INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,  
MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)  
ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue XI, November 2025  
“Factors Influencing Consumer Buying Decisions Towards D’mart  
Products in Bangalore”  
Mrs. Neelima Nishikant Bhoomkar, Ms. Maria Shilpa A, Ms. Anna Benjamin  
Assistant Professor - Dept of Commerce T John Autonomous College, Bangalore.  
DOI : https://doi.org/10.51583/IJLTEMAS.2025.1411000060  
Received: 26 November 2025; Accepted: 01 December 2025; Published: 09 December 2025  
ABSTRACT  
The retail industry in India has witnessed remarkable growth in recent years, with organised retail formats like  
D’Mart playing a pivotal role in transforming consumer shopping behaviour. This study investigates the factors  
influencing consumer buying decisions toward D’Mart products in Bangalore. The research aims to identify key  
determinants such as price perception, product quality, brand image, store ambience, promotional strategies, and  
customer service that shape consumer preferences and purchase intentions.  
A structured questionnaire was administered to 120 respondents across different demographic segments within  
Bangalore city using a stratified random sampling method. Both descriptive and inferential statistical analyses,  
including correlation and regression, were applied to evaluate the relationship between demographic variables  
and buying behaviour.  
The findings indicate that price affordability and product quality are the most significant influencers of consumer  
choice, followed by promotional offers and store accessibility. The study also reveals that younger consumers  
and working professionals are more inclined toward D’Mart’s private-label brands due to perceived value for  
money and convenience. Customer satisfaction is strongly correlated with store layout, billing efficiency, and  
staff behaviour, which collectively contribute to brand loyalty.  
The research contributes to understanding urban retail consumer psychology and offers strategic insights for  
D’Mart management to enhance customer engagement and retention. By identifying dominant behavioural  
factors, this study helps develop targeted marketing strategies, optimise store operations, and improve the overall  
customer experience. Future research could expand to comparative analyses with other retail chains or explore  
digital shopping trends within India’s organised retail sector.  
Keywords: Consumer Behaviour, D’Mart, Retail Marketing, Buying Decision, Price Perception, Product  
Quality, Customer Satisfaction, Bangalore, Store Ambience, Brand Loyalty.  
INTRODUCTION  
India’s retail sector has evolved dramatically over the past two decades, transitioning from traditional kirana  
stores to highly organised retail formats catering to the needs of a growing urban population. The rise of retail  
giants such as D’Mart, Reliance Retail, and Big Bazaar has reshaped consumer shopping patterns by emphasising  
efficiency, variety, and value. Among these, D’Mart has emerged as a leading player, known for its value-based  
pricing, private-label products, and strong customer focus.  
Bangalore, one of India’s fastest-growing metropolitan cities with a diverse consumer base, provides an ideal  
setting to analyse how various factors influence buying decisions in organised retail. Understanding consumer  
behaviour is essential for sustaining competitiveness in a market characterised by changing lifestyles, increasing  
disposable income, and technological advancement. D’Mart’s success lies in balancing affordability with quality,  
yet the specific behavioural drivers behind customer decisions—such as price perception, product quality, brand  
image, promotional strategies, and in-store experience—remain underexplored at the city level.  
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INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,  
MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)  
ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue XI, November 2025  
This study, therefore, aims to investigate these determinants and assess how demographic factors shape consumer  
preferences toward D’Mart products in Bangalore. The insights derived can help retail managers refine  
marketing strategies, improve store operations, and enhance overall customer satisfaction.  
REVIEW OF LITERATURE  
Previous research has explored multiple dimensions of consumer behaviour in retail. Kotler and Keller (2016)  
identified psychological, personal, social, and cultural influences as primary determinants of purchase decisions.  
Sinha and Banerjee (2004) emphasised that Indian consumers value convenience, assortment, and price in retail  
decisions. Sivakumar and Raj (2018) concluded that price sensitivity and product quality are central to consumer  
choices in value-oriented stores like D’Mart.  
Gupta (2019) and Kumar & Joseph (2020) highlighted the significance of store ambience, staff interaction, and  
promotional offers in shaping satisfaction and impulsive buying. Patel and Mehta (2021) noted that brand image  
and trust in private labels foster repeat purchases. Rao and Reddy (2022) linked store layout, accessibility, and  
billing efficiency with retention, while Singh (2023) underlined the rising importance of time efficiency and  
perceived value among urban professionals.  
Collectively, these studies show that buying behaviour in organised retail results from both tangible factors  
(price, product quality, promotions) and intangible factors (ambience, service quality, trust).  
