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.
This document appears to be a project report submitted by Santosh Sathe for their MBA program. The report focuses on analyzing the sales promotion activities of Mother Dairy, a large dairy company in India. Some key points:
- Santosh conducted a 2 month internship at Mother Dairy to boost sales of underperforming milk products.
- The report describes Mother Dairy's operations, products, awards, and milk processing procedures.
- It also discusses the company's introduction of new milk variants in Pune and strategies to attract customers and increase sales.
- The objectives, scope, and limitations of Santosh's study and analysis of Mother Dairy's sales promotion approaches are outlined.
This document is a project report submitted in partial fulfillment of an MBA degree. It discusses working capital management at Vadilal Industry Limited, a major ice cream manufacturer in Gujarat, India. The report provides an overview of the company and its divisions, analyzes trends in working capital management, assesses working capital needs, and recommends various sources of working capital financing including trade credit, bank finance, commercial papers, and export financing options. It aims to evaluate Vadilal's working capital utilization and policies to improve management of working capital.
The document provides information about the MMS program and industrial training. It discusses how the MMS program provides both theoretical and practical knowledge in business management. Industrial training helps students gain real-world experience and knowledge about business practices. It allows students to learn about various departmental operations in an industry. Training is an integral part of the MMS program, with each student required to undergo 2 months of training in a company and then prepare a project report. The training provides valuable experience about how management practices differ in real life compared to theory. It also discusses the importance of having both theoretical and practical knowledge for one's career.
this project was made by me individually with latest feeds and error free..u can simply dwnld it and print it...specially bihari students will find it helpful, though i am sharing it 4 u all...so enjoy and goodluk..!!
This document is a summer internship project report submitted by Ankita Singh to SIES College of Management Studies. The report studies the market potential of Amul Slim Trim in Thane. Amul is India's largest food product marketing organization owned by the Gujarat Cooperative Milk Marketing Federation. The objectives of the research were to bridge gaps between distributors and retailers, increase awareness of new product launches, and tap into untapped markets. The research involved collecting data from distributors and visiting 25 retail outlets in different areas of Thane over 3 months. The data analyzed availability, awareness, visibility and placement of products. Strategic models like SWOT analysis, product life cycle, segmentation, targeting and positioning were used
This document provides a company profile of Tirhut Dugdh Utpadak Sahkari Sangh Limited (Sudha Dairy) in Muzaffarpur, Bihar. It discusses that Sudha Dairy was established in 1982 as a cooperative dairy to help milk producers in the region market their milk directly instead of through middlemen. It now procures milk from six districts and markets products under the Sudha brand name. The profile outlines Sudha Dairy's initial and current processing capacities, affiliated milk unions covering different districts, and chilling and bulk cooling capacities to support milk procurement.
This document summarizes a study on the 4 P's (Product, Price, Place, Promotion) of Sudha Milk and milk products in Patna, Bihar, India. The study found that Sudha has a high market share compared to competitors. While customers find Sudha's prices fair, the distribution channel needs improvement, especially in small streets and during festivals when supply is insufficient. The document suggests Sudha improve quality, increase retailer margins, expand distribution and advertise more to increase awareness of new products like honey.
This document appears to be a project report submitted by Santosh Sathe for their MBA program. The report focuses on analyzing the sales promotion activities of Mother Dairy, a large dairy company in India. Some key points:
- Santosh conducted a 2 month internship at Mother Dairy to boost sales of underperforming milk products.
- The report describes Mother Dairy's operations, products, awards, and milk processing procedures.
- It also discusses the company's introduction of new milk variants in Pune and strategies to attract customers and increase sales.
- The objectives, scope, and limitations of Santosh's study and analysis of Mother Dairy's sales promotion approaches are outlined.
This document is a project report submitted in partial fulfillment of an MBA degree. It discusses working capital management at Vadilal Industry Limited, a major ice cream manufacturer in Gujarat, India. The report provides an overview of the company and its divisions, analyzes trends in working capital management, assesses working capital needs, and recommends various sources of working capital financing including trade credit, bank finance, commercial papers, and export financing options. It aims to evaluate Vadilal's working capital utilization and policies to improve management of working capital.
