A Dessertation On Impact of Ideal Customer Profile On Devloping Brand Value With Respect To D Mart, Tumakuru

TUMKUR UNIVERSITY
A DISSERTATION ON
“IMPACT OF IDEAL CUSTOMER PROFILE ON DEVLOPING BRAND
VALUE WITH RESPECT TO D MART PRIVATE LIMITED, TUMAKURU”
Submitted in partial fulfillment of the requirements of Tumkur University for

the award of degree
MASTER OF COMMERCE
SUBMITTED BY
PRIYA.M
REG NO.20PC1341
UNDER THE GUIDANCE OF
Mr. K PRUTHVI RAJ CHAVAN MBA, [PHD]

ASSISTANT PROFESSOR
P G DEPARTMENT OF COMMERCE
VIDYAVAHINI POST GRADUATE COLLEGE

KUVEMPUNAGAR, TUMKUR – 572103
2020-22
DECLARATION
I do hereby declare that the Dissertation certified “A STUDY ON IMPACT

OF IDEAL CUSTOMER PROFILE ON DEVLOPING BRAND VALUE WITH
RESPECT TO D MART PRIVATE LIMITED, TUMAKURU” is an original and
bonafide work carried out by me in partial fulfillment of the requirement for the award
of Master of Commerce in Tumkur university, under the guidance of Sri K PRUTHVI
RAJ CHAVAN, coordinator, PG Department of Commerce, Vidyavahini Post
Graduate College, Tumkur.
The Dissertation has not been submitted earlier for the award of any other
Degree/Diploma of any University or Institution.
Place: Tumkur. PRIYA.M

Date: (Reg.No. 20PC1341)
Vidyavahini Samsthe ®

Kuvempunagar, Tumkur -572-103.
K PRUTHVI RAJ CHAVAN MBA, [PHD]

Co-ordinator
PG Department of Commerce
Kuvempunagar, Tumkur-572103
CERTIFICATE
Certified that this Dissertation entitled “A STUDY ON IMPACT OF IDEAL

CUSTOMER PROFILE ON DEVLOPING BRAND VALUE WITH RESPECT
TO D MART PRIVATE LIMITED, TUMAKURU” is the research work carried out
by PRIYA.M [20PC1341] under my guidance and the work is an original, does not
form basis for the award of any other Degree.
This dissertation has not been submitted earlier for the award of any other
Degree/Diploma of any University or Institution.
Place: Tumkur.
Date: Mr. K PRUTHVI RAJ CHAVAN MBA, [PHD]
Vidyavahini Samsthe ®

Kuvempunagar, Tumkur-572-103.
CERTIFICATE FROM THE INSTITUTION
This is to certify that PRIYA.M bearing register number: REG NO

20PC1341is a bonafide student of IV Semester M.COM and has completed
Dissertation Report entitled “A STUDY ON IMPACT OF IDEAL
CUSTOMER PROFILE ON DEVLOPING BRAND VALUE WITH
RESPECT TO D MART PRIVATE LIMITED, TUMAKURU” under the
guidance of Sri. K PRUTHVI RAJ CHAVAN. This is in partial fulfillment
of the requirement for the award of Master of Commerce of Tumkur
University.
This Dissertation has not been submitted earlier for the award of any
other Degree/Diploma of any University or Institution.
Mr. K PRUTHVI RAJ CHAVANMBA, [PHD] Mr.PRASHANTH KUMAR A P M.TECH

Co-ordinator Principal
Vidyavahini PG College Vidyavahini PG College
Kuvempunagar, Tumkur. Kuvempunagar, Tumkur.
ACKNOWLEDGEMENT
It gives me a great pleasure to thank Department of Commerce, VVPGC & Tumkur

University for providing me such an opportunity to undergo the project on “A STUDY
ON IMPACT OF IDEAL CUSTOMER PROFILE ON DEVLOPING BRAND
VALUE WITH RESPECT TO D MART PRIVATE LIMITED, TUMAKURU”
I heartily thank to
Sri. K B JAYANNA President,
Sri. PRADEEPKUMAR N B Secretary
Sri. PRASHANTH KUMAR A P Principal
Vidyavahini Post Graduate College, Tumkur.
I heartily thank Mr. K PRUTHVI RAJ CHAVAN, Coordinator, Vidyavahini Post

Graduate College, Tumkur, for his excellent guidance, encouragement and constructive
suggestions in completion of this project report successfully.
I am grateful to my project guide Mr. K PRUTHVI RAJ CHAVAN, PG Department

of Commerce, Vidyavahini Post Graduate College, Tumkur for his constant
inspiration, encouragement and valuable guidance in successful completion of the
project.
Finally, I would like to express to my special thanks to my Parents, brothers sisters and
my well-wishers and all my friends for their blessings, ambitious encouragement,
unquantifiable love and affection.
PRIYA.M
CONTENTS
Sl. No Title Page .No
ACKNOWLEDGEMENT
1 Introduction 01-24
2 Research Design 25-33
3 Company Profile 34-47
4 Data Analysis and Interpretation 48-75
5 Findings, Conclusion and Suggestions 76-80
Bibliography
Annexure
LIST OF TABLES
Sl.N0 Title Page .No
4.1 The Table Showing Gender of Respondents 50
4.2 Table Showing Age Group of Respondents 51
4.3 Table Showing Respondents Frequent visits to D mart 52
4.4 Table Showing Level of Purchase at D mart by Respondents 53
4.5 Table Showing What Respondents Typically See in Products 54
4.6 Table showing the Categories of the Products, Preferred by the 55

Respondents to Purchase
4.7 Table showing Respondents opinion of the Products sold at D mart 57
is Cost Effective
4.8 Table showing the Services provided by the D mart makes 58
Purchase Experience of Respondents more Satisfying
4.9 Table Showing What Makes Respondents Feel as a Valued 60
Customer
4.10 Table Showing the opinion of Respondents on Ambiance at the D 61
mart Store
4.11 Table showing Customer Service Representative Ratings makes 62
the Respondents Feel as Ideal Customer
4.12 Table showing Respondents Satisfaction with overall D mart 63
Services
4.13 Table showing D mart’s Marketing Strategy highlights customer 64
needs
4.14 Table showing which D mart brand preferred by Respondents for 65
Shopping
4.15 Table showing According to Respondents, Elements helps 66
Building Brand Image
4.16 Table showing Promotional tools used by Dmart retailers motivate 67
Respondents to shop
4.17 Table showing Respondents opinion on ,is D mart has reached all 68
types of Customers
4.18 Table showing Respondents opinion on the Slogan “Daily 69
Discounts, Daily Savings….”
4.19 Table showing Offers and Discount Price Compared to D mart to 70
other Stores
4.20 Table showing the Respondents Interest in Checking out New 71
Products or Services from D mart
4.21 Table showing Respondents opinion on what Improvement D mart 72
Should Focus On
4.22 Table showing the Percentage of Respondents opinion on the 74
Elements Mentioned
LIST OF GRAPH
Sl.N0 Title Page .No

4.1 The Graph Showing Gender of Respondents 50
4.2 Graph Showing Age Group of Respondents 51
4.3 Graph Showing Respondents Frequent visits to D mart 52
4.4 Graph Showing Level of Purchase at D mart by Respondents 53
4.5 Graph Showing What Respondents Typically See in Products 54
4.6 Graph showing the Categories of the Products, Preferred by the 56

4.7 Graph showing Respondents opinion of the Products sold at D 57
mart is Cost Effective
4.8 Graph showing the Services provided by the D mart makes 59
Purchase Experience of Respondents more Satisfying
4.9 Graph Showing What Makes Respondents Feel as a Valued 60
Customer
4.10 Graph Showing the opinion of Respondents on Ambiance at the 61
D mart Store
4.11 Graph showing Customer Service Representative Ratings, makes 62
the Respondents Feel as Ideal Customer
4.12 Graph showing Respondents Satisfaction with overall D mart 63
Services
4.13 Graph showing D mart’s Marketing Strategy highlights customer 64
needs
4.14 Graph showing which D mart brand preferred by Respondents 65
for Shopping
4.15 Graph showing According to Respondents, Elements helps 66
Building Brand Image
4.16 Graph showing Promotional tools used by Dmart retailers 67
motivate Respondents
4.17 Graph showing Respondents opinion on, is D mart has reached 68
all types of Customers
4.18 Graph showing Respondents opinion on the Slogan “Daily 69
Discounts, Daily Savings….”
4.19 Graph showing Offers and Discount Price Compared to D mart 70
to other Stores
4.20 Graph showing the Respondents Interest in Checking out New 71
Products or Services from D mart
4.21 Graph showing Respondents opinion on what Improvement D 73
mart Should Focus On
4.22 Graph showing the Percentage of Respondents opinion on the 75
Elements Mentioned
“A STUDY ON IMPACT OF IDEAL CUSTOMER PROFILE ON DEVELOPING THE
BRAND VALUE WITH RESPECT TO D MART PRIVATE LIMITED, TUMAKURU”.
CHAPTER – 1
INTRODUCTION
VIDYAVAHINI POST GRADUATE COLLEGE, TUMKUR Page 1

CHAPTER – 1
INTRODUCTION
1.1 Introduction to Marketing
Marketing is dynamic and impactful. The details differ between industries, but at
its most basic marketing is how businesses reach prospective customers can
communicate the unique benefits of a product or service. It encompasses all the
activities that companies undertake to promote, sell, and distribute that product or
service. The goal is to generate sales and build a loyal customer base by informing
prospective and existing buyers about the offering.
The company’s target audience must first be aware about the product or service
exists before the business can hope to inspire a purchase. An essential function in
any business, marketing supports efforts to acquire, keeps, and grow customers.
1.2 Meaning of Marketing
Marketing refers to activities a company undertakes to promote the buying or

selling of a product or service. Marketing includes advertising, selling, and
delivering products to consumers or other businesses.
Professionals who work in a corporation's marketing and promotion departments

seek to get the attention of key potential audiences through advertising.
Promotions are targeted to certain audiences and may involve
celebrity endorsements, catchy phrases or slogans, memorable packaging or
graphic designs and overall media exposure.

1.3 Definition of Marketing

Dr. Philip Kotler defines marketing as “the science and art of exploring, creating, and
delivering value to satisfy the needs of a target market at a profit. Marketing identifies
unfulfilled needs and desires. It defines measures and quantifies the size of the
identified market and the profit potential. It pinpoints which segments the company is
capable of serving best and it designs and promotes the appropriate products and
services”.
According to the American Marketing Association (AMA) Board of Directors,

“Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large”.
1.4 4Ps of Marketing

In the concept in the marketing field, there is Four Ps of marketing or four key
elements of a marketing strategy. The Four Ps consists of product, price, place, and
promotion.
Product
A product is defined as a bundle of attributes (features, functions, benefits, and uses)

capable of exchange or use, usually a mix of tangible and intangible forms.
Thus a product may be an idea, a physical entity (goods), or a services or any
combination of the three. It exists for the purpose of exchange in the satisfaction of
individual and organizational objectives.
While the term “products and services” is occasionally used, product is a term that
encompasses both goods and services.

Price
Price is the formal ratio that indicates the quantity of money, products, or services
needed to acquire a given quantity of goods or services. It is the amount of customers
must pay to acquire a product.
Place (or Distribution)
Distribution refers to the act of marketing and carrying products or

goods to customers. It is also used to describe the extent of market coverage for a
given product.
In the four Ps, distribution is represented by place or placement.
Promotion
According to the Association of National Advertisers (ANA), promotion

marketing includes tactics that encourage short-term purchase, influence trial and
quantity of purchase, and are very measurable in volume, share and profit.
Examples include coupons, sweepstakes, rebates, premiums, special packaging,

cause-related marketing and licensing.
1.5 Brand
The term brand refers to a business and marketing concept that helps people identify
a particular company, product, or individual. Brands are intangible, which means
company can't actually touch or see them. As such, they help shape people's
perceptions of companies, their products, or individuals. Brands commonly use
identifying markers to help create brand identities within the marketplace. They
provide enormous value to the company or individual, giving them a competitive
edge over others in the same industry. As such, many entities seek legal protection
for their brands by obtaining trademarks.

