CERTIFICATE

1
VINAYAKA MISSION'S KIRUPANANDA VARIYAR ARTS AND SCIENCE COLLEGE,

A CONSTITUENT COLLEGE OF VINAYAKA MISSION'S RESEARCH FOUNDATION

DEEMED TO BE UNIVERSITY, SALEM

CERTIFICATE

This is to certify that the project work entitled “A Study on Consumer Buying
Behaviour and Satisfaction Towards D-Mart” is a bonafide work carried out by
[[Link]] (Reg. No: [7132310007]), a student of Bachelor of Commerce
(Computer Application) at Vinayaka Mission kirupananda variyar Arts and Science
College, Salem, in partial fulfillment of the requirements for the award of the degree during
the academic year 2025– 2026

Signature of the Guide Signature of the hod Signature of the principal

Signature of the internal signature of the external

Place: Salem

Date:

2
DECLARATION

3
 DECLARATION

I hereby declare that the project entitled “A Study on Consumer Buying Behaviour and

Satisfaction Towards D-Mart” submitted to Vinayaka Mission kirupananda variyar Arts

and Science College, Salem, in partial fulfillment for the award of Bachelor of Commerce
(Computer Application) is my original work and has not been submitted earlier to this or
any other university or institution for the award of any degree.

Place: Salem
Date:
Signature of the candidate

4
ACKNOWLEDGEMENT

5
ACKNOWLEDGEMENT

I express my sincere gratitude to the Principal of Vinayaka Mission kirupananda variyar

Arts and Science College, Salem, for providing me with an opportunity to undertake this

project work.

I extend my heartfelt thanks to the Head of the Department of Commerce (CA) and all the

faculty members for their valuable guidance, encouragement, and support throughout the

completion of this project.

I am deeply indebted to my project guide [[Link] KANNA][Link].,[Link]

il.,MBA.,[Link].] Assistant Professor, Department of Commerce (CA), for his/her const ant
guidance, constructive suggestions, and encouragement which helped me to complete this
project successfully.

Finally, I would like to thank my parents and friends for their support and motivation during

the course of this project.

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 TABLE OF CONTENTS

CHAPTER TITLE PAGE

NO NO
1 INTRODUCTION OF THE STUDY 7-12

MEANING AND CONCEPTS OF CONSUMER 12-13

BEHAVIOUR
IMPORTANCE OF CONSUMER BEHAVIOUR 13-14

RETAIL INDUSTRY IN INDIA 14-15

ORGANIZED RETAILING 15-16

OVERVIEW OF D- MART 16-17

CONSUMER BEHAVIOUR AT D-MART SALEM 17-18

STATEMENT OF THE PROBLEM 18

OBJECTIVES OF THE STUDY 18-19

SCOPE OF THE STUDY 19

LIMITATIONS OF THE STUDY 19-20

RESEARCH METHODOLOGY 20-22

2 LITERATURE REVIEW 23-27

3 INDUSTRIAL PROFILE 28-34

4 DATA ANALYSIS &INTERPRETATION 35-48

5 FINDINGS 46

SUGGESSTIONS 46-47

CONCLUSION 47

HYPOTHESIS TESTING 47-48

BIBLIOGRAPHY 49

REFRENCES 51

ANNEXURE 52-56

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 CHAPTER – I

INTRODUCTION

1.1 Background of the Study

In the modern business environment, consumer behaviour has become one of the most
important areas of study, especially in the retail sector. Consumers today are more aware,
informed, and selective in their purchasing decisions. Their expectations regarding price,
quality, convenience, and service have increased significantly. As a result, retail organizations
must understand consumer behaviour in order to survive and grow in a highly competitive
market.

Retailing plays a vital role in connecting producers and consumers by ensuring that goods
and services reach the final user efficiently and conveniently. In India, the retail sector has
undergone rapid transformation due to urbanization, increasing disposable income, changing
lifestyles, and exposure to modern shopping formats.

Organized retail stores such as supermarkets and hypermarkets have changed traditional
shopping patterns by offering a wide variety of products under one roof, fixed pricing, better
store ambience, and improved customer service. In this context, studying consumer
behaviour in organized retail outlets has become highly relevant.

Among the leading organized retail chains in India, D-Mart has gained significant popularity
for its cost-efficient operations and everyday low pricing strategy. The store attracts a large
number of customers in Salem due to affordable pricing, product variety, and convenient
shopping experience.

Therefore, this study focuses on analyzing consumer buying behaviour and customer
satisfaction towards D-Mart with special reference to Salem city.

1.2 Meaning and Concept of Consumer Behaviour

Consumer behaviour refers to the study of how individuals or groups select, purchase, use,
and dispose of goods and services to satisfy their needs and wants. It involves not only the act
of buying but also the decision-making process that occurs before and after the purchase.
Understanding consumer behaviour helps businesses identify customer preferences and
design effective marketing and retail strategies.

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The concept of consumer behaviour includes a series of stages such as recognition of needs,
search for information, evaluation of alternatives, purchase decision, and post-purchase
evaluation. These stages are influenced by various internal and external factors that shape
consumer attitudes and actions.

