IMPACT OF PERSONAL SELLING ON SALE VOLUME OF MOBILE PHONES IN CALABAR MUNICIPALITY
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IMPACT OF PERSONAL SELLING ON SALE VOLUME OF MOBILE PHONES IN CALABAR MUNICIPALITY
ABSTRACT
The study looked at the impact of personal selling on sales volume. The study employed a research survey design, with a sample size of 100 staff members from the participating organisation chosen using a simple random selection procedure. Data for the study were gathered from both primary and secondary sources.
Primary data was collected from respondents via questionnaire, interview, and observation, while secondary data was obtained from journals, internet materials, and textbooks.
Four hypotheses were examined using the Chi-square statistical tool, and the results showed that there is a significant association between personal selling and sales volume at a p-value of 0.05 and df = 12.
The study’s findings clearly demonstrated that personal selling is the most persuasive aspect of the marketing communication mix. It tries to consolidate clients while retaining the buyer-seller trade relationship.
Personal selling is a business method that allows corporate representatives to explain to their clients/customers how well the products/services may meet their needs. As a result, organisations should focus more on the client by implementing personal selling as a marketing technique.
Chapter one
INTRODUCTION
1.1 Background of the Study
Every firm strives to discover, predict, and satisfy consumer needs in order to maximise profit, gain a competitive advantage, and remain relevant in the market. This can only be accomplished by incorporating personal selling into the promotional mix plan.
Personal selling is important since it allows for direct contact and interactions between customers and sellers/producers, as well as increased business productivity.
According to Ebitu (2002), most companies use personal selling to market their products and services. Goods that are new, technically demanding, or pricey require more human selling than any other type of promotion.
Personal selling is an effective strategy at specific stages of the purchasing process, notably for developing consumer preferences, conviction, and actions (Kotler 2006).
Personal selling is the use of speech and conversation by a salesperson to persuade the buyer. Its goal is to aid or persuade a prospective consumer to purchase a product or service, or to act favourably on an idea that is commercially relevant to the seller.
Udeagha (1999) defined personal selling as the process of conversing the sale of a company’s products or services by a salesman or woman; it is a dynamic process involving direct contact between the seller of a product or service and the prospective buyer through oral, face-to-face, telephone, or written mail exchange of ideas through suggestion.
Adirika (1993) defined personal selling as the process of influencing a prospective client to behave favourably on an idea that benefits the buyer and is commercially significant to the seller.
Every marketing manager should be surrounded by salespeople who understand everything there is to know about personal selling in order to increase the company’s profits.
According to Kotler and Armstrong (2010), personal selling as a business technique enables corporate representatives to explain to their clients/customers how well the products/services would meet their needs. They allow their clientele to ask more questions regarding their services.
This helps people match their needs with the services. Company representatives (marketing officers) advise clients about new products/services and explain how to best use them.
Personal selling also helps businesses boost their sales volume and market share by locating new clients, maintaining existing customers, and persuading them to purchase the company’s product.
Personal selling is a presentation by the firm’s sales staff with the goal of matching, selling, and developing customer relationships (Kotler and Armstrong, 2010).
Personal selling activities have become more important as a result of rising rivalry, market expansion, changes in client tastes and technology, and the firm’s growing customer connection and sales volume.
However, many business leaders find it challenging to make sales judgements. This is because future client demands are uncontrollable forces outside of an organisation, making it difficult to foresee, estimate, or accurately determine.
Consider the importance of sales in corporate sustainability, as well as the relationship between customers and sales. Organisations should engage in programmes that can influence consumers’ decisions to purchase their products, resulting in an increase in the firm’s sales. This is when personal selling becomes useful.
This study will therefore focus on the impact of personal selling on mobile phone sales volume in Calabar municipality. The researcher’s interest in this study stemmed from the fact that personal selling is a subset of the promotion mix, which is one of the four pillars of marketing (product, price, place, and promotion).
Personal selling is a distinct type of marketing communication, as opposed to advertising and sales promotion, which are primarily concerned with raising awareness of the presence of a product or service and providing information about its attributes.
Personal selling is an individualistic technique that focuses on meeting prospects’ personal needs. It is usually addressed at certain market segments. It goes beyond the fundamentals of marketing communication.
1.2 Statement of the Problem
Despite personal selling’s significant contributions to various businesses, opponents continue to dismiss it as a viable marketing method. They tend to place a lot of emphasis on elements like advertising, publicity, and sales promotion.
They believe that personal selling is expensive and does not result in a speedy response to product offerings or increased sales volume. However, mobile phone salespeople fail to persuade prospective consumers to buy and do not provide the required information to urge potential buyers to purchase items and services that will benefit them.
Indeed, by placing less emphasis on personal selling, marketers and organisations as a whole fail to recognise that personal selling, in addition to inducing and gathering market information, also assists customers in learning about the product’s features, price, importance, and how to use it.
