THE IMPACT OF PERSONAL SELLING IN THE MARKETING OF BEVERAGES IN ENUGU STATE

    The importance of personal selling cannot be over emphasized. This has informed this study which is on the impact of personal selling on the marketing of beverages. A case study of Milo.
    The objective, the study among other things include:
-    To determine the impact of personal selling on the marketing of Milo.
-    To find out whether personal selling strategy adopted in the marketing of Milo has any significant impact on the sales volume of the product.
-    To determine whether the personal selling strategy adopted in the marketing of Milo is adequate.
Based on this, an indepth literature review was conducted on related materials and data were also sourced using questionnaire and personal interview.
The population of study include consumers of Milo, dealers and employees of Nestle makers of Milo.
Statistical techniques and method such as topman and Bournleys formulaa were used to determine the sample size while tables and percentages were used for the analysis.
Data collected were clinically analysed and used in the testing of hypothesis formaulated.
Thus the following findings were made.
    That personal selling strategy adopted in the marketing of Milo have positive impact on the performance of the product.
    That personal selling strategy builds good will  for both the company and its product.
    In the light of this, recommendations were made on how to effectively and efficiently exploit the benefits of personal selling strategy particularly in the marketing of Milo within Enugu metropolis.

Title Page                                 II
Approval page                             III
Dedication                                 IV
Acknowledgement                         V
Abstract                                VII
Table of contents                             IX

CHAPTER ONE
1.1    background of the study                     1
1.2    Statement of problem                     4
1.3    Objectives of the study                     6
1.4    Formulation of hypothesis                 7
1.5    Significance of the study                     8
1.6    Scope of the study                         9
1.7    Definition of terms                     9

CHAPTER TWO
2.1    Concept and meaning of personal selling         11
2.2    Personal selling as a promotional tool             13
2.3    Personal selling positions                 15
2.4    Personal selling functions                 17
2.5    Personal selling process                     20
2.6    The role of personal selling in the marketing of beverages 29
2.7    Prospects of personal selling                 31
2.8    Characteristics of sales force                 33
2.9    Information gathering function of the salesperson     37
2.10    Tasks perform by salesperson                 44
2.11    Personal selling strategies                 49

CHAPTER THREE
3.1    Research methodology                     54
3.2    Sources of data                         54
3.3    Research instrument                     55
3.4    Population of study                     55
3.5    Sampling technique                     55
3.6    Determination of sample size                 56
3.7    Method of questionnaire distributed             63
3.8    Test statistics used.                     

CHAPTER FOUR
4.1    Data presentation, and interpretation             65
4.2    Testing of hypothesis                     70

CHAPTER FIVE    
5.1    Summary of findings                     75
5.2    Conclusions                         77
5.3    Recommendations                         76
5.4    Bibliography                         79
5.5    Appendix                             80