CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND TO THE STUDY

The economic realities of Nigeria over the years have exposed the marketers to serious problems.

It is an open fact that industrial products represent the origin of other products, most especially

the consumer products. It is also indisputable that although advertising, sales promotions and

publicity play an important role in the industrial promotional mix, personal selling serves as the

main selling instrument. It is no gainsaying therefore, that the level of success of an industrial

market depends largely on how effective the selling efforts are.

This prominent position occupied by personal selling can be easily understood since while the

other marketing communication elements such as advertising, sales promotion, and publicity

create awareness and knowledge for a company’s product, the onus is on personal selling to

convince the potential consumer through person to person interaction to develop a lone for its

product in preference to other competing ones and see to it that the consumer parts with his

money for the company’s product. We have chosen Chemical and Allied Product Plc (CAP) among

other manufacturers of industrial products due to our being impressed by their use of sales force

for effective personal selling especially now that the Nigerian consumers are becoming more

sophisticated and selective in their demand for the consumption of industrial products. These and

some other related issues will be considerably analysed in this study.

1. 2 STATEMENT OF PROBLEM

The bulk of the selling activities of any industrial products rest comparatively on the company’s

sales force much more than is the case with consumer products. This is so because with the latter

1
the consumer has already realized the need for such a product and all the needs for the product

may not have been known to him. It may therefore required skilled sales personnel as well as

sophisticated equipment for visual displays and practical demonstration to convince the potential

customers the need for the product. For this reason, it I necessary to ponder on the following:

 How effective and comprehensive are the recruitment staffing and training procedure of

the industry’s sales force?

 How appropriately equipped are the industry’s salesmen for effective personal selling

efforts?

 How adequate are the supervision, levels of control, remuneration and other incentives as

means of motivating the industry’s sales force.

1.3 THE PURPOSE OF THE STUDY

The purposes of this study among others are centers on the following:

 To examine the extent of effectiveness of the industrial products personal selling

 To under study the efficacy of the management of the industry’s sales forces.

 To examine how realistic and attainable the sales target and objective of the industry are.

1.4 THE SIGNIFICANCE OF THE STUDY

It is expressed that at the conclusion of this study, its significance would have proved itself. It is

hoped that it will prove to be of immense benefit to the sales management of the industrial

products in general and especially the industrial paints, which normally should be interested in the

suggestions towards improved efficiency of its sale force and consequently greater sales results.

2
1.5: THE RESEARCH QUESTIONS OF THE STUDY

The research questions for this research work are outline as follows:

1. What are the reasons why personal selling is the most appropriate marketing technique for

industrial products?

2. Is personal selling also appropriate for consumers’ goods?

3. What are the likely hindrances to effective personal selling of industrial products?

4. Do effective recruitment, Selection and training of the sales force enhance effective personal

selling?

1.6: THE RESEARCH HYPOTHESES OF THE STUDY

The study shall test on the following hypotheses:

 Personal selling is the most appropriate channel for selling industrial products

 Effective recruitment, Selection and training of the sales force enhance effective personal

selling.

1.7: THE SCOPE OF THE STUDY

More than ever before, industrial products manufacturers like other products are facing great

challenges to their survival in the present day economic realities. The emphasis now is for the sales

management to explore the virgin avenues to persuade its present and potential customers to

prefer their own product with greater patronage.

The study shall examine how, particularly CAP is weathering this storm. To do this, administration

of questionnaire, personal interview and practical observation of operational procedures shall be

employed.

3
1.8 THE LIMITATIONS OF THE STUDY

As it would be expected with studies of this nature, this research is constrained by some factors:

The list of the constraints includes the generally non-cooperative attitude of members of staff of

the company to the management cadre when it comes to offering information about their

organization.

Another constraint was the time available. Because of the nature of our respondents, salesmen for

industrial paint, it was pretty difficult to get up to ten salesmen in a single company as desired. The

alternative would be to travel to some other towns and time made this virtually impracticable.

Finance is another constraint; cost of traveling to places to obtain desired and required information

vital to this study could not be absolutely afforded.

1.8 DEFINITION OF TERMS

For the purpose of clarity and understandability, some terms used are considered definable. These

include the following:

 CAP: Chemical and Allied Product

 Promotion: The publicizing of a product or celebrity for better recognition.

 Recruitment: To engage something to work or serve in an organization.

 Specification: Detailed description of something to be made or done.