1.6 Definition of Brand
According to ‘Philip Kotler and Gary Amstrong’ a brand is defined as a "name, term,
sign symbol (or a combination of these) that identifies the maker or seller of the
product"
1.7 Types of Brand

The type of brand used depends on the particular entity using it. The following are
some of the most common forms of brands:
 Corporate Brands: Corporate branding is a way for companies to market

themselves in order to give themselves an edge against their competition. They make
a series of important decisions in order to accomplish this, such as pricing,
mission, target market and values.
 Personal Brands: As mentioned above, branding isn't just for companies anymore.
People use tools like social media to build their own personas, thereby boosting their
brands. This includes regular social media posts, sharing images and videos, and
conducting meet-and-greets.
 Product Brands: This type of branding, which is also known as merchandise
branding, involves marketing one particular product. Branding a product
requires market research and choosing the proper target market.
 Service Brands: This kind of branding applies to services, which often requires
some creativity, as company can't actually show services in a physical way.
1.8 Brand Value
If the company is to merge or be bought out by another business, and they wanted to
use company name, logo, and brand identity to sell products or services, company
brand value would be the amount they would pay company for that right. This is
market-based brand value.

Another way to think of brand value is in terms of replacement cost (cost-based brand
value). In this sense, brand value is the amount company would need to spend to
design, execute, promote and amplify a totally new brand to the same level as
company old one. That figure might include the cost of hiring a design agency, the
time and effort spent on marketing and social media strategy, the cost of advertising,
PR outreach and sponsorship, and so on.
Today’s appreciation of the power of brands means that there is deep thinking, and as
a result, a wide array of perspectives on what makes a brand successful, how brands
interact with consumer psychology, and even what the true definition of brand should
be. Unsurprisingly then, measuring brand value can be complex and confusing
without a clear strategy in mind.
1.9 Building the Brand Value

Here are a few of the ways where the business can enhance its brands equity and
ultimately, the business brand value
1. Marketing and advertising
Marketing helps the business to move from brand awareness and recognition to
understanding, alignment and loyalty from their customers.
According to the original definition, brand value chains start with marketing is the
first step to realizing brand value, since it establishes the brand in the mind of the
customer.
2. Ambassadorship and sponsoring
Whether its sports star, social media influencers, or musicians, aligning with a well-
known individual or group are a well-established form of brand-building. It not only
raises awareness and recognition of their brand, but it can also be linked with brand
purpose, where company, company’s ethical and social values are enhanced and
amplified by their business choice of ambassador.

3. Customer experience
Providing great customer experiences is a powerful way to boost brand equity. As

much as quality products and services, customers increasingly expects a good
experience from brands, and research has shown that many are willing to pay more
and choose brands ahead of their competitors when they’ve enjoyed a positive
experience.
1.10 Importance of Brand Value

Brand values are basically defining the company’s brand’s personality. How does
company brand treat people? How does it make people feel? What promises does
company brand make? What does company brand refuse to compromise on? So these
are all the some reasons where the brand value important for any type of company or
organization.
1) Brand values give company an edge over big companies
Often times, small businesses feel they can’t compete with large companies
(especially when it comes to pricing), but they CAN offer a better customer
experience by lining up their brand values with the values of their customers. A
customer won’t mind paying a bit more if they feel better about purchasing from a
small business. Perhaps company brand is vehemently eco-friendly or advocates
fair trade; these types of values will sit well with a certain type of clientele.
2) Brand values help distinguish company brand from company’s competition
There may be several companies, large and small; those offers the same product or
service that company offer, but can they all make the same promises? Company
brand values will help company stand out from the crowd and help company
attract similar-minded clientele who appreciate company values.

Perhaps company brand is a bit rebellious and cutting edge, some people will
prefer it over other brands with different values because they are rebellious and
cutting edge too or want to feel that way.
3) Helps company drive their small business with passion
Anyone who has run a small business knows it takes certain relentlessness in
order to be successful. And it’s not easy to be driven and determined every single
day, even when the stakes are high.
The most successful small businesses are propelled by business owners who are
truly passionate about what they do. And in order to be truly passionate, company
as a business owner must believe in company brand’s values on a very primal
level.
4) Brand value encourage the creation of New Products and Services
A solid understanding of brand values keeps company consistently creating new

products and services, thereby increasing company perceived value and core
revenue. Consider Apple: Their values (Accessibility, Education, Environment,
Inclusion and Diversity, Privacy, and Supplier Responsibility) are so important to
them that they are displayed in the footer of their website, with each value having
its own page dedicated to helping stakeholders fully understand them.
5) Brand value Guide Employee Actions and Attracts Top Talent
When company identifies their brand values and makes them explicitly clear, it
helps to guide their employees towards desired attitudes and behaviors, both on an
everyday basis as well as during difficult times.
Identifying brand values also helps to attract the right kind of people for the
company better performance and It does an incredible job of explaining each of
their core values, how employees should exemplify those values, and how those
values enhance the customer experience.

6) Brand Values increase Brand Loyal
Rather than simply chasing after customer loyalty (where price is still a primary
factor), companies that focus on attaining brand loyalty are dedicated to attracting
consumers who align with their core values. Having a brand’s values clearly
stated and showcased in everything that the brand does helps them to connect with
customers and build a steadfast.
1.11 Developing the Brand Value

If the company needs to build value into their company brand and transmit that value
to their consumers. The following are some of the methods in which they can develop
and achieve brand value.
1. Improve the Consumer Experience
The company should focus and make sure they satisfied every consumer’s experience.
Consumers are satisfied with their fast and convenient delivery of products at their
doorsteps with good service.
Providing exceptional customer experiences is a powerful way to improve brand

equity. Because of the quality products or services, consumers always expect a
professional experience from brands. Also, research has indicated that many users are
willing to spend more and choose brands ahead of their competitors when they’ve to
relish a positive experience.
2. Understand Company’s Target Audience
If the companies need to develop a solid brand, they need to understand there targeted
customers and engage with their needs. It signifies that they should create eye-
catching and engaging adverts that surpass products or features that pierce into
customer emotions.

Understanding who their consumers are and meeting their requirements is absolute for
developing brand value. It will give the concepts about what company should convey
to them.
3. Be Unique
To become unique, the company must put in effort in their brand to stand out among
competitors, for which company have to come out with the comfort zone. Try to find
a key advantage point of selling that is exclusive by company.
In such a jumble market, this can fetch the attention towards their brand or help
benefit customers why they should stick there company products and services and not
to other brands operating within the same market. In addition, it can obtain a better
recollect of the brand on a long-term basis.
4. Work from the Inside Out
Internal branding is the change of mentality that occurs within a company when
employees become more focused on their potential customers. By obtaining workers
who truthfully carry out a brand’s beliefs internally, companies will find that their
brand messages are carried extrinsic much more efficiently.
Moreover, to build company brand value for their organization, company must follow
remarkable marketing. It is the pattern of developing things that are worth
distinguishing into their product or service.
Thus, to build a solid brand naming, focus on superlatives. The more satisfied are
company employees, the more company get innovative products, the best customer
services, etc
5. Keep company Tone of Voice (TOV) Consistent
Brand consistency is one of the critical elements in building brand value. The more
often company showcase their business organization’s identity to intending
purchasers, they will likely recall company name.

Using the same tone, speech, or viewpoint in company output will eliminate
confusion and empower company users to set up an easy alliance with company
content.
Therefore, create a standard set of TOV guidelines to help create upcoming events;
also, make sure that company emails, blogs, and social posts all signify with one
voice.
6. Use High Standards of Design
Design is an essential element for visual communication. How company utilizes

shapes, shades, and fonts or concepts on company website, product package, or other
campaigns will determine whether their brand is distinguished as valuable or not.
1.12 Meaning of customer
A customer is a person or company that receives, consumers or buys a product or

service and can choose between different goods and suppliers. The main goal of all
commercial enterprises is to attract customers or clients, and make them purchase
what they have on sale. They also try to encourage them to keep coming back. At the
core of marketing is having a good understanding of what the customer needs and
values.
We often refer to customers who have relationship with supplier as a client. Also,
people who hire the services of a professional are clients, not customers. For example,
a lawyer has clients.
When a customer buys something, the seller immediately focuses on the next one.
However, with a client, the aim is to cultivate the relationship.
In many cases, the client-supplier relationship becomes similar to a partnership. This

does not tend to happen with customer.

1.13 Definition of customer
Philip Kotler defines customer satisfaction as a ‘person’s feeling of pleasure or

disappointment, which resulted from comparing a product’s perceived performance or
outcome against his/her expectations’.
Definition of consumer
Solomon et al. (1995) defines “Consumer is the study “of the processes involved
when individuals or groups select, purchase, use, or dispose of products, services,
ideas, or experiences to satisfy needs and desires”.
Schiffman (2007) define “The behavior that consumers display in searching for,
purchasing, using, evaluating, and disposing of products and services that they expect
will satisfy their needs”.
1.14 Ideal customer
At its most basic definition, the goal of every business is to offer customers a product
or service that makes them happy and solves their problems. What makes ideal
customers different from others is the amount of time, effort t, and Resources
Company has to expend to acquire them and make them feel good about buying from
business brand.
In other words, ideal customers are easy to attract, take minimal effort to keep, and
naturally become loyal, recurrent buyers. This is by no means the “golden ticket” that
will allow company to set their marketing strategies on autopilot and kick their
company feet up, but ideal customers will give company a better return for the
amount of effort (and money) company put into them. The premise behind these types
of buyers finding the right chemistry between customer and business that fosters a
mutually beneficial relationship.

1.15 Qualities of ideal customer
When business look at their target market, ideal customers already exist within it, just
as a more fine-tuned subset that requires deeper digging to find. To help company
give company a better idea of who is there ideal customers are the business broken
down the most popular qualities they usually possess.
1. They happily pay for what company offer

While it’s natural to want every potential customer that checks out company
brand to open their wallet and buy what company has to offer, not everyone is
going to be happy with it. Almost without fail, they going to have the customers
that take months, if not years of convincing before they painstakingly hand over
their money (have a hard time seeing the value). By that same token, company
will have the customers that are eager to jump on board and dive in head first
(fully see the value), also known as ideal customers. Company wants
the customers that are happy to pay for their company’s product or service.
2. They Appreciate What Company Do For Them
Ideal customers don’t view company brand as a heartless corporation that

sucks up all of their money with little to no gratitude, rather, they see it as a
two-sided relationship and appreciate the effort company put into the product
or service that they are offering, and the continued contact that (should) follow
even after the purchase. Naturally, company are going to have the customers
that will never view their product or service as “enough”, and either constantly
demand more for their money or simply cease being a customer after the first
purchase. Stemming from the above point, ideal customers see the full value.
3. They Are Easy to Communicate With

On top of acquiring a steady stream of customers for their business, the second
most highly sought after need is finding customers that are happy and willing
to give company their honest feedback.

Being that this is the only way company can continue to improve and better
cater to their audience, communication is key to all relationships, customer-
business included. This is where ideal customers really shine through. They
openly give company feedback and tell company exactly what their needs are
so company can better serve them and all future customers.
4. They Keep Coming Back

Not only is it true that it costs less to keep existing customers than to acquire
new ones, but it’s also one of the best ways to identify who are company’s
ideal customers. When the competition is tough and company still have
customers that are choosing to buy from company time after time, those are
the ones company want to focus on keeping and finding more of.
This is a strong signal that they’ve developed a loyalty toward company brand
and, even better, an emotional connection that draws them back to company
even when competitors are doing everything in their power to beat company
out.
5. They Recommend Company to Others
One of the greatest hallmarks of a great product or service is when customers

begin recommending it to their friends and family. At this stage, the happiness
and loyalty created from the business-customer relationship has turned them
into a brand advocate that acts as a powerful form of free advertising.

1.16 Characteristics of ideal customer
While the qualities of company’s ideal customers are what make them so special to
their business, the real trick is finding them. Below, we’ve outlined the “What, Why,
How, and who” that company will want to consider when on the hunt for customers
that are easily likely to become happy.
Demographics – the “What”
At the most basic level, company will want to define the common circumstances of
their lives. This includes everything from age, gender, and geographic location, to
occupation, income level, and even their marital or family status. This is going to
quickly narrow company scope so company can focus on their efforts with the highest
probability.
Psychographics – the “Why”
Taking things a step further, company also need to consider the social and
psychological aspects of company’s ideal customers so company can target them
more easily. Consider their preferences, concerns, aspirations, fears, personality type,
approach to life, values, and even worldviews if necessary.
Communication – the “How”
In order for company marketing efforts to have the biggest impact, company need to
be sure of reaching their ideal customers through the best communication channels.
How do they receive information and interact socially with the world around
company.
Company’s ideal customers are those who are most likely to be happy with their
purchase(s), to come back for more, and to spread positive word of mouth about
company’s business. If company is looking for more help with getting customers to
advocate for their business, the ideal customers will be very helpful by business.

