Nikita Gadaiwal Project

Impact Of promotional schemes and offers during festival season on sales with reference to D-mart
PROJECT REPORT
ON
“Impact of Promotional Schemes and offers during festival season on sales with
reference to D-mart”
A Project Submitted to
University of Mumbai for Partial Completion of the Degree of
Bachelor of Management Studies
Under the Faculty of Commerce
BY
NIKITA GADIWAL
ROLL NO. : 1825058
UNDER THE GUIDANCE OF

Asst. Prof. Padma Deshpande
SHRI SIDH THAKURNATH COLLEGE OF ARTS & COMMERCE

ULHASNAGAR - 421 004.
UNIVERSITY OF MUMBAI
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2018-19
COLLEGE CERTIFICATE
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DECLARATION
I the undersigned Miss / Mr. Nikita Manish Gadaiwal here by, declare that the
work embodied in this project work titled “Impact of Promotional Schemes and
offers during festival season on sales with reference to D-mart ” forms my own
contribution to the research work carried out under the guidance of Asst. Prof.
Padma Deshpande Teacher is a result of my own research work and has not
been previously submitted to any other University for any other Degree /
Diploma to this or any other University.
Wherever reference has been made to previous works of others, it has been
clearly indicated as such and included in the bibliography.
I, here by further declare that all information of this document has been
obtained and presented in accordance with academic rules and ethical conduct.
Nikita Manish Gadaiwal
Certified By:
(Mrs. Padma Deshpande)
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ACKNOWLEDGEMENT
To list who all have helped me is difficult because they are so numerous and the depth is
so enormous.
I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of this project.
I take this opportunity to thank the University of Mumbai for giving me chance to do
this project.
I would like to thank my Principal, Dr. J. C. Purswani for providing the necessary
facilities required for completion of this project.
I take this opportunity to thank our Coordinator – Mrs. Padma Deshpande, for her
moral support and guidance.
I would also like to express my sincere gratitude towards my Project Guide Mrs. Padma
Deshpande whose guidance and care made the project successful.
I would like to thank my College Library, for having provided various reference books
and magazines related to my project.
Lastly, I would like to thank each and every person who directly or indirectly helped me
in the completion of the project especially my Parents and Peers who supported me
throughout my project.
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OBJECTIVES
• To Scan the customer buying behavior with respect to offers on festival seasons.
• To comprehend the determinants of customer satisfaction.
• To study of availability of offers and services.
• To understand the customer satisfaction level.
• To study of quality of products.
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EXECUTIVE SUMMARY
• Chapter No. 1: Introduction

In this chapter Selection and relevance of the problem, historical background of the
problem, brief profile of the study area, definition/s of related aspects, characteristics,
different concepts pertaining to the problem etc. can be incorporated by the learner.
• Chapter No. 2: Literature Review

This chapter will provide information about studies done on the respective issue.
This would specify how the study undertaken is relevant and contribute for value addition
in information/ knowledge/ application of study area which ultimately helps the learner to
undertake further study on same issue.
• Chapter No. 3: Research Methodology

This chapter will include Objectives, Hypothesis, Scope of the study, limitations of
the study, significance of the study, Selection of the problem, Sample size, Data collection,
Tabulation of data, Techniques and tools to be used, etc. can be incorporated by the
learner.
• Chapter No. 4: Data Analysis, Interpretation and Presentation

This chapter is the core part of the study. The analysis pertaining to collected data
will be done by the learner. The application of selected tools or techniques will be used to
arrive at findings. In this, table of information’s, presentation of graphs etc. can be
provided with interpretation by the learner.
• Chapter No. 5: Conclusions and Suggestions
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In this chapter of project work, findings of work will be covered and suggestion
will be enlisted to validate the objectives and hypotheses.
• Chapter No. 6: Bibliography

In this chapter of project work, findings of work will be covered , links and reference
are given from where we taken the information.
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INDEX
Sr no. Contents Page

No.
1.
Chapter No. 01 : Introduction
1.1 Selection and Relevance of the problem

1.2 Historical Background of the Problem
10-26
1.3 Brief profile of the study Area
1.4 Definitions of related Aspects
1.5 Characteristics
2.
Chapter No .02 : Literature Review 27-34
3.
Chapter No.03 Research Methodology
3.1 Objectives
3.2 Hypothesis
3.3 Scope of the study
35-46
3.4 Limitations of the study
3.5 Significance of the study
3.6 Selection of the problem
3.7 Sample Size
3.8 Data Collection
3.9 Techniques and tools to be used
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4.
Chapter No.04 : Data Analysis , Interpretation and

47-66
Presentation
5.
Chapter No.5 : Conclusion and Suggestions 67-70
6.
Chapter No. 06 : BIBLIOGRAPHY 71-72
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Chapter No.01
Introduction
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1.1 About Demand
D-Mart is a one-stop supermarket chain that aims to offer customers a wide range of basic home and
personal products under one roof. Each D-Mart 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.
D-Mart 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, D-Mart 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 D-Mart 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.
Founders : D-Mart 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.
D-Mart’s Mission (Kalyan) : At D-Mart, 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.
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D-Mart’s Customer Service Pledge: At DMart, They place strong emphasis on excellence in customer
service. Our employees rely on the ACT formula 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 organization and provide her/him with the dignity and
attention to make her/him believe that she/he makes a difference to the organization.
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.D-Mart 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.
1.2 History of Demand
Radhakishan Damani, the 61-year-old founder and promoter of retail chain D-Mart, was a legendary
investor and share trader before he became a legendary entrepreneur. The stunning success of D-Mart is
credited entirely to Damani. The public offer of D-Mart's holding company Avenue Supermarts today
made a spectacular debut on BSE, as its shares got listed at a 102.14 per cent premium. D-Mart is
valued at Rs 39,400 crore. Damani is a quiet man who keeps a low profile, but his winning traits are too
evident to be missed. Below are his 10 approaches to business that led him to roaring success.
1. Keep an eye on the long term

Like Warren Buffett, Damani too has been a value investor who would take canny view of the long
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term. When he turned an entrepreneur, he retained the same approach and built D-Mart without relying
on any quick shortcuts.
2.Small is big
Damani started small and did not hurry to expand. Low scale gave him a better control of supply chain
and allowed him to focus on profitability right from the beginning. In the 15 years of its existence, D-
Mart has turned a profit each year.

3. Value your people
Damani began with buying a franchise of Apna Bazar. That was when he began building personal
relations with vendors and suppliers. He values both and they never let him down. The stores never go
out of stock.
4. Buy low, sell cheap
Damani knew what he was doing: offering people consumer products of daily use at heavy discounts.
That became his only goal. One of his methods was to pay his suppliers and vendor within days instead
of weeks which was the industry norm. They provided the goods at a cheaper rate to him in lieu of
early payment. He passed on the cost benefits to his customers, which ensured consistent footfall.
5. Go local
Even though D-Mart is the most successful grocery retail chain of the country, Damani has confined it
to the western states. One reason is his reliance on local supplies instead of elaborate supply chains.
6. Go slow
Though D-Mart started 16 years ago, it still has 119 stores in a few states, a small number compared to
those owned by Ambani and Biyani. Instead of rapid expansion, Damani adopted a slow pace which
gave him his focus on profitability. That's why D-Mart has not shut a single store since it started and
generates higher per store revenues than the stores of Ambani or Biyani.
7. No frills
Damani knew the purpose behind his enterprise was to supply consumer goods at lower prices. He did
just that, without wasting his energy on frills. His stores have limited range of products and have simple
decor. People come for just one thing: lower prices. The trait reflects in his own appearance. He wears
only white shirt and white trousers, for which he is called "Mr White and White".
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8. Ignore the herd

Damani had learnt and practised with success the art of not following the herd while he was an
investor. As an entrepreneur, he has the same approach. There have been so many new-fangled ideas in
retail, such as various e-commerce trends, which he did not give any importance. Fashions or trends
cannot influence the man who knows what he wants and how he can get it.
9. Avoid credit
Credit and delayed payments in retail business are risky because they can badly impact your supplies
and costs. Damani keeps away from credit and pays sooner than his suppliers expect.
10. Let your work speak

