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ABSTRACT
Personal selling is a unique element of marketing communication. Unlike advertising and sales promotion which main focus are to create awareness about the existence of a product or service and provide information as to the features of the products, its availability and price on a mass basis, personal selling focuses on one-on-one contact. Thus, the main purpose of this study is to examine the role of personal selling in the marketing of new toilet soap (A study of Fun Beaut-A). To achieve the objective of the study, the researcher took extensive review on related literature, and utilized the Bourley and Yaro-yemen’s sampling technique to determine the sample size of 100 from the population 135, from four selected department, in Maymex Inernational Company Limited. These departments are Marketing Department, Research and Development Department, and Production Department. Out of the 100 copies of questionnaire distributed, 90 were retrieved. Sample percentages and frequency distribution were use to analyze the data. The research was guided by three (3) research questions in an attempt to answer these questions, three (3) hypotheses was formulated and tested, using the Chi-square (X2) statistical tool. It was found that personal selling have significant impact in the marketing of Fun Beaut-A new toilet soap. There are significant relationship between personal selling and of Fun Beaut-A as a new toilet soap. Also, there are challenges in the marketing of “FUN BEAUT-A” new toilet soap. Based on the findings, it was recommended that due to the competitive nature of the industry, the marketing manager of Fun Beaut-A must develop and formulate marketing programmes that will satisfy the needs of the consumers. Regular and consistent up-to-date training on product information should be given to the personal selling agency so that they will have the current knowledge and skills to handle the adverts and also to ensure that product information is being emphasized so as to enlighten the customers.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
A product that is well conceived and produced through the combination of the most modern technologies and the best of inputs cannot sell itself. There is the need for the existence of such product to be made known to the target market. A Product/service should respond favorably to the marketing mix which will result to the full performance of any good or service in the market. However, an important element of the marketing mix is promotion, otherwise known as marketing communication. This is the element that brings the existence of product or service to the awareness of consumers or clients. It further educates potential and actual buyer of a product on the usage, benefits, availability, price and other features of the product. According to Kotler (2002) Personal selling is the oral presentation in a conversation with one or more prospective customers for the purpose of making sale.
Kotler and Armstrong, (2008) posit that personal selling is the personal communication between a firm’s sales force and customers for the purpose of making sales and building customer relationship. Personal selling assumes many forms based on the amount of selling done and the amount of creativity required in performing the sales task (Adebisi, 2006). The selling must be managed if it is to contribute to a firm’s overall objectives. Personal selling creates a greater level of participation in the decision process by the vendor especially when combined with tailored messages in response to the feedback provided by the buyer, (Fill, 2009). However, Cravens, (2012) argues that since personal selling messages are not controlled, they may lead to inconsistency which in turn leads to confusion of the client. Therefore the messages presented by the sales personnel should be regulated and the time they spend with the prospects limited to avoid jeopardizing the communication process, (Pierrcy, Low & Cravens, 2004). Infact, its development could be linked to the period of trade by barter, when people exchanged goods for other goods.
Personal selling is a unique element of marketing communication. Unlike advertising and sales promotion which main focus are to create awareness about the existence of a product or service and provide information as to the features of the products, its availability and price on a mass basis. Personal selling is an individualistic approach that is designed to meet specific need of prospects. It is usually directed to specific market segments. It goes beyond the fundamental role of marketing communication. It plays significant role in the entire exchange process. That is, participating in the activities of each of the profile of new toilet soap “FUN BEAUT-A” triple action complexion soap: A new formulation for antibacterial. Is a product of MAYMEX INTERNATIONAL COMPANY LIMITED. It is distributed exclusively by Keniyke Pharm.
1.2 STATEMENT OF THE PROBLEM
Inspite of the importance of personal selling in sales promotion. Scholars in Nigeria have done few empirical investigations on the subject matter. This has created a gap in the study of personal selling from a broad perspective. Hence, personal selling is neglected by so many companies in Nigeria. This is sequel to the fact that personal selling fail to realize its objectives in most companies in Nigeria, this failure may be attributed to the poor capital budget, poor sales management and ineffective sales campaign of a new product.
Additionally, poor customer services are another factor that hinders the marketing of this new toilet soap. Customer services is the strategy employed in the marketing of new toilet soap to the ultimate consumers. These problems, if not properly handled will hinder the success of the new toilet soap. It is against this, that the researcher seek to carry out on the role of personal selling in the marketing of new toilet soap “FUN BEAU-A”.
1.3 OBJECTIVE OF THE STUDY
The aim of this study is to examine the role of personal selling in the marketing of new toilet soap.
Other specific objectives are:
- To investigate the impact of personal selling in the marketing of new toilet soap.
- To ascertain the relationship between personal selling and the new toilet soap.
iii. To investigate the challenges facing personal selling in the marketing of new toilet soap.
1.4 SIGNIFICANCE OF THE STUDY
This study will in several ways be beneficial. In the first place, it will be added to the stock of literature material in the department of marketing, that will be useful in the event of future research for potential students.
It will also be beneficial to the manufacture of this new toilet soap “FUN BEAUT-A” TRIPLE ACTION COMPLEX SOAP. This is so because it will give them the opportunity of identifying the challenges facing personal selling in the marketing of their new toilet soap and find solution to it.
1.5 RESEARCH QUESTIONS
The following questions will be answered in this study. They are:
- What significant impact does personal selling have on the marketing of “FUN BEAUT A” new toilet soap?
- Are there any significant relationships between personal selling and “FUN BEAUT-A” as a new toilet soap?
iii. What are the challenges facing personal selling in the marketing of new toilet soaps?
1.6 RESEARCH HYPOTHESES
The following hypotheses are formulated to deal with the issues in the study.
HYPOTHESIS ONE
H0: Personal selling does not have any significant impact in the marketing of “FUN BEAUT-A” new toilet soap.
H1: Personal selling has a significant impact on the marketing of “FUN BEAUT-A” new toilet soap.
HYPOTHESIS TWO
H0: There are no significant relationship between personal selling and of “FUN BEAUT-A” new toilet soap.
H1: There are significant relationship between personal selling and of “FUN BEAUT-A” new toilet soap.
HYPOTHESIS THREE
H0: Personal selling does not encounter any challenges in the marketing of “FUN BEAUT-A” new toilet soap.
H1: Personal selling encounters some challenges in the marketing of “FUN BEAUT-A” new toilet of soap.
1.7 SCOPE OF THE STUDY
The basic concern of this study is about the role of personal selling in the marketing of new “FUN BEAUT-A” toilet soap. It therefore limited to only the staff and consumers or user of the new toilet soap in Port Harcourt.
1.8 LIMITATION OF THE STUDY
Numerous factors in the past have posed serious constraints to some research work.
This study is therefore confronted with the following factors they are:
Time: The time expected to complete this research was short.
Finance: The fund estimated to carry out this work, was not enough.
Finally, the attitude of some respondents made it difficult for the researcher to do a proper research on the study.
1.9 DEFINITION OF TERMS
Personal selling: It is an interpersonal process whereby a seller tries to uncover and satisfy buyer’s needs in a mutually long term beneficial manner suitable for both parties..
Marketing: Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchange and satisfy individual and organizational objectives.
Marketing mix: Marketing mi+x is defined as element of marketing and it include product planning, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis.