THE IMPACT OF PERSONAL SELLING ON THE SALES OF DURABLE CONSUMER GOODS IN NASCO CARPET-JOS.
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This project is focused on the impact of personal selling on the sales of durable consumer goods of NASCO carpet Jos. It is common knowledge that personal selling as one of the promotional tolls available to a marketer indispensable in the sales of consumer product. In the course of the study the researcher employed exploratory approach to acquire the needed information through the use of questionnaire personal selling interview and observation. Base on the recommendation the company should boosting the sales force performance and the organization profitability. Also more salesman should be employed and give them adequate training and incentive so as to ensure proper coverage of the existing and potential market.
TABLE OF CONTENT
- Statement of the general problem
- Background of the subject matter
- Scope of the study
- Limitation of the study
- Rationale for the study
- Historical background of NASCO Jos
- Definition of terms
- Literature review
- Definition of personal selling
- The importance of personal selling
- The quality needed of salesman/person
- Function of selling salesman
- Types of buyer that salespeople do come across
- Type of selling job
- Method of compensating the sleds people
- Research methodology and approved used
- Research instrument used
- Questionnaire method
- Personal interview
- Documentary method
- Statement of hypothesis
- Characteristics of the respondent, age, educational
- Presentation of data and analysis of data
- Proof of hypothesis (testing)
- Decision rule
- Research findings
- LITERATURE REVIEW
This part of the write up is the view of what the authors have written on the personal selling as one of the important promotional tools in the marketing of consumer goods and services. This reviews is to give the research work a very strong foundation and reliability.
2.1 DEFINITION OF PERSONAL SELLING
Markin (1971) define personal selling as a direct tale – to – tale relationship between a seller and potentials buyers. The seller and the buyer here needs tale to tale and discuss business whereby the sales persons present their goods and services to the potential buyers or customers for the purpose of making sales.
According to him, since in telephone selling, it involves exchange of idea between one person and another whereby immediate feedback could be relieved by the sales person instantly. It should be regarded as a form of personal selling.
Shapro (1973 p. 147) defined personal selling as the act of successfully persuading prospects or customers to big product or service from which can derived suitable benefit, thereby increasing their total satisfaction. In sales management by Robertson and Berbjennjer (1972 p. 200) the expressed that this definition always conflicting with the experience of people who have the contacts with salespeople. They sated that it is rather a reflection of ownerships, high pressure sales tactic or any equally distasteful episode, Shapiro further asserted that his situation is changing because is very clear that only through the creation of mutual satisfaction that selling succeeds, Shapiro is of the view that both buyers and the seller must benefits in the modern view of (salesmanship) personal selling.
According to Kotler (1980 p. 500) personal selling is the oral presentation in a conversation with one or more prospective purchasers for the purpose of making sales. He views personal selling as the process of passing information about the quality and benefits of a product to potential buyers and customers in an attempt to convince them to buy. To bring out clearly the uniqueness of personal selling, he explained that buyers to in search of information beyond the mass media source to seek the opinion of knowledgeable people.
Peterson (1977 p. 24) define personal selling as “a means of communicating to customer and potentials buyer which involves directs person to person interaction between salesman and consumers” he went further and explained that sales manager plan, direct and control the efforts of individual sales person, the authors almost have the same view about what personal selling is the emphasis is on tale to tale confrontation of buyer and seller.
Umerah (2001 p. 6) defined personal selling as “selling process that involves sales person/customer physical interaction in transactional form that is sales person convince customer to win other build confidence and trust. He said these attribute are necessary for repeat business.
2.2 IMPORTANCE OF PERSONAL SELLING
Tack (1975 p. 10-11) viewed personal selling as “the life wire of a company, the community and the country at large”. He made an assumption of a situation whereby the salesman in a country go on strike for twelve (12) months he explained that the buyer of goods and services here will be held to ransom, because no new models could be introduced into the market and that the companies will heavily their resources into less full activities like advertising, sales promotion, public relations, publicity to teach, inform and sell. He started that by so doing, only those item that already have great markets potentials and easy to acquire and used, sell themselves by those that are consumer goods but needed some additional information than provided in the mass media will fall to a great extent since advertising is rigid in information dissemination.
Markin (1979 p. 429) considered personal selling as the most important or all promotional activities in marketing of thr company’s products. He asserted that personal selling is an effective result producing promotional activities, though it is expensive to embark on. He went further and compared personal selling and advertising in the marketing of consumer goods. The need for personal selling has shifty reduces as a result of mass promotion activities like advertising, but nonetheless, personal selling provide adequate sales assistance to the buyers. At the retails levels the sales person contact the ultimate consumer where they educate them on the product in the language understanding to each of the consumer that comes the store or those that are there in their door-to-door selling.