MOST SUCCESSFUL CHAIN OF SUPERMARKET: A PROJECT

REPORT ON D-MART
Project Report submitted in Fulfilment for the
Award of Degree of
BACHELOR OF COMMERCE [HONOURS]

SUBMITTED BY
ABUJI NAVANEETH 1064-22-407-010
GUJJA VINAY KUMAR 1064-22-407-060
CHIRANJIVI SHARAMA 1064-22-407-035
CHINTHALA SWARAN 1064-22-407-032
Under the supervision & guidance of
Smt. Geeta Desai
ASSOCIATE PROFESSOR OF COMMERCE
Badruka College of Commerce and Arts
Kachiguda, Hyderabad
2022-2025
DECLARATION
We, Abuji Navaneeth, (1064-22-407-010), Gujja Vinay Kumar, (1064-22-407-060),
Chiranjivi Sharama, (1064-22-407-035), Chinthala Swaran, (1064-22-407-032),
pursuing B. Com (Honours) Final year from Badruka College of Commerce and Arts,
hereby declare that this project work entitled “MOST SUCCESSFUL CHAIN OF
SUPERMARKET: A PROJECT REPORT ON D-MART” submitted to Department of
Commerce, Osmania University in fulfilment of B. Com (Honours) course requirements,
is a record of original work done by us.

This information and data submitted in the project are authentic to the best of our
knowledge and belief. The project has not been submitted to any other university or
institution for the award of any degree, diploma or fellowship or published any time before.

Date:

Place: Hyderabad

Abuji Navaneeth

Gujja Vinay Kumar

Chiranjivi Sharama

Chinthala Swaran
 ABSTRACT
Currently, the retailing industry is a flourishing industry in India. It has been considered
equally competent with the IT industry. Retailing is one such step in the marketing chain
of activities that facilitates the distribution function. Initially, it was considered as just
another step in the marketing chain, and the function was accepted as obvious. As the
competition increased globally, differentiation became more and more difficult. Consumer
purchasing power increased as the economy opened into a more market-oriented mode.
Often used as a final link with the ultimate consumer, marketers thought of using it for
differentiating and positioning. So, retailing ceased to be considered as an outgrowth of
traditional marketing activity, rather it was recognized as an important business proposition
in its own accord, which ultimately helps marketing in performing its function and
successfully satisfying the objectives. Therefore, retailing emerged as a discipline and
considerable thinking and research went into it for the development and substantiation. The
research paper considers understanding customer satisfaction towards D-Mart. D-Mart is
one of the renowned retail establishments in India. It is famous for its low price and good
quality products. It has branches all over India the objectives of the study are to understand
customer satisfaction towards various products sold by D-Mart and analyze the satisfaction
level of customer experience while shopping at D-Mart. D-Mart is one such big retail giant
that has a wide market with a variety of product lines. It has introduced its own brands of
products to its customers. This research study mainly focuses on the marketing activities
and consumer response towards D-Mart. The research methodology adopted in the study
is descriptive in nature and a non-probability convenience sampling technique was used
with a sample size of 192 respondents through an online structured questionnaire with
Google Forms. The data collected was later analyzed and interpreted. The findings and
suggestions provided in the research study will certainly help D-Mart to make necessary
changes to provide enhanced customers to its customers in the said outlet.

Keywords: Retailing, Customer Satisfaction, D-Mart, Marketing Activities Consumer

Response, Product Lines.
 ACKNOWLEDGEMENT
We are immensely grateful to our project guide, Smt. Geeta Desai Associate Professor of
Commerce, for her constant support and guidance throughout the project period.
We express our gratitude to Dr. M. Janakiram, Vice Principal (Academics), Badruka
College of Commerce and Arts, for giving us an opportunity to do the project.

We also express our sincere thanks to Dr. B. Mohan Kumar, Principal, Badruka College of
Commerce and Arts, Hyderabad and all other staff of the college for their valuable support
towards the completion of this work.

We would like to take this opportunity to thank all my friends for their insightful comments
and constructive suggestions to improve the quality of this project work.

Last, but certainly not the least, we are indebted to my parents, without their blessings
wouldn’t have finished this project under stipulated time and with focused vision.

Abuji Navaneeth
Gujja Vinay Kumar
Chiranjivi Sharama
Chinthala Swaran
 TABLE OF CONTENTS
Chapter No. Content Page No.

I. Introduction
1.1 Introduction
1.2 Importance of the study
1.3 Need for the study
1.4 Scope of the study
1.5 Objectives of the study
1.6 Research Methodology 1-6
1. Research Design
2. Data Collection
3. Sampling Design
4. Data Analysis Technique
1.7 Limitation of study
II. Review of Literature 7-15
III. COMPANY PROFILE
3.1 Introduction of the company
3.2 SWOT Analysis of the company 16-27
3.3 4P’s of D-Mart
3.4 PEST Analysis of D-Mart
IV. Data Analysis and Interpretation 28-41
V. SUMMARY AND CONCLUSIONS
5.1 Findings 42-44
5.2 Suggestions
5.3 Conclusion of study/research

Bibliography
Questionnaire
 LIST OF TABLES

Table No. Table Page No.

3.1 Company Profile 19
4.1 Impact of monthly on spending at D-Mart 28-29
4.2 Chi- Square Analysis of Gender and Frequency of 31-32
Visiting D-Mart
4.3 ANOVA Analysis of Examining the relationship 34
between frequency of visits to D-Mart and
Satisfaction with Product Pricing
4.4 Impact of Product Quality on Customer 36-37
Satisfaction at D-Mart
4.5 ANOVA Analysis Examining the Relationship 40
between Reason for Preferring Shopping at D-
Mart & Satisfaction with Product Pricing at D-
Mart
TITLE: MOST SUCCESSFUL CHAIN
OF SUPERMARKET: A PROJECT
REPORT ON D-MART
 CHAPTER -1
INTRODUCTION
1.1 INTRODUCTION

INTRODUCTION TO RETAIL INDUSTRY

The retail industry is an active industry that contributes to the economy and consumer
market significantly. Retail is the sale of goods or services directly to the end user. It entails
various activities, including searching for products, inventory management, setting prices,
marketing, and customer support. Retailers are intermediaries between producers or
wholesalers and the end users. The retail industry connects producers and consumers,
filling the gap in supply and demand sides of the market.

The retail sector is highly significant for employment and economic development. It
contributes to GDP growth, encourages spending, enhances competition, and encourages
innovation. Retail operates and works through numerous interrelated processes. Retail
companies offer jobs in various sectors, such as sales, marketing, logistics, and customer
service.

Also, the stores tend to serve as community centers, impacting the local economy and
assisting India has one of the fastest-growing retail markets in the world with 1.4 billion
consumers. The Indian retail industry is extremely dynamic and speedy owing to the
presence of many new entrants in the market. It contributes more than 10% to the country's
Gross Domestic Product (GDP) and almost 8% of jobs. India is the fifth-largest retail
destination in the world. Urban Indian consumers are better off, and branded products in
categories like apparel, cosmetics, footwear, watches, beverages, food, and even jewelry
are becoming popular for business as well as for enjoyment among them.

