Dmart.docx

“CONSUMER BUYING BEHAVIOUR OF D-MART”

EXECUTIVE SUMMARY

Impulsive purchasing, generally known as a consumer’s unplanned purchase is an important part of buyer’s behaviour. The objective of the project is customer’s buying behaviour about D-Mart, to measure the level of satisfaction derived by the shoppers at D-Mart and to assess the future relationship between the retailer and his customers. The study is based on the primary data collected from D-Mart in Navi-Mumbai with the help of a structured questionnaire. We were taken the 100 sample from Navi-Mumbai to know the customer’s buying behaviour. Out of 100 samples, the samples are filled up 31% of house wife, 28% of service person, 23% of businessmen and 18% of student. The highest samples are filled up by house wife it show the house wife mostly go to the D-Mart. According to our research we detected that the customer’s purchase from D-Mart because of their offers and good quality products. The findings of the study states that consumer’s impulsive buying behaviour and customer satisfaction are linked with buying behaviour performance. The survey report of the consumer’s buying behaviour about the products quality & preference of D-Mart. It is the study of various parameters of behaviour of consumer toward D-Mart and relates to the theoretical aspect. It gives a glance toward the psyche of buyers, their needs and expectations for purchasing the product of D-Mart.

INDEX

Ch. No.

Sub. No.



Executive summary

1.

Introduction to the study 1.1

Introduction of the study

1.2

Objectives of the study

1.3

Research methodology

1.4

Scopes of the study

1.5

Significance of the study

1.6

Limitation of the study

2.

Introduction to the organization 2.1

Introduction to the Industry

2.2

Company profile

2.3

History of the Organization

2.4

Subsidiaries of the Company

2.5

Organization structure

2.6

Statistical information

2.7

Future prospect

3.

Theoretical background 3.1

4.

Particular

Basic concepts Data analysis and interpretation

Page No.

5.

Finding and observation

6.

Conclusions and suggestions 6.1

Suggestions

6.2

Conclusions



Bibliography



Appendix

1.1

INTRODUCTION OF THE STUDY

We have got theoretical knowledge from the business school. We also required some practical knowledge even and that is we are getting from making a project report in the any company and it is a marketing research report. All things done so that is must be goal oriented means any work we have doing that have his own objectives are required for the success. So this type the marketing research report have requires his own objective and that is customers of D-Mart are buying or not. If yes then it is good for the company or if it is no then which thing that the company requires to do for the customer buying from D-Mart. If they are not satisfied by his price, quality of product, service etc. Above of which reason affects for the buying behaviour that is we have finding by this research of D-Mart and how that is remedies by the different way and the company can increases his selling and make market leader.

1.2

OBJECTIVES OF THE STUDY



To scan the customer buying behaviour.



To know availability of varieties of products.



To know about affordable price for everyone.



To know the customer satisfaction level.



To study of availability of offers and services.



To study of quality of products.



To determine the current status of D-Mart.



To find out customers response towards D-Mart.

1.3 RESEARCH METHODOLOGY

 RESEARCH DESIGN Research is a process of getting information about the product or service by using a strategy and plan so as to obtain answer of research question and control the variance.

In the marketing there are three types of research design that are descriptive research deign, exploratory research design, and experimental research design. We are using in this report first one descriptive research design because in the descriptive research we are collects data by way of survey of customer, market area.

 DATA COLLECTION METHOD There are two types of data sources 1) Primary data sources 2) Secondary data sources

Primary Data a) Questionnaires b) Personal interaction Primary data can be collected through the questionnaires. Which contain the different question to measure the customers buying behaviour. Primary data sources are very useful for research.

Secondary data a) Company websites b) Related information from internet c) Company reports d) Marketing books Secondary data can collected through marketing books, internet and other sources.

 RESEARCH INSTRUMENT We have used questionnaire as a research instrument which consisted of structured questions and they were of open ended and close ended questions, dichotomous question, multiple choice question, rank order scaling question.

 RESEARCH APPROACH In our marketing research survey we had collected primary data through survey research. Survey best suited for descriptive research and it is only concerned with getting practical knowledge. We had undertaken survey to learn about people’s satisfaction and buying behaviour of D-Mart.

 POPULATION We have taken the responses of 100 people and selected in Navi-Mumbai district people as the target audience where questions were asked.

