“Role of EDLP strategy on consumer buying behavior patterns with special reference to DMart”

Abstract

The study focuses on understanding various determinants impacting customer purchase pattern and how Every Day Low Pricing strategies influence on buying decisions. The retail industry is one of the booming industries; in this pandemic, it is slowly taking way towards the International way of retailing. D-Mart a retail store as a sector of FMCG goods catering to middle class aims to offer customers a wide variety of commodities ranging from home care products to personal products under a single roof at lowest prices compared to other retail competitors. The customers of D-Mart store in the selected locality were considered for the study and Chi-square is used as a statistical tool to arrive at proper inference. D-Mart a successful retail store serving customers through Every Day Low Pricing strategy, should focus on reaching customers through various communication channels.