THEORETICAL FRAMEWORK  
This study draws upon several established models of consumer behaviour to explain how the five independent  
variables—price perception, product quality, promotional offers, store ambience, and brand image—influence  
buying decisions.  
Stimulus–Organism–Response (S–O–R) Model (Mehrabian & Russell, 1974)  
According to the S–O–R model, external stimuli (price, promotions, store ambience) affect consumers’ internal  
states (perception, satisfaction, trust), leading to behavioural responses (purchase decisions). In this study,  
D’Mart’s pricing and promotional offers serve as stimuli that evoke positive emotions and perceived value,  
resulting in stronger buying intentions.  
Kotler’s Model of Consumer Behaviour (Kotler & Keller, 2016)  
Kotler’s model posits that consumer responses are influenced by marketing stimuli (product, price, place,  
promotion) and buyer characteristics. Price perception and product quality influence motivation and learning,  
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INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,  
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ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue XI, November 2025  
while store ambience and brand image shape beliefs and attitudes. The strong correlations found in this study  
support this theoretical linkage.  
Theory of Reasoned Action (Fishbein & Ajzen, 1975)  
The TRA asserts that behavioural intentions are driven by attitudes and subjective norms. Favourable attitudes  
toward D’Mart’s affordability and reliability translate into repeat purchases, particularly among working  
professionals. This aligns with the regression findings where price perception (β = 0.41) significantly predicts  
buying decisions.  
Engel–Kollat–Blackwell (EKB) Model (Engel, Blackwell & Miniard, 1995)  
The EKB model outlines decision-making stages—problem recognition, information search, evaluation,  
purchase, and post-purchase evaluation. Consumers at D’Mart identify needs based on price and quality,  
compare alternatives, and make rational, value-driven choices. Post-purchase satisfaction reinforces loyalty, as  
supported by the correlation results.  
Maslow’s Hierarchy of Needs (Maslow, 1943)  
Consumers shop at D’Mart to satisfy both economic (safety) and esteem needs—seeking quality goods at  
affordable prices that align with their self-perception as smart buyers. The younger demographic’s preference  
for D’Mart’s value-oriented offerings validates this motivational basis.  
Retail Atmospherics Theory (Kotler, 1973)  
This theory emphasises the role of physical store design, cleanliness, and ambience in influencing emotional and  
behavioural responses. The moderate yet significant relationship (r = 0.54) between store ambience and buying  
decisions supports this framework.  
Customer Perceived Value Theory (Zeithaml, 1988)  
Consumers evaluate value as the trade-off between perceived benefits (quality, brand trust) and perceived costs  
(price). D’Mart’s high scores in price perception (Mean = 4.36) and product quality (Mean = 4.22) reflect this  
balance, confirming that perceived value drives purchase behaviour.  
Conceptual Integration: The integrated theoretical model implies that consumers’ perceptions (Kotler’s Model,  
CPV Theory) and emotions (S–O–R, Retail Atmospherics) interact with their motivations and attitudes (TRA,  
Maslow) to form purchase intentions and actual buying behaviour (EKB Model). These interrelated theories  
collectively explain the strong regression outcomes (R² = 0.74) observed in this study.  
Objectives  
1. To understand consumer perceptions toward D’Mart products.  
2. To identify factors influencing buying decisions toward D’Mart products.  
3. To analyse the impact of these factors on consumer buying behaviour in Bangalore.  
RESEARCH METHODOLOGY  
Research Design: Descriptive research design to examine relationships among identified variables.  
Area of Study: Bangalore City, India.  
Sample Size: 120 respondents selected using stratified random sampling across demographics.  
Data Collection:  
o
Primary Data: Structured questionnaire using a five-point Likert scale.  
o
Secondary Data: Journals, reports, and prior studies on consumer behaviour and retail marketing.  
Data Analysis Tools: SPSS for descriptive, correlation, and regression analysis.  
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INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,  
MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)  
ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue XI, November 2025  
Scope: Focuses exclusively on D’Mart’s consumer base in Bangalore.  
Limitations: Restricted sample size, single-brand scope, and reliance on self-reported data.  
Data Analysis and Interpretation  
Table 1: Descriptive Statistics of Factors Influencing Buying Decision  
Factors  
N
Mean  
Std.  
Rank  
Interpretation  
Deviation  
Price Perception  
120  
4.36  
0.58  
1
Consumers perceive  
D’Mart as affordable  
and value-oriented.  
Product Quality  
Store Ambience  
120  
120  
120  
120  
—
4.22  
3.86  
4.10  
3.91  
4.09  
0.63  
0.74  
0.67  
0.71  
—
2
Quality encourages  
repeat purchases.  
