EFFECTIVENESS OF PERSONAL SELLING STRATEGIES IN MARKETING OF TABLE WATER AND JUICE DRINKS IN ABIA STATE, NIGERIA

ABSTRACT

This study investigates the effectiveness of personal selling strategies in the marketing of table water and juice drinks in Aba Metropolis, Abia State, Nigeria. The research aims to identify key factors influencing personal selling and assess its impact on the sales performance of marketers in this sector. The study's objectives include examining the characteristics of marketers, the extent of personal selling adoption, factors affecting personal selling, and evaluating the overall effectiveness of these strategies among table water and juice drink marketers.

The study utilized random sampling techniques to select marketers of bottled water and juice drinks across three major local government areas in Aba: Aba North, Aba South, and Osisioma. A total of 80 respondents were selected, comprising retailers and wholesalers. The distribution included 26 respondents from one local government and 27 from each of the other two, ensuring an even representation.

Data for this research were collected from both primary and secondary sources. Descriptive statistics such as frequency and percentages were used to analyze the features of the marketers and the extent of adoption of personal selling strategies. Multiple regression models were applied to identify factors affecting personal selling and to evaluate its effectiveness.

The study revealed, the majority of marketers were male, aged between 31 and 40 years, with an average age of 36. Most had an average of six years of experience in the business. A significant number of marketers were relatively educated, with the most common experience range being 5-9 years. Marketers primarily relied on cooperatives and personal savings, with fewer accessing formal financial institutions. Most firms were small to medium-sized, employing a reasonable number of workers, indicating potential for significant economic contribution if adequately supported.

The study concludes that personal selling strategies in the marketing of table water and juice drinks in Abia State are significantly influenced by various factors, including age, education, marketing costs, sales personnel, experience, and pricing. Despite underutilization, there are opportunities for greater efficiency and improved personal selling strategies.

Based on the findings, at was recommended that marketers should receive training on effective personal selling strategies to enhance performance. Also, The government should facilitate funding opportunities for these industries to reduce unemployment and stimulate economic growth.

TABLE OF CONTENTS

CHAPTER ONE

INTRODUCTION

1.1       Background of the study

1.2       Statement of problem

1.3       Objectives of the study

1.4       Research questions

1.5       Research  hypothesis

1.6     Significance of the study

1.7    Scope of the study

1.8     Limitation of the study

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1       Definition of personal  selling

2.2       Types of personal selling

2.2.1   Order Getters

2.2.2   Current customers a sales people:

2.2.3   New business sale people:

2.3     Order takers

2.3.1 Inside order takers

2.3.2  Outside (field) order takers:

2.4    Sales force objectives

2.5     Supporting sales personnel

2.5.1  Missionary sales persons

2.5.2 Trade sales persons

2.5.3  Technical sales persons

2.6    Organizing the sales force

2.7     Compensation and sales force performance

2.8     Determination of compensation packages

2.9     Theories and models of sales-force welfare

2.10   Summary of literature

CHAPTER THREE

RESEARCH METHODOLOGY

3.1     Introduction

3.2       Sampling techniques

3.3       Sources of data

3.4       Method of data analysis

3.5       Model specification

CHAPTER FOUR

RESULT AND DISCUSSION

4.1     The features of the marketers and their socio – economic characteristics

4.2     Analyzing the extent of adoption of personal selling and marketing strategy by the marketers

 4.3    Determining the factors that affect personal selling 

4.4     Ascertaining the performance of personal selling among table water and juice drinks.

4.4.1 Regression Analysis on the Effectiveness of Personal Selling on the Marketing Performance.

CHAPTER FIVE

SUMMARRY, CONCLUSION AND RECOMMENDATION

5.1       Summary of findings

5.2       Conclusion

5.3       Recommendation

References

Appendix: Research Questionnaire

CHAPTER ONE

INTRODUCTION

1.1   Background of the study

Water resources are natural assets that create flows of goods and services over time. One of the ways one can make money in Nigeria today is by investing in table water or sachet water business Eazee (2012). Although it may look like a small business, it can grow very fast and the good thing is that there is free entry and free exit and there is no need to buy pure water manufacturing license worth millions of naira before venturing into the business.

