This document summarizes Anjali Kaushik's summer internship report on her retail management internship with LT Foods Pvt. Ltd. She spent 8 weeks working in a retail store, where she was responsible for sales of LT Foods brand products. She analyzed consumer buying behavior and the impact of promoters on sales. She also studied inventory management, software tools like SAP, and ways to prevent issues like employee theft. The internship provided valuable lessons in retail store management, customer engagement, and understanding factors that influence consumer purchasing decisions.

1. A Summer Internship Program Report On
__________________________________________________________________________________________
Retail Management and analyzing consumer buying behavior at the time of purchase in an open format
store and the role of promoter in changing the mind set of consumer
Submitted by
Student’s name : Anjali Kaushik
Roll no. : 38
Batch : 2015-17
Submitted in partial fulfillment of the requirements for qualifying Post Graduate Diploma in
Management
Under the guidance of
Name of External Guide: Name of Internal Guide:
Ms. Sweta Sant Dr. Vaishali Agarwal
L T Foods Pvt. Ltd. JRE SOM

2. CERTIFICATE
_________________________________________________________________________________________
This is to certify that Ms. Anjali of PGDM has successfully completed Summer Training Program for
a period of 8 weeks with L T Foods Pvt. Ltd. From 02 May 2016 to 05 July 2016
As per our assessment she is hard working and her performance has been excellent/satisfactory during the
training program.
We wish her all the success for his future endeavors.
Signature:
Name of the Mentor:
Designation:
Name of the Organization:

3. DECLARATION
__________________________________________________________________________________
I hereby declare that this Project Report entitled “Retail store management and analyzing consumer buying
behavior at the time of purchase in an open format store and the role of promoter in changing the mind set of
consumer” is a bonafied work done by me for the post graduate diploma in management submitted to JRE
School Of Management. The results embodied in this thesis have not been submitted to any other University or
Institution or Company for the award of any Degree/Diploma Certificate or Published any time before.
NAME – Anjali Kaushik
ROLL NO – PGDM/15-17/38

4. ACKNOWLEDGEMENT
I am thankful to Dr..Vaishali Agarwal for being my project guide. My profound thanks to Dean. K.M.Kumar,
Dr .C.S Sharma, JRE School Of Management, who was patient in giving direction to my project in their
capacity. I express my sincere gratitude to LT FOODS Pvt Ltd. And to its team and other personnel staff for
guiding and encouraging me to the completion of project on time. I am grateful to my parents for their
continuous support right from the beginning of my project to the submission of this report.
Anjali Kaushik
Roll No- PGDM/15-17/38

5. EXECUTIVE SUMMARY
This report is all about what one company required to do when we they come with the new product in the
market and they are not doing any kind of advertisement and promotions. Then how the company uses their
resources to push the sales of the product in the market with the help of promoters for few days. And they are
trying to find the difference between the effect on sales when they have promoter then when they don’t have
promoters for the same product. The company wants to know about the consumer buying behavior in different
location and what influences them to buy staples. The company also wanted to know about their loop holes
though our project to get modified and improved management. The company wants to know about their
competitors in the market and how to overcome with the problems which are arising in front of them because of
their competitors. They are using manual force for their experiment to reduce the cost for advertisement and
trying to find the alternative methods of doing promotions in the market. Also it gives a brief introduction to
retail management and inventory management which is indirectly related to the sales of the product. In these
two months of SIP I spent my days in a retail store which generated an interest in me and pushed me to talk
about managers and their role in retail stores. I end up with few recommendations which company should
follow up to best of my knowledge.

6. Introduction
 In summer internship program I worked as an intern in LT FOODS Pvt.Ltd.
 Company had two programs in SIP
1. One is with general trade
2. Second is with modern Retail.
 I was deployed in reliance mart, euro park ,Ghaziabad where I was responsible for enhancing the sales
of LT FOOD’S brand daawat devaaya which consist of staples ,rice and aata
 In staple there are suji, besan, poha,daliya and maida

7.  In rice there is daawat devaaya basmati rice
 In aata there is daawat devaaya MP Wheat aata in 5kg and 10 kg packs
 I have to take care of products visibility in the shelfs

8.  I have to take care of the placement of the products according to FIFO order by date of manufacturing
and if a product is near to expiry date I have to decide offer and pricing of the piece.
 I have to report daily opening and closing stock along with sales of the product and the competitor’s
sales on the company’s official group on What’s App.
 We took consumers feedback and suggestions along with pushing the product to sell and telling
consumers why DEVAAYA should be first choice of their’s.

9. Competitors of devaaya brand:-
1. Suji:- rajesthani , selecta, shreebhog,hypercity
2. Daliya:- rajesthani,selecta,shreebhaog,tip top, hypercity
3. Besan:- rajesthani, selecta,fortune,hypercity
4. Maida:-rajesthani,selecta,hypercity
5. Atta:- kanak,phillusbury,ashirwaad,organic , rajesthani,selecta

10. Industry/company over view
50 years ago, a seed
Was sown. Today, it is still
Reaping the harvest.
When it all began about 30 years ago, nobody could have even dreamt that the small trading company that came
into being as Lalchand Tirathram Mills could one day be on its way to become a leading global food company.
In 1965, Bhikiwind, in a little village in Amritsar (Punjab, India); Raghunath Arora started a small trading
company which grew from being a commissioning agent to a partnership firm by 1977, as Lalchand Tirathram
Rice Mills.
In 1978 V K Arora joined the family business with his father, with a clear vision of taking his company to a
global level. In 1980, the company started exporting Premium Rice. This was the first step towards making this
vision a reality. In the year 1990, Mr. Vijay Kumar Arora began a small company in the village of Amritsar.
Today, LT Foods is the leading processor of rice and other speciality foods in India.

11. Daawat came into being in the 1980s, and this resulted in a steep vertical ascent of the company growth in the
1990s. Further industry innovations followed with complete streamlining of the manufacturing process, removal
of bottlenecks, and total modernization of rice manufacturing plant and machinery and its balancing capacity.
Moving ahead of the market, V K Arora introduced 1kg and 5 kg packs of rice in the market, as per consumers
requirements. Quality based procurement, state of the art milling plants, product quality and customer focus are
a few things Daawat has always been known for.
To increase the acceptability of LT Overseas products globally, the company has taken the lead in
implementing industry best manufacturing practices & obtaining internationally acclaimed certifications. LT
Overseas (now LT Foods Ltd) was among the first few in the rice industry to obtain the ISO 9001–2000
certification. Presently LT Food has obtained certifications like HACCP, SQF, BRC, and Organic and EIC.
The company has a strong distribution network in all major basmati consuming cities in India with more than a
hundred distributors in each state. L T Overseas has also made inroads into more than 50 countries across the
globe including markets like USA, Canada, UK , EU, middle east and Africa.

12. Some quantitative facts about the comapany
LT Foods is in the Food Processing sector. The current market capitalisation stands at Rs 605.92 crore.
The company management includes Vijay Kumar Arora - Chairman & Managing Director, Surinder Kumar
Arora - Managing Director, Ashwani Kumar Arora - Managing Director, Rajesh Kumar Srivastava - Nominee
Director, Radha Singh - Independent Director, Pramod Bhagat - Independent Director, Suparas Bhandari -
Independent Director, Adesh Gupta - Independent Director, Gokul Patnaik - Additional Director.
Giving business functions and organizational

13. Formal training
As I was deployed in a retail store for my SIP training along with my project I learnt many important
parameters to manage inventory ,to manage human resources , engaging customers , selling process, to manage
a retail store for example- in a retail store the main goal for the managers is to maximize productivity. This is
tough. Store staffs likely include inexperienced, part-timers or seasonal employees. Retail hours are long. Sales
targets may seem unreachable. Yet, in this setting, good retail managers thrive.
They are skilled in four primary areas.
 Managing time.
 Recruiting and supervising staff.
 Building skilled and motivated sales and service teams.
 Managing change.
No manager can be effective in just one of these areas. They are interrelated and interdependent.

14. Time -- a Fixed Resource
Tight budgets. Lean staff. Information overload. It's never been harder for retail managers in any retail store.
Those who manage time well can do these things:
 Know when to solve a problem immediately, when to put something off and when to delegate.
 Eliminate time wasters.
 Handle interruptions.
 Say "no" to unreasonable demands
How to Lead, Not Just Manage, Staff
Effective retail store managers encourage and facilitate self-management among their personnel. They do this
by:
 Communicating and evaluating performance standards by focusing on specific behaviors and outcomes.
 Using appropriate reinforcement techniques.
 Gaining commitment to performance goals.