1.17 Ideal customer profile
An ideal customer profile (ICP), commonly referred to as an ideal buyer profile,

defines the perfect customer for what business organization solves for. This is a
fictitious company that has all of the qualities that would make them the best fit for
the solutions company provide. An ICP lends itself very useful if business
organization utilizes ABM, or account-based marketing, allowing company to focus
on selling to targeted accounts that fit their organization. If done correctly, an ICP can
help define the problems that the company is solving for, align company’s
product/service capabilities with customers’ needs, and assist in laying out company’s
future road map for product/service updates and changes.
An ICP describes the ideal customer that the business should be targeting with their
marketing
and to whom they should offer there service and products. The ideal customer profile
will detail everything company should know about the people to include on their
customer list. When working in a B2C company, the ICP includes factors and aspects
that the business target clients often share, like ages, hobbies, purchasing habits, job
titles, challenges, goals, location and income scales.
For a B2B company, the ICP is an imaginary description of the company or

organization that wish to attract to their brand. This is usually the company with the
most successful sales cycle, highest customer retention rates, quick sales cycle, and
the best ambassadors for their brand. In this type of ICP, it includes the ideal company
size, location, and revenue, among other data relevant to their marketing approach.
Ideal customer profiles focus on the customers fit to their company and will not focus
deep into the customers they might come across. Even so, once they identify their
ICP, they should train there sales reps on how to attract the different and variety and
different customers and equip to address any issues they might encounter.

1.18 Definition of Ideal customer profile
Ideal customer profile is a hypothetical description of a perfect customer that would

benefit from company’s solution and provide company with significant value in
return. It helps improve personalization and overall customer experience, leading to
more successful deals, when all the parties are satisfied in the end.
An ideal customer profile is a list of characteristics that make up the business ideal
customer. This customer is ideal because they are a good fit for their business: They
will benefit from the product or service, creating loyalty, and business will benefit as
well in terms of revenue and referrals. Ideal customers are extremely valuable, which
is why defining them is so essential.
1.19 Defining the ideal customers profile helps the business to:
1. Focus business sales and marketing efforts on the companies that are most likely
to buy from their now.
2. Sell to companies with the highest success potential of using company product or
service. A customer that isn’t a good fit for business service drains time from their
Customer Success team and may end up costing their company more than can be
gained from the partnership.
3. Create smart short-lists of companies to focus on, track buying signals within
these accounts, and act fast when a window of opportunity presents itself to them
as a salesperson.
4. Be hyper-targeted in company’s marketing activities, Know their ideal customer

profile, and they know whom to write content and whom to target their
advertisement.

5. Customer profile enables businesses to tailor communications based on the

specific interests of the customer. This, as a result, enhances customer
engagement, experience, and ultimately improves sales
1.20 Steps in Creating Ideal Customer Profile.
The systematic approach to gathering information and data on company’s ideal

customers.
By understanding things like a customer’s needs, shopping behaviors, and more,
company can figure out the best ways to reach this target audience. Here are five
simple steps for creating a customer profile.
1. Identify the best customers
2. List their notable attributes
3. Survey them
4. Review the customer journey map.
Continue reading at https://www.saleshacker.com/ideal-customer-

profile/ | Sales Hacker
5. Build a behavioral profile of ideal customer
Continue reading at https://www.saleshacker.com/ideal-customer-

profile/ | Sales Hacker
1. Identify the best customers

The first step is to find and analyze people who are in love with the company
products or services.

From the existing customer base, list down the customers who’re getting the
most value out of business offerings – value in terms of how the business are
helping them achieve their objectives.
Some questions to ask themselves to find their best customers are:
 Which customers have been with my company the longest?
 Who’s been referring their business to their friends and family?
 Which customers have their featured in their business case studies?
If it is a new company and don’t have a whole lot of clients to work with, think
about the type of people who would get the most out of business product or
service.
2. List their notable attributes
Once company compiled a list of their best customers, write down all their important
attributes. The main attributes usually relate to:
Demographics
Demographic attributes reveal the age, gender, race, ethnicity, and religion of
company ideal customers. With this information at company fingertips, it becomes
easy to build products or services that they’d find useful.
For instance, a female clothing store should only market its products to company
female who have an interest in buying stylish apparel.
Psychographics
Psychographics offer a deeper understanding of their customers’ beliefs and values.

They include things like:
 Lifestyle: Extrovert, stay indoors, socializes thrice a week, etc.
 Values: No alcohol, moderate views, etc.
 Aspirations: Work-life balance, grow following on Instagram, etc.

 Pain points and fears: Low-quality product, hidden charges, etc.
The psychographic part of their customer profile helps them to create and market
products that speak to the way people think, their pain points, and their emotional
triggers.
Socioeconomics
Most ideal customer profiles also feature attributes related to education, income,
neighborhood, and household size. But business can even research what
socioeconomic class of their best customers fall into.
The main socio-economic classes are:
 Upper class
 Middle class
 Lower middle class
 Skilled worker class
 Unemployed class
The business chances of meeting their customer’s expectations should significantly

improve when business have a clear picture of their socioeconomic attributes.
Geographic segmentation
Conduct business customers live in a tax-free state? What’s the culture like in their
town or city? Geographic segmentation helps company answer these and other
location-specific questions about their customers. This information can be
particularly valuable if they sell items that are subject to differences in regional
taxes, population, or climate.
A car company, for instance, would be able to use geographic segmentation to

determine the type of vehicles they should produce in greater quantities. If most of
its best customers reside in rural areas, it’d make sense for the company to make
cars with thick and heavy tires that allow customers to navigate bumpy roads with
ease.

3. Survey them
As business writing out the above attributes, they realize that they have more
knowledge about some customers than about others. That’s where surveys can help
fill the gaps.
Business can use tools like Survey Monkey or Google Forms to create surveys on
specific customer traits. Below are some ideas for the type of questions to include in
their survey:
Demographic-related questions
Company should keep in mind that these are very personal and sensitive
questions.
As a result, company has to pay special attention to the way company structure
them. One idea is to give consumers multiple answers to choose from for some
demographic questions.
Here are a few examples company can replicate:
1. What is customer nationality?
2. In what year were they born?
3. What is the gender?
4. What is the relationship status?
Socioeconomic-related questions
These questions also ask for private information, so it’s best to use multiple-
choice answers here as well. Below are a few examples to give company an
idea of which questions to ask in order to gain socioeconomic data:
1. What is customer’s employment status?
2. What is customer’s highest educational qualification?
3. What is customers household’s annual income?

Psychographic-related questions
Since there are so many potential answers to these types of questions, company can
ask open-ended questions like the ones below:
1. What hobbies does customer enjoy?
2. What does customer value most in life?
3. What factors affect customer decision to buy a product or service?
Geographic-related questions
These are generally easy-to-answer questions about a consumer’s geographical

location, such as:
1. In what region are company situated?
2. How would company describe the weather in targeted customer area?
3. Is company exempt from paying taxes in their region?
4. Review company’s customer journey map.
As business begins examining their customer profile data, it should contextualize it

using their customer journey map.
A customer journey map is a document that outlines every touch point a customer
must pass through to achieve a goal with the company. While these take time to
complete, they paint a detailed picture of who's buying their products and interacting
with their brand.
But, business doesn’t need to complete a customer journey map to create a customer
profile. Simply thinking about the customer's journey will help company understand
who business is trying to reach. By understanding their needs, challenges, and goals,
company will develop a stronger sense of what their customers want from their
business.

Business can even take this one step further by interviewing customers about each
stop on their customer map. When creating Hub Spot’s customer journey map, we
asked users how they felt about specific points in the customer experience. Then, we
charted these stories on the map so we could see how customer perception changed
throughout the customer's journey. This gave us a good idea of what our customers
liked and didn't like about our products.
5. Build a behavioral profile of company’s ideal customer
As company CRM provides company with ‘dry’ data about company’s customers
ongoing sales and retention cycles, and company’s analytics tools with website usage,
merging these data points with ‘wet’ insights from company’s customer interviews
will land company valuable ICPs.
According to Myra Sugg, a media sales consultant: “The key is to identify patterns
that emerge from the various data collection mechanisms. These patterns can be
common traits, behaviors or pain points that together will help company build the
profile blueprints of their ideal customers.”
Steps to build a profile of ideal customer behavior:

1. Use a spreadsheet to overlay all the data points and insights.
2. Cross-reference similar entries to see where grouping occurs.
3. Tag each grouping (where repeated data points and insights pile) to
represent the ICPs.
4. Extract multiple profiles of the ideal customer: Their needs their
responsiveness their ongoing interaction with the company their emotional
connection with the brand Now, business will got a series of metrics which
define company’s ideal customer profile.
At this point, we need to think it through subjectively. Put their feet in their shoes.
Walk around the table and sit in their chair. Questions to ask company self: What kind
of impression does company make to them? Would they know that they fit company
ICP if they came to company’s website?

Would customers feel comfortable with company? Company can use this information
to model behaviors at these companies, and the kinds of people at these companies
with these context-building questions.
1.21 Ideal Customer Profile on Developing the Brand Value
An Ideal Customer Profile is a model account whose characteristics indicate that they
would gain significant value from the product or service and in turn, provide
significant brand value to the company as well.
The Value of a Brand Depends on the Customer
One of the most important things to understand about a brand is that its value is highly
individualized. A customer might grow tired of a brand, or more enamored,
independent of how other customers are responding to it. One reader sees the Wall
Street Journal as the pinnacle of probity; another calls it a reactionary rag. For some
people, Stouffer’s stands for taste and convenience; for others, trans fats and crabs.
Between the two extremes are infinite shades of gray.
Yet most marketing managers speak about the value of a brand as though it was solid
and monolithic, and they measure brand equity with a summary metric of brand
strength.
It’s a perfect example of what’s been called the “flaw of averages.” The value they
arrive at is true for practically no one—and hardly a useful management tool.
They conducted a survey of customers in two cities to measure brand equity for 23
brands in five industries. Look, for example, at the wide range of values customers
assigned to the American Airlines brand. (See the exhibit “Customers Differ on Brand
Equity) Many marketing decisions proceed from what managers believe to be the
strength of the brand. Defining that value as the average would lead to actions that
weren’t right for many customers.

CHAPTER – 2
RESEARCH DESIGN

CHAPTER – 2
RESEARCH DESIGN
2.1 Meaning of Research
Research is “Creative and systematic work undertaken to increase the stock of

knowledge”. It involves the collection, organization, and analysis of information of
increase understanding of a topic or issue. A research project may be expansion past
work in the field. To test the validity of instruments, procedures or experiments,
research may replicate elements of prior projects or the project as a whole.
2.2 Definition of Research
Research is given by. John W. Creswell, who states that “research is a process of steps
used to collect and analyze information to increase understand of a topic or issue”.
An abroad definition of research is given by Godwin Colibao “In the broadest sense
of the world, the definition of research includes any gathering of data information,
and facts for the advancement of knowledge “.
2.3 Meaning of Research Design
A research design is a framework or blueprint for conducting the marketing research

project. It details the procedures necessary for obtaining the information needed to
structure or solve marketing research problems. In simple words it is the general plan
of how company will go about their research.

2.4 Definition of Research Design
Green and tull defines the research design as “A research is the specification of
methods and procedures for acquiring the information needed. It is the overall
operational pattern or framework of the project that stipulates what information is to
be collected from which sources by what procedures.”
2.5 Stages of Research
Step 01 - Identify the problem
Step 02 - Review of literature
Step 03 - Clarify the problem
Step 04 - Clearly Define terms and concepts
Step 05 - Define the population
Step 06 - Develop the instrumentation plan
Step 07 - Collect data
Step 08 - Analyze the data
2.6 Meaning of Research Methodology
Research methodology is the specific procedures or techniques used to identify select,

process and analyze information about topic. In a research paper, the methodology
section allows the reader to critically evaluate a study’s overall validity and reliability.

