WINTER INTERNSHIP
REPORT
THE EFFECT OF TRAINING AND DEVELOPMENT ON
EMPLOYEES’ PERFORMANCE IN RETAIL SECTOR.
done at
Shoppers Stop
by
Vikram Pandya
Roll_NoMBA19J24
under the guidance of
<VISHAL SIR >
<PUNE>
ACKNOWLEDGMENT
COMPANY CERTIFICATE
Contents
ACKNOWLEDGMENT.................................................................................................................................................2
COMPANY CERTIFICATE..........................................................................................................................................3
1. PROJECT SYNOPSIS................................................................................................................................................5
2. ABOUT THE SECTOR..............................................................................................................................................6
3. ABOUT THE COMPANY & DEPARTMENT.........................................................................................................7
4. INTERNSHIP SUMMARY.......................................................................................................................................8
5. PROJECT DESCRIPTION.........................................................................................................................................9
6. LEARNING/ FINDING............................................................................................................................................10
7. SUGGESTION (IF ANY)........................................................................................................................................11
8. REFERENCES.........................................................................................................................................................12
1. PROJECT SYNOPSIS
Project Title: THE EFFECT OF TRAINING
AND DEVELOPMENT ON
EMPLOYEES’ PERFORMANCE
Company Name: Shoppers Stop
Student Name :Vikram Pandya
Student Roll No : MBA19J24
Project Guide Name: Vishal sir
Project Guide Designation: pune
Confidential Report (Yes/No)
Duration of project: 33 Days
The Research project entitled “The study effectiveness of Training and
Development for Shoppers Stop” is an attempt to study and analyze the training and
development programs provided by the company to all brand employees. It will
help me to study the enhancement of knowledge and skills of employee to perform
the job better and feedback on its effectiveness.
It also aims to understand the benefits received to the employees for undergoing the
various training and development programs in-store for the better performance of
the job.
The research design consists of the Descriptive research as it analyzes the
effectiveness of Training and Development using statistical tools. The data was
collected through well structured questionnaires including both open ended and
closed ended questions, it indicate by pointers (5 point Likert Scale).
In the course of the study, it was found that almost 100% of the employees are
benefitted from the Training and Development Program and the entire store
employees are satisfied with the Training programs. It proves that, the Alternate
Hypothesis taken in the study is true. i.e. there is a significant relationship between
the effectiveness in training and development and job performance of the
workforce.
The study gives some great recommendations to create innovation in the training
programs to make a competitive edge over its competitors. These ideas are mainly
provided by the brand to brand employees during the survey period. This report
provides an overall insight about the topic, and gave great experience to me in the
Human Resource Development and Human Resource Management field.
2.ABOUT THE SECTOR
INTRODUCTION
The Indian retail industry has emerged as one of the most dynamic and fast-paced
industries due to the entry of several new players. It accounts for over 10 percent of
the country’s Gross Domestic Product (GDP) and around 8 percent of the
employment. India is the world’s fifth-largest global destination in the retail space.
Indian Retail Industry has immensepotentialas India has the second largest
population with affluent middle class, rapid urbanization and solid growth of
internet.
The retail sector in India is emerging asone of the largest sectors in the economy.
The total market size was expected to be around US$672 billion in 2016, there by
registering a CAGR of 7.74 % since 2000. Retail industry is expected to grow to
US$1.3 trillion by 2020.
MARKETSIZE
India’s retail market is expected to grow at a Compound Annual Growth Rate
(CAGR) of 10 percent to US$1.6 trillion by 2026 from US$641 billion in 2016.
While the overall retail market is expected to grow at 12 percent per annum, modern
trade would expand twice as fast at 20 percent per annum and traditional trade at 10
percent. Indian retail market is divided into “Organized Retail Market ” which is
valued at $ 60 billion which is only 9 per cent of the total sector and “Unorganized
Retail Market constitutes the rest 91 percent of the sector.
India’s Business to Business (B2B) e-commerce market is expected to reach US
$700 billion by 2020. Online retail is expected to be at par with the physical stores
in the next five years.
India’s total potential of Business to Consumer (B2C) is estimated to be US$ 26
billion, of which $3 billion can be achieved in the next three years from 16 product
categories, according to a study by Federation of Indian Chambers of Commerce
and Industry (FICCI) and Indian Institute of Foreign Trade (IIFT).
India has replaced China as the most promising markets for retail expansion,
supported by expanding economy, coupled with booming consumption rates,
urbanizing population and growing middle class.
Retail market in India is projected to grow from US $ 672 billion in 2017 to US
$1.1 trillion in 2020.
India is expected to become the world’s fastest growing e-commerce market, driven
by robust investment in the sector and rapid increase in the number of inter net
users. Various agencies have high expectations about growth of Indian e-commerce
markets. Indian e-commerce sales are expected to reach US $ 120 billion! By 2020
from US $ 30 billion in FY2016. Further, India's e-commerce market is expected to
reach US $ 220 billion in terms of gross merchandise value (GMV) and 530 million
shoppers by 2025, led by faster speeds on reliable telecom net works, faster
adoption of online services and better variety as well as convenience.
