This research was designed to apprise “The Effectiveness of
Personal Selling in the Marketing of Industrial Products in Enugu Metropolis (A
Case Study of Emenite Plc Enugu). The researcher set out with the following
objectives: To find out the effectiveness of personal selling of Emenite in
creating customers awareness of their products. To determine the impact of
personal selling on increasing the sales volume of Emenite. To what extent
selling impacts on the profit of the company. Based on the above
objectives, extensive literature review on test books, journals, newspapers was
carried out. Questionnaires were prepared and administered to a
population comprising customers, distributors and management/relevant staff of
Emenite in Enugu. Topman formular was used to determine the sample
size of distributors and customers. Chi-square was used to test the hypotheses.
The following findings were made personal selling activities of Emenite lead to
increased sales, although one discovered that some of these sales
representatives are not too effective, this is because the company deals on
technical items = that personal selling activities of Emenite Nigeria are
effective in creating customers awareness of their products. That
personal selling activity of Emenite impacts positively on the profit of the
company. Based on these findings the researcher made the following
recommendations that will enhance positive effect on the company.
The company should make adequate budget provision for their sales
representatives. The company should recruit and properly train their sales
people so as to bring in increase in sales and better performance of the
company. If the above recommendations are carried out, the company will
not only serve their customers better but also bring in improved profit to the
1.1 Background of the Study
1.2 Statement of Problem
1.3 Objective of the Study
1.5 Significance of the
1.6 Scope of the
1.7 Definition of
CHAPTER TWO: LITERATURE REVIEW
2.1 Overview of
2.2 Meaning of Personal
2.3 Personal selling Process
2.4 Importance of Personal
2.5 Characteristic of professional Industrial
2.6 Classification of Industrial
2.7 Personal Selling Objective
2.8 Selection and Training of
Involved in Personal Selling
3.0 Research Methodology
3.1 Source of
3.2 Population of the
3.3 Determination of Sample
3.5 Research Instrument
3.6 Sample Size for Distributors
3.7 Reliability and Validation of Research
3.8 Questionnaire Allocation and Administration
3.9 Method of Data Analysis
of the Study
4.1 Presentation and Analysis of Data
4.2 Test of Hypothesis
5.1 Summary of Findings
1.1 BACKGROUND TO THE
(199, 227) defined personal selling as a process of conversing the sale of a
company’s products or service by sales man or woman, it is a dynamic process
involving direct contact between the seller of a product or service and the
prospective buyers through oral or face to face or telephone discussion or
written mail exchange of ideas through opinion.
importance of selling Adirika (1993) defined selling as the process of inducing
a prospective customer to act favourably on an idea advantage to the buyer and
commercial significant to the seller.
Every marketing manager
ought to have sales persons beside him that have a through knowledge of what
personal selling is all about in order to bring about a good level of profit to
the company. The increasing prominent of identifying them as the
focus of a firm’s assistance has made it imperative for marketing organization
to go for more sales persons.
Personal selling are a
branch of marketing that is also broad which is expedient for continued
existence of every marketing company.
organization today does not take into consideration the impact of personal
selling; it has to do with person-to-person communication of which an immediate
feedback is provided to the audience.
To achieve and gain more customers personal selling needs to be
strategically planned to be effective in today highly competitive market
place. The tactics implementation of the selling strategy takes
place in a process according to Adirika (1998 : 19).
4) Pre-approach and planning
6) Presentation and demonstration
7) Trial closing
8) Handling objectives
9) Follow up and post sales activities.
Personal selling as known as a matter of persuasion ie persuading
others to buy your proposition, when we persuade people we do not merely change
their thinking on the subject, we crass them to do something, their actions are
modified as well as their thought. People are motivated by their desire
for the benefit you offer them; therefore every sales presentation must
In the same view of Edoga and Ani (2000; 293) personal selling
serves major roles in a firm over all marketing efforts, sales people are the
critical link between the firm and its customers, this role requires that sales
people match company interest with customers needs to satisfy both parties in
the exchange process. In the eyes of consumer they represent what a
company attempt to be and affair the personal contract, a customer has with the
Odoh (2003: 121) noted that for personal selling to be effective
the personal salesman has to have an in-depth product knowledge which is
indispensable in handling the highly technical and professional customers that
abound in the industrial sectors.
