“Factors Influencing Consumer Buying Decisions Towards D’mart Products in Bangalore”
Article Sidebar
Main Article Content
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.
Downloads
References
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behaviour (8th ed.). Dryden Press.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behaviour: An introduction to theory and research. Addison-Wesley.
Gupta, A. (2019). Influence of store ambience and staff interaction on urban consumer satisfaction. Journal of Retail Management, 14(2), 45–58.
Kotler, P. (1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48–64.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kumar, V., & Joseph, A. (2020). Promotional strategies and their impact on impulsive buying in Indian hypermarkets. Asian Journal of Marketing, 12(1), 23–34.
Maslow, A. H. (1943). A theory of human motivation. Psychological Review, 50(4), 370–396.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
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.
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.
Singh, T. (2023). Perceived value and time efficiency in urban retail shopping behaviour. South Asian Journal of Management, 30(2), 54–66.
Sinha, P., & Banerjee, S. (2004). Factors influencing retail store choice in India. Indian Journal of Marketing, 34(2), 17–25.
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.
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.
This work is licensed under a Creative Commons Attribution 4.0 International License.
All articles published in our journal are licensed under CC-BY 4.0, which permits authors to retain copyright of their work. This license allows for unrestricted use, sharing, and reproduction of the articles, provided that proper credit is given to the original authors and the source.