15.  Maintaining an atmosphere that values sharing information in downward, upward and peer-to-peer
directions.
 Coaching for results.
 Setting realistic goals and follow-up dates.
Teamwork Lightens the Load
For retail store managers to have any personal life, they must be able to trust staff to work and solve problems
on their own. Skilled managers continually work at:
 Delegating responsibility.
 Establishing group goals.
 Aligning staff people and their roles so that cross-training and cooperation can thrive.
 Identifying and securing resources so people can do their jobs well.
 Motivating the team to work together and support each other even in stressful times.
 Leveraging individual differences and valuing diversity.

16. In Retail, Change Is a Given
Change in retailing is what drives success. Styles change. Customer needs and wants evolve. Competitors
jockey for market leadership. Retail management means managing change by:
 Anticipating change.
 Leading group problem solving.
 Managing transition.
 Championing innovation.
 Reducing resistance to change.
Leadership Is Not Just for Top Management
The good retail store manager learns to move from a focus on day-to-day activities to focus on implementing
strategies as a leader who's responsible for moving the organization into the future.
If this is your dream, learn and practice the skills to move your team or department forward decisively and
productively.

17. STUDIED SOFTWARES
 While working in Devaaya’s project I learned SAP used in retail store and its importance in a retail
stores I learned MBQ handling and supply chain management along with handling the issues
 I learned how to reduce damage in order to maximize the profit in a particular retail store

18. I also learned about employee theft and ways to control it.
 Employee theft - when company employees intentionally or unintentionally cause shrink by theft,
fraud, vandalism, waste, abuse, or misconduct. Because associates have access to the entire building and
during non-business hours or business hours, they are capable of creating substantial losses to the
company over a longer period of time. Employee theft is typically identified by reporting systems, first
hand visual/CCTV surveillance or tips from coworkers.

19.  Unauthorized marking down prices with a computerized inventory system or dishonest behavior on a
computerized cash register will generate on several store reports. Item markdowns, overrides, line item
voids, suspended transactions, hand-keyed merchandise, refunds outside of normal transaction
perimeters, cash over/shorts, and other reports will identify dishonest behavior if the person viewing the
reports knows what to look for. A lot of companies hire a third-party company to run algorithms on their
cash register reports to look for specific patterns and behaviors that will identify dishonest behavior.
When dishonest behavior is identified, Loss Prevention is notified to investigate if the behavior is
intentional theft, policy violation or an inadvertent error that can be solved with additional training.
 This can be prevented by proper training of the employees timely appraisals and motivating employees
with a sense of attachment and honesty towards the company.

20.  I learnt customer engagement which begins with a connection between a business communications . The
connection can be a reaction, an interaction, an effect, or an experience that may or may not be sensorial.
The term can also be used to define customer to customer correspondence regarding a communication,
product, service, or brand. In the past customer engagement has been generated irresolutely through
television, radio, media, outdoor advertising, and various other touch points ideally during peak and/or
high trafficked allocations. However, the results of pure customer engagement were hardly measurable.
The only conclusive results of campaigns were sales and/or return on investment figures. In more recent
times the internet has significantly enhanced the processes of customer engagement, in particular, the
way in which it can now be measured in different ways on different levels of engagement.
 It is conclusive that society's interactive culture is significantly influenced by technology. Hence, "being
connected has become fundamental to our existence". Therefore, connectivity is bringing consumers and
organizations together and so it is critical for companies to take advantage and focus on capturing the
attention of and interacting with well informed, business savvy consumers in order to serve and satisfy.
Connecting with customers establishes exclusivity in their experience, which potentially will increase
brand loyalty, word of mouth, and provides businesses with valuable consumer analytics, insight, and
retention. Customer engagement can come in the form of a view, an impression, reach, a click, a
comment, or a share, among many others. These are ways in which analytics and insights into customer
engagement can now be measured on different levels. All of which are information that allows
businesses to record and process results of customer engagement.

21. Highlights of SIP training
• Understanding consumer behavior in modern retail stores – Consumer
behavior has been always of great interest to marketers. The knowledge of consumer behavior helps the
marketer to understand how consumers think, feel and select from alternatives like products, brands and
the like and how the consumers are influenced by their environment, the reference groups, family, and
salespersons and so on. A consumer buying behavior is influenced by cultural, social, personal and
psychological factors. Most of these factors are sunderstand the complex behavior of the consumers.
(National Conference on “Innovative Business Practices in Technological Era” 8 | Page Erode
Sengunthar Engineering College, Thudupathi, Erode).
Importance of understanding consumer buying behavior
Understanding consumer behaviour is important for any organization before launching a product. If the
organization failed to analyse how a customer will respond to a particular product, the company will face losses.
Consumer behaviour is very complex because each consumer has different mind and attitude towards purchase,
consumption and disposal of product (Solomon, 2009). Understanding the theories and concepts of consumer
behaviour helps to market the product or services successfully. Moreover, studying consumer behaviour helps
in many aspects. As there is constant change in the living standards, trend, fashion and change in technology;
consumer's attitude towards the purchase of product varies (Kumar, 2004). Understanding these factors is of
utmost importance because the marketing of product are largely dependent on these factors. Thus, consumer
behaviour serves as a successful tool for marketers in meeting their sales objectives.

