Retail Sales Promotion and Consumer Conversion of Wellness-Oriented Food Products: An Exploratory Field Study of Nutrica at Sai Bazar, Mamurdi

Purpose: This study examines how point-of-sale promotion and need-based personal selling are used to engage shoppers and support purchase conversion for Nutrica wellness-oriented food products at Sai Bazar, Mamurdi. It focuses on the practical selling process, customer questions and objections, and the role of product knowledge in retail interactions. Design/methodology/approach: The study adopts an exploratory, descriptive single-site case-study design based on a two-month sales internship conducted from 1 June to 31 July 2026. Evidence comprises the trainee’s field observations, customer-facing selling activities, an internship activity diary and a summary of outlet-level records supplied in the source report. No structured questionnaire, probability sample or controlled experiment was reported. Findings: The field account indicates that concise, customer-centred communication, active listening, product familiarity and responses tailored to specific objections were central to the selling process. The source report records 247 customer interactions and 192 conversions. If these counts use consistent definitions and refer to the same observation period, the implied descriptive conversion ratio is 77.7%; this should be treated as provisional because the underlying transaction-level records and operational definitions were not included. The report also lists 1,014 L as units sold, but the measure requires clarification because the promoted portfolio included oils, honey and peanut butter. Practical implications: Retail promoters may benefit from short question-led scripts, approved product-information sheets, systematic objection logs and consistent recording of approaches, meaningful conversations, transactions and SKU-level quantities. Cross-selling should be based on customer relevance and accurate product information. Originality/value: The paper provides a practice-based account of consumer-facing promotion for a relatively new wellness-oriented food portfolio in a single Indian retail outlet. Its contribution is contextual and exploratory rather than statistically generalisable. Keywords: retail sales promotion; personal selling; consumer conversion; FMCG; point of sale; wellness-oriented food; India; case study