Bharati Vidyapeeth

(Deemed to be University)
Pune, India
Institute of Management & Entrepreneurship Development, Pune

“Study of Personal Selling Strategy and its Impact on a

Wholesale Trader of Home & Kitchen Appliances”

A Summer Training Project Report

Submitted in Partial Fulfilment of the Requirements for the

Award of the degree of Masters of Business Administration

2021-2023

Submitted By: Guided By:

Uddeshya Aman Prof. Phalke V.

Roll No. 164

Division: B

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 Certificate of Originality

This is to certify that the project report entitled "Study of Personal Selling
Strategy and its Impact on a Wholesale Trader of Home & Kitchen
Appliances" Submitted to Bharati Vidyapeeth (Deemed to be University),
Pune in partial fulfillment of the requirement for the award of the degree of
Masters of Business Administration is an original work carried out by Mr.
Uddeshya Aman under the guidance of Dr.Phalke V. The matter embodied in
this project is a genuine work done by Uddeshya Aman to the best of my
knowledge and belief and has not been submitted before, neither to this
University nor to any other University for the fulfillment of the requirement of
any course of study.

Signature of the Student Signature of the Guide

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 Certificate

This is to certify that the project entitled "Study of Personal Selling Strategy and its
Impact on a Wholesale Trader of Home & Kitchen Appliances" is an academic work
done by Mr. Uddeshya Aman submitted in the partial fulfillment of the requirements for
the award of the degree of Bachelor of Business Administration from Bharati Vidyapeeth
(Deemed to be University), Pune. It has been completed under the guidance of Dr. Phalke
V. We are thankful to Polar Point Pvt Ltd for having allowed our student to undergo project
work training. The authenticity of the project work will be examined by the viva examiner
which includes data verification, checking duplicity of information, etc. And it may be
rejected due to nonfulfillment of quality standards set by the Institute.

Dr. Sachin S. Vernekar

Dean FMS, BVDU

Director IMED

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 ACKNOWLEDGEMENT

Apart from my efforts, the success of my project depends largely on the encouragement and
guidelines of many others. I take this opportunity to express my gratitude to the people who
have been instrumental in the successful completion of this project.

I am gratefully indebted to our esteemed guide Dr. Phalke V. for his sincere guidance and
priceless support without which, it would have been impossible for to complete this project.

I express my gratitude to the staff members of Bharati Vidyapeeth (Deemed to be a

university) who directly or indirectly helped me. I would also like to express my sincere
gratitude to all my office colleagues in Polar Point

Finally, I thank Institute of Management and Entrepreneurship Development (IMED) for

giving me this golden opportunity to do my summer internship in Polar Point.

Uddeshya Aman

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 Preface

In this era of fast changing world, mere classroom teaching is not sufficient to attain maturity
and perfection for application of theory into practice. The dynamic economy, political and
technological environment in which we live continually place demand on us to change,
improve and learn more about jobs, superiors and subordinates. Two years of continuous
classroom teaching is sufficient for students to implement their knowledge in the market. A
practical is needed.

The knowledge through project report is an essential requirement M.B.A student. The purpose
of this project report is to A study of understanding the preference and behavior towards
mutual funds with special reference to Polar Point.

I have tried my level best to do justice to the project. And I hope the study which
was conducted will help not only the organization but also me and the society too.

Mr. Uddeshya Aman

Name and Signature of the student

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 TABLE OF CONTENT

Sr. No. CHAPTERS PAGE NO.

1. Introduction 9-20
Overview of Industry 10
Profile of the organization 11
Competitors information 12
SWOT Analysis 13-14
Concept of Personal Selling 15
Features of personal selling 15-17
Objectives of personal selling 17
Types of Personal Selling 18
When to Use Personal Selling 19
Different Techniques of Personal Selling 19-20
2. Research Methodology 21-24
Statement of the problem 22
The objective of the study 22
Managerial usefulness of the study 23
Types of research and research design 23
Data collection method 24
Limitations of study 24
3. Conceptual Discussions 25-31
Review of literature 26-27
New Development of Company and Industry 28-31
Current Issues 31
4. Data Analysis 32-40
Primary Data Analysis 33-36
Secondary Data Analysis 36-40
5. My Contribution to the Body of Knowledge 41-42
6. Findings, Conclusions, And Suggestions 43-49

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 Findings 44
Conclusion 45
Suggestions 46
7. Summary of the Project 47-50
Appendix 48-49
Bibliography 50