The document provides information about the MMS program and industrial training. It discusses how the MMS program provides both theoretical and practical knowledge in business management. Industrial training helps students gain real-world experience and knowledge about business practices. It allows students to learn about various departmental operations in an industry. Training is an integral part of the MMS program, with each student required to undergo 2 months of training in a company and then prepare a project report. The training provides valuable experience about how management practices differ in real life compared to theory. It also discusses the importance of having both theoretical and practical knowledge for one's career.
this project was made by me individually with latest feeds and error free..u can simply dwnld it and print it...specially bihari students will find it helpful, though i am sharing it 4 u all...so enjoy and goodluk..!!
This document is a summer internship project report submitted by Ankita Singh to SIES College of Management Studies. The report studies the market potential of Amul Slim Trim in Thane. Amul is India's largest food product marketing organization owned by the Gujarat Cooperative Milk Marketing Federation. The objectives of the research were to bridge gaps between distributors and retailers, increase awareness of new product launches, and tap into untapped markets. The research involved collecting data from distributors and visiting 25 retail outlets in different areas of Thane over 3 months. The data analyzed availability, awareness, visibility and placement of products. Strategic models like SWOT analysis, product life cycle, segmentation, targeting and positioning were used
This document provides a company profile of Tirhut Dugdh Utpadak Sahkari Sangh Limited (Sudha Dairy) in Muzaffarpur, Bihar. It discusses that Sudha Dairy was established in 1982 as a cooperative dairy to help milk producers in the region market their milk directly instead of through middlemen. It now procures milk from six districts and markets products under the Sudha brand name. The profile outlines Sudha Dairy's initial and current processing capacities, affiliated milk unions covering different districts, and chilling and bulk cooling capacities to support milk procurement.
This document summarizes a study on the 4 P's (Product, Price, Place, Promotion) of Sudha Milk and milk products in Patna, Bihar, India. The study found that Sudha has a high market share compared to competitors. While customers find Sudha's prices fair, the distribution channel needs improvement, especially in small streets and during festivals when supply is insufficient. The document suggests Sudha improve quality, increase retailer margins, expand distribution and advertise more to increase awareness of new products like honey.
Durgesh Nandan Sahay conducted a summer internship project at Patna Dairy Project, which is part of COMPFED, to study consumer awareness and preferences of Sudha milk products in Patna. The project involved collecting data through consumer and retailer questionnaires, analyzing sales records and market share. The objectives were to understand the milk industry, distribution chain, production processes, customer perceptions, and market demand. Key findings and recommendations would help COMPFED increase its market share in Patna.
Retail management and consumer perception suchit gargTarun Aggarwal
This document outlines details of an internship project conducted at Haldiram Snacks Pvt. Ltd, including an introduction to the company, its products and manufacturing units, distribution channels, management structure, and objectives of the study which focused on retail management and consumer perception through primary research. The research methodology and data analysis chapters present findings from market visits and consumer surveys in 4 regions to understand stock status, retailers' and consumers' views of Haldiram's products and their perceptions. The conclusions provide insights that can help Haldiram improve its marketing strategies based on the research findings.
Prasenjit sudha project on market potential(final)Prasenjit Kumar
Here are the key points about COMPFED/Sudha Milk:
- COMPFED/Sudha Milk is the Bihar State Cooperative Milk Producers Federation Ltd based in Patna, Bihar.
- It was formally registered on December 14, 1946 starting with 250 liters of milk collected from 2 village cooperatives.
- Today it collects, processes and distributes over 1 million liters of milk and milk products daily through over 1000 village cooperatives owned by 500,000 farmer members.
- In 2011-12 it achieved an 18% growth in turnover closing the year at Rs. 2,882 crores.
- The Magadh Dairy Project in Gaya is one of its
This document provides an overview of the dairy sector in India and the organizational structure of COMFED. It discusses the origins of the dairy sector in India and the cooperative model pioneered in Anand known as the Anand Pattern. This model formed the basis for the National Dairy Development Board's Operation Flood program which transformed India's dairy industry through cooperative organizations. The document then provides background information on COMFED, describing its history, mission, organizational structure, departments, and policies. It outlines the methodology used in the study and presents an executive summary of the internship experience.
This document is a project report on a study of consumer satisfaction with products from Sangam Dairy in Guntur District, India. It includes an introduction outlining the importance of consumer satisfaction to businesses and defining consumer satisfaction. It also provides certificates approving the project work and outlines of the report contents which will analyze consumer data and provide findings and suggestions.
Summer Internship Project Report on the STUDY OF THE DYNAMICS OF CONSUMER BEH...Amartya .
