You are on page 1of 24

THE EFFECTIVENESS OF PERSONAL SELLING IN THE MARKETING OF CAPITAL GOODS

TABLE OF CONTENTS CONTENTS Cover page Title Certification Dedication Acknowledgement Abstract Table of content CHAPTER ONE 1.0 Introduction PAGE

1.1 1.2 1.3 1.4 1.5 1.6 1.7

Background of the study Statement of the problem Objectives of the study Formulation of hypotheses Significance of the study Scope of the study Definition of terms

CHAPTER TWO 2.0 2.1 2.2 2.3 2.4 2.5 2.6 2.7 Literature review An overview of personal selling An overview of personal selling process Objectives of personal selling Types of personal selling Evaluation of personal selling An overview of capital goods The effective of personal selling in the marketing of capital goods

3 3.5 3.2 Presentation.2 3.2.1 3.8 The effectiveness of personal selling in the marketing of ANAMMCO products CHAPTER THREE 3.0 3.4 3.7 3.6 3.1 4. Analysis and Interpretation of Data Data analysis and interpretation Testing of hypotheses CHAPTER FIVE .8 3.9 Research methodology Sources of data Population of the study Sample size Sample technique Method of data collection Method of distributing questionnaire Structuring the instruments Method of data analysis & interpretation Limitation of study CHAPTER FOUR 4.0 4.

lorries. recommendations and conclusion Summary of findings Recommendations Conclusion CHAPTER ONE INTRODUCTION For over a decade and half now. tankers.2 5.1 5.3 Summary of findings. jeeps and a lot a host of others has for the nation of fears been keeping the nation on a regular speed.0 5. Utilizing considerable ideal components these vehicles are built as nothing but replica of the household Mercedes Benz tradition of excellent and durability. .5. which specialize in the production of quality Mercedes Benz products like: Benz vehicles such as tippers.

MBO 400 Marcopolo/Busscar. but has gone a step further in design. Mobile Clinics. MB ANAMMCO was nothing but a mere motor assembling plant. and ACTROS. The plant has diversified its product range to include the full range vehicle for the rapid commercial vehicle for the rapid industrialization of the country. which was initially planned to produce trucks for the Nigerian market. MBO 1721. Unstressed by the evergreen availability of genuine spare parts and efficiently of their sales services which is a major trait of any personal selling effort. the prevailing situation with the company situation with the company has changed drastically from a mere assembling plant to a manufacturing company. L1418. MB ANAMMCO has not only been keeping the nation a motion but has also been baron with regard to the incessant strife towards developing the path to establishing an indigenous auto industry.At its inception. fabrication manufacturing production and sales of buses and other utility vehicle. Part of its product range include MBO 800. But today. . MBO 1418. fire fighting vehicles Ambulances. It not only produces trucks such as L800. Refuse Collectors and other various specialized types of vehicle.

Primarily as a result of increase in the demand for its products and thus positive experience is due mainly to the dissemination of words of mouths to others who have not detected the wonders in the company’s products especially in the areas of efficiency. which was commissioned on July 8. It is a franchising one. prestige. At its preamble. 1980 and started its official production in January 1981 having been mandated by the original owner of the Mercedes Benz trademark. durability. However.The company is a joint venture between the federal government of Nigeria and Daimler Chrysler AG. This words of mouth confession being made by both current as well as previous patronized of the firms product is a partial brain behind the company’s elevation in production capacity in previous years and this also . the aforementioned company having attained the peak in the field of manufacturing as well as the provision of after sales services in the motor industry had decided to spread its sales offices over almost all states in Nigeria. comfort and a host of others. Mercedes Bens ANAMMCO was established with its cooperate headquarters at Emene industrial layout PMB 2523 in Enugu state.

the use of promotional tools are indispensable in the marketing of capital (industrial) foods.created rooms for the absorption of more workers in the divergent department. the senior assistant manager in charge of franchise and marketing development has not failed to give credence to the various promotional techniques in ensuring the previous attainment. Thus certain individuals particularly the enlightened have been thanking ANAMCO for its laudable act in the continued improvement into our economy through its previous but high productive attainment bin the previous years. thus helped to reduce the high rate of social menace that would have associated the situation of mass unemployment. This is apparent as users of such products are seeking both current information as well as the provision of after sales services and those terms related to the purchase and application of industrial (capital) goods. However. According to him.. However. This current situation has thrown the management of the aforementioned company into chaos as a reliable . the aforementioned company which either had attained the peak in the motor manufacturing industry has started experiencing a dwindling ground in its sales volume and market share.