Damani keeps a low profile which affords him total dedication to his work. His slow and silent rise in a
depressed sector is a mark of his single-minded focus on work. He has rarely given an interview to a
TV channel or a newspaper.
D-Mart is a departmental store and believes in levying an economic pricing policy for its products. The
company has taken a low-cost approach to target that group which is price sensitive. As mass merchandise is its
mantra it has kept prices at reasonable and economic rates so that a customer can easily purchase it. D-Mart has
adopted a simple strategy of garnering huge sales through affordable prices and keeping price range within reach
of customers is its top priority.
It offers a 5% of minimum discount on MRP at any given time on all items except fruits, grocery, vegetables and
medicines. D-Mart has also adopted a discount pricing policy and it periodically offers its customers various
incentives and lucrative discounts, especially during festival seasons. Customers at such times buy in bulk
quantities resulting in a huge volume of sales. This is the reason why such stores are able to earn greater
revenues.
The Indian customer, who shops at air-conditioned stores, does not run her family’s grocery needs on a tight
budget. While supermarket customers are, by and large, well-to-do people, yet everyone wants to save money.
People with money buy more, to achieve higher savings. D-Mart’s pricing is designed for the customers to save
more across everything she buys. However, those who buy bigger packs save even more. It’s as simple as that!
The merchandise department of DMart, its buyers, act more like agents of the customer and not of the company.
This is in line with Sam Walton’s description of his merchandise department. If the buyers buy better, they can
sell cheaper. The very fundamental principle of ‘what you receive, you pass on’ is almost biblical in its
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simplicity. If buyers negotiate a good price with vendors, DMart passes on the benefits to the customers, in the
process communicating a message of care and protection. “Even when you are not looking, not careful, you’ll
still save money with us” seems to be the unstated subtext in its communication. How can any customer resist
such a message of genuine concern? It follows that the customer will let her guard down and fill her trolley with
reckless abandon. After all, DMart has her back and she knows it. One of RK’s old beliefs is, if she saves well,
she’ll overlook other flaws in the offering. There are many aspects to a customer facing business. A well-lit and
designed shop floor with smart adjacencies and category flows, polite staff, proper communication, attractive
displays, weekly, monthly promotion cycles, so on and so forth. DMart could have tried to focus on all these and
more. It didn’t because then it would have lost its edge. It only looked at how much the customer saves, and
became a market leader in that, much to the shopper’s joy. She bought more. “Also, she’ll tell others about us
and therefore we’ll not need any marketing!” chuckles RK.
1.3 Brief profile of the study Area
D-Mart is a chain of hypermarket and supermarkets in India founded by Mr. Radhakishan Damani in the year
2002. As of 2018, it has 144 stores. The supermarket chain of D-Mart stores is owned and operated by Avenue
Supermarts Ltd. (ASL). The company has its headquarters in Mumbai.
D-Mart is a private company and is associated with the retail industry. It was launched in the year 2002 in the
month of May by its esteemed founder R. K. Damani. It is a chain of supermarkets and hypermarkets
established in India. It is designed for providing maximum customer convenience and offers a diversified choice
at affordable rates. Some of its competitors are as follows-
-BIG BAZAAR
-RELIANCE FRESH
Product in the Marketing Mix of D-Mart:
D-Mart is a one-stop outlet that offers a wide range of choice in home and personal products to its customers. It
believes in mass commodities and therefore its products are available in different sizes and colours. Apparels are
displayed in a systematic manner in accordance with their size options.
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Page Contents :
Retail price, actual discount and offer price are displayed on the tags for the convenience of customers. Area of
the outlet is divided in accord with products as every product has a separate section from which a customer
can easily make a choice. Each D-Mart outlet has following products in its portfolio-
Food items including vegetables, fruits, dairy products, frozen eatables
Grocery items like flour, rice, dal, sugar, salt
Apparels for kids, male and females
Beauty products and personal care including soap, shampoo, cleanser, toner
Kitchenware including crockery, utensils, plastic containers
Toys and games for children
Home appliances like iron, mixer grinder, grill toaster
Bed and bath linen
Luggage like trolley bags
Footwear for everyone including children, men and women
Daily essentials like biscuits
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1. Place in the Marketing Mix of D-Mart:
D-Mart has a reach in most of the important cities in India including Ahmedabad, Surat, Rajkot, and Bhuj in
Gujarat, Tirupathi in Andhra Pradesh, Hyderabad in Telangana, and Bangalore in Karnataka, Mumbai and
Kolhapur in Maharashtra. It is able to provide its products through a network of one hundred and ten stores and
has its headquarters base in Mumbai, India. D-Mart has set up its stores at very strategic points to gain maximum
advantage from its locations because easy accessibility and proper transportation facilities are very important for
the survival of any outlet.
Exceptional service is not the vital factor for such outlets. They have reliable and trained employees to help
customers in hours of need but the consumers are generally self-sufficient and are likely to pick up items from
various shelves themselves in a walking trolley basket and take it to billing counter for payment.
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2. Price in the Marketing Mix of D-Mart:
revenues.
Promotions in the Marketing Mix of D-Mart:
D-Mart is one of the largest multi-brands in India and to maintain its position as one of the best, company has
adopted several promotional activities. It offers gift coupons to reward its employees and during certain periods
to boost its sales, coupons are also allotted to customers when they meet certain standards of bulk purchase.
Discounts are offered during festive seasons, for example, there was a 10% off on prices of Cadbury products
during Raksha Bandha. D-Mart also creates brand awareness and visibility through hoardings. Latest offers and
schemes can be easily known through its promotional activities that are published in newspapers.
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1.4 Competative advantage of D-mart
The D-Mart point of view for the three constituencies.
1.) The Indian customer, who shops at air-conditioned stores, does not run her family’s grocery needs on a tight
budget. While supermarket customers are, by and large, well-to-do people, yet everyone wants to save money.
People with money buy more, to achieve higher savings. D-Mart’s pricing is designed for the customers to save
more across everything she buys. However, those who buy bigger packs save even more. It’s as simple as that!
The merchandise department of DMart, its buyers, act more like agents of the customer and not of the company.
This is in line with Sam Walton’s description of his merchandise department. If the buyers buy better, they can
sell cheaper. The very fundamental principle of ‘what you receive, you pass on’ is almost biblical in its
simplicity. If buyers negotiate a good price with vendors, DMart passes on the benefits to the customers, in the
process communicating a message of care and protection. “Even when you are not looking, not careful, you’ll
still save money with us” seems to be the unstated subtext in its communication. How can any customer resist
such a message of genuine concern? It follows that the customer will let her guard down and fill her trolley with
reckless abandon. After all, DMart has her back and she knows it. One of RK’s old beliefs is, if she saves well,
she’ll overlook other flaws in the offering. There are many aspects to a customer facing business. A well-lit and
designed shop floor with smart adjacencies and category flows, polite staff, proper communication, attractive
displays, weekly, monthly promotion cycles, so on and so forth. DMart could have tried to focus on all these and
more. It didn’t because then it would have lost its edge. It only looked at how much the customer saves, and
became a market leader in that, much to the shopper’s joy. She bought more. “Also, she’ll tell others about us
and therefore we’ll not need any marketing!” chuckles RK.
2.) Store employees or associates are first generation retail workers in India. Self-service retail is still in its
early stages of evolution. Combine this with the fact that culturally, in India, service and servitude have often
been treated as one and the same, and it becomes obvious that introducing a service-oriented format in our
country is a mammoth task. Workers and servers in all walks of life come from a different class and socio-
economic background than the people they serve. They are largely untrained and often uneducated or first
generation learners, their parents being employed in small factories or as work hands in small businesses.
Nothing in the environment or upbringing of these new retail associates therefore prepares them for a customer
facing service job. The service culture is entering our environment, but it will take a generation to become firmly
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entrenched as part of our society. Until that happens, what is it that a customer-facing business needs to do? Can
it afford to depend on this class of workers to generate customer satisfaction? The obvious answer is no. From
this point of view, DMart has built a cadre of simple, hardworking store people who ensure fully stocked shelves,
clean price communication and efficient check-outs and not much beyond in customer service. Well, selling
simple grocery items at fixed prices does not require much people-based service, in any case. The simplicity of
the shop floor associates is offset by state-of-the-art, global standard store equipment. Be it flooring, shelves,
trolleys, scanners – all hardware and connectivity deployed at the stores is expensive, best in class. Not many
things therefore need skilled, smart manpower. Equally significantly, the associates have no sales targets.
Clearly, the organisation does not depend on its associates for its sales. It allows its systems and basic principle
of simplicity to do that for it. DMart seems to live its ‘self-service’ dharna, diligently. While staff are amply
trained and rewarded, this is not where the company has chosen to place its sales focus on.
3.) Vendors who deliver goods and get paid by retailers, are small and medium traders, micro-entrepreneurs, by
a vast majority. Even when supermarkets buy goods made by reputed MNCs, the real last-mile seller is often a
distributor named Agarwal & Sons, for example. Small traders in India, as a rule, are always short on capital and
perpetually stressed about their working capital situation. DMart decided to be a market beater by paying faster
than market norms to its vendors. Quickly, they became known as the best pay masters in town. In spite of being
tough negotiators, every vendor wanted them to succeed, for this very reason. Vendors did many small things in
their power to ensure DMart got the best availability and deals. Vendors are known to advice and tip off the
buyer teams, often, with market intelligence. D-Mart has ensured an ecosystem that’s very helpful in winning the
complexities of the supermarket business, with this simple vendor insight. It also helps to have a liberal stock
holding policy the way D-Mart does, in a growing market like India.
The Indian customer is intuitively frugal and also traditionally underserved. When she sees a hardworking store
like D-Mart that empowers her, saves money and has a no-nonsense outlook, she overlooks and forgives the no
frills, often cheerless, warehouse like store setting.
Going forward, from being a regional retailer, as it expands into other parts of the country, D-Mart has to grapple
with the fact that India is more like a continent than a homogeneous market. Food tastes and preferences and
buying behaviour change every 100 kilometres. Assortments, work cultures and therefore overall management
will need to get complex. A simple business model based on insights about the three constituencies of retail and
a trusting, forgiving customer will stand in good stead when D-Mart begins to engage with greater complexity.
It is a well-known fact that in most large markets, the biggest retailer is the discount supermarket and in many
cases, it is a local player and not a multinational. D-Mart with its stable fundamentals is well-placed to play
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The Importance of Promotional & Marketing Strategies
Owners of small and medium-sized businesses need to be keenly aware of the importance of promotional and
marketing strategies. Promotional and marketing strategies help your organization utilize the skills of your
employees and stakeholders and can help you develop creative approaches to sales and customer service
The Marketing Plan
Promotional and marketing strategies are often first brainstormed and written as part of an
organization's marketing plan. If your small business doesn't have a marketing plan, you should
seriously consider developing one. Most marketing plans include the current or expected strategies you
have for your products, the price points of those products, how you intend to distribute the products,
and your advertising and marketing tools.
A marketing plan is also important for developing a promotional strategy as it helps your business
identify its target markets and to set measurable goals. It is vital to the success of the organization that
you implement a marketing plan that aims for growth and positive change in the bottom line.
Understanding Your Clients
Promotional and marketing strategies can also assist your business in understanding and connecting
with clients and customers. If your marketing plan is loosely structured, you might not have much
success at targeting products to the "right" demographics. Having a solid and well-thought-out
marketing plan can help you identify gaps in the marketplace and provide feasible solutions for your
clients.
If you operate an ice cream business in a neighborhood where no other ice cream shops exist, it might
be easier to attract clients than in a town where there are other ice cream options. In this case,
understanding that your clients want sprinkles and waffle cones might help you sell more ice cream and
keep your customers coming back for more
Developing Financial Goals
Promotional and marketing strategies are also important for guiding your business into the development
of financial goals. Financial goals are two-fold: They are related to your sales targets and also to your
expenses budget. Sales targets are initially set as part of the marketing plan but might change over time
according to changing market conditions, increases in product price, or increases or decreases in
consumer demand.
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Monitoring expenses is also part of financial goal development. If your business tends to spend more
than it brings in, you'll have a serious problem maintaining long-term business viability. However, if
the business is able to closely monitor its outflows, only spending what it absolutely needs to, you'll be
better equipped to increase the profit margins.
Strategic Business Planning
Another important aspect of promotional and marketing strategies involves strategic planning. Strategic
planning is a concept that encompasses marketing, promotion, sales, and financial goals and is
essentially about developing goals for your business. Having a strategic plan for your business means
having plans in place to deal with both expected and unexpected situations.
If you know that your mortgage will balloon by 5 percent next year, a strategic plan will outline how
you'll increase sales or decrease expenses to meet this additional outflow. A strategic plan might also
include solutions to "what-if" scenarios. This means having a plan B for months when profits are down
or expenses are unusually high. Sales and promotional strategies are important here because they allow
you to ramp up marketing and to increase the bottom line without sacrificing efficiencies or service.
1.5 Characteristics
1. It is a part of market promotion. It involves all the promotional efforts other than advertising, personal
selling, and publicity.
2. The primary purpose is to induce customer for immediate buying or dealer effectiveness or both.
3. It is optional. Many companies do not practice it.
4. It is directed for multiple objectives, like to maintain sales during off season, to increase sales, to face
competition, to clear stocks, to improve image, to promote new products, etc.
5. It consists of offering, wide variety of tools/incentives.
6. Sales promotion efforts consist of special selling efforts for the specific time period in forms of short-term
incentives and schemes undertaken at consumer level, dealer level or at salesmen level.
7. It involves the non-recurrent selling efforts. They are not a part of daily activities. They are not undertaken
repeatedly.
8. Sales promotion incentives are imitative. Competitors can easily imitate them.
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9. Sales promotion is expensive. It may affect adversity the profitability of company.
10. Excessive use of sale promotion may affect sales and reputation of company adversely.
11. It supports personal selling and advertising efforts. It is like a bridge between advertising and personal
selling. It can increase effectiveness of other promotional efforts.
12. It includes impersonal incentives. They are offered openly to all.
Importance (Need or Objectives):

