, 7.5% of respondents visit once a week, 32.3% once
every 15 days, 18.4% twice a week, and 41.8% once a month.

Many consumers prefer to go to D Mart once every month. Fewer people prefer weekly visits.

4.12 Which category of products do you buy most at D MART? 

12. Table showing category of products purchased by respondents:

Category No. of Respondents Percentage

Food items 103 50.7%
Gadgets 73 36%
Clothes 67 67%
crockery 58 58%
Home appliances 46 46%
Others 26 26%

4.12.1 Interpretation: -

The data shows that 50.7% of respondents purchase food items, 36% like to purchase electronics
products/gadgets, 33% like to purchase clothes and 26% like to purchase any other items.
4.13 How satisfied are you with the prices at Dmart?

13. Table showing suggestions regarding prices:

Sources No. of Respondents Percentage

Very Dissatisfied 41 20.3%
Somewhat dissatisfied 44 21.8%
Neutral 57 28.2%
Somewhat satisfied 33 16.3%
Highly satisfied 27 13.4%
Total 202

4.13.1 Interpretation:-

From the above study it shows that, maximum respondents (28.2%) are neutral for prices and
every term got the average percent rate.
4.14Have you ever switched to a different retailer because of a product unavailability or
stock-out situation at Dmart ?

13. Table showing review of respondents:

Gender No. of Respondents Percentage

Yes 114 56.4%
No 88 43.6%
Total 202 100%

4.14.1 Interpretation:-

From the given data it is specified that, 56.4% of candidates voted for 'yes' and 43.6% voted for
'no' so it can be said that maximum people switch to another retailer or mart.
4.15 How often do you buy private label/store brand products from D mart? 

15. Table showing preference in D mart:

Sources No. of Respondents Percentage

Always 48 23.9%
Often 66 32.8%
Occasionally 54 26.9%
Rarely 21 10.4%
Never 12 6%
Total 201

4.15.1 Interpretation

From the above study it shows that, 32.8% respondents often buys private label
productsfollowed by occasionally category which is 26.9 %. Remaining other categories have
average same responses.
 CHAPTER V

FINDINGS, RECOMMENDATIONS AND CONCLUSION

5.1. MAJOR FINDINGS: -

  The majority of responders are familiar with D mart. It is discovered that D Mart
successfully cultivated a positive image of the customer.

 Average of respondents are purchasing food items in the D mart.

 Very few respondents prefer to visit Big Bazaar over D Mart, which is a poor response.
41.8% respondents prefer to shop in D mart once in a month.

 Most of the customers are refers their friends and relatives to visit Big Bazaar because
they are highly satisfy with the big bazaar facilities and the services which offer to them.

 The majority ofrespondents (45.4%) like to visit D mart due to the reasonable prices in
product.

 Most of the respondents are satisfied with location of D mart in area.

 Majority of respondents have switched to a different retailer due to unavailability or

stock-out situation at D mart.

 As under observation one thing we can see that major contribution towards the term'
Occasionally' we can see as they prefer private label products.

5.2 Recommendations: -
• The D-Mart should hold a meeting with its customers and get their feedback on how the
business might operate better.
• D-Mart could emphasize home appliances more in terms of promotions.
• To draw customers, D-Mart could develop more distinctive offerings.
• To enhance word-of-mouth, a strategy should be established where the reference person
benefits in some way.
• The majority of D Mart's consumers are in the 18 to 25 age range. In order to boost revenue,
the corporation should concentrate more on those clients.
• D-Mart needs to teach its employees so that they can persuade customers with ease.
• D-Mart has to put more of an emphasis on customer relationship management (CRM).
 Why D-Mart should collaborate with foreign companies because most consumers
today like western-style items. It simply implies that culture is evolving daily.
• D-Mart should put more of an effort into retaining its current consumers rather than trying
to win over new ones.

5.3 CONCLUSION: -

The study of consumer behaviour is vital because it has a big impact on how we live, says the
report. You may save a lot of time by using consumer behaviour research when making decisions
at the shop, approaching salespeople for assistance, selecting items, etc.
 This study reveals information on customer behaviour, such as how consumers choose stores
like D-Mart or how they make product purchases there.

This study identified a number of factors that affect consumer decision to shop at D Mart,
including infrastructure, facilities, discounts, offers, product availability, and product diversity.
The main conclusion comes out from this study of consumer behaviour is that the today’s
modern life style most numbers of people like organized type of retailing.

Due to time constraint we cannot measure it in proper units and limited number of samples also
leads towards this approach.

Customers prefer structured retailing since it saves them time when buying and makes them feel
like they are getting value for their money. Consumers today lead completely different lives
since everyone is so busy and they don't have time to squander.

Everybody wants new amenities that save them time, therefore they will take advantage of any
facility that does so. When compared to today, when many facilities were lacking and consumer
income and education levels were lower, consumer income has increased and the majority of
customers are well educated, changing consumer behaviour as a result.