Role of EDLP Strategy on Consumer Buying Behaviour Patterns With Special Reference to DMart

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Prof. Jayashree . K, Dr. Amruta N


The study focuses on understanding various determinants impacting customer purchase pattern and how Every Day Low Pricing strategies influence on buying decisions. Retail industry is one of the booming industries; in this pandemic it is slowly taking way towards 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 single roof at lowest prices compared to other retail competitors. The customers of D-Mart store in 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.

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