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 Chapter 1: Introduction

 Overview of the Industry

 Profit of the Industry

 Competitors Information

 SWOT Analysis

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  Overview of the Industry

The home appliance industry is one of the fastest-growing industries in India. Home
appliances in India have been increasing at a steady pace, driven by both large appliances and
small appliances; in 2018, large appliances have slightly higher growth than small appliances.
The sector has a vast untapped market for appliances, like air conditioners (AC), washing
machines, and fridges. The air conditioner has a penetration of 4% in India as compared to
the global average of 30%. The emerging economy and changing lifestyles of Indian
consumers have been leading to growth in the number of working people, nuclear families,
single-person households, and the migrating of the job population. Therefore, these
developing households have an increasing need for accessibility and are looking for products
that offer convenience and considerably reduce the time and effort spent on everyday chores.
The main growth drivers for this industry are increased affordability, focus on energy-
efficient products, increasing digital penetration, and the rise in aspiration. India has seen
significant changes in its policies, especially those related to the regulatory and business
environment. The appliances sector and the upcoming national policy for electronics (NPE)
may bring about significant policy changes for the industry. The burgeoning middle class in
urban areas and aspirational demand from rural India, coupled with government reforms in
the form of GST, are making the appliances industry look positively toward the next phase of
exponential growth. This growth in India's consumer market demand is driven primarily by
rising disposable incomes in Indian households and easy access to credit, which induces
growing purchasing power. Increasing the electrification of rural areas, along with the rising
influence of social mass media and the popularity of online sales, is also likely to increase the
demand. Two-thirds of the total revenue is generated from the urban inhabitants, and the rest
is made from the rural inhabitants. The global smart home appliances market size stood at
$34.8 billion in 2021, and it is expected to advance at a 16.6% CAGR during 2021–2030. The
industry is mainly driven by the rising internet penetration and smartphones, the advancement
in technologies, and the improving lifestyle of people.

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  Profile of the Company

Polar Point Private Limited is a wholesale distributor of home & kitchen appliances. It is
situated in Patna, Bihar. The owner and Managing Director of Polar Point is Rajeev Manraw.
The company is co-owned by Soumya Manraw. It is classified as a partnership firm.

Functions
Polar Point is a Wholesale Trader of home & kitchen appliances, kitchen accessories &
interior hardware. The firm is also engaged in marketing and trading of furniture, furniture
hardware, led lights, wallpapers, cooker and cookware, modular kitchen, kitchen accessories,
and gift & decoration items.

Objectives

Polar Point has always been a firm believer in servicing customer needs and efficient post-
sales services. The organization aims to keep a very good relationship with its retailers.

Vision

We aspire to be a top wholesale trader of home appliances in Bihar in the next few years

Mission

To be very honest to our customers so that where ever we expand we would be able to create
a special place in the heart of our customers and also create a hassle-free after sale service
experience for them.

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  Competitors of the Company

The company competes with various wholesalers of Home & Kitchen Appliances in Patna,

Bihar. Some of the competitors are-

o S.P Enterprises

o Euro Vision Enterprises

o Eastern Trading Co

o Devram Traders

o Bharati Enterprises

o Ravindra enterprises

o Idecor

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  SWOT Analysis

The SWOT means Strength, Weakness, Opportunity, and Threat. The SWOT analysis of
Polar Point is as follows:

Strengths

o The organization trades a wide range of products, i.e., kitchen appliances, kitchen

accessories, interior hardware, furniture, furniture hardware, led lights, wallpapers,

cookers, cookware, gift & decoration items.

o Has some loyal customers

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Weaknesses

o Lack of digital presence

o Low purchasing power of customers

o High transportation cost

Opportunities

o Digital marketing can help gain more customers

o Rapid urbanization is fuelling the demand for home appliances

o With the growing number of working wives, the growth potentiality of home

appliances market is also increasing.

Challenges

o Cheaper imports from China & Concessional duty imports under FTA from ASEAN

Countries are forcing threat to local manufacturing

o Lack of adequate physical infrastructure such as roads, ports, airports, electricity, etc.,

is adversely affecting the home appliances industry in India.

o Economic downturns is shifting consumers’ rationality if they want to spend on

luxury vs needed goods.

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Concept of Personal Selling

Personal selling is face-to-face selling where one person who is the salesman tries to
convince the customer to buy a product assigned by the company. It is a promotional activity
by which the salesperson uses his or her skills and abilities to persuade people to buy the
product thereby in an attempt to make a sale. Here, the salesperson tries to highlight the
features of the product to convince the customer that the product will hold benefits in the long
term. However, getting a customer to buy a product is not always the motive behind personal
selling, this personal selling is also done to make the customers aware of new products in the
market. Personal selling is also known as the act of convincing a customer to buy a given
product or device. It is also considered to be one of the most costly and effective promotional
methods that are ever seen. It is effective as there is a face-to-face interaction observed
between the seller and the buyer which helps the seller to change their promotional
techniques used as the situation asks for.

Personal selling becomes more important in the B2B industry because you need to convince
another business. Statistically, companies lose 69 percent of their B2B customers just because
of indifference or failure to show enough empathy and value. This is where a professional
and skilled salesperson comes in because a personal touch can clear many ambiguities

Features of personal selling

1. Two-Way Communication
It is the best tool for two-way communication. Salesmen can provide necessary information
to customers about the company’s offer, and also can collect information from customers.
Customers can actively involve a salesman to solve their doubts and objections. It is not
possible in any other methods of market promotion.

2. Personal Attention:
Advertising and publicity are among the mass communication tools. They do not cater to
individual needs. Personal selling focuses on the personal problems of customers. It is
comparatively more effective and result-oriented.

