“A STUDY ON RETAIL MANAGEMENT”

At
SPENCER’S RETAIL

Report Submitted to MAKAUT in partial fulfillment

Of the requirements of the proposed research work for the Award of the Degree
of
Bachelor of Business Administration

Supervised by: Guided by:

Biswajit Roy Namrata Mukherjee
(S.M) Assistance Professor

Submitted by:
Arup Chakraborty
University Roll No:14905020037
BBA (2020-2023)

“A STUDY ON RETAIL MANAGEMENT”

1
 At
SPENCER’S RETAIL

Report Submitted to MAKAUT in partial fulfillment

of the requirements of the proposed research work for the Award of the Degree
of
Bachelor of Business Administration

Supervised by: Guided by:

Biswajit Roy Namrata Mukherjee
(S.M) Assistance professor

Submitted by:
Arup Chakraborty
University Roll No:14905020037
BBA (2020-2023)

Dedicated to My Parents…
2
All the effort to complete this project are decided to my parent. My effort and
struggle are incomplete without their help. They supported me a lot to complete
my SIP without their support it was impossible for me to complete my work
properly. This SIP report work is also dedicated to our respectable and
honorable professor without their support advice this work could not be done.

Working with their guidance to our respectable is very nice experience for me. I
am related thankful to all of them for their help, supported and kindness.

ACKNOWLEDGEMENT

I have taken efforts in this project. However, it would not have been possible
3
Without the kind support and help of many individuals and organizations. I
wouldLike to extend my sincere thanks to all of them.
I am highly indebted to Mr. Biswajit Roy for their guidance
And constant supervision as well as for providing necessary information
Regarding the project & also for their support in completing the project.
I would like to express my gratitude towards my parents & member of
Spencer’s for their kind co-operation and encouragement which help
Me in completion of this project.
I would like to express my special gratitude and thanks to Mrs. Namrata
Mukherjee for giving me such attention and time.
My thanks and appreciations also go to my classmates in developing the
project.
And people who have willingly helped me out with their abilities.
I would like to thank God and my parents for their blessings, my friends for
their
Best wishes and once again, I would like to express my deepest appreciation to
All those who provided me the possibility to complete this report.

Mr. /Ms. : Arup Chakraborty

University Roll No: 14905020037

BBA (2020-2023)

4
 DECLARATION

I do hereby declare that this project work entitled “A Study on Retail

Management”
Conducted at “Spencer’s” from 22nd July to 22nd September 2022 is an
Original research work carried out under the Guidance of my Industry
supervisor and Professor In charge from NSHM.
This project work is submitted for the partial fulfillment of the requirements for
the Award of the degree of Bachelor of Business Administration from
MAKAUT at its Affiliated College, NSHM Business School, NSHM
Knowledge Campus, and Durgapur. The Results embodied in this report have
not been submitted to any other University or Institute for the award of any
degree or diploma.

Mr. /Ms.: Arup Chakraborty

University Roll No: 14905020037

BBA (2020-2023)

CERTIFICATE

5
 This is to certify that the project work entitled “A study on Retail
Management” conducted at “Spencer’s” from _ 22nd July 2022
To 22nd September 2022, is an original research and is an authentic work
Carried out by Arup Chakraborty under our supervision and guidance.

Namrata Mukherjee Dr. Alok Satsangi

Assistant professor Director

NSHM Knowledge Campus Durgapur GOI

A division of NSHM Academy

Arrah | Shibtala|via Muchipara | Durgapur – 713212 | Phone (0343)2533813/14 | Facsimile (0343)25340 | contactus@nshm.com |

www.nshm.com

COMPANY CERTIFICATE

November 30, 2022

Internship Certificate

This is to certify that Mr. Arup Chakraborty a student of the NSHM Knowledge Campus, Durgapur has completed an internship program
in our organization.

The details of the projects undertaken are as follows:

Project Title: Retail Management.

Project Description: Retail Buiness Operation Apparel,GM & Electronics Category

Project Duration: 22-Jul-2022 to 22-Sep-2022

Department: Store Operations

6
Project Mentor: Mr. Sandip Paul, Team Sales Leader
Project Guide: Mr. Biswajit Roy, Store Sales Manager

This Project work done was of requisite standard and met our expectations. During this period his performance was found satisfactory.

We wish him all the best in his future endeavors.

Thanking You

Yours Sincerely,
For Spencer’s Retail Limited

Authorized Signatory

Spencer’s Retail Limited

Regd. Office: Duncan House, 1st Floor, 31, Netaji Subhas Road, Kolkata – 700 001
Corporate Office: RPSG House, 3rd Floor, 2/4, Judges Court Road, Mominpore, Kolkata - 700027
Tel: +91 33 247 1091 Web: www.spencersretail.com
CIN: L74999WB2017PLC219355

Content
Page No.

(1) Executive Summary 9

(2) Rationale of the Study 10
(3) Introduction 11- 13
(4) Objectives of the Study 14- 15
(5) Target Audience 16
(6) Review of Literature (Minimum 05 Nos.) 17-22
(7) Company Profile 23-27
(8) Research Methodology 28-31

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 Sources of Data Collection 32
 Sample Size 33
 Research Design 34-38
(9) Results & Analysis 39-40
(10) Limitations of the Study 41
(11) Suggestions & Recommendations 42-46
(12) Future Scope of the Study 47-48
(13) Bibliography 49-51
(14) Annexure

 Questionnaire 52-54
 Tables 54-58
 Figures 59-60

EXECUTIVE SUMMARY
The project work is pursued as a part of BBA (BACHELORS IN BUSINESS
ADMINISTRATION) Curriculum at NSHM College of Management and Technologies,
Durgapur. It is undertaken as a SIP (Summer Internship Program) at Spencer’s store, where I
was a Sales and Operation Intern. This project is done under expert supervision of Mrs.
Namrata Mukherjee (Assistant Professor at NSHM) and Mr.Biswajit Roy (S.M at Spencer’s
store). The project is about the study of Sales offered by Spencer’s store and my experience
as a Sales Intern in Spencer’s store. At Spencer’s store, initially detailed knowledge was
impart about
Sales and Operation through different session and then entire knowledge about the Sales and
Operation Service was provided by the company, sufficient time was given to know about
the service and what the company is doing. This was done by our Sandip Paul Sir and he also

8
guided us whenever we required his help. He gave us entire idea as to how to talk to the
customer, what to say to them, how to convince them which was of great help.

The main aim was to understand sales and operation takes place. Prime objective was to
know the need of the customer and how to fulfill that in the best way. Some of my tasks were
as described below:

Service knowledge:
This included the theoretical and practical knowledge about the services that need to be
rendered and how to provide those service to the potential customer. How to start talking to
the prospective costumer by greeting them and then understanding their needs and then
providing them services according to their needs.
PICS:
This include counting of each and every inventory and listing them according to their brand.

Display:
In this the new stock needs to be displayed according to the colors, size, age, brands, and
type of the product.

RATIONALE OF THE STUDY

The study is being conducted for the Spencer’s store in Asansol, to find out the customer
preference in choosing Spencer’s store. It is required to find out the preference based on
certain aspects (price, level, income, selection of products satisfaction level of customer).
The basic purpose of the report is to incorrect with different people to find their awareness
9
toward the Spencer’s store products and survive. Spencer’s store also do many promo-
national activities of to where the customer. They do many kinds of events like, organized
events at public places.