previously. He buttered his points by revealing that increase in the number of companies constituting a particular industry is synonymous to increase in technological developments and innovations as well as extreme competitions coupled with efficient utilization of the promotional strategies. publicity . In accordance with his contention.percentage of their market shares have been captured by other competitions in the same industry. Before this experience of related sales volume and profitability. According to an insider. the management of the company has been adopting both advertising. there were relatively few firms in the motor industry and thus tends to reduce the level of competition among the few producers. this nauseating experience is accounted for by a number of recent developments. Some of these developments are: The incessant increase in the number of companies currently involved in the manufacturing and sales of different cars. he further stipulated that under such situation a particular firm will generate a reliable volume with a minimum promotional effort of ANAMMCO as at the said era. trucks etc and besides the increase and efficient application of the divergent promotional tools.

sales people called drummers sold to both consumers and marketing intermediaries. This is the core of this study. The peddlers of the 18th century sold to the farmers and settlers of the vast North American continent. these people viewed selling as a secondary activity.sales promotion and personal selling in relating as well as persuading both current and potential customers to indulge in the constant application of the company’s products. In the 19th century. the management is interested in knowing if its sales force is effective or otherwise. 1. The earliest peddlers were traders who had some type of ownership interest in the goods they sold after manufacturing or importing them. only when it is effective. These early sellers sometimes used . To this end. Selling later became a separate business function. the management of ANAMMCO is not skeptical regarding the wonders of personal selling in the marketing of capital goods and that this promotol could only justify its wonders in capital goods marketing.1 BACKGROUND OF THE STUDY Selling has been a standard business activity for thousands of years. However. In many cases.

It involves face-to-face experience between the seller on his/her representative and the prospective customers as the case may be. The effectiveness of personal selling as a major promotional tools in . and they carried undesirable reputations for themselves and their firms. It is an interpersonal persuasion process designed to influence certain persons decisions it is an important ingredient available to the executive responsible for determining the promotional mix. focusing on satisfying the needs of customers before. Personal selling today is a vital. But selling is far different from what it was in its early years. Far from the fast-talking. They are armed with knowledge about their firm’s goods or services.questionable sales practices and technique. Professional sales people are problem solvers. vibrant dynamic process. during and after the sale. Professor Ingram and Laforge (1995 defined sales professionalism as. those of competitors and their customers businesses. a “a customer-oriented approach that employs truthful. today’s sales person is usually a professional. non manipulative tactics to satisfy the long term needs of both the customer and the selling firm”. joke telling. backslapping caritures in some novels and comic strips.

He further buttressed the above all the theorists’ planners must have had their moment and the predicaments associated with production. This is the significance behind the notion of sales contention that. A critical analysis of the aforementioned statement highlight the importance’s of the effectiveness of personal selling on the marketing of capital goods. (1992 P 40) management. finance and labour have been resolved then someone has to go out and knock at someone’s door and sell. This revelation is apparently acceptable because a product cannot be produced at Enugu and is not available in a place like Lagos where such product is highly needed. According to Ropers. and the most appropriate state for passing products from manufacturing arena to the hands of potential buyers . Sales forces accomplish this objective in a number of ways. the sale people for prospecting.the industrial (capital) goods industry cannot be over emphasized. personal selling has become one of the vital promotional tools in marketing. A product may be of extremely high grade but has no utility it gets to the hands of prospective buyers. the should investigate into the needs of consumers as well as filling them with satisfaction and optimize profit objective.

It has been a leading firm in the motor industry with transparent image. He continued by saying that sale people should have more of business mentality and contemplate more on the customers profit needs. To this regard.happens to be through personal selling. A sales philosopher called “stake holders alignment” says that people attempts to become partners with their customers. How someone sells is an offspring of what is being sold. MB ANAMMCO is a global and also a franchising company whose headquarter is in Germany with its subsidiary manufacturing plant located at Emene industrial layout here in Enugu state. . It is pertinent to recognize at this moment that personal selling is nothing but a Herculean task. may never result into sales. This is so as the sale-person has little or no time for rest primarily because he/she indulges at home works and at certain times involves himself in some sale calls that. good sales person should be able to identify correctly the persuasive message that is precise in a given sales situation. As the company began to experience increase in productivity sales volumes. it states opening sales branches in different states of the country.

