EXECUTIVE SUMMARY

Indian retail sector is witnessing one of the most hectic Marketing activities of all times. 
The companies are fighting to win the hearts of customer who is ‘God’ said by the
business tycoons. There is always a ‘first mover advantage’ in an upcoming sector. Here,
that advantage goes to “ D-Mart”. It has brought about many changes in the buying habits
of people. It has created formats, which provides all items under one roof at low rates, or
so it claims! In this project, we have studied the buying behaviour of a customer in D-
Mart.

The project is titled “A study on consumer buying behaviour in dmart with respect to
Ghansoli” This study is helpful to know the buying behaviour of customer and know
which thing we should keep in heavy stock in D-Mart.

The well supportive objectives were set for the study. To meet the objectives primary
research was undertaken. The data collection approach adopted was experimental
research & survey research. The instrument used for the data collection was observation
& questionnaire. The target respondents were the visitors of D-Mart, with the sample size
of 50 for the study of sales management of the company. Tables & charts were used to
translate responses into meaningful information to get the most out of the collected data.
Based on those the inferences have been drawn with peer supportive data.

Page |1
 INTRODUCTION

“D-MART”

“MEHNAT HAMARI BACHAT AAP KI...!”

In this project we will get the information about the level of customer satisfaction and
there is brief knowledge of hoe the d-mart is operated and there are many such strategy
which d-mart uses to attract the customer. D-mart provides the people more discount then
other store. To justify that question the responder data has collected and after analysising
the data we came to an outcome.

A consumer buying behavior with reference to D-Mart is to checking the buying behavior
of an individual consumer when he used to shopping in D-Mart. D-Mart offers all over
the household products for our daily routine in best affordable prices for every customer.

Page |2
 OBJECTIVES

 To comprehend the determinants of customer satisfaction.

 To analyse customer needs.

 To know at which time their is heavy flow of customer in the D-Mart

premices.

 To find which shopping store people find good discount

 To find the whether the customer are satisfied with the D-Mart service.

 To find other than D-mart are people visiting to any other store.

Page |3
 LITERATURE REVIEW

D-Mart offer products to satisfy the entire family’s needs. Merchandise offered at D-Mart
is always at lower prices. Stores are designed with customer convenience in mind. D-
Mart respects your intelligence by offering a wide choice of brand and pack sizes, couple
with easy-to-understand communications and information.

D-Mart seeks to provide a one-stop shopping experience for the entire family, meeting
all their daily household needs. A wide selection of home utility products is offered,
including foods, toiletries, beauty products, garments, kitchenware, bed and bath linen,
home appliances and much more.

Since D-Mart first opened its doors in the Mumbai region in 2000, it has grown into a
trusted and well-established shopping destination in Maharashtra, Gujarat, Andhra
Pradesh and Karnataka.  D-Mart is now looking forward to growing its stores across
India.

Presence

D-Mart's expansion began in 2007, when stores were opened in Ahmedabad, Baroda,

Pune, Sangli and Solapur. Today D-Mart is established in 46 locations across
Maharashtra, Gujarat, Andhra Pradesh and Karnataka, in:

Page |4
Maharashtra

 Mumbai  Pune

 Navi Mumbai  Solapur

 Thane  Sangli

 Gujarat

 Ahmedabad

 Rajkot

 Baroda

 Surat

 Anand

 Amravati

 Kolhapur

 Andhra Pradesh

 Hyderabad, Karnataka, Bangalor

Page |5
  D-Mart offers a wide selections of products in the following categories:

 Foods

 Toiletries and Beauty products

 Garments

 Kitchenware

 Bed and Bath linen

 Toys & Gmaes Stationery

 Home Appliances

 Footwar

Page |6
Ghansoli D-Mart:-

Page |7
Page |8
Page |9
Kopar Khairane D-Mart:

P a g e | 10
Product offrings:

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

 Foods

 Toiletries and Beauty products

 Garments

 Kitchenware

 Bed and Bath linen

 Toys & Gmaes Stationery

 Home Appliances

 Footwar

Overview

DMart is a one-stop supermarket chain that aims to offer customers a wide range of basic home
and personal products under one roof. Each DMart 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.

