THE EFFECTIVENESS OF PERSONAL SELLING IN THE MARKETING OF CAPITAL GOODS (A CASE STUDY OF ANAMBRA MOTOR MANUFACTURING COMPANY)

ABSTRACT

This research work focus on the effectiveness of personal selling in the marketing capital goods. Personal selling is an ancient art, which has spawned a large literature and many principles, effective salesperson have more than instruct, they are trained in a method of analysis customer interaction. Personal selling takes the from of oral presentation in a conversation with one or more prospective purchasers, for the purpose of making profitable sales. The main purpose of personal selling is to bring the right products into contact with the right customer to make certain that ownership transfer takes place.

In Nigeria environment personal selling is mainly use in the marketing of industrial products in service and nonprofit organizations. The industrial buyers are closely located at (Industrial Estate) for sales force convenience and also reduce the organizational promotional cost for their sales effectiveness.

Chapter one deal with background to the study, statement of the problem, objectives of the study, research question, scope of the study and definition of terms.

Chapter two dealt with an overview of personal selling, an overview of personal process, objective of personal selling.

Chapter three were dealt with primary and secondary data that will be use for data collection, source of data, population of the study, sample size, sample technique, method of data collection of distributing questionnaires, structuring the instruments, method of data analysis and limitation of study.

Chapter four were dealt with presentation analysis and interpretation of data.

Chapter five were dealt with summary of findings, recommendations and conclusion.

TABLE OF CONTENTS

Title Page i

Certification ii

Dedication iii

Acknowledgement iv

Abstract v

Table of Contents vi

CHAPTER ONE: INTRODUCTION

1.1 Background to the Study 7

1.2 Statement of the Problem 9

1.3 Objectives of the Study 10

1.4 Research Question 14

1.5 Significance of the Study 16

1.6 Scope of the Study 17

1.7 Definition of Terms 18

CHAPTER TWO:

LITERATURE REVIEW

2.1 An Overview of Personal Selling 20

2.2 An Overview of Personal selling process 25

2.3 Objectives of Personal selling 30

CHAPTER THREE:

RESEARCH METHODOLOGY

3.1 Sources of Data 35

3.2 Population of the Study 36

3.3 Sample Size Determination 36

3.4 Sample Techniques 37

3.5 Method of Data Collection 38

3.6 Research Instrument 38

3.7 Method of Data Analysis Used 40

3.8 Method of Distributing Questionnaire 40

3.9 Limitation of Study 40

CHAPTER FOUR:

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

4.1 Data Presentation, Analysis and Interpretation 42

CHAPTER FIVE:

SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION

5.1 Summary of Findings 65

5.2 Recommendations 67

5.3 Conclusion 69

Bibliography 71

Appendix 73

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APA

YWH9nGq5c0006a088b224.87258818, C. (2018). THE EFFECTIVENESS OF PERSONAL SELLING IN THE MARKETING OF CAPITAL GOODS (A CASE STUDY OF ANAMBRA MOTOR MANUFACTURING COMPANY). Afribary. Retrieved from https://beta.afribary.com/works/the-effectiveness-of-personal-selling-in-the-marketing-of-capital-goods-a-case-study-of-anambra-motor-manufacturing-company-2426

MLA 8th

YWH9nGq5c0006a088b224.87258818, CXRbMXY5c0006a08804a6.07849201 "THE EFFECTIVENESS OF PERSONAL SELLING IN THE MARKETING OF CAPITAL GOODS (A CASE STUDY OF ANAMBRA MOTOR MANUFACTURING COMPANY)" Afribary. Afribary, 29 Jan. 2018, https://beta.afribary.com/works/the-effectiveness-of-personal-selling-in-the-marketing-of-capital-goods-a-case-study-of-anambra-motor-manufacturing-company-2426. Accessed 28 Apr. 2025.

MLA7

YWH9nGq5c0006a088b224.87258818, CXRbMXY5c0006a08804a6.07849201 . "THE EFFECTIVENESS OF PERSONAL SELLING IN THE MARKETING OF CAPITAL GOODS (A CASE STUDY OF ANAMBRA MOTOR MANUFACTURING COMPANY)". Afribary, Afribary, 29 Jan. 2018. Web. 28 Apr. 2025. < https://beta.afribary.com/works/the-effectiveness-of-personal-selling-in-the-marketing-of-capital-goods-a-case-study-of-anambra-motor-manufacturing-company-2426 >.

Chicago

YWH9nGq5c0006a088b224.87258818, CXRbMXY5c0006a08804a6.07849201 . "THE EFFECTIVENESS OF PERSONAL SELLING IN THE MARKETING OF CAPITAL GOODS (A CASE STUDY OF ANAMBRA MOTOR MANUFACTURING COMPANY)" Afribary (2018). Accessed April 28, 2025. https://beta.afribary.com/works/the-effectiveness-of-personal-selling-in-the-marketing-of-capital-goods-a-case-study-of-anambra-motor-manufacturing-company-2426

THE EFFECTIVENESS OF PERSONAL SELLING IN THE MARKETING OF CAPITAL GOODS (A CASE STUDY OF ANAMBRA MOTOR MANUFACTURING COMPANY)

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