People spend most of their money in grocery and food stores since it is something that they
need daily. Kirana stores, also referred to as provision stores, and small shops have
transformed the way people shop in India and are very important in the retail industry in

1
the country. Big retail companies do not deal in selling one kind of product; they sell
different things, like clothes, shoes, groceries, and electronics.

INTRODUCTION TO D-Mart

D-Mart is an Indian retail chain that has convenience stores, supermarkets, and
hypermarkets. It was founded by Radhakishan Damani in 2002 and has expanded
phenomenally quickly, with over 250 stores in India. The company's mission is to provide
customers with lots of products at affordable prices every day and to make shopping easy
and enjoyable.

D-Mart operates by keeping the supply chain in good order, spending less on
advertisements, and streamlining the store operation. D-Mart offers an extensive range of
products including fresh fruits and vegetables, groceries, personal care items, home and
kitchen appliances, electronics, and apparel. Products of its own brand dominate the sales,
offering good quality products at affordable prices to the customers.

In recent years. D-Mart has also expanded its business to the online market, launching its
website to serve the increasing need for online shopping in India. This expansion enables
D-Mart to expand its customer base and be more competitive in the retail market.

Since the time Radhakishan Damani was an investor, he liked the consumer-based business
and was seen investing in similar stocks to grow more. Therefore, Damani always had a
strong affinity to start up a business in the same sector. In the year 1999, when the retailing
business was far from reality in India. he decided to enter the ring of this market with a
strong will to win. He surprised everyone when he left the stock market for almost six
years. He and his business partner Damodar Mall bought a 5000 sqft building for the 'Apna
Bazaar' chain in Nerul, Navi Mumbai, and before long, opened dozens of additional shops.
Two years later, they finally opened D mart and bought Apna Bazaar, their brand.

2
At first, their operations were all about understanding the market. They primarily wished
to understand what the customers believe so that they can create a chain of stores that are
appropriate for their needs, correct billing systems in India, and earn the trust of suppliers.
D Mart has a conservative yet highly profitable approach to doing things that appears to be
the signature of its founder. Damani is famously media-shy and does not grant interviews.

Damani used innovative strategies that differed from other Indian retailers. The majority
of retail chains rented stores up to that time, but D-Mart decided to do its own research and
owned its stores primarily. That is why they never closed a store since they started.

1.2 IMPORTANCE OF THE STUDY

This D-Mart study is significant in examining its successful retail business model. The
study is beneficial to entrepreneurs, researchers, and retail management students. The study
examines the strategies of D-Mart to determine its competitive advantage in the Indian
market. The study is also useful to retailers, manufacturers, and suppliers in making
informed business decisions. The study contributes to retail literature in providing new
insights and ideas in the Indian retail sector.

1.3 NEED FOR THE STUDY

This research showcases the importance of researching the retail industry, which plays a
very substantial role in the economic growth and GDP of India, particularly with increased
competition and many players in the market. Although it is big, there is not a lot of research
on Indian retailers, particularly on their business strategy and model. D-Mart's phenomenal
growth is an excellent case study for researchers and practitioners as it bridges the research
gap on retail management and provides detailed insights into Indian retail success practices.

3
1.4 SCOPE OF THE STUDY

This research on D-Mart addresses various topics. It discusses D-Mart's operations in India,
its large stores, and small shops. It reviews D-Mart's business model, strategies, and
practices, such as supply chain, inventory, and customer relationship management. The
research also reviews key business segments like marketing, operations, logistics, and HR.
For a period of 10 years, it reviews D-Mart's growth, issues, and evolution in these 10
years. In terms of methods, the research applies a combination of various research methods,
including case studies, surveys, and one-on-one conversations with D-Mart management.

This study will not only be helpful to me as a student but also to know the current customer
satisfaction, choice and problems of the customer which they are encountering today. This
study will be helpful for the supermarket survey as well as for the manufacturers.
According to this study we can know the needs and wants taste and preference which they
are going through day to day.

1.5 OBJECTIVES OF THE STUDY

1. To analyze D-Mart's business model, revenue streams and cost structure:

2. To examine D-Mart's operational strategies, practices, Supply chain management and

inventory management.

3. To identify the key factors contributing to D-Mart's critical success factor.

4. To evaluate D-Mart's marketing and customer relationship management strategies.

5. To provide recommendations for D-Mart's future growth and sustainability.

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1.6 RESEARCH METHODOLOGY

1. Research Design

This research uses the descriptive research design in examining D-Mart's business model,
customer satisfaction, and operational effectiveness. It uses a mixed-methods research
design with qualitative (case study, interviews) and quantitative (statistical analysis,
survey) methods.

2. Data Collection Methods

Primary Data Sources

• Online Survey: A structured questionnaire was distributed via Google Forms, targeting
customers who shop at D-Mart.
• Customer Interviews: In-depth interviews with randomly selected D-Mart shoppers to
understand their preferences, buying Behaviour, and service expectations.
• Store Observations: Direct observations at D-Mart outlets to analyze customer footfall,
checkout efficiency, and product arrangement.

Secondary Data Sources

• Company Reports & Websites: Official reports from Avenue Supermarkets Ltd.
• Retail Industry Reports: Market analysis from industry sources on Indian retail trends.
• Academic Journals & Articles: Research papers focusing on consumer Behaviour and
supermarket competition.

3. Sampling Design

• Target Population: Regular D-Mart customers across different demographic groups.

• Sampling Technique: Non-probability convenience sampling.
• Sample Size: 192 respondents participated in the survey.

5
4. Data Analysis Techniques

Statistical Methods Used:

• Descriptive Statistics: Mean, standard deviation, and frequency distribution to summarize

customer responses.
• Chi-Square Test: To examine the association between customer demographics and
shopping frequency.
• ANOVA (Analysis of Variance): To determine whether shopping frequency affects
customer satisfaction.
• Regression Analysis: To study the impact of monthly income on spending Behaviour at
D-Mart.

1.7 LIMITATIONS OF THE STUDY

1. Geographical constraints: The research considered D-Mart's operation within

India, which may not be the way it operates elsewhere.
2. Time limitations: The study was done within a limited timeframe, which might
not have been adequate to carry out an in-depth analysis of D-Mart's business
model and strategies.
3. Narrow scope: The research considered some of the business elements of D-
Mart, such as how it functions and its marketing, but not other significant
elements, such as how it functions financially or handles its human resources.

6
 CHAPTER – 2
LITERATURE REVIEW
1. D-Mart: Will it Regain its Leadership Position in the Indian Retail Industry by
Deeksha Gupta and Rohit Kumar

The case study examines the evolving competitive landscape of India’s retail industry
in 2021, focusing on how Reliance Retail’s acquisition of Future Group disrupted the
market and caused D-Mart to lose its leadership position. Operated by Avenue Super
Mart’s Ltd., D-Mart now faces intensified competition in both offline and online retail
spaces, requiring strategic adjustments to sustain its growth.

The study explores the challenges and strategic dilemmas faced by CEO Neville
Noronha, who must balance cost efficiency, expansion, and digital transformation
while staying true to D-Mart’s core strength—offering value-for-money products.
Additionally, it delves into D-Mart’s market positioning, aspirations, and competitive
strengths, along with the potential obstacles in its quest to regain its dominance. As the
retail industry evolves, the case highlights how D-Mart can leverage its operational
efficiency, customer loyalty, and pricing strategies to compete effectively in a rapidly
changing market.

