Research Project

Report on
GENERATION Z’s SALES TRAUMA: A DEEP DIVE INTO
THE EMOTIONAL IMPACT OF SALES JOB

PCTE GROUP OF INSTITUTES

Ludhiana
In partial fulfillment of the requirement for the award of degree of
Master of Business Administration (MBA)

Submitted by Supervisor

Charanpreet kaur Miss. Amanpreet Kaur

2213654 Assistant professor

DEPARTMENT OF BUSINESS MANAGEMENT

2022-2024

1
 CERTIFICATE

This is to certify that Miss. Charanpreet kaur , Roll No. 2213654 has undergone a Research
Project On “GENERATION Z’s SALES TRAUMA: A DEEP DIVE INTO THE
EMOTIONAL IMPACT OF SALES JOB” under my supervision in the specialization area
Marketing. The work embodied in this report is original and is of the standard expected of an
MBA student and has not been Submitted in part or full to this or any other university for the
award of any degree or Diploma. She has completed all requirements of guidelines for
Research Project Report. The Work is fit for evaluation.

………………………….

Major Advisor

Miss. Amanpreet kaur

Assistant Professor

PCTE Group of Institute Ludhiana

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 ACKNOWLEDGEMENT

With Immense Gratitude, I hereby acknowledge my sincere thanks to everyone whose

guidance and encouragement made my efforts a success. First of all, I would like to
thank my project guide and major advisor, Ms.Amanpreet Kaur (Assistant Professor,
PCTE Group of Institute Ludhiana) for providing me a base to start with my dissertation
work. I would express my heartfelt gratitude to Punjab College of Technical Education
for providing me with this opportunity to gain invaluable learning experience. I am
grateful to my parents for their constant encouragement and support. I also thank my
friends and batch mates who gave me valuable support during tough times of my work.

Charanpreet kaur

MBA (2022-24)

PCTE Group of Institutes Ludhiana

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 DECLARATION
This is to certify that the Project Report entitled “GENERATION Z’s SALES
TRAUMA: A DEEP DIVE INTO THE EMOTIONAL IMPACT OF SALES JOB” is an
original work and has not been submitted is part or full to any other
university/institution for the award of any degree or diploma.

Name: Charanpreet kaur

Roll No: 2213654

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 TABLE OF CONTENTS

Chapter No. Title Page No.

Certificate 2

Acknowledgement 3

Declaration 4

Chapter 1 Introduction 7-14

1.1 Introduction 7-10

1.2 Factors Generation Z consider while opting sales as a 10-11

career choice

1.3 Why Generation Z don't want to opt sales as career 12

choice

1.4 Causes of Negative perception of Generation Z 12-13

1.5 Importance of studying sales trauma 13-14

Chapter 2 Review of Literature 15-21

Chapter 3 Research Methodology 22-24

3.1 Objectives 23

3.2 Need of study 23

3.3 Research design 23

3.4 Data collection 23-24

3.5 Data analysis 24

3.6 Sampling plan 24

Chapter 4 Analysis and Interpretation 25-36

Chapter 5 Findings 37-38

Conclusion and Recommendations 38-41

References 42-43

Appendix 44-47

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 TABLE OF FIGURES

Table No. List of Figures Page no.

4.1 26
Graph depicts the level of interest in pursuing sales as career

4.2 27
Pie chart depicts the fear or anxiety level

4.3 28
Pie chart depicts the aspects of sales role that potentially lead to stress

4.4 29
Pie chart depicts the factors that majorly contribute to the satisfaction level

4.5 30
Pie chart depicts the specific reasons which leads to negative perception

4.6 31
Graph depicts the stress level associated with a sales career

4.7 32
Graph depicts the fear of rejection while dealing with difficult customers

4.8 33
Graph depict the level of comfort person feel which dealing with customers

4.9 34
Pie chart depicts whether sales career provide Ample opportunities or not

4.10 35
Pie chart depicts the factors that motivate to pursue career in sales

4.11 36
Pie chart depicts the negative perception which reluctant to pursue career in sales

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 CHAPTER-1

INTRODUCTION

Businesses face a challenge recruiting and maintaining a high-quality salesforce.

7
Increasingly, recruiting focus for entry-level sales positions has turned to university business
students and sales centers. Unfortunately, research shows most students have persistent
negative misconceptions about professional sales careers and there is little research
examining comprehensive and structured decision-making frameworks used by students
when evaluating a sales career. This paper develops and tests an integrative framework that
maps students’ decision-making process to their intention to pursue a sales career.
Specifically, we examine how perceived sales knowledge, perceptions of selling ethics,
perceptions of salespeople, and perceptions of the selling profession impact their intent to
pursue a sales career both pre- and post-exposure to sales professionals. In a rapidly evolving
job market, the career choices of each generation are influenced by a unique set of factors.
Generation Z approach to work, their values, and the changing landscape of the job market
have all played a role in shaping their perspectives on sales as a career option.

(Levin, hansen and laverie 2012) states that although businesses face a myriad of challenges,
one of the most critical is recruiting new college graduates who tend to pursue their career in
sales.

Basically student perceptions are related to five dimensions:

(1) Perceived sales knowledge
(2) Perceptions of selling ethics
(3) Perceptions of salespeople
(4) Perceptions of the sales profession
(5) Intention to pursue a sales career

Product sales representatives:

Product sales representatives sell goods for wholesalers and manufacturers. They usually sell
to businesses, not to individual consumers. Some product sales representatives sell goods for
more than one company or product line; others work for only one company or specialize in
selling a particular type of good. About 5 percent were self-employed in 2010.These workers
sell a variety of products from raw materials to finished goods and work in many different
industries. There are two separate categories of product sales representatives: those who sell
technical and scientific products and those who sell all other types of products.

