THE EFFECTIVENESS OF PERSONAL SELLING IN THE MARKETING OF INDUSTRIAL PRODUCTS IN ENUGU METROPOLIS (A STUDY OF EMENITE 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 activity 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
1.1 Background of the Study
1.2 Statement of Problem
1.3 Objective of the Study
1.4 Research Questions
1.5 Significance of the Study
1.6 Scope of the Study
1.7 Definition of Terms
CHAPTER TWO: LITERATURE REVIEW
2.1 Overview of Marketing
2.2 Meaning of Personal Selling
2.3 Personal selling Process
2.4 Importance of Personal Selling
2.5 Characteristic of professional Industrial
Sales persons
2.6 Classification of Industrial Products
2.7 Personal Selling Objective
2.8 Selection and Training of Salesman
2.9 Salesman Compensation
2.10 Evaluation of Salesman
2.11 Problems Involved in Personal Selling
CHAPTER THREE: RESEARCH METHODOLOGY
3.0 Research Methodology
3.1 Source of Data
3.2 Population of the study
3.3 Determination of Sample Size
3.4 Sampling Technique
3.5 Research Instrument Used
3.6 Sample Size for Distributors
3.7 Reliability and Validation of Research Instrument
3.8 Questionnaire Allocation and Administration
3.9 Method of Data Analysis
3.10 Limitation of the Study
CHAPTER FOUR
4.1 Presentation and Analysis of Data
4.2 Test of Hypothesis
CHAPTER FIVE
5.1 Summary of Findings
5.2 Recommendations
5.3 Conclusion
Bibliography
Appendix
CHAPTER ONE
1.0 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.
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THE EFFECTIVENESS OF PERSONAL SELLING IN THE MARKETING OF INDUSTRIAL PRODUCTS IN ENUGU METROPOLIS (A STUDY OF EMENITE NIGERIA PLC)
