CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND OF THE STUDY

According to L.A. Rogers (1980) personal selling has become one of the vital promotional tools in marketing.  He further buttresed the above proposition by stipulating that after all the theorists, planners must have had their moment and the predicaments associated with production, finance and labour have been resolved, then someone has to go out and knock at someone’s door and sell.

This revelation is apparently acceptable because a product cannot be produced at Enugu and is not available in place like Lagos where such product is highly needed.  This is the significance behind the notion of sales contention that, they should investigate into the needs of consumers as well as filling them with satisfaction and maximize profit objectives.

A critical analysis of the above statement highlights the importance of the effectiveness of personal selling on the marketing of capital goods.  A product may be of extremely high grade bu8t has no utility until it gets to the hands of prospective buyers, and the most appropriate route for passing products from manufacturing arena to the hands of potential buyers happens to be through personal selling.

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