 SAMPLING PLAN Sampling Unit Customers of D-Mart. Sampling Area Here the survey was made from Navi-Mumbai . Sampling method Non - Probability Convenient sampling for collecting Information. Sampling size 100 samples are surveyed.

 CONTACT METHOD We conducted personal interview because it is helpful in asking more questions and in taking suggestions about the product from the respondent.

 SAMPLING CONFIGURATION Sampling configuration means to take the samples from the market as on his arrangement for taking samples from the whole population. We have taken samples from Navi-Mumbai district for the marketing research.

1.4

SCOPES OF THE STUDY

Since the study is on D-Mart shopping the detail study of the D-Mart is been conducted about its customers and buying behaviour of customers of D-Mart in Mishanga district. 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 100 questionnaires were designed of 15 questions and response is collected from the customers who are visiting the D-Mart. For data collection Random Sampling Method was adopted.

1.5

SIGNIFICANCE OF THE STUDY



Research says about customer buying behavior towards D-Mart in Navi-Mumbai



The research is also important to identify market size, growth and market potential of DMart in Navi-Mumbai



The research shows future scenario of D-Mart in current perspective.



The study shows opportunities and challenges for D-Mart respect of internal and external environment.



Research say about main competitors in the field of organized retain sectors.



The study provides guideline to further extension of D-Mart in Navi-Mumbai

1.6

LIMITATION OF THE STUDY

This research is conducted on a sample size, so it might be possible that the information given by such respondents may not match with the replay of total customer of the DMart. 

The study was restricted to only the customers of D-Mart.



The result and analysis based on the customer survey method and small sample size has taken only 100.



Findings are related to particular areas.



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

2.1

INTRODUCTION TO THE INDUSTRY

Retail industry in India is undoubting one of the fastest growing retail industries in the world. It is the largest among all industries accounting to 10 per cent of the country GDP and employs around 8 per cent of the workforce. India has seen a drastic shopping revolution in terms of format and consumer buying behaviour.

From shopping centers to multi-storied malls to huge complexes offering shopping, entertainment and food all under one roof and it is because of this trend that the retail industry is witnessing a revolution as many new format markets like hypermarkets, supermarkets, department stores have made their way in the market.

India has also been world’s top sourcing destination in 2016-17 and the share in this category is 55 per cent. In India, a major chunk of the middle class and also the untapped market of retail is an attractive force for all the retail giants from across the globe.

Our working population with a median age of 24 years, along with emerging opportunities in the retail sector is one of the major factors of the growth in the retail industry of the India. As many new businessmen are entering the industry, there is expected to be a growth in the retail sector.

India is still largely an unorganized retail market where maximum retailers operate in less than 500 sq. ft. of space. The total retail industry is estimated at 9 lakh crore of which the organized sector accounts for a mere 9 percent indicating a huge potential market opportunity that is lying in the waiting for the consumer-savvy organized retailer.

Today, the organized players have ventured into each and every retail category. The purchasing power of Indian consumer is growing in categories like apparels, cosmetics, shoes, watches, beverages, food and even jewelry.

Due to the large scope of business and high growth potential, India is attracting investors across the globe. In FDI Confidence Index, India ranks 8th (after U.S., Germany, China, UK, Canada, Japan, and France.

The expansion of middle class has led to higher purchases of luxury products and brand consciousness. Significant growth in discretionary income and changing lifestyles are among the major growth drivers of Indian retail industry.

With GST taking its shape, it has helped the retailers simplify its tax structure. This will lead to better supply chain structure, better cash flows, pricing, and profitability

2.2

COMPANY PROFILE

 Type of Organization Public

 Type of Industry Retailing

 Founded 15th May, 2002

 Founder Radhakishan Damani

 Parent Avenue Supermarts Ltd. (ASL)

 Number of Location 140

 Headquarter Mumbai, India

 Products Department stores

 D-Mart Mumbai office address Anjaneya Cooperative Housing Society Ltd., Opposite Hiranandani Foundation School, Orchard Avenue, Powai, Mumbai, Maharashtra India- 400076

 Revenue $1.86 Billion (2016-17)

 Net Income $74.64 Million (2016-17)

 Website http://www.dmartindia.com/

 D-Mart customer care number for support & Help +91 22 33400500

 D-Mart customer care officially E-Mail address [email protected]

