A Study on Consumer Behaviour in Organized Retail Store with Special Reference to Dmart at Salem District

Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. The study of consumers helps organized stores and organizations to improve their marketing strategies by understanding challenges such as how the consumers mind think, feel, finds reason, and select between different choices. The major factors behind the selection of the topic are to know the satisfaction of the store and identifying the level of customer expectation. For the purpose of the study, structured questionnaire has been collected. A sample size of 150 respondents was selected according to the simple random sampling method. Percentage analysis and chi-square test has been used for the purpose of analysis.