A STUDY ON CUSTOMER SATISFACTION ON E-COMMERCE

Project Report submitted in Fulfillment for the

Award of Degree of
BACHELOR OF COMMERCE [HONOURS]

SUBMITTED BY
A. NAVNEETH 1064-22-407-010
G. VINAY KUMAR 1064-22-407-060
CHIRANJIVI SHARAMA 1064-22-407-035
CH. SWARAN 1064-22-407-032
Under the supervision & guidance of
Mrs. N. Lakshmi
Badruka College of Commerce and Arts
Kachiguda, Hyderabad
2024-2025
DECLARATION
We, A. Navneeth, (1064-22-407-010), G. Vinay Kumar, (1064-22-407-060),
Chiranjivi Sharama, (1064-22-407-035), CH. 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

A. Navneeth & Signature:

G. Vinay Kumar & Signature:
Chiranjivi Sharama & Signature:
CH. Swaran & Signature:
 Badruka College of Commerce and Arts
Kachiguda Hyderabad
Department of Commerce

Certificate
This is to certify that the project title “MOST SUCCESSFUL CHAIN OF
SUPERMARKET: A PROJECT REPORT ON D-MART” are the bonafide students
work done by A. Navneeth, (1064-22-407-010), G. Vinay Kumar, (1064-22-
407-060), Chiranjivi Sharama, (1064-22-407-035), CH. Swaran, (1064-22-407-
032), of bonafide students of Badruka College of Commerce and Arts,
Kachiguda, Hyderabad under supervision of Guide, Designation.

Signature of External Examiner Signature of Internal Examiner

&Guide
 ACKNOWLEDGEMENT
We are immensely grateful to our project guide, N. Lakshmi, Assistant
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 others 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.

A. Navneeth
G. Vinay Kumar
Chiranjivi Sharama
CH. Swaran
 TABLE OF CONTENTS
CHAPTER TITLE PAGE NO.
NO.

Introduction
1.1 Introduction to research problem 1-3
1 1.2 Importance of the study Need of study 3
1.3 Need of the study Scope of study 3-4
1.4 Scope of the study Objectives of study 4
1.5Objectives of the study 4-5
1.6 Research & Methodology 5
1.6.1 Research Design
1.6.2 Sample Design
1.6.3 Sources of Information
1.7 Limitation of study 6
2 Review of Literature 7-16
INDUSTRY/COMPANY PROFILE
3 3.1 Introduction of the company 17-20
3.2 SWOT Analysis of the company 21-23
3.3 4P’s of D-Mart 24-27
3.4 PEST Analysis of D-Mart 27-29
4 Data Analysis and Interpretation 30-43
SUMMARY AND CONCLUSIONS
5.1 Findings 44
5 5.2 Suggestions 45
5.3 Conclusion of study/research 46
Bibliography 47
Title: MOST SUCCESSFUL CHAIN OF
SUPERMARKET: A PROJECT REPORT
ON D-MART
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 up 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 also 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.
 CHAPTER -1
INTRODUCTION
1.1 INTRODUCTION

INTRODUCTION TO RETAIL INDUSTRY

The retail industry is a dynamic and ever-evolving sector that significantly contributes to the
economy and the consumer market. Retail refers to the process of selling goods or services
directly to consumers. It involves a wide range of activities, including product sourcing,
inventory management, pricing, marketing. and customer service. Retailers serve as
intermediaries between manufacturers or wholesalers and end consumers. The retail industry
acts as a bridge between producers and consumers, connecting the supply
and demand sides of the market.

The retail industry holds significant importance in driving economic growth and creating
employment opportunities. It contributes to the growth of GDP, kindles consumer spending,
raises competition. and fosters innovation. Retail operates through a series of interconnected
processes and functions. Retail businesses create jobs across various sectors, including sales,
marketing, logistics, and customer support.

Additionally, retail concerns often serve as community hubs, influencing local economies and
boosting
India is one of the fastest flourishing retail markets in the world with 1.4 billion people. Indian
retail industry has emerged as one of the most dynamic and fast-paced industries due to the
entry of several new players. It accounts for over 10% of the country's Gross Domestic Product
(GDP) and around 8% of the employment. India is the world's fifth-largest global destination in
the retail space. The urban Indian consumer's purchasing power is increasing, and branded
goods in categories like apparel, cosmetics. footwear, watches, beverages, food, and even

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jewellery are gradually evolving into business and leisure that are well-liked by the urban Indian
consumer.

Being a daily requirement, customers spend a large share of their income on food and grocery
retailers. Small retailers and Kirana stores, also known as provision stores, have shaped India's
retail landscape and serve as a foundation for the nation's retail sector. Major retail companies
do not specialize in one specific genre but engage in various retail categories from apparel and
footwear to groceries, and consumer electronics.

INTRODUCTION TO D-Mart

D-Mart is a renowned Indian retail chain that operates hypermarkets, supermarkets, and
convenience stores. Founded in 2002 by Radhakishan Damani, D-Mart has grown
exponentially, with over 250 stores across India. The company's mission is to provide
customers with a wide range of products at everyday low prices, while ensuring a convenient
and enjoyable shopping experience.