2.7 Title of the study

BRAND VALUE WITH RESPECT TO D MART PRIVATE LIMITED, TUMKUR.”
2.8 Review of Literature
 Carbone and life scientist, (1994)

A challenge that looks to be rising from the literature is however will organizations
consistently engineer their client experiences so as to attain the triple bottom line i.e.
to create them not solely higher for the client however conjointly higher for the
organization’s workers and higher for its bottom line i.e. cheaper and additional
economical.
 Riley et al.,(2001)
The structure of an organizations loyal customer base is a function of how loyalty is
defined by the organization. Customer loyalty is generally defined in either behavior
or attitudinal terms or some combination of the two. Measures of behavioral loyalty
include volume and frequency of purchase over time.
 Peng & Wang, (2006)

If company can rightly identify the behavioral and attitudinal differences among the
diverse groups of customers, service provider can easily utilize this information in
customer acquisition and more particularly in devising of suitable loyalty strategies.
Customers can be divided into two groups: customers who are switched from another
service provider and those who have never changed.
 Parasuraman, Berry and Zeithaml, (2006)

The servqual originators, re-examined the scales reliability by reapplying it to three
services; A Telephone Company, Two Insurance Companies and two Banks. The
results reconfirmed sub classified the tangibles dimension into two sub dimensions.

 Bate and parliamentarian, H.M. Government (2007)

This literature tries to retort to the current challenge. Whereas there’s a literature on
service quality improvement targeted totally on delivering higher service for the
client, the client expertise literature seems, within the main, to be restricted to
coverage regarding the character of the expertise and also the provision of variety of
operational tools and techniques. So the target of this paper is to require a grounded
approach to client expertise style and improvement and investigate however
organizations really set about coming up with and up their client experiences.
 Yang (China 2009)

Understanding Consumer Acceptance of Internet Banking-From Stayers and
Switchers Perspectives. Understanding of Stayers and switchers is essential for
developing the effective loyalty and retention strategies. Based on the results Stayers
and dissatisfied switchers shown highest loyalty and involvements towards the
acceptance of internet banking. So, bank can firstly target the Stayers and dissatisfied
customers because of their high level of involvements. Authors have proposed the
separate loyalty strategies for Stayers and switchers.
 Williams et al. (USA 2011)

Customer attitudes of Stayers and defectors in B2B services: Are they really
different? Impact of Service quality, customer satisfaction and price perceptions on
behavioral intentions shown somewhat similar and different observations between
Stayers and defectors. Average mean score of satisfaction was higher for Stayers than
defectors. Both Stayers and switchers had similar perceptions about service quality.
Whereas, notable differences were found in price perception. Defectors were more
price sensitive than Stayers.
 Fraering & Minor, (2013)

Academicians and practitioners have identified two major issues, not all customers
should be targeted with retention programs and even some of the most loyal and
satisfied customers can change service providers due to reasons beyond their control.

 Adiwijaya, (2014)
In light of the importance of investigating the differences among the customer
various segments, current study specifically focused on two customer segments Stayer
(who have never switched to any other service provider) and switchers (who have
recently joined the service provider by switching from other service provider).
Similar practices have been used by the previous researchers.
 Shukla, (India 2014)

Income Effect on Usage Behavior of Mobile Phone Services. This study was based on
measuring the impact of income on the usage behaviors of Stayers and switchers. Out
of 200 randomly selected respondents, 143(71.5 %) were Stayers and 57(28.5%) were
switchers. The results of the study observed income wise significant differences
between Stayers and switchers. The highest switchers were belonged to income
brackets of below RS 10000 & above RS 50000.While, Stayers were belonged to
RS10000-RS20000 income brackets.
 Heinonen & Strandvik, (2015)

All customers are not alike , little is recognized that how and why they differ ,it has
been confirmed that psychological state and behavior of one customer segment is
totally diverse from the psychological state and behavior of customers from
other segments.
 Keegan, (Ireland 2016)

Switching insurer in the Irish voluntary health insurance market: determinants,
incentives, and risk equalization Current study has investigated the impact of price
sensitiveness on the insurance policy holder in Ireland. Logistic regression technique
was employed to analyze the impact of price sensitivity on Stayers and switchers.
Results of study confirm that policyholders were price sensitive. However, price
sensitiveness differs age wise and hospital utilization. Moreover, switchers were less
costly than Stayers and hold strong price tolerance tendencies.

2.9 Statement of the Problem
In today’s highly competitive world, it becomes difficult to the firms and companies
to reach out new customers. Therefore organization tent to be more sensitive on
maintaining customer profile in order to retain their existing customers and to attract
new customer.
The statement of the problem is to analyse maintenance of ideal customer profile will
have positive or negative impact on development of brand value of D mart. It also
focuses on individual targeting customers in order to retain them and how customers
are attracted towards organization.
2.10 Significance of the study
 The study also helps to obtain suggestion regarding the service improvement.
 This study helps to know about brand development of D mart.
 This study helps to know pricing strategies that creates for demand for D mart
products.
 Quality, to know the prospective customer looks before when they go for purchase.
2.11 Objectives of the study
 To determine the segmentation and profiling the market for D mart based on various
buying variables using ideal customer profile.
 To know, how customer profiling helps the D mart to maintain their customer
relationship with their ideal customers.
 To identify, how ideal customer profile improve the customer experience and boost
marketing efficiency and effectiveness.
 To understand, ideal customer profile from a marketing perspective.

2.12 Scope of the study
It is the study made on D mart shopping; the detail study is made on D mart about its
customers and their customer behavior regarding shopping at D mart in tumakuru
city. This research is based on primary data and secondary data.
Based on the topic, objectives were set and to arrive at the opinion on objectives a set
of 120 questionnaires were designed of 20 questions and response is collected from
the customers who are visiting the D mart. For data collection random sampling
method was adopted.
2.13 Methods of Research
For research purpose, survey method is adopted.
2.14 Sample design
Sampling technique
The study is undertaken for random sampling technique.
Sample size
The sample size is 120 customers from different age group, who is visited D mart.
2.15 Sources of Data
The data required for study was collected from both primary and secondary data.
Primary data
The sources of primary data were questionnaire and personal interviews.
Secondary data
The sources of secondary data were information collected from internet, information
through company websites, books and various research articles.

2.16 Period of the Study
The period of the study for 4 months from May to August 2022.
2.17 Limitations of Study
 The report is strictly based on the opinion of the respondents.

 This study is limited to Tumakuru city only.
 The study is for limited period of three months and opinion may change from time to
time so there may be difference in opinion in future.
 The information collected and analyzed are limited which may not fully represent the
population.
2.18 Chapter layout
Chapter 1: Introduction
These chapter deals with introductory part of marketing, customers, ideal customers,
ideal customer profile, and development of brand value.
Chapter 2: Research Design
This chapter mainly focuses on the objectives, methodology, techniques and

limitations of the study.
Chapter 3: Company Profile
This chapter mainly focuses on an introduction, background and overview of D mart.
Chapter 4: data analysis and interpretation
It deals with tabulation of collected data through questionnaire.
Chapter 5: Findings, Conclusion and Suggestions.
This chapter deals with the summary of findings and suggestions and conclusion.
BIBILOGRAPHY: This contains the list of reports, books, journals, newspapers& websites.
ANNEXURE

CHAPTER – 3
COMPANY PROFILE

CHAPTER – 3
COMPANY PROFILE
3.1 Introduction
D Mart is a chain of supermarkets run and managed by Avenue Super marts Limited,
established in the year 2002. Initially, D Mart started as a single store in the year 2000 with
the aim of providing the lowest-priced goods to consumers among its competitive peers.
Since then it went onto expanding its footprints, providing its customers with an exceptional
shopping experience, confident that they can rely on the quality of its offerings at such
discounted prices. It is owned by Radhakishan Damani who is also one of India’s most
respected investors and it is headquartered in Mumbai, Maharashtra.
Today, D Mart has become synonymous with the word “Supermarket” and is also regarded as
the “Wal-Mart of India” as it offers a wide range of product categories right from groceries to
clothes as well as manufacturing and producing some of the products under its brand name
D Mart is a listed on the NSE and BSE stock exchanges under the name of ‘Avenue Super
marts’ and is valued at around 1.95 Lakh Crores. It also has five subsidiaries to its name that
work towards the smooth functioning of D Mart and Avenue Super marts Limited entity as a
whole.
The low-profile investor that Damani is, has made his way into the billionaire list and too
among the top 20 richest Indians, with a blockbuster listing of Avenue Supermart, the
company that owns the DMart brand of low margin retail chain last year

3.2 D Mart – The Indian Retails Chain
D Mart retail chain accounts for 91 stores across India and is the third biggest in the
industry. It is operated by its parent company Avenue Super marts Ltd (ASL). D Mart
is a chain of hypermarket and supermarkets in India which was first started in 2000 in
Mumbai by R. K. Damani. D Mart began almost 14 years ago in the city of Mumbai
(India) where its promoters walked the supermarkets and co-operative stores of the
time and observed the contents of the shopping trolleys to gain an understanding of
what the customer bought and what they rejected.
All operational wisdom was gathered from the supermarket, while philosophically, it
was clear that the store must follow the principles laid down by Sam Walton. Wal-
Mart had treated some fundamentals as gospel and if they could succeed with their
simple approach to retail, there was no reason for a store in India not to do so. In a
very basic way, therefore, all D Mart did was to watch the customer trolley and read
everything about Sam Walton and WalMart.
The simple formula that makes D Mart tick is shared and intuitively understood as
invaluable in the large organization. Probably this simplicity has helped it scale nicely
while staying lean as an organization. One of the cornerstones of D Mart’s continued
success is how it has retained its frugal outlook to retail through all market upheavals
and internal changes over the years. They have the following unique selling
proposition.
Selling Tool: Heavy discounts and has managed to sell cheap

Market Segment: Price sensitive group
Target Market: Middle income households
Market Positioning: One-stop value retail store chain
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 customers appreciate. Their core objective is to
offer customers good products at great value. At D Mart, they place strong emphasis
on excellence in customer service. They rely on the ACT formula as below.
Action
Focus: To be focused about what I do.
Motivated: To be clear of achieving my goal.
Enthusiastic: To love what I do.
Care
Respect: To respect every individual in the organization and provide her/him with the
dignity and attention to make her/him believe that she/he makes a difference to the
organization.
Listen: To listen and resolve any employee / customer grievance quickly and fairly.
Truth
Integrity: By being open, honest and fair in all our relationships and being respectful
and trustful to others.
They strongly believe that honesty and sincerity are critical in achieving complete customer
satisfaction and welcome individuals who share our values and believe in leading by action.
The supermarket chain of D Mart stores is owned and operated by Avenue Super marts
Ltd. (ASL). The company has its headquarters in Mumbai.
The brands D Mart, D Mart Minimax, D Mart Premia, D Homes, Dutch Harbour and D
mart ready etc are brands owned by ASL.

3.3 Growth Milestones of D Mart:
Since the time R. K. Damani was an investor, he liked the consumer business and was
seen investing in similar stock too! So he always had a strong affinity to start
something in the same sector and in 1999, when retailing was far from reality, at least
in India.
The early days of the business were all about intensive learning, understanding the
customer’s mindset and accordingly creating a store accompany, billing systems,
gaining the confidence of vendors. Within a year, they decided to apply the
model to multiple locations as well.
 In 2007, D Mart began its expansion and went on to open various stores in
Ahmadabad, Baroda, Pune, Sangli and Sholapur. Their expansion strategy
followed a collective approach and was designed in such a way that they used
the local vendor support.
 By 2012-13, D Mart had soared its revenues from Rs. 260 crores in 2006-07
to Rs. 3,334 crores, making them India’s third-largest branded retail chain.
The beauty here was that, what Future Group with 1000 stores was clocking
(turnover of Rs.14,201 crores), and Reliance Retail was clocking (Rs.10,800
crores) with 1450 stores; D Mart was achieving with just 65 stores, which
weren’t pan India. Their sale per store was somewhere close to Rs. 53 crores,
while Reliance was making around Rs. 7.45 crores per store. In just a span of
13 years, D Mart had also managed to achieve profitability around 2.5 %.
 By 2014, they had reached to account for 73 stores across Maharashtra,

Gujarat, Hyderabad and Bangalore. The companies have been growing
robustly despite a slowing economy and were also crossing the Rs. 100-crore
mark in profits. At a time when other retailers were finding ways to cut costs
or slow down, D Mart was on an expansion drive to open more supermarkets.

