THE EFFECTIVENESS OF PERSONAL SELLING IN THE MARKETING OF INDUSTRIAL PRODUCT IN ENUGU METROPOLIES (A CASE STUDY EMENIT NIGERIA PLC)

ABSTRACT This research was designed to appraise the effectiveness of personal selling in the marketing of industrial products in Enugu Metropolis (A Case Study of Emenite Plc Enugu). The researcher set out with the following objectives. To find out the effectiveness of personal selling of Emenite in creating customers awareness of their products. To determine the impact of personal selling on increasing the sales volume of Emenite. To what extent selling impacts on the profit of the company. Based on the above objectives, extensive literature review on test books, journals, and newspapers was carried out.  Questionnaire were prepared and administered to a population comprising customers, distributors and management/relevant staff of Emenite in Enugu.  Topman formular was used to determine the sample size of distributors and customers.  Chi-square was used to test the hypotheses. The following findings were made personal selling activities of Emenite lead to increased sales, although one discovered that some of these sales representatives are not too effective, this is because the company deals on technical items that personal selling activities of Emenite Nigeria are effective in creating customers awareness of their products. That personal selling activities of Emenite impacts positively on the profit of the company. Based on these findings the researcher made the following recommendations that will enhance positive effect on the company.  The company should make adequate budget provision for their sales representatives. The company should recruit and properly in increase in sales and better performance of the company. If the above recommendations are carried out, the company will not only serve their customers better but also bring in improved profit to the organization.
TABLE OF CONTENTS Cover page Title page Approval page Dedication Acknowledgement Table of contents Abstract
CHAPTER ONE 1.0Introduction 1.1Background of the study 1.2Statement of the problem 1.3Objective of the study 1.4The research hypothesis 1.5Significance of the study 1.6Scope of the study 1.7Definition of the terms
CHAPTER TWO 2.0Literature review 2.1 Overview of marketing 2.2Overview of personal selling 2.3Personal selling process 2.4Importance of personal selling 2.5Characteristics of professional industrial salesperson 2.6Characteristics of industrial product 2.7Personal selling objective 2.8Selection and training of salesman 2.9Salesman compensation 2.10Evaluation of salesman 2.11Problems involved in personal selling
CHAPTER THREE 3.0Research methodology 3.1Sources of data 3.2Population of the study 3.3Sample size determination 3.4Research instrument used 3.5Questionnaire allocation and administration 3.6Validation of research instruments 3.7Method of data analysis 3.8Limitation of the study
CHAPTER FOUR 4.0Presentation and analysis of data 4.1Data presentation analysis and 4.2Test of hypotheses
CHAPTER FIVE 5.0Summary of findings, recommendations and conclusion 5.1Summary of findings 5.2Recommendations 5.3Conclusion 5.4Bibliography 5.5Appendix