A

PROJECT REPORT
ON
‘’A STUDY ON DMART STORES SUCCESS’’

Project submitted to OSMANIA UNIVERSITY

In the partial fulfillment of the requirement of the

BACHELOR OF COMMERCE B.COM

(COMPUTER APPLICATION)
During The Academic Year 2022-2023

Submitted by

TEAM MEMBERS

1.KAVALI VYSHNAVI ( 6021-20-405-011 )

2.KOLA SRIVANI ( 6021-20-405-012 )
3.KOLCHARAM DEEPTHI ( 6021-20-405-013 )
4.MANNE SRILATHA ( 6021-20-405-014)

Department of Commerce
GOVERNMENT DEGREE COLLEGE NARSAPUR
(Affiliated to Osmania University)

1
 DECLARATION

I hereby declare that the project report entitled “A STUDY ON

DMART STORES SUCCES’’ Submitted by me in partial fulfillment of
Bachelor of Commerce Osmania University, Hyderabad, is a
bonafide work undertaken by me and it is not submitted to any
other University or institution for award of any degree diploma
certificate or published any time before.

TEAM MEMBERS

1.KAVALI VYSHNAVI ( 6021-20-405-011 )

2.KOLA SRIVANI ( 6021-20-405-012 )
3.KOLCHARAM DEEPTHI ( 6021-20-405-013 )
4.MANNE SRILATHA ( 6021-20-405-014)

2
 GOVT. DEGREE COLLEGE NARSAPUR

CERTIFICATE BY THE PRINCIPAL

This is to certify that B. COM student of this college

with worked on the project titled “A STUDY ON DMART
STORES SUCCESS ” under supervision ofthe principal

Mr.Dr.P. DAMODAR of this college during the year

2022-2023

S.Raju Dr.P.Damodar
Project Supervisor Principal

External

3
 ACKNOWLEDGEMENTS

I wish to express my sincere thanks to almighty for showing his blessing onme to
develop this project

I would like to acknowledge my sincere thanks to Mr. S.RAJU, Faculty of

COMMERCE,GOVT DEGREE COLLEGE NARSAPUR for his excellent guidance and
supervision for the completion of this project successfully

I wish to the thank to all my faculty members of GOVT DEGREE College of

Department of Commerce& well wishers who has supported me all along in carrying out
this project

I am thank full to the management of “A STUDY ON DMART STORE

SUCCESS” for their kind allowing me to undertake this project and its various employees

who helping towards the completion of the project successfully in the esteemed
organization

4
 CONTENTS

CHAPTERS Page No

I. INTRODUCTION 1-

II. INDUSTRY & COMPANY PROFILE

III. DATA ANALYSIS AND INTERPRETATION

IV FINDINGS, SUGGESTIONS AND COCONCLUSION

IV. CALCULATION OF RETURN

V BIBLIOGRAPHY 35-37

VI QUESTIONNAIRE 38

5
6
1.0 Introduction

Dmart is a popular retail chain in India that specializes in providing a one-stop-shop

for a variety of consumer products. Founded in 2002 by Mr. Radhakishan Damani, Dmart
has expanded its presence to over 200 stores in more than 70 cities across India. The retail
giant offers a wide range of products, including groceries, household essentials, apparel,
footwear, and more, at competitive prices. Dmart is known for its efficient supply chain
management, which enables it to maintain low prices while providing quality products to its
customers. The company also offers various discounts and deals to attract customers,
making it a favorite shopping destination for many. With a focus on customer satisfaction
and quality, Dmart has become one of the most successful retail chains in India.

1.1 Statement of the problem

Dmart has faced some challenges in recent years, including increased competition from
other retail chains, supply chain disruptions due to the COVID-19 pandemic, and difficulty in
finding suitable real estate for store expansion. The company has also faced criticism for its
low employee wages and poor working conditions in some of its warehouses. Additionally,
Dmart has been facing scrutiny from the Securities and Exchange Board of India (SEBI) for
alleged violations of insider trading regulations, which has impacted its stock performance.
Despite these challenges, Dmart has continued to grow and expand its presence in India.1.2
Scope of the study

7
The Research on Dmart can cover a wide range of topics related to the company and
its operations. Some potential areas of focus for Dmart research include:

1. Business strategy and competitive advantage: How has Dmart achieved its
success in the Indian retail market? What is the company's strategy for competing
against other retail chains, both domestic and international? How does Dmart
maintain its competitive advantage?

