1.0 Introduction
1.1 Background of Study
Marketing generally aims at increasing profitable sales of commodities to the general public. Every business organization be it government or private owned, aims to maximize profit.
Increase in sales and profitability of firm cannot be enhanced without advertising, sales promotion, publicity and personal selling. Some of these promotional tools are suitable for both industrial and customer goods. Others are best used in marketing of only industrial goods and yet some other favour, essentially consumers items. Most detergent producing companies usually employ advertising, sales promotion and to some extent publicity and perhaps personal selling in promoting their products.
The extent to which personal selling help in marketing of detergent is yet to be ascertained.
It is in the light above that the researcher thought it wise to study the effect of personal selling in the marketing of detergent using Unilever Nigeria Plc, Benin City as a case study.
1.2 Statement of Problem
The aim of every organization is to satisfy the need and wants of their customers and make profit. However, in the recent years, Unilever Plc has been facing problem in the sales of detergent in their company with this situation one cannot but ask Unilever to embark on sales promotion and if they do, what has been the effect? It is in a bid to answer this question that this research was embarked on. So what is the effect of personal selling in the marketing of detergent?
1.3 Aim and Objectives of the Study
The aim of the study is to examine the Significance of Personal Selling in the Marketing of Detergent using Unilever Nigeria Plc as a case study. In achieving this aim, the following specific objectives were laid out as follows:
- To determine the role personal selling plays in the creation of awareness on the marketing of detergent;
- To determine the effect of personal selling on the marketing of detergent;
- To determine the contribution of personal selling to profitability; and
- To know the effectiveness of personal selling in the midst of other promo tools.
1.4 Research Questions
The study came up with research questions so as to be able to ascertain the above stated objectives. The specific research questions for the study are stated below as follows:
- Is personal selling effective in the midst of other promo tools?
- What is the role personal selling plays in the creation of awareness on the marketing of detergent?
- What is the effect of personal selling on the marketing of detergent?
- What is the contribution of personal selling to profitability?
1.5 Statement of Hypotheses
In order to pursue the objective of this study, the following generalized statements have been designed to guide and aids in obtaining the result for the experiment to be conducted. For this work, the null hypothesis will be represented with H0 while the alternative hypothesis will be represented with hypothesis H1.
Hypothesis One
- H0: Personal selling does not stimulate customers to buy more.
- H1: Personal selling stimulate customers to buy more.
Hypothesis Two
- H0: Personal selling has negative impact on the sales of sunlight detergent.
- H1: Personal selling has positive impact on sales of sunlight detergent.
Hypothesis Three
- H0: Personal selling does not enhances customer loyalty.
- H1: Personals selling enhances customer loyalty.
Hypothesis Four
- H0: High cost of personal selling does not hinder its implementation.
- H1: High cost of personal selling hinder its implementation on marketing detergent.
1.6 Significance of the Study
This study will help acquaint the research with the vital works aspects of the marketing programmed generally and personal selling techniques in particular. Furthermore the research will expose the likely effects personal selling has on the marketing of detergent especially Unilever Nigeria Plc.
The study will produce a useful guide not only to salesmen in detergent industry but also to management in planning their day to day marketing activities. Finally, the research work will provide a basis for further research by interested scholars on the subject.
1.7 Scope of the Study
The essence of this research is to find out what effect personal selling has on marketing of detergent in Benin City. And the scope is narrowed to Unilever Nigeria Plc, Benin Branch. The area covered includes adoption of personal selling as a form of promotion with view of discovering the caliber of salesmen, evaluation and remuneration.
1.8 Limitations of the Study
During the course of this study, there were some problems encountered which stood as limitations to the research work. Some of the limitations include:
- Time Constraint:
The time frame given to accomplish this project was very short due to school academic calendar and it was carried out under pressure which made the researcher not to implement some necessary features.
- Establishment Policies:
Establishment policies posed a serious limitation as most staffs are not ready to release information needed for this research work. There were lots of information needed from the staffs of this establishment to enhance the study which took them time to release or they did not release at all for security purposes, hence the scope was reduced.
- Financial Constraint:
Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).
- Initial Cooperation Delay from Respondents:
A particular limitation of this work came as a result of the respondent refusal to offer their cooperation at the initial time they were contacted. This contributed in making the success of this research study difficult.
1.8 Operational Definition of Terms
In order to aid out understanding of the whole work, it is imperative that some term of importance are defined, such terms are;
1. Product:
A product is a set of tangible and intangible attributes, including packages colour, price and retailers which the buyer may accept as offering satisfaction of want and need.
2. Personal Selling:
It refers to the use of speech and personal conviction (face-to-face) to bring about some actions on the part of another.
3. Marketing:
These are series of activities directed at satisfying want and need through exchange process.
4. Selling:
Is a combination of activities which brings pressure to bear on potential customers and including personal selling, advertising, packaging etc.
5. Effect:
This refers to the change produced by an action or cause.
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