The Effectiveness Of Personal Selling Strategies In Marketing Of Cosmetics (a Case Study Of Bianca Cosmetics Enugu)

ABSTRACT

This research work is centered on the effectiveness of personal selling in the marketing of cosmetics. It is necessitated by managerial uncertainty with regard to the cause of the aforementioned reduction in sales volumes and profitability in recent times. This managerial indecision created a room for its suspicion as to whether the sales force was effective or not, with a special reference on Bianca cosmetics company.

The data for the study were collected using questionnaires and oral interviews.

The hypothesis of the study were tested using chi – square. After analyzing and testing the hypothesis the researcher made the following findings.

1.The ratio of sales expense to sales volume is not high.

2.The ratio of sales calls to sales volume is high.

3.There is a high ratio between current and past performance of sales.

4.Most sales calls normally result into sales.

5.The management of Bianca cosmetics use straight salary plan as compensation.

6.The service of both polytechnic and university graduate were used carrying out the sales task of the organization.

7.Person selling has made positive impact on the profit returns of the company.

8.It was discovered that personal selling is at great benefit to customers.

9.It was discovered that the customers are satisfied with the marketing effort of Bianca cosmetics.

10  The customers believed that the sales people 

are trained to carryout the marketing task.

11 The customers are of opinion that sales people are excessively persuasive in carrying out their Selling functions.

12.It was discovered that the price of Bianca product is commensurate with its quality.

13.It was discovered that the management of Bianca cosmetics normally grants its customers some credit facilities.

Based on the findings the researcher made the following recommendations: 

1.Management should indulge in consumer’s research.

2.Management of Bianca cosmetics should endeavour to establish market intelligent department.

3.The relevance of effective sales force in the marketing of cosmetics cannot be over emphasized.

4.Sales force should improve on their after sales services.

5.Management of Bianca cosmetics should once in a while organize sales promotional and public relations activities for their sales force.

TABLE OF CONTENTS

Title page

Approval page

Dedication

Acknowledgement

Abstract

Table of content

CHAPTER ONE:INTRODUCTION

1.1Background of the study

1.2Statement of the problem

1.3Objectives of the study

1.4Formulation of Hypothesis

1.5Significance of study

1.6Scope of the study

1.7Limitation of the study

1.8Definition of terms.

CHAPTER TWO:REVIEW OF RELATED LITERATURE

2.1Personal selling defined

2.2Development of personal selling

2.3Orientation of personal selling

2.4The roles of personal selling in a firm’s overall marketing effort.

2.5Personal selling process and its application to industrial selling.

2.6Personal selling strategies in marketing of cosmetics.

2.7Types of personal selling

2.8Advantages of personal selling over other promotional methods.

CHAPTER THREE:  RESEARCH METHODOLOGY AND DESIGN

3.1Research design

3.2Sources of data

3.3Population of study

3.4Sample size determination

3.5Sampling technique

3.6Research instrument used

3.7Pre testing of research instrument

3.8Questionnaire administration and response rate.

3.9Method of data treatment and analysis.

CHAPTER FOUR:PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

4.1Presentation of analysis of data

4.2Test of Hypothesis

CHAPTER FIVE:SUMMARY OF FINDING, RECOMMENDATION AND CONCLUSION.

5.1Summary of findings

5.2Recommendation

5.3Conclusion

Bibliography