 Target Market: The group of marketing segment towards which all marketing activities

are directed.

 Profitability: This is a major index that measures the effectiveness of an organization. It

is deduced from deducting cost from income.

4
  Promotional Mix: These are activities that is intended to increase the number of buyers

of product or to improve public acceptance of an idea, example are: advertising, sales

promotion etc.

 Advertising: Any form of non- personal presentation of goods, services, and idea for

action paid for by an identify sponsor.

 Brand: A name, term, symbol or the combinations of these names that differentiate

product form that of the other.

 Brand loyalty: Active support by consumer in continuing the consumption of a

particular brand in the face of competition by other branded substitutes.

 Consumer behaviour: The totally of behaviour displayed by consumers in the process of

acquiring goods and services for consumption.

1.9 A BRIEF ABOUT THE COMPANY (CAP)

The company started operation in Nigeria in 1955 as a trading concern, importing and selling

industrial products from Britain. This continued till 1962 when it started to manufacture its own

paint locally. The Chemical and Allied Product Limited (CAPL) was given to the company when it

changed its name in 1978 in line with the Federal Government indigenization decree of 1974 when

the company was acquired by Nigerians and other bodies in Nigeria. The company later changed to

CAP Plc when it became a public liability company.

Presently, the company’s operation has become so diverse with which it can be described as a

leading manufacturer of industrial and consumer product. Its area of specialization includes

manufacturing of paints, pharmaceutical, agricultural and industrial chemicals. Of all these, the

paint division [manufacturing and marketing constitute the core of the business of the company.

5
 REFERENCE

Aderika, E.O., et al (1996). Principle and Practice of Marketing. Enugu, Jomoe Enterprises
Nigeria.

Charles, Rueben (1982). Marketing: concepts and Applications. 1 st Ed. New York: McGraw Hill
Book Company.

Cole, A.A. (1999). Basic Principal of Marketing. Lagos, Beyus Consults, marketing Consultation
and analysis.

Lawal A.A. et al (2001).Entrepreneurship Development in Small Scale Business. Lagos,

Ade Ola Printing Press Limited.

Martins, L.B. (1996). Marketing Concepts and Strategy: London, Macmillan Press
Publishers Ltd.

Sanyaolu, T.U. (1999), Marketing Communication, Lagos, Fast Ventures.

6
 CHAPTER TWO

LITERATURE REVIEW

2.1 MARKETING CONCEPT

The term marketing concept has been subjected to as many definitions as there are authors who

have variously written about marketing. A source explains marketing “as the management process

responsible for identifying, anticipating and satisfying customers’ requirement profitably. In order

to accomplish this task of satisfying target customers, companies develop what is called the

marketing mix.

Marketing mix, according to Stanton, is the term that is used to describe the combination of the

four inputs that constitute the core of a company’s marketing system: The Product, the price

structures, the promotional activities and the place or distribution system.

These four variables form the basic area of alteration as a business organization attempts to satisfy

its customer’s profitability. These mix need to be properly blended for successful marketing

activities.

2.2 PERSONAL SELLING

Personal selling can be described as a flexible interaction between the sales person and the

individual customer for the purpose of making sale and purchases. Personal selling is also defined

as interpersonal, face to face interaction for the purpose of creating, modifying, exploiting or

maintaining a mutually beneficial exchange relationship with others. It is a promotional technique

aimed at selling effort involving persuasive face to face discussion between the sales personnel and

the prospective buyers for the purpose of making sales. In a person to person communication

process in contracts with other forms of promotions, undoubtedly, personal selling is the most

persuasive and effective form of all the promotional system. As good as it may be, it equally

7
attracts the largest share of the communication promotion budget. This results from the fact that

the cost of reaching one person the\rough personal selling is relatively higher than is the case with

other promotional system especially advertising.

The high cost of personal selling not withstanding, it is favoured than other mode of promotions

for the following reasons:

 It is more effective especially where a limited number of individual are the target market.

 It allows for practical display or demonstration of the company’s product with on-the-spot

response of the potential buyers. Feedback can easily be obtained, objection handled and

orders quickly placed.

 Though advertising and other promotional system create awareness for a company’s

product, they may not be potent enough to motivate sales, hence reliance on personal

selling.

 Sales people assist in sensitizing and influencing customers to service old account and

obtain new ones.

 It is an avenue to advertise as well as to sell products and / or services.