4
Consumers moderately  
value ambience.  
Promotional  
Offers  
3
Offers and discounts  
attract customers.  
Brand Image  
5
Reputation contributes  
moderately to trust.  
Overall Average  
—
Buying decisions are  
influenced by value-  
based factors.  
Interpretation:  
Price and quality emerge as the strongest influences, validating the Customer Perceived Value Theory.  
Table 2: Correlation Matrix Between Key Factors and Buying Decision  
Factors  
Buying Decision  
0.71**  
Sig. (2-tailed)  
0.000  
Interpretation  
Price Perception  
Product Quality  
Store Ambience  
Promotional Offers  
Brand Image  
Strong positive correlation  
Strong correlation  
0.68**  
0.000  
0.54*  
0.002  
Moderate correlation  
Moderate correlation  
Positive correlation  
0.58*  
0.001  
0.49*  
0.003  
Interpretation:  
Significant positive relationships confirm that value perception and product quality are the strongest behavioural  
determinants.  
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INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,  
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Table 3: Multiple Regression Analysis Summary  
Model  
R
R²  
Adjusted R²  
Std. Error  
Regression Model  
0.860  
0.740  
0.728  
0.312  
ANOVA (Model Fit): F = 42.375, Sig. = 0.000  
Independent Variable  
Price Perception  
Product Quality  
Promotional Offers  
Store Ambience  
Brand Image  
B
β
t-value  
Sig.  
Interpretation  
0.42  
0.35  
0.21  
0.18  
0.16  
0.41  
0.37  
0.26  
0.20  
0.18  
6.72  
5.94  
4.32  
3.64  
3.22  
0.000 Strongest predictor  
0.000 Strong influence  
0.001 Positive effect  
0.004 Enhances comfort  
0.006 Builds loyalty  
Interpretation:  
The model explains 74% of the variance in consumer buying behaviour. The theoretical frameworks are  
validated—especially Kotler’s Model, S–O–R, and CPV theories—which highlight the primacy of value  
perception.  
FINDINGS  
1. Price Perception as the Dominant Factor: Affordability is the strongest influence (r = 0.71, β = 0.41).  
2. Product Quality Drives Loyalty: Quality enhances satisfaction and repeat purchases.  
3. Promotional Offers Encourage Buying: Discounts create short-term excitement and impulse buying.  
4. Store Ambience Improves Experience: Clean, well-organised spaces influence comfort.  
5. Brand Image Builds Trust: Brand equity contributes moderately to retention.  
6. Regression Model Confirms Predictive Strength: 74% of variance explained by key factors.  
7. Demographic Patterns: Younger, working professionals show the highest engagement with D’Mart.  
CONCLUSION  
The study integrates empirical evidence with established consumer behaviour theories to conclude that perceived  
value (price and quality) is the most decisive driver of purchase decisions at D’Mart. The findings align with the  
S–O–R, Kotler’s, and Customer Perceived Value models, underscoring that rational and emotional stimuli jointly  
influence buying behaviour.  
For D’Mart, focusing on maintaining price competitiveness, consistent product quality, and an engaging store  
environment can further enhance customer loyalty.  
Future studies could compare behavioural models across other retail chains or investigate the growing influence  
of digital channels on consumer decision-making in India’s organised retail sector.  
REFERENCES  
1. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behaviour (8th ed.). Dryden Press.  
2. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behaviour: An introduction to theory and  
research. Addison-Wesley.  
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INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,  
MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)  
ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue XI, November 2025  
3. Gupta, A. (2019). Influence of store ambience and staff interaction on urban consumer satisfaction. Journal  
of Retail Management, 14(2), 45–58.  
4. Kotler, P. (1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48–64.  
5. Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.  
6. Kumar, V., & Joseph, A. (2020). Promotional strategies and their impact on impulsive buying in Indian  
hypermarkets. Asian Journal of Marketing, 12(1), 23–34.  
7. Maslow, A. H. (1943). A theory of human motivation. Psychological Review, 50(4), 370–396.  
8. Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.  
9. Patel, R., & Mehta, K. (2021). Brand trust and private labels in organised retail: Evidence from Indian  
metros. International Review of Marketing Research, 9(3), 112–128.  
10. Rao, S., & Reddy, V. (2022). Store layout and billing efficiency as drivers of customer retention in  
Bangalore retail chains. Indian Journal of Business Studies, 18(1), 29–42.  
11. Singh, T. (2023). Perceived value and time efficiency in urban retail shopping behaviour. South Asian  
Journal of Management, 30(2), 54–66.  
