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PROJECT TOPIC :INFLUENCE OF PERSONAL SELLING IN THE MARKETING OF INDUSTRIAL PRODUCTS A CASE STUDY OF BEST ALLUMINIUN COMPANY LTD ONITSHA ANAMBRA STATE

PROJECT TOPIC :INFLUENCE OF PERSONAL SELLING IN THE MARKETING OF INDUSTRIAL PRODUCTS A CASE STUDY OF BEST ALLUMINIUN COMPANY LTD ONITSHA ANAMBRA STATE

CHAPTER ONE

   INTRODUCTION

  • BACKGROUND OF THE STUDY

Marketing can be defined as the performance of business activities that direct the flow of goods and services from producers to user profitably since the ultimate goal of all marketing effort is to boost profitable sales by offering want-satisfying goods and services to the market over the long-run then personal selling which is a part of marketing activities is by far the major promotional tool used to reach this goal.

Every organization lives by selling. Many companies spend more money to train their sales people in the art of salesmanship which means that they spend more money on personal selling than any other promotional tool.

The study covers the factors that many account for the effectiveness of personal selling in the marketing of industrial products. In the marketing of industrial products there are tools used such as personal selling, advertising, sells promotion and publicity etc. But personal selling is emphasized in the study.

The company first started with the selling of aluminum doors and windows. According to the director, the company went further   to expand by engaging in other aluminum products such as Gas   Cylinder, Frying pan  and  others   just a few to mention.  Also from the information gathered from the Director, the company has its branches at Enugu and Port-Harcourt. The company has staff strength of thirty-three paid staff and others that are temporally cured from time to time.

Its staff distribution are as follows:

Director, the general manager, the company manager, five drivers and sales clerks.

 

  • STATEMENT OF PROBLEMS

Upon all the invaluable contribution of personal selling in the marketing of industrial products, such as provision of information for purchasing decision,  reducing customers perceived risk of purchasing, it has been remarkable how relatively little attention personal selling in industrial marketing has received in the professional literature and academic research.

However, existing knowledge  is limited concerning how  effective personal selling is used in the marketing of industrial products. This research is focused specifically Best Aluminum Company Limited and  the industrial customers.

The company’s product is bought by organizations for the purpose of producing other goods or resale.

 

  • PURPOSE OF THE STUDY

This research work is carried to examine the influence of personal selling in the marketing of industrial products. It is aimed at presenting the true contributions of sales representatives in a bid to improving the sales performance of industrial products.

In line with this, the research study will among other things bear the following purposes

  1. To determine the benefits of sales representatives in the marketing of industrial products.
  2. To know the problems of sales representatives in their personal selling efforts.
  • To determine whether or not personal selling help to increase total value.
  1. To find out whether or not sales representative builds the image of an organization.

 

  • SIGNIFICANCE OF THE STUDY

The researcher considers the study very significant on the following basis and product produced must be disposed   off as   to make a return on investment.

It is obvious that production becomes complete when the product has got the final consumer, industrial users and the only effective avenue  for this purpose is through personal selling.  As a result, the study of the influence of personal selling  in the marketing of industrial  products has become a necessity.

Moreover, the result will produce possible influence on the present economic conditions, such as increasing goods  and services available to industrial users and increase in market share of the industrial products. The study will also bring into focus how this neglect of inadequate usages of personal selling would help both the industrial produce, industrial users and to the economic survival in general.

Moreso, the behavioural approach, inter-personal interaction and decision process to be used in selling specific-industrial   products, selection of salesmen etc will be looked      into and made clearer.

The findings of this study will enable the industries,      specifically Best  Aluminum company limited to solve their sales  problems and correct whatever mistakes they have made or are still making in line with their business operations.

PROJECT TOPIC :INFLUENCE OF PERSONAL SELLING IN THE MARKETING OF INDUSTRIAL PRODUCTS A CASE STUDY OF BEST ALLUMINIUN COMPANY LTD ONITSHA ANAMBRA STATE

From the results of the findings, individuals or firms   prospecting to go into industrial product productions or investors who are interested in investing their money in industrial product productions will have additional information on personal selling as a channel of sales industrial products for sound decision making through the application of the findings and recommendation of this study.

ASSUMPTION OF THE STUDY

The following assumptions were inherent in the study:

  1. Personal Selling is the best tool in the marketing of industrial products.
  2. The study company (Best Aluminum) enjoys increase in sales volume of its company product.
  • All respondents will read and answer the questionnaire honestly and objectively.
  1. How could personal selling build the image of an organization.

RESEARCH QUESTIONS

  1. What are the benefits of sales representatives in the marketing of industrial products?
  2. How could personal selling influences the increase in sales volume of industrial product?
  • What are the problems of sales representative in their personal selling effort?
  1. Hoe could personal selling build the image of an organization?

 

  • STATEMENT OF HYPOTHESIS

H:O: 1:      personal selling does not influence the increase in sales   volume of industrial products.

H:I: 1        personal selling influence the increase in sales volume of industrial products.

H:O: 2       the attitude of a company’s sales representatives do not built the image of the company.

H:I: 2        the attitude of a company’s sales representatives builds the image of the company.

 

  • DELIMINATION OF THE STUDY

The study is limited to   search for the influence of personal selling in the marketing of industrial products by industrial salesmen.

The selected company of study is Best Aluminum Company limited. The study will also investigate the benefit of personal selling to the industrial procedures and users, the problems of salesmen in personal selling.

 

  • DEFINITION OF TERMS

Some terms used in the study are defined for purpose of understanding the context in which they are used. This is necessary because these terms may be understood by readers in various contexts.

  1. INDUSTRIAL GOODS AND SERVISE:

These are goods    and services destined to be sold for the purpose of input for further production of goods and services.

  1. INDUSTRIAL MARKET:

This is a market consisting of individuals, groups or organizations that purchase specific kinds of products for resale, for direct use in producing other products or for use in day-to-day operation.

iii.     PERSONAL SELLING:

A process of informing prospective buyers and persuading them to purchase product through personal communication in an exchange process.

  1. PRODUCT:

This is the element of marketing mix that represents the basic offering being made to consumers.

PROJECT TOPIC :INFLUENCE OF PERSONAL SELLING IN THE MARKETING OF INDUSTRIAL PRODUCTS A CASE STUDY OF BEST ALLUMINIUN COMPANY LTD ONITSHA ANAMBRA STATE

 

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