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PROJECT TOPIC: INTEGRATING PSYCHOGRAPHIC PROFILING FOR IMPROVED SALES. A CASE STUDY OF SHOPRITE

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CHAPTER ONE

INTRODUCTION

1.1 Background Of The Study

To compete in today‟s global markets, organizations strive to deliver their products (physical) s (intangible) in both an efficient and effective manner. In service supply chain, human labour forms a significant component of the value delivery process and physical handling of a product leads to standardized and centralized procedures and controls in sales supply chains, (Sengupta et al 2008:1). The focus of efficiencies in service supply chains is on management of capacity, flexibility of resources, information flows, service performance and cash flow management. Critical factors are demand management, customer relationship management and supplier relationship management in sales supply chains supply chains. Psychographic profiling in any company – big or small, sales or service, are charged with generating product sales from assigned customer accounts in independent territories. However, the evolving selling environment today is much more complex, demanding significant changes in performance metrics, goals, control and compensation.

South-East zone is an epitome of developing and concentrated businesses that engage psychographic profiling east of the Niger. The role of sales and marketing is becoming increasingly important to sales firms (big and SMEs) in the South-East. Unfortunately, most of these company do not apply the theories of sales management to their sales operations. They usually rely on past experience or judgment. Sales management is considered to be recognized management process activities involving the need to plan, set objectives, develop policies, procedures, strategies and tactics, to organize and co-ordinate, direct operations, motivate, communicate, develop staff, supervise and control and evaluate results, (Bolt 1987:28).

1.2 Statement Of The Problem

Customers are more demanding today than ever before. The target market require better goods, services and quick and reliable support than they had in the past. The psychographic profiling in the field who should have some wealth of knowledge and experience about the products, market, competitors, industry trends, do not seem to be active and effective as exemplified by failure to keep business promises, giving incorrect information to customers, and poor customer relationship management.

Specifically, greater percentage of the psychographic profiling in sales company have been major culprits in these practices including lateness to work and not keeping appointment at all. Others could be very unfriendly and even become hostile while attending to customers. Some psychographic profiling lose focus and consequently supply wrong brand of products to customers. These result in long waiting time for customers to receive the needed goods s, and the consequent low performance as some customers lose patience and consequently take their leave and even go the alternatives. The poor attitudes of the psychographic profiling such as lateness to work, delayed sales calls, lack of information for customers problems, could contribute to the low growth of psychographic profiling performance in sales company.


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