DMart was started by Mr. Radhakishan Damani and his family to address the growing needs of
the Indian family. From the launch of its first store in Powai in 2002, DMart today has a well-
established presence in 168 locations across Maharashtra, Gujarat, Andhra Pradesh, Madhya
Pradesh, Karnataka, Telangana, Chhattisgarh, NCR, Tamil Nadu, Punjab and Rajasthan. With
our mission to be the lowest priced retailer in the regions we operate, our business continues to
grow with new locations planned in more cities.

P a g e | 11
The supermarket chain of DMart stores is owned and operated by Avenue Supermarts Ltd.
(ASL). The company has its headquarters in Mumbai.

* The brands D Mart, D Mart Minimax, D Mart Premia, D Homes, Dutch Harbour, etc are
brands owned by ASL

Founders

DMart is owned and operated by Avenue Supermarts Ltd. (ASL) – a company founded by Mr.
Radhakishan Damani. Mr. Radhakishan Damani is respected in the business world as an astute
investor in the Indian equity market, he has built a company that constantly strives towards
developing a deep understanding of customer needs and satisfying them with the right products.
A firm believer in core business fundamentals and strong ethical values, Mr. Damani has built
DMart into an efficient, large and profitable retail chain that is highly respected by customers,
partners and employees alike.

Mission

At DMart, we research, identify and make available new products and categories that suit the
everyday needs of the Indian family. Our mission is to provide the best value possible for our
customers, so that every rupee they spend on shopping with us gives them more value for money
than they would get anywhere else.

Customer Service Pledge Of D-mart

At DMart, we place strong emphasis on excellence in customer service. Our employees rely on
the ACT formula to get the job done, with Dedication and Determination.

Action

Focus: To be focused about what I do.

Motivated: To be clear of achieving my goal.

Enthusiastic: To love what I do.

P a g e | 12
Care

Respect: To respect every individual in the organisation and provide her/him with the dignity
and attention to make her/him believe that she/he makes a difference to the organisation.

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.

Our Reach

In addition to Mumbai, DMart has multiple stores in cities such as Ahmedabad, Baroda,
Bengaluru, Hyderabad, Pune and Surat etc.

Please see below for cities and store locations:

Maharashtra

Amravati, Aurangabad, Ichalkaranji, Jalgaon, Karad, Kolhapur, Nanded, Mumbai, Navi

Mumbai, Badlapur, Mira Bhayander, Panvel, Raigad, Vasai-Virar, Pune, Satara, Sangli, Solapur,
Thane, Kalyan-Dombivali

Gujarat

Ahmedabad, Anand, Baroda, Bhuj, Gandhinagar, Mehsana, Nadiad, Rajkot, Surat, Valsad

Telangana

Hyderabad, Warangal

Andhra Pradesh

Kakinada, Tirupati, Vijayawada

P a g e | 13
Karnataka

Bengaluru, Belgaum

Madhya Pradesh

Bhopal, Indore, Ratlam, Ujjain

Chhattisgarh

Raipur

NCR

Ghaziabad

Tamil Nadu

Chennai

Punjab

Chandigarh, Jalandhar, Amritsar

Rajasthan

Jaipur, Ajmer

Radhakishan Damani biography

Let’s get to know about his family background, early life in stock market, battle with Harshad
Mehta, a big blow and finally starting of most profitable retail business in India in this
Radhakishan Damani biography.

P a g e | 14
Radhakishan Damani : a brief introduction

Have you heard of the legendary stock investor Rakesh Jhunjhunwala? You must have. But do
you know the man who inspired, who taught, who mentored  Rakesh Jhunjhunwala? He is no
other than Radhakishan Damani.

Often referred as Mr white and white because of incredible low profile simple life and always
wearing a white trouser and white shirt. He is a person who speaks very less and listens with
utmost attention. He doesn’t believe in social media, keep distance from media and public
appearance. Even when he donates a big sum to a charity, he still hides his identity.

Nevertheless his actions are louder enough to make him go unnoticed. Due to his Midas touch,
he has successfully earned the reputation of being one of India’s finest value investors and
founder of most profitable retail store in India.

Rakesh Jhunjhunwala describes him as “More then intelligence he has wisdom. He is extremely
patient, humble and hardworking. ”

Family background and early life:

In the year 1954 Radhakishan Damani was born to Shivkishanji Damani in a Marwari family in
Bikaner, Rajasthan. His father along with his elder brother were working as stock broker on
Dalal street. Unlike Rakesh Jhunjhunwal, Radhakishan Damani was not academically sound. He
got admission into B-com in Mumbai university. Since no one was well educated in his family
he lacked interest in study and left his study after first year of college.