Consumer behaviour is influenced by several factors, including psychological factors such as

motivation, perception, and learning; personal factors such as age, income, and lifestyle;
social factors such as family and reference groups; and cultural factors such as values and
traditions. In organized retail stores, these influences are further shaped by pricing strategies,
product variety, store environment, and service quality.

Understanding consumer behaviour is essential for retail organizations like D-Mart because it
helps in improving customer satisfaction, enhancing service quality, and building long-term
customer relationships.

1.3 Importance of Consumer Behaviour in Retailing

The study of consumer behaviour is highly important in the retail sector because it directly
influences sales, customer satisfaction, and long-term business success. Retail organizations
operate in a competitive environment where understanding customer needs and preferences is
essential for survival and growth.

By analyzing consumer behaviour, retailers can identify what customers want, how they
make purchasing decisions, and what factors influence their satisfaction. This knowledge
enables retailers to design appropriate marketing strategies, pricing policies, and service
improvements that align with customer expectations.

Understanding consumer behaviour helps retail organizations in the following ways:

• It enables retailers to understand customer needs and expectations

• It assists in developing suitable pricing and promotional strategies

• It helps improve product assortment and quality

• It enhances customer satisfaction and loyalty

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• It provides a competitive advantage in the retail market

In organized retail stores such as D-Mart, analyzing consumer behaviour plays a crucial role
in improving store layout, product availability, billing efficiency, and overall shopping
experience. Retailers who understand their customers effectively can build strong
relationships and ensure repeat purchases.

1.4 Retail Industry in India

The retail industry is one of the largest and most dynamic sectors of the economy in India. It
plays a significant role in economic development by generating employment, supporting
manufacturing, and facilitating the distribution of goods and services to consumers.

Traditionally, Indian retailing was dominated by the unorganized sector, which includes small
kirana stores, street vendors, and local markets. However, in recent years, the retail industry
has experienced rapid growth in organized retail formats such as supermarkets, hypermarkets,
and shopping malls. These modern retail outlets provide better shopping convenience,
transparent pricing, wider product variety, and improved customer service.

Several factors have contributed to the growth of organized retail in India:

• Rapid urbanization

• Increase in disposable income

• Growth of the middle-class population

• Changing consumer lifestyles

• Expansion of nuclear families

• Greater awareness of branded products

Organized retail stores offer a standardized shopping experience and emphasize value for
money, which attracts modern consumers. As a result, the Indian retail sector continues to
expand steadily, especially in urban and semi-urban areas.

The transformation of the retail industry has made it essential for businesses to understand
consumer behaviour and satisfaction levels in order to remain competitive and meet evolving
customer expectations.

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1.5 Organized Retailing

Organized retailing refers to retail businesses that are registered under government
regulations and operate with structured management practices. These retail establishments
follow standardized procedures in pricing, billing, product display, and customer service.
Organized retail outlets include supermarkets, hypermarkets, departmental stores, and retail
chains that provide a modern shopping environment.

Organized retailing has gained popularity due to its ability to offer a convenient and efficient
shopping experience. Customers can purchase a wide range of products under one roof,
compare prices easily, and enjoy better service quality. These stores maintain systematic
inventory management and ensure product quality and availability.

The key characteristics of organized retailing include:

• Fixed and transparent pricing

• Availability of branded and quality products

• Modern store layout and attractive display

• Efficient billing and payment systems

• Professional customer service

• Hygienic and comfortable shopping environment

Organized retail stores focus on customer satisfaction by providing value for money and
consistent service standards. Retail chains like D-Mart are prominent examples of organized
retailing in India, known for their cost-efficient operations and customer-oriented approach.

The growth of organized retailing has significantly influenced consumer buying behaviour by
encouraging planned purchases, bulk buying, and preference for branded products.

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1.6 Overview of DMART

D-Mart is one of the leading supermarket chains in India, founded by Radhakishan Damani in
the year 2002. The company operates under the philosophy of providing quality products at
affordable prices and focuses primarily on meeting the daily needs of consumers.

DMART follows the concept of “Everyday Low Prices,” which emphasizes offering products
at consistently lower prices rather than providing occasional heavy discounts. This strategy
has helped the company attract a large customer base, especially among middle-income
families.

The company offers a wide range of products under one roof, including groceries, food items,
household essentials, personal care products, apparel, kitchenware, and other daily-use goods.
DMART operates with a cost-efficient business model by minimizing operational expenses,
purchasing goods in bulk, and maintaining long-term relationships with suppliers.

Key features of DMART include:

• Focus on essential and value-for-money products

• Cost-efficient operations and bulk purchasing

• Customer-centric approach

• Strong brand reputation and trust

• Efficient store management

DMART has expanded rapidly across several cities in India and has established itself as a
trusted retail destination for affordable and quality shopping.