The basic objective of sales promotion is to maintain, increase, or regulate sales. There may be some other
related objectives to carry out sales promotional efforts. In nutshell, it can be said that sales promotion is
aimed at satisfying customers, encouraging salesmen and middlemen, and achieving sales targets.
We can enlist objectives as under:
1. To introduce new products.
2. To keep consumers satisfied.
3. To attract new customers.
4. To clear stocks of products. To sell out old stocks rapidly.
5. To induce consumers to try and buy certain products
6. To induce present customers to buy more quantity and/or times.
7. To strengthen competitive position.
8. To offset price competition.
9. To speed up sales of slow moving products.
10. To induce consumers to switch from competitors’ brands.
11. To maintain or increase sales during off-seasons.
12. To inspires middlemen to keep more inventories/stocks.
13. To encourage middlemen to put more efforts in attracting customers.
14. To support personal selling. To motivate salesmen to work more.
15. To increase effectiveness of advertising.
16. To reduce the degree of dissatisfaction of customers.
17. To increase familiarity and popularity of product, brand or company name.
Sales Promotion Methods:

As shown in Figure 1, sales promotional efforts are carried out at three levels – consumer level sales
promotion, dealer level sales promotion, and salesmen level sales promotion.
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Consumer Level Sales Promotion:

To stay and grow in competitive market situation, producers offer several incentives to attract new consumers
and maintain existing consumers. Selection of sales promotion tools for consumers depends on objectives of
company, types of products, company’s financial position, consumer behaviour, market trend, competition,
and other relevant variables.
1.6 Need and objectives of sales Promotion
Most popular tools of consumer level sales promotion include:

1. Free samples
2. Gift articles like balls, stickers, pens, cards, diaries, calendars, manuals, and other literature
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3. Coupons
4. Credit facilities
5. Guarantee and warrantee
6. Exchange offer
7. Price discount and rebate or temporary price-cut
8. Seasonal discount
9. Loan facility
10. Installment payment scheme
11. Courtesy visit by sales representatives
12. Free accessories and parts
13. Extra quantity/excess product
14. Free demonstration
15. Display – arranging products in articulative and attractive manner
16. Free trial – permitting consumers to use product for short time
17. Premium – extra gift with product
18. Money refund offer
19. Cent-off promotion – reduction in regular price
20. Contests and prizes
21. Free home delivery and installation, instructions and other services.
Dealer/Channel Level Sales Promotion:

