Final Rikanshu

PROJECT REPORT
ON
IMPACT OF INFORMATION TECHNOLOGY

ON SALES PERFORMANCE
COMMENCED IN OVERNIGHT MARKETING PVT. LTD., CHANDIGARH
submitted to Punjabi University, Patiala
in partial fulfillment of the requirements of the degree of
BACHELOR OF BUSINESS ADMINISTRATION
Session 2021-2022
UNDER THE GUIDANCE OF SUBMITTED BY
Dr. Neeraj Goyal Rikanshu Sharma

Head, Business Management Roll No. 6039
Univ. Roll No. 788732
BBA – 6th Semester
MULTANI MAL MODI COLLEGE, PATIALA
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DECLARATION
I hereby declare that the Training Report was submitted by me under the supervision and
guidance of Mr. Iqbal Singh, Managing Director, Overnight Marketing Pvt. Ltd., Chandigarh in
partial fulfillment of BBA-6th Semester, Multani Mal Modi College, Patiala. I further declare that I
am solely responsible for omission and commission of errors if any.
Rikanshu Sharma
Roll No. 6039
University Roll No. 788732
BBA – 6th Semester
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ACKNOWLEDGEMENT
It is my pleasure to be indebted to various people, who directly or indirectly contributed in the

development of this work and who influence our thinking, behavior, and acts during the course
of study.
To commence with things I would like to take this opportunity to gratefully and humbly thank to
Mr. Iqbal Singh, Managing Director, Overnight Marketing Pvt. Ltd., Chandigarh and Dr.
Neeraj Goyal, Head, Business Management, Multani Mal Modi College, Patiala for being
appreciative enough by giving me an opportunity to work on project on the topic “Impact of
Information Technology on Consumer Purchase Behaviour”.
My parents need special mentions here for their constant support and love in my life.
I also thank my friends and well wishers, who have provided their whole hearted support to me
in this exercise. I believe that this Endeavor has prepared me for taking up new challenging
opportunities in future.
Rikanshu Sharma
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TABLE OF CONTENTS
CONTENT PAGE NO.
Certificate
Declaration
Acknowledgement
Executive Summary
CHAPTER – I INTRODUCTION TO THE TOPIC 7
CHAPTER – II COMPANY PROFILE 16
CHAPTER – III LITERATURE REVIEW 22
CHAPTER – IV OBJECTIVES OF THE STUDY 25
CHAPTER – V RESEARCH METHODOLOGY 27
CHAPTER – VI DATA ANALYSIS AND INTERPRETATION 30
CHAPTER – VII FINDINGS 51
CHAPTER – VIII CONCLUSION 54
CHAPTER – IX SUGGESTIONS 56
LIMITATIONS OF THE STUDY 58
BIBLIOGRAPHY
ANNEXURE
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EXECUTIVE SUMMARY
The rapid growth and advances in computerized technologies in the last decade have
significantly changed the everyday life of the modern sales representative. Sales managers
generally assume that supplying information technology such as salesforce automation software
to their salespeople contributed to higher levels of productivity, better customer communication,
and enhanced customer relationships. Although the relationship between information technology
and sales performance remains primarily unsubstantiated, many organizations spend
considerable human and financial resources in equipping their sales force with information
technology.
In this study we looked at information technology as a set of software applications in support of

salesperson activities. This implies that we assess the impact of information technology across a
breadth of applications, beyond specific hardware technologies. It is our contention that the
applications, as well as the underlying sales tasks the applications are able to facilitate, are
important, rather than the naked .hardware. technology. In addition, the use of sales technology
gains strength when salespeople use different tools in an integrated way. Thus, we define
information technology infusion as the degree to which a salesperson integrates different
information technology tools into his/her sales activities. More specifically, information
technology infusion pertains to the frequency of technology usage, the full use of the
applications. capabilities, the level of integrated and complementary use of different
technologies, and the usage of technology for analysis purposes.
This study integrated a broad literature search with multiple qualitative interviews and
observations to develop a solid theory on information technology usage and salesperson
performance. Subsequently, the proposed theoretical study is empirically based on sales persons
of consumer retail stores using a field study research design. The mediating effects of sales
skills, smart selling, and call productivity on the direct effect of information technology on
salesperson performance. The study took place AT Overnight Marketing Pvt. Ltd., Chandigarh at
consumer retail stores and mixes multiple data sources (sales representative and sales manager
survey data, company performance, and call reporting data) related to 50 salespeople. To the best
of our knowledge, this study first to test and explain the relationship between information
technology and salesperson performance.
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CHAPTER – I
INTRODUCTION TO THE TOPIC
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1. INTRODUCTION
Technology has transformed the buying behavior of customers everywhere. Technology in the
store is all moving toward integration and more and more savvy customers. Point Of Sale is
undergoing major changes because of broadband access, the need and ability for inventory
visibility, customers ordering online, returns and pick- up in the store and also the movement
toward an ASP (application service provider) model. It is broadband that will help to transfer the
information fast and help retailers to serve their customers on time.
Business Intelligence & CRM: Learning from International Markets- Customer service and
customer satisfaction are the backbone of customer relationships. If an organisation can
accurately monitor and measure customer service factors and customer satisfaction, it is easier to
make appropriate corrections and ensure customer retention, good client references and new
customer acquisition.
POS (Point Of Sale) - Point of Sale is a place where actual sale of goods or services occurs. It
often refers to the physical cash transfer that takes place between the customer and the seller or
the service provider.
Third Party Logistics & Connectivity- Third Party Logistics also sometimes known as 3PL or
TPL that has grown not only in India but as well as in other countries around the world is a type
of firm that provides service to its customers of outsourced (or "third party") logistics services
for part, or all of their supply chain management functions. Third party logistics providers
typically specialize in integrated operation, warehousing and transportation services that can be
scaled and customized to customers' needs based on market conditions and the demands and
delivery service requirements for their products and materials. Often, these services go beyond
logistics and included value-added services related to the production or procurement of goods,
i.e., services that integrate parts of the supply chain. In this paper the author will put some light
on third-party supply chain management provider (3PSCM) or supply chain management
service provider (SCMSP) also.
E-Commerce and Online Retail- Electronic commerce, commonly known as e-commerce, is the
buying and selling of product or service over electronic systems such as the Internet and other
computer networks. This paper deals with the impact of e-commerce in the retail industry. With
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growing time and the introduction of E- Commerce websites like “Flipkart”, “Snapdeal”, “ebay”
etc. the impact of information technology in retail has increased manifold. The author shows how
the amalgamation of these two field occurs.
Warehouse Management Systems (WMS)-The evolution of warehouse management systems