1.7 Consumer Behaviour at DMART Salem

Consumer behaviour at D-Mart in Salem is influenced by several factors such as pricing,

product variety, store environment, and convenience. Customers visiting the store primarily
seek value for money, quality products, and a comfortable shopping experience. The

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availability of essential goods at affordable prices encourages customers to make regular and
bulk purchases.

Most consumers prefer shopping at DMART Salem for their monthly household requirements
due to its everyday low pricing strategy. The store attracts a large number of middle-income
families, working professionals, and students who prioritize affordability and convenience
while making purchase decisions.

The major factors influencing consumer behaviour at DMART Salem include:

• Affordable and consistent pricing

• Wide range of products under one roof

• Clean and well-organized store layout

• Trust in product quality

• Convenient location and accessibility

• Positive past shopping experience

Customers often compare prices and evaluate product quality before making purchase
decisions. Satisfaction with pricing and product availability leads to repeat visits and
customer loyalty. Therefore, analyzing consumer behaviour at DMART Salem helps in
understanding customer preferences, satisfaction levels, and buying patterns in organized
retail.

1.8 Statement of the Problem

The organized retail sector in India has become highly competitive with the rapid expansion
of supermarkets and retail chains. Retail organizations must continuously understand
changing consumer preferences and expectations in order to maintain customer satisfaction
and sustain their market position.

Although D-Mart in Salem attracts a large number of customers due to its affordable pricing
and wide range of products, it is essential to examine how various factors influence consumer
buying behaviour and satisfaction levels. Customers may differ in their preferences regarding

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price, product quality, service, and store environment, which can affect their purchase
decisions and loyalty.

Therefore, there is a need to study:

• The factors influencing consumer purchase decisions

• The level of customer satisfaction towards DMART

• The relationship between pricing, quality, and consumer behaviour

• The problems faced by customers during shopping

This study attempts to analyze consumer buying behaviour and customer satisfaction towards
DMART Salem in order to identify strengths, weaknesses, and areas for improvement in
retail service delivery.

1.9 Objectives of the Study

The main objective of this study is to analyze consumer buying behaviour and customer
satisfaction towards D-Mart in Salem. The study aims to understand the factors that influence
purchase decisions and evaluate the level of satisfaction among customers shopping at the
store.

The specific objectives of the study are:

• To study the buying behaviour of consumers at DMART Salem

• To identify the factors influencing consumer purchase decisions

• To analyze customer satisfaction towards DMART

• To examine the role of pricing in influencing consumer behaviour

• To study customer perception towards product quality and service

These objectives help in understanding consumer preferences and provide insights for
improving retail service quality and customer satisfaction.

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1.10 Scope of the Study

The present study focuses on analyzing consumer buying behaviour and customer satisfaction
towards D-Mart in Salem. The study examines various aspects of consumer behaviour such
as purchase preferences, satisfaction level, and factors influencing buying decisions in an
organized retail environment.

The scope of the study is limited to customers who shop at DMART Salem. It includes the
analysis of demographic characteristics, shopping frequency, reasons for store preference,
and satisfaction regarding pricing, product quality, store environment, and billing process.

The study is useful for:

• Retail managers to understand customer expectations

• Marketing students and researchers for academic reference

• Organized retail stores to improve service quality

• Future researchers interested in consumer behaviour studies

By focusing on consumer perceptions and satisfaction, the study provides valuable insights
into customer behaviour in organized retailing.

1.11 Limitations of the Study

Every research study is subject to certain limitations that may affect the scope and accuracy
of the findings. The present study on consumer buying behaviour and customer satisfaction
towards D-Mart in Salem is no exception.

The major limitations of the study are as follows:

• The study is confined only to customers shopping at DMART Salem and may not represent
consumer behaviour in other locations.

• The sample size is limited, which may restrict the generalization of the findings.

• Time constraints affected the depth of data collection and analysis.

• The study is based on responses collected through a questionnaire; therefore, the accuracy
of the results depends on the honesty and understanding of respondents.

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• Consumer preferences and satisfaction levels may change over time, which may influence
the relevance of the findings in the future.

Despite these limitations, the study provides meaningful insights into consumer behaviour
and satisfaction in organized retail.

1.12 Research Methodology

Research methodology refers to the systematic process adopted to collect, analyze, and
interpret data for achieving the objectives of the study. It provides a structured framework for
conducting research in a scientific and organized manner. The present study on consumer
buying behaviour and customer satisfaction towards D-Mart in Salem follows a descriptive
research design.

Research Design

The study adopts a descriptive research design, which aims to describe the characteristics of
consumers and analyze their behaviour and satisfaction levels in an organized retail
environment.

Sources of Data

• Primary Data: Collected directly from customers through a structured questionnaire.

• Secondary Data: Collected from books, journals, websites, and reports related to consumer
behaviour and retailing.

Sample Size

The study is based on responses collected from 80 customers shopping at DMART Salem.

Sampling Technique

Convenience sampling method was used to select respondents based on their availability and
willingness to participate.

Tools Used for Analysis

• Percentage analysis

• Tables and charts for data presentation

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This methodology helps in systematically analyzing consumer behaviour and satisfaction
levels and provides reliable results for the study.