STUDY OF THE DYNAMICS OF CONSUMER BEHAVIOR IN THE FASHION RETAIL MALL - HYDERABAD CENTRAL, The flagship retail format of Future Lifestyle Fashions Ltd.
The report describes the marketing mechanics executed to increase the number of footfalls and increase the profitability of the mall during the biannual sale i.e. the Happiness Sale at Hyderabad Central.
This document provides details about Arpita Gupta's summer internship project at Mother Dairy. The project involved identifying factors behind decreasing market share and studying consumer behavior. It includes sections on the organizational background of Mother Dairy, literature review on topics like supply chain management and distribution channels, a competitor analysis, a study of distributors and retailers, the research methodology used, and planned conclusions and recommendations. The overall aim was to understand reasons for low sales and identify measures to increase sales.
The document is a summer internship report submitted by Arpita Gupta for her Post Graduate Diploma in Business Management. The report details her internship project at Mother Dairy where she studied factors behind decreasing market share and consumer behavior. The report includes an organizational background of Mother Dairy, literature review on the current market scenario and Mother Dairy's supply chain, distribution channels, and processing. It also describes the products offered by Mother Dairy and provides sales data. The objectives of the study and research methodology are mentioned.
SIP report-amul(gcmmf) beat restructuring of distribution network channelParas Adesara
Amul Report on Beat Restructuring of Distribution Network Channel. Report work is the part of Summer Internship Project. The SIP work was given by Amul-GCMMF Ahmedabad head office, situated at Kankariya. SIP was the part of two year full time MBA study, conducted by Amrut Mody School of Management, Ahmedabad University. The Summer Internship Project was successfully done by Paras Adesara at Ahmedabad University. This PDF will help other students to understand the Supply Chain Management of the AMUL-GCMMF. We, the group of two students, have done this summer internship at the outskirt areas of Ahmedabad in April-June, 2014. Hope you will find this usefull.
To develop a competitive strategy of Sudha milk for DRMU,Baruni (COMFED)Nikhil kumar
The document discusses developing a competitive strategy for Sudha milk produced by DRMU, Baruni. It begins with introducing the Indian dairy industry and COMFED. It then analyzes Sudha milk's market share and competitors. Key findings show Sudha faces challenges from loose milk due to price, delivery and quality perception. The recommended strategy has three parts - an offensive frontal attack on loose milk's price and delivery advantages, a defensive positioning against quality perceptions, and an offensive attack on organized competitors' distribution and communication. Specific tactics proposed include reducing price gaps, offering credit, advertising and improving availability.
A Study on Consumer Perception about Amul Ice CreamAslam Khan
This document provides an overview of a research project report on consumer perception of Amul ice cream compared to Vadilal ice cream in Ghaziabad, India. It includes an introduction to the topic, statements of the problem being examined, profiles of both Amul and Vadilal companies, and outlines of the report contents which will cover objectives of the study, need and scope for the study, literature review, research methodology, data analysis and findings. The project aims to understand consumer preferences and evaluate the market potential for these two ice cream brands in Ghaziabad.
Consumer satisfaction on sudha milk and Productvishalkmr44
This document provides information about a project report submitted by Vishal Kumar to Pondicherry University on consumer satisfaction with Sudha milk and Sudha products in Bokaro and Dhanbad, India. It includes an introduction, literature review, research methodology, analysis, findings, suggestions, and conclusion. Specifically, the document examines Sudha Dairy's market share and potential in Bokaro and Dhanbad, analyzes its product and market strategy, and identifies ways to increase its market share.
Reliance dairy life project location:LudhianaTanuj Ashpnani
This document is a summer internship project report for a Masters in Business Administration program. It discusses a project conducted at Reliance Dairy Food Ltd regarding consumer and retailer awareness of dairy products. The report includes an acknowledgements section, declaration, table of contents, executive summary, introduction to the organization, SWOT analysis, and sections on research methodology and findings. Reliance Dairy Food Ltd is a subsidiary of Reliance Retail that produces and sells dairy products across India. The project aimed to study factors influencing sales and strategies for product placement.
The document provides a history and background of Britannia, one of India's largest biscuit companies. It details how Britannia was founded in 1892 in Kolkata with an initial investment of Rs. 295. Over the decades, Britannia mechanized its operations, received government contracts during WWII, diversified its product portfolio, and grew to become a top food brand in India through innovative marketing campaigns. Britannia remains an iconic Indian brand over a century after its founding, having expanded its product lines and grown its market share through strategic acquisitions and joint ventures.
