THE IMPACT OF PERSONAL SELLING IN THE MARKETING OF BEVERAGES IN ENUGU STATE (A CASE STUDY OF MILO PRODUCT OF NESTLE NIGERIA PLC)

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ABSTRACT

The importance of personal selling cannot be over emphasized. This has informed this study which is on the impact of personal selling on the marketing of beverages. A case study of Milo.

The objective, the study among other things include:

-To determine the impact of personal selling on the marketing of Milo.

-To find out whether personal selling strategy adopted in the marketing of Milo has any significant impact on the sales volume of the product.

-To determine whether the personal selling strategy adopted in the marketing of Milo is adequate.

Based on this, an indepth literature review was conducted on related materials and data were also sourced using questionnaire and personal interview.

The population of study include consumers of Milo, dealers and employees of Nestle makers of Milo.

Statistical techniques and method such as topman and Bournleys formulaa were used to determine the sample size while tables and percentages were used for the analysis.

Data collected were clinically analysed and used in the testing of hypothesis formaulated.

Thus the following findings were made.

That personal selling strategy adopted in the marketing of Milo have positive impact on the performance of the product.

That personal selling strategy builds good will for both the company and its product.

In the light of this, recommendations were made on how to effectively and efficiently exploit the benefits of personal selling strategy particularly in the marketing of Milo within Enugu metropolis.

TABLE OF CONTENTS

Title Page II

Approval page III

Dedication IV

Acknowledgement V

AbstractVII

Table of contents IX

CHAPTER ONE

1.1background of the study 1

1.2Statement of problem 4

1.3Objectives of the study 6

1.4Formulation of hypothesis 7

1.5Significance of the study 8

1.6Scope of the study 9

1.7Definition of terms 9

CHAPTER TWO

2.1Concept and meaning of personal selling 11

2.2Personal selling as a promotional tool 13

2.3Personal selling positions 15

2.4Personal selling functions 17

2.5Personal selling process 20

2.6The role of personal selling in the marketing of beverages 29

2.7Prospects of personal selling 31

2.8Characteristics of sales force 33

2.9Information gathering function of the salesperson 37

2.10Tasks perform by salesperson 44

2.11Personal selling strategies 49

CHAPTER THREE

3.1Research methodology 54

3.2Sources of data 54

3.3Research instrument 55

3.4Population of study 55

3.5Sampling technique 55

3.6Determination of sample size 56

3.7Method of questionnaire distributed 63

3.8Test statistics used.

CHAPTER FOUR

4.1Data presentation, and interpretation 65

4.2Testing of hypothesis 70

CHAPTER FIVE

5.1Summary of findings 75

5.2Conclusions 77

5.3Recommendations 76

5.4Bibliography 79

5.5Appendix 80

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THE IMPACT OF PERSONAL SELLING IN THE MARKETING OF BEVERAGES IN ENUGU STATE (A CASE STUDY OF MILO PRODUCT OF NESTLE NIGERIA PLC)

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