ABSTRACT
The
main objective of this project was 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.
TOPIC OUTLINES
Title
Page i
Certification ii
Dedication iii
Acknowledgements iv
Abstract v
Table
of Contents vi
CHAPTER ONE 1
1.0 Introduction 1
1.1 Background of Study 1
1.2 Statement of Problem 2
1.3 Objectives of the Study 2
1.4 Statements of Hypothesis 3
1.5 Significance of the Study 4
1.6 Scope of the Study 5
1.7 Limitations of the Study 5
1.8 Operational Definition of Terms 5
CHAPTER TWO 8
2.0 Literature Review 8
2.1 Definition of Personal Selling 8
2.2 The Marketing Mix Variables 11
2.3 Personal Selling as an Important Element of
Promotional
Mix 14
2.4 Challenges
of Personal Selling 17
2.5 Types
of Personal Selling 22
2.6 Advantages
of Personal Selling 23
2.7 Disadvantages
of Personal Selling 25
2.8 Stages
of Personal Selling 27
2.9 Summary
of Chapter 31
CHAPTER THREE
3.0 Research Methodology 33
3.1 Research Design 33
3.2 Population of the Study 33
3.3 Sampling Procedures 33
3.4 Data Collection Method 33
3.5 Validation of Instrument of Data Collection 34
3.6 Method of Data Analysis 34
CHAPTER FOUR 35
4.0 Data Presentation, Analysis and
Interpretation 35
4.1 Presentation of Data 35
4.2 Questionnaire Analysis 35
4.3 Data Analysis/Hypothesis Testing 43
4.4 Discussion of Findings 46
CHAPTER FIVE
5.0 Summary
of Finding, conclusion and Recommendations 49
5.1 Summary of Findings 49
5.2 Conclusion 50
5.3 Recommendations 51
5.4 Suggestions for Further Studies 52
References
53
Appendix
54
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 OBJECTIVES
OF THE STUDY
The research is aimed at the following;
1.
To determine the effect of personal
selling on the marketing of detergent.
2.
To determine the role personal selling
plays in the creation of awareness on the marketing of detergent.
3.
To determine the contribution of
personal selling to profitability.
4.
To know the effectiveness of personal
selling in the midst of other promo tools.
1.4 STATEMENT
OF HYPOTHESES/ RESEARCH QUESTION
Is a need to induce customer patronage
as well as increase in sales volume.
It is hope that this study would reveal
a lot in personal selling techniques terms of the most effective strategy to
adopt by many organizations.
Statement of Hypotheses
Hypothesis One
HO: Personal selling does not stimulate customers
to buy more.
HI: Personal selling
stimulate customers to buy more.
Hypothesis
Two
HO: Personal selling has
negative impact on the sales of sunlight detergent.
HI: Personal selling has
positive impact on sales of sunlight detergent.
Hypothesis
Three
HO: Personal selling does
not enhances customer loyalty.
HI: Personals selling enhances customer
loyalty.
Hypothesis
Four
HO: High cost of personal
selling does not hinder its implementation.
HI:
High cost of personal selling hinder
its implementation on marketing detergent.
1.5 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.
1.6 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.
1.7 LIMITATIONS
OF THE STUDY
1. Pressure: First
and foremost the study has to be carried out under great pressure to meet the
need of other courses. The gathering of relevant information required for this
study was almost impossible as the staff of Unilever Plc, Benin City were
reluctant to furnish the researcher with relevant and vital information.
2. Time
Constraint: This factor posed some constraint on the successful execution
of this project, execution of this project, encroached upon by other activities
such as assignment, test and preparation for my examination.
3. Inadequate
Research Materials: Obtaining related materials such as textbooks, journals
and other publications from the library and other sources was somehow
difficult. Related literature in the area of study was not readily available.
4. Attitude of Respondents: Respondents
attitude to the questionnaire posed serious problem as regard the amount of the
information gathered from field survey.
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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