Impact of Personal Selling on Consumer Buying Decision (a Case Study of Nigeria Bottling Company, Benin City, Edo State)

This research work is on the: "The Impact of Personal Selling on Consumer Buying Decision': a
case study of Nigeria Bottling Company. The objective of this study is to found out how personal
selling will help to create awareness about the company's products, most especially as the
products have technical qualities in nature. The data for this study were collected from
primary source using questionnaires and secondary source from written materials The research
survey method was the descriptive survey. The simple percentage was used to analyze the data to
determine the relative importance of each of the questionnaire items while the Chi-square was
scd to test the hypotheses. Afer a careful analysis of the respondents answers to questions posed
in the designed questionmaires, the following finding was dedhced That based on general opinion.
personal selling enhances the consumer buying behaviour of Coca-Cola product. Also the test of
hypothesis using the chi-square show that personal selling enhances the consumer buying
behaviour of Coca-Cola product. It means that there is significant relationship between personal
selling and the consumer buying behavoiour in the sales of Coca-Cola product In addition. the
general opinion is that personal selling influences the pricing decisions of consumers of Coca-
Cola product but the result of the test of hypothesis using chi-square shows that it does not have
infiuence on the pricing decision of consumers of Coca-Cola product. The researcher concluded
that personal selling is a vital tool especially to companies selling industriai goods. It is therefore
recommended that Nigeria Botling Company should embrace personal selling culrure in their
policies and programmes and build the skills in their staff to boast their sales for profitability