8
Services sales representatives:
Sales workers who sell services to businesses and individuals are known as services sales
representatives. Three types of services sales representatives are described below: advertising
sales agents; insurance sales agents; and securities, commodities, and financial services sales
agents. Other examples include workers who sell travel, telecommunications, and consulting
services.
Most people view sales people as pushy, dishonest, aggressive and annoying. In fact,
according to a study done by Gallup (as cited by Futrell, 2007), it was found that insurance
salespeople, advertising practitioners and used car salespeople ranked among the lowest in
terms of ethics and honesty, with car salespeople placed at the lowest rung. The roots of this
‘negative’ attitude towards salespeople can perhaps be traced back to the Industrial
Revolution, when factories developed tremendous manufacturing capabilities, leading to a
huge surplus of inventories that posed problems to manufacturers (Lamb et al. 2007). As a
consequence, salespeople were hired to sell as much of the products as possible and as
quickly as possible. To achieve their sales ‘target’, these salespeople had to adopt an
extremely aggressive approach, which is often referred to as ‘sales’ (as opposed to ‘market’)
orientation in marketing theory (Bristow et al. 2006). It is this contradictory attitude towards
the sales profession in general and the salespersons that motivated our current research.
Specifically, what we are interested in finding out is whether students brought up and
educated in vastly different cultures and educational systems also harbor different feelings
towards the salespersons and choosing the sales profession as a career. The following section
provides a review of the relevant literature. In the next section, we develop the conceptual
framework for our analysis, The penultimate section of this study describes the implications
for the study. At a minimum, the findings can be used by sales managers, salespersons and
marketing educators to make a conscious effort at eliminating the misguided notions that
students have about the role of salespersons in our society. The concluding section
acknowledges the limitations and provides suggestions for advancing the current line of
research.

Historically, students tendentially avoid applying or interviewing for sales positions

(Dubinsky, 1981; Weeks & Muehling, 1987) despite personal selling can offer a rewarding
and fulfilling career, because society in general and students in particular often have a
negative opinion of selling and thus their intent to pursue a sales career is very low (Manning,

9
Reece, & Ahearne, 2010; Karakaya, Quigley, & Bingham, 2011). Despite the stereotype
though, many graduates in marketing and business disciplines often spend at least a period of
their professional life in sales, either While moving from one job to another or as a first job
after graduation. Moreover, if students hold negative stereotypes of salespeople then this will
influence their behaviour on the job and general well-being. Finally, there is also the
possibility that those individuals who feel to conform to the negative stereotype will wish to
take sales positions, following and adverse selection mechanism. This situation could lead to
undesirable recruits and a higher level of negative selling behaviour – further perpetuating the
negative stereotype of sales amongst the general public and potential recruits. This work tries
to build on previous literature (Lee, Sandfield, & Dhaliwal, 2007; Karakaya, Quigley, &
Bingham, 2011; Fournier et al., 2014; Ballestra et al., 2017) and to further investigate this
phenomenon of the negative sales stereotype, often perpetuated by mass media, and even to
study the misconception of what selling involves as a job and the consequent assumptions
made towards Salespeople.

FACTORS GENERATION Z CONSIDER WHILE OPTING SALES AS A

CAREER CHOICE :

• Technology Proficiency: Generation Z has grown up with technology, making them adept
at using digital tools, which is increasingly important in sales. They are comfortable with
social media, email, and e-commerce platforms, which can be advantageous in marketing and
selling products online.

• Income Potential: Sales careers often offer uncapped earning potential through
commissions, bonuses, and performance-based incentives. The allure of high income can be a
powerful motivator for young professionals.

• Flexibility: Many sales roles provide flexibility in terms of work hours and remote work
options. This flexibility can be attractive to Generation Z, who often value work-life balance
and may appreciate the ability to manage their schedules.

• Job Security: Sales professionals play a critical role in revenue generation for companies.
As a result, there is a degree of job security in sales careers, especially in industries that are

10
not as susceptible to economic downturns.

• Entrepreneurial Opportunities: Some in Generation Z view sales as a stepping stone to

entrepreneurship. They may see it as a way to gain valuable business experience, build a
network, and potentially start their own ventures or work for startups.

• Communication Skills: Generation Z is known for its strong communication skills, often
developed through social media and digital interactions. Sales relies heavily on interpersonal
skills, making it a natural fit for those who excel in communication.

• Passion and Interest: A genuine interest in the products or services being sold can
significantly impact job satisfaction. Those who are passionate about what they sell are often
more motivated and effective in their sales efforts.

• Training and Development: Access to training and professional development programs

can be a deciding factor. Generation Z values continuous learning, and companies that invest
in their employees' growth are often more attractive employers.

• Company Culture: The culture and values of a company can be crucial. Generation Z may
prioritize workplaces that are committed to social responsibility, sustainability, and
inclusivity. They seek organizations that align with their personal values.

• Mentorship: Having access to experienced mentors can greatly influence their career
choice. A strong mentorship program can help young sales professionals develop their skills
and navigate the complexities of the sales profession.

• Work-Life Balance: Balancing work and personal life is important to many in Generation
Z. Sales roles that offer more predictable schedules, remote work options, or reduced travel
may be more appealing.

• Ethical Considerations: Generation Z often values ethical business practices. They may be
hesitant to work in sales roles associated with industries or companies that have a negative
reputation or engage in unethical behavior.

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WHY GENERATION Z DON’T WANT TO PURSUE SALES CAREER :
Certainly, the negative perception of sales is a significant factor influencing why many
members of Generation Z may not choose sales as a career option. This perception can be a
barrier to entry for young individuals who may associate sales with pushy or manipulative
tactics. Hidden traumas, anxiety, and stress are some of the key disturbances that stop job
seekers from choosing sales as a career option.