2.3 THE SIGNIFICANCE OF PERSONAL SELLING TO INDUSTRIAL PRODUCTS.

From the discussions so far, it can be seen that personal selling much more than any other

promotion mix, is relevant and appropriate to industrial products marketing than it is to consumer

products. This arises from the following reasons:

There is need for practical demonstration because of the high technical and complex nature of

before and after sales services that can only be performed by sales person.

8
It is common practice to find the sales person visiting and inspecting the plants and equipment of

the industrial customers.

This vision sometimes leads to identification of more economical and modern ways of producing

products.

2.4 DISTINCTION BETWEEN INDUSTRIAL AND CONSUMER PRODUCTS

Industrial Products are those goods or services that are purchased for use in making other

products or use in the operation of an organization. While consumer products on the other hand,

are product destined for used by ultimate consumers or households and in such form that they can

be used without further processing. The two definitions above summaries the fundamental

difference between industrial and consumer products. In a nutshell, industrial goods are

distinguished from consumer goods based on the following attributes of industrial goods:

 Industrial goods are very expensive and of high value..

 The buyers and dealers are well defined and are very few.

 They are very complex in composition.

 Generally they are highly durable.

 The demand for these goods is not elastic, etc.

2.5 CLASSIFICATIONS OF INDUSTRIAL PRODUCTS

Classification of product into either an industrial or a consumer product does not follow a rigid

procedure, as there is no clear line of demarcation between these products. However, one useful

means or gain about this is either through the use into which the products are put or how they

enter the production process as well as their contribution to the structure of the industrial user.

9
The following are the main classes into which industrial products can be put:

 Heavy equipment

These include those major equipment that company employs in its productions processes used to

build road, building and machinery such as locomotives, turbines machine tools etc.

A common feature of this class of equipment is that they are sometimes designed to meet the

needs of a particular customer.

 Light Equipment

Light equipment is cheaper in price when compared to heavy equipment. They are usually

available in standard sizes from several manufacturers. Purchased on a more routine manner,

involve less decision- making rigorous and less negotiation and are sometimes used to operate the

heavy equipments. These equipment include tools, instruments, small motor etc.

 Raw and Processed Material

These are the basic or processed materials of the land and sea. Under this category are logs,

cotton, iron ore, crude oil, fishing net, chemicals etc. A common feature of processed materials is

their undifferentiated nature and there are usually competition on the services rendered, such as

quick delivery, application assistance and available range of sizes.

 Maintenance Repair and Operation (MRO) Supplies.

These are used by an organization as part of its normal operation and they do not become part of

the finished product. Their marketing and distribution channels are similar to those of the

consumer products. Their prices are low and purchased frequently. Examples are cleaning,

supplies, grinding wheels, paper products, office supplies, lubrication etc.

Services

10
By services, we mean all intangibles that are acquired by an organization to aid it in its operation

process. They include insurance, banking, consulting and shipping. Their qualities, which are

usually difficult to measure, largely depend on those who tender them, such as the technical

salesmen that offer before and after sales services.

2.6 METHODS OF MARKETING

The methods by which industrial and consumer products are marketed as a basis for distinction

can best be elaborated through analysis of the place as they relate to each product category.

Product:

To successfully market an industrial product, a lot of consideration needs to be given to those

attributes that make up the product. There is need to ensure that the product composition

including the package for protection can satisfactorily meet the needs of the industrial buyers.

Other components of the industrial product mix are the emphasis placed on both before and after

sales services, on time delivery of equipment parts and components.

Price:

Though both industrial and consumer product purchases are sensitive to price the greater

sensitivity is with the ultimate consumer, for the industrial buyer places higher emphasis on

product quality and availability than price. He is therefore less prone to price elasticity of demand

than the consumer goods buyers. He is not likely to change the quality he buys as a result of

changes in the price as would his consumer counter part. Discount in freight payment and other

price oriented variable are the main areas where industrial buyers solicit price cuts rather than

outright bargaining for on-the-spot cut in price that is common with consumer goods buyers.

11
 Promotion

As mentioned earlier, industrial goods are mostly promoted and marketed through personal selling

while advertising and sales promotion are much more rampant with consumer products. The

major relevance of advertising to industrial marketing is in creating product awareness while the

onus is on personal selling. On the other hand, personal selling of consumer goods is most

rampant with consumer durables. Generally, the market for industrial goods is somewhat fixed,

easily identifiable, concentrated in an area and less susceptible to promotional activities than the

consumer goods.