 Moving on to 2015, with revenues worth Rs. 6450 crores, D Mart booked a
profit of Rs. 211 crores. In FY14-15, which was higher than Reliance Retail’s
Rs. 159 crores and Future Retail’s Rs. 153 crores?
 D Mart now accounts 91 stores spread across 26 cities including states of

Maharashtra, Gujarat, Telangana, Andhra Pradesh, Madhya Pradesh and
Karnataka, Since its initiation, D Mart became the first retailer to cross the
billion dollar market profitably and D Mart’s target audience being the middle
income group, it uses discount offers as a promotional tool for attracting the
customers and increasing sales as well.
3.4 Strategic Elements of D Mart in Developing their Brand.
1. Every Day Low Price
D Mart wants to create an image amongst the masses of a discount store that offers
most of the products from across all major brands. Basically, a store that offers value
for money. Now, since people mostly come to D Mart because they all what they need
under one roof, D Mart stores are operational in high traffic areas and across three
formats including Hypermarkets, that are spread across 30,000-35,000 sqft, Express
format, that is spread over 7,000-10,000 sqft and lastly, the Super Centers, that are set
up at over 1 lakh sqft.
 No matter where it operates, the prices that D Mart offers are 6-7 % lower than
its competition. What lets it achieve such pricing tactics is its operational style.
 Out of the all the stores it runs, D Mart owns majority of the properties, which
helps them to save a huge chunk of money on rent.
 They also avoid opening stores inside malls unlike other hypermarkets to
avoid high CAM (Common Area Maintenance) charges and highly inflated
rents.

 Most D Mart stores are in the suburbs in the metros and in tier II & tier III
cities, the operational costs remain low.
 D Mart also saves a good amount of 2-3% from the suppliers by paying them
upfront in about 48 hours of delivery, when all other organized retailers, buy
goods on credit of 30-60 days.
 Unlike bigger retailers, costs are further kept low by keeping a basic and
economically company without any flashy interior.
 Given its size, D Mart also manages to keep its financials at check and
grounded too. They have kept their debts and a bare minimum and have also
cut their advertising budgets by 30-40 % in the last couple of years to save
costs.
There is an unsaid rule in the market that, “one must not open any store within a 1km
radius of D Mart, simply because, no one can beat them on prices.” but D Mart’s cost
efficiency model is practically very difficult to replicate.
One a larger scale, it is not possible for bigger chains to own stores because, it
requires huge capital expenditure, and this method is only affordable till the time
company is in small chain, which is why D Mart is growing slowly. Using such
strategies, D Mart has managed to reach profitability much before any other peers.
A winning formula making products available at Every Day Low Price (EDLP) is D-
Mart’s winning formula in value retailing. For EDLP, the company focuses on Every
Day Low Cost (EDLC).
2. Place & Distribution Strategy of D Mart
D Mart is the fastest-growing supermarket retail brand in India. As of 2020, D Mart

has about 294 stores present in about 11 states and 1 union territory and is constantly
expanding its stores’ footprints.
D Mart stores are present in a major part of India which includes a presence in cities
like Ahmadabad, Hyderabad, Bangalore, Chennai, Mumbai etc

D mart stores covered in

India.
All of its stores are strategically placed as this helps the company to gain a
competitive advantage as easy accessibility attracts customers and also leads to proper
transportation facility for logistics and operations related functioning which is very
important for the survival during uneven times and to accelerated growth of the
business during the normal times.

3. Pillars of D Mart
D Mart’s success is focused on three pillars Customers, Vendors and Employees.
Customers
Since D Mart is targeting middle income households, all their stores are in, or close
to, residential areas and in malls. Their idea is not to meet every consumer need like
other competitors, but instead, D Mart aspires to meet most regular consumer needs,
while providing value for their money and since, 90% of these stores are owned
directly by D Mart, they don’t have to worry about monthly rentals and their rise, or
relocation risk. Additionally, this is helping them build assets on their books. This
also helps to keep D Mart well capitalized and debt-light, while its operations
generate spare cash. All the money that is saved using this strategy is eventually
offered back to the customers in the form of discounts.
Vendors
The relationships with vendors are the second pillar of their model. Since he comes
from a trader background, his vendor relationships have been his biggest strength. The
FMCG industry has a payment norm of 12-21 days, but D Mart pays its vendors on
11th day itself. This helps him stay in the good books of the vendors and avoids stock
outs and since D Mart Avinash Pawar and B. V. Sangvikar NIDA International
Conference for Case Studies on Development Administration 2019 (NIDA-ICCS
2019) 8 buys in bulk and pays its vendors well in time, they also get to earn higher
margins. Basically, their strategy is to “Buy it low, Stack it high and sell it cheap”.
Employees:
It is the third pillar of their model. D Mart offers good money, flexibility,
empowerment, and relaxed & efficient work culture. They even go on to hire 10th
standard dropouts with the right attitude and commitment. They prefer hiring raw
talent, and then invest heavily in training, to mold them as per their requirement.

Employees are just told once about the value system and policies at D-Mart and then
are empowered by giving them the freedom to operate without somebody constantly
looking over their shoulders. There is absolute clarity on what needs to be achieved,
but company don’t need to fear targets.
3.5 Mission and vision
Mission
At D Mart, they research, identify and make available new products and categories
that suit the everyday needs of the Indian family. Their mission is to provide the
best value possible for our customers, so that every rupee they spend on shopping
with D mart gives them more value for money than they would get anywhere else.
We will be the trendsetters in evolving:

 Delivery formats.
 Creating retail reality.
 For making consumption affordable for all customer segments – for classes
and for masses.
We shall ensure that our positive attitude, sincerity, humanity and united
determination shall be the driving force to make us successful
Vision
“Avenue supermarkets Ltd.(ASL) shall deliver everything, everywhere and every
time for every customer in the most profitable manner”. To offer customers a wide
range of basic home and personal products under one roof.

3.6 SWOT Analysis of D mart
SWOT Analysis of D Mart is a basic method that can help a company examine what it
does best right now and develop a successful future strategy. It exposes the areas
where people are holding back or how competitors may profit. With the growing
neck-and-neck rivalry in membership warehouses, it is critical for organizations like
D Mart to examine the business environment.
i. Strengths of D Mart
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:
People-Centric Management: It maintains good relations with all of its stakeholders

including its vendors and suppliers. It has a strong employee policy and is transparent
in employee relations.
Discount Policy: It is known for its low price and various offers and discounts. This
gives D Mart an edge over the competition. Through its pricing strategies, it is
sufficiently generating value.
Family Experience: D Mart stores offer a full family shopping experience. It is a

one-stop destination for all of the family’s needs which makes the customer shopping
experience way much easier and people like this.
Digital Platform: D Mart also allows customers to order online through its website
and its app, D Mart ready. Customers can now order listing products from the D Mart
app and easily receive their products at the doorstep.
National Presence: D Mart has its presence almost everywhere in India, which
makes it the most preferred retailer by the customers: It has its presence in about 72
Indian cities.

Distribution Channels: D Mart has a healthy and stable distribution system that
ensures that the products of partners are easily accessible on time and allows it to
operate in many locations of India.
ii. Weaknesses of D Mart

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: The majority of D Mart stores are in the Western States
and less in the southern market which makes D Mart leave a lot of untapped markets.
Dependent on One Nation: D Mart is dependent heavily on India and is susceptible

to foreign players.
Rented Assets: Retail stores like D Mart operate mostly through rented stores in
malls, resulting in higher costs and the majority of sales going to pay rents.
Slow Growth: D Mart was established 20 years ago, but it still hasn’t been able to
capture the market as much as it should have. It’s mainly because of its long term
focus on only one mission.
Extended Focus on Low Prices: In its attempt to provide low prices to its customers
they have to continuously haggle with vendors which may aggravate vendor relations.
No Frills Approach: This basically means that in an attempt to cut costs it may have
to reduce the quality of service they provide to their customers like unprofessional
customer interaction in stores by employees.
iii. Opportunities for D Mart

D Mart is one of the largest supermarkets. Therefore they might have many
opportunities approaching them that could give them a chance to capitalize to increase
their returns.

Improving Technology: Improved technology will enhance the in-store experience

of customers and it, therefore, can charge a premium for that.
Quality of Service: Retailers like D Mart should capitalize on the propensity to pay
more and therefore improve the quality of service.
Growth Potential: D Mart stores aspire to be India’s most valuable retail stores for
its customers. They can take this as a motivation to grow more in the market such as
global expansion and tie-ups with international brands.
Developing Economies: The entire economy is open, and D Mart has a rising
opportunity to access burgeoning developing economies.
Personalized Service: Customers are always looking for more personalized service
and are even willing to pay more for it.
Scope for Increasing Market Share: D Mart has a great scope of expanding its
market share by opening more stores in the southern states.
iv. Threats to D Mart

D Mart also has some threats on their business from the outside. It is very important
to anticipate them before one becomes a victim to them.
Online Competition: People today are more and more inclined to shop online rather
than visit a store and do all the hard work. Online competitors like Amazon Pantry
and Local Platforms are becoming tough competitors of supermarkets like D Mart.
Online Start-ups: There is a massive increase in the number of startups and they
generally provide even lower prices and personalized experiences.
Low Barriers to Entry: In retail, there are low barriers to entry which means there is
not much restriction to start a business and so there is high competition.
Unorganized Retail: A large population of the target market still prefers to buy
goods directly from local convenience stores and shops.

Government Policies: There is a continuous change in government policies across

different countries. Moreover, political unrest in the country can impede business,
resulting in lower performance and higher costs.
D Mart is one of the most successful retail chain stores in India. It is also known as the ‘Wal-
Mart of India’. Through its SWOT analysis, we learned that it prides itself on being a one-
stop destination for all of the family’s needs and that the USP of D Mart is its low prices and
great discounts. We also learned that it suffers from an increase in competition which makes
it difficult to maintain a high customer base.
However, if D Mart can grab the opportunities that arise and predict threats and minimize
their impact, nothing can stop it from being a leader in the retail sector. The company is left
to fight it out by winning over its customers with greater marketing efforts as competition
grows in a saturated industry. Being well-versed in digital marketing is a requirement for all
marketing enthusiasts in today’s shifting scene, which is vital.

CHAPTER - 4
DATA ANALYSIS
AND
INTERPRETATION

CHAPTER - 4
DATA ANALYSIS AND
INTERPRETATION
Data Analysis
Data analysis is a process of collecting and organizing data in order to draw helpful
conclusions from it. The process of data analysis uses analytical and logical reasoning to gain
information from the data.
This chapters will analysis and interpret the data collected through questionnaire from the
respondents. Analysis is the process by which the whole body gathered data, facts, figures
and ideas, is converted into meaningful usable information. The data is places in its
appropriate settings &consistent relationships drawing general inferences. Analysis, intends
to yield answer to research questions, or suggest hypothesis which involves a number of
closely related operations.
Data Interpretation
Data Interpretation is the process of making sense out of a collection of data that has been
processed. The collection may be present in various forms like bar graphs, line chats and
tabular forms and other similar forms and hence needs an interpretation of some kind.

Table 4.1
The Table Showing Gender of Respondents
Gender No. Respondent Percentage of Respondents
Male 53 44.17%
Female 67 55.83%
Total 120 100

Source: Primary data
ANALYSIS
From the above table, it is clear that out 120 respondents 53(44.17%) of respondents are male
and 67(55.83%) of respondents are female.
Graph-4.1
The Graph Showing Gender of Respondents
Percentage of Respondents
44% Male
Female
56%
INTERPRETATION
From the above graph 4.1, it is evident that the maximum numbers of respondents are female
and minimum numbers of respondents are Male.

Table No 4.2
Table Showing Age Group of Respondents
Age No of Respondent Percentage of Respondent

Below 20 22 18.34%
20 - 30 43 35.90%
30 - 40 40 33.33%
Above 40 15 12.50%
Total 120 100%
ANALYSIS
From the above table it is analyzed that the 18.34% of the respondents were fallen under the
age of below 20 years, 35.90% of the respondents were fallen under the age between 20 years
to 30 years, 33.33% of the respondents were fallen under the age between 30years to 40years,
and 12.50% of respondents were fallen under the age of above 45 years.
Graph No. 4.2

Graph Showing Age Group of Respondents
Percentage of Respondent
13%
18%
Below 20
20 - 30
33% 30 - 40
36% Above 40
INTERPRETATION
From the above analysis it can be interpreted that the most of the respondents are fallen under
the age group of 20 to 30 years and 30 to 40 years compare to other age group peoples.
Therefore we can assume this age group customers are most interested in shopping at D mart.