Some companies offer short-term incentives to middlemen to make them active and interested. These
incentives may be financial or non-financial. Such incentives encourage them to make more efforts to sell
particular brands.
Most common dealer level sales promotion tools are as below:

1. Bonus
2. Training to staff
3. Trade discount and cash discount
4. Credit facility
5. Gifts on excess sales
6. Parties and meetings
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7. Gifts on special social occasions and festivals
8. Financial assistance during difficulties
9. Storage facilities
10. Free transportation and insurance
11. Dealers’ symposium
12. Free tour or visits to visiting places
13. Awards, prizes, momentous, and certificates
14. Sales contests
15. Advertising materials
16. Gifts articles and samples for consumers
17. Premium on certain brand
18. Dealership rights (franchises)
19. Joint advertising, etc.
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Chapter No.02
Literature Review
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The literature review section should present a review of the literature related to the problem or purpose
of the study. The section should therefore be organized or structured according to the research
questions or specific objectives in order to ensure relevance to the research problem.
The literature review examines recent (at most 10 years) research studies, company data or industry
reports that act as a basis for the proposed study. Literature review is meant to give the reader an
overview of previous relevant contributions to the problem so that they can better understand the
research problem and methodology to be used in the study.
Specifically, the purpose of literature review is to:
• Help eliminate duplication of what has been done.
• Provide a clear understanding of existing knowledge base in the problem area.
The literature review should be based on authoritative, recent, and original sources such as journals,
books, thesis or dissertations. The section should end with a summary of the important aspects
discussed.
Retail
Retail is the sale of goods and services from individuals or businesses to the end-user. Retailers are a
part of an integrated system called the supply chain. A retailer purchases goods or products in large
quantities from manufacturers directly or through a wholesale, and then sells smaller quantities to the
consumer for a profit. Retailing can be done in either fixed locations like stores or markets, door-to-
door or by delivery. In the 2000s, an increasing amount of retailing is done using online websites,
electronic payment, and then delivery via a courier or via other services.
Retailing includes subordinated services, such as delivery. The term "retailer" is also applied
where a service provider services the needs of a large number of individuals, such as for the public.
Shops may be on residential streets, streets with few or no houses, or in a shopping mall. Shopping
streets may be for pedestrians only. Sometimes a shopping street has a partial or full roof to protect
customers from precipitation. Online retailing, a type of electronic commerce used for business-to-
consumer (B2C) transactions and mail order, are forms of non-shop retailing.
Shopping generally refers to the act of buying products. Sometimes this is done to obtain necessities
such as food and clothing; sometimes it is done as a recreational activity. Recreational shopping often
involves window shopping (just looking, not buying) and browsing and does not always result in a
purchase.
Types of Retail Formats & Competitors of D-mart
▪ Mom-and-pop Store
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These are family owned stores which provide small quantity of merchandise or goods to the customers.
They are individually run and target the smaller sections of the society. These stores provide high
standard services. They provide home delivery and credit facility without any interest to its customers.
▪ Convenience Store
Convenience is offered in a lot of ways to the customers through easily accessible store locations and
small store size that allows the customers to do quick shopping and fast checkout. The product
selection offered by these retailers is very limited and the price of the products can be high.
▪ Supermarkets
Supermarket is another popular retail format in India. A supermarket is a grocery store which deals in
food and household goods. They offer a fairly huge range of products and self service. People usually
go to the supermarkets to buy goods in large quantities so that they can stock those goods for later
consumption. They provide products for reasonable prices and of medium to high quality.
▪ Department Store
Department stores are classified as general merchandisers. Some carry a more selective product line.
For instance, while Sears carries a wide range of products from hardware to cosmetics, Nordstrom
focuses their products on clothing and personal care products.
▪ Category Killers
The specialty stores are called Category Killers. These stores are specialized in their fields and they
offer only one category of products. The most popular examples of category killers include wall-mart
and electronic stores like Best Buy and sports accessories stores like Sports Authority.
▪ Discount Stores
Discount stores offer price reduction
Discount stores offer product at lower price than market price. The main reason behind this low price is
the additional stock left over towards the end of any season. Discount stores sell their goods at a
reduced rate with an aim of drawing bargain shoppers.
▪ Mass Discounters
These are general and specialty store that provide huge discounts on their merchandise to finish
block stock and its small difference between discount stores and mass discounters is that it provide
lesser services to customers.
▪ Warehouse Stores
These are the type of mass discounters that provide comparatively less price than the traditional mass
discounters. Moreover, these stores often requires the buyers to make the purchases in quantities that
are greater than what can be purchased at mass discount stores. These retail outlets provide few services
and product selection can be limited.
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The retail design and layout is as the name suggests that is warehouse style with consumers often
selecting products off the ground from the shipping package. Some forms of warehouse stores called
warehouse clubs require customers to purchase memberships in order to gain access to the outlet.
▪ Street vendors
The Street Vendors or hawkers who sell products on the streets are quite popular in India. They try to
attract the customers' attention through shouting out about their product mix. Street vendors are found
in almost every city in India and the business capital of Mumbai has a number of shopping areas which
are comprised mainly of street vendors. These hawkers not only sell just clothes and accessories but
also local food.
▪ Kiosks
Kiosks are box-like shops which sell small and cheap items like cigarettes, toffees, newspapers and
magazines, water packets, tea and coffee. These are most commonly found on every street in a city and
target primarily to the local residents.
▪ Hypermarkets
Hypermarkets in India are a combination of supermarket and department store. These are large retailers
that provide all kinds of groceries and general goods. Big Bazaar and Reliance Fresh are hypermarkets
that attract enormous crowds.
▪ Malls
These are the largest retail format in India. Malls provide everything that a person wants to buy under
one roof. From clothes and accessories to food or cinemas, malls provide all of this, and more.
Why D-mart ?
D-Mart is a chain of hypermarket and supermarkets in India founded by Mr. Radhakishan Damani in the year
2002. As of 2018, it has 144 stores. The supermarket chain of D-Mart stores is owned and operated by Avenue
Supermarts Ltd. (ASL). The company has its headquarters in Mumbai.
D-Mart is a private company and is associated with the retail industry. It was launched in the year 2002 in the
month of May by its esteemed founder R. K. Damani. It is a chain of supermarkets and hypermarkets
established in India. It is designed for providing maximum customer convenience and offers a diversified choice
at affordable rates. Some of its competitors are as follows-
-BIG BAZAAR
-RELIANCE FRESH
Product in the Marketing Mix of D-Mart:
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D-Mart is a one-stop outlet that offers a wide range of choice in home and personal products to its customers. It
believes in mass commodities and therefore its products are available in different sizes and colours. Apparels are
displayed in a systematic manner in accordance with their size options.
Page Contents
Retail price, actual discount and offer price are displayed on the tags for the convenience of customers. Area of
the outlet is divided in accord with products as every product has a separate section from which a customer can
easily make a choice. Each D-Mart outlet has following products in its portfolio-
Food items including vegetables, fruits, dairy products, frozen eatables
Grocery items like flour, rice, dal, sugar, salt
Apparels for kids, male and females
Beauty products and personal care including soap, shampoo, cleanser, toner
Kitchenware including crockery, utensils, plastic containers
Toys and games for children
Home appliances like iron, mixer grinder, grill toaster
Bed and bath linen
Luggage like trolley bags
Footwear for everyone including children, men and women
Daily essentials like biscuits
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1. Place in the Marketing Mix of D-Mart:
D-Mart has a reach in most of the important cities in India including Ahmedabad, Surat, Rajkot, and Bhuj in
Gujarat, Tirupathi in Andhra Pradesh, Hyderabad in Telangana, and Bangalore in Karnataka, Mumbai and
Kolhapur in Maharashtra. It is able to provide its products through a network of one hundred and ten stores and
has its headquarters base in Mumbai, India. D-Mart has set up its stores at very strategic points to gain maximum
advantage from its locations because easy accessibility and proper transportation facilities are very important for
the survival of any outlet.
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Exceptional service is not the vital factor for such outlets. They have reliable and trained employees to help
customers in hours of need but the consumers are generally self-sufficient and are likely to pick up items from
various shelves themselves in a walking trolley basket and take it to billing counter for payment.
2. Price in the Marketing Mix of D-Mart:
revenues.
Promotions in the Marketing Mix of D-Mart:
D-Mart is one of the largest multi-brands in India and to maintain its position as one of the best, company has
adopted several promotional activities. It offers gift coupons to reward its employees and during certain periods
to boost its sales, coupons are also allotted to customers when they meet certain standards of bulk purchase.
Discounts are offered during festive seasons, for example, there was a 10% off on prices of Cadbury products
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during Raksha Bandha. D-Mart also creates brand awareness and visibility through hoardings. Latest offers and
schemes can be easily known through its promotional activities that are published in newspapers.
PESTEL ANALYSIS : To show how the various forces affect the retail industry.
▪ Economic
Economic factors are always very important in the context of trade and business. The state of the world
economy decides the state of sale and profits for the industry. The world economy has rebounded and is
growing. Economic growth means that people are going to spend more on shopping. However, even in
the time of recession, the retail industry had maintained impressive sales. In 2015, it achieved global
sales of $20.8 trillion. Based on the economic scenario worldwide, the retail industry is predicted to
have grown to $28 trillion by 2020.The labour market and the economy both are in very good shape
and an increase in disposable income has also boosted consumer confidence. All of these are very good
signs for the retail industry. The better the shape of the economy, the higher will be the revenue and
profits for the retail brands. Better economic scenario means a growth in sales and overall better shape
of the retail sector.
▪ Social
Social trends are also a major impact on the retail sector and its profitability. Demographic changes and
changing consumer preferences are going to have a deep impact on retail sector. The millennials have
different preferences than the previous generation. When it comes to customer service they want more
personalized service. Retailers will have to change the way they serve their customers and design their
service experience better to lure in millennials in higher numbers. Demographic changes have also
affected the popularity of products. the technological products are in more demand than ever. The
demands of the new generation are much different than the older generations. The importance of
customer service is growing and a lot of retailers’ popularity will depend on how well they have crafted
their customer experience. More focus shall have to be on customer engagement.
▪ Political
Political factors like government policies and regulation of the retail industry affect its revenue and
profitability. The political environment affects so many things including economic environment of a
nation and international supply chains of businesses. Political stability means better business because
political disruption leads to the disruption of supply chain and sales. Moreover, political issues can
also become hindrance to smooth business operation. The anti trust issues have continued to trouble
Amazon and the issue seems to have reignited with Trump as president. In all the nations, the business
environment is affected by the political landscape. The Asian economy is growing at a faster rate than
other parts of the globe. However, the government and Red tape can be a big problem in the Asian
nations. For the big International retailers it can be quite difficult to expand into the Asian countries.
India still has difficult laws and restrictions on Foreign Direct Investments. All these factors can make
it difficult for the retail brands to operate profitably in the international environment.
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Chapter No.03
Research Methodology
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3.1 Introduction about Research
Since the study is on Impact of Promotional Schemes and offers during festival season on sales first the
detail study of the store is been conducted about its Management team its structure the number of
departments which all brands does the store has, who are the suppliers about its Warehouses. Based on
the topic objectives were set and to arrive at the opinion on objectives a set of 19 questionnaires were
designed questions and response is collected from the who are visiting the store. For data collection
Personal investigation, filed survey, as well as Sampling are adopted. For this project the area of
research is Kalyan.
3.2 About Research Methodology
Research methodology is a careful investigation for inquiring in a systematic method and finding
solution of a problem. It comprises the defining and redefining of problem formulating hypothesis,
collection and evaluating data, making detection and reaching conclusion. This research consists of
following element:
• Research Design
• Sampling Design
• Sampling Universe
• Sampling Unit
• Sample Size
Indian retail sector is witnessing one of the most hectic Marketing activities of all times. The
companies are fighting to win the hearts of customer who is ‘God’ said by the business tycoons. There
is always a ‘first mover advantage’ in an upcoming sector. Here, that advantage goes to “D-Mart”. It
has brought about many changes in the buying habits of people. It has created formats, which provides
all items under one roof at low rates, or so it claims! In this project, we have studied its marketing
strategies and promotional activities.
The project titled “Impact of Promotional Schemes and offers during festival season on sales with
reference to D-mart” helps us to understand the effect of promotional strategy which is responsible for
attracting customers towards D-mart This study is helpful to top level management to improve the
present promotional strategy of D-Mart.
The project was carried out as per the steps of Marketing Research. The well supportive objective of
Research Methodology were set for the study. To meet the objectives primary research was undertaken.
The data collection approach adopted was experimental research & survey research. The instrument
used for the data collection was observation & questionnaire. The target respondents were the visitors
of D-Mart, with the sample size of 120 for the study of sales management of the company. Tables &
charts were used to translate responses into meaningful information to get the most out of the collected
data. Based on those the inferences have been drawn with peer supportive data.
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3.3 Objectives
Project was undertaken bearing following objective:

• To Scan the customer buying behavior with respect to offers on festival seasons.
• To comprehend the determinants of customer satisfaction.
• To know about the growth prospective with respect to demand analysis.
• To study of availability of offers and services.
• To know availability of varieties of products.
• To know about affordable price for everyone.
• To know the customer satisfaction level.
To study of quality of products.
3.4 Source - Primary & Secondary data
For this project the area of research is Kalyan.

Any research requires two types of data i.e. primary data & secondary data. Primary data has
been used abundantly for the study. well structured questionnaires were prepared & the
survey was undertaken. Feedback for the display has been taken by asking questions &
observations has also done to gather primary information. Their is also a use of secondary data,
collected from the various journals, books, & websites & from store managers.
There are two types (sources) for the collection of data:

(I) Primary Data (2) Secondary Data
Primary Data : The primary data are the first hand information collected, complied and
published by organization for some purpose. They are most original data in character and have
not undergone any sort of statistical treatment. Example: Population census reports are
primary data because these are collected, complied and published by the population census
organization.
Secondary Data: The secondary data are the second hand information which are already
collected by someone (organization) for some purpose and are available for the present study.
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The secondary data are not pure in character and have undergone some treatment at least
once. Example: Economics survey of England is secondary data because these are collected by
more than one organization like Bureau of statistics, Board of Revenue, the Banks etc.
Primary data – Field Survey

Secondary Data – D-mart Records
Area of Research - Kalyan
Research approach - Survey method
Methods of Collecting Primary Data : Primary data are collected by the following methods :
I) Personal Investigation: The researcher conducts the survey him/her self and collects data
from it. The data collected in this way is usually and reliable. This method of collecting
data is only applicable incase of small research projects.
2) Through Investigation: Trained investigators are employed to collect the data. These
investigators contact the individuals and fill in questionnaire after asking the required
information. Most of the organizing implied this method.
3) Collection through Questionnaire: The researchers get the data from local representation or
agents that are based upon their own experience. This is quick but gives only rough estimate.
4) Through Telephone: The researchers get information through telephone this method is
quick and give accurate information.
Methods of Collecting Secondary Data: The secondary data are collected by the
following sources:
I) Official: e.g. The publications of the Statistical Division, Ministry of finance, the Federal
Bureaus of Statistics, Ministries of Food, Agriculture, Industry, Labor etc.
2) Semi-Official: e.g. State Bank, Rai way Board, Central Cotton Committee, Boards of
Economic Enquiry etc.
3) Publication of Trade of Associations , Chambers of commerce etc.
4) Technical and Trade Journals and Newspapers.
5) Research Organizations such as Universities and other institutions.
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Difference between Primary and Secondary Data: The difference between primary
and secondary data is only a change of hand. The primary data are the first hand data
information which is directly collected form one source. They are most original data in
character and have not undergone any sort of statistical treatment while the secondary data
are obtained from some other sources or agencies. They are not pure in character and have
undergone some treatment at least once. For Example: Suppose we interested to find the average
consumer who are buying in D-Mart. We collect the number of consumer data by two
methods; either by directly collecting from each consumer himself personally or getting their
feedback from the questionnaire. The data collected by the direct personal investigation is
called primary data and the data obtained from the forms of consumers feedback is called secondary
data.
3.5 Sample Size
Sample Size for the project was collected by preparing a questionnaire

containing questions relating A consumer buying behavior with D-Mart. This questionnaire was
distributed among a sample of people consisting of:
• 61 individual person who is going to be D-Mart shopping null for shopping purpose.
• Visit to 20 home for the actual feedback regarding the shopping of D-Mart.
3.6 Sampling Method : Non-probability Convenience Method