Radhakishan Damani didn’t have any interest in stock market. He was into ball and bearing
trading business. After his father’s death family had to face some financial issue. So closed the
ball bearing shop and he started stock broking business with his brother. At the age of 32, he
invested in stock market for the first time.

P a g e | 15
Early life in stock market:

Since Mr Damini didn’t have much understanding on stock market so he started a speculating;
buying stocks and hoping that it will go up. Unsurprisingly he had to take many hits. Soon he
realized that speculation is not the best way to grow capital. Then he tried to learn investing.

Even after started investment he was also actively trading as he didn’t have much capital to
invest. As he taught Rakesh Jhunjhunwala, Trading will help you to get capital and investment
will help you to grow capital.

Manu Manek, the cobra and his influence on Radhakishan Damani:

Manu Manek, the dreaded market operator, ruled Dalal Street in the 1980s. The cobra, as Manek
was referred to by brokers who disliked him, would run riot pounding and shorting stocks at will.
Not that Manek was a ‘perpetual bear’ by choice, but in a market devoid of low interest funding,
shorting was probably the smartest winning strategy to adopt.

Bullish traders, who had borrowed money to bet big, would be plagued by calls from money
lenders – either to replenish margins or exit the position completely. When loses mount, the bulls
pull out cutting huge losses. Manek – the Cobra would walk away with all the gains he made on
his short positions.

Radhakishan Damani, then in his late-20s, would stand at the farther end of the raucous trading
ring and watch the Cobra in action. It is evident that the young Damani (RD) learnt a lot
watching crafty Manek spoiling the bulls’ party time and again. A few years later, RD would
employ similar tricks to outgun his bête noire – the big bull Harshad Mehta.

Tripple Rs vs Harshad Mehta: The deadly battle on Dalal Street

The late-80s and the early-90s were dark ages for Indian stock market.Bombay exchange was
clearly divided – with Gujaratis on one side and Marwari traders holding fort on the other end.

“They spared no opportunity to bleed one another … So when one group of traders bought, the
other group went on an overdrive to spoil the trade,” explains a retired investment manager of
the old Unit Trust of India.

P a g e | 16
Gujarati traders found their voice when Harshad Mehta emerged from the shadows to become
the most powerful trader on D-Street in the late-80s. At around the same time, a nondescript
group – locally called the ‘triple-Rs’ – cut some real smart deals on the street.

The ‘triple-R’ group comprised Radhakishan Damani, a chartist named Raju and a young
greenhorn, who later became a big name in Indian stock market.

According to old-timers, Harshad and the ‘triple-Rs’ first locked horns over Apollo Tyres.
Harshad was long in the counter, but triple-Rs could not digest such high valuations for the tyre
company. As was the practice of the day – and what they had learnt from the likes of Manu
Manek – triple-Rs went on shorting the stock, without really knowing the source of Harshad’s
endless funding.

But this was just the beginning of a long war that spanned for nearly two years – until the scam
was unearthed in 1992.  The War was over and RD and his commanders won it.

A birth of a value investor:

Several years later, RD is believed to have told a few of his friends: “Agar Harshad saat din aur
apni position hold kar leta, toh mujhe kathora leke road par utarna padta.” (Had Harshad held his
position for seven more days, I’d have taken a begging bowl and walked on the road).

“Till 1992, RD was a punter like others of those times… He cleaned up after the Mehta scam. He
turned a long-term investor after 1992,” said a watcher. “Perhaps, he came too close to
bankruptcy then. He was scared of losing money after that,” he added.

After meeting his Guru, he started pay attention to fundamentals of the company. He focused on
investing for long term. That was the beginning of the value investor Radhakishan Damani.

Then he started investing in MNC and banking companies. He had always fascinated in
consumer business companies and invested in those as well.

P a g e | 17
A second battle with Harshad Mehta

In 1998,once again the battle continued between RD & MR Mehta, same speculation,but on
three stocks namely Videocon, BPL & Sterlite. Again the prices fell by more than 60% within
few day’s & Mr Damini made a killing profits.

Some brokers say exchange authorities even tried to bring together Mr Damani and Harshad for
a compromise but the talks failed.

When Mr Damani came to know that some small shareholders were left with positions they
could not exit, he covered up a part of short positions by buying shares from these investors at a
negotiated price.