22. It is important for marketers to study consumer behaviour. It is important for them to know consumers as
individual or groups opt for, purchase, consumer or dispose products and services and how they share their
experience to satisfy their wants or needs (Solomon, 2009). This helps marketers to investigate and understand
the way in which consumers behave so that they can position their products to specific group of people or
targeted individuals.
In regard to the marketer's view point, they assume that the basic purpose of marketing is to sell goods and
services to more people so that more profit could be made. This principle of making profits is heavily applied
by almost all marketers. Earlier, the marketers were successful in accomplishing their purpose. However, today,
as the consumers are more aware about the use of product and other information of the product, it is not easy to
sell or attract customer to buy the product (Kumar, 2004). Thus, in order to sell a product or service or to
convince consumers to buy product, the marketers have to undergo through proper research to win them over.
The following are some of the points discussed that explains the value to marketers of understanding and
applying consumer behaviour concepts and theories.
 To understand Buying Behaviour of consumers
 To create and retain customers though online stores
 To Understand the factors influencing Consumer's buying Behaviour
 To understand the consumer's decision to dispose a product or services
 To increase the knowledge of sales person influence consumer to buy product
 To help marketers to sale of product and create focused marketing strategies
The study of consumer behaviour helps marketers to recognize and forecast the purchase behaviour of
the consumers while they are purchasing a product. The study of consumer behaviour helps the
marketers not only to understand what consumer's purchase, but helps to understand why they purchase
it (Kumar, 2004). Moreover, other questions like how, where and when they purchase it are also
answered. The consumption and the reasons behind disposition of that particular product or services
help marketers to be fully aware of the product that is marketed. The consumer behaviour studies also
help marketers to understand the post purchase behaviour of the consumers. Thus, the marketers become
fully aware about every phase of consumption process i.e., pre-purchase behaviour, behaviour during
purchase and post purchase behaviour. Many studies in the past shows that each consumer behaves
differently for a product i.e., they buy the product for different reasons, pays different prices, used the
product differently and have different emotional attachments with the product (Solomon, 2009).

23. To understand the factors influencing Consumer's buying Behaviour
It is important for marketers to consider the factors that affect the buying behaviour of consumer before entering
the market. There are many factors that can influence the purchase decision of consumers such as social
influence, cultural influences, psychological factors and personal factors (Super Professeur, 2011).
Understanding these factors helps marketers to market the product on right time to the right consumers. For
example, if marketer is marketing a product which is Halal. The marketers first consider all the factors that can
influence consumers to buy Halal products, where they can target specific areas where Halal food is more sold.
The marketers need to pay attention to cultural influences such as religion, values and norms of the people or
societies targeted and lifestyle of the targeted consumers. The marketers can propose different strategies that
convince the targeted consumers to buy marketed products or services.
Moreover, the marketers should be ascertain the factors that influence and affects purchase decision of
consumers (Solomon, 2009). If the marketers failed to understand the factors that might influence consumers,
they will fail to convince the consumer to purchase that product or will fail to meet the demands of consumers.
Some variables cannot be directly observed (Super Professeur, 2011). In such case, thorough understanding of
concepts and theories of consumer behaviour helps marketers to predict the consumer's buying behaviour to a
reasonable extent. Thus, understanding consumer's behaviour to buy a product is complex and requires
marketers to continuously understand and apply various concepts and theories for successful marketing.

