Efect of Personal Selling on Sales Volume in an Organization (a Case Study of Nigerian Breweries Plc, Ibadan,oyo State)

Student: Balogun Sunday Gideon (Project, 2025)
Department of Business Administration (management Option)
Osun State Polytechnic, Iree, Osun State

Abstract

ABSTRACT This research work exanined the effect of personal selling on the sales volume of Nigeria Breweries Plc. Ibacdan, Oyo State, Nigeria. The study determined the significant relationship between personal selling and customer relationship; determine the significant relationshipbeween personal selling and customer retention and the signifîcant relationship belveen thepersonal selling and sales volume. Hypothesis was tested using Ordinary Least Square (OLS)method. The stuly revealed that personal selling had a significanl influence on sales volume.The study further revealed that personal selling had a significant relationship between customer retention. The stuldy showed that personal selling increases the sales volume of a fìrm. The study recommended that personal selling should continuously be adopted by Nigeria Breweries Plc in enhancing productiviy.Nigeria Breweries Pc shoud employ personal seling to educate and guide customers so that they can make informed choice of the services/product which will best satisfy their need. The study recommended 'he importance of training and qualification for-salespersons in personal selling to help them deal truthfully with customers and develop the ability to negotiate Salespersons should be granted the aulhority the give discounts to customer.

Keywords
efect personal selling sales volume organization nigerian breweries ibadan state
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