THE EFFECTIVENESS OF PERSONAL SELLING IN THE MARKETING OF INDUSTRIAL PRODUCT IN ENUGU METROPOLIS (A CASE STUDY OF EMENITY NIGERIA PLC)
ABSTRACT
This research was designed to apprise “The Effectiveness of Personal Selling in the Marketing of Industrial Products in Enugu Metropolis (A Case Study of Emenite Plc Enugu).
The researcher set out with the following objectives:
- To find out the effectiveness of personal selling of Emenite in creating customers awareness of their products.
- To determine the impact of personal selling on increasing the sales volume of Emenite.
- To what extent selling impacts on the profit of the company.
Based on the above objectives, extensive literature review on test books, journals, newspapers was carried out. Questionnaires were prepared and administered to a population comprising customers, distributors and management/relevant staff of Emenite in Enugu. Topman formular was used to determine the sample size of distributors and customers. Chi-square was used to test the hypotheses.
The following findings were made personal selling activities of Emenite lead to increased sales, although one discovered that some of these sales representatives are not too effective, this is because the company deals on technical items = that personal selling activities of Emenite Nigeria are effective in creating customers awareness of their products.
That personal selling activities of Emenite impacts positively on the profit of the company.
Based on these findings the researcher made the following recommendations that will enhance positive effect on the company. The company should make adequate budget provision for their sales representatives.
The company should recruit and properly train their sales people so as to bring in increase in sales and better performance of the company.
If the above recommendations are carried out, the company will not only serve their customers better but also bring in improved profit to the organization.
TABLE OF CONTENTS
CHAPTER ONE: INTRODUCTION
- Background of the Study
- Statement of the Problem
- Objective of the Study
- The Research hypothesis
- Significance of the Study
- Scope of the Study
- Definition of the Terms
CHAPTER TWO: LITERATURE REVIEW
- Overview of Marketing
- Overview of Personal selling
- Personal selling Process
- Importance of Personal Selling
- Characteristic of professional Industrial Sales persons
- Classification of Industrial products
- Personal Selling Objective
- Selection and Training of Salesman
- Salesman Compensation
- Evaluation of Salesman
- Problems Involved in Personal Selling
CHAPTER THREE: RESEARCH METHODOLOGY
- Sources of Data
- Population of the Study
- Sample Size Determination
- Research instrument Used
- Questionnaire Allocation and Administration
- Validation of Research Instruments
- Limitation of the Study
- Method of Data Analysis
CHAPTER FOUR: PRESENTATION AND ANALYSIS OF DATA
- Data presentation Analysis and Interpretation
- Interpretation
- Test of Hypothesis
CHAPTER FIVE: SUMMARY OF FINDING, RECOMMENDATIONS AND CONCLUSION.
- Summary of Findings
- Recommendations
- Conclusion
Bibliography
Appendix.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
Udeagha (199, 227) defined personal selling as a process of conversing the sale of a company’s products or service by sales man or woman, it is a dynamic process involving direct contact between the seller of a product or service and the prospective buyers through oral or face to face or telephone discussion or written mail exchange of ideas through opinion.
Discussing the importance of selling Adirika (1993) defined selling as the process of inducing a prospective customer to act favourably on an idea advantage to the buyer and commercial significant to the seller.