2. Enhancing Organizational Efficiency and Security in Supermarkets: A Case

Study of D-Mart by Bhargavi Badve, Khushi Gandhi, Ganesh S. Jadhav

The study focuses on D-Mart, a leading supermarket chain in India with 341 stores,
analyzing the challenges it faces due to high foot traffic, which affects organizational
efficiency, security, and customer satisfaction. Overcrowding leads to operational
inefficiencies, increased theft risks, and customer dissatisfaction, making it crucial for
D-Mart to enhance store management. Using a mixed-methods approach, the research
combines qualitative observations and case studies with quantitative surveys to identify
key problem areas. Findings indicate that inefficient store layouts and inadequate
security measures contribute to these issues. To address these challenges, the study
suggests redesigning store layouts for smoother customer movement and enhancing
security systems to minimize theft risks. These improvements aim to boost efficiency,
enhance the shopping experience, and maintain D-Mart’s market competitiveness. The

7
research emphasizes the need for continuous adaptation and innovation in retail
operations to sustain customer loyalty and operational success.

3. Influences of Supermarket Features and Demographic Factors on Consumer

Perception by Dr. J. Ramya, Dr. Gururaj, Dr. Kumuda, & Dr. Kiran Kumar

This study mainly focuses on the influence of different supermarket features and
demographic factors on consumer perception with special reference to D-Mart
supermarkets. Whereas the complete text of this particular study is unavailable in the
given sources, respective research presents details regarding consumer behaviour at D-
Mart outlets.

A research study at a D-Mart store in Vadodara analysed the influence of store

atmospherics on consumer purchasing behaviour. The study found that store floor
space, crowd density, and product assortment have a strong impact on consumer
purchasing behaviour. The study indicates that an efficient store layout, pleasant crowd
levels, and a wide variety of products can make the shopping experience better and
influence buying behaviour in a positive manner.

Another work that looked at consumer perceptions and preference towards D-Mart in
the city of Coimbatore found that 76% of the respondents would like to shop at D-Mart
monthly. The study also identified that grocery and food products were the most
common shopping categories purchased, which suggests that the consumers place a
high value on D-Mart's product offerings in these categories.

4. Consumer Buying Behaviour towards Supermarkets in Indore city by

Rupendra Singh Chouhan

8
The study focuses on consumer buying Behaviour towards supermarkets in Indore city,
examining how various social, economic, psychological, and demographic factors
influence consumers' choices when selecting and purchasing products from
supermarkets. It highlights the rapid growth of the Indian retail sector, particularly the
rise of organized supermarkets like D-mart, Big Bazaar, Reliance Fresh, and Metro,
amidst a still significant unorganized retail market.

Key factors attracting consumers to supermarkets include increased disposable income,

the convenience of accessing a wide range of household products in one location, and
the ability to make payments using cards. The research aims to identify these
influencing factors by conducting a study in two specific supermarkets in Indore.

5. Similar yet Different: A Comparative Study of Profitability Performance of

Indian Retail Sector with a Special Reference to Big Bazaar and D Mart
Dharmendra S. Mistry, P. R. Vya

The review highlights the transformation of modern retail organizations, which are
larger and offer a wider variety of products than traditional stores. This shift has resulted
in higher sales per unit space and improved stock turnover, though net profit margins
may sometimes be lower. It discusses various financial performance metrics, such as
annual revenue, profit, earnings per share, and price-earnings ratio, which provide
insights into the overall health of retail businesses.

Additionally, the study emphasizes the importance of consumer satisfaction, innovative

marketing strategies, and product attributes in influencing financial performance. It
compares Future Group (Big Bazaar) and Avenue Super Mart’s (D-Mart) with global
benchmarks like Walmart, analyzing their operational models and alignment with
international best practices.

The review also identifies challenges faced by organized retailers, including

competition from unorganized vendors, logistical hurdles, and government policies, all
of which affect profitability. To remain competitive, retailers must focus on value
addition and optimizing store layouts to enhance customer experience and drive sales.
The review concludes that while retail performance has been widely studied, a direct

9
profitability comparison between Big Bazaar and D-Mart has been lacking, which this
paper aims to address

6. A Comprehensive Study on D-Mart Services: Understanding Consumer

Perceptions and Market Dynamics by Ruksana Begum, A. Varalakshmi, Naseema
Sultana, Nashra Fatima, Nausheen Sultana, Nazim

The literature review examines D-Mart’s service quality and customer experience using
a mixed-methods approach, incorporating qualitative techniques such as in-depth
interviews and focus group discussions, alongside quantitative surveys. This approach
helps analyze key factors like consumer perceptions, satisfaction levels, loyalty, and
the impact of pricing strategies on shopping Behaviour within a competitive retail
market.

The study highlights D-Mart’s strengths and areas for improvement, emphasizing the
role of service quality in driving customer retention and long-term loyalty. It explores
how various service elements, including pricing, store management, and customer
engagement, influence consumer Behaviour and impact D-Mart’s market positioning.
Additionally, it aims to provide actionable insights for management, helping refine
service strategies to enhance customer satisfaction.

By examining these factors, the research contributes to a broader understanding of

consumer Behaviour in modern retail, reinforcing the importance of efficient service
strategies and customer-centric improvements to sustain competitive advantage in the
evolving retail landscape.

7. "Contemporary Issues in Marketing and Finance: A Study on the Impact of D-

Mart on Small Grocery Retailers and Kirana Stores in Jaipur" by Aditi
Khandelwal and Tanisha Ramchandani

The study explores the expansion of the Indian retail market, with a focus on D-Mart’s
influence and business strategies. The Indian retail industry is projected to experience

10
significant growth, but it also faces challenges such as low productivity and increasing
competition from both e-commerce platforms and traditional retailers.

D-Mart has distinguished itself through a cost-effective business model and rapid
expansion, allowing it to achieve substantial market capitalization. The company’s
primary revenue drivers include strategic pricing, operational efficiency, and a carefully
curated product selection, which cater to middle-income consumers seeking
affordability and value.

To maintain its competitive edge, D-Mart must continuously innovate and adapt to the
evolving retail landscape. As consumer preferences shift and digital retail gains
momentum, the company needs to refine its strategies while staying true to its low-cost,
high-efficiency approach. The study highlights D-Mart’s resilience and adaptability,
reinforcing its role as a dominant player in India’s dynamic and competitive retail sector

8. A STUDY ON ROLE OF RETAIL CHAIN IN INDIA: THE BUSINESS

MODEL OF D-MART by GALI SWETHA CHOWDARY, S. CHANDRA
SEKHAR

The study examines the expansion of the Indian retail market, focusing on D-Mart’s
business model and strategies. While the Indian retail sector is poised for significant
growth, it faces challenges such as low productivity and increasing competition from
both e-commerce platforms and traditional retailers.

D-Mart has established itself as a cost-effective and rapidly expanding retail chain,
achieving substantial market capitalization through its strategic pricing, operational
efficiency, and curated product selection. Its ability to maintain low costs while
maximizing customer value has been a key driver of its success.

