Significance of Personal Selling in the Marketing of Detergent A Case Study of Unilever Nigeria Plc

Significance of Personal Selling in the Marketing of Detergent

Project / Seminar Material
Reference ID: PS-1572-TM

DEDICATION

This research material titled “Significance of Personal Selling in the Marketing of Detergent” is dedicated to God for his enabling grace, and to all computer enthusiasts who contributed to make life a pleasant experience during my research documentation.

ACKNOWLEDGEMENT

I extend my sincere gratitude to all those who contributed to the completion of this project. Special thanks to my Supervisor (Name of your Supervisor), the Head of Department (Name of your HOD), the Lecturers in the department of Marketing (MKT), Book Authors and Profound Scholars of existing or related project material on “Significance of Personal Selling in the Marketing of Detergent” for their invaluable guidance, support, and expertise throughout the journey.

I am also grateful to your study area (mention any funding organizations, if applicable) for their financial assistance. This research would not have been possible without the encouragement and assistance of some stakeholders (mention any mentors, teachers, or colleagues). Additionally, I would like to acknowledge the understanding and patience of my family and friends during this endeavor. Your unwavering support has been a constant source of motivation. Thank you all for being part of this meaningful endeavor.

TABLE OF CONTENTS

PRELIMINARY PAGES

CHAPTER ONE

INTRODUCTION

    CHAPTER TWO

    LITERATURE REVIEW

    • 2.1 Introduction
    • 2.2 Conceptual Review
    • 2.3 Theoretical Framework
    • ⋮
    • 2.4 Empirical Studies

    CHAPTER THREE

    RESEARCH METHODOLOGY

    • 3.1 Introduction
    • 3.2 Research Design
    • 3.3 Population of Study
    • 3.4 Sampling and Sampling Technique
    • 3.5 Validation of Research Instrument
    • 3.6 Method of Data Collection
    • 3.7 Method of Data Analysis
    • 3.8 Questionnaire Administration
    • 3.9 Ethical Consideration
    • 3.10 Statistical Analysis

    CHAPTER FOUR

    DATA ANALYSIS, RESULT AND DISCUSSION

    • 4.1 Introduction
    • 4.2 Presentation and Analysis of Data
    • 4.3 Re-statement of Research Questions
    • 4.4 Test of Hypotheses
    • 4.5 Discussion of Findings

    CHAPTER FIVE

    SUMMARY, CONCLUSION AND RECOMMENDATION

    • 5.1 Introduction
    • 5.2 Summary of Findings
    • 5.3 Conclusion
    • 5.4 Recommendation
    • 5.5 Suggestion for Further Study

    REFERENCES

    APPENDIX A - “QUESTIONNAIRE”

    ABSTRACT

    The study was carried out to determine the extent to which personal selling is understood, accepted and adopted by Unilever Nigeria Plc, Benin City. In conducting this research, information were gathered from primary and secondary sources like magazines, books and journals.

    Personal interviews and questionnaires were also used as primary sources. The researcher observed that personal selling stimulates consumers to buy more and that personal selling also have a positive impact on the sales of Unilever product.

    The researcher concluded that, personal selling is very important in any manufacturing company that is interested in expanding its existing market share. It was therefore recommended that the company should allocate enough funds for the execution of personal selling programme because of its relative importance in terms of increase in sales volume and profits and that personal selling should not be regarded as an emergency tool but as integral part of the company's marketing effort.

    Significance of Personal Selling in the Marketing of Detergent (A Case Study of Unilever Nigeria Plc)

    CHAPTER ONE

    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:

    1. To determine the role personal selling plays in the creation of awareness on the marketing of detergent;
    2. To determine the effect of personal selling on the marketing of detergent;
    3. To determine the contribution of personal selling to profitability; and
    4. 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:

    1. 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.

    2. 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.

    3. 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).

    4. 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.

    …

    CHAPTER TWO

    2.0 Literature Review

    2.1 Introduction

    This chapter focuses on the review of related literature. A literature review includes the current knowledge as well as theoretical and methodological contributions to a particular topic. It documents the state of the art with respect to the topic you are writing. It surveys the literature in the topic selected. In this research work the literature review includes the …

    Summary Headlines for Significance of Personal Selling in the Marketing of Detergent