Impact of Pricing Strategy on Purchase Decisions Among DMART Customer
Sahana K Yalakki1*, Dr. Sekappa N Makkalageri2
Abstract
This study examines the impact of pricing strategy on purchase decisions among DMart customers, with a focus on understanding how price perception, value for money, and price fairness influence consumer buying behaviour. In the highly competitive organized retail sector, pricing plays a crucial role in attracting and retaining customers. DMart follows an Everyday Low Pricing (EDLP) strategy, offering consistent and affordable prices rather than relying heavily on promotional discounts. The primary objective of this research is to analyze how DMart’s pricing approach affects store preference, purchase quantity, and repeat buying behaviour.
The study adopts a descriptive and empirical research design. Primary data were collected from 50 DMart customers using a structured questionnaire administered through Google Forms. Convenience sampling was used due to time and accessibility constraints. The collected data were analyzed using percentage analysis to interpret customer perceptions and behavioural patterns related to pricing.
The findings reveal that pricing is the most influential factor in shaping purchase decisions at DMart. A majority of respondents strongly associate the store with low prices, value for money, and price transparency. Customers prefer DMart over competitors primarily due to its affordable pricing strategy. The study also indicates that lower prices encourage bulk purchasing and increase spending per visit. Furthermore, consistent pricing reduces the need for price comparison and strengthens customer trust. Affordable pricing significantly contributes to repeat shopping behaviour and long-term customer loyalty.
The research concludes that DMart’s pricing strategy plays a vital role in influencing consumer decision-making, enhancing customer satisfaction, and sustaining competitive advantage. Maintaining transparent, fair, and consistent pricing policies is essential for long-term growth and customer retention in the organized retail market.
Keywords:
Pricing Strategy, Purchase Decision, Consumer Behaviour, Everyday Low Pricing (EDLP), Value for Money, Price Perception, Price Fairness, Customer Loyalty, Store Preference, Organized Retail Sector
