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 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.
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 168 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.
* The brands D Mart, D Mart Minimax, D Mart Premia, D Homes, Dutch Harbour, etc are brands
owned by ASL
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

Why has this industry/topic been selected?

1. Ones a customer get inside the store he will find all kinds of products available that may beFood
item, Cosmetic, Electronic, Garments, Furniture etc.
2. Because of these features it has a very good reputation in that area and customers who
areresiding far away and in other areas they also visit the store.
3. This department is responsible for the product arrangement at the store with respect to their
nature.
4. This department is responsible for the maintenance of the systems of the stores
Introduction to D-mart store

D-Mart offer products to satisfy the entire family‘s needs. Merchandise offered at D-Mart is always at
lower prices. 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 communications and
information.

Avenue Super Marts Ltd

Avenue Super Marts Ltd (ASL) Owns and operates hypermarkets and supermarkets by the store name D-
Mart

D-Mart seeks to provide a 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.

Since D-Mart first opened its doors in the Mumbai region in 2000, it has grown into a trusted and well-
established shopping destination in Maharashtra, Gujarat, Andhra Pradesh and Karnataka. D-Mart is
now looking forward to growing its stores across India.

Culture

At ASL, we‘re strong believers in deriving excellence in customer service through systemic training and
rigor at work. We value simplicity and humility in our people and strongly believe that integrity and
merit is the only route to growth at ASPL We hire professionals who share our values and unabashedly
lead by example.

Vision

It is our continuous endeavor to investigate, identify and make available new products/categories for
the customer‘s everyday use and at the ‗best‘ value than anybody else.
Presence

D-Mart's expansion began in 2007, when stores were opened in Ahmedabad, Baroda, Pune, Sangli and
Solapur. Today D-Mart is established in 46 locations across Maharashtra, Gujarat, Andhra Pradesh and
Karnataka, in:

Maharashtra

Mumbai

Navi Mumbai

Thane

Pune

Solapur

Sangli

Gujarat

Ahmedabad

Rajkot

Baroda

Surat

Anand

Amravati

Kolhapur

Andhra Pradesh

Hyderabad, Karnataka

Bangalore
Product offrings:
D-Mart ofeers a wide selections of products in the following categories:

Foods

Toiletries and Beauty products

Garments

Kitchenware

Bed and Bath linen

Toys & Gmaes Stationery

Home Appliances

Footwar

INDUSTRY ANALYSIS:D MART

D'mart Exclusive, Dolphin Mart's home decor and gifting solutions brand, plansto open around 35 stores
and is targeting a turnover of Rs 80 crore this fiscal. In the currentfinancial year, the company plans to
invest a total sum of Rs 20-25 crore for expansion.d'mart Exclusif plans to open 3 stand-alone
showrooms, 15-16 boutiques at airports/ malls,and 14-16 franchise stores this fiscal. It also plans to
open a kiosk at T3 Terminal in Delhiand stores in tier 2 and 3 cities as well. The company will also
venture into e-commerce bythe end of this year.

Dolphin Mart is the importer and distributor of premium signature art and decor pieces
including silverware, crystal ware, limited edition collectibles, objects d‘art, figurines,
furniture accessories and gifts items, selected and sourced from international brands in Italy,
Spain, Germany, France, UK, and China. The company claims that d‘mart Exclusive is the
sole product distributor for such premium brands in India as per an agreement.

Speaking about the location preferences for its new stores, Praveen Rao, Vice President, and
Dolphin Mart, said: ―The ideal location to open a new store depends on a number of factors.
Our first preference is stand-alone showrooms on high streets, followed by reputed
mall/shopping complexes.‖

Highlighting the key requirements of a franchisee, he said that an exclusive franchisee would be
required to invest a sum of Rs1 crore and must have an area of 1,200 sq.ft. while a non-exclusive
franchisee would have to invest Rs 30 lakh and have an area between 800 and1,000 sq.ft. For the shop-
in-shop format, the franchisee will have to invest up to Rs 20 lakhand must have an area of 500-
600 sq.ft..‖
He confirmed that d'mart Exclusive spends 10 percent of its total sales on advertising andmarketing
including more than 15 exhibitions annually. Kiosks are an important lead creation point for the retailer.
Stores contribute 35 percent towards total sales of d'mart Exclusive to Rao, among all the products sold
at demark Exclusive, the price band between Rest25,000 and Rs 35,000 is the most popular among
Indian customers. Worldwide limited editions sell the most in India, contributing almost 60 percent
towards the total sales of the company.