When a payment crisis loomed, Mr Damani responded to a request from authorities and
offloaded a part of his holding at a discount. He was among those probed by regulators for
suspected price hammering, but was eventually given a clean chit.

A taste of failure

Towards the fag end of 1998, the overall market sentiment began to improve. Before long, the
market was in the grip of a bull run led by technology stocks, which would peak out in February
2000.

Some players say that Mr Damani found himself a bit out of depth during the technology boom
of 1999-2000. He stuck to the classic rules of trading, short selling shares that he felt were over
valued and going long on the under valued ones.

But stocks from the sectors that he had an sound understanding of, cement, automobile, steel,
were out of favour. Technology was the buzzword at the bourse, and irrespective of whether
those companies were making money or not, investors were falling over each other to buy into
them.

And Ketan Parekh had now taken over the as the reigning Big Bull, and carved out a reputation
for himself as a champion of new economy stocks. Mr Damani’s old school strategies did not
work well for him in this period.

P a g e | 18
D-mart: Starting of most profitable retail stores

I liked the consumer business and I invested in such stocks too,” he says. “So, there was this
strong affinity to start something in the same sector.”

In 1999, Damani and Damodar Mall, who is currently the CEO of Reliance Retail took Apna
Bazaar franchisee. Two years on, D-Mart was set up and it took over Apna Bazaar.

All of D-Mart’s stores are in, or close to, residential areas and not in malls. Since it owns 90% of
its stores, it ends up paying more upfront but insulates itself from rising rentals or relocation risk.
That works for it because D-Mart can use its capital steadily.

DMart raised Rs. 1,870 crore by offering 6.23 crore shares priced between Rs 290-299 when
opened its IPO. After the IPO listing, it made a record opening on the market on NSE and made
Radhakishan Damani top 20 Indian billionaires.

P a g e | 19
 Location: Kopar Khairane

 This area has got lot of potential in terms of customers.The middle income group mainly
resides here and nearby areas.
 There is lot of traffic (both vehicular and pedestrian). Also it is easy to access from
Koparkhairane side since TMT, NMMT, KDMT and BEST bus stop is nearby.
 Large frontage makes mall clearly visible from outside.
 ATMs are available near the mall for one to withdraw money, if required.

Location: Ghansoli

 This area has got lot of potential in terms of customers.The middle income group mainly
resides here and nearby areas.
 There is no traffic (both vehicular and pedestrian). Also it is easy to access from Ghansoli
side since NMMT and BEST bus stop is nearby.
 Large frontage makes mall clearly visible from outside.
 ATMs are available near the mall for one to withdraw money, if required.

Layout : Kopar Khairane D-mart

 All FMCG products which are used daily are kept on the ground floor
 The first floor is mainly for apparels/Garments. Mens, women and kids wear are
available on this floor
 The second floor stores all the home appliances, utensils, sports equipments, and gift
articles etc.
 Each section has one attendant on average. The floor cleaning activity is outsourced.

P a g e | 20
Ground Floor D-mart Kopar Khairane:

P a g e | 21
1st Floor D-Mart Kopar Khairane:

P a g e | 22
P a g e | 23
Category Of Products

1. Grocery

2. Fruit & Vegetables

3. Beverages

4. Frozen Food

5. Dairy products

6. Personal and Home care

7. Footwares

8. Cosmetic Items/ Beauty care

9. Household utensil

10. Fashion accessories.

11. Movie CD’s and Gifts articles

12.Apparels/Garment

P a g e | 24
RETAIL FORMAT / MIX

P a g e | 25
 Parking

 Parking at  this  mall  is  a  big  problem  for  shoppers. Since there is no parking space
provided by mall, the customers have to park their vehicles at their own risk.
 
 The visitor  face  problem  in  finding  parking  space, sometimes they spend lot of their
time in searching for parking space or even need to go far off in order to park their
vehicles.

 After  having  shopped  from  the  mall,  carrying  the  purchased  items  (sometimes 
heavy)  till  the  vehicle  becomes a big issue.

Merchandise

 The product mix is good & lot of variety is available.
 The assortments for apparels is done as per the price and  size. 
 The DMart offer price and the Max. Retail Price  both were visible on the price car
 During the festival season, the festival items are kept in  the main area.
 A  wide  variety  of  festival  and  decorative  items  for 
Ganpati and Navratri festival are kept along the main  passage.
 The whole area was divided as per the products that they  offered  like  apparels, 
stationeries,  crockery’s,  sanitary
items,  gift articles, steel items, detergents, vegetables,  fruits, etc.

