IMPACT OF SALES PERFORMANCE IN RETAIL STORES

Mr. Mohammed Ashfaque Z.¹  Dr. Komal A Dave ²

¹Assistant Professor Department of Commerce St.Joseph’s College of Commerce (Autonomous), No.163, Brigade Road, Bengaluru-560025.

²Associate Professor, Department of Commerce and Management, St. Joseph’s College of Commerce (Autonomous), #163, Brigade Road, Bengaluru- 560025,

Abstract

The retail industry has experienced significant transformation due to changing consumer expectations, technological advancements, and increasing competition from e-commerce. In this dynamic environment, sales performance has emerged as a critical indicator of retail success, extending beyond revenue generation to include employee productivity, customer satisfaction, inventory efficiency, and service quality. This study examines the key internal and external factors influencing sales performance in retail stores, focusing on both employee and customer perspectives. A quantitative research approach was adopted using a structured questionnaire based on a five-point Likert scale. Data were collected from a sample of 100 respondents, comprising retail employees and customers. Percentage analysis, mean scores, and standard deviation were used for data interpretation. The findings reveal that internal factors such as regular employee training, staff incentives, team collaboration, and clear sales targets play a significant role in enhancing sales performance. From the customer perspective, factors including friendly staff behavior, store layout and ambiance, product availability, efficient billing processes, and promotional offers strongly influence purchasing decisions.

The study highlights the interdependent relationship between employee performance and customer satisfaction in driving retail sales outcomes. The results emphasize the need for a holistic retail management strategy that integrates employee development, operational efficiency, and customer experience enhancement. The findings provide valuable insights for retail managers and practitioners aiming to improve sales performance and achieve sustainable competitive advantage.

Keywords : Sales, Stores, Employees, International relationship, retail management