project d mart

KCE Society’s Moolji Jaitha College, Jalgaon

A Consumer Buying Behavior With Reference To D-Mart In Jalgaon

A project submitted in the partial fulfillment of the requirement

for the award of the Degree ofBachelor of Business Administration (BBA):2016 – 2017

Submitted by: Under Guidance of:

Rajeshwari Vikas Chaudhari Dr. Pradip Joshi

Vidya Nandkishor Narkhede

UNDERTAKING

Ourselves Chaudhari Rajeshwari Vikas & Vidya Nandkishor Narkhede have completed the study project titled “A Consumer Buying Behavior With Reference To D-Mart” under the guidance of Dr. Pradip Joshi in the partial fulfillment of the requirement for the award of degree of Bachelor of Business Administration from North Maharashtra University, Jalgaon.

This is the original piece of work & we have neither copied and nor submitted it earlier elsewhere.

Vidya Nandkishor Narkhede Rajeshwari Vikas Chaudhari

i

ACKNOWLEDGEMENT

Ourselves Chaudhari Rajeshwari Vikas & Vidya Nandkishor Narkhede have completed the study project titled “A Consumer Buying Behavior With Reference To D-Mart” under the guidance of Dr. Pradip Joshi in the partial fulfillment of the requirement for the award of degree of Bachelor of Business Administration from North Maharashtra University, Jalgaon.

This project consumed huge amount of work, Research and dedication Still, implementation would not have been possible If we did not have a support of many individual customers. Therefore we would like to extend our sincere gratitude to all of them.

First of all we are thankful to Dr. Pradip Joshi Sir for providing his expert guidance and extending continuous support in completion of project.

We are also grateful to all the D-mart customers for provision of data and responses on implementation of product buying behavior with D-Mart by them. Without their support and cooperation, the project would lack in quality of outcomes, and thus their support has been essential.

Rajeshwari Vikas Chaudhari Vidya Nandkishor Narkhede

ii

INDEXCHAPTER NO PARTICULARS PAGE NO

1 Conceptual Framework

1 to 3

2 Review of Literature 4 to 5

3 Research Methodology

6 to 10

4 Data Analysis 11 to 22

5 Findings & Conclusion

23

6 Suggestions 24

7 Bibliography 25

iv

Chapter 1- Conceptual framework

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

To study of availability of offers and services. To know availability of varieties of products. To know about affordable price for everyone. To know the customer satisfaction level. To study of quality of products.

D-Mart is a chain of hypermarket and supermarkets in India started by R K Damani. It founded

in 15th May 2002 As of 2016, it has 110 stores spread across Maharashtra, Gujarat,

Telangana, Aadhtra Pradesh, Madhya Pradesh, Chattisgarh and Karnatka. The company shows a

good pace in advancing towards expanding across India.

The retailer has 29 stores in Maharashtra and Gujarat, and is likely to double that number in the next two years. “The plan is to close financial year 2010 with 35 stores, up from 29,” a D-Mart executive said. A second executive said, on condition of anonymity, D-Mart will add 10-15 large-format stores of 30,000-40,000 sq. ft every year for the next two years. D-Mart did not reply to email queries. Industry observers said D-Mart enjoys an edge due to its combination of large stores and a value platform. D-Mart is a one-stop supermarket chain that aims to offer customers a wide range of home and personal products under one roof. Each D-Mart store stocks home utility products - including food, toiletries, beauty products, garments, kitchenware, bed and bath linen, home appliances and more - available at competitive prices that our customers appreciate. Our core objective is to offer customers good products at great value.

D-Mart was started by Mr. Radhakishan Damani to address the growing needs of the Indian family. From the launch of its first store in Powai in 2002, DMart today has a well-established presence in 110 locations across Maharashtra, Gujarat, Andhra Pradesh, Madhya Pradesh, Karnataka, Telangana and Chhattisgarh. With our mission to be the lowest priced retailer in the regions we operate, our business continues to grow with new locations planned in more cities.

