An Appraisal of the Impact of Personal Selling in Promoting Patronage of Estate Property; A Case Study of Adron Homes and Properties
Chapter One
OBJECTIVE OF THE STUDY
The objectives of the study are;
- To determine the impact of personal selling on the marketing of Adron Homes and properties
- To evaluate the personal selling strategy adopted in the marketing of Adron Homes and properties
- To find out whether the personal selling strategy adopted in the marketing of Adron Homes and properties creates awareness
- To determine whether the personal selling strategy adopted in the marketing of Adron Homes and properties has any significant impact on the sales volume of the real estate
CHAPTER TWO
REVIEW OF RELATED LITERATURE
Personal Selling
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 (PS) is the most expensive form of promotion. In essence PS involves the building of relationship through communication for the purpose of creating a sales transaction. 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. Kotler (2013) noted that personal selling is a useful vehicle for communicating with present and potential buyers. Personal selling involves the double ways flow of communication between a buyer and seller often in face to face encounter designed to influence a persons or groups purchase decision. However, with advances in technology, personal selling also takes place over the telephone, through video conferencing and interactive computer links between buyer and seller though personal selling remains a highly human intensive activity despite the use of technology. Personal selling serves three major roles in a firms overall marketing effort. Salespeople are the critical link between the firm and its customers; salespeople are the company in a customer’s eyes. They represent what a company is or attempts to be and are often the only personal contact a customer has with the company; and lastly, personal selling may play a dominant role in a firms marketing program (Kotler, 2013). 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).
CHAPTER THREE
RESEARCH METHODOLOGY
Research design
The researcher used descriptive research survey design in building up this project work the choice of this research design was considered appropriate because of its advantages of identifying attributes of a large population from a group of individuals. The design was suitable for the study as the study sought to an appraisal of the impact of personal selling in promoting patronage of estate property
Sources of data collection
Data were collected from two main sources namely:
(i)Primary source and
(ii)Secondary source
Primary source:
These are materials of statistical investigation which were collected by the research for a particular purpose. They can be obtained through a survey, observation questionnaire or as experiment; the researcher has adopted the questionnaire method for this study.
Secondary source:
These are data from textbook Journal handset etc. they arise as byproducts of the same other purposes. Example administration, various other unpublished works and write ups were also used.
Population of the study
Population of a study is a group of persons or aggregate items, things the researcher is interested in getting information on An appraisal of the impact of personal selling in promoting patronage of estate property. 200 staff of Adron Homes and properties Lagos state was selected randomly by the researcher as the population of the study.
CHAPTER FOUR
PRESENTATION ANALYSIS INTERPRETATION OF DATA
Introduction
Efforts will be made at this stage to present, analyze and interpret the data collected during the field survey. This presentation will be based on the responses from the completed questionnaires. The result of this exercise will be summarized in tabular forms for easy references and analysis. It will also show answers to questions relating to the research questions for this research study. The researcher employed simple percentage in the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain an appraisal of the impact of personal selling in promoting patronage of estate property
In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the personal selling in promoting patronage of estate property
Summary
This study was on an appraisal of the impact of personal selling in promoting patronage of estate property. Four objectives were raised which included; To determine the impact of personal selling on the marketing of Adron Homes and propertie, to evaluate the personal selling strategy adopted in the marketing of Adron Homes and properties, to find out whether personal selling strategy adopted in the marketing of Adron Homes and properties creates awareness and to determine whether personal selling strategy adopted in the marketing of Adron Homes and properties has any significant impact on the sales volume of the real estate. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 staff of Adron Homes and properties, Lagos state. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made up managers, marketers, securities and junior staff was used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
Conclusion
Personal selling is an essential marketing tool in enhancing customer relationship, customer retention and increasing sales volume of a firm. Personal selling to a large extent creates awareness about a firm’s offering; stimulate demand of a firm’s offerings. Personal selling assist to identify, anticipate and satisfy their needs. It handles customers’ compliant and takes care of customers’ need. Personal selling educates and guides consumers so that they can make informed choice of the products/services which will best satisfy needs. Personal selling resolve/change negative attitudes of customer to positive ones. To a large extent personal selling persuade customers to purchase a firm’s products/services. Through personal selling customers making favorable decisions about a firm’s offerings.
Recommendation
They should engage in organizing state and local government promotions to correct the probate unawareness that may arise from the general promotional activities. This will allow the promotional efforts of the company to be felt in the villages, town and local government areas.
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