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

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

Jacob Olubukola Oladipo

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Ladoke Akintola University of Technology

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

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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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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Jacob Olubukola Oladipo. 2019. \u201cEffect of Personal Selling on Consumer Impulse Buying Behaviors: Evidence from Selected Quoted Foods and Beverages Firms in Nigeria\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 19 (GJMBR Volume 19 Issue E4).

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GJMBR Volume 19 Issue E4

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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GJMBR-E Classification JEL Code: M39

Submission ReceivedDecember 15, 2018
Peer Review Double Blind
Handling Editor
Accepted January 3, 2019
Published January 15, 2019

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v1.2

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July 17, 2019

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