There is a huge untapped market for the Rs 140 billion home improvement vertical inIndia. Indian
consumers have disposable incomes and are looking for more upgradedlifestyles, which d'mart Exclusive
caters to. The market has also extended from metro to tier 2 cities as well, which shows exponential
growth in the sector.

Company overview

Dolphin Mart Limited, founded in 1992 is engaged in Lifestyle Retail Marketing of imported rare
collectibles ranging from home dcor, art pieces, corporate gifts, furniture and furniture accessories
under two established premium brands namely dMart Exclusif andWoodmart Exclusif. A national player
in the premium luxury segment, is dedicated tooffering a range of aspirational and lifestyle decoratives
handpicked from renowned worldclass brands across the world, with products from the classic to the
contemporary.

―It is a challenge to handle fresh produce,‖ says S Jagdish Krishnan, chief

operating officer, retail and bakery divisions, at Heritage Foods. ―For, it goes through the
farmer-broker-wholeseller-retailer chain which roughly takes a day. If we work along with
farmers and process it quickly, we can sell it profitably.‖ Besides, it also has a 50
-member team which procures 55 per cent of its fresh produce locally in the areas where it operates.

It has one of the largest multi-product, multi brand service centre in the country, where 400service staff
and 120 skilled technicians work, who provide after-sales, collection anddelivery services to customers.

So whenever a customer buys a big product like air-conditioner, its service centre isinformed about the
purchase which in turn calls the customer and says it will send techniciansto install it. Its technicians get
in touch with customers and install it
 Questionnaire on Buying Behaviour of People in DMart

Kindly fill the form to assist us better

 Monthly Income Level

 Below Rs.10000
 10000-20000
 20000-30000
 30000 & Above

 Educational Qualification
 SSC
 HSC
 Degree
 PG
 PHD

 Source of Income
 Mother/Father
 Business
 Salaried
 Pocket Money
 Others

 How did you come to know about D-Mart..??

 Friend
 Family
 Advertisement
 Spouse
 Others

 How frequently do you visit D-Mart??

 Once in a week
 Twice in a week
 During special occasion
 Whenever the need arises

 Are you happy with the location of D-Mart?

 Yes
 No
 What influenced your purchasing in D-Mart?
 Friend
 Newspaper
 Spouse
 Experts
 Others

 Why do you prefer to make your purchase in D Mart?

 Ambience
 Service
 Availabilty/Variety
 Price
 Quality

 What do you normally see for in a product?

 Durability
 Prestige
 Style
 Uniqueness
 Price
 Offer
 Others

 Which category of products do you prefer to buy frequently?

 Ethnic Wear
 Utensils
 Cosmetics
 Food Products
 Footwear
 Electronics
 Others

 Who accompanies you for purchase

 Family
 Friend
 Spouse
 Alone
 Others

 Have you seen the advertisement of D Mart?

 Yes
 No

 How long you have been visiting D Mart?

 Weekly
 Monthly
 Yearly
 What time of day do you prefer purchase in D Mart?
 Morning
 Evening
 Noon
 Night

 How much time do you spend for purchase in D Mart?

 30 minutes
 Less than hour
 1 hour
 More than 2 hours

 Do you wait for offer to make purchase

 Yes
 No

 Are you satisfied with the services provided by D Mart?

 Yes
 No

 What is the response of the sales representatives in D Mart?

 Good
 Better
 Best
 Worst

 Rank the following features of D Mart on the basis of your evaluation

Price
 1
 2
 3
 4
 5
Select a value from a range of 1 to 5.

 Rank the following features of D Mart on the basis of your evaluation

Quality
 1
 2
 3
 4
 5
Select a value from a range of 1 to 5.
OBJECTIVES:

1. To study the perception of the consumer towards retail outlet through D-mart a retail outlet in Mira
road (E)

2. To identify the types of items purchased preferred by the respondents.

3. To find out the most important factors which affects on the respondents shopping decision.

4. To analyze customer satisfaction towards products and services offered by the retail store