Negative Image of Sales Career :

Negative perceptions of salespeople and sales careers have long persisted. As evident in early
research titles like “I Didn’t Raise My Boy to be a Salesman!” (Staunton 1958), this negative
stereotype was well entrenched in the minds of people specially from people during the late
fifties and through the early seventies who expressed their negative attitudes towards selling
as a career . Furthermore, more recent research on student attitudes toward selling has found
that students still maintain negative sales stereotypes. Even more recently, when asked to
rank professions in order of trustworthiness, a current survey found that sales representatives
ranked just slightly above elected officials and decidedly below professions such as teaching
or medicine.

CAUSES OF NEGATIVE PERCEPTION OF GENERATION Z AMONG

SALES :

1. Performance Pressure: Sales targets create a performance-driven environment, and the

fear of not meeting them can be stressful and anxiety-inducing.
2. Sales anxiety: Sales Anxiety can be defined as a fear of being negatively evaluated and
rejected by clients, and is accompanied by urges to avoid contact with clients.
3. Pressure: Sales roles may come with high-pressure environments, tight deadlines, and
demanding quotas.
4. Commission-based Pay: Uncertainty about earnings tied to commissions can cause
financial stress.
5. Performance Evaluation: Frequent performance evaluations and feedback can be fear-
inducing.
6. Public Speaking: Sales may involve presentations or public speaking, triggering fears of
stage fright.

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7. Ethical Concerns: A fear of compromising one's ethics in sales, such as pushing
unnecessary products or services, can deter some from pursuing this career.
8. Introversion: Introverts may fear sales roles due to the misconception that extroverted
personalities are more suitable.

PRE STUDY BEHAVIOUR:

Predetermined behavior typically refers to actions, responses, or patterns of conduct that are
established or decided in advance, often based on factors such as genetics, upbringing, or
prior experiences. It can imply that an individual's behavior is strongly influenced or guided
by these predetermined factors.

Understanding the pre-behaviour of Generation Z when they intend to pursue sales as a career
is not only intriguing but also essential for organizations seeking to recruit, retain, and
harness the potential of this generation in the ever-competitive world of sales. This study
aims to delve into the motivations, influences, and attitudes of Generation Z as they embark
on a sales career journey.

IMPORTANCE OF STUDYING SALES TRAUMA :

Studying sales trauma, especially among Generation Z, is important for several reasons:

• Understanding Consumer Behavior: By studying sales trauma in Generation Z,

businesses can gain insights into how past negative sales experiences influence consumer

13
behaviour. This understanding can help companies tailor their sales and marketing strategies
to be more effective and sensitive to the needs of this demographic.

• Improving Sales Techniques: Sales professionals can benefit from studying sales trauma
to refine their approach. Learning from the mistakes of the past and understanding what
triggers negative responses can lead to more empathetic and successful sales interactions.

• Building Trust: For Generation Z, trust is a critical factor in making purchasing decisions.
By studying sales trauma, businesses can work on rebuilding trust and improving their
relationships with this demographic.

• Enhancing Customer Experience: Sales trauma can result from negative customer
experiences. By studying this trauma, companies can focus on enhancing the overall
customer experience, which is crucial in retaining Generation Z customers.

• Ethical Sales Practices: Understanding the impact of sales trauma can encourage
companies to adopt more ethical and transparent sales practices, aligning with the values of
Generation Z.

• Mental Health and Well-being: Negative sales experiences can have an impact on the
mental health and well-being of individuals. Recognizing and addressing sales trauma can
contribute to the overall psychological health of Generation Z.

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 Chapter: 2

Literature Review

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1. B lussier, et al. (2023) Aims to examine the impact of social factors (e.g. supervisor
support and family work support) on salespeople’s unethical behaviors as a social exchange
process in an emerging market context where work and family pressures are high.
Specifically, the mediating role of emotional and cognitive engagement on the relationship
between social support and unethical behaviors is investigated. The study likely investigates
the mediating role of emotional and cognitive engagement in the relationship between social
support (from supervisors and family) and unethical behaviors. This mediating role suggests
that the quality and extent of social support received by salespeople may affect their
emotional and cognitive responses, subsequently influencing their ethical decision-making
processes.

2. JW Peltier, et al. (2020) Develops and tests an integrative framework that maps students’
decision-making process to their intention to pursue a sales career. Specifically, examine how
perceived sales knowledge, perceptions of selling ethics, perceptions of salespeople, and
perceptions of the selling profession impact their intent to pursue a sales career both pre- and
post-exposure to sales professionals in the classroom. Utilizing structural equation modeling,
we investigate the interactive relationships of these four areas (sales knowledge, selling
ethics, salespeople, and the selling profession) on intent to pursue.

3. Cardinali Silvio, et al. (2019) Aims to explore sales and salespeople stereotype among
students. The research basically focus on lack of awareness, negative perception and
stereotyping of sales and salespeople, and the impact on their feelings toward selling. In
addition, in today competitive business environment, selling requires more and more
professionalism, organizational capabilities, and knowledge of adaptive and consultative
services. The research focus on all the aspects related to selling.

4. Scott A Inks, et al. (2018) Aims to indicate that students' perceptions are influenced by
their views on sales professionalism, how they believe others perceive salespeople, and their
level of sales knowledge. Firstly, the researchers examined students’ perceptions of sales
professionalism, looking at factors such as ethical standards, interpersonal skills, and the

16
overall reputation of sales professionals in the business world. Secondly, they likely explored
how students believed others perceive salespeople, including societal stereotypes or cultural
biases that may influence perceptions of sales careers. Additionally, the study likely
investigated the students’ level of sales knowledge and how it correlates with their interest in
pursuing sales careers. This could involve assessing students’ understanding of sales
processes, strategies, and industry trends, and how this knowledge impacts their perceptions
and career aspirations.