It was also discovered that this problem is exacerbated by the fact that some salespeople are half back and lack the ability to articulate their sales adequately.
In addition, it was discovered that the majority of salespeople lack self-confidence. It has also been found that salespeople do not listen well. The salespeople do not enable customers to speak with them Udeagha (1999).
Despite all of the benefits of personal selling, does it have an impact on mobile phone sales volume in Calabar Municipality? Is it true that exposure to personal selling influences clients’ need for a product? If so, to what extent?
1.3 Study Objective
The overall goal of the study is to investigate the influence of personal selling on mobile phone sales volume in Calabar municipality. To attain this broad purpose, the researcher considered the following specific objectives:
(i) Investigate the effect of personal selling on mobile phone sales volume in Calabar municipality.
(ii) To determine whether personal selling can affect consumer purchase decisions for mobile phones.
(iii) Investigate the impact of personal selling on customer relationship management.
(iii) Determine the impact of personal selling on client loyalty to a firm’s products.
1.3 Research questions.
(i) What impact does personal selling have on mobile phone sales volume in Calabar municipality?
(ii) How does personal selling influence customer purchase decisions for mobile phones in Calabar municipality?
(iii) What influence does personal selling have on customer relationship management?
(iv) To what extent does personal selling affect client loyalty?
1.5 Research Hypothesis
(i) There is no substantial association between personal selling and mobile phone sales volume in the Calabar municipality.
(ii) There is no substantial association between personal selling and consumer purchasing decisions for mobile phones in Calabar municipality.
(iii) There is no major link between personal and customer relationship management.
(iii) No substantial association exists between personal selling and customer loyalty.
1.6 Scope of the Study
This study focuses on the impact of personal selling on mobile phone sales volume in the Calabar municipality. It will also demonstrate how personal selling helps to build client relationships and loyalty in Calabar municipality.
And its findings will raise awareness and enlightenment about the use of personal selling by businesses to help them increase productivity.
This research project will focus on all aspects of personal selling in order to provide useful information to both organisations looking to enhance their sales volume of technological mobile phones in Calabar municipality.
1.7 Significance of the Study
A study of this nature is significant in several ways. This study will be useful to marketing practitioners, scholars, corporate organisations, and manufacturers since it will provide insight into the practical use of personal selling.
It will aid mobile phone dealers in implementing a personal selling strategy. It will explain the importance of personal selling to the performance of businesses. Similarly, this research will contribute to the existing literature on the marketing mix.
Furthermore, marketing practitioners and researchers will benefit greatly from the findings of this study since they will be able to develop strategies that will lead to improved application of marketing research in our varied organisations. Furthermore, future researchers will benefit much from this study.
1.8 Historical background of Techno-Telecommunications Company
Techno Telecom Limited was founded in July 2006 in Hong Kong, China. However, they established operations in Nigeria the next year, 2007, and launched its first mobile phone model. T205 occurs in the same year.
Techno claims to be the first mobile company to launch dual-sim phones in Nigeria, Ghana, and Kenya. Techno is a full mobile phone manufacturer with years of experience in research and development,
manufacturing, sales, and services. It is now one of the world’s leading mobile phone suppliers, as well as one of the largest Chinese mobile phone manufacturers.
In 2008, Techno decided to focus on Africa as a significant market and so launched the Techno brand strategy. Techno phones come in a variety of collections, including Java, Android, and Phantom. Examples of techno products include the Techno M3, Techno N7, Techno P5, Techno Android, and Techno Phantom A, among others.
They range in price from N3,000 to N40,000 in order to sell to clients, meet their demands, and expand their customer base. Techno is marketing in Nigeria through licencing, franchising, and agents in various regions of the country.
UDEC Communication Limited markets techno in the state of Cross River. Udec Communication Limited is a prominent mobile phone distributor in Calabar.
They began operations in 2008 and have a head office at N0: 150 Ndidem Isang Iso road, Calabar municipality, Cross River State, as well as branches across Calabar.
Through three years of effort, Techno earned initial success with an amazing and original marketing approach, and it is currently one of the most popular mobile phone brands in several countries, as well as the number one dual sim phone brand in Nigeria.
1.9 Definition of Terms
Personal selling is an oral presentation in discussion with one or more prospective purchasers with the goal of making a sale.
Market: It is potential customers who have a specific need or want and are willing and able to engage in a transaction to satisfy that need or want.
Sales are the actions associated with selling products and services.
A salesperson is an organization’s salesman who is in charge of carrying out sales activities. They are also known as sales representatives. Represent the organisation by persuading customers to purchase the organization’s products.
Prospects are potential clients who are willing to purchase an organization’s product.
The selling process is a sequence of actions that a salesperson takes when selling an organization’s product to its consumers.
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