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 CHAPTER – II

REVIEW OF LITERATURE

2.1 Introduction

A review of literature is an essential component of any research study as it provides a

theoretical foundation and background for the present research. It helps the researcher
understand previous studies conducted in the related field, identify research gaps, and justify
the need for the present study.

In the context of retailing, consumer behaviour has received significant attention due to
changes in lifestyle, income levels, and shopping preferences. The emergence of organized
retail stores has transformed traditional shopping patterns, making it important to study
consumer behaviour in modern retail environments.

This chapter reviews various studies related to consumer behaviour, organized retailing,
pricing strategies, product quality, and customer satisfaction. The insights obtained from
previous research help in framing the objectives and methodology of the present study on
consumer buying behaviour and satisfaction towards D-Mart in Salem.

2.2 Concept of Consumer Behaviour – Review of Studies

Consumer behaviour has been widely studied by researchers in marketing and management.
It refers to the process through which individuals or groups select, purchase, use, and dispose
of goods and services to satisfy their needs and wants.

According to Philip Kotler, consumer behaviour is the study of how individuals and groups
choose, buy, use, and dispose of products and services. He emphasized that understanding
consumer behaviour helps organizations design effective marketing strategies.

Schiffman and Kanuk explained that consumer behaviour is influenced by psychological

factors such as motivation, perception, learning, beliefs, and attitudes. Their study highlights
that emotional and situational influences also play an important role in purchasing decisions.

Solomon stated that consumer behaviour is shaped by cultural, social, and personal factors
such as lifestyle, family influence, and social class. These factors significantly affect
consumer preferences and purchasing patterns.

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These studies collectively indicate that consumer behaviour is dynamic and complex, making
it an important area of study in retail management.

2.3 Factors Influencing Consumer Behaviour

Several studies have identified different factors that influence consumer behaviour in retail
stores. These factors are broadly classified into psychological, personal, social, and cultural
influences.

Psychological factors such as motivation, perception, and attitudes shape consumer

decisionmaking processes. Personal factors including age, income, occupation, and lifestyle
also affect buying behaviour. Social influences such as family, reference groups, and social
status play a significant role in shaping consumer preferences.

Researchers Engel, Blackwell, and Miniard emphasized that psychological factors strongly
influence purchase decisions, particularly in the case of grocery and household products.

In organized retail environments, these factors are further influenced by store-related

elements such as pricing, promotions, store layout, and service quality.

2.4 Review of Studies Related to Retail Industry

The retail industry has been extensively studied due to its contribution to economic growth
and employment generation. Research indicates that organized retail stores have transformed
consumer shopping behaviour by providing convenience, product variety, and standardized
pricing.

Ramesh (2019) found that consumers prefer organized retail outlets due to one-stop shopping
facilities and time-saving benefits. The study concluded that convenience and product
availability significantly influence store preference.

Kumar (2020) examined customer satisfaction in organized retail stores and reported that
service quality, billing efficiency, and product availability play a major role in shaping
customer perception.

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Sharma (2021) studied the growth of organized retail in India and concluded that
urbanization and rising disposable income are key drivers of retail expansion.

These studies highlight the growing importance of organized retailing in influencing

consumer behaviour.

2.5 Studies on Consumer Behaviour in Organized Retail Stores

Organized retail stores provide a modern shopping experience that significantly influences
consumer behaviour. Researchers have found that store environment, product arrangement,
and service quality impact purchase decisions.

Anitha (2021) observed that store ambience and cleanliness encourage customers to spend
more time in retail outlets, leading to increased purchases.

Patel (2020) studied consumer perception towards pricing strategies and concluded that
consistent low pricing attracts middle-income consumers more effectively than seasonal
discounts.

Rao (2019) analyzed customer loyalty in organized retail stores and found that satisfaction
with pricing and product quality leads to repeat purchases.

These findings indicate that both functional and emotional aspects of shopping influence
consumer behaviour in organized retail environments.

2.6 Review of Studies on Price and Buying Behaviour

Price is one of the most significant factors influencing consumer buying behaviour.
Researchers have consistently found that consumers are highly sensitive to pricing,
particularly in the case of essential goods.

Gupta (2018) concluded that consumers associate lower prices with value for money and
develop trust towards retailers offering consistent pricing policies.

Mehta (2020) examined pricing strategies in retail stores and found that everyday low pricing
strategies are more effective in attracting regular customers compared to promotional
discounts.

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These findings support the pricing strategy adopted by retail chains such as D-Mart, which
focuses on providing affordable products consistently.

2.7 Studies on Product Quality and Customer Satisfaction

Product quality is a major determinant of customer satisfaction and repeat purchase behaviour.
Researchers have emphasized that consistent product quality builds trust and enhances
customer loyalty.

Singh (2019) found that customers prefer retail stores that maintain consistent product quality
and reliability. High-quality products reduce perceived risk and increase satisfaction levels.

Verma (2021) studied customer perception towards store-brand products and observed that
consumers accept private label products when quality is comparable to national brands.

