V3I6P54

Impact of Pricing Strategy on Purchase Decisions among D Mart Customers

Sahana KY^1*, Ramya R Chikmath², Dr Jyoti Mishra³

Abstract

This research provides an in-depth qualitative and quantitative analysis of the impact of pricing strategy on purchase decisions among customers of DMart. The study is contextualized through a focused analysis of pricing practices implemented within the retail sector, supported by customer insights gathered from surveys, observations, and secondary platforms. The research adopts a descriptive approach, documenting key pricing dimensions such as low-cost pricing, discount offers, value pricing, and promotional strategies, while employing qualitative techniques including personal observation and thematic analysis, along with quantitative evaluation through percentage analysis of customer responses.

A purposive sampling method was used to select respondents with regular shopping experience at DMart, enabling a detailed understanding of how pricing strategies influence customer perceptions and purchase behaviour. The findings highlight that well-structured pricing strategies significantly affect purchase decisions by creating a strong perception of value for money and affordability. Customers who perceive consistent low prices and attractive discounts tend to show higher levels of satisfaction, loyalty, and repeat purchase behaviour. At the same time, the study identifies challenges such as price sensitivity, comparison with competitors, and the influence of non-price factors like product quality and store experience, which may also impact buying decisions.

The research concludes that pricing strategy plays a crucial role in shaping consumer behaviour and driving sales performance in the retail sector. It emphasizes that retailers can benefit by maintaining competitive pricing, ensuring transparency, and aligning pricing strategies with customer expectations. By optimizing pricing effectiveness, companies can enhance customer satisfaction, strengthen brand loyalty, and achieve sustainable competitive advantage in the retail market.

Keywords:

Pricing Strategy, Purchase Decision, Consumer Behaviour, Retail Marketing, Discount, Pricing, Value of money, Customer Satisfaction, Competitive Pricing, Buying Behaviour.