24. • Understanding importance of product visibility in sales of a new
brand- Product visibility is the single, most powerful message that a consumer can receive. And
the message says that, this product is good and you can trust this product. This brand visibility,
encourages and motivates the customer to look at the product along with the brand attributes. Brand
managers hire different media agencies with focus on out of home media, television and broadcast,
online marketing and others to increase the visibility of the brand. Here are some of the ways that brand
visibility can be increased and brands can be made to enter our subconscious mind.
DEFINITION of 'Visibility'
The extent to which future projections are probable. Visibility is commonly used in discussing a company's
future earnings. A lack of earnings visibility can be a sign that low, or no earnings, are on the horizon. Factors
that may contribute to a lack of earnings visibility include regulatory uncertainty, price volatility for production
inputs and a weak economy.
Shelf Layout
The placement of items on store shelves is not haphazard. Here, the experts explain what’s up, what’s down,
and what’s in the “bull’s-eye”—and why.
Top Shelf
What’s there: Smaller brands, regional brands, gourmet brands.
Why: The items here give “tone and texture” to the shelf layout, Liebmann says, helping the supermarket stand
out from its competitors. These smaller brands usually don’t have the budgets to pay for more favorable
placement.
“Bull’s-Eye Zone” (Second and Third Shelves from the Top)
What’s there: Best sellers and other leading brands.
Why: “Brands that sell best are always in what’s called the ‘bull’s-eye zone,’ front and center, right in your
sight line. It is the best placement, and the manufacturers have to pay for it,” says Childress. Tesler adds:
“There’s no advantage for the supermarket to show you the lowest-priced item in the most effective spot. So
here you tend to see higher-priced items or items with the highest markup.” Secondary brands hoping to benefit
from being shelved next to the leaders also pay for placement in the bull’s-eye
Kids’ Eye-Level Shelf
What’s there: Products with kid appeal.
Why: “Kids can react and reach out to a product,” says Tesler.
Bottom Shelf
What’s there: Store and private-label brands; oversize and bulk items.

25. Why: “Store brands go on shelves four and five because people who buy store brands will always hunt for
them,” says Childress. “The supermarkets carry bulk items to compete with warehouse clubs like Sam’s and
Costco,” Liebmann explains, and bulk items are awkward to store anyplace but the bottom shelf.

26. • Understanding importance of Shelf placements according to LIFO/FIFO
order-
First in first out (FIFO)
Defined: The oldest inventory asset is recorded as sold first – regardless of the actual shelf age of the
given physical asset.
Applied: While it is the most widely used accounting technique in periodic inventory management
today, FIFO may fail to offer a full picture of inventory value if inflation and price increases are not
closely analyzed. Thus, FIFO may inflate or deflate the actual value of future inventory.
Last in first out (LIFO)
Defined: The newest inventory asset is recorded as sold first.
Applied: The LIFO method could reduce a company’s tax responsibility in times of growing inflation –
but it has been heavily regulated under the International Financial Reporting Standards.

27. • Understanding the importance of promoter in enhancement of sales in
modern retail
In Modern trade stores across all categories be it telecom products, electronics, consumer durable or FMCG,
Interaction with in-store promoters or brand promoters is arguably the most important element of the shopper
journey. The same is also critical from the point of view of sales. Since, all the companies bear the cost of
deploying in-store promoters therefore there interaction with customer becomes the most crucial part.
It is also important to realize that not all shoppers visit the stores with same objectives. As soon as we
understand this, it becomes clear that a standard approach will not suit interaction with different types of
shoppers. In-Store promoter has to first gauge the purchase intent of customer coupled with his or her product
knowledge.
Two key imperatives for any in-store promoter or brand promoters is to
1. Driving purchase intent of shopper.
2. Delivering knowledge of product to shopper.
In order to ensure the imperatives are achieved, shoppers are basically divided into four types. Each of shopper
type has to be approached differently and serviced accordingly.
1. Shoppers with HIGH Product Knowledge & HIGH Purchase Intent.
This is the stage where shoppers have made up their mind on purchasing a product and they are also aware
about the product features and benefits
In-Store Promoter must service them by politely reinforcing customer decision by citing other customer’s
feedback. Also, they need to clarify on post purchase issues which might or might not arise.
2. Shoppers with LOW Product Knowledge & HIGH Purchase Intent.
These shoppers have a clear and urgent need but they don’t know much about the product. In few of the cases
they might not be buying the product for their own use.
These set of customers are most likely to delay the purchase and visit more stores before finally deciding on the
purchase.
In-Store Promoter must service them by establishing credibility by demonstrating a genuine intent to help
shopper make the right decision and must also refrains from pushing any product.
3. Shoppers with LOW Product Knowledge & LOW Purchase Intent.
These types of shoppers are primarily in the early stage of decision making process. Their primary intent is to
know about the product and relate it to their needs.
In-Store promoter must educate the shoppers about usage and benefits of products. Also, must explain to them
differences between various available options.
4. Shoppers with HIGH Product Knowledge & LOW Purchase Intent
Shoppers in this segment already know a lot about the product but are not convinced to buy it. The reasons for
low purchase intent are primarily because of the reason that they don’t see a clear need for the product. Also,
they don’t find the offering to be of good value for the money.
The Needfor Brand Promoters
Shopper marketing, which is what most retailers and brands are looking at, is defined as the systematic creation
and application of elements of the marketing mix to affect positive change in shopper behaviour with one view -
to drive consumption of a brand. And so, quite in line with this, promoters hired by brands, endeavor to
persuade the shopper to make a decision at the front end. And most modern retailers station promoters in the
aisles, near the product, where they promote the product to the shopper. This happens across categories- In fmcg
, food as well as CDIT and garments. In most developed markets, where shoppers are no longer fazed by 'non
obtrusive' (self-serve) shopping, promoters are used mainly to get trials for samples of food products (biscuits in

