Effect Of Personal Selling On The Sales Of Innoson Technical And Investment Company

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