Abstract: We describe a methodology by which a retailer can identify action steps that are
likely to increase sales and customer satisfaction and demonstrate the methodology using
proprietary data from a large retailer with over 500 stores. We use monthly store-level data
on a number of operational variables including in-stock rate, store staffing level as measured
by payroll and store employee turnover, together with customer responses to satisfaction
surveys.

Introduction
As a part of curriculum activity a Summer Internship Programmed was to be conducted. The
college provided me a great opportunity to work with Spencer’s as a Sales and Operational
intern from 22nd July 2022 to 22nd September 2022 for a period of two months.

I was a Sales and Operational intern and had to market the Sales and Operational service of
Spencer’s to the prospective customer. I had got an opportunity to expose myself in the
service sector and started marketing their services to the prospective customer.

10
Spencer’s is a retail marketing, marketing plays a major role in enhancing the revenue of an
organization. Retail is the sale of goods and services from businesses to an end user (called a
customer). Retail marketing is the process by which retailers promote awareness and interest
of their goods and services in an effort to generate sales from their consumers. There are
many different approaches and strategies retailers can use to market their goods and services.

Retail marketing encompasses all of the ways a consumer business attracts customers and
generates sales of its goods and services. Retail marketing strategies touch virtually
everything in a company’s operations, including signage, store layout, sales and promotions,
pricing strategies, advertising, checkout processes, and customer service.

What I learnt from my sales and operation internship:

The term “sales operations” covers a lot of ground and can mean different things to different
teams and organizations. The first iterations of sales operations have been around since the
1970s, and they focused primarily on analyzing data to provide insights and direction to sales
reps. today, the roles and objectives are much broader.
At its core, sales operations is about supporting and enabling frontline sales teams to sell
more efficiently and effectively by providing strategic direction and reducing friction in the
sales process.
Sales operations refers to the unit, role, activities and processes within a sales organization
that support, enable, and drive front line sales teams to sell better, faster, and more
efficiently. Through strategically implemented training, software tools and engagement
techniques, sales ops leaders enable sales reps to focus more on selling in order to drive
business results. But perhaps more than anything else, sales operations bring a system to
selling. This often overlooked and sometimes under-appreciated department uses data to
drive strategy, best practices to guide training, and technology to hack success. Because of
its broad scope and deep impact on both top line (productivity) and bottom line (efficiency)
performance, the sales ops department has become a strategic and indispensable component
of a mature sales organization, especially in the enterprise.

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Initially in the beginning of my internship I was assigned to perform my work at the 2 nd floor
of the Spencer’s Asansol.
Under this I was assigned only in three sections: - fashion sales, G.M products and
electronics products. As they are mention below:-
PRODUCTS:

• Men’s wear

• Ladies wear

• Kids wear

• Accessories

• Footwear

• Home Decor

• Electronics

• General merchandise

BRAND IN GARMENTs SECTION AVAILABLE

Men’s section

 Duke

 Turtle

 2Bme

Ladies wear

 2Bme

 Rangriti
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  Naari

Kids wear

 2Bme

 Duke

BRAND IN ELECTRONICS SECTION AVAILABLE

 Prestige

 Pigeon

 Hawkins

 Marco polo

 Snapple

OBJECTIVE OF THE STUDY

1. The main objective of the report is to gain the knowledge about the company.
2. To study about the future growth and scope in sales and marketing industry.
3. To understand the working of Spencer’s and the service provided by them.

13
 4. To study the role of sales and marketing in Spencer’s as it provide the service of sales
and marketing.

5. Learn how to convert a prospective costumer into a real one.

The objectives for the sales force may be to encourage a new product or model,
stimulate offseason sales, and persuade more prospective buyers, and so on. The
objectives for consumers may be to encourage more usage and purchases of a larger
number of units and attract competitors’ brand users.

The various objectives of sales promotion are as follows:

1. Educating customers – Educating customers/dealers and salesmen simplifies the

efforts of Salesforce and motivate them for larger purchase.

2. Stimulating sales – Sales promotion helps in promoting larger sales in certain

specified segments of market. To stimulate maximum sales on special occasions such
as Diwali, religious festivals, and other such occasions.

3. Facilitating co-ordination – Sales promotion facilitates co-ordination and proper

link between advertising and personal selling.

4. Helping firm remain competitive – Sales promotions maybe undertaken to meet

competition from a firm.

5. Increasing sales in off season – Buyers may be encouraged to use the product in
off seasons by showing them the variety of uses of the product.

14
6. Increasing the inventories of business buyers – Retailers may be induced to keep
in stock more units of a product so that more sales can be affected.

7. Developing patronage habits among customers – It can be done by popularising

goods and services of the producer among the potential consumers and to motivate
them towards larger purchases.

8. Inducing present customers to buy more – Present customers may be induced to

buy more by knowing more about a product, its ingredients, and uses.

Target Audience
Market specialization.

15
The Spencer’s store concentrates on serving many needs of a particular customer
group and in this way the Spencer’s store aims to gain a strong reputation in serving
their customers, who belong to the middle and upper class.

They target the customers who fall between the age of 16 years to 35 years, the
majority of them being families and young couples with a monthly household
income above Rs. 20000 and an annual spend of Rs. 15000.

Spencer’s Store has targeted upper-middle-class section of society as

Its target customer that puts its onus on quality and style. It has set a high benchmark in
the retail industry as its policies have resulted in an increase in footfalls.

Review of Literature
Our research agenda on retail store execution straddles three existing areas of literature: 1)
empirical studies of retail store execution, 2) literature on the relationship between customer
satisfaction and financial performance in the retail industry and 3) empirical studies of
16
execution in other industries such as retail banking and automotive manufacturing. Retail
store execution strategies have attracted the attention of researchers in operations
management only recently, but this stream of work is most closely related to our paper.
Perhaps the first reference on retail store execution is Salmon (1989) who argued that
execution in retailing has become more important than other aspects of retail business (e.g.,
merchandising). DeHoratius and Raman (2006) analyze the relationship between incentives
provided to store managers and monthly sales and shrinkage across a chain of stores. They
control for store fixed effects, inventory, and advertising expenditures and, as in our work,
find a positive and significant relationship between inventory and sales at the store level. The
literature on missing inventory and inventory record inaccuracy in retailing (see Raman et al.
2001a, 2001b) found empirically that, because of execution failures, customers often do not
find the products they seek, even if these products are within the store. Raman et al. (2001a,
2001b) report that over 65% of the inventory records at retailer Gamma were inaccurate at
the store-SKU level, and that over 16% of the inventory at retailer Beta was missing from the
shelf. Their studies report that such issues arise mainly due to store and distribution center
replenishment processes, merchandising, and inventory management and employee turnover.
DeHoratius and Raman (2003) outline three approaches to the inaccurate inventory problem:
prevention and elimination of root causes (using methods similar to the Ishikawa process of
JIT principles), correction and identification of errors through inspection policies, and lastly
software solutions that integrate the source of errors into the inventory management system.
In a follow-up study, Ton and Raman (2004) find that higher product variety and inventories
lead to a higher incidence of phantom stockouts (such that inventory is in the back room but
does not reach the shelf) and lost sales. Ton and Huckman (2005) study the impact of
employee turnover on process conformance within retail stores and find that the negative
effect of turnover is most pronounced in stores with low process conformance (lesser
discipline in process execution and adherence to quality standards). Corsten and Gruen
(2003) study the root causes of retail inventory stockouts and point to mechanisms that
address the issue of stockouts and improve sales. Van Donselaar et al. (2006) find that store
managers systematically made corrections on automated order advices either by shifting
orders from peak days to non-peak days or by changing the order size. Fundamentally, this
stream of literature has viewed retail operation from the factory lens while omitting the
service delivery and customer-employee interaction aspects of retailing. For example, Fisher