Table No 4.3
Table Showing Respondents Frequent visits to D mart
Frequently Visit No of Respondents Percentage of Respondents

Once in a Week 18 15%
Twice in a Month 28 23.33%
During Special Occasions 24 20.00%
whenever the Need Arises 50 41.67%
Total 120 100%
ANALYSIS
From the above table it is analyzed that the 15% of the respondents visit D mart once in
week, 23.33% of respondents visit D mart twice in a month, 20% of the respondents visit D
mart during the special occasions and 41.67% of respondents visit D mart when they need it.
Graph No. 4.3

Graph Showing Respondents frequent visits to D mart
45% 41.67%
40%
35%
30%
25% 23.33%
20.00%
20%
15%
15%
10%
5%
0%
Once in a Week Twice in a Month During Special whenever the Need
Occasions Arises
INTERPRETATION
From the above graph, the maximum number about 23.33% of respondents visit D mart for
shopping twice in month and 41.67% of respondents visit D mart when they need it.

Table No 4.4
Table Showing Level of Purchase at D mart by Respondents
Level of Shopping No of Respondents Percentage of Respondents

Below 10000 58 48%
Below 20000 35 29.17%
Below 30000 17 14.16%
Above 30000 10 8.33%
Total 120 100%
ANALYSIS
The table shows the level of shopping at D mart by respondents. 48% of respondents spend
less than 10000 , 29.17% of respondents spend below 20000, 14.16% of respondents spend
below 3000 and 8.33% of respondents spend above 30000 while shopping at D mart.
Graph No. 4.4

Graph Showing Level of Purchase at D mart by Respondents
60%
48%
50%
40%
29.17%
30%
20% 14.16%
8.33%
10%
0%
Below 10000 Below 20000 Below 30000 Above 30000
percentage of Respondents
INTERPRETATION
From the above graph, Since most (48%) of the respondents have made less than 10000
shopping at D mart purchases, it can be inferred that most of the respondents who visit D
mart are middle class families.

Table No 4.5
Table Showing What Respondents Typically See in Products
Qualities in Product No of Respondents Percentage of Respondents

Durability 30 25%
Price 49 40.83%
Prestige 20 16.67%
Uniqueness 21 17.50%
Total 120 100%
ANALYSIS
The table shows that what respondents typically see in products, 25% of respondents check
product expiration dates, 40.83% of respondents check product prices, 16.67% of respondents
feel prestige about products when purchasing at D mart and 17.50% of respondents check the
uniqueness in products when shopping at D mart.
Graph No. 4.5

Graph Showing What Respondents Typically See in Products
45% 40.83%
40%
35%
30% 25%
25%
20% 16.67% 17.50%
15%
10%
5%
0%
Durability Price Prestige Uniqueness
INTERPRETATION
From the above graph, most of the respondents about 40.83% of respondents check the price
of the products and 25% of the respondents check the expiration date i.e. is durability of the
product when purchasing in D mart.

Table No 4.6
Table showing the Categories of the Products, Preferred by the
Category of Products No of Respondents Percentage of Respondents
Groceries 30 25%
Beauty Products 19 15.83%
Garments/cloths 22 18.33%
Kitchenware 11 9.17%
Home Appliances 14 11.66%
Footwear 19 15.83%
Others 5 4.17%
Total 120 100%

ANALYSIS
From the above table, 25% of respondents prefer to buy groceries, 15.83% of respondents
prefer to buy beauty products, 18.33% of respondents prefer to buy cloths, 9.17% of the
respondents prefer to buy kitchen appliances, 11.66% of respondents prefer to buy home
appliances, 15.83% of respondents prefer to buy footwear and 4.17%of respondents prefer to
buy other category of products at D mart.

Graph No. 4.6
Graph showing the Categories of the Products, Preferred by the
30%
25%
25%
20% 18.33%
15.83% 15.83%
15%
11.66%
9.17%
10%
4.17%
5%
0%
INTERPRETATION
From the above graph, most of the respondents almost 25% of the respondents visit D mart to
purchase groceries and 18.33% of respondents visit D mart in order to purchase cloths.
Therefore we can assume that almost all the respondents prefer to purchase different
categories of products because D mart offers different categories of products under single
roof.

Table No 4.7
Table showing Respondents opinion of the Products sold at D mart is Cost Effective
Particulars No of Respondents Percentage of Respondents

Strongly Agree 30 25%
Agree 64 53.33%
Neutral 18 15%
Disagree 5 4.17%
Strongly Disagree 3 2.50%
Total 120 100%
ANALYSIS
From the above table, out of 120 respondents 25% of respondents strongly agree with the
product sold at d mart is cost effective and 53.33% of respondents agreed or ok with the
products sold at D mart is good value for money.
Graph No. 4.7

Graph showing Respondents opinion of the Products sold at D mart is Cost Effective
60% 53.33%
50%
40%
30% 25%
20% 15%
10% 4.17% 2.50%

0%
Strongly Agree Agree Neutral Disagree Strongly Disagree
INTERPRETATION
From the above graph, most of the respondents nearly 53.33% of respondents agreed and
25% of the respondents strongly agreed that products sold at d mart worth the price. So we
can assume that products sold at D mart are cost effective.

Table No 4.8
Table showing the Services provided by the D mart makes Purchase Experience of
Respondents more Satisfying
Services No of Respondents Percentage of Respondents
Variety Goods 48 40%
Multiple Billing Counter 17 14%
Trendy and latest fashion 26 21.67%
Customer Service 19 15.83%
Purchasing System 10 8.33%
Total 120 100%

ANALYSIS
From the above table, 40% of the respondents like to purchase in D mart because they get
variety of goods, 14% of respondents feel convenience in paying billing, 21.67% of
respondents visit D mart because they get trendy latest fashion,15.83% of respondents like
the customer service and 8.33% of respondents like purchasing system made by D mart.

Graph No. 4.8

Graph Showing the Services Provided by the D mart Makes Purchase Experience of
Respondents more Satisfying
40%
40%
35%
30%
25% 21.67%
20% 15.83%
14%
15%
8.33%
10%
5%
0%
Variety Goods Multiple Billing Trendy and Customer Purchasing
Counter latest fashion Service System
INTERPRETATION
From the above graph, most of the respondents nearly 40% of the respondents are happy with
their purchasing experience because they are wide varieties of goods and 21.67% of
respondents happy while purchasing trendy and latest fashions at D mart. Therefore most of
the respondents are happy purchasing experience with verities of goods available at latest and
trendy fashion offered by D mart.

Table No 4.9
Table Showing What Makes Respondents Feel as a Valued Customer
Feel Valued as Customer No of Respondents Percentage of Respondents

Rewards 24 20%
Customer Service 27 22.50%
Satisfying Products 36 30%
Satisfying price 27 22.50%
Customer centric 6 5%
Total 120 100%
ANALYSIS
From the table above, 20% of respondents feel as a valued customer when they get rewards,
30% of respondents feel as valued customer when they get good quality of products and with
satisfying price respectively and 5% respondents feel as they are valued customer when the
complete system of D mart is customer centric.
Graph No. 4.9

Graph Showing What Makes Respondents Feel as a Valued Customer
30%
30% 22.50% 22.50%
20%
20%
10% 5%
0%
Rewards Customer Satisfying Satisfying Customer
Service Products price centric
INTERPRETATION
From the above graph, 22.50 % of respondents expect good customer services and products at
reasonable price respectively and 30% of respondents feel as a valued customer when they
get satisfying products in D mart.

Table No 4.10
Table Showing the opinion of Respondents on Ambiance at the D mart Store
Ambiance at D mart No of Respondents Percentage of Respondents

Excellent 54 45%
Very Good 17 14.17%
Average 24 20%
Bad 16 13.33%
Very Bad 9 7.50%
Total 120 100%
ANALYSIS
From the above table, 45% of respondents satisfied or find excellent and 14.17% of
respondents feel good ambiance at the D mart with respect to lighting, temperature and
cleanliness.
Graph No. 4.10

Graph Showing the opinion of Respondents on Ambiance at the D mart Store
45%
45%
40%
35%
30%
25% 20%
20% 14.17% 13.33%
15% 7.50%
10%
5%
0%
Excellent Very Good Average Bad Very Bad
INTERPRETATION
From the above graph, 45% of respondents and 14.17% respondents feel excellent and good
ambiance at the D mart with respect to lighting, temperature, and cleanliness respectively.

Table No 4.11
Table showing Customer Service Representative Ratings, makes the Respondents Feel
as Ideal Customer

Rate 1 6 5%
Rate 2 16 13.33%
Rate 3 40 33.33%
Rate 4 36 30%
Rate 5 22 18.34%
Total 120 100%
ANALYSIS
From the above table, 33.3% of respondents rated 3 and 18.34% of respondents rated 5 for
the customer service agents for treating the customer as an ideal customer.
Graph No. 4.11

Graph showing Customer Service Representative Ratings, makes the Respondents Feel
as Ideal Customer
35% 33.33%
30%
30%
25%
20% 18.34%
15% 13.33%
10%
5%
5%
0%
Rate 1 Rate 2 Rate 3 Rate 4 Rate 5
INTERPRETATION
From the above graph, 33.3% of respondents rated 3 and 18.34% of respondents rated 5 for
the customer service agents for treating the customer as a ideal customer. Therefore the
customer service representative need focus on serving their customer better form.

Table No 4.12
Table showing Respondents Satisfaction with overall D mart Services

Highly Satisfied 24 20%
Satisfied 60 50%
Neutral 23 19.17%
Dissatisfied 7 5.83%
Highly Dissatisfied 6 5%
Total 120 100%
ANALYSIS
From the above table, 20% of respondents are highly satisfied and 50% of respondent are
satisfied with the overall services provided by the D mart.
Graph No. 4.12

Graph showing Respondents Satisfaction with overall D mart Services
50%
50%
45%
40%
35%
30%
25% 20% 19.17%
20%
15%
5.83% 5%
10%
5%
0%
Highly Satisfied Neutral Dissatisfied Highly
Satisfied Dissatisfied
INTERPRETATION
From the above graph, most of the respondents about 50% of the respondents are satisfied
and 20% of the respondents are highly satisfied with the overall services provided by the D
mart.

Table No 4.13
Table showing D mart’s Marketing Strategy highlights customer needs

Agree 62 51.67%
Neutral 20 16.66%
Disagree 5 4.17%
Total 120 100%
ANALYSIS
From the above table, 51.67% of respondents agreed and 25% of respondents strongly agreed
to the D mart’s marketing strategy give importance to customer’s needs respectively.
Graph No. 4.13

Graph showing D mart’s Marketing Strategy highlights Customer needs
60% 51.67%
40%
25%
16.66%
20%
4.17% 2.50%
0%
Strongly Agree Agree Neutral Disagree Strongly
Disagree
INTERPRETATION
From the above graph, most of the respondents nearly 51.67% of respondents agreed and
25% of respondents strongly agreed to D mart’s marketing strategy give importance to
customer’s needs respectively. Therefore we can assume D mart’s marketing strategies
attracted the various customers.

Table No 4.14
Table showing which D mart brand preferred by Respondents for Shopping
Brands of D mart No of Respondents Percentage of Respondents

D mart Homes 54 45%
D mart Minimax 32 26.67%
D mart Ready 24 20%
D mart Premia 10 8.33%
Total 120 100%
ANALYSIS
From the above table, 45% of the respondents aware and prefer to shop in D mart Homes and
26.67% respondents prefer D mart minimax, 20% of the respondent refer D mart ready online
shopping and 8.33% of respondents prefer and aware about the D mart premia.
Graph No. 4.14

Graph showing which D mart brand preferred by Respondents for Shopping
45%
50%
40%
26.67%
30%
20%
20%
8.33%
10%
0%
D mart Homes D mart D mart Ready D mart Premia
Minimax
INTERPRETATION
From the above graph, most of the respondents nearly 45% of the respondents prefer D mart
homes and 26.67% of the respondents prefer D mart minimax for shopping. Therefore we can
assume that customers are aware about different brands of D mart.

