ABSTRACT

Personal selling is the oldest instrument of promotion mix which is achieved through direct two- way communication between seller and the buyer. Personas selling, unlike the other elements of promotion generates a profit for the company, although at the same time, it engenders considerable cost. Personal selling is the unique element of marketing, it does not only create awareness and provide information about the features of the product; it also adopts individualistic approach that is designed to meet specific need of prospects and specific market segments. It contributes to both bottom- line and growth of organizations as widely acclaimed by academics and practitioners. In this study, the researchers investigated the activities of personal selling in the operations of Innoson technical and investment co. Limited with a view to determining its impact on the case study firm’s growth potentials. The researcher used questionnaire to obtain first hand information from the population. Some hypothesis were coined and tested. Some findings were made including that the patronage pattern of Innoson products by customers is highly dependent on the company’s sales force performance, that the returns generated by Innoson company is directly proportional to the effectiveness of the sales force; that there is a direct relationship between the company’s  sales growth and its operational profitability, among others. Conclusions and recommendations were made, including that the company’s sales force should be regularly trained and that there is need for the company to enhance its distribution network to increase its market share

TABLE OF CONTENTS

Title page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Table of contents vi

List of tables viii

Abstract x

CHAPTER ONE

1.0 INTRODUCTION

1.1 Background to the study 1

1.2 Statement of problems 2

1.3 Objectives of the study 3

1.4 Research questions 3

1.5 Research hypothesis 4

1.6 Significance of the study 4

1.7 Scope of the study 5

1.8 Limitations of the study .5

CHAPTER TWO

2.0 REVIEW OF RELATED LITERATURE

2.1 Personal selling 7

2.2 Personal selling attributes 11

2.3 Personal selling process 18

2.4 Essential elements of personal selling 21

2.5 Personal selling, relationship building and sales management 22

2.5.1 The sales relationship- building process 22

2.6 Contributions of personal selling 24

CHAPTER THREE

3.0 RESEARCH METHODOLOGY

3.1 Research design 26

3.2    Study area 26

3.3    sources of data 27

3.4    Population of the study 27

3.5    Sample size determination 27

3.5.1 Sampling technique 27

3.6 Method of data collection 28

3.7 Reliability of instrument 28

3.8 Method of data analysis 28

CHAPTER FOUR

4.0 RESULT AND DISCUSSION

4.1 Analysis of data from respondents 30

4.2 Analysis of staff responses 32

4.3 Analysis of responses from consumers 37

4.4 Test of hypothesis 40

CHAPTER FIVE

5.0 SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Summary of findings 46

5.2 Conclusion 47

5.3 Recommendations 48

References