17
(2004) argues that both the auto plant and a retail store face a similar execution challenge of
making sure what is needed arrives at the right time.
Literature on customer satisfaction is voluminous and spans several areas such as marketing,
management and accounting. For example, numerous papers use the ACSI (American
Customer Satisfaction Index) to study customer satisfaction at the company, industry and
macroeconomic levels. For the purposes of our paper, we focus only on customer satisfaction
studies that are immediately related to our work in retailing and do not survey the literature
that studies the design of satisfaction survey instruments, because in this work we had no
control over survey design. The basic tenet of this research stream is that higher service
quality improves customer satisfaction, resulting in better financial performance, although
the mechanisms by which this improvement happens vary. Iacobucci et al. (1994, 1995)
provide precise definitions of service quality versus customer satisfaction. They contend that
service quality should not be confused with customer satisfaction, but that satisfaction is a
positive outcome of providing good service. Ittner and Larcker (1998) provide empirical
evidence at the customer, business-unit and firm- level that various measures of financial
performance (including revenue, revenue change, and margins, return on sales, market value
of equity and current earnings) are positively associated with customer satisfaction.
However, in the retail industry they find a negative relationship between satisfaction and
profitability which may be because benefits from increased satisfaction can be exceeded by
the incremental cost in retail. Sulek et al. (1995) find that customer satisfaction positively
affects sales per labor hour at a chain of 46 retail stores. Anderson et al. (2004) find a
positive association between customer satisfaction at the company level and Tobin’s q (a
long-run measure of financial performance) for department stores and supermarkets.
Babakus et al. (2004) link customer satisfaction to product and service quality within retail
stores and find that product quality has a significant impact on store-level profits. To
summarize, research on customer satisfaction views employees as facilitators of the sales
process who are critical to improving the conversion ratio, by providing information to the
customers on prices, brands, and product features and by helping customers to navigate store
aisles, finding the product and even cross-selling other products. The unique feature of the
retail store execution problem is that it combines the factory and the sales components, but
this stream of literature focuses only on the latter. Empirical studies of execution span other
industries as well. For example, retail banking is dominated by the sales function; Frei and
Harker (1999) quantify the inefficiencies in process execution due to process design using

18
Data Envelopment Analysis. Frei et al. (1999) study the impact of the aggregate process
performance and process variation on the financial outcome using a sample of 135 bank
branches. They report that process variation negatively affects financial performance.
Another prominent focus on execution which takes the factory viewpoint is found in the
automotive industry. In this context the role of process design and conformance has long
been debated, and the virtues of the Toyota Production System are well documented.
Womack et al. (1991) show that Toyota’s competitive advantage arises from a combination
of employee motivation, training, process designs and JIT techniques. Fisher and Ittner
(1999) study the impact of product variety on automotive assembly plant operations and find
that increased option content variability in car assembly has an adverse effect on plants’
operational performance, which is manifested in higher total labor hours, overhead hours,
downtime hours, rework and inventory levels. MacDuffie et al. (1996) find that parts
complexity persistently impairs productivity. Perhaps the closest to retailing are the streams
of literatures studying customer satisfaction, operational failures and performance in the
airline and healthcare industry, because these industries too combine factory and sales
components of execution. Studies of execution in the healthcare industry focused on
operational failures in the execution process (Tucker 2004) as well as on learning through
these failures (Tucker and Edmondson 2003). Ren and Wang (2006a) empirically link
process consistency and service quality while Ren and Wang (2006b) further show how
service quality affects volume at US hospitals. Using data on customer complaints caused by
operational failures in the airline industry, Lapre and Tsikriktsis (2006) find that customer
dissatisfaction follows a U-shaped function of operating experience: first dissatisfaction
decreases with experience because airlines learn but then dissatisfaction increases because
customers increase their expectations of service. Tsikriktsis (2006) shows that the
relationship between operational performance and profitability depends upon a company’s
operating model; “focused” airlines show a link between late arrivals and profitability,
whereas fullservice airlines do not. Moreover, capacity utilization is a stronger driver of
profitability for full-service airlines than for focused airlines. Anderson et al. (2006) find that
drivers of customer satisfaction are affected by customer attributions of blame for service
failures: namely, customer-employee interactions are less important when the customer
attributes blame to the service provider.
Baldinger and Rubinson (1996) bring new insights regarding the measurement of brand
loyalty, proposing an attitude-behavior composite approach, investigating the predictive

19
ability of behavioral and attitudinal data towards customer loyalty across five sectors and 27
brands. The authors propose and validate a loyalty-based model, after re-contacted
respondents from five different studies a year after they were originally interviewed. All of
the key information on behavior and attitudes were collected from these consumers at both
stages of the process, while market shares were also gathered on all investigated brands, at
each stage. Loyalty was calculated for each respondent, across each brand, at each stage, so
that movement across loyalty groups could also be measured. Eventually, each respondent
was classified by attitude toward the brand, and the conversion and retention of behavioral
and attitudinal loyalty groups was tracked, thus allowing for the calculation of whether
attitude affects actual behavior.

Another important perspective on measuring customer loyalty comes from Hallowell (1996),
who examines the links between profitability, customer satisfaction and customer loyalty. In
this case, the author measures loyalty as a dependent variable, using parameters related to the
length of customer relationship (reflected by the percentage of customers who remained
customers during an analyzed time-frame, and the customer-reported relationship tenure),
and, respectively, the depth of customer relationship (measured by cross-sell rates).
Mellens et al (1996) classify brand loyalty measures into four groups, based on two
dimensions: attitudinal versus behavioral measures, and, respectively, brand-oriented versus
individual-oriented measures. Thus, the author group loyalty measures into: attitudinal
brandoriented measures (stated purchase intentions, preference measures, commitment
measures), attitudinal individual-oriented measures (measures on product category level,
general measures), behavioral brand-oriented measures (measures based on aggregated data,
measures based on aggregated switching matrices, measures based on market shares,
measures based on individual-level data), and, respectively, behavioral individual-oriented
measures (proportions of purchase measures, sequence of purchase measures).
McMullan and Gilmore (2003, 2005, 2008) seek to explore the complex inter-relationships
between the attitudinal and behavioral dimensions of customer loyalty development,
proposing a multiple-item scale for measuring customer loyalty development. The data
collection instrument includes 28 multi-item loyalty scale, included items, which measure a
customer’s loyalty (e.g. “I consider myself to be loyal to ...”), and the sustainers and
vulnerabilities mediating its development (e.g. “I would try an alternative ... if the alternative
offered ...”). McMullan (2005) identifies three groups of items measuring customer loyalty
development: loyalty sustainers (including cognitive items such as choice, punctuality,
reservation information and facilities, and affective items such as enjoyment, loyalty and
20
recommendation), price loyalty vulnerabilities (including price-related items such as bargain
hunting and value for money), and service loyalty vulnerabilities (e.g. the challenge posed by
a new competing service or service brand).