India’s direct selling industry is expected to reach a size of Rs23, 654 crore (US $
3.54 billion) by FY 2019-20, as per a joint report by India Direct Selling
Association (IDSA) and
PHD.
Indian exports of locally made retail and lifestyle products grew at a CAGR of 10
percent from 2013 to 2016.
The size of modern retail in India is expected to double to Rs171, 800 crore (US $
25.7 billion) from Rs87, 100 crore (US $ 13 billion) in three years driven by omni-
channel retail.
GOVERNMENT INITIATIVES
The Government of India has taken various initiatives to improve there tail industry
in India.
• The Government of India may change the Foreign Direct Investment (FDI)
rules in food processing, in a bid to permit e-commerce companies and
foreign retailers to sell Made in India consumer products.
• Government of India has allowed 100 percent Foreign Direct Investment
(FDI) in online retail of goods and services through the automatic route,
thereby providing clarity on the existing businesses of e-commerce
companies operating in India.
•
Total consumption expenditure is expected to reach nearly US $ 3.6 trillion by 2020
from US $ 1.5 trillion in 2016.
ROADAHEAD
E-commerce is expanding steadily in the country. Customers have the ever
increasing choice of product sat the lowest rates. E-commerce is probably creating
the biggest revolution in the retail industry, and this trend would continue in the
years to come. Retailers should leverage the digital retail channels (e-commerce),
which would enable them to spend less money on real estate while reaching out to
more customers intier-2 and tier-3 cities.
Both organized and unorganized retail companies have to work together to ensure
better prospects for the overall retail industry, while generating new benefits for
their customers.
Nevertheless, the long-term outlook for the industry is positive, supported by rising
incomes, favorable demo graphics, entry of foreign players, and increasing
urbanization.
3.ABOUT THE COMPANY & DEPARTMENT
Shoppers Stop is an Indian department store chain, owned by the K Raheja Corp
Group. There are 83 stores across 38 cities in India, with clothing, accessories,
handbags, shoes, jewellery, fragrances, cosmetics, health and beauty products, home
furnishing and décor products.
Shoppers Stop Ltd (SSL) is India’s prominent retail group and a pioneer in the
organized retail industry in India. From a single store in 1991, the company today is
one of the largest chain of department stores in the country. Shoppers stop offers
customer san international shopping environment and a world-classs hopping
experience with a wide assortment of national and international brands across
categories such as fashion apparel, accessories, cosmetics, perfumes, home and
kitchen ware.
Over the years, Shoppers Stop has continued to introduce exciting new brands and
collections and has created a differentiator through its exclusive and non-exclusive
retail arrangements with world-class brands.
With a strong business model, the company is well equipped for a stable growth
trajectory. In FY 2014–15, Shoppers Stop Ltd achieved a gross retail turn over of
Rs 34.05 billion (US $ 544 million).
Mission statement– “Nothing but the best”
Service vision statement– “It’s magical, it’s comfortable, it’s my store”
Motto– “To be a global retailer in India and maintain its number. 1 position in the
department store category”
The brands and joint venture sunder Shoppers Stop are: Shoppers Stop (apparel,
accessories, footwear, decor), Home stop (home furnishing), Crossword (book sand
entertainment) Mother care (infant and toddler care), Estee Lauder, Mac and
Clinique (beauty), Nuance Group (airport retailers). In 2016, the company has been
selected as “The Most Respected Company in Retail” by Business World Magazine
for the fifth year in arow.
Customer loyalty program
Shoppers Stop’s customer loyalty program, known as First citizen is one of its kind.
It reflects Shoppers stop’s commitment to offering. Out of total revenue of
Shoppers Stop 75% is generated through its first citizens.
As a first citizen customer’s shopping experience become seven more enjoyable
with,
Reward Points for every time a customer shop at Shoppers Stop
Exclusive benefits & privileges
Exclusive offers ever so often
Updates on what a customer can look forward to shop for at Shoppers Stop
Exclusive cash counters at Shoppers Stop so that a customer can spend more
time shopping than waiting in a line.
4. INTERNSHIP SUMMARY
The Winter Internship was about gaining first-hand knowledge and experience of
corporate world. I have got my winter internship at Shopper stop. IT is under retail
sector and it is number 1 in the department store category in India.
The time span of the internship was of 1 month. I learned about various retail store
represent in our country. I was briefed about customer’s optimization by my
external mentor and was given a training on how to implement the factors
influencing the customers buying behavior and activation of shopper stop’s
customer loyalty program. i.e. First citizen.
From the next day I was assigned to my respective department where I have
interacted with the customers and make them aware about the loyalty program so
that they can enroll themselves and enjoy the benefits of being the First citizen of
Shoppers stop, and clear the trail room and as it is the CCAsso as to help them in
achieving the target of the store.
