Volume 2 - Issue 1, January - February 2026

This study examines how D mart's Everyday Low Pricing strategy affects Indian retail consumers' purchasing decisions. Price-conscious customers are drawn to D mart because it consistently offers low prices rather than frequent promotional discounts. The study looks at how EDLP affects brand loyalty, customer satisfaction, shopping frequency, and purchase decisions. Results show that guaranteed low prices boost consumer confidence, lessen price comparison efforts, and promote planned and frequent purchases, especially of necessities. Additionally, the approach strengthens D mart's reputation for value for money and fosters long-term client relationships. All things considered, D mart's strategy is essential to influencing consumer preferences and bolstering its position as a leader in organized retail. list the changes you like to see. Next, select the button below for paraphrasing. It's that simple One of the biggest retail chains in India, D-Mart is well-known for its Everyday Low Pricing approach. Offering goods at continuously low costs is the main goal of this pricing strategy as opposed to mainly depending on sales or discounts. Due to its low prices, D-Mart has been able to draw in a lot of price-sensitive middle-class and lower-class customers.

Dr.Sheeba U, Ms.Monikasree T,"A Study on Impact of D Mart’s Everyday Low Pricing Strategy on Consumer Buying Behaviour" International Journal of Advanced Multidisciplinary Research and Educational Development, V2(1): Page(1214-1220) Jan-Feb 2026. ISSN: 3107-6513. www.ijamred.com. Published by Scientific and Academic Research Publishing.