Disadvantages Of Merchandising

 At  the  apparels  section,  the  new  entries  were  not  displayed properly
 Products  that  needed  appropriate  cooling  were  not  stored properly. 
 For Eg The Cadburys chocolate had begun to melt on the rack itself. As a result these ite
ms were not very appealing to buy. 

P a g e | 26
  packets of chocolate which were damaged were kept on the shelf which gave a bad imprs
sion to the customers. 
 In the passage lot of material was stored thus blocking  the movement of the customers
 Only one way movement of Shoppers is possible.

Exterior Design

 The  exterior  also  houses  baggage  counters  and  safe  deposits

 Certain food and refreshment stalls for the shoppers to  enjoy.
 Security  personnels  are  employed  to  check  the 
customers with metal detectors for security reasons.
 There is a single door for entry, whereas two doors for  exit.
 Located in the middle of koparkhairane. The exterior  design  is  very  ordinary  and 
functional  at  best.  It  consists  of  a  three  storey  complex.  The  building 
is painted white with DMART logo clearly visible from the  road.

Interior Design

 Interior design is made with the colour combination of the D-Mart logo design.
 The colour on the wall is light.
 There are open shell arrange in such a way that the food and all the products are arrange
in systematic way.

P a g e | 27
 SOCIO-ECONOMIC

As per report in business standard, Mumbai based supermarket chain, D-Mart made a topline of
Rs 3,350 crore in 2012-2013. That makes it the third largest among the branded retail chains in
the country, after future retail and reliance retail. D-Mart operates just 65 stores in Maharashtra
and Gujrat and one each in Hyderabad and Bangalore. Its sales per store, is the highest among
grocery chains at Rs 53 Crore (Reliance makes about 7.45 Crore per store). The 13-year-old D-
Mart, is said to be profitable - making around 2.5 % of sales. In comparison, larger players such
as Spencer's and Aditya Birla Retail's more are yet to break even. I have chosen the D-Mart
store located in Karjat as it is closer to my college and has a very pressure free atmosphere. To
start off with, the D-Mart in Karjat is a freestanding or a stand-alone store. It is isolated and has
no adjacent retailers with which they have to share traffic. This type of store have quite a few
advantages which works in the favor of D-Mart. They are:

 No competition in close proximity.

 Lot of front space for parking.
 No rental cost as the space is owned by D-Mart
 High flexibility in terms of timings.
 Better road and traffic visibility is possible.
 Build on Highway, not only local people but D-Mart can catch attention of people
passing through highway.

But everything has its black and white side, the disadvantage of D-Mart are as follows:- Situated
in outskirts of city. Continuous and consistent traffic will not flow long distances to visit a
specific store. Some products you get in bulk only. There are no fresh vegetables and fruits
available in D-Mart, Karjat.

P a g e | 28
But the chain offers prices that are 6-7 % lower than its competition, no matter where it operates,
which are a huge draw among its customers.

Swot Analysis For D-Mart

STRENGTH

 Low price, competitive price
 Good/stable image as a retail store
 Spacious and situated at a prime location

WEAKNESS

 Low brand loyalty among customers. Big bazaar has huge loyalty factor
 Poor space utilization in stores.
 No backing of a known corporate/business house.
 Doesn’t sell  electronic  equipments,  which  are currently in huge demand.eg Laptops
Plasma TV’s Digital cameras,Mobile phones.
 Stand alone stores, not situated in any commercial building/malls/hub

Threat

 Competitors like stores

Opportunity

 Can capture full market of clothing’s and different need of peoples.