Today, due to the free entry and exit in the sector, it has increasingly become highly competitive. Since it is competitive it becomes necessary to apply marketing techniques in other to remain in the market. Different bottle water and juice companies intensively embark on different marketing strategy in other to make impact and remain relevant in the sector. Most of the firms (that sell table  water and juice drinks) embark upon personal selling strategy. This strategy is mostly used by these firms in other to pitch their product or services to a prospective buyer. Personal selling apart from other methods of commerce is the intensive interpersonal skills required, given that the sales person conducts his or her business with the customer in person. Most firms that operate bottle water and juice have delivery mechanism. They have their own delivery truck or sell to wholesalers who do pick up themselves. This later could save cost but reduce your marketing ability. Femi (2010).

Water and juice as essential aspect of man’s life because of its universal utility for domestic, agriculture and industrial purposes. Particularly at the domestic level, good drinkable water is important to individuals and the households in other to ensure healthy living, as well as freedom from attacks untimely deaths from water related diseases. For the sake of those reasons people need to have access to good drinkable water and juice. Manacho (2013) said that in Nigeria, accessibility to improved water supply is very biased in favor of urban centers but suggest that firms should do well to supply water to rural areas or have plant or distribution branch at the rural areas.

Personal selling as one of the promotional mix has various business to reach or communicate with their customers. Personal selling which most often uses sales force is relatively inexpensive alternative to advertising, as the primary cost is the sales-force compensation.

1.2      Statement of problem

Inspite of the importance of personal selling in sales promotion, scholars in Nigeria have done  few empirical investigation and subject matter. Although a lot of researches on sales promotion study personal selling as a component or segment of such empirical work. This has created a gap in the study in the study of personal selling from a broad perspective (Okoh 2008).

Hence, personal selling is negleted by so many companies in Nigeria. This is sequel to the fact that personal selling fail to realize its objective in most companies in Nigeria (Okoh 2007). This failure may be attributed to the poor capital budget, poor sales management and ineffective sales campaign.

 Most of these problems go a long way to hamper their prospects and growth in the country and thereby limiting their contributions to the development such as limited resources to employ specialist in handling marketing personnel, the inabilities of the firms in the country understanding the role play by promotion to the corporate image of the firm, many of the bottle water and juice drink industries do not embark on a visible feasibility study of their promotional tools, Most firms fail to educate their sales personnel on the mechanism of the product as they may be challenged by either prospective customer or customer who may need an instantaneous answer

Vesting a sales person with the responsibility of driving and other functions.     

1.3      Objectives of the study

The broad objective of this research work is to ascertain the effectiveness of personal selling strategies among table water and juice drinks in Aba metropolis,  Abia State, Nigeria. The under listed are the specific objectives which include to:

i.               examine the features of the marketers

ii.             ascertain the extent of adoption of personal selling practices and other marketing strategy by the marketers.

iii.           determine the factors that affect personal selling

iv.           analyze the effectiveness of personal selling among table water and juice marketers.

1.4      Research questions

Having stated the problems and objectives of this research work, the relevant questions are:

i.               what are the features of the marketers of table water and Juice drink

ii.             why do they adopt personal selling as their marketing strategy

iii.           what are the factors that affect personal selling marketing performance

iv.           how does personal selling among bottle water and juice marketers affect the marketing performances

1.5      Research  hypothesis

The hypotheses are stated in null (Ho) form:

Ho₁: Personal selling does not have significant effect in the marketing performance of bottle water in Abia State, Nigeria.

Ho₂:   Personal selling does not affect the marketing performance of marketers of juice drinks.

1.6   Significance of the study

One of the contributions of the study is to enumerate the role of personal selling in bottle water of marketers in Aba, Abia State, Nigeria.

Areas that the significance of this work will be felt is how personal selling can help to answer some questions among customers and firms who operate either table water industries or juice drink ill use it to drive their business for optimal performance.

1.7    Scope of the study

This research work is strictly on personal selling. It discusses the effect of personal selling as regard to bottle water and juice drink of marketers in Aba metropolis, Abia State, Nigeria.
Personal selling as one of the promotional tools or promo tool has its component such as sales force but any other promotional mix that is not a component of personal selling was not captured in this work and where it does; it will be just to draw a point clearer.

1.8     Limitation of the study

The limitation of this study is funds, limited time to attend lectures and as well as prepare for degree exam. The delay of respondents in answering the questions which was given to them through questionnaire constitutes the limitation of this work.

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