EVALUATION OF SELLING AS AN EFFECTIVE PROMOTIONAL IN MARKETING OF CONSUMERS PRODUCT (A CASE STUDY OF UNILEVER NIGERIA PLC ILORIN)
ABSTRACT
In this project work, Chapter One deals with Introduction which explain the statement of the study, Aims and objectives of the study, scope of the study and limitation of the study.
Chapter Two is based on definition of Marketing, Review of the general text, Summary of Review, Hypothesis formulation.
Chapter Three also deals with Research Design, Method of Data Collection, population and sample size, Method of Data presentation and Analysis.
Chapter Four is based on Brief History of the study, Data presentation and Analysis.
Chapter Five Is the summary of findings, Conclusions, Recommendations, References.
TABLE OF CONTENT
Title page
Certification
Dedication
Acknowledgement
Abstract
Table of content
CHAPTER ONE
1.1 Background of the study
1.2 Statement of the study
1.3 Aims and Objectives of the study
1.4 Significance of the study
1.5 Scope of the study
1.6 Limitation and constraints of the study
CHAPTER TWO
2.1 Definition of marketing
2.2 Review of the general text
2.3 Summary of Review
2.4 Hypothesis formulation
CHAPTER THREE
3.1 Research Design
3.2 Method of Data Collection
3.3 Population and Sample Size
3.4 Method of Data Presentation and analysis
CHAPTER FOUR
4.1 Brief history of the study
4.2 Data presentation and analysis
CHAPTER FIVE
5.1 Summary of findings
5.2 Conclusions
5.3 Recommendations
References
CHAPTER ONE
1.1 INTRODUCTION
Personal selling takes the form of oral presentation in a conversation with one or more prospective purchase with the purpose of making sales, one of the purposes of personal selling in informing and satisfying consumers of the product into contract face to face and make sure that transfer of ownership takes places.
We have two types of market, the consumer market and the industrial market but we should be focusing on consumer market which comprises of the producers, resellers and government. Industrial is faced with challenges so it is advisable that the management of the industrial sector use personal selling than any other promotional mix which are advertizing, sales promotion and publicity.
The researchers is to establish why personal selling as the most effective promotional mix or tool to be used for marketing industrial product or goods.
Personal selling is when company uses sales persons to build a relationship and engage customers to determine their needs. Personal selling offer entrepreneurs both advantages and disadvantages in comparison with the other elements of the promotion mix. On the positive side, personal selling allows the sales person to target the message specifically to the audience and receive immediate feedback. In this way, it is more precise than other forms of promotion and often has a greater persuasive impact. Sales person may learn about competitors products for example or about emerging customers needs that may leads to the development of a new product, personal selling may help a small business build loyal, long-term relationship with customers.
1.2 STATEMENT OF STUDY
This is where the problem relating to the study would be presented. The statement of the problems relating to this study is as follows.
TIME CONSUMING: The time used in collecting data, for example movement from one place to another is overwhelming.
CAPITAL INTENSIVE: The money spent is huge, looking at it from all perspective such as materials to be used e.t.c.
LACK OF RELIABLE INFORMATION: There are various information needed for the research not these information could be termed confidential or secret discouraging those who are not staff to stay back indirectly presenting non-staff.
1.3 AIM AND OBJECTIVE OF THE STUDY
The aim of the study is to ascertain or take note of contribution of personal selling as a tool for marketing on industrial product. It also create a way or avenue for which salesman or woman can be able to tackle the problems relating to personal selling and its environment and also to come in close contact with prospective buyer with the main purpose of selling process and lastly creating awareness about the product.
The objectives of the study are to create the buyers and sellers relationship and training the salesman on how to relate to their potential and actual customers. The aim and objectives is directed toward selling the problems encountered in personal sellings.
The aim of this research work is to identify knowledge gaps and provide appropriate background material for a proposed full-scale study of the relevance of marketing in organizations.
The research objectives for the field component of a proposed larger study are:
i. Examine the importance of marketing research and planning.
ii. Discuss the role of marketing mix in the fulfillment of organization’s mission and vision.
iii. Identify the role market agents in the marketing systems.
iv. Identify good practice which can contribute to improve relating systems.
v. Identify the barriers to effective marketing in Nigeria.
vi. Make recommendations, for improving marketing system in Nigeria.
1.4 SIGNIFICANCE OF PROBLEMS OF THE STUDY
At the end of this study my wish and hope is that it should be great benefit to sales management of the industrial goods or product and be a great importance to the writer, organization or industrial and to the people of large. To the management of industry, it is going to be great success in a situation or dissatisfaction towards the management policy which are connected to each department performance.
To the writer, student and future researcher it is hoped that this work will be valuable asset which at anytime they can refer to in future time such as the major work of personal selling is to convince the potential customers through persuasion, interaction to develop a positive for its product in preference of other competing one personal selling’s.
1.5 SCOPE OF THE STUDY
In this work, selling activities in respect industrial product example are material which are used for the production of other products are looked or verified, industrial sales fore in relation to the effect of promotional tool used in this study which is personal selling. Industry which deals industrial product is within coverage of this study.
1.6 LIMITATION AND CONSTRAINTS OF THE STUDY
The capital intensive of this study is very huge encouraging due to the fact that the aim and objective are been set and looked upon.
Access to data is not easy, such as data’s collected through questionnaire may be from the public but all the answers given are not understandable or straight forward to the level that it will be useful and this cause will be unenlightened and uncivilized way of people.
The time used during this study is just alright and considerable due to the fact that there are good communication network and transportation.
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