AN EVALUATION OF THE CONTRIBUTION OF SALESMANSHIP TO MARKETING OF CONSUMER GOODS

 (A STUDY OF UNILEVER NIGERIA PLC)

 

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ABSTRACT

This research study is on the importance of salesmanship in the marketing of consumer goods. Salesmanship has been described as the act of persuading a prospective buyer to accept an organization’s product, service or idea. While the consumer market is described as constituting ultimate buyers of a product or service for their personal, non-business use.

The trend toward producer proliferation on in the market has culminated in keen competition to the extent that producers find it different to sell their produces. It is as a result of this difference that the researcher has attempted to emphasis on the importance of salesmanship in the marketing of those consumer products.

Remains of related literature focused on the meaning of selling and salesmanship, the consumer market and characteristic of consumer goods. Importance and function of the salesman as well as selling process. For reasons of in-depth analysis, description research approach have been employed in this study. A combination of personal interview, observation and questionnaires have been used as research instruments. The population standard include salesman of Unilever Nig. Plc and customer from the 5 strategic area Kaduna i.e. Ungwan Rimi, Kawo, Tudun Wada, Kakuri and Doki. The researcher uses the simple random as the sampling procedure for this research.

The statistical techniques used here is the simple percentage. The hypothesis formulated is as follows:

HI:    Salesmanship contributes to marketing efficiency and productivity

HO:   Salesmanship does not contribute to marketing efficiency and productivity.

The null hypothesis have therefore been rejected. The finding reveals that sales people actually influence the customer to buy, it was discovered that the company’s sales budget determines its level and that without the required selling skills, sales people cannot meet sales budgets.

Based on the findings, recommendations have been made to the sales people and producer should employ motivational strategy and effective advertisement for products. The salesman should maintain good public relations, they should be honest and avoid being rude and they should try to acquire more knowledge about the products they are selling. They should also have good language and should have a very effective dressing code.

 

TABLE OF CONTENT

 CHAPTER ONE

• Introduction –       –       –       –       –       –       –       –       1

1.1    Background of the Study       –       –       –       –       –       –       4

1.2    Statement of the problem     –       –       –       –       –       –       5

1.3    Significant of the Study –       –       –       –       –       –       –       5

1.4    Purpose of the Study    –       –       –       –       –       –       –       6

1.5    Statement of Hypothesis       –       –       –       –       –       –       6

1.6    Scope of the Study       –       –       –       –       –       –       –       7

1.7    Definition of Terms       –       –       –       –       –       –       –       8

 

 

CHAPTER TWO

2.1    Selling and Selling Concept    –       –       –       –       –       –       12

2.2    What is a Market          –       –       –       –       –       –       –       17

2.3    Consumers Market       –       –       –       –       –       –       –       20

2.4 Consumer Goods Characteristics        –       –       –       –       –       21

2.5    Importance of the Salesman  –       –       –       –       –       –       25

2.6    Functions of the Salesman     –       –       –       –       –       –       28

2.7    The selling process       –       –       –       –       –       –       –       32

 

CHAPTER THREE

3.0    Methodology       –       –       –       –       –       –       –       –       46

3.1    Area of Study      –       –       –       –       –       –       –       –       46

3.2    Research Design  –       –       –       –       –       –       –       –       46

3.3    Population of the Study         –       –       –       –       –       –       46

3.4    Sample and Sampling Techniques   –       –       –       –       –       47

3.5    Instrument for Data Collection       –       –       –       –       –       47

3.6    Administration of the Instrument    –       –       –       –       –       48

3.7    Method of Data Analysis and Presentation        –       –       –       48

 

CHAPTER FOUR

4.0    Presentation and Analysis of Data   –       –       –       –       –       49

4.1    Customer Characteristics and Classification       –       –       –       50

4.2    Presentation and Analysis of Consumers Questionnaire       –       51

4.3    Salesmen Characteristic and Classification        –       –       –       62

4.4    Presentation and Analysis of Salesmen Questionnaire –       63

4.5    Proof of Hypothesis      –       –       –       –       –       –       –       73

 

CHAPTER FIVE

5.0    Summary, Conclusion and Recommendations   –       –       –       75

5.1    Summary    –       –       –       –       –       –       –       –       –       75

5.2    Conclusion –       –       –       –       –       –       –       –       –       79

5.3    Recommendations        –       –       –       –       –       –       –       81

Bibliography        –       –       –       –       –       –       –       –       83

 

CHAPTER ONE

1.0    INTRODUCTION

The act of persuading customers to by either a product, service or idea would be very difficult if not for the act of salesmanship

 

Marketing can be defined as the managerial process involved in identifying, anticipating and satisfying customers requirements profitably. Survival of the fittest has become the order of things in the market. This is due to the variety of product and services.

 

As a company increases in output, in finds it difficult to dispose of this product and thus the need for salesman arises. The needs for talented sales personnel who are vigorous, zealous and are very determine arise. The company that embraces such change is sure to March forward than those who remain insensitively to such change.

 

Salesmanship has become a dynamic force in commercial and industrial economic e.g. we are to think both commercially and industrially then we must be able to sell one national output of raw materials goods and services continuously and at a rate of profit which will ensure meeting current commitments as demand increases

 

Salesmanship is concerned with a conscious or unconscious use of persuasive power salesmanship is an effective way of persuading current potentials customers to buy with lasting satisfaction. It has taken a new dimension in our economy due to the increased business activities in the production and service sectors.

 

Fundamental marketing orientation demands that every executives in an organization that offers something to consumers should be marketing oriented. This presupposes that every executive should ideally be a salesman, salesmanship has become a profession and sales people should be trained to operate as such.

 

The changes in one business environment for the year coupled with the stiff competition facing organization have made selling the most progressive and marketing oriented organization.

 

Telling how good your products are or getting an order is no longer the mark of good salesman in the market place for every product/services competing not at the same price, quality and daintier etc. The only advantage such a company may have on these competitions in the effective sales strategies and tactics.

 

Personal selling is an integral part of marketing and is one of the four elements of marketing of marketing that go to form the premix which is the component of marketing mix personal selling is particularly important why it meet special attention.

 

As productivity and technology shift to a higher gear, what it takes to succeed in sales is more complex and more that ever the need for human touch. This is because customer needs people/individual to explain to them and guide them in their choice among alternative products or services to differentiate between competitors and the operation of such product, this trend use off the growing importance of professional sales people.

 

After a product of service has been conceived, then feasibility studies is completed, the production technology developed the marketing plan completed the market testing conducted, the adverting and public relation plan produced and distributed, there still becomes a point where one person must persuade one another to buy the product or services. This summarized the significance of selling and salesmanship.

 

1.1    BACKGROUND OF THE STUDY

Trough selected acquisition and mergers; the company’s range of quality products is broad. These include sunlight, omo, lux, oxber, rim, breeze, reward, close-up, fresh, elide, esteem hair care range, pears baby product, Vaseline, lotus, blue band, breadeen, holsum, galaxy cream, royco and oroyo etc.

 

The purpose of Unilever Ltd is to meet the everyday needs of consumers everywhere in Nigeria.

 

A total commitment to exceptional standards of performance and productivity to working together effectively and to willingness to embrace new ideas and the learn continuously.

 

To uphold the higher standard of corporate behavior toward their employers, consumers and the society in which they exist in.

 

 

1.2    STATEMENT OF THE PROBLEM

Many companies in Nigeria particularly producers of consumer goods have failed to give due recognition to the importance of salesmanship. The effect of this nonchalant attitude on the part of producers has resulted in persistence decline in the sales of products