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VOL. 11, ISSUE 12 (2025)
DMart vs local grocery stores – Study on consumer preference and consumer behaviour
Authors
Dr. Mohana Kumari, Vishakha K, Ganesh Aravind K, Apurba Shakti Boro, Shikhar Pratap Singh, Tanush Antony Laloo
Abstract
This study conducts a comparative examination
of consumer perceptions toward DMart and small grocery shops to identify the
key factors shaping customer preference within this retail segment. Using a
mixed-methods research approach - combining survey data with in-depth interviews
- the research investigates critical dimensions such as service quality,
product variety, pricing practices, and overall shopping experience, all of
which play a significant role in determining customer satisfaction and loyalty.
(Amtul Wahab et al., 2024) [1]. Primary data for the study was collected through structured
questionnaires administered using a sampling method. The collected data was
analysed using Chi-Square tests and Independent Sample t-tests. The findings
are 61.1% of people prefer Small Grocery shops as compared to D-Mart store.
With the help of Chi- Square we could identify that by taking Store preference
as a main variable and rest as a secondary variable we could identify that age,
household income, gender and household size don’t meet the significant level. (Consumer
Preference and Satisfaction of Customers towards DMart, 2022).
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Pages:173-178
How to cite this article:
Dr. Mohana Kumari, Vishakha K, Ganesh Aravind K, Apurba Shakti Boro, Shikhar Pratap Singh, Tanush Antony Laloo "DMart vs local grocery stores – Study on consumer preference and consumer behaviour". International Journal of Commerce and Management Research, Vol 11, Issue 12, 2025, Pages 173-178
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