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3. Detail Demonstration:
Except for television advertisements, the demonstration is not possible. However, television
demonstration is much limited. Salesman can provide a detailed demonstration and can
supervise when customer is making the actual use of products. For technical products, it has
more relevance.

4. Complementary to other Promotional Tools:

Personal selling can support advertising, sales promotion, and publicity. It removes the
drawbacks of advertising and sales promotion. Advertising increases awareness while
personal selling reinforces the advertising message. Similarly, it can make sales promotion
tools more effective by personal guidance or conviction.

5. Immediate Feedback:
This is the only market promotion technique that provides immediate feedback. At the end of
every call/visit, a salesman can easily judge whether the customer is interested or intended to
buy.

6. Individual Services:
Salesmanship offers individual services. It can meet the personal expectations of buyers. It
leads to customer satisfaction.

7. Flexibility:
Sales talks and presentation can be adjusted according to situation to suit individual nature,
motives, and problems.

8. Customer Confidence:
By systematic sales talk and presentation, a capable salesman can remove all doubts, quarries,
objections, and misunderstandings, and can win customer’s confidence. It increases
customers’ faith in the company and its offers.

9. Triple Rewards:
Salesmanship offers triple rewards. It benefits all parties, including customers, salesmen, and
the company. The customer is satisfied with products and services; the salesman can achieve
his targets; a company can improve its market share and profits.

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 10. Improving Image:
Note that salesmanship can remove bad images or misunderstandings by highlighting the
company’s achievements and offers. The detailed explanation about the company and its
products removes all doubts and misunderstandings. It helps in restoring the company’s
image and reputation in the market.

Objectives of personal selling-

Some major objectives of personal selling are described below:

o Attracting and Engaging the Potential Buyer/Lead. The first objective to attract a
potential customer who has shown any interest in your product or service.

o Properly Educating the Potential Client. It involves properly educating the potential
customer. This includes educating about the benefits, value-added features, price, and
everything about a product or service.

o Urging or Convincing the Potential Client to Buy. Educating the potential client is not
enough. A salesperson needs to convince the potential buyer that this product or service is
the best solution to his/her specific need

o Making the Sales. This is indeed the basic motive to conclude the sale. In fact, the number
of sales is the measure of success in personal selling.

o Sales Repetition. As mentioned earlier, It is about making sales and building a long-lasting,
profitable relationship.

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 Types of Personal Selling/Roles in Personal Selling

Basically, there are three main types/roles in personal selling:

1. Order Takers
Order takers have two further categories:

o Inside order takers: They generally don’t meet the clients/customers directly. Retail Sales
Assistants are a common example of inside order takers.

o Outside order takers: They visit the field and meet the customers directly.
Order takers are the salespersons whose job is solely transactional, i.e., they take orders from
customers. Their job is to answer the queries from the customers/potential customers, but they
don’t directly increase sales.

2. Order Creators
These salespersons don’t make sales directly to the end consumers. Rather, they create orders
for the companies. This type of personal selling is common in the B2B market.
For instance, pharmaceutical companies hire sales representatives that convince potential
customers (medical practitioners, etc.) to promote their company’s product(s). These
practitioners then prescribe that specific medicine (product) to the end consumers.

3. Order Getters
The front-line salespersons actually persuade/convince the potential customers to buy a
product or service.

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 When to Use Personal Selling

Personal selling is not a technique that fits all types of business.Still, there are many businesses
where personal selling is a more suitable option, such as:

o When a company sells specialized, technical, or costly equipment/products such as software,

home appliances, cars, etc.
o The organization is selling a high-unit-value product
o When a brand is introducing a new product.
o When a product needs proper demonstration before usage.
o Businesses go for personal selling when they have a limited number of large-sized clients.
o This type of selling is also a favorable option for companies that cannot afford the
advertisement of their products on different advertising channels.
o It is most suitable when a company has infrequent but valuable purchases.

Different Techniques of Personal Selling

Personal selling is not just selling products or services. It is a process where salespersons
built long-term business relationships with customers. Following are the techniques that
salespersons use in personal selling:

o Prospecting/Lead Generation
Prospecting is the lead generation stage where salespersons search for “workable” potential
clients. The term “workable” means those prospects that can be converted into actual clients
if they are approached and managed properly.

o Pre-Approach Preparations
After the lead generation, a salesperson needs to collect maximum information about the
potential clients (individuals or companies). If you intend to target a company, you need
stronger preparation. For instance, you need to know the products offered by the company,
their sales volume, their managerial panel, etc.