The supermarket chain of D-Mart stores is owned and operated by Avenue Supermarts Ltd. (ASL). The company has its headquarters in Powai, Mumbai.

1

Since last 3 years Avenues Super Mart Ltd owned D-Mart has announced opening up of its shopping mall in Jalgaon city on Shirsoli road near Shirsoli Naka. This would be city third shopping mall after Vishal and Big Bazaar and It has prepared for its extensive marketing in the region. This area has lot of potential in terms of customer. The middle income group mainly resides here and nearby area. It is easy to access from every place of Jalgaon by auto rickshaws and vehicles. Large frontage makes mall clearly visible from outside. ATMs are available near the mall for one to withdraw money, if required. D-Mart is provide parking space for the every customer to park their vehicle like two wheelers and four wheelers also. There are various sections for every type of product is available.

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

The product mix is good & lot of variety is available. The D-Mart offer price and the Max. Retail

Price both ware visible on the price card. The whole area was divided as per the products that

they offered like apparels, stationeries, crockery’s, sanitary items, gift articles, steel items,

detergents, vegetables, fruits etc. D-Mart executives credit the chain’s operating model for its

smooth sailing. The chain pays its suppliers within 48 hours of delivery, gaining a 1-2%

advantage on cost margin over other national retailers, claimed the first company executive

mentioned earlier.

Thomas Verghese, chief executive of Aditya Birla Retail Ltd, said D-Mart is a “well-

established mini-hypermarket player”, but would face its “test” in the next three months as it

competes with “hypermarkets, which are larger, offer international experience and strong value

positioning”. D-Mart offer products to satisfy the entire family’s needs Merchandise offered at

D-Mart is always at lower prices.

2

Stores are designed with customer convenience in mind. D-Mart respects your intelligence by

offering a wide choice of brand and pack sizes, couple with easy-to-understand communication and

information. D-Mart seeks to provide one-stop shopping experience for the entire family, meeting all

their daily household needs. A wide selection of home utility products is offered, including foods,

toiletries, beauty products, garments, kitchenware, bed and bath linen, home appliances and much

more.

D-mart’s vision is to make available products/categories for the customer’s everyday use at the ‘best’ value than D-Mart is constantly expanding across departments to keep pace with our rapidly growing business. If you are looking for a career in an exciting environment, with lots of potential for professional and personal growth, then join us at D-Mart!

D-Mart will believe in ‘learning through opportunities’. As an equal opportunity employer, it strongly believe that ANYBODY can be a part of D-Mart. it encourage candidates from every background to bring in their best in terms of new ideas, innovative thinking and positive outlook towards work. They judge their prospective and existing employees only on the basis of their professional mettle.

3

Chapter 2- Review of literature

Review of literature literally means reviewing already acquired knowledge in a detailed and

completely connected way. It is a summary in which, Various truths intensively studied are seen

as an organized whole, accurately related and well unified. Researcher takes advantage of the

knowledge which has accumulated in the past as a result of constant human Endeavour.

Research can never be undertaken in isolation of the work that has already been done on the

problems which are directly or indirectly related to a study proposes by a researcher.

One of the important steps in the planning of any research study is a careful review of the

research journals, books, dissertations, theses and other sources of information on the problem

to be investigated. It enables the researcher to define the limits of his field and to avoid

unfruitful and useless problem areas. The knowledge of related literature makes the researcher

up-to-date on the work which others have done and help him to avoid unintentional

duplication of well established findings. The review of related literature gives the researcher an

understanding of the research methodology, tools and instruments, which have proved to be

useful and promising in the previous studies and provides an insight into the statistical methods

through which validity of results is to be established.

In the words of Best, “A familiarity with the literature in any problem area helps the students to

discover what is already known, what others have attempted to find out, what methods have

been promising and disappointing and what problems remain to be solved.” In view of the

importance of the review of related research, an attempt was made to analyze the related

researches on A consumer buying behavior with reference to D-Mart. These studies have been

systematically presented in the following section.

