The Effectiveness Of Personal Selling In The Marketing Of Industrial Product In Enugu Metropolis (A Case Study Of Emenity Nigeria Plc)
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The Effectiveness Of Personal Selling In The Marketing Of Industrial Product In Enugu Metropolis (A Case Study Of Emenity Nigeria Plc)
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THE EFFECTIVENESS OF PERSONAL SELLING IN THE MARKETING OF INDUSTRIAL PRODUCT IN ENUGU METROPOLIS 

(A CASE STUDY OF EMENITY NIGERIA PLC)

 

The project topic: The effect of sales force motivation on productivity, focus issues on personal selling effectiveness, challenges faced in personal selling, effect of personal selling and problems in personal selling. The project material content body includes:  table of content, abstract, introduction , literature reviews, research methodology , data presentation and analysis ,summary of findings , conclusion and recommendation, reference, bibliography, questionnaire. place order for The effect of sales force motivation on productivity if you find it worthy. 

 

ABSTRACT

 

          This research was designed to appraise “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

  1. Background of the Study

  2. Statement of the Problem
  3. Objective of the Study
  4. The Research hypothesis
  5. Significance of the Study
  6. Scope of the Study
  7. Definition of the Terms

CHAPTER TWO:        LITERATURE REVIEW

  1. Overview of Marketing

  2. Overview of Personal selling
  3. Personal selling Process
  4. Importance of Personal Selling
  5. Characteristic of professional Industrial Sales persons
  6. Classification of Industrial products
  7. Personal Selling Objective
  8.  Selection and Training of Salesman
  9. Salesman Compensation
  10. Evaluation of Salesman
  11. Problems Involved in Personal Selling.

 

CHAPTER THREE:             RESEARCH METHODOLOGY

  1. Sources of Data

  2. Population of the Study
  3. Sample Size Determination
  4. Research instrument Used
  5. Questionnaire Allocation and Administration
  6. Validation of Research Instruments
  7. Limitation of the Study
  8. Method of Data Analysis 

 

CHAPTER FOUR:       PRESENTATION AND ANALYSIS OF DATA

  1. Data presentation Analysis and Interpretation

  2. Interpretation
  3. Test of Hypothesis

 

CHAPTER FIVE:        SUMMARY OF FINDING, RECOMMENDATIONS AND CONCLUSION.

  1. Summary of Findings

  2. Recommendations
  3. 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.

          Every marketing manager ought to have sales persons beside him that have a through knowledge of what personal selling is all about in order to bring about a good level of profit to the company.   The increasing prominent of identifying them as the focus of a firm’s assistance has made it imperative for marketing organization to go for more sales persons. 

          Personal selling are a branch of marketing that is also broad which is expedient for continued existence of every marketing company.

          Most marketing organization today does not take into consideration the impact of personal selling; it has to do with person-to-person communication of which an immediate feedback is provided to the audience.   To achieve and gain more customers personal selling needs to be strategically planned to be effective in today highly competitive market place.   The tactics implementation of the selling strategy takes place in a process according to Adirika (1998 : 19).

  1. Preparation
  2. Prospecting
  3. Qualifying
  4. Pre-approach and planning
  5. Approach
  6. Presentation and demonstration
  7. Trial closing
  8. Handling objectives
  9. Follow up and post sales activities.

Personal selling as known as a matter of persuasion ie persuading others to buy your proposition, when we persuade people we do not merely change their thinking on the subject, we crass them to do something, their actions are modified as well as their thought.  People are motivated by their desire for the benefit you offer them, therefore every sales presentation must convince them. 

 

In the same view of Edoga and Ani (2000; 293) personal selling serves major roles in a firm over all marketing efforts, sales people are the critical link between the firm and its customers, this role requires that sales people match company interest with customers needs to satisfy both parties in the exchange process.   In the eyes of consumer they represent what a company attempt to be and affair the personal contract, a customer has with the company. 

Odo (2003: 121) noted that for personal selling to be effective the personal salesman has to have an in-depth product knowledge which is indispensable in handling the highly technical and professional customers that abound in the industrial sectors.

In communicating face to face with these customers, the industrial salesmen use such aids less calendar, cardholders and other small gift items as reminders to the customer of himself, his product or service offering.

Emenite Nigeria limited is located at Emene.   The company products and marketing roofing sheet.   The company markets its product through the industrial salespersons.  

The importance of these sales people in information gathering and selling functions need not to be over emphasized.   It is in the realization of this that the researcher critically looks at the effectiveness of personal selling in the marketing of industrial product.

 

 

1.2     STATEMENT OF PROBLEM

          Most times, most companies be it large or small do not realize that personal selling is part of the marketing team and that, identify them.   It is the key to continuous existence of any organization.   Also it was observed that this problem is worsened by the fact that some of the sales persons are half back and lack the ability to express their sales properly.   Not only that it was observed that most sales persons lack the ability to possessing self-confidence.  Also it was observed that the sales people are not good listeners.   The sales people do not allow the customers to talk with them.  Furthermore it was observed that sale persons do not listen to customer’s complaints.  They do not consider the customer analysis; aid the handling of objections, ignored.   Ememite Nigeria Plc is not an exception.   The company, which started very well, is now faced with competition that is fierce and cut through coupled with the income of the customers of Ememite Nigeria Limited, thus no doubt have impacted negatively on sales of the comparing.   This research work is focused on the marketing of industrial product by personal selling specifically Ememite Nigeria Limited. 

 

1.3     OBJECTIVES OF THE STUDY

          The main purpose of the study is to appraise the effectiveness of personal selling strategy on the marketing of industrial product using Ememite as company, other objectives are:

  1. To find out if personal selling activities of Ememite creates customer awareness of their product.
  2. To determine the impact of personal selling on increasing the sales volume cost of Ememite.
  3. To aware whether the sales forces of Ememite company are properly motivated
  4. To find out method used in compensating sales people in Ememite.
  5. To what extent selling impacts on the profit of the company.


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