P a g e | 29
 Technology Used By D-Mart

Product In The Marketing Mix Of D-Mart

D-Mart is a one-stop outlet that offers a wide range of choice in home and personal products to
its customers. It believes in mass commodities and therefore its products are available in
different sizes and colours.  Apparels are displayed in a systematic manner in accordance with
their size options. Retail price, actual discount and offer price are displayed on the tags for the
convenience of customers. Area of the outlet is divided in accord with products as
every product has a separate section from which a customer can easily make a choice. Each D-
Mart outlet has following products in its portfolio-

P a g e | 30
  Food items including vegetables, fruits, dairy products, frozen eatables
 Grocery items like flour, rice, dal, sugar, salt
 Apparels for kids, male and females
 Beauty products and personal care including soap, shampoo, cleanser, toner
 Kitchenware including crockery, utensils, plastic containers
 Toys and games for children
 Home appliances like iron, mixer grinder, grill toaster
 Bed and bath linen
 Luggage like trolley bags
 Footwear for everyone including children, men and women
 Daily essentials like biscuits

Place In The Marketing Mix Of D-Mart

D-Mart has a reach in most of the important cities in India including Ahmedabad, Surat, Rajkot,
and Bhuj in Gujarat, Tirupathi in Andhra Pradesh, Hyderabad in Telangana, and Bangalore in
Karnataka, Mumbai and Kolhapur in Maharashtra. It is able to provide its products through a
network of one hundred and ten stores and has its headquarters base in Mumbai, India. D-Mart
has set up its stores at very strategic points to gain maximum advantage from its locations

P a g e | 31
because easy accessibility and proper transportation facilities are very important for
the survival of any outlet.  

Exceptional service is not the vital factor for such outlets. They have reliable and trained
employees to help customers in hours of need but the consumers are generally self-sufficient and
are likely to pick up items from various shelves themselves in a walking trolley basket and take it
to billing counter for payment.

Price In The Marketing Mix Of D-Mart

D-Mart is a departmental store and believes in levying an economic pricing policy for its

products.  The company has taken a low-cost approach to target that group which is price
sensitive. As mass merchandise is its mantra it has kept prices at reasonable and economic rates
so that a customer can easily purchase it. D-Mart has adopted a simple strategy of garnering huge
sales through affordable prices and keeping price range within reach of customers is its top
priority.

It offers a 5% of minimum discount on MRP at any given time on all items except fruits,
grocery, vegetables and medicines. D-Mart has also adopted a discount pricing policy and it
periodically offers its customers various incentives and lucrative discounts, especially during
festival seasons. Customers at such times buy in bulk quantities resulting in a huge volume of
sales. This is the reason why such stores are able to earn greater revenues.

Promotions in the Marketing Mix of D-Mart

D-Mart is one of the largest multi-brands in India and to maintain its position as one of the best,
company has adopted several promotional activities. It offers gift coupons to reward its
employees and during certain periods to boost its sales, coupons are also allotted to customers
when they meet certain standards of bulk purchase. Discounts are offered during festive seasons,

P a g e | 32
for example, there was a 10% off on prices of Cadbury products during Raksha Bandhan. D-
Mart also creates brand awareness and visibility through hoardings. Latest offers and schemes
can be easily known through its promotional activities that are published in newspapers.

Research Methodology

A research design specific a procedure for conducting and controlling the research project. Every
research must explicitly state its plan about collection and analysis of data. It is the causal
research which the study is conducted and deals with the procedures used in the study for the
purpose of investigation. Research Methodology in the context of the topic includes the study
consumer satisfaction level of people after using D-Mart.

P a g e | 33
Research Design
This study is adopted as causal research is the investigation of (research into) cause-and-effect
relationships.

Sampling Method
The sample method we are using is to collect data by surveying and contacting to public, friend
and family by using questionnaire.

Sample Area & Size

The sample area of the study will be restricted to the Mumbai city only and the sample size would be
of 50 respondents.

Methods of Data collection

The analysis tools would include

1. Primary data.
 Questionnaire.
 Personal Interview.
2. Secondary data
The secondary data have collected from online source and after analyzing it the data is
input in the project the data are collected from different web portals and the data from
were, we collected the links are mentioned in bibliography.

Sampling

Sample size : 50 respondents

Sampling Method : Random Convenience sampling

Sample Unit : Customer of D-Mart

P a g e | 34
 Measuring Tools : Questionnaire

Data Analysis & Interepretation

Q1. Name

Siddhesh gazane
Sukhdev Sharma
Harish

P a g e | 35
CHANDA S SINGH
Khyati dodhiya
Rajat Shetty
Durga
Pratibha prakash gore
Anisha
Nagesh Kamuni
Nikki
Sonali Panchal
Ajinkya Gaikwad
Ashish
Suchita
Neha Gupta
Prashant Joshi
Abbas shaikh
Manisha Sharma
Nishant
Poonam Jaiswal
Gunjan
Vijay Dodwani
Nilesh sitaram Gamare
Prashant Mishra
Vishal
Aditya mhatre
Ritesh
Devil
Vaibhav Bhalerao
Devendra singh
Siddhesh Thale
Niranjan Lad
Shivam