2. Supply chain management: How does Dmart manage its supply chain to
maintain low prices and high-quality products? How has the COVID-19 pandemic
impacted Dmart's supply chain?

3. Customer satisfaction and loyalty: What are the factors that drive customer
satisfaction and loyalty at Dmart? How does the company attract and retain
customers in a highly competitive market

4. Employee management and labor practices: What are the working conditions
like for Dmart employees? How does the company compensate and incentivize its
workers? What is the impact of Dmart's labor practices on its reputation and
profitability?

5. Financial performance and stock market trends: What is Dmart's financial

performance like? How has the company's stock price performed over time? What
are the factors that drive investor sentiment towards Dmart?

1.4 Research design

1.4.1 Nature of study

The nature of study states as descriptive.

1.4.2 Nature of data

The study is based on both primary data and secondary.

12

8
 1.4.3 Source of data

Primary data is collected through a questionnaire. Secondary data is also applied in

the study for a proper understanding of the concepts used in the study.

1.5 Sample design

Considering the time factor and the cost involved in random sampling, Stratified
sampling was used to select the respondents. To have a wider group of respondents
suitable for study, the respondents were chosen based on their specialization. students
were selected from B.COM.

13

9
CHAPTER II

INDUSTRY ANDCOMPANY
PROFILE

14

10
 INDUSTRY AND COMPANY PROFILE

Abstract:

Currently the retailing industry is booming industry in India. It has been considered as equal
competent with IT industry. D-MART is one of the renowned retail companies in India. It is
famous for its low price and good quality products. It has its branches all over the India. 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 economy opened up into more market-
oriented mode. Often used and 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’s satisfaction towards DMART. The objectives of the study are to understand customer
satisfaction towards various products sold by DMART and also analyse the satisfaction level of
customer experience while shopping at DMART. DMART is one such big retail giant that has a
wide market with verity 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. Research methodology adopted in the study is descriptive in nature
and non-probability convenience sampling technique was used with a sample size of 100
respondents through online structured questionnaire with Google forms. Data collected was
later analyzed and interpreted using SPSS software

The findings and suggestions provided in the research study will certainly help DMART to
make necessary changes to provide enhanced customers to its customers in the said outlet.
Keywords: Customer satisfaction, marketing activities, consumer purchasing power, D-MART,
consumer markets

DMart is a retail chain company based in India, founded by Mr. Radhakishan Damani in 2002.
It is a subsidiary of Avenue Supermarts Ltd. DMart specializes in offering a wide range of
consumer products including groceries, household essentials, beauty and personal care
products, apparel, footwear, and more at competitive prices. The company operates over 200
stores in more than 70 cities across India. DMart follows an “everyday low price” strategy to
attract customers and maintain its competitive edge. The company prides itself on its efficient
supply chain management which allows it to keep costs low and offer quality products to
customers. DMart also offers various discounts and deals to attract customers. Despite facing

15

11
some challenges such as increased competition, supply chain disruptions due to COVID-19, and
scrutiny from regulatory bodies, DMart has continued to grow and expand its presence in India.
The company has a strong focus on customer satisfaction and quality, and its success in the
Indian retail market has made it one of the most well-known and respected retail chains in the
country.

Biography of Dmart Founder

Radhakishan Shivkishan Damani is an Indian billionaire investor,[5] business magnate and

the founder of Avenue Supermarts Limited.[6] He also manages his portfolio through his
Investment firm, Bright Star Investments Limited. On 19 August 2021, he was ranked #98 richest
person in the world by Bloomberg Billionaire Index.[7]

Radhakishan Damani

Personal details

12 July 1955

Born Bikaner, Rajasthan, India

Children 3

Residence(s) Altamount Road, Mumbai[3]

Occupation Businessman, investor

Known for Founder of DMart

Radhakishan Shivkishan Damani was raised in a Maheshwari Marwari family in single room
apartment in Mumbai. He studied commerce at the University of Mumbai but dropped out after
one year. After the death of his father who worked on Dalal Street, Damani left his ball bearing
business and became a stock market broker and investor. He made profits by short-selling stocks
in the 1990s Damani was reportedly the largest individual shareholder of HDFC Bank after it
went public in 1995. In the year 1992, after the Harshad Mehta Scam came to limelight, he saw a
major rise in his income due to the short-selling profits during the time. In 1999, he operated a
franchise of Apna Bazaar, a cooperative department store, in Nerul, but was “unconvinced” by
its business model. He quit stock market in 2000 to start his own hypermarket chain, DMart,
setting up the first store in Powai in 2002. The chain had 25 stores in 2010, post-which the
company grew rapidly and went public in 2017. In 2020, he became the fourth-richest Indian