STUDIES RELATED TO RESEARCH ON A CONSUMER BUYING BEHAVIOR WITH REFERENCE TO D-MART

(Doyle & Fenwick 1974; Jain & Etgar 1976; King & Ring 1980; Chowdhury 1998), with some

research efforts having attempted to explore the evolution of store image formation.

4

( Mazursky and jacoby 1986); and others seeking to conduct a meta-analysis of retail patronage

studies (Pan & Zinkhan 2006). However, the exciting literature did not retail image Consumers

perception of store image is based, in part, on functional qualities that the store may possess,

and by other, less tangible or psychological attributes (Lindquist 1974).

Lindquist analyzed over 20 studies dealing with store image formation and indentified 35

different aspects that in reveal in prior studies where clustering techniques had been used to

study consumers perception of influence store image formation. These were grouped into nine

broad categories, including: merchandise, service, clientele, physical facilities, convenience,

promotion, store atmosphere, institutional attributes, and post-transaction satisfaction.

Mazursky and Jacoby (1986) conducted a similar analysis and verified that “merchandise retail

aspects” (such as quality, pricing and assortment), and “service related aspects” (such as quality

in general and sales persons’s service) are among the most important components of store

image. A 1994 study by Baker, Grewal and Parasuraman confirmed that “the store image

literature suggests there are linkages between merchandise and service quality, and store

image.”

A later study by Baker, Grewal and Voss (2002) also confirmed that service quality was a key

determinant of store image. Given the prevalence in the literature of merchandise and service

as two key determination in the formation of store image, these two attributes were selected

for present study to gauge consumer’s perception of retail stores. These attributes were

incorporated in this study by obtaining consumer similarity judgments on retailers “service

quality” and “merchandise quality”. The clustering of retail stores based on these two attributes

will yield a better understanding of competition within the retailing industry.

CONCLUSION:

D-Mart is a major shopping complex for today’s customers. It is a place where customers find

variety of products at a reasonable price The majority of customers belong to middle class

family. The youth generation also likes shopping & moving around D-mart. As it is surveyed it

seems that D-Mart is big competitors store at today’s level.

5

Chapter 3- Research Methodology

Since the study is on retail sector first the detail study of the store is been conducted about

its Management team its structure the number of departments which all brands does the store

has, who are the suppliers about its warehouses. Based on the topic objectives were set and to

arrive at the opinion on objectives a set of 50 questionnaires were designed of 11 questions

and response is collected from the customers who are visiting the store. For data collection

Personal investigation, Filed survey, as well as Sampling method are adopted. For this project

the area of research is Jalgaon.

Objectives of Project:

Project was undertaken bearing following objective: To Scan the customer buying behavior.

To comprehend the determinants of customer satisfaction.

To know about the growth prospective with respect to demand analysis. To study of availability of offers and services. To know availability of varieties of products. To know about affordable price for everyone. To know the customer satisfaction level. To study of quality of products.

Scope of Study:

Since the study is on D-Mart shopping the detail study of the D-Mart is been conducted about its customers & their behavior regarding shopping in D-mart.

Based on the topic objectives were set & to arrive at the opinion on objectives a set of 50

questionnaire were designed of 13 questions & response is collected from the customers who

are visiting the D-mart. For data collection Random Sampling Method was adopted.

6

Data Collection:

For this project the area of research is Jalgaon.

Any research requires two types of data i.e. primary data & secondary data. Primary data has

been used abundantly for the study. Well structured questionnaires were prepared & the

survey was undertaken. Feedback for the display has been taken by asking questions &

observations has also done to gather primary information. Their is also a use of secondary data,

collected from the various journals, books, & websites & from store managers.

