International Journal of Marketing and Business Communication

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Personal Selling Strategy and Firm’s Productivity: A Study of Selected Microfinance Banks in Calabar, Cross River State


Affiliations
1 Department of Marketing, University of Uyo, Uyo, Nigeria
2 Department of Marketing, University of Calabar, Nigeria
     

   Subscribe/Renew Journal


The study was anchored on personal selling strategy and firm’s productivity of microfinance banks (Nirsal microfinance & Uncial microfinance) in Calabar, Cross River State. The researchers investigated the relationships between personal selling strategy and customer relationship and personal selling strategy and firm’s sales volume. The methodology followed was cross-sectional survey research design (exploratory research). Data for the study were collected with the use of a questionnaire, which was developed on a five-point Likert scale. Simple random technique was adopted by the researchers. The hypotheses were analysed using simple regression statistic. Findings from the study showed that personal selling strategy had a significant positive relationships with customer relationships. The study also revealed that personal selling strategy had a significant positive relationship with firm’s sales volume. Based on the findings, the researchers concluded that personal selling strategy significantly enhances firm’s productivity among microfinance banks. The researchers recommended that firms wishing to maintain mutual relationships with customers and enhance sales volume should adopt personal selling strategy for free flow of communication between the buyer and seller.

Keywords

Personal Selling Strategy, Productivity, Customer Relationship, Sales Volume
Subscription Login to verify subscription
User
Notifications
Font Size


  • Adesoga, A. (2016). Examination of the relevance of personal selling in marketing activities: A descriptive method. Journal of Accounting and Management, 6(2), 103-116.

  • Adewale, G. A., Adeniran, A. J., & Oluyinka, S. A.(2019). The effect of personal selling and marketing on firm sales growth (a study of PZ and Dangote Nigeria PLC). Journal of Business Management, 5(1), 19-35.

  • Agbonifoh, B. A., Ogwo, O. E, Nnolim, D. A., & Nkamnebe, A. D. (2007). Marketing in Nigeria: Concepts principles and decision (12th ed.). Aba: Afritowers Limited.

  • Anyadighibe, J. A., Awara, N. F., & Esu, B. B. (2014).The impact of personal selling on the productivity of selected Banks in Calabar Metropolis. International Journal of Development Sustainability, 3(8), 1697-1708.

  • Anyanwu, A. (2000). Dimensions of marketing (2nd ed.).Owerri: Avan Global Publications.

  • Caramel, S. (2018). Microfinance: What it is and why it matters. Business News Daily. Retrieved from https:// www.businessnewsdaily.com/4286-microfinance.html Doyle, P., & Stern, P. (2006). Marketing management and strategy. Harlow: Pearson Education Limited.

  • Ebitu, E. T. (2015). Marketing management and strategy.Calabar: University of Calabar Printing Press. Esu, B. B. (2005). Introduction to marketing. Calabar: Jochrisam Publisher.

  • Firmansyah, F., Margono, S., Rohman, F., & Khusniyah, N. (2018). The concept and steps of personal selling. Advance in Economics, Business and Management Research, 101, 225-232.

  • Isiuwa, C. J., & Tijjani, D. (2016). The impact of selling and sales performance on the manufacturing firm. Journal of Business and Management, 18(8), 86-100.

  • Kagan, J. (2018, June 7). Microfinance. Retrieved from https://www.investopedia.com/terms/m /microfinance.asp

  • Kotler, P., & Armstrong, G. (2008). Principle of marketing (12th ed.). New Delhi: Dorling Kindersly Ltd.

  • Kotler, P., & Armstrong, G. (2010). Principles of marketing (10th ed.). Harlow, England: Pearson Publishers.

  • Kotler, P. (2013). Marketing management (14th ed.).Prentice Hall-New Jersey.

  • Kpunee, H., Nwaoji, O., & Wali, K. (2018). Micro marketing strategy and competitive potentials of micro finance banks in River State, Nigeria. Contemporary Marketing Research Journal, 5(6), 1-8.

  • Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurement of advertising effectiveness.Journal of Marketing, 25(1), 59-60.

  • Murithi, M. M. (2015). Effects of personal selling on sales:A case of women groups in Imenti North District Meru County, Kenya. International Journal of Academic Research in Business and Social Sciences, 5(1), 38-52.

  • Perreault, W. D., & McCarthy, E. J. (2000). Essentials of marketing: A global-managerial approach (8th ed.).Boston: Irwin/McGraw-Hill.

  • Solaris, F. (2011). A guide to productivity measurements. South Tower: Spring Singapore Publishers.

  • Yousif, R. O. (2016). The impact of personal selling on the purchasing behavior towards clothes: A case study on the youth category. International Journal of Marketing Studies, 8(5), 128-135.


Abstract Views: 155

PDF Views: 0




  • Personal Selling Strategy and Firm’s Productivity: A Study of Selected Microfinance Banks in Calabar, Cross River State

Abstract Views: 155  |  PDF Views: 0

Authors

Usani, Nfawa Erasmus
Department of Marketing, University of Uyo, Uyo, Nigeria
Eko, Hodo Anna
Department of Marketing, University of Calabar, Nigeria

Abstract


The study was anchored on personal selling strategy and firm’s productivity of microfinance banks (Nirsal microfinance & Uncial microfinance) in Calabar, Cross River State. The researchers investigated the relationships between personal selling strategy and customer relationship and personal selling strategy and firm’s sales volume. The methodology followed was cross-sectional survey research design (exploratory research). Data for the study were collected with the use of a questionnaire, which was developed on a five-point Likert scale. Simple random technique was adopted by the researchers. The hypotheses were analysed using simple regression statistic. Findings from the study showed that personal selling strategy had a significant positive relationships with customer relationships. The study also revealed that personal selling strategy had a significant positive relationship with firm’s sales volume. Based on the findings, the researchers concluded that personal selling strategy significantly enhances firm’s productivity among microfinance banks. The researchers recommended that firms wishing to maintain mutual relationships with customers and enhance sales volume should adopt personal selling strategy for free flow of communication between the buyer and seller.

Keywords


Personal Selling Strategy, Productivity, Customer Relationship, Sales Volume

References