 D-Mart page for feedback & complaints http://www.dmartindia.com/feedback

 Company Promoters Radhakishan S. Damani Gopikishan S. Damani Shrikantadevi R. Damani Kirandevi G. Damani Bright Star Royal Palm Trust Bottle Palm Trust Mountain Glory Trust Gulmohar Trust Karnikar Trust

 Company contact information Avenue Supermarts Limited B – 72/72A, Wagle Industrial Estate, Road No. 33, Kamgar Hospital Road, Thane – 400 604 Phone: 022 3340 0500 Fax: 022 3340 0599 Email: [email protected]

2.3

HISTROTY OF THE ORGANISATION

D-Mart is a chain of hypermarket and supermarket in India started by Radhakishan Damani in Powai in the year of 2002 and head office is located in Mumbai, Maharashtra. As of 2017, it has 140 stores spread across Maharashtra, Andhra Pradesh, Telangana, Gujarat, Madhya Pradesh, Chhattisgarh, Rajasthan, National Capital Region, Tamil Nadu, Karnataka, Daman and Diu and Punjab. The company shows a good pace in advancing towards expanding across India.

The retailer has 29 stores in 2016 in Maharashtra and Gujarat, and is likely to double that number in the next two years. A executive said, on condition of anonymity, D-Mart will add 10-15 large format stores of 30,000- 40,000 sq. ft every year for the next two years.

The supermarket chain of D-Mart stores is owned and operated by Avenue Supermarts Ltd. (ASL). The brands D-Mart, D-Mart Minimax, D-Mart Premia, D Homes, Dutch Harbour, etc are brands owned by ASL.

D-Mart time to time gives offers to their consumers and discount in all major brands. Company operates and manages all its stores. Company also operate distribution centre’s and packing centre’s which form the backbone of the supply chain to support its retail store network. Company has 21 distribution centers and six packing centre’s in Maharashtra, Gujarat, Telangana and Karnataka.

Company is among the largest and the most profitable F&G (Food & Grocery) retailer in India. Company offers a wide range of products with a focus on the Foods, Non-Foods (FMCG) and General Merchandise & Apparel product categories. D-Mart is planning to grow their business in more places or cities.

Industry observers said D-Mart enjoys an edge due to its combination of large stores and a value platform. D-Mart is a one-stop supermarket chain that aims to offer customers a wide range of home and personal products under one roof. Each D-Mart store stocks home utility products – including food, toiletries, beauty products, garments, kitchenware, bed and bath linen, home appliances and more – available at competitive prices that our customers appreciate. Our core objective is to offer customers good products at great value.

2.4

SUBSIDIARIES OF THE COMPANY

 Avenue Food Plaza Private Limited

Avenue Food Plaza Private Limited is a Private incorporated on 08 June 2004. It is classified as Non-govt. Company and is registered at Registrar of Companies, Mumbai. Its authorized share capital is Rs. 1,00,000 and its paid up capital is Rs. 1,00,000. It is involved in Restaurants, bars and canteens. Directors of Avenue Food Plaza Private Limited are Prakash Nand Kishore Pachisia, Navinchandra Nishikant Nerurka. Its Email address is [email protected] and its registered address is Anjaneya CHS Limited, Orchard Avenue, Opp. Hiranandani Foundation School, Powai, Mumbai MH 400076 IN.

 Align Retail Trades Private Limited

Align Retail Trades Private Limited is a Private incorporated on 22 September 2006. It is classified as Non-govt. Company and is registered at Registrar of Companies, Mumbai. Its authorized share capital is Rs. 20,000,000 and its paid up capital is Rs. 20,000,000. It is involved in Non-specialized retail trade in stores. Directors of Align Retail Trades Private Limited are Prakash Nand Kishore Pachisia, Navinchandra Nishikant Nerurkar. Its Email address is [email protected] and its registered address is Plot No. C-40, TTC Industrial Area, Village Pawane, Thane Belapur Road Navi Mumbai MH 400705 IN

 Nahar Seth & Jogani Developers Private Limited

Nahar Seth & Jogani Developers Private Limited is a Private incorporated on 21 February 2014. It is classified as Non-govt. Company and is registered at Registrar of Companies, Mumbai. Its authorized share capital is Rs. 1,000,000 and its paid up capital is Rs. 1,000,000. It is involved in Building of complete constructions or parts thereof; civil engineering. Directors of Nahar Seth & Jogani Developers Private Limited is Ramakant Baheti and Gopikishan Shivkishan Damani. Its Email address is [email protected] and its registered address is 903, Dalamal House, 206, J. B. Marg, Nariman Point, Mumbai City MH 400021 IN

2.5

ORGANIZATION STRUCTURE

Store Manager Asst. Store Manager

Dept. Manager

Asst. Dept. Manager Team Leader Team Member

Customer Service Dept.