From the next week I was assigned one more department and was also given a
training on visual merchandising.
The whole internship consisted of learning different aspects of retail and interacting
with customers which also helped me to understand the concept of consumer buying
behavior.
6. RESEARCH METHODOLOGY
Introduction
This chapter the research methodology to be used in the study is described. The
study design and the population are described. The instruments to be used to collect
the data and methods that will be used in data analysis are described.
Research Design
The research will be in the form of descriptive survey. This is an ideal methodology
when collecting information about people‘s attitudes, opinions, habits or any of the
variety of education or social issues Orodho and Kombo (2002). It is a method of
collecting information by interviewing or administering a questionnaire to a sample
of individuals.
Population
The research will focus on Employs representatives Shoppers Stop. There are 3000
employees in the various zones in the Shoppers Stop.
Sample Design
A listing of all the customer management sections will be obtained from the
administration office from most senior grades to the least. Stratified proportionate
sampling technique will be used, the strata in this case being different grades of
employees in customer management department. Systematic sampling and
recording will be used. A sample of the different sections in customer management
will be used to get the number of respondents to be interviewed as shown below.
Data collection
This study will rely on primary data. The primary data will be collected through a
semi – structured questionnaire which will be administered on a drop and pick
basis. The questionnaire will consist of open ended and closed questions. It will be
made up of two parts; Part A covering the general information about the
respondents and the different training s they have so far attended. Part B will seek to
answer the research objective which was to find out the effect of training and
development on employee performance.
Data Analysis
The data will be analyzed using descriptive statistics. After gathering all the data
from the instrument, the researcher will study the collected data and edit so that
only the data relevant to the research questions and objectives will be retained. Data
will be analyzed using descriptive statistics like mean and standard deviation,
simple linear regression analysis will be used to link training and development to
performance. The results will be presented by use of tables and charts.
6.LEARNING/FINDING
I got to learn many things by working at Shoppers Stop. It was a great experience to
work with this store. To talk about Shoppers store, it was founded in 1991 in
Mumbai.
Shoppers Stop Ltd (SSL) is India’s prominent retail group and a pioneer in the
organized retail industry in India. From a single store in1991, the company today is
one of the largest chain of department stores in the country. Shoppers stop offers
customers an international shopping environment and a world-class shopping
experience with a wide assortment of national and international brands across
categories such as fashion apparel, accessories, cosmetics, perfumes, home and
kitchen ware.
Over the years, Shoppers Stop has continued to introduce exciting new brands and
collectionsandhascreatedadifferentiatorthroughitsexclusiveandnon-exclusive retail
arrangements with world-class brands.
With a strong business model, the company is well equipped for a stable growth
trajectory.
Shoppers stop is a Bridge to luxury kind of retail store
One of the largest chain of department stores in India
The brands and joint ventures under Shoppers Stop are: Shoppers Stop
(apparel, accessories, footwear, decor), Home stop (home furnishing),
Crossword (books and entertainment) Mother care (infant and to deller care),
Estee Lauder, Mac and Clinique(beauty), Nuance Group (airport retailers).
The company owns156storesin25citieswith4.81millionsquarefeetspace
across8storeformats
Shoppers stop is truly dedicated to its’s customer
Shoppers stop’s customer loyalty program, i.e., First citizen, is one of its kind
Shoppers stop provide extra sale period and extra discounts for their First
citizens
Out of total revenue of Shoppers stop, 75% of revenue is generated through
its First citizen program
Over 4.7 million customers are a part of the First Citizen Loyalty Programe
Amazon bought 18% of shares of Shoppers stop
In 2016, the company has been selected as “The Most Respected Company in
Retail” by Business World Magazine for the fifth year in a row.
7.SUGGESTION(IFANY)
1.Proper training should be given to fashion assistants/ CCAsto make them
understand the benefit of “First citizenship”, it will help them to assist
customers, which will increase customer loyalty. They will also understand
the actual growth of their career in the organization and it will help to reduce
the stress of their job.
2.Skill development opportunity from the job is less. Management should try to
take initiative to increase the skill of the lower level employees by providing
proper skill development training, so that the customer service from floor to
customer service department will be better.
3.More efficient man power should be appointed.
4.To avoid large queues in the festive season or at the time of end season sale,
all the computers at the billing counters should be checked earlier to ensure
that they are in working condition.
5.There should be more sitting area for old citizens and children, so that they can
rest while their family members are shopping
The project has been a journey of learning’s and exploring the horizon of
corporate culture. This opportunity was vested upon me with trust and expectations
and I would like to convey my heart disregards and respect to those who believed
that I could accomplish the task that was given to me.
8.REFERENCES
htps://www.ibef.org/industry/retail-india.aspx
htp://shoppersstop.com
www.rai.net.in
www.fai.co.in
Information acquired from the Department manager, ROM, Unit HR, Unit
VM, and Unit Head.