A project report on consumer perception and preference towards nandini curd ...Babasab Patil
The document discusses consumer perception and preferences towards Nandini curd in Dharwad, India. It provides background on the dairy industry in India and Karnataka. It outlines the objectives and functions of organizations involved like the Karnataka Milk Federation, milk unions, and district cooperative societies. The document also describes the methodology used in the consumer perception study and provides an executive summary of its objectives and findings.
This document is a summer training report submitted by Aabid to fulfill requirements for an MBA program. It discusses a summer training completed at Reliance Fresh, a hypermarket in Delhi, from June 9th to July 24th 2014. The report includes chapters on the introduction and objectives of the study, an industry and company overview, research methodology used, data analysis and interpretation including a SWOT analysis, findings, limitations, recommendations, and conclusion. It aims to analyze customer demands and satisfaction levels at Reliance Fresh to understand its current market position.
The Student Trapti Khandelwal is a Final Year Student of Dezyne E' cole college doing her BBA.. This Project has been undertaken by the Student during her Summer Internship at Future Group,Home Town. The Topic of her Internship is Marketing in Home Furnishing Retail.
The document discusses a project report on comparing the marketing strategies of Amul Mithai mate and Nestle Milkmaid. It includes an introduction, literature review on Amul and its history and products, research methodology used in the study, data analysis and findings, and conclusions. The report was submitted by Abhishek Gupta to Dr. C.V. Raman University in partial fulfillment of an MBA degree.
The document reports on a study conducted on the market analysis and sales development of Amul Taaza milk in Kanpur City. The study involved collecting primary data through questionnaires distributed to retailers and customers, as well as secondary data from the Amul website and other sources. The objective of the study was to analyze Amul's retail network and market share in Kanpur, understand customer preferences, and identify areas for improving sales of Amul Taaza milk.
Study on the penetration of amul kool milkProjects Kart
The document is a summer project report submitted by Rahul Raj to Rajagiri School of Management studying the penetration of Amul's kool milk beverages in retail outlets in Cochin, India and the factors influencing retailers' stocking decisions of these products. It includes an introduction, industry and company profiles, research methodology used including data collection and analysis, findings from data analysis, recommendations, and bibliography. The objective is to analyze the penetration of Amul kool milk products in Cochin outlets and understand the factors influencing retailers' decisions to stock these products.
This document discusses various techniques for analyzing financial statements, including ratio analysis, trend analysis, common size statements, comparative statements, and funds flow analysis. Ratio analysis involves calculating relationships between financial metrics to evaluate aspects like profitability, liquidity, and leverage. Trend analysis examines changes in financial figures over multiple periods. Common size statements express figures as percentages of totals for comparison. Comparative statements place figures from different periods side by side. Funds flow analysis shows sources and uses of funds. The document provides examples of applying these techniques and discusses their significance for understanding a company's financial condition and performance.
Assessment the impact of Sales promotion tools on increasing Consumers purcha...David mwakanyamale
This research paper aim to assess the impact of sales promotion on influencing consumer purchasing towards beverage companies in Tanzania. A case study of Tanzania breweries limited mwanza plant
Durgesh Nandan Sahay conducted a summer internship project at Patna Dairy Project, which is part of COMPFED, to study consumer awareness and preferences of Sudha milk products in Patna. The project involved collecting data through consumer and retailer questionnaires, analyzing sales records and market share. The objectives were to understand the milk industry, distribution chain, production processes, customer perceptions, and market demand. Key findings and recommendations would help COMPFED increase its market share in Patna.
Retail management and consumer perception suchit gargTarun Aggarwal
This document outlines details of an internship project conducted at Haldiram Snacks Pvt. Ltd, including an introduction to the company, its products and manufacturing units, distribution channels, management structure, and objectives of the study which focused on retail management and consumer perception through primary research. The research methodology and data analysis chapters present findings from market visits and consumer surveys in 4 regions to understand stock status, retailers' and consumers' views of Haldiram's products and their perceptions. The conclusions provide insights that can help Haldiram improve its marketing strategies based on the research findings.
Prasenjit sudha project on market potential(final)Prasenjit Kumar
Here are the key points about COMPFED/Sudha Milk:
- COMPFED/Sudha Milk is the Bihar State Cooperative Milk Producers Federation Ltd based in Patna, Bihar.
- It was formally registered on December 14, 1946 starting with 250 liters of milk collected from 2 village cooperatives.
