A STUDY ON CONSUMER BEHAVIOUR TOWARDS D-MART:WITH SPECIAL REFERENCE TO SOLAPUR CITY

Consumer behaviour plays a crucial role in determining the success of organized retail formats in India.The rapid growth of supermarkets and hypermarkets has significantly transformed purchasing patterns, preferences, and expectations of consumers.D-Mart, as one of India's leading value retail chains, has gained widespread popularity due to its low pricing strategy, product variety, and customer-centric approach.This study aims to analyze consumer behaviour towards D-Mart with special reference to Solapur City.The research focuses on understanding factors such as price perception, product availability, store layout, service quality, and overall customer satisfaction that influence consumer purchasing decisions.Primary data were collected from D-Mart customers in Solapur through a structured questionnaire, while secondary data were gathered from books, journals, and websites.Statistical tools such as percentage analysis and charts were used for data interpretation.The findings of the study provide valuable insights into consumer preferences and help retailers improve their marketing strategies and service delivery.The study concludes that D-Mart's competitive pricing and wide product assortment significantly influence consumer buying behaviour in Solapur City.