Professional Documents
Culture Documents
CIRM
CIRM
A Project Submitted to
Dr- Neha Verma
By: Group- 02
Renu Gupta
Nitin Singh
Yogesh Bachuwar
Aman Verma
Vedant Deshkar
Shimon Thakur
Introduction
Personal selling is a method of selling which a sales-representatives contacts directly
to the customer or consumer and sales-representatives are those who contribute on
implementing the selling disposition.
Personal selling is defined as a face-to-face contact process between buyer and seller
to achieve planned goals, which are sales, and build long-standing relations with
consumers.
In this method, direct selling can connect on how the people will avail with the face-
to-face way of selling. Direct selling is an effective way to build long-lasting
customer relationships and grow a flexible, low-cost business.
On the other hand, the purchasing behaviour or widely known as consumer behaviour
is one of the factors that organizations of the business eyeing on planning sales force
program.
Consumer behaviour refers to the selection, acquisition, and consumption of goods
and services to meet their needs.
Though, consumer behaviour affects the way they avail the product or item they want
based on the factors that is inclined with the decision to buy like demographics,
cultural factors, societal factors, personal factors, and psychological factors.
These factors might lead to the cause of having a decision on availing the product
from personal selling: in which using its direct method while the consumer possibly
interacted straightforwardly towards the salesperson, it is either to avail or not
accordingly.
In this study, personal selling represents as a practice to encourage individuals to
make a purchase decision and that the personal attributes of a man with a high degree
of self-strength and confidence and the ability to convince and negotiate are
influential in retaining buyers.
Literature Review
According to Ziad, reveals that salespersons’ credibility, commitment to the promises,
patience in dealing with customers and their appearance have a great impact on
customer satisfaction. From those factors that affects how selling works when using a
personal selling method, retail merchants in direct sale stores have a fundamental role
in gaining customers, providing them with relevant information that affects their
buying decision.
Kotler and Armstrong (as cited in Anyadighibe et al., 2014, p. 1699) defined personal
selling as “the presentation by the firm sales force for the purpose of making sales and
building customer relationship”. Furthermore, personal selling is defined as the
“seller’s face-to-face communication with one or more potential customers with the
intention of closing a deal”.
Weitz and Castleberry (as cited in Murithi, 2015, p. 42) stated that personal selling is
“an interpersonal process whereby a seller tries to uncover and satisfy buyer’s needs
in a mutually long-term beneficial manner suitable for both parties”.
According to Wiki (as cited in Campbell and Singh, 2019), salespeople play a key
role in showing different options available to customers at retail shops and also help
customers to choose the best option as per their needs. Nevertheless, personal selling
basically has two main roles: it is a part of the organization, and it is responsible for
customer satisfaction, and it is a part of communication mix, when it is responsible for
informing the buyer (Milisavijevic) (as cited in Bubnjevic, 2011).
In addition, personal sale is a very effective factor in establishing contact between
salespersons and buyers in two directions. The customers can inquire and ask the
salespersons face-to-face questions. At the same time, they can discuss and reach a
clear understanding and take a proper buying decision, which encourages them to re-
deal. (Alsamydai & Yousif, 2010) To identify and know more about the impact of
personal sale on increasing sales volume from retail merchants to prospective
consumers.
According to Ziad, reveals that salespersons’ credibility, commitment to the promises,
patience in dealing with customers and their appearance have a great impact on
customer satisfaction. From those factors that affects how selling works when using a
personal selling method, retail merchants in direct sale stores have a fundamental role
in gaining customers, providing them with relevant information that affects their
buying decision.
Roles of Personal Selling:
• Face-to-face contact
• Two-way communication
• Helps build long-term customer relations
• Highly effective for promotion
• Flexible
• Expensive
Research Methodology
The present study is based on the perceptions, buying behaviour and satisfaction of
the consumers in Indian market.
Both the primary and secondary data collection methods were considered.
The primary data was collected through google form.
In addition, the researcher depended on designing a questionnaire composed of 13
questions that were implemented on a sample size of 101 people where 4 questions
were based on demographic and other 9 questions were based on the impact of
personal selling on purchasing behaviour towards clothes.
The sample members (individuals) preferred to deal with specialized clothing stores
and dealt directly with salespersons. Secondary data was taken from Websites and
resources represented by the available literature.
Collected data would be analysed with the help of Graphical representation, tables
and figures.
Analysis & Interpretation
1) Age
From the above graphical representation, it seems that maximum respondents in the age of
20-25 years are more responding to survey as compared to the other age group.
2) Profession
The graphical representation of chart shows that 55.4% are students and others are doing their
job like client support officer, customer service IT, etc.
3) Gender
From the above graphical representation, it seems that most of the female are buying their
clothes from retail shops but other side, male are also active to buy their clothes in retail
shops.
From the above pie chart, 44.6% of respondents are buying their clothes in 6 months and
39.6% are buying their clothes very often and few of them are purchasing clothes in a year
which show that they are not meet contact frequently to sales representatives.
5) Where do you go when you are looking for clothes?
From the graphical representation of chart, 51.5% of respondents are buying their clothes
from the retail clothing store and 34.7% of respondents are purchasing their clothes from both
stores i.e.- retail and online store. It seems that most of respondents are more comfortable
purchasing their clothes from the retail clothing shops.
From the pie chart, 75.2% of respondents are said that they are motivated to buy clothes , the way
sales representatives present clothes to the customers and other 24.8% of respondents said they are
not motivated to buy clothes the way sales representatives present clothes.
On the basis of Pie chart, 53.5% of respondents said sales representatives play an
important role to promote goods in retail store and other feel that it is neutral neither play
important role to promote commodities.
From the above table, the result shows that buying behaviour towards clothes is affected by
salespersons’ personal characters, their way of presentation (demonstration), the direct
contact with the salesperson and what they provide as promotion activities.