(WMS) is very similar to that of many other software solutions. Initially a system to control
movement and storage of materials within a warehouse, the role of WMS is expanding to
including light manufacturing, transportation management, order management, and complete
accounting systems.
Through this paper the author wants to show the effect of Information Technology in the retail
industry and how various factors and principles like 3PL, WMS, POS etc have brought aout
revolutionary changes in the retail sector in a developing country like India.
1.1 INFORMATION TECHNOLOGY IN RETAIL INDUSTRY
As we are watching the information technology industry of India is attracting considerable

amount of foreign direct investment and has been doing so for some years. Investments are being
made in the four principal sectors of the Indian information technology industry i.e. online
businesses, information technology services, information technology based services and software
merchandise. Newer investment opportunities are opening up every now and then in the Indian
information technology scenario. As per the findings of the organizations like NASSCOM-
McKinsey report the Indian information technology is supposed to receive between 4 and 5
billion US dollars by way of foreign direct investment in the year 2008.
There are however other ways in which foreign direct investment is being made in the
information technology industry of India. A number of major information technology companies
of the world have set up shops in India trying to recruit the skilled information technology
professionals of India. One of the major advantages of this method is that the Indian information
technology professionals are more viable from the economic point of view since they are at par
with the international standards as far as skills are concerned it is pretty easy to extract good
work out of them. This has however helped in the expansion of the job market in India as an
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increasing number of people are landing jobs with the international information technology
companies and are living better lives.
Foreign direct investment in India's information technology industry has also been contributed to
by the remarkable growth of the industry in the recent years. The worth of the Indian information
technology industry was 150 million United States dollars in the financial year 1991-92 and
since then it has grown at an appreciable rate to be worth 5.7 billion US dollars in the 1999-2000
fiscal. The information technology has been amongst the best as far as rate of growth is
concerned. This has lured the foreign investors like GOOGLE, MICROSOFT, SIEMENS, and
MOTOROLA etc from all over the world.
Now days we have seen that retailing industry has become a technology dependent industry. All
kinds of technology are employed in order to achieve maximum output. These systems and
technologies are applied to achieve customer satisfaction which is one of the main pillars of
retailing industry. Moreover introduction of technology in the industries have led to an increase
in the production speed as well as accuracy. Introduction of information technology has occurred
in various industries like textile, food, hospitals, automobiles, telecommunication devices etc.
People in rural areas are also taking interest in the new technological advancements because it
reduces much of their work and also helps them achieve their target much easily and quickly. For
example 50-60 years back a weaver used to take 3 days to make a saree. But after the coming up
of textile industries with new technological advancements, they can now make 2500 sarees in a
single day with the same accuracy and quality. Such mouth watering benefits of the technologies
lure the rural people into accepting them and using them. Many big textile units have already
adopted IT in their companies in various forms. They use machineries with latest technology
available in the world and these machines utilise IT in many areas such as production
monitoring, quality monitoring and control, etc. Also, these companies are using Enterprise
Resource Planning (ERP) in various levels. Major reasons for companies opting for ERP are:
 It integrates financial information.