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 o Approaching The Prospect
This is one of the most important stages in this process. The term “the first impression is the
last impression” fits best in this context. Homer B. Smith has suggested some approaches that
can help you during this stage:

 Ask your prospect a question most preferably related to the sales presentation.
 You can offer a free service or any benefit according to your prospect’s needs.
 A referral can be of great help.
 Acknowledge and appreciate any achievement of your prospect.

o Presentation
Once you have successfully convinced a prospect for a sales presentation, it is time to
“impress” them. Salespersons use different approaches according to their needs. However,
canned presentation or stimulus-response learning theory is one of the oldest methods.
According to 82% of B2B buyers, salespeople are not prepared and avoid these meetings as
they consider it a waste of time.

o Tackling Queries and Objections from Prospects

No matter how much you prepare for all possible questions, you will end up facing questions
“out of syllabus.” This is the stage where your presence of mind will be tested. One thing you
must do to tackle this situation is to have complete knowledge of the product you are selling.

o Deal Closure
Closing a deal means asking for the order. Once a salesperson completes the presentation, the
next step is to ask the customer to make the order at the end of the presentation. Asking for
the order needs confidence and the ability to read the cues from the prospect.

o After-Sales Service/Follow-Up
It is equally important to stay in touch with the customer after making the sale. A salesperson
should inquire about the product and its functionality or if the prospect needs any assistance.
A regular follow-up helps in building confidence and a long-term relationship with the
customer.

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 Chapter 2: Research Methodology

 Statement of the problem

 Objectives of the study

 Managerial usefulness of the study

 Type of Research & Research Design

 Data Collection Method

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Chapter 2: Research Methodology

 Statement of the problem

After the covid-19 pandemic the home appliance distributor is struggling to acquire high sales
volume and the selling of home appliances is also seasonal in nature. The research is
performed to design the most effective personal selling strategies that can be implemented for
targeting new potential customers which will help to increase the overall sales and profit of
the firm.

Research Questions:

o Does personal selling have an impact on organizational sales volume & profit?

o Does personal selling influence customers’ demand for products?

o Does personal selling help in retaining customers?

 Objectives of the Study

The research is conducted with a set of objectives. These objectives are as follows-

o To understand the importance of personal selling as a B2B marketing strategy

o To determine how to design the most effective personal selling strategy for an
organization.
o To determine how personal selling influence a buyer’s decision-making process
o To determine the required skills & knowledge of the salesperson for carrying out
personal selling.

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  Managerial usefulness of the study

The chief purpose of the study is to identify the impact of personal selling strategy on
business buyers. The study will help managers to understand the need of implementing
various personal selling tricks and techniques for the successful closure of sales. Effective
personal selling allows an organization to retain customers and compete with its rivals on a
much smaller budget. When managers have this kind of control and the data to support
decisions, they make smarter ones.

 Type of Research & Research Design

Types of the Research-

o Qualitative Research: - In this research method the data collected is qualitative in nature.
An offline survey is performed using a schedule containing relevant questions. The
participants involved in the research were asked these questions related to the study and the
answers to the questions are qualitative or non-numerical in nature. So, the research work
done here is qualitative research.

Type of Research Design-

o Descriptive Research Design: - In this research, the impact of Personal Selling strategies
for a home appliances wholesale distributor is described. It is a theoretical type of research
design based on the collection, designing, and presentation of the collected data.

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  Data Collection Method

Primary Data Collection: - Primary data means data that are collected directly by the
researcher. In this project, primary data has been collected by performing an offline survey
and via a non-random convenience sampling procedure for a sample size of 23 retailers was
predicted. A set of questions or schedule was designed and placed in the Google Form. These
questions were asked personally and the responses were digitally recorded by the researcher.

Secondary Data Collection: - Secondary data are basically second-hand pieces of

information. These are not gathered from the source as the primary data. To put it in other
words, secondary data are those that are already collected and not collected by the researcher
himself. For secondary data, I went through the materials that are available online materials
having similar topics.

 Limitations of Study

o The Study is limited only to an assigned territory.

o The Study is limited to the urban population.

o The study was conducted within a very short period and due to lack of time, it was not

possible to collect more data and work with larger sample size. A sample size of 23

retailers is taken here

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Chapter 3: Conceptual Discussion

 Review of Literature

 New Development of Industry

 Current issues Faced by Industry

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 Review of Literature

Personal selling is normally seen as part of the communications mix. This is because the key
role of the salesperson is to present the organisation’s offer and to engage in two-way
communications which negotiate the terms of a sale. However, in order to affect these
presentations and negotiations satisfactorily, salespeople have to develop and maintain good
relationships with their customers, particularly if repeat purchases are part of the desired
outcome. Personal selling is, therefore, also an important aspect of the relationship market
approach to business management. (Mike Meldrum & Malcolm McDonald, 1995)

Research on personal space, physical attractiveness, and office design is used to develop a
model of personal selling atmospherics. Based on Kotler's (1973–74) suggested use of
atmospherics as a marketing tool, this model proposes that the environmental factors
surrounding seller-customer interactions in the personal selling context affect customer
reactions to sales personnel and their subsequent purchase probability. A set of research
propositions that emanate from the model are offered and discussed along with the research
and practical implications of personal selling atmospherics. (Journal of Personal Selling and
Sales Management, 2013)

