ABSTRACT
This research was designed to apprise “The Effectiveness of Personal Selling in the Marketing of Industrial Products in Enugu Metropolis (A Case Study of Emenite Plc Enugu).
The researcher set out with the following objectives:
• To find out the effectiveness of personal selling of Emenite in creating customers awareness of their products.
• To determine the impact of personal selling on increasing the sales volume of Emenite.
• To what extent selling impacts on the profit of the company.
Based on the above objectives, extensive literature review on test books, journals, newspapers was carried out. Questionnaires were prepared and administered to a population comprising customers, distributors and management/relevant staff of Emenite in Enugu. Topman formular was used to determine the sample size of distributors and customers. Chi-square was used to test the hypotheses. The following findings were made personal selling activities of Emenite lead to increased sales, although one discovered that some of these sales representatives are not too effective, this is because the company deals on technical items = that personal selling activities of Emenite Nigeria are effective in creating customers awareness of their products. That personal selling activity of Emenite impacts positively on the profit of the company. Based on these findings the researcher made the following recommendations that will enhance positive effect on the company. The company should make adequate budget provision for their sales representatives. The company should recruit and properly train their sales people so as to bring in increase in sales and better performance of the company. If the above recommendations are carried out, the company will not only serve their customers better but also bring in improved profit to the organization.
TABLE OF CONTENTS
Title Page i
Approval Page ii
Dedication iii
Acknowledgment iv
Abstract v
Table of Contents v
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study 1
1.2 Statement of Problem 5
1.3 Research Questions 7
1.4 Objective of the Study 7
1.5 Significance of the Study 8
1.6 Scope of the Study 10
CHAPTER TWO: LITERATURE REVIEW
2.1 Overview of Marketing 1
2.2 Meaning of Personal Selling 15
2.3 Personal selling Process 19
2.4 Importance of Personal Selling 28
2.5 Characteristic of professional Industrial
Sales persons 28
2.6 Classification of Industrial Products 32
2.7 Personal Selling Objective 33
2.8 Selection and Training of Salesman 34
2.9 Salesman Compensation 37
2.10 Evaluation of Salesman 39
2.11 Problems Involved in Personal Selling 40
CHAPTER THREE: RESEARCH METHODOLOGY
3.0 Research Methodology 42
3.1 Source of Data 42
3.2 Population of the study 43
3.3 Sample Size Determination 43
3.4 Research Instrument Used 43
3.5 Method of Data Analysis 44
3.6 Limitation of the Study 44
CHAPTER FOUR
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION
4.1 Summary of Research Findings 46
4.2 Conclusion 48
4.3 Recommendation 48
Bibliography 50
Appendix