16

12
with a net worth of $16.5 billion. He was ranked #117 on the global list of billionaires. He was
ranked #87 on the global list (Forbes) of billionaires 2022 with a net worth of $18.9 billionn

17

13
 CHAPTER III
DATA ANALYSIS AND
INTERPRETATION

14
 DMart is a retail chain company based in India, founded by Mr. Radhakishan Damani in 2002.
It is a subsidiary of Avenue Supermarts Ltd. DMart specializes in offering a wide range of
consumer products including groceries, household essentials, beauty and personal care products,
apparel, footwear, and more at competitive prices. The company operates over 200 stores in
more than 70 cities across India. DMart follows an "everyday low price" strategy to attract
customers and maintain its competitive edge. The company prides itself on its efficient supply
chain management which allows it to keep costs low and offer quality products to customers.

DMart also offers various discounts and deals to attract customers. Despite facing
some challenges such as increased competition, supply chain disruptions due to COVID-19, and
scrutiny from regulatory bodies, DMart has continued to grow and expand its presence in India.
The company has a strong focus on customer satisfaction and quality, and its success in the
Indian retail market has made it one of the most well-known and respected retail chains in the
country.

OVERVIEW

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

DMart was started by Mr. Radhakishan Damani and his family to address the growing
needs of the Indian family. From the launch of its first store in Powai in 2002, DMart today has a
well-established presence in 306 locations across Maharashtra, Gujarat, Andhra Pradesh,
Madhya Pradesh, Karnataka, Telangana, Chhattisgarh, NCR, Tamil Nadu, Punjab and Rajasthan.
With our mission to be the lowest priced retailer in the regions we operate, our business
continues to grow with new locations planned in more cities.

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

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

FOUNDERS

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

MISSION

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

THEIR CUSTOMER SERVICE PLEDGE

At DMart, we place strong emphasis on excellence in customer service. Our employees believe
in the values of Action, Care and Truth (ACT) to get the job done, with Dedication and
Determination.

Action

Focus: To be focused about what I do.

Motivated: To be clear of achieving my goal.

Enthusiastic: To love what I do.

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

Listen: To listen and resolve any employee / customer grievance quickly and fairly.

Truth Integrity: By being open, honest and fair in all our relationships and being respectful and
trustful to others.

We strongly believe that honesty and sincerity are critical in achieving complete customer
satisfaction. We welcome individuals who share our values and believe in leading by action.

16
Investor Relations

Introduction: Customer satisfaction is defined as a measurement that determines how

happy customers are with a company’s products, services, and capabilities. Customer
satisfaction information, including surveys and ratings, can help a company determine how to
best improve or changes its products and services.

Avenue super marts ltd doing business as Dmart is an Indian chain of hypermarkets in India
founded by

Radhakishandamani in the year 2002, with its first branch in Powai’s Hiranandani gardens. As of
31

December 2019, it had 196 stores in 72 cities across 11 states in India including
Maharashtra, Andhra Pradesh, Telangana, Gujarat, Madhya Pradesh, Chhattisgarh, Rajasthan
National capital region, Tamil nadu, Karnataka, Uttar Pradesh, Daman and Punjab.

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

Objectives of the Present study:

• To understand the retail industry

• To analyse the customer satisfaction towards the products sold by D-Mart.

• To analyse the satisfaction level of customer experience while shopping at D-mart.

Scope of the study is D Mart, Karnataka. It is helpful to D Mart to understand the customer
satisfaction.

To understand the satisfaction level of customers while shopping at d mart

Need for the Study:

India is having a huge customer base having different choices and behaviour. To satisfy
their need is a different task. To advise this Indian retail has changed Kirana to retail outlets and
has become the need in India. Different retail outlets are offering different schemes and
promotional strategies. Thus, a study is being conducted to know the effective marketing
strategies needed to attract new as well as retaining customers.