 It integrates customer order information.
 It standardises and speeds up manufacturing processes.
 It standardises Human Resources Information.
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 It helps in increasing productivity and quality levels.
The schematic diagrams below give an idea that how the Information technology methods have
occupied a significant position in the various retail sectors.
A Case Study showing the extent of introduction of IT in the Textile Industry -
Recently, we had the opportunity of seeing the application of IT in a few garment industries in
Taiwan and Hong Kong. A company at Taiwan (AB) has a design development centre and a
small garment factory at Taiwan. The company has several garment factories at main land China,
Vietnam, Lesotho, etc. The sales and financial deals are conducted at Taiwan. When a customer
comes in he is being taken to design development centre. The customer is shown the designs for
his desired product on computer screen and after short listing the same, he is taken to the fabric
bank where 900 - 1000 different varieties of fabrics with product details are stored. Once the
customer zero-in to his desired fabric a real sample is produced and given to him within an hour.
If the customer finalises the order, by inter-net the message goes to fabric source, yarn source in
one direction and allotment of lots is planned for garment manufacturing in other direction. The
software developed by the company personnel chooses the factory using linear programme for
optimum cost and quality. At any given time the status of a lot can be monitored on the screen by
Internet connection. Application of Information Technology has made this Taiwan office a
virtual factory where quality details, status of the products and all other related factors can be
seen, though they are produced at other parts of the world. Thus, they are availing low cost
production, still maintaining the quality by strongly monitoring supply chain and product quality
sitting at Taiwan.
Computer and Software sector received US$ 8.9 bn which constitute 11.43% of the total FDI
inflows during the period Jan 2000 to Dec 2007.The top Indian companies which received FDI
inflows in this sector are:- I Fliex Solutions Ltd., I Flex Solutions, TATA Consultancy Services
Ltd., Mphasis BFL Ltd.
Business Intelligence is a concept of using information technology as a tool for achieving the
competitiveness of businesses, the perception of risk that occurs in the environment within the
firm, and the possibility of action. Complementary use of CRM (Customer Relationship
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Management) systems and Business Intelligence, provides a holistic approach to customers,
which includes improvements in customer profiling, simpler detection value for customers,
measuring the success of the company in satisfying its customers, and create a comprehensive
customer relationship management. Business Intelligence can detect various incentives to
increase sales and revenue, such as faster conversion of potential into actual clients, reducing the
number of outgoing customers and increase sales to existing customers.
Business Intelligence for Customer Relationship Management
1. Acts as a barometer for customer service and customer satisfaction
2. Provides objective metrics and ensures excellence in customer experience based on key
performance indicators (KPIs) for customer relationship management.
3. Offers accurate analysis for on-time delivery ratios to help define and measure objectives with
minimum deviation.
4. Categorizes and tracks information on suggestions, complaints and claims to help gauge and
minimize the gravity of various customer satisfaction risks and issues.
Business Intelligence can detect various incentives to increase sales and revenue, such as faster
conversion of potential into actual clients, reducing the number of outgoing customers and
increase sales to existing customers. Therefore, in the modern business, CRM cannot be
considered separately from Business Intelligence. They constitute a unique model that enables
companies forecast customer behavior and make decisions based on these forecasts, and build
long-term and profitable customer relationships.
Point of Sale (POS) can be defined as “A computerized network operated by a main computer
and linked to several checkout terminals”. Point of Sales are now days required in retail stores
because they increase the efficiency and also the speed of work in the stores and help them in
achieving customer satisfaction. Point of sale is a modern form of e-commerce. These systems
are also preferred by the customers as they find it reliable and fast.
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Inventory software programs that are now present in the market let the users track usage and help
them to analyze inventory levels on an item-by-item basis. POS software records each sale when
it happens, so the inventory records are always up-to-date. Better still, the user gets much more
information about the sale than one could gather with a manual system. By running reports based
on this information, the companies can make better decisions about ordering and merchandising.
It also keeps a check on the sale of a particular product thus helps the company to have a random
survey regarding the sale of its products in the markets.
The uses and benefits of a point of sale can be summarized as below:-
1. The user can analyze sales data and figure out how well all the items on the shelves sell, and
adjust purchasing levels accordingly.
2. The marketeer can improve pricing accuracy by integrating bar-code scanners and credit card
authorization ability with the POS system.
A retail POS system can help in increasing the profits in many ways. Quicker and more reliable
checkouts mean that less manpower is needed. Sales reports help to maximize the inventory
levels and control costs.
Warehouse Management System (WMS) is software that integrates mechanical and human
performed activities with an information system to effectively manage warehouse business.
Warehouse Management System also called as WMS can be described as the most advanced
technology and operating processes that optimize all warehousing functions. These kinds of
functions typically begin with receipts from suppliers and end with shipments to customers, and
include all inventory movements and information flows in between. Warehouse management
systems have typically been associated with larger, more complex distribution operations. Small,
non-complex distribution facilities have historically not been viewed as candidates to
significantly streamline operations and reduce costs. However, even smaller and midsize
companies are increasingly recognizing the significance of warehouse management systems in
today's environment of integrated logistics and things like just-in-time delivery.
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With the help of WMS the merchandise flow through the enterprise can be accelerated and
modifies to suit the needs of the user. Some other advantages of WMS in retail industry can be
summed up as below:-
1. Manage real-time physical and virtual inventory
2. Maintain detailed purchase and distribution records
3. Streamline warehouse administration
4. Simplify receiving and tracking with easy-to-use handheld units
5. Gain visibility into key supply and demand measurements with role-based dashboard and
reports.
Another important aspect that affects the role of Information technology in retail industry is
Third Party Logistics also known as 3PL. Originally, 3PL means outsourcing logistics activities
including transportation and warehousing to outside firms, which are neither consignor nor a
consignee. However, it is not a common 3PL practice to outsource a single activity of logistics
independently, but to outsource multiple activities from the firm's strategic point of view.
Some of the key features of a good Third Party Logistic are as follows:-
1. Integrated (or multi-modal) logistics service provider.
2. Contract-based service provider.
3. Consulting service provider.
One of the advantages of using Third Party Logistic is based on economies of scale (merits from
large truck fleets, warehouses, etc.) and economies of scope, which encourage the firms to
increase net value by reducing their expenditure on certain commodities. The effects of these
economies are obtained depending on the type of 3PL provider (e.g. IT-equipped, marketing-
based, non-asset-based etc.). Competent 3PL providers possess high coordination ability,
enabling them to search reliable partners or sub-contractors, and to manage efficiently the inter-
firm flow of goods. Such ability can be developed through experiences as a 3PL. Likewise, by
outsourcing logistics activities, firms can save on capital investments, and thus reduce financial
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risks. Investment on logistics assets, such as physical distribution centers or information
networks, usually needs large and lump sum costs, which involves financial risks. Furthermore,
the 3PL providers can spread the risks by outsourcing to sub-contractors.
Although there are several advantages of using 3PL, some disadvantages also exist. It is not easy
to establish a reliable and cost-effective partnership between the firm and the 3PL provider. In
order to establish reliable partnership, efforts should be made in two stages; 3PL provider
selection and contract signing.
First, is the crucial and important stage of selecting a new 3PL partner, it is important to select
the 3PL provider that has the ability to provide quality service. If the firms cannot select reliable
3PL providers, they may suffer from economic losses.
Second, it is important to establish a system to maintain their reliable partnership once the 3PL
partner is selected. Information sharing and apparent risk sharing between the parties is always
required.
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CHAPTER – II
COMPANY PROFILE
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Overnight Marketing PVT LTD in Industrial Area Sector 28, Chandigarh
Overnight Marketing PVT LTD in Chandigarh. Surgical Equipment Dealers with Address,
Contact Number, Photos, Maps. View Overnight Marketing PVT LTD, Chandigarh on Justdial.
Dealers of surgical equipment, Overnight Marketing PVT LTD in Industrial Area Sector 28,
Chandigarh is one among the acknowledged and leading distributors, stockists, and suppliers in
the city. In the business since 1987, this enterprise has made conscientious strides to offer top-
notch and best-in-class products to their clients each time. Over time, it has made an indelible
mark in the healthcare industry. One can choose from a diverse and comprehensive product
range of surgical, medical, hospital and mobility equipments. Certified by relevant quality
standards, the products carry a high degree of precision, attributing a certain degree of reliability.
This enterprise is also an authorised service provider for surgical and mobility equipments.
Locate this establishment with ease at Scf 42, 1st Floor, Sector 28 C. Undoubtedly it is one of the
best surgical equipment dealers in Industrial Area Sector 28, Chandigarh.
Products and Services offered at Overnight Marketing PVT LTD