5. Peltier, et al. (2014) Focuses on Students’ perceptions of personal selling as a less than
desirable job has been recognized in the academic literature since the 1950s, and this negative
sentiment has remained unchanged to the present days. Over the decades, various factors may
have contributed to this unfavorable view of personal selling among students. These could
include stereotypes associated with sales roles, misconceptions about job demands and
rewards, concerns about job stability and work-life balance, or perceived ethical challenges
within the sales industry. The researchers have explored how these perceptions have evolved
over time and whether efforts to enhance the image of sales careers have been effective.
Insights from this study could shed light on strategies to change students’ attitudes towards
personal selling, such as targeted educational interventions, industry partnerships, or
initiatives to highlight the value and rewards of sales professions.

6. Fahri Karakaya, et al. (2014) States that Switzerland, and Turkey perceive the distinctions
between sales and careers in sales. Previous research suggests that students in the United
States and other countries tend to hold unfavorable views of both selling and pursuing sales
careers. This research extends previous findings by contrasting the perceptions of American
students with those of their counterparts in two European nations.

7. GS Black, et al. (2014) Addresses the crucial objective of identifying and evaluating
factors influencing students' inclination toward a sales career and their attitudes toward
salespeople. Executed through two distinct studies employing different treatments, the
investigation encompasses 263 undergraduate students enrolled in marketing and/or sales-

17
related classes.

8. Bahhouth, et al. (2014) Focused on Many individuals who commonly perceive salespeople
as pushy, dishonest, aggressive, and bothersome. An example from Gallup (cited in Futrell,
2007) . This negative perception of salespeople may have its roots in the Industrial
Revolution when excessive manufacturing led to a surplus of products. Consequently,
salespeople were tasked with selling products quickly, often adopting an overly aggressive
approach to meet sales targets.

9. S Baalbaki, et al. (2014) Aims to identify and assess factors influencing students'
disposition toward a sales career and their attitudes toward salespeople. Conducted through
two experiments with 263 undergraduate students in marketing and sales-related classes. The
study likely aimed to manipulate certain variables (e.g., presenting positive or negative
information about sales careers) to observe changes in students' attitudes and dispositions.
Insights from these experiments could have provided a deeper understanding of the cognitive
and emotional factors that shape students' perceptions of sales careers and salespeople.

10. C quigley, et al. (2011) explores students' perceptions of sales and salespeople, shedding
light on the persistently negative stereotypes associated with this career choice. The authors
reference previous works, such as that of Ballestra et al. (2017), which underscored students'
lack of awareness and unfavorable perceptions of sales, emphasizing the consequential
impact on their attitudes toward pursuing a career in sales. The study conducted a cross-
national investigation involving students from the United States, Switzerland, and Turkey. It
revealed that negative perceptions of attributes associated with sales jobs and salespeople are
prevalent among students in these nations.

11. Fishbein, Ajzen, et al. (2010) Identified two types of attitudes toward target behavior:
experiential and instrumental. Experiential attitudes reflect whether performing the target
behavior would be pleasant, fun, and/or enjoyable (e.g., selling activities), while instrumental

18
attitudes focus on the utility and/or value of the outcomes of performing the behavior (e.g.,
monetary rewards).

12. Spillan John E, et al. (2009) States that research is being done to determine if and how the
students' countries of origin—the US, Peru, and Guatemala are related to such negative
perception. This investigation sought to delve into the intricate nature of how individuals
from these countries are perceived, aiming to uncover whether these perceptions are shaped
by stereotypes, biases, or broader socio-cultural influences. The researchers likely began by
carefully selecting a diverse range of participants representing these countries, ensuring a
comprehensive representation of demographics.

13. J spillian, et al. (2008) focuses on students’ perceptions of personal selling as a career in
the developing nations–Case of Lebanon. Studies in United States highlighting the negative
perception of sales profession by people are numerous, especially when it comes to issues of
ethics and honesty. Lee et al (2007) argued that students generally try to avoid salespeople as
best as they can; in the addition, the lack of information about the profession perpetrates the
negative image in their minds.

14. Charles E Pettijohn, et al. (2001) Assesses how students view different aspects of sales
professions and makes recommendations for academics and practitioners on how to change
how MBA students view sales careers.By analyzing these perceptions, the researchers sought
to identify key areas of concern or misperceptions that might deter MBA students from
considering sales careers as viable and rewarding options. Based on their findings, Pettijohn
et al. likely proposed recommendations targeted towards academics and practitioners. These
recommendations might have included curriculum enhancements to highlight the value and
potential of sales roles, integrating real-world case studies or guest lectures from successful
sales professionals into MBA programs, or advocating for changes in industry practices to
enhance the attractiveness of sales careers.

15. RW Cook, et al. (1999) Explore the career preferences among undergraduate students,

19
specifically focusing on sales professions, reveals intriguing patterns of gender-based
disparities. In a survey encompassing three universities, both female and male undergraduate
students shared a general consensus on the attributes associated with a career in sales.
However, a notable distinction emerged as females consistently rated a selling career
significantly lower in terms of preference compared to their male counterparts. The study
brings attention to the divergence in career preferences between genders, highlighting that
females exhibited a substantially stronger inclination toward careers in public relations,
advertising, and retail management.

