TELEVISION ADVERTISEMENT OF MILO BEVERAGE ON CONSUMERS PURCHASING HABIT AMONG RESIDENTS IN UYO AKWA IBOM STATE
ABSTRACT
The significance of personal selling cannot be overstated. This has influenced this study on the impact of personal selling on beverage marketing. Milo is the subject of a case study.
The study’s objective, among other things, is:
– To ascertain the impact of personal selling on Milo’s marketing.
– Determine whether the personal selling strategy used in the marketing of Milo has any significant impact on the product’s sales volume.
– Determine whether the personal selling strategy used in Milo’s marketing is adequate.
Based on this, an in-depth literature review of related materials was conducted, and data were also gathered through the use of a questionnaire and a personal interview.
Consumers of Milo, as well as dealers and employees of Nestle, the maker of Milo, comprise the study’s population.
To determine the sample size, statistical techniques and methods such as the topman and Bournleys formulaa were used, while tables and percentages were used for analysis.
The collected data was clinically analyzed and used to test the hypothesis.
As a result, the following conclusions were reached.
The personal selling strategy used in the marketing of Milo has a positive impact on the product’s performance.
That personal selling strategy generates positive feelings toward both the company and its product.
As a result, recommendations were made on how to effectively and efficiently exploit the benefits of personal selling strategy, particularly in the marketing of Milo within Enugu metropolis
CHAPTER ONE
1.1 THE STUDY’S BACKGROUND
Personal selling, one of the functions of marketing, is very important in an organization’s business and marketing life; it involves the face-to-face communication of information from a seller to a prospective buyer, and it involves the interaction of both the seller and the buyer for the purposes of facilitating exchange for the mutual satisfaction of both parties.
It has long been recognized as the oldest and most important component of the promotional mix; its age can be determined by the fact that word of mouth and recommendation by others have long been used as a means of persuading someone to accept an idea.
A curious objective of Nigerian society and habits will reveal that selling is a major and ubiquitous economic activity, and it would not be incorrect to describe Nigeria as a nation of salesmen and women.
Almost every house in Nigeria has a room that serves as a shop, in addition to the numerous Kiosks dotted throughout the towns and villages, and the hundreds of thousands of Hawkers who are practically a part of the Nigeria landscape.
Selling is thus a job that the Nigerian takes very seriously, but paradoxically, it is the professional salesman who is looked down upon. Several reasons can be adduced for this, the first being the general educational qualification of most salesmen.
Second, the outward appearance of these salesmen is at best scruffy, and finally, there is a general sense of insecurity that makes the average Nigerian suspicious of any unwelcome visitor, who is frequently assumed to be a potential armed robber.
Despite this, there is little doubt about the critical role that personal selling, when done correctly, can play in the fortunes of a company, particularly one operating in the industrial market.
The importance of personal selling is inherent in its nature, which involves the use of salespeople who are usually quite flexible in pitching their message to ensure that it confirms to the peculiar needs and idiosyncracies of their audience.
Another feature of personal selling that distinguishes it is its lack of impersonality. This characteristic implies that the commercial may be focused on general marketing strategies in a largely friendly and relaxed atmosphere, with an emphasis on when marketing and promotional strategies should be personal selling driven or adverting driven. When most businesses use both promotional mixes, it is critical to determine the most effective way to integrate personal selling and advertising efforts.
According to Eisenhart (1998: 92 – 97), a common approach is to use advertising to raise company and product awareness and to identify potential customers. These sales leads are then passed along to the sales team for personal selling attention.
The basic goal is to identify prospects using low-cost per-contact advertising, while more expensive personal selling efforts are used to convert prospects into customers. A study of 2,500 salespeople found that 85 percent of salespeople received leads from advertising in the previous year, demonstrating the effectiveness of this type of promotional strategy.
Nestle’s promotional strategy to introduce Milo beverages into the market is an example of effective use of advertising and personal selling.
The promotional strategy had four goals:
1. 60 percent increase in brand awareness
2. Creating high-quality leads for the sales force
3. Increasing sales by 10% in six months and
4. Boost sales force morale.
Although a common approach would be to advertise in trade publications to increase basis and spend significant time arranging shelves, setting up displays, accepting returned merchandise, or dealing with other issues.