To sustain its market position, D-Mart must continuously adapt and innovate in
response to evolving consumer preferences and the competitive landscape. The study
highlights the need for ongoing strategic improvements to ensure continued growth and

11
resilience in India’s dynamic retail industry, reinforcing D-Mart’s role as a leader in
cost-effective retail operations.

9. CONSUMER PREFERENCE AND SATISFACTION OF CUSTOMERS

TOWARDS D-MART by DR. A. SANDHYA RANI in February 2024

This study looks into the expansion of the Indian retail market, emphasizing the
influence and strategies of D-Mart. The Indian retail industry is expected to grow
considerably, although it encounters obstacles such as low productivity. D-Mart,
recognized for its cost-effective model and swift growth, has reached significant market
capitalization. The main revenue sources for D-Mart are its strategic pricing,
operational efficiency, and tailored product selections. Competing with e-commerce
and traditional retailers, the company must consistently adapt and innovate in its
methods.

10. The Study of Customer Satisfaction with the Special Reference to Panvel D-
Mart by A. K. Ghadge, A. K. Dixit, N. R. Madhavi

The study examines customer satisfaction at Panvel D-Mart, a leading supermarket

chain in India, by analysing key factors such as product variety, pricing, store layout,
staff behaviour, and the overall shopping experience. It employs a mixed-method
approach, combining qualitative and quantitative techniques to assess customer
perceptions and identify the store’s strengths and areas for improvement.

The research aims to enhance customer satisfaction and loyalty by providing actionable
recommendations tailored to Panvel D-Mart. These insights can also be applied to the
broader D-Mart chain and the Indian retail sector, helping improve overall service
quality and efficiency.

By understanding consumer preferences and shopping behaviour, the study contributes

to retail strategy development, ensuring a better shopping experience and reinforcing
D-Mart’s position in India’s competitive supermarket industry. The findings underscore

12
the importance of customer-centric improvements to sustain growth and customer
retention in an evolving retail market.

11. D-Mart: driving growth in a changed business environment Swapna Pradhan,

Smeeta Bhatkal

The article explores D-Mart’s business model and the evolving dynamics of India’s
food and grocery market, particularly in response to challenges posed by the COVID-
19 pandemic. Temporary store closures and shifts in consumer Behaviour led to a
significant revenue decline, impacting the company’s operations and financial
performance.

To assess D-Mart’s future growth strategies, Pegasus Consulting conducted an

evaluation focusing on business options, financial health, and operational strategies.
The study highlights the use of financial ratios to analyze D-Mart’s performance and
understand how business decisions influence financial statements.

By examining the company’s resilience and adaptability, the research underscores the
importance of strategic planning and financial assessment in overcoming market
disruptions. The findings provide insights into how D-Mart can sustain growth and
strengthen its market position amidst evolving retail challenges.

12. “A Study of The Impact of Promotional Strategies Adopted by Big Bazaar &
D-Mart on Consumer with Reference to Nagpur City.” By Miss. Sanskruti
Narendra Bhongade

“A Study of The Impact of Promotional Strategies Adopted by Big Bazaar & D-Mart
on Consumers with Reference to Nagpur City,” examines the role of promotional
strategies in shaping consumer behaviour. Key factors such as pricing strategies,
promotional events, and brand image significantly influence purchasing decisions.
Retailers adopt promotional techniques like discounts, sales promotions, and

13
advertising campaigns to attract customers. Consumer responses vary based on
demographics such as age, income, and shopping preferences. D-Mart, known for its
value pricing and customer service, effectively utilizes these strategies to retain a strong
customer base. The research highlights how these promotional strategies impact
consumers in Nagpur, providing valuable insights for retailers to optimize their
marketing efforts and enhance customer engagement in a competitive retail
environment.

13. CUSTOMER SATISFACTION TOWARDS THE SERVICES RENDERED

BY SUPERSTORE RETAILERS by Dr. Vinay deep Brar, Dr. Atul Kumar

Dr. Vinay Deep Brar and Dr. Atul Kumar’s (2017) study, “Customer Satisfaction
Towards the Services Rendered by Superstore Retailers,” emphasizes the critical role
of retail services in shaping consumer Behaviour and satisfaction. Modern retailers
focus on enhancing customer service, aligning with Mahatma Gandhi’s philosophy that
customers are the core of any business. The study utilizes both primary data, collected
through structured questionnaires, and secondary data from books and journals.
Research suggests that providing high-quality services at affordable prices is essential
for attracting and retaining customers. Studies indicate a direct link between service
quality and customer loyalty—greater service offerings lead to higher customer
retention. Satisfaction is measured using a rating scale from 1 to 5, allowing for
quantitative analysis. D Mart's emphasis on customer-centric services strengthens its
customer base, highlighting the importance of superior service in sustaining
competitive advantage in the retail sector. Additionally, customer expectations and
service innovation play a key role in long-term business success.

14. Customer Relationship Practices in Indian Supermarket by Dr. R

Jeyalakshmi, Mr. M. Gopinath, Ms. Ramya. A, Dr. Yogaraja Nannthagopan

Dr. R. Jeyalakshmi, Mr. M. Gopinath, Ms. Ramya A., and Dr. Yogaraja
Nannthagopan’s (2020) study, “Customer Relationship Practices in Indian

14
Supermarket,” explores the significance of Customer Relationship Management
(CRM) in understanding consumer needs and Behaviours. CRM plays a vital role in
strengthening the relationship between customers and retailers like D Mart, ultimately
contributing to business success. Retailers procure goods in bulk from manufacturers
and sell them in smaller quantities to consumers, ensuring accessibility and
affordability. The research analyzes CRM effectiveness in understanding customer
preferences and enhancing their shopping experience. Studies suggest that
improvements such as additional billing counters, increased staff, better replacement
policies, and faster access to premium loyalty cards can significantly enhance CRM.
Effective customer relationship strategies foster brand loyalty and long-term
engagement. By continuously refining CRM practices, supermarkets can improve
customer satisfaction, strengthen consumer trust, and maintain a competitive edge in
the retail industry.

15. Study on the Consumer Preference and Perception of Supermarket Chain -

Case of D mart by M. Guruprasad

M. Guruprasad’s (2018) study, “Study on the Consumer Preference and Perception of

Supermarket Chain - Case of D Mart,” examines the rapid expansion of India’s retail
industry and D Mart’s significant role within this sector. Established in 2002, D Mart
has grown to 163 stores across India, offering a diverse range of products, including
groceries, home utilities, skincare, clothing, and footwear. The study highlights the
importance of consumer preference and perception in driving the success of
supermarket chains. D Mart leverages past consumer shopping data to tailor its product
offerings and improve business operations in an increasingly competitive market.
Additionally, D Mart enhances customer convenience by accepting multiple payment
methods, such as UPI, cards, and cash. Research indicates that key factors behind D
Mart’s success include competitive pricing, extensive product variety, and strong
service quality. These elements have positioned D Mart as a preferred choice among
Indian consumers. The findings emphasize that adapting to consumer preferences and
maintaining high service standards are crucial for sustained growth and customer
loyalty in the retail industry.