16. Shannon Cummins, et al. (1998) Specifically look at how students' pre- and post
Classroom exposure to sales professionals impacts their intent to pursue a career in sales, as
well as how perceptions of perceived sales knowledge, perceived selling ethics, perceptions
of salespeople, and perceptions of the selling profession. The researchers probably assessed
students' initial attitudes towards sales careers and then analyzed how these attitudes evolved
following exposure to industry professionals. They likely explored whether increased
exposure positively influenced students' perceptions of sales as a viable career option,
potentially impacting their intent to pursue sales roles in the future.

17. Shannon, et al. (1997) Aims to look at how students' pre- and post classroom exposure to
sales professionals impacts their intent to pursue a career in sales. Insights from this study
could have implications for educational programs and industry engagement strategies. For
instance, it may have highlighted the importance of incorporating real-world experiences,
such as internships or guest lectures, into academic curricula to positively influence students'
perceptions of sales careers. Additionally, findings might have informed recommendations
for practitioners on how to effectively engage with educational institutions to promote the
attractiveness of sales careers among students.

18. Tomkovick, et al. (1996) Focused on college and MBA students’ intent to pursue sales
careers as graduates are viewed as possessing the professional skills and motivation to
succeed in the changing sales landscape. The researchers probably explored factors such as
students' perceptions of job stability, earning potential, skill requirements, and alignment of

20
sales roles with their career goals. By analyzing these factors, the study aimed to identify the
drivers and barriers influencing students' intentions to pursue sales careers post-graduation.

19. SG Amin, et al. (1995) Examines American business student's views of sales jobs as a
career. Further, the study examined how sex (male vs. female) influenced the student's
attitudes toward personal selling as a potential profession. The researchers probably analyzed
differences in attitudes and perceptions between male and female students to identify any
gender-related biases or stereotypes impacting views on sales professions. By understanding
these dynamics, the study aimed to provide insights into how gender influences career
aspirations and perceptions within the field of personal selling.

20. Amin, et al. (1995) Examines the perceptions of business students who had the exposure
to sales: marketing majors, students who have taken two or more sales courses, and students
who have had exposure to sales via relatives or a sales job/internship. The researchers likely
employed surveys or interviews to gather data on these students' perceptions of sales careers,
including their attitudes towards job satisfaction, earning potential, skill requirements, and
overall interest in pursuing sales as a profession. By comparing the perceptions of these
different groups, the study aimed to identify how exposure to sales-related experiences
influences students' views and intentions regarding sales careers.

21
 Chapter: 3

Research Methodology

22
3.1 OBJECTIVES OF RESEARCH :

1. To investigate the attitudes and responses of the Generation Z towards pursuing a career in
sales, with a particular focus on understanding the potential sources of trauma or stress
associated with sales roles within the context of India."
2. To investigate and understand which negative perception held by today's generation
towards sales career.
3. To assess which negative perception is more dominant.
4. Investigate the underlying motivations that drive individuals to pursue a career in sales,
shedding light on the personal, societal and career-related factors.

3.2 NEED FOR STUDY :

Examining sales-related traumas can also promote a healthier and more empathetic work
environment, fostering resilience and encouraging a more sustainable and fulfilling sales
career.

3.3 SCOPE OF STUDY:

The scope of studying traumas related to sales as a career is multi-faceted. Firstly, it involves
identifying and comprehending the typical stressors and traumatic experiences that sales
professionals encounter in their roles. Secondly, it encompasses the development of strategies
to prevent and address these traumas, ensuring the well-being and mental health of
individuals in the field.

3.4 RESEARCH DESIGN :

The descriptive study methodology is used, with the survey (questionnaire) serving as the
primary method for determining the impact of internet reviews on customer purchasing
behavior.

3.4 DATA COLLECTION :

1. PRIMARY DATA: The primary data have to be collected through questionnaires with

23
open-ended questions and responses from all age groups in Ludhiana.

2. SECONDARY DATA: Secondary data is going to be collected from websites and

journals such as the international journal, the journal of addictions, and many international
research unit articles from various countries across the world.

3.5 DATA COLLECTION METHODS :

1. Surveys: Gather information through structured questionnaires
2. Interviews: Conduct one-on-one or group discussions to obtain qualitative data.
3. Social Media Data: Extract insights from social media platforms and networks

3.6 SAMPLING PLAN :

• SAMPLING METHOD: Non- probability: convenient sampling method is used for data
collection.
• POPULATION: Generation Z who are seeking their career in sales or people who are
already pursuing their careers in sales.
• SAMPLE SIZE: A simple random sample (N= 200) was drawn from Generation Z.

3.7 DATA ANALYSIS AND INTERPRETATIONS :

For analyzing the data, the analysis techniques are bar charts, weighted mean, pie charts.
• Bar graphs are used to compare individual categories or values.
• Pie charts are used to show proportions within a whole.

24
Chapter:4

Analysis and Interpretation

25
Fig.3.1 Shows the level of interest in pursuing sales as career:

Analysis:

The data suggests that the majority of respondents, approximately 77.5%, are not particularly
interested in pursuing a career in sales, rating their interest level at the lowest point on the
scale. This could indicate a lack of enthusiasm or preference for other career paths.
Meanwhile, a small percentage, around 11.5%, show a slightly higher level of interest, but
still not significantly drawn towards sales. The remaining respondents are divided among the
middle ratings, with only a combined 7.5% expressing moderate to high interest.

Interpretation:

Overall, the data indicates that sales might not be a widely favored career choice among the
surveyed individuals, with a clear majority leaning towards other avenues.