Place: (Distribution)

There is an appreciable difference in the mode of distribution of both industrial and consumer

goods. While the former are mostly marketed or sold directly to the user by the manufacturers, the

distribution of consumer goods takes the conventional channel; that, is from the manufacturer to

the wholesaler, to the retailer and then to the final user, consumer.

2.7 FACTORS INFLUENCING THE EFFECTIVENESS OF PERSONAL SELLING

There are some factors that influence hoe effectively a company’s sales force would be able to

discharge its duties and responsibilities. These factors among others include the following:

 Recruitment and selection of the sales force

 Training the sales force

 Remunerating and motivating the sales force.

 Controlling and evaluating sales force performance.

12
2.8 PERSONAL SELLING OF INDUSTRIAL PRODUCTS IN NIGERIA TODAY

The economic realities of the present day in Nigeria are gradually moving the country away from a

seller’s market to a buyer’s market. This is because with the Nigerian economy which has been

subjected to a severe battering, a rational buyer would seek the best bargain in order to get the

best value for his scare resources- money! Industrial products which can be safely regarded as the

mother of all other products attract an appreciable attention in the marketing scene in Nigeria

today. Attesting to the place of personal selling in the present setting of marketing activities in

Nigeria, Onauga opined that many more goods will unfortunately; have to chase relatively few

buyers. Sales promotion and personal selling effort must be intensified.

It is worthy of note that marketing practitioners especially manufacturers and distributors of

industrial products have accepted the challenges posed by the present economy. They have been

searing for the best ways to turn these challenges to opportunities, hence, so many approaches

have been evolved by so many industrial manufacturers will the centre of attention being

predicated on personal selling intensification.

The CAP in order to meet these challenges and intensive competition has developed a highly

skilled and well e quipped sale force for all its industrial products all over the country.

The regional sales manager of Berger paints, Ikeja, disclosed one efficacious strategy adopted by

his company is the caliber of its sales force. He explained that since the company appreciated the

highly technical skill required to sell industrial paint, it has spread it net far and wide in its bid to

bring skilled personnel to its sales force. The result of these efforts, he concluded is sound personal

selling with appreciable high sales figure.

13
 REFERENCE

Aderika, E.O., et al (1996). “Principle and Practice of Marketing Enugu, Jomoe Enterprises
Nigeria.

Charles, Rueben (1982). Marketing: concepts and Applications. 1 st Edition, New

York: McGraw Hill Book Company.

Cole, A.A. (1999). “Basic Principal of Marketing” Lagos, Beyus Consults, marketing Consultation
and analysis.

Kotler Phillips (1980). Marketing Management Analysis, Planning, Control.London: Prentice

hall international Incorporated.

Lawal A.A. et al (2001). Entrepreneurship Development in Small Scale Business, Lagos, Ade Ola
Printing Press Limited.

Martins, L.B. (1996). Marketing Concepts and Strategy: London Macmillan Press Publishers Ltd.

Sanyaolu, T.U. (1999). Marketing Communication, Lagos, Fast Ventures.

Shubin (1991). “Business management” Barus and noble Press, 1 st edition.

14
 CHAPTER THREE

RESEARCH METHODOLOGY

3.1: INTRODUCTION

The objective of this chapter is to examine the various methods employed in both the collection

and analysis of the relevant data in the course of this research study. In order to achieve this

objective, the following areas were emphasized; the research design, data collection source, the

population plan, questionnaire design and administration.

3.2 RESEARCH DESIGN

For this research work, the exploratory design was used which involves the acquisition of

fundamental information that would uncover the true nature of the problem under investigation.

Both the primary and secondary types of exploratory research methods were used. Casual

research was also used which deals mainly with establishing the effect which one variable have

over the other. Therefore those factors that affect the effectiveness of the sale force performances

such as training are examined.

3.3: SOURCE OF DATA COLLECTION

Two basic sources of data collection were used in the course of this research work. These are

primary (Field research) and the secondary (desk research) source.

Primary Sources: These involve gathering fresh information that will help in solving problem at

hand. Series of discussions and interviews with people were employed in this research work. Such

people include sales and marketing officers, sales representatives and customers of CAP, Bergers

Paints and International paint. Questionnaires were also administered to gathered information.

15
Secondary Sources: This is where information were gathered from existing sources such as

textbooks, journals. Newspapers, magazines and through the internet.

