Abstract
In spite of huge marketing expenditures, management frequently does not have any concrete knowledge of the return obtainable on its sizable investment into personal selling effort. Quantitative as well as qualitative measurements of effectiveness of personal selling effort are no doubt very difficult due to its interaction with numerous forces in the marketplace. The present work is carried out with the aim of studying the impact of personal selling on sales and overall customer satisfaction level relating to two brands (Keo-Karpin and Emami) of two firms by taking into consideration both financial and non-financial aspects of the measurement. The return-on-investment (ROI) is calculated firmwise of personal selling effort for each brand on the basis of sales and adjusted for respective customer satisfaction index (CSI). Results thus, obtained were compared between the brands to get an idea of the effectiveness of this effort on Sales, CSI, and return-on-investment (ROI). The findings suggest that the personal selling effort has significant positive impact on sales as well as on customer satisfaction level for both the brands.
Recommended Citation
Baidya, Mehir Kumar and Basu, Partha
(2007)
"ROI into Personal Selling Effort: An Empirical Analysis,"
Management Dynamics: Vol. 7:
No.
1, Article 4: 45-59
DOI: https://doi.org/10.57198/2583-4932.1199
Available at:
https://managementdynamics.researchcommons.org/journal/vol7/iss1/4