Dr AK Chandra (2014)1, studied the working of Consumer Discussion of Raipur locale and
he additionally breaks down the consumer development and featured the issues being looked
by the Consumer Gathering of Raipur region. He analyzed the hypothesis with respect to
consumer learning and awareness.

Sewanand (2014)2, have depicted in their study Consumer Awareness and Consumer
Protection Act-A study. This study reveals that all the respondents are having general
awareness in relation to consumer protection. They are well- versed with the term JAGO
Dr.N.Sundaram and C.Balaramalingam (2015)4, have portrayed the Women awareness on
consumer rights. A Study with reference to Vellore city. The result showed that women
consumers showed low level of awareness about consumer rights. The main reason for low
awareness of consumer rights among women consumers is low education and low socio-
economic status.

Dr.Horen Goowalla (2016)5, studied under A study on consumer protection: Its awareness
among the rural people in Assam: A case study with special reference to Jorhat district of
Assam. A survey was conducted on 400 consumers. 90% of the people surveyed have felt
exploited by the seller at one time or the others.75% people were aware of the Consumer
Protection Act, 25% of the people are not. It is also found that 40% of graduate respondents
were aware of the products and their quality while 30% Post Graduates.

Deepika, D.Ratan Kumari (2016)6, have revealed under A Study on Awareness on Legal act
of Consumer Protection among Students. The study was conducted to find the awareness
level among the students towards various consumer protection legislations. Majority
respondents are aware of the Indian Penal Code, 1860. Majority respondents are aware of
various acts. Low level of awareness was reported towards the Hire Purchase Act and the
Railway Claims and Tribunal Act. In the study, it was found that majority students getting
awareness through newspapers Journal of Engineering Development and Research
(www.ijedr.org) 263 was found that majority students getting awareness through
newspapers, journals and from course syllabi. The awareness towards Consumer Protection
Act is 53.3%.
21
Dr.S.Mohan and V.Suganthi (2017)8, have studied in their research work entitled the Rural
Consumers‟ Awareness about Consumers’ Rights. The study conducted to know the
awareness level of rural consumers about the consumers’ rights. The study revealed that
there is a significant association between age, educational qualification, marital status and
monthly income of rural consumers and their awareness about consumer rights and there is
no significant association between gender, type of family, occupation and monthly income of
rural consumers and their level of consumer rights awareness.

Brand loyalty is a consumer’s preference to buy a particular brand in a product category. It

occurs when consumers perceive that the brand offers the right product features, images or
level of quality at the right price. This perception may translate into repeat purchase resulting
in loyalty. Brand Loyalty is therefore related to a customer’s preference and attachment to a
brand. It may occur due to a long history of using a product and trust that has developed as a
consequence of the long usage.

One of the most comprehensive and most cited conceptual definitions of brand loyalty was
forwarded by Jacoby and Chestnut (1978). Jacoby et al, defines brand loyalty as “the biased,
behavioral response, expressed over time, by some decision-making unit, with respect to one
or more alternative brands out of a set of such brands, and is a function of psychological
decision-making, evaluative processes.”

Company Profile

22
Heritage

Since 1863, Spencer’s has been a part of the Indian retail landscape. At one time, the
Spencer’s Empire stretched from Peshawar to Cochin, from Karachi to Chittagong, spanning
the length and width of undivided India. Originally owned by a British gentleman – yes,
there was a Mr. Spencer (John William Spencer, to be precise) – it acquired Indian
ownership in the 1960s, and became part of the RPG Group in 1989.

In 1995, RPG Enterprises, the flagship company of the RPG Group, launched 'Foodworld' as
a joint venture with Hong-Kong based Dairy Farm International. The joint venture, which
operated supermarkets under thename 'Foodworld' and hypermarkets under the name 'Giant',
was terminated in 2006. RPG retained 48 of the 93 stores it owned. These were re-furbished
and their launch under the brand name, Spencer’s, kicked off a new phase in both the history
of the Spencer’s brand, and retail in India.
Since inception Spencer’s has been a consumer-centric brand, constantly innovating,
pioneering formats, evolving over time but always keeping consumer needs and satisfaction
center-stage. Back in 1920, we were the first grocery chain in India. In 1980, we became the
first supermarket chain, and in 2001, we introduced India to the joys of hypermarket
shopping. 
What has remained unchanged for 150 years is the trust that the Spencer’s brand evokes. To
the consumer, it carries the promise of innovation, quality, and service; the confidence that
they will always be able to find a Spencer’s store at a convenient location; that it will have a
pleasant ambience; and that it will offer a wide range of products at affordable prices.

23
Spencer's Retail is an Indian supply chain of retail stores headquartered in Kolkata, West
Bengal. It has presence in over 35 cities. Spencer's is based on the 'Food First' Format (it
mainly offers fresh and packaged food). Many outlets offer multiple formats for retailing
food, apparel, fashion, electronics, lifestyle products, music and books. It is owned by RP-
Sanjiv Goenka Group

Spencer's began operations as a retail chain in the early 1990s in Southern

India.

Between 2006 and 2009, Spencer's brand expanded rapidly and at one point of time, had
300+ stores.

In 2008, Spencer's opened its largest store in India in the eastern Indian metropolis of
Kolkata. The store spreads over 72,000 square feet (6,700 m 2) and is located in the South
City Mall.

During 2009 to 2016 it underwent consolidation by shutting down nonperforming stores

and the Company achieved break-even EBITDA by 2016. The strategy is profitable
growth in chosen geographies. In 2015, Spencer's acquired the online grocery store
Meragrocer for an undisclosed amount. Spencer's has been strengthening Omni channel
efforts since then.

The company achieved positive after tax profit for the year 2018-19

As of June 30, 2019, the total number of stores was 160 on a standalone basis. On July 4,
2019, Spencer Successfully Completed the acquisition of Nature's basket limited from
Godrej Industries Ltd. The company claimed that the acquisition would help them give
access in India's western markets with around 31 physical stores in major cities.

PRIVATE BRAND
Spencer's offers a wide range of private brand products that in both food and non-food
categories. 'Spencer's Smart Choice' is the leading in store brand which labels products
ranging from juices, noodles, cookies, honey, air fresheners etc. Spencer's has the 'Clean
Home' range of home improvement products and 'Tasty Wonders' range of snacks and
impulse foods. Spencer's offers general merchandize products under the brand name of
Maroon, which includes Non-stick and hard anodized pans, plastic goods and foils.

24
Expansion

Retail chain Food world was bought over by the Future Group. All stores were re-branded
under the Spencer's banner once formalities are completed.

Vision to mission

Sector Head – Spencer’s Retail Limited, RP-Sanjiv Goenka Group, Shashwat Goenka,
was all of 23 when he joined the family business and took the reins of Spencer’s retail
in his hands. On one hand he had to rescue the dwindling grocery retail business and on
another he had to head a team of men those were much senior to him in age and
experience.

But the young Goenka concentrated and sharpened his vision – to be the most preferred and
most profitable hypermarket retailer in the country. It’s his hard work and leadership
prowess that has resulted in reducing company’s EBITDA loss from Rs 300 cr a few years
ago to Rs 30 crore for the year ended March 2016.