Salespeople have a key role in long-term buyer-seller relationships. As the primary link
between the buying and selling firms, they have a large influence on the buyer’s perceptions
of the seller’s reliability, the value of the seller’s services and, consequently, the buyer’s
interest in continuing the relationship (Biong & Selnes, 1997). In their paper, Sales Force
Effectiveness: A Framework for Researchers and Practitioners, Zoltners, Sinha, and Lorimer
(2008) present a framework that organizes the complexities of sales organizations. Firms are
affected by forces and decisions that originate within the company, as well as by forces that
originate externally. A common basis in sales management research is that superior
performance requires high levels of effort from vendors, which, in part, is generated by
supportive leadership (Jaramillo & Mulki, 2008). Adaptive selling behavior increases
salespersons’ outcome performance and customers’ evaluations of satisfaction with the
product and with the salesperson, which enhances customers’ anticipation of future
interactions with the salesperson (Román & Iacobucci, 2010)

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Personal selling is a direct spoken communication between sellers and potential customers,
usually in person but sometimes over telephone. Personal selling serves as a communication
bridge between the organization and the target audience. It is effective because it permits a
direct two-way communication between buyer and seller. This gives the organization a much
greater opportunities to investigate the needs of their consumers and a greater flexibility in
adjusting their offers and presentation to meet these needs (Perreault and McCarthy, 2000;
Doyle and Stern, 2006). According to Kotler and Armstrong (2010) in today’s hyper-
competitive markets (including manufacturing industry) buying is not about transaction
anymore; Company salespeople must know their customers businesses better than customers
do and align themselves with customers’ strategies. Personal selling remains an essential
promotional mix element that listens to customers, assess customer needs, and organize
efforts to solve customers’ problems.

Personal selling creates a greater level of participation in the decision process by the vendor
especially when combined with tailored messages in response to the feedback provided by
the buyer (Fill, 2009). However Cravens, (2012) argues that since personal selling messages
are not controlled, they may lead to inconsistency which in turn leads to confusion of the
client. Therefore the messages presented by the sales personnel should be regulated and the
time they spend with the prospects limited to avoid jeopardizing the communication process,
(Pierrcy et al., 2004).

Weitz and Castleberry (2004) study defined personal selling as an interpersonal process
whereby a seller tries to uncover and satisfy buyers’ needs in a mutual long term manner
suitable for both parties. Thus, personal selling affirmed to be an interpersonal
communication relating to the goods and services. Engel & Kollat (2011) affirmed that
communication is the most basic activity for the sales representative during personal selling
and exchange; It is a social situation involving two persons in a communication exchange.
Success depends on how well both parties achieve a common understanding enabling mutual
goal fulfillment through social interaction (Kotler, 2013). Furthermore, Weitz et al (2004)
states that the role of sales representative is to engage and collect information about a
prospective customer, develop a sales strategy based on that information, transmit a message
that implements organizational strategy, evaluate the impact of these messages and make
adjustments upon this evaluation

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 New Development of Industry

Offline Distribution Channel to Observe High Growth in Indian Home Appliance Market
The online channel registered significant growth in 2018 across the categories in-home
appliance sector and is currently being viewed as one of the important channels to operate in
the market. An increase in the sales for refrigerators, washing machines, and air conditioners
is being witnessed through this channel. This is unique and new, as consumers may not buy
without the touch-and-feel experience of the product in the store. Apart from changing
lifestyles and working styles, urbanization has led to growth in this sector, which, in turn, has
led to a change in consumers' buying behaviour. In particular, the decision-making process
before buying something has been significantly affected. The rise in urbanization in India has
also led to its people having more additional disposable income than before.

The outbreak of the COVID-19 pandemic resulted in a decline in the growth rate of smart
home appliances. Although, it affected the market in both positive and negative ways, as the
demand for smart appliances such as refrigerators and washing machines increased during the
pandemic time. Post the outbreak of the virus, the majority of the population has been
working from home, thus spending more time at home and requiring a large number of
appliances that can complete tasks more efficiently as compared to traditional methods. many
consumers have been taking steps to renovate or completely remodel their houses.

Key Market Trends-

o Smart Home Appliances Are Widely Used in Residential Sector

The residential sector plays an important role in the growth of the market, as the demand for
smart home appliances in this sector is increasing at a significant pace. Around 70% of the
revenue in the market were generated from the smart home appliances used in the residential
sector in 2021. Consumers are well aware of the latest technologies and are ready to invest in
connected home solutions that can make their living space better and hassle-free. For
instance, products like water purifiers offer TDS monitoring on a real-time basis or even
show the real-time status of filters. Also, smart washing machines have sensors that detect
how dirty the clothes are and allow the user to control the washing duration using an
application that can be operated on any computing device.

