CHAPTER ONE

INTRODUCTION

1.1   Background of the study

The hallmark of every business is to identify, anticipate and satisfy customers need, maximize profit, possess competitive advantage and remain relevant in the marketplace. This can only be achieved through the adoption of personal selling as a promotion mix strategy. Personal selling plays a vital role in creating direct contacts and interactions between customers and sellers/producers as well as enhances productivity of business.

According to Ebitu, (2002), personal selling is a common feature of most companies in marketing their product and services. Goods that are new, technically complex or expensive require more of personal selling than any form of promotion mix. Personal selling is an effective tool at certain stage of the buying process, particularly in building up buyer preferences, conviction and actions (Kotler 2006).

Personal selling involves the use of speech and conversation by sale person to bring about some conviction on the part of the buyer. It is aim at assisting or persuading a prospective customer to buy a produce or services or to act favorably upon an idea that have commercial significant to the seller. Udeagha (1999) defined personal selling as a process of conversing the sale of a company’s products or service by sales man or woman, it is a dynamic process involving direct contact between the seller of a product or service and the prospective buyer through oral or face to face or telephone discussion or written mail exchange of ideas through suggestion.

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