Effect Of Personal Selling And Marketing On Sales Growth
1.1 Background Of The Study
Personal selling is an important component of the overall marketing strategy of an organization. According to Adamu (200) personal selling is the presentation of a persuasive message by selling to a potential customer or group of customers, personal selling can also take place through personal correspondence telephone conversation or email.
Personal selling is an effective communication with potential buyers of a product with the intention of promoting sales. Personal selling may focus initially on developing a relationship with the consumers and potential buyers of a product. This relationship ultimately ends with an attempt to close the sales (Okoh, 2009).
The oldest form of promotion is personal selling. It involves the use of a sales force to encourage intermediaries to buy the product or a pull strategy where an organization may be limited to supporting retailers and providing after sales services.
Personal selling is designed to present a form of face-to-face communication, personal correspondence, or a personal telephone conversation, unlike advertising a personal sales message can be justified. For example, the marketing of a sophisticated computer system may require the use of personal selling, while the introduction of a new products are door-to-doorÂ selling and home demonstration parties. These two personal selling methods are primarily used for personal care products, cosmetics, cookware, encyclopedias, books, toys foods and other items of special interest to home markets. Ideally, personal selling should be supported by advertising to strengthen its impact. Delivery of a specially desired message to a prospect by a seller usually in the form of face to face communication, personal correspondence, or a personal telephone conversation, unlike advertising, a personal sale message can be more specifically targeted to individual prospects and easily altered if the desired behaviour does not occur.
However, inspite of the importance of personal selling to the overall marketing strategy of an organization, previous studies have indicated that organization do not hold it to a high esteem like other promotional tool. For example Emena (2006) in her study of problem and prospect of personal selling in business enterprise, observed that most companies in Nigeria seldom used personal selling to promote their product or do not channel the required resources to it.
It is against this background that the researcher sees the subject matter worthy of investigation.
1.2 Statement Of Problem
Inspite of the importance of personal selling in sales promotion, scholars in Nigeria have done few empirical investigations on the subject matter. Although a lot of researches on sales promotion study personal selling as a component or segment of such empirical work. This has created a gap in the study of personal selling from a broad perspective (Okoh,2008).
Hence, Personal selling is neglected by so many companies in Nigeria. This is sequel to the fact that personal selling fail to realize its objectives in most companies in Nigeria (Okoh, 2007), this failure may be attributed to the poor capital budget, poor sales management and ineffective sales campaign.
It is against this, that the researcher seek to carry out an empirical investigation on the subject matter to cover this gap
1.3 Objective Of The Study
The central objective of this research is to examine the effect of personal selling on sales growth in Dansa food. The specific objectives of the study are:
- To determine how personal selling affects sales growth in Dansa food limited.
- To find out the effect of personal selling on customer satisfaction and retention
- To determine how personal selling affect sales volume in Dansa foods limited.
- To identify the problems militating against personal selling in Dansa food limited.
How To Get The Complete Material For Effect Of Personal Selling And Marketing On Sales Growth
The complete material will be sent to your email address after payment
( Quick & Simple)
|FOR CLIENTS IN NIGERIA:|
|CLICK HERE to make purchase (₦3,000)|
|FOR CLIENTS OUTSIDE NIGERIA:|
|CLICK HERE to make purchase ($15)|
This research material “Effect Of Personal Selling And Marketing On Sales Growth” is for research purposes and should be used as a guide in developing your research project / seminar work. For no reason should you copy word for word (verbatim) as samphina.com.ng will not be liable for any who copied the material.
The aim of providing this material is to reduce the stress of moving from one school library to another all in the name of searching for research materials. This service is legal because, all institutions permit their students to read previous projects, books, articles or papers while developing their own works. According to Austin Kleon “All creative work builds on what came before”.
samphina.com.ng is only providing this material “Effect Of Personal Selling And Marketing On Sales Growth” as a reference for your research. The paper should be used as a guide or framework for your own paper. The contents of this paper should be able to help you in generating new ideas and thoughts for your own research. Use it as a guidance purpose only.