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 o Urban Areas Account for Majority of Sales in Market
The urban area accounted for a major share in total revenue in the home appliance market in
India. There has been an increase in spending capacities of urban Indians who have been
opting for products and services that act as a style statement or status symbol. The mounting
need to reverberate with the products has accelerated the demand for personalized appliances
that complement the overall theme of the house and suit the utilitarian requirements of the
household.
Basic household appliances, like washing machines, refrigerators, and mixer grinders, that
are found in every Indian household have also been witnessing a high demand for the latest
and advanced features. Interestingly, the demand for built-in appliances has been gaining
thrust due to the perfect amalgamation of cutting-edge design technology and high
functionality.
It is expected that an increased supply of electricity, coupled with rising disposable income,
may increase the demand for other basic appliances, like mixer grinders, air coolers, and
televisions. It may also see an increase in demand for direct cool refrigerators and eventually
room air conditioners.

o Increasing Adoption of Smart Air Purifiers

Around 90% of individuals breathe polluted air with high levels of contaminants. Both
outdoor and interior air pollution causes roughly 7 million premature deaths each year, with
3.8 million people dying as a result of indoor air pollution. Over the forecast period, the smart
air purifiers sector is expected to be driven by the deteriorating air quality across regions and
the increasing awareness about the benefits of utilizing air purifiers.
Furthermore, a number of companies have introduced smart air purifiers that use innovative
purifying technologies to make their products more convenient and user-friendly. For
instance, in October 2020, Philips launched a smart air purifier that has AeraSense
technology, which monitors pollutants 1,000 times per second and shows real-time PM2.5,
allergen, and gas levels in a room on a digital display. Hence, these factors will drive the
smart home appliances market.

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 o Rising Smart Home Projects Will Drive the Demand
A person's requirements, interests, and preferences vary with time. Smart home automation is
quickly becoming an all-pervasive technology. Due to advancements in AI and IoT
ecosystems, appliances and devices are able to mimic daily routines. Moreover, with people
staying indoors more than ever, the pursuit of convenience, safety, and comfort through
integrated technology products has become imperative to consumers. Today, they prefer
home appliances or devices that are smart, connected, and energy-efficient.
Also, many renowned brands are introducing technology-enabled home appliances for all
kinds of pre-existing homes, which create avenues for consumers enabling them to transform
old appliances into smart ones.

o Many Households Have Started Using Smart Home Appliances in India at a

High Pace
With the surging number of constructions of luxury housing projects and the increasing
urbanization in India, the demand for smart home appliances is rising at the highest growth
rate. Additionally, the improving standards of living of people backed by the upsurge in the
levels of disposable income are also making consumers inclined toward advanced and
convenient smart homes, thereby fuelling the demand for technologically advanced products
across the region.

o Competitive Landscape
The Indian home appliance market is highly competitive and moderately consolidated, as top
players have a high market share in the industry of big and small appliances. Consumers have
been becoming more technical understanding, and the manufacturers should be able ready to
offer the best technological advancements to the users, thereby, increasing the investment
into R&D. According to a source, in 2018, over 34% of the Indian population lived in an
urban area, which is expected to rise in the coming years. This creates an enormous
opportunity for the smart home market players.

Major Players in the Home Appliances Industry:

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  Electrolux AB
 Haier Electronics Group Co Ltd
 LG Electronics
 Robert Bosch GmbH
 Whirlpool Corporation
 Philips N.V.
 BSH Home Appliances Corporation
 Apple Inc.

 Current issues Facing by the Industry

The domestic appliances industry is a mature industry. Changes in the business environment
such as political, law, cultural, social, ecological and technological influences have an effect
on the future development of this industry. Challenges to producers in this industry are as
follows-

o China unequivocally dominates the Indian home appliances sector, with yearly
imports of 40-50% entirely built units and 70% components. As a result, dedicated
efforts to reduce the trade deficit will remain paramount, especially with the Make in
India initiative in full force.

o The current macroeconomic environment indicates a lower household penetration

level for the industry, as the impact of COVID-19, unfortunately, caused a decline in
consumer demand. With many affected poorly by pay cuts and lay-offs, demand
recovery remains the need of the hour.

o Weak supply chain networks and lack of vendor support also affect the quality,
productivity, and competitiveness of the sector.

o Complicated import procedures are also a challenge for the industry. There should be
the hassle-free import of raw materials and components by streamlining the import
policy and simplification of procedures.

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 Chapter 4: Data Analysis

 Methods and Techniques of Data Analysis

 Primary Data Analysis

 Secondary Data Analysis

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  Methods and Techniques of Data Analysis

For primary data an offline survey is performed and the data is collected via personal
interview. A set of structured questions were designed and placed as a schedule in a google
form. These questions were asked personally and the responses were digitally recorded by
me.

For secondary data, I went through the materials that are available online materials having
similar topics.

 Primary Data Analysis

1) Best Selling Home & Kitchen Appliance Product

According to the 60.9% of the respondents Refrigerator is the most selling product and
according to 47.8 % Air Conditioner is the most selling product.

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 2) Demand for new product

65.2% of the respondents did not want any new product.

3) Importance of the use of Mother Tongue

52.2% of the respondents definitely prefer sales conversation in their mother tongue, 47.8%
said maybe they will prefer and 0% said they don’t prefer conversation in their mother
tongue.

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 4) Preference of Personal Selling over Virtual Selling

78.3 % of respondents prefer personal selling over virtual selling for home & kitchen

appliances

5) Need for Appoint

43.5% of respondents agreed that a salesperson should take an appointment before visiting,
30.4% said maybe, and 26.1% said there is no need of taking an appointment.

