EFFECTIVENESS OF PERSONAL SELLING IN MARKETING OF PETROLEUM PRODUCTS IN NIGERIA

ABSRACT

Personnel selling is face contact with the potential customer.  Personnel selling is moving from the place of production to the place of distribution to shown or demonstrate the production or cajowque of the product to the potential or existing customers.  Other strategies of personnel selling will be pin pointed in the project.

TABLE OF CONTENTS

Title Pages                                                                               i

Certification                                                                             ii

Dedication                                                                               iii

Acknowledgment                                                                     iv

Abstract                                                                                   vi

Table of Content                                                                      vii

CHAPTER ONE

BACKGROUND OF THE STUDY

1.1     Introduction                                                                            1

1. Statement of Research Problem                                               3

1.3     Aim and Objective of Study                                                     5

1.4     Significance of the Study                                                         6

1.5     Scope of the Study                                                                   7

1.6     Limitations of the Study                                                          9

CHAPTER TWO

LITERATURE REVIEW

2.1     Nature and Importance of Personal Selling                              11

2.2     Personnel Selling and Marketing                                             17

2.3     Marketing of Petroleum Product                                              28

2.4     Personal Selling and Petroleum Product                                  24

2.5     Management of the Sales Force                                               36

2.6     Evaluation of Salesman’s performance                                    47

2.7     The Effectiveness of Personal Selling in

          marketing of Petroleum Product in Nigeria                              55

2.8     Formulation of Hypothesis                                                      57

CHAPTER THREE

RESEARCH METHODOLOGY

3.1     Data Source                                                                             58

3.2     Research Population and                           

Sample Population                                                                  59

3.3     Research Design                                                                      63

3.4     Data Collection Instruments                                                    66

3.5     Method of Data Presentation and     

          Administration                                                                        66

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.0     Brief History of Total Nigeria Plc                                              69

4.1     The Management of Total Nigeria Plc

          at the Branch Level                                                                  74

• Presentation of Data                                                                76

4.4       Analysis of Data                                                           77

4.5     Test of Hypothesis                                                                   87

4.6     Result of Findings                                                                  

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1     Summary                                                                       98

5.2     Conclusion                                                                     101

5.3     Recommendations                                                          103

REFERENCES                                                                106

        QUESTIONNAIRE                                                              107

CHAPTER ONE

BACKGROUND OF THE STUDY

1.1 INTRODUCTION

          Personnel selling is the presentation of a product service or ideal by salesman in the direct contact with prospect in order. To make sale’s it is also personnel presentation of product or ideas of commercial significance. To prospective buyer. The America marketing association defines it as oral presentation in conversation with one or more proposal for the purpose of making sales.

          Proposal selling is the most important promotion tool when measured in terms of time and money. The goal of all marketing efforts is to increase profitable sales by offering wants satisfaction to the market over the long run. Personal selling is the major promotion method used to teach the above goal because of this, in many company, personal selling is the largest single operating expenses, often equally 8% – 15% of net sales by using personal selling. The company can pinpoint its target market and the advertising to creating awareness and arouse interest but it is only personal selling that result in actual sales.

          This is because when the salesman is indirect contact, he tries to stimulate desire in an attempt to obtain action. There by creating urge in prospective buyer to take decision. Now and not later petroleum product are industrial goods and as such posses the features of an industrial goods that make it extremely necessary to use personal selling the marketing of petroleum product such characteristics are:

They are sold in bulk and need assurance of the quality of the product, this makes it important use a sales person so that he can demonstrate. The product to the potential industrial users and arrange for quality easy transportation of the goods to their distinction.

The market for the industrial goods is very competitive, therefore, for the produces of such goods (e.g. petroleum product) to be able to maintain a large market share they need the services of sales people.

The demand for industrial goods is a derived demand which means that the attribute of the product should be sold to the industrial users by the sales people.

          Total marketing Nigeria PLC is the leading company in the petroleum marketing industrial in Nigeria it is the first major marketer that was given the award at quality product (150 – 9002) by standard organization of Nigeria (SON) they make use of personal selling more effectively and personal selling activities take a higher percentage of their promotional budget.