In communicating face to face with these customers, the industrial
salesmen use such aids less calendar, cardholders and other small gift items as
reminders to the customer of himself, his product or service offering.
Emenite Nigeria limited is located at Emene. The
company products and marketing roofing sheet. The company markets
its product through the industrial salespersons.
The importance of these sales people in information gathering and
selling functions need not to be over emphasized. It is in the
realization of this that the researcher critically looks at the effectiveness
of personal selling in the marketing of industrial product.
1.2 STATEMENT OF PROBLEM
times, most companies be it large or small do not realize that personal selling
is part of the marketing team and that, identify them. It is the
key to continuous existence of any organization.
Also it was observed that this problem is worsened by the fact
that some of the sales persons are half back and lack the ability to express
their sales properly. Not only was that it observed that most sales
persons lack the ability to possessing self-confidence. Also it was
observed that the sales people are not good listeners. The sales
people do not allow the customers to talk with them.
Furthermore it was
observed that sale persons do not listen to customer’s complaints. They
do not consider the customer analysis; aid the handling of objections,
ignored. Ememite Nigeria Plc is not an exception. The
company, which started very well, is now faced with competition that is fierce
and cut through coupled with the income of the customers of Ememite Nigeria
Limited, thus no doubt have impacted negatively on sales of the
comparing. This research work is focused on the marketing of
industrial product by personal selling specifically Ememite Nigeria
1.3 OBJECTIVES OF THE
main purpose of the study is to appraise the effectiveness of personal selling
strategy on the marketing of industrial product usin Ememite as company, other
1) To find out if personal selling activities of
Ememite creates customer awareness of their product.
2) To determine the impact of personal selling on
increasing the sales volume cost of Ememite.
3) To aware whether the sales forces of Ememite
company are properly motivated
4) To find out method used in compensating sales
people in Ememite.
5) To what extent selling impacts on the profit of
1.4 RESEARCH QUESTIONS
1. Does personal selling activities of
Emenite create customers awareness of their product?
2. Do the personnel selling activities of
Emenites have significant impact on the volume of sales of Emenite products?
3. Are the sales forces of Emenite
4. What method do Emenite use in
compensating it sales people?
5. Do personal selling activities have any
impact on the profit of Emenite
1.5 SIGNIFICANCE OF THE
researcher considers the study very significant on the following bases.
The consumers and
customers of Emenite will benefit from the study since if the recommendations
of the research are carried out, it will help the company serves them better.
significance of this study is that it helps the researchers to understand and
be able to differentiate between the ordinary sales person and the professional
salesperson and to other research as a topic for continual research work in the
field of study.
The finding of the
study will enable the industries specifically Emenite Nigeria Plc Enugu to
solve their sales problem and correct whatever mistakes they have made or are
still making inline with their business operations.
From the result of the
findings individuals or firms prospecting to go into industrial product
production or investment who are interested in investing their money in
industrial production will have additional information on personal selling as a
channel or sales of industrial product.
1.6 SCOPE OF THE STUDY
research for this study would have been nationwide but due to time and other
constrain, it was limited to Emenite Nigeria Plc Enugu.
1.7 DEFINITION OF TERMS
terms used in the study are defends for purpose of understanding.
This is the smallest possible group of two or more interesting group (Nebo
This are goods destined to be sold for the purpose of output for further
production of other goods and services Ozo and Odo (1999 : 214).
This is a firm’s percentage of the industries total sales.
This is the maximum sales potential for all sellers of a product or service
over a fixed period (Udeagha 1999 : 224).
This is just a direct personal contact with present and prospective customers
for the purpose of selling customer need of goods and services (Udeagha 1999:
This is a share of the company’s overall sales job that is assigned to some
marketing unit as a means of evaluation of sales activities, it’s planning and
control (Edoga 2000 : 115).
This is the act of persuading prospective buyers to buy goods and
services from which they can derive suitable benefits thereby increasing their
total satisfaction (Edoga 2000 : 18)
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