D-Mart's business model is based on efficient supply chain management, minimizing

advertising expenses, and optimizing store operations. The company offers a wide range of
products, including fresh produce, groceries, personal care products, home and kitchen
appliances, electronics, and fashion apparel. D-Mart's private label offerings account for a
significant portion of its sales, providing customers with high-quality products at affordable
prices.

In recent years. D-Mart has also ventured into the e-commerce space, launching its online
platform to cater to the growing demand for online shopping in India. This move allows D-Mart
to reach a broader customer base and enhance its competitiveness in the retail industry.

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

2
was far from reality in India. he decided to enter the ring of this market with a strong will to
win.

He suddenly shocked everyone and left the stock market for about six years, and along with his
Damodar Mall, took a 5000 sqft land for the 'Apna Bazaar' franchisee in Nerul, Navi Mumbai,
and soon, added many more outlets. After two years, they finally set up D mart and took over
Apna Bazaar which is their brand.

The early days of their business were all about intensive learning for the market, majorly
understanding the customer's mindset and accordingly creating a store chain, improving billing
systems in India, gaining the confidence of vendors, etc. D mart has conservative but a fully
profitable approach that seems to be modeled after its founder and Damani is a notoriously
media-shy personality and gives no interviews.

Damani used tactics that were unique to Indian retail. Most retail chains rented their
businesses up until that time, but D-Mart chose deliberately to complete its research and, for
the most part, owned its stores. which is why they have never closed a store since it launched.

1.2 IMPORTANCE OF THE STUDY

This study on D-Mart emphasizes its importance by exploring its successful retail business
model, offering valuable insights for entrepreneurs, researchers, and students interested in
retail management. It examines D-Mart's strategies to uncover the key factors behind its
competitive advantage in the Indian market. The findings also serve as a guide for retailers,
manufacturers, and suppliers in making informed business decisions. Additionally, the study
contributes to retail literature by providing fresh insights and perspectives on the Indian
retail industry.

1.3 NEED FOR THE STUDY

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This study highlights the need to explore the retail sector, a key contributor to India's GDP and
economic development, amidst growing competition and numerous market players. Despite its
importance, research on Indian retailers, particularly their business models and strategies,
remains limited. D-Mart's remarkable growth offers a compelling case study for researchers
and practitioners, addressing the existing gap in literature on retail management and providing
deeper insights into successful retail practices in India.

1.4 SCOPE OF THE STUDY

The scope of this study on D-Mart encompasses various dimensions. Geographically, it focuses
on D-Mart's operations in India, including its hypermarkets and convenience stores.
Organizationally, it explores D-Mart's business model, strategies, and practices, such as supply
chain, inventory, and customer relationship management. Functionally, the study examines key
business areas like marketing, operations, logistics, and human resources. Covering a time span
of 10 years, it analyzes D-Mart's growth, challenges, and developments during this period.
Methodologically, the study adopts a mixed-methods approach, combining qualitative and
quantitative research techniques, including case studies, surveys, and personal interactions
with D-Mart management.

This study will not only help me as a student but also to know the current customer
satisfaction, preference and problems of the customer that they are facing today. This study
will be effective for the survey of the supermarket and as well as manufacturers. According to
this study we can know about the customer needs and wants taste and preferences that they
are facing day today.

1.5 OBJECTIVES OF THE STUDY

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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.

-

1.6 RESEARCH METHODOLOGY

1.6.1 Research Design

The project report is based on evolution of D-mart as a Successful supermarket chain in India
and customers satisfaction towards D-Mart. Both Primary and secondary data were used in the
report. Primary data was obtained from a questionnaire prepared with the questions regarding
customer’s experience with D-Mart, While the secondary data was collected from various
websites, blogs, books, magazines.

1.6.2 Sample Design

The data in the report is analyzed based on a sample population by distributing questionnaire,
a group of persons. The research was carried out by selecting a sample of 192 people with
homogenous attributes. Random sampling method was used to collect the primary data.

1.6.3 Sources of Information

The information required for the study is both primary and secondary sources. So that study
uses both the primary and secondary data sources in accordance with importance.

5
Primary sources include questionnaire filled by 192 respondents from various areas

Secondary sources consist of various websites, blogs, articles, journals, magazines, books etc.,
which provided the information.

1.7 LIMITATIONS OF THE STUDY

1. Geographical limitations: The study focused on D-Mart's operations in India, which may not
be representative of its global operations (if any).

2. Time constraints: The study was conducted within a limited timeframe, which may not have
allowed for an exhaustive analysis of D-Mart's business model and strategies.

3. Limited scope: The study focused on specific aspects of D-Mart's business, such as its
operational strategies and marketing practices, but did not examine other important areas,
such as its financial performance or human resources management.

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 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.

7
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 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

8
Rupendra Singh Chouhan

The study focuses on consumer buying behavior 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

9
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 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 behavior 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 behavior and impact D-Mart’s market positioning. Additionally, it aims to provide

10
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

behavior 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
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
11
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 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.

12
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 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 behavior led to a significant revenue decline,
impacting the company’s operations and financial performance.

