THE EFFECTIVENESS OF PERSONAL SELLING IN THE MARKETING OF INDUSTRIAL PRODUCT IN ENUGU METROPOLIS (A CASE STUDY OF EMENITE NIGERIA PLC)

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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 Pagei

Approval Pageii

Dedication iii

Acknowledgment iv

Abstract v

Table of Contentsv

CHAPTER ONE:INTRODUCTION

1.1Background of the Study 1

1.2Statement of Problem 5

1.3Research Questions7

1.4Objective of the Study 7

1.5Significance of the Study8

1.6Scope of the Study10

CHAPTER TWO:LITERATURE REVIEW

2.1Overview of Marketing1

2.2Meaning of Personal Selling15

2.3Personal selling Process 19

2.4Importance of Personal Selling28

2.5Characteristic of professional Industrial

Sales persons28

2.6Classification of Industrial Products32

2.7Personal Selling Objective 33

2.8 Selection and Training of Salesman34

2.9Salesman Compensation37

2.10Evaluation of Salesman39

2.11Problems Involved in Personal Selling40

CHAPTER THREE:RESEARCH METHODOLOGY

3.0Research Methodology 42

3.1Source of Data42

3.2Population of the study43

3.3Sample Size Determination 43

3.4Research Instrument Used 43

3.5Method of Data Analysis 44

3.6Limitation of the Study 44

CHAPTER FOUR

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

4.1Summary of Research Findings 46

4.2Conclusion 48

4.3Recommendation 48

Bibliography 50

Appendix

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THE EFFECTIVENESS OF PERSONAL SELLING IN THE MARKETING OF INDUSTRIAL PRODUCT IN ENUGU METROPOLIS (A CASE STUDY OF EMENITE NIGERIA PLC)

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