Types of Data:

There are two types (sources) for the collection of data. (1) Primary Data (2) Secondary Data

(1) Primary Data: The primary data are the first hand information collected, compiled and

published by organization for some purpose. They are most original data in character and have

not undergone any sort of statistical treatment. Example: Population census reports are

primary data because these are collected, complied and published by the population census

organization.

(2) Secondary Data: The secondary data are the second hand information which are already

collected by someone (organization) for some purpose and are available for the present study.

The secondary data are not pure in character and have undergone some treatment at least

once. Example: Economics survey of England is secondary data because these are collected by

more than one organization like Bureau of statistics, Board of Revenue, the Banks etc…

Primary Data - Field Survey

Secondary Data - D-Mart records

Company Websites

Area of research - Jalgaon

Research approach - Survey method

7

Methods of Collecting Primary Data: Primary data are collected by the following

methods:

1) Personal Investigation: The researcher conducts the survey him/herself and collects data

from it. The data collected in this way is usually accurate and reliable. This method of collecting

data is only applicable in case of small research projects.

2) Through Investigation: Trained investigators are employed to collect the data. These

investigators contact the individuals and fill in questionnaire after asking the required

information. Most of the organizing implied this method.

3) Collection through Questionnaire: The researchers get the data from local representation or

agents that are based upon their own experience. This method is quick but gives only rough

estimate.

4) Through Telephone: The researchers get information through telephone this method is

quick and give accurate information.

Methods of Collecting Secondary Data: The secondary data are collected by the

following sources:

1) Official: e.g. The publications of the Statistical Division, Ministry of Finance, the Federal

Bureaus of Statistics, Ministries of Food, Agriculture, Industry, Labor etc…

2) Semi-Official: e.g. State Bank, Railway Board, Central Cotton Committee, Boards of Economic

Enquiry etc…

3) Publication of Trade Associations, Chambers of Commerce etc…

4) Technical and Trade Journals and Newspapers.

5) Research Organizations such as Universities and other institutions.

8

Difference between Primary and Secondary Data: The difference between primary

and secondary data is only a change of hand. The primary data are the first hand data

information which is directly collected form one source. They are most original data in

character and have not undergone any sort of statistical treatment while the secondary data

are obtained from some other sources or agencies. They are not pure in character and have

undergone some treatment at least once. For Example: Suppose we interested to find the

average consumer who are buying in D-Mart. We collect the number of consumer data by two

methods; either by directly collecting from each consumer himself personally or getting their

feedback from the questionnaire. The data collected by the direct personal investigation is

called primary data and the data obtained from the forms of consumers feedback is called

secondary data.

Primary Data: Primary Data for the project was collected by preparing a questionnaire

containing questions relating A consumer buying behavior with D-Mart. This questionnaire was

distributed among a sample of 50 people consisting of:

• 30 individual person who is going to be D-Mart shopping mall for shopping purpose.

• Visit to 20 home for the actual feedback regarding the shopping of D-Mart.

Limitations:

This research is conducted on a sample size, so it might be possible that the information given by such respondents may not match with the replay of total customer available in the D-Mart that time.

The study was restricted to only the customers of D-Mart. The time constrain was a irritating factor, as more time was required to carry out study

on other aspects of the topic. The result & analysis based on the customer survey method & small sample size has

taken only 50. Findings are related to particular areas. It might be possible that the answers given by the respondents are of biasness.

9

Sampling Method:

Since the study is restricted to Retail sector, all the functional Departments of D-Mart & the

respondents are found the store only so according to the convenience randomly they are being

picked so sampling method is used in the study is Random convenient sampling.

SAMPLING:

Sample size 50 questionnaires

Sampling Method Random Sampling MethodSample Unit Customers of D-Mart

Measuring Tools Questionnaires

10

Chapter 4- Data Analysis

The project aims to study A Consumer Buying Behaviors With Reference to D-Mart

implemented by Many number of consumers in Jalgaon city. To evaluate the effectiveness of

this program in Jalgaon city, a questionnaire was prepared for finding out the Actual consumer

who shops from D-Mart as well as any small Store or Superstore. This questionnaire was

distributed among a sample of 50 Consumers who shops from D-mart & others in a particular

area of Jalgaon city. The results obtained from the responses were analyzed.