Ambience

Throughout its long history, Spencer’s has been a recognized and respected player in the
Indian grocery business, and is synonymous with quality goods and services, trusted by
India’s exploding population of the upwardly mobile middle class.

Spencer’s has continually helped reshape the retail landscape in India, introducing a host of
innovations to make shopping an even more convenient and enjoyable activity for the
consumer, by creating an ambience that the consumer appreciates.
Visual Merchandising Initiatives

At Spencer’s, visual merchandising is taken very seriously, with the objective of using
theatre and edutainment to depict Spencer’s as a retailer which ‘Makes Fine Living
Affordable’.
This is evident in the hotspots and focal points dispersed around the store, which carry
thematic product displays to welcome shoppers and give them the opportunity to absorb the
ambience that constitutes a ‘fine living” experience, before continuing their journey of
exploration through the stores.

25
 It also extends to the presentation of merchandise in a store. Category-specific color-coding
allows easy navigation, while visual metaphors of “farm-fresh” and “Fine Living” drive
home its brand promise. Models of seafood, meats, breads, and cheese highlight the fish
&meat and delicatessen section.
Differentiators

Spencer’s has chosen to differentiate by establishing itself as the preferred shopping

destination for young customers looking for a range of quality products that allows them to
indulge in a global lifestyle, yet at affordable prices. It’s brand image of - Makes Fine Living
Affordable stands - testimony to this philosophy. From daily to weekly to specialty
shopping, Spencer’s strives to fulfill every need and provide maximum convenience.

Specifically, the following distinguish the Spencer’s brand and create a memorable all-
encompassing shopping experience for its shoppers:
 
 Products – Spencer’s offers the widest assortment of food and lifestyle (fashion,
home, entertainment), dealing both, with brands and private labels. It has different special
sections within it’s hypermarkets to delight the customer
 Quality – Quality is a major reason why Spencer’s is well-regard by it’s shoppers.
Spencer’s lays a huge emphasis on all-round quality in products, stores, service standards,
and customer engagement programs. It’s “Quality since 1863” tagline has stood the test of
time.
 Heritage – Spencer’s is India’s oldest retailer tracing its roots back to1863. The brand
has many firsts to it’s credits. 
 Innovations/Specialty – In Spencer’s hypermarkets, the shopper can find specialty
sections such as a live bakery, the patisserie, a nut’s counter, a dedicated wine & liquor
section, and Epicuisine. 
 Promotions – Spencer’s seek to offer the right products at the right time at the right
price, with promotions carefully designed to suit the needs and wants of the consumers
monthly, weekly and daily shopping basket.
 Brand Imagery – Spencer’s stores have contemporary and international interiors, and
it's extensively trained staff strive to make customers feel at home while they shop, with a
welcoming and trusted attitude.

26
  
 
Own Brands

Spencer’s own brands, commonly referred to as private label, offer a wide range of
products ranging from food to personal care to fashion to home utility items. Spencer’s
Smart Choice, Tasty Wonders, Clean Home and Maroon are some of its own brands
which host a varied choice that caters to the need of a modern household.
The Spencer’s own brands cover a lot of articles in the food space, including rice, pulses,
whole spices, dry fruits and nuts, sauces, instant noodles, breakfast cereals, honey,
breads, beverage, wafers, pickles, jams and cookies. Spencer’s is mindful of catering to
local tastes, and therefore its vegetable and fruit pickles are customized to regional
flavors as well. It’s personal care range includes items such as face wipes, tissues, baby
needs, and hand wash, while it’s home care range includes detergents, dishwashing
soaps, toilet cleaners and floor cleaners. Maroon is another of it's own brands, which
provides premium home care solutions. From cooking to serving, Maroon is your
complete kitchen partner. Its assortment includes premium storage and kitchen utensils,
beautifully designed melamine ware, and foil wraps. There are also smart backpacks and
convenient travel accessories that Spencer’s sells through its private label brands.
In the fashion and apparel space, Spencer’s offers both contemporary and classic looks
through its own brands, which cater to casualwear, loungewear, leisurewear, formal-
wear, and accessories such as leather items, casual jewellery and footwear. Some of the
popular private label brands are Island Monks, Mark Nicolas, Asankhya, Scorez, La
Bonita and Island Monks Kids.
Overall, the Spencer’s private brand ties into its positioning of Makes Fine Living
Affordable, and therefore all the products are conveniently priced and promise great
quality.

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 Research Methodology
Objectives of Research

The purpose of research is to discover answers to questions through the application of

scientific procedures. The main aim of research is to find out the truth which is hidden and
which has not been discovered as yet. Though each research study has its own specific
purpose, we may think of research objectives as falling into a number of following broad
groupings:

1. To gain familiarity with a phenomenon or to achieve new insights into it (Studies

with this object in view are termed as exploratory or formative research
studies);

2. To portray accurately the characteristics of a particular individual, situation or a

group
(studies with this object in view are known as descriptive research studies);

3. To determine the frequency with which something occurs or with which it is

associated with something else (studies with this object in view are known as
diagnostic research studies);

4. To test a hypothesis of a causal relationship between variables (such studies are

known as hypothesis-testing research studies).

To achieve the required results, to establish the objective two basic

methods were used:

Quantitative data collection methods rely on random sampling and structured data
collection instruments that fit diverse experiences into predetermined response categories.
They produce results that are easy to summarize, compare, and generalize.
28
Quantitative research is concerned with testing hypotheses derived from theory and/or being
able to estimate the size of a phenomenon of interest. Depending on the research question,
participants may be randomly assigned to different treatments. If this is not feasible, the
resear cher may collect data on participant and situational characteristics in order to
statistically control for their influence on the dependent, or outcome, variable. If the intent is
to generalize from the research participants to a larger population, the res archer will employ
probability sampling to select participants.

Advantages of Quantitative research:

• Quantitative research is concerned with facts & verifiable information.

• Quantitative research can be done anonymously.

• Quantitative research processes don't need to be directly observed.

• Quantitative research is faster than other methods.

• Quantitative research is verifiable and can be used to duplicate results.

Quantitative data collection 5 best methods:

Qualitative data is not represented through numerical values but through the indicators
expressing the characteristics of the data. It is also known as categorical data. It varies from
the numerical data since numbers can’t be used to represent them. Average for such type of
data values is not possible to compute. For instance, we have three people who describe the
taste of their preferred coffee, being sweet, bitter, dark. The average of the coffee taste

29
preferred cannot be computed in this case, nor does it hold any type of relevance. Therefore,
the aggregate methods like average, mean doesn’t hold for non-numerical data.

Qualitative data can be grouped based on the categories. For instance, the color of hair can
be categorized into three main colors, being, black-brown or blonde. It deals with
perceptions.
Qualitative data is useful in determining the particular frequency of traits or characteristics.

Features of qualitative data:

• It can be recorded.

• It can be examined.

• Collection can be done through observation methods or interviews.

• Non-numerical in nature.

• Nominal categorical data

Nominal categorical data is illustrated using names, as indicated by its Latin language. It
includes the usage of named or labeled data. It doesn’t use the numerical values of the data
into consideration. For instance, different movie or series’ genres are horror, sci-fi, rom-com.
There are nominal categorical data. They are labeled into different forms.