15
 CHAPTER – 3
COMPANY PROFILE
3.1 INTRODUCTION TO THE COMPANY

D-Mart is a chain of hypermarket and supermarkets in India started by R.K Dumani. It was
founded on 15th May 2002. As on 11th July 2019, it had 186 across India in the states of
Maharashtra, Andhra Pradesh, Telangana, Gujarat, Chhattisgarh, Madhya Pradesh, Delhi,
Rajasthan, Tamil Nadu, Uttar Pradesh, Karnataka and Punjab. D-Mart is promoted by
Avenue Supermarkets Ltd. The Company has its headquarters in Mumbai.

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

Avenue Supermarkets which run the retail chain D-mart had a spectacular debut on the
stock exchanges with its market value doubling in a single trade session. Some may say it
is a result of the hype created around the listing of the shares while some may give credit
to the reputation of its Promoter Mr. Radhakishan. However, if one tries to decipher the
strong business underlying, it is not difficult to say that D-Mart has not only outpaced its
competitors during the last decade, but it has also shown how a retail chain is operated
successfully in a consumer driven market like India.

The study deals with the buying Behaviour of the local consumers from D-Mart.
Consumers have a positive attitude towards D-Mart due to the numerous benefits it
provides. It has almost all sorts of products under one roof.

16
D-Mart has increased the variety of products a lot. It now provides a wide range of products
than any other mall. The most important objective behind its establishment is to provide
good quality products at best affordable value. And our study provides the feedback which
shows they are successfully achieving their core objective. Along with providing
comfortable and convenient shopping experience to people D-Mart has a simple and easy
policy for return and exchange. They prefer to deal with this manually in the particular
branch. Thus, they don’t entertain the queries asked via email or any other medium.

Apart from Maharashtra. D-Mart has its branches in Andhra Pradesh, Telangana, Gujarat,
Madhya Pradesh, Chhattisgarh, Rajasthan, Tamil Nadu, Karnataka, Uttar Pradesh and
Punjab`s headquarters is situated in Poway, Mumbai,

D-Mart executives informed that the smooth functioning possible due to the chain’s
operating model. This operating chain pays its supplies within 48 hours of delivery. It was
found by keeping in mind the middle-income group people, but today people belonging
from all income groups prefer to buy from it. Our present study has shown people from
high income group also shop from D-Mart. As of June 2019, it had 191 stores across the
country. The company aims to establish more branches soon to address the growing needs
of the Indian family.

Dolphin Mart Limited, founded in 1992 is engaged in Lifestyle Retail Marketing of

imported rare collectibles ranging from home decoration, art pieces, corporate gifts,
furniture and furniture accessories under two established premium brands namely D- Mart
Exclusive and Wood mart Exclusive. A national player in the premium luxury segment is
dedicated to offering a range of aspiration and lifestyle decorative handpicked from
renowned world class brands across the world, with products from the classic to the
contemporary.

17
It is a challenge to handle fresh produce, says S Jagdish Krishnan, chief operating officer,
retail and bakery divisions, at Heritage Foods. -For, it goes through the farmer-broker-
whole seller-retailer chain which roughly takes a day. If we work along with farmers and
process it quickly, we can sell it profitably. I besides; it also has a 50-member team which
procures 55 per cent of its fresh produce locally in the areas where it operates.

It has one of the largest multiproduct, multi brand service center in the country, where 400
service staff and 120 skilled technicians work, who provide after-sales, collection and
delivery services to customers. So, whenever a customer buys a big product like air-
conditioner, its service center is informed about the purchase which in turn calls the
customer and says it will send technicians to install it. Its technicians get in touch with
customers and install it.

18
19
Trade Name: D-MART
Company type: Public
Traded as
BSE: 540376
NSE: D-MART
ISIN: INE192R01011
Industry: Retail
Founded: May 15, 2002; 22 years ago
Founder: Radhakishan Damani
Headquarters: Powai, Mumbai, Maharashtra, India
Number of stores: 387 stores (as of 31st December 2024)
Area served: India
Key people: Radhakishan Damani (Chairman)
Ignatius Navil Noronha (CEO)
Revenue: Increases ₹49,533 crore (2024)
Operating income: Increases ₹4,106 crore (2024)
Net income: Increases ₹2,695 crore (2024)
Total assets: Increases ₹23,040 crore (2024)
Total equity: Increases ₹15,565 crore (2024)
Owner: Radhakishan Damani (74.65%)
Number of 13,971 permanent (2024)
Employees: 59,961 Contractual (2024)
Website: WWW.D-Martindia.com

Table 3.1: Company profile

20
3.2 SWOT ANALYSIS OF D-MART

Strengths in the SWOT analysis of D-Mart:

Strengths are defined as what each business does best in its gamut of operations which can
give it an upper hand over its competitors. The following are the strengths of D-Mart:

• Focus on long-term: Damani, the founder of D Mart is an investor and thus the
company has been focused entirely on long-term gains. This has made the company
maximize its returns through a value is driven pricing strategy.
• Slow scaling up: D Mart started off on a very low keynote and slowly took its time
to move up the ladder. This gave the company a better control and deeper
understanding of its supply chain and also helped they manage the bottom line
better.
• People-centric management style: D Mart has a very good employee policy in
place and is very transparent in its employee relations. They also have a good
relationship with vendors and suppliers and the stakeholders are happy.
• Discount Policy: One factor that delineates D Mart from its competitor is its huge
discount policy. The retailer sells essential goods at a flat discount price which most
competitors cannot match, and this helped them penetrate the market.
• Clear price-based differentiation: D Mart never followed the trends set by other
competing retail brands but believed in setting their own trends. They captured the
market through a clear price-based differentiation and priced their goods at
significantly lower prices than competitors.

Weaknesses in the SWOT analysis of D mart

Weaknesses are used to refer to areas where the business or the brand needs improvement.

Some of the key weaknesses of D Mart are:

• Focus on certain places: Quite unlike their competitors, who are present
everywhere, D
21
Mart has focused more on the Western States and has a very low presence in the South.
This has restricted them from gaining market prominence.

• Slow growth: D Mart has established almost 16 years ago much before the retail
boom set a fire in India. However, it has not been able to capture the market even
as much as many of the later entrants primarily because of its long-term focus
• Sustainability of low pricing: The Company has a zero-credit policy and thus
vendor and suppliers give them a much better price which is how the company is
able to afford the low prices that the competitors cannot imagine.

• No frills: D Mart follows a no-frills approach where the focus in to cut costs
wherever possible. Their facilities are basic and lack the frills of most upmarket
retailers. The customer who come here essentially look at the low prices of products
on offer. So, thus the sustainability of this differentiator is questionable.

Opportunities in the SWOT analysis of D mart

Opportunities refer to those avenues in the environment that surrounds the business on
which it can capitalize to increase its returns. Some of the opportunities include:

• Technology: Technology has a lot to offer to retailers in terms of in-store

experiences and retailer can use It, artificial intelligence to create value-adding
services to their customers for which a premium can be charged.
• Personalization of services: Customers are looking for personalized services for
which they are willing to pay extra. Retailers should capitalize on this propensity
to pay more and increase the quality of their services.

Threats in the SWOT analysis of D mart

22
Threats are those factors in the environment which can be detrimental to the growth of the
business. Some of the threats include:

• Online retailers: People in cities especially are highly lethargic about leaving their
homes and prefer to shop online today. Companies like Amazon and Flipkart thus
become major threats to most retailers.
• Online Start-ups: The hottest trend in India are online start-ups. Many of them are
aggregators who bring together the supplier and the customer cost-effectively.
These companies are the emerging threats more so because many new brands are
cropping up in the aggregation market primarily because of lower barriers to entry.