HR

Visual Merchandise

Asst. HR

Administration

Maintenance

House Keeping

Marketing

Security

Cashing Dept Cashier

Info Tech

2.6

STATISTICAL INFORMATION

Rs. (in crore) Year

Total Assets

Total Revenue

Net Sales

Profit After Tax

2014

1,490.0

3,350.96

3,334.62

92.34

2015

1,791.25

4,699.32

4,680.60

159.65

2016

2,347.80

6,454.39

6,433.52

211.39

2017

3,081.54

8,599.63

8,651.96

318.24

2018

5,802.15

11,912.41

11,956.82

482.64

Net sales 10% 34%

13%

2014 2015

2016 18%

2017 2018

25%

2.7

FUTURE PROSPECT

 Mission

“ To be the lowest priced retailer in the area of operation/ city/ region.”

 Vision

It is our continuous endeavor to investigate, identify & make available new product categories for customer’s everyday use & at the best values than anybody else

3.1 BASIC CONCEPTS

 DEFINITIONS

Marketing: “Marketing is the performance of business activities that direct the flow of goods and services from producer to consumer or user”. AMA Research: Research is a structured inquiry that utilizes acceptable scientific methodologies to slove problems and creates new knowledge that is general acceptable.

Marketing Research “Marketing research is the systematic design, collection analysis and reporting of data and findings relevant of a specific marketing situation facing the company”. Dr. Philip Kotler Consumer Buying Behaviour Consumer buying behaviour is the sum total of a consumer’s attitudes, preferences, intentions, and decisions regarding the consumer’s behaviour in the marketplace when purchasing a product or service. The study of consumer behaviour draws upon social science disciplines of anthropology, psychology, sociology, and economics.

 THE BUYING DECISION PROCESS: THE FIVE STAGES MODEL

Problem Recognition

Information Search

Evaluation Alternatives

Purchase Decision

Post-purchase Behaviour

The consumer typically passes through five stages before he purchases: problem recognition, information search, evaluation of alternatives, purchase decision, and post purchase behaviour. Consumers may skip or reverse some of these steps. These steps may differ between first time buyers and regular or repetitive purchases.

Problem Recognition The buying process starts once the consumer recognizes a problem or need triggered by internal or external stimuli. A consumer’s buying behaviour is influenced by cultural, social, and personal factors such as reference groups, family, and social roles and statuses. Reference groups have a direct or indirect influence on consumers’ attitudes and behaviour. Information Search Search through social networking sites is on rise as consumers are turning to social media channels for their information search phase during decision making process. Influencers within the social media channels can have a significant impact on consumer behaviour without even having any direct contact with the online visitor. Evaluation of alternatives Marketers, on behalf of their firms, generate content on social media to engage consumers actively. Researchers have concluded that engagement in social media brand communities leads to a positive increase in purchase expenditures. Moreover, a large number of alternatives options are constantly evaluated every minute by consumers. Due to the engagement of consumers and marketers through social media, consumers purchase decisions are often influenced by both user-generated content and marketer-generated content. Purchasing decision The purchase of products and services via the Internet could be considered by consumers as risky alternative due to the absence of personal contact, the inability to have physical product evaluation, and in some cases the lack of secure transactions. The efforts towards increasing the fundamental factor of trust in consumer behaviour could be supported with the use of social media channels, such as Facebook, YouTube, Twitter, and corporate blogs as they enhance the feeling of social presence. In addition, consumers could use social media as a communication tool which will help them decide what to buy.