3.4 THE POPULATION PLAN

The population of a research work refers to the total number of people and item about which

research is carried out and from where conclusion is drawn. In a situation where the population is

very large, for instance running into hundreds, a sample of the total population which can be

reliably regarded as a true representation of the population will be used to gather the required

information. However, where the population is not large enough, say hundred and below, then the

whole population can be used. This is called complete enumerate. For the purpose of this research

work, complete enumeration was used in gathering information from members of sale force since

their population is not all that large, while a sample size of ten (10) of the customer was interview.

3.5 QUESTIONNAIRE DESIGN

A questionnaire is a formulated schedule for collection of data from respondents. The

questionnaire designed for this work took the following format. A letter of introduction explaining

the purposes of this research work and soliciting the assistance of respondents occupied the front

page of the questionnaire. Then followed by questions on respondents’ demography, such as their

names (optional), years of experience, educational background, sex, age, marital status. This is

contained in question 1-7.

The last of the questions (9-24) probed into the respondents’ characteristics, level of knowledge,

attitudes and so on that are related to the topic. In all, there were 24 questions phrased to help

test the hypotheses of this study.

16
3.6 QUESTIONNAIRE ADMINISTRATION

Administering the questions was not an easy task. At a time, it would appear as if there has been

an agreement among manufacturers of industrial paints not to offer information either in form of

questionnaire completing or granting personal interview to researchers. This is explained by the

non-cooperative attitudes of the respondents. Nevertheless, success was recorded in serving the

questionnaires meant for the sales force members of CAP Plc through the assistance of marketing

officers and that of Berger paints were administered and collected through the assistance of the

company’s training manager.

17
 REFERENCE

Boniface G.N. (1991). Educational Research Basic Issues and Methodogy,

Ibadan. Wisdom publishers Limited,

Shokan O.O. (1993). Research Methodology and Seminar all discipline, Shokan
Lagos. Investment Company Ltd.

Fagbohungbe O. B. (2000). Research Methods for Nigerian Tertiary institutions,

Lagos. Kotleb Publishers Ltd.,

Imoisili, C .I. (1996), Social Research Methods for Nigerian Students, Institute of

Personnel Management of Nigeria, Lagos.

Nnamdi, Asika, (1999), Research Methodology in the Behavioural Science,

Lagos. Longman Nigeria Plc.

OJIkutu, R.K. (1992), Statistics, Problems and Solution, Lagos.

Multhouse Press Limited.

18
 CHAPTER FOUR

DATA ANALYSIS AND INTERPRETATION

4.1: INTRODUCTION

For any research study involving the use of questionnaires, personal interviews and hypotheses,

there is always the need to analyse the raw data collected, the result of the interviews as well as

testing the hypotheses developed for the study and interpret the findings. These are the scope of

this chapter.

4.2: ANALYSIS OF QUESTIONNAIRE

In all 25 questionnaires were administered on the members of the staff of the company out of the

questionnaires distributed 23 were dully filled and returned.

The following are the analysis of the data obtained through these questionnaires. Analysis of the

questions on demography of the respondents (questions 1-7) was omitted since they have little or

no impact on the interpretation or finding of this study.

Table 1 (question 8) Personal Selling is the most appropriate for selling insuranceproducts.

Responses No. of Respondent % of Response

Strongly Agree 15 65.21
Agree 6 26.09
Indifferent 2 8.70
Disagree - -
Strongly Disagree - -
Total 23 100
Source: Field survey, June 2010

From the above table, it can be seen that 15 of the 23 respondents, representing about 65.21%

strongly agreed that personal selling is the most appropriate for selling industrial products; 26.09%

agreed and 8.7% neither agreed nor disagreed- indifferent

Table 2: (Question 9) salesmarketers are born not made.

19
 Responses No. of Respondent % of Response
Strongly Agree 2 8.7
Agree 6 26.1
Indifferent 8 34.8
Disagree 6 26.1
Strongly Disagree 1 04.3
Total 23 100
Source: Field survey, June 2010

Table two above shows that 34.8% of the respondents believed that salesmen are born and not

made. While 30.4% of the respondents believed that salesmen are made, 34.8 are indifferent to

view whether salesmarketers are born or made.

Table 3: (Question 10): Sound recruitment and selection procedure aid effective personal selling.