Overnight Marketing PVT LTD in Industrial Area Sector 28 showcases a vast product range,
including Wheel Chairs, E- Meters, Surgical Instruments, Blood Pressure Monitors, Glucose
Meter, Water And Air Bed, Nebulizer, Adult Diapers, Water And Air Bed, Under Pad,
Orthopaedic Supports Like Sacro Lumbar Belt, Abdominal Belt, Knee Support, Ankle Binder
And Waist Belt, E- Thermometers, Littmann Stethoscopes, Hot Water Bag, Orthopaedic Heating
Pad, Composition Monitors, Orthopedic Heating Pad, Morning Walker, Pill Boxes, Yoga Mats,
Gel Pack, Hot And Cold Gel Packs, Compression Stockings, Arm Sleeves, Sphygmomanometer,
and more.are the accepted modes of payment. This dealer's office is operational from Monday to
Saturday, and customers can visit them as per their convenience between 10:00 - 21:00.
Products details
1. Wheel Chairs
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Features
 Flip-back fixed-height armrests and swing-away footrests
 Great color options: forest green, black, blue and silver texture
 70º footrests available for tighter turning radius
 Padded seat sling for extra comfort
 Scratch-resistant composite hand rims standard
 Weight of 28 lbs. does not include footrests
Specifications
Overall Width - Folded: 12.00"
Overall Width: 21.5" to 27.5"
Legrest Options: Swing Away
Elevating
Seat to Floor Heights: 13" to 20.5"
Frame Type: Folding
Seat Widths: 14"
16"
18"
20"
Seat Depths: 16"
18"
Overall Width Open - Add to Seat Width: 7.50"
Hemi Height Option: Yes
Back Height: 16"
17"
18"
19"
Angle-adjustable Back: No
Fold-down back for easy transport: No
Reclining Back Option: No
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2. E- Meters
Product Description
We have attained a notable position in the market by
offering the finest quality array of Display E- Panel Meters.
Features:
 Easy to operate
 Durability
 Excellent quality
Measures:
 Voltage – 3U, 3V
 Current – 3I
 Neutral Current
 kW, kVAr – phase-wise & total
 kVA – phase-wise & total (On Communication)
 PF – phase-wise and total
 Frequency
 kWh, kVArh
 kVAh (Total)
Salient Features:
 Accuracy Class 1.0 as per IEC 62053-21
 True RMS up-to 31 st harmonic
 Voltage input up-to 480 V
 SMPS power supply
 3 line LED display
 CT primary programmable
 Password protection
 2kV isolation
 RS-485 port with Mod bus RTU protocol
Application:
 Power & Energy Monitoring
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3. Blood Pressure Monitors
This model is quick and easy and has a few more features than the
3 Series home blood pressure monitor, like dual settings for two
users, memory storage space for up to 100 readings (50 readings
for each user) and a wide range D-Ring cuff that fits standard and
large arms 9 to 17 inches in circumference. The 5 Series also
features Advanced Accuracy that automatically displays the average of the last 3 readings taken
within 10 minutes. The Omron 5 Series will also let you know how your reading compare with
internationally recognized guidelines for normal blood pressure with the BP Level Bar.
Blood Pressure
The ability to check your blood pressure easily, wherever you are, is essential not only to your
health but to your peace of mind. When you do, it's important to have complete reassurance that
your numbers are accurate. Get portability, convenience, and complete blood pressure accuracy
right out of the box so you can go about your day with confidence.
4. Orthopaedic Heating Pad
Orthopaedic Electric Heating Pad is strongly recommended by physicians and doctors for quick
& lasting relief from spinal disorders, joint & muscular pains, abscesses, boils etc. Even women
related pains (under the strict guidance of a doctor). It is light and flexible, and above all safe as
it comes with two thermostats.
5. Gel Pack
Features:
 Reliable thermal protection for temperature sensitive products
 Protective air cushion barrier avoids superficial freezing on highly delicate items
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 Economical and cost effective way of shipping food and medical products
 Recommended economical replacement for wet ice and dry ice
 Can withstand significant pressures even after thawed
 Perishable products keep cool and fresh
 Longer lasting thermal protection
 Maintains higher temperatures than ice
 Available in various sizes and colors
 Can be used over and over again
 Avoids water leakage problems
 Long Shelf life
Instructions for Use:

