AN EVALUATION OF THE CONTRIBUTION OF SALESMANSHIP TO MARKETING OF CONSUMER GOODS

AN EVALUATION OF THE CONTRIBUTION OF SALESMANSHIP TO MARKETING OF CONSUMER GOODS

ABSTRACT

This research study is on the importance of salesmanship in the marketing of consumer goods. Salesmanship has been described as the act of persuading a prospective buyer to accept an organization’s product, service or idea. While the consumer market is described as constituting ultimate buyers of a product or service for their personal, non-business use.

The trend toward producer proliferation on in the market has culminated in keen competition to the extent that producers find it different to sell their produces. It is as a result of this difference that the researcher has attempted to emphasis on the importance of salesmanship in the marketing of those consumer products.

Remains of related literature focused on the meaning of selling and salesmanship, the consumer market and characteristic of consumer goods. Importance and function of the salesman as well as selling process. For reasons of in-depth analysis, description research approach have been employed in this study. A combination of personal interview, observation and questionnaires have been used as research instruments. The population standard include salesman of Unilever Nig. Plc and customer from the 5 strategic area Kaduna i.e. Ungwan Rimi, Kawo, Tudun Wada, Kakuri and Doki. The researcher uses the simple random as the sampling procedure for this research.

The statistical techniques used here is the simple percentage. The hypothesis formulated is as follows:

HI:    Salesmanship contributes to marketing efficiency and productivity

HO:   Salesmanship does not contribute to marketing efficiency and productivity.

The null hypothesis have therefore been rejected. The finding reveals that sales people actually influence the customer to buy, it was discovered that the company’s sales budget determines its level and that without the required selling skills, sales people cannot meet sales budgets.

Based on the findings, recommendations have been made to the sales people and producer should employ motivational strategy and effective advertisement for products. The salesman should maintain good public relations, they should be honest and avoid being rude and they should try to acquire more knowledge about the products they are selling. They should also have good language and should have a very effective dressing code.

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