ABSTRACT
This project work was an attempt to investigate the place of personal selling in the achievement of organizational goal. The main objective were; to examine the importance of personal selling as promotional tools to the Hardis and Dromedas Nigeria limited, to examine the different tools available to the motivation of the members of the selling team and to determine the relationship between the effectiveness of the personal selling and achievement of sales target. Based on the objectives of the study, three hypothesis were formulated. The populations of study were draw from the customers, staff and dealers in Enugu metropolis. Bourley’s formular was used to determine the sample size. Questionnaires and personal interview were used to elicit data from respondents. Simple tables and percentages were used to analyzed data collected. Based on the analyses, the following findings were; the researcher observed that 75% of the respondents said yes that personal selling helps to achieving organizational goal while 25% said No. Therefore, personal selling helps to achieving organization goal and the researcher also observed that 63% of the respondents said yes that personal selling is a means of gathering research information for an organisation while 35% said No. Therefore personal selling is a means of gathering research information for an organization. The researcher made the following recommendations; since and also a greater percentage of the respondents agreed that personal selling helps to achieving organisational goal, the researcher therefore recommends that Hardis and Dromedas Nigeria limited should ensure that place of personal selling in the company have a lot to do in achieving organisation goal and also a greater percentage of the respondents agreed that personal selling is a means of gathering research information for an organisation, the researcher therefore recommends that enough money should be contribute in order to carry out a good research information.
TABLE OF CONTENTS
Cover Page i
Title page ii
Dedication iii
Acknowledgments iv
Abstract v
Table of Contents vi
CHAPTER ONE
INTRODUCTION
1.1 Background of the study 1
1.2 Statement of the Problem 3
1.3 Objective of the study 4
1.4 Research Question 5
1.5 Research Hypothesis 6
1.6 Significant of the study 7
1.7 Limitation of the study 8
1.8 Definition of Terms 9
References
CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.1 Evolution of Personal Selling 12
2.2 Definition of Personal Selling 16
2.3 Forms of Personal Selling 18
2.4 The Personal Selling Process 20
2.5 The Economic Contribution of Personal Selling 27
2.6 The Roles of Personal Selling in a Firm’s overall Marketing Effort 29
2.7 The Strategic Role of Personal Selling 31
2.8 The Personal Selling Function 33
2.9 Personal Selling as Part of the Communication/ Promotional Mix. 35
References
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Sources of Data 38
3.2 Population of the Study 39
3.3 Determination of Sample Size 39
3.4 Research Instrument 44
3.5 Validation of Research Instrument 45
3.6 Method of Data Analysis and Treatment 45
References
CHAPTER FOUR
PRESENTATION AND ANALYSIS OF DATA
4.1 Presentation and Analysis of Data 47
4.2 Test Hypothesis 51
CHAPTER FIVE
DISCUSSION OF FINDINGS, RECOMMENDATION AND CONCLUSION
5.1 Summary of Findings 60
5.2 Recommendations 62
5.3 Conclusion 63
Bibliography
Appendix
