THE EFFECTIVENESS OF PERSONAL SELLING STRATEGIES IN THE MARKETING PERFORMANCE OF COSMETICS

ABSTRACT

This research work is centered on the effectiveness of personal selling in the marketing of cosmetic. It is necessitated by managerial uncertainty with regard to the cause of the aforementioned reduction is sales volumes and profitability in recent times. This managerial indecision created room for its suspicion as to whether the sales force was effective or not with a special reference on Bianca Cosmetics Company.The data for the study were collected using questionnaires and oral interviews; and the researcher made the following findings.1) The radio of sales expense to sales volume is not high.

2) The radio of sales call to sales volume is high.

3) Most sales call normally results into sales.

4) The management of Bianca Cosmetics use straight salary plan as compensation.

5) The service of both polytechnic and university graduate were used carrying out their sales task of the organization.

6) Personal selling has made positive impact on the profit returns of the company.

7) It was discovered the customers are satisfied with the marketing effort of Bianca cosmetics.

8) It was discovered that personal selling is of great benefit to customers.

9) The customers believe that the sales people are well trained to carry out the marketing task.

10) It was discovered that the management of Bianca cosmetic normally grant its customers some credit facilities.

11) It was discovered that the price of Bianca product is commensurate with its quality.

Based on the findings, the researcher made the following recommendations.

i) Management should indulge in consumer’s research.

ii) Management of Bianca cosmetics should endeavor to establish the market intelligence department.

iii) The relevance of effective sales force in the marketing of cosmetics cannot be overemphasized.

iv) Salesforce should improve on their after-sales services.

v) Management of Bianca cosmetics should once in a while organize sales promotional and public relation activities for their sales force.