- Today it collects, processes and distributes over 1 million liters of milk and milk products daily through over 1000 village cooperatives owned by 500,000 farmer members.
- In 2011-12 it achieved an 18% growth in turnover closing the year at Rs. 2,882 crores.
- The Magadh Dairy Project in Gaya is one of its
This document provides an overview of the dairy sector in India and the organizational structure of COMFED. It discusses the origins of the dairy sector in India and the cooperative model pioneered in Anand known as the Anand Pattern. This model formed the basis for the National Dairy Development Board's Operation Flood program which transformed India's dairy industry through cooperative organizations. The document then provides background information on COMFED, describing its history, mission, organizational structure, departments, and policies. It outlines the methodology used in the study and presents an executive summary of the internship experience.
This document is a project report on a study of consumer satisfaction with products from Sangam Dairy in Guntur District, India. It includes an introduction outlining the importance of consumer satisfaction to businesses and defining consumer satisfaction. It also provides certificates approving the project work and outlines of the report contents which will analyze consumer data and provide findings and suggestions.
Summer Internship Project Report on the STUDY OF THE DYNAMICS OF CONSUMER BEH...Amartya .
STUDY OF THE DYNAMICS OF CONSUMER BEHAVIOR IN THE FASHION RETAIL MALL - HYDERABAD CENTRAL, The flagship retail format of Future Lifestyle Fashions Ltd.
The report describes the marketing mechanics executed to increase the number of footfalls and increase the profitability of the mall during the biannual sale i.e. the Happiness Sale at Hyderabad Central.
This document provides details about Arpita Gupta's summer internship project at Mother Dairy. The project involved identifying factors behind decreasing market share and studying consumer behavior. It includes sections on the organizational background of Mother Dairy, literature review on topics like supply chain management and distribution channels, a competitor analysis, a study of distributors and retailers, the research methodology used, and planned conclusions and recommendations. The overall aim was to understand reasons for low sales and identify measures to increase sales.
The document is a summer internship report submitted by Arpita Gupta for her Post Graduate Diploma in Business Management. The report details her internship project at Mother Dairy where she studied factors behind decreasing market share and consumer behavior. The report includes an organizational background of Mother Dairy, literature review on the current market scenario and Mother Dairy's supply chain, distribution channels, and processing. It also describes the products offered by Mother Dairy and provides sales data. The objectives of the study and research methodology are mentioned.
SIP report-amul(gcmmf) beat restructuring of distribution network channelParas Adesara
Amul Report on Beat Restructuring of Distribution Network Channel. Report work is the part of Summer Internship Project. The SIP work was given by Amul-GCMMF Ahmedabad head office, situated at Kankariya. SIP was the part of two year full time MBA study, conducted by Amrut Mody School of Management, Ahmedabad University. The Summer Internship Project was successfully done by Paras Adesara at Ahmedabad University. This PDF will help other students to understand the Supply Chain Management of the AMUL-GCMMF. We, the group of two students, have done this summer internship at the outskirt areas of Ahmedabad in April-June, 2014. Hope you will find this usefull.
To develop a competitive strategy of Sudha milk for DRMU,Baruni (COMFED)Nikhil kumar
The document discusses developing a competitive strategy for Sudha milk produced by DRMU, Baruni. It begins with introducing the Indian dairy industry and COMFED. It then analyzes Sudha milk's market share and competitors. Key findings show Sudha faces challenges from loose milk due to price, delivery and quality perception. The recommended strategy has three parts - an offensive frontal attack on loose milk's price and delivery advantages, a defensive positioning against quality perceptions, and an offensive attack on organized competitors' distribution and communication. Specific tactics proposed include reducing price gaps, offering credit, advertising and improving availability.
A Study on Consumer Perception about Amul Ice CreamAslam Khan
This document provides an overview of a research project report on consumer perception of Amul ice cream compared to Vadilal ice cream in Ghaziabad, India. It includes an introduction to the topic, statements of the problem being examined, profiles of both Amul and Vadilal companies, and outlines of the report contents which will cover objectives of the study, need and scope for the study, literature review, research methodology, data analysis and findings. The project aims to understand consumer preferences and evaluate the market potential for these two ice cream brands in Ghaziabad.