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PIONEERING BRAND

DMart – Strategies that make it a success By The Brands of India

JUN 22, 2021 DMart, Radhakishan Damani, Supermarket

“Kirane ki dukaan se saaman le aana” these are the golden words which every Indian kid
might have heard before the supermarkets took over. Not that I am disappointed since these
supermarkets have got me to discover even more brands. But I just sometimes remember the
good old days when life was simple and the shop next door was a usual hang out with friends.

Supermarkets have been a successful business in India but one brand has stood out among
the giants – DMart. It started with one store in Mumbai but today has more than 200 stores
across India. The brand was conceptulized and started by Mr. Radhakishan Damani in 2002
under his company Avenue Supermarts Ltd. As an investor and businessman, Mr. Damani had
handled franchise business of two Apna Bazaar retail stores. This experience helped him to build
a retail store that earned maximum profits with minimum costs. Today DMart has more than
20% share in retail supermarket segment.

The vision of this brand was to be the ultimate retailer to offer home products at the best
possible prices to Indian families. New stores were opened only after the first store was
profitable. This way profits were used to run the existing business and the surplus was used to
open new stores to expand the business. Infact DMart has grown so big that the parent
company Avenue Supermarts Ltd. Came out with an IPO in 2017 which was a runaway success.

Success strategies of DMart

Main Focus : DMart follows Business to Consumer [B2C] model where goods are directly
procured from manufacturer and sold to the customer via their retail outlet. This helps DMart to
buy products in bulk at a higher discount which in turn keeps the prices low. Products sold at a
discounted price is the best way for the store to increase footfalls. There are no frills attached to
their selling strategies.

Vendor management : DMart pays within 15 days to all it’s vendors which is quick as
compared to other retail chains. This enables DMart to ask for hefty cash discount from it’s

18
vendors which is then passed on to it’s customers. A standard 5% discount on food items can be
availed from any DMart stores across India. An entry fee is charged to vendors who want to
display their products in DMart knowing that footfalls are the highest here. This reduces the cost
of purchasing for DMart thus enabling it to give products at low prices and higher discounts.

Product categories : DMart has kept emphasis on selling only FMCG products [both food &
nonfood], general household merchandise & apparel. DMart has kept it’s product categories
limited in order to focus on the core business fundamental of less is more. DMart stocks
household items which are procured locally in every state which in turn supports small time
manufacturers. The brand has refrained from selling high end consumer goods and prefered to
cater to the masses instead.

Ownership of retail space : DMart started and is still headquartered in Mumbai, has over the
years expanded it’s business all over India. DMart manages all of it’s 234 retail stores across 45
cities in India. The large retail space are either bought to ensure low expenditure in long term.
This makes the company

‘asset rich’ with valuable properties which will grow in net worth. They even have their own
distribution & packing centres in 4 states. The stores are generally opened in densely populated
areas where middle class people reside. None of it’s stores are operating inside big malls. Most
DMart stores are stand alone and in residential areas.

Low operation cost : The interiors of every DMart store is kept very basic and minimal in
order to keep maintenance cost low. Store space is utilized by putting more products on display
in the available space. The stocks are shelved in floor to ceiling display arrangement across all
stores. This allows a variety of brands to be displayed in the same category. Other monthly costs
include electricity, water, repairs, employee salaries etc. which are kept to the minimum.

Quick Inventory Turnover : This is a term used for how fast does a retail store sells its
inventory. It is a term used for the time the goods are stocked in the store till these are sold off.
A good inventory turnover is supposed to be 1 to 2 months. The longer a good/stock is held, the
higher will be its holding cost thus affecting the business. In case of DMart, the inventory
turnover is within a month as compared to it’s competitors who have an inventory turnover of
upto 3 months. This helps DMart outperform and bring in higher sales.

Advertising : Where big retailers have opted for big budget advertising across all media
channels, DMart has kept it very basic and low profile. The brand only advertises about it’s
existence by putting up hoardings in & around the location of it’s retail stores. Latest offers and
schemes can be easily known through its promotional activities that are published in
newspapers. There is a mega saving for DMart by not advertising on television and other
avenues as the brand is well know.

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Low Employee Costs : The major cost that any retailer has is often employee cost. DMart has
kepts it’s employee costs low by having fewer payment counters which require less manpower.
This results in lesser number of employees per retail outlet hence keeping the cost low of paying
out salaries and employee compensations. Most of the floor employees are hired on contract
basis. Permanent employees account only for 40% of the total work force.

