Introduction

This research is basically done to find out the training needs of the sales people in the retail

industry and how they are being fulfilled. The retail industry in our state is at boom and getting

organized day by day, the demands of customers are not just great products but also great

shopping experience and to make this possible a retail outlet should have well trained sales

people. This study is made to know how well the sales people of retail industry in Bathinda are

trained to meet the customer expectations and expected standards.

The retail sales people demonstrate how items work and explain details of items to customers;

they give information about various models, colors, and brands of an item. Sometimes they give

special information about very expensive or complex items. They help customers to find items in

the store, they try to convince customers to buy those items. Retail sales people compute the

amount of the total sale and received cash, cheque or credit card payments. Sales people also

handle returns or exchanges of items.

The above mentioned are the very basic and important duties of sales people and they require

great skills and knowledge to perform well. And this high level performance can only be seen if

the sales people are provided with training as and when required.

The Training aspects of the sales force in the retail industry: Concept

Retailers are increasingly stressing the importance of providing courteous and

efficient service in order to remain competitive. The direct link between the customers and the

company is the sales people who are expected to provide this courteous and efficient service to

the customers. Sales people are periodically given training to update and refine their skills for

providing the best customers.

A sales persons gain experience and seniority; they usually move to positions of greater

responsibility and may be given their choice of departments. This often means moving to areas

with potentially higher earnings and commissions. The highest earnings potential is usually

found in big-ticket items. This type of positions often requires the most knowledge of the

product and the highest talent for persuasion. So training is the most important aspect in recent

trend which increases the potential of sales people to meet the organizational and personal

objectives.

The retail industry in Bathinda has changed its approach. Sales people working in this industry

play major role in handling the customers effectively. This study is done to evaluate the training

system used by the retail industry in Bathinda. And also to understand training aspects which

keeps the sales force of retail industry fit and ready to face any kind of challenges, particularly

due to increasing domestic and international competition.

Need of the Study:The retail industry in Bathinda has changed its face and approach. From small outlets to

big showrooms and departmental stores, every retailer is giving their business a new look. Sales

people working here play a major role by handling the customers effectively. Customers are of

various types and to handle them and their queries, sales people should be having good skills and

knowledge. This study is to understand the training aspects which keep the sales force of retail

industry fit and ready to face any kind of challenges, particularly due to increasing domestic and

outside competition.

Research Objectives: 1. To understand the training needs of the sales people in the retail industry in Bathinda.

2. To evaluate the training system used by the retail industry in Bathinda.

3. To suggest improvements to the existing training programmes conducted by retail

industry.

Research methodology:

Sources of data : primary and secondary.

Primary data is collected by using descriptive research method from retail outlets of all types.

Secondary data is collected from the internet, journals and newspaper.

Sampling method:

Non probabilistic sampling scheme by using convenience and judgment sampling technique.

Sampling unit:

Retail outlets of all types.

Method of contact:

Personal interviews/contacts were carried out for the retail outlets.

Research Instrument:

Structured questionnaire used to collect the primary data.

Tentative Chapter Scheme

1. Introduction2. Design of the study3. Profile of Respondents4. Analysis5. Findings, Conclusion and Suggestions