CHAPTER ONE

• INTRODUCTION

The era of hard and aggressive selling is gone as most companies have realized that the capacity of organization to survive and prosper the capacity of organizations to survive and prosper depend on their ability to needs and wants. The salesmen bring in the forefront are very good source of finding out the unfulfilled need of customers and coverings some of their companies. The beliefs that a good salesman call cell anything to any one is erroneous.

Salesmanship is the ability to interpret product and service features in terms of benefits and advantages to the buyer and to persuade and motivate him to buy the right kind and quantity of product or service

Hass and Ernest (1974) stated that in order to quantify as a professional salesmanship the salesman must.

1. Determine the needs of the customers.
2. Present the product features to the customer in term of benefits
3. Help the customer find the solution to his or her problem
4. Persuade or motivate the customer to take action.

The key to consumer retention is customer satisfaction it is not only to satisfy a will buy again an also develop brand loyalty customer will go around and tell others about the product. Thus the impact of salesperson on motivating consumer brand preference for any product can not be over emphasized in any from of business organization.

1.1 BACKGROUND OF THE STUDY

Beer breweries unlike palm-wine were alike to our society. This beer production is relatively new production in Nigeria. Although Plc. It was established in 1949.

Before the Nigeria civil war there were a few breweries but the oil boom which come immediately after the civil war brought with it some fundamental changes in the economic structure of the country. It reshaped the income pattern of most Nigerians, producing in its wake a sizeable proportion of people with appreciable level of disposable income. This led to massive entry in turn resulted in accelerated growth in the beer production.

This growth in brewing industry has injected o good deal of elements of competition into the industry for example we have consolidated breweries plc Nigeria Breweries, Golden Guinea Breweries etc and there are currently over to (sixty operational beer plants in Nigeria with a production capacity of over 19.2 million hectoliters of beer annually. This implies that for a firm in the industry to survive, grow, improve its for a firm in the industry to survive market share and again brand loyalty, it must year its energies towards some from of product high quantity development pricing effectively high quantity development pricing effectively promotional activities and guide distribution network, besides competition, the growth of the brewing creates other problems by.

1. Presenting clarity of choices to the customer or consumer.
2. Economic problem.
3. Psychological problem.
4. Social and problem all came into lay.

Thus, the management of the brewing companies face the problems of identifying which of these variable that exert of beer product over the other. This has led to most breweries marketing department insisting to heavily on efficient and effective sales force.

Sales force here fails to an indispensable part of the marketing team that appreciated the need to be customers oriented. As a matter of fact, they are the people closest to the customer in the organization and therefore the organization so that they will always have goods that will satisfy the consumer in the market place winners in today’s competition world are those who carefully analyze target customer group’s that competition cannot match.

A satisfied customer will definitely develop brand loyalty and preference this can not be achieved execute the focus that  that cause people to behave in a certain way because consumer need are the to arouse the need for s product brand.

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