PERSONAL SELLING STRATEGY AND INDUSTRIAL PRODUCT MARKETING

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dc.contributor.authorYINUSA, Alabi Olawale
dc.contributor.authorSALMAN, Abdulrasaq
dc.contributor.authorMUSTAPHA Omotayo
dc.date.accessioned2026-05-05T07:53:21Z
dc.date.available2026-05-05T07:53:21Z
dc.date.issued2026
dc.description.abstractIt is also indisputable that although advertising, sales promotions and publicity play an important role in the industrial promotional mix, but personal selling serves as the main selling instrument. Despite the immense contributions of personal selling to different business organizations, critics still fail to recognize it as a marketing strategy to reckon with. This study focused on the impact of personal selling strategies on the marketing of industrial product using Olam farms Ltd as the case study in Ilorin, Kwara state. The study determined the significant relationship between Customer persuasion strategy and customer patronage of Olam's product, determined the significant relationship between Personal relationship strategy and sales growth of Olam's product. This study adopted descriptive and inferential methods of analysis. The population of the study was 48 respondents. The data collected were analyzed using analysis and findings using multiple regression analysis at 0.05 level of significance. For the validity of the research instrument, the face and content validity methods is adopted. This study shows that there is significant relationship between personal relationship strategy and sales growth. And it also shows that there is significant relationship between customer persuasion strategy and customer patronage. The study therefore concludes that personal selling strategies is significantly significant to the marketing of industrial products. The study recommended that Olam farms Ltd should ensure that its marketers make use of customer persuasion strategy in order to convince customers through gimmick and logics to increase the level patronage.
dc.identifier.citationOlawale Y. A., SALMAN, A. & MUSTAPHA O. (2026). PERSONAL SELLING STRATEGY AND INDUSTRIAL PRODUCT MARKETING. Ilorin Journal of Human Resource Management (IJHRM), 10(1), 126-139. 2579-0447.
dc.identifier.issn2579-0447
dc.identifier.urihttps://uilspace.unilorin.edu.ng/handle/123456789/17980
dc.language.isoen
dc.publisherDepartment of Industrial Relations and Personnel Management, Faculty of Management Sciences, University of Ilorin, Nigeria
dc.relation.ispartofseries10; 1
dc.subjectCustomer Patronage
dc.subjectPersonal Relationship Strategy
dc.subjectPersonal Selling
dc.subjectPersuasion Strategy
dc.subjectIndustrial Product Marketing
dc.titlePERSONAL SELLING STRATEGY AND INDUSTRIAL PRODUCT MARKETING
dc.typeArticle

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