These studies indicate that product quality plays a crucial role in shaping consumer
satisfaction in organized retail.

2.8 Studies on Service Quality and Store Environment

Service quality and store environment significantly influence customer experience and
satisfaction in retail stores. A clean, well-organized, and customer-friendly environment
enhances shopping comfort and encourages repeat visits.

Parasuraman, Zeithaml, and Berry developed the SERVQUAL model, which identifies
reliability, responsiveness, assurance, empathy, and tangibles as key dimensions of service
quality.

Nair (2020) found that store cleanliness, lighting, layout, and staff behaviour positively affect
consumer satisfaction and shopping experience.

These studies emphasize that service quality and store atmosphere play an important role in
shaping consumer perceptions and loyalty.

2.9 Summary of Literature Review

The literature reviewed in this chapter highlights the importance of consumer behaviour in
the retail industry. Previous studies have shown that factors such as pricing, product quality,

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service quality, store layout, and customer experience significantly influence consumer
buying behaviour and satisfaction.

The review also indicates that organized retail stores play a crucial role in shaping consumer
preferences by offering affordable pricing, quality products, and a convenient shopping
environment. Based on the insights obtained from previous research, the present study aims to
analyze consumer buying behaviour and customer satisfaction towards D-Mart in Salem.

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 CHAPTER – III

INDUSTRY PROFILE AND COMPANY PROFILE

3.1 Introduction

The retail industry plays a crucial role in the economic development of a country by
connecting producers with final consumers. It ensures the availability of goods and services at
the right place and time. Over the years, retailing has undergone significant transformation
due to globalization, technological advancement, urbanization, and changing consumer
lifestyles.

In India, the retail sector has evolved from traditional small-scale retailing to modern
organized retail formats such as supermarkets and hypermarkets. Organized retail stores
provide standardized pricing, improved customer service, and a comfortable shopping
environment.

This chapter presents an overview of the retail industry, the growth of organized retail in India,
and the company profile of D-Mart with special reference to Salem.

3.2 Meaning and Definition of Retailing

Retailing refers to the process of selling goods and services directly to final consumers for
personal or household use. Retailers act as intermediaries between manufacturers and
consumers by making products easily available in small quantities.

Retailing involves several activities such as purchasing goods, storing products, displaying
merchandise, and selling goods to consumers. Retailers influence consumer behaviour
through pricing strategies, product assortment, promotions, and service quality.

3.3 Classification of Retail Sector

The retail sector in India is broadly classified into two categories:

Unorganized Retail Sector

Organized Retail Sector

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This classification is based on the scale of operation, management structure, and level of
regulation.

3.4 Unorganized Retail Sector

The unorganized retail sector consists of small, family-owned businesses such as kirana stores,
street vendors, and local markets. This sector traditionally dominated Indian retailing.

Characteristics of unorganized retail include:

• Small-scale operations

• Personalized customer service

• Informal management practices

• Lack of standardized pricing

• Limited product variety

Although unorganized retail continues to operate widely, consumers are gradually shifting
towards organized retail due to convenience and transparency.

3.5 Organized Retail Sector

Organized retail refers to retail businesses that are registered under government regulations
and operate with professional management practices. These stores follow standardized
procedures in pricing, billing, and product display.

Key characteristics of organized retail include:

• Fixed and transparent pricing

• Branded and quality products

• Modern store layout

• Efficient billing systems

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• Professional customer service

Organized retail stores provide a modern shopping experience and focus on customer
satisfaction and value for money.

3.6 Growth of Organized Retail in India

The growth of organized retail in India has been driven by several socio-economic factors.
Increasing urbanization, rising income levels, and changing consumer lifestyles have
contributed to the expansion of modern retail formats.

Major factors contributing to growth include:

• Increase in disposable income

• Expansion of middle-class population

• Changing consumer preferences

• Growth of nuclear families

• Exposure to global retail practices

Consumers today prefer organized retail stores because they offer convenience, product
variety, hygiene, and value for money.

3.7 Overview of DMART

D-Mart is one of India’s leading supermarket chains, founded by Radhakishan Damani in

2002. The company operates with the objective of providing quality products at affordable
prices to consumers.

DMART follows an “Everyday Low Price” strategy, which focuses on offering products at
consistently lower prices rather than temporary discounts. The company emphasizes cost
efficiency, bulk purchasing, and customer satisfaction.

The store offers a wide range of products including groceries, household items, personal care
products, apparel, and kitchenware.

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3.8 Vision and Mission of DMART

Vision

To be the most trusted and preferred retail store by offering quality products at affordable
prices.

Mission

• To provide best value to customers

• To maintain transparency and trust

• To operate with efficiency and simplicity

3.9 Products and Services Offered by DMART

DMART provides a wide range of products under one roof, which enhances shopping
convenience.

Major product categories include:

• Groceries and food items

• Fruits and vegetables

• Household essentials

• Personal care products

• Apparel for men, women, and children

• Kitchenware and stationery

The availability of essential goods influences consumer buying behaviour and encourages
regular visits.