Table No 4.15
Table showing according to Respondents, Elements helps Building Brand Image

Quality 48 40%
Communication Strategies 13 10.84%
Competitive Price 34 28.33%
Good Value Added Services 21 17.50%
Availability of Adequate Stock 4 3.33%
Total 120 100%
ANALYSIS
From the above table, 40% of respondents said that quality and 28.33% of respondents said
that fixing competitive price is the most important factor to help build D mart’s brand image.
Graph No. 4.15

Graph showing according to Respondents, Elements helps Building Brand Image
45%
40%
40%
35%
30% 28.33%
25%
20% 17.50%
15% 10.84%
10%
5% 3.33%
0%
Quality Communication Competitive Price Good Value Added Availability of
Strategies Services Adequate Stock
INTERPRETATION
From the above graph, nearly 40% of the respondents said that quality and 28.33% of
respondents said that fixing competitive price is the most important factor to help in building
D mart’s brand image.

Table No 4.16
Table showing Promotional tools used by Dmart retailers motivate Respondents to shop
Promotional Tool No of Respondents Percentage of Respondents

Coupons 42 35%
Membership Card 16 13.33%
Offer/Discount 49 40.83%
Free Packing Offers 7 5.84%
Promo Code 6 5%
Total 120 100%
ANALYSIS
From the above table, 40.83% of the respondents motivated by offers/discounts, 35% of
respondents motivated by coupons, 13.33% of respondents motivated membership card,
5.84% of respondents motivated by free packing offers and 5% of respondents motivated by
promo code to shop at D mart.
Graph No. 4.16

Graph showing Promotional tools used by D mart retailers motivate Respondents
45% 40.83%
40% 35%
35%
30%
25%
20%
13.33%
15%
10% 5.84% 5%
5%
0%
Coupons Membership Card Offer/Discount Free Packing Offers Promo Code
INTERPRETATION
From the above graph, almost 40.83% of respondents motivated by offers/discounts and 35%
of respondents motivated by coupons to shop at D mart which are provided as a promotional
offers by D mart.

Table No 4.17
Table showing Respondents opinion on, is D mart has reached all types of Customers

Agree 50 41.66%
Neutral 20 16.67%
Disagree 9 7.50%
Total 120 100%
ANALYSIS
From the above table, 30% of respondents are strongly agreed and 41.66% of respondents are
agreed 16.67% of respondents are neutral and 7.50% of respondents are disagreed and 4.17%
of respondents are strongly disagreed that D mart has reached all types of customers
respectively.
Graph No. 4.17

Graph showing Respondents opinion on, is D mart has reached all types of Customers
50% 41.66%
40% 30%
30%
16.67%
20%
7.50%
4.17%
10%
0%
Strongly Agree Neutral Disagree Strongly
Agree Disagree
INTERPRETATION
From the above graph, almost 41.66% of respondents agreed and 30% of respondents
strongly agreed that the D mart has reached all types of customer with its own marketing
strategies.

Table No 4.18
Table showing Respondents opinion on the Slogan “Daily Discounts, Daily Savings….”

Highly Satisfied 18 15%
Satisfied 62 51.66%
Neutral 27 22.50%
Dissatisfied 11 9.17%
Highly Dissatisfied 2 1.67%
Total 120 100%
ANALYSIS
From the above table, 15%% of respondents are highly satisfied, 51.66% of respondents are
satisfied, 22.50% of respondents are neutral, 9.17% of respondents are dissatisfied and 1.67%
of respondents are highly dissatisfied with D mart’s slogan respectively.
Graph No. 4.18

Graph showing Respondents opinion on the Slogan “Daily Discounts, Daily Savings….”
60% 51.66%
50%
40%
30% 22.50%
15%
20% 9.17%
10% 1.67%
0%
Highly Satisfied Neutral Dissatisfied Highly
Satisfied Dissatisfied
INTERPRETATION
From the above graph, nearly 51.66% of respondents are satisfied and 22% of respondents
are neutral i.e. neither satisfied nor dissatisfied with the D mart’s slogan respectively.

Table No 4.19
Table showing Offers and Discount Price Compared to D mart to other Stores

Very High 30 25%
Slightly High 32 26.67%
Same 24 20%
Slightly less 30 25%
Very Less 4 3.33%
Total 120 100%
ANALYSIS
From the above table, 25% of respondents said D mart’s offers and price discounts are very
high and 26.67% of respondents said D mart’s offers and price discount are slightly high
compared to other stores.
Graph No. 4.19

Graph showing Offers and Discount Price Compared to D mart to other Stores
26.67%
30% 25% 25%
25% 20%
20%
15%
10%
3.33%
5%
0%
Very High Slighty High Same Slighty less Very Less
INTERPRETATION
From the above Graph, 25% of respondents said D mart’s offers and price discounts are very
high and 26.67% of respondents said D mart’s offers and price discount are slightly high
compared to other stores.

Table No 4.20
Table showing the Respondents Interest in Checking out New Products or Services from
D mart

Interested 72 60%
Some What Interested 20 16.67%
Neutral 19 15.83%
Not interested 3 2.50%
Not at All Interested 6 5%
Total 120 100%
ANALYSIS
From the above table, 60% of the respondents are interested and 16.67% of Respondents are
somewhat interested in checking out new products or services from D mart respectively.
Graph No. 4.20

Graph showing the Respondents Interest in Checking out New Products or Services
from D mart
70%
60%
60%
50%
40%
30%
20% 16.67% 15.83%
10% 2.50% 5%
0%
Interested Some What Neutral Not interested Not at All
Interested Interested
INTERPRETATION
From the above Graph, 60% of the respondents are interested and 16.67% of Respondents are
somewhat interested in checking out new products or services from D mart respectively.

Table No 4.21
Table showing Respondents opinion on what Improvement D mart Should Focus On
Providing Good Services 30 25%
Taking Timely Feed Back 20 16.66%
Providing Quality Goods 24 20%
Availability of Variety of Goods 21 17.50%
Provide Gifts and Discounts 20 16.67%
Better Brand Image Development 5 4.17%
Total 120 100%

ANALYSIS
From the above table, 25% of the respondents said D mart needs to improve it service
activity, 16.66% of respondents said D mart should focus on taking timely feedback, 20% of
respondents said D mart need provide good quality of goods, 17.50% of respondents said D
mart should focus on availability of variety of goods, 16.67% of respondents said D mart
needs provide more gifts and offers and 4.17% of respondents needs to improve their better
brand image development.

Graph No. 4.21

Graph showing Respondents opinion on what Improvement D mart Should Focus On
30%
25%
25%
20%
20%
17.50%
16.66% 16.67%
15%
10%
5% 4.17%
0%
Providing Good Taking Timely Providing Availability of Provide Gifts Better Brand
Services Feed Back Quality Goods Variety of and Discounts Image
Goods Devlopment
INTERPRETATION
From the above graph, 25% of the respondents said D mart needs to improve it service
activity, 16.66% of respondents said D mart should focus on taking timely feedback, 20% of
respondents said D mart need provide good quality of goods, 17.50% of respondents said D
mart should focus on availability of variety of goods, 16.67% of respondents said D mart
needs provide more gifts and offers and 4.17% of respondents needs to improve their better
brand image development.

Table No 4.22
Table showing the Percentage of Respondents opinion on the Elements

Mentioned
Quality Choice Modes

Price of of of Promotional of
Elements Location Parking Products Products Service Offers Payment
Very
Good 40% 25% 25% 20% 30% 25% 30%
Good 41.67% 35% 34.17% 38.33% 26.67% 33.33% 25%
Ok 13.33% 29.17% 28.33% 30.83% 31.67% 30% 29.17%
Poor 1.67% 8.33% 10% 8.34% 8.33% 9.17% 13.33%
Very
Poor 3.33% 2.50% 2.50% 2.50% 3.33% 2.50% 2.50%
Total 100% 100% 100% 100% 100% 100% 100%

ANALYSIS
From the above table, most of the respondents are nearly 40%– 30% Respondent are have
very good perception on D mart’s location, parking, and price of the products, Quality of
products, choice of service, promotional offers and modes of payment. 41% - 25% of
respondents have good perception on D mart’s D mart’s location, parking, and price of the
products, Quality of products, choice of service, promotional offers and modes of payment.

Graph No. 4.22

Graph showing the Percentage of Respondents opinion on the Elements
Mentioned
45%
41.67%
40%
40% 38.33%
35% 34.17%
35% 33.33%
30.83% 31.67%
29.17% 30% 30% 30%29.17%
30% 28.33%
26.67%
25% 25% 25% 25%
25%
20%
20%
15% 13.33% 13.33%

10% 9.17%
10% 8.33% 8.34% 8.33%
5% 3.33% 2.50% 2.50% 2.50% 3.33% 2.50% 2.50%

1.67%
0%
Location Parking Price of Quality of Choice of Promtional Modes of
Products Products Service Offers Payment
Very Good Good Ok Poor Very Poor
INTERPRETATION
From the above table, most of the respondents are nearly 40%– 30% Respondent are have
very good perception on D mart’s location, parking, and price of the products, Quality of
products, choice of service, promotional offers and modes of payment. 41% - 25% of
respondents have good perception on D mart’s D mart’s location, parking, and price of the
products, Quality of products, choice of service, promotional offers and modes of payment.

CHAPTER 5
FINDINGS, CONCLUSION
AND SUGGESTIONS

CHAPTER 5
FINDINGS, CONCLUSION AND SUGGESTIONS
5.1 Findings
After thorough analysis and interpretation of data and research, the following
findings are derived.
 The maximum numbers of respondents are female and minimum numbers of

respondents are Male.
 The most of the respondents are fallen under the age group of 20 to 30 years.
Therefore we can assume this age group customers are most interested in shopping at
D mart.
 The maximum number of respondents about 23.33% of respondents visit D mart for
shopping twice in month
 Since 48% of the respondents have made less than 10000 shopping at D mart
purchases, it can be inferred that most of the respondents who visit D mart are middle
class families.
 The respondents about 40.83% of respondents check the price of the products when
purchasing in D mart.
 Most of the respondents almost 25% of the respondents visit D mart to purchase
groceries. And also prefer different categories of products because D mart offers
different categories of products under single roof.
 The respondents nearly 53.33% of respondents agreed that products sold at d mart
worth the price. So we can assume that products sold at D mart are cost effective.
 The 40% of the respondents like to purchase in D mart because they get variety of
goods under single roof.

 The most of respondents nearly 30% of respondents feel as a valued customer when
they get satisfying products in D mart.
 The most of the respondents almost 45% of respondents feel good satisfied with the
ambiance at the D mart with respect to lighting, temperature, and cleanliness
respectively.
 The maximum number of respondents rated 3 and 5 for the customer service agents
for treating the customer as an ideal customer.
 The maximum number of respondents, nearly 50% of the respondents is satisfied and
with the overall services provided by the D mart.
 The maximum number of respondents, nearly 51.67% of respondents agreed to D
mart’s marketing strategy gives importance to customer’s needs respectively.
 The maximum number of respondents, nearly 45% of the respondents prefers D mart
homes for shopping. Therefore we can assume that customers are aware about
different brands of D mart.
 The maximum number of respondents, nearly 40% of the respondents said that quality
is the most important factor to help in building D mart’s brand image.
 The almost 40.83% of respondents motivated by offers/discounts to shop at D mart
which are provided as a promotional offers by D mart.
 The maximum number of respondents, almost 41.66% of respondents agreed that the
D mart has reached all types of customer with its own marketing strategies.
 The maximum number of respondents ,nearly 51.66% of respondents are satisfied
With the D mart’s slogan “Daily Discounts, Daily Savings”
 The most of the respondents, nearly 25% of respondents said D mart’s offers and
price discounts are very high and compared to other stores.
 The 60% of the respondents are interested in checking out new products or services
from D mart respectively.

5.2 Conclusion
This study investigated the effect of customer profile and customer participation
on the developing brand value. The finding suggests that the organization apply
customer profiles into practical characteristics of products or service will raise the
customer perceived goods quality and further affects on customer relationship
management and developing brand performances. In this study, since the
condition is simulated, it can be argued that the effect would be greater when the
customers see their real profiles were used. Base on this study’s findings, the
impact of customer participation on goods quality and brand value will influence
the customer’s purchase. In this study, users did not actually interact with
representatives from the company. It can be argued that the effect would be
greater when the customers interact with real person. This process changes
customer’s attitude toward this organization and reflect on customer satisfaction,
loyalty and retention.
Although every effort was made to accomplish the scenarios of experiment

toward be a near-real environment, limitations do exist because the subjects knew
it is experiment and have different levels of perception as customers. These
would cause the inaccuracy of results between scenarios environment and the
real-world cases. Overall, this study explores the different dimensions of brand
development drawn from service research area. These findings can be considered
as the elements of building strong customer relationship and brand value that
ultimately is needed in order to survive in today’s competitive environment.

