Promotional strategy of DMart
influencing consumer buying
behaviour.
By – Nadeem Shikalgar
OBJECTIVES OF THE PROJECT
• To understand the promotional strategy of
D-Mart
• To study the relation between promotional
strategy and customer buying decision
• To study factors influencing consumers to buy
DMart products
Introduction to Company
• “DMart is a chain of Ssupermarket and Hypermarket in India
started by R K Damani. As of 2016, it’s a hundred stores unfold
across India.
• Avenue Super Marts Ltd (ASL) owns and operates hyper
markets and supermarkets by the shop name DMart .
• Since DMart 1st opened its doors within the city region in
2000, it's fully grown into a sure and well established
searching destination in geographic area, Gujarat, state and
Mysore. DMart is currently trying forward to growing its
stores across India.
• DMart time to time gives offers to their consumers and
discount in all major brands.
• Company operates and manages all its stores. Company also
operate distribution centres and packing centres which form
the backbone of the supply chain to support its retail store
network. Company has 21 distribution centres and six packing
centres in Maharashtra, Gujarat, Telangana and Karnataka.
• Mission : 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.
Retail promotional strategy:
• Push Strategy : Typical strategies utilized in push system are-
money refunds, financial or non-fiscal stipends, repurchase plans, free
preliminary offer, challenges , tests, limited time updates, substantial
limits, and shows
• Pull Strategy : This technique is frequently utilized if
wholesalers/specialists are hesitant to sell an item since it gets the same
number of clients as prone to go to retail outlets and demand the item,
accordingly pulling it through the retail channel.
• Mixed Strategy : As the very name infers, this procedure is
the blend of previously mentioned two systems. Electronic and
vehicle merchants regularly utilize such sort of system.
Retail promotion objectives:
Promotional strategies of DMart
• Heavy price discounts
• BOGO (buy one get one offer)
• Future Card
• Gift Vouchers
• Media
Product offerings :
• Dairy and frozen
• Fruits & vegetables
• Bed & bath
• Luggage
• Footwear
• Crockery
• Toys & games
• Plastic containers
• Home appliances
• Kids apparels
• Ladies garments
• Apparel for men
SWOT Analysis :
Strength : Variety of products under Weakness : DMart have presence only
single window saves the customers time in India and susceptible to foreign players.
and increase buying. No backing of known corporate/business
DMart offers family shopping experience house.
with competitive prices DMart is standalone store, not situated in
DMart have stable image as retail store in any commercial building, mall, and hub.
customer’s eyes.
Opportunity : Global expansion or tie- Threat : Global players like Walmart
up with international brands can be a good trying to enter and establish their position
opportunity for DMart. in ithe Indian Market.
New services and products can be offered. Low price products could be considered as
poor or low quality product.
RESEARCH METHODOLOGY
Nature of Research Discriptive / Exploratory
Data Collection Source Primary/ Secondary
Data Collection Technique Survey i
Data Collection Tool Structured Questionnaire
Sampling Design Sample Size: 100
Sampling method:
Convenience sampling
• How frequently do you visit DMart?
Visits % iRespondents Respondents
Weekly 23 i% 23
Monthly 67 i% 67
Yearly 10 i% 10
From which source did you come to know
about DMart?
Sources % iRespondent Respondent
Newspaper 49 i% 49
Hoardings 32 i% 32
Television 14 i% 14
Bus iAdvertising 3 i% 3
CONCLUSION :
• DMart is a primary shopping complex for nowadays
clients. It is a place in which clients locate form of
products at reasonable rate. DMart has a good
recognition of itself in ithe imarketplace.
• DMart located itself inside the marketplace ias a reduced
save. As DMart holds a big purchaser base, the general
public of clients belong to middle and decrease centre
magnificence circle ofrelatives.
• Main source of awareness is newspaper and hoardings.
DMart have lack of presence on Television and social
media.
Recommendations
•
• DMart have to ideal with television commercials. They must idisplay
advertisements and promotional offers in an everyday duration in
specific local languages.
•
• Hoardings should be placed in uncovered area and should highlight
the information regarding nearest outlet of DMart.
•
• As compared with other retails, DMart visual merchandising is poor.
They need improvement in that area
•
• DMart can develop Customer loyalty programs like Loyalty points,
membership cards etc.