DMart Ready : This is DMart’s online service where one can order online and collect from the
nearest DMart pick up point. The order can be picked up as per your convenience and the
service is free of charge. Whereas for home delivery a nominal fee is levied. Not much
investment is done in DMart Ready services as the company knows home delivery services
require a high investment & running cost. During Covid, DMart has launched schemes for
housing societies to order food products in bulk at a low charge.

This way sale is done in bulk, less manpower is required and goods are delivered safely to it’s
customers.

Covid and it’s impact on DMart

The first wave did not make a severe impact on the business but the second wave did put a
dent. The retail outlets were allowed to operate only for few hours everyday as per government
rules & regulations. Number of customers visitng the store was reduced greatly due to covid
restrictions. Some stores of DMart were sealed after the employees tested positive for Covid.
This has resulted in excess inventory and lesser revenues for the brand.

DMart is one of the few retails stores in India that never relied on e-commerce business but
concentrated more on retail. During Covid it has made an effort to expand it’s e-commerce
operations by launching DMart Ready pick up & delivery services in numerous cities. Even during
this critical time, DMart was able to supply food and essential items to the masses thus
preserving the trust of it’s customers.DMart might be facing a challenging time now but with
expertise of Radhakishan Damani and experience of the CEO Ignatius Noronha, the business will
adapt to the new changes. They have taken advantage of this time to buy retail properties
across India for setting up new stores & pick up points. Low revenues, stiff competition from
Reliance & Big Bazaar, demands of E-commerce expansion, etc. make this year tough for DMart.
Despite these, Dmart will still have the strongest advantage of offering the lowest prices to it’s
customers. With a strong business model like DMart, price matters the most to it’s customers.

OVERVIEW

20
 DMart is a one-stop supermarket chain that aims to offer customers a wide range of basic
homeand personal products under one roof. Each DMart store stocks home utility products –
including food, toiletries, beauty products, garments, kitchenware, bed and bath linen, home
appliances and more – available at competitive prices that our customers appreciate. Our core
objective is to offer customers good products at great value.

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

FOUNDERS

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

MISSION

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

They strongly believe that honesty and sincerity are critical in achieving complete customer
satisfaction. We welcome individuals who share our values and believe in leading by action.

REACH

21
present in India across 10 States, 1 Union Territory and NCR

Maharashtra

Amravati, Aurangabad, Dhule,

Ichalkaranji, Jaisingpur,

Jalgaon, Jalna, Karad,

Kolhapur, Latur, Miraj,

Mumbai (MMR), Nagpur,

Nanded, Nandurbar, Nashik,

Osmanabad, Pune, Ratnagiri,

Sangli, Satara, Solapur,

Wardha, Yavatmal

Gujarat Ahmedabad, Anand,

Ankleshwar, Bharuch, Bhuj,

Bilimora, Gandhidham,

Gandhinagar, Godhra,

Himmatnagar, Kalol,

Mahesana, Nadiad, Navsari,

Palanpur, Rajkot, Surat,

Daman Daman

22
 Andhra Pradesh

Anantapur, Bhimavaram,

Eluru, Gudivada, Guntur,

Kakinada, Kurnool,

Machilipatnam, Nellore,

Ongole, Rajahmundry,

Suryapet, Tanuku, Tirupati,

Tuni, Vijayawada,

Visakhapatnam

Madhya Pradesh

Bhopal, Dewas, Indore, Jabalpur, Mandsaur, Dr.

Ambedkar Nagar (Mhow),

Neemuch, Pithampur, Ratlam, Ujjain

NCR Delhi, Faridabad, Ghaziabad,

Gurugram, Noida

Surendranagar, Vadodara,

Valsad, Vapi

Hyderabad,

Karimnagar,

23
 Telangana

Khammam, Mancherial,

Warangal Bengaluru, Belgaum,

Karnataka Gulbarga, Mangaluru,

Tumakuru, Udupi

Bhilai, Durg, Raipur, Chhattisgarh

Rajnandgaon

Tamil Nadu Chennai, Coimbatore,

Dindigul, Erode, Hosur,

Madurai, Salem, Shoolagiri,

Sulur, Tiruchirappalli, Tiruppur

Punjab Amritsar, Barnala, Chandigarh,

Jalandhar, Ludhiana, Mandi

Gobindgarh, Patiala

Ajmer, Alwar, Bhilwara, Jaipur,

Rajasthan

Kishangarh, Kota

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 CHAPTER IV
FINDINGS ,SUGGESTIONS
AND
COCONCLUSION

25
• 68% of the respondents usual nature
to visit D-Mart is planned

• 53% of the respondents purpose to

visit D-Mart is to purchase groceries

• 51% of the respondents prefer to do

their grocery shopping from D-Mart

26
• 74% of the respondents find D-mart
more appropriate as compared to
Traditional retail stores.