23
3.3 4P’S OF 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
its customers. It believes in mass commodities and therefore its products are available in
different sizes and colors. 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-

• 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

24
Place in the Marketing Mix of D-Mart

D-Mart has a reach in most of the important cities in India including Ahmadabad, Surat,
Rajkot, and Bhuj in Gujarat, Tirupati 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 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.

25
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, 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.

26
3.4 PEST ANALYSIS OF D-MART

Pest analysis of FMCG sector in India is carried out on political, economic, social and
technological aspects. It is explained below:

(1). Political:

Tax exemption in sales and excise duty for small scale industries. Transportation and
infrastructure development in rural areas helps in distribution network. Restrictions in
import policies. Help for agricultural sector.

(ii). Economical:

The GDP rate of Indian economy is comparatively better. It is expected in future it would
be better only in comparison with other countries, Inflation rate is increasing across the
world, and India is also no exception. The government and Reserve Bank of India both are
trying to control the inflation rate with the help of different measures. Increase in
disposable income

Has taken place due to higher GDP rate. The per capita income is increasing so the
customers are having more income to spend for various reasons. Indian FMCG sector
recorded 16% sales growth in last fiscal year and it is expected it would further improve in
the forthcoming years. The FMCG sector is a 4th largest sector of Indian economy with
market size of more than 60,000 crores. The Indian Territory is very large and number of
customers is also very high.

(iii). Social:

27
The Indian culture, social & lifestyles are changing drastically. The total population is
nearly 115 crores and population includes rich, poor, middle class, male, female, located
in rural, urban and sub urban areas, different level of education etc.

(iv). Technology:

Technology has been simplified and available in the industry. Where technology is not
available then it is brought from foreign countries to meet FMCG sector requirements.

Foreign players help in high technological development. With research and development
facilities the new technologies are developed alone or with the help of foreign players.

28
 CHAPTER – 4
DATA ANALYSIS AND
INTERPRETATION
4.1 Data Analysis

This section presents the analysis of the relationship between consumers' monthly income
(Q4) and their amount spent per purchase (Q12) at D-Mart.

Variables:
• Independent Variable (Q4): Monthly income category.
• Dependent Variable (Q12): Amount spent per purchase.

Null and Alternative Hypotheses:

• H₀ (Null Hypothesis): Monthly income (Q4) has no significant impact on the
amount spent per purchase (Q12).
• H₁ (Alternative Hypothesis): Monthly income (Q4) has a significant impact on the
amount spent per purchase (Q12).

To examine this relationship, a simple linear regression analysis was conducted.

Results:

Regression Statistics

Statistic Value
Multiple R 0.15011
R Square 0.02253
Adjusted R Square 0.01736
Standard Error 1.36348
Observations 191

28
Regression Coefficients

Coeffic Standard P- Lower Upper Lower Upper

Predictor t-Stat
ients Error Value 95% 95% 95.0% 95.0%
2.5377 13.12 2.127E-
Intercept 0.19333 2.1564 2.91912 2.1564 2.919
6 657 28
0.2325 2.087 0.0381
A4 0.11143 0.01279 0.45238 0.0128 0.452
9 39 9

Table 4.1: mpact of Monthly Income on Spending at D-Mart

Regression Statistics
• Multiple R: 0.1501 → Indicates a weak positive correlation between income and
spending.
• R Square: 0.0225 → Suggests that only 2.25% of the variance in spending is
explained by income, meaning other factors (e.g., shopping frequency, household
size, promotions) also play a role.
• Adjusted R Square: 0.0174 → Adjusted for sample size; still very low, confirming
a weak model fit.
• Standard Error: 1.36 → Represents the average deviation of actual spending from
predicted values.
• Observations: 191 → Total sample size.

Regression Coefficients
• Intercept (2.54K) → When income = 0, the estimated amount spent is ₹2.54K.
• Income Coefficient (0.233K) → For every increase in income category, spending
increases by ₹233 on average.
• P-value for Income (0.038) → Since p < 0.05, the relationship between income and
spending is statistically significant.
• Confidence Interval (95%): [₹12.79, ₹452.38] → Since the interval does not
contain zero, the effect of income is confirmed.

Interpretation
• The regression results suggest that income has a weak but statistically significant
effect on spending at D-Mart.

29
• While income does influence spending, it only explains 2.25% of the variation,
meaning other factors (such as shopping habits, household size, and discounts) also
play a major role.
• Since the p-value is below 0.05, we reject the null hypothesis (H₀) and accept the
alternative hypothesis (H₁): Income does have a significant impact on spending at
D-Mart.
• However, given the low R² value, this model alone is not a strong predictor of
spending Behaviour, and additional variables should be considered for better
accuracy

30
4.2 DATA ANALYSIS

A Chi-Square test of independence was conducted to examine the association between

Gender and how often respondents visit D-Mart.

Variables:

• Independent Variable (Gender): Categorical variable with two levels: Male and
Female.
• Dependent Variable (Q5 - Frequency of visiting D-Mart): Categorical variable with
six levels representing different visit frequencies.

Null and Alternative Hypotheses:

• H₀ (Null Hypothesis): There is no statistically significant association between
Gender and Frequency of visiting D-Mart (Q5). In other words, the frequency of
visits to D-Mart is independent of gender.
• H₁ (Alternative Hypothesis): There is a statistically significant association between
Gender and Frequency of visiting D-Mart (Q5). This means that visit frequency to
D-Mart varies based on gender.

Crosstabulation Table: Gender * Frequency of Visiting D-Mart

Q5 Frequency Female Male Total

1 (Least frequent) 7 0 7
2 27 8 35
3 31 52 83
4 20 37 57
5 3 3 6
6 (Most frequent) 1 3 4
Total 89 103 192

31
Chi-Square Test Results

Test Value DF p-value (2-sided)

Pearson Chi-Square 27.825 5 < 0.001
Likelihood Ratio 31.141 5 < 0.001
N of Valid Cases 192

Note: 6 cells (50.0%) have expected counts less than 5, with a minimum expected count of
1.85. This could impact the reliability of the results.

Table 4.2: Chi-square analysis of gender and frequency of visiting D-Mart

Interpretation of Results

1. Statistical Significance:
a. The Pearson Chi-Square value of 27.825, with a p-value less than 0.001,
indicates a statistically significant association between Gender and the
frequency of visiting D-Mart.
b. Since the p-value is below the standard significance threshold (0.05), we
reject the null hypothesis (H₀) and conclude that there is a significant
relationship between these variables.
2. Observations from the Crosstabulation:
a. A higher proportion of males (52 out of 103) visit D-Mart at frequency level
3 compared to females (31 out of 89).
b. Females have a relatively even spread across different visit frequencies,
with a notable proportion in category 2 (27 respondents).
c. Males show a higher concentration in category 3 and 4, indicating they visit
D-Mart more frequently than females on average.
d. Very few respondents from either gender visit D-Mart at the highest
frequency levels (5 and 6).
3. Implication:

32
a. The analysis suggests that there is a gender-based difference in how
frequently individuals visit D-Mart.
b. Further investigation could explore the reasons behind this trend.
c. The presence of low expected counts in some categories suggests that
aggregating categories or increasing sample size might improve future
analysis.