3.10 Business Model of DMART

DMART follows a low-cost, high-volume business model. The company minimizes

operational expenses and focuses on efficiency.

Key features of the business model include:

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• Bulk purchasing from manufacturers

• Ownership of store properties

• Limited advertising expenditure

• Focus on essential goods

This strategy allows DMART to offer products at lower prices compared to competitors.

3.11 DMART and Consumer Behaviour

DMART’s pricing strategy and product availability significantly influence consumer

behaviour. Customers perceive the store as a reliable and economical shopping destination.

Major factors influencing consumer behaviour include:

• Affordable pricing

• Availability of essential goods

• Trust in product quality

• Positive shopping experience

These factors contribute to customer loyalty and repeat purchases.

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3.12 DMART Salem – Store Profile

The DMART store in Salem serves customers from the city and nearby areas. The store caters
mainly to middle-income families, students, and salaried employees.

Key features of DMART Salem include:

• Spacious and organized store layout

• Wide product range

• Clean shopping environment

• Multiple billing counters

• Competitive pricing

3.13 Role of DMART Salem in Local Market

DMART Salem plays an important role in the local retail market by offering affordable
products and creating employment opportunities. The presence of DMART has increased
competition among local retailers and improved customer expectations regarding price and
service quality.

3.14 Competitive Advantage of DMART

DMART enjoys strong competitive advantages due to its efficient operations and
customeroriented strategy.

Major competitive advantages include:

• Cost leadership strategy

• Strong brand reputation

• Customer trust and loyalty

• Efficient supply chain management

These factors contribute to the long-term success of the company.

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3.15 Summary of the Chapter

This chapter provided an overview of the retail industry in India and explained the growth of
organized retail. It also presented the company profile of DMART with special reference to
Salem. Understanding the industry and company background helps in analyzing consumer
behaviour and satisfaction in the following chapter.

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 CHAPTER – IV

DATA ANALYSIS AND INTERPRETATION

4.1 Introduction

Data analysis is an essential stage of research that converts raw data into meaningful
information. In this study, primary data were collected from 80 respondents who shop at
DMart in Salem using a structured questionnaire. The data were classified, tabulated, and
analyzed using percentage analysis. Tables and charts were used to present the results clearly.

This chapter analyzes consumer behaviour based on demographic factors, shopping frequency,
reasons for choosing the store, satisfaction with pricing, product quality, store environment,
billing process, and overall satisfaction.

4.2 Gender-wise Classification of Respondents

Table 4.1: Gender-wise Distribution

GENDER NUMBER OF RESPONDENTS

PERCENTAGES%

MALE 32 40%
FEMALE 48 60%
TOTAL 80 100%

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Interpretation

Female customers constitute the majority (60%) of respondents, indicating a higher

involvement of women in purchasing groceries and household items at DMART Salem.

4.3 Age-
wise

AGE GROUP RESPONDENTS PERCENTAGE%

BELOW 20 YEARS 10 12.5%

20-30 YEARS 36 45%

30-40 YEARS 22 27.5%

ABOVE 40 YEARS 12 15%

TOTAL 80 100%

Classification of Respondents

Interpretation

The majority of respondents (45%) fall in the 20–30 years category, followed by 30–40 years
(27.5%). Young adults and working professionals form the primary customer group.

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4.4 Frequency of Visit to DMART

FREQUENCY RESPONDENTS PERCENTAGE%

WEEKLY 34 42.5%

FORTINIGHTLY 20 25%

MONTHLY 18 22.5%

OCCASIONALLY 8 10%

TOTAL 80 100%

Table 4.3: Frequency of Shopping

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Interpretation

A significant proportion (42.5%) visit weekly, indicating strong customer loyalty and regular
purchase behaviour.

4.5 Reasons for Choosing DMART Salem

REASON RESPONDENTS PERCENTAGE%

LOW PRICE 38 47.5%

PRODUCT VARIETY 18 22.5%

QUALITY PRODUCT 14 17’5%

CONVENIENT LOCATION 10 12.5%

TOTAL 80 100%

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Table 4.4: Reasons for Preference

Interpretation

Low pricing is the primary reason for store preference (47.5%), confirming the strong
influence of the everyday low pricing strategy

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4.6 Pricing 4.5: Pricing Satisfaction Level

SATISFACTION MALE FEMALE TOTAL PERCENTAGE

LEVEL

HIGHLY 12 20 32 40%
SATISFACTION

SATISFIED 14 22 36 45%

NEUTRAL 4 4 8 10%

DISSATISFACTION 2 2 4 5%

TOTAL 32 48 80 100%

interpretation

A combined 82.5% are satisfied or highly satisfied with pricing, showing that affordability
meets customer expectations.

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4.7 Product Quality

4.6: Product Quality Satisfaction

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 QUALITY RESPONDENTS PERCENTAGE%

GOOD 38 47.5%

EXCELLENT 26 32.5%

AVERAGE 12 15%

POOR 4 5%

TOTAL 80 100%

Interpretation

Most respondents rate product quality as good or excellent (80%), indicating high trust and

likelihood of repeat purchases.