Consumer satisfaction on sudha milk and Productvishalkmr44
This document provides information about a project report submitted by Vishal Kumar to Pondicherry University on consumer satisfaction with Sudha milk and Sudha products in Bokaro and Dhanbad, India. It includes an introduction, literature review, research methodology, analysis, findings, suggestions, and conclusion. Specifically, the document examines Sudha Dairy's market share and potential in Bokaro and Dhanbad, analyzes its product and market strategy, and identifies ways to increase its market share.
Reliance dairy life project location:LudhianaTanuj Ashpnani
This document is a summer internship project report for a Masters in Business Administration program. It discusses a project conducted at Reliance Dairy Food Ltd regarding consumer and retailer awareness of dairy products. The report includes an acknowledgements section, declaration, table of contents, executive summary, introduction to the organization, SWOT analysis, and sections on research methodology and findings. Reliance Dairy Food Ltd is a subsidiary of Reliance Retail that produces and sells dairy products across India. The project aimed to study factors influencing sales and strategies for product placement.
The document provides a history and background of Britannia, one of India's largest biscuit companies. It details how Britannia was founded in 1892 in Kolkata with an initial investment of Rs. 295. Over the decades, Britannia mechanized its operations, received government contracts during WWII, diversified its product portfolio, and grew to become a top food brand in India through innovative marketing campaigns. Britannia remains an iconic Indian brand over a century after its founding, having expanded its product lines and grown its market share through strategic acquisitions and joint ventures.
A project report on consumer perception and preference towards nandini curd ...Babasab Patil
The document discusses consumer perception and preferences towards Nandini curd in Dharwad, India. It provides background on the dairy industry in India and Karnataka. It outlines the objectives and functions of organizations involved like the Karnataka Milk Federation, milk unions, and district cooperative societies. The document also describes the methodology used in the consumer perception study and provides an executive summary of its objectives and findings.
This document is a summer training report submitted by Aabid to fulfill requirements for an MBA program. It discusses a summer training completed at Reliance Fresh, a hypermarket in Delhi, from June 9th to July 24th 2014. The report includes chapters on the introduction and objectives of the study, an industry and company overview, research methodology used, data analysis and interpretation including a SWOT analysis, findings, limitations, recommendations, and conclusion. It aims to analyze customer demands and satisfaction levels at Reliance Fresh to understand its current market position.
The Student Trapti Khandelwal is a Final Year Student of Dezyne E' cole college doing her BBA.. This Project has been undertaken by the Student during her Summer Internship at Future Group,Home Town. The Topic of her Internship is Marketing in Home Furnishing Retail.
The document discusses a project report on comparing the marketing strategies of Amul Mithai mate and Nestle Milkmaid. It includes an introduction, literature review on Amul and its history and products, research methodology used in the study, data analysis and findings, and conclusions. The report was submitted by Abhishek Gupta to Dr. C.V. Raman University in partial fulfillment of an MBA degree.
The document reports on a study conducted on the market analysis and sales development of Amul Taaza milk in Kanpur City. The study involved collecting primary data through questionnaires distributed to retailers and customers, as well as secondary data from the Amul website and other sources. The objective of the study was to analyze Amul's retail network and market share in Kanpur, understand customer preferences, and identify areas for improving sales of Amul Taaza milk.
Study on the penetration of amul kool milkProjects Kart
The document is a summer project report submitted by Rahul Raj to Rajagiri School of Management studying the penetration of Amul's kool milk beverages in retail outlets in Cochin, India and the factors influencing retailers' stocking decisions of these products. It includes an introduction, industry and company profiles, research methodology used including data collection and analysis, findings from data analysis, recommendations, and bibliography. The objective is to analyze the penetration of Amul kool milk products in Cochin outlets and understand the factors influencing retailers' decisions to stock these products.
This document discusses various techniques for analyzing financial statements, including ratio analysis, trend analysis, common size statements, comparative statements, and funds flow analysis. Ratio analysis involves calculating relationships between financial metrics to evaluate aspects like profitability, liquidity, and leverage. Trend analysis examines changes in financial figures over multiple periods. Common size statements express figures as percentages of totals for comparison. Comparative statements place figures from different periods side by side. Funds flow analysis shows sources and uses of funds. The document provides examples of applying these techniques and discusses their significance for understanding a company's financial condition and performance.
Assessment the impact of Sales promotion tools on increasing Consumers purcha...David mwakanyamale
This research paper aim to assess the impact of sales promotion on influencing consumer purchasing towards beverage companies in Tanzania. A case study of Tanzania breweries limited mwanza plant
This document provides an overview of Pantaloon Retail (India) Limited, a leading retailer in India. It operates various retail formats including Pantaloons fashion stores, Big Bazaar hypermarkets, Food Bazaar supermarkets, and more. Some key points:
- Pantaloon Retail operates over 16 million square feet of retail space across 1000+ stores in India. It has over 30,000 employees.