P a g e | 36
digambar
Akshay mhatre
Neha
Vertik Bhamrah
Atul yadav
Shabbir shikhdar
Amar patil
Ganesh gaytonde
Take from email id
Niyati
Yuvraj Dhawan
Nilesh Raut
Vikram
Ajay bhanushali
Pooja
Uma
Jibi Thomas
ROHIT MARUTI JAMBHALE

Q2. Gender

P a g e | 37
 Gender

33%
Male
Female

67%

Interpretation:

 In the above figure you will notice that the number of responder who usually visit dmart
where 67.7% male.
 In the above figure the 33% women usually visit to dmart

Q3. Age

P a g e | 38
Interpretation:

 In the above figure you will get that most of the people where in the age of 23 who
usually visit the dmart for their daily needs
 The above diagram shows the different age group people visit to the dmart.

P a g e | 39
Q4. Occupation

Interpretation:

 The above figure occupation of the responder are mentioned.

P a g e | 40
Q5. How many members are in your family?

How many members are in your family?

11% 13%

2
4
20%
6
More

56%

Interpretation:

 In the above figure you will get the information about the member in the respondent
family.

P a g e | 41
Q6. Which store you prefer first

Which store you prefer first

4%

Dmart
30%
Store
Both
None

59%

7%

Interpretation:

 The above figure shows the customer preferences for buying their day to day goods.

P a g e | 42
Q7. How frequently do you visit D-Mart

How frequently do you visit D-Mart

7% 6%

11%

Daily
Weekly
Monthly
Yearly

76%

Interpretation:

 In the above figure you will get the information about how frequently the peoples use the
DMart
 Most of the people usually visit DMart monthly it is about 76%.
 About 6% people visit Dmart daily.
 About 11% people visit DMart weekly
 About 7% people visit Dmart yearly

P a g e | 43
Q8. Level of shopping from D-Mart

Level of shopping from D-Mart

20% 20%

Below 1000 Rs
1000-3000 Rs
More Than 5000 Rs

59%

Interpretation:

 In the above figure you will get the level of shopping from Dmart
 In above figure more than 59% of people shop for 1000-3000 rs
 In above figure 20% people shop for more than 5000rs
 In above figure 21% people shop for 1000rs

P a g e | 44
Q9. Distance between your house & D-Mart

Distance between your house & D-Mart

7%

13%
Below 2 Km
Below 5 Km
Below 10 Km
More
56%

24%

Inference:

 In the above figure you will see the distance between dmart and the customer home.
 In above figure you will notice that 56% people is staying near by dmart within 2km
 In above figure you will notice that 24% people is staying near by dmart within 5km
 In above figure you will notice that 13% people is staying near by dmart within 10km
 In above figure you will notice that 7% people is staying near by dmart within 2km

P a g e | 45
Q10. Type of products you prefer to purchase

Type of products you prefer to purchase

33% Grocery
37%
Clothes
House Hold
Food items

7%

22%

Inference:

 In the above figure you will see the product preference of purchase
 In the above figure 33% grocery product peoles are preferred

P a g e | 46
Q11. Reason behind D-Mart purchasing

Reason behind D-Mart purchasing

27% Fashion
31%
Quality
Price
Offers
Purchasing system

42%

Inference:

 In the above figure 42% people purchase through D-mart because of price.
 In the above figure 31% people purchase through D-mart because of Quality.
 In the above figure 27% people purchase through D-mart because of offer.

P a g e | 47
Q12. Offers of D-Mart as compare to store

Offers of D-Mart as compare to store

19%

Same
44% Low
High

37%

Inference:

 In the above figure 37 % responded that offers of D-mart are low as compare to store.
 In the above figure 19% responded that offers of D-Mart are same as compare to store.
 In above figure 44% responded that offers of D-Mart are high as compare to store

P a g e | 48
Q13. How would you rate the returns policy of D-mart

How would you rate the returns policy of D-mart

4%

17%
28%
Excellent
Good
Fair
Poor

52%

Inference:

 In above figure 28% rated the return of D-Mart policy is excellent.

