DOI: https://doie.org/10.0311/NER.2025847728
Dr J Ramya, Dr Gururaj B Urs, Dr Kumuda P R, Dr Kiran Kumar Thoti
Keywords:D-Mart, supermarket, demographic factors, consumer perception
D-Mart offers the household products for our daily use at the best affordable costs for each customer. D-Mart is a one-stop supermarket chain that intends to offer customers a wide range of essential home and personal items under one roof. Each D-Mart supermarket stocks home utility items - including food, toiletries, beauty products, clothing, kitchenware, bed and shower material, home appliances and more - are available at serious costs that their customers appreciate. Their center objective is to offer customers great products at extraordinary value. The objective of this study is to understand the factors influencing customer perception towards D-Mart. This paper analyzes the perception of the people towards retail outlet D-Mart in Bengaluru with a sample size of 150 respondents, coming from different ages, occupation, income and other related issues. Chi-square and Contingency Coefficient were the statistical measures used to analyze the data. The statistical analysis reveals that the customers/shoppers attach great significance to different factors, for example quality of products, offers and discounts, variety of products, billing system, parking facilities and customer service. However, not all factors are equally important while choosing D-Mart. Hence, we can say that good quality of the products, variety and discounts offered by D-Mart are the most important factors. According to most of the consumers, variety of products available at D-Mart is the most important factor for visiting D-Mart. Further, the perception of the consumers largely varies according to age, their occupation and income and the customers are satisfied with the services. Key Words: Customers Perception, D-Mart, Home utility items,