 Place these packs flat in a freezer at -15°C to -18°C until they completely get frozen and then
they are ready to use. In the case of commercial transport/shipping of delicate food or medical
products, it gets quite important to place air cushion side towards product to prevent any
superficial freezing then lay Gel Ice Pack Air Cushion Back over food products or medical
products to treat it with cold air. To achieve maximum cooling, cover dead spaces and place
additional ice packs on the base and along sides and corners of the shipping vessel, Frozen
Cold Gel Pack can keep a temperature range of perishables between 2°C to 16°C. In order to
calculate the amount of frozen Gel Ice Pac Air Cushion Backs, required to get this temperature
range, shipping and storage trials need to be conducted
Product Life:
 The product life of the Gel Ice Pac Air Cushion Backs® may be enhanced by careful usage for
a prolonged utilization which makes it very economical and extremely effective. The real life
of the product depends on upon the degree of utilization
Specifications:
 Hot and Cold Packs
 Size: Customized
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CHAPTER – III
REVIEW OF LITERATURE
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REVIEW OF LITERATURE
A specific area of business that has attracted the interest of researchers – and which serves as the
focal point of this study -- is the relationship between technology and professional selling.
Hunter and Perreault Jr. (2007), define sales technology as “Its [information technologies] that
can facilitate or enable the performance of sales tasks”, and state that the various tools of sales
technology include “spreadsheets, relational database programs, Nielson/Information Resources
Inc. scanner database programs, sales forecasting tools, inventory management systems, contact
management programs, multimedia hardware, cell phones, graphics software, image projectors,
computer-based presentations, e-mail, Web browsers, and so forth” They concluded through a
field study that sales technology, when appropriately applied, led to both efficiency and
effectiveness of sales people measured across a variety of dimensions.
This research continues an impressive stream of work in the areas of sales force automation
(SFA), where sales people incorporate technology as part of their work routine, and information
technology (IT) in professional selling.
Leigh and Marshall (2001) identified information technology as one of the research priorities in
sales strategy and performance and their call for additional research in the area of IT and
professional selling resulted in a proliferation of work. For the purpose of this study, SFA and
sales person IT were used interchangeably.
Shoemaker (2001) discussed several key business information technology areas: customer
relationship management, sales force automation, partner relationship management, customer
interaction centers, computer-telephone integration, collaboration server software, voice over
internet protocol, and more.
Honeycutt (2005) noted that “firms around the globe are rushing to invest in sales force
technology or sales force automation” (pg. 1) and Good and Schultz (2005) called for the sales
organization, in light of emerging technologies, to “identify, explore, adjust to, and exploit the
needs of the marketplace in highly competitivesituations”.
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Buehrer (2005) and his colleagues examined the results of SFA adoption and the perceptions
salespeople held regarding SFA.
Gohmann, Guan, Barker and Faulds (2005) investigated differences between sales force and
management perceptions of SFA. Hunter and Perreault (2006, 2007) and Dong-Gil Ko and
Dennis (2004) investigated the impact of sales force automation (SFA) on sales performance.
Bush, Moore and Rocco (2005) suggested firms may be attempting to use SFA to strengthen
their customer orientation. Cotteleer, Inderrieden, and Lee (2006) studied the relationship
between a firm’s investment and commitment to SFA and the barriers to sales force adoption of
such programs.
Rangarajan, Jones and Chin (2005) examined the role of task complexity and negative
repercussions of SFA technology on the adopter.
Buehrer, Seneca, and Pullins (2005) also looked at perceived barriers to the adoption of SFA
by a sales force and later examined the impact of technology adoption on sales people (Senecal,
Pullins, and Buehrer 2007).
Perhaps the writings of Anderson, Dubinsky, and Mehta (2007), coupled with the observation
of Honeycutt (2005) provide the best summary of the importance of information technology in
professional selling as well as the most compelling reason for the current study:
“Probably the most obvious and dramatic influences on personal selling today are technological
innovations, especially in telecommunications. Today’s most successful sales people are those
who make skillful and efficient use of technology to increase their productivity in serving
customers.”(Anderson, Dubinsky and Mehta 2007, p. 41).
While the technology gurus are pushing sales force automation, CRM, and wireless
communication/Internet access, the average salesperson appears to be overwhelmed sorting out
role expectations and maintaining currency with an ever-changing set of technological tools.
(Honeycutt 2005, p. 301).
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CHAPTER – IV
OBJECTIVES OF THE STUDY
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OBJECTIVES OF THE STUDY
Main objectives of the study are:
1. To study the increasing information technology infusion has a positive effect on salesperson
performance.
2. To study the way to improving a salesperson’s technical knowledge levels has a positive effect
on salesperson performance
3. To study the steps to enhancing a salesperson’s information technology infusion has a positive
effect on his/her sales presentation skills
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CHAPTER – V
RESEARCH METHODOLOGY
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RESEARCH METHODOLOGY
Every project requires genuine research. Successes of any project and getting genuine results
from that, depends upon the research method used by the researcher.
Research Methodology is a way to systematically solve the research problems. It may be

understood as a science of studying how research is done scientifically. In this various steps that
are generally adopted by a researcher in studying the research problem along with the logic
behind them is studied.
RESEARCH DESIGN:
Research design is the basic framework, which provides guidelines for the rest of the research
process. It is a blue print according to which research is to be conducted. The research design
specifies the methods of the data collection and how that data is analyzed.
A research design is a specialization of methods and procedures for acquiring the information
needed for solving the problem. The research design in this study was descriptive in nature,
which is concerned with characteristics of an individual or a group.
SAMPLE SIZE:
It refers to the items to be selected from the universe to constitute the sample. The sample size
for the survey was 50.
SAMPLING TECHNIQUE:
The sample size taken by simple random convenient sampling technique.
DATA COLLECTION:
Both Primary and Secondary data was used for the purpose of data collection.
Primary data collected by conducting personal interview of the respondents (From Retail Stores)
and administering a self designed questionnaire.
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Secondary Data:
This data is collected by using the following means.
1. Articles in Financial Newspapers ('Economic times' and 'Business Standard').
2. Investment Magazines, Business Magazines, Financial chronicles.
3. Expert's opinion published in various print media.

4. Books written by various Foreign and Indian authors on Investments.
SAMPLE AREA:
District Patiala (Punjab State)
Consumer Retail Stores
1. Aditya More
2. Easyday
29
CHAPTER – VI
DATA ANALYSIS AND INTERPRETATION
30
IT Infusion
1. I consider myself a frequent user of IT
Table:1
Respondents Percentage
Strongly Agree 27 54
Agree 23 46
Indifferent 0 0
Disagree 0 0
Strongly Disagree 0 0
Total 50 100
Graph: 1
Strongly Agree Agree Indifferent

Disagree Strongly Disagree
46%
54%
INTERPRETATION: According to 50 respondents 54% of them say that they strongly agree
that they are themselves are frequent user of IT and rest 46% of them say that they agree that
they are themselves are frequent user of IT
31
2. I fully use the capabilities of our IT
Table: 2
Strongly Agree 8 16
Agree 42 84
Indifferent 0 0
Disagree 0 0
Strongly Disagree 0
0
Total 50 100
Graph:2

16%
84%
INTERPRETATION: Above graph of 50 respondents 16% of them say that they strongly agree
that they fully use the capabilities of their IT and rest 84% of them say that they agree that they
fully use the capabilities of their IT
32
3. I have completely integrated our IT-applications into my sales process
Table: 3
Agree 23 46
Indifferent 0 0
Disagree 0 0
Strongly Disagree 0
0
Total 50 100
Graph:3

46%
54%
INTERPRETATION: Above table of 50 respondents 54% of them say that they strongly agree
that they have completely integrated their IT-applications into their sales process and rest 46% of
them say that they agree that they have completely integrated their IT-applications into their
sales process
33
4. I frequently use IT to sort, visualize and analyze market data
Table: 4
Strongly Agree 9 18
Agree 41 82
Indifferent 0 0
Disagree 0 0
Strongly Disagree 0
0
Total 50 100
Graph:4

18%
82%
that they frequently use IT to sort, visualize and analyze market data and rest 82% of them say
that they agree that they frequently use IT to sort, visualize and analyze market data
34
5. I utilize different IT in an integrated way so that they work well together
Table: 5
Agree 17 34
Indifferent 0 0
Disagree 0 0
Total 50 100
Graph:5