Post purchase behaviour Once a consumer has purchased a product or service he might notice that there are certain features which do not meet his initial perceptions or expectations. In other occasions, he might listen to positive comments about similar brands which might also shake his confidence regarding the product he purchased. A satisfied customer is likely to repeat the purchase again but also share his positive views about the brand in blogs and other social networking platforms. Consumers could also express their negative opinion about a brand based on their personal experience

 TYPES OF CONSUMER BUYING BEHAVIOUR

1. Complex buying behaviour Consumers go through complex buying behaviour when they are highly involved in a purchase and aware of significant differences among brands. Consumers are highly involved when the product is expensive, bought infrequently, risky and highly self-expressive. Typically the consumer does not know much about the product category and has much to learn.This buyer will pass through a learning process characterized by first developing beliefs about the product, then attitudes, and then making a thoughtful purchase choice. 2. Dissonance- Reducing buying behaviour Sometimes the consumer is highly, involved in a purchase but sees little difference in the brands. In this case, the buyer will shop around to learn what is, available but will buy fairly quickly because brand differences are not pronounced. The consumer will be alert to information that might justify his or her decision. The consumer will first act, then acquire new beliefs and end up with a set of attitudes. Here marketing communications should aim to supply beliefs and evaluations that help the consumer feel good about his or her brand choice.

3. Habitual Buying Behaviour: A typical consumer’s involvement in the buying process is low because the consumer doesn’t see much difference between available brands in habitual buying behaviour. The purchase of a food commodity such as a sack of flour or sugar is a good example. 4. Variety-Seeking Buying Behaviour: Some buying situations are characterized by low consumer involvement but significant brand differences. Here consumers are often observed to do a lot of brand’ switching. An example occurs in purchasing cookies. The consumer has some beliefs, chooses a brand of cookies without much evaluation, and evaluates it during consumption. But next time, the consumer may reach for another brand out of boredom or a wish for a different taste. Brand switching occurs for the sake of variety rather than dissatisfaction.

Que:- 1 Which store first comes to your mind when you think to purchasing a product?

Frequency

Percent

Valid Percent

Cumulative Percent

D-Mart

76

76.0

76.0

76.0

V-Mart

5

5.0

5.0

81.0

Store

14

14.0

14.0

95.0

Other Malls

5

5.0

5.0

100.0

Total

100

100.0

100.0

Valid

Interpretation: Here, we have targeted to the person who are purchasing from D-Mart. As per the survey report we found that out of 100 customers 76% customers gave responded to D-Mart, V-Mart is 5%, Store is 14% and Other Malls is 5%. We can interpret that the D-Mart is more powerful attract with the purchasing as compare to any other superstore or small store.

Que:- 2 How frequently do you visit a D-Mart?

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

Weekly

5

5.0

5.0

5.0

Monthly

83

83.0

83.0

88.0

Yearly

12

12.0

12.0

100.0

Total

100

100.0

100.0

Interpretation:

Here, we have asked this question to know how frequently they are visit D-Mart. In response, we got that out of 100 customers only 5% consumer’s visit weekly, 83% consumers visit monthly and 12% consumers visit yearly. No one can prefer for a daily purpose. It means majority of consumers like D-Mart for monthly shopping purpose.

Que:- 3 Reason behind to purchase from D-Mart?

Frequency

Percent

Valid Percent

Cumulative Percent

Price

32

25.6

25.6

25.6

Offers

54

43.2

43.2

68.8

Quality

26

20.8

20.8

89.6

Service

13

10.4

10.4

100.0

Total

125

100.0

100.0

Valid

Interpretation:

Here, we have asked on what basis people purchase from D-Mart. From the above information we found that, 54 number of consumers give response to the offers of D-Mart i.e. 43.2% because D-Mart provide different offers to the customers, 32 number of consumers give response to the price of products of D-Mart i.e. 25.6%. Mostly respondent like offers and price of D-Mart and 26 and 13 customers are attracted to purchase from D-Mart by quality and service.

Que:- 4 For monthly purchasing you prefer?

Frequency

Percent

Valid Percent

Cumulative Percent

D-Mart

87

87.0

87.0

87.0

Store

11

11.0

11.0

98.0

Aadhaar Mall

2

2.0

2.0

100.0

Total

100

100.0

100.0

Valid

Interpretation:

On the basis of survey we got that for monthly purchasing most of the customers prefer D-Mart as compare to any other i.e. 87 responded gave first priority to D-Mart for monthly purchasing. 11 responded prefer store and only 2 customers select Aadhaar mall and no one can prefer VMart for monthly purchasing.