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 6) Importance of providing demonstration or demo for a new product

91.3% of the respondents prefer to get a demo of new product

 Secondary Data Analysis

1) According to 87% of sales professionals personal selling or in-person selling is more

important than selling over phone calls and emails.

Source: www.salesforce.com

Page | 36
2) Personal Selling Improves Relationship Between Company & Customer

The table 1 of this study shows that 25.5% of the respondents strongly agreed that Personal Selling
brings about close relationship between the company and customers, 25.5% of the respondents agreed
to the contrary, 24.5% of the respondents are unsure, 12.2% of the respondents disagreed to the
subjected matter and 12.2% of the respondents strongly disagreed.

[Source: The Effect of Personal Selling and Marketing on Firms’ Sales Growth (A Study of PZ & Dangote Nigeria PLC), By

Solomon Oluyinka]

3) Impact of Personal Selling on a firm’s profit

Table 2 of this study shows that 16.3% of the respondents strongly agreed that Personal
Selling is a direct strategy of increasing firms profitability, 45.9% of the respondents agreed
to the contrary, 17.3% of the respondents are unsure, 10.2% of the respondents disagreed to
the subjected matter and 10.2% of the respondents strongly disagreed.

[Source: The Effect of Personal Selling and Marketing on Firms’ Sales Growth (A Study of PZ & Dangote Nigeria PLC), By

Solomon Oluyinka]

Page | 37
4) Impact of Personal Selling on a organization’s sales volume and revenue

Furthermore, table 3 of this study shows that 22.4% of the respondents strongly agreed that
Personal Selling has a direct influenced on sales volume and revenue of an organization,
36.7% of the respondents agreed to the contrary, 15.3% of the respondents are unsure, 14.3%
of the respondents disagreed to the subjected matter and 11.2% of the respondents strongly
disagreed.

[Source: The Effect of Personal Selling and Marketing on Firms’ Sales Growth (A Study of PZ & Dangote Nigeria PLC), By

Solomon Oluyinka]

5) Influence of personal selling on customers’ product intention

Nevertheless, table 4 of this study displayed that 30.6% of the respondents strongly agreed
that Personal Selling influences customers’ products intention, 34.7% of the respondents
agreed to the contrary, 19.4% of the respondents are unsure, 9.2% of the respondents
disagreed to the subjected matter and 6.1% of the respondents strongly disagreed.

[Source: The Effect of Personal Selling and Marketing on Firms’ Sales Growth (A Study of PZ & Dangote Nigeria PLC), By

Solomon Oluyinka]

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6) Personal Selling as an effective communication tool

In addition, table 5 of this study shows that 26.5% of the respondents strongly agreed that
Personal Selling is an effective communication tool that is used by marketers, 44.9% of the
respondents agreed to the contrary, 8.2% of the respondents are unsure, 10.2% of the
respondents disagreed with subjected matter and 10.2% of the respondents strongly
disagreed.

[Source: The Effect of Personal Selling and Marketing on Firms’ Sales Growth (A Study of PZ & Dangote Nigeria PLC), By

Solomon Oluyinka]

7) WOM as an effective element wile personal selling process

Hence, table 6 of this study shows that 40.8% of the respondents strongly agreed that Word
of Mouth (WOM) is an effective element when carrying out personal selling, 32.7% of the
respondents agreed to the contrary, 9.2% of the respondents are unsure, 11.2% of the
respondents disagreed to the subjected matter and 6.1% of the respondents strongly
disagreed.

[Source: The Effect of Personal Selling and Marketing on Firms’ Sales Growth (A Study of PZ & Dangote Nigeria PLC), By

Solomon Oluyinka]

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8) Importance of understanding of product during personal selling process

Thus, a 40.8% of the respondents strongly agreed that Understanding the products and its
respective function is essential when carrying out personal selling, 27.6% of the respondents
agreed to the contrary, 9.2% of the respondents are unsure, 12.2% of the respondents
disagreed to the subjected matter and 10.2% of the respondents strongly disagreed reported in
the table 7 of this study shows.

[Source: The Effect of Personal Selling and Marketing on Firms’ Sales Growth (A Study of PZ & Dangote Nigeria PLC), By

Solomon Oluyinka]

9) Need of periodical review of personal selling

This study suggested 26.5% of the respondents strongly agreed that personal selling should
be periodically review through feedback from sales representatives and customers, 28.6% of
the respondents agreed to the contrary, 11.2% of the respondents are unsure, 19.4% of the
respondents disagreed to the subjected matter and 14.3% of the respondents strongly
disagreed in table 8 of this study.

[Source: The Effect of Personal Selling and Marketing on Firms’ Sales Growth (A Study of PZ & Dangote Nigeria PLC), By

Solomon Oluyinka]

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 Chapter 5

My Contribution to Body of Knowledge

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  My Contribution to Body of Knowledge

“Knowledge without practice makes only half an artist”. Knowledge is best effective when it

is both learnt & practised. We get better clarity on the concepts when we directly apply them to

a practical work environment.

As a Sales Intern & Associates for 60 days, I learnt a lot of things that helped me gain a great

experience of marketing & sales which will help in the corporate world and henceforth.

