THE EFFECT OF PERSONAL SELLING ON MARKETING PERFORMANCE OF INDUSTRIAL PRODUCT IN PORT HARCOURT (A CASE S STUDY OF FIRST ALUMINUM EXTRACTION COMPANY PLC PORT HARCOURT RIVER STATE)
ABSTRACT
In our locality where the patronage of industrial product is common or high firm involve must devise means to keep their head water in term of sale and cost of making sales. The marketing of industrial product in our locality must be buttrested by the use of affective tool to increase sales. To this, the firm involved has to use the appropriate tool or means that will pay for the cost of using it. Hence firms consider the use of personal selling in marketing their products. The treatise is hence looking at the effect of personal selling on the marketing of industrial product. Through firm may complain that the game dose not always worth the candle , personal selling has been considered to be the most effective in attracting customer especially where the sales is not high . as this work progress, the good and the bad side of the personal selling as a promotional tool to boost the sales of industrial product will be divulged.
TABLE OF CONTENTS
Title page i
Approval page ii
Dedication iii
Acknowledgement iv
Abstract v
Table of content
CHAPTER ONE
1.0 introduction – – – – – – 1
1.1 Background of the study – – — – 1-2
1.2 statement of problems – – – – 2-3
1.3 Objectives of the study – – – – 3
1.3 research questions – – – – – 4
1.4 Significance of the study – – – 4-5
1.6 Scope of the study – – – – – 6-7
1.7 Limitations of study – – – – – 7
1.8 Definitions of terms – – – – – 8
CHAPTER TWO
2.0 review of related literature – – – 9
2.1 introduction – – – – – – 9-10
2.2 conditioning for use of personal selling – 11-13
2.3 approaches for use of personal selling – 13
2.4 the role of the sales force – – – 14-15
2.5 managing the sales force – – – 15-23
2.6 personal selling processes – – – 23-28
2.7 industrial products – – – – – 28-30
Reference – – – – – – — – 31
CHAPTER THREE
3.0 Research design and methodology – – 32
3.1 introduction – – – – – 33
3.2 Research design – – – – – 33
3.3 sources of data – – – – – 34
3.4 Population and sample size- – – – 35
3.5 Sample of the determination – – 37
3.6 descriptions of data analysis techniques 38
3.7 method of data analysis – – – – 39
CHAPTER FOUR
4.0 Presentation and analysis of data. – – 40
4.1 Introduction – – – – – – 40
4.2 presentation of data – – – – 41
4.3 analysis of data – – – – – 41-52
4.4 test of hypothesis =- – – – – 52-56
CHAPTER FIVE
- Summary, Conclusion and recommendation – 57
5.1 introduction – – – – – – 57
5.2 Summary of findings – – – – 57-58
5.3 Conclusion – – – – – – 58-59
5.4 Recommendations – – – – – 59-60
References– – – – – – – – 61
Appendix – – – – – – – – 62
Questionnaire – – – – – – – 63-65
CHAPTER ONE
1.0 INTRODUCTION
This study seeks to appraise the effect of personal selling in the marketing of industrial product with special reference to first aluminum company ltd.
BACKGROUND OF THE STUDY
This research work deals with the effort of personal selling on the marketing of industrial product . Those industrial firm and institution that have recognized the usefulness of promotion public relation, and publicity, they end up sending more money in those other promotion with out achieving their corporate objectives.
Personal selling unlike other promotional tools communicates information about companies product to the prospects inter personals basis. The communication of information about company product to the prospects by the others promo tools are done on impersonal basis (Nebo Olwudili (2009:9)in industrial marketing there is no other promo tools that brings the firms and prospective buyers into divided content the only promo tool that makes this possible is personal selling personal selling therefore, is of greater significance for marketers of industrial goods than that for consumer goods.
It is another promo tools used for the achievement of marketing attention and spontaneous purchases. Obiesike (2003:157) defined personal selling as oral presentation in a conversation with one or more prospect purchases.
1.2 STATEMENT OF THE PROBLEM
Despite the popularly acclaimed benefit of personal selling , industrial firm still seem to have it as the least choice in their scheme of things for promotion that will speed of the growth of the business
- The cost of personal selling is too high for industrial firm to shoulder therefore they baulk at it
- sale men of industrial firms are during in the discharge of personal selling growth
- the industrial firm have low turn over therefore they cannot afford the cost personal selling despite its necessity
- both the public and the firm see it as on awkward means of promotional and marketing growth
- The target market of industrial product is not as target market for consumer product.
1.3 OBJECTIVE OF THE STUDY
The purpose of this study is to examine the following
- The effect of personal selling and marketing growth in the marketing of industrial product
- The benefit of personal selling to
- The product company
- The user
- The problem of sales man in personal selling activities
- The contribution of personal selling to
- Total sales
- Total net profit
1.4 RESEARCH QUESTION
Does personal selling contribute to marketing growth of industrial product
- Are salesman adequately remunerated to embark on aggressive personal selling for the industrial firm?
- Does high cost of personal selling constrains the choice of those promotional tools
- How is personal selling benefit to the marketing of industrial product
- Does personal selling achieve the company’s marketing objective?
1.5 STATEMENT HYPOTHESIS
- HYPOTHESIS 11
HO: salesmen all not contribute to research sales volume
2 BHYPOTHEIS II
Ho: sales men are not adequately remmerated for personal selling expediencies
- HYPOTHESIS 111
HO: high cost of personal selling does not constrain its chouse for promotion excise
1.6 SIGNIFICANCE OF THE STUDY
This research work is significant and beneficial to:
- Industrial firm that are yet to discover the benefit of personal selling in marketing growth .
- Any researcher wishing to discover the rational for adoption of personal selling in marketing growth.
this study will also clarity and inform the yet to embrace personal selling manufacturer on the need to adopt it as one of the strongest weapon of promotional tools they study through its finding and recommendation will enable the case study company to solve its problem of using personal selling as promotional tool when it is awkward to do so and when it is suitable to do so as well.
Although the target market of the industrial product are fewer, but this study will help any interested manufacture of industrial selling as promotional tool reducing customer perceived risk on product , it still seem to be neglected in the filed of marketing programmed it has been remarkable , how relatively little attention. Personal selling in industrial marketing has received in the professional intercourse and in academic research.
However, existing knowledge is limited concerning how effective personal selling is used achieving marketing growth. This research work is focused on the effect of marketing growth by personal selling especially by first aluminum extrusion company plc and the industrial customer and prospect.
THE EFFECT OF PERSONAL SELLING ON MARKETING PERFORMANCE OF INDUSTRIAL PRODUCT IN PORT HARCOURT (A CASE S STUDY OF FIRST ALUMINUM EXTRACTION COMPANY PLC PORT HARCOURT RIVER STATE)