Que:- 5 Types of products you prefer to first purchase? (Please give ranks) Rank 1

Rank 2

Rank 3

Rank 4

Rank 5

13

24

26

32

5

20

32

24

12

42

22

20

Clothes

18

17

Stationary

7

5

Grocery Food Items House Hold

Total

Rank

Grocery

308

3

12

Food Items

336

2

13

3

House Hold

387

1

14

25

26

Clothes

276

4

16

18

54

Stationary

193

5

450 400 350 300 250 200

150 100 50 0 Grocery

Food Items

House Hold

Clothes

Stationary

Interpretation:

Here, we asked this question to know that first and last priority of the customers. From the survey we found that 42 customers give first rank to house hold and 54 customers give fifth rank to the stationary. And other gave second, third & fourth rank to food items, grocery and clothes respectively. It means most of the customers prefer house hold items as a first preference and stationary as a last preference.

Que:-6 Offers of D-Mart as compare to other?

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

Same

28

28.0

28.0

28.0

Low

8

8.0

8.0

36.0

High

64

64.0

64.0

100.0

Total

100

100.0

100.0

Interpretation:

Here, we asked this question to know that offers given by D-Mart as compare to other is same or not. From the survey we found that 64% give responds to the offers of D-Mart has high compare to any other, 28% give responds that offers of D-Mart and other is same, and remaining 8% give responds that there is a low offers as compare to any other.

Que:- 7 Rank the price of D-Mart on the basis of your evaluation?

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

1

9

9.0

9.0

9.0

2

19

19.0

19.0

28.0

3

24

24.0

24.0

52.0

4

37

37.0

37.0

89.0

5

11

11.0

11.0

100.0

Total

100

100.0

100.0

Interpretation:

Here, we give 1st rank of price for highly dissatisfied and 5th rank of price for highly satisfied. From the survey report 11% customers out of 100% customers give 5th rank it means they are highly satisfied with the price of D-Mart, 37% respondents give 4rd rank it means they are satisfied with the price, 24% customers give 3rd rank it saws that they are fair with the price, 19% respondents are dissatisfied because they are giving 2nd rank to the price, 9% customers are highly dissatisfied because they are giving 1st rank to the price.

Que:- 8 Level of shopping from D-Mart?

Frequency

Percent

Valid Percent

Cumulative Percent

Below Rs.500

2

2.0

2.0

2.0

Below Rs.1000

21

21.0

21.0

23.0

Below Rs.3000

43

43.0

43.0

66.0

More thanRs.3000

34

34.0

34.0

100.0

Total

100

100.0

100.0

Valid

Interpretation: As per the above information we interpret that, 43 customer’s out of 100 customer’s level of shopping from D-Mart is below Rs. 3000 while 34 customer’s level of shopping from D-Mart is more than Rs. 3000, and rest of 21% and 2% customer’s level of shopping from D-Mart is respectively below Rs. 1000 and below Rs. 500. So from this analysis it is observe that D-Mart is affordable for every income group.

Que:- 9 Which is your mode of payment in D-Mart?

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

Cash payment

77

77.0

77.0

77.0

Debit Card

22

22.0

22.0

99.0

Credit Card

1

1.0

1.0

100.0

Total

100

100.0

100.0

Interpretation:

Here, as per the above chart, it is clear that 77% customers out of 100% have preferred to make payment as a cash basis and 22% customers give preference to the debit card for payment and remaining 1% use credit card for payment. So we can say that customers are more convenient to make payment by cash than by debit card.

Que:- 10 How much time do you spend in a visit to D-Mart?

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

4

4.0

4.0

4.0

Half an hour to 1 hour

26

26.0

26.0

30.0

1 hour to 1 1/2 hour

42

42.0

42.0

72.0

More than 1 1/2 hour

28

28.0

28.0

100.0

Total

100

100.0

100.0

Less than half an hour

Interpretation: Here, we asked this close ended question to check how much time they spend into D-Mart. In response we found that majority of the respondents i.e. 42 customers out of 100 spend between 1 hour to 1 ½ hour into D-Mart, 28 customers spend more than 1 ½ hour, 26 customers spend between half an hour to 1 hour and 4 customers spend less than half an hour.

Que:- 11 Which time of the day do you mostly prefer to visit D-Mart?

