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

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Jacob Olubukola Oladipo
Jacob Olubukola Oladipo
1 Ladoke Akintola University of Technology

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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.

Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

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No ethics committee approval was required for this article type.

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Not applicable for 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
Pg. 17- 24
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Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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GJMBR-E Classification: JEL Code: M39
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v1.2

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July 17, 2019

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English

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

Jacob Olubukola Oladipo
Jacob Olubukola Oladipo Ladoke Akintola University of Technology

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