28. a plate; a small shot of a new beverage ; a small piece of a new chocolate). The idea is that trial of the sample
results in a willingness to pick up a pack of the product
Modern retail needs to learn to take on more responsibility for the new and gleaming stores that they build.
Pushing the responsibility onto the brands for maintaining these is not a solution. And certainly not adding to
the overall shopper experience.
Requirementin promoters to influence the customers
 Specialize
 Understand Your Crowd
 Realize the Associated Risks & Costs
 Build network
As working on the place of promoter for last two months I found some qualities which must be present in
promoter to sale the product like devaaya in modern retail stores under the key points which are mentioned
above.
1. Specialize: - The promoters should very well aware about the product and the qualities of the product
because it will help them to distinguish their product with other competitors. If the promoter doesn’t
know the x factor of their product then he/she will not able to influence the customers to buy their
product.
As I did, I studied about the product and the quality of the product which helped me to distinguish
devaaya from other brand like rajhdhani, fortune, selecta, etc.
2. Understand Your Crowd:- The promoter should understand the crowd of customers near them
because it helps them to recognize the customers who can but the product, who came for window
shopping, who will buy the product, with whom how you have to talk what to say, everything you can
know by just understanding the crowd near you. You can also understand about the customer mindset by
just seeing what they have in their trolley. By that also you can get idea how to pitch them and convert
them to buy the product.
I also did the same as mentioned above. I use to see what kind of customers are coming to shop and
what they have in their trolley. The time of shopping also describe the mindset of customers. What I
have observed about shopping timings for the customers are:-
9:00am-12:00pm: - serious shopping period
12:00pm- 5:00pm: - footfall decrease, mostly come to roam around (window shopping)
5:00pm- upwards: - serious shopping period
3. Realize the Associated Risks & Costs:-
Making it in a career as a promoter takes a lot of personality and hard work. It is a very high-risk and
high-stress job. The up-front costs to the promoter are quite large .Because a long list of things that
could go wrong exists and any one thing could end up being what 'breaks' the event, it is also wise for a
promoter of any type to have a back-up plan.
Due to the fact that it is such a high-stress and high-risk profession, only about 25% of all people who
become promoters stay in the industry, according to The Princeton Review. Most move on to become

29. part of the support network as public relations agents, advertisers and booking agents
(www.princetonreview.com).
4. Build network:- network building is very important for a promoter because it helps them to get more
sales in the stores. This can be happen only when if u interact to the customer humbly and also help
them to shop or to choose the product which suits them and according to their requirement. Talking
them with a smile on your face reminds you to them when they come next time to shop. When
customers remember you for the next time when they come then your job become easier than before to
convert them for our product.
When I was in the store I use to smile when I was talking to the customer and also help them to shop
other products it helped me to grab their attention more towards my product. Some time playing with
small children who comes with their moms also help to get their moms attention towards what you want
to sale to them. And when next time I found same customer in my section then for me it was easy to sale
devaaya to them as staple
KEY ACCOUNTABILITIES OF PROMOTERS
1. Perform direct marketing and sales activities to generate sales as per the agreed sales and marketing plan.
2. Present to customer the latest updated offers issued and prepared by the sales manager in order to increase
sales in the showroom.
3. Respond to and follow up sales inquiries by mail, telephone.
4. Maintain and develop existing and new customers through planned individual account support. Retail
Supervisor/Retail Audit Salesman/Promoter AC Holding Group Job Description.
5. Monitor and report on activities and provide relevant management information.
6. Capable of explaining all the information of the products as well as communicating the use of all the
products in the most professional and efficient way.