Analysis of responses

1. Which Store you prefer first?

D-Mart Store Both None Total

No of Responses 38 8 4 0 50

Percentage 76 16 8 0 100

D-MartStoreBothNone

11

Analysis:

From the survey, from 50 respondents, gave response for more powerful preference to D-Mart

is 76%, Store 16%, Both 8% & None 0%.

Interpretation:

Majority of the customers are give response for most powerful preference is D-Mart. We can

also interprent that the D-Mart comparision is more powerful attract with the Puchasing

syatems by the D-Mart.

From the above analysis it is observed that:

38 cunsumers are needs to use D-Mart.

8 customers are needs to use Store.

It is found that majority of number of consumers of D-Mart is very high as compare to any

other superstore or small store.

12

2. How frequently do you use D-Mart?

Daily Weekly Monthly Yearly Total



Daily WeeklyMonthlyYearly


Only 1 consumer can prefer D-Mart for daily shopping purpose. 17 number of consumers can prefer D-Mart for weekly shopping purpose. 30 number of consumers can prefer D-Mart for monthly shopping purpose. Lastly 2 number of consumers can prefer D-Mart for yearly shopping purpose.

Majority of consumers like D-Mart for monthly shopping purpose. D-Mart offers the various numbers of offers with affordable prices which are easily preferable for every individual in any income group.

13

3. Level of shopping from D-Mart?

Below 1000 Below 3000 More than 5000 Total

No of Responses 17 26 7 50

Percentage 34 52 14 100

Below 1000Below 3000More than 5000


17 number of Consumers level of shopping from D-Mart is 34% for the shopping of a product at the below 1000 price list.

While 26 number of consumers level of shopping from D-Mart 52% gor the sopping of products at the below 3000 price list.

Only 7 number of consumers level of shopping is more than 5000

So from this analysis it is observe that at present in the Jalgaon city D-Mart shopping mall is affordable for the middle income group. It is not suitable for every income group.

14

4. Distance between your house & D-Mart?

Below 2 KM Below 5 KM Below 10 KM More Total



Below 2 KMBelow 5 KMBelow 10 KMMORe


Distance between 20 consumers house and below D-Mart is 2KM and 40% from the above chart.

Distance between 21 consumers house and D-Mart is below 5KM and 42%. It means large number of consumer have to go below than 5Km of distance for the shopping.

Only 1 consumer have to go more than 10km distance for the shopping from D-Mart. Lastly more than 10km distance is 8 number of consumers which is 16% of the above

chart. From this explanation its is observed that below than 5 km distance have huge numbers of consumers. After that 2km distance of 40% consumers. It means D-Mart is easily access to anyone.

15

5. Type of products you prefer to purchase?

Grocery Cloths Household Food items Total


Percentage 32 38 68 44 100

GroceryClothsHouseholdFood Items


From the survey, from 50 respondents, gave response foe which section like of the store to 68% of them Household, & 44% of them Food, & 38% of them Cloths, & 32% of them Grocery.

Interpretation:

Majority of customers are give response for household items of the store like the most. We are also interpret that some of the products brand are pre decided in advance and for some of the products customers don’t all pre decide any brand. As per household items are concerned customers pre decide the brand as many branded products are available in the store. And some people are don’t like purchase Grocery from the store.

16

6. Reason behind D-Mart Purchasing?

Fashion Quality Price Offers Purchasing System

Total

No of Responses 7 30 28 18 6 50

Percentage 14 60 56 36 12 100

FashionQualityPriceOffersP. S.


From the survey from 50 respondents, gave response for choose from factor which attracted consumer most while purchasing, to give first rank D-Mart & there after to Store.

28 the consumer give response to the Price of products of D-Mart its 56%, because its price of product is fixed & they gives discount to consumers.