I learnt a basic knowledge of:

 Learn to be a team player
 Negotiation
 Contact Customer
 Personal Selling

The most important part and best experience of the internship was allowing me to be part of
getting to know the detailed process of personal selling for a B2B buyer. My contribution to the
body of knowledge was to be a hardworking and sincere intern in that organization.

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 Chapter 6
Findings, Conclusion, and Suggestions

Page | 43
  Findings

o Bestselling home & kitchen appliance products are Refrigerator & Air Conditioner.

o The is very less demand for any new home & kitchen appliance product.

o Business buyers or retailers prefers the sales talk in their mother tongue.

o So many retailers preferred personal selling over virtual selling in case of home & kitchen

appliances.

o Majority of the Retailers prefers it when the sales person takes appointment before physically

visiting.

o Most of the Retailers prefer to get a demo of new product.

o Personal Selling Improves the relationship Between Company & Customers, this helps to

retain customers.

o Personal Selling is a direct strategy of increasing a firm’s profitability.

o Personal selling helps to increase sales volume and revenue of an organization.

o Personal selling influences customers’ intention regarding a product.

o Personal Selling is an effective communication tool that is used by marketers.

o Word of Mouth (WOM) is an effective element when carrying out personal selling.

o Understanding the products and their respective function is essential when carrying out

personal selling.

o Personal Selling Should be Periodically Review through feedback from sales representatives

and customers.

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  Conclusions

Personal selling is through face-to-face communication with potential customers with the goal of
selling a product or service. Personal selling could be suggested as a cornerstone towards building
several relative advantages including strong customer relationship; increase in sales volume,
customer retention, and the needs of customers, taste and preferences of customer, stimulating
the demand of firms’ products. In addition, through personal selling, information is provided
about the relevant of products/services in order to reduce the risk involve in purchase and use;
create awareness, arouse desire and interest. There are some notable reasons why personal selling
allows a direct and personalized interaction between the company and potential customers. It is
momentous as it allows a more detailed explanation of the product or service offered. Not to
mention, an individualized approach to customer service. It is a vital component of successful
B2B marketing because it allows businesses to build relationships with potential customers,
understand their specific needs, and tailor their products or services to meet those needs.
Furthermore, personal selling often leads to more repeat business and higher customer satisfaction
rates, which are predominant for any business. It allows businesses to establish themselves as
experts and build trust with potential customers. When used in conjunction with other marketing
strategies, personal selling can be a powerful tool for business success. Assuredly, personal
selling can be a very effective way to build relationships with potential customers, which can pay
off in a number of ways down the road. Any successful business needs a sales team that can go
out and get the deals done. But in the world of business-to-business (B2B) marketing, personal
selling is particularly vital. In B2B, complex products and services are often sold to other
businesses, which may not be as familiar with the product or service. That’s where a good
salesperson can make a difference, by taking the time to educate potential customers about what
the product or service can do for them and working out a mutually beneficial deal.

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 Suggestions

o The wholesale trader of home & kitchen appliances should focus on the sale of

Refrigerator & Air Conditioners as these two are the most in-demand products.

o There is not much need of new home & kitchen appliance products in market.

o The use of mother tongue would be beneficial during sales talk.

o Personal selling is the preferred mode of selling for home & kitchen appliance retailers.

o Providing a demonstration or demo regarding the use of a newly introduced product is

necessary.

o In today’s world the wholesale retailer should have an online presence.

o The salesperson should be well-informed regarding the products he is selling.

o Personal selling strategy should be periodically reviewed and altered as per the need.

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 Chapter 7:
Summary of the Project

Page | 47
  Appendix

Questionnaire-

What are your bestselling home & kitchen appliance product?

o Refrigerator
o Air Conditioner
o TV
o Kitchen Chimney
o Washing Machine
o Microwave Oven

Are there new products you want to have?

Do you prefer to make conversation with the salesperson in your mother tongue?

o Yes
o No
o Maybe

Do you prefer personal selling over virtual selling for home & kitchen appliances?

o Yes
o No

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Do you think the salesperson should call to to make appointment before physically
visiting your store?

o Yes
o No
o Maybe

Do you prefer to get demo of a new product?

o Yes
o No

Do you agree that you choose a supplier based on his after sale service?

o Strongly disagree
o Disagree
o Neutral
o Agree
o Strongly agree

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  Bibliography

o Books

 Marketing Management, Philip Kotler 14th Edition

 Research Methodology, C. R. Kothari Second Edition

 Sell to Excel: The Art and Science of Personal Selling, by Asif Zaidi

o Website References

 Personal Selling - Definition, Types, Techniques, Examples, Pros & Cons

(marketingtutor.net)

 Home Appliances Market In India | Industry Growth, Trends (2022-27)

(mordorintelligence.com)

 Importance of Personal Selling (economicsdiscussion.net)

 What Is Personal Selling In Marketing? Process, Benefits, Types,

Importance (entlifeonline.com)

 (PDF) Ethics in Personal Selling and Sales Management: A Review of

the Literature Focusing on Empirical Findings and Conceptual
Foundations (researchgate.net)

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