Marketing and Advertising Strategies
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Abstract
Abstract
The study focused on Personal Selling and Marketing Performance in Nigeria's Industrial Paint Industry: Evidence from Portland Paints and Products Nigeria Limited. The study sought to examine the effect of Salesperson's presentation and product demonstration on the marketing performance of industrial products; determine the influence of salesperson’s knowledge of products on the marketing performance of industrial products; and assess the extent to which salesperson's follow-up efforts affect sales performance in industrial organizations .The study had a population size of (36), same was used as sample size because of it smaller nature which was considered at 5% error tolerance and 95% level of confidence. Primary data were collected through structured questionnaire and observation and secondary data were obtained through textbook, and journal materials. Out of 36 copies of the questionnaire that were distributed, 30 copies were returned while 6 copies were not returned. The hypotheses were tested using simple linear regression. Findings revealed that salesperson's presentation and product demonstration have positive and significant effect on the marketing performance of industrial products ( r = 0.817; t = 31.814; F= 1012.149; p< 0.05) Salesperson’s knowledge of products had significant positive influence on marketing performance of industrial products (r= .915; F = 1324.603; t = 36.395; p< 0.05).To a large extent Salesperson's follow-up efforts positively affect sales performance of industrial products (r = .686; F = 227.582; t= 15.086; p < 0.05).. The study concluded that personal selling is a dynamic and interactive marketing strategy that involves direct communication between a salesperson or representative and potential customers.The study recommended that companies should mandate regular communication training, use live technical proofs, customize pitches to client operations, and maintain post-demonstration engineering support to maximize conversion rates and secure long-term contracts
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@article{OLOWU2026Personal,
title = {Personal Selling and Marketing Performance in Nigeria's Industrial Paint Industry: Evidence from Portland Paints and Products Nigeria Limited},
author = {IRIKEFE PETER OLOWU},
journal = {IIARD INTERNATIONAL JOURNAL OF ECONOMICS AND BUSINESS MANAGEMENT},
year = {2026},
doi = {10.56201/ijebm.vol.12.no8.2026.pg271.288},
url = {https://doi.org/10.56201/ijebm.vol.12.no8.2026.pg271.288}
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