30 number of consumers give response to the quality of products of D-Mart is 60%. 18 number of consumers give responds to the offers of D-Mart is 36%. 14% & 12% are gives to the purchasing systems & fashion of the products.

17

7. Offers of D-Mart as compare to Store?

Same Low High Total

No of Responses 13 17 20 50

Percentage 26 34 40 100

SameLowHigh


From the survey from 50 respondents, gave response for choose from factor which attracted consumer most while purchasing, to give first rank D-Mart & there after to Store.

20 numbers of consumers gives respondents 40% to the D-Mart offers of products. 17 numbers of consumers gives responds in 34% to the D-Mart offers. So as per their

opinion D-Mart have low offers compare to store. 13 number of consumers give responds in 26% to the D-Mart.

18

8. How would you rate the returns policy of D-Mart?

Excellent Good Satisfactory Not-Satisfactory

Total



ExcellentGoodSatisfactoryNot-Satisfactory


24 numbers of consumers give responds in very huge percentage is 48% for returns policy of D-Mart.

20 numbers of consumers give responds in 40% to the returns policy of D-Mart. 17 numbers of consumers gives responds in 34% to the returns policy. Lastly no one consumer says that with the D-Mart policy they are not satisfied.

48% of returns policy is excellent, 40% of returns policy is good and lastly 34% isof returns policy id satisfactory. Zero number of consumers are not satisfied with the returns policy.

19

9. For day to day need you prefer?

D-Mart Store Total

No of Responses 27 23 50

Percentage 54 46 100

D-MartStore


From the survey of 50 responds 27 numbers of consumers, give respondents for D-Mart in huge number of percentage in 56%.

There after 23 numbers of consumers, give respondents to The Store in 46%.

Majority of consumers gives respondents to the D-Mart in 56% for day to day need of shopping.

20

10. For monthly purchasing you prefer?

D-Mart Store Total


Percentage 94 6 100

D-MartStore


47 numbers of consumers gives respondents to the D-Mart in very huge percentage i.e. 94%.

Only 3 numbers of consumers gives respondents to the Stores i.e. 6%.

So, from the above explanation it is observed that many of consumers in Jalgaon city can prefer D-Mart for the shopping purpose & for value for the money.

21

11. Do you think D-Mart is more affordable for everyone?

Yes No Total


Percentage 90 10 100

YesNo


From the survey, from 50 respondents it is observed that 45 numbers of consumers can gives respondents in large percentage i.e. 90%.

There after 5 numbers of consumers can gives the respondents in 10% to the stores.

Majority of consumers are think that D-mart is affordable to everyone. It is highly preferable for everyone. And there after only 10% are given to the stores price of the products.

22

Chapter 5- Findings and Conclusion

After obtaining the responses from questionnaire distributed among 50 customers of of Jalgaon city, the data obtained was analyzed and following inferences were drawn.

Inferences from responses given by consumers:

Most of the customers by their requirement in D-mart & any other Superstore or small store on daily basis only. Customers retailed that D-Mart & any Stores provide qualitative products & services with reasonable price.

At present D-mart & any other Superstore or small stores provide different types of products assortments to the customers.

D-Mart is hypermarket as it provides various kinds of goods like apparels, grocery, stationery, food items, electronic items, leather items, watches, jewellery, crockery, decorative items, sport items, chocolates and many more. It competes with all the specialty stores of different products which provide goods at a discounted rate all through the year. We never need to go for a particular store where only one item is available.

D-Mart is mainly deal with middle income group people who want qualitative product with reasonable cost.

There are more than 110 stores of D-Mart in different cities in India. It seems that there is a vast growth of D-Mart lying as customers demand is increasing for D-Mart as compare to Store

Conclusion:

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

23

Chapter 6- Suggestion

After analyzing the data and successfully testing the methods the researcher would like to make following suggestions in context of A consumer buying behavior with reference to D-Mart in Jalgaon City.

