Index
1. INTRODUCTION
2. Aim and Objectives
3. Origin of the Investment Preferences
4. Methodology
5. Scope of the Study
6. Field Visit Plan
7. Relevance of the Study
8. Work Plan
INTRODUCTION
One thing that we have in common is that we all are
consumers. In fact, everybody in this world is a consumer.
Every day of our life we are buying and consuming an
Incredible variety of goods and services. However, we all have
different tastes, likes, Dislikes, and adopt different behaviour
patterns while making purchase decisions. The Term
consumer behaviour refers to the behaviour that consumers
display in searching for purchasing using evaluation and
disposing in searching for purchasing using Evaluating and
disposing of products and services that they exact will satisfy
o how Individuals make decisions to send their available
resources (time, money and effort) On consumption related
items. It includes the Study of “What they buy”, “Why they
Buy”, “When they buy it”, “Where they buy it”, “how often
they buy it” and “how Often they use.
Definition: The American Marketing Association (AMA)
defines consumer behaviour of The Dynamic interaction of
cognition, behaviour & environmental events by which human
Beings conduct the exchange aspect of their lives. Consumer
behaviour is helpful in Understanding the purchase Behaviour
and preferences of different consumers. As Consumers, we
differ in terms of sex, age, education, occupation, income,
Family Setup, religion, nationality and social status.
Origin of the Investment Preferences
1.Growing Importance of Consumer Behaviour: In the
modern retail environment, understanding consumer needs,
preferences, and purchasing patterns has become essential
for businesses to stay competitive.
2.Emergence of Organized Retail: With the rapid growth of
organized retail chains like D-Mart, traditional shopping
patterns have shifted, creating the need to study how and
why consumers are changing their buying habits.
3.D-Mart’s Unique Business Model: D-Mart’s focus on cost
leadership, limited assortment, and value-for-money
offerings has attracted a specific consumer segment, making
it important to study the behaviour of these customers in
depth.
4.Impact of Socio-Economic Changes: Rising income levels,
urbanization, and increased financial literacy have influenced
consumer spending and investment behaviour, necessitating
a focused study on these evolving trends.
5.Need to Understand Customer Loyalty: D-Mart enjoys high
customer retention. Analysing consumer behaviour can help
uncover the factors behind this loyalty, such as pricing
strategy, store layout, or brand trust.
6.Shifts in Buying Patterns Post-Pandemic: Events like the
COVID-19 pandemic have altered consumer priorities towards
essentials, bulk buying, and value-driven purchases, making
fresh studies on behaviour even more relevant.
7.Business Strategy Development: Insights gained from
studying consumer behaviour can help D-Mart refine its
marketing, inventory management, and expansion
Aim and Objectives
Aim of the Study
The aim of the study is to analyse and understand the
consumer behaviour patterns, preferences, and buying
decisions with specific reference to D-Mart, in order to
identify the key factors influencing customer satisfaction and
loyalty.
Objectives of the Study
• To study the shopping behaviour of consumers at D-
Mart.
• To identify the factors influencing consumer purchasing
decisions at D-Mart (such as price, quality, variety,
promotions, and convenience).
• To assess the level of customer satisfaction with D-
Mart’s products, pricing, and services.
• To understand the impact of demographic factors (age,
income, education, etc.) on consumer behaviour at D-
Mart.
LIMITATIONS OF THE STUDY
• Some customers were not willing to give appointment
due to their busy schedule.
• Due to very large size of the population, only a selected
sample of customer could be conducted.
• Due to time constraint and other imperative workload
during the period it could not be made possible to
explore more area of concern pertaining to study.
• Also impossible for company to prove information is
confidential.
• Due to fast pace of life, some customers were not able
to do justification to the questionnaire.
• Personal biases might have come while answer the
questionnaire.
NEED OF STUDY
• The study can provide valuable insights into the market
in Nagpur and help to understand preferences, habits,
and behaviour of its target customers in the city
• Information can be used to make informed business
decisions and improve the company’s offerings.
• The study can help to identify areas where it can
improve its product and services to full fill the customer
need and meet the expectations of its customers.
• These also help to expand their business.
This can help enhance the company’s brand reputation
and increase customer loyalty.
Methodology
1. Research Design: The study follows a descriptive research
design to gather detailed information about consumer
behaviour patterns at D-Mart.
2. Data Collection Methods: Primary Data: Data is collected
directly from consumers through structured questionnaires
and personal interviews conducted at D-Mart stores.
Secondary Data: Information is also gathered from company
reports, industry journals, websites, and previous research
studies related to consumer behaviour and retail marketing.
3. Sampling Method: Sampling Technique: Convenience
sampling method is used, where respondents are selected
based on ease of access at D-Mart outlets. Sample Size: A
sample of approximately 100 to 150 consumers was chosen
for the study to ensure a fair representation.
4. Tools for Data Analysis: Data collected is analysed using
statistical tools such as percentages, graphs, pie charts, and
tables. Some basic interpretation methods are used to
understand consumer trends and preferences.
5. Study Area: The study is conducted at selected D-Mart
stores located in [you can insert your city/area name here].
Scope of the Study
• To understand the factors influencing consumer
purchasing decisions at D-Mart.
• To study consumer preferences, spending patterns, and
shopping frequency.
• To assess the impact of offers, discounts, and product
placement on buying behaviour.
• To examine the role of customer service, store layout,
and cleanliness on customer satisfaction.
• To identify areas for improvement in D-Mart's marketing
or service strategies.
Field Visit Plan
Activity Details
Location Nearby D-Mart outlet.
Purpose To observe real-time consumer
behaviour and conduct surveys.
Tools Used Questionnaire, Observation checklist,
Interview sheet.
Target Group 20-50 customers across different age
groups.
Duration 1-2 days visit, 1-2 hours per visit.
Permission Get prior approval from store manager
(if required)
Relevance of the Study
• Helps understand what drives customer loyalty and
satisfaction at D-Mart.
• Offers insights into how D-Mart's pricing, layout, and
variety influence buyers.
• Useful for retailers and marketers to improve customer
experience.
• Provides practical learning for students in marketing and
consumer behaviour.
• Assists D-Mart in enhancing its strategies based on real
customer insights.
Work Plan
Week Activity
Week 1 Topic finalization, objective setting.
Week 2 Literature review on consumer behaviour &
retail.
Week 3 Prepare questionnaire for fieldwork.
Week 4 Field visit to D-Mart (survey + observation).
Week 5 Data entry and analysis.
Week 6 Drafting report (findings, graphs, conclusion).
Week 7 Final report writing and submission.
