How does the importance of factors that influence direct selling vary according to product type?

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TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION1

Background1

Conceptual framework1

Significance of the Study2

Statement of the Problem2

Purpose and Rationale for the Study3

Aims and objective of the study3

Research questions4

CHAPTER 2: LITERATURE REVIEW5

Marketing Paradigm Shift5

New vs. Traditional6

Five phases of direct selling7

The Nature of Sales9

CHAPTER 3: METHODOLOGY12

Research design12

Data collection12

Confidentiality13

Validity13

REFERENCES14

CHAPTER 1: INTRODUCTION

Background

This study is about the importance of factors that influence direct selling varies according to product type. The salesman or saleswoman serves as the key human contact between a firm and its existing or potential clients. A buyer is more likely to continue doing business with a salesperson that practices direct-selling behaviours. Adaptability is the salespersons' ability to adapt their communication style to the customer (Heimback 2008, 746-757).

Service orientation is salespersons' willingness to engage in non selling tasks. Professionalism of salesperson includes specialized training, association memberships, community involvement, and codes of ethics. Past marketing studies and the resulting theories put into practice have usually focused on buyer-seller exchanges as single transactions or discrete exchanges. Hollis (2008) urged that more emphasis be placed on the ongoing relationships that result from these exchanges.

Conceptual framework

A conceptual framework was proposed that modelled the buyer-seller relationship. Direct selling behaviours are practiced in order to promote stronger buyer-seller relationships. Relational exchange also increases the likelihood of product and service customization for individual customers, which creates the inclination for the parties to continue doing business with each other. This becomes an ongoing competitive advantage for the selling firm (and also the customer firm) (Drea 2005, 25-33).

Although these tactical relationships are important for the long-term success of the selling firm, many individual salespeople fail to understand the importance of forming and maintaining these customer relationships. Holden (2007) compared customer relationships to marriages. He stated that the courtship is consummated with the first sale. Then the marriage starts. Much of the responsibility for a good marriage falls on the salesperson, which is necessary for nurturing and maintaining the ongoing relationship.

Significance of the Study

This study is being conducted to extend and add new knowledge to the current literature related to direct selling and factors that influence direct selling varies according to product type. This research is significant not only for academic and educational reasons. Its findings may also contain substantial practical applications for sales representatives and managers. The understanding of consumer behaviour and the psychology related to buying practices primarily drives sales and marketing strategies. Therefore, the results of this research should be important to the sales and marketing disciplines in both an academic and practical sense (Dolinski 2007, 27-50).

Statement of the Problem

One of the most significant challenges facing sales organizations are how to effectively build, led, and maintains high performing sales teams. It is valuable for sales representatives and sales managers to understand what outstanding salespeople do well and if their performance is personality type related. Therefore, this dissertation focuses on understanding the relationship between the nature of selling, sales performance, and personality type dynamics.

Purpose and Rationale for the Study

The literature ...