Ordinal categorical data

Ordinal categorical data used a certain scale or measure for the data grouped together to
form categories or groups. The data organized is generally ordered or measured. The scale
used to represent the data may not be standard or specific. This type of data contains the
presence of numerical values. This type of data displays the properties of both categorical
data and numerical data. The categorical data can be analyzed through making groups. It
can be visually represented using bar graphs. Ordinal categorical data can be illustrated
using surveys that use numbers for computing comparison data belonging to groups under
categorical variables.
30
 Advantage of quantitative data
• The qualitative data can be used to make an in-depth analysis of the data distribution.

• Collected data can also be used to conduct future researches and deductions.

• It is used to draw a better understanding of the market and customers.

Methods of qualitative data collection:

Primary data is a type of data that is collected by researchers directly from main sources
through interviews, surveys, experiments, etc. Primary data are usually collected from the
source—where the data originally originates from and are regarded as the best kind of data in
research.

The sources of primary data are usually chosen and tailored specifically to meet the demands
or requirements of particular research. Also, before choosing a data collection source, things
like the aim of the research and target population need to be identified.

For example, when doing a market survey, the goal of the survey and the sample population
need to be identified first. This is what will determine what data collection source will be
most suitable—an offline survey will be more suitable for a population living in remote areas
without an internet connection compared to online surveys.

31
Secondary data (also known as second-party data) refers to any dataset collected by any
person other than the one using it.

Secondary data sources are extremely useful. They allow researchers and data analysts to
build large, high-quality databases that help solve business problems. By expanding their
datasets with secondary data, analysts can enhance the quality and accuracy of their insights.
Most secondary data come from external organizations. However, secondary data also refers
to that collected within an organization and then repurposed.

For example, we can have a journal on, "Secondary data collection for quantitative data”
while a book will simply be titled, "Secondary data collection". Newspapers. In most cases,
the information passed through a newspaper is usually very reliable.

SOURCE OF DATA COLLECTION

Overview of the data collected and used:

The study was both a mixture of quantitative along with qualitative parts. A basic overview
of the data collected and used to make this report are described below.

Data Type: - The report was based on Primary Data.

The survey instrument or the survey questionnaire contained a total of 18 questions that
encompasses the objective of research. Different social media users along with the generic
people were the population of the study. The survey has been done on 100 people consisting
of different users. With the help of social media, email and personal networks it was easy to
collect the survey responses within few days which was only possible because of the online
questionnaire form. Responses of 100 people are collected from surveys.

32
 SAMPLE SIZE

For this a project a sample size of 100 from the population was selected. As it was an
anonymous online survey, the sample was randomly selected. The survey was anonymous
because most of the people are online and are very cautious about their privacy for which
they do not want to disclose information to other people especially while in a survey. In this
research the sample is all the people who are active users of social media with diversified
profession as a student, self-employed, entrepreneurs and house wife. Preliminary data is
being used as the information that has been gathered is specifically for this research.

Data Analysis: - Data analysis is the procedure of efficiently applying measurable and
sensible systems to portray, consolidate and recap, and assess information. This is one of the
important elements of a project. Collection of both qualitative and quantitative data was
done.

Research design

The research design is the conceptual structure within which research is conducted, it is a
plan of action, a plan of collecting and analyzing data in economic, efficient and relevant
manner. It contains the blue print for the collection, measurement & analysis of data. The
proposed study is an exploratory cum descriptive.

33
Exploratory Research is designed to generate basic knowledge, clarify relevant issues
uncover variables associated with a problem, uncover information needs and define research
objectives. This research used this exploratory design to explore information on Sales
Promotion Strategies practices in Presales department. On the preliminary stage, broad
sources of information were identified and then each of those information were studied
explored in detail find out specific details such as product offerings, supported platforms and
business solutions.
Most of the research design was based on secondary data sources.

Descriptive Research is designed to provide further insight into the research problem by
describing the variables of interest. It can be used for profiling, defining segmentation,
estimating, predicting and examining associative relationships. This research used
descriptive research design for getting exact informatics on sales strategies through survey.
This region was identified after initial analysis using exploratory research method.

 Population: All the people buying the product from of Spencer’s at Andal, Asansol ,
Raniganj, and Barakar area.

 Frame: No sampling frame.

 Technique: Convenience sampling.

34
  Execution of the entire sampling process: Most of the data had been collected
through online portal, from friends and family.

 Instrument of Data Collection: Structured questionnaire method was chosen as a

survey instrument.

 Valuable uses: Demographic, Qualitative and Quantitative.

DATA COLLECTION:

Data is collected by using Questionnaire methods. For the purpose of fulfilling the objective
of study and for completing the Research project Report, primary data was collected.

PRIMARY SOURCES: Questionnaire.

Keeping in view the objective of study a questionnaire (as given in Annexure) was selected.
There are total of 13 questions. All questions are small in size and arranged logically. The
language is simple to understand.

TABULATION:

After all the questionnaires were collected back, the responses were tabulated. Each answer
of the respondent was tabulated to its respective category.

MOST SIGNIFICANT BARRIERS OF MARKETTING

35
 Budget constraints

Lack of employee skills

Lack of relevant content

Inadequate contact data quality

Complexity of system

Marketing sales alignment

Lack of an effective strategy

0% 10% 20% 30% 40% 50% 60% 70%

Marketing Automation on Trends Survey

According to our survey results, the top two barriers to achieving marketing automation
success are a lack of effective strategy (49%) and inadequate contact data quality (39%). The
B2B Marketing Data Report from Dun & Bradstreet also revealed that the average marketing
database is missing complete and accurate information, such as job title (45%), phone
number (62%), website domain (82%), industry info (77%) and more. Pumping incomplete
data into your marketing automation platform will only undermine your campaign
effectiveness. Instead, take the time to make sure your records are clean, complete and
actionable. Your marketing automation system will then work better to address the needs of
your target audience when you use relevant, complete and accurate data to optimize your
content and email marketing campaigns.

 Video throughout the Buyer Journey

36
 Post Sales

Sales Closing

Sales Qualified

Marketing Nuturing

Marketing Conversation

Marketing Awareness

0% 10% 20% 30% 40% 50% 60% 70% 80%

Creating videos with product demos, testimonials, or about your company culture are
needed in this stage of the Buyer’s Journey.

Show viewers what it will actually look like for them when they purchase from you.

Show them success stories and results that will prove your claims and make your
offer irresistible.

 B2B Marketing Channel Effectiveness

37
 Retargeting

Print

Social Media

PPC

Other

SEO

Content Marketing

Live Events

Email

0% 10% 20% 30% 40% 50% 60% 70%

Highest Volume of Leads Highet ROI

Engagement on social media with the customers can really boost your businesses’ growth as
people nowadays find it more convenient having a conversation over social media. Increase
your brand awareness by having your product advertised on social media which does have a
positive impact on the general public all over the world & helping your business be the
center of attraction. Creating traffic for your services is another benefit of using social media
by making people visit your website & check with the services which you provide more
concentration of attention towards your business which in turn will help you grow &
experience a better B2B interaction. Showcasing your partners, a benefit you acquire as a
part of your successful campaign over the social media platforms which will make you
popular among other players in your market & the social media marketing companies
focuses more of providing you the opportunity of acquiring this benefit.