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

10 am - 1 pm

8

8.0

8.0

8.0

1 pm - 3 pm

29

29.0

29.0

37.0

3 pm - 6 pm

50

50.0

50.0

87.0

6 pm - 10 pm

13

13.0

13.0

100.0

Total

100

100.0

100.0

Interpretation: Here, we asked this close ended question to know which time of the day mostly customers prefer to visit D-Mart. As per the survey of 100 responded we got that 50% customers prefer between 3 pm to 6 pm, 29% customers visit between 1 pm to 3 pm, 13% customers visit between 6 pm to 10 pm and 8% customers visit between 10 pm to 1 pm.

Que:- 12 Distance between your house & D-Mart?

Frequency

Percent

Valid Percent

Cumulative Percent

Below 2 km

1

1.0

1.0

1.0

Below 5 km

3

3.0

3.0

4.0

Below 10 km

11

11.0

11.0

15.0

More than 10 km

85

85.0

85.0

100.0

Total

100

100.0

100.0

Valid

Interpretation: As per the chart, we found that majority of the customers i.e. 85% have distance between their house and D-Mart is more than 10 km. It shows the willingness of the customers towards company and its product as they have purchase from D-Mart. Here 11% customers have a distance below 10 km and remaining 3% and 1% have a distance between their house and DMart is below 5 km and below 2 km respectively.

Que:- 13 Are you happy with the location of D-Mart?

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

Yes

83

83.0

83.0

83.0

No

17

17.0

17.0

100.0

Total

100

100.0

100.0

Interpretation:

Here, we asked this question to know people are satisfied with the location of D-Mart in NaviMumbai can see that 83 customers out of 100 customers are satisfied with the location and rest of 17 customers are dissatisfied with the location because of the more distance between their house and D-Mart.

Que:- 14 Are you happy with the parking facility provided by D-Mart?

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

Yes

79

79.0

79.0

79.0

No

21

21.0

21.0

100.0

Total

100

100.0

100.0

Interpretation:

Here, we asked this question to know customers of D-Mart are happy with the parking facilities which is provided by them. As per the survey report 79% customers out of 100% customers are satisfied with parking facilities. And remaining 21% customers are not satisfied with parking facilities because of sometimes there are so much overcrowd for parking.

Que:- 15 Would you recommend shopping at D-Mart to someone?

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

Yes

96

96.0

96.0

96.0

No

4

4.0

4.0

100.0

Total

100

100.0

100.0

Interpretation:

From the above graph we see that 96% of customers will suggest to shop at D-Mart and remaining 4% of customers will not suggest to shop. Hence we conclude that majority number of customers will suggest to shop at D-Mart.

 Out of 100 respondents majority of the respondents i.e. 76% responds to D-Mart when they think to purchase a products.  Most of the customers buy their requirement in D-Mart on monthly basis. Customers realized that D-Mart store provides qualitative products with reasonable price.  Most of the customers give response to the offers of D-Mart. Because of D-Mart provide different offers to the customers.  87% customers give response to D-Mart for a monthly purchase.  As per the finding, majority of the respondents are interested to shopping house hold products as compare to any other product.  Because there are so many competitors in the market that’s why D-Mart give more offers as compare to any other.  D-Mart has positioned itself in the market as a discounted store because it provides low price products.  D-Mart holds a huge customers base because it is suitable to all level of income group.  Majority of the respondents i.e. 77% respondents make a cash payment at the time of payment.  At the time of visit or purchase 42 customers out of 100 spend between one hour to one and half hour into D-Mart.  50% customers mostly prefer time between 3p.m. to 6p.m. of the day.

 85% customer out of 100% customers have a distance between their house and D-Mart more than 10k.m..  The location of D-Mart is 3.5 km away from Navi-Mumbai city. Even then people happy with the location of D-Mart.  Most of the customers are satisfied with parking facility provided the D-Mart.  All most 96% customers recommend D-Mart to someone for shopping. But only 4% didn’t recommend shopping from D-Mart because of parking facility, unavailability of products and untrained staff.

6.1

SUGGESTIONS

After analyzing the data and successfully testing the methods the researcher would like to make following suggestion in context of Consumer buying behaviuor of D-Mart in Navi-Mumbai city.

