THE EFFECTIVENESS OF PERSONAL SELLING STRATEGIES

THE EFFECTIVENESS OF PERSONAL SELLING STRATEGIES IN THE MARKETING PERFORMANCE OF COSMETICS.

ABSTRACT

This research work is centered on the effectiveness of personal selling in the marketing of cosmetic. It is necessitated by managerial uncertainty with regards to the best promo tool to be adopted to sustain sales volumes and profitability in recent times. This managerial indecision created room for its suspicion as to whether the sales force was effective or not with a special reference on Bianca Cosmetics Company.

The data for the study were collected using questionnaires and oral interviews; and the researcher made the following findings. 1) The radio of sales expense to sales volume is not high, 2) The management of Bianca Cosmetics use straight salary plan as compensation, 3) The service of both polytechnic and university graduate were used carrying out their sales task of the organization, 4) It was discovered the customers are satisfied with the marketing effort of Bianca cosmetics. 5) It was discovered that personal selling is of great benefit to customers. 6) It was discovered that the management of Bianca cosmetic normally grant its customers some credit facilities. 7) It was discovered that the price of Bianca product is commensurate with its quality.

Based on the findings, the researcher made the following recommendations. 1) Management should indulge in consumer’s research. 2) Management of Bianca cosmetics should endeavor to establish market intelligence department. 3) Sales force should improve on their after sales services. 4) Management of Bianca cosmetics should once in a while organize sales training programs activities for their sale force.

TABLE OF CONTENTS

Title page – – – – – – – i

Dedication – – – – – – – ii

Acknowledgement – – – – – – iii

Abstract – – – – – – – – iv

Table of contents – – – – – – v

CHAPTER ONE

Introduction – – – – – – 1-3
- Background of the study – – – – 4
- Statement of problem – – – – 4-5
- Objective of the study – – – – 5-6
- Significance of the study Research questions -6-7
- Research question – – – – – 7-8
- Formulation of Hypothesis – – – 8
- Scope of the study – – – – – 9-10
- Limitation of the study – – – – 10
- Definition of terms – – – – – 10-11

CHAPTER TWO

2.0 L literature review – – – – – 12

2.1 Introduction – – – – – – 12-15

2.2 What is personal selling? – – – – 15-16

2.3 Roles of personal selling – – – – 16-18

2.4 Importance of personal selling – – – 18-19

2.5 Advantages of personal selling – – – – 19-20

2.6 Qualities of a good salesperson – – – 21

2.7 Compensating salespersons – – – – 22

2.8 The functions of personal selling in a firm’s overall marketing effort – – – – – – 22-23

2.9 Personal selling strategies – – – – 24-27

CHAPTER THREE

Research methodology – – – – – 28

Research design – – – – – – 28-29

3.2 Sources/methods of data collection – – – 29-30

3.3 Population and sample size – – – – 30-32

3.4 Sample technique – – – – – – 32

3.5 Research instrument used – – – – – 33

3.6 Validity and reliability of measuring instrument 33-34

3.7 Questionnaire administration and response rate – 34-35

3.8 Method of data analysis – – – – – – 35

CHAPTER FOUR

Presentation and analysis of data – – – 36
- Introduction – – – – – – – 36
- Presentation of data – – – – – 37-41
- Analysis of data – – – – – – 41-46
- Interpretation of result(s) – – – – 46-51

CHAPTER FIVE

Summary conclusion and recommendation – – 52
- introduction – – – – – – – 53-54
- summary of findings – – – – – 54-55
- conclusion – – – – – – – 56
- Recommendations – – – – – – 56-57

References – – – – – – 58-59

Appendix – – – – – – 60

Questionnaire – – – – – – 61-63

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

According the L.A Rogers (1980), personal selling has become one of the vital promotional tools in marketing. He buttressed the above proposition by stipulating that after all the theorists planners must have had their moment and the predicament associate with production, finance and labour have been resolved, then someone has to go out and knock at some one’s door and sell.

Personal selling is dynamic, flexible and strategic. Traditionally, it is mainly associated with commercial transaction which has passed through distinct eras that are characterized as, the eras of the early traders, the American peddlers and the era of the professional sale people. The early traders existed in most ancient cities. Some of these earliest states based the primary portion of their economics on the trading with other communities’. Traders typically have the ownership of the goods being sold, manufactured either by themselves or their immediate families. At times, they perform their marketing functions like, transportation and storage, in addition to other selling obligations.

The American peddlers of the colonial ear sold their goods to the then settlers. Most of these settlers were immigrants who view their respective jobs as one of the available means of getting a fresh start in a new country. Professional selling started shortly after the World War II. During this period, the economy switched from the previous situation of seller’s market to that of buyers’ market in which goods were plentiful in supply. Due to the industrial revolution of the 17^th century which encouraged the birth of a number of new industries of which cosmetic industries were among.

The industries had varieties of products with moderate qualities. As at the said era, many industries operated under the philosophy ’’that the customers will buy any product provided it can be supplied”. Goods had to be marketed mainly for the facts that consumers now have choice and the sellers adopted a radical change to reject this new seen.

Bianca Cosmetic Industry is located at No 1 Temple Avenue in Enugu. It was established in 1996 by Mrs. Bianca OdinakaOjukwu (The Managing Direct). She was married to His Excellency IkembaOdumegmuOjukwu form Nnewi with children. She was the first beauty Queen. She started as a small scale business and later developed into a distributor. Her products are now distributed to places, like Lagos, Abuja, Port Harcourt etc.

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