12. Sinha, P., & Banerjee, S. (2004). Factors influencing retail store choice in India. Indian Journal of  
Marketing, 34(2), 17–25.  
13. Sivakumar, R., & Raj, A. (2018). Price sensitivity and consumer preferences in value-based retail formats.  
Journal of Retail and Consumer Studies, 10(1), 8–16.  
14. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means–end model and  
synthesis of evidence. Journal of Marketing, 52(3), 2–22.  
Questionnaire  
Title: A Study on Factors Influencing Consumer Buying Decisions at D’Mart, Bangalore Objective:  
To identify and analyse the key factors influencing consumer buying behaviour at D’Mart and assess the  
relative impact of price perception, product quality, promotional offers, store ambience, and brand image on  
purchasing decisions.  
Section A: Demographic Profile  
(Please tick ✓ the appropriate option.)  
1. Gender:  
☐ Male  
☐ Female  
☐ Other  
2. Age Group:  
☐ Below 25 ☐ 25–35 ☐ 36–45 ☐ 46–55 ☐ Above 55  
3. Occupation:  
☐ Student ☐ Working Professional ☐ Business ☐ Homemaker ☐ Retired  
4. Monthly Income (₹):  
☐ Below 25,000 ☐ 25,001–50,000 ☐ 50,001–75,000 ☐ Above 75,000  
5. Frequency of Visiting D’Mart:  
☐ Weekly ☐ Monthly ☐ Occasionally ☐ Rarely  
Section B: Factors Influencing Buying Decision  
(Please rate the following statements on a 5-point Likert scale: 1 = Strongly Disagree, 2 = Disagree, 3 = Neutral,  
4 = Agree, 5 = Strongly Agree.)  
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Price Perception  
No.  
Statement  
Rating (1–5)  
1.1  
I consider D’Mart products to be affordable compared to other  
retailers.  
☐1 ☐2 ☐3 ☐4  
☐5  
1.2  
1.3  
D’Mart offers good value for the money I spend.  
☐1 ☐2 ☐3 ☐4  
☐5  
Price is the most important factor influencing my purchase at D’Mart.  
☐1 ☐2 ☐3 ☐4  
☐5  
Product Quality  
No.  
Statement  
Rating (1–5)  
2.1  
I find D’Mart products to be of consistently good quality.  
☐1 ☐2 ☐3 ☐4 ☐5  
☐1 ☐2 ☐3 ☐4 ☐5  
☐1 ☐2 ☐3 ☐4 ☐5  
2.2  
2.3  
Product reliability and durability encourage me to buy again.  
I trust D’Mart for offering genuine and branded products.  
Promotional Offers  
No.  
Statement  
Rating (1–5)  
3.1  
Discount offers at D’Mart influence my buying decision.  
☐1 ☐2 ☐3 ☐4  
☐5  
3.2  
3.3  
I am attracted to D’Mart because of its frequent promotional  
schemes.  
☐1 ☐2 ☐3 ☐4  
☐5  
Special deals or sales motivate me to make unplanned purchases.  
☐1 ☐2 ☐3 ☐4  
☐5  
Store Ambience  
No.  
Statement  
Rating (1–5)  
☐1 ☐2 ☐3 ☐4 ☐5  
☐1 ☐2 ☐3 ☐4 ☐5  
☐1 ☐2 ☐3 ☐4 ☐5  
4.1  
D’Mart stores are clean, well-organised, and easy to navigate.  
4.2  
4.3  
The store’s layout and design enhance my shopping experience.  
I enjoy spending time shopping at D’Mart due to its environment.  
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Brand Image  
No.  
Statement  
Rating (1–5)  
5.1  
I perceive D’Mart as a trustworthy retail brand.  
☐1 ☐2 ☐3 ☐4 ☐5  
☐1 ☐2 ☐3 ☐4 ☐5  
☐1 ☐2 ☐3 ☐4 ☐5  
5.2  
5.3  
D’Mart’s reputation influences my preference over other stores.  
I believe D’Mart represents value and reliability in retail shopping.  
Consumer Buying Decision  
No.  
Statement  
Rating (1–5)  
6.1  
I frequently choose D’Mart over other stores.  
☐1 ☐2 ☐3 ☐4 ☐5  
☐1 ☐2 ☐3 ☐4 ☐5  
☐1 ☐2 ☐3 ☐4 ☐5  
6.2  
6.3  
I recommend D’Mart to others for its price and quality.  
I intend to continue purchasing from D’Mart in the future.  
Section C: Open-Ended Questions  
1. What do you like most about shopping at D’Mart?  
Ans:  
2. What improvements would you suggest to enhance your shopping experience?  
Ans:0  
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