26
Fig.3.2 Shows the fear or anxiety level:

Analysis:

The data provided indicates a significant majority of respondents, totalling 90.5%, reported
experiencing fear or anxiety when contemplating a career in sales. This suggests a prevalent
sentiment of trepidation among individuals considering entering the sales profession. On the
other hand, a smaller portion of respondents, constituting 6% of the sample, indicated they do
not harbor such fears, implying a minority within the population unaffected by concerns
associated with sales careers. Furthermore, 3.5% of respondents fell into the "Maybe"
category, indicating a degree of uncertainty or ambivalence towards pursuing sales as a
career.

Interpretation:

The high prevalence of fear or anxiety towards sales careers suggests perceived challenges
such as meeting targets and fear of rejection. Conversely, the small portion unaffected may
possess traits suited for sales, while the "Maybe" group indicates indecision, emphasizing the
need for support in career decisions.

27
Fig.3.3 Depicts the aspects of sales role that potentially lead to stress:

Analysis:

Potential stressors in a sales role reveals several key factors. Rejection, though relatively low
at 3%, can still be emotionally taxing, as it challenges one’s self-esteem and resilience. Sales
targets, at 29.6%, represent a significant stressor, as they create pressure to perform and meet
often demanding goals. Unpredictable income, the highest at 55.8%, can induce anxiety and
financial instability, as earnings fluctuate based on sales performance. Long working hours,
at 9.5%, contribute to work-life imbalance and fatigue, affecting overall well-being. The
remaining 2% of “others” may encompass various stressors such as intense competition

Interpretation:

The analysis highlights that while rejection and long working hours are recognized stressors
in sales roles, the predominant concern is the unpredictability of income, which induces
significant anxiety and financial instability. Meeting sales targets amplifies this stress,
creating a cycle of performance pressure. Employers should address these stressors by
providing support, stability incentives, and strategies for workload management to enhance
the well-being and productivity of sales professionals.

28
Fig.3.4 Depicts the factors that majorly contribute to the satisfaction level :

Analysis:

In analyzing factors contributing to satisfaction in sales careers, compensation (6.1%)

remains vital, reflecting the tie between performance and financial rewards. Work-life
balance (39.9%) emerges as paramount, indicating the desire for flexibility and personal time.
Job security (27.8%) underscores the importance of stability in uncertain economic climates.
Ethical considerations (24.7%) highlight the demand for integrity in sales practices. The
inclusion of other factors (1.5%) suggests varied individual preferences, such as career
advancement opportunities or company culture.

Interpretation:

This analysis suggests that while financial rewards are essential, the predominant emphasis
on work-life balance signals a shift towards prioritizing personal well-being. Job security
emerges as a significant concern, reflecting a desire for stability in uncertain economic times.
Ethical considerations also play a crucial role, indicating a growing demand for integrity in
sales practices. The inclusion of other factors highlights the diverse preferences among
individuals, showcasing the multifaceted nature of satisfaction in sales careers. Overall, this
interpretation underscores the importance of considering a range of factors when evaluating
satisfaction in sales roles.

29
Fig.3.5 Shows the specific reasons which leads to negative perception:

Analysis:

Analysis suggests that negative perceptions of sales careers are largely influenced by friends’
advice (44.2%), indicating the powerful impact of social circles. Concerns about the lack of
transparency in the industry (37.6%) contribute significantly, reflecting uncertainties and
potential drawbacks. Personal experiences with sales personnel (6.1%) also play a role,
highlighting the influence of direct interactions. Media portrayal (8.6%) adds to negative
perceptions, while other factors (1%) contribute minimally. Overall, this analysis underscores
the multifaceted sources that shape negative perceptions of sales careers.

Interpretation:

The interpretation suggests that negative perceptions of sales careers are largely influenced
by social factors, such as advice from friends, which holds substantial sway. Transparency
issues within the industry also contribute significantly, alongside personal experiences and
media portrayals. Overall, this highlights the need for greater transparency and positive
representations to address negative perceptions of sales careers.

30
Fig.3.6 Depicts the stress level associated with a sales career:

Analysis:

The analysis of the respondents’ perceived stress levels reveals a predominantly low stress
environment, with a majority of 51% indicating their stress level as “very low” (rating 1).
This suggests a generally relaxed or manageable atmosphere among the surveyed population.
Following closely behind, 48% rated their stress level as a 2, indicating a slightly higher but
still relatively low level of stress. However, there appears to be a notable drop in the
percentage of respondents who rated their stress level as a 3 (34%), suggesting a significant
shift towards a moderate stress level. Furthermore, only a small percentage of respondents
rated their stress levels as 4 or 5 (4% each), indicating a minority experiencing high levels of
stress. Overall, the data reflects a predominantly low stress environment among the
respondents, with a noticeable but smaller portion experiencing moderate to high levels of
stress.

Interpretation:

The interpretation indicates that the majority of respondents perceive their stress levels as
low, with a notable portion experiencing moderate stress. Only a minority report high stress

31
levels. Overall, the data suggests a predominantly relaxed atmosphere among the surveyed
population, with some experiencing moderate stress.

FIG.3.7 Shows the fear of rejection while dealing with difficult customers

Analysis:

The respondents’ perceptions regarding the extent to which fear of rejection or dealing with
difficult customers influences their choices reveals a significant majority perceiving this
influence to be very low. Specifically, 59.3% of respondents rated their fear or concern at the
lowest level (1), indicating minimal impact on their decision-making process. A smaller but
notable portion, 17.1%, perceived the influence to be low (rating 2), suggesting a slight
consideration of this factor. However, there is a distinct drop in the percentage of respondents
indicating a moderate (11.6%) or high (7.5%) extent of influence, indicating that fewer
individuals feel significantly impacted by this fear. Moreover, only a minority of respondents
(4.5%) perceive the fear to have a very high extent of influence.