34%
66%
that they utilize different IT in an integrated way so that they work well together and rest 34% of
them say that they agree that they utilize different IT in an integrated way so that they work well
together
35
6. I utilse different IT in my product presentation and it helps me a lot.
Table:6
Agree 23 46
Indifferent 0 0
Disagree 0 0
Total 50 100
Graph: 6

46%
54%
that they utilse different IT in their product presentation and it helps them a lot and rest 46% of
them say that they agree that they utilse different IT in their product presentation and it helps
them a lot.
36
Smart Selling
7. Composite for adaptive selling
Table: 7
Agree 25 50
Indifferent 9 18
Disagree 0 0
Strongly Disagree 0
0
Total 50 100
Graph:7

18%
32%
50%
that they Composite for adaptive selling, 50% of them say that they agree that they Composite
for adaptive selling and rest 18% of them say that they are indifferent that they Composite for
adaptive selling
37
8. Composite for sales planning
Table: 8
Agree 18 36
Indifferent 0 0
Disagree 0 0
Total 50 100
Graph: 8

36%
64%
that they Composite for sales planning and rest 36% of them say that they agree that Composite
for sales planning
38
Market Knowledge
9. Is an excellent resource of competitive information
Table: 9
Strongly Agree 6 12
Agree 36 72
Indifferent 7 14
Disagree 1 2
Strongly Disagree 0
0
Total 50 100
Graph: 9

2%
14% 12%
72%
that market knowledge is an excellent resource of competitive information, 72% of them say that
they agree that market knowledge is an excellent resource of competitive information, 14% of
them say that they are indifferent that market knowledge is an excellent resource of competitive
information and rest 2% of them say that they disagree that market knowledge is an excellent
resource of competitive information
39
10. Lot of information on industry trends
Table: 10
Agree 22 44
Indifferent 0 0
Disagree 0 0
Strongly Disagree 0
0
Total 50 100
Graph: 10

44%
56%
that they Lot of information on industry trends and rest 44% of them say that they agree that Lot
of information on industry trends
40
Technical Knowledge
11. Knows all the specifications and applications of products
Table: 11
Agree 18 36
Indifferent 0 0
Disagree 0 0
Total 50 100
Graph:11

36%
64%
that they Knows all the specifications and applications of products and rest 36% of them say that
they agree that they Knows all the specifications and applications of products.
41
12. Keeps abreast of technical developments
Table: 12
Agree 19 38
Indifferent 0 0
Disagree 0 0
Strongly Disagree 0
0
Total 50 100
Graph:12

38%
62%
that they Keeps abreast of technical developments and rest 38% of them say that they agree that
they Keeps abreast of technical developments.
42
13. Make a positive impact on sales person’s performance.
Table: 13
Agree 18 36
Indifferent 0 0
Disagree 0 0
Total 50 100
Graph: 13

36%
64%
that information technology makes a positive impact on sales person’s performance and rest 36%
of them say that information technology makes a positive impact on sales person’s performance.
43
Targeting Skills
14. Always targets the right customer in his/her sales approach
Table: 14
Agree 19 38
Indifferent 1 2
Disagree 0 0
Strongly Disagree 0
0
Total 50 100
Graph:14

2%
38%
60%
that they Always targets the right customer in his/her sales approach, 38% of them say that they
agree that they Always targets the right customer in his/her sales approach, and rest 2% of them
say that they are indifferent that they Always targets the right customer in his/her sales approach
.
44
15. Constantly works on the highest priority customers first
Table: 15
Agree 13 26
Indifferent 1 2
Disagree 0 0
Strongly Disagree 0
0
Total 50 100
Table:15

2%
26%
72%
that they Constantly works on the highest priority customers first, 26% of them say that they
agree that they Constantly works on the highest priority customers first, and rest 2% of them say
that they are indifferent that they Constantly works on the highest priority customers first
45
Sales Presentation – Dealing with Customers
16. Presents information to customers in a clear and concise manner
Table: 16
Agree 7 14
Indifferent 0 0
Disagree 0 0
Total 50 100
Table:16

14%
86%
that they Presents information to customers in a clear and concise manner and rest 14% of them
say that they agree that they Presents information to customers in a clear and concise manner.
46
17. Very responsive in handling customer questions
Table: 17
Agree 22 44
Indifferent 0 0
Disagree 0 0
Strongly Disagree 0
0
Total 50 100
Table:17

44%
56%
that they Very responsive in handling customer questions and rest 44% of them say that they
agree that they Very responsive in handling customer questions.
47
18. Provides a lot of new information to customers
Table: 18
Agree 7 14
Indifferent 0 0
Disagree 0 0
Strongly Disagree 0
0
Total 50 100
Table:18

14%
86%
that they Provides a lot of new information to customers and rest 14% of them say that they
agree that they Provides a lot of new information to customers
48
19. Demonstrates the product value well
Table: 19
Agree 16 32
Indifferent 1 2
Disagree 0 0
Strongly Disagree 0
0
Total 50 100
Table:19

2%
32%
66%
that they Demonstrates the product value well and rest 32% of them say that they agree that they
Demonstrates the product value well
49
20. Gains customer commitment
Table: 20
Agree 16 32
Table: Indifferent 0 0 20
Disagree 0 0
Strongly Disagree 0
0
Total 50 100