38
 SWOT ANALYSIS OF MARKETTING
Spencer’s Retail Strengths

The strengths of Spencer’s Retail looks at the key aspects of its business which gives it
competitive advantage in the market. Some important factors in a brand's strengths include
its financial position, experienced workforce, product uniqueness & intangible assets like
brand value. Below are the Strengths in the SWOT Analysis of Spencer’s Retail:

 A very broad product portfolio of food and lifestyle (fashion, home, entertainment)
brands, with a special emphasis and brands and quality

 Extremely successful customer engagement programmes

 Follows differentiation as a strategy rather than costleadership

 Brand Imagery-perceived as an international, contemporary, accessible, empathetic

and trusted brand

Spencer’s Retail Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to
increase its position further. Certain weaknesses can be defined as attributes which the
company is lacking or in which the competitors are better. Here are the weaknesses in the
Spencer’s Retail SWOT Analysis:

 Rising Operating costs

 Limited Geographical presence
 High bargaining power of suppliers across the huge product range it deals in.

Spencer’s Retail Opportunities

39
The opportunities for any brand can include areas of improvement to increase its business. A
brand's opportunities can lie in geographic expansion, product improvements, better
communication etc. Following are the opportunities in Spencer’s

1. Growth of organized retail sector in India which was till now dominated by
unorganized Karana(convenience) stores

2. Favorable Indian demographics- rising middle class, young working population with
higher disposable incomes who prefer to shop under one roof and stock items 3.Expansion
through large format stores across the country

Spencer’s Retail Threats

The threats for any business can be factors which can negatively impact its business. Some
factors like increased competitor activity, changing government policies, alternate products
or services etc. can be threats. The threats in the SWOT Analysis of Spencer’s Retail are as
mentioned:

 Stringent Government regulations in the organized retail sector in India

 Competition from leading international retail giants such as Tesco, Carrefour,
Walmart due to approval of FDI in multi-retail
 Competition from rising presence of e-commerce shopping sites

40
 LIMITATIONS OF THE STUDY

1. Increased sensitivity to price change : A common disadvantage of this strategy

is that the customer becomes more price sensitive and will look for a way to
save money, even if it doesn’t affect their quality of life.

2. Might cause a negative brand image: Sometimes sales promotions have a

negative impact on the quality of the company’s image. For example, if people
see a sale on an unhealthy product like potato chips or a soup, they may gossip
about it to friends and colleagues. Customers might also think that the company
is offering low-quality products if the discount on the product is very high.

3. Short term strategy: Sales promotion is not a long-term solution. It should be

used to ensure immediate success, but it shouldn’t be the only focus of your
marketing strategy. In fact, companies that heavily rely on sales promotion are
more likely to see their profits fall. Sales promotion is too short-term in nature
and doesn’t address long-term issues for the company such as customer
relations, product pricing, innovation, etc.

4. Sales promotion might not be able to change customer perception: One of

the biggest mistakes that companies make is to think that presenting a promotion
will transform a customer’s opinion about their product. If people don’t believe
in your product, then your product or even the company may perish. For
instance, the popular Note series mobiles from Samsung were found to be a fire
and an explosion hazard.

41
 a. This dented the company’s image for a few years.

5. Sales promotion cannot save a bad product: Sales promotion cannot

overcome product problems. For example, a lack of distribution channels or
poor product quality will affect the effectiveness of sales promotion.

6. Sales promotion cannot compensate for a poorly trained sales force: There
are many reasons why sales promotion is not the perfect solution for all
businesses. For one, it can’t compensate for a poorly trained sales force. If a
company’s salespeople aren’t properly prepared for their roles, selling with
promotions can actually be counterproductive.

SUGGESTIONS AND RECOMMENDATIONS

1. Select the right audience

The difficulty with any marketing campaign lies in targeting who will eventually become
loyal customers. Many marketers cast a large net to catch customers by virtue of percentages.
Their strategy is to contact enough prospects so that some of them convert. A smaller
percentage of those customers will become loyal customers.

This idea is inefficient, as only a small fraction of prospects and leads become buyers – and
don’t necessarily offset the initial investment. Instead, by predetermining a target audience,
businesses can put their finite marketing resources to better use.

The same is true for sales promotion campaigns. To understand the best target audience for
your promotion, you first need to understand more about the customers you have. Send
customers a simple survey asking them about themselves. Offer an incentive that encourages
them to take the time and share their personal information.

42
Once you have a clear idea of who uses your product or service, identify exactly what kinds
of problems your product or service is designed to solve. Focus your sales promotion on
those who are most likely to be genuinely interested.

2. Set a measurable goal

Ask yourself what the most important objective of your promotion should be.

Are you hoping to draw in new customers, or are you more inclined to focus on customer
retention?
Do you want your customers to purchase more frequently, or would you like for them to
increase the average spend per purchase?
Are you attempting to increase your business during slower seasons or times of day?
Are you interested in regaining the attention of former customers who have taken their
business elsewhere?
Determine exactly what you want to accomplish with your sales promotion, then add a
specific number — one that is ambitious but achievable — to the goal. This will allow you to
chart your success or failure, and identify aspects of your campaign you need to change or
develop.

3. Limit avilibility
Behavioral psychologists have found human beings tend to assign greater value to things
they perceive as being scarce. In a classic 1975 study, researchers had participants assign
perceived value to identical cookies located in two identical jars. The only difference
between the two jars was that one had 10 cookies, while the other had only two. While there
was no apparent difference between the cookies or the jars, participants assigned greater
value to the jar with two cookies.

Popular culture has also birthed “fear of missing out,” popularly known as FOMO. This is
anxiety about missing out on an exciting event or rewarding experience that other people
know about.

43
Take advantage of these behavioral triggers by offering limited-time deals. A sales
promotion — such as a gift with purchase — may seem like an attractive incentive for
motivating sales, but unless that promotion is only available for a limited time or in limited
quantities, customers might not respond. If faced with the possibility of missing the
promotion if they don’t act quickly, they may be more likely to commit.

4. Don’t forget to promote your promotion

Your sales promotion is an effort to draw customer attention to your organization’s product
or service. But what about drawing attention to the promotion itself? For a promotion to be
effective, your target audience needs to see it and understand it.

Market or advertise your promotions like any other product or service. In-store signage,
website, blogs, social media, email marketing campaigns, text messaging, mobile apps,
media releases, brochures, and print and online advertising can all be effective ways to let
prospective customers know about your sales promotion.

Visibility is key. Just be sure to account for the marketing cost of promoting your promotion.
Otherwise, you might end up spending more on advertising than you’ll make back through
increased sales. Focus on promotional strategies that have demonstrated return on investment
(ROI). For example, email marketing has a very high average ROI — $38 for each $1 spent.

5. Offer real value

When all is said and done, the customer is interested in just one thing from your
organization: value. If your sales promotion doesn’t offer them real value, then all the
targeted marketing and limited-time offers in the world won’t make your sales promotion a
success.

Ask yourself what kind of offer your potential customers will find most interesting, then
determine whether you can afford to give it to them. That’s the perfect sales promotion. If
you can’t afford it, scale it back until you come to a compromise that will appeal to your
target audience and remain cost-effective for your organization.
44
 6. Review your result
Before you begin brainstorming your next big sales promotion, take time to measure your
results. Schedule a post-mortem on your campaign to see how sales stacked up against your
goals. Be sure you’re reviewing this at the right time in your sales cycle.

As customers’ expectations of brands increase — along with competition for their wallets
elsewhere — ensure that customer experience is at the heart of every sales promotion you
design. Look beyond the traditional boundaries of marketing and break down organizational
silos. Ensuring your promotions have a personalized and real-time component is always a
smart strategy.