5.3 Suggestions
 The customer Profile is essential for any sales and marketing team.
 The D mart should focus on all dimensions of service quality; however they
should give more focus to the dimension of assurance and brand development
to increase the service quality.
 The customer service representative need focus on serving their customer
better form.
 D mart offers different categories of products under single roof but they need
to understand the needs of the customer and provide courteous services
efficiently in catering such needs.
 D mart should collect the feedback in time from the customers in order to
improve their services.
 As some of the respondents not satisfied with D mart store ambiance. So D

mart should improve the ambiance with respect to lighting, temperature, and
cleanliness and billing to improve the D mart performance.
 D mart still need to work on pricing strategy as some the respondents as not
feel any differences between D mart and other stores.
 Customers normally prefer while shopping, which have brand product lines,
quality of offerings at reasonable prices and convenient location. Therefore D
mart should have keen focus at these factors.
 The D mart should properly display their products along with price in their
shops, so that the customers know what is available.
 The D mart should interact with the customers to know their needs and
demands.
 D mart should take necessary promotional steps to attract the customers

towards different category of products especially kitchen appliance and home
appliance.

BIBLIOGRAPHY
Books
 S A Sherlekar: Marketing management

 V.Sramaswamy: Marketing Management
 Aaker D: Building Strong Brands
 Anderson , J.C., Narus , J.A : Marketing Management:
 Salberg.H : On the value of customer.
 Saunders.M, Lewis.P and Thornhill.A : Research Methods for Business.
Journals and Articles
 Bendapudi N, and Berry L.L. (1997) “Customers motivation for

maintaining relationships with service providers”, Journal of Retailing,
73(1), 15-37.
 Prokopis k. Theodoridis and Kalliopi C. Chatzipanagioto (2008)
“Store image attributes and customer satisfaction across different customer
profiles within the supermarket sector in Greece.”
 V.Mahalakshmi, A. Jhoncy, A. Geetha (2020) “A Study on Customer
Profiling.”
 Oliver .R.L(1981) “Measurement and evaluation of satisfaction process in
retail settings.” Jouranal retailing, Vol.57,PP.25-48.
 Dr.Geetha, “Distribution channels in Cement Industry, south Asian
Journal of . (2002) Marketing and Mangment Re-Search.” ISSN 2249-
877X, VOL 3, NO 22013.
 Wang, T. YA Correlational Study of Service Quality Relationship Quality
and Customers’ Loyalty for International Hotels in Taipei Tai-chung and
Kaohsiung Areas, Master thesis, Institute of Tourism Management in
NanHuaUniversity,Taiwan.
 IBM, (2008) “A Blueprint for Customer Relationship Management in the
Travel Industry.”
 Tanner, J.F.Jr., “Buyer Perceptions of the Purchase Process and Its
Effect on Customer Satisfaction,” Industrial Marketing Management,
Vol.25, 1996, pp.125-133.
MAGAZINES
 Business line
 Business Touch
 Entrepreneur
Websites
 http://www.wikipedia.org.in
 https://shodhganaga.inflibner.ac.in
 https://www.topper.com
 https://www.import.io
 http://www.investopedia.com
 https://www.dmartindia.com
ANNEXURE
QUESTIONNAIRE
I am PRIYA.M pursuing in 4th semester M.com at Vidyavahini Post Graduate College,
Tumakuru. As a part of my study I am doing a dissertation work on “IMPACT OF IDEAL
CUSTOMER PROFILE ON DEVLOPING THE BRAND VALUE WITH RESPECT
TO D MART PRIVATE LIMITED, TUMAKURU”. So I would request you to spend a
few minutes of your valuable time to fill this questionnaire which will be of great help for my
study. The information provided by you will be kept confidential and used for the academic
purpose only.
PART A
NAME: …………………………………………………………..
GENDER: a) Male [ ] b) Female [ ]
AGE: a) Below 20[ ] b) 20-30[ ] c) 30-45 [ ] d) Above 45[ ]
PART B
1) How frequently you visit D mart?

a) Once in a week [ ] b) Twice in a month [ ]
C) During special occasions [ ] d) whenever the need arises [ ]
2) Level of shopping in D mart?

a) Below 10000 [ ] b) Below 20000 [ ]
C) Below 30000 [ ] d) Below 30000 [ ]
3) What do you normally see for, in products?

a) Durability [ ] b) Price [ ]
C) Prestige [ ] d) Uniqueness [ ]
4) Which category of product do you prefer to buy frequently?
a) Groceries [ ]
b) Beauty products [ ]
c) Garments/cloths [ ]
d) Kitchenware [ ]
e) Home appliances [ ]
f) Footwear [ ]
g) Others [ ]
5) Product sold at D mart, holds good value for money?

a) Strongly agree [ ]
b) Agree [ ]
c) Neutral [ ]
d) Disagree [ ]
e) Strongly disagree [ ]
6) Which of the following services rendered by the D mart make your purchasing experience more
satisfactory?
a) Variety Goods [ ]
b) Multiple billing counter [ ]
c) Trendy and latest Fashion [ ]
d) Customer Services [ ]
e) Purchase system [ ]
7) What makes you feel valued as a customer?

a) Rewards [ ]
b) Customer Service [ ]
c) Satisfying products [ ]
d) Satisfying Price [ ]
e) Customer Centric [ ]
8) How do you find the ambiance at the D mart store with respect to lighting, temperature and cleanliness?
a) Excellent [ ]
b) Very Good [ ]
c) Average [ ]
d) Bad [ ]
e) Very Bad [ ]
9) Rate, the customer service representative make you feel valued as a ideal customer?
a) 1 b) 2 c) 3 d) 4 e) 5
10) Do you satisfied with the overall service provided by D mart?

a) Highly Satisfied [ ]
b) Satisfied [ ]
c) Neutral [ ]
d) Dissatisfied [ ]
e) Highly Dissatisfied [ ]
11) Does D mart’s marketing strategy gives importance to customer’s needs?

a) Strongly agree [ ]
b) Agree [ ]
c) Neutral [ ]
d) Disagree [ ]
e) Strongly Disagree [ ]
12) Which brands of D mart do you prefer for shopping?

a) D mart Homes [ ]
b) D Mart Minimax [ ]
c) D Mart Ready [ ]
d) D Mart Premia [ ]
13) Which of the following, according to you help to build a good brand image on D mart?
a) Quality [ ]
b) Communication Strategies [ ]
c) Competitive Price [ ]
d) Good value added services [ ]
e) Availability of adequate Stock [ ]
14) What are the Promotional tools adopted by the D Mart Retailer, Which Motivate you to shopping more
in D Mart?
a) Coupons [ ]
b) Membership Card [ ]
c) Offer/Discount [ ]
d) Free Packing Offers [ ]
e) Promo Code [ ]
15) Do you think D Mart has reached all types of customers?
a) Strongly Agree [ ]
b) Agree [ ]
c) Neutral [ ]
d) Disagree [ ]
e) Strongly Disagree [ ]
16) Do you Satisfied with the Slogan “Daily Discount, Daily Savings….” While shopping at D mart?
a) Highly Satisfied [ ]
b) Satisfied [ ]
c) Neutral [ ]
d) Dissatisfied [ ]
e) Highly Dissatisfied [ ]
17) Offers and Price Discounts Compared to D Mart to Other Stores?

a) Very High [ ]
b) Slightly High [ ]
c) Same [ ]
d) Slightly Less [ ]
e) Very Less [ ]
18) Would you be interested in checking out the other new product or services in D mart?
a) Interested [ ]
b) Some What interested [ ]
c) Neutral [ ]
d) Not Interested [ ]
e) Not at All Interested [ ]
19) What sort of improvement, that D Mart Should focus on?

a) Providing Good Services [ ]
b) Taking Timely Feedback [ ]
c) Providing Quality Goods [ ]
d) Availability of Variety of Goods [ ]
e) Provide Gifts and Discounts [ ]
f) Better Brand Image Development [ ]
20) How do you Rate the following Elements of D mart?
Elements Very good Good Ok Poor Very Poor
Location
Parking
Price of products
Quality of Products
Choice of Service
Promotional offers
Modes of payment
Give your Suggestion to improve the services provided by the D mart……………….
………………………………………………………………………………………......
…………………………………………………………………………………………..
I heart fully thank you for spending your valuable time to complete this questionnaire.
Date:
Signature of Respondent

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TUMKUR UNIVERSITY

Submitted in partial fulfillment of the requirements of Tumkur University for

UNDER THE GUIDANCE OF

Mr. K PRUTHVI RAJ CHAVAN MBA, [PHD]

VIDYAVAHINI POST GRADUATE COLLEGE

I do hereby declare that the Dissertation certified “A STUDY ON IMPACT

Place: Tumkur. PRIYA.M

VIDYAVAHINI POST GRADUATE COLLEGE

K PRUTHVI RAJ CHAVAN MBA, [PHD]

Certified that this Dissertation entitled “A STUDY ON IMPACT OF IDEAL

VIDYAVAHINI POST GRADUATE COLLEGE

CERTIFICATE FROM THE INSTITUTION

This is to certify that PRIYA.M bearing register number: REG NO

Mr. K PRUTHVI RAJ CHAVANMBA, [PHD] Mr.PRASHANTH KUMAR A P M.TECH

It gives me a great pleasure to thank Department of Commerce, VVPGC & Tumkur

I heartily thank Mr. K PRUTHVI RAJ CHAVAN, Coordinator, Vidyavahini Post

I am grateful to my project guide Mr. K PRUTHVI RAJ CHAVAN, PG Department

Sl. No Title Page .No

2 Research Design 25-33

3 Company Profile 34-47

4 Data Analysis and Interpretation 48-75

5 Findings, Conclusion and Suggestions 76-80

Sl.N0 Title Page .No

4.1 The Table Showing Gender of Respondents 50

4.2 Table Showing Age Group of Respondents 51

4.3 Table Showing Respondents Frequent visits to D mart 52

4.4 Table Showing Level of Purchase at D mart by Respondents 53

4.5 Table Showing What Respondents Typically See in Products 54

4.6 Table showing the Categories of the Products, Preferred by the 55

Sl.N0 Title Page .No

4.2 Graph Showing Age Group of Respondents 51

4.3 Graph Showing Respondents Frequent visits to D mart 52

4.4 Graph Showing Level of Purchase at D mart by Respondents 53

4.5 Graph Showing What Respondents Typically See in Products 54

4.6 Graph showing the Categories of the Products, Preferred by the 56

VIDYAVAHINI POST GRADUATE COLLEGE, TUMKUR Page 1

1.1 Introduction to Marketing

1.2 Meaning of Marketing

Marketing refers to activities a company undertakes to promote the buying or

Professionals who work in a corporation's marketing and promotion departments

VIDYAVAHINI POST GRADUATE COLLEGE, TUMKUR Page 2

1.3 Definition of Marketing

According to the American Marketing Association (AMA) Board of Directors,

1.4 4Ps of Marketing

A product is defined as a bundle of attributes (features, functions, benefits, and uses)

Thus a product may be an idea, a physical entity (goods), or a services or any

VIDYAVAHINI POST GRADUATE COLLEGE, TUMKUR Page 3

Place (or Distribution)

Distribution refers to the act of marketing and carrying products or

In the four Ps, distribution is represented by place or placement.

According to the Association of National Advertisers (ANA), promotion

Examples include coupons, sweepstakes, rebates, premiums, special packaging,

VIDYAVAHINI POST GRADUATE COLLEGE, TUMKUR Page 4

1.6 Definition of Brand

1.7 Types of Brand

 Corporate Brands: Corporate branding is a way for companies to market

1.8 Brand Value

VIDYAVAHINI POST GRADUATE COLLEGE, TUMKUR Page 5

1.9 Building the Brand Value

1. Marketing and advertising

2. Ambassadorship and sponsoring

VIDYAVAHINI POST GRADUATE COLLEGE, TUMKUR Page 6

Providing great customer experiences is a powerful way to boost brand equity. As