 D-Mart should provide large parking space for its customer’s so that they can easily park their vehicles.  The infrastructure is needed to be changed to a bit during weekends as heavy crowd comes in to D-Mart during those days.  D-Mart should include more of branded products its product category as compare to stores. So as to attract the brand choosy people to come in to D-Mart.  Some of the member of the staff is not well trained to handle customers belonging to different backgrounds and attitudes, so better selection and training programs should be initiated.  D-Mart doesn’t have its websites, so they should create its new website, which is updated on a regular basis.  Products should be kept in shelves, instead of products lying on the floor.  It should make different cash counter for different customers. Cash counter and debit or credit card payment counter should be placed differently in order to reduce the rush and save the customer’s time. This will be a kind of motivator for the customer of D-Mart.

 Company must provide schemes and offers on various festivals because here people are attracted much by offers and schemes.  The no. of competitors in the market is more so company should adopt & implement new marketing strategies to face competition.

6.2

CONCLUSIONS

Every industry initially steps ahead in the corporate world. It always keeps in the mind with amazement motive. The motive of the company is known as “Identified needs and expectations of the customers, as well as provide the appreciable service.” Now-a-days D-Mart is having a competent mall in the present market. It provides incredible facilities and services to its customers. Here, we have done research project entitled with consumers buying behaviuor.

 Books:

N.C. JAIN & SAAKSHI JAIN, “Textbook of Marketing Management”, AITBS PUBLISHERS



DR. VIJAY UPAGADE & DR. ARVIND SHENDE, “Research Methodology”, S. CHAND



N.C. JAIN & SAAKSHI JAIN, “Textbook of Marketing Management”, AITBS PUBLISHERS

 Websites:

http://www.indiaretailing.com/2017/11/16/retail/indian-retail-industry-growthtrends-challenges-opportunity/



https://en.wikipedia.org/wiki/D-Mart



http://customercarephonenumbers.in/shopping/d-mart-customer-care-phonenumber-email-office-address-and-support/



http://www.dmartindia.com/about-us



https://www.researchgate.net/figure/The-five-stage-model-in-consumerbehaviour-Kotler-2012_fig1_291691535



http://www.yourarticlelibrary.com/consumers/consumer-buying-behaviours-4important-types-of-consumer-buying-behaviours/22153

QUESTIONNAIRE

1) Which store first comes to your mind when you think to purchasing a product? a) D-Mart

[ ]

b) V-Mart

[ ]

c) Store

[ ]

d) Other Mall’s

[ ]

2) How frequently do you visit a D-Mart? a) Daily

[

]

b) Weekly

[

]

c) Monthly

[

]

d) Yearly

[

]

3) Reason behind to purchase from D-Mart? a) Price

[ ]

b) Offers

[

]

c) Quality

[ ]

d) Service

[

]

4) For monthly purchasing you prefer? a) D-Mart

[ ]

b) V-Mart

[ ]

c) Store

[ ]

d) Aadhaar Mall

[ ]

5) Types of products you prefer to first purchase? (Please give ranks) a) Grocery

[

]

b) Food items [

]

c) House hold [

]

d) Clothes

[

]

e) Stationary [

]

[ ]

c) High

6) Offers of D-Mart as compare to other? a) Same

[

]

b) Low

[

7) Rank the price of D-Mart on the basis of your evaluation? a) 1

[ ]

b) 2

[

]

c) 3

[

]

d) 4

[ ]

e) 5

[

]

]

8) Level of shopping from D-Mart? a) Below Rs.500

[ ]

b) Below Rs.1000

[

]

c) Below Rs.3000

[ ]

d) More than Rs.3000

[

]

9) What is your mode of payment in D-Mart? a) Cash payment

[

]

b) Debit card [

]

c) Credit card [

10) How much time do you spend in a visit to d-Mart? a) Less than half an hour

[

]

b) Half an hour to 1 hour

[ ]

c) 1 hour to 1½ hour

[

]

d) More than 1½ hour

[ ]

11) Which time of the day do you mostly prefer to visit D-Mart? a) 10 am – 1 pm

[ ]

b) 1 pm – 3 pm

[ ]

c) 3 pm – 6 pm

[ ]

d) 6 pm – 10 pm

[ ]

12) Distance between your house & D-Mart? a) Below 2 km

[ ]

b) Below 5 km

[

c) Below 10 km

[ ]

d) More than 10 km

[]

13) Are you happy with the location of D-Mart? a) Yes

[

]

b) No

[ ]

14) Are you happy with the parking facility provided by D-Mart? a) Yes

[

]

b) No

[

]

[

]

15) Would you recommend shopping at D-Mart to someone? a) Yes If no, reason

[

]

b) No

]

]