- Big Bazaar is a large hypermarket format that combines aspects of Indian bazaars with modern retail. Food Bazaar is a supermarket format focused on food/grocery.
- The company is headquartered in Mumbai and owned by the Future Group, one of India's largest business groups
A project on analysis of working capital managementBabasab Patil
The document analyzes the working capital management of Dharwad Milk Union over the past 5 years. It discusses the company background, objectives of studying its working capital, methodology, findings and suggestions. The key findings are that inventory turnover ratio was better in 2008-09 than the past 5 years, and creditors payment ratio has improved recently. Suggestions include increasing debt turnover ratio and reducing the operating cycle to maintain sufficient working capital.
Effect of Sales Promotion on the sale of FMCG productsImran Sayed
This document discusses a research project on the effect of sales promotion on the sale of fast-moving consumer goods (FMCG) products with respect to retail malls. It provides background on FMCG products and characteristics, introduces the concepts of retailing and retail malls in India, and discusses sales promotion tools and objectives. The document outlines the research methodology, which involves examining consumer preferences and tradeoffs related to sales promotion offers. It also studies the impact of promotions in the soap and detergent industry and consumer behavior regarding these products.
A project on working capital management in bhelProjects Kart
The document provides an overview of Bharat Heavy Electricals Limited (BHEL), a large Indian power equipment manufacturing company. It discusses BHEL's history, operations, quality certifications, product range, and power generation capabilities. Specific power projects completed by BHEL in southern and northern India are also listed. In under 3 sentences:
BHEL is a major Indian manufacturer of power generation and industrial equipment, with a history dating back to the 1950s. It has a wide range of thermal, gas, hydro, and industrial products and has completed numerous power projects across India. The document outlines BHEL's operations, certifications, products, power generation capabilities, and lists specific projects in southern and northern regions of India
A project report on effect of consumer behaviour on the purchase of refrigera...Projects Kart
This document provides an overview of a term project studying the effect of consumer behaviour on the purchase of refrigerators. It includes an introduction to consumer behaviour and factors influencing purchase decisions. The study focuses on males aged 30-40 who are working professionals and married. Key external factors identified are demographic details, media habits, culture, family, social class, and reference groups. Marketing implications include focusing on product features, value, availability, and promotion targeting homemakers as influencers.
Working capital management project report mbaBabasab Patil
This document provides an index and executive summary of a study on the working capital management of Bahety Chemicals & Minerals Pvt Ltd, located in Dandeli, India. The study examines the company's working capital over a five year period from 2006-2010. Key findings include that the company's working capital and profits have increased each year, and it maintains current and quick ratios above standard requirements, indicating a satisfactory level of working capital management and liquidity. The document outlines the objectives, scope, limitations and methodology of the study.
This document summarizes a summer internship project report submitted by a student towards their MBA in Marketing. The project focused on studying brand preference for dairy products from retailers' perspectives and identifying factors influencing decreasing demand for Mother Dairy products. The student conducted primary research through interviews and questionnaires with 30 retail outlets in the Madhyamgram, Barasat, and Hridaypur regions to understand retailer awareness, perceptions, and issues regarding supply of Mother Dairy products.
The document is a summer internship report for Om Raheja's internship with Future Consumer Enterprise Limited in Mumbai from May to July 2016. It discusses Ready To Eat snacks in India. Key points:
- The Indian RTE snacks market is worth Rs. 8,700 crore with traditional Indian snacks growing 4% while western snacks contracted 1%. Major players include PepsiCo, Haldirams, Parle and Balaji.
- The report analyzes potato chips, popcorn, and namkeens categories. It provides market sizes, player shares, brand positioning, health attributes, and retail and consumer insights. Recommendations are made to help FCEL penetrate the growing RTE snacks market in India
Project report on chase up,kk m art and metro mall multanSohailAkram37
the distribution of products based on community and logic of selling and pricing.based on consumer behaviour
#multan
#kkmartmultan
#ChaseUpMultan
#Metromallmultan
#project #consumerbehaviour
This document provides information about Samrat Sen's summer internship project at Gits Food Products Pvt. Ltd. It includes an acknowledgements section thanking those who supported the project. It also includes a student declaration, synopsis, preface, and executive summary outlining the project. The project involved assisting a Gits distributor with sales and distribution activities like taking orders, delivering products, and attending exhibitions. The report details Samrat's experiences and learning during the internship.