13
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 in 2024

“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 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
14
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 behavior 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
in 2020

Dr. R. Jeyalakshmi, Mr. M. Gopinath, Ms. Ramya A., and Dr. Yogaraja Nannthagopan’s (2020)
study, “Customer Relationship Practices in Indian Supermarket,” explores the significance of
Customer Relationship Management (CRM) in understanding consumer needs and behaviors.
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

15
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 in November 2018

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.

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 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 11 th 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 behavior 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.

17
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 in the near future 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.

18
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.

19
Trade Name: DMART
Company type: Public
Traded as
BSE: 540376
NSE: DMART
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.dmartindia.com

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 key note 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

21
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

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.

22
  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

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 is 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.

25
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, 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, economical, social and
technological aspects. It is explained below:

27
(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:

The Indian culture, social & life styles 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.
28
(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.

29
 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

Regression Coefficients

Predict Coefficien Standard Lower Upper Lower Upper

t-Stat P-Value
or ts Error 95% 95% 95.0% 95.0%
Interce 13.126 2.127E-
2.53776 0.19333 2.1564 2.91912 2.1564 2.919
pt 57 28

30
 2.0873 0.0381
A4 0.23259 0.11143 0.01279 0.45238 0.0128 0.452
9 9

Table 1: Impact 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.
 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.

31
 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
behavior, and additional variables should be considered for better accuracy

32
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 * Q5 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

33
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.

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. Conclusion:

34
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.

35
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

36
ANOVA Analysis: Examining the Relationship Between Frequency of Visits to D-Mart and
Satisfaction with Product Pricing

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. Conclusion and 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.

37
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

t- P- Lower Upper
Coefficients Standard Error
Statistic Value 95% 95%
12.57
Intercept 3.1571 0.2510 9.32E-27 2.6620
86

38
 -
Product Quality Rating (Q13) -0.4429 0.0675 6.561 4.99E-10 -0.5760
0

Table 1: 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.

39
Conclusion and 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 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 behavior, store ambiance) contribute to this trend, helping D-Mart refine its service
strategy to meet customer expectations better.

40
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).

41
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

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.

42
Conclusion and 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.

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

43
 CHAPTER – 5
SUMMARY AND CONCLUSION
5.1 FINDINGS

Customer satisfaction play-vital role for developing and competitive in any business format.
Retail industry is fastest growing industry in India. We know that without customer no industry
can develop and survive. The customer satisfaction and service quality as direct relation. If the
quality of service improves customer satisfaction increase and vice versa. They are mentioned
as follows:

• Most of the customers buy their requirement in D-mart or any other stores on daily basis.
Customers retailed that d-mart provides qualitative products and services with reasonable
prices.

• At present d-mart provides different types of product assortments to the customers.

• D-mart mainly deals with middle income group people who want qualitative product at
reasonable cost.

• It seems that there is a vast growth of d-mart lying as customers demand is increasing for d-
mart when compared to other stores.

• D-mart is a hypermarket as it provides various kinds of goods like apparels, grocery,

stationary, food items, electronic items, leather items, watches, jewelry, 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 the year.

44
5.2 SUGGESTIONS

• D-mart should provide large parking space for its customers so that they can easily park their
vehicles.

• The infrastructure is needed to be changed 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 so as to attract the
brand choosy people to come in to big bazaar.

• D-mart should keep offers in regular intervals so that there should not be a long-term gap,
because offer is the most influencing factor which is responsible for customer purchase
decision

• 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.

45
5.3 CONCLUSION

The study on D-Mart highlights its strong market position, driven by cost-effective operations,
competitive pricing, and customer-centric strategies. As one of India's leading retail chains, D
Mart has successfully built a loyal customer base by offering affordable, high-quality products.
However, the findings indicate areas where improvements can enhance long-term
sustainability.

One key insight from the analysis is the relationship between shopping frequency and customer
satisfaction. Frequent visitors tend to have higher price awareness and expectations, making
them more critical of service inconsistencies. The ANOVA and regression analyses reveal that
income levels have a weak but statistically significant effect on spending, indicating that pricing
strategies, promotions, and shopping habits influence consumer behavior more than income
alone.

Interestingly, the study also found a negative relationship between product quality ratings and
service satisfaction. Customers who rate product quality highly may have higher service
expectations, suggesting a need for better customer service to match expectations.
Additionally, as e-commerce and online grocery shopping grow, D-Mart must strengthen its
digital presence to stay competitive.

In conclusion, D-Mart’s success lies in its affordability, operational efficiency, and

understanding of consumer needs. However, enhancing service quality, investing in digital
retail, and refining promotional strategies will be crucial for sustaining growth. Future research
should explore emerging consumer trends and the impact of online retail on supermarket
chains to help D-Mart maintain its industry leadership

46
5.4 BIBLIOGRAPHY

 www.dmartindia.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-dmart-a-
consumer- buying-behavior-with-respect-to-d-mart
 https://www.academia.edu/36078997/ADVERTISINGANDPROMOTIONAL
STRATEGIES OF DMART
 https://www.dmartindia.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/DMART:IN

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