Responses No. of Respondent % of Response

Strongly Agree 13 56.5
Agree 1 4.4
Indifferent 7 30.4
Disagree 2 8.7
Strongly Disagree - -
Total 23 100
Source: Field survey, June 2010

Table 3 above shows that 13 respondents about 56.5% strongly agree that sound recruitment and

selection procedure aid effective personal selling; 7, i.e. 30.4% agreed; 2 i.e. 8.7% disagreed with

the notion.

Table 4: (Question 11) How adequate are the recruitment and selection procedure in this company?

Responses No. of Respondent % of Response

Very adequate 7 30.4
Adequate 9 39.2
Fair 7 30.4
Inadequate - -
Very inadequate - -
Total 23 100
Source: Field survey, June 2010

The above table shows that 9 respondents, representing about 39.2% agreed that the recruitment

and selection procedure of their companies are adequate; 7 respondents felt that it is very

adequate while 7 felt it is fair.

20
Table 5: (Question 12) Do you agree that sales training programme improves the efficiency of the sales force?

Responses No. of Respondent % of Response

Strongly Agree 17 73.9
Agree - -
Indifferent 5 21.7
Disagree 1 4.4
Strongly Disagree - -
Total 23 100
Source: Field survey, June 2010

From the above table, 17 respondents i.e. 73.9% strongly agree that sales training programme

improves the efficiency of the sales force; 21.7% agreed and 4.4% neither agreed nor disagreed.

Table 6: (Question 13): Adequate incentives as motivational tools improve the effectiveness of

personal selling.

Responses No. of Respondent % of Response

Strongly Agree 15 65.2
Agree - -
Indifferent 6 26.1
Disagree 2 8.7
Strongly Disagree - -
Total 23 100
Source: Field survey, June 2010

The table above indicates that 15 respondents, about 65.2% strongly agreed that adequate

incentives as motivational tool improve the effectiveness of personal selling; 26.1% of the

respondents agreed with the same notion, while 8.7% neither agreed nor disagreed.

Table 7 (Question 14): Adequate supervision of sales force improves the efficiency of personal selling.

Responses No. of Respondent % of Response

Strongly Agree 10 43.5
Agree 3 13
Indifferent 6 26.1
Disagree 4 17.4
Strongly Disagree - -
Total 23 100
Source: Field survey, June 2010

21
From the table above, 43.5% of the respondents strongly agreed that adequate supervision of sale

force improves the efficiency of personal selling; 26.1% agreed; 13% disagreed while 17.4 were

indifferent.

4.3 TESTING OF HYPOTHESES

4.3.1: Testing of Hypothesis One

The hypotheses that: Personal selling is the most appropriate channel for selling insurace

products’.

To test this hypothesis, the following null and alternative hypotheses are used.

HO: Personal selling is the most appropriate channel for selling industrial products’.

Hi: Personal selling is not appropriate channel for selling industrial products’.

Critical value of t [x =95%, dt=n-1=23-1=22] =2.07.

Respondents X X2
1 4 16
2 5 25
3 5 25
4 4 16
5 5 25
6 5 25
7 3 9
8 5 25
9 5 25
10 5 25
11 5 25
12 5 25
13 3 9
14 4 16
15 5 25
16 5 25
17 4 16
18 5 25
19 5 25
20 4 16

22
 21 4 16
22 5 25
23 5 25
105 489

Ex = 105; Ex2 =489 n= 23

Ex = 105 = 4. 565

n = 23

S = Ex2 n(x)2 n-1

= 489 -23(4.565)2 23-1

= 489-23 (20.839) 22

S = 0.66.39

U = X + tn – S.n

= 4.565 + (2.074)(0.6639)23

4.565 + 0.2871 = 4.852

4.565 – 0.2871 = 4.278

to get the value of U, we choose any value within 4.852 and 4.278,

Therefore choosing 4.50,

That is U= 4.50

Using t = [ x-u] n
s

t = [ 4.565-4.50] 23
0.6639
23

t1 = 0.065 = 0.479

= 0.138.

23
Since the computed value t1 is less than the table value of t, i.e. t1 = 0.471,

U = 2.074. we therefore accept the null hypothesis that: Personal Selling is the most appropriate

for selling industrial products at 95% confidence level while the alternative hypothesis is rejected.

4.3.2: TESTING OF HYPOTHESIS TWO

Hypothesis that: Effective recruitment, Selection and training of the sales force enhance effective

personal selling.

To test this hypothesis, the following null and alternative hypothesis were used.

 HO: Effective recruitment, Selection and training of the sales force enhance effective

personal selling.