D-Mart should provide large parking places for customers as compare to stores. So they can easily part their vehicles.

The infrastructure is needed to be changed to a bit during weekends as heavy crowd comes in to D-Mart during those days.

D-mart should include more of branded products its product category as compare to stores. So as to attract the brand choosy people to come in to D-Mart.

D-Mart should keep offers to attract customers in regular intervals so that there should not be long term gap, because offer is the most influencing factor which is responsible for customer purchase decision.

They also concentrate on hoardings advertisements they should show ads and promotional offers in a regular interval in languages like Hindi & English.

Hoarding should be placed uncovered area. Separate billing counter should be provided for shoppers purchasing, few products for

faster customer turnover. The staff is not well trained to handle customers belonging to different backgrounds and

attitudes, so better selection and training programs should be initiated. D-Mart doesn’t have its website, so they should create its new website, which is

updated on a regular basis. Products should be kept in shelves, instead of products lying on the flooer.

24

Chapter 7- Bibliography

A study of a project by ( Mazursky and jacoby 1986); and others seeking to conduct a meta-analysis of retail patronage studies (Pan & Zinkhan 2006).

To Study of a project of evaluation by Lindquist analyzed over 20 studies dealing with store image formation and indentified 35 different aspects that in reveal in prior studies where clustering techniques had been used to study consumers.

The study of a project by A later study by Baker, Grewal and Voss (2002) also confirmed that service quality was a key determinant of store image. Given the prevalence in the literature of merchandise and service as two key determination in the formation of store image, these two attributes were selected for present study to gauge consumer’s perception of retail stores.

“D-Mart beats the Goliaths” business standard http:/www.business-standard.com/article/management/D-mart.

http://www.Dmart.co.in http://www.pantaloonretail.in/business/d-mar.html http://www.scribd.com/doc/D-mart http://wikipedia.org http://www.pantalooneretail,in http://dmartindia.com

25

QUESTIONNAIRE FOR CONSUMERS

http://www.pantalooneretail,in

http://dmartindia.com/

http://wikipedia.org/

http://www.scribd.com/doc/D-mart

http://www.pantaloonretail.in/business/d-mar.html

http://www.Dmart.co.in/

Subject:- “A Consumer Buying Behavior With Reference to D-Mart”.

1)Personal Details:-

Name :-

Address:-

Gender:- Male [ ] Female [ ]`

Age:- Occupation:-

2) How many members in your family?

a) 2 [ ] b) 4 [ ] c) 6 [ ] d) More [ ]

3) Which store you prefer first?

a) D-Mart [ ] b) Store [ ] c) Both [ ] d) None [ ]

4) How frequently do you use D-Mart?

a) Daily [ ] b) Weekly [ ] c) Monthly[ ] d) Yearly [ ]

5) Level of shopping from D-Mart?

a) Below 1000 [ ] b) Below 3000 [ ] c) More than 5000 [ ]

6) Distance between your house & D-Mart?

a) Below 2km [ ] b) Below 5km [ ]

c) Below 10km [ ] d) More [ ]

7) Type of products you prefer to purchase?

a) Grocery [ ] b) Clothes [ ]

c) House Hold [ ] d) Food items [ ]

8) Reason behind D-Mart purchasing?

a) Fashion [ ] b) Quality [ ]

c) Price [ ] d) Offers [ ]

e) Purchasing system [ ]

9) Offers of D-Mart as compare to store?

a) Same [ ] b) Low [ ] c) High [ ]

10) How would rate the returns policy of D-mart?

a)Excellent [ ] b)Good [ ]

c) Satisfactory [ ] d) Not-Satisfactory [ ]

11) For day to day need you prefer?

a) D-Mart [ ] b) Store [ ]

12) For monthly purchasing you prefer?

a) D-Mart [ ] b) Store [ ]

13) Do you think D-Mart is more affordable for everyone?

a) Yes [ ] b) No [ ]

Signature

project d mart

Education