Since the study is restricted to Retail sector, all the functional Department of D-Mart and the respondents
are found at the store only so according to the convenience randomly they are being picked so sampling
method is used in this study is Random Convenient Sampling.
Sampling
Sample size : 61 respondents
Sampling Method : Random Convenience sampling
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Sample Unit : Customer of D-Mart
Measuring Tools : Questionnaire
3.7 Research Approach : Survey Method
Primary Data : The primary data are the first hand information collected, complied and
published by organization for some purpose. They are most original data in character and have
not undergone any sort of statistical treatment. Example: Population census reports are
primary data because these are collected, complied and published by the population census
organization.
Secondary Data: The secondary data are the second hand information which are already
collected by someone (organization) for some purpose and are available for the present study.
The secondary data are not pure in character and have undergone some treatment at least
once. Example: Economics survey of England is secondary data because these are collected by
more than one organization like Bureau of statistics, Board of Revenue, the Banks etc.
Primary data – Field Survey

Secondary Data – D-mart Records
Area of Research - Kalyan
Research approach - Survey method
3.8 Research instrument & tools of data analysis

(Questionnaire & Personal Interview)
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A questionnaire is a research instrument consisting of a series of questions (or other types of prompts)
for the purpose of gathering information from respondents. The questionnaire was invented by
the Statistical Society of London in 1838.
Although questionnaires are often designed for statistical analysis of the responses, this is not always
the case.
Questionnaires have advantages over some other types of surveys in that they are cheap, do not require
as much effort from the questioner as verbal or telephone surveys, and often have standardized answers
that make it simple to compile data. However, such standardized answers may frustrate users.
Questionnaires are also sharply limited by the fact that respondents must be able to read the questions
and respond to them. Thus, for some demographic groups conducting a survey by questionnaire may
not be concrete.
Types
A distinction can be made between questionnaires with questions that measure separate variables, and
questionnaires with questions that are aggregated into either a scale or index. Questionnaires with
questions that measure separate variables, could for instance include questions on:
• preferences (e.g. political party)

• behaviors (e.g. food consumption)
• facts (e.g. gender)
Questionnaires with questions that are aggregated into either a scale or index, include for instance
questions that measure:
• latent traits
• attitudes (e.g. towards immigration)
• an index (e.g. Social Economic Status)
Examples
• A food frequency questionnaire (FFQ) is a questionnaire the type of diet consumed in people, and
may be used as a research instrument. Examples of usages include assessment of intake of vitamins
or toxins such as acrylamide.
Questionnaire construction
Question type
Usually, a questionnaire consists of a number of questions that the respondent has to answer in a set
format. A distinction is made between open-ended and closed-ended questions. An open-ended
question asks the respondent to formulate his own answer, whereas a closed-ended question has the
respondent pick an answer from a given number of options. The response options for a closed-ended
question should be exhaustive and mutually exclusive. Four types of response scales for closed-ended
questions are distinguished:
• Dichotomous, where the respondent has two options

• Nominal-polytomous, where the respondent has more than two unordered options
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• Ordinal-polytomous, where the respondent has more than two ordered options
• (Bounded)Continuous, where the respondent is presented with a continuous scale
A respondent's answer to an open-ended question is coded into a response scale afterwards. An
example of an open-ended question is a question where the testie has to complete a sentence (sentence
completion item).
Question sequence
In general, questions should flow logically from one to the next. To achieve the best response rates,
questions should flow from the least sensitive to the most sensitive, from the factual and behavioural to
the attitudinal, and from the more general to the more specific.
There typically is a flow that should be followed when constructing a questionnaire in regards to the
order that the questions are asked. The order is as follows:
1. Screens
2. Warm-ups
3. Transitions
4. Skips
5. Difficult
6. Classification
Screens are used as a screening method to find out early whether or not someone should complete the
questionnaire. Warm-ups are simple to answer, help capture interest in the survey, and may not even
pertain to research objectives. Transition questions are used to make different areas flow well
together. Skips include questions similar to "If yes, then answer question 3. If no, then continue to
question 5." Difficult questions are towards the end because the respondent is in "response mode."
Also, when completing an online questionnaire, the progress bars lets the respondent know that they are
almost done so they are more willing to answer more difficult questions. Classification, or
demographic question should be at the end because typically they can feel like personal questions
which will make respondents uncomfortable and not willing to finish survey
Basic rules for questionnaire item construction
• Use statements which are interpreted in the same way by members of different subpopulations of
the population of interest.
• Use statements where persons that have different opinions or traits will give different answers.
• Think of having an "open" answer category after a list of possible answers.
• Use only one aspect of the construct you are interested in per item.
• Use positive statements and avoid negatives or double negatives.
• Do not make assumptions about the respondent.
• Use clear and comprehensible wording, easily understandable for all educational levels
• Use correct spelling, grammar and punctuation.
• Avoid items that contain more than one question per item (e.g. Do you like strawberries and
potatoes?).
• Question should not be biased or even leading the participant towards an answer.
Multi-item scales
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Labelled example of a multi-item psychometric scale as used in questionnaires[7]

Within social science research and practice, questionnaires are most frequently used to
collect quantitative data using multi-item scales with the following characteristics:[7]
• Multiple statements or questions (minimum ≥3; usually ≥5) are presented for each variablebeing
examined.
• Each statement or question has an accompanying set of equidistant response-points (usually 5-7).
• Each response point has an accompanying verbal anchor (e.g., “strongly agree”) ascending from
left to right.
• Verbal anchors should be balanced to reflect equal intervals between response-points.
• Collectively, a set of response-points and accompanying verbal anchors are referred to as a rating
scale. One very frequently-used rating scale is a Likert scale.
• Usually, for clarity and efficiency, a single set of anchors is presented for multiple rating scales in a
questionnaire.
• Collectively, a statement or question with an accompanying rating scale is referred to as an item.
• When multiple items measure the same variable in a reliable and valid way, they are collectively
referred to as a multi-item scale, or a psychometric scale.
• The following types of reliability and validity should be established for a multi-item scale: internal
reliability, test-retest reliability (if the variable is expected to be stable over time), content
validity, construct validity, and criterion validity.
• Factor analysis is used in the scale development process.
• Questionnaires used to collect quantitative data usually comprise several multi-item scales, together
with an introductory and concluding section.
Questionnaire administration modes

Main modes of questionnaire administration include:
• Face-to-face questionnaire administration, where an interviewer presents the items orally.

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• Paper-and-pencil questionnaire administration, where the items are presented on paper.

• Computerized questionnaire administration, where the items are presented on the computer.
• Adaptive computerized questionnaire administration, where a selection of items is presented on the
computer, and based on the answers on those items, the computer selects following items optimized
for the testee's estimated ability or trait.
Concerns with questionnaires