 Hi: Effective recruitment, Selection and training of the sales force do not enhance effective

personal selling.

Critical value of t [x = 95%, dt = n-1 = 23-1 = 22] = 2.07.

Respondents X X2
1 16 256
2 16 256
3 17 289
4 18 324
5 17 289
6 17 289
7 15 225
8 14 196
9 17 289
10 16 256
11 18 324
12 20 400
13 19 361
14 20 400
15 20 400
16 17 289
17 18 324

24
 18 20 400
19 16 256
20 14 196
21 17 289
22 18 324
23 15 225
395 6857

Ex = 395; Ex2 = 6857 n= 23

Ex = 105

n = 23 = 4. 565

S = Ex2 - n(x)2
n-1

= 6857-6780.6
22

= 3.473

= 1.864

U = ( 17.17 + 2.074) 1.864

23

= 17.17 – 0.805 = 16.37

To get the value of U, we choose any value within 17.98 and 16.47, Therefore 17 is chosen

Using t = [ x-u]
s
n

t = 17.17-17.00
1.864
23

25
 t = 0.17
1.864
4.796 = 0.17

= 0.389 = 0.437
t1 = 0.437

tt = 2.074

Since the computed value of t is less than the table value of t, i.e. t1 = 0.45, tt=2.0.74, we

therefore accept the null hypothesis that: Effective recruitment, Selection and training of the sales

force enhance effective personal selling With 95% confidence level while the alternative hypothesis

is rejected.

4.4 INTERPRETATION AND DISCUSSION OF FINDINGS

Discussion of findings is based on the result of the hypothesis tested and the responses of the

respondents shown in the questionnaire.

CHAPTER FIVE

26
 SUMMARY, RECOMMENDATION AND CONCLUSION

5.1 INTRODUCTION
This chapter gives the summary, conclusion, recommendations and possible suggestions for future

research.

5.2 SUMMARY

Our belief I the place of personal selling as a prominent feature in marketing generally and of

industrial product in particular engineered the choice of the topic of this research work. The

study set out to specifically highlight how this concept (personal selling) is being handled by

marketers of industrial products. It also tries to find out level of successes and failures of

personal selling, those factors contributing to them and to come up with remedies in any

lapses.

Data were collected from primary sources which included personal interviews with

knowledgeable people: both sales force members and customers, questionnaire administration

and observation of sales force performance on the field, a well as secondary sources, mainly

related literature. These data were analysed and statistically tested to either accept or reject

the hypotheses formulated for this study.

5.3 RECOMMENDATIONS

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The following recommendations are made which are based on the findings from the study having

analysed and statistically tested the information collected.

1. that personal selling has been generally accepted as the most appropriate means of selling

industrial products, nevertheless, we would recommend that other promotional mix

variables, especially advertising and trade exhibitions should no be neglected. These will

essentially help to creating awareness for the product thereby preparing ground for

successful personal selling activities.

2. On the issue of the procedure for recruiting and selecting the individual product sales force,

although both the questionnaire analysis and the hypotheses tested indicated that the

procedures are appropriate, we would still recommend that industrial product makers focus

their recruitment exercise more on those candidates with science subjects background in

addition to degrees, diplomas and certificates in management course. This will facilitate

and ease the training exercises of the sales force staff.

3. Concerning training, we would recommend that each company should establish their

training school. This will facilitate imbibing the specific knowledge which is unique to their

products into their salesmen.

4. As regards industrial products’ price, in line with cost and price reduction measures,

industrial manufacturers should embark on local sourcing for their raw materials to reduce,

if not totally replace the costly imported ones.

5.4 CONCLUSION OF THE STUDY

28
Personal Selling has been widely accepted ns the most appropriate for selling industrial products

compared with other promotional mix variable like advertising, sale promotion, trade exhibition

and publicity. The respondents study shows that this fact also been acknowledge by

manufacturer / marketers of industrial products, especially industrial pants.

Some of the reasons advanced for this enviable position of personal selling are that the industrial

products, in view of their highly technical and specialized nature and characteristics, require a lot

of personal contact to market them to allow for reassurance of the consumers’ confidence in the

product. This is enhanced by offering practical demonstration of some of these products where

necessary, deliver them where required, offer after sales services such as maintenance and repairs,

training the consumer firm’s personnel on the operation of the product, obtain feedback from

customers and so on.

