THE EFFECTIVENESS OF PERSONAL SELLING IN THE MARKETING OF CAPITAL GOODS (A CASE STUDY OF ANAMBRA MOTOR MANUFACTURING COMPANY)

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ABSTRACT

This research work focus on the effectiveness of personal selling in the marketing capital goods. Personal selling is an ancient art, which has spawned a large literature and many principles, effective salesperson have more than instruct, they are trained in a method of analysis customer interaction. Personal selling takes the from of oral presentation in a conversation with one or more prospective purchasers, for the purpose of making profitable sales. The main purpose of personal selling is to bring the right products into contact with the right customer to make certain that ownership transfer takes place.

In Nigeria environment personal selling is mainly use in the marketing of industrial products in service and nonprofit organizations. The industrial buyers are closely located at (Industrial Estate) for sales force convenience and also reduce the organizational promotional cost for their sales effectiveness.

Chapter one deal with background to the study, statement of the problem, objectives of the study, research question, scope of the study and definition of terms.

Chapter two dealt with an overview of personal selling, an overview of personal process, objective of personal selling.

Chapter three were dealt with primary and secondary data that will be use for data collection, source of data, population of the study, sample size, sample technique, method of data collection of distributing questionnaires, structuring the instruments, method of data analysis and limitation of study.

Chapter four were dealt with presentation analysis and interpretation of data.

Chapter five were dealt with summary of findings, recommendations and conclusion.

TABLE OF CONTENTS

Title Pagei

Certification ii

Dedication iii

Acknowledgementiv

Abstract v

Table of Contents vi

CHAPTER ONE: INTRODUCTION

1.1Background to the Study 7

1.2Statement of the Problem 9

1.3Objectives of the Study 10

1.4Research Question14

1.5Significance of the Study 16

1.6Scope of the Study 17

1.7Definition of Terms18

CHAPTER TWO:

LITERATURE REVIEW

2.1An Overview of Personal Selling20

2.2An Overview of Personal selling process25

2.3Objectives of Personal selling30

CHAPTER THREE:

RESEARCH METHODOLOGY

3.1Sources of Data35

3.2Population of the Study 36

3.3Sample Size Determination 36

3.4Sample Techniques37

3.5Method of Data Collection38

3.6Research Instrument 38

3.7Method of Data Analysis Used40

3.8Method of Distributing Questionnaire40

3.9Limitation of Study40

CHAPTER FOUR:

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

4.1Data Presentation, Analysis and Interpretation 42

CHAPTER FIVE:

SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION

5.1Summary of Findings 65

5.2Recommendations 67

5.3Conclusion 69

Bibliography71

Appendix73

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THE EFFECTIVENESS OF PERSONAL SELLING IN THE MARKETING OF CAPITAL GOODS (A CASE STUDY OF ANAMBRA MOTOR MANUFACTURING COMPANY)

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