 In above figure 52% rated the return D-Mart policy is good.
 In above figure 16% rated the return D-Mart Policy is fair.
 In above figure 4% rated the return D-Mart Policy ispoor

P a g e | 49
Q14. For daily necessity products what would you prefer

For daily necessity products what would you prefer

D-Mart
39% Store

61%

Inference:

 In above figure 61% people would prefer D-mart for necessity products.
 In above figure 39% people would prefer Store for necessity products.

P a g e | 50
Q15. Do Employee of D-mart helps you

Do Employee of D-mart helps you

24%

Yes
No
Maybe
6%

70%

Inference:

 In above figure 70% people got help from D-Mart Employee.

 In above figure 6% people not got help from D-Mart Employee.
 In above figure 24% people may got help from D-Mart Employee.

P a g e | 51
Q16. At what time you usually visit D-mart

At what time you usually visit D-mart

7%

Morning
Afternoon
Evening
52%
41%

Inference:

 In above figure 7% people visit D-Mart in the morning.

 In above figure 41% people visit D-Mart in the afternoon.
 In above figure 7% people visit D-Mart in the evening.

P a g e | 52
Q17. Do D-mart provides you all the goods required in day to day
life

Do D-mart provides you all the goods required in day to

day life

23%
Yes
No
Maybe
2%

76%

Inference:

 In the above figure 75% responded that D-Mart provides all the goods required in day to
day life.
 In the above figure 2% responded that D-Mart does not provides all the goods required
in day to day life.
 In the above figure 23% responded that D-Mart may provides all the goods required in
day to day life.


P a g e | 53
Q18. Do you think D-Mart is more affordable for everyone

Do you think D-Mart is more affordable for everyone

26%

Yes
No
Maybe

2%

72%

Inference:

 In the above figure 72% responder respond that D-Mart is affordable.

 In the above figure 2% responder respond that D-Mart is not affordable.
 In the above figure 26% responder respond that D-mart Maybe affordable.

P a g e | 54
 FINDINGS

 We found that most of the people visit D-mart for their regular or day to day needs.
 We found that most of the people are visiting the d-mart at afternoon and evening.
 We found that D-Mart provides more offers than other branch.
 We found that D-Mart is affordable for everyone.
 We found that D-Mart employees helps the people for buying goods.
 We found that most of the people stay nearby D-Mart.
 We found that most of the people shop more than 5000rs.

P a g e | 55
 CONCLUSION

D-Mart is a hypermarket as it provides various kinds of goods like apparels, grocery, stationary,
food items, electronic items, leather items, watches, jewellery, crockery, decorative items, sport
items, chocolates and many more. It competes with all the specialty stores of different products
which provide goods at a discounted rate all through out the year. It holds a large customer base
and it seemed from the study that the customers are quite satisfied with D-Mart. As of now there
are 110 stores of D-Mart in different cities of India, It seems that there is a vast growth of D-
Mart lying as customers demand, increasing for D-Mart. It has emerged as a hub of shopping
specially for middle class people.

P a g e | 56
 SUGGESTION

 D-Mart should provide large parking places for customers as compare to stores. So they
can easily part 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.
 D-Mart should keep offers to attract customers in regular intervals so that there should
not be long term gap, because offer is the most influencing factor which is responsible for
customer purchase decision.
 They also concentrate on hoardings advertisements they should show ads and
promotional offers in a regular interval in languages like Hindi & English.
 Hoarding should be placed uncovered area.
 Separate billing counter should be provided for shoppers purchasing, few products for
faster customer turnover.

P a g e | 57
 BIBLOGRPHY

 https://www.slideshare.net/mobile/ganaraya/presentation-of-d-mart-14251611
 https://www.slideshare.net/mobile/sunilmbsingh/dmart-final
 https://www.scribd.com/presentation/135856269/Presentation-on-retail-outlet-D-MART
 https://www.quora.com/How-does-the-D-Mart-manage-to-give-such-high-discounts-
Where-do-they-buy-from
 https://www.marketing91.com/swot-analysis-d-mart/
https://www.slideshare.net/mobile/PrachiPawaiya1/dmart-69229309
 https://www.smartsheet.com/store-layout
 https://www.marketing91.com/marketing-mix-d-mart/
 https://www.slideshare.net/mobile/BalaKumar3/dmart-imc
 https://www.dmartindia.com/about-us

P a g e | 58