33
4.3 DATA ANALYSIS

An ANOVA test was conducted to examine the relationship between Q5 (How often do
you visit D-Mart) and Q11 (How satisfied are you with the product pricing at D-Mart).

Variables

• Independent Variable (Q5 - Frequency of Visiting D-Mart): A categorical variable

representing six different visit frequency levels.
• Dependent Variable (Q11 - Satisfaction with Product Pricing at D-Mart): A
categorical variable measuring customer satisfaction with product pricing at D-
Mart.

Null and Alternative Hypotheses

• Null Hypothesis (H₀): There is no statistically significant relationship between the

frequency of visiting D-Mart (Q5) and satisfaction with product pricing (Q11).
• Alternative Hypothesis (H₁): There is a statistically significant relationship between
the frequency of visiting D-Mart (Q5) and satisfaction with product pricing (Q11).

ANOVA Results Summary

Source DF SS MS F Significance F
Regression 1 8.371 8.371 9.593 0.002

Residual 189 164.927 0.873

Total 190 173.298

Table 4.3:ANOVA Analysis: Examining the Relationship Between Frequency of Visits

to D-Mart and Satisfaction with Product Pricing

34
Interpretation of ANOVA Results

1. F-Statistic (9.593):
a. The F-value of 9.593 suggests that there is a notable variation in satisfaction
with pricing (Q11) that can be attributed to the frequency of visits (Q5).
2. Significance F (p-value = 0.0022):
a. Since p < 0.05, we reject the null hypothesis (H₀).
b. This confirms that there is a statistically significant relationship between
visit frequency (Q5) and satisfaction with product pricing (Q11).
3. Implications:
a. The results indicate that customers’ satisfaction with product pricing at D-
Mart varies based on how often they visit the store.
b. Frequent visitors may have greater price awareness and different
expectations compared to occasional shoppers.
c. Future research could explore whether higher frequency visitors find D-
Mart’s pricing more favorable or if they become more critical due to
exposure to price fluctuations.

35
4.4 Data Analysis
This section presents the analysis of the relationship between Customer rating of product
quality at D-Mart (Q13) and their satisfaction with D-Mart’s services (Q17)

Variables:

• Independent Variable: Q13 - Customer rating of product quality at D-Mart

(continuous variable).
• Dependent Variable: Q17 - Customer satisfaction with D-Mart’s services
(continuous variable).

Hypotheses:

• Null Hypothesis (H₀): There is no significant relationship between customers' rating

of product quality at D-Mart and their satisfaction with the services provided.
• Alternative Hypothesis (H₁): There is a significant relationship between customers'
rating of product quality at D-Mart and their satisfaction with the services provided.

Regression Statistics

Regression Statistics Values

Multiple R 0.4307
R Square 0.1855
Adjusted R Square 0.1812
Standard Error 0.8018
Observations 191

Regression Coefficients

36
 Standard t- P- Lower Upper
Coefficients
Error Statistic Value 95% 95%
12.57
Intercept 3.1571 0.2510 9.32E-27 2.6620
86
-
Product Quality Rating (Q13) -0.4429 0.0675 6.561 4.99E-10 -0.5760
0

Table 4.4: Impact of Product quality on Customer satisfaction at D-Mart

Interpretation:

1. Relationship Between Product Quality Ratings and Service Satisfaction:

a. The negative coefficient (-0.4429) for product quality ratings indicates an
inverse relationship between how customers rate product quality and their
satisfaction with D-Mart’s services.
b. This suggests that as customers give higher ratings to product quality, their
satisfaction with D-Mart's services tends to be lower.
2. Significance of the Relationship:
a. The p-value (4.99E-10) is well below the standard threshold of 0.05,
confirming that the relationship between product quality rating and service
satisfaction is statistically significant.
b. The R-Square value (0.1855) suggests that approximately 18.55% of the
variance in customer satisfaction with services can be explained by their
rating of product quality.
3. Confidence Intervals:
a. The 95% confidence interval for the coefficient of product quality rating
ranges from -0.5760 to -0.3097, indicating a consistent negative impact.

Implications:

The results indicate a significant yet negative relationship between customers’ ratings of
product quality and their satisfaction with D-Mart’s services. This counterintuitive finding
37
may suggest that customers who perceive the product quality as high may have greater
service expectations, leading to lower satisfaction if those expectations are not met.

Future research could explore whether specific aspects of service (e.g., checkout
experience, staff Behaviour, store ambiance) contribute to this trend, helping D-Mart refine
its service strategy to meet customer expectations better.

38
4.5 DATA ANALYSIS

A one-way ANOVA test was conducted to examine the relationship between the reason
for preferring shopping at D-Mart (Q9) and satisfaction with product pricing at D-Mart
(Q11).

Variables

• Independent Variable (Q9): Reason for preferring shopping at D-Mart (categorical

variable).
• Dependent Variable (Q11): Satisfaction with product pricing at D-Mart (categorical
variable).

Null and Alternative Hypotheses

• Null Hypothesis (H₀): There is no statistically significant association between the

reason for preferring shopping at D-Mart (Q9) and satisfaction with product pricing
at D-Mart (Q11).
• Alternative Hypothesis (H₁): There is a statistically significant association between
the reason for preferring shopping at D-Mart (Q9) and satisfaction with product
pricing at D-Mart (Q11).

39
ANOVA Test Results

Source DF SS MS F Significance F
Regression 1 2.1646 2.1646 8.2786 0.00447

Residual 189 49.4166 0.2615

Total 190 51.5812

Table 4.5: ANOVA Analysis: Examining the Relationship Between Reason for
preferring shopping at D-Mart & Satisfaction with product pricing at D-Mart.

Interpretation:

• The p-value (0.00447) is less than 0.05, indicating that we reject the null hypothesis.
• This means that there is a statistically significant relationship between the reason
for preferring shopping at D-Mart and satisfaction with product pricing.
• The F-statistic (8.2786) suggests a notable variation in satisfaction levels based on
different reasons for preferring D-Mart.
• The regression sum of squares (SS = 2.1646) indicates that a portion of the variation
in satisfaction is explained by the reason for preferring D-Mart.
• However, since the residual sum of squares (SS = 49.4166) is still substantial, other
factors may also contribute to satisfaction with pricing.

Implications:

The findings suggest that customers’ satisfaction with product pricing at D-Mart is
significantly influenced by their reasons for preferring to shop at the store.

Customers who prioritize affordability may perceive pricing differently compared to those
who value convenience or product variety.

40
Future research could further investigate whether price-conscious shoppers find D-Mart’s
pricing more favorable or if their expectations shift over time based on their shopping
priorities

41
 CHAPTER – 5
FINDINGS, SUGGESTIONS AND
CONCLUSION
5.1 FINDINGS

• D-Mart is currently one of the leading retail chains in India because it has affordable
prices, effective supply chain management, and many customers.

• The owning stores rather than renting policy of the company has promoted long-term
profitability and market stability.

• Richer consumers spend a little more. Men visit D-Mart a little more often, and women
buy more variety.