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4.8 Store Layout and Cleanliness

4.7: Store Environment Satisfaction

QUALITY RATE RESPONDENTS PERCENTAGE%

GOOD 38 47.5%

EXCELLENT 26 32.5%

AVERAGE 12 15.0%

POOR 4 5.0%

TOTAL 80 100%

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Interpretation

A majority are satisfied with store layout and cleanliness, contributing to a pleasant shopping
experience.

4.9 Billing Process

4.8: Billing Experience

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 RESPONSE NO OF RESPONDENTS PERCENTAGE%
CATEGOTRY

VERY FAST 18 22.5%

FAST 32 40%

AVERAGE 20 25%

SLOW 10 12.5%

TOTAL 80 100%

Interpretation

Most customers find billing fast or very fast (62.5%), though some experience delays during
peak hours.

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4.10 Overall Satisfaction Level

Table 4.9: Overall Satisfaction

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 SATISFACTION LEVEL RESPONDENTS PERCENTAGE%

HIGHLY SATISFIED 34 42.5%

SATISFIED 30 37.5%

NEUTRAL 10 12.5%

DISSATISFIED 6 7.5%

TOTAL 80 100%

interpretation

Overall satisfaction is high (80% satisfied or highly satisfied), indicating effective fulfillment
of customer expectations.

4.11 Summary of Findings

• Female customers form the majority of shoppers.

• Young adults (20–30 years) are the primary customer group.

• Most customers visit weekly or fortnightly.

• Low price is the key factor influencing store choice.

• High satisfaction with pricing, product quality, and store environment.

• Billing speed needs improvement during peak hours.

• Overall satisfaction with DMART Salem is high.

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 CHAPTER – V

FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 Introduction

This chapter presents the major findings derived from the analysis and interpretation of data.
Based on these findings, practical suggestions are offered to improve customer satisfaction a
nd operational efficiency. The chapter concludes with an overall conclusion summarizing the
outcomes of the study on consumer buying behaviour and customer satisfaction towards
DMart in Salem.

5.2 Findings of the Study

The following major findings were observed from the analysis of data:

* Female customers constitute the majority of shoppers, indicating their significant role in ho
usehold purchasing decisions.

* Most respondents belong to the 20–30 years age group, showing that young adults and wor
king professionals form the primary customer base.

* A large proportion of customers visit the store weekly or fortnightly, indicating strong cust
omer loyalty.

* Affordable pricing is the most influential factor affecting consumer buying behaviour.

* Customers express high satisfaction with pricing, confirming the effectiveness of the every
day low pricing strategy.

* A majority of respondents are satisfied with product quality, which builds trust and encoura
ges repeat purchases.

* Customers are satisfied with store layout and cleanliness, contributing to a comfortable sho
pping environment.

* Some customers experience delays in billing during peak hours, indicating scope for operat
ional improvement.

* Overall customer satisfaction is high, showing that the store effectively meets consumer ex
pectations.

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5.3 Suggestions

Based on the findings of the study, the following suggestions are offered to enhance custome
r satisfaction and improve service quality:

1. Increase Billing Counters During Peak Hours

Additional billing counters should be opened during weekends, evenings, and festival season
s to reduce waiting time.

2. Improve Customer Assistance

More floor staff should be available to guide customers in locating products and addressing q
ueries.

3. Enhance Product Arrangement and Signage

Clear aisle signage and better product display will help customers locate items quickly and i
mprove convenience.

4. Introduce More Local and Festival Offers

Region-specific promotions and seasonal offers can attract more customers and increase sale
s.

5. Improve Parking and Entry–Exit Management

Better parking arrangements and smoother entry–exit flow will enhance the overall shopping
experience.

5.4 Conclusion

The present study titled “A Study on Consumer Buying Behaviour and Customer Satisfaction
towards D-Mart (with Special Reference to Salem)” was conducted to understand customer
preferences, purchase behaviour, and satisfaction levels in an organized retail environment.

The study concludes that affordable pricing, product quality, and a well-organized shopping
environment have a strong positive influence on consumer behaviour. The everyday low pric
ing strategy plays a crucial role in attracting and retaining customers. High satisfaction levels
indicate that the store successfully meets customer expectations in terms of value for money
and service quality.

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Although overall satisfaction is high, improvements in billing efficiency during peak hours c
an further enhance customer experience and strengthen customer loyalty. Understanding con
sumer behaviour is essential for the long-term success of organized retail stores.

5.5 Scope for Future Research

Future studies may be conducted by:

* Increasing the sample size for broader analysis

* Comparing different organized retail chains

* Conducting similar studies in other cities

* Examining online and offline consumer behaviour patterns

These areas can provide deeper insights into consumer behaviour in the retail sector

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HYPOTHESISTESTING

46
 Hypothesis Testing

Hypothesis testing is used to examine whether there is a significant relationship between

pricing strategy and consumer buying behaviour among customers of D-Mart in Salem.