However. low market share.2 STATEMENT OF THE PROBLEMS Anambra motor manufacturing company has started experiencing a reduction in its sales volumes in recent times. the company’s management is seriously questioning the effectiveness of the sales force other problems like. The reason for the new low sales volumes leading to other serious problems like reduced profitability. This low sales volume is as result of a keen competition that exists in the industry. Is the ratio of sales expenses to sales volumes high or low? . Thos situation is a direct opposite of what the company used to witness in the previous years. in recent times the company stated experiencing a reduction in its market share and this is willing but a problem and if not taking care of will affect the companies past glory. However. reduction in the rate of promotion as well as that of employment is still unknown to the management of the company. 1.

3 OBJECTIVES OF THE STUDY Whatever the nature and structure of an organization is personal selling activities needs to be inculcated. (3) To know if the rate of company’s sales expenses to sales volume is high or low . It is therefore one aim of the researcher in this study. (2) To study how ANAMMCO product demonstration awakens the customers interests. these and other issues will form the task of this research work. which was conducted in Anambra motor manufacturing company ANAMMCO Enugu to focus on the finding on the following activities. 1.- Is the ration of sales to sales calls high on low? Does the company not budget enough for sales reps. Personal selling has over he years been seen as the bedrock of a company’s success which helps to generate more funds for company’s operation. (1) To know the effectiveness of personal selling in the creation of awareness.

4 OBJECTIVES OF THE STUDY Whatever the nature and structure of an organization is. To know the effectiveness of persona selling in the creation of awareness ii. personal selling activities need to be menlcated. i. It is therefore the aim of the researcher in this study which of the was conducted in Anambra Motor manufacturing company ANAMMCO Enugu to focus on the following activities. 1. iii. To know if the customers patronage is high a low relation to personal selling activities ANAMMCO . To study how ANAMMCO product demonstration awakens the customers interest. Personal selling has over the years been has over the years been seen as the bedrock of a company’s success which helps to generate more funds for company’s operation.(4) To study the performance of ANAMMCO sales persons and how their performance affects the company’s profit.

4 FORMULATION OF HYPOTHESES This study is meant to know the effectiveness of personal selling in the marketing of capital goods of Anambra Motor Manufacturing company ANAMMCO.iv. 1. To know if the ratio of the company’s sales expenses to sales volume is high or low. . v. H2: Personal selling activities adopted in the marketing of ANAMMCO products awaken the customer interest. To study the performance of ANAMMCO sales persons and how their performance affects the company’ profit. The following hypotheses are therefore formed for this study Ho: Personal selling activities of ANAMMCO do not create awareness of their product Hi: Personal selling activities also in the marketing of ANAMMCO products do not awaken the customers interests.

To this end the significant of this study are as follows: . then it has no other alternative than the maintenance of a clear cut competitive advantage and managing the marketing mix in a manner that will ensure continuous customers satisfaction”. (1991:169) “it is a company is to continue answering its customers patronage.Ho3: Personal selling activities of ANAMMCO does not head to increased customers patronage of their goods. H3: Personal selling activities of ANAMMCO leads to increased customers patronage of their goods Ho4: Personal selling activities of ANAMMCO impacts negatively on the profit of the organization H4: Personal selling activities of ANAMMCO does impacts negatively on the profit of the organization 1. Mercedes Benz Anammco has been and will continue to strive holder in the area of cooperate and social responsibilities says the public relation manager MB ANAMMCO Enugu.5 SIGNIFICANCE OF THE STUDY According to Brown S.

to study the whole ANAMMCO branches and . (ii) It is also the primarily view of the researcher that both current and potential researchers will find this work relevant with regard to directing and facilitating the bearing and solution of their problem in relation to this study (iii) The study will also be of paramount importance to other companies in the same industry with ANAMMCO in their strife to surmount low sales volumes and low profitability. 1. because the researcher of this study is a student and do not have enough time and resources.6 SCOPE OF THE STUDY These study aught to have taken a wider dimension to make it more elaborate.(i) To help the MB ANAMMCO management to overcome the problems of low sales volume as well as make use of the recommendations to tackle other problems. However. (iv) This study also will help the researcher to gain more experiences to be a field sales person.