While questionnaires are inexpensive, quick, and easy to analyze, often the questionnaire can have
more problems than benefits. For example, unlike interviews, the people conducting the research may
never know if the respondent understood the question that was being asked. Also, because the questions
are so specific to what the researchers are asking, the information gained can be minimal.Often,
questionnaires such as the Myers-Briggs Type Indicator, give too few options to answer; respondents
can answer either option but must choose only one response. Questionnaires also produce very low
return rates, whether they are mail or online questionnaires. The other problem associated with return
rates is that often the people who do return the questionnaire are those who have a really positive or a
really negative viewpoint and want their opinion heard. The people who are most likely unbiased either
way typically don't respond because it is not worth their time.
One key concern with questionnaires is that there may contain quite large measurement errors. These
errors can be random or systematic. Random errors are caused by unintended mistakes by respondents,
interviewers and/or coders. Systematic error can occur if there is a systematic reaction of the
respondents to the scale used to formulate the survey question. Thus, the exact formulation of a survey
question and its scale are crucial, since they affect the level of measurement error. Different tools are
available for the researchers to help them decide about this exact formulation of their questions, for
instance estimating the quality of a question using MTMM experiments or predicting this quality using
the Survey Quality Predictor software (SQP). This information about the quality can also be used in
order to correct for measurement errors.
Further, if the questionnaires are not collected using sound sampling techniques, often the results can
be non-representative of the population—as such a good sample is critical to getting representative
results based on questionnaires.
3.9 Scope & Limitations of the study
(Time Constraint , Limitation of area & sample size)
This research is conducted on a sample size, so it might be possible that the information given
by such respondents may not match with the replay of total available in the D-Mart
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that time.
• The study was restricted to only the of D-Mart.
• The time constrain was a irritating factor, as more note was required to carry out study
on other aspects of the topic.
• The result & analysis based on the customer survey method & small sample size has
taken only 20.
• findings are related to particular areas.
• It might be possible that the answers given by the respondents are of biasness.
LIMITATIONS
• This research is conducted on a sample size, so it might be possible that the information given by
such respondents may not match with the replay of total customer available in the store that time.
• The study was restricted to only the customers of D-Mart.
• The time constrain was a limiting factor, as more time was required to carry out study on other
aspects of the topic.
• The result and analysis based on the customer survey method and small sample size has taken
only 61.
• Findings are related to particular areas
• It might be possible that the answers given by the respondents are of biasness
CONCLUSION
D-Mart are a major shopping complex for today’s customers. It is a place where customers find variety
of products at a reasonable price. D-Mart has a good reputation of itself in the market. It has positioned
itself in the market as a discounted store. It holds a huge customer base. The majority of customers belong
to middle class family. The youth generation also likes shopping and moving around D-Mart. Volume
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sales always take place in D-Mart. Impulse buying behavior of customers comes in to play most of the
times in D-Mart.
D-Mart is a hypermarket as it provides various kinds of goods like apparels, grocery, stationary, food
items, electronic items, leather items, watches, jewellery, crockery, decorative items, sport items,
chocolates and many more. It competes with all the specialty stores of different products which provide
goods at a discounted rate all through out the year. It holds a large customer base and it seemed from the
study that the customers are quite satisfied with D-Mart. As of now there are more then 42 D-Marts in
different cities of India, it seems that there is a vast growth of Big Bazaar & D-Mart lying as customers
demand; increasing for Big Bazaar & D-Marts. It has emerged as a hub of shopping specially for middle
class people.
Different types of products starting from a baby food to pizzas wide range is available under one
roof. In Delhi it is the middle class people who mostly do marketing from D-Mart. Even most of the
people do their monthly shopping from D-Mart. People not only visit D-Mart to do shopping but also
visit for outing purpose as it provides a very nice ambience to its customers. As people go to malls they
just tend to move around D-Mart whether it is for shopping purpose or for outing purpose. Grocery,
apparels and food items are the products which are demanded most by the customers of Ahmedabad in
D-Mart. The major drawback of D-Mart is that it lacks in providing enough parking space for their
customers. This may discourage the customers to come to D-Mart and shop as they face difficulty in
parking their vehicles. Even though some customers say that they don’t feel problem in parking their
vehicle, it is because of the parking space available to them by the mall. As it is surveyed it seems that
the biggest competitors of D-Mart are the kirana stores, discounted specialty stores like Vishal mega
mart, The Tata Groups (Croma), Reliance Retail, & Sabka Bazaar etc.
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Chapter No.4
Data Analysis , Interpretation and Presentation
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1.Which store first comes to your mind when you think of purchasing a product?
Interpretation:
Whenever the customer want to buy something like grocery & home products , they will think about
different stores. According to the surve 54.24 % people will about D-mart , while 22.03% will think
about big bazar , 18.64% will think about both stores while remaining will about other stores.
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2)How frequently do you visit a store (D-Mart)?
Interpretation:
When the customer was asked about How frequently they visit D-Mart they answered , According to the
surve 8.33 % , 21.67% , 60% , 10% ,3.28% people will choosed Daily,Weekly,Monthly,Yearly & others
Respectively for going to D-mart.
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3) Which store’s advertisement is more powerful?
Interpretation:
All the stores do many advertisements When the customer was asked about “Which store’s advertisement
is more powerful “ they answered , According to the surve 57.38 % , 42.62% , 3.28% people will choosed
Big bazar , D-mart & others Respectively.
50
4.How much do you spend as monthly expense while shopping?
Interpretation:
When the customer was asked about “How much do they spend as monthly expense while shopping? “ they
answered , According to the surve 9.84 % , 26.23% , 32.79% , 31.15% people will choosed Below 1000 ,
between 1000-2000 , between 2000-5000 & more then 5000 Respectively.
51
5.Which offer do you like the most?
Interpretation:
D-mart provides different types of offers during festival season.When the customer was asked about
“Which offer do you like the most? “ they answered , According to the surve 67.21 % , 24.59% , 8.20%
people will choosed Buy-1 get-1 free , Gift vouchers ,future card(5% Discount) Respectively.
52
6.To purchase, what kind of services you go to the store D-mart?
Interpretation:
When the customer was asked about “To purchase, what kind of services you go to the store D-mart? “ they
answered , According to the surve 43.3 % , 25% , 18.3% , 13.3% people will choosed Food , Cloths
,Accessories & Stationery Respectively.
53
7.Please choose from below the factor which attracted you most while purchasing ?
Interpretation:
When the customer was asked about “To choose from the factor which attracted you most while purchasing
? “ they answered , According to the surve 30% , 25% , 28.33% ,16.67% people will choosed offers,
Service ,Quality & Availability of products Respectively.
54
8.From which source did you come to know about outlet?
Interpretation:
When the customer was asked about “From which source did you come to know about outlet? “ they
answered , According to the surve 36.67% , 30% , 13.33% ,20% people will choosed T.V,Hoardings ,Bus
painting & News paper Respectively.
55
9.How would you choose the product from the store ?
Interpretation:
D-mart store have different types of products When the customer was asked about “ How would you
choose the product from the store? “ they answered , According to the surve 15.52% , 12.07% , 20.69%
,39.66% , 6.90% , 5.17% people will choosed Advertisement , Reference , Exeperience , Quality ,
Quantity & Service Respectively.
56
10.Main reason for coming to the D-mart?
Interpretation:
When the customer was asked about “Main reason for coming to the D-mart? “ they answered ,
According to the surve 31.03% , 25.86% , 24.14% ,15.52% , 3.45% people will choosed Value for
money,Discount , Saving of time , Wide product range available & Brand Consciousness Respectively.
57
11.The advertisement effect your shopping behavior?
Interpretation:
When the customer was asked about “The advertisement effect your shopping behavior “ they answered ,
According to the surve 71.19% , 28.81% people will choosed Yes & No Respectively.
58
12.Are you agree with the tagline of D-Mart ‘Daily Discounts, Daily Savings…!’ ?
Interpretation:
When the customer was asked about “Are you agree with the tagline of D-Mart ‘Daily Discounts, Daily
Savings…!’ ? “ they answered , According to the surve 64.41% , 35.59% people will choosed Yes & No
Respectively.
59
13.Are you happy with the parking facility provided ?
Interpretation:
When the customer was asked about “Are you agree with the tagline of D-Mart ‘Are you happy with the
parking facility provided ? “ they answered , According to the surve 67.21% , 32.89% people will
choosed Yes & No Respectively.
60
14.Which Section of D–Mart store do you like the most ?
Interpretation:
When the customer was asked about “Are you agree with the tagline of D-Mart ‘Which Section of D–Mart
store do you like the most ? “ they answered , According to the surve 65.52% , 22.41% , 6.90% , 5.17%
people will choosed Food Mart , Household , kids & jewel mart Respectively.
61
15.How much Distance do you have from the store ?
Interpretation:
When the customer was asked about “How much Distance do you have from the store? “ they answered ,
According to the surve 29.31% , 50% , 8.62% , 12.07% people will choosed 0-5 km , 5-10 km , 10-15
km & More then 15 km Respectively.
62
16.Are you aware of promotional activity conducated by D-mart ?
Interpretation:
D-mart perfoms many promotional activities , When the customer was asked about “Are you aware of
promotional activity conducated by D-mart ? “ they answered , According to the surve 44.83% , 39.66% ,
15.52% , 3.28% people will choosed Very Attractive , Less Attractive , Not Attractive & Others
Respectively.
63
17.Accessibility of Store Location ?
Interpretation:
When the customer was asked about “Accessibility of Store Location ? “ they answered , According to
the surve 22.03% , 42.37% , 18.52% , 16.28% people will choosed Very Accessible , Easily accessible ,
far accessible & Very far accessible Respectively.
64
18.Type of promotion activities attracts you ?
Interpretation:
When the customer was asked about “Type of promotion activities attracts you ? “ they answered ,
According to the surve 42.4% , 25.4% , 32.2% people will choosed Discount ,Extra Discount & 1 + 1
offer Respectively.
65
19.Rate your Satisfaction with regards to service provided by D-mart ?
Interpretation:
When the customer was asked about “Type of promotion activities attracts you ? “ they answered ,
According to the surve 50% , 32.8% , 10.3% , 6.9%people will choosed Satisfy , Highly Satisfied ,
Dissatisfied & Highly Dissatisfied Respectively.
66
Chapter No.5
Conclusion and Suggestions
67
FINDINGS
➢ Most of the customers buy their requirement in D-Mart & Big Bazaar on the basis of Weekly and
monthly basis. Customers realized that D-Mart stores provide qualitative products/service with
reasonable price.
➢ At present time D-Mart provide different types of product assortments to the customers.
➢ D-mart is a hypermarket as it provides various kinds of goods like apparels, grocery, stationary, food
chocolates and many more. It competes with all the specialty stores of different products which
provide goods at a discounted rate all through the year.
➢ D-mart mainly deal with middle income group people who want qualitative product with reasonable
cost.
➢ There are more than 50 D-mart in different cities of India, it seems that there is a vast growth of D-
mart lying as customers demand is increasing for D-mart.
➢ The customers are give response for most powerful advertisement is D-mart. We can also interpret
that the D-mart comparison is more powerful people attract with advertisement like T.V., Hoarding,
news paper, is most of the part of purchasing by advertisement.
SUGGESTIONS
➢ D-mart should provide large parking space for its customers so that they can easily park their
vehicles.
➢ The infrastructure is needed to be changed a bit during weekends as heavy crowd comes in to D-
mart during those days.
➢ D-mart should include more of branded products its product category so as to attract the brand
choosy people to come in to D-mart.
68
➢ D-mart should keep offers in regular intervals so that there should not be a long term gap,
because offer is the most influencing factor which is responsible for customer purchase
decision.
➢ They also concentrate on TV advertisement they should show ads and promotional offers in a
regular interval in languages like Hindi and English.
➢ Hoarding should be placed uncovered area.
LIMITATIONS
➢ This research is conducted on a sample size, so it might be possible that the information given
by such respondents may not match with the replay of total customer available in the store that
time.
➢ The study was restricted to only the customers of D-Mart.
➢ The time constrain was a limiting factor, as more time was required to carry out study on other
aspects of the topic.
➢ The result and analysis based on the customer survey method and small sample size has taken
only 61.
➢ Findings are related to particular areas
➢ It might be possible that the answers given by the respondents are of biasness
CONCLUSION
D-Mart are a major shopping complex for today’s customers. It is a place where customers find variety
of products at a reasonable price. D-Mart has a good reputation of itself in the market. It has positioned
itself in the market as a discounted store. It holds a huge customer base. The majority of customers belong
to middle class family. The youth generation also likes shopping and moving around D-Mart. Volume
sales always take place in D-Mart. Impulse buying behavior of customers comes in to play most of the
times in D-Mart.
69
D-Mart is a hypermarket as it provides various kinds of goods like apparels, grocery, stationary, food
chocolates and many more. It competes with all the specialty stores of different products which provide
goods at a discounted rate all through out the year. It holds a large customer base and it seemed from the
study that the customers are quite satisfied with D-Mart. As of now there are more then 42 D-Marts in
different cities of India, it seems that there is a vast growth of Big Bazaar & D-Mart lying as customers
demand; increasing for Big Bazaar & D-Marts. It has emerged as a hub of shopping specially for middle
class people.
Different types of products starting from a baby food to pizzas wide range is available under one
roof. In Delhi it is the middle class people who mostly do marketing from D-Mart. Even most of the
people do their monthly shopping from D-Mart. People not only visit D-Mart to do shopping but also
visit for outing purpose as it provides a very nice ambience to its customers. As people go to malls they
just tend to move around D-Mart whether it is for shopping purpose or for outing purpose. Grocery,
apparels and food items are the products which are demanded most by the customers of Ahmedabad in
D-Mart. The major drawback of D-Mart is that it lacks in providing enough parking space for their
customers. This may discourage the customers to come to D-Mart and shop as they face difficulty in
parking their vehicles. Even though some customers say that they don’t feel problem in parking their
vehicle, it is because of the parking space available to them by the mall. As it is surveyed it seems that
the biggest competitors of D-Mart are the kirana stores, discounted specialty stores like Vishal mega
mart, The Tata Groups (Croma), Reliance Retail, & Sabka Bazaar etc.
70
Chapter No : 06
BIBLIOGRAPHY
Reference Books
Books name Author/publication