30. 7. Understand the principles of marketing and sales including product offer development, features-benefits-
solutions selling
8. Maintain and develop a computerized customer and prospect database.
9. Implement the sales strategy within his/her showroom.
10. Attend training and to develop relevant knowledge and skills.
11. Implement shop merchandising, layout and customer traffic flow so as to maximize sales, customer
satisfaction, appearance, image and ergonomics for customers
12. Responsible of the proper display of the products in the showroom.
13. Make sure all the required quantities of products are displayed in the showroom and eliminate the stock
shortage.
14. Prepare all the transfer orders to replenish the showroom stock
15. Other duties as assigned.

31. EDUCATION& EXPERIENCE:
1. High School graduate
2. three years’ experience as Indoor Salesman in a retail chain
3. Knowledge of E-mails, MS Office.
4. Fluent in English
KNOWLEDGE& SKILLS REQUIREMENTS:
1. Excellent communication skills (verbal and written)
2. Excellent interpersonal skills
3. Product Knowledge
4. Result-Oriented
5. Highly motivated
6. Presentation Skills
7. Time management skills
8. Negotiation Skills
9. Integrity/Ethics
10. Teamwork
11. Ability to handle pressure

32. • Increasing sales of the product.
I used and came across the following tactics while selling and to enhance the sales of devaaya products
1) People buy benefits
People don’t buy products, they buy the results that product will give. I Started my process of identifying the
ideal customer by making a list of all of the benefits that the customer will enjoy by using your product.
2) I clearly defined my customer
Who is the person who would most likely to buy your product and buy it immediately? Create an avatar of that
customer.
Ask Specific Questions
1. How old are they?
2. Are they male or female?
3. Do they have children?
4. How much money do they make?
5. Are they educated?
3) Identify the problem clearly
What kind of problem does your customer have that you can solve? If you have identified your customer
correctly, these people will pay you to solve their problem.
 Sometimes the problems are obvious and clear.
 Sometimes the problems are not obvious, or unclear.
 Sometimes the problems do not exist for the customer. If the problem does not exist, the customer will
not buy your product.
4) Developyour competitive advantage
You define your competitive advantage, the reason for buying your products or services, in terms of the
benefits, results or outcomes that your customer will enjoy from purchasing your product or service that they
would not fully enjoy from purchasing the product or service of your competitor.
Focus on the benefits of what makes your product better than others.
5) Use content and social media marketing to your advantage
There are so many more ways to get your product to your customers than ever before. What’s the best part?
They’re all free. You can use social media such as Facebook, Twitter, and your blog to your advantage. By
building relationships with your customers through these channels you can access more people than ever.
Some of the benefits of content marketing include:
 More access to qualified leads.
 More channels to sell your product.
 Lower costs to acquire customers.
6) Sometimes, You will have to Cold Call
Cold calling potential prospects can be frustrating and hard. Whether you are doing it in person or on the phone,
it is your job to warm up a potential customer. Especially if your product is new, you may have to generate
interest by calling your customers.
7) Try different calls method when you start selling
This is a method I developed when I first began selling to overcome fears of being rejected. Reach out to 100
customers as fast as you can. You don’t really care about your sales results, only the number of people you
contact. You will become fearless when selling your product.
8) Learn proper negotiation techniques
Skilled negotiators are usually quite concerned about finding a solution or an arrangement that is satisfactory to
both parties.

33. They look for what are called “win-win” situations, where both parties are happy with the results of the
Snegotiation.
The Best Negotiators Have These 3 Qualities
1. They ask good questions to find out exactly what a customer need.
2. They are patient.
3. They are very well prepared.
9) Focus On Keeping Your Customer for Life
“Once a customer, always a customer.”
Once a customer has purchased your product, this should not be the end of your relationship with them. Focus
on keeping a strong relationship with your customer. This will only create more trust and add value to your
product.
10) Offer Potential Customers Something Really Great, for Free
Your ideal customer is far more likely to buy your product if you give them a preview to try out. Shoot a short
video of your product in action, give them a free piece of really great content and get your customers excited for
what’s nextfor example i showed devaaya advertisement to many of the customers in order to convience them.
11) I Carried Clear Sales Message
Pick out one or two benefits of your products and state those clearly in the sales headline. Make it clear to your
customers EXACTLY what your product is going to do for them. Be specific. If your product has multiple
benefits, create sales messages for different customers that they can relate to the end decision.