32%
68%
that they Gains customer commitment and rest 32% of them say that they agree that they Gains
customer commitment.
50
CHAPTER – VII
FINDINGS
51
 54% of them say that they strongly agree that they are themselves are frequent user of IT and
rest 46% of them say that they agree that they are themselves are frequent user of IT
 16% of them say that they strongly agree that they fully use the capabilities of their IT and
rest 84% of them say that they agree that they fully use the capabilities of their IT
 54% of them say that they strongly agree that they have completely integrated their IT-
applications into their sales process and rest 46% of them say that they agree that they have
completely integrated their IT-applications into their sales process
 18% of them say that they strongly agree that they frequently use IT to sort, visualize and
analyze market data and rest 82% of them say that they agree that they frequently use IT to
sort, visualize and analyze market data
 66% of them say that they strongly agree that they utilize different IT in an integrated way so
that they work well together and rest 34% of them say that they agree that they utilize
different IT in an integrated way so that they work well together
 54% of them say that they strongly agree that they utilse different IT in their product
presentation and it helps them a lot and rest 46% of them say that they agree that they utilse
different IT in their product presentation and it helps them a lot.
 32% of them say that they strongly agree that they Composite for adaptive selling, 50% of
them say that they agree that they Composite for adaptive selling and rest 18% of them say
that they are indifferent that they Composite for adaptive selling
 64% of them say that they strongly agree that they Composite for sales planning and rest
36% of them say that they agree that Composite for sales planning
 72% of them say that they agree that market knowledge is an excellent resource of
competitive information, 14% of them say that they are indifferent that market knowledge is
an excellent resource of competitive information and rest 2% of them say that they disagree
that market knowledge is an excellent resource of competitive information
 56% of them say that they strongly agree that they Lot of information on industry trends and
rest 44% of them say that they agree that Lot of information on industry trends
 64% of them say that they strongly agree that they Knows all the specifications and
applications of products and rest 36% of them say that they agree that they Knows all the
specifications and applications of products.
52
 62% of them say that they strongly agree that they Keeps abreast of technical developments
and rest 38% of them say that they agree that they Keeps abreast of technical developments.
 64% of them say that they strongly agree that information technology makes a positive
impact on sales person’s performance and rest 36% of them say that information technology
makes a positive impact on sales person’s performance.
 60% of them say that they strongly agree that they Always targets the right customer in
his/her sales approach, 38% of them say that they agree that they Always targets the right
customer in his/her sales approach, and rest 2% of them say that they are indifferent that they
Always targets the right customer in his/her sales approach
 72% of them say that they strongly agree that they Constantly works on the highest priority
customers first, 26% of them say that they agree that they Constantly works on the highest
priority customers first, and rest 2% of them say that they are indifferent that they Constantly
works on the highest priority customers first
 86% of them say that they strongly agree that they Presents information to customers in a
clear and concise manner and rest 14% of them say that they agree that they Presents
information to customers in a clear and concise manner.
 56% of them say that they strongly agree that they Very responsive in handling customer
questions and rest 44% of them say that they agree that they Very responsive in handling
customer questions.
 86% of them say that they strongly agree that they Provides a lot of new information to
customers and rest 14% of them say that they agree that they Provides a lot of new
information to customers
 66% of them say that they strongly agree that they Demonstrates the product value well and
rest 32% of them say that they agree that they Demonstrates the product value well
 68% of them say that they strongly agree that they Gains customer commitment and rest 32%
of them say that they agree that they Gains customer commitment.
53
CHAPTER – VIII
CONCLUSION
54
CONLCUSIONS
The study concluded the support the overall assertion that a salesperson of Overnight Marketing
that integrates different information technology tools into his/her sales activities can significantly
improve his/her performance.
Our data suggest that a Overnight Marketing salesperson’s information technology infusion
explains five percent of the variance in his/her sales performance, after controlling for variables
that have previously been shown to be very important in explaining salesperson performance
(i.e., experience in the company and territory).
Overnight Marketing continue to invest heavily in advanced information technology, formal
empirical evidence investigating the relationship between information technology and
performance has produced mixed results (i.e., the IT-productivity paradox).
The information processing and communication properties of computer-based technologies
appear to significantly impact Overnight Marketing salespersons market and technical
knowledge as well as his/her targeting skills. The properties of information technology appear to
facilitate Overnight Marketing salesperson.s ability to identify, select, and call on their most
profitable accounts.
The significant impact of call productivity on Overnight Marketing salesperson performance is
consistent with previous research regarding the influence of effort/motivation on sales outcomes.
The positive relationships between information technology, performance, and the intermediate
benefits provide a good justification for the implementation of information technology into the
Overnight Marketing sales force. In other words, if Overnight Marketing invests in information
technology it can increase salesperson performance.
This study also helps Overnight Marketing to quantify some of the intangible benefits associated
with computerization of the salespeople, an issue that has proven to be difficult before.
55
CHAPTER – IX
SUGGESTIONS
56
SUGGESTIONS
 Overnight Marketing should invest much more in capturing more specific technologies
and catering large customer base with ease.
 To increase the sale Overnight Marketing should integrates different information
technology tools into his/her sales activities can significantly improve performance.
 Overnight Marketing should continue to invest heavily in advanced information
technology.
 Technical and market knowledge should be an area for Overnight Marketing to improve
so that information processing and communication properties of computer-based
technologies appear significantly.
 The properties of information technology should appear to facilitate Overnight Marketing
salesperson.s ability to identify, select, and call on their most profitable accounts.
 Overnight Marketing should enhance intermediate benefits to provide a good justification
for the implementation of information technology into the sales force.
57
LIMITATIONS
OF THE STUDY
58
LIMITATIONS
1) The study was conducted limited to a one sector i.e, retail sector only.
2) Time and money will be major limitation, which may have affected the study.
3) Some of the respondents may reluctant to share information with us.
59
BIBLIOGRAPHY
60
REFERENCES
BOOKS AND JOURNALS
 Anderson, Rolph E., Alan J. Dubinsky, and Rajiv Mehta (2007), Personal Selling: Building
Customer Relationships and Partnerships. Houghton Mifflin, New York.
 Buehrer, Richard E., Sylvain Senecal, and Ellen Bolman Pullins (2005), “Sales Force
Technology Usage—Reasons, Barriers, and Support: An Exploratory Investigation.”
Industrial Marketing Management, 34 (4), 389-398.
 Bush, Allan J., Jarvis B. Moore and Rich Rocco (2005), “Understanding Sales Force
Automation Outcomes: A Managerial Perspective.” Industrial Marketing Management, 34,
(4), 369-377.
 Gohmann, Stephan, Jian Guan, Robert M. Barket, and David J. Faulds (2005), “Perceptions
of Sales Force Automation: Differences Between Sales Force and Management.” Industrial
Marketing Management, 34 (4), 337-343.
 Honeycutt, Earl D. Jr. (2005), “Technology Improves Sales Performance – Doesn’t It? An
Introduction to the Special Issue on Selling and Technology.” Industrial Marketing
Management, 34 (4), 301-304.
 Honeycutt, Earl D. Jr., Tanya Thelen, Shawn T. Thelen, and Sharon K. Hodge (2005),
“Impediments to Sales Force Automation,” Industrial Marketing Management, 34 (4), 313-
322.
 Hunter, Gary K. and William D. Perreault Jr. (2006), “Sales Technology Orientation,
Information Effectiveness, and Sales Performance.” The Journal of Personal Selling and
Sales Management, 26 (2), 95-113.
 Hunter, Gary K., and William D. Perreault Jr. (2007), “Making Sales Technology Effective.”
Journal of Marketing, January, 71, 16-34.
 Leigh, Thomas W. and Greg W. Marshall (2001), “Research Priorities in Sales Strategy and
Performance.” The Journal of Personal Selling and Sales Management. Spring, 21 (2), 83-
93.
 Rangarajan, Deva, Eli Jones and Wynne Chin (2005), “Impact of Sales Force Automation on
Technology-Related Stress, Effort, and Technology Usage Among Salespeople.” Industrial
Marketing Management, 34 (4), 345-354.
61
 Shoemaker, Mary E. (2001), “A Framework for Examining IT-Enabled Market
Relationships.” The Journal of Personal Selling and Sales Management, 21 (2), 177-185.
INTERNET WEBSITES
http://www.questionpro.com/academic/1771.html
http://www.scribd.com/doc/31785752/CONSUMER
http:// Retail-Industry-in-India-Information-Technology-in-Retail.aspx
http://www.arubanetworks.com/pdf/technology/whitepapers/wp_Retail_advances.pdf
http://edissertations.nottingham.ac.uk/704/1/06_MSc_International_Business_lixfz5.pdf
http://kelley.iu.edu/CERR/files/study_on_retail_tech99.pdf
http:// Retail-df/technolog.aspx
http://www.scribd.com/doc/31785752/RetailBusinesstechnology
http://www.autoidlabs.org/uploads/media/IBM-autoid-BC-003.pdf
62
ANNEXURE
63
QUESTIONNAIRE
IT Infusion
1. I consider myself a frequent user of IT
Strongly Agree Agree Neutral Disagree Strongly
disagree
2. I fully use the capabilities of our IT
disagree
3. I have completely integrated our IT-applications into my sales process
disagree
4. I frequently use IT to sort, visualize and analyze market data
disagree
5. I utilize different IT in an integrated way so that they work well together
disagree
6. I utilse different IT in my product presentation and it helps me a lot.
disagree
Smart Selling
7. Composite for adaptive selling
disagree
8. Composite for sales planning
disagree
Market Knowledge
64
9. Is an excellent resource of competitive information
disagree
10. Lot of information on industry trends
disagree
Technical Knowledge
11. Knows all the specifications and applications of products
disagree
12. Keeps abreast of technical developments
disagree
13. Information technology makes a positive impact on sales person’s performance.
disagree
Targeting Skills
14. Always targets the right customer in his/her sales approach
disagree
15. Constantly works on the highest priority customers first
disagree
Sales Presentation – Dealing with Customers

