THE IMPACT OF PERSONAL SELLING IN THE MARKETING OF BEVERAGES IN ENUGU STATE (A CASE STUDY OF MILO PRODUCT OF NESTLE NIGERIA PLC)
ABSTRACT
           The importance of personal selling cannot be over emphasized. This has informed this study which is on the impact of personal selling on the marketing of beverages. A case study of Milo.
           The objective, the study among other things include:
–Â Â Â Â Â Â Â Â Â Â To determine the impact of personal selling on the marketing of Milo.
–Â Â Â Â Â Â Â Â Â Â To find out whether personal selling strategy adopted in the marketing of Milo has any significant impact on the sales volume of the product.
–Â Â Â Â Â Â Â Â Â Â To determine whether the personal selling strategy adopted in the marketing of Milo is adequate.
Based on this, an indepth literature review was conducted on related materials and data were also sourced using questionnaire and personal interview.
The population of study include consumers of Milo, dealers and employees of Nestle makers of Milo.
Statistical techniques and method such as topman and Bournleys formulaa were used to determine the sample size while tables and percentages were used for the analysis.
Data collected were clinically analysed and used in the testing of hypothesis formaulated.
Thus the following findings were made.
           That personal selling strategy adopted in the marketing of Milo have positive impact on the performance of the product.
           That personal selling strategy builds good will for both the company and its product.
           In the light of this, recommendations were made on how to effectively and efficiently exploit the benefits of personal selling strategy particularly in the marketing of Milo within Enugu metropolis.
TABLE OF CONTENTS
CHAPTER ONE
1.1Â Â Â Â Â Â Â Â Â Â Â Â Â Â background of the study
1.2Â Â Â Â Â Â Â Â Â Â Â Â Â Â Statement of problem
1.3Â Â Â Â Â Â Â Â Â Â Â Â Â Â Objectives of the study
1.4Â Â Â Â Â Â Â Â Â Â Â Â Â Â Formulation of hypothesis
1.5Â Â Â Â Â Â Â Â Â Â Â Â Â Â Significance of the study
1.6Â Â Â Â Â Â Â Â Â Â Â Â Â Â Scope of the study
1.7Â Â Â Â Â Â Â Â Â Â Â Â Â Â Definition of terms
CHAPTER TWO
2.1Â Â Â Â Â Â Â Â Â Â Â Â Â Â Concept and meaning of personal selling
2.2Â Â Â Â Â Â Â Â Â Â Â Â Â Â Personal selling as a promotional tool
2.3Â Â Â Â Â Â Â Â Â Â Â Â Â Â Personal selling positions
2.4Â Â Â Â Â Â Â Â Â Â Â Â Â Â Personal selling functions
2.5Â Â Â Â Â Â Â Â Â Â Â Â Â Â Personal selling process
2.6Â Â Â Â Â Â Â Â Â Â Â Â Â Â The role of personal selling in the marketing of beverages
2.7Â Â Â Â Â Â Â Â Â Â Â Â Â Â Prospects of personal selling
2.8Â Â Â Â Â Â Â Â Â Â Â Â Â Â Characteristics of sales force
2.9Â Â Â Â Â Â Â Â Â Â Â Â Â Â Information gathering function of the salesperson
2.10Â Â Â Â Â Â Â Â Â Â Tasks perform by salesperson
2.11Â Â Â Â Â Â Â Â Â Â Personal selling strategies
CHAPTER THREE
3.1Â Â Â Â Â Â Â Â Â Â Â Â Â Â Research methodology
3.2Â Â Â Â Â Â Â Â Â Â Â Â Â Â Sources of data
3.3Â Â Â Â Â Â Â Â Â Â Â Â Â Â Research instrument
3.4Â Â Â Â Â Â Â Â Â Â Â Â Â Â Population of study
3.5Â Â Â Â Â Â Â Â Â Â Â Â Â Â Sampling technique
3.6Â Â Â Â Â Â Â Â Â Â Â Â Â Â Determination of sample size
3.7Â Â Â Â Â Â Â Â Â Â Â Â Â Â Method of questionnaire distributed
3.8Â Â Â Â Â Â Â Â Â Â Â Â Â Â Test statistics used.
CHAPTER FOUR
4.1Â Â Â Â Â Â Â Â Â Â Â Â Â Â Data presentation, and interpretation
4.2Â Â Â Â Â Â Â Â Â Â Â Â Â Â Testing of hypothesis
CHAPTER FIVEÂ Â Â
5.1Â Â Â Â Â Â Â Â Â Â Â Â Â Â Summary of findings
5.2Â Â Â Â Â Â Â Â Â Â Â Â Â Â Conclusions
5.3Â Â Â Â Â Â Â Â Â Â Â Â Â Â Recommendations
5.4Â Â Â Â Â Â Â Â Â Â Â Â Â Â Bibliography
5.5Â Â Â Â Â Â Â Â Â Â Â Â Â Â Appendix
CHAPTER ONE
1.1Â Â Â Â Â Â Â Â Â Â Â Â Â Â BACKGROUND OF THE STUDYÂ
Personal selling which is one of the functions of marketing is very important in the business and marketing life of an organisation, it involves the face to face communication of information from a seller to a prospective buyer, it involves the interaction of both the seller and the buyer for the purposes of facilitating exchange for the mutual satisfaction of both parties.
It has long been recognized as the oldest and probably the most important component of the promotional mix, its age can be ascertained by the fact that word of mouth and recommendation by others long in existence as a method of winning somebody over to some idea.
A curious objective of Nigerian society and habits will reveal that selling is a major and ubiquitous economic activity, it would probably not be wrong to describe Nigeria as a nation of salesman and women.
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THE IMPACT OF PERSONAL SELLING IN THE MARKETING OF BEVERAGES IN ENUGU STATE (A CASE STUDY OF MILO PRODUCT OF NESTLE NIGERIA PLC)
