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The Influence of Personal Selling on Purchaser Retention in A Company

Gift Ugwe Roman PhD

Abstract

This study investigates the Influence of personal selling on Purchaser retention in an Company, using Dangote Cement Plc in Douala, Cameroon, as a case study. In highly competitive and commoditized markets like the cement industry, Companys must go beyond traditional promotional strategies to maintain long-term relationships with Purchasers. Personal selling, a face-to-face communication approach employed by sales representatives, plays a critical role in engaging Purchasers, building trust, and enhancing loyalty. The study adopted a quantitative research design and employed structured questionnaires distributed to 154 respondents comprising sales staff, distributors, and retail Purchasers of Dangote Cement Plc. Descriptive statistics, correlation, and regression analysis were used to analyse the data. The results showed a strong positive relationship between personal selling and Purchaser retention. Key personal selling strategies such as responsiveness, after-sales service, follow-up visits, and personalized communication were identified as significant contributors to Purchaser satisfaction and loyalty. The regression analysis confirmed that personal selling has a statistically significant effect on Purchaser retention, with an R2 value of 0.507, indicating that over 50% of the variance in Purchaser retention can be explained by personal selling efforts. The study concludes that personal selling is not just a sales function but a strategic tool for Purchaser relationship management. It recommends that Dangote Cement Plc invest in regular training of sales staff, implement structured follow-up systems, and personalize sales interactions to enhance long-term Purchaser loyalty. The findings contribute to the growing body of knowledge on industrial marketing and relationship management in emerging African economies.

References

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