A detailed study and project report on Marketing and Customer Relation at Big...SahajpreetKaur2
The name Future Group itself reflects a success a story. It has many companies as its subsidiaries. One of these is Big Bazaar- a chain of hypermarket. Big Bazaar has its retail stores in various cities of India. Then I have studied the working of Ludhiana store
The report is based on the short-term project cum training in Big Bazaar, Ludhiana. The report is based on the marketing and customer relation management at Big Bazaar. The report has the details collected from Ludhiana store.
Purpose of doing the project is to understand the marketing aspect of Big Bazaar. A survey was also conducted which helped us to understand the customer behavior and the swot analysis of company. Marketing mix of company is also prepared to understand 4 P’s of company. The survey questionnaire was analyzed in detailed.
Amit Chowdhury has over 12 years of experience in retail operations management with Future Group. He is currently the Department Manager at Brand Factory in Guwahati, Assam, where he oversees a business of 10 crore rupees. His experience includes managing retail operations like manpower, customer service, inventory, visual merchandising, and vendor coordination. He has a track record of achieving sales targets and implementing marketing activities to grow the business.
Anand Sharma has over 8 years of experience in business development, product development, marketing, and team management. He currently works as the Business Unit Manager for Transfusion Division at Biolife Medical Pvt. Ltd., where he is responsible for new business development, product launches, and managing business operations across India. Previously, he held roles in sales and business development at Terumo Penpol Ltd. and Biocon Ltd. He has a MBA in marketing and manages a team to achieve sales targets and grow business.
The document provides details and analysis of three case studies:
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This document summarizes a project on customer buying behavior for dairy products in India. It discusses the dairy industry in India, objectives of the study, methodology used which was a survey of 72 customers. It analyzes the data collected on customer demographics, spending habits, preferred brands and products. Key findings are that customers prioritize quality over price, are not fully loyal to brands, and there is an opportunity for the dairy industry to expand availability. Suggestions include improving supply chain efficiency and focusing on reaching underserved customer segments.
Rasna International Ltd presented on their foray into the ready-to-drink fruit juice category with the launch of Rasna JU-C. Key findings from the project on distribution of Rasna JU-C in the state of Bihar included that the product needs to differentiate itself from competitors and establish a unique position. Recommendations to the company included improving packaging, reviewing the distribution channel, accounting for regional tastes, expanding the product portfolio, and continuing promotional activities. The presentation emphasized building relationships with customers and channel partners to better understand market needs.
The document provides a personal profile for Syahmi Iskandar. It summarizes his career experience in retail nutrition, direct sales, multi-level marketing, and business development roles over the past 7 years. Currently, he is an Associate Manager focusing on sales, training, and business development at CMN International. Previously he held roles in GNC, Sahajidah Hai-O Marketing, and helped establish CMN Brands in Malaysia. He is seeking new opportunities to further his professional development and contribute to business growth.
Trust for Retailers and Retail Associates of India is a charitable trust founded by Mr. BS Nagesh. Please log on to www.trrain.org for further details.
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SALES AND DISTRIBUTION CASE STUDY Balaji waferrutikaingle1
Balaji Wafer began as a small business in Gujarat producing potato chips and wafers. It has since grown significantly and established a strong sales and distribution system. The sales organization has clear roles defined at each level from sales managers to territory sales in-charges to the sales force. Balaji uses various techniques like jury of executive opinion and past sales projections to forecast sales. It follows a mass distribution strategy to ensure wide availability of products. The company has a four-level distribution channel consisting of clearing agents, stockists, dealers and retailers to efficiently serve customers across Gujarat.
Kiran Avchit Diware has over 10 years of experience in retail and consumer goods. Most recently, he worked as the Retail Sales Manager for Avantika Bioplast company from 2013 to 2015, where he was responsible for building customers, market positioning, achieving sales targets, marketing and advertising for their "Green Ace" biodegradable bags brand. Prior to that, he held roles as Assistant Store Manager and Team Leader in food retail where he managed store operations, product procurement, merchandising, and achieving sales targets. He holds a Bachelor's degree in Economics and computer skills certification. His hobbies include music, travel, outdoor games, and workouts.
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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.
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.