THE IMPACT OF PERSONAL SELLING STRATEGIES IN THE MARKETING PERFORMANCE OF COSMETICS (A CASE STUDY OF ACHIEVER COSMETICS EBONYI)
This research work is centered on the Impact of personal selling in the marketing of cosmetic. It is necessitated by managerial uncertainty with regard to the cause of the aforementioned reduction is 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. The radio of sales expense to sales volume is not high. The radio of sales call to sales volume is high.Most sales call normally results into sales. The management of Bianca Cosmetics use straight salary plan as compensation. The service of both polytechnic and university graduate were used carrying out their sales task of the organization.
TABLE OF CONTENTS
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1.1 BACKGROUND OF STUDY
Bianca Cosmetic Industry is located at No 1 Temple Avenue here in Ebonyi it was established in 1996 by Mrs. Bianca Odinaka Ojukwu (The managing direct) or she was a native of Ngwa in Ebonyi state she was married to his Excellency Ikemba Odumegmu Ojukwu form Nnewi with children, she was the first beauty pageant she started as a small scale business and later developed into a distributor. Here products, are now distributed to places, like Lagos,Abuja, port Harcourt etc.
Infact, Biancas products, are now a nation wide products and even beyond. It has been or leading firm in the cosmetic industry in Nigeria with transparent image.
The progress and high demanded of the product is a partial brain behind the industry’s elevation in product capacity in previous years and this also created rooms for the absorption of more workers in the divergent department thus helped to reduce the high rate of social menale that would have associated the situation of mass unemployment. How ever the aforementioned industry which had attained the peak in the cosmetic manufacturing industry has started experiencing a dwindling ground in its sales volume and market share according to an insider this experience is accounted for by number of recent development some of are incessant increase in number of company industries currently involved in the manufacturing and sales of different types of cosmetics and besides the increase and efficient application of the divergent promotional tools. Thus the management wonders of personal selling in the marketing of cosmetics and that is prorno tool could only justify its wonders in marketing of cosmetics only when is effect.
To this end the manage is interested in know if the sales force is effective or other wise. This is the core of this study. According the L.A Rogers (1980) personal selling has become one of the vital promotional tools in marketing. He further buttressed the above proposition by stipulating that after all the theorists planners must have had their moment and the predicament associated must production finance and labour have been resolved their some one has go out and knock at some ones door and sell.
This is revelation is apparently acceptable because a product can not be produced at Ebonyi and is not available in place like Lagos where such product is highly needed.
This is significance behind the nation of sales contention that they should investigate into the needs of consumers as well as filling them with satisafction and maximize profit objectives. A critical analysis of the above statement high lights the importance of the Impact of personal selling on the marketing high grade but has not utility until it gets to the hands of prospect buyers and the most appropriate route for passing products form manufacturing are to hands of potential buyers happens to be through personal selling.
Personal selling is dynamic flexible and volatile. Traditionally it is mainly associated with commercial transaction which has passed through distinct eras that are characterized as the eras of the early traders exist in most ancient cities some of these earliest states based the primary portion of their economics on the trading with communities traders typically have the ownership of the goods being immediate families. At times they perform their marketing functions like transportation and storage in addition selling obligations.