Interpretation:

The data indicates that the fear of rejection or dealing with difficult customers has a relatively
low influence on the choices made by respondents. With over 59% of respondents rating this

32
fear as having a very low extent, it suggests that for the majority, this factor plays a minimal
role in decision-making processes. While there is a minority expressing higher levels of
concern, with 7.5% indicating a high extent, the overall trend highlights that most individuals
do not perceive this fear as significantly impacting their choices.

Fig.3.8 Depicts the level of comfort person feel which dealing with
customers

Analysis:

The data suggests that a significant portion of individuals, around 39.5%, are not comfortable
at all when dealing with customers, rating their comfort level at the lowest point on the scale.
This indicates a potential discomfort or unease in customer-facing situations, which could
impact their ability to engage effectively. Additionally, a sizable percentage, approximately
34%, express only a moderate level of comfort, indicating that while not entirely
uncomfortable, they may still face some challenges or reservations when interacting with
customers. Conversely, a smaller proportion of respondents, around 15.5%, feel somewhat
comfortable, with only 7.5% feeling fairly comfortable, and merely 3.5% feeling very
comfortable in customer interactions.

33
Interpretation:

Overall, the data suggests that there is a notable range in comfort levels, with a significant
portion of individuals feeling varying degrees of discomfort when dealing with customers,
potentially highlighting areas for improvement in customer service training or support.

Fig.3.9 Shows whether sales career provide Ample opportunities or not:

Analysis:

The data analysis indicates that the vast majority of respondents, around 87.4%, believe that a
sales career provides ample opportunities. Conversely, only 5% express a negative opinion,
while 7.6% are uncertain.

Interpretation:

This suggests a strong consensus among respondents regarding the opportunities afforded by
a career in sales.

34
Fig.3.10 Depicts the factors that motivate to pursue career in sales:

Analysis and Interpretation:

People are largely driven by personal intentions and their ethical views when pursuing a sales
career. While various factors contribute to their motivation, including sales knowledge, it
alone does not serve as a primary motivator. This analysis suggests that people are highly
motivated to enter a sales career based on their personal ambitions and ethical beliefs about
selling. While factors such as sales knowledge play a role in motivation, they are not the sole
or primary drivers of motivation for individuals pursuing sales roles. The emphasis is placed
on the intrinsic motivations and ethical considerations that individuals bring to their decision
to pursue sales as a career path.

35
Fig.3.11 Shows the negative perception which reluctant to pursue career in
sales:

Analysis:

The analysis reveals that certain factors influence individuals’ decisions regarding pursuing a
sales career to varying degrees. Rejections, a common aspect in sales, have a moderate
influence on individuals, with 52% not being significantly swayed by them but still
acknowledging some impact. Unpredictable income emerges as a moderately influential
factor, often considered by most people when deciding on a sales career. On the other hand,
long working hours and high sales targets have relatively minor influences, with a significant
portion of individuals not overly concerned about these aspects.

Interpretation:

36
The analysis suggests that individuals’ motivations and considerations when choosing a sales
career are shaped by different factors. Rejections, while not a major deterrent for many, are
still recognized as part of the sales experience. Unpredictable income is a significant
consideration for most people, indicating a preference for financial stability despite potential
fluctuations. The lesser concern towards long working hours and high sales targets implies
that these aspects, while present in sales roles, may not be primary factors influencing career
decisions for a substantial portion of individuals. Overall, these insights highlight the
complex interplay of factors that impact individuals’ perceptions and motivations towards
pursuing a sales career.

Chapter 5

Findings and Conclusion

37
Findings:

1. Fear and Anxiety Towards Sales Careers: Widespread fear or anxiety (90.5%) among
individuals considering sales careers, reflecting perceived challenges and uncertainties.
2. Stressors in Sales Roles: Significant stressors include unpredictable income, meeting sales
targets, and emotional impact of rejection, highlighting the demanding nature of sales roles.
3. Factors Influencing Satisfaction in Sales Careers: Key factors contributing to satisfaction
include work-life balance, compensation, job security, and ethical considerations, reflecting
diverse preferences among individuals.
4. Sources of Negative Perceptions of Sales Careers: Negative perceptions influenced by
social factors (friends’ advice), industry transparency issues, personal experiences, and media
portrayals, emphasizing the need for positive representation.
5. Perceived Stress Levels: Variation in perceived stress levels among sales professionals,
with the majority experiencing low to moderate stress.
6. Influence of Fear of Rejection on Decision-making: Fear of rejection has a relatively low
impact on decision-making for most individuals, suggesting resilience or coping mechanisms.
7. Motivations for Pursuing Sales Careers: Primary motivations include personal ambitions
and ethical beliefs, indicating intrinsic motivations over external factors.
8. Factors Influencing Career Decisions: Complex factors influencing career decisions in
sales, including rejections, unpredictable income, long working hours, and sales targets,
reflecting varied priorities among individuals.

38
Conclusion and Recommendation:

In examining the various facets of sales careers, it becomes evident that this profession is
characterized by a complex interplay of challenges, motivations, and perceptions. Through a
comprehensive analysis of key findings, we gain valuable insights into the factors influencing
individuals' decisions to pursue sales roles, their experiences within the profession, and the
broader implications for organizational support and industry perception.

1. Fear and Anxiety Towards Sales Careers :

The widespread fear or anxiety (90.5%) observed among individuals considering sales
careers underscores the perceived challenges and uncertainties associated with this
profession. Common apprehensions include the pressure to meet sales targets and the fear of
rejection, which can have significant impacts on individuals' confidence and well-being.
Addressing these fears requires proactive measures such as targeted training, mentorship
programs, and psychological support to build resilience and confidence among aspiring sales
professionals.