As a result of these onerous tasks that the sales force handling industrial products are expected to

perform, the processes of recruiting, selecting and training them are more complex than is the

case with their consumer counterparts. Also needing special emphasis are the methods of

remunerating and motivating the sales force which have direct influence on their moral and

consequently their performances. Therefore the management of the sales forces of the company,

especially one dealing with industrial products must be alive to these crucial factors collectively for

successful selling exercises.

BIBLIOGRAPHY

29
Aderika, E.O., et al (1996). “Principle and Practice of Marketing Enugu, Jomoe

Boniface G.N. (1991). Educational Research Basic Issues and Methodogy Business. Lagos,
Ade Ola Printing Press Limited.

Charles, Rueben (1982). Marketing: concepts and Applications. 1 st Edition, New

Cole, A.A. (1999). Basic Principal of Marketing. Lagos, Beyus Consults, Enterprises Nigeria.

Fagbohungbe O. B. (2000). Research Methods for Nigerian Tertiary institutions Ibadan.

Wisdom publishers Limited,

Imoisili, C .I. (1996). Social Research Methods for Nigerian Students, Institute of Personnel

Managemnt of Nigeria.

Kotler Phillips (1980). Marketing Management Analysis, Planning, Control,

Lagos, Ade Ola Printing Press Limited.
Lawal A.A. et al (2001). Entrepreneurship Development in Small Scale London: Prentice hall
international Incorporated.
Martins, L.B. (1996). Marketing Concepts and Strategy: London Macmillian Press
New York: McGraw Hill Book Company.
Nnamdi, Asika, (1999). Research Methodology in the Behavioural Science,

OJIkutu, R.K. (1992). Statistics, Problems and Solution, Lagos. Personnel Management of

Nigeria, Lagos. Press Publishers Ltd.

Sanyaolu, T.U. (1999). Marketing Communication, Lagos, Fast Ventures.

Shokan O.O. (1993). Research Methodology and Seminar all discipline, Shokan

APPENDIX 1

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 QUESTIONNAIRE

Dear Respondents,

We are final year students of the Department of Business Studies, Lagos State Polytechnic, Isolo campus.

Currently we are conducting a research on: “Personal selling as a panacea to marketing of industrial

products” This questionnaire is therefore distributed to gather information most especially your experience

about the study under investigation.

Kindly assist by completing this questionnaire, be rest assured that whatever information given shall be

treated with strict confidence for the purpose of this study

Thank for your co-operation.

Yours faithfully.

Tyuiyh

Yutred

Mkjhgpo

jhgf

Appendix 2

31
 SECTION A

PERSONAL DATA

Please tick ( ) or comment on the space provided where necessary.

(1) AGE: 18-25yrs 26-40 yrs 40-50yrs 50 and above

(2) GENDER: Male Female

(3) STATUS: Single Married

(4) EDUCATION: SSCE/GCE OND/NCE H ND/Bsc MSc. Professional

(5) HOW LONG HAVE BEEN IN THIS ORGANIZATION:

1-5yrs 6-10yrs Above 10 years

SECTION B.

Analysis of Data According to Research Questionnaires.

32
1. Personal Selling is the most appropriate for selling insurancel products.

Strongly agreed Agreed Indifferent

Disagreed Strongly Disagreed

2. Salesmarketers are born not made.

Strongly agreed Agreed Indifferent

Disagreed Strongly Disagreed

3. Sound recruitment and selection procedure aid effective personal selling.

Strongly agreed Agreed Indifferent

Disagreed Strongly Disagreed

4. Do you agree that sales training programme improves the efficiency of the sales force?

Strongly agreed Agreed Indifferent

Disagreed Strongly Disagreed

5. Adequate incentives as motivational tools improve the effectiveness of personal selling.

Strongly agreed Agreed Indifferent

Disagreed Strongly Disagreed

6 Adequate supervision of sales force improves the efficiency of personal selling.

Strongly agreed Agreed Indifferent

33
Disagreed Strongly Disagreed

7. Personal selling is an important tool to remain in a competitive environment.

Strongly agreed Agreed Indifferent

Disagreed Strongly Disagree

8. Advertising do mislead people to buy what they do not plan to buy unlike personal selling

Strongly agreed Agreed Indifferent

Disagreed Strongly Disagreed

9. Personal selling contributes to the growth of an organization through increase in profitability.

Strongly agreed Agreed Indifferent

Disagreed Strongly disagreed

34