34. As a result a drastic change was observed in sales of the devaaya products
IN PIECES
BY VALUE
0
50
100
150
200
250
APRIL MAY JUNE
AATA 5KG
AATA 10KG
BESAN 1 KG
BESAN 500GM
SUJI 500GM
MAIDA 500 GM
0
5000
10000
15000
20000
25000
30000
35000
APRIL MAY JUNE
SALES VALUE
SALES VALUE

35. Challenges of the company
Quality: Quality is a perceptual, conditional, and somewhat subjective attribute and may be understood
differently by different people. Consumers may focus on the specification quality of a product/service, or how
it compares to competitors in the marketplace.
There are five aspects of quality in a business context:
1. Producing – providing something.
2. Checking – confirming that something has been done correctly.
3. Quality Control – controlling a process to ensure that the outcomes are predictable.
4. Quality Management – directing an organization so that it optimizes its performance through analysis
and improvement.
5. Quality Assurance – obtaining confidence that a product or service will be satisfactory. (Normally
performed by a purchaser)
Price: Price war is "commercial competition characterized by the repeated cutting of prices below those
of competitors".

36. Credit Period: Credit period is the period that a company extending credit to a customer allows the customer in
which to pay for an invoice.
Emergency Requirements: emergency requirements in any company can occur at any time at any place
therefore to cater to them is a big challenge for companies.
Stock availability: - availability of the product in the store is also the biggest challenge for the company
because when the stock is not fulfilled in the store the company loose the customers and the profit of the store
also.
Offers on the product:- offers is for attracting the customers towards the product and to increase the sales of
the company. The company has the set the offers according to the requirement of the market which required a
strategic planning because other companies are also doing the same for the consumers. And this becomes the
challenge for the company.

37. Conclusions
 Organized retailing of staples by the corporate sector is expanding in India at a very high rate. Acquiring
and maintaining leadership position in this segment is not an easy task.
 Retail stores in India are also increasing at a very fast pace and hence to make it successful skilled
managers are required to get the desired profits.
 To sustain for a long term we should come out with full potential to supply not only to the retailers but
effectively needs to supply the end consumer by providing products as per their needs.
 We should promote our brand as an organized player and project our unique processing plant to the end
user.
 There is mostly a gap between what customers want and what the company offers. Bridging that gap is
very important for the company to successfully run in the market.
 The way LT FOODS has started capturing large geographical area with its existing and newly launched
products with the name of Devaaya , it can be easily seen that LT FOODS Pvt. Ltd. has a very bright
future ahead.

38. Recommendations
• Sales of devaaya will definitely increase if they provide attractive combo offers.
 The only differentiation Devaaya is acquiring from the competitors is due to its quality and certifications
and company need to maintain it throughout..
• Promoters should be hired to increase the sales and build brand image.
• There should be a proper feedback system between the promoters of the store and Jubilant fresh so that
the company can work on the corrective measures.
• Supply chain should be smooth and active.
• Easy advertising options should be followed.
• Availability of products should be there in modern retail stores.
• Males also influence in purchase of this segment so we should try to prospect males too while selling.

39. References
• Understanding consumer behavior in modern retail stores - Google Search
 https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=2&cad=rja&uact=8&ved
=0ahUKEwig9-
bh6unNAhVDShQKHWbmA0gQFggpMAE&url=http%3A%2F%2Fwww.slideshare.net%2FJav
edKhan6%2F1511-consumer-behaviour-in-the-indian-retail-
sector&usg=AFQjCNFJQInPwF9501UVOTEZJFJrFNIxww
 https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved
=0ahUKEwjqxdiU1urNAhVHto8KHQcnBsQQFggiMAA&url=https%3A%2F%2Fwww.linkedin.
com%2Fpulse%2Fin-store-sales-promoters-modern-trade-stores-key-success-
sharma&usg=AFQjCNHKdf3WiAdCxK3HWwWNymMVxZ1NSQ
 http://devaaya.in/assurence-new.html
 https://www.google.co.in/search?q=SAP&client=firefox-b-
ab&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjgkvaVhOvNAhXML48KHYfTBz0Q_AUIC
SgC&biw=1525&bih=736&dpr=0.9#tbm=isch&q=emploee+theft&imgrc=_
 http://172.16.100.1:2280/cportal/ip/user_login.php?url=http://dupress.com/articles/understanding-
consumer-behavior-shopping-trends/