Kotler, Phillip. Armstrong, PHI pub.
MARKETING MANAGEMENT AND :Delhi, ed. 9th.(pp.218 -224,335-353,411-
BUSINESS BUYER BEHAVIOR. 413,559-561,)
Websites
http://www.dmart.co.in
http://www.pantaloonretail.in/businesses/d-mart.html
http://www.scribd.com/doc/41556853/Bigbazaar-4p-Mix
http://en.wikipedia.org/wiki/Marketing_management
http://dmartindia.com/home.html
https://www.slideshare.net/RajeshwariChaudhari/project-on-dmart-a-consumer-buying-
behaviour-with-respect-to-dmart
71
https://www.dmartindia.com/about-us
72

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Impact Of promotional schemes and offers during festival season on sales with reference to D-mart

Under the Faculty of Commerce

UNDER THE GUIDANCE OF

SHRI SIDH THAKURNATH COLLEGE OF ARTS & COMMERCE

Nikita Manish Gadaiwal

(Mrs. Padma Deshpande)

• Chapter No. 1: Introduction

• Chapter No. 2: Literature Review

• Chapter No. 3: Research Methodology

• Chapter No. 4: Data Analysis, Interpretation and Presentation

• Chapter No. 5: Conclusions and Suggestions

• Chapter No. 6: Bibliography

Sr no. Contents Page

1.1 Selection and Relevance of the problem

Chapter No.03 Research Methodology

Chapter No.04 : Data Analysis , Interpretation and

Chapter No.5 : Conclusion and Suggestions 67-70

Chapter No. 06 : BIBLIOGRAPHY 71-72

1.1 About Demand

Focus: To be focused about what I do.

Motivated: To be clear of achieving my goal.

Enthusiastic: To love what I do.

1.2 History of Demand

1. Keep an eye on the long term

Mart has turned a profit each year.

8. Ignore the herd

10. Let your work speak

1.3 Brief profile of the study Area

Product in the Marketing Mix of D-Mart:

Food items including vegetables, fruits, dairy products, frozen eatables

Grocery items like flour, rice, dal, sugar, salt

Apparels for kids, male and females

Kitchenware including crockery, utensils, plastic containers

Toys and games for children

Home appliances like iron, mixer grinder, grill toaster

Bed and bath linen

Luggage like trolley bags

Footwear for everyone including children, men and women

Daily essentials like biscuits

1. Place in the Marketing Mix of D-Mart:

2. Price in the Marketing Mix of D-Mart:

Promotions in the Marketing Mix of D-Mart:

1.4 Competative advantage of D-mart

The D-Mart point of view for the three constituencies.

The Importance of Promotional & Marketing Strategies

The Marketing Plan

Understanding Your Clients

Developing Financial Goals

Strategic Business Planning

3. It is optional. Many companies do not practice it.

5. It consists of offering, wide variety of tools/incentives.

9. Sales promotion is expensive. It may affect adversity the profitability of company.

12. It includes impersonal incentives. They are offered openly to all.

Importance (Need or Objectives):

We can enlist objectives as under:

1. To introduce new products.

2. To keep consumers satisfied.

3. To attract new customers.

4. To clear stocks of products. To sell out old stocks rapidly.