Formulation of Hypothesis

Null Hypothesis (H₀):

There is no significant relationship between pricing strategy and consumer buying behaviour.

Alternative Hypothesis (H₁):

There is a significant relationship between pricing strategy and consumer buying behaviour.

Basis for Testing

From the collected data:

• Majority of respondents selected low price as the main reason for choosing the store.

• A high percentage of customers expressed satisfaction with pricing.

• Frequent visits are associated with affordable pricing.

These observations indicate that pricing plays a key role in influencing purchase decisions.

Statistical Tool Used

Percentage analysis was used to evaluate responses related to store preference and pricing
satisfaction.

Since the majority of respondents showed strong preference and satisfaction towards pricing,
it indicates a relationship between pricing and consumer behaviour.

Decision

Since most respondents prefer the store due to affordable pricing and show high satisfaction

levels, the Null Hypothesis (H₀) is rejected and the Alternative Hypothesis (H₁) is accepted.

Conclusion

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The analysis confirms that pricing strategy significantly influences consumer buying
behaviour and satisfaction levels. Affordable pricing plays a major role in attracting
customers and encouraging repeat purchases.

If your college expects a Chi-square test format (advanced hypothesis testing), I can prepare
that too — ready with table and calculation

48
BIBLIOGRAPHY

49
 BIBLIOGRAPHY

Books

Philip Kotler & Kevin Lane Keller — Marketing Management. Pearson Education.

Leon G. Schiffman & Leslie Lazar Kanuk — Consumer Behaviour. Pearson Education.

C.R. Kothari — Research Methodology: Methods and Techniques. New Age International
Publishers.

Michael Levy & Barton A. Weitz — Retail Management. McGraw-Hill Education.

Journals

• Journal of Retailing and Consumer Services

• International Journal of Marketing Research

• Indian Journal of Marketing

Web Sources

• Official website of Avenue Supermarts Limited

• Retail industry reports and consumer behaviour research portals

50
REFERENCES

51
 REFERENCES

Philip Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson
Education.

Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behaviour (10th ed.). Pearson Education.

Kothari, C. R. (2004). Research Methodology: Methods and Techniques (2nd ed.). New Age
International Publishers.

Levy, M., & Weitz, B. A. (2012). Retail Management (8th ed.). McGraw-Hill Education.

Avenue Supermarts Limited. (2024). Company information and retail operations overview.

Journal of Retailing and Consumer Services — Articles on retail consumer behaviour.

International Journal of Marketing Research — Studies on customer satisfaction in retail

sector.

52
ANNEXURE

53
 ANNEXURE

Annexure – I: Questionnaire

Title: A Study on Consumer Buying Behaviour and Customer Satisfaction towards D-Mart
(with Special Reference to Salem)

Instruction: Please tick (✓) the appropriate option. The information collected is purely for
academic purposes.

A. Personal Details Gender

☐ Male ☐ Female

Age

☐ Below 20 ☐ 20–30 ☐ 30–40 ☐ Above 40

Educational Qualification

☐ School ☐ Undergraduate ☐ Postgraduate ☐ Others

Occupation

☐ Student ☐ Employee ☐ Business ☐ Homemaker ☐ Others

Monthly Income

☐ Below ₹10,000 ☐ ₹10,000–₹20,000 ☐ ₹20,000–₹30,000 ☐ Above ₹30,000

B. Buying Behaviour

Frequency of Visit

☐ Weekly ☐ Fortnightly ☐ Monthly ☐ Occasionally

Reason for Choosing the Store

☐ Low Price ☐ Product Variety ☐ Quality ☐ Location

Products Mostly Purchased

☐ Groceries ☐ Household Items ☐ Personal Care ☐ Apparel

C. Satisfaction Level

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Satisfaction with Pricing

☐ Highly Satisfied ☐ Satisfied ☐ Neutral ☐ Dissatisfied

Product Quality

☐ Excellent ☐ Good ☐ Average ☐ Poor

Store Layout and Cleanliness

☐ Highly Satisfied ☐ Satisfied ☐ Neutral ☐ Dissatisfied

Billing Process

☐ Very Fast ☐ Fast ☐ Average ☐ Slow

Overall Satisfaction

☐ Highly Satisfied ☐ Satisfied ☐ Neutral ☐ Dissatisfied

Suggestions for Improvement

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Annexure – II: Sample Data Summary

VARIABLE CATEGORY

NO OF
RESPONDENTS

GENDER MALE 32

GENDER FEMALE 48

VISIT FREQUENCY WEEKLY 34

VISIT FREQUENCY FORTNIGHTLY 20

VISIT FREQUENCY MONTHLY 18

VISIT FREQUENCY OCCASIONALY 8

MAIN REASON LOW PRICE 38

MAIN REASON PRODUCT VARIETY 18

MAIN REASON QUALITY 14

MAIN REASON LOCATION 10

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Annexure – III: Research Consent Statement

All respondents participated voluntarily. The information collected was used solely for
academic analysis, and individual responses were kept confidential.

57