2. Stressors in Sales Roles :

Sales roles are inherently demanding, with significant stressors that impact job satisfaction
and performance. The unpredictability of income (55.8%) contributes to financial instability,
while the pressure of meeting sales targets (29.6%) can lead to heightened stress levels and
burnout. Moreover, the emotional toll of rejection (3%) highlights the need for emotional

39
intelligence and coping strategies within sales teams. Employers must prioritize employee
well-being by promoting work-life balance, providing stress management resources, and
fostering a supportive organizational culture.

3. Factors Influencing Satisfaction in Sales Careers :

The factors contributing to satisfaction in sales careers are multifaceted, reflecting diverse
individual preferences and values. While work-life balance (39.9%) emerges as a critical
determinant of job satisfaction, other factors such as compensation (6.1%), job security
(27.8%), and ethical considerations (24.7%) also play significant roles. To enhance
satisfaction and retention among sales professionals, organizations should align compensation
packages with performance, prioritize job security initiatives, and uphold ethical standards in
sales practices.

4. Sources of Negative Perceptions of Sales Careers :

Negative perceptions of sales careers stem from various sources, including social influences
(44.2%), industry transparency issues (37.6%), personal experiences (6.1%), and media
portrayals (8.6%). Addressing these perceptions requires proactive efforts to improve
industry transparency, enhance public awareness of the positive aspects of sales careers, and
foster positive relationships between sales professionals and their networks. Building a strong
industry reputation is essential for attracting and retaining top talent in sales.

5. Perceived Stress Levels :

While a majority of sales professionals perceive low stress levels (51%), a significant portion
experiences moderate stress (34%), with a minority reporting high stress levels (4% each).
Effective stress management strategies, such as mindfulness training, wellness programs, and
workload optimization, are imperative to mitigate stress and promote overall well-being
within sales teams.

6. Influence of Fear of Rejection on Decision-making :

The impact of fear of rejection on decision-making varies among individuals, with most
(59.3%) reporting minimal influence on their choices. However, a notable minority (7.5%)
feels significantly impacted by this fear, suggesting the need for tailored support and
development programs to build resilience and assertiveness among sales professionals.

40
7. Motivations for Pursuing Sales Careers :
Primary motivations for pursuing sales careers include personal ambitions and ethical beliefs,
highlighting intrinsic motivations over external factors like financial rewards. Understanding
these motivations is crucial for talent acquisition and retention strategies, as organizations can
align individual aspirations with organizational goals to foster long-term engagement and
commitment.

8. Factors Influencing Career Decisions :

Career decisions in sales are influenced by complex factors such as rejections (52%),
unpredictable income (55.8%), long working hours (9.5%), and high sales targets (29.6%).
Acknowledging and addressing these factors through targeted training, performance
incentives, and flexible work arrangements can enhance job satisfaction and productivity
among sales professionals.

In conclusion, the insights gleaned from this comprehensive analysis provide a roadmap for
organizations to navigate the complexities of sales careers effectively. By addressing fears,
mitigating stressors, enhancing job satisfaction factors, combating negative perceptions, and
understanding individual motivations, organizations can create a supportive and empowering
environment for sales professionals to thrive. Ultimately, investing in the well-being and
development of sales teams not only drives organizational success but also fosters a positive
industry reputation that attracts top talent and fuels sustainable growth in the sales profession.

41
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 Appendix

45
QUESTIONNAIRE:

Que. What is your name?

Ans. _______

Que. What is your age?

(a) less than 18 yrs

(b) between 18-20 yrs

(c) between 20-25 yrs

(d) Above 25 yrs

Que. What is your gender?

(a) Male

(b) female

(c) other

1. On a scale of 1-5, how interested are you in pursuing a career in sales? (1 = Not Interested,
5 = Very Interested)

2. Do you have any fear or anxiety when it comes to meeting sales targets in your career?
(Select one)

• Yes, I might face fear or anxiety.

• No, I do not think any fear or anxiety.

• Sometimes, it depends on the situation.

3. What aspects of a sales role do you think could potentially lead to stress or trauma?

• Rejection

• High Targets

46
• Unpredictable Income

• Long Hours

• Others

4. What specific factors have contributed to your level of satisfaction or dissatisfaction with
your sales career choice?

• Compensation and earnings potential

• Work-life balance

• Job security and stability

• Ethical considerations in the sales role

• Others __

5. Are there specific sources or experiences that contributed to your negative perceptions
about sales careers?

• Personal experiences with sales professionals

• Media portrayals of sales roles

• Advice or opinions from family or friends

• Lack of transparency in the sales industry

• Others ____

6. On a scale of 1 to 5, how do you perceive the stress levels associated with a sales career?
(Options: 1 - Very Low, 2 - Low, 3 - Moderate, 4 - High, 5 - Very High)

7. On a scale of 1-5 to what extent does the fear of rejection or dealing with difficult
customers play a role in your reluctance to consider a sales career?

8. On a scale of 1 to 5, how much does the fear of rejection impact your reluctance to
consider a sales career?

47
9. How comfortable are you with the idea of dealing with difficult customers in a sales role?

10. Do you think a sales career provides ample opportunities for personal and professional
skill development?

11. How much do the following factors motivate you to pursue a career in sales? Rate each
factor on a scale of 1 to 5, where 1 is "Not motivating at all" and 5 is "Extremely motivating.

• Perceived sales knowledge

• Perceptions of selling ethics

• Positive role models in sales

• Overall image and reputation of the sales profession

• Personal intention to pursue a career in sales

12. On a scale of 1 to 5, please rate the following negative perceptions based on their
influence on your reluctance to pursue a career in sales:

• Rejections

• Unpredictable Nature

• Long Hours

• High targets

48