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EXECUTIVE SUMMARY
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
Executive summary
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.
RESEARCH DESIGN
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.
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
c) Company reports
d) Marketing books
Secondary data can collected through marketing books, internet and other sources.
RESEARCH INSTRUMENT
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
Sampling method
Sampling size
CONTACT METHOD
SAMPLING CONFIGURATION
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.
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.
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.
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/
Radhakishan S. Damani
Gopikishan S. Damani
Shrikantadevi R. Damani
Kirandevi G. Damani
Bright Star
Gulmohar Trust
Karnikar Trust
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.
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
Store
Manager
Asst. Store
Manager
Team House
Leader Keeping
Team
Member
2.6 STATISTICAL INFORMATION
Year Total Assets Total Revenue Net Sales Profit After Tax
Net sales
10%
2014
34% 13%
2015
2016
18% 2017
2018
25%
2.7 FUTURE PROSPECT
Mission
Vision
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:
Marketing Research
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
Evaluation of alternatives
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
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.
Cumulative
Frequency Percent Valid Percent Percent
Valid 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
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?
Cumulative
Frequency Percent Valid Percent Percent
Valid Weekly 5 5.0 5.0 5.0
Monthly 83 83.0 83.0 88.0
Yearly 12 12.0 12.0 100.0
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?
Cumulative
Frequency Percent Valid Percent Percent
Valid 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
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?
Cumulative
Frequency Percent Valid Percent Percent
Valid 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
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 V-
Mart for monthly purchasing.
Que:- 5 Types of products you prefer to first purchase? (Please give ranks)
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?
Cumulative
Frequency Percent Valid Percent Percent
Valid 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?
Cumulative
Frequency Percent Valid Percent Percent
Valid 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?
Cumulative
Frequency Percent Valid Percent Percent
Valid 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
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?
Cumulative
Frequency Percent Valid Percent Percent
Valid 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?
Cumulative
Frequency Percent Valid Percent Percent
Valid Less than half an hour
4 4.0 4.0 4.0
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?
Cumulative
Frequency Percent Valid Percent Percent
Valid 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?
Cumulative
Frequency Percent Valid Percent Percent
Valid 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
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 D-
Mart is below 5 km and below 2 km respectively.
Que:- 13 Are you happy with the location of D-Mart?
Cumulative
Frequency Percent Valid Percent Percent
Valid 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 Navi-
Mumbai 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?
Cumulative
Frequency Percent Valid Percent Percent
Valid 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?
Cumulative
Frequency Percent Valid Percent Percent
Valid 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.
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.
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.
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.”
http://www.indiaretailing.com/2017/11/16/retail/indian-retail-industry-growth-
trends-challenges-opportunity/
https://en.wikipedia.org/wiki/D-Mart
http://customercarephonenumbers.in/shopping/d-mart-customer-care-phone-
number-email-office-address-and-support/
http://www.dmartindia.com/about-us
https://www.researchgate.net/figure/The-five-stage-model-in-consumer-
behaviour-Kotler-2012_fig1_291691535
http://www.yourarticlelibrary.com/consumers/consumer-buying-behaviours-4-
important-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 [ ]
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 [ ]
14) Are you happy with the parking facility provided by D-Mart?
a) Yes [ ] b) No [ ]
If no, reason