THE IMPACT OF PERSONAL SELLING ON SALES VOLUME PERFORMANCE OF A MANUFACTURING COMPANY

posted on June 22, 2018

THE IMPACT OF PERSONAL SELLING ON SALES VOLUME PERFORMANCE OF A MANUFACTURING COMPANY (A CASE (STUDY OF UNILEVER NIGERIA PLC. ABA)

ABSTRACT

The study looked the impact of personal selling on sales volume performance using Unilever Nigeria Plc, Aba as a case study. Most companies fail to employ the services high caliber salesman and women. This negatively affects sales volumes performance. Similarity most sales person fail to use the right method on consumers and this affect sales volume performance. In view of this, the study is aimed at determing how the recruitment of sales person increase sales, how person selling can affect an organization sales volume as well as how customers satisfaction can help to increase an organization sales volumen. In carrying out this research data were generated through the use of questionnaire. The questions of the questionnaire were analyzed using the percentage method of analysis. In the course of this research, the following findings were made personal selling has an impact on the sales volume performance of Unilever Nigeria Plc. Personal selling brings customers and prospective customers nearer to the organization. In the light of those findings, the following recommendations were made. The company should try to look into components of customers about the quality of the product in the market and finally, timing of target.

TABLE OF CONTENTS

Title page – – – – – – – – -i

Approval page – – – – – – – -ii

Dedication – – – – – – – – -iii

Acknowledgement – – – – – – – -iv

Abstract – – – – – – – – – -v

CHAPTER ONE

1.0 Introduction – – – – – – – -1-3

1.1 Background of the study – – – – – -3-5

1.2 Statement of the problems – – – – -5

1.3 Objectives of the study — – – – – -5-6

1.4 Research Questions – – – – – – -6

1.5 Significant of the study – – – – – -7

1.6 Scope of the study – – – – – – -7

1.7 Limitation of the study – – – – – -7-8

1.8 Definition of terms – – – – – – -8-9

CHAPTER TWO

2.0 Literature Review – – – – – -10

2.1 Introduction – – – – – – -10-11

2.2 What is Personal Selling? – – – -11-13

2.3 Types of Personal Selling – – – -13-14

2.4 The Significance of Personal Selling – -15-17

2.5 How Personal Selling Selling Affects Sales Volume17-18

The Process of Personal Selling

2.6 The process of Personal Selling – – -19-25

2.7 Objective Sought by Personal Selling – -25-27

2.8 Sales Person Recruitment Selection – -27-28

2.9 Roles for Modern Sales Quota – – – -28-30

2.10 Setting of the Sales Quota – – – – 30-32

References – – – – – – -33-34

CHAPTER THREE

3.0 Research Methodology – – – – – -35

3.1 Introduction – – – – – – – -35-36

3.2 Research Design – – – – – – -36

3.3 Sources of Data Primary and Secondary Data -37

3.4 Population and Sample Size – – – – – 37-38

3.5 Sampling Techniques – – – – – -38-40

3.6 Validity and Reliability of Measuring Instrument -40

3.7 Method of Data Analysis – – – – -41

CHAPTER FOUR

4.0 Presentation, Analysis and Interpretation of Data -42

4.1 Introduction – – – – – – – – -42

4.2 Data Presentation and Interpretation – – – -43-59

4.3 analysis of data – – – – – – -59

4.4 interpretation of results – – – – -59-63

CHAPTER FIVE

5.0 Summary, Conclusion and Recommendations – 64

5.1 Introduction – – – – – – – -64

5.2 Summary of Findings – – – – – -64-65

5.3 Conclusion – – – – – – – -65-66

5.4 Recommendations – – – – – – -66-68

Reference – – – – – – -69-70

Appendix – – – – – – -71

Questionnaires – – – – – -72-75

CHAPTER ONE

1.0 INTRODUCTION

The rapid growth in industrial activities has brought a lot thinking on how to come to the base. The detergents markets are highly saturated with organizations manufacturing similar products which include: Elephant, Omo, Omo blue, Ariel Omo, life buoy, surf and Lux, therefore, Unilever Plc has been putting more efforts to survive in the markets. The management decide to carry out promotional activities so as to increase sales volume of the company, through personal selling concept. Personal selling can be defined as an oral presentation in a convention with one or more prospective, purchase buyers and the dynamic relationship between a person (either as individual representing himself or his organization) and his prospect that may be an individual potential buyer or group of buyer and all the efforts orally made in an exchange process to make sales. As one of the promotional tools, it combines the job of awareness creation for the goods and service produce and ready to be sold and accepted, as well as convincing the customers to buy the existing ones, or making efforts to try new ones, disregarding their loyal stores and products and coming over to the sales man’s company and products and all other after sales services required by the customers.

Markin (1982:420) stated that personal selling is considered vital when the product size or cost, make it important when the buyers is likely to be certain about what he or she needs or wants, and in all cases in which specialized requirements needs to be filled. Again, personal selling create the advantages of immediate feedback, because customers reply quickly to the offering of the sales. Organization using personal selling will be more appropriate for manufacturers. It is also a means of creating awareness communication with individuals, group and organizations. On a means of creating awareness is by motivating the consumers by so doing increase the volume of sales. However, the much costs involved in personal selling when compared with other promotional tools is still distributing many marketing organizations. This is because of the human and time efforts spent by the sales force going from one potential and existing customer to the other or group of customers in order, to make sale; the costs that advertising would have reduced to the minimum, another problem is the company getting the caliber of sales people wants, those that can enable it sell its products as desired at the sales territories wanted.