7 (a) DEFINITION OFTERMS ANAMMCO: Anambra Motor Manufacturing Company (b) M. Ebue. Ebue. Nnolin 1996:143) (f) Trade Ins:- .B Mercedes Benz © Capital/ Industrial Goods:Goods/Products intended to be used for further production (Odoh 2003:2) (d) Promotools:All short term devices utilized in boosting sales (Adirika. Nnolin 1996: 143) (e) Sales Force Size:Number of sales representative in a company (Adirika.customers in the country. the scope was restricted to the findings in Enugu metropolis. 1.

print the following instructions and information if you will like to order/buy our complete written material(s).Allowances given for a used item. When a customer purchases a new item. customer or sales person against which actual results are compared (Boone & Kurtz 1995:663) ------Important Instructions Start here---PLEASE. . (Boone & Kurtz 1995: 272) (h) Push Strategy:Promotional effort by a seller to members of the distribution channel goods and service. product. thereby pushing it through the marketing channel (Boone & Kurtz 1995:582) (i) Sales Quota:Level expected sales on profits for a territory. (Boone & Kuntz 1995:721) (g) Cognition Dissonance:Post – purchase anxiety that results when an in balance exists among an individuals cognitions (knowledge beliefs. and attitudes).

References. ALL OUR PROJECT MATERIALS ARE ALREADY WRITTEN AND TYPED WITH MICROSOFT WORD(COMPACTIBLE). YOU CAN OPEN OUR MATERIALS WITH MICROSOFT WORD OR WORDPAD. send the following information to 08169533305 or 08158646653 or 08126773402 (1) Depositor’s Name (2) Teller Number (3) Bank Location (4) Amount Paid (5) Project Topic(s) (6) Email Address(es) (7) Date of Payment We will send complete project materials (Chapter One to Five which also include: Abstract. 08126773402. Take Note of our websites and phone numbers or write them down. VIEW CHAPTER ONE FREE BEFORE PAYMENT We show TABLE OF CONTENT and CHAPTER ONE free in order to prove to our new visitor(s) that we are real and this material is available. Questionnaires. ANY COMPUTER CAN OPEN OUR PROJECT MATERIALS.com or www. 08158646653. . Proposal. HOW TO BUY OR RECEIVE COMPLETE PROJECT MATERIAL(S) After paying the appropriate amount (N3000) into any of our bank Accounts.careerslight. etc) to your email immediately we confirm your payment or within 1-5hours.Remember that our approved websites are www.trustyprojects.com and our official phone numbers are 08169533305.

Then buy their materials from us at a reduced price and resale to your friends when approved. before you make any payment. THIS TOPIC ON THIS PAGE IS AVAILABLE.com www. Do not pay if your topic is not on this website. 08126773402 to send Bank Account to you. make sure you dial our numbers accurately. visit any of our websites: www. you can become our partner if you wish. VIEW OTHER DIFFERENT TOPICS/MATERIALS We have more than 10. Or Call: 08169533305.trustyprojects.NOTE: Please. Visit wwww. .careerslight. Copy all our topics and give to your friends.000 different topics and materials. 08158646653.com and click on “Bank Account” button on the top menu/navigation bar. PARTNERSHIP After Purchasing your own project materials from us.careerslight. PLEASE. make sure your topic or related topic is on this website. If you want to view other topics/materials.com BANK ACCOUNTS If you want our bank Account.

DO US A FAVOUR Please. TERMS OF USE/AGREEMENT Please. tell your friends about us. Please. Then. Study the materials carefully and use the information in them to develop your own new copy. Copying these materials word-to-word is CHEATING and we are not part of it. These materials are to assist or direct you during your project.com). Others are also allowed to partner with us If you want to be our partner. And browse through the TABLE OF CONTENT before payment. 08158646653 or 08126773402 NOTE: Please. But you must have purchased your own. PLEASE DO NOT ORDER/BUY this material. IF YOU MUST COPY WORD-TO-WORD. If you can see the topic or table of content or chapter one. show your friends or love ones the materials you purchased from us. after purchasing your own project materials from us. Any Computer or Business Center in Higher Institution can also partner with us. DO NOT PAY/ORDER IF YOU TOPIC OR RELATED TOPIC IS NOT ON THIS SITE. BEFORE YOU PAY/ORDER for any material.Who is qualified to be our partner or agent? Any student can be our partner free.com or Trustyprojects. That you ordered this material shows you have agreed not to copy word-toword. that shows it is available. you use your own as a sample to convince your own customers. make sure the topic or related topic is on this website (Careerslight. We only provide already written materials for Topics on this website. DO NOT COPY any of our materials on this website WORD-TOWORD. please contact us through 08169533305. FOR MORE INFORMATION . Please.

For any other information call . Emezue (Manager): 08169533305 (mtn) 08158646653 (glo) 08126773402 (Airtel) Operation Days: Monday to Saturday Operation Time: 7am to 6pm ------Important Instructions End here---God bless you .Evang.

Related Interests