16. Presents information to customers in a clear and concise manner
disagree
17. Very responsive in handling customer questions
65
disagree
18. Provides a lot of new information to customers
disagree
19. Demonstrates the product value well
disagree
20. Gains customer commitment
disagree
66

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PROJECT REPORT

IMPACT OF INFORMATION TECHNOLOGY

submitted to Punjabi University, Patiala

in partial fulfillment of the requirements of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF SUBMITTED BY

Dr. Neeraj Goyal Rikanshu Sharma

MULTANI MAL MODI COLLEGE, PATIALA

am solely responsible for omission and commission of errors if any.

Roll No. 6039

University Roll No. 788732

BBA – 6th Semester

It is my pleasure to be indebted to various people, who directly or indirectly contributed in the

appreciative enough by giving me an opportunity to work on project on the topic “Impact of

Information Technology on Consumer Purchase Behaviour”.

CONTENT PAGE NO.

CHAPTER – I INTRODUCTION TO THE TOPIC 7

CHAPTER – II COMPANY PROFILE 16

CHAPTER – III LITERATURE REVIEW 22

CHAPTER – IV OBJECTIVES OF THE STUDY 25

CHAPTER – V RESEARCH METHODOLOGY 27

CHAPTER – VI DATA ANALYSIS AND INTERPRETATION 30

CHAPTER – VII FINDINGS 51

CHAPTER – VIII CONCLUSION 54

LIMITATIONS OF THE STUDY 58

In this study we looked at information technology as a set of software applications in support of

INTRODUCTION TO THE TOPIC

Warehouse Management Systems (WMS)-The evolution of warehouse management systems

1.1 INFORMATION TECHNOLOGY IN RETAIL INDUSTRY

As we are watching the information technology industry of India is attracting considerable

 It integrates financial information.

A Case Study showing the extent of introduction of IT in the Textile Industry -

Business Intelligence for Customer Relationship Management

1. Acts as a barometer for customer service and customer satisfaction

The uses and benefits of a point of sale can be summarized as below:-

1. Manage real-time physical and virtual inventory

2. Maintain detailed purchase and distribution records

3. Streamline warehouse administration

4. Simplify receiving and tracking with easy-to-use handheld units

1. Integrated (or multi-modal) logistics service provider.

2. Contract-based service provider.

3. Consulting service provider.

Products and Services offered at Overnight Marketing PVT LTD

Instructions for Use:

OBJECTIVES OF THE STUDY

Research Methodology is a way to systematically solve the research problems. It may be

The sample size taken by simple random convenient sampling technique.

3. Expert's opinion published in various print media.

District Patiala (Punjab State)

Consumer Retail Stores

DATA ANALYSIS AND INTERPRETATION

Strongly Agree Agree Indifferent

Strongly Agree Agree Indifferent

Strongly Agree Agree Indifferent

Strongly Agree Agree Indifferent

Strongly Agree Agree Indifferent

Strongly Agree Agree Indifferent

Strongly Agree Agree Indifferent

Strongly Agree Agree Indifferent

Strongly Agree Agree Indifferent

Strongly Agree Agree Indifferent

Strongly Agree Agree Indifferent

Strongly Agree Agree Indifferent

Strongly Agree Agree Indifferent