7. Display your local inventory in Google Search and Maps 

Take your Google listing to the next level by displaying your inventory in Google Search
and Maps. 
Leverage a solution like Pointy, which allows you to display your in-store products on
Google without manually re-entering your inventory data. 

If you’re using Vend, for example you can connect Vend and Pointy, and your inventory
data will automatically be displayed on your Business Profile on Google Search and Maps
when consumers search for your business name or, potentially, for a product that you have in
stock.
We can see this in action in Maxwell’s of Chelmsford, a retailer in Massachusetts that sells
lawn and garden supplies, animal feed, and pet food.

Maxwell’s of Chelmsford has been using Pointy for two years, though they’ve gotten more
value out of it when COVID-19 hit. Because of the pandemic, many more shoppers are
browsing retail inventories online before making it to the store. Thanks to Pointy, Maxwell’s
products are visible to shoppers in the area. 

45
8. Promote corporate social responsibility

We’ve said it before, and we’ll say it again: doing well is good for business. Multiple studies
have shown that today’s consumers are more inclined to shop at stores that are associated
with a good cause. 
Giving back and being more responsible with your practices doesn’t just help the world, it
can also increase your sales. 

So, if you’re currently not engaging in Corporate Social Responsibility (CSR), it’s high time
to find a good cause to support.

There are numerous ways to do this, including:

 donating a portion of your sales to charity 
 being more ethical with how you source or manufacture products
 supporting an initiative or community project
 investing in your workforce
 creating or participating in events that promote good causes 

46
 FUTURE SCOPE OF THE STUDY

During the whole internship period and while preparing the project it was a great experience
to know the company better and to learn how to face real life situations apart from learning
theory. Working in the sales department, this study helps to understand different concepts of
Sales Promotion Strategies and their Impacts.

The study helps to get a reality check market where actual comparison between classroom
knowledge and real market situation can be done. Implementing the Sales Promotion
Strategies in the real market has been learnt.

This study helps to know how to deal with different kinds of clients of different mindset and
how to make an impressive sales practice with them.

However, due to the short period, it was difficult to observe the entire activities and
working of the organization hence it leaves scope for the future study.

47
 CONCLUSION

The study concludes that sales promotion plays a limited role in consumer buying behavior
and thus has a modest effect on customer loyalty. Only certain types of sales promotion
(price discounts and BOGOF) are effective for Retail sector Industry because these tools
provide customers with more value for money without loading them with
unnecessary/unwanted gifts.

However, only a small percentage of customers are attracted to such sales promotion given
the fact that most customers do not switch platforms based on the sales promotion provided
by Retail sector companies. They perceive that quality is compromised during sales
promotion and that’s one of the reasons why they remain loyal. Nonetheless, sales promotion
proved to be one of the main factors that attract shifting-loyal and switchers who are willing
to try several brands, when a single brand doesn’t satisfy all their needs.

It is recommended to do a comprehensive market research to determine a specific target

segment. In addition, a thorough study of the psychology of the consumer must be done, in
order to develop the appropriate sales promotion strategies conducive to building and
enhancing customer loyalty.

This project helped me to gather a lot of knowledge about the factors that influence the
shopping behavior of the customers of Spencer’s Asansol Hyper. In the Department of
Fashion, GM, Electronics.

It gave me an opportunity to work in retail industry.

Working environment was too good and every members has provided their best knowledge
to complete this project.

48
 

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Website

1. www.retailer.org.com

2. www.market.in

3. www.market retail.in

4. www.manymore.cm

5. www.spencers.org.in

6. www.retailspencers.com

7. www.hypermarket.org

8. www.sectorinmarket.org.in

51
 ANNEXURE

Questionnaire

1. Gender

o Male

o Female

2. Age

o 10-15

o 15-25

o 25-50

o 50-60

3. Which Social media do you use

o Facebook

o Twitter

o Google

o LinkedIn

4. Your average monthly income

o 5000-10000

o 10000-20000

o 20000-30000

o 30000-50000

o 50000 above

52
5. Most preferred option you like

o Online shopping

o Offline shopping

6. Your profession

o Student

o Full time job

o Part time job

o Business man

7. Do you remembered last time advertise about Spencer’s retail

o Yes

o No

8. Most preferable shopping retail market

o Spencer’s

o Shopper stop

o Big bazaar

o More

9. Price discrimination in Spencer’s retail

o Over rated price

o Less price

o Price according to the market scenario

o Medium rated

10. Quality of the product you buy

53
 o High

o Medium

o Low

o Neutral

11. Are you satisfied after shopping

o Yes

o No

12. Are the inside seller behave well

o Yes

o No

13. Which why do you buy product

o Online delivery

o Offline delivery

14. How much star do you want to give to the Spencer’s retail sector

o 1

o 2

o 3

o 4

15. How many times you shop from Spencer’s in a month

o 2 times

o 4 times

o 6 times

54
 o 8 times

o 10 times

TABLES
Q1. Gender
Male 72%
Female 28%
Total 100%

Q2. Age
10-15 12%
15-25 33%
25-50 49%
50-60 6%
Total 100%

Q3. Which social media do you use

Facebook 27%
Twitter 15%
Google 45%
LinkedIn 13%
Total 100%

Q4. Your average monthly income

5000-10000 5%
10000-20000 25%
20000-30000 32%

55
30000-50000 16%
50000 and above 22%
Total 100%

Q5. Most preferred option

Online shopping 53%
Offline shopping 47%
Total 100%

Q6. Your profession

Student 4%
Full time job 41%
Part time job 19%
Business man 36%
Total 100%

Q7. Do you remember last time

advertisement
Yes 73.5%
No 26.5%
Total 100%

Q8. Most preferable shopping retail market

Spencer’s 33%
Shopper stop 16.5%

Big bazaar 24.5%

More 26%

56
 Total 100%

Q9. Price discrimination in Spencer’s retail

Over rated price 2%

Less price rate 11%

Price according to market 40%

Medium price rate 47%

Total 100%

Q10. Quality of the product you buy

High 17%
Medium 33%
Low 11%
Neutral 39%
total 100%

Q11. Are you satisfied after

shopping
Yes 77%
No 23%
Total 100%

57
Q12. Are the inside seller behave
well
Yes 91.5%
No 8.5%
Total 100%

Q13. Which way do you buy product

Online delivery 57%
Offline delivery 43%
Total 100%

Q14. How much star do you want to give to the Spencer’s retail

1 3%

2 7%

3 35%
4 55%
Total 100%

Q15. How many days you shop from

Spencer’s retail in a month
2 times 23%
4 times 16%
6 times 24%
8 times 33%
10 times 4%
Total 100%
58
 Figure

1. Do you frequently visit Spencer’s retail shop?

%
3.2

55% Yes
8.2 45% No

2. How frequent do you shop at Spencer’s retail?

Sales

20% 5%
15%

Week 5 %
2 Week 15 %
3 Week 60%
1 Month 20%
60%

3. Why do you shop at Spencer’s retail shop?

59
 Sales

10%
5%

20% Low price 65%

Variety 20%
65%
Quality 1%
Location 10%

4. Do you think you can find different variety of products in Spencer’s

retail shop?

60
30%

Yes 70%
70% No 30%

61