IMPACT OF SALES PERSON IN MOTIVATING CONSUMERS BRAND PERFORMANCE FOR BEER PRODUCT
Need help with a related project topic or New topic? Send Us Your Topic
DOWNLOAD THE COMPLETE PROJECT MATERIAL
IMPACT OF SALES PERSON IN MOTIVATING CONSUMERS BRAND PERFORMANCE FOR BEER PRODUCT
Chapter One:
1.0 Introduction
The era of hard and aggressive selling is over, as most businesses have realised that an organization’s ability to survive and grow is determined by its ability to meet requirements and desires. Salespeople are an excellent resource for identifying unmet client needs and covering some of their firms. The notion that a good salesman can call anyone and say anything is incorrect.
Salesmanship is the capacity to interpret product and service attributes in terms of benefits and advantages to the consumer, and to persuade and encourage him to acquire the proper type and quantity of goods or service.
According to Hass and Ernest (1974), competent salesmanship must be quantifiable.
1. Determine the needs of the consumer.
2. Explain the product features to the customer in terms of advantages.
3. Help the customer find a solution to his or her problem.
4. Convince or motivate the customer to take action.
client satisfaction is the key to consumer retention; it not only ensures that a client will buy again, but it also fosters brand loyalty, as a customer will spread the word about the product. Thus, the importance of salespeople in encouraging consumer brand affinity for any product cannot be overstated in any type of corporate organisation.
1.1 Background of the Study
Beer breweries, unlike palm wine, were similar to our civilization. This beer brewing is a relatively new phenomenon in Nigeria. Despite Plc. It was formed in 1949.
Before the Nigerian civil war, there were a few breweries, but the oil boom that followed the civil war brought about some major changes in the country’s economic structure.
It changed most Nigerians’ income patterns, resulting in a sizable proportion of persons with significant disposable income. This resulted in huge entry, which hastened the rise of beer production.
This growth in the brewing industry has injected a lot of competition into the industry. For example, we have consolidated breweries plc Nigeria Breweries, Golden Guinea Breweries, and so on. There are currently over sixty operational beer plants in Nigeria, with a production capacity of over 19.2 million hectoliters of beer per year.
This implies that for a firm in the industry to survive, grow, and improve its market share and brand loyalty, it must direct its energies towards some form of product high quantity development pricing effectively high quantity development pricing effectively promotional activities and guide distribution network. In addition to competition, the growth of the brewing creates other problems by.
1. Presenting the buyer or consumer with clear choices.
2. Economic problem.
3. A psychological condition.
4. The social and problem aspects all came into play.
As a result, brewing company management faces the challenge of determining which of these variables exerts a greater influence on beer product. As a result, most brewers’ marketing departments place a strong emphasis on an efficient and productive sales team.
The sales force in this case fails to be an essential component of the marketing team, which recognises the importance of client orientation. In fact, they are the people closest to the customer in the organisation,
and as a result, the organisation will always have goods that will satisfy the consumer in the market. Winners in today’s competitive environment are those who meticulously analyse target client groups that their competitors cannot match.
A delighted client will undoubtedly generate brand loyalty and preference. This cannot be accomplished by executing the emphasis that causes people to behave in a specific manner because consumer needs are the ones that awaken the demand for a product brand.
A product brand refers to a specific unit of a given product unique in its make-up and distinct in the same identifiable ways from similar products of the same of other firms in the marketing of beer product branding plays a vital role in our competitive market climate.
Branding enables product identification, which leads to marketing action and dependency stimulation, resulting in effective identification and market domination.
The purpose of this study on several gadgets is to investigate the role or impact of salespeople in brand acceptability, loyalty, and pretence for brands. Of selected beer products “33 export” Harp, Golden Guinea,
Perkier, and so on, the nature of the limited communication and transportation capabilities accessible to certain market segments limits the efficacy of the salesperson in winning and maintaining the allegiance of his market.
If this is the case, it calls into question the appropriateness of salespeople now employed to reach those consumers, as well as the utility of millions of naira that are poured annually into hiring and training salespeople by Nigerian beer making enterprises.
One concern that comes to me is whether a significant fraction of beer consumers receive appropriate benefit from salespeople on beer brands.
2. How has the salesperson been able to
3. Appeal to the consumer’s emotions or subconscious mind to persuade them to make a decision in his favour?
4. Is the enormous sum of money spent on salespeople annually justified, or can it be reduced without impacting profitability?
The answers to these and other related questions constitute the control task of the economy, especially in light of the added problem of local sourcing of raw materials for beer breweries, when it is most desirable for firms to identify areas of unnecessary waste in order to reduce costs without jeopardising marketing efforts.
Need help with a related project topic or New topic? Send Us Your Topic