• They also prefer additional discounts and promotions, and thus standard pricing
policies are needed.

• Product quality is high rated, but service satisfaction is low. This indicates that
checkout speed, store layout, and how employees react should be improved.

• The expansion of websites and online stores is a major challenge, and D-Mart needs to
improve its online sales strategy.

• Customer service must be enhanced by D-Mart, it must move to underserved areas, and
it must leverage technology to enhance offline and online customer experience.

42
5.2 SUGGESTIONS

• D-mart must provide a large parking area to its customers so that they can park
their vehicles comfortably.

• The infrastructure is needed to be changed a bit during weekends as heavy crowd

comes into d-mart during those days.

• D-mart should include more of branded products its product category so as to

attract the brand choosy people to come into big bazaar.

• D-mart has to provide offers frequently so that there is not a gap of too long
between offers. This is because offers can contribute enormously towards what
the customer buys.

• They also concentrate on TV advertisement they should show ads and

promotional offers in a regular interval in languages like Hindi, English.

• Hoarding should be placed uncovered area.

43
5.3 CONCLUSION

The study on D-Mart reveals that it is strong in the market because of its low-cost
operations, quality prices, and customer orientation. D-Mart is one of the top retail chains
in India and has built a loyal customer base by providing quality products at reasonable
prices. Nevertheless, the findings also reveal areas where changes can lead to improved
long-term success.

One of the most important results of the research is that how often individuals go shopping
affects their level of satisfaction. Those who go shopping regularly are better price-
informed and have higher expectations and are therefore more likely to notice service
problems. ANOVA and regression tests confirm that income plays a minor but important
role in spending, showing that price policy, promotions, and shopping habits are more
important to the way people behave than income.

The research discovered that there is a negative relationship between customer ratings of
product quality and their satisfaction with service. Customers who rate product quality high
may anticipate higher service, so D-Mart should enhance its customer service to match
their expectations. Moreover, with the growth of online shopping and grocery shopping,
D-Mart should enhance its online presence to remain competitive.

In short, D-Mart succeeds because it is frugal, runs its business efficiently, and understands
what the customers require. Nevertheless, augmenting the degree of service, investing in
e-commerce, and refining advertising strategies will be vital for long-term growth.
Upcoming research must take into account upcoming consumer trends and the effect of e-

44
commerce on supermarket chains to help D-Mart sustain its market dominance in the
industry.

45
BIBLIOGRAPHY

Book:
• Mall, D. (2014). Supermarket Wala: Secrets to Winning Consumer India.
• “The Great Indian Retailing Business” – By Santosh Desai & Shubhranshu Singh
(2022)
• "The Making of D-Mart: The Radhakishan Damani Way" – By Amit Bhandari

Articles:
• Guruprasad, M. (2018). Study on the Consumer Preference and Perception of
Supermarket Chain - Case of D-Mart.
• Hyde, A. M., & Jain, A. (2020). A Study on Consumer Buying Behaviour of D-Mart
with Reference to Indore City: Percentage Analysis.
• Shobika, S., & Sundari, R. G. (2021). A Study on Customer Satisfaction Towards
Hypermarket with Special Reference to D-Mart.
• Kuldip, C., Divya, P., & Vidani, J. (2023). A Comparative Study of Consumer
Buying Behaviour: Price Perception of Grocery Products at D-Mart (Damani
Mart) and Reliance Smart Bazar in Ahmedabad City.
• Pawar, A., & Sangvikar, B. (2019). Strategy and Success of D-Mart: The Case of
Retail Chain in India.
• Rao, P. S. (2022). An Empirical Study on Consumer Buying/Shopping Behaviour
(A Study with Reference to D Mart Shopping Mall in Guntur, Andhra Pradesh,
India).

Websites:

• www.D-Martindia.com
• https://retail.economictimes.indiatimes.com/blog/a-glance-at-indias-
retail-renaissance-in-2023/106431407
• https://en.wikipedia.org/wiki/Supermarket
• https://www.abel.org/industry/retail-india
• https://www.slideshare.net/RajeshwariChaudhari/project-on-D-Mart-
a-consumer- buying-Behaviour-with-respect-to-d-mart
• https://www.academia.edu/36078997/ADVERTISINGANDPROMOTIONAL
STRATEGIES OF D-MART
• https://www.D-Martindia.com/about-us
• https://www.marketing91.com/swot-analysis-d-mart/
• https://www.marketing91.com/marketing-mix-d-mart/
• https://www.bloomberg.com/profile/company/D-MART:IN
ANNEXURE
1. Name
____________________________________________________

2. Age
a) Below 18
b) 18-25
c) 26-35
d) 36-45
e) Above 45

3. Gender?
a) Male
b) Female
c) Other

4. occupation?
a) Student
b) Salaried Employee
c) Business Owner
d) Homemaker
e) Other (Please specify) _________

5. Monthly income range?

a) Below ₹20,000
b) ₹20,000 - ₹50,000
c) ₹50,000 - ₹1,00,000
d) ₹1,00,000 - ₹2,00,000
e) Above ₹2,00,000
6. How often do you visit D-Mart?
a) Daily
b) weekly
c) Monthly
d) Occasionally
e) During special occasions
f) Whenever there is an offer

7. How did you come to know about D-Mart?

a) Friend
b) Family
c) Social media
d) Advertisement
e) Others

8. What are the main reasons you shop at D-Mart? (Select all that apply)
a) Low prices
b) Product variety
c) Discounts & Offers
d) Quality of products
e) One-stop shopping convenience

9. What types of products do you usually purchase from D-Mart? (Select all that
apply)
a) Groceries
b) Home & Kitchen items
c) Personal Care Products
d) Electronics & Appliances
e) Fashion & Apparel
10. Why do you prefer shopping at D-Mart?
a) Low prices
b) Premium products
c) Home delivery service
d) Online shopping experience

11. How does D-Mart attract customers?

a) By offering discounts and deals
b) By running TV advertisements
c) By using celebrity endorsements
d) By selling only online

12. How satisfied are you with the product pricing at D-Mart?
a) Very Satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Very Dissatisfied

13. How much do you spend on your purchase from D-Mart?

a) Below 1000
b) 1000-2000
c) 2000-3000
d) 3000-4000
e) Above 4000

14. How would you rate the quality of products at D-Mart?

a) Excellent
b) Very Good
 c) Good
d) Average
e) Poor

15. How would you rate the availability of products at D-Mart?

a) Always available
b) Mostly available
c) Sometimes out of stock
d) Frequently out of stock
e) Never out of stock

16. How much time do you spend for purchasing in D-Mart?

a) <30 minutes
b) 30 minutes
c) <I hour
d) 1 hour
e) >2 hours

17. How can D-Mart expand in the future?

a) By opening more stores in different cities
b) By selling more luxury items
c) By increasing product prices
d) By reducing store location

18. Are you satisfied with the services provided by D-Mart

a) Yes
b) No
c) Maybe
19. Would you recommend D-Mart to others?
a) Yes
b) No

20. What improvements would you like to see at D-Mart? (Select all that apply)
a) More product variety
b) Faster billing service
c) Better customer service
d) More discounts & offers
e) Better parking facilities

21. Any additional comments or suggestions for D-Mart?

____________________________________________________