Study On Consumer Behavior Towards Hypermarket with Reference to Dmart in Ahmedabad

Consumer’s preference and requirements keeps changing and evolving with time. In earlier times, people shopped by going in various stores and comparing prices. This required a lot of effort, time and patience level. But in today's time, hypermarkets make it easy for people to shop. Basically, it is a kind of store designed in such a way that it fulfills customers shopping requirements in one trip, saving their time and effort. DMart is one of the trending hypermarkets in India which is offering each and every item at one place at cheap or affordable price. Researching Dmart's expansion, operations, and impact on local retailers, employment, and the overall retail ecosystem in India can provide insights for policymakers, competitors, and stakeholders alike, informing the need for supportive policies, fair competition regulations, and strategies to maintain a resilient supply chain, especially during crises like the COVID-19 pandemic. Additionally, analyzing its operational efficiency, supply chain management, and cost-saving techniques can offer benchmarks for hypermarkets and retailers aiming for similar success, promoting innovation and sustainability within the industry. This paper evaluates the consumer behavior towards hypermarkets in reference to DMart. It aims to explore satisfaction and preferences of consumers towards buying goods from the outlet. For the present study, sample was collected from people who have visited DMart residing in Ahmedabad. 202 respondents participated in the survey. Relevant data was collected through structured questionnaire & through personal interviews and for analysis Chi Square was used for hypothesis testing. The result showed those consumers are satisfied by buying from the store due to its low price and various discounts offers available. It also showed that Reliance Fresh is most favored hypermarket followed by DMart. The research conclude that the outlet can enhance online consumer buying experience, train their staff to provide better standardized service and can promote itself through digital marketing campaign.