Personal Selling and Marketing Performance in Nigeria's Industrial Paint Industry: Evidence from Portland Paints and Products Nigeria Limited

Olowu Irikefe Peter; Batse Emmanuel Taji

doi:10.56201/ijebm.vol.12.no8.2026.pg271.288

📄 Download Paper

Personal Selling and Marketing Performance in Nigeria's Industrial Paint Industry: Evidence from Portland Paints and Products Nigeria Limited

Olowu Irikefe Peter, Batse Emmanuel Taji

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 P-ISSN 2695-186X

Keywords

Personal Selling; Marketing Performance; Salesperson's Presentation and Product Demonstration; Salesperson’s Knowledge of Products and Sales Performance

References

P-ISSN 2695-186X Adegbite G , Ademola J and Solomon A (2019)The Effect of personal selling and marketing on firm sales growth (A Study Of Pz And Dangote Nigeria Plc),.Journal of Business Management, Volume-5 | Issue-1 Appiah-Adu, M (2019). The effect of product iInnovation, Marketing strategy on marketing performance of Culinary MSMEs in Bandung During Covid-19. Solid State Technology, 63(4) Aremu, M. A., & Lawal, A. T. (2012). Exploring marketing strategy as a catalyst for performance in Nigerian firms. Journal of Business and Management, 5(4), 1–8. Bao, Y., & Cheung, M. Y. (2021). Employee job satisfaction as a mediator between personal selling strategies and industrial product performance: Evidence from China. Journal of Business Research, 134, 138-150. Bleier, A. H. (2019). Creating effective online customer experiences. Journal of marketing, 83(2), 98- 119. Boardman, R., McCormick, H., (2019). ‘The impact of product presentation on decision making and purchasing’, Qualitative market research: An International Journal, Vol. 22 No. 3, pp. 365- Cengiz, E. (2020). An empirical examination of relationship marketing in the Turkish industrial market. Industrial Marketing Management, 90, 28-38 Cengiz, E. (2020). An empirical examination of relationship marketing in the Turkish industrial market. Industrial Marketing Management, 90, 28-38 Dieng, A., & Saraka, K. C. (2021). Personal selling strategies and the marketing of industrial products in Senegal. Journal of Business and Management, 23(1), 88-102 Gyamfi, A. & Kofi, G. (2019). Impact of personal selling on the marketing performance of pharmaceutical firms in Takoradi, Ghana. Journal of Advanced Consumer Research, 33(14), 78-91 Gyamfi, A. & Kofi, G. (2019). Impact of personal selling on the marketing performance of pharmaceutical firms in Takoradi, Ghana. Journal of Advanced Consumer Research, 33(14), 78-91 Hiong, L. S., Ferdinand, A. T., & Listiana, E. (2020). Techno-resonance innovation capability for enhancing marketing performance: 21(1),329–339. https://doi.org/10.3846/BTP.2020.12117 Ibeh, J.I , J.O Nnabuko and Nwajimeje J (2022) Impact of personal selling and sales promotion strategy on market performance of selected manufacturing Companies in Lagos State, Nigeria, British Journal of Marketing Studies ,Vol. 10, Issue 5, pp.,54-74 Ingram, T. N., LaForge, R. W., Avila, R. A., Schwepker, C. H., Jr., & Williams, M. R. (2020). Sales management: Analysis and decision making (10th ed.). Routledge. Jobber, D., & Lancaster, G. (2020). Selling and sales management (11th ed.). Pearson Education Limited. Koh, C. K. S., & Ling, S. K. (2019). The impact of organizational culture on industrial marketing: A case study of Singaporean firms. Journal of Asia-Pacific Business, 20(3),215-230. Koh, C. K. S., & Ling, S. K. (2019). The impact of organizational culture on industrial marketing: A case study of Singaporean firms. Journal of Asia-Pacific Business, 20(3), 215-230. Koroma, S., & Osman, J. A. (2018). Personal selling strategies and the marketing of industrial products in Sierra Leone. Journal of Marketing and Consumer Research, 44, 43-55. Kotler, P., & Armstrong, G. (2023). Principles of marketing (19th Global ed.). Pearson Education. P-ISSN 2695-186X Kotler, P., & Keller, K. L. (2022). Marketing management (16th Global ed.). Pearson Education. Lee, C. S., & Lee, J. H. (2020). The impact of personal selling strategies on industrial product performance in Singapore. Journal of Asia-Pacific Business, 21(1), 29-44 Linsey W.W, Stephen N. K, Elyjoy M, and Hellen K (2025) Influence of product presentation on consumer purchase decisions of households in Nairobi City County, Kenya, International Journal of research and innovation in social sciences 9 (4)8 Maya A, Den, M Sopyan S (2024)The Effect of customer orientation on marketing performance through product innovation as a mediating variable, Dinasti International Journal of Economic , Finance and Accounting Vol. 5, No. 4, Menna, M. T., & Abubakr, A. S. (2020). Personal selling strategies and the marketing of industrial products in Sudan. Journal of Business and Retail Management Research, 15(4), 211-222 Moncrief, W. C. (2017). Are sales as we know it dying... or merely transforming? Journal of Personal Selling & Sales Management, 37(4), 271–279. https://doi.org/10.1080/08853134.2017.1386110 Mugge, R. D. (2018). What you see, is what you get?” Guidelines for influencing consumers' perceptions of consumer durables through product appearance. Journal of Product Innovation Management, 35(3), 309-329 Sugiyarti, G. (2016). Analisis Kinerja Pemasaran Usaha Kecil Menengah Batik Di Provinsi Jawa Tengah. Ekonomi Bisnis, Vol 7 No 2 Suleman M and Yakubu, K (2025) Revealing the effect of customer-perspective measures on organizational performance indicators and the moderating role of management support: a comprehensive review of ghana's oil and gas, and telecommunication sectors International Journal Of Research and Innovation In Social Science Volume IX Issue V Webster, F. E., Jr., & Wind, Y. (1972). Organizational buying behavior. Prentice-Hall.

Personal Selling and Marketing Performance in Nigeria's Industrial Paint Industry: Evidence from Portland Paints and Products Nigeria Limited

Abstract

Keywords

References

More Articles from IIARD INTERNATIONAL JOURNAL OF ECONOMICS AND BUSINESS MANAGEMENT