• 90% of the respondents said that their

amount of purchase from traditional
retail stores have reduced after
commencement of D-Mart.

• One stop shopping is the main reason

that affects the shopping decision of
customer at D-Mart, followed by low
pricing.

27
 • We can see a rise of modern Retail in
India with steady efforts. The study
suggests that government should focus
on both traditional as well as Modern
retail simultaneously for the
development of both these sectors.

• To cope up with the competition

from Modern retail , Traditional retailers
should focus on cost cutting strategies
and should provide quality products to
maintain their business

Conclusion

28
• India is at turning point with respect
to retail sector. Both the modern as well
as traditional retailers are likely to co-
exist in India in the later times as well, as
both these sectors have their own
competitive advantage. Traditional retail
stores have convenience, brand
availability, loyalty with the customers,
fast services and much more.

• This study indicated that customers

visit to D-Mart is usually planned and
half of the audience purpose to visit D-
Mart is to purchase groceries

• The study also indicated that one stop

shopping affects customers most while
making a shopping decision at D-Mart
and also most of the customers find D-

29
 Mart more appropriate than traditional
retail stores.

• Additionally the study also proved

that customers amount of purchase from
Traditional retail stores have reduced
after commencement of D-Mart, and half
of the customers purchase quantity from
traditional retail stores is between 1000-
2000.

Further Research Directions

In future the scope of the research on

customer perception can be expanded by
either increasing the geographical territory or
it could even be studied from the point of
view of retailer. This research only covers

30
the grocery sector and not any other sub
sector in Bhilwara region.

Hence, it should be noted that this project

covers only D-Mart in Bhilwara region and
this study cannot be generalized for any
other region.
What can be the way forward for Traditional
Retailers?

Because of the COVID-19 pandemic

there has been a drastic impact on lives and
businesses of all retailers. So the future
opportunities for traditional (kirana) store
owners can make 3 broad shifts to capitalize
on the opportunity-

31
1) Store owner require making a
mental’model’ shift to consider the
entire population living in the PIN code
of their establishment or a 5-6 km
radius, as their customer base and not
any walk in customer.

2) Basic technology is needed .this

includes showcasing products in stores
to customers, and providing a option of
digital payment and making few
changes in the infrastructure of
physical stores, they need to be a part
of e commerce or some social media
platform.

3) They need to enhance their soft skills

to manage the virtual customers and
basic capabilities to handle
technology.

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V BIBLIOGRAPHY

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Vl. QUESTIONNAIRE

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 We are conducting a study on the consumer perception towards how Dmartwas started &
successful in india. If you could sacrifice some of your valuable time to fill in the questionnaire, it
would help in the completion of our study

1. Who is Radhakishan Shivkishan Damani ?

a) an Indian billionaire
b) Government employee
c) Private employee

2. In which year was Dmart founded?

A) 2000

B) 2002

C) 2005

D) 2008

3. Who is the founder of Dmart?

A) Radhakishan Damani

B) Mukesh Ambani

C) Ratan Tata

D) Azim Premji

4. Which of the following is not a category of products sold at Dmart?

A) Grocery

B) Electronics

C) Clothing

D) Furniture

5. In which city is the headquarters of Dmart located?

A) Mumbai

B) Delhi

C) Bengaluru

D) Chennai

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6. What is the name of the loyalty program offered by Dmart?

A) Smart Rewards

B) Dmart Plus

C) Smart Card

D) Dmart Club

7. Which of the following is a loyalty program offered by Dmart?

a. Dsmart

b. Drewardz

c. Dclub

d. Dpoints

8. What is the payment method accepted at Dmart stores?

a. Credit and debit cards

b. Cash only

c. Digital wallets

d. All of the above

9. What is the name of the online platform launched by Dmart?

a. Dstore

b. Dmart Online

c. Dmart Ready

d. Dshop

10. How many stores does Dmart currently operate in India?

a. 100

b. 200

c. 300

d. 400

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