Although an emphasis on personal selling in the beverage market is type at this time, changes in technology indicate that personal selling may become more important in non – traditional business during the next few years, as mentioned in sales technology increased importance of personal selling.
1.2 PROBLEM STATEMENT
Personal selling, a promotional tool that any firm or company can use in the marketing of its product, whether in the consumer or industrial market, is a vental promotional tool in the marketing of beverages, specifically in the marketing of Milo by Nestle Plc. As a result, salespeople have taken on various selling positions at various retail outlets for the product. These potions work as order takers (counter salespeople) or order fillers (missionary salespersons).
Milo’s market attracted a mix of marketing promotional mix elements such as advertising, sales promotion, personal selling, publicity, and public relations. Taking into account the product’s position within the product life cycle, personal selling strategy appears to be the most important promotional tool being used. As a result, in every retail outlet where the product brand is sold, salespeople are seen performing various selling functions such as order takers, order getters, and so on.
Some interesting questions to consider, in light of other factors that may influence a product’s performance, are: what impact does personal selling have on the marketing of Milo, and does it have any positive impact on the sales volume and profitability of the product brand?
In order to provide candid answers to these and other questions. This study will assess the effectiveness of personal selling in Nestle’s marketing of the Milo product.
1.3 THE STUDY’S OBJECTIVES
The study’s objectives include, among other things, the following:
1. To assess the impact of personal selling on Milo’s marketing.
2. To assess the personal selling strategy used in Milo’s marketing.
3. Determine whether the personal selling strategy used in Milo’s marketing creates product awareness.
4. Determine whether the personal selling strategy used in the marketing of Milo has any significant impact on the product’s sales volume.
5. Determine whether the personal selling strategy used in the marketing of Milo has a significant impact on the product’s profitability.
6. Determine whether or not the selling strategy used in Milo’s marketing is adequate.
7. To make suggestions for ways to improve the personal selling strategy used in Milo’s marketing.
1.4 HYPOTHESIS FORMULATION
Ho1: Personal selling strategies used in the marketing of Milo have no significant impact on the product’s sales volume.
Hi1, do the personal selling strategies used in the marketing of Milo have any significant impact on the product’s sales volume?
Ho2: Personal selling strategies used in Milo marketing have no positive impact on the product’s profitability.
Hi2: Do the personal selling strategies used in the marketing of Milo have any positive impact on the product’s profitability?
Ho3: The personal selling strategies used in Milo’s marketing have a negative impact on consumer patronage of the product brand.
Hi3: Personal selling strategies used in Milo marketing have a positive impact on product brand patronage.
Ho4: Personal selling strategies used in Milo marketing have no significant impact on consumer satisfaction with the product.
Hi4: Personal selling strategies used in Milo marketing have a significant impact on consumer satisfaction with the product.
1.5 THE STUDY’S IMPORTANCE
Because no research work is merely a pre-exercise, the study will be extremely beneficial to the following:
First and foremost, this study will benefit the company (Nestle Nigeria Plc) and Milo marketers by identifying the benefits and drawbacks of using personal selling as a promotional strategy.
Again, the study will be useful to Milo customers because it reveals positive ways of developing and maintaining salesperson-customer relationships, which will invariably increase customer satisfaction.
Furthermore, both the researcher and the readers will gain a thorough understanding and knowledge from the information contained in the study, sparking further research.
1.6 THE STUDY’S OBJECTIVE
The scope of the study establishes the parameters of the investigation to be conducted. As a result, the study will critically examine the impact of personal selling in the marketing of beverages, focusing on the effect on customer patronage, sales volume, and profitability.
They will be limited to the Enugu metropolis due to time and resource constraints.
1.7 TERM DEFINITION
Personal selling is a face-to-face sales representation provided by a person known as the
from one person known as the seller to another known as the buyer
Strategy is a work plan that aims to achieve specific objectives or sales targets.
A brand is a name or symbol that distinguishes a product.
derived from another
Product: Anything of value or utility that can be sold.
sale.
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TELEVISION ADVERTISEMENT OF MILO BEVERAGE ON CONSUMERS PURCHASING HABIT AMONG RESIDENTS IN UYO AKWA IBOM STATE
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