Effect of Personal Selling on Consumer Impulse Buying Behaviors: Evidence from Selected Quoted Foods and Beverages Firms in Nigeria

Jacob Olubukola Oladipo

Authors

Jacob Olubukola Oladipo

Keywords:

personal selling, marketing, consumer, buying behaviour, strategy

Abstract

Consumer's needs are multi-variants, divergent and insatiable. The best communication strategies to get target audience and consumers attention become a serious challenge. This study examined the effect of Personal selling (PS) on Consumer Impulse Buying Behaviour (CIBB) this study makes use of a structured questionnaire which was administered in southwestern states of the country. Descriptive analyses, linear regression, and ANOVA were used to analyze the data. With 0.005% level of significance. The study revealed that personal selling has a significant impact on consumer's impulse buying behavior. Therefore, an organization should implement the best strategy as a competitive advantage in presenting their offering.

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How to Cite

Effect of Personal Selling on Consumer Impulse Buying Behaviors: Evidence from Selected Quoted Foods and Beverages Firms in Nigeria. (2019). Global Journal of Management and Business Research, 19(E4), 17-24. https://journalofbusiness.org/index.php/GJMBR/article/view/2794

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